Your SlideShare is downloading. ×
F/Radar - 7ª edição - English version
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

F/Radar - 7ª edição - English version

757
views

Published on

Published in: Technology

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
757
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
19
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. f/raDaR7th Edition | April 2010
  • 2. The survey was extended to Brazilians between 12 and 15 years of age; in other words, those who were born in the Internet Age. Whenever applicable, we have highlighted the What’s new evolution compared to the previous edition, which included only people over 16. For the first time we studied the relationship Brazilians have with electronic games. And we introduced a few new questions about previously researched subjects. What’snew
  • 3. methodology internet _Acess _Browsing _Shopping _Media Transversality _News Consumption Eletronic games sample profile lessons learned index
  • 4. methodology
  • 5. methodology 5 technique scope universe fielddate Quantitative survey, applying the questionnaire in high traffic locations. Nationwide. Brazilian population over 12 years of age, from all economic classes*. * IBGE (2000 Census / 2009 Estimate): 150,580,367 inhabitants. Survey conducted between April 27 and 28, 2010.
  • 6. methodology 6 sample2,247 intervieWs in 143 BraZilian cities. The error margin is plus or minus 2 percentage points – in the case of internet users and game players it’s 3percentage points – and in all cases the confidence level is 95%. The sample was defined based on 2000 census information and on 2009* estimates. The process covered the following stages: _Stratification by state and by city size; _Random selection of the cities; _Random selection of the place for conducting the survey. For reading the sample total, the data was weighted according to the weights of the Brazilian regions, so as to berepresentative of the universe being studied. *Source: IBGE 15% 15% 42% 28% 39% LARGER METROPOLITAN AREA (capital and adjacent cities) 61% OTHER CITIES
  • 7. internet- Access -
  • 8. INTERNET | ACCESS 8 lessonslearned Brazilians 12 to 15 years old are the heaviest internet users in the country. — The Brazilian “digital divide” is having internet access at home. — In the last 6 months, it only grew in Class AB.
  • 9. INTERNET | ACCESS 9 penetration 81.3millionpeopleinaction Social class AGE EDUCATION Class AB 84% 12 to 15 y.o. 91% College 92% Class C 51% 16 to 24 y.o. 84% High School 73% Class DE 23% 25 to 34 y.o. 65% Grade School 30% 35 to 44 y.o. 44% 45 to 59.y.o. 25% 60 + y.o. 7% Between 12 and 15 years old, 91% have the habit of accessing the internet 54 April 2010 > 12 YEARS OLD Question: Do you usually access the internet at ___ (stimulus for place)? Base: Sample total – see methodology Ibope/Nielsen (feb.2010): 67,5 million (16+) PNAD/IBGE (2009): 67,9 million (10+) ComScore (sep.2010): 74,6 million (6+)
  • 10. internet | ACCESS 10 South Southeast North / Middle West Northeast Larger Metropolitan Area Other Cities 465743525353 435741495546 social class aUg/09 apr/10 Class AB 77 82 Class C 49 47 Class DE 16 20 16 years old or more | Evolution Internet access has grown 7% in the South Within Class AB, 5% region typeoftown + 7 p.p AUG/09 APR/10 Question: Do you usually access the internet at ___ (stimulus for place)? Base: Sample total – see methodology penetration 81.3millionpeopleinaction
  • 11. INTERNET | ACCESS 11 computerathome myfirstPC Question: Do have access to the internet at home? And is your home access via telephone dial-up or via broadband with a special modem? Base: Sample total – see methodology 41 34 40 Has a computer at home Has a computer at home 12 YEARS OLD OR MORE 16 YEARS OLD OR MORE | Evolution AUG/09 APR/10 Home computer ownership increased 6% in 6 months + 6 p.p
  • 12. internet | ACCESS 12 Broadband connection Dialup connection 627 723 620 Broadband connection Dialup connection 628 broadbandathome thebandhasbecomebroader Question: Do have access to the internet at home? And is your home access via telephone dial-up or via broadband with a special modem? Base: Sample total – see methodology 12 years old or more 16 years old or more | Evolution Ownership of broadband grew 7% in 1 year + 7 p.p AUG/09MAR/09 APR/10
  • 13. internet | ACCESS 13 Class AB Class C Class DE 42473 Class AB Class C Class DE 235184 broadbandathome digitalwall Question: Do have access to the internet at home? And is your home access via telephone dial-up or via broadband with a special modem? Base: Sample total – see methodology haBit of accessing home access | Ownership APR/10 -33 p.p -49 p.p 4 The discrepancy is much greater in having home access
  • 14. internet | ACCESS 14 Class AB Class C Class DE 32472 32463 Question: Do have access to the internet at home? And is your home access via telephone dial-up or via broadband with a special modem? Base: Sample total – see methodology home access | Ownership 3 3 Home access only increased in Class AB, although it was significant, at 9% in only 6 months + 9 p.p AUG/09 APR/10 broadbandathome digitalwall
  • 15. internet | ACCESS 15 accesslocations theinternetcafeistheharbor 8 6 11 12 25 27 31 Question: Do you usually access the internet at ___ (stimulus for place)? Base: Sample total – see methodology 12 years old or more | Stimulated and multiple Paind internet access points, such as internet cafes _12 to 34 y.o. _Classes CDE _Grade School and High School _45 y.o. or more _Classes AB _College education At home At relative’s or friend’s homes At work At school or college/university At free public internet access points From mobile device (cell phone, PDA, smartphone)
