International Guide to Social Media Global Guide International Guide to Social Media Contents Brazil - Overview 3 USA - Overview 46 Social Networks 4 Social Networks 46 Social Gaming 6 US Hispanic Population 48 Video Sites 6 Social Influencer Brands 49 Social Influencer Brands 7 Language & Culture 52 Language & Culture 10 US Hispanic Population 53 Perspectives 12 Perspectives 54 China - Overview 13 Scandinavia - Overview 55 Social Networks 14 Social Networks 56 Weibo (microblogging) 15 Social Influencer Brands 60 Video Sites 15 Language & Culture 63 Location-Based Apps 15 Perspectives 65 Social Influencer Brands 16 Language & Culture 17 Russia - Overview 67 Language 17 Social Networks 67 Culture 17 Social Influencer Brands 71 Censorship 18 Language & Culture 73 Perspectives 19 Perspectives 75 India - Overview 20 DACH - Overview 76 Social Networks 21 Social Networks 77 Social Influencer Brands 22 Social Influencer Brands 81 Language & Culture 23 Language & Culture 83 Perspectives 24 Perspectives 85 Japan - Overview 25 Eastern Europe - Overview 86 Social Networks 26 Social Networks 87 Social Gaming 28 Social Influencer Brands 90 Blogging 29 Language & Culture 92 Social Influencer Brands 30 Perspectives 95 Language & Culture 32 Perspectives 34 Turkey - Overview 96 Social Networks 97 Mexico - Overview 35 Social Influencer Brands 99 Social Networks 35 Language & Culture 100 Social Influencer Brands 37 Perspectives 102 Language & Culture 38 Perspectives 39 South America - Overview 40 Social Networks 40 Language & Culture 42 Carnivals & Festivals 43 Football 44 Perspectives 45 International Guide to Social Media Brazil Overview “In 2011 Brazil was the seventh According to the comScore report ‘2012 Brazil Digital Future largest Internet market in the world with over 46 million users in Focus’, Brazil is the seventh largest Internet market with aged 15 and over” a user base of over 46 million people aged 15 and over in 2011 (a figure up 16 per cent from 2010). The Brazilian government has spearheaded rapid development in internet connectivity, resulting in broadband adoption going from In this report: virtually nothing to connecting 88 per cent of the population • Social Networks in the last five years. It has also concentrated on providing • Social Gaming & Video computers to poorer areas of the country in an attempt to • Social Influencer Brands • Language & Culture bridge the technology gap between rich and poor. 53 per cent of Brazilian consumers have accessed the internet at least once in their lives. Ten to 24 year olds are most likely In this series: to have ever used the internet; eMarketer found that 69 per • United States cent of the consumers it surveyed had used social networking • Mexico sites. 48 per cent of Brazilian consumers are expected to • India • China access the internet at least once a month by 2016 (that’s • Latin America around 103 million users). By December 2011, Brazil had • Scandinavia • France about 78.5 million internet users. It’s predicted that 80 per • Germany cent of Brazilian homes will have internet access by 2014. Further reports due Q3 2012 International Guide to Social Media Brazil Social Networks Until very recently, the dominant social network in Brazil was Google’s Orkut. It may have failed to catch on in other markets, but its popularity exploded in Brazil when Google translated its social network into Portuguese in 2005. Just over a year ago, Forbes reported that 90 per cent of Orkut’s page views came from Brazil, with comScore reporting that an average of 31.2 million visitors logged in from Brazil in 2010. What’s more, Orkut is still growing – very slightly (it had 5 per cent more visitors in 2011, from 2010). However, with the increasing adoption of Facebook in Brazil, some have been complaining about Orkut’s functionality. Specifically the limit on friend numbers, photo sharing issues and problems with discussing topics. Although Facebook officially overtook Orkut as the most popular social network in Brazil as of December 2011, Orkut remains incredibly popular in the country, prompting Hootsuite to integrate with the network in April 2012. “Facebook had a banner year in Brazil in 2011, with over 51 million users making it second only to the US in terms of users” Until recently, logging on to Facebook from Brazil was so rare that in 2009 user numbers couldn’t even be measured. But 2011 has been a banner year for Facebook in Brazil - it had a 192 per cent increase in unique visitors between December 2010 and 2011, making Brazil the second largest user of Facebook at 51,174,300 users. (USA is in first place with 155,7070,160 users, and India in third with 49,807,020.) Time spent on Facebook also increased from an average of 37 minutes at the end of 2010 to 4.8 hours in December 2011, making Facebook the most engaging social network in Brazil. Facebook users are mainly concentrated in two