巴西社交媒体应用市场前景及投资研究报告-培训课件外文版2024.4

DIGITAL

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TRENDSSocialmediausageinBrazilCHAPTER

01OverviewGlobalsocialnetworkpenetrationrateasofJanuary2023,byregionSocialmedia:globalpenetrationrate2023,byregionShareofpopulation0%10%20%30%40%50%60%70%80%90%NorthernEuropeWesternEuropeSouthernEuropeNorthernAmericaEasternAsiaSouthernAmericaEasternEuropeCentralAmericaSoutheasternAsiaWesternAsia83.6%83.3%76.7%73.9%72%71.3%70.5%67.5%63.7%63.6%OceaniaGlobal62%59.4%Caribbean50.6%4Description:AsofJanuary2023,NorthernEuropewastheregionwiththehighestsocialnetworkpenetrationrate,withareachof83.6percent.WesternEuropefollowedcloselywith83.3percent,andSouthernEuroperankedthirdwithapenetrationrateof76.7percent.InEasternandMiddleAfrica,socialmediapenetrationstoodat8.4percentand7.4percent,respectively.Globally,approximatelysixoutofeverytenpeopleusesocialmedia.

ReadmoreNote(s):Worldwide;January2023;socialmediausersasashareoftotalpopulationSource(s):DataReportal;Meltwater;WeAreSocialPercentageofpopulationusingsocialmediainLatinAmericaandCaribbeanasofJanuary2023,bycountryLatinAmericaandCaribbean:socialmediareach2023,bycountryReachamongpopulation0%10%20%30%40%50%60%70%80%90%St.KittsandNevisChile84.8%84.4%UruguayArgentina81.8%79.7%BarbadosColombia74.9%74%CostaRica73.7%73.4%73.3%MexicoPeruSt.Vincent&theGrenadinesBrazil71.8%70.6%68.2%67.3%PuertoRico*Antigua&Barbuda5Description:AsofJanuary2023,morethan80percentofthepopulationsofSt.KittsandNevis,ChileandUruguaywereonsocialmedia.Ontheotherhand,approximately18percentofHaitiansusedsocialnetworkingplatforms.AmongthelargestLatinAmericanmarkets,Brazilhadthelowestsocialmediapenetrationrateat70percent,justbelowPeruandtheCaribbeanislandcountryofSaintVincentandtheGrenadines.ReadmoreNote(s):LAC;January2023;socialmediausersaspercentageoftotalpopulation;*PuertoRicowasincludeddespitebeinganunincorporatedterritoryoftheUnitedStates.Socialmediausersmaynotrepresentuniqueindividuals,andmayexceed[...]

ReadmoreSource(s):DataReportal;Meltwater;Varioussources;WeAreSocialNumberofsocialnetworkusersinselectedcountriesin2022and2027(inmillions)Socialnetworkusersinselectedcountriesin2022and2027Socialnetworkusersinmillions2027*600202202004008001,0001,2001,4001,212.381,177.5ChinaIndiaUnitedStatesIndonesiaBrazil1,021.96755.47327.22302.25261.7217.53188.35165.45126.37RussiaJapanMexicoPhilippinesVietnam115.05113.03101.98122.0798.2192.6884.0781.6372.2976.58TurkeyUnitedKingdom67.1165.2361.676Description:Accordingtorecentprojections,thenumberofsocialmediausersinChinareached1.02billionin2022,andisexpectedtoreach1.21billionby2027.India,rankingsecondintermsofusernumbers,reached755millionsocialmediausersin2022,andisestimatedtoreach1.17billionby2027.Overall,theUnitedStateshasthethirdlargestsocialnetworkaudience,followedbyIndonesiaandBrazil.ReadmoreNote(s):Worldwide;2022;internetuserswhouseasocialnetworksiteatleastonceamonth;*ForecastChinadataexcludesHongKongInternetuserswhouseasocialnetworksiteviaanydeviceatleastoncepermonth.

