Brazil may be one of the great hopes for the world economy, but it isn't exactly ahead of the game when it comes to the internet. Thanks to slow broadband penetration, the residents of the fifth most populous country aren't spending as much time on multimedia sites like YouTube and Globo Videos as web surfers in other nations are, according to a study from ComScore
. Brazilians average just eight minutes per visit on multimedia websites, which puts the company at 36th place when it comes to multimedia engagement. The global average, by contrast, is 11.2 minutes per visit. This isn't good news for marketers trying to get their brand in front of Brazilian consumers, who are getting fed up with clunky downloads and slow streams.
But don't detect a Luddite lack of demand in all this. Said Alex Banks, comScore managing director of Latin America, "Brazilian internet users' frequent visits to the site category indicate strong latent consumer demand, meaning that as broadband penetration rates in Brazil increase, the time spent engaging with this content can be expected to rise considerably." As of March, just under 4%
of Brazilians were connected to the internet via broadband.