Google-owned Orkut Dominates Social Networking in Brazil RESTON, Va., Nov. 19
RESTON, Va., Nov. 19 /PRNewswire-FirstCall/ -- comScore, Inc.
(Nasdaq: SCOR), a leader in measuring the digital world, today released
results from a study of the state of the Internet in Brazil, which includes a
focus on social networking, one of the country's most popular Internet
categories. comScore's data show that 85 percent of Brazilians age 15 and
older who accessed the Internet from home or work computers in September 2008
visited a social networking site, up from 76 percent in September 2007.
Compared to other countries with Internet populations of at least 10 million
monthly unique visitors, Brazil had the second highest percent reach in the
social networking category, slightly behind Canada with 87 percent.
(Logo: http://www.newscom.com/cgi-bin/prnh/20080115/COMSCORELOGO)
These findings, as well as additional industry insights, will be presented
during a complimentary Portuguese-language webinar, entitled State of the
Internet in Brazil, on Wednesday, November 26 at 3 p.m. San Paulo time (see
webinar details below).
Percent Reach for Social Networking Category in Selected Countries*
September 2008 vs. September 2007
Total Worldwide, Age 15+, Home and Work Locations**
Source: comScore World Metrix
Country Percent Reach
Sep-2007Sep-2008Point Change
Canada 83.986.5 2.6
Brazil 76.085.3 9.3
United Kingdom 78.778.4 -0.3
Mexico 67.373.0 5.7
Spain 63.970.7 6.8
United States 65.870.2 4.5
Australia 56.567.5 11.1
Germany45.965.5 19.6
Italy 53.062.2 9.1
Netherlands55.761.3 5.6
Russian Federation 36.360.7 24.4
India 50.960.3 9.4
France 51.459.1 7.7
South Korea52.358.3 6.0
Japan 56.455.7 -0.7
China 44.750.3 5.6
Taiwan 48.142.9 -5.2
* Includes countries with a total Internet population of at least
10 million unique visitors in September 2008.
** Excludes traffic from public computers, such as Internet cafes or
access from mobile phones/PDAs.
"For Internet users in Brazil, social networking continues to flourish as
a hugely popular activity," said Alex Banks, managing director of Latin
America for comScore. "One likely reason for social networking's success in
Brazil is that its concept of online community closely aligns with the culture
in Brazil, which is also centered on a strong sense of community and social
activity."
Social Networking Penetration High Throughout Latin America
In addition to Brazil, social networking is a popular Internet pastime
across much of Latin America. Nearly 9 out of 10 people in the region visited
a social networking site in September 2008, up 9 percentage points from
September 2007. While social networking among Latin American nations had the
highest reach in Brazil, comScore data show that Chile and Colombia were not
far behind with 80 percent reach. Though Puerto Rico had the lowest
penetration (71 percent) for the social networking category, it saw the
largest gain versus year ago with a 10-percentage point increase.
Percent Reach for Social Networking Category in Latin America
September 2008 vs. September 2007
Total Latin America, Age 15+, Home and Work Locations*
Source: comScore World Metrix
Country Percent Reach
Sep-2007Sep-2008Point Change
Latin America 78.087.2 9.3
Brazil 76.085.3 9.3
Chile 74.080.1 6.1
Colombia 69.979.6 9.7
Argentina 70.477.1 6.7
Venezuela 69.177.1 8.0
Mexico 67.373.0 5.7
Puerto Rico60.570.5 10.0
* Excludes traffic from public computers, such as Internet cafes or
access from mobile phones/PDAs.
Orkut is the Dominant Social Networking Site in Brazil
With 21 million unique visitors in September 2008, Google-owned Orkut was
by far the most visited social network site in Brazil. Visitors spent an
average of 496 minutes on the site during the month, with an average of 28
visits per visitor, ranking Orkut as the social networking site with the
highest engagement also.
Visitation and Engagement for Selected Social Networking Sites in Brazil
September 2008
Total Brazil, Age 15+, Home and Work Locations*
Source: comScore World Metrix
Total Unique AverageAverage
Selected Social Networking Visitors Minutes Visits per
Sites (000)per Visitor Visitor
Total Internet : Total Audience 26,221 1,608.1 47.5
Orkut 20,752 496.1 28.3
Yahoo! Geocities 3,916 2.8 1.8
SONICO.COM 2,97810.1 2.7
MINGLEBOX.COM 1,677 1.6 2.4
FOTOLOG.COM1,60622.1 5.3
8P.COM.BR 1,46311.2 1.9
MULTIPLY.COM 1,189 4.4 1.5
HI5.COM1,14210.6 2.0
Lycos Tripod 1,115 1.8 1.4
MYSPACE.COM 89313.2 2.3
LIMEALL.COM 387 0.6 1.7
DEVIANTART.COM 386 7.3 1.8
FACEBOOK.COM 36014.2 2.7
* comScore Media Metrix monitors the online activities of individuals in
Brazil within a universe defined as those aged 15+ who have accessed
the Internet from either a home or a work computer in the past 30 days.
It excludes traffic from public computers, such as Internet cafes or
access from mobile phones/PDAs. Since a significant number of consumers
in Brazil access the Internet from outside this universe definition,
comScore has developed an Extended Universe for the online population
in Brazil, which is computed differently from comScore's Total Internet
estimate. comScore estimates Brazil's Extended Universe to be
56.2 million.
"With more than five times the number of unique visitors as any other
social networking site in Brazil, Orkut has a commanding position in the
marketplace," said Banks. "The site is a particularly attractive venue for
advertisers because it is able to deliver both a large and highly engaged
audience."
Webinar: The State of the Internet in Brazil
Alex Banks, comScore's managing director for Latin America, will present a
strategic view of global Internet trends as well as specific insights into
Internet usage in Brazil in an upcoming Portuguese-language webinar. The
webinar will include an analysis of differences in Internet usage patterns
across worldwide regions, insights into audience growth and changes in
consumer demographics as well as a general overview of online behavior in
Brazil.
To register for the free, Portuguese-language webinar being held on
Wednesday, November 26 at 3 p.m. San Paulo time, please visit:
http://www.comscore.com/brazil.
About comScore
comScore, Inc. (Nasdaq: SCOR) is a global leader in measuring the digital
world and preferred source of digital marketing intelligence. For more
information, please visit http://www.comscore.com/boilerplate.
SOURCE comScore, Inc.
