Country the first in Latin America, according to Comscore analysis, ahead of United States and Mexico, and behind India and Indonesia
A survey carried out by Comscore showed that Brazil is in the third position in the ranking of countries that most consume social networks worldwide, behind only India and Indonesia, and ahead of the United States, Mexico and Argentina.
The ‘2023 Social Media Trends’ analysis showed that the 131.5 million users connected in Brazil have been spending more and more time on the internet, especially on these platforms.
The category was the most consumed in December 2022, totaling 356 billion minutes, which is equivalent to 46 hours of connection per user in the month, and represents an increase of 31% compared to January 2020.
In addition, the audience of these platforms exceeded the time spent in multiple categories, services, entertainment, work, corporate presence, retail, financial services, among others.
Still according to Comscore, YouTube, Facebook and Instagram are the networks most accessed by Brazilian users, reaching 96.4%, 85.1% and 81.4%, respectively; TikTok, Kwai and Twitter follow suit. Regarding audience consumption time, Instagram and YouTube are networks where users dedicate more minutes.
Consumption
The study also investigated which platforms have more cross-consumption, that is, which social networks overlap in user consumption. The ones that stand out are: Instagram and TikTok in relation to YouTube, 99.1% of users who access both also access the video channel.
Among the categories that arouse the most interest among consumers on different social networking platforms, Facebook users have more affinity with travel and telecommunications, those who access Instagram prefer travel and health issues, and those who use TikTok are interested in telecommunications. and games.
Another important aspect of the Comscore survey shows that, between January and December 2022, Facebook, Twitter and Instagram totaled 15.6 billion actions (a 17% growth compared to the previous period), 10 million pieces of content (2% above of the average produced in 2021) and 230.8 million shares (an index that dropped 20% compared to 2021).
Instagram is the network with the highest volatility in shares and remains the platform with the highest share of shares and comments among brands and publishers:
On Facebook, posts about advertising, media and entertainment stand out among the publications with the highest number of actions. On Instagram, posts about media and sports are the ones that arouse the most interest among consumers.
(Credit: camilo jimenez on Unsplash)
