Brazil Tops League of Social Media Users

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In Brazil 86% of internet users regularly use social networks and other social media sites. This places them top of the league of social media users globally, with Italy in second place (with 78% of internet users regularly using social media) and Spain in third place (77%). This data comes from the Nielsen’s study of the reach and usage of these social media sites by country which looks at the reach of social media sites in individual countries and the amount of time users spend on them.

Reach of social media in Brazil

The popularity and reach of social media in Brazil is due, in no small part, to the use of Orkut, a social network operated by Google that is incredibly popular in Brazil. In April, almost half of all users of Orkut came from Brazil and its popularity continues to grow in the country. This shows the rise of social networks beyond Facebook – which has a reach of just 26% in Brazil – and the importance for global brands of developing a social media strategy that takes into account these regional differences and the importance of different social media tools and patterns in different countries.

Image by olivcris via Flickr

Social network and blog site reach by country – Top 10 (April 2010)

Rank  Country             Reach    Time per person

  1.    Brazil                      86%             5:03:37
  2.    Italy                         78%             6:28:41
  3.    Spain                      77%            5:11:44
  4.    Japan                     75%            2:50:50
  5.    United States        74%            6:35:02
  6.    United Kingdom   74%            5:52:38
  7.    France                    73%            4:10:27
  8.    Australia                 72%            7:19:13
  9.    Germany                63%            4:13:05
  10.    Switzerland            59%            3:43:58

Source: The Nielsen Company

Social media accounts for 22% of time online

This data reveals not just the countries with the greatest reach of these social media sites, but also how long the typical user will spend on them. Overall, time on social networks and blog sites has reached 22% of all time spent on the internet. The same as one minute for every four and a half minutes spent online. Australia leads the pack here – with over seven hours per month spent on social media sites. And Japan is well below average at just less than three hours.

Time spent on sites is an interesting measure and one that needs further investigation to fully understand it. For example, in Japan people are very likely to be accessing sites on mobile devices and so are less likely to spend time browsing sites and more likely to achieve particular tasks that they are looking to do. And of course, spending a long time on a site may be an indicator of slow connections or poor design.

But even with these caveats, we are spending much more time on social networks and social media sites and the reach of these sites continues to grow. All over the world.

Image source: Mariordo

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