F/Radar - Edition 10

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F/Radar - Edition 10

  1. 1. DATAFOLHA august 2011F / R A D A R 10 10th Edition
  2. 2. 2 F/RADAR 10th EDITION 5 years in the service of questions Methodical exactness aimed at the limited to contacting interviewees by that, in 2007, uncovered a new potential of contents going viral online creative and independent observation phone and asking whether they owned phenomenon in popular culture: was also a target of F/Nazca’s radar, as of both culture and consumption a computer. In the case of F/Radar, the the Calypso Band, whose independent was online gaming. The study has also transformations in Brazil. Based on this questionnaires are applied in person, distribution model left it out of the dissected, for the first time, the internet premise, 5 years ago F/Nazca decided in high traffic areas, and concentrate music industry’s metrics. The survey habits of those born in the Internet Era to invest in its own nationwide study, in on internet access habits, regardless also found the extent of piracy practices when it extended the study to Brazilians partnership with Datafolha. Ever since, of computer ownership. In just a few in the country when it determined that between the ages of 12 and 15, in April the intense scrutiny of the questionnaires months, the number of internet users 53% of the AB class had purchased of 2010. Finally, with a careful look at applied from major cities to the distant “jumped” by almost 20 million. It was and continued purchasing bootleg mobile internet access habits and the villages of the Amazon has contributed absolute proof of the inadequacy of the CDs and DVDs. power of brands in social networks F/ to the understanding of phenomena that methodologies applied so far and the Radar reaches its tenth edition poised to are very dear to the advertising world. confirmation of a decisive factor in The same spirit of disbelief destroyed continue propagating knowledge on the With the internet as its epicenter, the digital inclusion: the internet cafe. the myth that online dating is just for subjects that most intrigue the consumer study reinvented itself with each F/Radar made its first contribution nerds, when it determined that 38% of market in Brazil. As a rule, the results of biannual edition, following the rapid to understanding the digital revolution Brazilians knew someone who had had sex the study are published on the agency’s changes in Brazilian consumer behavior. in Brazil. with someone they met online. The study website: www.fnazca.com.br. also quantified the internet’s strength not That’s how F/Radar, the survey’s given With each semester, what followed were only as a means of consumption, but in its name, managed to be the pioneer in elucidations and lessons that fueled not influence on traditional commerce, when defining the country’s digital map. Until only the agency’s campaigns and clients, it found that 15% of Brazilians checked August 2008, surveys conducted by the but also the market in general, including online before making purchases at brick major market analyses institutes were the press and academia. It was F/Radar and mortar stores. Over these 5 years, the
  3. 3. MethodologyInternet SampleProfile .internet.br .MOBILE LIFE .NETWORKED LIFE .NETWORKED BRANDS .NETWORKED MEDIA CHANNELS .DIGITAL CONSUMPTION
  4. 4. 4 METHODOLOGY
  5. 5. 5 T ECH NIQ UE Quantitative survey, applying questionnaires in high traffic locations. S CO P E Nationwide. UNIV ERS E Brazilian population over 12 years of age, from all economic classes. Source: IBGE (2010 Census) 155.132.205 residents* F IEL D DAT E Study done on August 16 and 17, 2011. *For the first time, the sample was designed based on the 2010 Census which generated negative oscillations in the internet access results (still within the margin of error), because the new IBGE data revealed the Brazilian population had aged more than had been projected.METHODOLOGY
  6. 6. 6 SAMPLE 2.200 INTERVIEWS (PLUS 300 INTENTIONAL*) 159 BRAZILIAN MUNICIPALITIES — MARGI N OF ER R OR — NORTHEAST ± 2% ±3% FOR TOTAL NUMBER OF INTERNET USERS AND ±4% FOR MOBILE INTERNET USERS — LEVEL OF CONFIDENCE — 16% 28% 95% NORTH/MIDWEST The sample was defined based on 2010 IBGE census information and considers: . STRATIFICATION BY STATE AND BY CITY SIZE; 37% Metropolitan 42% SOUTHEAST regions . RANDOM SELECTION OF THE CITIES; . RANDOM SELECTION OF STUDY LOCATIONS. 63% Country- side (capital cities + other cities) 14% *In order to ensure a comfortableMETHODOLOGY SOUTH margin of error in the analysis of mobile internet user data, 300 intentional For reading the sample total, the data was interviews were conducted in this uni- weighted according to the weights of the verse alone (in addition to the 2,200 during the probabilistic phase), later Brazilian regions, so as to be representa- adjusted to the total sample according tive of the universe being studied. to the Brazilian population profile.
