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HÁBITOS E COMPORTAMENTO
DOS USUÁRIOS DE REDES SOCIAIS NO BRASIL
2013
HABITS AND BEHAVIOR
OF SOCIAL MEDIAUSERS IN BRAZIL
2013
Despite the importance of internet
access at home,
The access via mobile phone
anywhere is the second
main source for 53.9% of
respondents.
It is the main
access source for
10.7%
Basis: 650 questionnaires.
/elifemonitor @elife_br elife.com.br
LOCATIONS OF INTERNET ACCESS
The access via mobile phone or smartphone is almost
as frequent as the access through desktop and
notebook.
74.7% 65.7% 61.8%
Basis: 650 questionnaires.
/elifemonitor @elife_br elife.com.br
DEVICES WITH INTERNET ACCESS
Internet access is very frequent:
54.0% access it at least 30 hours per week.
34.8% access it over 40 hours per week.
Despite the high frequency of
internet access through mobile
phones, few hours are spent
weekly with this device. 55.1%
surf the web up to 10 hours.
Even with a lower percentage of people
accessing the internet through tablets,
those who do spend more hours online.
46.5% surf up to 20 weekly hours.
Basis: 650 questionnaires.
/elifemonitor @elife_br elife.com.br
INTERNET ACCESS
Today, Facebook is the national preference:
It is the social network with the highest percentage of
registers and use. 81.6% point it as the social network they
use the most in 1st place.
The social networks with the most
highlight were Google+ and LinkedIn.
Google+ had a 14 point increase in registers in
relation to the past research, and 10 percentage
points in use.
LinkedIn has an increase of 21 percentage points in
registers and 5 percentage points in use.
The most decreased social
network is Orkut.
Orkut has decreased 18
percentage points in registers
and 14 percentage points in use.
Today, the network is greatly
used for online games.
Basis: 650 questionnaires.
/elifemonitor @elife_br elife.com.br
REGISTER AND USE OF SOCIAL NETWORKS
Basis: 650 questionnaires.
/elifemonitor @elife_br elife.com.br
SOCIAL NETWORK HIGHLIGHTS
The latest trend in networks is Instagram.
This is the service with the most recent users:
22.0% registered in the photo service in the 3
months prior to the research.
If added to Pinterest, both photo services received 33.3% of
recent users, showing the great potential of networks focused
on images.
Basis: 650 questionnaires.
/elifemonitor @elife_br elife.com.br
SIMULTANEOUS USE OF MEDIA
71.1%
Watch TV while using
the internet
50.5%
Listen to the radio
while using the
internet
20
percentage
point
increase from
previous year
12
percentage
point
increase from
previous year
The simultaneous use of media increases every year.
Basis: 650 questionnaires.
/elifemonitor @elife_br elife.com.br
CUSTOMER SERVICES 2.0
Social networks were the 4th most used channel
to talk to companies.
Half of those surveyed got in touch with a company in
the last 6 months through this channel.
66.9%
follow company, product
and services pages and
profiles in social networks
for customer services
when needed.
Basis: 650 questionnaires.
/elifemonitor @elife_br elife.com.br
RELATIONSHIP WITH BRANDS ON FACEBOOK
93.3% like companies,
products or service pages
on Facebook.
They like them to get latest news
and support brands they admire.
48.5% Admired brand(s) more
after liking them on Facebook
Know more about other
researched themes in the
complete version of the study.
More:
Crossed by sex, age, region and social class.*
*When the number of questionnaires
for crossing is relevant.
