In Brazil, businesses of all sizes and technical sophistication use Google’s search, advertising and content distribution services as an engine for their growth.
Deloitte published a study, commission by Google, evaluating the economic activity generated by businesses, content creators and developers in Brazil that use Google services. The study looked beyond the direct economic impact of Google’s operations and instead took a broader approach, considering how these entities use Google services -- such as Google Search and AdWords, AdSense, YouTube and Android -- to contribute to economic activity in the country.
While many businesses in Brazil are already utilizing the Google tools, Google’s current economic contribution in Brazil is illustrated in the context of medium levels of Internet penetration and growing smartphone adoption.
Deloitte defines economic impact as the contribution that businesses and content creators using Google’s Search, advertising tools, and productivity tools make to the economic output. The economic effects in terms of value added and jobs are estimated by measuring the revenues and income earned by Brazilian businesses, content creators and developers who use Google Search, AdWords, AdSense and YouTube. In 2015, it is estimated that Brazilian businesses using Google Search and AdWords generated between BRL$ 13 and BRL$ 37 billion in economic activity from ad spends in these services. And this activity supported between an estimated 160,000 and 430,000 jobs across all sectors of the Brazilian economy. Android has been the backbone of the growing usage of smartphone services in Brazil. There were an estimated 76.1 million smartphone users in the country in 2015, and of those 91.8% were operating on Google’s OS.
Online and digital services are playing an increasing role in the Brazilian economy. The adoption of digital services has generated a new demand for a more qualified workforce and altered consumer habits. In 2015, 86% of Brazilian businesses believed that digital skills will take on a key-role in the future however, 40% of those businesses feel unprepared for this change. Google is working to encourage this growth through several national initiatives that aim to solve these challenges, though the study notes it is too early to quantify the economic impact of these programs.