Recently, a study from Nielsen indicated that Brazilians are top users of social media in the world, ranking higher than markets like China, the United States and India. Given the strength of social media in the country and the strong ROI from social media campaigns in Brazil, we decided to highlight some unexpected trends we have spotted.
#1 Facebook Still Rules
On the surface, this doesn’t sound surprising. However, with all of the recent stories pointing out that Facebook is losing popularity in Brazil and elsewhere, it makes sense to offer some statistical perspective. Experian Hitwise measured the social sites that were most accessed by Brazilians in December 2013. Nearly 68% of Brazilians went on Facebook, with the #2 site being YouTube, at 21%. So while there may be some fragmentation in social media use as Instagram and apps like WhatsApp draw Brazilian users, these figures suggest that there isn’t a mass exodus from Facebook in Brazil. It may be an interesting headline to draw clicks, but it’s not consistent with the data.
Besides overall usage, one of the interesting metrics in the Experian Hitwise data is time spent on these sites: Facebook had the highest, with an average of 17 minutes and 42 seconds per visit. Despite being fairly far behind in usage, YouTube was closer in time spent, with its average visit per user lasting 12 minutes and 57 seconds.
Beyond Facebook and YouTube, other social sites take up a very small amount of user time in Brazil: less than 2% for Twitter and Ask.fm, and less than 1% for Instagram. Orkut, Badoo, Yahoo Answers, Google+ and Bate-papo UOL.
Finally, the Experian Hitwise study indicated that Brazilians aged 25-34 are the largest demographic among the country’s social media users (27%), with 18-24 year-olds in second place (23%) and 35-44 year-olds in third place (20%). Now, one recent study did show that teen use of Facebook in Brazil is down, but given these figures about the demographics of the user base, the decrease in teen use may not have a big impact on most advertisers.
#2 Only 36% of Brazilian companies have a social media presence
Between November 2012 and March 2013 the Centro de Estudos sobre as Tecnologias da Informação e da Comunicação (Cetic.br) looked at the social media usage of more than 6,400 Brazilian companies and found that just 36% had a presence on social media.
#3 Most social media professionals in Brazil are women aged 28-32 and favor using Facebook ads
A study from OpSocial, a social media management platform, surveyed social media professionals in Brazil and discovered the following:
- 63% are women, 37% are men
- 52% are aged 28 to 32, 25% are 23-27, 14% are 33-36 and only 5% are older than 37
- 34% studied advertising, 27% studied journalism and only 10% studied marketing
- The social site they use most frequently is Facebook (26%), followed by Twitter (22%), Instagram (13%), Google+ (8%) and LinkedIn (7%)
- The largest chunk of their paid social media campaigns go towards Facebook (31%), followed by sponsored posts (28%), Google ads (18%) and advertorials (8%), with less than 1% investing in sponsored tweets
#4 99% of LinkedIn users in Brazil use the site for reasons not related to job searching
This figure is from a survey that LinkedIn did of its members in Brazil. The survey also found that:
- 80% of Brazilian users expect to use LinkedIn in 2014
- 2 out of 3 have undergraduate degrees and 1 in 4 has a graduate degree
- 60% say that using the site has made them more successful
- 43% say that LinkedIn is a trustworthy source for company information when they are considering making a purchase
#5 Brazilians are using social media to invest and to learn other languages
Social trading is a recent trend in which people join social networks to learn from and copy other investors. In Brazil, eToro is one of the more popular sites for social trading. Brazilians are also signing up for social sites in which they can learn new languages: Bussu has more than 3.5 million registered users in Brazil and Livemocha has 2 million.
To find out more how we can help you reach Brazilians via social media or any other form of media, please contact us.