Brazil’s Social Networking Activity Accelerates in the Past Year Fueled by Facebook Growth
Online Video Takes Off in Brazil as Total Video Views Jump 74 Percent in 2011
Comscore Presents Complimentary Webinar on the 2012 Brazil Digital Future in Focus
São Paulo, Brazil, March 19, 2012 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released its annual report on Brazil’s key digital trends of the past year and what they mean for the year ahead. The 2012 Brazil Digital Future in Focus examines how the prevailing trends in social media, online video, digital advertising, mobile and search are defining the current marketplace and how they are likely to shape the coming year. The results of the study will be presented via a complimentary, live webinar on Wednesday, March 21. For more information and to register, please visit: http://www.comscore.com/Press_Events/Events_Webinars/Webinar/2012/2012_Brazil_Future_in_Focus_Webinar
“2011 saw digital media rise to a new level in Brazil fueled by activities such as social networking, online video, search and online shopping, as more consumers turned to the web and spent an increasing share of their daily time connecting with digital content,” said Alex Banks, Comscore managing director for Brazil. “For brands and publishers looking to capitalize on the latest digital consumer trends, it’s important to understand what’s coming around the corner.”
Key insights from the 2012 Brazil Digital Future in Focus include:
- Brazil ranks as the 7th largest Internet market globally with a home and work computer audience of 46.3 million visitors age 15 and older, up 16 percent from the previous year. Latin America’s online population grew the fastest of any global region in 2011 rising 16 percent to 129.3 million visitors in December 2011.
- Brazilians spent an average of 26.7 hours online in December 2011, gaining 10 percent in the past year (equivalent to more than 2 hours). Portals led as the most engaging Internet activity, accounting for 39 percent of total online minutes in December 2011, followed by Social Networking with 23 percent, which increased 6 percentage points in the past year.
- Facebook surpassed Orkut in December 2011, taking the lead as the top social networking destination in Brazil with 36.1 million visitors, up 192 percent from the previous year. Facebook also became the most-engaging social networking site with visitors averaging 4.8 hours on the site in December 2011, up from just 37 minutes a year ago.
- In December 2011, Brazilians viewed more than 4.7 billion online videos, an increase of 74 percent in the past year. Growth was driven by a 19-percent increase in unique viewers and a 46-percent increase in videos per viewer as online video took its place as a top online activity.
- Fueled by the holiday shopping season, online retail visitation jumped 30 percent as more Latin Americans turned to the web to shop and purchase goods and services. Among retail categories, Comparison Shopping had the highest penetration in Brazil with more than 1 in 3 online users accessing these sites in December 2011.
- 6.9 billion online searches were performed in Brazil during December 2011, up 37 percent from the previous year. Searching peaked in October and November fueled by searching related to the holiday shopping season.
- Brazil’s digital advertising economy continues to grow. In December 2011, 62.9 billion display ad impressions were delivered online in Brazil, reaching 50.8 million Internet users. Netshoes.com.br led as the top display advertiser, while Facebook.com led as the country’s top display ad publisher.
- Mobile phones and tablets continue to alter the digital landscape, accounting for 1.5 percent of all digital traffic in Brazil during December. Of this proportion of total activity, more than 42 percent was driven by page views occurring on tablet devices.
Webinar: 2012 Brazil Digital Future in Focus
Join Alex Banks, Comscore managing director for Brazil, on Wednesday, March 21 at 16:00 hours (Brasilia), as he shares key insights from the 2012 Brazil Digital Future in Focus report and discusses what these trends mean for marketers in the coming year and beyond. For more information and to register, please visit: http://www.comscore.com/Press_Events/Events_Webinars/Webinar/2012/2012_Brazil_Future_in_Focus_Webinar Note: Webinar will be presented in Portuguese.
Comscore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. For more information, please visit www.comscore.com/companyinfo.
Director, Regional Product Marketing
+44 (0) 20 7099 1784