1 / 42

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

Behavioral habits in the use of Social Media by Brazilian users MAY 2012. The research on users habits and behavior of Brazilians in Social Media intends to show what users think about the social networks that they access and how they use them.

tillie
Download Presentation

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

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Behavioral habits in the use of Social Media by Brazilian users MAY 2012

  2. The research on users habits and behavior of Brazilians in Social Media intends to show what users think about the social networks that they access and how they use them. Analysis structure and the social networks studied were chosen according to the interviewees answers, reflecting the most used and more interesting social networks for these users.

  3. METHODOLOGY E.Life created a questionnaire with questions related to the use and behaviour of social networks users, which was spread in social networks specially through Twitter and Facebook. The research was conducted during the period from november 2011 to february 2012 fulfilling a total of 1.316 questionnaires.

  4. General Habits The users... Behavioral habits in the use of Social Media by Brazilian users

  5. ... access Internet from home. In which places do you usually accessthe 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 youusually use to accessthe internet (%)?* * Multiple Answer. Base: 1.316 questionnaires.

  6. ... stay online for a long time How many hours a week do youspend in the Internet (%)?* Social media users are in general still describedbythe great amountofhoursspent online (heavyusers). ... are online andoffline at the same time. Which other activities do you usually do while online?* It might indicatethat social network users are changingtheirhabitsandconsuming online thesamecontentsavailable on TV. (Sharing films and TV series, Netflix, etc). * 1,7% ofnon-answeredquestionnaires. Base: 1.316 questionnaires.

  7. ... want to be closer. * Multiple Answer. Base: 1.316 questionaires

  8. ... use different social networks to connect. In the last 3 months, have you signed up to any social network?* Despite Brazil beingFacebook ‘s second major user base, in thelastthreemonthsFacebookachievedanamountofnewusers similar to Google+, whichaims to beoneof its maincompetitors. 58,1% YES** 40,5% NO ** Multiple Answer. Base: 765 questionnaires. *1,4% ofnon-answeredquestionnaires. Base: 1.316 questionnaires. ... look for practicality. Do you access social networks using applications?** 68,0% YES** From 2011 to 2012 appusersproportionhasincreased to doubletheamount. 31,7% NO ** Multiple Answer. Base: 895 questionnaires. **0,3% ofnon-answeredquestionnaires Base: 1.316 questionnaires.

  9. Over the last three months, almost60% of interviewees sign up to anonline service or social network.

  10. Social Networks Behavioral habits in the use of Social Media by Brazilian users

  11. Brazilians are on… *Multiple Answer. Base: 1.316 questionnaires. Considered only thosethatsum more than 15 % of the answers.

  12. Howeverhavinganaccountdoesn’t mean they use it. Which social networks do you use more frequently (%)?* *Multiple Answer. Base: 1.316 questionnaires. Considered only thosethat sum more than 15 % of the answers.

  13. FACEBOOKERS How social networks are used: Who is plugged into Facebook? Behavioral habits in the use of Social Media by Brazilian users

  14. What’s particular about Facebookers? Base: 1.169 questionnaires.

  15. Habitsof Internet users How many hours a week do youspend in the Internet (%)?* Twodifferentprofilesweredetected: users that sign in just a few times and heavy users. In the research of 2011, only heavy users excelled. * 0,4% ofnon-answeredquestionnaires. Base: 1.169 questionnaires. In which places do you usually accessthe Internet (%)?** Broad access from home and from the office. ** Multiple Answer. Base: 1.169 questionnaires. What kind of devices do youusually use to accessthe internet (%)?** • The number ofmobiledeviceusersamongFacebookersindicatesthatthe internet is accessedfromanyplaceatany time, changingusersbehaviourbynotbeingrestricted to fixedplaces. • 68,5% use applications to accessFacebook. Themost used ones are E-Buddy, Facebook for Android and for Iphone/Ipad. ** Multiple Answer. Base: 1.169 questionnaires.

  16. TWITTERS How social networks are used: Who is plugged into Twitter? Behavioral habits in the use of Social Media by Brazilian users

  17. What’s particular about Twitters? Base: 539 questionnaires.

  18. Habitsof Internet users How many hours a week do youspend in the Internet (%)?* MostofTwitterusers are heavy users, probably because of its more dynamic structure. * 0,6% ofnon-answeredquestionnaires . Base: 539 questionnaires. In which places do you usually accessthe Internet (%)?** A biggerproportionofaccessfrom work couldindicatethatTwitter is used as a corporatetool(recruitment, customer relation management andinformation related to products and services). ** Multiple Answer. Base: 453 questionnaires. What kind of devices do youusually use to accessthe 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-BuddyandTweetdeck. ** Multiple Answer. Base: 539 questionnaires.

