f/radar - 7ª edição - english version

f/raDaR7th Edition | April 2010

The survey was extended to Brazilians between12 and 15 years of age; in other words, thosewho were born in the Internet Age.

Whenever applicable, we have highlighted theWhat’s new evolution compared to the previous edition, which included only people over 16.

For the first time we studied the relationshipBrazilians have with electronic games.

And we introduced a few new questions aboutpreviously researched subjects.

What’s new

methodology

internet _Acess_Browsing_Shopping_Media Transversality_News Consumption

eletronic games

sample profile

lessons learned

index

methodology

methodology

5

techniquescope

universefield date

Quantitative survey, applying the questionnaire in high traffic locations.

Nationwide.

Brazilian population over 12 years of age, from all economic classes*.* IBGE (2000 Census / 2009 Estimate): 150,580,367 inhabitants.

Survey conducted between April 27 and 28, 2010.

methodology

6

sample2,247 intervieWs in 143 BraZilian cities.

Th e error margin is plus or minus 2 percentage points – in the case of internet users and game players it’s 3percentage points – and in all cases the confi dence level is 95%.

Th e sample was defi ned based on 2000 censusinformation and on 2009* estimates. Th e processcovered the following stages:

_Stratifi cation by state and by city size;_Random selection of the cities;_Random selection of the place for conducting the survey.

For reading the sample total, the data was weightedaccording to the weights of the Brazilian regions, so as to berepresentative of the universe being studied.

*Source: IBGE

15%

15%

42%

28%

39%LARGERMETROPOLITAN AREA(capital and adjacent cities)

61% OTHER CITIES

internet- Access -

internet | ACCESS

8

lessons learnedBrazilians 12 to 15 years old are theheaviest internet users in the country.—The Brazilian “digital divide” ishaving internet access at home.—In the last 6 months, it only grew in Class AB.

internet | ACCESS

9

penetration81.3 million people in action

social class age edUcationClass AB 84% 12 to 15 y.o. 91% College 92%Class C 51% 16 to 24 y.o. 84% High School 73%Class DE 23% 25 to 34 y.o. 65% Grade School 30%

35 to 44 y.o. 44%45 to 59.y.o. 25%60 + y.o. 7%

Between 12 and 15 years old, 91% have the habit of accessing the internet

54April 2010

> 12 years old

Question: Do you usually access the internet at ___ (stimulus for place)?Base: Sample total – see methodology

Ibope/Nielsen (feb.2010): 67,5 million (16+)

PNAD/IBGE (2009): 67,9 million (10+)

ComScore (sep.2010): 74,6 million (6+)

internet | ACCESS

10

South Southeast North / Middle West Northeast Larger Metropolitan Area Other Cities

465743525353 435741495546

social class aUg/09 apr/10Class AB 77 82Class C 49 47Class DE 16 20

16 years old or more | Evolution

Internet access has grown 7% in the SouthWithin Class AB, 5%

region type of town+ 7 p.p

AUG/09 APR/10


penetration81.3 million people in action

internet | ACCESS

11

computer at homemy first PC

Question: Do have access to the internet at home? And is your home access via telephone dial-up or via broadband with a special modem? Base: Sample total – see methodology

41 34 40Has a computer at home Has a computer at home

12 years old or more 16 years old or more | Evolution

AUG/09 APR/10

Homecomputerownershipincreased 6% in 6 months

+ 6 p.p

internet | ACCESS

12

Broadband connection Dialup connection

627 723 620Broadband connection Dialup connection

628

broadband at homethe band has become broader



Ownership of broadband grew 7% in 1 year

+ 7 p.p

AUG/09MAR/09 APR/10

internet | ACCESS

13

Class AB Class C Class DE

42473Class AB Class C Class DE

235184

broadband at homedigital wall


haBit of accessing home access | Ownership

APR/10

-33 p.p -49 p.p

4

Th e discrepancy is much greater in having home access

internet | ACCESS

14

Class AB Class C Class DE

32472 32463


home access | Ownership

3 3

Home access only increased in Class AB, although it was signifi cant, at 9% in only 6 months

+ 9 p.p

AUG/09 APR/10

broadband at homedigital wall

internet | ACCESS

15

access locationsthe internet cafe is the harbor

86

1112

2527

31


12 years old or more | Stimulated and multiple

Paind internet access points, such as internet cafes

_12 to 34 y.o._Classes CDE_Grade School and High School

_45 y.o. or more_Classes AB_College education

At home

At relative’s or friend’s homes

At work

At school or college/university

At free public internet access points

From mobile device (cell phone, PDA, smartphone)

internet | ACCESS

16

access locations by age groupthe internet cafe is the harbor


paid internet access points, sUch as internet cafes

12 to 15 y.o. 65%

16 to 24 y.o. 58%

25 to 34 y.o. 38%

35 to 44 y.o. 17%

45 to 59 y.o. 7%

60 + y.o. 2%

Base: sample total 2.247

65% of Brazilians 12 to 15 years old usually access from Internet cafes

internet | ACCESS

17

class aB class c class d

accesses the internet 84 51 23

Paid internet access points, such as Internet cafes 37 34 19

At home 64 18 2

At relative’s or friend’s homes 42 23 8

At work 25 9 1

At high school or college/university 24 8 4

At free public internet access points 10 5 3

From mobile device (cell phone, PDA, smartphone etc) 16 6 3

does not access the internet 16 49 77

Base: Sample total 624 1109 509


Class AB also access at Internet cafes

access locations by classthe internet cafe is the harbor

internet | ACCESS

18

frquencyevery day

Question: According to this card, how oft en do you normally use the internet?Base: People interviewed who access the Internet – see methodology

