Here are all of the posts tagged ‘social media’.

We Are Social Asia Tuesday TuneUp #131

by Haiyi Tang in News

WeChat launched its advertising platform for official accounts
According to QQ Tech, WeChat launched a 10-day closed beta test earlier this year, and now the company has decided to launch the open beta version of its advertising platform for official accounts. WeChat pointed out that advertisers now are able to target audiences by gender, age and region, which provides more accurate targeting services for advertisers to narrow down its relevant target audiences. Meanwhile, advertisers can also get feedback about exposure, click through rate, number of clicks and KPIs from WeChat. However, these ads will only show up if users choose to click through the messages to read full-page posts from the official account. Although the new ad platform is still in beta version, there are nearly 400 million monthly active users who follow these ’subscription’ and service accounts. As such, it will be interesting to see the outcome when the ad platform officially launches.
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Luxury travellers in Asia-Pacific seek, share info online 
In June 2014, ILTM Asia and Brand Karma published a report called “The Luxury Traveller & Social Media 2014: Asia”. This report indicated that Asia is the region where social media matters most to luxury travel brands. According to the research, it is noteworthy that the social media health of a luxury travel brands is strong, as demonstrated by the positivity and large share-of-voice, which it attracts from two major sources: online review sites like TripAdvisor, and social networking sites like Facebook. Interestingly, the research also shows that Asian travellers are enthusiastic about writing reviews for luxury hotel brands, hence brands should be aware of the importance of managing their presence on popular Asian review sites as well as their social media presence.

Here are some key take aways from the report:
- Mobile messaging apps could displace traditional social networks
- Asian luxury hotel brands lead the way in social commerce
- Social guest satisfaction increases
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Indian Prime Minister becomes Twitter’s third most followed world leader 
The use of social media becomes a popular trend for world leaders, since Barack Obama (43.9 million twitter followers) used social media to leverage his influence during the US elections in 2008. As reported previously, Indonesian President SB Yudhoyono was the third influential world leader on Twitter with 5.09 million followers. However, now with over 5.1 million Twitter followers, Indian Prime Minister Modi has surpassed the Twitter fan base of Indonesian President SB Yudhoyono to become the third most followed world leader. It is not surprising that Facebook has also hit a milestone in India with 100 millions active users.

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Advertisers will increase social ad budgets
Most advertisers are planning to increase their ad budgets for social media, according to an Ad Age survey of 1,682 agency executives. Of those asked, 53% will modestly increase their Twitter budget, compared to 48% for Facebook and 43% for YouTube. ‘Significant increases’ are expected by roughly 10% of respondents for all platforms, while hardly anyone plans to ‘significantly decrease’ budgets on any of the three networks.

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Facebook buys LiveRail
Facebook is to further increase its video ad business with the purchase of LiveRail, one of the biggest video ad sellers, which automates the sale of video adverts for the likes of MLB, ABC and DailyMotion. According to Ad Age, a Facebook spokesperson declined to comment on the price of the deal. Facebook will use LiveRail’s data when serving ads on its own network, and vice versa. This should help to amplify Facebook’s ‘Audience Network’, which allows advertisers to extend campaigns beyond the social network.

Facebook creates ‘missed call’ ad unit for India
Facebook has produced a new ad unit, the ‘missed call’, exclusively for India. In a blog post, Facebook explained how it will work:

When a person sees an ad on Facebook they can place a ‘missed call’ by clicking the ad from their mobile device. In the return call, the person receives valuable content, such as music, cricket scores or celebrity messages, alongside a brand message from the advertiser — all without using airtime or data.

India has a culture of pre-paid phone contracts, which often include high costs for data and text messages; as such, the missed call is a common workaround. Facebook is hoping to take advantage of this behaviour in the country, which has its second-highest global user base.

