Tag Archives: comScore Brazil

Ask.fm Surpasses Orkut to Become the #3 Social Site in Brazil

Back in December 2012, we wrote about the rise of ask.fm 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 ask.fm 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. Ask.fm 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. Ask.fm (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 ask.fm 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 Ask.fm 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. Ask.fm, 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 Ask.fm 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? Ask.fm, 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.

brazil travelers online

Millions of Brazilians Use the Internet to Plan Travel

More than ever before, Brazilians are using the Internet to plan and book their travel. Recent research from comScore’s Media Metrix Service shows that 16.5 million Brazilians visited travel sites in July 2012. This is an 18% increase compared to 2011. Here’s a look at the top 10 travel sites that Brazilian Internet users are visiting, organized by amount of unique visitors during July 2012:

  1. Hotelurbano.com.br                       3.1 million
  2. Decolar.com                                     2.3 million
  3. TAM.com.br                                     2.2 million
  4. Voegol.com.br                                 1.9 million
  5. Submarinoviagens.com.nr            1.6 million
  6. Mundi.com.br                                  1.1 million
  7. Viajanet.com.br                              1.1 million
  8. Booking.com                                   1 million
  9. CVC.com.br                                     823,000
  10. Tripadvisor.com.br                        780,000

Who These Brazilian Travelers Are
Visitors to Brazilian travel sites are 50.6% male and 49.4% female. However, 1 in 3 visitors to Brazilian travel sites are between 25 and 34, making this the largest age group. Overall, the visitors tend to be younger: 73% are between 15 and 44.

In terms of geotargeting a campaign, Sao Paulo would be a good choice: 32% of visitors to Brazilian travel sites are from that city. Around 13% of the visitors are from Rio, 7.3% are from Minas de Gerais and Paraná, 6% are from Rio Grande do Sul and 4.5% are from Catarina.

Where They Are Going
While comScore didn’t report on popular destinations for Brazilian travelers, other sources have. The United States Commerce department projects that 1.5 million Brazilians will visit the United States during 2012 and that amount will increase to 2.5 million by 2016. In 2011, Brazil sent more tourists to Argentina than any other country. In terms of specific cities that Brazilian travelers visit, a study from Hotel Price Index showed that Orlando is #1, New York is #2 and Buenos Aires is #4. Also in the top 10 were Miami, Las Vegas and Paris.

To find out how we can help you reach Brazil, Latin America or U.S. Hispanics via a strategic campaign across all media, please contact us.

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3 Great Ways to Reach Brazilian Internet Users

Recently, we’ve written quite a bit about Brazil’s spiking online ad spend. We know that online grew 19% in ad spend in 2011 and that it makes up 10% of the country’s overall ad spend. But the challenge for media, advertising and marketing professionals is where to direct those online ad funds.

Several recent studies we’ve reviewed, including comScore’s 2012 Brazil Digital Future in Focus, offer some ideas for concentrating online ad buys.

#1 ONLINE VIDEO A quick look at the numbers shows how hot this category is. First, Brazil’s online video audience is the biggest in Latin America—42.9 billion. It grew by 19% in 2011. Brazilians watched a total of 4.7 billion online videos in 2011, 74% more than in 2010. Besides overall volume, individual volume of online videos watched is also high in Brazil: each viewer watched an average of 109 in 2011.

According to comScore, Google Sites—owner of YouTube—is the #1 site for Brazilian online video viewers. That’s not surprising, considering that YouTube recently reported that Brazil is its #6 market in the world, that it reaches 79% of the country’s Internet users and that its views from Brazilians grew 67% last year.

Several other sources also point to the heavy popularity of online video in Brazil. A 2011 survey of 6,500 consumers in 7 countries done by Accenture showed that 89% of Brazilians reported that they watch online videos. This was more than people in the United States (80%) or the United Kingdom (75%). And in another 2011 survey, this one from Forrester, 86% of Brazilians said that they watch online videos.

Beyond the strong viewership, it’s important to note that currently, ads take up less than 2% of the time spent watching online videos—compared to 25% of the time spent watching TV. As such, advertisers can stand out more while getting better segmentation and highly accurate audience measurement. These advantages and the strong market for online videos in Brazil and Latam led us to launch Jumba Video Network last year. It brings together top video sites for targeting all of Latin America, specific markets like Brazil and allows for a wide range of segmentation options.

#2 SOCIAL MEDIA AND BLOGS These seem like rather obvious ways to reach Brazilian Internet users, especially when you consider that 97% of them are on social networks. In addition, comScore recently reported that blogs have 96% reach among Brazilian Internet users—the country is #1 in the world in this regard and the audience for blogs grew 44% last year.

However, some studies suggest that there hasn’t been a huge rush of companies investing in social media campaigns in Brazil. For instance, a 2011 survey of 156 Brazilian companies by Orbium revealed that 42% of them had never done a social media campaign but were interested in doing so. In addition, nearly 10% of the Brazilian companies surveyed said they had no interest in conducting social media campaigns. Another study done by Forbes in partnership with Weber Shandwick showed a similar reserve from Brazilian executives when it comes to social media: 41% said that the risks of investing in social media are greater than the gains.

Despite this, Facebook clearly seems to offer powerful potential in Brazil, growing by 192% in 2011. Visitors averaged 4.8 hours on Facebook in December 2011, 667% more time than in December 2010. Blogging site Tumblr also grew enormously in Brazil in 2011, going up in visitors by 206%. Other hot social sites in the country include LinkedIn (79% growth), Slideshare (65%) and Twitter (40%). Finally, Brazil is the fourth largest market for Google Plus in the world, just behind France.

#3 NEWS/INFORMATION SITES In a November 2011 presentation at MediaOn 2011, Alex Banks, comScore’s Executive Director, was quoted as saying that Brazil is the #2 consumer of online news in the world. More recently, in February 2012 Brazil dropped to #4 in consumption of online news. That said, the fact that it ranks among the top 5 markets in the world in this category—not far behind the United States, Sweden and South Korea—clearly indicates that news sites are a very effective means of reaching Brazilian Internet users. This category posted impressive gains in 2011, growing by 39% in visitors. According to comScore, the average Brazilian visitor to a news site spends 33 minutes a month consuming news, viewing an average of 37 pages of content. The top-ranked news sources for Brazilian Internet users are Globo Noticias, UOL Noticias-Folha, Terra News, Yahoo! News and Estadao.

However, it’s important to note that the previous figures are for general news. When it comes to other types of news, other sites do well. For example, Brazilian portal iG consistently ranks in the top 5 for financial, technology and health news.

Despite this distinction, what’s clear is that news/information is another important category to consider when setting up an online campaign that’s targeting Brazilians.

To find out how we can help you reach Brazil via online video, news, social media or other digital options, please contact us at info@usmediaconsulting.com.

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