Author Archives: Sheila

About Sheila

Based in São Paulo, Sheila is a Digital Ad Sales Executive at US Media Consulting.

Classe C 2

What Brazil’s Huge Middle Class Will Buy in 2014

If Brazil’s Classe C middle class were a country, its annual consumption is enough for it to be among the top 20 countries in the world. With a total population of 108 million people, in 2013 Classe C spent R$ 1.17 trillion (US$530 billion). Recent studies from Serasa Experian, Data Popular and other sources have identified a number of hot products that Classe C will purchase in droves during 2014.


Brazil’s Classe C will buy 3 million cars in 2014. In all of 2013, Brazilians of all socioeconomic classes purchased 3.6 million cars, a figure that suggests that the middle class will account for most car purchases in 2014.

2 clothes

The Brazilian middle class will be responsible for 41% of all clothing purchases made in Brazil during 2014. Classe B will be responsible for 40% of the clothes purchases, will Class A will only account for 8% and Classes D and E combined will account for 8%.

3 cosmetics
In general, Brazilians of all socioeconomic classes will spend 14% more on cosmetics in 2014 than they did in 2013. Last year, Classes B and C were the biggest consumers of cosmetics in Brazil. Classe B Brazilians spent R$ 383 million (US$172 million) on cosmetics while Classe C Brazilians spent R$ 317 (US$143 million).

3 furniture
Brazil’s middle class will spend R$ 7.8 million (US$3.52 million) on furniture.

4 fridge 2

Classe C Brazilians will buy nearly 5 million refrigerators during 2014.

5 phone

Classe C will buy 3.9 million smartphones during 2014. Since IDC predicts that overall sales of smartphones in Brazil will reach 47 million units, this means that the Brazilian middle class will account for 8% of smartphone sales in 2014. In addition, a recent study from Kantar Worldpanel indicates that smartphones have a 17% penetration rate among Classe C.

6 tablet

It’s projected that the Brazilian middle class will buy 4.5 million tablets during 2014. Since total tablet sales in Brazil during 2014 are projected to reach 10.7 million, this means that Classe C will account for nearly half of all the tablets purchased in Brazil this year.

7 travel

Classe C will continue to step up its travel during 2014, spending R$ 8.5 million (US$3.84 million) on travel within Brazil and R$ 3.2 million (US$1.44 million) on travel outside of Brazil. Recently, Brazil’s Tourism Ministry indicated that Brazil’s middle class will make up 53% of the total of Brazilians who will travel outside the country in 2014. A 2012 study from Amadeus, a travel firm, indicated that Argentina was the #1 foreign travel destination for Classe C Brazilians, followed by Paraguay and Uruguay. The United States came in 4th place for Brazil’s middle class travelers, followed by Portugal and Spain.

7 tv
TV Sets

Classe C will purchase 6.7 million TV sets during 2014. Given that one economist has predicted that overall, Brazilians will purchase 9.5 million TV sets this year, this means that the Brazilian middle class will account for 70% of all TV sales in Brazil in 2014.

To find out more how we can help you reach Classe C via an online campaign or through any other form of media, please contact us.

00 main shot

The Hottest Brands Expanding within Brazil

While overall growth projections for the Brazilian economy in 2014 seem to be modest, it’s clear that a number of internal markets are posting strong increases. We recently looked at several that are emerging in 2014, while highlighting several others in August 2013 and in April 2013. There have also been several brands that expanded their presence in Brazil in 2013 and to help agencies get a sense of market conditions, below we highlight 14 international and local brands that plan to expand their presence in the Brazilian market during 2014.

The brand opened its first store in Brazil in Rio in February 2014 and vice president Steve Cano commented that Apple is “excited with what we believe to be the first of many stores in Brazil.” Given the sharp increase in smartphone and tablet sales in Brazil and strong 2014 projections, the only surprise here is why it took so long for Apple to emerge in this growing market.

The carmaker started off 2014 with its best January sales ever in the country, reflecting the sharp increase in car sales in the country. The company expects to sell more than 10,000 cars in Brazil during 2014, a 50% compared to the 6,700 sold in 2013.

