Facebook and Twitter Gain Share in Brazil as Country Moves Beyond orkut - eMarketer

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Facebook and Twitter Gain Share in Brazil as Country Moves Beyond orkut

Facebook and Twitter are increasing in traction and buzz

September 19, 2011

Google's orkut social network has been popular in Brazil since it was launched in 2004. But now, the dominance of the site is being challenged, and more consumers are turning to Facebook and Twitter.

An April 2011 survey conducted by marketing and advertising agency F/Nazca Saatchi & Saatchi found that 21% of internet users in Brazil accessed Facebook in April 2011, up from 14% in November 2010. Additionally, 17% of internet users in Brazil accessed Twitter in April 2011, while the site didn’t even register in November 2010. Meanwhile, orkut visitors were down from 80% of internet users in November to 78% in April.

Later data, from IBOPE Nielsen Online, actually puts Facebook ahead of orkut in popularity. An August 2011 study found that Facebook had 30.9 million users in Brazil in August 2011, or 68.2% of internet users, while orkut had 29 million users, or 64% of internet users. Twitter came in with 14.2 million, or 31.3% of internet users in the country.

Social Network Users and Penetration in Brazil, by Site, Aug 2011 (millions and % of internet users)

However, when it comes to how often web users in Brazil use these social sites, Twitter poses the bigger threat.

In early 2011, market intelligence company e.life surveyed internet users in Brazil and asked which three social network services they used the most. Twitter was mentioned by 74% of users, while Facebook was noted by 63%. Coming in fourth, below MSN, was orkut, with just 34.1% choosing it as their most-used site.

Top 10 Social Networks* Used by Social Network Users in Brazil, Jan 2011 (% of respondents)

This data is likely subject to continued change. Facebook’s users continue to grow, but Twitter is improving its Brazilian offering, introducing Brazilian Portuguese as an official language in June 2011. It is also worth noting that Google, orkut's owner, is currently focused on its other social offering, Google+, which has also become popular in Brazil.

The Brazilian social landscape is evolving quickly, and orkut, once a social powerhouse, is now in a head-to-head battle with Facebook and Twitter. This is one international market that brands and marketers should watch and follow, particularly in regards to how social media advances there.

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Check out today’s other article, “Affluents Cautious on Luxury Spending.”


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