Brazilian internet users behaviour patterns in social media

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The survey Brazilian internet users behaviour patterns in social media aimed to find out for the first time who are the most active Brazilians in social media, which services they use the most, their motivation and what is the services’ relevance as an information source.

Transcript of Brazilian internet users behaviour patterns in social media

  • 1. Use and behavioral habits of Brazilian internet users in social media October 2009
  • 2. The research Use and behavior habits of Brazilian internet users in social media has managed to discover first hand who are the active Brazilians in social media. We also discovered which tools they use the most, the specific role of each and their relative influence as an information source.
  • 3. Use and behavior habits of Brazilian internet users in social media Who we interviewed?
  • 4. Who we interviewed? METHODOLOGY E.Life has developed, in association with InPress Porter Novelli, a questionnaire related to the users use and behavior in social media . The questionnaire was sent to profiles monitored by E.Life in the second semester of 2008 and first semester of 2009 and these users were encouraged to send the research to their friends. The research was held during the months of August and September of 2009 and a total of 1,277 sample base were applied.
  • 5. Who we interviewed? Gender: Age * TIC household classification. Basis: 1,277 sample base Family income*: Average: 28 years old
  • 6. Who we interviewed? 30.9% of the interviewed are from the city of Sao Paulo 9.6% are from the city of Rio de Janeiro 4.9% are from Belo Horizonte Geographic distribution of respondent Base: 1,277 sample base
  • 7. Who we interviewed? Of those who work: 16.9% work in Marketing/Communication Agencies 7.3% work with Internet Services/ Software Development Education: Work and study: Basis: 1,277 sample base
  • 8. Who we interviewed? Performance in social media: Basis: 1,277 sample base Among the social services that you use, which one do you consider being the primary service? As we observed in other E.Life projects, the social media service used by internet users reflects distinct behavioral patterns. e.g. those who use Orkut search and behave in a different way from Twitter users. Twitter 38.5% Orkut 26.9% Blogs 14.2% E-mail groups 3.6% Facebook 3.1% YouTube 2.7% Windows LiveSpaces 2.7% LinkedIn 2.1% Flickr/ Fotolog 1.6% Forums 0.9% Others 3.6%
  • 9. Who we interviewed? Mass media used at least once a week? Basis: 1,277 sample base 74.2% read newspapers at least once a week 72.2% listen to the radio at least once a week 85.6% watch TV at least once a week 70.2% watch cable TV at least once a week 77.3% read magazines at least once a week
  • 10. Our respondents are young people with high incomes who live in the main urban capitals .
  • 11. Use and behavior habits of Brazilian internet users in social media habits Internet use
  • 12. Internet use habits The respondents are internet heavy users. People who use services like blog hosting or microblogs spend more time online. 63.2% of Twitter users **and 44.7% of bloggers ** are online more than 41 hours per week. 28.8% of Orkut users **are online less than 16 hours per week. How many hours do you spend on the internet per week? Basis: 1,277 sample base **Answerers whose main social media service is Twitter, Blog and Orkut, respectively.
  • 13. Internet use habits From which device do you access the internet? * (RM) *Three most used devices. **Answerers whose main social media service is Twitter. Basis: 1,277 sample base Appart from home and at work access, the percentage of access through 3G, WAP or Wi-Fi by mobile phones was significant. Mobile phones (which includes smartphones and iPhones) are used to access the internet by 42.6% of the respondents. Netbooks are also used by 6.3% of the participants. 51.0% Of Twitter users** access the internet through their mobile phones.
  • 14. A large proportion of users spend over 40 hours a week on the internet. A ccess to the internet through mobile phones was significant.
  • 15. Use and behavior habits of Brazilian internet users in social media habits Social media use
  • 16. Social media use habits In which online services/social media do you have an account/login? (TOP 15 - RM) *As it was the first attempt in a self-filling questionnaire, the percentage may be inflated **Service pointed spontaneously by 1.2% of the respondents Basis: 1,277 sample base Orkut is the service which has the higher number of accounts among the respondents. Twitter ranks second, with 80.1% of participants among the respondents. Facebook has the fifth highest number of accounts.
  • 17. Social media use habits Among the services in which you have an account, which do you use the most? * *Three most used services. Basis: 1,277 sample base When asked which was the most used service, Twitter ranked first. Facebook is the fifth most used service among the respondents.
  • 18. Social media use habits Among the services selected as the most used, how frequently do you use them? Twitter basis: 868 sample base. Orkut basis: 806 sample base. YouTube basis: 367 sample base. Blogspot basis: 331 sample base.
  • 19. Social media use habits Among the reasons below, which one(s) made you use this service? (RM) Twitter basis: 868 sample base. Orkut basis: 806 sample base. YouTube basis: 367 sample base. Blogspot basis: 331 sample base. Information is the main attraction in Twitter. Besides twitting, respondents use it specially to read news and search for information of their interest . 27.8% state that they use it to complain about products.
  • 20. Social media use habits Among the reasons below, which one(s) made you use this service? (RM) Twitter basis: 868 sample base. Orkut basis: 806 sample base. YouTube basis: 367 sample base. Blogspot basis: 331 sample base. Maintaining contact with friends is the main attraction on Orkut, followed by meeting new people. 20.0% research on products and services in Orkut.
  • 21. Social media use habits Among the reasons below, which one(s) made you use this service? (RM) Twitter basis: 868 sample base. Orkut basis: 806 sample base. YouTube basis: 367 sample base. Blogspot basis: 331 sample base. YouTube attract those who look to have fun and want information on leisure and entertainment . 26.2% publish their own content.
  • 22. Social media use habits Among the reasons below, which one(s) made you use this service? (RM) Twitter basis: 868 sample base. Orkut basis: 806 sample base. YouTube basis: 367 sample base. Blogspot basis: 331 sample base. Besides being a way to publish your own content , blogspot is a source of information and news for the respondents. 20.5% of the respondents research on products and services on blogs.
  • 23. Social media use habits In the last three months, did you create an account in a new online/social media service? Which one? (TOP 12 - RM) Basis: 1,277 sample base In the last three months, Twitter was the service with the highest number of new accounts among the respondents. 43.6% claim to have created an account in this period. Facebook and LinkedIn were other recently adopted services.
  • 24. Today, Orkut and Twitter are the most adopted and recognised services by the internet users interviewed. Although, the motivations for use are different: Twitter keeps the internet user informed, Orkut keeps the user connected to their social network.
  • 25. The most used services are influential in forming an opinion on products and services .
  • 26. Social media use habits Which activities have you done on the internet? (RM) Basis: 1,277 sample base
  • 27. Social media use habits Basis: 1,277 sample base *Basis of those who own blogs: 836 sample base 65.5% of the people interviewed own a blog currently 34.1% own more than one blog (9.3% own 3 blogs)* 2 years is the average existence of a main blog* b b b Out of the bloggers*: 30.3% have up to 100 daily visitors. 20.7% have from