Frequency increases with income and education

38 11 21 16 5 7 3

medium: 37%heavy: 48% light: 15%

Every day 4 to 6 days per week

2 to 3 days per week

Once every 15 days

Once a month Less than once a month

1 day per week

APR/09

Accesses at least once a week: 86%

Average: 3.9 days/week

Class AB / College Education

internet | ACCESS

19

time onlineall the time Time online also increases

with income and education

53% of internetusers stay onlinefrom 1 to 3 hours at each access

new question

Question: On average, how many hours a day do you use the internet?Base: People interviewed who access the Internet – see methodology

heavy: 9% medium: 17% light: 73%

4 5 17 53 20More than 9 hours (10.0)

From 6 to 9 hours (7.5)



Less than 1 hour (2.0)

APR/09

Average: 3 hours/day

12 years old or more | Hours/day

internet | ACCESS

20

time onlinethe network is progressive Those who browse more often

stay online longer at each access

heavy(7 to 4 days per week)

mediUm(3 to 1 days per week)

light(once every 15 days or less)

Average (hours/day) 4.0 2.0 1,0

Question: According to this card, how often do you normally use the internet? / On average, how many hours a day do you use the internet?Base: People interviewed who access the Internet – see methodology

internet- Browsing-

internet | BROWSING

22

lessons learnedBrazilians think that life has improvedthanks to the internet.—Orkut is the main platform for inclusionof own content and for content sharingamong Brazilian internet users.—Internet users share as much today as 6months ago, but through fewer methods.—People over 60 are interested in postingcontent on the internet in order toparticipate in promotions.

internet | BROWSING

23

cultural impactdigital emancipation

Question Aft er you started using the internet, do you feel ____ or not?Base: People interviewed who access the Internet – see methodology

new question

after yoU started Using the internet, yoU feel... | Stimulated and unique

93 89 88 88 88 60 58 57 41 29 17 10

Women Class AB

Better informed

More practical

More communicative

More connected to people

Better educated

More independent

Busier More exposed More apt to buy

More impatient or anxious

More stressed Lonelier

internet | BROWSING

24

posting contentmy network

Question: Have you ever posted your own content on the internet, such as text, pictures, music or videos?According to this card, which type of content created by yourself do you usually post online? Any other content not listed on the card?Base: People interviewed who access the Internet – see methodology

Usualluy post some content of theis own making on the internet57%AUGUST/09 51%APRIL/10 53%

12 years old or more

internet | BROWSING

25

12 to 15 y.o. 16 to 25 y.o. 25 to 34 y.o. 35 to 44 y.o. 45 to 59 y.o. 60+ y.o.

223129507373

posting contentmy network

Question: Have you ever posted your own content on the internet, such as text, pictures, music or fi lms?According to this card, which type of content created by yourself do you usually post online? Any other content not listed on the card?Base: People interviewed who access the Internet – see methodology

Th e younger users post more content

internet | BROWSING

26

Photos Text Video AudioComments aboutsomething posted

on the internet

Presentation (Power Point)

content typemy network

Question: Have you ever posted your own content on the internet, such as text, pictures, music or fi lms?According to this card, which type of content created by yourself do you usually post online? Any content other than those listed on the card?Base: People interviewed who access the Internet – see methodology


52 20 19 7 7 3

_Women_12 to 24 y.o._Grade School and High School

12 a 24 anos

internet | BROWSING

27

Reason for posting own contentour network

Question: According to this card, what are the reasons for posting your own content on the internet? Any reason other than those listed on the card?Base: People interviewed who access the Internet – see methodology

30 20 16 9 8 4To interact with

someoneTo illustrate ortell

something about yourpersonal life

To publish awork/project youcreated yourself

To illustrate or relate afact, story or news item

on the internet

To express your opinionfor or against a subject,

product, service, companyor brand

To participate in a promotion

12 to 24 y.o.Grade School and

High School

12 a 24 anos


internet | BROWSING

28

methods for posting contentour network

Question: By which of the following methods have you related to or contacted someone online in the last 3 months? / By which of thefollowing methods have you illustrated or related something aboutyour personal life online in the last 3 months? / By which of thefollowing methods have you posted online a work/project created by yourself in the last 3 months? / By which of the following methods have you illustrated or related a fact, story or news item online in the last 3 months? / By which of the following methods have you expressed your opinion for or against some subject, product, service, company or brand online in the last 3 months? / By which of the following methods have you participated in an online promotion in the last 3 months?