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Twitter ups mobile ad offering
Twitter has made two moves to improve its mobile ad offering in the last week. First of all, it is now offering mobile app installation ads, which it has been testing since earlier this year, to all advertisers. Secondly, it has purchased TapCommerce, which helps mobile businesses to retarget ads, for a reported $100m. The two moves display a clear intent by Twitter to focus on mobile advertising.

Tweets appear with ‘buy now’ button
‘buy now’ button appeared on several tweets last week, all linked to the @fancy account. The button was only visible on mobile and didn’t actually do anything when clicked, inciting speculation that it was either a test or an accident. However, it looks likely that shopping on Twitter will be here soon enough.

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Vine adds loop count
Vine has added a ‘loop count’, a metric that displays how many times a particular Vine has been repeated. The idea is that this will show which videos are best engaging their audience, which could be big news for brands. We Are Social’s Luke Carrell talked to AgencySpy about the move:

For many marketers, Vine continues to be a bit of an enigma, with its younger audience and tendency to reward quick, quirky humor that can be difficult to get exactly right. While many brands have embraced the platform as an outlet for one-off creative exercises, more robust metrics such as the introduction of content impressions (e.g. Loops) opens the door for gathering insights that can help build smarter content plays over the long term.

Google kills Orkut
Google is bringing an end to Orkut, its original social network, which remains popular in Brazil and India. It released a blog post, which stated that “YouTube, Blogger and Google+ [had] outpaced Orkut’s growth”. September 30th will be the network’s final day.

The World Cup breaks records in social
The World Cup has been one of the most talked-about events of all time online, and there is now more evidence to support that. The total number of Facebook posts, comments and likes relating to the World Cup has reached the 1bn mark, with 11 posts from footballers competing in the tournament each receiving more than 1m likes. Of these, seven came from Neymar, three from Messi and one from Ronaldo. Meanwhile, Brazil’s penalty shootout victory over Chile elicited 389,000 tweets in one minute, thehighest figure of all time. The previous record was held by February’s Superbowl, in which a single touchdown caused 382,000 tweets in a minute.

adidas and We Are Social produce real-time World Cup content
Ad Age recently spent the day at adidas’s real-time marketing hub at the World Cup in Rio, a 40-strong delegation that includes some of the We Are Social gang. Their article about the experience highlights adidas and We Are Social’s extensive pre-World Cup preparation, while also discussing the way in which the team deals with reactive content on the ground. So far, adidas is the most talked-about brand of the entire tournament.

 


We Are Social and adidas celebrate Djokovic’s Wimbledon win
In the immediate aftermath of Novak Djokovic’s thrilling fifth set win over Roger Federer at Wimbledon, We Are Social and adidas Tennis posted a congratulatory tweet and image to celebrate the moment. It was the culmination of two weeks of support for its players, all under the umbrella of #smashthesilence. The tweet itself has received over 1,250 retweets, the hashtag being mentioned 10,700 times throughout the tournament.

We Are Social and evian create #LetsPlay
We Are Social created a campaign for water brand, evian, which encouraged people to live young during Wimbledon. Fans simply had to tweet @evianwater with #LetsPlay. Lucky winners received a personalised Vine, sung by Vive Vocals.

Monster puts job ads in Twitter cards
Monster, the recruitment company, has released a new Twitter card, which displays a full job advert within a tweet. Here it is in all its glory:

 

Barbie joins LinkedIn
Looking for a career as a plastic toy? Better connect with Barbie – she’s just joined LinkedIn. The move is promoting the doll’s latest incarnation, ‘Entrepreneur Barbie’, whose profile includes details on her long and illustrious career, as well as an explanation of her latest venture, ‘Dream Incubator’.

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Ikea creates Instagram ‘website’
Ikea has created an Instagram page that functions like a website. By featuring products from its Ikea PS collection, alongside a product description, it takes advantage of the network’s layout, as explained in the video below.

