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F/Radar - 7ª edição - English version

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  • 1. f/raDaR 7th Edition | April 2010
  • 2. What’s newThe survey was extended to Brazilians between12 and 15 years of age; in other words, thosewho were born in the Internet Age.Whenever applicable, we have highlighted theWhat’s new evolution compared to the previousedition, which included only people over 16.For the first time we studied the relationshipBrazilians have with electronic games.And we introduced a few new questions aboutpreviously researched subjects.
  • 3. index methodology internet _Acess _Browsing _Shopping _Media Transversality _News Consumption eletronic games sample profile lessons learned
  • 4. methodology
  • 5. methodologytechnique Quantitative survey, applying the questionnaire in high traffic locations. scope Nationwide. universe Brazilian population over 12 years of age, from all economic classes*. * IBGE (2000 Census / 2009 Estimate): 150,580,367 inhabitants.field date Survey conducted between April 27 and 28, 2010. 5
  • 6. methodologysample2,247 intervieWs in 143 BraZilian cities.The error margin is plus or minus 2 percentagepoints – in the case of internet users and game playersit’s 3percentage points – and in all cases the confidencelevel is 95%.The sample was defined based on 2000 census 15% 28%information and on 2009* estimates. The processcovered the following stages:_Stratification by state and by city size; 39%_Random selection of the cities; LARGER_Random selection of the place for conducting the survey. METROPOLITAN AREA 42% (capital and adjacent cities)For reading the sample total, the data was weightedaccording to the weights of the Brazilian regions, so 61%as to berepresentative of the universe being studied. OTHER CITIES*Source: IBGE 15% 6
  • 7. internet - Access -
  • 8. internet | ACCESSlessons learnedBrazilians 12 to 15 years old are theheaviest internet users in the country.—The Brazilian “digital divide” ishaving internet access at home.—In the last 6 months, it only grewin Class AB. 8
  • 9. internet | ACCESSpenetration Ibope/Nielsen (feb.2010): 67,5 million (16+)81.3 million people in action PNAD/IBGE (2009): 67,9 million (10+) ComScore (sep.2010): 74,6 million (6+) 54 Between 12 and 15 > 12 years old years old, 91% have the habit of accessing the internet April 2010 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%Question: Do you usually access the internet at ___ (stimulus for place)?Base: Sample total – see methodology 9
  • 10. internet | ACCESSpenetration81.3 million people in action AUG/09 APR/1016 years old or more | Evolution region type of town + 7 p.p 46 53 55 53 49 52 41 43 57 57 43 46 South Southeast North / Middle West Northeast Larger Metropolitan Area Other CitiesInternet access has grown 7% in the South social class aUg/09 apr/10Within Class AB, 5% Class AB 77 82 Class C 49 47 Class DE 16 20Question: Do you usually access the internet at ___ (stimulus for place)?Base: Sample total – see methodology 10
  • 11. internet | ACCESScomputer at homemy first PC AUG/09 APR/1012 years old or more 16 years old or more | Evolution + 6 p.p Home computer ownership 41 34 40 increased 6% in 6 months Has a computer at home Has a computer at homeQuestion: 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 11
  • 12. internet | ACCESSbroadband at homethe band has become broader MAR/09 AUG/09 APR/1012 years old or more 16 years old or more | Evolution + 7 p.p Ownership of broadband grew 7% in 1 year 28 6 20 23 27 6 7 6 Broadband connection Dialup connection Broadband connection Dialup connectionQuestion: 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
  • 13. internet | ACCESSbroadband at homedigital wall APR/10haBit of accessing home access | Ownership -33 p.p -49 p.p The discrepancy is much greater in having home access 84 51 23 73 24 4 Class AB Class C Class DE Class AB Class C Class DEQuestion: 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 13
  • 14. internet | ACCESSbroadband at homedigital wallhome access | Ownership + 9 p.p Home access only increased in Class AB, although it was significant, at 9% in only 6 months AUG/09 APR/10 63 72 24 24 3 3 Class AB Class C Class DEQuestion: 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 14
