This document summarizes the results of a survey on internet usage among Brazilians ages 12 to 15, who were born in the "Internet Age". Some key findings include: - 91% of Brazilians ages 12-15 have internet access, the highest rate of any age group in Brazil. - Playing electronic games and social media usage on platforms like Orkut are very common among this age group. - 65% of 12-15 year olds typically access the internet at internet cafes, more so than any other age group. - Over half of internet users in this age group post their own content online, most commonly photos on social networks like Orkut.

1. f/raDaR7th
Edition | April 2010

2. The survey was extended to Brazilians between
12 and 15 years of age; in other words, those
who were born in the Internet Age.
Whenever applicable, we have highlighted the
What’s new evolution compared to the previous
edition, which included only people over 16.
For the first time we studied the relationship
Brazilians have with electronic games.
And we introduced a few new questions about
previously researched subjects.
What’snew

3. methodology
internet
_Acess
_Browsing
_Shopping
_Media Transversality
_News Consumption
Eletronic games
sample profile
lessons learned
index

4. methodology

5. methodology
5
technique
scope
universe
fielddate
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.

6. methodology
6
sample2,247 intervieWs in 143 BraZilian cities.
The 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 confidence
level is 95%.
The sample was defined based on 2000 census
information and on 2009* estimates. The process
covered the following stages:
_Stratification 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 weighted
according to the weights of the Brazilian regions, so
as to berepresentative of the universe being studied.
*Source: IBGE
15%
15%
42%
28%
39%
LARGER
METROPOLITAN AREA
(capital and adjacent cities)
61%
OTHER CITIES

7. internet- Access -

8. INTERNET | ACCESS
8
lessonslearned
Brazilians 12 to 15 years old are the
heaviest internet users in the country.
—
The Brazilian “digital divide” is
having internet access at home.
—
In the last 6 months, it only grew
in Class AB.

9. INTERNET | ACCESS
9
penetration
81.3millionpeopleinaction
Social class AGE EDUCATION
Class 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
54
April 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+)

10. internet | ACCESS
10
South Southeast North / Middle West Northeast Larger Metropolitan Area Other Cities
465743525353 435741495546
social class aUg/09 apr/10
Class AB 77 82
Class C 49 47
Class DE 16 20
16 years old or more | Evolution
Internet access has grown 7% in the South
Within Class AB, 5%
region typeoftown
+ 7 p.p
AUG/09 APR/10
Question: Do you usually access the internet at ___ (stimulus for place)?
Base: Sample total – see methodology
penetration
81.3millionpeopleinaction

11. INTERNET | ACCESS
11
computerathome
myfirstPC
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 40
Has a computer at home Has a computer at home
12 YEARS OLD OR MORE 16 YEARS OLD OR MORE | Evolution
AUG/09 APR/10
Home
computer
ownership
increased
6% in 6
months
+ 6 p.p

12. internet | ACCESS
12
Broadband connection Dialup connection
627 723 620
Broadband connection Dialup connection
628
broadbandathome
thebandhasbecomebroader
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
12 years old or more 16 years old or more | Evolution
Ownership of broadband
grew 7% in 1 year
+ 7 p.p
AUG/09MAR/09 APR/10

13. internet | ACCESS
13
Class AB Class C Class DE
42473
Class AB Class C Class DE
235184
broadbandathome
digitalwall
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
haBit of accessing home access | Ownership
APR/10
-33 p.p -49 p.p
4
The discrepancy
is much greater
in having home
access

14. internet | ACCESS
14
Class AB Class C Class DE
32472 32463
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
home access | Ownership
3 3
Home access
only increased
in Class AB,
although it was
significant, at
9% in only 6
months
+ 9 p.p
AUG/09 APR/10
broadbandathome
digitalwall

15. internet | ACCESS
15
accesslocations
theinternetcafeistheharbor
8
6
11
12
25
27
31
Question: Do you usually access the internet at ___ (stimulus for place)?
Base: Sample total – see methodology
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)

16. internet | ACCESS
16
accesslocationsbyagegroup
theinternetcafeistheharbor
Question: Do you usually access the internet at ___ (stimulus for place)?
Base: Sample total – see methodology
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

17. 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
Question: Do you usually access the internet at ___ (stimulus for place)?
Base: Sample total – see methodology
Class AB also
access at
Internet cafes
accesslocationsbyclass
theinternetcafeistheharbor

18. internet | ACCESS
18
frquency
everyday
Question: According to this card, how often 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

