1.
Usage and behavioral
habits of Brazilian
internet users in social
media
March 2011
@elife_br
#elifehabitos

2.
The aim of the study Usage and behavioral
habits of Brazilian internet users in social
media was to find out what are the habits of
??
Brazilians when using the Internet and social media
combined with other media.
In social networks, the following was analyzed: places
and support for access, time of use, most used apps and
the tendency of growth of some networks to the
? ?
detriment of others, as well as their specific use.
?
The influence of social networks as a source of
information for the purchase decision process was also
analyzed.

3.
Methodology
E.Life has elaborated a structured form that approached the use and
behavior of the Brazilian internet user on the internet and social
networks.
The application was specially made with social network users, in
Twitter and Facebook.
The study was available online from November 2010 to January 2011
and 945 questionnaires were self applied in the period.
The data was examined by PNAD 2008, on the basis of internet access
in the past three months.

4.
Who was interviewed?

5.
Who was interviewed?
Sex (%): Age (%):
Up to 18 years old 9,7
19 to 25 years old 47,5
Female 26 to 35 years old 17,4
47
53 Male 36 to 45 years old 20,2
46 to 55 years old 3,6
56 years old or more 1,6
Average of 28 years
Family income* (%):
Up to R$ 1,395 28,8
R$ 1,396 to R$ 2,325 23,2
R$ 2,326 to R$ 4,650 26,7
R$ 4,651 or more 21,3
*Criteria used in TIC households
Basis: 945 questionnaires

6.
Who was interviewed?
Region of the interviewed (%):
60
48,9
50
40
30 24,1
21,3
20
10
3,6 2,1
00
Southeast Northeast South Center-west North
48.9% of the interviewed people are concentrated in the
Southeast region
63.0% live in the Brazilian capitals
20.2% live in the city of Sao Paulo
Basis: 945 questionnaires

7.
Who was interviewed?
Education (%):
39,3
26,3
14,0 14,9
4,7
0,8
Up to complete High School Unfinished College
Completed College Post Graduate
Master's Degree Doctorate
Work and Study (%):
I work and study 46,0
I only work 35,0
I only study 15,9
I don't work or study 3,1
Basis: 945 questionnaires

8.
Internet use habits

9.
Internet use habits
How many hours a week do you use the internet (%)?*
Up to 5h 4,6 People interviewed are internet heavy users.
6h - 10h 17,0
47.2% of Twitter users* and 48.5% of Facebook
11h - 15h 9,0 users* spend over 41h a week online.
16h - 20h 6,2
31.0% of Orkut users* are online less than 16h a
21h - 30h 7,0 week.
31h - 40h 13,7
There is a tendency of a direct
relation between internet hours and
41h or more 42,5 income. The higher the income, the
higher number of hours are spent
,00 10,00 20,00 30,00 40,00 50,00
*Respondents whose main social media service used is Twitter, Facebook and Orkut, respectively.
Basis: 945 questionnaires

10.
Most people spend
over 40h a week on
the internet using
specially social
networks and online
chatting

11.
Internet use habits
Where do you usually access the internet from (%)?*
97,7
Home
Work
67,9
School/College
Friends/relatives house
32,4
25,3 Public/free places
18,5
7,2 Cybercafés
The vast majority of people interviewed accesses the internet from home
and a great part accesses it from work. It is interesting to notice the broad home
access to the network, present in the homes of almost 100% of social network users.
Highlight on the number of accesses in public places and cybercafés,
resulting in added 25.7% of the accesses.
* Multiple answer
Basis: 945 questionnaires

12.
Internet use habits
Which accessories/equipments do you access the internet from (%)?*
82,2 Desktop
70,6 Notebook
Mobile Phone
44,8 Netbook
iPod
Consoles (Wii, PSP, PS3)
16,4
9,4 iPad
6,5 4,0 1,6 1,0 Tablet
Blu-ray
In comparison with 2009, there was a decrease in
the use of desktops to access the network and an In 2009, only 34.4% of users
increase in the use of netbooks, iPods, consoles, accessed the internet from their
tablets and blu-rays. mobile phones
* Multiple answer
Basis: 945 questionnaires

13.
Internet use habits
The diversification of devices with internet access is a challenge for
the brands that have to design their online presence bearing in mind
the different kinds of support.
The use also contributes to the
breaking of the online/offline
barrier. With a mobile phone,
consumers can evaluate a
purchase experience via Twitter
or other networks in the
moment they are being
attended in a physical store.

