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Behavioral habits in the use of Social Media by Brazilian users - 2012

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Behavioral habits in the use of Social Media by Brazilian users - 2012

  1. 1. Behavioral habits in theuse of Social Media byBrazilian usersM AY 2 0 1 2
  2. 2. The research on users habits and behavior ofBrazilians in Social Media intends to show whatusers think about the social networks that theyaccess and how they use them.Analysis structure and the social networksstudied were chosen according to theinterviewees answers, reflecting the most usedand more interesting social networks for theseusers.
  3. 3. METHODOLOGYE.Life created a questionnaire with questions relatedto the use and behaviour of social networksusers, which was spread in social networksspecially through Twitter and Facebook.The research was conducted during the period fromnovember 2011 to february 2012 fulfilling a totalof 1.316 questionnaires.
  4. 4. General HabitsThe users...Behavioral habits in the use of SocialMedia by Brazilian users
  5. 5. ... access Internet from home.In which places do you usually access the Internet (%)?* A broad access to internet from home is one of the most remarkable characteristics of Social Media users.... use more mobile devices. [What kind of devices do you usually use to access the internet (%)?** Multiple Answer. Base: 1.316 questionnaires.
  6. 6. ... stay online for a long timeHow many hours a week do you spend in the Internet (%)?* Social media users are in general still described by the great amount of hours spent online (heavy users).... are online and offline at the same time.Which other activities do you usually do while online?* It might indicate that social network users are changing their habits and consuming online the same contents available on TV. (Sharing films and TV series, Netflix, etc).* 1,7% of non-answered questionnaires. Base: 1.316 questionnaires.
  7. 7. ... want to be closer.* Multiple Answer. Base: 1.316 questionaires
  8. 8. ... use different social networks to connect. In the last 3 months, have you signed up to any social network?* Despite Brazil being Facebook „s second major user base, in the last three months Facebook 58,1% YES** achieved an amount of new users similar to Google+, 40,5% NO which aims to be one of its main competitors. ** Multiple Answer.*1,4% of non-answered questionnaires. Base: 765 questionnaires.Base: 1.316 questionnaires. ... look for practicality. Do you access social networks using applications?** 68,0% YES** From 2011 to 2012 app users proportion has increased to double the amount. 31,7% NO ** Multiple Answer. Base: 895 questionnaires. **0,3% of non-answered questionnaires Base: 1.316 questionnaires.
  9. 9. Over the last three months, almost60% of interviewees sign up to anonline service or social network.
  10. 10. Social Networks Behavioral habits in the use of Social Media by Brazilian users
  11. 11. Brazilians are on…*Multiple Answer. Base: 1.316 questionnaires. Considered only those that sum more than 15 % of the answers.
  12. 12. However having an account doesn‟t mean they use it. Which social networks do you use more frequently (%)?**Multiple Answer. Base: 1.316 questionnaires. Considered only those that sum more than 15 % of the answers.
  13. 13. FA C E B O O K E R SHow social networks are used:Who is plugged into Facebook?Behavioral habits in the use of SocialMedia by Brazilian users
  14. 14. What‟s particular about Facebookers?Base: 1.169 questionnaires.
  15. 15. Habits of Internet usersHow many hours a week do you spend in the Internet (%)?* Two different profiles were detected: users that sign in just a few times and heavy users. In the research of 2011, only heavy users excelled. * 0,4% of non-answered questionnaires. Base: 1.169 questionnaires.In which places do you usually access the Internet (%)?** Broad access from home and from the office. ** Multiple Answer. Base: 1.169 questionnaires.What kind of devices do you usually use to access the internet (%)?** The number of mobile device users among Facebookers indicates that the internet is accessed from any place at any time, changing users behaviour by not being restricted to fixed places. 68,5% use applications to access Facebook. The most used ones are E-Buddy, Facebook for Android and for Iphone/Ipad. ** Multiple Answer. Base: 1.169 questionnaires.
  16. 16. TWITTERSHow social networks are used:Who is plugged into Twitter?Behavioral habits in the use of SocialMedia by Brazilian users
  17. 17. What‟s particular about Twitters?Base: 539 questionnaires.
  18. 18. Habits of Internet usersHow many hours a week do you spend in the Internet (%)?* Most of Twitter users are heavy users, probably because of its more dynamic structure. * 0,6% of non-answered questionnaires . Base: 539 questionnaires.In which places do you usually access the Internet (%)?** A bigger proportion of access from work could indicate that Twitter is used as a corporate tool (recruitment, customer relation management and information related to products and services). ** Multiple Answer. Base: 453 questionnaires.What kind of devices do you usually use to access the internet (%)?** Increase on the use of mobiles/smartphone from 44,8% in 2011 to 65,3% in 2012 among Twitter users. 71,6% use applications to access Twitter. The most used ones are the oficial app of Twitter, E-Buddy and Tweetdeck. ** Multiple Answer. Base: 539 questionnaires.
  19. 19. WINDOWS LIVE MESSENGERSHow social networks are used:Who is plugged into MSN?Behavioral habits in the use of SocialMedia by Brazilian users
  20. 20. What‟s particular about Messengers?Base: 453 questionnaires.
  21. 21. Habits of Internet usersHow many hours a week do you spend in the Internet (%)?* Between the 5 most used Social Networks, Windows Live is the second Network with less growth in the past three months, only behind Orkut The majority of the Messengers access the internet a few hours per week. * Base: 453 questionnaires.In which places do you usually access the Internet (%)?** Comparing to other social network users, Messengers have a less expressive access to the internet from work. ** Multiple Answer. Base: 453 questionnaires.What kind of devices do you usually use to access the internet (%)?** As it‟s shown in other networks, desktop still is the most used equipment to access the internet, followed by notebook and mobile/smartphone. ** Multiple Answer. Base: 453 questionnaires.
