eMarketer Brazil Social Media-The Mobile Middle Class Goes Social

8/14/2019 eMarketer Brazil Social Media-The Mobile Middle Class Goes Social

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BRAZILSOCIALMEDIAThe Mobile Middle ClassGoes SocialJUNE 2013

Thiago Guimares

Contributors: Christine Bittar, Osbaldo Franco, Debra Aho Williamson

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BRAZIL SOCIAL MEDIA: THE MOBILE MIDDLE CLASS GOES SOCIAL 2013 EMARKETER INC. ALL RIGHTS RESERVED 2

CONTENTS2 Executive Summary

3 Social Media Leads Internet Usage

8 Hitting the Sweet Spot for Engagement

9 TV Goes Social and Sports Grow Online11 Conclusions

12 eMarketer Interviews

12 Related eMarketer Reports

12 Related Links

12 Editorial and Production Contributors

EXECUTIVE SUMMARY

Brazils large population, deepening internetpenetration and early embrace of social media havecreated one of the largest social media markets in theworld. In 2012, Brazil trailed only China, the US andIndia in total social network users. With 78.3 millionpeopleor 79% of its internet userson socialnetworks, Brazil will be home to almost a third ofLatin Americas social network users in 2013.

The number of social network users in Brazil continuesto grow at a rapid clip. eMarketer estimates that Brazilwill have the fth-fastest social network growth in theworld this year. The only drag on growth will be thatsocial network usage is already widespread among thecountrys internet users, leaving relatively little room forfurther gains. However, Brazils internet penetration is still

only at 50%, so there are plenty of new internet users yetto come, and ample room for them in the social space.

At the same time, Brazil is an increasingly mobilemarket, a development that has a variety of implicationsfor social media usage. Afuent usersthe vast majorityof them already on social networksare adoptingsmartphones and tablets at a rapid pace, raisingexpectations that their usage is likely to shift to thesedevices. Lower-income usersthose who will drive muchof the growth in social network usage in Brazilwillaccess the internet on lower-priced feature phones, using

low-cost, exible mobile data plans and an expandingmobile broadband network.

Marketers trying to reach higher-income consumersin Brazil can expect to take advantage of the fullersocial media experience that tablets and smartphonesprovide. Those marketers wanting to connect with awider consumer base may need to adapt their outreachstrategies and marketing content to the more limitedabilities of the still-predominant feature phone.

Either way, successfully communicating with Brazilssocial media usersboth old and newwill require notonly piecing together the mobile puzzle, but also guringout what content best captures their attention.

KEY QUESTIONS What is the size of Brazils social media market?

How does social media usage in Brazil compare toother digital activities?

What are the leading social networks in Brazil?

How are marketers engaging consumers onsocial networks?

millions, % of internet users and % changeSocial Network Users in Brazil, 2011-2017

2011

56.1

71.0%

21.8%

2012

66.2

74.0%

17.9%

2013

78.3

79.0%

18.4%

2014

88.3

82.0%

12.7%

2015

97.8

86.0%

10.7%

2016

104.2

87.0%

6.6%

2017

110.0

89.2%

5.5%

Social network users % of internet users % change

Note: internet users who use a social network site via any device at least once per month

Source: eMarketer, April 2013158656 www. e Marketer .com


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SOCIAL MEDIA LEADSINTERNET USAGE

eMarketer projects that 79% of Brazils 99.2 millioninternet users will be social network users by the endof 2013. That is a signicantly higher penetration ratethan for Latin America as a whole, at 72.4%, and theglobal average of 67.7%.

