Despite a smaller growth forecasted for this year, Brazil ends the second semester showing significant recovery and continues to be the focus of several companies that see enormous potential in the “B” of the BRIC (Brazil, Russia, India, China) economies. In many cases, PR agencies represent the first door for companies willing to participate in Brazilian market.
· Internet and data traffic show impressive figures in the country. Mobile data traffic should increase 19 times in Brazil by 2016, representing a volume equivalent to 717 million text messages per second. The mobile device sector is just beginning and should benefit from the assembling of Apple products in the country.· Brazilians love Internet and social networks and this is an important leverage for brand communications. With more than 80 million users connected, Brazil is already ranked amongst the seventh largest audiences, the fifth in engagement and is the blogs leader (with Score). Following the US, Brazil has the largest number of accounts in Facebook and Twitter. Brazil has the fourth largest Google+ community.
· Despite recent crisis in Europe and growth difficulties both in Japan and the US, Brazil should grow around 2% this year and recover its 4% growth rate by 2013. Brazilians haven’t been so optimistic for decades
· This optimism was reflected this year Digital Journalism Study (Oriella). Almost 52% of interviewed Brazilian journalists pointed out that there will be an audience increase for their publications and 25% bet on a publicity increase.
· Another important discovery in this study was that approximately 83% of journalists rely on public relations agencies to obtain and double check information. For 18% of journalists, agencies are the first source they use to search for news.
· It is impressive to observe the growth in the usage of video formats already available in the Brazilian media. In 2010 and 2011 only 20% said they made use of video formats in their publications. This year, this number jumped to 44%.
At the end of the event, one of the participants asked me “What else do you think we should tell CEOs and directors of global companies that are willing to come to Brazil?” My reply was, “Well, in addition to a strong industry and an increasing consumer market we also have beautiful beaches, sun and football all year round!!”