Stimulated and multiple

methods used for posting content(for at least one of the reasons)

Your Orkut profile 40

MSN 32

E-mail 21

Orkut Communities 15

Community sites and groups, other than Orkut 7

twitter 7

Your personal blog/site 6

Someone else’s blog/site 6

Posting videos on YouTube 5

facebook 4

Comments on news sites 4

Sending content to news sites (such as photos, text, videos)

4

Chat rooms 3

Forums 3

Commenting on YouTube videos 3

Your personal photolog 2

Base: People interviewed who access the Internet 1220

internet | BROWSING

29

METHODS by reason for postingour network

Question: By which of the following methods have you related to or contacted someone online in the last 3 months? / By which of the following methods have you illustrated or related something about your personal life online in the last 3 months? / By which of the following methods have you posted online a work/project created by yourself in the last 3 months? /By which of the following methods have you Illustrated or related a fact, story or news online in the last 3 months? / By which of the following methods have you expressed your opinion for or against some subject, product, service, company or brand online in the last 3 months? / By which of the following methods have you participated in an online promotion in the last 3 months?

relate tosomeone

illustratesomething

about your life

publish your work

illustrate/relatea fact, story or

news item

express youropinion for or

against something

participatein a

promotionposted content created By self 30 20 16 9 8 4Your Orkut profile 24 14 9 5 2 1MSN 20 9 6 3 2 1E-mail 13 5 5 2 2 1Orkut Communities 8 4 3 2 1 0Twitter 4 1 1 1 1 0Community sites and groups, other than Orkut 4 1 2 1 1 -Your personal blog/site 3 1 2 1 0 0Posting videos on YouTube 2 1 2 1 1 0Chat rooms 2 1 0 0 0 0Facebook 2 2 1 0 0 -Someone else’s blog/site 2 2 1 1 1 0Sending content to news sites (such as photos, text, video)

2 1 1 0 1 0

Base: People interviewed who access the internet 1220

Orkut is the main platform for publishing content on the Brazilian internet, for all reasons stimulated


internet | BROWSING

30

60+ y.o.

45 to 59 y.o.

35 to 44 y.o.

25 to 34 y.o.

16 to 24 y.o.

12 to 15 y.o. 1921

1211111060+ y.o.

45 to 59 y.o.

35 to 44 y.o.

25 to 34 y.o.

16 to 24 y.o.

12 to 15 y.o. 2726

16812660+ y.o.

45 to 59 y.o.

35 to 44 y.o.

25 to 34 y.o.

16 to 24 y.o.

12 to 15 y.o. 4139

28141312

reason for posting BY AGE GROUPour network

Question: By which of the following methods have you related to or contacted someone online in the last 3 months? / By which of the following methods have you illustrated or related something about your personal life online in the last 3 months? / By which of the following methods have you posted online a work/project created by yourself in the last 3 months? / By which of the following methods have you illustrated or related a fact, story or news item online in the last 3 months? / By which of the following methods have you expressed your opinion for or against some subject, product, service, company or brand online in the last three months? / By which of the following methods have you participated in an online promotion in the last 3 months?

Younger people post more content for relationships, discussing personallife and publishing their work, while older people do it more to expressan opinion for or against some cause and to take part in promotions

relate to other people illUstrate somethingaBoUt personal life

pUBlish WorK

internet | BROWSING

31

60+ y.o.

45 to 59 y.o.

35 to 44 y.o.

25 to 34 y.o.

16 to 24 y.o.

12 to 15 y.o. 35434

1760+ y.o.

45 to 59 y.o.

35 to 44 y.o.

25 to 34 y.o.

16 to 24 y.o.

12 to 15 y.o. 3108

512

16

Younger people post more content for relationships, discussing personallife and publishing their work, while older people do it more to expressan opinion for or against some cause and to take part in promotions

eXpress an opinion on some caUse,company, prodUct or service

participate in promotions

reason for posting BY AGE GROUPour network

Question: By which of the following methods have you related to or contacted someone online in the last 3 months? / By which of the following methods have you illustrated or related something about your personal life online in the last 3 months? / By which of the following methods have you posted online a work/project created by yourself in the last 3 months? / By which of the following methods have you illustrated or related a fact, story or news item online in the last 3 months? / By which of the following methods have you expressed your opinion for or against some subject, product, service, company or brand online in the last three months? / By which of the following methods have you participated in an online promotion in the last 3 months?

internet | BROWSING

32

content sharingthe network spreads



Question: Do you usually share content you find interesting, such as text, photos or video, with other people over the internet? /According to this card, which type of content do you usually share with other people over the internet? Any content other than those listed on the card?Base: People interviewed who access the Internet – see methodology

Usually share content online

70%AUGUST/09 69%APRIL/10 69%

internet | BROWSING

33


516056668078Question: Do you usually share content you fi nd interesting, such as text, photos or video, with other people over the internet? /According to this card, which type of content do you usually share with other people over the internet? Any content other than those listed on the card?Base: People interviewed who access the Internet – see methodology

Young people share more

content sharingthe network spreads

internet | BROWSING

34

Photos Text Video AudioComments aboutsomething posted on

the internet

Presentation (Power Point)

type of content sharedspreads photos

Question: Do you usually share content you fi nd interesting, such as text, photos or video, with other people over the internet? /According to this card, which type of content do you usually share with other people over the internet? Any content other than those listed on the card?Base: People interviewed who access the Internet – see methodology


47 33 31 11 13 5

Women12 to 24 y.o.