Social Network Users and Penetration in Brazil,2011-2017

Social networkusers (millions)

% change% of internet users% of population

21.8%71.0%

2011

56.1

28.4%

2012

66.2

17.9%74.0%33.2%

2013

78.3

18.4%79.0%39.0%

2014

88.3

12.7%82.0%43.6%

2015

97.8

10.7%86.0%47.9%

2016

104.2

6.6%87.0%50.6%

2017

110.0

5.5%89.2%53.0%

Note: internet users who use a social network site via any device at least once per month

Source: eMarketer, April 2013155623 www. e Marketer .com

eMarketers estimates for social network usage tendto be more conservative than other sources, in partbecause eMarketer attempts to strip out nonhumanuser accountssuch as brands, companies, pets, socialgroups and the likewhen estimating the total number ofsocial network users.

When comparing estimates from other sources,GlobalWebIndex put Brazils social network penetrationat 87% for 2012, well above eMarketers 74% estimate,

and InSites Consulting put it at 85%. On the lowerend, in-market researcher IBOPE Media estimated thatthere will be 46 million social network users in Brazilthis year, a projection markedly lower than eMarketers78.3 million. This considerably different gure reectsIBOPE Media counting only home and work locations, notmobile access.

Not only is social media usage widespread amonginternet users in Brazil, it also takes up an increasinglylarge portion of their time spent online.

comScores 2013 report on Brazils digital space showedthat social media sites became the top website categoryin terms of time spent online by Brazils internet usersas of June 2012, surpassing portals and servicessites, which include email sites. By December 2012,internet users in Brazil were spending, cumulatively,158% more time on social media sites than they had inDecember 2010.

minutes

Time Spent on Leading Online Site Categories byInternet Users in Brazil, June 2010-Dec 2012

June

10,335

24,466

24,024

5,397

1,893

813

Dec

11,071

23,809

23,220

5,669

2,146

1,058

June

13,789

28,611

26,527

6,178

1,965

1,125

Dec

19,194

29,951

24,338

8,534

2,079

1,546

June2010 2011 2012

24,229

22,426

17,435

9,078

2,017

1,707

Dec

28,541

17,269

12,099

10,184

2,557

1,761

Social media

Portals

Services

Entertainment

Games

News/information

Note: ages 6+; home and work locations Source: comScore Inc., "2013 Brazil Digital Future in Focus," March 14, 2013157243 www. e Marketer .com

On a per-user basis, the amount of time Brazils internetusers spent online also showed huge growth, according

to comScore. In December 2012, users spent an averageof 9.6 hours on social media sites, up from 6.3 hours inDecember 2010. For that year, time spent online per userin Brazil was about 9% higher than the global average; by2012, the difference had jumped to 43%.


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minutes per visitor

Time Spent on Social Networks in Brazil andWorldwide, Dec 2011-Dec 2012

Dec

379.7

346.8

March

453.3

330.4

June2011 2012

492.3

336.9

Sep

546.5

323.0

Dec

579.0

328.3

Brazil Worldwide

Note: ages 15+; home and work locations Source: comScore Inc., "2013 Brazil Digital Future in Focus," March 14, 2013157244 www. e Marketer .com

Data from other sources also show how devoted internetusers in Brazil are to social sites. IBOPE Medias estimatefor time spent on social media in January 2013 wasalmost nine times higher than time spent on video andmovie sites that month.

hrs:mins and % change

Average Time Spent on Social Media and Video/MovieSites by Internet Users in Brazil, Jan 2012 & Jan 2013

Jan 2012 Jan 2013 % change

Social media sites 9:11 10:26 13.5%

Video and movie sites 1:37 1:52 14.8%

Source: IBOPE Media, "Net Insight" as cited in press release, Feb 19, 2013155339 www. e Marketer .com

THE SOCIAL MIDDLE CLASSA growing economy and a boom in internet uptake areresponsible for much of the recent growth of socialnetwork users in Brazil. Those who earned higherincomes were the rst to go online. Today, growth is likelyto be fueled by users in the lower-income segments ofthe middle class. These users are likely to access socialsites with the same enthusiasm as their predecessors.

January 2012 data from NIC.br and IBOPE Intelignciashowed internet penetration close to saturation levelsamong Brazils higher income A and B socioeconomicclasses, but that only about half of the countrysmiddle-income consumers were online.