19. internet | ACCESS
19
timeonline
allthetime Time online also increases
with income and education
53% of internet
users stay online
from 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 20
More than 9
hours (10.0)
From 6 to 9
hours (7.5)
From 3 to 6
hours (4.5)
From 1 to 3
hours (2.0)
Less than 1 hour
(2.0)
APR/09
Average: 3 hours/day
12 years old or more | Hours/day

20. INTERNET | ACCESS
20
timeonline
thenetworkisprogressive 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

21. internet- Browsing-

22. INTERNET | BROWSING
22
lessonslearned
Brazilians think that life has improved
thanks to the internet.
—
Orkut is the main platform for inclusion
of own content and for content sharing
among Brazilian internet users.
—
Internet users share as much today as 6
months ago, but through fewer methods.
—
People over 60 are interested in posting
content on the internet in order to
participate in promotions.

23. internet | BROWSING
23
culturalimpact
digitalemancipation
Question After 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

24. INTERNET | BROWSING
24
postingcontent
mynetwork
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

25. 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
postingcontent
mynetwork
Question: Have you ever posted your own content on the internet, such as text, pictures, music or films?
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
The younger users post more content

26. internet | BROWSING
26
Photos Text Video AudioComments about
something posted
on the internet
Presentation
(Power Point)
contenttype
mynetwork
Question: Have you ever posted your own content on the internet, such as text, pictures, music or films?
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
12 years old or more | Stimulated and multiple
52 20 19 7 7 3
_Women
_12 to 24 y.o.
_Grade School and High School
12 a 24 anos

27. internet | BROWSING
27
Reasonforpostingowncontent
ournetwork
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
someone
To illustrate ortell
something about your
personal life
To publish a
work/project you
created yourself
To illustrate or relate a
fact, story or news item
on the internet
To express your opinion
for or against a subject,
product, service, company
or brand
To participate
in a promotion
12 to 24 y.o.
Grade School and
High School
12 a 24 anos
12 years old or more | Stimulated and multiple

28. INTERNET | BROWSING
28
methodsforpostingcontent
ournetwork
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 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

29. INTERNET | BROWSING
29
METHODSbyreasonforposting
ournetwork
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 to
someone
Illustrate
something
about your life
Publish
your work
Illustrate/relate
a fact, story or
news item
Express your
opinion for or
againstsomething
Participate
in a
promotion
POSTED CONTENT CREATED BY SELF 30 20 16 9 8 4
Your Orkut profile 24 14 9 5 2 1
MSN 20 9 6 3 2 1
E-mail 13 5 5 2 2 1
Orkut Communities 8 4 3 2 1 0
Twitter 4 1 1 1 1 0
Community sites and groups, other than Orkut 4 1 2 1 1 -
Your personal blog/site 3 1 2 1 0 0
Posting videos on YouTube 2 1 2 1 1 0
Chat rooms 2 1 0 0 0 0
Facebook 2 2 1 0 0 -
Someone else’s blog/site 2 2 1 1 1 0
Sending 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
Stimulated and multiple

30. 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. 19
21
12
11
11
1060+ 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. 27
26
16
8
12
660+ 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. 41
39
28
14
13
12
reasonforpostingBYAGEGROUP
ournetwork
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 personal
life and publishing their work, while older people do it more to express
an opinion for or against some cause and to take part in promotions
relate to other people illUstrate something
aBoUt personal life
pUBlish WorK

31. 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. 3
5
4
3
4
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. 3
10
8
5
12
16
Younger people post more content for relationships, discussing personal
life and publishing their work, while older people do it more to express
an 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
reasonforpostingBYAGEGROUP
ournetwork
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?

32. INTERNET | BROWSING
32
contentsharing
thenetworkspreads
12 years old or more
16 YEARS OLD OR MORE
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%

33. internet | BROWSING
33
12 to 15 y.o. 16 to 24 y.o. 25 to 34 y.o. 25 to 34 y.o. 45 to 59 y.o. 60+ y.o.
516056668078
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
Young people share more
contentsharing
thenetworkspreads

34. internet | BROWSING
34
Photos Text Video AudioComments about
something posted on
the internet
Presentation
(Power Point)
typeofcontentshared
spreadsphotos
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
12 years old or more | Stimulated and multiple
47 33 31 11 13 5
Women
12 to 24 y.o.
12 to 24 y.o.