ReadmoreSource(s):NumberofsocialmediausersinBrazilfrom2019to2028(inmillions)SocialmediausersinBrazil2019-2028250191.5520015010050188.35184.76180.74176.23171.17165.46159.01151.72143.48020192020202120222023*2024*2025*2026*2027*2028*7Description:ThenumberofsocialmediausersinBrazilwasforecasttocontinuouslyincreasebetween2024and2028byintotal20.4millionusers(+11.92percent).Aftertheninthconsecutiveincreasingyear,thesocialmediauserbaseisestimatedtoreach191.55millionusersandthereforeanewpeakin2028.Notably,thenumberofsocialmediausersofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):Brazil;2019to2028;*Forecast.ReadmoreSource(s):SocialnetworkuserpenetrationinBrazilfrom2019to2028Brazil:socialnetworkpenetration2019-2028100%90%86.24%85.17%83.94%82.52%80.89%79.01%76.83%80%70%60%50%40%30%20%10%0%74.31%71.38%67.98%20192020202120222023202420252026202720288Description:ThesocialmediapenetrationrateinBrazilwasforecasttocontinuouslyincreasebetween2024and2028byintotal7.2(+9.11percent).Aftertheninthconsecutiveincreasingyear,thepenetrationrateisestimatedtoreach86.24andthereforeanewpeakin2028.Notably,thesocialmediapenetrationrateofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):Brazil;2019to2028;*Forecast.ReadmoreSource(s):NumberofusersofselectedsocialmediaplatformsinBrazilfrom2018to2028,byplatform(inmillions)DigitalMarketOutlook:socialmediausersinBrazil2018-2028,byplatformTotalFacebookInstagramTikTokLinkedInPinterestRedditTwitterSnapchatTumblrWeChat25020015010050191.94188.35184.76180.74176.23171.17155.97165.46162.76147.18160.52139.94161.64143.56159.01157.76159.25135.46153.8113.2673.71151.72151.12143.48126.4144.85133.91129.8125.76122.57101.5159.5592.6669.6547.9790.9588.6946.5489.2387.2184.6280.7470.5468.1547.1266.1864.8445.3266.6446.2762.6244.2759.8443.1156.3341.8151.940.5322.2740.3838.535.3414.434.7216.1724.6622.1525.1422.5622.920.742213.

2.

6924.1721.7520.6818.6821.9719.9918.815.9613.2311.8512.2112.5412.8413.1113.3513.59110.697911.4410.1699.

5.

9476.5798.455965.424.594.743.

40263.54953.737143.

022634.29134.35734.4193.532.20432.580201820192020202120222023202420252026202720289Description:Theindicator'Reachbysocialnetwork'isforecasttoexperiencesignificantgrowthinallsegmentsin2028.ParticularlystrikingistheexceptionallystrongincreaseofthesegmentInstagramtowardstheendoftheforecastperiod.Thevalueamountingto3.6millionusersstandsoutsignificantlyfromtheaveragechanges,whichareestimatedat1.01millionusers.ReadmoreNote(s):Brazil;2018to2028Source(s):MostpopularsocialmediaplatformsinBrazilasof3rdquarter2022,byusagereachLeadingsocialmediaplatformsinBrazil2022,byreachShareofrespondents0%10%20%30%40%50%60%70%80%90%100%WhatsAppInstagramFacebookTikTok93.4%89.8%86.8%65.9%65.1%FacebookMessengerTelegramKuaishouTwitter59%55.8%47.7%Pinterest46.4%LinkedIn36.5%SnapchatDiscord20%19.3%16.4%SkypeiMessageReddit12%9.6%10Description:Asofthethirdquarterof2022,WhatsAppwasthemostusedsocialmediaplatforminBrazilfor93.4percentofthecountry'sonlineaudiences.InstagramandFacebookfollowed,eachbeingusedby89.8and86.8percentoftheBrazilianinternetusers.TikTokandFacebookMessengerwereaccessedbyaround65.9and65.1percentofusers,whileTelegram,Kuaishou,Twitter,andPinterestaccountedforsmallershares.