Vodafone is curating a Twitter play
Vodafone is teaming up with Spanish actor, Raúl Arévalo, to curate a play from tweets. Twitter users will be encouraged to send in suggestions for lines/directions using the hashtag #firstteatrotuits (first theatre tweets), after which the play will be performed to a live audience in Madrid’s Capitol Theatre. The audience, too, will be encouraged to send in their own suggestions.

AutoTrader.com and Overly Attached Girlfriend
AutoTrader.com has enlisted the help of Laina Morris, better known as ‘Overly Attached Girlfriend’, in its latest online campaign. The online star is featured in a video, in which she uses the site’s various features to help keep her search hidden from her partner. After watching, viewers are encouraged to take part in a similar online treasure hunt.

Transamerica launches on Reddit
Transamerica has launched a presence on Reddit, through which it hopes to answer personal finance questions. Reddit can prove difficult for brands, but llan Gungormez, director of social media strategy at Transamerica, has made clear that the company will be trying not to push sales too much:

What we’re really trying to work on doing is kind of filling in all the gaps. And at the end of the day, we obviously hope you end up picking Transamerica. But if you are at least able to walk away and make a better, informed decision, that’s really the win, because financial literacy is so low across the board.

CALM launches the Twitter #Mandictionary
Male suicide charity, CALM, has created a Twitter campaign, which asks users to tweet their suggestions for vocabulary to express male emotion, using #Mandictionary. The charity hopes the campaign will help promote discussion of male mental health, and intends to use the submissions in future ads.

Twitter trolls Robin Thicke
Music channel VH1 encouraged Twitter users to tweet questions to Robin Thicke last week, using #AskThicke. Naturally, for such a controversial figure, some of the questions weren’t quite what Thicke might have hoped. Many tweets, such as the below, highlighted Thicke’s questionable history and accusations of misogyny.

 

 

Ukrainian club creates social media bar
The Boom Boom Room, a night club in Kiev, has a set menu of eleven drinks in its newly-launched “Check-in bar”, each of which can be purchased in exchange for a different social media activity. A hashtagged Instagram selfie is worth one shot, a photo with four tagged friends earns you a bottle of Prosecco and there’s a special drink for a mayor’s badge on Foursquare.

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Social, Digital & Mobile in MENAT 2014

by Simon Kemp in News

Continuing our series of reports on the social, digital and mobile landscapes of hundreds of countries around the world, today we’re very pleased to share a report on countries in the Middle East, North Africa and Turkey.

As always, we begin with a quick update on the latest global figures:

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If you’re looking for in-depth numbers on specific countries beyond the Middle East, North Africa and Turkey, you may want to check out these previous reports:

The Internet in the Middle East, North Africa and Turkey

As in so many other areas of life, internet usage in the Middle East is a story of variety. There’s a huge disparity in terms of access, from almost complete penetration in Kuwait to barely 8% in Iraq:

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Interestingly, however, the role of mobile access is still very low in the Middle East, especially when compared to the numbers we saw in last week’s India report:

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Given the high rate of internet penetration in Kuwait, as well as that country’s relatively higher adoption rate of mobile internet, we believe that mobile devices will be the key driver of improved internet access throughout the region in coming months, and we’d expect overall numbers to increase significantly in the near future.

Social Media

Social media continues to grow in the Middle East, North Africa and Turkey, with many countries showing strong penetration figures:

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However, despite Facebook’s dominance in terms of user numbers around the region, it remains blocked in Iran.

Meanwhile, Facebook does not release user figures for Syria, although recent evidence suggests that it’s still a powerful platform within the country.

Mobile is a key component of social media usage in the region, with many countries seeing impressive figures for access on the go:

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Mobile

Despite the lower-than-expected numbers for mobile internet adoption, mobile usage in the region is strong and growing, with most countries exceeding the global average:

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However, 3G access remains elusive even in the most developed nations, and the vast majority of the region’s population continues to rely on lower-speed connections:

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Individual Country Details

You’ll find complete data for 20 of the region’s key economies in our full report:

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You can read the full report in the SlideShare embed above, or download it direct here.