35. internet | BROWSING
35
methodsofsharing
thenetworkspreads
Question: And through which of the methods on the card do you usually share content you find 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 12yearsoldormore|Stimulated and multiple
2
2
2
2
3
3
3
5
5
5
13
32
42
48GradeSchoolandHighSchool
Class AB
AUG/09 APR/10
Internet users share as much today as 6
months ago, but through fewer methods
GradeSchoolandHighSchool
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)

36. 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
methodsofsharingbyagegroup
thenetworkspreads
Question: And through which of the methods on the card do you usually share content you find 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

37. internet | BROWSING
37
YouTube E-mail MSN Orkut
44382915 53463411
methodsofsharingbygender
thenetworkspreads
Question: And through which of the methods on the card do you usually share content you find interesting over the internet? / Any method other than those listed on the card?
Base: People interviewed who access the Internet – see methodology
MENWOMEN

38. INTERNET | BROWSING
38
POSTINGCONTENTONmassMEDIA
THENETWORKPARTICIPATES
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 who
usually send
content to
mass media
vehicles
17% 10%

39. internet- Shopping -

40. internet | SHOPPING
40
lessonslearned
The influence of the internet
and its users on shopping has been
growing in the country.
—
Fear of not receiving the purchased
goods is the main barrier for the
users who never purchased
anything online.

41. 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
ONLINESHOPPINGHABIT
Question: Do you usually shop online? / How often do you shop online?
Base: People interviewed who access the Internet – see methodology
16 years old or more 16 years old or more | Evolution
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

42. 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
77
3
6
4
5
5
ONLINESHOPPINGHABIT
Question: Do you usually shop online? / How often do you shop online?
Base: People interviewed who access the Internet – see methodology
12 years old or more
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 online
increases with age, education
and income
_Internet users 45 to 59 years
old shop most and most often

43. internet | SHOPPING
43
Electronics
Books
Appliances
Clothes, shoes and accessories
CDs, DVDs and/or games
Sporting goods
IT products 2
2
4
5
5
6
11
WHATDOYOUBUYONLINE
Question:What do you usually buy online?
Base: People interviewed who access the Internet – see methodology
12 years old or more | Stimulated and multiple
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%

44. internet | SHOPPING
44
WHYDON’TYOUSHOPONLINE
Question:Why don’t you usually shop online?
Base: People interviewed who access the Internet – see methodology
do not shop online | Stimulated and multiple
6
8
9
10
10
23
28
33
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
There’s nothing that interests me /
what I usually buy is not available online
For issues relating to safety/trust in the
company/website (unspecified)
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

45. internet | SHOPPING
45
443530
doesonlineresearchbeforebuyingatstore
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 before
buying 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

46. 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
doesonlineresearchbeforebuyingatstore
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 before
buying 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
The habit is more
marked the higher
the income and
level of education
16 years old or more | Stimulated and multiple 12 years old or more | Stimulated and multiple
The habit is more
marked the higher
the income and
level 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

47. internet | SHOPPING
47
internetusers’influenceonshopping
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 MOUTH
The more internet users
are well educated and
have higher income,
the more they will
consider other
consumers’ opinions
posted online when
making a purchase
Take it into
account
4733
14 percentage points
in 6 months
AUG/09 APR/10

48. internet- Media Transversality -
NEW
CHAPTER

49. INTERNET | MEDIA TRANSVERSALITY
49
lessonslearned
60% of internet users have substituted the traditional platform (TV, radio
or movies) for the internet when watching or listening to shows or movies.
49

50. internet | MEDIA TRANSVERSALITY
50
consumingcontentfromoutsidetheweb
mygrid
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 multiple
60% of internet users
have substituted
the 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
12 to 24 y.o.
Class AB
12 to 24 y.o.
Class AB
College Education
Watch soap operas, movies,
newscasts, reality shows, sports
events or series on the internet
instead 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 internet
instead of watching the same
movie in the theater

51. New
chapter
- News Consumption -
internet

52. INTERNET | NEWS CONSUMPTION
52
lessonslearned
Brazilians prefer to watch their news on TV.
—
Younger, wealthier and more educated people prefer to get their news on the internet.
—
Newshasno“owners”ontheinternet:Googleandsocialnetworksaretheweb’sgreatsources.
52

53. internet | NEWS CONSUMPTION
53
TV Internet Radio Printed newspaper Magazine
Preferredmedia
seeingisbelieving
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. internet | NEWS CONSUMPTION
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
56
54
56 57 58
44
3434
31
35
34
2924
47
43
JORNAL
RADIO
ONLINE
ONLINE (INCLUDING
SOCIAL NETWORKS,
E-MAIL, PODCASTS
AND MOBILE DEVICES)
Preferredmedia
justlikenorthamericans

