Brazil Content Data: 3 Trends in Media Consumption
Tuesday January 17th || by Gal Salomon and Megan Morreale
In 2014, the American website Mic declared that Brazilians were “addicted to the Internet.” While this might sound rather bold, the article was right.
According to a survey published by the consulting firm A.T. Kearney shortly before Mic’s story, 51% of Brazilians are connected to the internet “all day long.”
This figure made Brazil the most connected country of the 10 nations polled, dwarfing the 37% of respondents who answered similarly in Nigeria, the second-most internet obsessed region.
In 2016, Brazil’s love affair with the digital world only grew deeper. According to Brazil content data collected from Taboola’s recommendation platform, the South American nation’s media consumption increased steadily throughout the year, dipping slightly only during the holiday period of late December.
As you might expect for an ‘always-on’ country like Brazil, mobile devices accounted for the lion’s share of page views and reading time.
Here, our marketing analyst Gal Salomon took a deeper dive into our data to shed some light on how Brazilians consumed content this past year—providing useful insights into the growth of one of digital media’s biggest and most important markets.
More Brazilians consumed content with each passing month.
The number of people who enjoyed content recommendations from Taboola’s network each week increased almost continuously throughout the year. Though we saw a slight decrease during the holiday period, weekly unique users in Brazil grew by more than 100% between the first and last weeks of the year.
The internet benchmark by StatCounter showed a gap between Brazilian mobile and desktop growth, whereas Brazilian readership in the Taboola network was spread fairly evenly across mobile and desktop devices, with roughly the same number of unique users accessing recommendations in each platform.
In the Taboola network in Brazil, mobile is dominant over desktop, bringing in more unique users from this platform. As expected, the tablet usage in Brazil is as low as 2% both according to Taboola’s network and StatCounter.
Page views also grew in 2016, and mobile users led the way.
Like unique users, our Brazil content data shows that pageviews continued to rise all through 2016. What’s striking, though, is the extent to which mobile users dominated this category.
Though mobile and desktop audiences accounted for a similar number of pageviews for the first few weeks of the year, the gap between them widened considerably over the months that followed. Overall, according to Taboola’s data, Brazilians consumed about 50% more pages on mobile devices than on desktop devices.
In addition to racking up more page views, Brazilian mobile users were far more engaged with content. Throughout the year, users were consuming twice as much content on mobile (about 5 pages per session) than on desktop and tablet (about 2.5 pages per session).
Page view duration increased steadily for both mobile and desktop audiences, except for a week or two during the holiday-period slowdown. Mobile page views duration vastly outstripped that of desktop users.
Mobile users were highly engaged.
Average session duration held steady for most of the year, as mobile users spent much more time with content than their desktop counterparts. In any given week, Brazilian mobile audiences had average session duration times that were two and three times greater than desktop audiences.
Over the course of the year, mobile users had an average session duration of 2.2 minutes, compared to 0.9 minutes for desktop users and 1.1 minutes for tablet users, with an increase in session duration during the last three months of the year.
This is the road ahead.
As our Brazil content data shows, the South American nation is an area of rapid growth for brands and publishers alike.
Brazil is already the world’s fifth-biggest smartphone market with 64 million users, and this number is only expected to get bigger in the years to come.
For marketers and content creators alike, the time to begin investing in this region and catering to the unique tastes and habits of Brazilian users is now.
By integrating the insights we’ve shared here, brands and publishers can create custom content strategies that really resonate with Brazilian readers. For instance, Brazil’s higher volume of mobile content consumption might be the perfect opportunity for publishers to brush up on the best ways to keep their mobile audiences engaged.
Meanwhile, sponsored content providers on the Taboola platform can tailor their approach to these users by studying the most effective mobile conversion tactics.
Brands and publishers should expect another big year in Brazil. As is so often the case in the realm of digital media, the people who take the time to prepare in advance will be the ones most likely to be left standing tall when the dust settles.
Taboola is the world’s leading content discovery platform, serving 360B recommendations to over 1B unique visitors each month on the web’s most innovative publisher sites. To find out how we can support your content strategy, contact us or start your campaign now.