Data released by comScore has shown that Facebook is now the leading social network in Brazil, with a staggering 192% increase in the number of visitors in the past year. Brazil is the fifth biggest user of social networks globally, yet Facebook has until now struggled to compete with the popularity of Google owned Orkut, which had a strong presence in the South American country.
The figures are quite astonishing. In December 2010, Facebook had 12 million Brazilian users, compared to 32 million for Orkut, yet 12 months later Facebook has reached 36 million users, while Orkut only grew to 34 million. As well as increasing visitor numbers, user engagement on the site has also increased, with more time being spent on the site and more pages being accessed on each visit.
The comScore data doesn’t take into account visits from public computers and mobile devices so the exact numbers may be slightly different, and the growth rate of 5% for Orkut shows that it is far from finished in Brazil. However, this is a major win for Facebook, which is now the leading social network in all but 6 countries around the world.
Japan, China, Russia, South Korea, Vietnam and Poland still favour local social networks to the global leader. In a session at the upcoming International Search Summit @ SMX West, Michael Bonfils will lead a session on these major markets and provide insights into their leading networks, including Qzone, Vkontake and Cyworld.
Gemma Houghton
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