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2.1.5 SM platforms in Portugal In 2005, Portugal was considered the 15th worldwide in mobile communication penetration rated by 82% (Union, 2009). By the end of 2012, the mobile penetration rose to 156%, verifying that Portuguese citizens have more than one mobile phone per person (Anacom, 2012). The use of Internet multiplied because of the increasing access to high– speed wireless networks and adoption of mobile phones. According to Seybert (2012), Portugal has an Internet penetration rate in excess of 61%. SM popularity and growth between consumers is prominent. There is an evolution since the number of active SM users is already 2.307 billion (Kemp, 2016). Specifically in Portugal, SM utilization has triplicated along the last seven years (Lusa, 2016). In addition to this, Portugal has a total population of 10.28 million, within which 6.10 million are active SM users that spend on average almost 2h18min per day on SM platforms (Hootsuite, 2017). SM users’ market penetration in Portugal is higher on Facebook platform, followed by Instagram, Twitter, LinkedIn and then by Snapchat (Marktest, 2016). And finally, in Portugal, 67% of SM users follow public figures and 62% follow brands in SM platforms. The most active SM platforms in Portugal are, first, Facebook with a percentage of 64% active users; Youtube: 63%; FB Messenger: 41%; Instagram: 32%; Google+ and WhatsApp: 27%; Skype and Twitter: 25%; LinkedIn: 24%; Pinterest: 21%; Snapchat: 16% and Tumblr with 13% of active users (wearesocial.com, 2017). Also, and to better understand the importance of e–commerce activities, Wearesocial.com (2017) reported that 60% of Portuguese citizens search online for a product or service to purchase per month, 56% visit an online retail store and 39% buy a product or service online, also on a monthly basis. Focusing on Instagram users, in Portugal there are 1.9 million active users, which are distributed as follows: users between 13 and 17 years old represent 11%; 18-24 years: 36%; 25-34 years: 26%; 35-44 years: 16%; 45-54 years: 7%; and finally, users 55 years or over represent 4%. Also interesting for this study is that in Portugal 54% of Instagram users are female, and 46% are male (napoleancat.com, 2016). 21PDF Image | HOW INFLUENCERS CREDIBILITY ON INSTAGRAM IS PERCEIVED BY CONSUMERS AND ITS IMPACT ON PURCHASE INTENTION
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