  • 15. internet | ACCESSaccess locationsthe internet cafe is the harbor 12 years old or more | Stimulated and multiple Paind internet access points, such as internet cafes 31 _12 to 34 y.o. _Classes CDE _Grade School and High School At home 27 _45 y.o. or more _Classes AB _College education At relative’s or friend’s homes 25 At work 12 At school or college/university 11 At free public internet access points 6 From mobile device (cell phone, PDA, smartphone) 8Question: Do you usually access the internet at ___ (stimulus for place)?Base: Sample total – see methodology 15
  • 16. internet | ACCESSaccess locations by age groupthe internet cafe is the harbor paid internet access points, sUch as internet cafes 12 to 15 y.o. 65% 65% of Brazilians 12 to 15 years 16 to 24 y.o. 58% old usually access 25 to 34 y.o. 38% from Internet cafes 35 to 44 y.o. 17% 45 to 59 y.o. 7% 60 + y.o. 2% Base: sample total 2.247Question: Do you usually access the internet at ___ (stimulus for place)?Base: Sample total – see methodology 16
  • 17. internet | ACCESSaccess locations by classthe internet cafe is the harbor class aB class c class d accesses the internet 84 51 23 Class AB also access at Paid internet access points, such as Internet cafes 37 34 19 Internet cafes 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 509Question: Do you usually access the internet at ___ (stimulus for place)?Base: Sample total – see methodology 17
  • 18. internet | ACCESSfrquencyevery day Frequency increases with income and education Average: 3.9 days/week heavy: 48% medium: 37% light: 15% Class AB / College Education Accesses at least once a week: 86% 38 11 21 16 5 7 3 Every day 4 to 6 days 2 to 3 days 1 day per week Once every Once a month Less than per week per week 15 days once a monthQuestion: According to this card, how often do you normally use the internet? APR/09Base: People interviewed who access the Internet – see methodology 18
  • 19. internet | ACCESStime online newall the time Time online also increases with income and education question12 years old or more | Hours/day heavy: 9% medium: 17% light: 73% 53% of internet Average: 3 hours/day users stay online from 1 to 3 hours at each access 4 5 17 53 20 More than 9 From 6 to 9 From 3 to 6 From 1 to 3 Less than 1 hour hours (10.0) hours (7.5) hours (4.5) hours (2.0) (2.0)Question: On average, how many hours a day do you use the internet? APR/09Base: People interviewed who access the Internet – see methodology 19
  • 20. internet | ACCESStime onlinethe network is progressive Those who browse more often stay online longer at each access heavy mediUm light (7 to 4 days per week) (3 to 1 days per week) (once every 15 days or less) Average (hours/day) 4.0 2.0 1,0Question: 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 20
  • 21. internet - Browsing-
  • 22. internet | BROWSINGlessons learnedBrazilians think that life has improvedthanks to the internet.—Orkut is the main platform for inclusionof own content and for content sharingamong Brazilian internet users.—Internet users share as much today as 6months ago, but through fewer methods.—People over 60 are interested in postingcontent on the internet in order toparticipate in promotions. 22
  • 23. internet | BROWSINGcultural impact newdigital emancipation questionafter yoU started Using the internet, yoU feel... | Stimulated and unique Women Class AB 93 89 88 88 88 60 58 57 41 29 17 10 Better More More More Better More Busier More exposed More apt More More stressed Lonelier informed practical communicative connected educated independent to buy impatient to people or anxiousQuestion After you started using the internet, do you feel ____ or not?Base: People interviewed who access the Internet – see methodology 23
  • 24. internet | BROWSINGposting contentmy network 12 years old or more Usualluy post some content of theis 57% own making on the internet AUGUST/09 51% APRIL/10 53%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 24
  • 25. internet | BROWSINGposting contentmy network The younger users post more content 73 73 50 29 31 22 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.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 25
  • 26. internet | BROWSINGcontent typemy network12 years old or more | Stimulated and multiple _Women _12 to 24 y.o. _Grade School and High School 12 a 24 anos 52 20 19 7 7 3 Photos Text Video Comments about Audio Presentation something posted (Power Point) on the internetQuestion: 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 26