14.
Internet use habits
Do you have a mobile phone? (%)*
Yes, I have a common 45.8% of the people interviewed
56,9
phone have devices with mobile access to
the internet
Yes, I have a smartphone 33,0
Yes, I have an iPhone or
12,8
similar phones Most people use mobile
phones; only 1.3% does
I don't have a phone 1,3 not have the service.
* Multiple answer
Basis: 945 questionnaires

15.
Internet use habits
What kind of content do you access via internet on you mobile phone?*
Access via browser
Access through apps I don’t access
(www. domain.com)
Social networks (e.g. Twitter, Facebook) 55.4% 53.3% 6.0%
Online chatting (e.g. MSN) 53.2% 20.0% 32.8%
Consulting maps/ GPS 48.3% 22.7% 38.1%
Browsing websites 25.3% 77.0% 14.0%
Reading news 24.0% 59.2% 27.1%
Download songs/ Listening to music
20.0% 13.9% 68.4%
online
Downloading games/ Online games 19.1% 10.3% 72.9%
Internet Banking 12.0% 23.1% 66.8%
Downloading podcasts 11.3% 7.2% 83.2%
Social networks are the champions in access through apps, though there is a high number of internet
users who access them directly through browser. This number decreases when we evaluate website
browses or the use of internet banking platforms
* Multiple answer| Basis: 580 questionnaires

16.
Social network use habits

17.
In the last three
months, half of the
people interviewed
signed up in online
services or social
network

18.
Social network use habits
In which online services/social networks do you have an account/register (%)?*
91,3 89,1 87,990,9 2010 2009
76,2 78,278,4
52,3
49,1 48,4 48,2 47,5
44,0
40,141,8 38,237,1 41,8
35,734,4 32,333,7
29,1
21,8
Facebook Twitter Orkut YouTube Blogspot Flickr LinkedIn Blogger Google Wordpress Last.fm MySpace
Groups
In comparison to 2009, there is a growth tendency of the number of users with Facebook,
Twitter and LinkedIn accounts, and a tendency of decrease in MySpace accounts.
*Multiple answer
Basis: 945 questionnaires
Data refers only to the interviewed basis, not representing the total accounts in social network services

19.
The service with the
highest increase in users
was Facebook, which went
from 1 in every 2 people
interviewed in 2009 to 9 in
every 10 in the following
year

20.
Social network use habits
Out of the services in which you have registered, which do you use the most (%)?*
Twitter 74,0
Facebook 63,0
MSN 48,4
Orkut 34,1
YouTube 12,0
Blogspot 9,0
Google T 8,4
Blogger 7,7 Twitter, whose registers reach 90% of people
Skype 6,5 consulted, is the most used by 74% of them.
Wordpres 5,6 Facebook is the second service with the most
LinkedIn 5,5 registers, being mentioned by 63% of the
Flickr 3,8 people interviewed as the most used.
Google G 2,4 MSN is used by 48% of people consulted,
Windows Live Spaces 1,0 despite around 92% of them have accounts in
Delicious 1,0 the service.
*Three most used services.
Basis: 945 questionnaires

21.
Social network use habits
Comparison of service use between 2009 and 2010*
74,0 2010 2009
68,8
63,6 63,0
34,1
30,5
20,4
12,9 12,0 11,5
9,0 10,8
7,7 5,6 5,5 3,4 7,8 8,1
3,8 2,4 3,6
1,0
Twitter Facebook Orkut YouTube Blogspot Blogger Wordpress LinkedIn Flickr Google G Delicious
In 2010, people interviewed claimed they used Orkut less in comparison with 2009. On the
other hand, the use of Facebook increased over 5 times.
*Considering the three main mentions in each year
Basis: 945 questionnaires