METHODOLOGY
RESPONDENTS’ PROFILE
PLACES AND DEVICES FOR INTERNET ACCESS
PLACES FOR INTERNET ACCESS
DEVICES FOR INTERNET ACCESS
WEEKLY HOURS OF INTERNET ACCESS
ACTIVITIES MADE ON THE INTERNET
(crossings by social class and age and region zones*)
USE OF MOBILE DEVICES
POSSESSION AND MOBILE PHONE TYPE
WEEKLY HOURS OF INTERNET ACCESS THROUGH
MOBILE PHONE/SMARTPHONE
PREFERRED ACTIVITIES ON MOBILE
PHONE/SMARTPHONE
WEEKLY HOURS OF INTERNET ACCESS THROUGH TABLET
PREFERRED ACTIVITIES ON TABLET
(crossings by social class and age and region zones*)
SIMULTANEOUS USE OF MEDIA AND SOCIAL TV
SIMULTANEOUS USE OF MEDIA
SOCIAL TV AND SECOND SCREEN
REGISTER, USE AND USE MOTIVATION OF SOCIAL
MEDIA
REGISTERS IN SOCIAL MEDIA SITES
USE OF SOCIAL MEDIA SITES
TRENDING SOCIAL MEDIA SITES
PROFILE OF MAIN SOCIAL MEDIA SITES USERS
MOTIVATION OS USE OF THE MAIN SOCIAL MEDIA SITES
(crossings by social class and age and region zones*)
CUSTOMER SERVICES 2.0
CUSTOMER SERVICES CHANNELS
MOTIVATION OF SOCIAL MEDIA USE FOR CUSTOMER
SERVICES
RELATIONSHIP WITH BRANDS IN SOCIAL MEDIA
MOTIVATION FOR RELATIONSHIP WITH BRANDS IN
SOCIAL MEDIA
RELATIONSHIP WITH FANPAGES ON FACEBOOK
RELATIONSHIP WITH ADS ON FACEBOOK
*When relevant.
INDEX OF COMPLETE VERSION
Rua Pamplona, 518 ǀ 4° andar
CEP: 01405-000 ǀ São Paulo ǀ Brasil
Mobile: (+55) 11 8215 3297
Landline: (+55) 11 2339 4928 r.21
More information about the complete study:
viviane.delvaux@elife.com.br
158 Pamplona st | 4° floor
São Paulo, SP | 01405-000 | Brazil
Mobile: (+55) 11 98773-4073
Landline: (+55) 11 2339 4928 r.15

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  • 1. HÁBITOS E COMPORTAMENTO DOS USUÁRIOS DE REDES SOCIAIS NO BRASIL 2013 HABITS AND BEHAVIOR OF SOCIAL MEDIAUSERS IN BRAZIL 2013
  • 2. Despite the importance of internet access at home, The access via mobile phone anywhere is the second main source for 53.9% of respondents. It is the main access source for 10.7% Basis: 650 questionnaires. /elifemonitor @elife_br elife.com.br LOCATIONS OF INTERNET ACCESS
  • 3. The access via mobile phone or smartphone is almost as frequent as the access through desktop and notebook. 74.7% 65.7% 61.8% Basis: 650 questionnaires. /elifemonitor @elife_br elife.com.br DEVICES WITH INTERNET ACCESS
  • 4. Internet access is very frequent: 54.0% access it at least 30 hours per week. 34.8% access it over 40 hours per week. Despite the high frequency of internet access through mobile phones, few hours are spent weekly with this device. 55.1% surf the web up to 10 hours. Even with a lower percentage of people accessing the internet through tablets, those who do spend more hours online. 46.5% surf up to 20 weekly hours. Basis: 650 questionnaires. /elifemonitor @elife_br elife.com.br INTERNET ACCESS
  • 5. Today, Facebook is the national preference: It is the social network with the highest percentage of registers and use. 81.6% point it as the social network they use the most in 1st place. The social networks with the most highlight were Google+ and LinkedIn. Google+ had a 14 point increase in registers in relation to the past research, and 10 percentage points in use. LinkedIn has an increase of 21 percentage points in registers and 5 percentage points in use. The most decreased social network is Orkut. Orkut has decreased 18 percentage points in registers and 14 percentage points in use. Today, the network is greatly used for online games. Basis: 650 questionnaires. /elifemonitor @elife_br elife.com.br REGISTER AND USE OF SOCIAL NETWORKS
  • 6. Basis: 650 questionnaires. /elifemonitor @elife_br elife.com.br SOCIAL NETWORK HIGHLIGHTS The latest trend in networks is Instagram. This is the service with the most recent users: 22.0% registered in the photo service in the 3 months prior to the research. If added to Pinterest, both photo services received 33.3% of recent users, showing the great potential of networks focused on images.
