Born in the 2000 decade, this generation was born in a very crowded urban community. However, their life expectations are different from their parents. Economy growth and society wealth will help them reach a new level of life. For them, all technology is familiar and take for granted. Their families purchased all the technology we can imagine: PCs, flat screens, broadband Internet access, high end cell phones. Entertainment is at the Internet or Playstation, Wii, always playing the latest and coolest games. Only a small part of the entertainment is out of home, or on the TV set. If we consider that their literacy will be better than never before, and that their life achievements expectation are more ambitious, products in the future will need to be sophisticated and communications could be more elaborated (looking like Class A, perhaps). Nowadays, even the poorest family give a cell phone to this kids. For parents it is a matter of communication, for kids it is a symbolic tool: freedom and inclusion. They use mobile technology for music and games, enjoying only the embedded ones or the ones they can exchange via Bluetooth. This group is now digital, and they will be digital extroverts in the near future, always-on, updating their profile, dating online, communicating and entertaining themselves online as part of their daily routine. Mobile will play a great deal in their lives, considering that urban landscape and geography growth is bigger on the outskirt and traffic is heavy.
Meet Laura: Laura is 3 years old. She lives in Paraisópolis with mom, dad, 3 older brothers in a 30 square meters house. She is the first paulistana (born in the city of SP) in the family. They arrived 10 years ago, after a flood in their hometown in the northeast of Brazil. Her house has all sort of technologies, including games, cell phones, PC and lap top. She knows how to turn on the computer, and plays games on the Net.
This boy is 10years old. He lives in Paraisópolis with mom, dad, 3 older brothers in a 30 square meters house. She is the first paulistana (born in the city of SP) in the family. They arrived 10 years ago, after a flood in their hometown in the northeast of Brazil. His house has all sort of technologies, including games, cell phones, PC and lap top. He knows has his own Orkut & MSN account.
In the other photo, there is a Lan House in one of the poorest and most violent areas of Buenos Aires. It is Sunday afternoon, and the boys are palying a soccer game online, instead of doing it outside.
This group is technology enthusiasts. The Internet access is a door to a world of opportunities: from education to communicating with friends and families. This group is mobile centric, but the PC still plays a part on connection, especially when we think about education. Due to low literacy levels, this group is regarded as incredibly proficient on the Net, but actually they only use MSN and Orkut. Women are shy when playing games (they must be low level challenge), read and understand 3 to 5 thousand words, have little time to enjoy staying online. They work hard and go to college at night. Boys are more proficient on games. Since they are the first generation of native urban (name city here) or being in the urban slums since very young, they do not want to their parents’ destiny: a lifetime of underpaid, underestimated jobs. They want to take control of their lives. For women, the idea of making the path trough IT related jobs are still weak, but to young men it seems to be the way. Since NGOs and schools recognize the need to an IT related education, many of them offer digital literacy courses as a starter and undergrad schools offer certifications and programming courses. These low level courses open the door for better jobs, which will help people pay undergrad and post-grad courses in the future. Elkyres comes from a rural area. She is 24 and lives in São Paulo. Her parents decided to move to SP in order to improve their chances to get a better life. Elkyres had the chance to go to a public school. At the age of 16 she started to work as a made, but never droped out of school. Part of the money she made was to pay a IT course. Nowaadays she works as admin staff in a small firm. As you can see, she loves cell phones! She just bought this one, and it has TV, Orkut and MSN. However, not always she has credit to use all of this. She uses Orkut and MSN in a daily basis, and plays “Colheita Feliz” with friends that live in the neighbood, and are online too.
Sebastián is 19 years old, and lives in Mataderos, a slum area with 2.5 million people near Buenos Aires. He has a cell phone since he is 5 years old. His mom gave him in order to know where he was during the day. When he turned 10, his sister gave him a computer. He never goes out to play ball, he prefers computer games. Now he finished a programing course @ Programar. He is making 2.500 pesos a month! He plan to go to an undergrad IT course.
In this group, most couples have kids around 10 years old. Men and women work. However, the challenge of rising kids in an expensive city arises, and leads either men or women to become entrepreneurs. This is when technology comes to help. Men usually start their own Lan Houses using their savings to buy the first couple of computers. Some pay for the broadband, others don´t. However, making the business succeed is hard. Women ask for help from family and friends, and now they can go to ask for microcredit in banks. The Internet access business is constantly challenged by governments and market initiatives for digital inclusion, and the rising power to buy less expensive PCs. Then, this group of entrepreneurs has to improve their digital literacy in order to offer services, instead of selling Internet access. On the other hand, more women start to find out how to use their recently (5 years) acquired skills with technology. This is when MSN and Orkut start to play a role as e-commerce tools. They sell cosmetics, lingerie and clothes to people from their community that does not have time to come to the bricks-and-mortar shop. For this group credit is a challenge, but it is not a problem actually. They know the value of money, and do not trust loan institutions (IBI, others). They organize life around credit card limit, and personal savings.
