Research by comScore has revealed demographic trends for social media use in Brazil.
The study found that the majority Brazilian social media users are aged under 35, with people aged 15-24 accounting for 30% of all users and those aged 25-24 accounting for a quarter.
It also revealed that there are significant regional differences, with almost half of all social media users coming from the Southeast of the country.
A further quarter came from the South, and 16% came from the Northeast, with the Centre West and Northern regions having a very small number of social media users.
One demographic where there was no significant skew towards one group was sex: females accounted for 52% of social media users versus 48% who were male.
Brazilians are big users of social media. Around three quarters of Brazilian internet users are active on social networks, and the average Brazilian spends 8.8 hours a month on social media, higher than the Latin American average of 6.2 hours a month.Â