ReadmoreNote(s):Brazil;Q32022;14-64years;internetuserswhouseplatformeachmonthSource(s):DataReportal;GWI;Meltwater;WeAreSocialFavoritesocialmediaplatformsamonginternetusersinBrazilasof3rdquarter2022FavoritesocialmediaplatformsinBrazilQ32022Shareofrespondents15%

20%0%5%10%25%30%35%40%WhatsAppInstagramFacebook34.3%32.6%11.8%TikTok5.9%4.7%KuaishouTwitter3%1.9%1.7%0.9%0.7%TelegramPinterestDiscordFacebookMessenger11Description:Accordingtoasurveyduringthethirdquarterof2022,34.3percentofonlineaudiencesinBrazilstatedthatWhatsAppwastheirfavoritesocialmediaplatform,withausagereachof93.4percentamongtheonlinepopulation.Instagramfollowedasthesocialplatformofchoiceforaround32.6percentoftherespondents,whileFacebookwaspreferredby11.8percentoftheBrazilianinternetusers.Despitethesignificantgrowthoftheplatform,only5.9percentofBrazilianinternetuserssaid[...]

ReadmoreNote(s):Brazil;Q32022;16-64years;internetusersSource(s):DataReportal;GWI;Meltwater;WeAreSocialCHAPTER

02AudiencesPenetrationrateofsocialmediauseamonginternetusersinBrazilfrom2017to2023,byageBrazil:socialmediausagerate2017-2023,byage10-1571%55%69%59%64%79%80%16-2491%68%89%92%91%92%91%25-3484%71%86%86%85%92%92%35-4476%69%76%77%82%84%87%45-5968%66%64%67%59%71%71%60+54%63%53%50%47%56%47%201720182019202020212022202313Description:In2022,over90percentofinternetusersagedbetween16and34yearssurveyedinBrazilstatedthattheyusedsocialmedia.Overall,approximatelyfouroutoffiverespondinginternetusersinBrazilsaidtheywereonsocialmedia.

ReadmoreNote(s):Brazil;2018to2023;21.271*;10yearsandolder;individualswhoaccessedinternetatleastonceinthepast3months;*Countingofsurveyedindividualsfor2023.Figurespreceding2023comefromearlierreleases.Datafor2023was[...]

ReadmoreSource(s):CETIC;CGI.br(NIC.br)PenetrationrateofsocialmediauseamonginternetusersinBrazilfrom2017to2023,bygenderBrazil:socialmediausagerate2017-2023,bygender201775%201882%2019202081%20212022202390%81%80%79%78%78%77%80%70%60%50%40%30%20%10%0%76%75%73%72%69%FemaleMale14Description:In2023,morethanfouroutoffive(81percentof)respondingfemaleinternetusersfromBrazilsaidtheyusedsocialmedia,forthefirstmorethantheonlinewomensurveyedin2017.ThepenetrationrateofsocialmediaamonginternetusersinBrazilwashigheramongpeopleagedbetween16and34years.ReadmoreNote(s):Brazil;2018to2023;21.271*;10yearsandolder;individualswhoaccessedinternetatleastonceinthepast3months;*Countingofsurveyedindividualsfor2023.Figurespreceding2023comefromearlierreleases.Datafor2023was[...]

ReadmoreSource(s):CETIC;CGI.br(NIC.br)PenetrationrateofsocialmediauseamonginternetusersinBrazilin2023,byregionBrazil:socialmediausagerate2023,byregion90%83%81%79%79%77%80%70%60%50%40%30%20%10%0%SouthSoutheastCentral-WestNorthNortheast15Description:AsurveybetweenMarchtoJuly2023foundthatapproximately83percentofinternetusersintheSouthregionofBrazilweresocialmediausers.Meanwhile,79percentofusersresidingintheCentral-WestandNorthregionusesocialmedia,whereasaround77percentofrespondinginhabitantsoftheNortheastregionstatedthesame.ReadmoreNote(s):Brazil;MarchtoJuly2023;21.271*;10yearsandolder;individualswhoaccessedinternetatleastonceinthepast3monthsSource(s):CETIC;CGI.brDistributionofleadingsocialmediaplatformusersinBrazilasofAugust2023,bygenerationBrazil:leadingsocialmediaplatformusers2023,bygenerationShareofrespondentsGenerationZ10%