  • 27. internet | BROWSINGReason for posting own contentour network12 years old or more | Stimulated and multiple 12 to 24 y.o. Grade School and High School 12 a 24 anos 30 To interact with 20 To illustrate ortell 16 To publish a 9 To illustrate or relate a 8 To express your opinion 4 To participate someone something about your work/project you fact, story or news item for or against a subject, in a promotion personal life created yourself on the internet product, service, company or brandQuestion: 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 27
  • 28. internet | BROWSINGmethods for posting contentour network Your Orkut profile methods used for posting content (for at least one of the reasons) 40Stimulated and multiple 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 4Question: By which of the following methods have you related toor contacted someone online in the last 3 months? / By which of the Sending content to news sites 4following methods have you illustrated or related something about (such as photos, text, videos)your personal life online in the last 3 months? / By which of thefollowing methods have you posted online a work/project created Chat rooms 3by yourself in the last 3 months? / By which of the followingmethods have you illustrated or related a fact, story or news item Forums 3online in the last 3 months? / By which of the following methods Commenting on YouTube videos 3have you expressed your opinion for or against some subject,product, service, company or brand online in the last 3 months? Your personal photolog 2/ By which of the following methods have you participated in anonline promotion in the last 3 months? Base: People interviewed who access the Internet 1220 28
  • 29. internet | BROWSINGMETHODS by reason for postingour network Orkut is the main platform for publishing content on the Brazilian internet, for all reasons stimulatedStimulated and multiple relate to illustrate publish illustrate/relate express your participate someone something your work a fact, story or opinion for or in a about your life news item against something promotionposted content created By self 30 20 16 9 8 4Your Orkut profile 24 14 9 5 2 1MSN 20 9 6 3 2 1E-mail 13 5 5 2 2 1Orkut Communities 8 4 3 2 1 0Twitter 4 1 1 1 1 0Community sites and groups, other than Orkut 4 1 2 1 1 -Your personal blog/site 3 1 2 1 0 0Posting videos on YouTube 2 1 2 1 1 0Chat rooms 2 1 0 0 0 0Facebook 2 2 1 0 0 -Someone else’s blog/site 2 2 1 1 1 0Sending content to news sites 2 1 1 0 1 0(such as photos, text, video)Base: People interviewed who access the internet 1220Question: 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 somethingabout 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 followingmethods 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? 29
  • 30. internet | BROWSINGreason for posting BY AGE GROUPour network 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 promotionsrelate to other people illUstrate something pUBlish WorK aBoUt personal life 60+ y.o. 12 60+ y.o. 6 60+ y.o. 10 45 to 59 y.o. 13 45 to 59 y.o. 12 45 to 59 y.o. 11 35 to 44 y.o. 14 35 to 44 y.o. 8 35 to 44 y.o. 11 25 to 34 y.o. 28 25 to 34 y.o. 16 25 to 34 y.o. 12 16 to 24 y.o. 39 16 to 24 y.o. 26 16 to 24 y.o. 21 12 to 15 y.o. 41 12 to 15 y.o. 27 12 to 15 y.o. 19Question: 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 somethingabout 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 followingmethods 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? 30
  • 31. internet | BROWSINGreason for posting BY AGE GROUPour network 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 promotionseXpress an opinion on some caUse, participate in promotionscompany, prodUct or service 60+ y.o. 16 60+ y.o. 17 45 to 59 y.o. 12 45 to 59 y.o. 4 35 to 44 y.o. 5 35 to 44 y.o. 3 25 to 34 y.o. 8 25 to 34 y.o. 4 16 to 24 y.o. 10 16 to 24 y.o. 5 12 to 15 y.o. 3 12 to 15 y.o. 3Question: 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 somethingabout 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 followingmethods 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? 31
  • 32. internet | BROWSINGcontent sharingthe network spreads 12 years old or more Usually share content online 70% 16 years old or more AUGUST/09 APRIL/10 69% 69%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 32
  • 33. internet | BROWSINGcontent sharingthe network spreads Young people share more 78 80 66 56 60 51 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.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 33
