Smartphone owners in the country favor social media apps
eMarketer estimates that mobile phone user penetration in Brazil will reach 75.9% in 2014. While smartphone penetration will remain relatively low, at 20.3%, these more advanced devices will see a strong growth rate over eMarketer’s forecast period, hitting 36.0% this year and falling to 10.3% by 2018. By then, we expect more than half of the country’s population to access the internet via a mobile device.
When it comes to apps, smartphone owners in Brazil prefer those focused on social media. The Mobile Marketing Association and IBOPE Nielsen Online polling found that social networking and messaging apps were the most popular app category, used by 77% of respondents in September 2013.
The survey also found that Facebook was the most popular social network or messaging app, used by 94% of smartphone owners. Next was WhatsApp (53%), followed by Instagram (36%), Skype (35%) and Twitter (35%).
Messaging apps, especially, have emerged as an important means of communication for smartphone users in Brazil. According to On Device Research, 67% of smartphone users polled in November 2013 relied on a social messaging app 10 or more times per day to communicate.
Syndicated by Lisandra Maioli