More recently, in-market research rm Navegg reportedthat 62% of Brazils internet users were from thecountrys middle class as of May 2013, compared with33% from the higher-income classes and 5% fromlower-income groups.

% of total

Demographic Prole of Internet Users in Brazil,May 2013

13-175%

18-2426%

25-3438%

35-5924%

60+7%

A/B33%

C62%

D/E5%

Desktop80%

Mobile*11%Tablet9%

Note: *includes feature phones and smartphones Source: Navegg, "Perl da Internet Brasileira," May 15, 2013157649 www. e Marketer .com

Gender Age

Socioeconomic status Primary device used

Male56%

Female44%

The shifting economic prole of Brazils social medialandscape is clearly evident in data from Instituto DataPopular. In 2009, the user bases for Facebook andTwitter in Brazil were predominately upper class. By2012, middle-class users made up the majority for bothnetworks. The pattern also held true, if less dramatically,for orkut, the early leader in Brazils social space, forwhich lower-income groups rose to 77% of total users in2012, up from 66% in 2009.


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% of total

Facebook, orkut and Twitter Users in Brazil,by Socioeconomic Status, 2009 & 2012

201224% 55% 21%

200964% 32% 4%

201224% 56% 20%

200934% 50% 16%

201223% 57% 20%

A/B C D/E

Source: Data Popular survey conducted by WebSIA as cited in pressrelease,157157 www. e Marketer .com

2009

Facebook

orkut

Twitter

81% 16% 1%

THE MOBILE-SOCIAL MOVEMENTBrazils internet penetration rate is shifting towardmobile internet growth, and along with it, social mediausage. This is the result of a double movement in whichprice-conscious middle- and lower-income consumersare going online via mobile because it is more affordableand allows pay-per-use exibility, while wealthier internetusers boost the still-expensive smartphone and tablet

market. But what both groups have in common is thedesire to be social anywhere and anytime.

eMarketers May 2013 forecast shows Brazils mobileinternet user base at 53.1 million users, or 26.4% of thecountrys population. The penetration rate is expected toexpand rapidly during the next few years, topping 58%in 2017.

Mobile Phone Internet Users and Penetration in Brazil,2011-2017

Mobile phoneinternet users(millions)

% change

% of mobilephone users

% of internetusers

% of population

2011

25.2

221.3%

21.2%

31.8%

12.7%

2012

38.3

52.0%

27.4%

42.8%

19.2%

2013

53.1

38.8%

37.2%

53.5%

26.4%

2014

72.1

35.7%

48.4%

66.9%

35.6%

2015

93.5

29.7%

60.2%

82.2%

45.8%

2016

112.2

20.0%

69.4%

93.6%

54.5%

2017

120.8

7.7%

72.8%

98.0%

58.3%

Note: mobile phone users of any age who access the internet from amobile browser or an installed application at least once per month; use of

SMS/MMS is not considered mobile internet access Source: eMarketer, May 2013157235 www. e Marketer .com

As device prices drop and mobile network coverageand speed continue to improve, eMarketer expectssmartphones to fuel more of Brazils mobile internet usein the coming years. Currently, Brazil still has a large baseof feature phone mobile internet users, with smartphones

owned by one-fth of mobile phone users.

Smartphone Users and Penetration in Brazil,2011-2017

Smartphoneusers (millions)

% change

% of mobilephone users

% of population

2011

12.1

250.2%

10.2%

6.1%

2012

22.2

83.9%

15.9%

11.1%

2013

29.7

33.8%

20.8%

14.8%

2014

39.9

34.5%

26.8%

19.7%

2015

51.3

28.6%

33.1%

25.1%

2016

60.5

17.9%

37.4%

29.4%

2017

70.5

16.6%

42.5%

34.0%Note: individuals of any age who own at least one smartphone and use the

smartphone(s) at least once per month

Source: eMarketer, May 2013157344 www. e Marketer .com

But phones with limited features havent stopped Brazilsmobile users from accessing the internet and being highlysocial via those devices. Since 2010, TIM, one of BrazilsBig Four mobile carriers, has offered Facebook accessto clients without data plans. Oi, another large mobileoperator, has a similar initiative running from May toSeptember of this year.