In the meantime, here are the slides for Turkey to whet your appetite.

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Looking for stats for other countries? See our full range of free reports and social media guides here.

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5 Tips For B2B Social Marketing Success

by Simon Kemp in News

When we first launched We Are Social in Singapore back in 2011, we faced a challenge that many businesses will recognise:

How do we build awareness and intent with almost zero marketing budget?

However, less than three years later, our B2B marketing activities have delivered millions of interactions, and we’ve grown to become a multi-million dollar business — all despite zero media spend.

So how did we do it?

Added-value marketing

Our strategy is simple: give something before you ask for anything.

We understand that most of our potential clients need to demonstrate the business case for social to their organisations, and many still need to educate their teams – and themselves – on social media best practice.

To address these needs, we’ve launched a series of free resources designed to help them succeed: from reports containing all the social, digital and mobile statistics they might need to justify their proposals, to training resources and guides on effective social marketing.

This means we’ve been able to help potential clients before they’ve even or asked us for help; in other words, we’ve delivered an effective and engaging ‘product sample’.

So how can you adopt a similarly powerful strategy?

1. Make people’s lives easier

All the content we develop is designed to help potential clients save time, effort, stress, and even money.

Sometimes that’s simply a case of curating all the statistics they need to justify their marketing plans, as we’ve done with our Social, Digital and Mobile reports:

Other times, it’s about helping them to introduce social media best practice to their organisation, as we’ve done with resources like our Making Friends and Influencing People guide:

We’ve also produced a range of ‘how-to’ guides that help clients deepen their own skills in critical areas like Crisis Management:

Tip: Use content to deliver the core of your brand experience before your prospects have even met you.

2. Make things people will reuse

Every time we go to a conference, we notice that presenters re-use other people’s content in their slides.

However, most social media data on the internet gets shared in long infographics.

Many of these are beautifully designed and contain lots of valuable data, but they’re difficult to use in presentations ‘as-is’.

We offer a solution to this by producing assets that are easily copy-pasted into new presentations, reports, and blogs.

It’s not just about the information we share, though; the aesthetics of our content also play a big role, and we spend a lot of time ensuring our reports are clear, consistent, and visually distinctive.

This ‘recyclable’ approach has been a key component of our success: now, every time we go to a conference, we notice presenters re-using some of our slides exactly as we published them — together with our branding.

This re-use doesn’t just drive brand awareness either; it’s also establishing powerful advocacy.

Tip: create resources that people can re-share to achieve their own goals.

3. Focus on the audience, not yourself

Instead of focusing on sales materials that promote our immediate needs, we’ve consistently produced marketing assets that we know will help other people to achieve their goals.

By providing resources that help other people and organisations to engage their own audiences, we’ve driven extensive third-party sharing and word of mouth; two-thirds of our 3 million+ SlideShare views have come from third-party embeds, many on highly respected news sites and industry blogs.

Numerous influencers have also used our content to engage their own audiences, extending the reach and impact of our reports, and driving valuable third-party endorsement.

Tip: don’t promote your brand; promote what your brand stands for.

4. Convert content into conversation

We didn’t spend any money on media to promote our content, but it didn’t ‘go viral’ on its own either.

Our success grew from the wealth of content we created for a variety of different channels and contexts, as well as the conversations we nurtured around these assets.

SlideShare sits at the heart of our strategy; it’s the ideal platform for hosting our ‘recyclable’ content, and it offers impressive embedding options too.

We extend these SlideShare presentations with our own blog content, which allows us to tell a richer story or to offer deeper analysis.

Once we’ve published these core assets, we promote them by taking ‘snippets’ of content – e.g. individual slides or catchy soundbites – to use as conversation starters on Twitter, LinkedIn, and  Facebook.

We then actively nurture the resulting conversations: we participate in Q&A sessions, create one-off pieces of content for influencers and active participants, and re-share third-party content that builds on our own:

As part of this, we also use daily social media listening to identify the people who mention, share, or use our content in their own social posts, and wherever relevant, we engage those people in further conversation around their interests and agendas.