  • 16. internet | ACCESS 16 accesslocationsbyagegroup theinternetcafeistheharbor Question: Do you usually access the internet at ___ (stimulus for place)? Base: Sample total – see methodology paid internet access points, sUch as internet cafes 12 to 15 y.o. 65% 16 to 24 y.o. 58% 25 to 34 y.o. 38% 35 to 44 y.o. 17% 45 to 59 y.o. 7% 60 + y.o. 2% Base: sample total 2.247 65% of Brazilians 12 to 15 years old usually access from Internet cafes
  • 17. INTERNET | ACCESS 17 CLASS AB CLASS C CLASS D ACCESSES THE INTERNET 84 51 23 Paid internet access points, such as Internet cafes 37 34 19 At home 64 18 2 At relative’s or friend’s homes 42 23 8 At work 25 9 1 At high school or college/university 24 8 4 At free public internet access points 10 5 3 From mobile device (cell phone, PDA, smartphone etc) 16 6 3 does not access the internet 16 49 77 Base: Sample total 624 1109 509 Question: Do you usually access the internet at ___ (stimulus for place)? Base: Sample total – see methodology Class AB also access at Internet cafes accesslocationsbyclass theinternetcafeistheharbor
  • 18. internet | ACCESS 18 frquency everyday Question: According to this card, how often do you normally use the internet? Base: People interviewed who access the Internet – see methodology Frequency increases with income and education 38 11 21 16 5 7 3 medium:37%heavy:48% light:15% Every day 4 to 6 days per week 2 to 3 days per week Once every 15 days Once a month Less than once a month 1 day per week APR/09 Accesses at least once a week: 86% Average: 3.9 days/week Class AB / College Education
  • 19. internet | ACCESS 19 timeonline allthetime Time online also increases with income and education 53% of internet users stay online from 1 to 3 hours at each access new question Question: On average, how many hours a day do you use the internet? Base: People interviewed who access the Internet – see methodology heavy:9% medium:17% light:73% 4 5 17 53 20 More than 9 hours (10.0) From 6 to 9 hours (7.5) From 3 to 6 hours (4.5) From 1 to 3 hours (2.0) Less than 1 hour (2.0) APR/09 Average: 3 hours/day 12 years old or more | Hours/day
  • 20. INTERNET | ACCESS 20 timeonline thenetworkisprogressive Those who browse more often stay online longer at each access Heavy (7 to 4 days per week) MEDIUM (3 to 1 days per week) LIGHT (once every 15 days or less) Average (hours/day) 4.0 2.0 1,0 Question: According to this card, how often do you normally use the internet? / On average, how many hours a day do you use the internet? Base: People interviewed who access the Internet – see methodology
  • 21. internet- Browsing-
  • 22. INTERNET | BROWSING 22 lessonslearned Brazilians think that life has improved thanks to the internet. — Orkut is the main platform for inclusion of own content and for content sharing among Brazilian internet users. — Internet users share as much today as 6 months ago, but through fewer methods. — People over 60 are interested in posting content on the internet in order to participate in promotions.
  • 23. internet | BROWSING 23 culturalimpact digitalemancipation Question After you started using the internet, do you feel ____ or not? Base: People interviewed who access the Internet – see methodology new question after yoU started Using the internet, yoU feel... | Stimulated and unique 93 89 88 88 88 60 58 57 41 29 17 10 Women Class AB Better informed More practical More communicative More connected to people Better educated More independent Busier More exposed More apt to buy More impatient or anxious More stressed Lonelier
  • 24. INTERNET | BROWSING 24 postingcontent mynetwork Question: Have you ever posted your own content on the internet, such as text, pictures, music or videos? According to this card, which type of content created by yourself do you usually post online? Any other content not listed on the card? Base: People interviewed who access the Internet – see methodology Usualluy post some content of theis own making on the internet57% AUGUST/09 51% APRIL/10 53% 12 years old or more
  • 25. internet | BROWSING 25 12 to 15 y.o. 16 to 25 y.o. 25 to 34 y.o. 35 to 44 y.o. 45 to 59 y.o. 60+ y.o. 223129507373 postingcontent mynetwork Question: Have you ever posted your own content on the internet, such as text, pictures, music or films? According to this card, which type of content created by yourself do you usually post online? Any other content not listed on the card? Base: People interviewed who access the Internet – see methodology The younger users post more content
  • 26. internet | BROWSING 26 Photos Text Video AudioComments about something posted on the internet Presentation (Power Point) contenttype mynetwork Question: Have you ever posted your own content on the internet, such as text, pictures, music or films? According to this card, which type of content created by yourself do you usually post online? Any content other than those listed on the card? Base: People interviewed who access the Internet – see methodology 12 years old or more | Stimulated and multiple 52 20 19 7 7 3 _Women _12 to 24 y.o. _Grade School and High School 12 a 24 anos
  • 27. internet | BROWSING 27 Reasonforpostingowncontent ournetwork Question: According to this card, what are the reasons for posting your own content on the internet? Any reason other than those listed on the card? Base: People interviewed who access the Internet – see methodology 30 20 16 9 8 4To interact with someone To illustrate ortell something about your personal life To publish a work/project you created yourself To illustrate or relate a fact, story or news item on the internet To express your opinion for or against a subject, product, service, company or brand To participate in a promotion 12 to 24 y.o. Grade School and High School 12 a 24 anos 12 years old or more | Stimulated and multiple