  19. WINDOWS LIVE MESSENGERS How social networks are used: Who is plugged into MSN? Behavioral habits in the use of Social Media by Brazilian users

  20. What’s particular aboutMessengers? Base: 453 questionnaires.

  21. Habitsof Internet users How many hours a week do youspend 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 majorityoftheMessengersaccessthe internet a few hours per week. * Base: 453 questionnaires. In which places do you usually accessthe Internet (%)?** Comparing to other social network users, Messengershavea lessexpressiveaccess to the internet from work. ** Multiple Answer. Base: 453 questionnaires. What kind of devices do youusually use to accessthe 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. ORKUTERS How social networks are used: Who is plugged into Orkut? Behavioral habits in the use of Social Media by Brazilian users

  23. What’s particular aboutOrkuters? Base: 417 questionnaires.

  24. Habitsof Internet users How many hours a week do youspend in the Internet (%)?* Evenwith a considerable high levelof heavy users (17,5%), themajorityofOrkuters use the internet lessthan 15 hours per week (35,7%), a tendencyalsoperceived in the 2011’s report. * 1,7% ofnon-answeredquestionnaires. Base: 417 questionnaires. In which places do you usually accessthe Internet (%)?** Like in others social networks, Orkuters do usuallyaccessthe internet from home. Anotherhighliht is theaccessfromlanhouse (similar to na internet café)which is thehighestbetweentheanalyzed networks. ** Multiple Answer. Base: 417 questionnaires. What kind of devices do youusually use to accessthe 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. YOUTUBERS How social networks are used: Who is plugged into You Tube? Behavioral habits in the use of Social Media by Brazilian users

  26. What’s particular aboutYoutubers? Base: 286 questionnaires.

  27. Habitsof Internet users How many hours do you use Internet per week (%)?* Internet heavyusersproportionbetweenYoutubers is as high as betweenTwitters, thehighestamonganalyzed networks. *0,3% non-answeredquestionnaires. Base: 286 questionnaires. In which places do you usually access Internet (%)?** Youtuberstend to accessthe internet from work in thesameproportionFacebookers do, onlybehindTwitterusers. Howevertheiraccessfromschool/college is low, speciallyifcompared to theother networks. * Multiple Answer. Base: 286 questionnaires. Which of the followingdevices do you usually use for accesing Internet (%)?** • As it noticed in other social networks, Youtubershave a high percentage of internet accessfrom mobile devices, mainly notebooks andmobile/smartphones. ** Multiple Answer. Base: 286 questionnaires.

  28. Summary Userhabits in themain social networks (%):

  29. Summary Usershabits in themain social networks (%):

  30. Mobile devices Mobiles/smartphones andtablets Behavioral habits in the use of Social Media by Brazilian users

  31. The diversification of devices with access to Internet makes mobiles, netbooks and other portable devices more attractive to a wide range ofintervieweesandprovidesmobility to the internet experience.

  32. Profile About users that access Internet frommobile/smartphone: * *Base: 740 questionnaires.

  33. Internet Content For users that access Internet from mobile/smartphone, the most wanted content is*: From 2010 to 2011 there was a rise in the access of social networks and email from mobiles. Mapsandnewscontentbecamelessimportant to thoseusers, whichcouldindicate a change in theuser’sprofilecausedbythepopularizationofsmartphones. * Multiple Answer. Base: 740 questionnaires. Mobile applications Which applications are the mostused?** The use ofappsdesigned for a specificoperation system shows Android’spredominanceamonginterviewessthataccessthe internet usingmobiles/smartphones. EventhoughApple’scostofacquisition is higher in Brazilthan in other countries, appsdesigned for its system are second in preference. **Multiple Answer. Base: 619 questionnaires.

  34. Profile About users that access Internet from tablet: * *Base: 151 questionnaires.

  35. Maininterestes in Social Networks For users that access Internet through tablets, the main interests in social networks are: * For tablets users, theirmaininterests in social networks are related to professionalactivitiesas well as to publishtheirpersonalcontentandreadingnews. Multiple Answer. Base: 151 questionnaires. Tablets in people’severyday The majority of interviewee s statedthattablet’spossibilitiesregardingwork, mobilityandaccess to social networkswouldbe essencial to theireveryday. In relation to theword “tablet”. Base: 1.316 questionnaires.

  36. Regardless its increasing popularization, tablets are still mainly found between a higher socioeconomic market segment.

  37. Consumershabits in the internet and social networks Behavioral habits in the use of Social Media by Brazilian users

  38. Consumershabits Do 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%. *Multipleanswer. Base: 1.316 questionnaires. PostPurchase

  39. According to Google, Internet has changed the stages in the buying process. The stage of online decision has been called Zero Moment of Truth (ZMOT), related to future buyers behavior, those who search for products, reviews in the Internet, compare prices and exchange information with friends and known people before formalizing the act of buying. Our research has also found that after buying products or services users tend to publish their impressions and to expect a continuous relationship with the brand.

  40. Consumersandbrandsrelations Facebook: 74,0% “like” companies/brandsfanpages 3,7% “liked” for some time, butnotanymore 17,0% never “liked” a fanpage Base: 1.023 questionnaires. Twitter: Multiple Answer. Base: 1.023 questionaires 54,1% followcompanies/brandsprofiles 6,2% followed, butnotanymore 13,3% neverfollowed a company/brandprofile Base: 794 questionnaires. Multiple Answer. Base: 794 questionaires

  41. Three out of four Facebookusers “like” fanpagesandhalf of Twitter usersfollowbrands/companiesprofiles.

  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

More Related