  • 34. internet | BROWSINGtype of content sharedspreads photos12 years old or more | Stimulated and multiple Women 12 to 24 y.o. 12 to 24 y.o. 47 33 31 11 13 5 Photos Text Video Comments about Audio Presentation something posted on (Power Point) the internetQuestion: 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 34
  • 35. internet | BROWSINGmethods of sharingthe network spreads Internet users share as much today as 6 months ago, but through fewer methods16 years old or more | Stimulated and multiple 12 years old or more | Stimulated and multiple Orkut 54 Grade School and High School 48 45 MSN 45 42 40 E-mail 41 Class AB 32 34 YouTube 20 13 12 Communities and groups 8 5 5Sending content to news sites 5 5(such as photos, text, videos) 6 Twitter 3 5 5 Chat rooms 5 3 3 Blog / personal site 7 3 3 Facebook 2 3 3 Forums 3 2 2 Skype 3 2 2 Someone else’s blog/site 2 2 2 Your personal photolog 4 2 AUG/09 APR/10 2Question: 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 35
  • 36. internet | BROWSINGmethods of sharing by age groupthe network spreads E-MAIL ORKUT MSN YOUTUBE 46 7 22 13 39 21 27 7 32 29 26 3 37 41 35 8 30 61 52 18 22 65 52 20 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.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 36
  • 37. internet | BROWSINGmethods of sharing by genderthe network spreads WOMEN MEN 11 15 34 29 46 38 53 44 YouTube E-mail MSN OrkutQuestion: 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 37
  • 38. internet | BROWSINGPOSTING CONTENT ON mass MEDIATHE NETWORK PARTICIPATES internet Users popUlation People who usually send 17% 10% content to mass media vehiclesQuestion: 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 38
  • 39. internet - Shopping -
  • 40. internet | SHOPPINGlessons learnedThe influence of the internetand its users on shopping has beengrowing in the country.—Fear of not receiving the purchasedgoods is the main barrier for theusers who never purchasedanything online. 40
  • 41. internet | SHOPPINGONLINE SHOPPING HABIT16 years old or more AUG/09 APR/10 16 years old or more | Evolution 5 Usually shop online Once a month (12.0) 5 aUgUst/09 april/10 Once every three months (4.0) 6 21% 25% 6 + 4 p.p. Once every six months (2.0) 4 4 Once a year (1.0) 4 Average: 4.2 times per year 6 Less than once a year (0.5) 2 3 Does not shop online 79 _Mostly younger _Classes D/E 75 _Grade SchoolQuestion: Do you usually shop online? / How often do you shop online?Base: People interviewed who access the Internet – see methodology 41
  • 42. internet | SHOPPINGONLINE SHOPPING HABIT12 years old or more Once a month (12/year) 5 APR/10 _23% of internet users usually shop online Once every three months (6/year) 5 (But 41% feel more apt to buy they started using the internet...) Once every six months (2/year) 4 _Tendency to shop online increases with age, education Once a year 6 and income Average: 4.2 times per year Less than once a year 3 _Internet users 45 to 59 years old shop most and most often Does not shop online 77Question: Do you usually shop online? / How often do you shop online?Base: People interviewed who access the Internet – see methodology 42
  • 43. internet | SHOPPINGWHAT DO YOU BUY ONLINE12 years old or more | Stimulated and multiple Electronics 11 Books 6 Appliances 5Clothes, shoes and accessories 5 CDs, DVDs and/or games 4 Travel Toys 1% 1% Sporting goods 2 Mobile / telephone Health and/or beauty items, medication 1% 1% 2 Health and/or beauty items, medication 1% IT products Furniture, interior decoration items, home appliances 1%Question:What do you usually buy online?Base: People interviewed who access the Internet – see methodology 43
  • 44. internet | SHOPPINGWHY DON’T YOU SHOP ONLINE 77% of internet users don’t usually shop onlinedo not shop online | Stimulated and multiple Fear of not receiving the product / delayed delivery 33 _12 to 34 y.o. _Classes ABC Because I can’t try it out, see it, test it hands on 28 NOT A SURE THING Medo de clonagem do cartão, de outras pessoas usarem meus dados /dados pessoais 23 _College education _35 to 44 y.o. I don’t have a credit/debit card 10 It would be hard to exchange or return the product 10 I can’t be sure the company really exists 9 There’s nothing that interests me / what I usually buy is not available online 8 For issues relating to safety/trust in the company/website (unspecified) 6Question:Why don’t you usually shop online?Base: People interviewed who access the Internet – see methodology 44