  • 28. INTERNET | BROWSING 28 methodsforpostingcontent ournetwork Question: By which of the following methods have you related to or contacted someone online in the last 3 months? / By which of the following methods have you illustrated or related something about your personal life online in the last 3 months? / By which of the following methods have you posted online a work/project created by yourself in the last 3 months? / By which of the following methods have you illustrated or related a fact, story or news item online in the last 3 months? / By which of the following methods have you expressed your opinion for or against some subject, product, service, company or brand online in the last 3 months? / By which of the following methods have you participated in an online promotion in the last 3 months? Stimulated and multiple Methods used for posting content (for at least one of the reasons) Your Orkut profile 40 MSN 32 E-mail 21 Orkut Communities 15 Community sites and groups, other than Orkut 7 Twitter 7 Your personal blog/site 6 Someone else’s blog/site 6 Posting videos on YouTube 5 Facebook 4 Comments on news sites 4 Sending content to news sites (such as photos, text, videos) 4 Chat rooms 3 Forums 3 Commenting on YouTube videos 3 Your personal photolog 2 Base: People interviewed who access the Internet 1220
  • 29. INTERNET | BROWSING 29 METHODSbyreasonforposting ournetwork Question: By which of the following methods have you related to or contacted someone online in the last 3 months? / By which of the following methods have you illustrated or related something about your personal life online in the last 3 months? / By which of the following methods have you posted online a work/project created by yourself in the last 3 months? /By which of the following methods have you Illustrated or related a fact, story or news online in the last 3 months? / By which of the following methods have you expressed your opinion for or against some subject, product, service, company or brand online in the last 3 months? / By which of the following methods have you participated in an online promotion in the last 3 months? Relate to someone Illustrate something about your life Publish your work Illustrate/relate a fact, story or news item Express your opinion for or againstsomething Participate in a promotion POSTED CONTENT CREATED BY SELF 30 20 16 9 8 4 Your Orkut profile 24 14 9 5 2 1 MSN 20 9 6 3 2 1 E-mail 13 5 5 2 2 1 Orkut Communities 8 4 3 2 1 0 Twitter 4 1 1 1 1 0 Community sites and groups, other than Orkut 4 1 2 1 1 - Your personal blog/site 3 1 2 1 0 0 Posting videos on YouTube 2 1 2 1 1 0 Chat rooms 2 1 0 0 0 0 Facebook 2 2 1 0 0 - Someone else’s blog/site 2 2 1 1 1 0 Sending content to news sites (such as photos, text, video) 2 1 1 0 1 0 Base: People interviewed who access the internet 1220 Orkut is the main platform for publishing content on the Brazilian internet, for all reasons stimulated Stimulated and multiple
  • 30. internet | BROWSING 30 60+ y.o. 45 to 59 y.o. 35 to 44 y.o. 25 to 34 y.o. 16 to 24 y.o. 12 to 15 y.o. 19 21 12 11 11 1060+ y.o. 45 to 59 y.o. 35 to 44 y.o. 25 to 34 y.o. 16 to 24 y.o. 12 to 15 y.o. 27 26 16 8 12 660+ y.o. 45 to 59 y.o. 35 to 44 y.o. 25 to 34 y.o. 16 to 24 y.o. 12 to 15 y.o. 41 39 28 14 13 12 reasonforpostingBYAGEGROUP ournetwork Question: By which of the following methods have you related to or contacted someone online in the last 3 months? / By which of the following methods have you illustrated or related something about your personal life online in the last 3 months? / By which of the following methods have you posted online a work/project created by yourself in the last 3 months? / By which of the following methods have you illustrated or related a fact, story or news item online in the last 3 months? / By which of the following methods have you expressed your opinion for or against some subject, product, service, company or brand online in the last three months? / By which of the following methods have you participated in an online promotion in the last 3 months? Younger people post more content for relationships, discussing personal life and publishing their work, while older people do it more to express an opinion for or against some cause and to take part in promotions relate to other people illUstrate something aBoUt personal life pUBlish WorK
  • 31. internet | BROWSING 31 60+ y.o. 45 to 59 y.o. 35 to 44 y.o. 25 to 34 y.o. 16 to 24 y.o. 12 to 15 y.o. 3 5 4 3 4 1760+ y.o. 45 to 59 y.o. 35 to 44 y.o. 25 to 34 y.o. 16 to 24 y.o. 12 to 15 y.o. 3 10 8 5 12 16 Younger people post more content for relationships, discussing personal life and publishing their work, while older people do it more to express an opinion for or against some cause and to take part in promotions eXpress an opinion on some caUse, company, prodUct or service participate in promotions reasonforpostingBYAGEGROUP ournetwork Question: By which of the following methods have you related to or contacted someone online in the last 3 months? / By which of the following methods have you illustrated or related something about your personal life online in the last 3 months? / By which of the following methods have you posted online a work/project created by yourself in the last 3 months? / By which of the following methods have you illustrated or related a fact, story or news item online in the last 3 months? / By which of the following methods have you expressed your opinion for or against some subject, product, service, company or brand online in the last three months? / By which of the following methods have you participated in an online promotion in the last 3 months?
