Brazilians spend more than 9 hours a day using social networks, research reveals

A new survey of the “Digital Report 2024: 5 billion social media users“, made by We Are Social and Meltwater, reveals that Brazilians spend, on average, 9 hours and 13 minutes a day on social media. Brazil is only behind South Africa in terms of usage time, which registers 9 hours and 24 minutes per day.

Among the most popular platforms in Brazil, WhatsApp stands out, with 93.4% reach, followed by Instagram (91.2%) and Facebook (81.3%). TikTok, although growing, appears a little behind, with 65.1% membership, according to the “Data Report 2024 Brasil”.

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Third largest consumer of social networks

These numbers place Brazil as the third largest consumer of social networks in the world, indicating the importance that digital platforms have in the lives of Brazilians. As a result, companies have sought to establish an online presence, which has become essential to reach the public effectively.

Aline Kalinoski and Paula Kodama, marketing consultants at Nowa Creative, point out that, in addition to being seen, brands need to build a lasting relationship with the public, which requires three fundamental pillars: strong branding, efficient management of digital media and production of audiovisual content. According to the consultants, these pillars help to increase visibility, strengthen reputation and influence consumers’ purchasing decisions.

Furthermore, the use of videos stands out as an essential trend for engaging the public on social media. Data from Cisco shows that 82% of global internet traffic in 2022 was generated by videos. For Aline, investing in this type of content is an efficient strategy for any company that wants to be relevant in the digital world.

This scenario reinforces the need for strategic use of social media, both by brands and users, to ensure an online presence that is not only informative, but also engaging and inspiring.

Negative impacts of excessive use of social media

Although social networks are a powerful tool for connecting people and companies, excessive use can have several negative impacts, especially on users’ mental health. Studies indicate that prolonged time in front of screens is associated with increased levels of anxiety and depression, particularly among young people. The constant search for validation through likes and comments can create a cycle of emotional dependence, affecting well-being and self-esteem.

Another worrying aspect is the drop in productivity. Spending long hours scrolling through social media can lead to procrastination and difficulty focusing on important tasks. Many users end up getting easily distracted by notifications and updates, which affects their performance at work or studies. This type of behavior can generate frustration and a feeling of lack of control over one’s time, contributing to daily stress.

Furthermore, excessive use of social media can compromise sleep. Research shows that exposure to screens before bed reduces sleep quality and makes it difficult to relax. The blue light emitted by smartphones and other devices interferes with the production of melatonin, the hormone responsible for sleep, making it more difficult to fall asleep and rest properly. Therefore, it is essential that users adopt healthier habits, such as limiting the use of social networks at night, to maintain a good quality of life.