In Brazil, Social Media Is for the Young - eMarketer

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In Brazil, Social Media Is for the Young

Younger millennials account for more than half of social media site visitors

February 20, 2015

Social media is a young person’s game in Brazil, according to site visitor data from Experian Marketing Services.

Social Media Site Visitor Share in Brazil, by Age, Nov 2014 (% of total)

Experian found that more than half of all social media site visitors in the country were ages 18 to 24 in November 2014. Another three in 10 were 25 to 34, and just a tiny 3.2% slice were 45 or older.

This was much heavier weighting toward young people than Experian found in July, when it reported that 24.8% of site visits were from 18- to 24-year-olds, and another 27.2% were from 25- to 34-year-olds. But in both months, a solid majority of visitors fell into the millennial demographic, indicating a definite skew in social media toward young people.

According to research from Facebook, online teens and young adults in Brazil (ages 13 to 24) strongly expect brand content to be entertaining (81%). And nearly seven in 10 say they like it when brands speak to them on social media.

Overall, eMarketer estimates there were 78.1 million people in Brazil who used a social networking site at least once per month last year. That added up to 72.6% of internet users, or 38.5% of the total population of the country. Among that group, 72.0 million used Facebook at least monthly, while 12.1 million used Twitter. We estimate that 53.0 million used social networks via a mobile phone at least monthly in 2014.

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