20%Millennials30%GenerationX40%BabyBoomers50%

60%0%70%80%90%100%SocialMediaplaftormsusers[TOTAL]FacebookInstagramLinkedInPinterestRedditSnapchatTikTokTumblrTwitchTwitterYouTube16Description:Accordingtoa2023survey,41percentofusersofsocialmediaplatformusersinBrazilwereMillennials.Amongtheseplatforms,TumblrandTwitchhadtheyoungestaudiences,aswith38percentand37percentofeachappwerefromGenerationZ.Meanwhile,RedditandSnapchatweremorepopularamongMillennialusersthantheaverageofotherresearchednetworks.ReadmoreNote(s):Brazil;JanuarytoAugust2023;6,728*;18yearsandolder;socialmediaplatformusersinBrazilSource(s):ConsumerInsightsDistributionofleadingsocialmediaplatformusersinBrazilasofAugust2023,bygenderBrazil:leadingsocialmediaplatformusers2023,bygenderShareofrespondentsMale30%Female40%0%10%20%50%60%70%80%90%100%SocialMediaplaftormsusers[TOTAL]51%52%50%49%48%50%FacebookInstagramLinkedInPinterestReddit54%46%35%65%67%33%SnapchatTikTok41%59%49%45%51%55%TumblrTwitch71%29%Twitter58%53%42%47%YouTube17Description:Accordingtoa2023survey,around49percentofleadingsocialmediaplatformusersinBrazilwerewomenand51percentweremen.Amongtheseapps,RedditandTwitchhadthelargestgenderdiscrepancy,as71percentand67percentoftherespectiveusersoftheseappsorwebsitesweremen.Ontheotherhand,around65percentofPinterestusersinBrazilwerewomen.Meanwhile,platformslikeTwitchandTumblrinBrazilhadthelargestsharesofGenerationZuserswhen[...]

ReadmoreNote(s):Brazil;JanuarytoAugust2023;6,728*;18yearsandolder;socialmediaplatformusersinBrazilSource(s):ConsumerInsightsDistributionofleadingsocialmediaplatformusersinBrazilasofAugust2023,byeducationlevelBrazil:leadingsocialmediaplatformsusers2023,byeducationlevelSocial

media

users

(total)Facebook2%Instagram1%LinkedInPinteNoformaleducationorprimaryschoolSecondaryeducation1%3%%%3%3%Uppersecondaryeducation(permissiontogotouniversity)36%34%34%18%Technical/vocationaleducationBachelordegreeorequivalentMasterdegreeorequivalentDoctoraldegreeorequivalent8%38%9%9%39%10%4%9%40%10%4%8%53%15%5%4%18Description:Accordingtoa2023survey,between38percentofsocialmediaplatformusersinBrazileitherhadaBachelor'sdegreequalification.Another36percentofthesocialplatformuserswereeitherhastheirsecondaryeducationandwereorcouldpursuefurthereducationthanhighschoolorhadpermissiontogotouniversity,whileanother9percentofrespondentshadtechnicalorvocationaleducationqualifications.Amongallplatforms,LinkedInandPinterestweretheonesinwhichmostofof[...]ReadmoreNote(s):Brazil;JanuarytoAugust2023;6,728*;18-64years;socialmediaplatformusersinBrazilSource(s):ConsumerInsightsDistributionofleadingsocialmediaplatformusersinBrazilasofAugust2023,byurbanityBrazil:leadingsocialmediaplatformusers2023,byurbanityRural

communitySmall

townMedium-sized

townLaUsersofsocialmedia(total)FacebookInstagramLinkedIn4%3%3%1%2%1%2%3%2%2%2%3%8%9%9%5%9%5%7%9%8%6%6%9%16%16%16%12%14%13%14%16%11%12%14%16%PinterestRedditSnapchatTikTokTumblrTwitchTwitterYouTube19Description:Accordingtoa2023survey,themajorityofsocialmediausersinBrazillivedinlargecitieswithpopulationsbetween100thousandto1millioninhabitants.Incontrast,mostoftheusersofTumblrandRedditlivedinmegacitieswithover5millioninhabitants.Moreover,besides,usersofFacebook,InstagramandYouTubewerethemostrepresentativeofwhichtypeofcommunitywheresocialmediaplatformsuserslived,besidesthesebeingthemostpopularnetworksinthecountry.