When it comes to smartphone usage in Brazil, socialtakes the lead. A study from Informa and Qualcommfound that 42% of smartphone users listed socialnetworks among their most-used features, just belowinternet browsing (44%) but above email (35%).

IBOPE Medias Mobile Report from April 2013 showeda similar social inclination among smartphone users, as78.8% of respondents indicated that social networksand instant messaging were the most-used site categoryaccessed on their devices.


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% of respondents

Leading Mobile Website Categories Visited bySmartphone Users in Brazil, Feb 2013

Social networks and/or instant messaging 78.8%

Email 75.9%

News 57.9%

Music 47.4%

Entertainment 43.8%

Note: n=700 ages 10+ Source: IBOPE Media, "Mobile Report" as cited in press release, April 23, 2013156610 www. e Marketer .com

With Brazil still building its mobile infrastructure and thecountrys currently spotty mobile broadband coverage,efforts to build out Wi-Fi networks should increase thenumber of users actively connecting to social networksites. Penetration and usage data for tablets, which areprimarily Wi-Fi devices, seems to corroborate this.

A study from Fundao Getlio Vargas, a higher-educationinstitution and think tank, estimated there were close to5 million tablets in use in Brazil as of April 2012. March2013 numbers from International Data Corporation (IDC)project that 5.8 million additional tablets will be sold inBrazil this year.

millions and % changeTablet Sales in Brazil, 2011-2013

2011

1.1

2012

3.1

171.0%

2013

5.8

89.5%

Tablet sales % change

Source: International Data Corporation (IDC) as cited in press release;eMarketer calculations, March 1, 2013155828 www. e Marketer .com

In an April 2012 survey, F/Nazca Saatchi & Saatchi foundthat mobile internet users in Brazil more commonlyturned to tablets than mobile phones to accesssocial networks.

% of respondents

Social Networks Used by Mobile Internet Usersin Brazil, by Device, April 2012

Mobile phone

Facebook 63%MSN 49%orkut 46%Google+ 27%Twitter 19%Skype 6%Instagram 2%foursquare 1%

Tablet

84%42%35%28%28%16%

8%4%

Note: ages 12+; excludes mobile broadband (dongles, laptops, etc.) Source: F/Nazca Saatchi & Saatchi, "F/Radar: 11th Edition," Oct 2, 2012151990 www. e Marketer .com

Referral trafc data from Instituto Vericador deCirculao, Brazils sister organization to the US Alliancefor Audited Media, signals just how important mobile is tothe growth of social usage. In January 2013, some 20%of smartphone page impressions to websites with displayadvertising came from social media sites, compared

with less than 10% from desktops. By December 2012,social networks originated almost the same amount ofsmartphone page views as search engines.

% of total

Primary Source of Smartphone Trafc* in Brazil, Jan 2011-Dec 2012

Direct Search engine Social network Other

Jan 2011 45% 29% 8% 17%

March 2011 53% 21% 5% 21%

June 2011 51% 22% 6% 21%

Sep 2011 44% 25% 7% 24%

Dec 2011 34% 18% 15% 32%

March 2012 29% 20% 15% 35%

June 2012 28% 21% 14% 37%

Sep 2012 27% 24% 19% 30%

Dec 2012 26% 20% 21% 33%

Note: numbers may not add up to 100% due to rounding; excludes searchengines, social networks, government, ecommerce and foreign websites;*to websites with display ads

Source: Instituto Vericador de Circulao (IVC), "Estudo sobre audincia dewebsites," April 22, 2013158061 www. e Marketer .com

TOP SOCIAL NETWORKSIn September 2011, IBOPE reported that Facebooksurpassed orkut as Brazils leading social network. ByDecember 2012, Facebook achieved a dominant position.Similarly, an October 2012 survey from Hello Researchshowed Facebook with 55 million users in Brazil,compared with orkuts 30.4 million.