Dunkin Donuts

This chain started operating in Brazil during the 1980s, then closed its last store in the country in 2005. However, in 2013 it announced plans to open 20-25 stores each in Sao Paulo, Rio de Janeiro and Brasilia.

Forever 21

This clothing store chain reflects the growth of the fashion industry in Brazil. It plans to open its first store in Sao Paulo this month (in the Morumbi mall) and 5 additional stores in 2014.

Grupo pao de acucar new
Grupo Pão de Açúcar

The largest retail chain in Brazil is about to get bigger. It plans on opening 646 new stores over the next 3 years. The brand is also expanding online in terms of e-commerce with its Nova Pontocom site.

Hard Rock Café

The restaurant chain plans to open three locations in Brazil in 2014: in Rio Curitaba and Brasília. In addition, the brand plans to renovate some of the existing locations, such as the one in the Altavila Shopping Center in Nova Lina.


The supplement firm grew by 34% in Brazil in 2013, with R$ 820 million (US$355 million) in revenues, The company has doubled the number of its regional distribution centers in Brazil and opened 8 branches where resellers can pick up products. The expansion will continue in 2014 as the firm expects to add 10 more branches and eventually have a presence in the majority of Brazil’s states.


This Brazilian lingerie brand plans to open 50 more stores during 2014 with the hopes of reaching more than 300 stores by 2016: currently there are 117 stores.

Mary Kay

Overall, the cosmetics firm brings in more than $3 billion worldwide and Brazil is its 4th largest market—only behind the U.S., China and Russia. In 2013 the Brazilian division of Mary Kay posted 75% growth compared to 2012. In 2014, expansion plans involve opening a new logistics center outside of Sao Paulo, though a location has not yet been established.

pague menos
Pague Menos

This Brazilian pharmacy chain already has 650 stores open in all of Brazil’s states but in 2014, it plans to open 88 new stores, 50 of which will be newly constructed. The chain has maintained an impressive 23% CAGR over the past 10 years.


In late 2013 Prada opened 4 new stores in Brazil, including one at the Iguatemi Mall in Sao Paulo, in Recife at the Riomar Shopping Centre and at the Patio Batel Mall in Curitiba. This expansion reflects the growth of the luxury market in Brazil, estimated to be at 16-18% for 2014.

Quiznos Sub

The fast-food chain reached a total of 39 stores in 11 Brazilian states in 2013. However, Quiznos plans for a massive expansion in Brazil in 2014 in which it will open 104 stores. This expansion comes on the heels of a 188% increase in revenues in 2013 and a projected 13% growth in sales in 2014.


The coffeehouse chain opened 20 stores in Brazil in 2012, nearly 30 in 2013 and has the goal of opening another 30 in 2014.


The online travel company expects to open an office in Brazil this year.

To find out how we can help you reach the growing Brazilian consumer market with a strategic media campaign, please contact us.

5 Surprising New Social Media Trends in Brazil

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, 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 ( 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.

Business concept male finger pressing Brazil enter key

4 Key Online Trends in Brazil for 2014

The firm F/Nazca Saatchi & Saatchi recently polled Brazilian Internet users. We analyzed the results to see if any data points emerged that online marketers should factor into their campaigns during 2014. Here’s what we found.

Facebook is Showing Slight Fatigue
About 8% of Brazilian Internet users say they are reducing their use of Facebook or leaving it: the percentage of Brazilians leaving Facebook is 11% among those aged 16 to 24.
Trend takeaway: Facebook is still quite popular in Brazil and comScore indicates that it takes up most of the time that Brazilians spend on social media. However, the numbers suggest that it’s worth experimenting with social sites that attract younger users to see if they deliver good ROI.

App Use Growing
More than 6 million Brazilians are using Instagram and 12% of Brazilians that use mobile Internet use Whatsapp, with use being higher among those 16 to 24 (15%).
Trend takeaway: Given that U.S. studies show that in-app ads have higher CTR than other kinds of mobile ads, there could be an interesting opportunity with apps like Whatsapp and Shazam.