Tip: actively engage people in conversations around your content to drive propagation and amplification.

5. Raise as many questions as you answer

Of course, answering potential clients’ needs for free isn’t a sustainable business model, and we had to convert engagement into action in order to succeed.

We’ve done this by empowering clients to progress on to bigger, more valuable questions.

By providing them with the answers to ‘introductory’ questions like “what’s the social penetration in Indonesia?”, we’ve been rewarded with a rich and steady stream of inbound enquiries from clients who want to know how to take advantage of the opportunities these initial answers reveal.

The resulting conversations have allowed us to position ourselves as an added-value partner, not just a vendor.

Tip: use your answers to introduce higher-value questions. 

Over to you

While it might be tempting to think that it’s easier for a social marketing agency to succeed at social marketing, there’s no reason why you can’t adopt exactly the same principles for your own brand.

The trick is to identify what kinds of content will add the greatest value to your audience before you ask them for anything in return, and make sure that they can find that content in the right places and at the right times.

If you’d like some help getting started, why not send us an email, or say hello on Twitter.

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I won’t tell if you won’t: #donttellmum

by Laura Picard in News

Father’s day is just around the corner, and a few folks here at We Are Social Singapore have decided to scrap the usual approach–canned phrases, cookie-cutter gifts and Hallmark greeting cards–those gestures that seem applicable to everyone, and yet speak to no one in particular at the same time. Instead, we wanted to celebrate the uniqueness of every relationship with dad, and those unspoken rules that sometimes need to be bent in the name of having a bit of fun.

Like that time when you left the door unlocked, or snuck in after curfew, and he caught you but kept it “between us”. Or that time when you were the one covering for dad, cause he forgot to buy the milk (again!)–those little moments that always ended with a pact: “Don’t tell mum.”

We’re still taking submissions, on both Twitter and Tumblr. If you like what you see, and if you’re keen to get an illustrated dad moment of your own, give us a shout and we’ll do our best to make your Father’s Day extra special this year :)

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Social, Digital & Mobile in The Americas

by Simon Kemp in News

It’s been a few months since our Europe report, but today we’re delighted to announce the publication of the latest in our series of studies on the Social, Digital and Mobile landscapes from around the world.

This new report explores 30 countries across North, Central, and South America and The Caribbean, and contains more than 230 slides with all the key statistics, data and behavioural indicators you need to understand The Americas’ digital landscapes.

You can read the full report in the SlideShare embed above, or download the complete report for free here.

Here are some of the highlights:

Global Update

As always, we begin the report with a fresh look at the key global statistics:

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It’s worth noting that we’ve changed our data source for Internet users, so there has been a marked changed in the figures reported for this area since our Europe report.

In terms of material changes, there have been some changes in the global social media platform rankings though, with Tencent’s WeChat passing Google+ to take the number 5 spot:

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Brands belonging to China’s Tencent now account for three of the top five social media platforms in the world, with Qzone, QQ and WeChat all recording growth in monthly active user (MAU) numbers in the company’s most recent quarterly results.

Facebook showed more modest relative growth since our last report, but still recorded 50 million new active users since February.

Google+’s reported active user numbers grew roughly 14% in the same period, up from 300 million, while LinkedIn posted 16% growth in MAUs.

However, the big growth story is WeChat, which posted 46% growth – almost 125 million new MAUs – since our last update. By comparison, Whatsapp grew just over 11% in the same period, adding 50 million new active users.

It’s also worth noting that more than 200 million people around the world now use Facebook’s standalone Messenger platform, but this does not bring it into the top 10 rankings (yet).

The Americas

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Added together, the populations of The Americas are approaching 1 billion, accounting for 13% of the world’s total population.

