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During a survey fielded in Brazil from March to August 2024, around ** percent of respondents said they had used the internet to send instant messages. Meanwhile, ** percent of Brazilians surveyed stated that made voice or video calls, ** percent used social media, and ** percent mentioned consuming music and video streaming. It has been estimated that Brazil was home to over million internet users in 2024. 

A matter of lifestyle…

The popularity of instant messaging in Brazil is now an essential part of its citizens daily lives, and is particularly emblematic in the case of WhatsApp. Installed on virtually every smartphone in the country and with one of the highest user engagement rates worldwide, its popularity in Brazil is on the way to lever the Meta's flasghip messaging solution to the status of a super-app, with Brazil being one of the first countries where the app offered a business spin-off and was allowed to perform mobile payments.

…in everyone's pockets

Despite the popularity of messaging apps in Brazil and social media in general bringing WhatsApp to the center of online political discussion in the country, the fondness of Brazilians for the app already signaled its potential as an important tool for digital advertising in the messenger's third largest market worldiwde. As communication with brands and companies via the app is already a habit among locals, more than **** of its user base in Brazil has already bought products or contracted services through the app.