  7. 7. 7 INTERNET INTERNET.BR
  8. 8. 8 78 million internet users Access habits 54% 52% 54% 50% 12 YEARS OLD OR OLDER — E VOLUTI ONAL — AUGUST 2011 SOCIAL CLASS AGE EDUCATION AB 77 12 to 15 y.o. 83 Grade School 25 C 49 16 to 24 y.o. 84 High School 70 DE 17 25 to 34 y.o. 60 College 92 35 to 44 y.o. 42 REGION 45 to 59 y.o. 24 South 51 60+ y.o. 7 Southeast 54 North/ 49 Midwest Northeast 43 Metropol. Reg. 64 Countryside 41I N T E R N E T. B R (STIMULATED AND UNIQUE) Question: Do you usually access the internet _____ (LOCATION STIMULUS)? Base: Sample total – See methodology. APR.10 NOV.10 APR.11 AUG.11
  9. 9. 9 Access Frequency 12 YEARS OLD OR OLDER APR.10 NOV.10 APR.11 AUG.11 — E VOLUTI ONAL — HEAVY: 60% MEDIUM: 30% LIGHT: 10% Frequency increases with income and education. WEEKLY ACCESS: 90% Average: 5 days/week 38 43 40 50 11 11 14 10 21 21 21 18 16 14 15 12 5 3 4 4 7 4 4 4 3 3 2 2 E V E R Y D AY 4 T O 6 D AY S 2 T O 3 D AY S ONCE A WEEK ONCE EVERY ONCE A LESS THAN A WEEK A WEEK TWO WEEKS ONCE A MONTHI N T E R N E T. B R ( 7. 0 ) (1.0) MONTH (5.0) (2.5) (0.5) (0.25) (0.01) (STIMULATED AND UNIQUE) Question: According to this card, how often do you normally use the internet? Base: People interviewed who access the Internet – See methodology.
  10. 10. 10 Access Frequency DAILY ACCESS In the last 4 months the number or people who 16 YEARS OLD OR OLDER access the internet daily has — E VOLUTI ONAL — increased as much as it did in the three previous years. 32% 38% 32% 37% 38% 44% 41% 50% APR.08 AUG.08 MAR.09 AUG.09 APR.10 N O V. 1 0 APR.11 AUG.11I N T E R N E T. B R (STIMULATED AND UNIQUE) Question: According to this card, how often do you normally use the internet? Base: People interviewed who access the Internet – See methodology.
  11. 11. 11 Accessing on the go ACCESS LOCATIONS 29.5 MILLION BRAZILIANS ACCESS ON THE GO 12 YEARS OLD OR OLDER AV E R A G E O F L O C AT I O N S U S E D Internet cafes APR.10 2 dropped 7 points, but continue being NOV.10 - the main access loca- tion for classes CDE, APR.11 3 among young people Mobile devices jumped between 12 and 15, 11 points in 16 months and AUG.11 3 in the Northeast and already are the second most North/Midwest. popular access method in (STIMULATED AND MULTIPLE) Question: Do you usually access the internet the country. ___________ (LOCATION STIMULUS)? Base: Sample total – See methodology. 27 28 30 28 31 28 29 22 8 11 12 19 25 22 24 20 12 13 13 12 11 12 11 10 6 7 7 5I N T E R N E T. B R AT H O M E PA I D I N T E R N E T MOBILE DEVICES AT R E L AT I V E S ’ O R AT W O R K AT S C H O O L O R AT F R E E O R P U B L I C ACCESS POINTS SUCH (MOBILE PHONE, FRIENDS’ HOMES COLLEGE/UNIVERSITY INTERNET ACCESS AS INTERNET CAFES SMARTPHONE, POINTS PDA, ETC.)