  • 32. INTERNET | BROWSING 32 contentsharing thenetworkspreads 12 years old or more 16 YEARS OLD OR MORE Question: Do you usually share content you find interesting, such as text, photos or video, with other people over the internet? / According to this card, which type of content do you usually share with other people over the internet? Any content other than those listed on the card? Base: People interviewed who access the Internet – see methodology Usually share content online 70% AUGUST/09 69% APRIL/10 69%
  • 33. internet | BROWSING 33 12 to 15 y.o. 16 to 24 y.o. 25 to 34 y.o. 25 to 34 y.o. 45 to 59 y.o. 60+ y.o. 516056668078 Question: Do you usually share content you find interesting, such as text, photos or video, with other people over the internet? / According to this card, which type of content do you usually share with other people over the internet? Any content other than those listed on the card? Base: People interviewed who access the Internet – see methodology Young people share more contentsharing thenetworkspreads
  • 34. internet | BROWSING 34 Photos Text Video AudioComments about something posted on the internet Presentation (Power Point) typeofcontentshared spreadsphotos Question: Do you usually share content you find interesting, such as text, photos or video, with other people over the internet? / According to this card, which type of content do you usually share with other people over the internet? Any content other than those listed on the card? Base: People interviewed who access the Internet – see methodology 12 years old or more | Stimulated and multiple 47 33 31 11 13 5 Women 12 to 24 y.o. 12 to 24 y.o.
  • 35. internet | BROWSING 35 methodsofsharing thenetworkspreads Question: And through which of the methods on the card do you usually share content you find interesting over the internet? / Any method other than those listed on the card? Base: People interviewed who access the Internet – see methodology 16 years old or more | Stimulated and multiple 12yearsoldormore|Stimulated and multiple 2 2 2 2 3 3 3 5 5 5 13 32 42 48GradeSchoolandHighSchool Class AB AUG/09 APR/10 Internet users share as much today as 6 months ago, but through fewer methods GradeSchoolandHighSchool Class AB Orkut MSN E-mail YouTube Communities and groups Twitter Chat rooms Blog / personal site Facebook Forums Skype Someone else’s blog/site Your personal photolog 2 2 2 2 3 3 3 5 6 5 12 34 40 45 4 2 3 3 2 7 5 3 5 8 20 41 45 54 Sending content to news sites (such as photos, text, videos)
  • 36. internet | BROWSING 36 60+ y.o. 45 to 59 y.o. 35 to 44 y.o. 25 to 34 y.o. 16 to 24 y.o. 12 to 15 y.o. 201883713 525235262722 65614129217 223037323946 methodsofsharingbyagegroup thenetworkspreads Question: And through which of the methods on the card do you usually share content you find interesting over the internet? / Any method other than those listed on the card? Base: People interviewed who access the Internet – see methodology ORKUTE-MAIL MSN YOUTUBE
  • 37. internet | BROWSING 37 YouTube E-mail MSN Orkut 44382915 53463411 methodsofsharingbygender thenetworkspreads Question: And through which of the methods on the card do you usually share content you find interesting over the internet? / Any method other than those listed on the card? Base: People interviewed who access the Internet – see methodology MENWOMEN
  • 38. INTERNET | BROWSING 38 POSTINGCONTENTONmassMEDIA THENETWORKPARTICIPATES Question: Do you usually send content created by yourself, like photos, text, letters, video, audio, to some mass media, such as TV, radio, magazines, newspapers, news sites / Base: People interviewed who access the Internet – see methodology INTERNET USERS POPULATION People who usually send content to mass media vehicles 17% 10%
  • 39. internet- Shopping -
  • 40. internet | SHOPPING 40 lessonslearned The influence of the internet and its users on shopping has been growing in the country. — Fear of not receiving the purchased goods is the main barrier for the users who never purchased anything online.
  • 41. internet | SHOPPING 41 Once a month (12.0) Once every three months (4.0) Once every six months (2.0) Once a year (1.0) Less than once a year (0.5) Does not shop online ONLINESHOPPINGHABIT Question: Do you usually shop online? / How often do you shop online? Base: People interviewed who access the Internet – see methodology 16 years old or more 16 years old or more | Evolution 5 6 4 4 2 79 5 6 4 6 3 75 AUG/09 APR/10 aUgUst/09 april/10 21% 25% Usually shop online + 4 p.p. Average: 4.2 times per year _Mostly younger _Classes D/E _Grade School
  • 42. internet | SHOPPING 42 Once a month (12/year) Once every three months (6/year) Once every six months (2/year) Once a year Less than once a year Does not shop online 77 3 6 4 5 5 ONLINESHOPPINGHABIT Question: Do you usually shop online? / How often do you shop online? Base: People interviewed who access the Internet – see methodology 12 years old or more Average: 4.2 times per year APR/10 _23% of internet users usually shop online (But 41% feel more apt to buy they started using the internet...) _Tendency to shop online increases with age, education and income _Internet users 45 to 59 years old shop most and most often
  • 43. internet | SHOPPING 43 Electronics Books Appliances Clothes, shoes and accessories CDs, DVDs and/or games Sporting goods IT products 2 2 4 5 5 6 11 WHATDOYOUBUYONLINE Question:What do you usually buy online? Base: People interviewed who access the Internet – see methodology 12 years old or more | Stimulated and multiple Travel 1% Toys 1% Mobile / telephone 1% Health and/or beauty items, medication 1% Health and/or beauty items, medication 1% Furniture, interior decoration items, home appliances 1%