They are originally from Bolivia. Now they have lived in Bue since 1980. Monica – in the right - is a single mom and is the CiberCafe owner.
After a long walk, these men (predominantly) found a way to get better payee. They do not aim social climbing like the Optimistic or Enthusiasts. They want a better life for themselves and significant others. From almost dead end jobs to administrative staff, they used education to reach better positions. Many found their way by learning IT related skills , and now pursue undergrad and post-grad courses to reach their goals. They have the highest income (as individuals) , and work all day in tech related jobs and/or with tech tools. They are not MSN or Orkut heavy users. Their main interests are on research and information. They use email as their main communication tool. This people still watch a lot of TV, but are digital literates and have the best reading –comprehension skills of all the groups. Enjoy health insurance from their employers. They are big spenders! Cosmetics and clothing are luxuries they afford, and provide to their significant others (women – body as a tool in a highly competitive market). Carlos, 27 is married. He works as admin staff at TIM, in SP. He is finishing his 2 year undergrad program in July and wants to continue study doing his post grad studies in IT. He knows his salary will double if he does that. Both use the Internet for research, do homework, purchase items. They buy expensive brands, and use 2 or more credit cards to do so. Their debt include house, car and expensive items for the newborn baby. His entertainment is online, or on the cell phone.
Ernesto is a 26 years old orphan. He lived long years (since he was 5) working hard to make enough to eat. 3 years ago he met PH15 program, and learned how to take digital pictures. Now not only he is a photography professor, but also won important international awards on photography. His exhibition in Germany was a sucess. He has fans on Facebook and his page is his sales point nowadays.
Nowadays they live in the urban slums but life was not always like this. Coming from different (always poor) parts of the country, they arrived with the hope of a better life. From the warm and less violent regions to the cold and violent urban landscape, they did all sort of underestimated and underpay job – cleaning lady, doorman, handyman, and the like. Considering the highly hierarchical SA society, they were regarded as “second class citizens”. The last 10 years of economic stability and growth helped them to build the way for their children, the 20 something Enthusiasts. For them, religion and religious products are relevant; watching TV and the cell phone is only a communication tool. They do not use PCs without assistance, but they know its value. Enjoy health insurance when their sons and daughters give them. Cosmetics and clothing are luxuries they can´t afford. AMYRIS answer: Is it worth to discuss about the "hard workers"? Yes, sure! They are illiterate and they use cell phones, they do complex tasks like scheduling things, creating and managing profiles.
You might think the new digital middle class is poor, and you might think the poor aren’t your customers. You would be wrong on both counts.
A 2009 study by Avenida Brasil Comunicações revealed that 69% of the credit cards in the country are owned by Brazilians with an income under R$1,700. Last year, the lower classes of Brazil – C, D and E – were responsible for R$ 111.8 billion in transactions, or approximately 52% of the total national volume.
Between 2000 and 2007, the total Mexican credit grew from 6.5% to 13%. In the Classe C (or middle class) the growth in the number of users went from 63 to 74% and in the Classe D+ (or low middle class) the change was from 41% to 61%. SOURCE: http://eleconomista.com.mx/notas-online/finanzas/2009/06/09/avanza-bancarizacion-mexico-visa
We are talking about the numbers of NGOs dedicated to ciber-education in Brazil and Argentina! Tradicional education in schools are boring, and high school students (the riskier drop outs) rather be at a Ciber class (PC assembling or programming) that taking tradicional high school classes. NGOs are fighting high school drop-out rate and fulfilling the desperate need for IT professionals by offering 3-4 month IT courses to 16-25 year olds from high risk areas. It is important to say that, students go these programs without even knowing what programming (as a word) means! They get into these programs and become fascinated. They start to learn how to learn by themselves, and through the web. Take tutorials, learn how to use Google translator. Some take Computer Based Trainning (CBT) courses online. When they find a job, many start to dream on going to undergrad schools in IT related courses. They know it is easier to get a well payed job in the IT field! Most educators @ NGOs are alumni from those programs.
The highly social nature of Latin American culture plays an important part in the rise of Social Networks in the region. Along with E-mail and IM, Social Networks offer an important way for users in the region to stay frequently. in touch with friends and family, both in their home country and abroad. The heavy penetration of Social Networking in this region is also playing an important role in facilitating the dissemination of other types of Web 2.0 content.
Orkut reaches 72% of all the Brazilian active internet users. According to Google Analytics, in April 2010 Orkut reached 30 million daily unique visitors. 70% of its users are younger than 34 years old. In June 2010, Orkut had 60.7% of all the visits to social networks in Brazil.