ReadmoreNote(s):Brazil;JanuarytoAugust2023;6,728*;18-64years;socialmediaplatformsusersSource(s):ConsumerInsightsCHAPTER

03UsageMostusedsocialmediaplatformsbytypeinBrazilasofSeptember2023MostusedsocialmediaplatformsbytypeinBrazil2023Shareofrespondents0%10%20%30%40%50%60%70%80%77%90%84%100%Instantmessengers(e.g.,WhatsApp,FacebookMessenger,WeChat)Mediasharing(e.g.,Snapchat,Instagram,YouTube,Pinterest)Socialnetworks(e.g.,Facebook)75%Businessnetworks(e.g.,LinkedIn)35%(Micro-)blogging(e.g.,Twitter,Tumblr,WordPress)Consumerreviewnetworks(e.g.,Yelp,TripAdvisor)Discussionforums(e.g.,Reddit,Quora)Idonotusesocialmediaregularly29%12%11%1%4%Other21Description:84percentofBrazilianrespondentsansweroursurveyon"Mostusedsocialmediaplatformsbytype"with"Instantmessengers(e.g.,WhatsApp,FacebookMessenger,WeChat)".Thesurveywasconductedin2023,among9,624consumers.

ReadmoreNote(s):Brazil;October2022toSeptember2023;9624respondents;18-64yearsSource(s):ConsumerInsightsSocialnetworkusagebybrandinBrazilasofSeptember2023SocialnetworkusagebybrandinBrazil2023Shareofrespondents0%10%20%30%40%50%60%70%80%90%100%InstagramYouTubeFacebookTikTok86%83%78%50%TwitterLinkedInPinterestTwitchSnapchatReddit38%30%29%13%12%7%HelloTumblrFlickr4%4%2%22Description:WeaskedBrazilianconsumersabout"Socialnetworkusagebybrand"andfoundthat"Instagram"takesthetopspot,while"Vero"isattheotherendoftheranking.ReadmoreNote(s):Brazil;October2022toSeptember2023;9106respondents;18-64years;respondentswhouseanykindofsocialmedia(exceptinstantmessengers)regularlySource(s):ConsumerInsightsSocialnetworkusagebyfrequencyinBrazilasofSeptember2023SocialnetworkusagebyfrequencyinBrazil2023Shareofrespondents0%10%20%30%40%50%60%70%80%90%100%DailySeveraltimesaweekOnceaweek82%11%2%2%SeveraltimesamonthOnceamonthLessoften1%2%Never1%23Description:Whenaskedabout"Socialnetworkusagebyfrequency",11percentofBrazilianrespondentsanswer"Severaltimesaweek".Thisonlinesurveywasconductedin2023,among1,912consumers.

ReadmoreNote(s):Brazil;October2022toSeptember2023;1912respondents;18-64years;respondentswhousesocialnetworks(Marketing&socialmedia,Services&eServices)Source(s):ConsumerInsightsMaintypesofsocialmediaaccountsfollowedbyinternetusersinBrazilasof3dquarter2022Brazil:typesofsocialmediaaccountsfollowedQ32022Shareofrespondents20%

30%0%10%40%50%60%70%Friends,familyandpeopleyouknowBands,singersandmusiciansInfluencersandexperts61.7%41.8%41.7%Actors,comediansandperformersEntertainment,memes,orparodyaccountsBrandsyoupurchase39.2%38%36.7%TVshowsorchannels35.8%34.5%Restaurants,chefsandfoodiesBrandsyou'reconsideringpurchasingCompaniesrelevanttoworkContactsrelevanttowork32%29.9%28.5%SportspeopleandteamsJournalistsornewscompaniesBeautyexperts27.9%27.3%26.3%Fitnessexpertsororganisations21.3%24Description:Asofthethirdquarterof2022,themostcommontypeofsocialmediaaccountfollowedbyinternetusersinBrazilwereclosercontactslikefriends,family,andpeopletheyknew-about61.7percentoftheBrazilianonlineusersdidso.Bands,singers,andmusicianswerethesecondmostfollowedtypeofsocialmediaaccountsinthecountrywithapproximately41.8percentofinternetusersinBrazilfollowingsuchaccounts,withanalmostequalamountofrespondentswhoclaimedto[...]