  12. 12. 12 INTERNET MOBILE LIFE
  13. 13. 13 Accessing on the go ACCESS LOCATIONS 12 YEARS OLD OR OLDER MOBIL E AC C ESS AM ON G INTE RNET USER S 29.5 million Brazilians are used to accessing mobile internet. 38%MOBILE LIFE (STIMULATED AND MULTIPLE) Question: Do you usually access the internet _____ (LOCATION STIMULUS)? Base: Sample total – See methodology.
  14. 14. 14 Accessing on the go ON THE PHONE 12 YEARS OLD OR OLDER The mobile phone is the main platform 74% CONVENTIONAL 37% MOBILE 5% TABLET for mobile MOBILE MODEM PORTABLE COMPUTER IN access. PHONE AND WHICH YOU SMARTPHONE PLUG INTO THE TABLET FORM COMPUTER, LIKE 3G 22 million Brazilians connect using the phone.MOBILE LIFE (STIMULATED AND MULTIPLE) Question: Do you usually access the internet _____ (LOCATION STIMULUS)? Base: Interviewees who access the internet via mobile device.
  15. 15. 15 Accessing on the go ACCESS FREQUENCY 12 YEARS OLD OR OLDER MOST FREQUENT 7 in 10 mobile internet users access the internet every day (not necessarily only using a mobile device). 69%MOBILE LIFE (STIMULATED AND MULTIPLE) Question: Cross-reference between daily access frequency and the habit of accessing mobile internet. Base: Mobile internet users – See methodology.
  16. 16. N EW16 Q U Accessing on the go ES TI O N MOBILE AND PRE-PAID 12 YEARS OLD OR OLDER 8 in every 10 people who access on the go do so with pre- paid plans. COLLEGE EDUCATION: 69% 79%MOBILE LIFE (STIMULATED AND UNIQUE) Question: Is your internet package pre-paid or monthly? Base: Interviewees who access the internet via mobile device.
  17. 17. N EW17 Q U Accessing on the go ES TI O N MOBILE AND LIVE 12 YEARS OLD OR OLDER 3 in every 10 people who access on the go have posted content about something happening at that exact moment. THE PRACTICE REOCCURS MORE OFTEN AMONG THE WEALTHIER 32% AND IS SIMILAR BETWEEN PRE-PAID AND MONTHLY PLAN USERS. (STIMULATED AND UNIQUE) Question: Have you ever commented, published, postedMOBILE LIFE and/or shared anything online at the exact moment you were experiencing it, such as a picture at a concert, a picture of a traffic accident, a phrase said at a lecture, or event you were attending? Base: Interviewees who access the internet via mobile device.
  18. 18. N EW18 Q U Accessing on the go ES TI O N MOBILE PURCHASES 12 YEARS OLD OR OLDER Approximately 5 million Brazilians 16% 83% HAS MADE A PURCHASE HAS NEVER MADE A have bought something THROUGH A MOBILE PURCHASE THROUGH A via mobile internet. DEVICE MOBILE DEVICE THE PRACTICE IS MORE COMMON 6% 6% 5% 4% 3% AMONG THOSE OLDER THAN 45 AND WITH HIGHER LEVELS OF EDUCATION Store websites (Walmart, Strictly online Product or Group purchase Online auction Casas Bahia, Carrefour, purchase websites service brand site websites and/or websites (Olho (STIMULATED AND UNIQUE)MOBILE LIFE Americanas, etc.) purchase clubs no Click, Sold, Question: Have you ever purchased anything through the (Peixe urbano, E-Bay, Mercado mobile internet on your mobile phone, smartphone, mobile Bananarama, Livre, etc). broadband, tablet, etc? On which of these? Any device other Clube Urbano, than those listed on the card? Base: Interviewees who access the internet via mobile device. Groupon, etc.)