12 to 24 y.o.

internet | BROWSING

35

methods of sharingthe network spreads

Question: And through which of the methods on the card do you usually share content you fi nd interesting over the internet? / Any method other than those listed on the card? Base: People interviewed who access the Internet – see methodology

16 years old or more | Stimulated and multiple 12 years old or more | Stimulated and multiple

2

2

2

2

3

3

3

5

5

5

13

32

42

48Grade School and High School

Class AB

AUG/09 APR/10

Internet users share as much today as 6 months ago, but through fewer methods

Grade School and High School

Class AB

Orkut

MSN

E-mail

YouTube

Communities and groups

Twitter

Chat rooms

Blog / personal site

Facebook

Forums

Skype

Someone else’s blog/site

Your personal photolog 2

2

2

2

3

3

3

5

6

5

12

34

40

45

4

2

3

3

2

7

5

3

5

8

20

41

45

54

Sending content to news sites (such as photos, text, videos)

internet | BROWSING

36

60+ y.o. 45 to 59 y.o. 35 to 44 y.o. 25 to 34 y.o. 16 to 24 y.o. 12 to 15 y.o.

201883713 525235262722 65614129217 223037323946

methods of sharing by age groupthe network spreads

Question: And through which of the methods on the card do you usually share content you fi nd interesting over the internet? / Any method other than those listed on the card? Base: People interviewed who access the Internet – see methodology

ORKUTE-MAIL MSN YOUTUBE

internet | BROWSING

37

YouTube E-mail MSN Orkut

44382915 53463411

methods of sharing by genderthe network spreads

Question: And through which of the methods on the card do you usually share content you fi nd interesting over the internet? / Any method other than those listed on the card?Base: People interviewed who access the Internet – see methodology

MENWOMEN

internet | BROWSING

38

POSTING CONTENT ON mass MEDIATHE NETWORK PARTICIPATES

Question: Do you usually send content created by yourself, like photos, text, letters, video, audio, to some mass media, such as TV, radio, magazines, newspapers,news sites / Base: People interviewed who access the Internet – see methodology

internet Users popUlation

People whousually sendcontent to mass media vehicles

17% 10%

internet- Shopping -

internet | SHOPPING

40

lessons learnedThe influence of the internetand its users on shopping has beengrowing in the country.—Fear of not receiving the purchasedgoods is the main barrier for theusers who never purchased anything online.

internet | SHOPPING

41

Once a month (12.0)

Once every three months (4.0)

Once every six months (2.0)

Once a year (1.0)

Less than once a year (0.5)

Does not shop online

ONLINE SHOPPING HABIT

Question: Do you usually shop online? / How oft en do you shop online?Base: People interviewed who access the Internet – see methodology


5

6

4

4

2

79

5

6

4

6

3

75

AUG/09 APR/10

aUgUst/09 april/10

21% 25%

Usually shop online

+ 4 p.p.

Average: 4.2 times per year

_Mostly younger_Classes D/E_Grade School

internet | SHOPPING

42

Once a month (12/year)

Once every three months (6/year)

Once every six months (2/year)

Once a year

Less than once a year

Does not shop online 7736455

ONLINE SHOPPING HABIT

Question: Do you usually shop online? / How oft en do you shop online?Base: People interviewed who access the Internet – see methodology


Average: 4.2 times per year

APR/10 _23% of internet users usually shop online

(But 41% feel more apt to buy they started using the internet...)

_Tendency to shop onlineincreases with age, education and income

_Internet users 45 to 59 years old shop most and most oft en

internet | SHOPPING

43

Electronics

Books

Appliances

Clothes, shoes and accessories

CDs, DVDs and/or games

Sporting goods

IT products 224556

11

WHAT DO YOU BUY ONLINE

Question:What do you usually buy online?Base: People interviewed who access the Internet – see methodology


Travel 1%

Toys 1%

Mobile / telephone 1%

Health and/or beauty items, medication 1%

Health and/or beauty items, medication 1%

Furniture, interior decoration items, home appliances 1%

internet | SHOPPING

44

WHY DON’T YOU SHOP ONLINE

Question:Why don’t you usually shop online?Base: People interviewed who access the Internet – see methodology

do not shop online | Stimulated and multiple

6891010

232833

Because I can’t try it out, see it, test it hands on

Fear of not receiving the product / delayed delivery

Medo de clonagem do cartão, de outras pessoas usarem meus dados /dados pessoais

I don’t have a credit/debit card

It would be hard to exchange or return the product

I can’t be sure the company really exists

Th ere’s nothing that interests me / what I usually buy is not available online

For issues relating to safety/trust in the company/website (unspecifi ed)

77% of internet users don’t usually shop online

_12 to 34 y.o._Classes ABC

_College education_35 to 44 y.o.