55. internet | NEWS CONSUMPTION
55
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.
434757696873 5137241272 25881314 177877 332111
PreferredmediaBYAGEGROUP
clickingisbelieving
popUlation
Preference for the internet increases the
younger the users get. And preference for the
radio increases as users get older.
NEWSPAPERMAGAZINE RADIO INTERNET TV
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

56. internet | NEWS CONSUMPTION
56
TV Internet Radio Printed newspaper Magazine
Preferredmedia
seeingisbelieving
internet Users
45 40 7 4 2
Even internet users
prefer to get their news
from the television
-
The younger, wealthier and more
educated the internet users, the more
they prefer the internet for news
Classes AB
12 to 15 y.o.
Ens. Superior
#1 in preference
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

57. internet | NEWS CONSUMPTION
57
Preferredmediaontheinternet
searchingisbelieving
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
12 years old or more | Stimulated and multiple
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. internet | NEWS CONSUMPTION
58
Preferredmediaontheinternet
CHANGINGisbelieving
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
Stimulated and multiple
_People under 24 get their
information mainly on social
networks 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 SITESSEARCH ENGINES
SOCIAL NETWORKS PORTAIS
PRINTED
MEDIA SITESSEARCH ENGINES
0
10
20
30
40
50
60
70
80
90
12 to 15 y.o. 16 to 24 y.o. 25 to 34 y.o. 34 to 44 y.o. 45 to 59 y.o. 60+ y.o.

59. internet | NEWS CONSUMPTION
59
0
10
20
30
40
50
60
70
Grade School High School College
Education
preferredMediaontheinternet
CHANGINGisbelieving
Stimulated and multiple
Portals are more
relevant among people
with better education
SOCIAL NETWORKS
PORTALS
SEARCH ENGINES
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 (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

60. new
chapter
electronicgames

61. ELETRONIC GAMES
61
lessonslearned
4 out of 10 Brazilians have the habit of
playing electronic games.
—
Brazilians 12 to 15 y.o. are the heavy
user group for electronic games in the
country.
—
The player population is younger and
has more males than that of internet
users. Internet users, on the other
hand, are wealthier and better
educated.

62. eletronic games
62
Brazilians most often play electronic
games on their mobile phones.
-
Wealthier people play online and on
the computer. Less wealthy people tend
to use their mobiles or play offline.
-
Soccer is the most popular electronic
game in the country.
-
The games market sustains itself
thanks to only 15% of the electronic
gamers in the country.
lessonslearned

63. ELETRONIC GAMES
63
habitofplaying
Question: Do you usually play games on ____ ?
Base: Sample total – see methodology
12 YEARS OLD OR MORE | Stimulated and multiple
42% 66%
PLATFORMS
MOBILE 29%
COMPUTER 27%
VIDEOGAME (TRADITIONAL) 23%
VIDEOGAME (PORTABLE) 6%
4 out of 10 Brazilians
have the habit of playing
electronic games
-
Younger men and with
higher income play more
INTERNET USERS

64. eletronic games
64
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.
habitofplayingbyagegroup
Question: Do you usually play games on ____ ?
Base: Sample total – see methodology
90704828153
Younger people play a lot more

65. eletronic games
65
Portable videogame (console and/or portable) Videogame Mobile Computer
45363411 2529225 101892
gamingplatformbyclass
Question: Do you usually play games on ____ ?
Base: Sample total – see methodology
_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

66. 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, going
home, 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
placeforplayingHome 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 mobiles
on the go
Stimulated and multiple

67. 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
playingfrequencyMobile is the most used platform
Question: According to this card, how often do you normally play games on the computer? (616 interviews) / According to this card, how often do you normally play games on
your mobile? (650 interviews) / According to this card, how often do you normally play traditional videogames? (512 interviews) / According to this card, how often do you
normally 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):

68. 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
timeonlineVideogame is the platform with the
highest 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 often do you normally
play games on your mobile? (650 interviews) / According to this card, how often do you normally play traditional videogames? (512 interviews) / According to this card, how
often do you normally play portable videogames? (144 interviews) // Base: People interviewed who play on each platform
2,5 1,9
2,1 1,3
Average (hours/day):
MOBILECOMPUTER
VIDEOGAME
(TRADITIONAL)
VIDEOGAME
(PORTABLE)