  19. 19. 19 INTERNET NETWORKED LIFE
  20. 20. 20 Social network access INTERNET USERS 12 YEARS OLD OR OLDER 39% of those 87% of those AV E R A G E S O C I A L N E T W O R K S U S E D — E VOLUTI ONAL — on Orkut use on Facebook NOV.10 2 Facebook. use Orkut. APR.11 2 72.5 million AUG.11 3 people -7 p.p. -8 p.p. 91% of those on Twitter use Orkut, while 69% use Facebook. +19 p.p. of Internet users connect 93% to some social 80 78 73 74 69 66 14 21 33 17 19 9 9 8 1 network.NETWORKED LIFE * ** (*) Attribute (**) Attribute (STIMULATED AND MULTIPLE) stimulated starting stimulated starting Question: Do you access any of the social networks on the card? Which ones? Any others? Any more? April/2011. August/2011. Base: People interviewed who access mobile Internet – See methodology.
  21. 21. 21 73% 73% Social network access 12 YEARS OLD OR OLDER — AU GUST 2011 — 95% 42% of internet users who access at home and/ or work connect to 23% some social networkNETWORKED LIFE 52.3 MILLION PEOPLE (STIMULATED AND MULTIPLE) Question: Do you access any of the social networks on the card? Which ones? Any others? Any more? Base: People interviewed who access the Internet – See methodology. TWITTER FACEBOOK MSN ORKUT
  22. 22. 22 Accessing on the go 14.5 million people SOCIAL NETWORK ACCESS of Internet 12 YEARS OLD OR OLDER — E VOLUTI ONAL — Mobile internet users are more present on social networks. 49% users connect to Facebook. 80 78 49 30 13 2NETWORKED LIFE (STIMULATED AND MULTIPLE) Question: Do you access any of the social networks on the card? Which ones? Any others? Any more? Base: People interviewed who access mobile Internet – See methodology.
  23. 23. 23 Social network profiles — AU GUST 20 11 — Facebook is the most elite social network on the internet. ECONOMIC CLASSIFICATION | BRAZIL CRITERIA AB EDUCATION COLLEGE C HIGH SCHOOL DE GRADE SCHOOL 40 52 8 54 42 4 53 45 2 45 49 6 17 57 26 32 52 16 24 51 25 23 53 23NETWORKED LIFE ORKUT FA C E B O O K TWITTER MSN ORKUT FA C E B O O K TWITTER MSN (STIMULATED AND MULTIPLE) Question: Do you access any of the networks on the card? Which ones? Any others? Any more? Gender: all of the stimulated social networks Base: People interviewed who access each of the networks – See methodology. are equally frequented by men and women.
  24. 24. 24 Social network profiles — AU GUST 20 11 — The age profile AGE 12 TO 15 Y.O. 16 TO 24 Y.O. 25 TO 34 Y.O. of social networks 35 TO 44 Y.O. 45 TO 59 Y.O. 60+ Y.O. users is very similar: the majority of users, on all of them, are between 16 and 24 years of age. Twitter is the youngest social network: 67% are between 12 and 24 years of age. 16 40 25 12 6 1 16 42 24 10 7 0 23 44 18 8 6 0 17 40 25 12 6 1NETWORKED LIFE (STIMULATED AND MULTIPLE) Question: Do you access any of the networks on the card? Which ones? Any others? Any more? Gender: all of the stimulated social networks Base: People interviewed who access each of the networks – See methodology. are equally frequented by men and women.
  25. 25. 25 INTERNET NETWORKED BRANDS
  26. 26. N EW26 Q U The talk of the town ES TI O N THE INTERNET IS NICE INTERNET USERS (50%) 12 YEARS OLD OR OLDER 26% of internet users have cited brands on social networks. THE PRACTICE IS MOST COMMON AMONG USERS 11% 8% 7% 7% 74% BETWEEN 35 AND 44 YEARS OF To compliment To share content To participate To complain about Did not commentNETWORKED BRANDS and/or recommend published by the in a promotion a brand, company, AGE, FROM CLASS AB AND WITH a brand, company, brand, company, service, promotion HIGHER EDUCATIONAL LEVELS. service, promotion service, promotion and/or commercial and/or commercial and/or commercial. (STIMULATED AND MULTIPLE) Question: Have you ever talked about and/or commented on a brand, company, product and/or service on a social or relationship network? For what reason mentioned on this card did you comment and/or talk about a brand, company, product and/or service on a social or relationship network? Any other not listed on the card? Base: People interviewed who access the Internet – See methodology.
