Brazil

There were 75,982,000 internet users in Brazil (representing 37.4% of the population) in June 2011, according to Internet World Stats. (Internet World Stats, August 2011)

Brazil ranked as the largest online market in Latin America with more than 38 million visitors in September 2010, according to comScore. This represents an increase of 19% compared to the previous year. (comScore, December 2010)

64.6 million people will use the internet in Brazil by 2013, according to eMarketer. This would be up from 44.2 million in 2009.

Internet users in Brazil 2008-2013:
- 2008: 38.8 million
- 2009: 44.2 million
- 2010: 50.0 million
- 2011: 55.0 million
- 2012: 60.1 million
- 2013: 64.6 million
(eMarketer, May 2009)

Social Networking and UGC

Brazil has always been a particularly social market and currently owns the fifth largest social networking population in the world. But despite the cultural affinity for social media, Facebook adoption had traditionally lagged in the market. That has all changed in the past year, during which the site has tripled in audience size as engagement has grown sevenfold to assume the leadership position in the market.

Facebook assumed the top position in the Brazilian social networking market following a year of exceptional growth, according to comScore. In December 2011, Facebook.com attracted 36.1 million visitors, representing an increase of 192% in the past twelve months, to surpass Orkut as the leading social networking destination in the market.

Selected Social Networking Sites in Brazil by Total Unique Visitors (000), December 2011 (Total Brazil Internet Audience, Age 6+ Home & Work Locations):
Total Internet / Total Audience: 51,759,000 (+15% compared to December 2010)
Social Networking: 47,399,000 (+12%)
1. Facebook.com: 36,098,000 (+192%)
2. Orkut: 34,419,000 (+5%)
3. Windows Live Profile: 13,301,000 (+13%)
4. Twitter.com: 12,499,000 (+40%)
5. Vostu.com: 4,901,000 (+338%)
6. Google Plus: 4,300,000 (-)
7. Tumblr.com: 4,029,000 (+206%)
8. LinkedIn.com: 3,182,000 (-)

Facebook.com saw impressive growth across all major metrics during the past year, including significant increases in audience engagement. In December 2011, an average visitor to Facebook.com spent 4.8 hours on the site, surging from just 37 minutes in December 2010. Visitors consumed an average of 500 pages of content on the site during December (up 655%), and visited the site an average of 27 times during the month (up nearly 163%).

A closer look at visitors to Facebook.com revealed that females averaged more time on the site at 5.3 hours compared to 4.1 hours for males, mirroring a broader global dynamic of females' heavier social networking engagement. People between the ages of 25-34 accounted for the largest share of visitors to Facebook.com at 30.6 percent of the total audience, while visitors age 15-24 averaged the most time on the site at 6.2 hours per visitor in December.

Geographically, visitors from Rio de Janeiro and Distrito Federal displayed the highest levels of engagement with the site averaging 5.1 hours on the site during the month. Visitors from São Paulo accounted for more than one-third of all Facebook.com visitors. (comScore, January 2012)

Social media in Brazil is huge, according to PhoCusWright that found that:
-  (Australia and) Brazil are the top social media users in the world
- 85% of Brazilians age 15 and older who accessed the internet from home or work computers visited a social networking site
- Main social media site: Orkut(80% market share) followed by Facebook
- Brazilians spend an average of 30.2 hours/month online (work+freetime), (worldwide average of 25.7 hours/month), about 8 hours are spent on Orkut
- Brazil is the fifth-largest nation of Twitter users and the highest percentage of users of all of the non-English speaking countries. The top Twitter-using countries are all English speaking: the US leads with 62.1% of Twitter users, followed by the UK, Canada, and Australia.
(PhoCusWright presentation "The Emerging Online Travel Marketplace in China, India and Brazil" at the ETC e-Business Academy, Belgrade on SlideShare, October 2010)

eCommerce

B2C eCommerce (including both retail ecommerce and online travel sales) in Brazil, the biggest economy in Latin America, is expected to total US$18.7 billion in 2012, according to eMarketer. This represents a 21.9% increase over the previous year.

B2C eCommerce sales in Brazil, 2010-2015:
- 2010: US$11.6 billion (+34.6%)
- 2011: US$15.3 billion (+31.9%)
- 2012: US$18.7 billion (+21.9%)
- 2013: US$21.7 billion (+16.5%)
- 2014: US$24.4 billion (+12.0%)
- 2015: US$26.9 billion (+10.4%)

Brazil will account for more than half of total B2C ecommerce sales in Latin America through 2013, thanks in large part to its huge population and growing number of online buyers. In October 2011, eMarketer forecast that 34% of internet users in Brazil, or 23.2 million people, would make an online purchase in 2012.

