Usage and behavioral habits of Brazilian internet users in social media
Usage and behavioralhabits of Brazilianinternet users in socialmediaMarch 2011@elife_br#elifehabitos
The aim of the study Usage and behavioralhabits of Brazilian internet users in socialmedia was to find out what are the habits of ??Brazilians when using the Internet and social mediacombined with other media.In social networks, the following was analyzed: placesand support for access, time of use, most used apps andthe tendency of growth of some networks to the ? ?detriment of others, as well as their specific use. ?The influence of social networks as a source ofinformation for the purchase decision process was alsoanalyzed.
Methodology E.Life has elaborated a structured form that approached the use and behavior of the Brazilian internet user on the internet and social networks. The application was specially made with social network users, in Twitter and Facebook. The study was available online from November 2010 to January 2011 and 945 questionnaires were self applied in the period. The data was examined by PNAD 2008, on the basis of internet access in the past three months.
Who was interviewed? Sex (%): Age (%): Up to 18 years old 9,7 19 to 25 years old 47,5 Female 26 to 35 years old 17,4 47 53 Male 36 to 45 years old 20,2 46 to 55 years old 3,6 56 years old or more 1,6 Average of 28 years Family income* (%): Up to R$ 1,395 28,8 R$ 1,396 to R$ 2,325 23,2 R$ 2,326 to R$ 4,650 26,7 R$ 4,651 or more 21,3*Criteria used in TIC householdsBasis: 945 questionnaires
Who was interviewed? Region of the interviewed (%): 60 48,9 50 40 30 24,1 21,3 20 10 3,6 2,1 00 Southeast Northeast South Center-west North 48.9% of the interviewed people are concentrated in the Southeast region 63.0% live in the Brazilian capitals 20.2% live in the city of Sao PauloBasis: 945 questionnaires
Who was interviewed? Education (%): 39,3 26,3 14,0 14,9 4,7 0,8 Up to complete High School Unfinished College Completed College Post Graduate Masters Degree Doctorate Work and Study (%): I work and study 46,0 I only work 35,0 I only study 15,9 I dont work or study 3,1Basis: 945 questionnaires
Internet use habits How many hours a week do you use the internet (%)?* Up to 5h 4,6 People interviewed are internet heavy users. 6h - 10h 17,0 47.2% of Twitter users* and 48.5% of Facebook 11h - 15h 9,0 users* spend over 41h a week online. 16h - 20h 6,2 31.0% of Orkut users* are online less than 16h a 21h - 30h 7,0 week. 31h - 40h 13,7 There is a tendency of a direct relation between internet hours and 41h or more 42,5 income. The higher the income, the higher number of hours are spent ,00 10,00 20,00 30,00 40,00 50,00*Respondents whose main social media service used is Twitter, Facebook and Orkut, respectively.Basis: 945 questionnaires
Most people spendover 40h a week onthe internet usingspecially socialnetworks and onlinechatting
Internet use habits Where do you usually access the internet from (%)?* 97,7 Home Work 67,9 School/College Friends/relatives house 32,4 25,3 Public/free places 18,5 7,2 Cybercafés The vast majority of people interviewed accesses the internet from home and a great part accesses it from work. It is interesting to notice the broad home access to the network, present in the homes of almost 100% of social network users. Highlight on the number of accesses in public places and cybercafés, resulting in added 25.7% of the accesses.* Multiple answerBasis: 945 questionnaires
Internet use habits Which accessories/equipments do you access the internet from (%)?* 82,2 Desktop 70,6 Notebook Mobile Phone 44,8 Netbook iPod Consoles (Wii, PSP, PS3) 16,4 9,4 iPad 6,5 4,0 1,6 1,0 Tablet Blu-ray In comparison with 2009, there was a decrease in the use of desktops to access the network and an In 2009, only 34.4% of users increase in the use of netbooks, iPods, consoles, accessed the internet from their tablets and blu-rays. mobile phones* Multiple answerBasis: 945 questionnaires
Internet use habitsThe diversification of devices with internet access is a challenge forthe brands that have to design their online presence bearing in mindthe different kinds of support.The use also contributes to thebreaking of the online/offlinebarrier. With a mobile phone,consumers can evaluate apurchase experience via Twitteror other networks in themoment they are beingattended in a physical store.
