Brazil: usage of selected mobile messaging apps 2018-2023

Approximately 99 percent of smartphone owners surveyed in Brazil in February 2023 said they had WhatsApp installed on their mobile devices. Instagram and Facebook Messenger ranked second and third, as 87 percent and 68 percent of respondents claimed to have the two Meta's applications on their devices. Meanwhile, 65 percent of interviewees claimed to have Telegram on their phones, up from 60 percent on the previous year. Furthermore, 13 percent of smartphone users in that South American country stated that they had the Signal app on their devices. ‘Zapzap’ as a lifestyleThe use of WhatsApp in Brazil – where the app is often nicknamed ‘zapzap’ – spans beyond the realm of texting. Whereas the share of Brazilian smartphone owners who send SMS text messages declined, most WhatsApp users utilized the app to exchange text and voice messages, besides images. It also serves as a sales channel for small and medium-sized enterprises. About one out of five catalogs on the spin-off app WhatsApp Business worldwide were based in Brazil as of February 2021. WhatsApp’s competition gets tighterThis app kept a stable penetration rate in Brazil in the past few years, but Telegram and Signal are trending up. Still, competitors of WhatsApp have a long way to go: less than half of Telegram users surveyed in Brazil in 2021 said they used the app daily or almost daily, while almost 20 percent of them stated that they never or almost never utilize it.

在2023年2月的巴西调查中，约99%的智能手机用户表示已在他们的移动设备上安装了WhatsApp。Instagram和Facebook Messenger分别位居第二和第三，分别有87%和68%的受访者表示在其设备上拥有这两款Meta的应用程序。与此同时，65%的受访者声称他们手机上有Telegram，较上一年增长了5个百分点。此外，在该南美国家中，有13%的智能手机用户表示他们在设备上安装了Signal应用程序。
‘Zapzap’作为一种生活方式，在巴西，WhatsApp（常被昵称为‘zapzap’）的应用范围已远远超出了文本聊天的范畴。尽管巴西智能手机用户发送短信的比例有所下降，但大多数WhatsApp用户仍利用该应用程序交换文本、语音消息以及图片。此外，它还成为小型和中等企业的销售渠道。截至2021年2月，全球分拆应用程序WhatsApp Business中，约有五分之一的企业位于巴西。
WhatsApp的竞争日益激烈，在过去几年中，该应用程序在巴西的渗透率保持稳定，但Telegram和Signal的势头正在上升。然而，WhatsApp的竞争对手还有很长的路要走：在2021年巴西调查的Telegram用户中，不到一半的人表示他们每天或几乎每天都使用该应用程序，而几乎有20%的人表示他们从未或几乎从未使用过它。