NOT A SURE THING

internet | SHOPPING

45

443530

does online research before buying at store

Question: Before you buy a product at a brick and mortar store or mall, do you usually research the product online? According to this card, which websites do you visit beforebuying a product at a brick and mortar store or mall? Any other website other than those on the card? / Base: People interviewed who access the Internet – see methodology

Shopping at brick and mortar stores also has online component AUG/09MAR/09 APR/10

14 percentage points in one year

internet | SHOPPING

46

e store's website

Sites of competing stores

Product or service brand site

56

10

11

13

21

22

65

7

9

10

12

20

70

9

7

10

12

18

Large shopping sites such as Submarino, Americanas, Buscapé,

WalMart, Casas Bahia, etc

Sites specializing in that type of product or service

Does not research online before buying at store

does online research before buying at store

Question: Before you buy a product at a brick and mortar store or mall, do you usually research the product online? According to this card, which websites do you visit beforebuying a product at a brick and mortar store or mall? Any other website other than those on the card? / Base: People interviewed who access the Internet – see methodology

Th e habit is more marked the higher the income andlevel of education

16 years old or more | Stimulated and multiple 12 years old or more | Stimulated and multiple

Th e habit is more marked the higher the income andlevel of education

12 years old or more |

55

11

11

14

22

22

_60 y.o. or more_Classes D/E_Grade School

Shopping at brick and mortar stores also has online component AUG/09MAR/09 APR/10

internet | SHOPPING

47

internet users’ infl uence on shopping

Question: Before buying a product or service do you usually take into account other consumers’ opinions posted on some website or online community? Base: People interviewed who access the Internet – see methodology

16 years old or more | Evolution 12 years old or more

48%VIRTUAL WORD OF MOUTHTh e more internet usersare well educated and have higher income, the more they will consider other consumers’ opinions posted online when making a purchase

Take it intoaccount

4733

14 percentage pointsin 6 months

AUG/09 APR/10

internet- Media Transversality -

NEW CHAPTER

internet | MEDIA TRANSVERSALITY

49

lessons learned60% of internet users have substituted the traditional platform (TV, radio or movies) for the internet when watching or listening to shows or movies.

49

internet | MEDIA TRANSVERSALITY

50

consuming content from outside the webmy grid

Question: Have you ever watched a soap opera, movie, newscast, reality show, sports events or series on the internet instead of watching that same show on TV? Have you listened to a radio program on the internet instead of listening to the same program on the radio itself? Have you ever watched a movie on the internet instead of watching the same movie at the theater? Base: People interviewed who access the Internet – see methodology

Stimulated and multiple60% of internet users have substitutedthe traditional platform (TV radio or movies) for the internet when watching or listening to shows or movies-In all three cases, the practice is more common among younger and higher income users

273938

12 to 24 y.o.Class AB



College Education

Watch soap operas, movies,newscasts, reality shows, sportsevents or series on the internetinstead of watching that same

show on TV

Listen to radio programs on the internet instead of

listening to the same program on the radio itself

Watch a movie on the internetinstead of watching the same

movie in the theater

New chapter

- News Consumption -internet

internet | NEWS CONSUMPTION

52

lessons learnedBrazilians prefer to watch their news on TV.—Younger, wealthier and more educated people prefer to get their news on the internet.—News has no “owners” on the internet: Google and social networks are the web’s great sources.

52


53

TV Internet Radio Printed newspaper Magazine

Preferred mediaseeing is believing

Question: According to this card, which of the media on which you usually get news or information do you like the most?Base: Sample total – see methodology

popUlation

TV only takes second place to the internet among Brazilians 12 to 15 y.o. with college education. In class AB, both media are technically tied (TV with 43% e internet with 42%)

59 22 8 6 2


54

0

25

50

75

91 94 96 98 00 02 04 06 08 10

PEW Research Center June 8-28, 2010

Where people got neWs yesterday | Americans 18 years of age or older

TV

68

5654

56 57 58

4434 34

31

35342924

4743

JORNAL

RADIO

ONLINE

ONLINE (INCLUDING SOCIAL NETWORKS, E-MAIL, PODCASTS AND MOBILE DEVICES)

Preferred mediajust like north americans


55


434757696873 5137241272 25881314 177877 332111

Preferred media BY AGE GROUPclicking is believingpopUlation

Preference for the internet increases theyounger the users get. And preference for theradio increases as users get older.

NEWSPAPERMAGAZINE RADIO INTERNET TV



56

TV Internet Radio Printed newspaper Magazine

Preferred mediaseeing is believinginternet Users

45 40 7 4 2

Even internet usersprefer to get their newsfrom the television-Th e younger, wealthier and moreeducated the internet users, the more they prefer the internet for news

Classes AB12 to 15 y.o.

