Visitors to Facebook.com in Brazil reached 36.1 million visitors–for an increase of 192 percent in the past twelve months–to surpass Orkut as the leading social networking destination in the market, according to new figures from comScore.
Not only is this a coup for Facebook as it continues to face off against rival Google, but it is a victory in a fast-growing international market. "Brazil currently owns the fifth largest social networking population in the world," Alex Banks, comScore managing director for Brazil, said. "But despite the cultural affinity for social media, Facebook adoption had traditionally lagged in the market. That has all changed in the past year, during which the site has tripled in audience size as engagement has grown sevenfold to assume the leadership position in the market."
Developing Markets Show Rapid Ad Growth
One reason why Facebook’s ascendency in Brazil is significant is that the country is among the top ad markets in the world. Several developing markets are showing rapid growth in ad spending, in fact, and should continue that pattern through 2013, according to a forecast from Zenith Optimedia.
It found there are now two developing markets in the world’s top 10 ad markets, China and Brazil, and the addition of Russia will make three in 2013.
At 1B Users Facebook Will Be A Truly Global Platform
Facebook’s growth in Brazil should not be that surprising to those tracking the company: it is set to reach 1 billion users this year, according to iCrossing, much of that increase fueled by global growth.
"Facebook's growth has slowed or stopped in many of its early adopting countries such as the US and the UK," it says in this blog post. "However, developing countries such as India and Brazil have shown strong growth with India growing from 22 million users to 36 million and Brazil going from 13 million to 30 million in the last 9 months."
Millions of potential users in those countries have yet to sign up to Facebook, it noted–only 3% of India's population is currently on Facebook and 16% of Brazil’s.