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millionsSocial Network Users in Brazil, by Site, Oct 2012

Facebook 55.0

MSN 36.9

orkut 30.3

Google+6.6

Source: Hello Research survey as cited by Folha de S.Paulo; eMarketer calculations, Dec 13, 2012151053 www. e Marketer .com

Named for the Google employee who developed theplatform, orkut was a rapid success in Brazil, layingthe foundation for the countrys adoption of socialnetworking. Google has since launched its Google+product, with its deep integration with the companysmaps and listings. While Google says it continues tosupport the orkut platform, the site shows signs ofneglect: orkuts advertising information link, for example,returns a missing page.

Visit data paints a starker picture, showing Facebooksdominance. In February 2013, according to SerasaExperian Hitwise, more than 65% of all social media pageviews in Brazil were from Facebook, whereas orkut hadbarely 3% of the total. Less than two years earlier, orkutsshare was above 50% of all visits.

Top 10 Social Networks Among Internet Users in Brazil,Ranked by Market Share of Visits, April 2013

1. Facebook

66.54%2. YouTube

18.48%

3. orkut2.20%

4. Ask.fm2.10%

5. Yahoo! Answers Brazil1.80%

6. Twitter 1.75%

7. Badoo1.05%

8. Bate-papo UOL0.84%

9. Google+0.78%

10. Windows Live Home0.57%

Source: Serasa Experian Hitwise as cited in press release, May 21, 2013158062 www. e Marketer .com

comScore data, also for unique visitors, similarly showedFacebook with a commanding market position, and foundTwitter challenging orkut for second place.

Top 10 Social Network Sites Among Internet Usersin Brazil, Ranked by Unique Visitors, Dec 2012

Unique visitors (millions)

1. Facebook 44.0

2. orkut 12.3

3. Twitter 9.2

4. Ask.fm 8.5

5. LinkedIn 7.9

6. Tumblr 6.1

7. Badoo 1.8

8. deviantART 1.7

9. Vostu 1.4

10. Myspace 1.3

Median age

32.3

32.1

31.6

28.0

34.2

29.5

35.4

29.8

33.8

31.9

Note: ages 6+; PC only; home and work locations Source: comScore Inc., "2013 Brazil Digital Future in Focus," March 14, 2013158063 www. e Marketer .com

The comScore and Hitwise data also showed signicantusage of other social sites, such as Tumblr, LinkedIn andAsk.fm, a social Q&A website.

comScores March 2013 ranking of top web propertiesin Brazil put Facebook at No. 4, with close to 44 millionunique visitors, closely trailing Googles sites and two ofBrazils popular local portals, Terra and UOL. When rankedby average daily visitors, however, Facebook moved upto second, with almost 18 million daily users, behind onlyGoogles sites.

The social networks themselves are clearly payingattention to Brazil. Facebook, Twitter and LinkedIn haveall opened ofces in So Paulo. Brazils hosting of the2014 FIFA World Cup and the 2016 Summer Olympicsare likely to be signicant to each companys strategy forthe country. Social media usage spiked during the 2012Olympic Games in London and is likely to reach newheights for these next big international sporting events.


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HITTING THE SWEET SPOTFOR ENGAGEMENT

Some brands initially saw Brazils quick adoption ofsocial media as an exciting opportunity, and manyrushed to social sites in hopes of amassing followers,fans and subscribers. But now, some are rethinkingtheir social strategies.

February 2013 numbers from advertising agency EspalheMarketing de Guerrilha showed engagement metricsamong select brands in Brazil. The numbers varied widely,with seemingly no pattern that indicated why somecompanies garnered more Facebook fans vs. Twitterfollowers vs. YouTube subscribers.

