Almost 70% of Brazilian Internet users use social networking sites

BUENOS AIRES, Argentina - As opposed to USA and Europe where there seems to be a uniform social networking trend, Latin America shows fragmented usage.


This report is based on a study conducted in Latin America in September 2007 by Livra Panels. Over 60,000 people where interviewed online in 8 different countries.

The study reveals that the use of social networking sites is considerably higher in Brazil than in other countries. 69% of Brazilians mention the use of social networking sites as one of the things they do on the Internet while only 21% in Argentina and 36% in Mexico.

Percentage of people who choose the use of social networking sites as one of the activities they do online:

Argentina - 21%
Perú - 24%
Chile - 26%
Others - 30%
Colombia - 32%
México - 37%
Venezuela - 42%
Brazil - 69%

While the US and Europe rave about Facebook and MySpace, the social networking scene in Latin America shows a very different picture. These are the top three sites in each of the top three countries where people said to be signed up to:

Argentina: 1. MSN Spaces (37%) , 2. My Space (22%), 3. Hi5 (17%)
Brazil: 1. Orkut (79%), 2. MSN Spaces (41%), 3. My Space (15%)
Mexico: 1. MSN Spaces (55%) 2. Hi5 (46%), 3.My Space (40%)

Respondents indicated to be mostly attracted by these sites for their ability to let them 1) share and view their friends’ pictures, 2) make new friends and 3) stay in touch with current friends.

Although in average only 12 % of Latin American users use social networking sites to search for a casual “romantic encounter”, the percentage gets much higher when divided by gender. 48% of men are looking for a casual romantic encounter on social networking sites as opposed to 9% of women.

About Livra

Livra Panels (www.livrapanels.com) is a leading provider of online research services in Latin America, serving many of the world’s leading market research agencies and global Fast Moving Consumer Goods Companies (FMCG). Livra runs online panels and consumer communities in over 10 countries. The company was founded in 1999 by Martín Añazco and Diego Meller, it currently has offices in Buenos Aires, Mexico and London.

Contact Information

Joana Lacerda

Livra Panels

Partnerships and Global Sales Director

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