Online buyers in Brazil, 2010-2015:
- 2010: 14.4 million (24.7% of internet users / 9.5% of population)
- 2011: 18.9 million (30.0% / 12.3%)
- 2012: 23.2 million (34.0% / 14.8%)
- 2013: 26.4 million (36.0% / 16.6%)
- 2014: 29.3 million (37.7% / 18.2%)
- 2015: 31.6 million (39.0% / 19.4%)

In 2015, 39.0% of internet users, or 31.6 million people, will have made at least one purchase online, driving sales to US$26.9 billion that year. (eMarketer, January 2012)

Experian Hitwise revealed the most popular travel websites in Brazil for the week ending May 14 2011 in the categories Agencies; Destinations and Accommodation and Airlines.

Top Agency websites in Brazil for the week ending May 14 2011 by % of visits:
1. Decolar (www.decolar.com): 24.32%
2. viajanet (www.viajanet.com.br): 16.14%
3. Hotel Urbano (www.hotelurbano.com.br): 12.38%

Top Destinations and Accommodation websites in Brazil for the week ending May 14 2011 by % of visits:
1. Hotel Urbano (www.hotelurbano.com.br): 15.17%
2. Mundi Buscador de Viagens (www.mundi.com. Br): 11.37%
3. Booking.com (www.booking.com): 7.20%

Top Airline websites in Brazil for the week ending May 14 2011 by % of visits:
1. GOL Linhas Aereas Inteligentes (www.voegol.com.br): 31.20%
2. TAM (www.tam.com.br): 26.42%
3. Azul (www.voeazul.com.br): 8.73%

(tnooz talking travel tech, May 2011)

Travel booking

The top online travel agency (OTA) in Brazil is submarinoviagens.com.br, according to preliminary data from PhoCusWright. In 2009, OTAs accounted for 23% of online travel market share (vs 77% for suppliers direct).

Top OTAs in Brazil, 2010:
1. submarinoviagens.com.br: 40%
2. DECOLAR.COM.BR: 35%
3. Priceline/Booking: 6%
4. Expedia/Hotels.com: 6%
5. malapronta: 4%
6. viajanet: 4%
7. rapi10: 2%
8. Travelocity: 1%
Others: 2%
(PhoCusWright presentation "The Emerging Online Travel Marketplace in China, India and Brazil" at the ETC e-Business Academy, Belgrade on SlideShare, October 2010)

Broadband Access

The number of mobile broadband accesses will reach 1 billion by 2022, according to estimates by Brazilian telecoms regulator Anatel.  Brazil had reached 16 million fixed broadband connections at the end of 2010, and Anatel is now projecting that there will be around 70 million fixed broadband connections by 2022 and 40 million cable TV connections. (telecoms.com, September 2011)

Mobile devices

Mobile / Smartphones

Digital media consumption via connected devices (including mobile, tablets, etc.) is growing quickly in Brazil, outpacing many markets, according to comScore. Although non-computer device traffic accounted for just 1.0% of total internet page views in August 2011, this number represents an increase of more than 60% since May 2011, demonstrating the rapidly growing importance of tablets and smartphones to the digital landscape in Brazil.

Key findings on Brazil's connected device market include:
- In Brazil, non-computer devices such as tablets, mobile phones and gaming consoles accounted for 1.0% of all internet page views in August 2011, up from just 0.6% in May 2011.
- Out of this 1.0% of non-computer traffic, mobile phones accounted for the largest share at 59.8%. Tablets accounted for 36.5% of non-computer traffic, while other devices (which include iPods, e-readers, gaming consoles, etc.) accounted for 3.7%.
- Compared to the US and UK, non-computer traffic in Brazil skewed more towards tablets and less towards mobile phones and other devices.
- Apple's iPad led the tablet market driving 94% of tablet page views in August 2011 in Brazil. iPads now account for the majority share of traffic originating from Apple devices at 58.7%.

(comScore, October 2011)

Mobile phones have become an indispensable accessory for young Brazilians. Brazil ranks second behind Italy among the markets where multiple SIM (Subscriber Identity Module) cards are used among those aged 15-24, according to a Nielsen study conducted in nine countries (US, Germany, Spain, Italy, U.K., Brazil, Russia, China, India).

SIM is a portable memory chip that makes it easy to switch to a new mobile phone by simply sliding the SIM out of the old phone and into the new one. Ever since SIM cards started being used in place of the CDMA technology (Code Division Multiple Access), they became part of the new norm for young Brazilians.

Multiple SIM usage, Age 15-24, Quarter 1, 2010:
- Italy: 29%
- Brazil: 22%
- Russia: 21%
- Germany: 20%
- UK: 16%
- Spain: 16%
- India: 15%
- China: 14%

With only 40% of young Brazilian consumers taking advantage of advance data services such as mobile internet, instant messaging, email, ring tone, game or screen saver downloads, mobile service providers have an opportunity to expand usage of these services. In fact, only between five and seven percent of young Brazilians use any of these advanced data options currently.

Chinese youth lead the way ahead of the US for advanced data usage, with mobile internet the most popular among 73% and 48% respectively.

Advanced data users, Age 15-24, Quarter 1 2010:
- China: 84%
- US: 83%
- Russia: 71%
- UK: 68%
- Italy: 62%
- Spain: 58%
- Germany: 47%
- Brazil: 40%
- India: 13%

(The Nielsen Company, February 2011)