According to We Are Social, the study made by We are Social and Meltwater, Brazil has 187.9 million internet users with internet penetration of 86.6%. There are a total of 144 million users in social networks, which means that 66.35% of the population use them (in January 2024 the total population in Brazil is 217 million people).
According to the Kepios analysis, Internet users increased by 6.1 million people year-on-year, so 13.4% of the population was not connected to the Internet at the beginning of 2024.
Brazil has a very young population, considering the median age is 33,8 years old. The 99,1% of the population aged 16 to 24 owns a smartphone and 98,9% of the people who forms this age range use their mobile phone to access the internet.
The main reason why brazilians use the internet is to find information online, followed by researching how to do things and then, staying in touch with friends and family.
The most visited types of websites in Brazil are social networks (98.9%), chat and messaging (98.5%), search engines or web portals (94.5%) and shopping websites (91.1%). In the same vein, the top 5 most visited websites in Brazil, according to Similarweb, are: Google, YouTube, Facebook, Globo and Instagram. Globo is the leading Brazilian conglomerate of companies focused on media, as well as the largest group in Latin America and possibly one of the largest in the world.
When talking about the top searches, most of them are related to the climate weather, social media platforms, and language translator.
In this study, changes have been made in the way of collecting data on the numbers in social networks compared to how it was done in other years. It should be noted that social network users do not represent unique individuals.
In Brazil there are 144 million people (identities) who use social media. The age range who use more these kind of platforms are between 25 and 34 years old. The main reason to use them is to keep in touch with friends and family, reading new stories and finding products to buy. However, 42.4% use them to fill their spare time, as many of us also do.
The most used social media plataform in Brazil are:
However, when participants were asked about what their favourite social media netwwork is, the 35.9% says Instagram is their top 1. Whatsapp and Tiktok are in the second and third position respectively. An interesting fact about this, is that although Instagram is the brazilian’s favourite social media network, TikTok is the app where they spend most of the time: 30h 10 mins.
After studying one week of eCommerce activity of internet users aged 16 to 64 years old, it turns out that 58% purchased a product / service online. The online purchases are driven by free deliveries, discounts, eCommerce where the checkout is simply enough and loyalty points.
The industry that triiuphs onine in Brazil eCommerce is electronics, people spent 14.28 billlion US dollars in electronics. This category is followed by fashion, food, and beverage. Taking this into account, you could notice that brazilians spend most of the time buying technological products such as cameras, computers or TVs. Consumers have increased their spending in almost all eCommerce categories meaning that eCommerce sector in this country is still taking off.
The main payment method in Brazil are debit and credit cards (52%) followed by digital and mobile wallets (14%) and bank transfers (28%).
Image: created with GPT4
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