Sharing Across Media
Some studies from last year showed that Social TV was gaining significant traction in Brazil, and the F/Nazca Saatchi & Saatchi study further contributes to the evidence. Nearly 38% of Brazilian Internet users say they comment about TV shows as they watch them, with 25% doing this for sports events they watch on TV.
Trend takeway: With the World Cup approaching, it makes sense for brands to develop spots that allow for social media interaction or that are cued to hashtags, as well as an array of native advertising options that relate to the Cup.

“Mobile” Doesn’t Mean “Moving”
The study results indicate that 43 million Brazilians use mobile Internet. However, this doesn’t mean that they are traveling when they go online. While 62% of Brazilians say they access the Internet from a desktop, 47% go online at home with a laptop, 43% use a cell phone and 10.5% use a tablet.
Trend takeaway: The increased use of mobile devices clearly highlights the need for greater investment, but what’s more telling is that Brazilians are using their devices at home, which may allow brands to achieve greater engagement with their mobile campaigns.

To find out more about how we can help you reach Brazilian Internet users with a strategic online campaign, please contact us.

Brazil - Flag on Button of Black Keyboard.

20 Key Facts for Understanding Brazil’s Internet Users in 2013

Fresh data compiled by IAB Brasil in its recent Indicadores de Mercado report offer rapid insights that can be useful in your next campaign. We went through the report to analyze the data that seem to have the most impact for professionals in media, marketing and advertising and break them down here.

>>>Who’s the Competition?
Using data from IBOPE, IAB Brasil indicated that top industry 5 sectors account for 64% of the online ad investment in Brasil:

  1. Telecommunications Services
  2. Personal Hygiene and Beauty
  3. Consumer Services
  4. Cars, Car Parts and Accessories
  5. Financial Market and Insurance

In a post in June we broke down the top advertisers in Brazil in all media during 2012 and included the companies with the most display ad impressions.

>>>More Brands Are Investing in Online
IAB Brasil projects Brazil’s overall online ad spend in 2013 to be R$6 billion (US$2.58 billion), up more than 30% from the R$4.5 billion (US$1.9 billion) spent in 2012. In 2013 search will be responsible for R$3.8 billion, which is 63% of online ad spend in Brazil, compared to R$2.2 billion for display.
Recently, eMarketer forecast a 28% increase in online ad spend in Brazil in 2014 and that online will account for 14% of all ad spend in Brazil.

>>>Mobile Is Closing in on Desktops as the Main Internet Access Point in Brazil
In 2009, 90% of Brazilian Internet users went online with desktops and only 15% used a laptop, notebook or netbook—a difference of 75%. Only 1% used a cell phone and accessing Internet via smartphone was so rare in Brazil then that figures for smartphone access weren’t listed. But in 2013 44% of Brazilians now use laptops, notebooks or netbooks to access the Internet, while 68% use desktops: now the devices are separated by only 24% instead of 75%. In addition, in 2013 11% of Brazilians used smartphones to access the Internet.
In addition, eMarketer projects that in 2014 there will be 72 million mobile phone Internet users in Brazil and that by 2017 there will be nearly 121 million.

>>>Internet Hugely Influential in Purchase Decisions of Brazilians
The Indicadores de Mercado report cites data from TG.Net from March and April 2013 that indicates the following:

  • 68% of Brazilians say that Internet helps them decide what to buy more than TV does
  • 68% of Brazilians say that Internet offers product information not available anyplace else
  • 67% of Brazilians they are accustomed to browsing the Internet before buying a product
  • 60% of Brazilians will look online for information the next time they seek to spend more than R$1,500 (US$642) on a product

>>>Many Brazilians Like Online Advertising
The TG.Net data showed that Brazilians have favorable attitudes toward online ads:

  • 47% of Brazilians say that online ad banners help them find interesting things ion the internet
  • 42% of Brazilians say that online advertising is more interesting than other types of advertising
  • 41% of Brazilians say that online ads are more relevant than other types of ads
  • 38% of Brazilians say that advertising on social media influences the brands that they purchase
  • 35% of Brazilians say that they pay more attention to online video ads than other types of Internet ads

The main products that Brazilians search for information about when going online are cell phones, books, home technology products like TVs or DVD players, appliances like microwave ovens and personal technology products like digital cameras and portable game consoles. This is according to TG.Net data. However, e-bit, a firm that tracks e-commerce in Brazil, indicates that these are the top five product categories Brazilians bought via e-commerce during the first half of 2013:

  1. Clothes and accessories
  2. Appliances
  3. Cosmetics and perfume
  4. Technology products
  5. Books and magazine subscriptions

>>>Books Rule E-commerce in Brazil
The top five products that Brazilians purchase via e-commerce are:

  1. Books
  2. Cell phones
  3. Clothes or jewelry
  4. Appliances
  5. Health and beauty products

>>>Intelligence for SEM in Brazil
TG.Net’s data reveals the top 5 products that Brazilians search the Internet to obtain information about:

  1. Cell phones
  2. Books
  3. Home technology (TV, videogame consoles, DVD players)
  4. Appliances (microwaves, toasters)
  5. Personal technology (MP3 players, digital cameras)

>>>Brazilians’ Favorite Type of Web Sites
While you obviously tailor web site selection for a campaign to each specific target, it is helpful to understand where most Brazilian Internet users like to go when they connect. As such, with data from Nielsen, IBOPE and Netview, here are the top 15 site categories that Brazilians visit and how many unique visitors each category attracted in October 2013:

  1. Search Engines (51 million)
  2. Entertainment (47.2 million)
  3. Telecommunications or Internet services (46.6 million)
  4. Computers and Consumer Electronics (43.5 million)
  5. News and Information (37.8 million)
  6. Multi-category commerce (36.2 million)
  7. Government and non-profit (28.4 million)
  8. Education and Careers (28.2 million)
  9. Finance, Insurance and Investment (27.5 million)
  10. Corporate information (27.2 million)
  11. Family and Lifestyles (27 million)
  12. Home and Fashion (24.3 million)
  13. Travel (23.3 million)
  14. Special Occasions (12.9 million)
  15. Automotive (10.7 million)

To find out more about how we can help you reach Brazilians via Internet or any other type of medium, please contact us.

3 Ways Advertisers Can Effectively Reach Brazil’s Class C

According to Ibope Inteligência, consumption in Brazil will grow by 10% in 2013 to reach R$1.5 trillion (US$693 billion). While Class B will be responsible for more than half of this consumption (R$143 billion), Class C will account for 24%, more than Class A’s 22%.

And with 105 million people who are currently part of Class C, it makes sense for advertisers and agencies to pay attention to how this emergent class spends its money. A while back we highlighted some spending trends for Class C using 2012 data, but now we have identified some new trends based on more recent research. Based on this data, here are some suggestions for professionals in marketing, advertising and media.

Try retargeting via Facebook Exchange. Retargeting is a tactic used by e-commerce and e-travel companies. This story explains how it works. It could work well for Class C because according to e-bit, in the first half of 2013, 58% of first-time e-commerce shoppers in Brazil were from Class C. In addition, research firm Data Popular recently reported that Class C makes up 56% of Facebook users in Brazil, while Classes AB make up 24% of the social site’s users. As such, there’s a significant group of class C online buyers and it’s likely that these buyers are on Facebook, thus making retargeting a worthy tactic to explore.

Increase online campaigns aimed at reaching Class C. Online research firm Navegg reported recently that Brazil now has 105 million Internet users. The country gained 3 million Internet users between the end of the first quarter of 2013 and the end of the second quarter. Of those 3 million new Internet users, 61% were from Class C—nearly 2 million people.