Internet use habits Do you have a mobile phone? (%)* Yes, I have a common 45.8% of the people interviewed 56,9 phone have devices with mobile access to the internet Yes, I have a smartphone 33,0 Yes, I have an iPhone or 12,8 similar phones Most people use mobile phones; only 1.3% does I dont have a phone 1,3 not have the service.* Multiple answerBasis: 945 questionnaires
Internet use habitsWhat kind of content do you access via internet on you mobile phone?* Access via browser Access through apps I don’t access (www. domain.com) Social networks (e.g. Twitter, Facebook) 55.4% 53.3% 6.0% Online chatting (e.g. MSN) 53.2% 20.0% 32.8% Consulting maps/ GPS 48.3% 22.7% 38.1% Browsing websites 25.3% 77.0% 14.0% Reading news 24.0% 59.2% 27.1% Download songs/ Listening to music 20.0% 13.9% 68.4% online Downloading games/ Online games 19.1% 10.3% 72.9% Internet Banking 12.0% 23.1% 66.8% Downloading podcasts 11.3% 7.2% 83.2% Social networks are the champions in access through apps, though there is a high number of internet users who access them directly through browser. This number decreases when we evaluate website browses or the use of internet banking platforms * Multiple answer| Basis: 580 questionnaires
In the last threemonths, half of thepeople interviewedsigned up in onlineservices or socialnetwork
Social network use habits In which online services/social networks do you have an account/register (%)?* 91,3 89,1 87,990,9 2010 2009 76,2 78,278,4 52,3 49,1 48,4 48,2 47,5 44,0 40,141,8 38,237,1 41,8 35,734,4 32,333,7 29,1 21,8 Facebook Twitter Orkut YouTube Blogspot Flickr LinkedIn Blogger Google Wordpress Last.fm MySpace Groups In comparison to 2009, there is a growth tendency of the number of users with Facebook, Twitter and LinkedIn accounts, and a tendency of decrease in MySpace accounts.*Multiple answerBasis: 945 questionnairesData refers only to the interviewed basis, not representing the total accounts in social network services
The service with thehighest increase in userswas Facebook, which wentfrom 1 in every 2 peopleinterviewed in 2009 to 9 inevery 10 in the followingyear
Social network use habits Out of the services in which you have registered, which do you use the most (%)?* Twitter 74,0 Facebook 63,0 MSN 48,4 Orkut 34,1 YouTube 12,0 Blogspot 9,0 Google T 8,4 Blogger 7,7 Twitter, whose registers reach 90% of people Skype 6,5 consulted, is the most used by 74% of them. Wordpres 5,6 Facebook is the second service with the most LinkedIn 5,5 registers, being mentioned by 63% of the Flickr 3,8 people interviewed as the most used. Google G 2,4 MSN is used by 48% of people consulted, Windows Live Spaces 1,0 despite around 92% of them have accounts in Delicious 1,0 the service.*Three most used services.Basis: 945 questionnaires
Social network use habits Comparison of service use between 2009 and 2010* 74,0 2010 2009 68,8 63,6 63,0 34,1 30,5 20,4 12,9 12,0 11,5 9,0 10,8 7,7 5,6 5,5 3,4 7,8 8,1 3,8 2,4 3,6 1,0 Twitter Facebook Orkut YouTube Blogspot Blogger Wordpress LinkedIn Flickr Google G Delicious In 2010, people interviewed claimed they used Orkut less in comparison with 2009. On the other hand, the use of Facebook increased over 5 times.*Considering the three main mentions in each yearBasis: 945 questionnaires
We observed atendency of higherfrequency in accessesto Facebook and alower frequency ofaccesses to Orkut.
