Google Analysis: Orkut in Brazil and its Significance for the Region

This morning I read a recent post that Google’s Communication Manager in Brazil uploaded to his blog, which talks about a survey they conducted on what Brazilians think are the key users of social networks and what they do once they are there. The survey, which was conducted to a thousand users and is specifically focused on Orkut, serves as a good kick-start point for companies to expand to international markets when building their social media initiatives.

Since the post was in Spanish, I decided to take out the best and most relevant data and translate it into Chaucer’s language. Hope you enjoy the facts!

Emails and search engines remain among the dominant uses of the internet, but people love variety.

• 90% of respondents use email, almost at the same rate as search engines. These are their top daily choices.

• Orkut is Brazil’s favorite social network.

• Size: 37 million members.

• Activity: 1.3 million daily visitors.

Social networks are used… for socializing.

• 90% believe that the greatest benefit of social networks is for those that want to keep in touch with old friends.

• 89% use them to get in touch with family and friends.

• 78% use them to expand their social circle.

• Interesting fact: 83% joined a social network because family or friends were already using them.

Social networks are meant for personal use, not business… Although some business is welcome.

• 41% use Orkut for personal reasons

• Only 3% prioritize business over personal use.

• 71% of Orkut users in Brazil would not mind seeing ads like online coupons of their favorite brands.

Ear to Ground Analysis:

• Brazilians are going beyond the simple use of social networks. They are incorporating the social networks as part of their daily life activities and sharing their lives with the people they care about.

• Businesses have an outstanding opportunity to connect with users in the different social networks, as long as they don’t invade users’ privacy while adding real value to their audiences.

The key to utilizing these facts comes with the understanding that these international markets are active and growing at a rapid rate and integrating into these networks now, before anyone else even comes near them through social networks can come with a lot of profitable success. So while your competitors are struggling with traditional methods of advertising, you can simply log in and talk directly to your consumers.

Are you in?

Source: Google Latin America

Federico Rodriguez-Gasquet

Social Media Manager @ Re Agency