  27. 27. N EW27 Q U The talk of the town ES TI O N CELEBRITIES ONLINE ACCESS SOCIAL NETWORKS 12 YEARS OLD OR OLDER 20% of those who Orkut is the main channel for brand following. use social networks follow or are fans of brands in that environment. 12% 7% 6% 3% THE PRACTICE IS MORE COMMONNETWORKED BRANDS AMONG YOUNGER USERS. 14.5 million people (STIMULATED AND MULTIPLE) Question: Do you follow, or are you a fan of any brand, company, product and/or service on social networks? According to this card, on which social networks do you follow, or are a fan of a brand, company, product and/or service? Any other social network not mentioned on the card? Base: People interviewed who access social networks – See methodology.
  28. 28. N EW28 Q U The talk of the town ES 32% TI O N 30% CELEBRITIES ONLINE 12 YEARS OLD OR OLDER 23% 21% Twitter and Facebook users are more likely to be virtual fans of brands. Access each of the social networks.NETWORKED BRANDS (STIMULATED AND MULTIPLE) Question: Do you follow, or are you a fan of any brand, company, product and/or service on social networks? According to this card, on which social networks do you follow, or are a fan of a brand, company, product and/or service? Any other social network not mentioned on the card? Base: People TWITTER FACEBOOK interviewed who access one of the social networks – See methodology. MSN ORKUT
  29. 29. N EW29 Q U Why follow? ES TI O N CELEBRITIES ONLINE INTERNET USERS WHO FOLLOW A BRAND 12 YEARS OLD OR OLDER BECAUSE I LIKE THE BRAND, COMPANY, PRODUCT AND/OR SERVICE 43% Respect for TO STAY UP TO DATE ON LAUNCHES, NEW ITEMS AND NEWS 42% the brand is TO FIND MORE INFORMATION 30% what most counts when TO PARTICIPATE IN PROMOTIONS 25% it comes to BECAUSE IT OFFERS ME RELEVANT CONTENT AND/OR SERVICE 24% following it. BECAUSE IT’S A TRENDY BRAND 19%NETWORKED BRANDS TO HAVE ACCESS TO DISCOUNTS AND/OR OFFERS 18% (STIMULATED AND MULTIPLE) TO COMPLAIN 5% Question: For which of these reasons do you follow or are a fan of brands on social and relationship networks? Any other? Base: Interviewees who follow a brand, company, products and/or service on social networks. - 287 interviews.
  30. 30. 30 INTERNET.NETWORKED MEDIA CHANNELS
  31. 31. 31 My grid ONLINE CONSUMPTION OF OFFLINE CONTENT (STIMULATED AND UNIQUE) Question: Do you usually watch soap operas, movies, newscasts, reality shows, sports events or series on the internet instead of watching that same show on TV? Do you 38% of internet users refrain from watching or 12 YEARS OLD OR OLDER usually listen to a radio show on the internet rather than listening to that same show on the listening to shows or movies on TV, radio or movie radio? Do you watch movies on the internet instead of watching that same movie at the — E VOLUTI ONAL — theaters to consume them on the internet. movie theater or renting, buying it on DVD or blu-ray? Base: People interviewed who access THE PRACTICE IS MOST COMMON the Internet – See methodology. AMONG THOSE BETWEEN 16 AND 25 24 YEARS OF AGE FROM CLASS AB. 25 21 20NETWORKED MEDIA CHANNELS 19 18 LISTEN TO A RADIO SHOW ON WAT C H A S O A P O P E R A O R M O V I E . WAT C H A M O V I E O N T H E I N T E R N E T. T H E I N T E R N E T. I N S T E A D O F N E W S B R O A D C A S T. R E A L I T Y S H O W. I N S T E A D O F WAT C H I N G T H AT S A M E L I S T E N I N G T O T H AT S A M E SPORTING EVENT OR SERIES ON THE M O V I E AT T H E M O V I E T H E AT E R O R SHOW ON THE RADIO I N T E R N E T, R AT H E R T H A N WAT C H I N G RENTING/BUYING IT ON DVD OR THEM ON TV B L U - R AY
  32. 32. N EW32 Q U YouTube is my grid ES TI O N WHERE TRADITIONAL TV IS CONSUMED 12 YEARS OLD OR OLDER TV channel websites are in first place only among 6 in every 10 internet users abstain those older than 35. from watching TV shows on TV and do so on the internet via YouTube.NETWORKED MEDIA CHANNELS 4 4 face - twitter/ 8 orkut 24 FREE DOWNLOAD 48 TV CHANNEL WEBSITES 60 youtube book twitcam OF TV CONTENT STILL MOST COMMON AMONG THOSE (STIMULATED AND MULTIPLE) BETWEEN 12 AND 24 YEARS OF AGE. Question: On which of these media do you usually watch content on the internet instead of watching that same content on TV? Base: Interviewees accustomed to watching soap operas, movies, newscasts, reality shows, sports events or series on the internet instead of watching that same show on TV – See methodology.