Social network use habitsOut of the services you pointed out as the most used, how frequently do you access them (%)? 5 to 7 days a week 89,7 5 to 7 days a week 77,8 2 to 4 times a week 7,5 2 to 4 times a week 20,2 Once a week 1,3 Once a week 1,1 Once every 15 days 0,6 Once every 15 days 0,8Once a month or less 0,9 Once a month or less 0,0 5 to 7 days a week 83,6 5 to 7 days a week 77,7 2 to 4 times a week 13,2 2 to 4 times a week 18,1 Once a week 2,4 Once a week 3,0 Once every 15 days 0,7 Once every 15 days 0,5 Once a month or less 0,0 Once a month or less 0,7 Twitter basis: 720 questionnaires | Facebook basis : 649 questionnaires | Msn basis: 418 questionnaires | Orkut basis: 249 questionnaires.
95.6% of peopleinterviewed access theirmost used service 5 to 7days a week. With thesecond most used service,the frequency decreases to80.2%, and with the thirdto 56.2%.
Social network use habits What is the main reason for using this service (%)?* Searching for information on matters of my interest 32,7 Reading news 16,3 Having fun 13,6 Publishing my own content 13,1 Obtaining leisure and entertainment information 8,2 Maintaining contact with friends/colleagues/relatives 6,7 Making/maintaining professional contacts 4,1 Meeting new people 1,6 Researching on products and services 0,5 Searching for information is the main Researching on companies 0,2 attraction of Twitter. Others 3,0 Besides tweeting, people interviewed use it to be informed through news.*Three main reasons addedBasis: 720 questionnaires
Social network use habits What is the main reason for using this service (%)?* Maintaining contact with friends 45,5 Having fun 14,5 Publishing my own content 11,6 Searching for information on matters of my interest 8,6 Obtaining leisure and entertainment information 5,8 Meeting new people 4,9 Through Facebook people interviewed Obtaining/maintaining professional contacts 4,5 look for maintaining contact with Reading news 2,6 friends, colleagues and relatives. Others 2,0 Besides this, they want to publish their own content and information of personal interest.*Three main reasons addedBasis: 649 questionnaires
Social network use habits What is the main reason for using this service (%)?* Maintaining contact with friends 83,2 Having fun 9,5 Obtaining/maintaining professional contacts 3,9 Searching for information on matters of my interest 1,1 Obtaining leisure and entertainment information 0,7 Others 1,5 Windows Live Messenger is used specially to maintain contact with friends, colleagues and family.*Three main reasons addedBasis: 418 questionnaires
Social network use habits What is the main reason for using this service (%)?* Maintaining contact with friends/colleagues/relatives 57,9 Having fun 14,8 Searching for information on matters of my interest 10,0 Obtaining leisure and entertainment information 5,7 Publishing my own content 5,6 Meeting new people 2,3 Obtaining/maintaining professional contacts 2,2 Reading news 0,3 Maintaining contact with Researching on products and services 0,1 friends is the main reason for Others 1,2 the people interviewed to use Orkut, besides the fun provided by the service.*Three main reasons addedBasis: 249 questionnaires
Social network use habits What is the main reason for using this service (%)?* Having fun 56,1 Publishing my own content 14,3 Obtaining leisure and entertainment information 11,6 Searching for information on matters of my interest 9,5 Reading news 6,7 The main reason for YouTube users to use the service is to Others 1,8 have fun. There is a considerable number of people consulted who also publish their own content.*Three main reasons addedBasis: 94 questionnaires
Social network use habits How do you usually acess online services/social networks in which you have an account?* 90.9% Via browser Wired, Sept./2010 (www.domain.com) 40.2% Via computer app (e.g. TweetDeck, eBuddy) Browsers are the most used; however, there is a 32.3% Via mobile phone app constant growth of apps, (e.g. Orkut Mobile App, Facebook for iPhone) for computers and also for mobile phones* Multiple answerBasis: 945 questionnaires
