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Exploring Brazil's Evolving Digital Media Marketplace

Brazil is still one of the most promising high-growth digital media markets in Latin America. comScore released data from their latest market study of the nation. They examined how the prevailing trends in web usage, social media, online video, digital advertising, mobile and search are defining the current marketplace and how they are likely to shape the coming year.

“The Brazilian digital landscape saw significant change in 2012 led by the strong emergence of Social Networking, in addition to increasing media consumption in terms of online video and display advertising,” said Alex Banks, comScore managing director for Brazil and VP Latin America.

As these media vehicles continue to grow, they are providing new and exciting opportunities for publishers hoping to attract audiences and marketers seeking to reach consumers.


Key insights from the latest market study include:
  • Consumers in Brazil spent more than 27 hours per month online on their desktop computers, representing the highest average engagement of all 8 Latin American markets analyzed.
  • The Brazilian internet audience is very young on average, with 18 percent of users age 18-24 and 30 percent of all users age 25-34.
  • Mobile phones and tablets are becoming more important to the Brazilian internet landscape. Page views from Non-PC devices (i.e. smartphones and tablets) reached an all-time high at nearly 6 percent.
  • Online Retail continues to grow in Brazil with the total number of category page views up 9 percent during 2012. Mercado Livre remains the top Retail property, reaching more than 14 million visitors in December.
  • Online Advertising is on the rise, with more than 789 billion display ad impressions delivered in 2012. Portals and Social Networking are the two largest content categories for delivery of these ads, representing a combined 45 percent of the market. Dafiti.com.br was the largest display advertiser in Brazil with more than 25 billion ad impressions in 2012.
  • Social Media sites capture the largest percentage of consumers’ time in Brazil at 36 percent. Facebook has emerged as a strong leader in the category with nearly 44 million unique visitors in December 2012, up 22 percent vs. year ago.
  • Online video consumption in Brazil grew 18 percent in 2012. Google Sites (YouTube) remains the top video property, while VEVO ranks second. Facebook was one of the fastest-growing online video properties with a gain in its video-viewing audience of more than 400 percent.

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