  • 45. internet | SHOPPINGdoes online research before buying at storeShopping at brick and mortar stores also has online component MAR/09 AUG/09 APR/10 14 percentage points in one year 30 35 44Question: 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 beforebuying 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 45
  • 46. internet | SHOPPINGdoes online research before buying at storeShopping at brick and mortar stores also has online component MAR/09 AUG/09 APR/1016 years old or more | Stimulated and multiple 12 years old or more | Stimulated and multiple 18 e stores website 20 22 22 Large shopping sites such as 12 Submarino, Americanas, Buscapé, WalMart, Casas Bahia, etc 12 21 22 10 The habit is more Sites of competing stores 10 13 14 marked the higher the income and 7 level of education Product or service brand site 9 11 11 9 11 Sites specializing in that type of product or service 7 10 70 _60 y.o. or more Does not research online before buying at store 56 65 55 _Classes D/E _Grade SchoolQuestion: 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 beforebuying 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 46
  • 47. internet | SHOPPINGinternet users’ influence on shopping16 years old or more | Evolution 12 years old or more 14 percentage points VIRTUAL WORD in 6 months OF MOUTH The more internet users 48% Take it into account are well educated and have higher income, the more they will consider other 33 47 consumers’ opinions posted online when making a purchase AUG/09 APR/10Question: 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 47
  • 48. NEW CHAPTERinternet - Media Transversality -
  • 49. internet | MEDIA TRANSVERSALITYlessons learned60% of internet users have substituted the traditional platform (TV, radioor movies) for the internet when watching or listening to shows or movies. 49
  • 50. internet | MEDIA TRANSVERSALITYconsuming content from outside the webmy gridStimulated and multiple 60% of internet users 12 to 24 y.o. Class AB have substituted 12 to 24 y.o. Class AB College Education the traditional platform (TV radio 12 to 24 y.o. or movies) for the Class AB internet when watching or listening to shows or movies 38 Watch soap operas, movies, 39 Listen to radio programs 27 Watch a movie on the internet - In all three cases, the practice is more common among younger and higher income users newscasts, reality shows, sports on the internet instead of instead of watching the same events or series on the internet listening to the same program movie in the theater instead of watching that same on the radio itself show on TVQuestion: 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 insteadof watching the same movie at the theater? Base: People interviewed who access the Internet – see methodology 50
  • 51. New chapterinternet - News Consumption -
  • 52. internet | NEWS CONSUMPTIONlessons learnedBrazilians 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. 52
  • 53. internet | NEWS CONSUMPTIONPreferred mediaseeing is believingpopUlation 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%) 59TV 22 Internet 8 Radio 6 Printed newspaper 2 MagazineQuestion: 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 53
  • 54. internet | NEWS CONSUMPTIONPreferred mediajust like north americansWhere people got neWs yesterday | Americans 18 years of age or older TV75 68 JORNAL 56 56 57 58 RADIO ONLINE ONLINE (INCLUDING50 54 47 44 SOCIAL NETWORKS, E-MAIL, PODCASTS 43 35 34 34 AND MOBILE DEVICES) 24 3425 29 31 0 91 94 96 98 00 02 04 06 08 10PEW Research Center June 8-28, 2010 54
  • 55. internet | NEWS CONSUMPTIONPreferred media BY AGE GROUPclicking is believing Preference for the internet increases the younger the users get. And preference for the radio increases as users get older.popUlation MAGAZINE NEWSPAPER RADIO INTERNET TV 1 7 14 2 73 1 7 13 7 68 1 8 8 12 69 2 7 8 24 57 3 7 5 37 47 3 1 2 51 43 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.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 55
  • 56. internet | NEWS CONSUMPTIONPreferred mediaseeing is believinginternet Users Even internet users prefer to get their news from the television - Classes AB The younger, wealthier and more 12 to 15 y.o. #1 in preference educated the internet users, the more Ens. Superior they prefer the internet for news 45TV 40 Internet 7 Radio 4 Printed newspaper 2 MagazineQuestion: 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