  • 44. internet | SHOPPING 44 WHYDON’TYOUSHOPONLINE Question:Why don’t you usually shop online? Base: People interviewed who access the Internet – see methodology do not shop online | Stimulated and multiple 6 8 9 10 10 23 28 33 Because I can’t try it out, see it, test it hands on Fear of not receiving the product / delayed delivery Medo de clonagem do cartão, de outras pessoas usarem meus dados /dados pessoais I don’t have a credit/debit card It would be hard to exchange or return the product I can’t be sure the company really exists There’s nothing that interests me / what I usually buy is not available online For issues relating to safety/trust in the company/website (unspecified) 77% of internet users don’t usually shop online _12 to 34 y.o. _Classes ABC _College education _35 to 44 y.o. NOT A SURE THING
  • 45. internet | SHOPPING 45 443530 doesonlineresearchbeforebuyingatstore Question: Before you buy a product at a brick and mortar store or mall, do you usually research the product online? According to this card, which websites do you visit before buying a product at a brick and mortar store or mall? Any other website other than those on the card? / Base: People interviewed who access the Internet – see methodology Shopping at brick and mortar stores also has online component AUG/09MAR/09 APR/10 14 percentage points in one year
  • 46. internet | SHOPPING 46 e store's website Sites of competing stores Product or service brand site 56 10 11 13 21 22 65 7 9 10 12 20 70 9 7 10 12 18 Large shopping sites such as Submarino, Americanas, Buscapé, WalMart, Casas Bahia, etc Sites specializing in that type of product or service Does not research online before buying at store doesonlineresearchbeforebuyingatstore Question: Before you buy a product at a brick and mortar store or mall, do you usually research the product online? According to this card, which websites do you visit before buying a product at a brick and mortar store or mall? Any other website other than those on the card? / Base: People interviewed who access the Internet – see methodology The habit is more marked the higher the income and level of education 16 years old or more | Stimulated and multiple 12 years old or more | Stimulated and multiple The habit is more marked the higher the income and level of education 12 years old or more | 55 11 11 14 22 22 _60 y.o. or more _Classes D/E _Grade School Shopping at brick and mortar stores also has online component AUG/09MAR/09 APR/10
  • 47. internet | SHOPPING 47 internetusers’influenceonshopping Question: Before buying a product or service do you usually take into account other consumers’ opinions posted on some website or online community? Base: People interviewed who access the Internet – see methodology 16 years old or more | Evolution 12 years old or more 48% VIRTUAL WORD OF MOUTH The more internet users are well educated and have higher income, the more they will consider other consumers’ opinions posted online when making a purchase Take it into account 4733 14 percentage points in 6 months AUG/09 APR/10
  • 48. internet- Media Transversality - NEW CHAPTER
  • 49. INTERNET | MEDIA TRANSVERSALITY 49 lessonslearned 60% of internet users have substituted the traditional platform (TV, radio or movies) for the internet when watching or listening to shows or movies. 49
  • 50. internet | MEDIA TRANSVERSALITY 50 consumingcontentfromoutsidetheweb mygrid Question: Have you ever watched a soap opera, movie, newscast, reality show, sports events or series on the internet instead of watching that same show on TV? Have you listened to a radio program on the internet instead of listening to the same program on the radio itself? Have you ever watched a movie on the internet instead of watching the same movie at the theater? Base: People interviewed who access the Internet – see methodology Stimulated and multiple 60% of internet users have substituted the traditional platform (TV radio or movies) for the internet when watching or listening to shows or movies - In all three cases, the practice is more common among younger and higher income users 273938 12 to 24 y.o. Class AB 12 to 24 y.o. Class AB 12 to 24 y.o. Class AB College Education Watch soap operas, movies, newscasts, reality shows, sports events or series on the internet instead of watching that same show on TV Listen to radio programs on the internet instead of listening to the same program on the radio itself Watch a movie on the internet instead of watching the same movie in the theater
  • 51. New chapter - News Consumption - internet
  • 52. INTERNET | NEWS CONSUMPTION 52 lessonslearned Brazilians prefer to watch their news on TV. — Younger, wealthier and more educated people prefer to get their news on the internet. — Newshasno“owners”ontheinternet:Googleandsocialnetworksaretheweb’sgreatsources. 52
  • 53. internet | NEWS CONSUMPTION 53 TV Internet Radio Printed newspaper Magazine Preferredmedia seeingisbelieving Question: According to this card, which of the media on which you usually get news or information do you like the most? Base: Sample total – see methodology popUlation TV only takes second place to the internet among Brazilians 12 to 15 y.o. with college education. In class AB, both media are technically tied (TV with 43% e internet with 42%) 59 22 8 6 2
  • 54. internet | NEWS CONSUMPTION 54 0 25 50 75 91 94 96 98 00 02 04 06 08 10 PEW Research Center June 8-28, 2010 Where people got neWs yesterday | Americans 18 years of age or older TV 68 56 54 56 57 58 44 3434 31 35 34 2924 47 43 JORNAL RADIO ONLINE ONLINE (INCLUDING SOCIAL NETWORKS, E-MAIL, PODCASTS AND MOBILE DEVICES) Preferredmedia justlikenorthamericans