Social Media Engagement Metrics for Select Brandsin Brazil, Feb 2013

Activita BrasilArezzoBacardi BrasilBrahma FutebolChicletsMagazine LuizaMelissaRennerStella ArtoisUse Huck

Facebook fans(millions)

0.81.01.0

10.02.60.71.30.82.90.7

Twitter followers

1,50045,00051,00040,000

2,80068,80051,00037,200

6,2007,900

YouTubesubscribers

1,000*200830

6,900330

8,0004,9002,300

3209

Note: *Danone Brasil's channel Source: Espalhe Marketing de Guerrilha, "indexSocial" as cited in press

release, March 18, 2013156105 www. e Marketer .com

The emerging consensus, though, is that whenmeasuring success in the social space, quantitynumberof fansis not the same as engagement.

A May 2013 study from in-market consultancy Gaugefound that Brazils social network users perceived adisconnect between the content that brands postedand the information that they, the users, sought onsocial sites. Less than 17% of Facebook users ages 26and older, a demographic estimated to represent 54%of Facebooks user base in Brazil, said they enjoyedhumorous content posted on brand pages, which wasperceived to be the most frequently used engagementeffort on the social site. The research also found thatthat 93% of users ages 36 and older would like apage provided it offered content they considered usefuland relevant.

The study concluded that traditional media and ofinehabits still inuence the way in which consumers relate tobrands on Facebook. If consumers identify with a brandin the real world, they are more likely to value onlinesocial interactions around it. Meanwhile, a lack of relevantcontent can alienate even those inclined to be loyalbrand consumers.

A 2012 report from E.Life found that the leadingreason Brazils Facebook users liked a company orbrand fanpage on the social network site was accessto special offers and discounts. Other reasons thatfollowed were interesting content (30.8%) and customerservice (15.9%).

% of total

Leading Reason that Facebook Users in Brazil "Like"Facebook Fanpages of Companies and Brands,Feb 2012

Special offers and discounts 35.2%Interesting content 30.8%

Customer service 15.9%

Already a client 12.2%

Other people I know "like"/follow2.3%

Other 3.7%

Note: n=1,023; numbers may not add up to 100% due to rounding Source: E.Life, "Behavioral habits in the use of Social Media by BrazilianUsers," June 5, 2012144422 www. e Marketer .com

The pattern for Twitter was similar; special offers and

discounts topped the list of reasons why Twitter users inBrazil followed companies and brands.

% of total

Leading Reason that Twitter Users in Brazil FollowCompanies and Brands on Twitter, Feb 2012

Special offers and discounts 33.9%

Interesting content 29.4%

Customer service 19.7%

Already a client 11.3%

Other people I know "like"/follow1.9%

Other 3.8%

Note: n=794 Source: E.Life, "Behavioral habits in the use of Social Media by BrazilianUsers," June 5, 2012144423 www. e Marketer .com


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Consumers in Brazil welcome the idea of receivingcustomer assistance via social networks. Mediaconsultant eCRM123 in December 2012 found that94% of the countrys social network users favored theidea of receiving customer assistance through socialmedia sites. Facebook was the site of choice for 78% ofrespondents, followed by Twitter and Google+, at 7% and6%, respectivelynot a surprise as responses correlated

to the social networks usage levels.

A willingness to engage with brands for customer servicesuggests that social commerce could have a bright futurein Brazil. Indeed, eCRM123s study found that 77% ofusers had a positive attitude toward shopping and buyingvia social networks.

TV GOES SOCIAL AND SPORTSGROW ONLINE

Social networks are deeply entwined in the growingtrend of simultaneous media usage. A study fromglobal network KPMG found that 37% of internetusers in metropolitan areas of Brazil watched TVand used social network sites simultaneously inOctober 2012.

