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New 360i Report Unveils Brazilian Twitter Behaviour

23/07/2014
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GutCheck conducts research into the mindset of Brazil's Twitter population

Brazil is one of the fastest-growing countries when it comes to Twitter user growth.  Twitter jumped from seventh place in October 2013 to third place in January 2014 when it comes to share of visits across social platforms in Brazil. The findings in this report can be used as an indication of Brazilian consumers’ general behavior across social media overall and offer important implications for marketers aiming to connect with this audience on Twitter in particular.

In Brazil, Twitter is primarily used as a channel for personal, uninhibited expression.  Because of Brazilians’ inherent cultural openness, there is a lot of untapped opportunity for engagement.  The study found:

- Brazilians use Twitter at specific times of recreation throughout the day. The volume of tweets posted in Brazil peaks during the breakfast, lunch and dinner hours. This trend is unique to the Brazilian market and juxtaposes the other countries analyzed in this study (U.S., India, South Korea and the U.K.), as they tend to post during their recreational time when they can be devoted to post creation.

- Brazilians are a self-centric Twitter community, with 50% of tweets posted to share one-way status updates and self-expression, rather than engaging in personal dialogue.  Compared to other countries where giving or sharing advice via Twitter is common, Brazilians tend to share their own opinions unprompted.

- The most common conversation topics shared by Brazilians are: personal views (62%), tech (34%), and health and beauty (18%).  Compared to other countries, conversations about health and beauty (including fashion) were more prominent among Brazilians.

 - Brazilians share posts exhibiting a full range of emotions, directly representing how they are feeling in the moment.

- Although Brazilians follow brands, they are less likely to interact with brands than other markets.

- Teens and 20-somethings represent 82% of Brazilian Twitter users, with both genders almost evenly represented.

- Brazilians produce a lower proportion of tweets from a smartphone, as a majority of Twitter users don’t have smartphones - just 38% of posts were produced via mobile (compared to 82% in the US, and 76% in the UK). 

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