  • 55. internet | NEWS CONSUMPTION 55 60+ y.o. 45 to 59 y.o. 35 to 44 y.o. 25 to 34 y.o. 16 to 24 y.o. 12 to 15 y.o. 434757696873 5137241272 25881314 177877 332111 PreferredmediaBYAGEGROUP clickingisbelieving popUlation Preference for the internet increases the younger the users get. And preference for the radio increases as users get older. NEWSPAPERMAGAZINE RADIO INTERNET TV Question: According to this card, which of the media on which you usually get news or information do you like the most? Base: Sample total – see methodology
  • 56. internet | NEWS CONSUMPTION 56 TV Internet Radio Printed newspaper Magazine Preferredmedia seeingisbelieving internet Users 45 40 7 4 2 Even internet users prefer to get their news from the television - The younger, wealthier and more educated the internet users, the more they prefer the internet for news Classes AB 12 to 15 y.o. Ens. Superior #1 in preference Question: According to this card, which of the media on which you usually get news or information do you like the most? Base: Sample total – see methodology
  • 57. internet | NEWS CONSUMPTION 57 Preferredmediaontheinternet searchingisbelieving Question: On the internet, where do you usually search for and get news? Anywhere else? Any more? Base: Internet users who prefer the internet – see methodology Search engines are the internet’s main news source 12 years old or more | Stimulated and multiple Search engines (Google) Social Networks (YouTube, Orkut, Twitter) Portals (IG, Yahoo, UOL, MSN, Terra, Globo.com etc.) Printed media sites (newspapers and magazines/editorials) Station sites (TV and Radio) BlogsNews sites 55 51 37 33 25 20 7
  • 58. internet | NEWS CONSUMPTION 58 Preferredmediaontheinternet CHANGINGisbelieving Question: On the internet, where do you usually search for and get news? Anywhere else? Any more? Base: Internet users who prefer the internet – see methodology Stimulated and multiple _People under 24 get their information mainly on social networks and search engines _Portals and printed media sites gain relevance as users get older _Most mentions of blogs and station sites come from people over 60 SEARCH ENGINES (GOOGLE) NEWS SITES PRINTED MEDIA SITES (NEWSPAPER AND MAGAZINE/EDITORIALS) SOCIAL NETWORKS (YOUTUBE, ORKUT, TWITTER) STATION SITES (TV AND RADIO) PORTALS (IG, YAHOO, UOL, MSN, TERRA, GLOBO.COM, ETC) BLOG SOCIAL NETWORKS PORTAIS PRINTED MEDIA SITESSEARCH ENGINES SOCIAL NETWORKS PORTAIS PRINTED MEDIA SITESSEARCH ENGINES 0 10 20 30 40 50 60 70 80 90 12 to 15 y.o. 16 to 24 y.o. 25 to 34 y.o. 34 to 44 y.o. 45 to 59 y.o. 60+ y.o.
  • 59. internet | NEWS CONSUMPTION 59 0 10 20 30 40 50 60 70 Grade School High School College Education preferredMediaontheinternet CHANGINGisbelieving Stimulated and multiple Portals are more relevant among people with better education SOCIAL NETWORKS PORTALS SEARCH ENGINES Question: On the internet, where do you usually search for and get news? Anywhere else? Any more? Base: Internet users who prefer the internet – see methodology SEARCH ENGINES (GOOGLE) NEWS SITES PRINTED MEDIA SITES (NEWSPAPER AND MAGAZINE/EDITORIALS) SOCIAL NETWORKS (YOUTUBE, ORKUT, TWITTER) STATION SITES (TV AND RADIO) PORTALS (IG, YAHOO, UOL, MSN, TERRA, GLOBO.COM, ETC) BLOG
  • 60. new chapter electronicgames
  • 61. ELETRONIC GAMES 61 lessonslearned 4 out of 10 Brazilians have the habit of playing electronic games. — Brazilians 12 to 15 y.o. are the heavy user group for electronic games in the country. — The player population is younger and has more males than that of internet users. Internet users, on the other hand, are wealthier and better educated.
  • 62. eletronic games 62 Brazilians most often play electronic games on their mobile phones. - Wealthier people play online and on the computer. Less wealthy people tend to use their mobiles or play offline. - Soccer is the most popular electronic game in the country. - The games market sustains itself thanks to only 15% of the electronic gamers in the country. lessonslearned
  • 63. ELETRONIC GAMES 63 habitofplaying Question: Do you usually play games on ____ ? Base: Sample total – see methodology 12 YEARS OLD OR MORE | Stimulated and multiple 42% 66% PLATFORMS MOBILE 29% COMPUTER 27% VIDEOGAME (TRADITIONAL) 23% VIDEOGAME (PORTABLE) 6% 4 out of 10 Brazilians have the habit of playing electronic games - Younger men and with higher income play more INTERNET USERS
  • 64. eletronic games 64 60+ y.o. 45 to 59 y.o. 35 to 44 y.o. 25 to 34 y.o. 16 to 24 y.o. 12 to 15 y.o. habitofplayingbyagegroup Question: Do you usually play games on ____ ? Base: Sample total – see methodology 90704828153 Younger people play a lot more
  • 65. eletronic games 65 Portable videogame (console and/or portable) Videogame Mobile Computer 45363411 2529225 101892 gamingplatformbyclass Question: Do you usually play games on ____ ? Base: Sample total – see methodology _Class AB plays the most, on all platforms _Computer is the main platform for Class AB _Mobile phone is the main platform for Classes C and DE CLASS CCLASS DE CLASS AB
  • 66. ELETRONIC GAMES 66 Mobile Computer Videogame Portable Videogame Joga jogo eletrônico no... 67 65 54 15 At home 52 40 39 9 At paid internet access points, such as Internet cafes 0 17 4 1 At relatives’ or friends’ homes 5 12 13 4 At work 5 2 0 0 At school/college/universities 3 1 0 1 At free public internet access points 0 1 0 - While I’m on route, going home, at work, at school, on the street 15 0 1 2 At the rental/game/videogame store - - 2 0 Other 1 1 - - Base: People interviewed who play electronic games 958 placeforplayingHome is the main place for playing, in all platforms Question:Where do you usually play computer games? / Where do you usually play games on your mobile? / Where do you usually play traditional videogames? / Where do you usually play portable videogames? Base: People interviewed who play electronic games – see methodology Class DE 15% play on their mobiles on the go Stimulated and multiple