% of respondents

Simultaneous Media Activities of Internet Users inMetro Brazil, Oct 2012

Watch TV & access the internet (not for social networks) viaPC/laptop

57%

Listen to the radio & access the internet (not for socialnetworks) via PC/laptop

39%

Watch TV & use a social network site37%

Watch TV & read newspapers28%

Watch TV & read magazines28%

Listen to the radio & read magazines26%

Listen to the radio & use a social network site26%

Listen to the radio & read newspapers25%

Watch TV & access internet (not for social networks) via asmartphone20%

Watch TV & access internet (not for social networks) via a tablet12%

Source: KPMG, "Digital Debate," Jan 21, 2013155283 www. e Marketer .com

Ericsson saw a similar pattern in its survey, nding thatin 2012, 73% of social network users in Brazil wereconnected to social networks while watching TV, up from48% in 2011.


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% of respondents

Simultaneous Activities Performed While Watching TVAccording to Internet Users in Brazil, 2011 & 2012

Browse the internet65%

86%

Eat in front of the TV69%

79%Talk with others in the same room

63%75%

Use social forums (e.g., Facebook, Twitter, Instagram, etc.)48%

73%

Chat (e.g., MSN, Skype, Facebook chat)40%

61%

2011 2012

Source: Ericsson, "TV and Video Consumer Trend Report 2012," Aug 28, 2012154429 www. e Marketer .com

Twitter is also a popular social network that users accesswhile watching TV. E.Life found that in Brazil, sports andTV were among the top trending topics on Twitter in Q32012. The upcoming FIFA World Cup and Olympics arelikely to make those topics even more popular.

% of total

Leading Twitter Trending Topics in Brazil,Q1 2013

Music 32%TV 25%

News 10%

Sports 10%

Events 8%

Commemorative dates5%

Movies 4%

Internet & technology3%

Politics2%

Note: numbers may not add up to 100% due to rounding Source: E.Life, "Trending Topics Brasil" as cited in press release, April 11, 2013158064 www. e Marketer .com

Indeed, an April 2013 eCRM123 survey on anticipatedsocial media usage for the upcoming 2013 ConfederationsCupa FIFA World Cup warm-up tournament to be heldin Brazil in Junefound that 14% of Brazils internet usersconsidered social networks the best media for keepingup with the matches, with Facebook being the preferredsite, followed by Twitter. However, TV still came at the topfor 79% of respondents. But the key here is that many

of them will be using social media while watching TV,effectively boosting audience in both media.

% of respondents

Preferred Media for Following the 2013Confederations Cup According to Internet Usersin Brazil, Feb-April 2013

Note: n=130 Source: eCRM123, "Redes Sociais na Copa das Confederaes Brasil 2013," April 8, 2013157631 www. e Marketer .com

Media

Social networks

FacebookTwitter

BlogsGoogle+

81%13%

5%1%

TV79%

Newssites7%

Socialnetworks14%

The research also found that when it came to soccercontent, about one-third of Brazils internet users favoredarticles, followed by photos (23%) and videos (21%).

% of respondents

Favorite Soccer Content on Social Network SitesAccording to Internet Users in Brazil, April 2013

Articles33%

Photos

23%

Videos21%

Memes10%

Infographics5%

Other 8%

Note: n=130 Source: eCRM123, "Redes Sociais na Copa das Confederaes Brasil 2013," April 8, 2013157632 www. e Marketer .com


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Twitter has responded to video interest through TwitterAmplify, a multiscreen advertising option that bringssponsored video content to users Twitter feeds. Sportstweets were the rst to get the video content, withinstant replays and highlights available through hashtags.

In a May 2013 interview from Reuters.com, Adam Bain,Twitters president of global revenue, discussed how

the London Olympics experience successfully launchedTV-coordinated tweets. And in the US, college footballbowl games, the NCAAs March Madness basketballtournament and the NBAs 2013 Finals have also provedthe concept. For the upcoming sporting events in Brazil,advertisers are likely to leverage Twitters TV integration ina similar way.

CONCLUSIONSBrazils rapidly growing middle class will fuel socialgrowth. Brazils social population is already large, butgrowth rates remain strong because fully 50% of thecountrys population is not yet online. Lower-incomeusers accessing the internet for the rst time are likelyto be as enthusiastic about social platforms as earlier,wealthier adopters.

