Brazil is home to one of the most unique social networking environments in the world â€“ and one of the few market where Facebook.com does not lead the Social Networking category. This leading position has been held by Orkut which sawÂ 35.7 million visitors in June 2011, an increase of 20% from last year.
Although Orkut still maintains a relatively wide lead ahead of Facebook.com in Brazil, Facebook.com is quickly gaining on the marketâ€™s leading brand. In the past year, Facebook.com has seen its Brazilian audience grow from just 8 million visitors to more than 24 million visitors. An analysis of cross visitation between the two sites shows that 21.1 million people visited both Orkut and Facebook.com during June 2011. This demonstrates that many consumers are adding Facebook.com to their existing social networking portfolio, but may not be ready to choose one brand over the other as their primary social network.
These findings are part of the recent comScore report, The Rise of Social Networking in Latin America.