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.
Why Brazil?
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.”