Consider more campaigns on pay TV. According to Anatel, nearly 17 million homes in Brazil had pay TV as of August 2013. This translates to an audience of around 54 million people. According to Globosat, 27 million of the 54 million pay TV viewers in Brazil are from classes CD. In fact, while the number of Class AB pay TV subscribers grew by 69% between 2009 and 2013, the amount of class CD pay TV subscribers grew by 398% in that same period.

A Sample of What Class C Buys the Most
Besides knowing how to target Class C with media, it makes sense to understand which product categories are the most popular with segment. Recent studies suggest the following are among the hottest products for Class C:

To find out how we can help you reach Class C in Brazil with any form of media, please contact us.

Brazil hottest brands2

The 10 Hottest Brands in Brazil in 2013

With sales data in for 2012 and, in some cases, for the first half of 2013, a number of brands in Brazil are posting impressive numbers and leading their respective markets. Here’s a quick look at a selection of them:


Casas Bahia was the top advertiser in Brazil in all of 2012, with R$1.3 billion in investments. Here’s the top 10 list of advertisers for 2012 and the amount invested by each brand in advertising:

  1. Casas Bahia (R$1.3 billion)
  2. Unilever (R$1.1 billion)
  3. Caixa Economica Federal (R$ 676 million)
  4. Ambev (R$ 643 million)
  5. Sky (R$ 423 million)
  6. Vivo (R$ 418 million)
  7. Procter & Gamble (R$ 395 million)
  8. Petrobras (R$ 383 million)
  9. Petropolis (R$374 million)
  10. Hypermarcas (R$ 319 million)

Source: Meio e Mensagem


The Volkswagen Gol was the top-selling model of car in Brazil in the first half of 2013, with more than 141,000 units sold, ahead of the Fiat Uno (110,950), the Fiat Palio (105,000), the Hyundai HB20 (71,000) and GM Onix (67,000). However, Fiat is the car brand with the largest market share in Brazil at 22%, ahead of Volkswagen (19%), GM (18%), Ford (10%) and Renault (6%).

Sources: Federação Nacional da Distribuição de Veículos Automotores , Associação Nacional dos Fabricantes de Veículos Automotores

Cell Phone Service

Telefonica/Vivo is the market leader in mobile phone service in Brazil with nearly 29% market share, followed by Tim (27%), Claro (25%), Oi (19%)

Source: Anatel

The iBookstore, Apple’s online bookstore, is the top provider of e-books in Brazil. The iBookstore accounts for 28.5% of digital sales in Brazil, while Amazon accounts for 22%, Google for 17% and Saraiva for 15%.

Source: Publishing Perspectives


Of the top 10 makes of motorcycles sold in Brazil during the first half of 2013, 8 were from Honda. The top seller was the Honda CG Titan 150, with 194,000 units sold, followed by the Honda Biz (121,000), the Honda CG Titan 125 (101,000), Honda NXR 150 (84,000) and the Honda Pop 100 (49,834).


Samsung is currently the leading smartphone brand in Brazil with a 32% market share, followed by Nokia (23%) and Apple (17%). In 2012, Samsung only had 16% market share, so in the space of a year, Samsung’s market share in Brazil has grown by 100%

Source: CVA Solutions

Soap Operas

Avenida Brasil recently became Globo’s most syndicated soap opera of all time. In just 6 months, Globo sold syndication rights to the wildly popular soap opera in 106 countries and it will be dubbed into 14 languages. It’s already topping the ratings in Russia, Croatia, Venezuela, Greece, Panama, Portugal and Ecuador, among other markets.

Source: Globo

Weekly Magazines

The top 10 weekly magazines in sales in Brazil are:

  • Veja (1.098 million copies sold per week)
  • Época (417,798 copies sold per week)
  • IstoÉ (344,273 copies sold per week)
  • Caras (279,458 copies sold per week)
  • Viva Mais (167,723 copies sold per week)
  • Ana María (167,419 copies sold per week)
  • Contigo (139,115 copies sold per week)
  • Tititi (122,601 copies sold per week)
  • Minha novela (98,859 copies sold per week)
  • Malu (93,982 copies sold per week)

Source: Lista10

Video Games

UbiSoft is the market leader in video games in Brazil, with a market share of nearly 18%. It has a number of top titles in a variety of genres, including Just Dance, Tom Clancy’s Ghost Recon, Far Cry 3 and Assassin’s Creed.