of the major cities, with over 34 per cent from São Paulo and over 12 per cent from Rio de Janeiro. The majority of users are between the ages of 15 and 24. As a nation, Brazil’s economic power is growing, giving Brazilians more disposable income and extra leisure time to spend it – as with other slower take-up regions such as Japan, some say that the release of the film The Social Network helped boost Facebook’s popularity. (Another factor worth mentioning is the ability to see certain Facebook pages without having to first create an account. Orkut forces people to sign up before they can see it in action, Facebook lets surfers have a sneak peek first.) International Guide to Social Media Brazil Social Networks Despite Facebook’s astronomic assentation to the top of the social media chain in Brazil, comScore report that 87 per cent of social media users are keeping their Orkut profiles, as well as their new Facebook ones. (How long they will do this however, is another matter.) Google may continue pushing Orkut in Brazil, but Google+ is also gaining users in the country. Google hosted Brazil’s first official Hangout in November 2011, and since then Brazil has become the nation with the third highest number of Google+ users – although at just over 5 per cent, it’s still some way behind the USA which makes up almost 31.5 per cent of Google+ users. Datadial estimates that nearly 70 per cent of Brazil’s Google+ users are those in the 18 to 24 age range. Business networking site LinkedIn launched its Portuguese site in 2010, and opened its São Paulo office in late 2011, by which time it had around 6 million users in Brazil. Membership grew 91.6 per cent in the year after launching in Brazil’s native language. Blogging is a very popular medium in Brazil, reaching an 80 million strong audience in Q1 2012. In fact, Brazil has the world’s largest blogging audience, according to comScore, with a 96 per cent reach amongst Brazilian internet users. Tumblr is currently very popular: user numbers increased by 206 per cent between December 2010 and 2011, and quantcast lists Brazil as the second most represented country on Tumblr, with 10,763,475 unique users. Tumblr recently launched localised options for Brazil with meet-up events in Curitiba, Rio de Janeiro, and São Paulo. Twitter has around 33.3 million users in Brazil, which is the country with the second highest user numbers worldwide (behind the USA and ahead of Japan in third place and the UK in forth). There are still, however, more messages per account in Japan than Brazil. Again, Twitter is still growing, and increased user numbers by 40 per cent between December 2010 and 2011. “When American singer/songwriter Nicki Minaj tweeted about a future trip to Brazil @visitbrazil told her not to bother” Twitter is widely used by journalists to distribute news, and its popularity has been cited as a major factor in the rise of hacktivism in Brazil. There have been various Twitter scandals: the Brazilian government sued Twitter for hosting accounts that warned of speed camera traps; a law student was jailed for 17 months for tweeting that everyone in the North of the country should be killed for voting for the current President; and when American singer/songwriter Nicki Minaj tweeted about a future trip to Brazil, the tourism account @visitbrasil told her not to bother. International Guide to Social Media Brazil Social Media Social gaming Social gaming is very popular in Brazil, with the market predicted to be worth $238 million by 2014, with a user base of 52.3 million people. Crucially, 95 per cent of Brazilians only play these games in Portuguese, something that foreign developers should note before designing an Orkut game without localisation. Social games have been harder to monetise in Brazil as a result of comparatively limited credit card use, but Brazilian gaming developers are starting to use micro- payments, provided by companies like Tutudo, to break this barrier. Mentez is one of the largest social gaming companies in Latin America. As of February 2012 it published four out of the top five popular games on Orkut Brazil. Its total user base spans around 22 million active users per week. Another social gaming company, Vostu, has around 3.5 million monthly active users, gaining 338 per cent more visitors between December 2010 and 2011. Its long running legal battle with gaming giant Zynga has put a dent in the company’s profits, but it’s still growing despite the challenge. CEO Daniel Kafie has predicted that the worldwide social gaming advertising market will reach $1.6 billion USD by the end of 2012. “The social gaming market in Brazil is predicted to be worth $238 million by 2014, with over 52 million users” Video Sites In December 2011 comScore reported that Brazilians viewed in excess of 4.7 billion videos online, which was an increase of 74 per cent on the previous year.