Mobile platforms will play a signicant role in thegrowth of social media use in Brazil. Feature phonesremain an important device in Brazil, offering exibleand affordable pricing. Limited-feature social platformsare likely to see signicant use for as long as that is stillthe case.

Facebook dominates the landscape, despite orkutsrst-mover advantage. Other platforms are beginningto gain ground in Brazil, including Google+, Twitter, Tumblrand LinkedIn.

After an early rush to garner fans and followers,some brands are reconsidering their social strategies. Brazils social network users are open to engagementand even to purchasing via social platforms but expressfrustration that marketers are not delivering what theywant: value in the form of discounts and offers, and moreinteresting content.


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EMARKETER INTERVIEWS

Pedro CruzFounder and Chief Marketing OfcerNaveggInterview conducted on May 10, 2013

Joo TorresCommunications and New Business ManagerInsituto Vericador de Circulao (IVC)Interview conducted on April 30, 2013

RELATED EMARKETER REPORTS

Brazil Online: An Increasingly Mobile Market

Brazil Digital Ad Spending: A Growing Consumer Base Lures Marketers Online

Brazil Ecommerce: Sports, Travel and Cheap RetailMaintain the Markets Momentum

Worldwide Social Network Users: 2013 Forecast andComparative Estimates

RELATED LINKS

Agncia Nacional de Telecomunicaes

Centro de Estudos sobre as Tecnologias da Informao e da Comunicao

comScore, Inc.

Data PopularE.Life

IBOPE

IBOPE Nielsen Online

Instituto Vericador de Circulao (IVC)

Navegg

EDITORIAL ANDPRODUCTION CONTRIBUTORS

Cliff Annicelli Senior EditorKaitlin Carlin Copy EditorJoanne DiCamillo Senior Production ArtistStephanie Gehrsitz Senior Production ArtistDana Hill Director of ProductionHeather Price Copy EditorNicole Perrin Associate Editorial DirectorAllie Smith Director of Charts
http://totalaccess.emarketer.com/Reports/Viewer.aspx?R=2001001http://totalaccess.emarketer.com/Reports/Viewer.aspx?R=2001023http://totalaccess.emarketer.com/Reports/Viewer.aspx?R=2001023http://totalaccess.emarketer.com/Reports/Viewer.aspx?R=2001065http://totalaccess.emarketer.com/Reports/Viewer.aspx?R=2001065http://totalaccess.emarketer.com/Reports/Viewer.aspx?R=2001136http://totalaccess.emarketer.com/Reports/Viewer.aspx?R=2001136http://www.anatel.gov.br/http://www.cetic.br/http://www.cetic.br/http://www.comscore.com/http://www.datapopular.com.br/http://elife.com.br/http://www.ibope.com.br/http://br.nielsennetpanel.com/http://www.ivcbrasil.org.br/http://www.navegg.com/http://www.navegg.com/http://www.ivcbrasil.org.br/http://br.nielsennetpanel.com/http://www.ibope.com.br/http://elife.com.br/http://www.datapopular.com.br/http://www.comscore.com/http://www.cetic.br/http://www.cetic.br/http://www.anatel.gov.br/http://totalaccess.emarketer.com/Reports/Viewer.aspx?R=2001136http://totalaccess.emarketer.com/Reports/Viewer.aspx?R=2001136http://totalaccess.emarketer.com/Reports/Viewer.aspx?R=2001065http://totalaccess.emarketer.com/Reports/Viewer.aspx?R=2001065http://totalaccess.emarketer.com/Reports/Viewer.aspx?R=2001023http://totalaccess.emarketer.com/Reports/Viewer.aspx?R=2001023http://totalaccess.emarketer.com/Reports/Viewer.aspx?R=2001001


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Documents

eMarketer Brazil Social Media-The Mobile Middle Class Goes Social