Ens. Superior#1 in preference



57

Preferred media on the internetsearching is believing

Question: On the internet, where do you usually search for and get news? Anywhere else? Any more?Base: Internet users who prefer the internet – see methodology

Search engines are the internet’s main news source


Search engines(Google)

Social Networks(YouTube, Orkut,

Twitter)

Portals (IG, Yahoo,UOL, MSN, Terra,

Globo.com etc.)

Printed media sites(newspapers and

magazines/editorials)

Station sites (TV and Radio)

BlogsNews sites

55 51 37 33 25 20 7


58

Preferred media on the internetCHANGING is believing



0

10

20

30

40

50

60

70

80

90

12 a 15 anos 16 a 24 anos 25 a 34 anos 34 a 44 anos 45 a 59 anos 60 anos ou +

_People under 24 get theirinformation mainly on socialnetworks and search engines

_Portals and printed media sites gain relevance as users get older

_Most mentions of blogs and station sites come from people over 60

SEARCH ENGINES (GOOGLE)

NEWS SITES

PRINTED MEDIA SITES (NEWSPAPER AND MAGAZINE/EDITORIALS)

SOCIAL NETWORKS (YOUTUBE, ORKUT, TWITTER)

STATION SITES (TV AND RADIO)

PORTALS (IG, YAHOO, UOL, MSN, TERRA, GLOBO.COM, ETC)

BLOG

SOCIAL NETWORKS PORTAIS

PRINTED MEDIA SITES SEARCH ENGINES

SOCIAL NETWORKS PORTAIS

PRINTED MEDIA SITES SEARCH ENGINES

0

10

20

30

40

50

60

70

80

90



59

0

10

20

30

40

50

60

70

Grade School High School CollegeEducation

preferred Media on the internetCHANGING is believingStimulated and multiple

Portals are morerelevant among people with better education

SOCIAL NETWORKSPORTALS

SEARCH ENGINES


SEARCH ENGINES (GOOGLE)

NEWS SITES

PRINTED MEDIA SITES (NEWSPAPER AND MAGAZINE/EDITORIALS)

SOCIAL NETWORKS (YOUTUBE, ORKUT, TWITTER)

STATION SITES (TV AND RADIO)

PORTALS (IG, YAHOO, UOL, MSN, TERRA, GLOBO.COM, ETC)

BLOG

new chapter

electronic games

eletronic games

61

lessons learned4 out of 10 Brazilians have the habit ofplaying electronic games.—Brazilians 12 to 15 y.o. are the heavyuser group for electronic games in thecountry.—The player population is younger andhas more males than that of internetusers. Internet users, on the otherhand, are wealthier and bettereducated.

eletronic games

62

Brazilians most oft en play electronicgames on their mobile phones.-Wealthier people play online and on the computer. Less wealthy people tend to use their mobiles or play offl ine.-Soccer is the most popular electronicgame in the country.-Th e games market sustains itself thanks to only 15% of the electronic gamers in the country.

lessons learned

eletronic games

63

habit of playing

Question: Do you usually play games on ____ ?Base: Sample total – see methodology


42% 66%platformsMOBILE 29%COMPUTER 27%VIDEOGAME (TRADITIONAL) 23%VIDEOGAME (PORTABLE) 6%

4 out of 10 Brazilianshave the habit of playing electronic games-Younger men and with higher income play more

internet Users

eletronic games

64


habit of playing by age group


90704828153

Younger people play a lot more

eletronic games

65

Portable videogame (console and/or portable) Videogame Mobile Computer

45363411 2529225 101892

gaming platform by class


_Class AB plays the most, on all platforms_Computer is the main platform for Class AB_Mobile phone is the main platform for Classes C and DE CLASS CCLASS DE CLASS AB

eletronic games

66

mobile computer videogame portable videogame

Joga jogo eletrônico no... 67 65 54 15

At home 52 40 39 9

At paid internet access points, such as Internet cafes 0 17 4 1

At relatives’ or friends’ homes 5 12 13 4

At work 5 2 0 0

At school/college/universities 3 1 0 1

At free public internet access points 0 1 0 -

While I’m on route, goinghome, at work, at school, on the street

15 0 1 2

At the rental/game/videogame store - - 2 0

Other 1 1 - -

Base: People interviewed who play electronic games 958

place for playingHome is the main place for playing, in all platforms

Question:Where do you usually play computer games? / Where do you usually play games on your mobile? / Where do you usually play traditional videogames? /Where do you usually play portable videogames?Base: People interviewed who play electronic games – see methodology

Class DE

15% play on their mobileson the go


eletronic games

67

Every day 4 to 6 days per week 2 to 3 days per week 1 day per week Once every 15 days Once a month Less than once a month

6972727717 56827241019 44520231231 5672527822

2,8 2,6

playing frequencyMobile is the most used platform

Question: According to this card, how oft en do you normally play games on the computer? (616 interviews) / According to this card, how oft en do you normally play games onyour mobile? (650 interviews) / According to this card, how oft en do you normally play traditional videogames? (512 interviews) / According to this card, how oft en do younormally play portable videogames? (144 interviews) // Base: People interviewed who play on each platform

2,9 3,6

_60 y.o. or more_Classes AB_Men

_12 to 15 y.o._60 y.o. or more

_Men_16 to 24 y.o.