ReadmoreNote(s):Brazil;Q32022;16-64yearsSource(s):DataReportal;GWI;Meltwater;WeAreSocialAppsmostcommonlyfoundonsmartphoneusers'homescreensinBrazilasofApril2023MostpopularappsonsmartphonehomescreensinBrazil2023Shareofrespondents30%0%10%20%40%39%50%60%59%70%WhatsAppInstagramFacebookNubankYouTubeTelegramUber55%16%15%15%14%iFood10%Spotify10%10%TikTok25Description:AnApril2023surveyfoundthatWhatsAppwasthemostcommonlyfoundapponsmartphoneusers'homescreensinBrazil.Around59percentofrespondentssaidthemessagingapplicationappearedontheirscreensdirectlyafterturningonorunlockingtheirdevices.InstagramandFacebookfollowed,witharound55and39percentofrespondentssayingtheappswerepresentontheirsmartphones'startingpage.

ReadmoreNote(s):April12to24,2023;2,032respondents;16yearsandolder;withasmartphoneandhavedownloadedanappSource(s):MobileTime;OpinionBoxAppsinwhichsmartphoneusersinBrazilspendthemosttimeperdayasofApril2023Brazil:appsinwhichsmartphoneusersspentthemosttime202340%36%35%29%30%25%20%15%10%5%17%7%6%3%2%0%InstagramWhatsAppYouTubeFacebookTikTokKwaiOthers*26Description:AnApril2023surveyfoundthatapproximately53percentofrespondingBrazilianmobilephoneusersstatedthatInstagramwastheapptheyusedthelongestdaily.WhatsAppandYouTubefollowed,witharound29and7percentofrespondentssayingitwastheirmostusedapp.DespiteitspopularityinthecountryandthroughoutLatinAmerica,only3percentoftherespondentsclaimedthatTikTokwastheapptheyusedthelongesttimeperday.ReadmoreNote(s):April12to24,2023;2,069respondents;16yearsandolder;internetuserswithsmartphonesSource(s):MobileTime;OpinionBoxMostpopularmobileappsamongchildreninBrazilinSeptember2023,byagegroupBrazil:mostpopularmobileappsamongchildren2023,byagegroup0-359%11%61%15%22%8%4-656%21%60%14%28%13%7%7-964%40%49%33%34%35%15%33%41%23%8%10-1273%70%24%46%39%52%38%37%46%16%17%9%13-1683%88%9%YouTubeWhatsAppYouTubeKidsTikTok65%55%70%77%21%18%18%46%4%NetflixGoogleInstagramMinecraftRoblox6%6%20%22%22%6%6%Disney+FacebookPlaykidsSpotifiy26%4%18%4%19%5%13%9%24%43%27Description:AsofSeptember2023,YouTube,WhatsApp,YouTubeKidsandTikTokwerethemostusedappsbychildrenofvariousagegroupsinBrazil.YouTube'smainstreamversionwasthemostpopularplatformamongchildrenbetweensevenand12yearsold,withitsYouTubeKidsspin-offbeingusedbymorethan60percentofchildrenwithagesyoungerthanoneyearoldtosixyearsold.Meanwhile,WhatsAppisgraduallymorepopularamongolderagegroups,comingfrom11percentusagerate[...]

ReadmoreNote(s):September6to25,2023;1,617respondents;0-16years;parentsofchildrenorteenagerswhoownasmartphoneorhaveitborrowedfromtheirresponsibleadultSource(s):MobileTime;OpinionBoxLeadingsocialnetworksusedweeklyfornewsinBrazilasofFebruary2023SocialnetworksusedfornewsinBrazil202345%41%43%39%40%35%30%25%20%15%10%5%35%14%14%0%YouTubeWhatsAppFacebookInstagramTwitterTikTok28Description:AsofFebruary2023,lessthanhalf(43percent)ofinternetuserssurveyedinBrazilsaidtheyhadaccessednewsonWhatsApp.Around41percentofrespondentsusedYouTubeforthesamepurpose.In2021,fouroutoffiveintervieweesstatedthatfakenewsthreateneddemocracyinBrazil.ReadmoreNote(s):JanuaryandFebruary2023;2,047respondents;18yearsandolderSource(s):ReutersInstitutefortheStudyofJournalism;YouGovCHAPTER

