Following research conducted by comScore, identifying that social media penetration in Brazil has reached almost 100%, Waseem Saddique Marketing Services provides a review of the Brazilian population’s embrace of social media.
Social media has become a craze in Brazil and interaction across social media sites such as Facebook, Twitter, Google+ and other social networking sites, is positively booming. At present 97% of Brazil’s Internet users have a presence on a social networking site, putting the samba nation on the threshold of achieving a monumental milestone.
This may strike many as surprising, but the internet and social media are relatively new concepts in Brazil and it’s only in very recent years that the nation has truly embraced both the web and social media on such a wide-scale.
The change in attitude towards social networking sites in Brazil has been rapid and dramatic, with the number of Brazilians using social media surging in recent times. Social media platforms have become incredibly popular among Brazilian people for a number of reasons.
Here are the facts:
1. The majority of Brazilians take to social media sites in order to research products and services before committing to a purchase – Waseem Saddique states “In a study conducted by ‘Oh! Panel’ they uncovered that approximately 61.4% of the Brazilian population will turn to social media in order to access information about products or services before deciding to buy.”
The study that Waseem Saddique refers to also unveiled that approximately 81% of Brazilian people use social media to find new products and/or services and a further 75% use it to track down special discounts.
2. The Brazilian population is heavily engaged with Facebook – On average, recent figures show, a Brazilian visitor to Facebook will interact on the site, in a variety of ways, for around 4.8 hours. Compared to 2010 this is a staggering increase, when a visitor would only spend an average of 37 minutes on Facebook.
As recently as 2011, Brazil was recognised as the number 4 country in the world in terms of its Facebook users with 36.1 million taking to the site. Furthermore, Facebook’s marketing share of display advertising in Brazil exceeded that of media giant, Google.
3. The decision making process of the majority of Brazilians will be influenced by posts they have viewed on social media – Waseem Saddique comments: “The ‘Oh! Panel’ survey uncovered that a staggering 79% of Brazilians put more trust in posts on social media sites about products than they do in the endorsement of a product expert.
Brazil is now recognised as one of the fastest growing social media markets on the planet. The use of the internet in Brazil has grown from virtually nothing to a stage where about 88% of Brazil’s urban population are now online.
A number of marketing experts predict that the trend will continue, as Brazil looks to make sure that internet technology does not merely benefit the rich, but that less affluent members of Brazilian society will also have access to the social media craze.
Waseem Saddique concludes: “Work is ongoing to ensure that all sectors of Brazilian society are given the opportunity to embrace social media and it won’t be long before 100% social media penetration in Brazil becomes a reality.”