  • 7. Basis: 650 questionnaires. /elifemonitor @elife_br elife.com.br SIMULTANEOUS USE OF MEDIA 71.1% Watch TV while using the internet 50.5% Listen to the radio while using the internet 20 percentage point increase from previous year 12 percentage point increase from previous year The simultaneous use of media increases every year.
  • 8. Basis: 650 questionnaires. /elifemonitor @elife_br elife.com.br CUSTOMER SERVICES 2.0 Social networks were the 4th most used channel to talk to companies. Half of those surveyed got in touch with a company in the last 6 months through this channel. 66.9% follow company, product and services pages and profiles in social networks for customer services when needed.
  • 9. Basis: 650 questionnaires. /elifemonitor @elife_br elife.com.br RELATIONSHIP WITH BRANDS ON FACEBOOK 93.3% like companies, products or service pages on Facebook. They like them to get latest news and support brands they admire. 48.5% Admired brand(s) more after liking them on Facebook
  • 10. Know more about other researched themes in the complete version of the study. More: Crossed by sex, age, region and social class.* *When the number of questionnaires for crossing is relevant.
  • 11. METHODOLOGY RESPONDENTS’ PROFILE PLACES AND DEVICES FOR INTERNET ACCESS PLACES FOR INTERNET ACCESS DEVICES FOR INTERNET ACCESS WEEKLY HOURS OF INTERNET ACCESS ACTIVITIES MADE ON THE INTERNET (crossings by social class and age and region zones*) USE OF MOBILE DEVICES POSSESSION AND MOBILE PHONE TYPE WEEKLY HOURS OF INTERNET ACCESS THROUGH MOBILE PHONE/SMARTPHONE PREFERRED ACTIVITIES ON MOBILE PHONE/SMARTPHONE WEEKLY HOURS OF INTERNET ACCESS THROUGH TABLET PREFERRED ACTIVITIES ON TABLET (crossings by social class and age and region zones*) SIMULTANEOUS USE OF MEDIA AND SOCIAL TV SIMULTANEOUS USE OF MEDIA SOCIAL TV AND SECOND SCREEN REGISTER, USE AND USE MOTIVATION OF SOCIAL MEDIA REGISTERS IN SOCIAL MEDIA SITES USE OF SOCIAL MEDIA SITES TRENDING SOCIAL MEDIA SITES PROFILE OF MAIN SOCIAL MEDIA SITES USERS MOTIVATION OS USE OF THE MAIN SOCIAL MEDIA SITES (crossings by social class and age and region zones*) CUSTOMER SERVICES 2.0 CUSTOMER SERVICES CHANNELS MOTIVATION OF SOCIAL MEDIA USE FOR CUSTOMER SERVICES RELATIONSHIP WITH BRANDS IN SOCIAL MEDIA MOTIVATION FOR RELATIONSHIP WITH BRANDS IN SOCIAL MEDIA RELATIONSHIP WITH FANPAGES ON FACEBOOK RELATIONSHIP WITH ADS ON FACEBOOK *When relevant. INDEX OF COMPLETE VERSION
  • 12. Rua Pamplona, 518 ǀ 4° andar CEP: 01405-000 ǀ São Paulo ǀ Brasil Mobile: (+55) 11 8215 3297 Landline: (+55) 11 2339 4928 r.21 More information about the complete study: viviane.delvaux@elife.com.br 158 Pamplona st | 4° floor São Paulo, SP | 01405-000 | Brazil Mobile: (+55) 11 98773-4073 Landline: (+55) 11 2339 4928 r.15