Source: GfK

Video Game Consoles

Playstation 3 is the top-selling video game sole in Brazil in 2013, surpassing its main rival, Xbox. Sales of Playstation 3s in Brazil have spiked by 40-50% over the past couple months as prices have dropped 40%. Also in June, the biggest-selling video game in Brazil was The Last of Us, available only on PS3. Despite this recent growth, Xbox still has 65% of the video game console market in Brazil.

Sources: UZ Games, GfK

To find out how we can help you reach Brazilians via media campaigns of all types, please contact us. Surpasses Orkut to Become the #3 Social Site in Brazil

Back in December 2012, we wrote about the rise of in Brazil and Latin America while noting the other social sites that had lost traffic in the region. However, new data from credit firm Serasa Experian now shows that is the #3 social site in Brazil. This ranking is based on the percentage of visits to social sites as opposed to unique visitors or overall reach. So for example, Facebook receives 68% of the visits made to social sites by Brazilians each month. only receives 1.86% but that’s enough for it to rank #3 behind YouTube, which receives 16.7% of the visits to social sites in Brazil, and ahead of sites like Twitter, Orkut, Badoo and Google+. Here are the rankings from Serasa Experian, listing each site and the percentage of total social media visits it receives in the Brazilian market:

  1. Facebook (68%)
  2. YouTube (16.7%)
  3. (1.86%)
  4. Twitter (1.75%)
  5. Orkut (1.73%)
  6. Yahoo! Respostas Brasil (1.55%)
  7. Badoo (1.08%)
  8. Bate papo UOL (.082%)
  9. Google+ (.74%)
  10. Instagram (.48%)

Comparing ComScore Figures
It’s important to note that the figures from comScore for May 2013 show a different social media landscape for Brazil. When you look at the category of social networks in Brazil for May 2013, Facebook is still #1—attracting 29 million unique users, offering 91% reach and with 53 million minutes spent on it throughout the month. However, comScore ranks as the #6 social network in Brazil, behind LinkedIn (#2), Orkut (#2), Twitter (#4) and Tumblr (#5). And while just a couple of years ago in Brazil the battle was between Facebook and Orkut, nowadays professional social site LinkedIn has slightly more uniques and slightly deeper reach than Orkut, which of course was the dominant social site in Brazil for years.

While may not have as high a ranking per comScore, its growth has been staggering: 79,000% growth in unique visitors since May 2012. In comparison, Twitter has only grown by a modest 20% in the past year in Brazil, outpaced by Tumblr’s 132% growth. Also worth noting is that Tumblr registered 10.2 million unique visitors in May 2013 in Brazil, not far behind Twitter’s 13.8 million. Here’s a look at the top 10 social networks in Brazil as ranked by comScore for May 2013, listing total unique visitors for the month and percentage growth since May 2012:

  1. Facebook, 63 million (2.9%)
  2. LinkedIn, 14.4 million (114.9%)
  3. Orkut, 14.2 million (11%)
  4. Twitter, 13.8 million (20%)
  5. Tumblr, 10.2 million (132.9%)
  6., 9.8 million (79,000%)
  7. XPG, 7.3 million (-27.6%)
  8. Scribd, 5.4 million (24.7%)
  9. Badoo, 3.6 million (69%)
  10. Yahoo! Profile, 2.8 million (402%)

So is really the #3 social site in Brazil? While the Serasa Experian data is compelling, comScore’s visitor data seems to be a more decisive factor. That said, comScore’s Brazil Digital Future in Focus report—using data from December 2012—indicated that Brazilians spend 92.8% of their time on social sites on Facebook. Guess which social site was #2 in terms of percentage of time spent?, with 2.1%, more than Orkut (1.6%), Tumblr (1%) or Twitter (.08%).

To find out how we can help you reach Brazilians via media campaigns of all types, please contact us.