  22. 22. ORKUTERSHow social networks are used:Who is plugged into Orkut?Behavioral habits in the use of SocialMedia by Brazilian users
  23. 23. What‟s particular about Orkuters?Base: 417 questionnaires.
  24. 24. Habits of Internet usersHow many hours a week do you spend in the Internet (%)?* Even with a considerable high level of heavy users (17,5%), the majority of Orkuters use the internet less than 15 hours per week (35,7%), a tendency also perceived in the 2011‟s report. * 1,7% of non-answered questionnaires. Base: 417 questionnaires.In which places do you usually access the Internet (%)?** Like in others social networks, Orkuters do usually access the internet from home. Another highliht is the access from lan house (similar to na internet café) which is the highest between the analyzed networks. ** Multiple Answer. Base: 417 questionnaires.What kind of devices do you usually use to access the internet (%)?** Orkut users represent a lower proportion of access from smartphones and notebooks in comparison with other social networks. 62,8% use applications to access Orkut. The most used are Orkut for mobile and E-Buddy. ** Multiple Answer. Base: 417 questionnaires.
  25. 25. YOUTUBERSHow social networks are used:Who is plugged into You Tube?Behavioral habits in the use of SocialMedia by Brazilian users
  26. 26. What‟s particular about Youtubers?Base: 286 questionnaires.
  27. 27. Habits of Internet usersHow many hours do you use Internet per week (%)?* Internet heavy users proportion between Youtubers is as high as between Twitters, the highest among analyzed networks. *0,3% non-answered questionnaires. Base: 286 questionnaires.In which places do you usually access Internet (%)?** Youtubers tend to access the internet from work in the same proportion Facebookers do, only behind Twitter users. However their access from school/college is low, specially if compared to the other networks. * Multiple Answer. Base: 286 questionnaires.Which of the following devices do you usually use for accesing Internet (%)?** As it noticed in other social networks, Youtubers have a high percentage of internet access from mobile devices, mainly notebooks and mobile/smartphones. ** Multiple Answer. Base: 286 questionnaires.
  28. 28. SummaryUser habits in the main social networks (%):
  29. 29. SummaryUsers habits in the main social networks (%):
  30. 30. Mobile devicesMobiles/smartphones and tablets Behavioral habits in the use of Social Media by Brazilian users
  31. 31. The diversification of devices withaccess to Internet makes mobiles,netbooks and other portable devicesmore attractive to a wide range ofinterviewees and provides mobility tothe internet experience.
  32. 32. ProfileAbout users that access Internet from mobile/smartphone: **Base: 740 questionnaires.
  33. 33. Internet ContentFor users that access Internet from mobile/smartphone, the most wantedcontent is*: From 2010 to 2011 there was a rise in the access of social networks and email from mobiles. Maps and news content became less important to those users, which could indicate a change in the user‟s profile caused by the popularization of smartphones. * Multiple Answer. Base: 740 questionnaires.Mobile applicationsWhich applications are the most used?** The use of apps designed for a specific operation system shows Android’s predominance among interviewess that access the internet using mobiles/smartphones. Even though Apple‟s cost of acquisition is higher in Brazil than in other countries, apps designed for its system are second in preference. **Multiple Answer. Base: 619 questionnaires.
  34. 34. ProfileAbout users that access Internet from tablet: **Base: 151 questionnaires.
  35. 35. Main interestes in Social NetworksFor users that access Internet through tablets, the main interests in socialnetworks are: * For tablets users, their main interests in social networks are related to professional activities as well as to publish their personal content and reading news. Multiple Answer. Base: 151 questionnaires.Tablets in people‟s everyday The majority of interviewee s stated that tablet‟s possibilities regarding work, mobility and access to social networks would be essencial to their everyday. In relation to the word “tablet”. Base: 1.316 questionnaires.
  36. 36. Regardless its increasingpopularization, tablets are still mainlyfound between a highersocioeconomic market segment.
  37. 37. Consumers habits in the internet and social networks Behavioral habits in the use of Social Media by Brazilian users
  38. 38. Consumers habitsDo you shop online?* Online shopping is a habit of two out of three interviewees. For people with an university degree online shopping percentage increases up to 82,0%, while among users with medium education the percentage falls to 56,3%. *Multiple answer. Base: 1.316 questionnaires.Post Purchase
  39. 39. According to Google, Internet has changed thestages in the buying process. The stage of onlinedecision has been called Zero Moment of Truth(ZMOT), related to future buyers behavior, thosewho search for products, reviews in the Internet,compare prices and exchange information withfriends and known people before formalizing theact of buying. Our research has also found thatafter buying products or services users tend topublish their impressions and to expect acontinuous relationship with the brand.
  40. 40. Consumers and brands relations Facebook:74,0% “like” companies/brands fanpages3,7% “liked” for some time, but not anymore17,0% never “liked” a fanpage Base: 1.023 questionnaires. Multiple Answer. Base: 1.023 questionaires Twitter:54,1% follow companies/brands profiles6,2% followed, but not anymore13,3% never followed a company/brand profile Base: 794 questionnaires. Multiple Answer. Base: 794 questionaires
  41. 41. Three out of four Facebook users“like” fanpages and half of Twitterusers follow brands/companiesprofiles.
  42. 42. Monitorization and analysis of the word of mouth in Social NetworksRua Pamplona, 518 – Jardim PaulistanoSão Paulo, SP – Brasil – 01405-000Fone/Fax: +55 11 2339-4928www.elife.com.br

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