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More than two in five people in Brazil use social networks at least once per month, eMarketer estimates, or 76.0% of internet users in the country. According to June 2015 data, most of them are young, and they are also geographically concentrated.
comScore found that month that in terms of gender, social media usage was fairly even in Brazil: 51.8% of the audience was female. But by age, things were more skewed. Nearly 60% of all users were under 35—and that’s based on a methodology that included home and work locations, but not mobile devices, likely biasing the sample upward in age.
The social media audience also had a definite geographic slant: nearly half was located in the southeast—where Brazil’s largest cities are located.
The same comScore research found that social network users in Brazil spent more time using them, on average, than those in Latin America as a whole, at 8.8 hours vs. 6.16 hours per visitor per month.
Earlier research, from November 2014, also found that social media in Brazil was for the young, with younger millennials accounting for more than half of site visits.
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