Content Brazilians Share the most

The Content that Brazilians Share the Most on Social Media

When creating a digital marketing plan for Brazil that incorporates social media, it clearly makes sense to favor major sites like Facebook and LinkedIn, along with hot new sites like  However, it’s also helpful to consider the websites whose content are shared the most on social networks. Knowing this can help you maximize the reach of your ads. Recently, research firm E.Life released a study on how Brazilians use social media. Part of the data involved the websites whose content Brazilians share the most on social media.

More than half (52%) of Brazilians share O Globo’s content on social media, while Folha de São Paulo is in second place with 14%. Other news sites in the country garner considerably less shares by Brazilian social media users, including Exame (7.3%), Veja (7%), R7 Noticias (4.7%), UOL Noticias (3.5%), Terra Noticias (3.5%), Vírgula (2.5%), Extra (2.5%) and Estadãö (2.5%).

Brazilians are among the world’s most avid watchers of online videos, and the E.Life study shows that 90% of the videos they share are from YouTube. Only 4% share videos from Vimeo and 1.5% share videos from Dailymotion.

Six out of ten Brazilian social media users share photos through Instagram, while 26% share photos via Twitpic and 12% do so with Flickr.

Other Key Data Points about Brazilian Social Media Users

Beyond discussing the media content most shared by Brazilians,’s study also highlighted certain aspects about social media users in the country, including:

  • More than half (53.9%) report that they use mobile phones as their #2 way of accessing the Internet (a home computer is still the #1 way of going online)
  • Desktops are still the primary device that Brazilians use to access the Internet (74% use them), but the other two major devices they use for going online are notebooks (65.7%) and mobile phones (61.8%)
  • 54% of Brazilians report going online at least 30 hours per week and nearly 35% go online more than 40 hours per week
  • While a small percentage of Brazilians report using tablets to go online, 46% of tablet users in Brazil spend at least 20 hours a week on the Internet with their devices
  • Facebook is still the #1 site among 81% of the Brazilians surveyed by E.Life, while Google+ grew by 10 percentage points in popularity in Brazil since the 2012 E.Life survey and LinkedIn gained 21 percentage points
  • Instagram seems to be one of the hot new sites in Brazil: 22% of survey respondents report registering on the site at least 3 months before the survey
  • A third of survey respondents reported becoming recent users of Pinterest
  • 71% of Brazilians watch TV while on the Internet and 50% listen to the radio while on the Internet
  • Nearly 67% of Brazilians report that they follow brands on social media to get online customer service whenever they need it
  • 93% of Brazilians like company pages on Facebook and nearly half (48.5%) like companies more after following them on Facebook

To find out how we can help you reach Brazilians via social media or any other type of media, please contact us.

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Profiling the Average Internet User in Brazil

As we all know, proper targeting is everything when it comes to a campaign, especially in the online world. A new report from IAB Brasil called Indicadores Mercado Online may help you refine your targeting. It includes statistics from a variety of studies that seem to paint a picture of the average Brazilian internautas. Here’s a brief profile of the typical Internet user in Brazil, based on this research:

Most Are Young Males
Based on March 2013 results from research produced by IBOPE Media in partnership with Nielsen, nearly 53% of active Internet users in Brazil are men and 47% are women. The largest age group among Brazilian Internet users is 25 to 34 (25.6%), and #2 is 35 to 49, with 25.5%. So slightly more than half of your target audience in Brazil is 25 to 49. If we decide to include slightly younger age groups, we find that 11.6% of Brazilian internautas are between 18 and 24 and 10.5% are 12 to 17. This means that 73% —basically 3 out of 4 Brazilians who are active Internet users—are between 12 and 49 and significantly ore more likely to be male rather than female.

Most are Classes AB
According to  2012 research from IBOPE called Internet POP, Internet has 92% reach among class A Brazilians and 79% among Class B Brazilians, with significantly lesser reach among the growing class C (54%).

