1. Social Media Market in Brazil
Tuesday, March 6, 2012

2. Internet Market
79,245,740 Internet users (Source Internet World Stats Feb/2012)
(Source Google Public Data Feb/2012)
Tuesday, March 6, 2012

3. Marketing investments
(Source Meio&Mensagen Mar/2012)
Internet advertising: growth of 19,63% in 2011 (Source Meio&Mensagen Mar/2012)
January 2012: 6000 campaigns of 2124 advetisers = + 39% than Jan/2011 (Source Ibope/Nielsen Feb/2012)
Tuesday, March 6, 2012

4. Social Media
Brazil: 5th country with most social network users
(Source eMarketer Feb/2012)
Tuesday, March 6, 2012

5. Social Media Users Profile
Brazil:
- People like to interact with brands
- Don’t like brands with pushing communication
- Use social media to get recommendations about products and brands
(Source eMarketer Feb/2012)
Tuesday, March 6, 2012

6. Main Social Networks
Brazil has always been a particularly social market and currently owns the fifth largest social
networking population in the world. But despite the cultural affinity for social media, Facebook
adoption had traditionally lagged in the market. That has all changed in the past year, during which
the site has tripled in audience size as engagement has grown sevenfold to assume the leadership
position in the market.
Facebook assumed the top position in the Brazilian social networking market following a year of
exceptional growth, according to comScore. In December 2011, Facebook.com attracted 36.1
million visitors, representing an increase of 192% in the past twelve months, to surpass Orkut as the
leading social networking destination in the market.
Selected Social Networking Sites in Brazil by Total Unique Visitors (000), December 2011 (Total
Brazil Internet Audience, Age 6+ Home & Work Locations):
1. Facebook.com: 36,098,000 (+192%)
2. Orkut: 34,419,000 (+5%)
3. Windows Live Profile: 13,301,000 (+13%)
4. Twitter.com: 12,499,000 (+40%)
5.Vostu.com: 4,901,000 (+338%)
6. Google Plus: 4,300,000 (-)
7. Tumblr.com: 4,029,000 (+206%)
8. LinkedIn.com: 3,182,000 (-)
(Source NewMediaTrendWatch Dez/2011)
Tuesday, March 6, 2012

7. Facebook
#4 in the ranking of all Facebook statistics by country
42,199,880 Facebook users in the Brazil.
Facebook penetration in Brazil is 20.98% compared to the country's population and 55.57% in
relation to number of Internet users. The total number of FB users in Brazil grew by more than
15,366,860 in the last 6 months.
(Source SocialBakers Mar/2012)
Tuesday, March 6, 2012

8. Facebook Audience
(Source SocialBakers Mar/2012)
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9. Facebook Advertising
(Source SocialBakers Mar/2012)
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10. Engagement
In December 2011, an average visitor to Facebook.com spent 4.8 hours on the site, surging from
just 37 minutes in December 2010. Visitors consumed an average of 500 pages of content on the
site during December (up 655%), and visited the site an average of 27 times during the month
(up nearly 163%).
A closer look at visitors to Facebook.com revealed that females averaged more time on the
site at 5.3 hours compared to 4.1 hours for males, mirroring a broader global dynamic of females'
heavier social networking engagement. People between the ages of 25-34 accounted for the
largest share of visitors to Facebook.com at 30.6 percent of the total audience, while visitors age
15-24 averaged the most time on the site at 6.2 hours per visitor in December.
Geographically, visitors from Rio de Janeiro and Distrito Federal displayed the highest levels of
engagement with the site averaging 5.1 hours on the site during the month. Visitors from São Paulo
accounted for more than one-third of all Facebook.com visitors.
(comScore Jan/2012)
Tuesday, March 6, 2012

11. E-commerce
B2C eCommerce (including both retail ecommerce and online travel sales) in Brazil, the biggest
economy in Latin America, is expected to total US$18.7 billion in 2012, according to
eMarketer. This represents a 21.9% increase over the previous year.
B2C eCommerce sales in Brazil, 2010-2015:
- 2010: US$11.6 billion (+34.6%)
- 2011: US$15.3 billion (+31.9%)
- 2012: US$18.7 billion (+21.9%)
- 2013: US$21.7 billion (+16.5%)
- 2014: US$24.4 billion (+12.0%)
- 2015: US$26.9 billion (+10.4%)
Brazil will account for more than half of total B2C ecommerce sales in Latin America through
2013, thanks in large part to its huge population and growing number of online buyers. In
October 2011, eMarketer forecast that 34% of internet users in Brazil, or 23.2 million
people, would make an online purchase in 2012.
Online buyers in Brazil, 2010-2015:
- 2010: 14.4 million (24.7% of internet users / 9.5% of population)
- 2011: 18.9 million (30.0% / 12.3%)
- 2012: 23.2 million (34.0% / 14.8%)
- 2013: 26.4 million (36.0% / 16.6%)
- 2014: 29.3 million (37.7% / 18.2%)
- 2015: 31.6 million (39.0% / 19.4%)
In 2015, 39.0% of internet users, or 31.6 million people, will have made at least one purchase
online, driving sales to US$26.9 billion that year. (eMarketer, January 2012)
Tuesday, March 6, 2012

12. www.digitalme.com.br
facebook.com/digitalmesocialmedia
Rua Luís Coelho, 340 - 6º Andar - São Paulo - 55 11 2155 1186
Tuesday, March 6, 2012