  • 67. eletronic games 67 Every day 4 to 6 days per week 2 to 3 days per week 1 day per week Once every 15 days Once a month Less than once a month 6972727717 56827241019 44520231231 5672527822 2,8 2,6 playingfrequencyMobile is the most used platform Question: According to this card, how often do you normally play games on the computer? (616 interviews) / According to this card, how often do you normally play games on your mobile? (650 interviews) / According to this card, how often do you normally play traditional videogames? (512 interviews) / According to this card, how often do you normally play portable videogames? (144 interviews) // Base: People interviewed who play on each platform 2,9 3,6 _60 y.o. or more _Classes AB _Men _12 to 15 y.o. _60 y.o. or more _Men _16 to 24 y.o. MOBILECOMPUTER VIDEOGAME (TRADITIONAL) VIDEOGAME (PORTABLE) Average (days/week):
  • 68. eletronic games 68 More than 9 hours a day From 6 to 9 hours a day From 3 to 6 hours a day From 3 to 1 hours a day Less than 1 hour a day 4050433 23521852 6428611 36491032 timeonlineVideogame is the platform with the highest average of playing hours per day Question: According to this card, on average how many hours a day do you play games on the computer? (616 interviews) / According to this card, how often do you normally play games on your mobile? (650 interviews) / According to this card, how often do you normally play traditional videogames? (512 interviews) / According to this card, how often do you normally play portable videogames? (144 interviews) // Base: People interviewed who play on each platform 2,5 1,9 2,1 1,3 Average (hours/day): MOBILECOMPUTER VIDEOGAME (TRADITIONAL) VIDEOGAME (PORTABLE)
  • 69. eletronic games 69 On the mobile On the computer Don't usually play offline 9464661 On a videogame (console and/ or portable: PSP, Nintendo, DS, Xbox,Wii, etc) onlineoroffline? Question: Do you usually play some electronic game without using the internet? By which of these means? Base: People interviewed who play electronic games – see methodology Stimulated and multiple Women 12 to 34 y.o. Grade School/High School Classes CDE Men Grade School/High School Classes AB 12 to 15 y.o. College Education Classes AB 35 to 59 y.o. 91% of players play offline
  • 70. eletronic games 70 Mobile Don't usually play online 5211142431 Computer, a game installed in my computer On a videogame (console and/or portable: PSP, Nintendo, DS, Xbox, Wii, etc) Computer, on internet sites onlineoroffline? Question: Do you usually play some electronic game using the internet? By which of these means? Base: People interviewed who play electronic games – see methodology Stimulated and multiple 12 to 15 y.o. Classes AB Men 12 to 15 y.o. College Education Classes AB Women 35 to 59 y.o. Class DE computer:43% 48% play electronic games online
  • 71. eletronic games 71 Class DE Class C Class AB 544427 566469 524729 Class DE Class C Class AB 734727 161315 15104 onlineoroffline? Question: Do you usually play some electronic game without using the internet? And using the internet? By which of these means? Base: People interviewed who play electronic games – see methodology online Wealthier players play more on the computer and online offline Lower income players play more on the mobile and offline MOBILEVIDEOGAME (CONSOLE AND/OR PORTABLE) COMPUTER
  • 72. eletronic games 72 Soccer (ex. FIFA, Pro Evolution Soccer,Winning Eleven) Racing (ex. Gran Turismo, Need for Speed) Board and card games (ex. Solitaire, Chess) Jigsaw puzzle/ Puzzles (ex. Bejeweled, Tetris) Adventure (ex. Monkey Island, Sam & Max) Action (ex. God ofWar, Bayonetta) Fighting (ex. Street Fighter IV, Soul Calibur) Strategy (ex. Command and Conquer, Civilization) War (Day of Defeat) 5 5 6 7 9 9 10 15 27 Question: According to this card, which type of electronic game do you play the most? Base: People interviewed who play electronic games – see methodology gametype thecountryofelectronicsoccer Shooters (ex. Call of Duty, Counter Strike) 4% Music (ex. Rock Band, Guitar Hero) 3% Simulator (ex. Flight Simulator, The Sims) 3% Exercising games (ex. Wii Fit, EA Sports Active) 2% Exercising games (ex. Wii Fit, EA Sports Active) 2% Other sports (ex. NBA, NHL, NFL, Table Tennis, etc) 1% Horror (ex. Silent Hill, Resident Evil) 1% Games on social networks (ex. Farmville,MafiaWars) 1% RPG (ex. Final Fantasy, Dragon Quest) 1% _Men _Grade School _Class DE _Grade School _Women _45 to 59 y.o. _Women _College education _Classes ABC
  • 73. ELETRONIC GAMES 73 Howthegameisobtained Question: Do you pay for most of the electronic games you play or do you get them without paying, such as games that you download without paying or games that come with your mobile? Base: People interviewed who play electronic games – see methodology 81% Don’t pay for electronic games - 19% pay for most of their electronic games
  • 74. eletronic games 74 219222936 I get the games my operator gives me on my mobile I borrow from relatives and/or friends I download without paying on file sharing sites I get into networked game sites without paying (stay connected) Computer games / that are already on the computer Howthegameisobtained Question: Do you pay for most of the electronic games you play or do you get them without paying, such as games that you download without paying or games that come with your mobile? Among these ___ which methods do you use to get your electronic games without paying? Any other means other than those on the card? Base: People interviewed who play electronic games – see methodology 2 81% don’t pay for electronic games Women Grade School/High School Classes CDE Men College Education Classes AB College Education Classes AB Men Stimulated and multiple