  • 57. internet | NEWS CONSUMPTIONPreferred media on the internetsearching is believing Search engines are the internet’s main news source12 years old or more | Stimulated and multiple 55 Search engines 51 Social Networks 37 Portals (IG, Yahoo, 33 News sites 25 Printed media sites 20 Station sites 7 Blogs (Google) (YouTube, Orkut, UOL, MSN, Terra, (newspapers and (TV and Radio) Twitter) Globo.com etc.) magazines/editorials)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 57
  • 58. internet | NEWS CONSUMPTIONPreferred media on the internetCHANGING is believing _People under 24 get their information mainly on socialStimulated and multiple networks and search engines 90 _Portals and printed media sites gain relevance as users get older 80 SOCIAL NETWORKS PORTAIS 70 _Most mentions of blogs and station sites come from people 60 over 60 PRINTED 50 SEARCH ENGINES MEDIA SITES SEARCH ENGINES (GOOGLE) 40 NEWS SITES PRINTED MEDIA SITES (NEWSPAPER 30 AND MAGAZINE/EDITORIALS) SOCIAL NETWORKS (YOUTUBE, 20 ORKUT, TWITTER) STATION SITES (TV AND RADIO) 10 PORTALS (IG, YAHOO, UOL, MSN, 0 TERRA, GLOBO.COM, ETC)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. BLOGQuestion: 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 58
  • 59. internet | NEWS CONSUMPTIONpreferred Media on the internetCHANGING is believing Portals are more relevant among peopleStimulated and multiple with better education 70 60 PORTALS SOCIAL NETWORKS 50 40 SEARCH ENGINES SEARCH ENGINES (GOOGLE) 30 NEWS SITES PRINTED MEDIA SITES (NEWSPAPER 20 AND MAGAZINE/EDITORIALS) SOCIAL NETWORKS (YOUTUBE, ORKUT, TWITTER) 10 STATION SITES (TV AND RADIO) PORTALS (IG, YAHOO, UOL, MSN, 0 TERRA, GLOBO.COM, ETC) Grade School High School College BLOG EducationQuestion: 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 59
  • 60. new chapterelectronic games
  • 61. eletronic gameslessons learned4 out of 10 Brazilians have the habit ofplaying electronic games.—Brazilians 12 to 15 y.o. are the heavyuser group for electronic games in thecountry.—The player population is younger andhas more males than that of internetusers. Internet users, on the otherhand, are wealthier and bettereducated. 61
  • 62. eletronic gameslessons learnedBrazilians most often play electronicgames on their mobile phones.-Wealthier people play online and onthe computer. Less wealthy people tendto use their mobiles or play offline.-Soccer is the most popular electronicgame in the country.-The games market sustains itselfthanks to only 15% of the electronicgamers in the country. 62
  • 63. eletronic gameshabit of playing12 years old or more | Stimulated and multiple internet Users 4 out of 10 Brazilians have the habit of playing electronic games - 42% Younger men and with higher income play more platforms 66% MOBILE 29% COMPUTER 27% VIDEOGAME (TRADITIONAL) 23% VIDEOGAME (PORTABLE) 6%Question: Do you usually play games on ____ ?Base: Sample total – see methodology 63
  • 64. eletronic gameshabit of playing by age groupYounger people play a lot more 3 60+ y.o. 15 45 to 59 y.o. 28 35 to 44 y.o. 48 25 to 34 y.o. 70 16 to 24 y.o. 90 12 to 15 y.o.Question: Do you usually play games on ____ ?Base: Sample total – see methodology 64
  • 65. eletronic gamesgaming platform by class_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 DE CLASS C CLASS AB 2 5 11 9 22 34 18 29 36 10 25 45 Portable videogame (console and/or portable) Videogame Mobile ComputerQuestion: Do you usually play games on ____ ?Base: Sample total – see methodology 65
  • 66. eletronic gamesplace for playingHome is the main place for playing, in all platformsStimulated and multiple 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 Class DE 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 15 0 1 2 home, at work, at school, on the street 15% play on their mobiles At the rental/game/videogame store - - 2 0 on the go Other 1 1 - - Base: People interviewed who play electronic games 958Question: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 66
  • 67. eletronic gamesplaying frequencyMobile is the most used platform COMPUTER MOBILE VIDEOGAME VIDEOGAME (TRADITIONAL) (PORTABLE) _60 y.o. or more _Classes AB _Men Average (days/week): 2,9 3,6 _12 to 15 y.o. _60 y.o. or more 2,8 2,6 _Men _16 to 24 y.o. 22 31 19 17 8 12 10 7 27 23 24 27 25 20 27 27 7 5 8 7 6 4 6 9 5 4 5 6 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 monthQuestion: 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 onyour mobile? (650 interviews) / According to this card, how often do you normally play traditional videogames? (512 interviews) / According to this card, how often do younormally play portable videogames? (144 interviews) // Base: People interviewed who play on each platform 67