In 2007, between the first actions of the new governor of the Autonomous City of Buenos Aires, Mauricio Macri, it was an order to close those cyber centers. Because according to him, some critics to this social program affirmed that the children didn’t use to go and there was no relevant social impact. But at the same time, Macri planned to open 34 “Centers of Digital Inclusion" in his four years government, with the support of Telefónica, Microsoft and Dell, who would bring educational software and trained professionals. Five of those centers would be focused in the children and other five in approximate the new technologies to the elderly. According to the authorities, the 10 centers that will be working untill the end of 2008 will allow 2.400 to have access to the digital world, and this number will jump to 34 centers untill the end of 2011, attending more than 10.000 citiziens.
This was a social movement. Government wanted to charge 3% more of Internet services, there was a huge social movement not only done in social networks but also going directly to the Senate discussing why would government charge more for a need of all citizens.
The movement was basically in Twitter with the #internetnecesario it was the representation of all mexican users. They believe that Internet is not a product or a service, it´s a right for all citizens.
“If you want your opinion to be heard use #internetnecesario you are Internet”
In 2007, 12 Brazilian couriers used their mobile phones with camera to take pictures and make videos of bike and car accidents, bad road conditions, politician´s promises that never come true, etc… everything was published in real time in the website www.megafone.net/SAOPAULO with tags chosen by these city chroniclers of São Paulo. The project was later transformed in a documentary.
Mobile is huge in Latin America. This is certainly not a new insight and you likely have already heard it a lot. But let just review some interesting data...
Mobile penetration in Latin America and the Caribbean was approximately 80% in early 2009, well above the world average which was about 58%. With 458 million people owning a mobile phone in early 2009, Latin America and the Caribbean together hold approximately 12% of the world’s 3.97 billion mobile subscribers. Several countries, including Argentina, Jamaica, Uruguay, and Venezuela have passed the 100% penetration threshold.
The Bluetooth (or carrier circumventor) is another example. The guys in the slums buy fancy cells on stores (100 instalments to pay), or buy China fancy cell-like devices or even robbed ones. They don´t have money to buy services. Even more important is that young population want to do the same their Class A counterparts. Then they learned to use Bluetooth in the cell, and are migrating the behavior to the lap tops.
Cell phones are integrated in people´s life. They exist in their lives before the PC. They learned how to deal with digital through the clumsy cell phone navigation.
The most iliterate person knows how to use voice, SMS and the agenda. Some knows how to deal with profiles. Advanced users are around their 20-30 somethings, they know how to locate wireless lans, use the Internet. But they will not pay for Internet access via cells, it is tooooo expensive. & They play games during commuting.
From Amyris: “inthis picture you see Danl, 26 years old ARG, showing how he uses his cell phone bluetooth (BT) and how he learned to use BT in his lap top!
“Yesterday I interviewed the cab driver during my way to the hotel. He told me he has 2 cells, one from each carrier. The main reason is that some people has one brand and others uses other, including family members. Since some plans allow free calls, or less expensive calls for the same carrier, they learned how to figure cell phone carriers. In São Paulo I heard about family cell phone and business cell. It makes sense if we consider that some cab drivers work for cab cooperatives (which are business) and cell phones are part of the business tools.”
Story #2 - Bluetooth Game Transfer The guys have a "store" @ the train station entrance. They didn´t allow me to take their pictures, but allowed me to take a picture of the display where you can choose the game. They charge from 10 – 5 pesos depending on how many you buy, and transfer it on the street, via bluetooth.
SOURCES: AMIPCI / Internet Users2006 AMIPCI / Internet Users 2009 Ibope Net/Ratings September 2006 Ibope Net/Ratings April 2010 D’Alessio Argentina IROL Internet en la Argentina
grew from 28,40% to 53,40%, which shows that women are better prepared to start and maintain their own business. They consider that women are better prepared because they have higher literacy levels than men.
Essa tal de Classe C
Um Novo Olhar
Amyris Fernández, Profa.Dra.
Doutora em Ciências da Comunicação pela
Universidade Metodista - SBC (2007), com a tese: A
Comunicação Mediada por Interfaces Digitais: a interação
humana com os jogos digitais em celulares, onde
estudou a jogabilidade de games em aparelhos
celulares. Bolsa sanduíche durante o doutorado na
University of Copenhagen, no Center of Computer Games
Research em 2006. Mestrado em Comércio Eletrônico
pela University of Rochester, Estados Unidos de 97 a 99.
Consultora em usabilidade, trabalha com:Usabilidade e
Experiência do Usuário em meios digitais - games,
aparelhos celulares, TV Digital Interativa e softwares, bem
como comunicação em meios digitais.
Amyris Fernandez, Profa.Dra.