  • 75. eletronic games 75 1123477 I buy them at stores on the street / mall / magazine insert I buy them from street side endors (non-official) I pay to get into networked game sites (stay connected) I buy over the internet on Brazilian web sites I pay for playing at Internet cafes / game stores / rental stores I buy over the internet on foreign web sites I buy them from my operator over the mobile comoobtémojogo Question: Do you pay for most of the electronic games you play or do you get them without paying, such as games that you download without paying or games that come with your mobile? Among these ___ which methods do you use to get your electronic games without paying? Any other means other than those on the card? Base: People interviewed who play electronic games – see methodology Only 19% pay for most of their electronic games Stimulated and multiple Non-official
  • 76. ELETRONIC GAMES 76 Howthegameisobtained 12 YEARS OLD OR MORE | Stimulated and multiple 15% For free - Only 15% of Brazilian electronic gamers get their games via an official paid channel Question: Do you pay for most of the electronic games you play or do you get them without paying, such as games that you download without paying or games that come with your mobile? Base: People interviewed who play electronic games – see methodology
  • 77. sampleprofile
  • 78. sample profile 78 Up to 2 x M.W. More than 2 to 3 x M.W. More than 3 to 5 x M.W. More than 5 to 10 x M.W. More than 10 x M.W. 135969 3561165 1351072 12YEARSOLDORMORE economicclassificationandavg.income Base: Sample total / People interviewed who access the Internet / People interviewed who play electronic games – see methodology economic classification | 2008 Criteria average monthly family income | Gross A B C D/E 1348335 1047376 2349244 43% 38%28%CLASS AB INTERNET USERS POPULATION PLAY ELECTRONIC GAMES
  • 79. sample profile 79 12 to 15 y.o. 16 to 24 y.o. 25 to 34 y.o. 35 to 44 y.o. 45 to 59 y.o. 60+ y.o. 1612243720 2814253516 121718212210 Fundamental Médio Superior 125335 195427 114049 Masculino Feminino 4357 4852 5149 12YEARSOLDORMORE GENDER,AGEANDEDUCATION Base: Sample total / People interviewed who access the Internet / People interviewed who play electronic games – see methodology gender edUcation age Men Women Grade School High School College 36 ANOS 27 ANOS 25 ANOS INTERNET USERS POPULATION PLAY ELECTRONIC GAMES
  • 80. sample profile 80 5712448132161 7113567102566 5012557162063 1413239 1412734 1991637 12YEARSOLDORMORE OCCUPATION Base: Sample total / People interviewed who access the Internet / People interviewed who play electronic games – see methodology INTERNAUTAS POPULAÇÃO JOGAM JOGOS ELETRÔNICOS EAP* Non EAP* Contracted employee Student only Freelancer/ temp Retired only Non contracted employee Homemaker only Civil servant Unemployed (not looking for work) Self Employed (Deducts SS) Businessperson Intern / apprentice (with pay) Self Employed (w/College Education) Unemployed (looking for work)
  • 81. internet | NEWS CONSUMPTION 81 12YEARSOLDORMORE OCCUPATION 36% of the population over 12, 54 million people, usually access the internet and play electronic games 18% 36% 40% 6% onlyaccessestheinternet onlyplayselectronicgames doesnotaccessthe internetorplaygames accessestheinternet andplayselectronic
  • 82. lessonslearned
  • 83. LESSONS LEARNED 83 internet|access Brazilians 12 to 15 years old are the heaviest internet users in the country. — The Brazilian “digital divide” is having internet access at home. — In the last 6 months, home access only grew in Class AB.
  • 84. LESSONS LEARNED 84 internet|browsing Brazilians think that life has improved thanks to the internet. — Orkut is the main platform for inclusion of own content and for content sharing among Brazilian internet users. — Internet users share as much today as 6 months ago, but through fewer methods. — People over 60 are interested in posting content on the internet in order to participate in promotions.
  • 85. LESSONS LEARNED internet|mediatransversality 60% of internet users have substituted the traditional platform (TV, radio or movies) for the internet when watching or listening to shows or movies. 85
  • 86. LESSONS LEARNED internet|newsconsumption Brazilians prefer to watch their news on TV. — Younger, wealthier and more educated people prefer to get their news on the internet. — News has no “owners” on the internet: Google and social networks are the web’s great sources. 86
  • 87. lessons learned 87 internet|shopping The influence of the internet and its users on shopping has been growing in the country. - Fear of not receiving the purchased goods is the main barrier for the users who never purchased anything online.
  • 88. LESSONS LEARNED 88 internet|electronicgames 4 out of 10 Brazilians have the habit ofplaying electronic games. — Brazilians 12 to 15 y.o. are the heavy user group for electronic games in the country. — The player population is younger and has more males than that of internet users. Internet users, on the other hand, are wealthier and better educated.
  • 89. lessons learned 89 Brazilians most often play electronic games on their mobile phones. — Wealthier people play online and on the computer. Less wealthy people tend to internet|electronic games use their mobiles or play offline. — Soccer is the most popular electronic game in the country. — The games market sustains itself thanks to only 15% of the electronic gamers in the country. internet|electronicgames
  • 90. f/raDaR7th Edition | April 2010

×