Facebook Invades Brazil, the Last Bastion of Orkut Falls

Visitors (000) December 2011 vs. December 2010 Total Brazil Internet Audience, Age 6+ Home & Work Locations* Source: comScore Media Metrix
	Total Unique Visitors (000)
	Dec-2010	Dec-2011	% Change
Total Internet : Total Audience	45,128	51,759	15%
Social Networking	42,477	47,399	12%
Facebook.com	12,379	36,098	192%
Orkut	32,671	34,419	5%
Windows Live Profile	11,801	13,301	13%
Twitter.com	8,939	12,499	40%
Vostu.com	1,120	4,901	338%
Google Plus	N/A	4,300	N/A
Tumblr.com	1,319	4,029	206%
LinkedIn.com	N/A	3,182	N/A

Facebook.com witnessed impressive growth in Brazil during the past year both in visitation and engagement. Not only did the site take the lead in the social networking category in December 2011, but average time spent per visitor reached a new high.

In December 2011, an average visitor to Facebook.com spent 4.8 hours on the site, surging from just 37 minutes in December 2010. In December 2011, Facebook.com attracted 36.1 million visitors – representing an increase of 192 percent in the past twelve months – to surpass Orkut as the leading social networking destination in the market.

Results from the recent comScore study It’s a Social World revealed that Brazil was one of just seven markets (including China, Japan, South Korea, Vietnam, Poland and Russia) where Facebook did not lead the local social networking category according to October 2011 data.

In December 2011, however, Facebook.com finally secured the top position in Brazil’s social networking ranking with 36.1 million visitors age 6 and older accessing the site from a home or work computer, nearly tripling in audience size in the past year. 

Orkut, which fell to the #2 position with 34.4 million visitors, still managed to grow its audience 5 percent in the past year despite Facebook’s growing prominence. Windows Live Profile ranked third with 13.3 million visitors (up 13 percent), while Twitter.com ranked fourth with 12.5 million visitors (up 40 percent).