22.
We observed a
tendency of higher
frequency in accesses
to Facebook and a
lower frequency of
accesses to Orkut.

23.
Social network use habits
Out of the services you pointed out as the most used, how frequently do you access them (%)?
5 to 7 days a week 89,7 5 to 7 days a week 77,8
2 to 4 times a week 7,5 2 to 4 times a week 20,2
Once a week 1,3 Once a week 1,1
Once every 15 days 0,6 Once every 15 days 0,8
Once a month or less 0,9 Once a month or less 0,0
5 to 7 days a week 83,6 5 to 7 days a week 77,7
2 to 4 times a week 13,2 2 to 4 times a week 18,1
Once a week 2,4 Once a week 3,0
Once every 15 days 0,7 Once every 15 days 0,5
Once a month or less 0,0 Once a month or less 0,7
Twitter basis: 720 questionnaires | Facebook basis : 649 questionnaires | Msn basis: 418 questionnaires | Orkut basis: 249 questionnaires.

24.
95.6% of people
interviewed access their
most used service 5 to 7
days a week. With the
second most used service,
the frequency decreases to
80.2%, and with the third
to 56.2%.

25.
Social network use habits
What is the main reason for using this service (%)?*
Searching for information on matters of my interest 32,7
Reading news 16,3
Having fun 13,6
Publishing my own content 13,1
Obtaining leisure and entertainment information 8,2
Maintaining contact with friends/colleagues/relatives 6,7
Making/maintaining professional contacts 4,1
Meeting new people 1,6
Researching on products and services 0,5
Searching for information is the main
Researching on companies 0,2 attraction of Twitter.
Others 3,0
Besides tweeting, people interviewed use it to
be informed through news.
*Three main reasons added
Basis: 720 questionnaires

26.
Social network use habits
What is the main reason for using this service (%)?*
Maintaining contact with friends 45,5
Having fun 14,5
Publishing my own content 11,6
Searching for information on matters of my interest 8,6
Obtaining leisure and entertainment information 5,8
Meeting new people 4,9
Through Facebook people interviewed
Obtaining/maintaining professional contacts 4,5
look for maintaining contact with
Reading news 2,6 friends, colleagues and relatives.
Others 2,0
Besides this, they want to publish their
own content and information of
personal interest.
*Three main reasons added
Basis: 649 questionnaires

27.
Social network use habits
What is the main reason for using this service (%)?*
Maintaining contact with friends 83,2
Having fun 9,5
Obtaining/maintaining professional contacts 3,9
Searching for information on matters of my interest 1,1
Obtaining leisure and entertainment information 0,7
Others 1,5
Windows Live Messenger is used specially to
maintain contact with friends,
colleagues and family.
*Three main reasons added
Basis: 418 questionnaires

28.
Social network use habits
What is the main reason for using this service (%)?*
Maintaining contact with friends/colleagues/relatives 57,9
Having fun 14,8
Searching for information on matters of my interest 10,0
Obtaining leisure and entertainment information 5,7
Publishing my own content 5,6
Meeting new people 2,3
Obtaining/maintaining professional contacts 2,2
Reading news 0,3 Maintaining contact with
Researching on products and services 0,1 friends is the main reason for
Others 1,2
the people interviewed to use
Orkut, besides the fun provided
by the service.
*Three main reasons added
Basis: 249 questionnaires

29.
Social network use habits
What is the main reason for using this service (%)?*
Having fun 56,1
Publishing my own content 14,3
Obtaining leisure and entertainment information 11,6
Searching for information on matters of my interest 9,5
Reading news 6,7 The main reason for YouTube
users to use the service is to
Others 1,8 have fun.
There is a considerable number
of people consulted who also
publish their own content.
*Three main reasons added
Basis: 94 questionnaires

30.
Social network use habits
How do you usually acess online services/social networks in which you have an account?*
90.9% Via browser
Wired, Sept./2010
(www.domain.com)
40.2% Via computer app
(e.g. TweetDeck, eBuddy)
Browsers are the most
used; however, there is a 32.3% Via mobile phone app
constant growth of apps, (e.g. Orkut Mobile App, Facebook for iPhone)
for computers and also
for mobile phones
* Multiple answer
Basis: 945 questionnaires