MOBILECOMPUTER

VIDEOGAME (TRADITIONAL)

VIDEOGAME(PORTABLE)

Average (days/week):

eletronic games

68

More than 9 hours a day From 6 to 9 hours a day From 3 to 6 hours a day From 3 to 1 hours a day Less than 1 hour a day

4050433 23521852 6428611 36491032

time onlineVideogame is the platform with thehighest average of playing hours per day

Question: According to this card, on average how many hours a day do you play games on the computer? (616 interviews) / According to this card, how oft en do you normallyplay games on your mobile? (650 interviews) / According to this card, how oft en do you normally play traditional videogames? (512 interviews) / According to this card, howoft en do you normally play portable videogames? (144 interviews) // Base: People interviewed who play on each platform

2,5 1,92,1 1,3

Average (hours/day):

MOBILECOMPUTER

VIDEOGAME (TRADITIONAL)

VIDEOGAME(PORTABLE)

eletronic games

69

On the mobile On the computer Don't usually play offline

9464661On a videogame (console and/or portable: PSP, Nintendo, DS,

Xbox,Wii, etc)

online or offl ine?

Question: Do you usually play some electronic game without using the internet? By which of these means?Base: People interviewed who play electronic games – see methodology


Women12 to 34 y.o.

Grade School/High SchoolClasses CDE

MenGrade School/High School

Classes AB

12 to 15 y.o.College Education

Classes AB

35 to 59 y.o.

91% of players play offl ine

eletronic games

70

Mobile Don't usually play online

5211142431Computer, a game

installed in my computerOn a videogame

(console and/or portable: PSP, Nintendo, DS, Xbox, Wii, etc)

Computer, oninternet sites

online or offl ine?

Question: Do you usually play some electronic game using the internet? By which of these means?Base: People interviewed who play electronic games – see methodology


12 to 15 y.o.Classes AB

Men12 to 15 y.o.

College EducationClasses AB

Women35 to 59 y.o.

Class DE

computer: 43%

48% play electronic games online

eletronic games

71

Class DE Class C Class AB

544427 566469 524729Class DE Class C Class AB

734727 161315 15104

online or offl ine?

Question: Do you usually play some electronic game without using the internet? And using the internet? By which of these means?Base: People interviewed who play electronic games – see methodology

onlineWealthier players play more on the computer and online

offlineLower income players play more on the mobile and offl ine

MOBILEVIDEOGAME (CONSOLE AND/OR PORTABLE) COMPUTER

eletronic games

72

Soccer (ex. FIFA, Pro Evolution Soccer,Winning Eleven)

Racing (ex. Gran Turismo, Need for Speed)

Board and card games (ex. Solitaire, Chess)

Jigsaw puzzle/ Puzzles (ex. Bejeweled, Tetris)

Adventure (ex. Monkey Island, Sam & Max)

Action (ex. God ofWar, Bayonetta)

Fighting (ex. Street Fighter IV, Soul Calibur)

Strategy (ex. Command and Conquer, Civilization)

War (Day of Defeat) 556799101527

Question: According to this card, which type of electronic game do you play the most?Base: People interviewed who play electronic games – see methodology

game typethe country of electronic soccer

Shooters (ex. Call of Duty, Counter Strike) 4%

Music (ex. Rock Band, Guitar Hero) 3%

Simulator (ex. Flight Simulator, The Sims) 3%

Exercising games (ex. Wii Fit, EA Sports Active) 2%

Exercising games (ex. Wii Fit, EA Sports Active) 2%

Other sports (ex. NBA, NHL, NFL, Table Tennis, etc) 1%

Horror (ex. Silent Hill, Resident Evil) 1%

Games on social networks (ex. Farmville,MafiaWars) 1%

RPG (ex. Final Fantasy, Dragon Quest) 1%

_Men_Grade School

_Class DE_Grade School

_Women_45 to 59 y.o.

_Women

_College education_Classes ABC

eletronic games

73

How the game is obtained

Question: Do you pay for most of the electronic games you play or do you get them without paying, such as games that you download without paying or games that come with your mobile?Base: People interviewed who play electronic games – see methodology

81%Don’t pay forelectronic games-19% pay for most of their electronic games

eletronic games

74

219222936I get the games my

operator gives me onmy mobile

I borrow fromrelatives and/or

friends

I download withoutpaying on �le sharing sites

I get into networkedgame sites without paying

(stay connected)

Computer games /that are already on the

computer

How the game is obtained

Question: Do you pay for most of the electronic games you play or do you get them without paying, such as games that you download without paying or games that comewith your mobile? Among these ___ which methods do you use to get your electronic games without paying? Any other means other than those on the card? Base: Peopleinterviewed who play electronic games – see methodology