  • 68. eletronic gamestime onlineVideogame is the platform with the COMPUTER MOBILEhighest average of playing hours per day VIDEOGAME VIDEOGAME (TRADITIONAL) (PORTABLE)Average (hours/day): 2,1 1,3 2,5 1,9 2 1 2 3 3 1 5 3 10 6 18 4 49 28 52 50 36 64 23 40 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 dayQuestion: 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 normallyplay games on your mobile? (650 interviews) / According to this card, how often do you normally play traditional videogames? (512 interviews) / According to this card, howoften do you normally play portable videogames? (144 interviews) // Base: People interviewed who play on each platform 68
  • 69. eletronic gamesonline or offline?Stimulated and multiple 91% of players play offline Women 12 to 34 y.o. Grade School/High School Classes CDE Men 12 to 15 y.o. Grade School/High School College Education Classes AB Classes AB 35 to 59 y.o. 61 46 46 9 On the mobile On a videogame (console and/ On the computer Dont usually play offline or portable: PSP, Nintendo, DS, Xbox,Wii, etc)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 69
  • 70. eletronic gamesonline or offline?Stimulated and multiple 48% play electronic games online computer: 43% Women 35 to 59 y.o. Class DE 12 to 15 y.o. Men Classes AB 12 to 15 y.o. College Education Classes AB 31 24 14 11 52 Computer, on Computer, a game Mobile On a videogame Dont usually play online internet sites installed in my computer (console and/or portable: PSP, Nintendo, DS, Xbox, Wii, etc)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 70
  • 71. eletronic gamesonline or offline?online offlineWealthier players play more Lower income players play moreon the computer and online on the mobile and offline 4 15 27 10 13 47 15 16 73 29 69 27 47 64 44 52 56 54 Class DE Class C Class AB Class DE Class C Class AB VIDEOGAME (CONSOLE AND/OR PORTABLE) MOBILE COMPUTERQuestion: 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 71
  • 72. eletronic gamesgame typethe country of electronic soccer Soccer (ex. FIFA, Pro Evolution Soccer,Winning Eleven) 27 _Men _Grade School Racing (ex. Gran Turismo, Need for Speed) 15 _Class DE _Grade School Board and card games (ex. Solitaire, Chess) 10 _Women _45 to 59 y.o. _College education _Classes ABC Jigsaw puzzle/ Puzzles (ex. Bejeweled, Tetris) 9 _Women Adventure (ex. Monkey Island, Sam & Max) 9 Shooters (ex. Call of Duty, Counter Strike) Music (ex. Rock Band, Guitar Hero) 4% 3% Action (ex. God ofWar, Bayonetta) 7 Simulator (ex. Flight Simulator, The Sims) 3% Exercising games (ex. Wii Fit, EA Sports Active) 2% Fighting (ex. Street Fighter IV, Soul Calibur) 6 Exercising games (ex. Wii Fit, EA Sports Active) 2% Other sports (ex. NBA, NHL, NFL, Table Tennis, etc) 1% Strategy (ex. Command and Conquer, Civilization) 5 Horror (ex. Silent Hill, Resident Evil) 1% Games on social networks (ex. Farmville,MafiaWars) 1% War (Day of Defeat) 5 RPG (ex. Final Fantasy, Dragon Quest) 1%Question: According to this card, which type of electronic game do you play the most?Base: People interviewed who play electronic games – see methodology 72
  • 73. eletronic gamesHow the game is obtained Don’t pay for 81% electronic games - 19% pay for most of their electronic gamesQuestion: 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 73
  • 74. eletronic gamesHow the game is obtained81% don’t pay for electronic gamesStimulated and multiple Women Grade School/High School Classes CDE Men Men College Education Classes AB College Education Classes AB 36 29 22 19 2 I get the games my I borrow from I download without I get into networked Computer games / operator gives me on relatives and/or paying on le game sites without paying that are already on the my mobile friends sharing sites (stay connected) computerQuestion: 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 comewith 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: Peopleinterviewed who play electronic games – see methodology 74
  • 75. eletronic gamescomo obtém o jogoOnly 19% pay for most of their electronic gamesStimulated and multiple Non-official 7 7 4 3 2 1 1 I buy them at stores on I buy them from I buy them from I pay to get into I buy over the I pay for playing at I buy over the the street / mall / street side endors my operator over networked game internet on Internet cafes / game internet on foreign magazine insert (non-official) the mobile sites (stay connected) Brazilian web sites stores / rental stores web sitesQuestion: 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 thatcome 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 75