31.
Social network use habits
What activities do you usually do on the internet?*
Writing in Twitter 83.3%
Chatting online 85.6%
Following profiles in Twitter 73.6%
Administrate a profile in a social network 85.1%
Retweeting 72.4%
See photos online (e.g. Flickr, Orkut) 75.6%
Liking profiles/comments
Leaving comments in blogs/photoblogs/news in Facebook
67.4%
55.9%
websites
Uploading photos in networks (e.g. Flickr,
52.8%
Orkut) Reading blogs 85.4%
Writing your own blog 47.1%
Signing feeds 31.3%
Online chatting, profile administration, Participating in Orkut
39.2%
communities
tweeting, reading blogs and seeing
pictures are the most common habits.
Watching videos online 80.9%
* Multiple answer
Basis: 945 questionnaires

32.
Social network use habits
Do you access social media through apps (%)?*
TweetDeck 31.2%
eBuddy 25.3%
Windows Live Messenger Mobile 13.5%
HootSuite 12.5%
Echofon 11.9%
Facebook para iPhone 11.9%
Meebo 11.0%
YouTube for mobile 10.1%
1 in every 3 people interviewed uses at least one app to
access social networks
* Multiple answer
Basis: 945 questionnaires

33.
Social network use habits
Thinking about the activities below, which ones do you do simultaneously?
While surfing on the internet (websites):
64.2% Accesses social networks and online chatting
57.8% Watches TV
51.8% Listens to the radio
12.8% Reads newspapers
19.3% Reads magazines
5.4% Does not do any activity
Basis: 945 questionnaires

34.
Social network use habits
When shopping, you use the internet to:*
88.3% research prices of products and services
85.1% research options of products and services
74.3% purchase products and services online
36.0% recommend acquired products and services to other internet users
32.8% criticize products and services
In 2009, the recommendation percentage was of 46%, while in 2010,
it decreased to 36%. 74% of the interviewed internet users use the
internet to shop
* Multiple answer
Basis: 945 questionnaires

35.
Conclusions of the study

36.
Conclusions of the study
Mobile equipments with internet access, like notebooks, mobile
phones and netbooks are becoming more and more stable, as the access via
computer loses ground. For this reason, companies have to rethink their
websites and online communication channels to adapt to
these new means.

37.
Conclusions of the study
Some contents are mostly accessed more by mobile phone than others.
Social networks, chats, maps and news are highlighted in this kind of access. On
the other hand, downloading and listening to songs online, online games,
Internet Banking and downloading podcasts are less accessed through the
device.
The companies are responsible for adapting their content to this platform
and be prepared for consumers even more connected, also in points of
sale, breaking through the online/offline barriers.

38.
Conclusions of the study
In the comparison between 2009 and 2010, Facebook, Twitter
and LinkedIn were the social networks that grew the most in Brazil
and MySpace was the one who decreased the most.
In 2010, LinkedIn released its version in Portuguese, increasing the
number of users of the network, which is directed to professionals.

39.
Conclusions of the study
The social networks most used by Brazilian internet users are: Twitter,
Facebook, MSN, Orkut and YouTube. In comparison with 2009,
Twitter and Facebook presented an increase in use, with Facebook
having the highest growth in the number of users.

40.
Conclusions of the study
The use of social networks have different motivations. In Twitter, the
main interest is information, with highlight on search for information
on current situations and reading news. In Facebook, Orkut and
MSN, the main motivation is to maintain social bonds, keeping up
with friends and relatives.
Companies should take into consideration that different networks, with
specific use motivations, should have policies of segmented action.

41.
Conclusions of the study
Computer and mobile phone apps are the most used by internet
users to access social networks.
Among the apps, TweeDeck and eBuddy are the most used.
Apps are chosen over original platforms due to having differentiated
tools for use, update notices and a more friendly interface.

42.
Conclusions of the study
The internet and social network usage habits is something that
happens simultaneously with the consumption of other media.
64.2% of internet users access social networks and online chatting while
surfing online. 57.8% watch TV while accessing the internet.
There is the appearance of phenomena like comments on TV shows, with
highlight on soap operas and reality shows.

43.
Conclusions of the study
Most internet users uses the internet to research prices (88.3%) and
options of products and services (85.1%), while a smaller share
recommends products and services to other internet users (36%)
and also criticizes them (32.8%).

44.
Market intelligence and relationship management in social networks
Ribeirao Preto Alley, 130 cj.41 – Bela Vista
Sao Paulo – SP – BRAZIL – 01331-000
Phone/Fax: (+55) 11 2339 4928
http://www.elife.com.br
negocios@elife.com.br