What you need to know

The expansion of internet access in Brazil, which now reaches 70% of the population, has been followed by increased usage of social media. The survey conducted for this Report reveals 99% of internet users have used social media in the last six months.

This growth has happened despite the fact social media has been strongly associated with negative habits and attitudes, such as dissemination of fake news, development of mental health issues, bullying, and hate speech. Many brands, influencers and even social media channels themselves have tried to find ways of controlling this type of content. They have also tried to promote content that discusses these themes, breaking the taboo around mental and emotional health problems, for example.

As the access to social media grows, it is important to understand how users go from one channel to another. An issue that is worth attention, for example, is how certain games have practically become a social media channel, and how social media channels focused on games, such as Twitch, have been attracting more and more people, although it still has a small base in Brazil (3% of internet users).

Another important aspect is that digital influencers continue to have great reach and influence among social media users, as more than half of them follow and interact with these players. There are numerous opportunities that can be developed in different formats, social media channels, subjects, and categories.

Definition

This Report identifies general aspects of Brazilians’ habits and attitudes towards social media; how they use it, how are their interactions with other users and product/brands, and what are their content interests.

For the purposes of this Report, the following definitions of social media and social networks, often used as a synonym, are used:

  • Any social media and social networks whose primary function of which is person-to-person interaction. Examples falling under Mintel’s definition include Facebook, Twitter, and LinkedIn.

  • Any social media and social networks whose primary function of which is to share media with other users. Examples falling under Mintel’s definition include Pinterest, YouTube.

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