  33. 33. N EW33 Q U My grid ES TI O N WHY CONSUME TRADITIONAL TV ONLINE For 56% the option is made because they can’t 12 YEARS OLD OR OLDER watch the shows at the times they are broadcast.NETWORKED MEDIA CHANNELS 12 16 16 16 16 16 BECAUSE BECAUSE I CAN BECAUSE S OME - BECAUSE I I ’ D R AT H E R BECAUSE 32 I C A N ’ T WAT C H I T 36 WHEN I MISS THE SHOW I DON’T WAT C H J U S T O N E S AW I T A N D D O N ’ T H AV E WAT C H I T AT IT’S MORE AT T H E T I M E I T A I R S H AV E T O T H E PA R T S O F RECOMMENDED THE CHANNEL ANOTHER TIME C O M F O R TA B L E . WAT C H T H E THE SHOW THE IT T H AT B R O A D - I C A N TA K E COMMER- INTEREST ME CASTS IT THE COMPUTER CIALS WHEREVER I WA N T. H O W E - V E R I WA N T (SPONTANEOUS AND MULTIPLE) Question: Why do you usually watch content on the internet instead of watching that same content on TV? Base: Interviewees accustomed to watching soap operas, movies, newscasts, reality shows, sports events or series on the internet instead of watching that same show on TV – See methodology.
  34. 34. 34 INTERNET.DIGITAL CONSUMPTION
  35. 35. 35 The same consumers ONLINE SHOPPING HABITS Number of virtual buyers hasn’t 16 YEARS OLD OR OLDER increased in 16 months. — E VOLUTI ONAL —D I G I TA L C O N S U M P T I O N 21% aUg.09 25% APR.10 30% nov. 1 0 23% aPr.11 24% aUg.11 (STIMULATED AND UNIQUE) Seasonality Question: Do you usually shop online? Base: People interviewed who access the Internet – See methodology.
  36. 36. 36 The same consumers 31 28 24 ONLINE BUYING HABITS (BY AGE) 12 YEARS OLD OR OLDER 22% of internet users over the age of 12 make 19 Older people buy more purchases online. OLDER, CLASS AB, COLLEGE EDUCATED 12D I G I TA L C O N S U M P T I O N 17 million virtual OLDER THAN 60 YEARS OF AGE: INSUFFICIENT BASE consumers FOR STATISTICAL ANALYSIS (STIMULATED AND UNIQUE) Question: Do you usually shop online? 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. Base: People interviewed who access the Internet – See methodology.
  37. 37. 37 What is bought online N O v. 1 0 12 YEARS OLD OR OLDER aPr.11 aUg.11 — E VOLUTI ONAL — 11 12 10 5 8 7 5 5 6 6 7 5 4 453 233 223 1 23 1 1 2 1 1 2D I G I TA L C O N S U M P T I O N ELECTRONICS CLOTHES, APPLIANCES BOOKS TELEPHONE CD, DVD SPORTING IT PRODUCTS TRAVEL HEALTH AND/ TICKETS SHOES AND AND/OR MOBILE GOODS OR BEAUTY FOR MOVIES, ACCESSORIES PHONES ITEMS, CONCERTS, MEDICATION EVENTS (*) Attribute stimulated starting August/2011. (SPONTANEOUS AND MULTIPLE) Question: What do you usually buy online? Base: People interviewed who access the Internet – See methodology.
  38. 38. F / R A D A R 10 thank you.

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