Social network use habits What activities do you usually do on the internet?* Writing in Twitter 83.3% Chatting online 85.6% Following profiles in Twitter 73.6% Administrate a profile in a social network 85.1% Retweeting 72.4% See photos online (e.g. Flickr, Orkut) 75.6% Liking profiles/comments Leaving comments in blogs/photoblogs/news in Facebook 67.4% 55.9% websites Uploading photos in networks (e.g. Flickr, 52.8% Orkut) Reading blogs 85.4% Writing your own blog 47.1% Signing feeds 31.3% Online chatting, profile administration, Participating in Orkut 39.2% communities tweeting, reading blogs and seeing pictures are the most common habits. Watching videos online 80.9%* Multiple answerBasis: 945 questionnaires
Social network use habits Do you access social media through apps (%)?* TweetDeck 31.2% eBuddy 25.3% Windows Live Messenger Mobile 13.5% HootSuite 12.5% Echofon 11.9% Facebook para iPhone 11.9% Meebo 11.0% YouTube for mobile 10.1% 1 in every 3 people interviewed uses at least one app to access social networks* Multiple answerBasis: 945 questionnaires
Social network use habitsThinking about the activities below, which ones do you do simultaneously? While surfing on the internet (websites): 64.2% Accesses social networks and online chatting 57.8% Watches TV 51.8% Listens to the radio 12.8% Reads newspapers 19.3% Reads magazines 5.4% Does not do any activityBasis: 945 questionnaires
Social network use habits When shopping, you use the internet to:* 88.3% research prices of products and services 85.1% research options of products and services 74.3% purchase products and services online 36.0% recommend acquired products and services to other internet users 32.8% criticize products and services In 2009, the recommendation percentage was of 46%, while in 2010, it decreased to 36%. 74% of the interviewed internet users use the internet to shop* Multiple answerBasis: 945 questionnaires
Conclusions of the study Mobile equipments with internet access, like notebooks, mobile phones and netbooks are becoming more and more stable, as the access via computer loses ground. For this reason, companies have to rethink their websites and online communication channels to adapt to these new means.
Conclusions of the study Some contents are mostly accessed more by mobile phone than others. Social networks, chats, maps and news are highlighted in this kind of access. On the other hand, downloading and listening to songs online, online games, Internet Banking and downloading podcasts are less accessed through the device. The companies are responsible for adapting their content to this platform and be prepared for consumers even more connected, also in points of sale, breaking through the online/offline barriers.
Conclusions of the study In the comparison between 2009 and 2010, Facebook, Twitter and LinkedIn were the social networks that grew the most in Brazil and MySpace was the one who decreased the most. In 2010, LinkedIn released its version in Portuguese, increasing the number of users of the network, which is directed to professionals.
Conclusions of the study The social networks most used by Brazilian internet users are: Twitter, Facebook, MSN, Orkut and YouTube. In comparison with 2009, Twitter and Facebook presented an increase in use, with Facebook having the highest growth in the number of users.
Conclusions of the study The use of social networks have different motivations. In Twitter, the main interest is information, with highlight on search for information on current situations and reading news. In Facebook, Orkut and MSN, the main motivation is to maintain social bonds, keeping up with friends and relatives. Companies should take into consideration that different networks, with specific use motivations, should have policies of segmented action.
Conclusions of the study Computer and mobile phone apps are the most used by internet users to access social networks. Among the apps, TweeDeck and eBuddy are the most used. Apps are chosen over original platforms due to having differentiated tools for use, update notices and a more friendly interface.
Conclusions of the study The internet and social network usage habits is something that happens simultaneously with the consumption of other media. 64.2% of internet users access social networks and online chatting while surfing online. 57.8% watch TV while accessing the internet. There is the appearance of phenomena like comments on TV shows, with highlight on soap operas and reality shows.
Conclusions of the study Most internet users uses the internet to research prices (88.3%) and options of products and services (85.1%), while a smaller share recommends products and services to other internet users (36%) and also criticizes them (32.8%).
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