This content was written by Willian Rocha, Professor at FGV and digital marketing specialist at Vale.

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Anyone who knows me knows I'm crazy about data, information, studies, and reports. I can't see a behavioral study or a report about something new without getting itchy, and I only calm down after I've read it.

Seriously, I'm a bit weird. Some people like to read books on their commute, but I'm the crazy one sitting in the corner of the subway, totally engrossed in reading some study full of graphs and analyses on my phone. Go figure, right? To each their own quirks.

I think this passion for data is fueled by another passion: strategy. Wait a minute, what do you mean, strategy?

As Daniel de Tomazo and Felipe Senise would say in the Hard Strategy Day course: "strategy is the act of making conscious choices." And nothing is better than data to help us analyze the scenario and the options of paths we can take. I can affirm that there is no strategic thinking without the use of data.

When I saw the Brazil Digital Report study released this week by McKinsey in partnership with Brazil at Silicon Valley, I was restless until I finished reading it all. I can say that the 191-page report is the most comprehensive on the impact of digital in Brazil.

Since I know you're a normal person and not a "data fanatic" like me, I decided to share a summary of everything I've read and found interesting. In this case, I preferred to focus more on the "Digital Perspective" pillar to help marketing and communication professionals who need relevant data for their strategic plans and decision-making.

I organized my notes into two categories: Relevant Digital Data and Interesting Facts about platforms in Brazil.

=== RELEVANT DIGITAL DATA ===

#1: 671% of Brazilians have access to the internet, more than the global average of 531% penetration.

#2: Among connected people, 71% own smartphones, the same range as the global average. The Android operating system is responsible for 84% of smartphones.

#3: The typical internet user in Brazil is under 45 years old, belongs to social classes A, B, and C, and connects via mobile. Class C accounts for 501% of connected Brazilians.

#4: Main devices for accessing the internet: 90% mobile, 38% Laptop, 37% Desktop, 17% Tablet, 12% TV and 7% Video Game.

#5: Brazilians spend more than 9 hours a day online, one of the highest rates in the world. Most of that time is spent online on PCs/Tablets (5 hours/day) and Mobile devices (3.9 hours/day).

#6: The 10 most visited websites in Brazil:

#7: Category of apps most used by Brazilians (examples of apps in parentheses):

• 83% Chat (Whatsapp, Telegram, Messenger)
• 56% Social Networks (Facebook, Instagram, Twitter)
• 54% News (G1, Folha, UOL)
• 54% Search engines (Google, Bing)
• 44% Music (Spotify, Deezer)
• 41% Emails (Outlook, Gmail)
• 32 % Videos (Netflix, YouTube, Vimeo)
• 26% productivity app (Asana, Slack) / Video or voice call
• 21% games (Candy Crush, Clash Royale)
• 20% Virtual Assistant (Siri, Cortana)
• 13% GPS (Waze, Google Maps)
• 6% E-learning (Take off, Wise up)
• 4% E-commerce (Mercado Livre, OLX)

#8: Brazilians spend an average of 14 hours a day consuming content. The internet is the platform where people spend the most time consuming content.

• Internet (34%)
• TV (26%)
• Radio (22%)
• Print media (18%)

#9: When it comes to advertising budgets, in the last 5 years (2013-2018) there has been a growth of R$ 5 billion in investment and a drastic reduction in TV's share of communication budgets. The internet more than doubled its share of advertising budgets.

#10: Search, display, and social media platforms hold the majority of investments in the digital realm.

#11: E-commerce has experienced accelerated growth in recent years, and the average online purchase value (R$ 429) is relatively high for the average Brazilian family.

#12: Product categories that are most frequently purchased:

#13: Last year, only 32% of online sales were made via mobile.

=== INTERESTING FACTS ABOUT PLATFORMS IN BRAZIL ===

Below, I highlight a series of interesting facts to help us understand the size and importance of Brazilians on global digital platforms.

VIDEO STREAMING

Netflix

• Over 7.5 million users – more than NET subscribers.
• Brazil is the non-English speaking country with the highest Netflix usage in the world.
• Netflix's revenue is higher than SBT's.

YouTube

• More than 69 million viewers per month (2nd in the world)
• Many Brazilian channels lead the global subscriber rankings:
• 4th Kondzilla – 46 million
• 14th Whinderson Nunes – 34 million
• 24th Felipe Neto – 30 million

MOBILITY

Uber

• + 20 million users
• + 500K drivers
• Over 100 cities in Brazil
• Over 1 billion trips

= 99

• + 18 million users
• + 600k drivers/taxi drivers
• Over 1,000 cities in Brazil

Waze

• + 3.8 million users in São Paulo (global leader)
• Rio de Janeiro is the first city in the world to participate in the Connected Citizens program, an information exchange platform aimed at helping cities solve mobility problems.

FACEBOOK GROUP APPLICATIONS

Facebook

• + 130 million users
• Third largest user base in the world
• Brazil is a pilot country for new products (e.g., Stories for events, creator of Facebook Gaming).

Instagram

• + 50 million users
• Second largest user base in the world

WhatsApp

• + 120 million users
• Most used communication app in Brazil
• 91% penetration rate among internet users

OTHER SOCIAL NETWORKS

Twitter

• + 30 million users
• Sixth largest user base in the world

LinkedIn

• + 29 million users
• Third largest user base in the world

Pinterest

• + 19 million users
• Second largest user base in the world
• Country with the highest growth

DELIVERY

iFood

• + 390K daily deliveries
• + 50,000 restaurants
• + Distributors of 120K
• Over 480 cities in Brazil
• Growth of 109% in deliveries in 2018
• Investment in 2018: US $ 500 million

Rappi

• + 800 thousand users
• +15 cities
• Investment in 2018: US $ 220 million
• Uber Eats
• + 1.7K restaurants
• + 30 cities
• + 200% annual growth since launch (2017)
• Strategic partnerships: McDonald's, Subway, Ipiranga, etc.
• Investment in 2018: US $ 480 million (global)

AUDIO STREAMING

Spotify

• + 13 million subscribers
• 5th "Radio Station" in São Paulo (audience size)
• Largest audio streaming service in Brazil

Deezer

• + 3 million subscribers
• Partnership with TIM, creating the co-branded platform: TimMusic

GAMES

TFG

• Over 1 billion downloads
• 19th in the App Store ranking

Brazilian Games Market:

• Over 60 million players (3rd in the world)
• 375 game studios
• Over 1,700 games produced in 2018.
• + US $ 1.3 billion in annual revenue

APPLICATION ECOSYSTEMS

• Over 6 billion app downloads per year in Brazil.
• The country is 4th in the world in app downloads.
• An average of 83 apps installed and 12 apps used per day.
• We are the 4th largest app producer in the world.

Play Kids

• + 180 countries
• 5 million subscribers
• 3 international recognitions

3D Sniper

• 10 million downloads
• The most downloaded first-person shooter game on the Apple Store in 2016.

Colorfy

• 90 million users
• In 2015, Colorfy was the second most downloaded free app on the App Store.

Beauty on the Web

• Winner of the Duke's Choice Award for Latin America in 2016.
• Digital Point of Sale Award of the Year at the 25th Cosmetic Current Awards

= Little Spotted Hen

• 20 million downloads
• 15,300 visits per day to the website
• Translated into 4 languages

Source: Digital Brazil Report 2019