2

81% don’t pay for electronic games

WomenGrade School/High School

Classes CDE

MenCollege Education

Classes AB College EducationClasses AB

Men


eletronic games

75

1123477I buy them at stores on

the street / mall /magazine insert

I buy them fromstreet side endors

(non-official)

I pay to get intonetworked game

sites (stay connected)

I buy over theinternet on

Brazilian web sites

I pay for playing atInternet cafes / gamestores / rental stores

I buy over theinternet on foreign

web sites

I buy them frommy operator over

the mobile

como obtém o jogo

Question: Do you pay for most of the electronic games you play or do you get them without paying, such as games that you download without paying or games that come with your mobile? Among these ___ which methods do you use to get your electronic games without paying? Any other means other than those on the card? Base: People interviewed who play electronic games – see methodology

Only 19% pay for most of their electronic gamesStimulated and multiple

Non-offi cial

eletronic games

76

How the game is obtained12 years old or more | Stimulated and multiple

15%For free-Only 15% of Brazilian electronicgamers get their games via anofficial paid channel

Question: Do you pay for most of the electronic games you play or do you get them without paying, such as games that you download without paying or games that come with your mobile? Base: People interviewed who play electronic games – see methodology

sample profile

sample profile

78

Up to 2 x M.W. More than 2 to 3 x M.W. More than 3 to 5 x M.W. More than 5 to 10 x M.W. More than 10 x M.W.

135969 3561165 1351072

12 YEARS OLD OR MOREeconomic classifi cation and avg. income

Base: Sample total / People interviewed who access the Internet / People interviewed who play electronic games – see methodology

economic classification | 2008 Criteria

average monthly family income | Gross

A B C D/E

1348335 1047376 2349244

43% 38%28%CLASS AB

INTERNET USERS

POPULATION

PLAY ELECTRONICGAMES

sample profile

79


1612243720 2814253516 121718212210

Fundamental Médio Superior

125335 195427 114049Masculino Feminino

4357 4852 5149

12 YEARS OLD OR MOREGENDER, AGE AND EDUCATION


gender edUcation

age

Men Women Grade School High School College

36 ANOS 27 ANOS 25 ANOS

INTERNET USERS

POPULATION

PLAY ELECTRONICGAMES

sample profile

80

5712448132161 7113567102566 5012557162063

1413239 1412734 1991637

12 YEARS OLD OR MOREOCCUPATION


INTERNAUTAS

POPULAÇÃO

JOGAM JOGOS ELETRÔNICOS

EAP*

Non EAP*

Contractedemployee

Student only

Freelancer/temp

Retired only

Noncontractedemployee

Homemaker only

Civil servant

Unemployed(not looking for

work)

SelfEmployed

(Deducts SS)

Businessperson Intern /apprentice(with pay)

SelfEmployed(w/CollegeEducation)

Unemployed(looking for

work)


81

12 YEARS OLD OR MOREOCCUPATION 36% of the population over 12, 54 million people,

usually access the internet and play electronic games

18%

36%

40%

6%

only accesses the internet

only plays electronic gamesdoes not access the

internet or play games

accesses the internet and plays electronic

lessons learned

lessons learned

83

internet | accessBrazilians 12 to 15 years old are theheaviest internet users in the country.—The Brazilian “digital divide” is having internet access at home.—In the last 6 months, home access only grew in Class AB.

lessons learned

84

internet | browsingBrazilians think that life has improvedthanks to the internet.—Orkut is the main platform for inclusionof own content and for content sharingamong Brazilian internet users.—Internet users share as much today as 6months ago, but through fewer methods.—People over 60 are interested in postingcontent on the internet in order toparticipate in promotions.

lessons learned

internet | media transversality60% of internet users have substituted the traditional platform (TV, radio or movies) for the internet when watching or listening to shows or movies.

85

lessons learned

internet | news consumptionBrazilians prefer to watch their news on TV.—Younger, wealthier and more educated people prefer to get their news on the internet.—News has no “owners” on the internet: Google and social networks are the web’s great sources.

86

lessons learned

87

internet | shoppingThe influence of the internet and itsusers on shopping has been growingin the country.-Fear of not receiving the purchasedgoods is the main barrier for the users who never purchased anything online.

lessons learned

88

internet | electronic games4 out of 10 Brazilians have the habit ofplaying electronic games.—Brazilians 12 to 15 y.o. are the heavyuser group for electronic games in thecountry.—The player population is younger andhas more males than that of internetusers. Internet users, on the other hand, are wealthier and better educated.

lessons learned

89

Brazilians most oft en play electronicgames on their mobile phones.—Wealthier people play online and on the computer. Less wealthy people tend to internet|electronic games use their mobiles or play offl ine.—Soccer is the most popular electronicgame in the country.—Th e games market sustains itself thanks to only 15% of the electronic gamers in the country.

internet | electronic games

f/raDaR7th Edition | April 2010

f/radar - 7ª edição - english version

Technology