The region claims a disproportionate share of the world’s users across all digital areas though, with social media showing particular strength in the region:

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Mobile social figures in the region are even stronger still, with one-quarter of all global mobile social media users calling The Americas home.

The Internet in The Americas

There are more than 600 million users across The Americas – 63% of the region’s population – with 60% of these users living in North America:

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Internet penetration varies considerably across the region though, from 95% in Canada down to just 12% in Haiti:

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Mobile internet usage is growing throughout The Americas too, although mobile’s share of total web traffic varies considerably:

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Note that the chart above is based on the share of total web traffic – i.e. page views – as opposed to the number of actual internet users.

Social Media in The Americas

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Facebook dominates social media across The Americas, with more than 460 million monthly active users.

As with internet use, though, social media penetration levels vary considerably by country, from 61% in Chile down to just 7% in Haiti:

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Note that Facebook does not report user numbers for Cuba.

It’s worth highlighting that the figures for social media penetration in individual countries will often exceed those for internet penetration, especially in fast-evolving markets. There may be a number of reasons for this:

  • Social media stats are almost always more up to date than those for internet usage, largely because they are collected by commercial entities on an on-going basis and published at least quarterly to help with advertising sales. In Facebook’s case, the monthly active user figures are available in almost real-time.
  • Many reports on internet usage and penetration omit mobile internet usage, meaning many mobile-only users aren’t included in the internet user figures (partly because they’re more difficult to identify). However, in many emerging markets, mobile-only use can account for a significant proportion of internet users (even if slow speeds mean they account for a relatively low share of the overall web traffic). In contrast, people accessing social media through mobile devices will be counted in social media user figures, meaning that social media numbers are often a more accurate indication of actual internet use and penetration in these markets.
  • On the other hand, some people may have multiple social media accounts on the same platform, leading to a slight inflation of social media users, although we don’t anticipate this is the main cause for the difference between internet and social media usage numbers.

Mobile social media use is common amongst social networkers throughout The Americas, with more than 80% of social media users logging in via mobile devices:

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Perhaps unsurprisingly, penetration levels for mobile social follow similar patterns to those of general social media use, although there are some variations between individual countries:

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These numbers are particularly interesting when compared to  penetration levels for 3G mobile access, which you’ll find below.

Mobile in The Americas

There are just over 600 million unique mobile users in The Americas, with each user maintaining an average of 1.77 active subscriptions, resulting in more than 1 billion active mobile connections across the region:

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Behaviour again varies between individual countries though, with Chile, Argentina, and Brazil all home to subscription rates well in excess their populations:

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Mobile subscriptions aren’t all made the same though, and there are some significant differences between individual countries when it comes to pre- and post-paid contracts:

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Similarly, access to faster 3G networks isn’t evenly distributed across the region, ranging from a high of 55% in the United States to barely 0.0005% in Cuba:

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As a result, access to an affordable, rich mobile internet experience remains elusive for many people across Central and South America, and marketers will need to craft content and distribution plans accordingly.

Regional Snapshots

In addition to the regional overview, the report also features regional breakdowns for North, Central, and South America, as well as The Caribbean:

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Individual Countries

In addition to these regional snapshots, our Americas report contains detailed reports on 30 countries across The Americas:

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To whet your appetite, here are the slides for Brazil:

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55 Time Spent Online in Brazil 2014 - We Are Social 1

56 Internet Use in Brazil 2014 - We Are Social 1 57 Social Media Use in Brazil 2014 - We Are Social 1

58 Top Social Platforms in Brazil 2014 - We Are Social 1

59 Mobile Use in Brazil 2014 - We Are Social 1

60 Activities on Mobile Phones in Brazil 2014 - We Are Social 1

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You can read We Are Social’s full Americas report here. You’ll also find the rest of our Social, Digital and Mobile reports here. If you’d like to make sure you don’t miss any of our future reports, why not sign up for our regular newsletter by clicking here?

We’d like to thank the lovely folks at GlobalWebIndex for allowing us to use their data again in this report.

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