The Majority Are Located in the South or Southeast of Brazil
Research from comScore MediaMetrix indicates that more than half (54.9%) of Brazilian Internet users are in the southeastern part of the country and another 18% are in the south, meaning that your web banners are more likely to be seen by people in those parts of the country. In contrast, only 4.7% of Brazilian Internet users are in the north, only 13% are in the northeast and only 9% are in the center-west region.

Their Favorite Web Sites Include News and Entertainment
The research from IBOPE and Nielsen also looked at the top Web site categories for Brazilian Internet users. Search engines were the #1 category, followed by telecommunications/Internet sites (#2), entertainment sites (#3), computer/consumer electronics sites (#4) and news/information sites (#5). Other important categories include family/lifestyle (#9), travel (#10) and finance/investment (#12).
Interestingly, here at US Media Consulting we represent or work directly with major international brands in all of these areas. For example, in Brazil we represent The Wall Street Journal (news and finance), CNET (computers and tech), Clickhoteles (travel), and SongPop (entertainment). In addition, we frequently work with top technology sites like Mashable, Wired and NetShelter, top lifestyle sites like Glam Media and Enfemenino, top entertainment sites like Grooveshark and top news sites like Forbes, Bloomberg and The New York Times.

Most are Avid Watchers of Online Videos
The IAB Brasil report cites comScore Data that indicates that 8 out of 10 Brazilian Internet users watch online videos, which have the biggest reach among those between 25 and 34 (13 million) and those between 35 and 44 (9 million). This is why we launched Jumba Video Network, which brings together many top sites with online videos all over Brazil and Latin America.

Internet Drives Their Purchase Decisions
A TG.Net survey from June 2012 shows that 74% of Brazilians said they had gone on the Internet in the past 6 months to obtain information about products before buying them. In addition, 68% agree either totally or partially with the statement “A internet me ajuda mais que a televisão para decider que produto comprar” (“The Internet  helps me more than TV does in terms of deciding which product to buy.”) In addition, nearly 7 out of 10 Brazilian Internet users (69%) say that the Internet gives them product information that they can’t get anywhere else.

They Search for Social Sites the Most, then Multimedia
IAB Brasil’s report also cites March 2013 data from Hitwise that indicates that the type of Web sites that Brazilians search the most for are social media sites (30%). The #2 type of site category that Brazilian internautas search for are multimedia sites, which means music and video. Rounding out the top 5 are game sites, portal home pages and education sites.

They Are Fairly Likely to Be Online Shoppers
In 2012 more than 42 million Brazilians bought products online. Currently, comScore estimates that there are 89 million Internet users in Brazil. This means that 47% of Brazilian Internet users engage in e-commerce. For perspective on the explosive growth of e-commerce in Brazil, consider that in 2008 only 13 million Brazilians bought products via the Internet. According to e-bit the top 5 types of products that Brazilians bought online in 2012 were appliances (#1), clothes (#2), health and beauty products (#3), tech products (#4) and home décor products (#5). Overall, Brazilians spent R$ 22 billion (US$11 billion) on e-commerce purchases in 2012 and it’s projected that Brazilians will spend R $28 billion (US$14 billion) on e-commerce in 2013.

A Significant Portion Go Online Via Mobile Devices
The IAB Brasil report includes data from a survey of more than 20,000 Brazilian Internet users done between July 2011 and August 2012. Nearly 4 out of 10 Brazilian Internet users reported using a laptop, netbook or notebook to go online, compared to just 15% in 2009. In addition, 8% of Brazilians said they used smartphones to go online in 2012. That said, 2013 data from IBOPE Media—just published in Blue Bus—paints an even more potent picture of mobile Internet in Brazil. According to IBOPE, 52 million Brazilians can access the Internet via cell phones. Out of this total, 20 million Brazilians access the Internet using a smartphone. This IBOPE study also notes some interesting facts that marketers and advertisers should keep in mind: 64% of Brazilians who go online with smartphones read news, 47% to see what’s new in the music scene and 44% to watch videos.

To find out how we can help you reach Brazilians via any other type of media, please contact us.

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