04FacebookandMessengerNumberofFacebookusersinBrazilfrom2018to2027(inmillions)FacebookusersinBrazil2018-2027180163.11161.92160.51158.8156.72154.216014012010080151.12144.85125.76126.46040200201820192020202120222023202420252026202730Description:ThenumberofFacebookusersinBrazilwasforecasttocontinuouslyincreasebetween2024and2027byintotal6.4millionusers(+4.08percent).Aftertheninthconsecutiveincreasingyear,theFacebookuserbaseisestimatedtoreach163.11millionusersandthereforeanewpeakin2027.Notably,thenumberofFacebookusersofwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):Brazil;2018to2027;allvaluesareestimatesSource(s):DistributionofFacebookusersinBrazilasofMay2023,bygenderBrazil:Facebookusershare2023,bygenderMale45.5%Female54.0%31Description:AsofMay2023,approximately54.5percentofFacebookusersinBrazilwerewomen,and46.3percentofthemidentifiedasmale.Itisexpectedthattheplatformwillhaveupto151.43millionusersin2023,thusreachingnearly70percentofthecountry'spopulation,butthenreduceitsrateduringthenextyears.ReadmoreNote(s):May2023Source(s):NapoleonCatDistributionofFacebookusersinBrazilasofMay2023,byagegroupBrazil:Facebookusershare2023,byagegroup30%26.6%25%21.5%20.7%20%15%10%5%13.2%8.4%5%5%0%13-1718-2425-3435-4445-5455-6465+32Description:AsofMay2023,about26.6percentofFacebookusersinBrazilwerebetween25and34yearsold.AboutaquarterofFacebook'ssocialnetworkuserbaseinBrazilwas45andover.Accordingtoestimates,itisexpectedthatover69percentoftheBrazilianpopulationwillbeusingFacebookby2025.ReadmoreNote(s):May2023;13yearsandolderSource(s):NapoleonCatNumberofFacebookMessengerusersinBrazilfromMay2020toMay2023(inmillions)Brazil:numberofFacebookMessengerusers2020-2023123.0121.0119.0117.0115.0113.0111.033Description:InMay2023,around117.1millionpeopleinBrazilusedFacebookMessenger.Furthermore,theSouthAmericancountrywashometothelargestnumberofMessengerusersinLatinAmericaandtheCaribbean.

ReadmoreNote(s):May2020toMay2023;13yearsandolderSource(s):NapoleonCatNumberofFacebookMessengerdownloadsinBrazilfrom1stquarter2015to3rdquarter2023(inmillions)Brazil:FacebookMessengerdownloadsasofQ32023252015105034Description:Inthethirdquarterof2023,FacebookMessengergenerated3.11milliondownloadsinBrazil.Theappreacheditspeakofdownloadsduringthethirdquarterof2018,butregistereditslowestnumbersinthecountrysofar.Ontheotherhand,WhatsAppremainsthemostusedsocialnetworkbymorethan90percentofBrazilianinternetusersandthroughoutneighboringcountriesofLatinAmerica.ReadmoreNote(s):Brazil;Q12015toQ32023;GooglePlayandAppleAppStorecombinedSource(s):AppMagicMainactivitiescarriedoutbyusersoftheFacebookMessengerappinBrazilasofJanuary2023Brazil:mainactivitiesonFacebookMessenger2023Shareofrespondents30%

40%0%10%20%50%60%70%TextmessagingStories71%46%46%ImagesharingVoicemessagingStickers/emojisVideosharingVoicecalling36%31%30%19%18%Videocalling35Description:AccordingtoaJanuary2023survey,morethan70percentofmonthlyactiveusers(MAU)oftheFacebookMessengermobileappinBrazilsaidtheyexchangedtextmessagesthroughtheonlinesolution.Around46percentofrespondentsstatedthattheyhadpostedstoriesviaFacebookMessenger'sapp,aswellashavingsharedimages.However,almostathirdofBraziliansmartphoneownerswhohavetheMessengerappinstalledsaidtheyalmostneverorneveruseit.

ReadmoreNote(s):Brazil;January11to23,2023;957respondents;16yearsandolder;FacebookMessengermonthlyactiveusers(MAUs)Source(s):MobileTime;OpinionBoxEstimatedadvertising