  • 76. eletronic gamesHow the game is obtained12 years old or more | Stimulated and multiple For free 15% - Only 15% of Brazilian electronic gamers get their games via an official paid channelQuestion: 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 76
  • 77. sample profile
  • 78. sample profile12 YEARS OLD OR MOREeconomic classification and avg. incomeeconomic classification | 2008 Criteria POPULATION INTERNET USERS CLASS AB 28% 43% 38% PLAY ELECTRONIC GAMES 4 6 5 24 37 33 49 47 48 23 10 13 A B C D/Eaverage monthly family income | Gross 72 65 69 10 11 9 5 6 5 3 5 3 1 3 1 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.Base: Sample total / People interviewed who access the Internet / People interviewed who play electronic games – see methodology 78
  • 79. sample profile12 YEARS OLD OR MOREGENDER, AGE AND EDUCATIONgender edUcation POPULATION INTERNET USERS PLAY ELECTRONIC GAMES 49 52 57 51 48 43 49 27 35 40 54 53 11 19 12 Men Masculino Women Feminino Grade School Fundamental High School Médio College Superiorage 36 ANOS 27 ANOS 25 ANOS 10 16 20 22 35 37 21 25 24 18 14 12 17 8 6 12 2 1 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.Base: Sample total / People interviewed who access the Internet / People interviewed who play electronic games – see methodology 79
  • 80. sample profile12 YEARS OLD OR MOREOCCUPATION POPULAÇÃO INTERNAUTAS JOGAM JOGOS ELETRÔNICOS 63 66 61 20 25 21 16 10 13 7 7 8 5 6 4 5 5 4 2 3 2 1 1 1 0 1 7 5 7 5 EAP* Contracted Freelancer/ Non Civil servant Self Businessperson Intern / Self Unemployed employee temp contracted Employed apprentice Employed (looking for employee (Deducts SS) (with pay) (w/College work) Education) 37 34 39 16 27 32 9 1 1 9 4 4 1 1 1 Non EAP* Student only Retired only Homemaker Unemployed only (not looking for work)Base: Sample total / People interviewed who access the Internet / People interviewed who play electronic games – see methodology 80
  • 81. internet | NEWS CONSUMPTION12 YEARS OLD OR MOREOCCUPATION 36% of the population over 12, 54 million people, usually access the internet and play electronic games accesses the internet 36% and plays electronic 18% only accesses the internet 6% only plays electronic games does not access the internet or play games 40% 81
  • 82. lessons learned
  • 83. lessons learnedinternet | accessBrazilians 12 to 15 years old are theheaviest internet users in the country.—The Brazilian “digital divide” ishaving internet access at home.—In the last 6 months, home accessonly grew in Class AB. 83
  • 84. lessons learnedinternet | browsingBrazilians think that life has improvedthanks to the internet.—Orkut is the main platform for inclusionof own content and for content sharingamong Brazilian internet users.—Internet users share as much today as 6months ago, but through fewer methods.—People over 60 are interested in postingcontent on the internet in order toparticipate in promotions. 84
  • 85. lessons learnedinternet | media transversality60% of internet users have substituted the traditional platform (TV, radioor movies) for the internet when watching or listening to shows or movies. 85
  • 86. lessons learnedinternet | news consumptionBrazilians 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 learnedinternet | shoppingThe influence of the internet and itsusers on shopping has been growingin the country.-Fear of not receiving the purchasedgoods is the main barrier for the userswho never purchased anything online. 87
  • 88. lessons learnedinternet | electronic games4 out of 10 Brazilians have the habitofplaying electronic games.—Brazilians 12 to 15 y.o. are the heavyuser group for electronic games in thecountry.—The player population is younger andhas more males than that of internetusers. Internet users, on the other hand,are wealthier and better educated. 88
  • 89. lessons learnedinternet | electronic gamesBrazilians most often play electronicgames on their mobile phones.—Wealthier people play online and onthe computer. Less wealthy people tendto internet|electronic games use theirmobiles or play offline.—Soccer is the most popular electronicgame in the country.—The games market sustains itselfthanks to only 15% of the electronicgamers in the country. 89
  • 90. f/raDaR 7th Edition | April 2010