69. eletronic games
69
On the mobile On the computer Don't usually play offline
9464661
On a videogame (console and/
or portable: PSP, Nintendo, DS,
Xbox,Wii, etc)
onlineoroffline?
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
Stimulated and multiple
Women
12 to 34 y.o.
Grade School/High School
Classes CDE
Men
Grade School/High School
Classes AB
12 to 15 y.o.
College Education
Classes AB
35 to 59 y.o.
91% of players play offline

70. eletronic games
70
Mobile Don't usually play online
5211142431
Computer, a game
installed in my computer
On a videogame
(console and/or portable: PSP,
Nintendo, DS, Xbox, Wii, etc)
Computer, on
internet sites
onlineoroffline?
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
Stimulated and multiple
12 to 15 y.o.
Classes AB
Men
12 to 15 y.o.
College Education
Classes AB
Women
35 to 59 y.o.
Class DE
computer:43%
48% play electronic games online

71. eletronic games
71
Class DE Class C Class AB
544427 566469 524729
Class DE Class C Class AB
734727 161315 15104
onlineoroffline?
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
online
Wealthier players play more
on the computer and online
offline
Lower income players play more
on the mobile and offline
MOBILEVIDEOGAME (CONSOLE AND/OR PORTABLE) COMPUTER

72. 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) 5
5
6
7
9
9
10
15
27
Question: According to this card, which type of electronic game do you play the most?
Base: People interviewed who play electronic games – see methodology
gametype
thecountryofelectronicsoccer
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

73. ELETRONIC GAMES
73
Howthegameisobtained
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 for
electronic games
-
19% pay for most of
their electronic games

74. eletronic games
74
219222936
I get the games my
operator gives me on
my mobile
I borrow from
relatives and/or
friends
I download without
paying on file
sharing sites
I get into networked
game sites without paying
(stay connected)
Computer games /
that are already on the
computer
Howthegameisobtained
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
2
81% don’t pay for electronic games
Women
Grade School/High School
Classes CDE
Men
College Education
Classes AB
College Education
Classes AB
Men
Stimulated and multiple

75. eletronic games
75
1123477
I buy them at stores on
the street / mall /
magazine insert
I buy them from
street side endors
(non-official)
I pay to get into
networked game
sites (stay connected)
I buy over the
internet on
Brazilian web sites
I pay for playing at
Internet cafes / game
stores / rental stores
I buy over the
internet on foreign
web sites
I buy them from
my operator over
the mobile
comoobtémojogo
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 games
Stimulated and multiple
Non-official

76. ELETRONIC GAMES
76
Howthegameisobtained
12 YEARS OLD OR MORE | Stimulated and multiple
15%
For free
-
Only 15% of Brazilian electronic
gamers get their games via an
official 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

77. sampleprofile

78. 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
12YEARSOLDORMORE
economicclassificationandavg.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 ELECTRONIC
GAMES

79. sample profile
79
12 to 15 y.o. 16 to 24 y.o. 25 to 34 y.o. 35 to 44 y.o. 45 to 59 y.o. 60+ y.o.
1612243720 2814253516 121718212210
Fundamental Médio Superior
125335 195427 114049
Masculino Feminino
4357 4852 5149
12YEARSOLDORMORE
GENDER,AGEANDEDUCATION
Base: Sample total / People interviewed who access the Internet / People interviewed who play electronic games – see methodology
gender edUcation
age
Men Women Grade School High School College
36 ANOS 27 ANOS 25 ANOS
INTERNET USERS
POPULATION
PLAY ELECTRONIC
GAMES

80. sample profile
80
5712448132161 7113567102566 5012557162063
1413239 1412734 1991637
12YEARSOLDORMORE
OCCUPATION
Base: Sample total / People interviewed who access the Internet / People interviewed who play electronic games – see methodology
INTERNAUTAS
POPULAÇÃO
JOGAM JOGOS
ELETRÔNICOS
EAP*
Non EAP*
Contracted
employee
Student only
Freelancer/
temp
Retired only
Non
contracted
employee
Homemaker
only
Civil servant
Unemployed
(not looking for
work)
Self
Employed
(Deducts SS)
Businessperson Intern /
apprentice
(with pay)
Self
Employed
(w/College
Education)
Unemployed
(looking for
work)

81. internet | NEWS CONSUMPTION
81
12YEARSOLDORMORE
OCCUPATION 36% of the population over 12, 54 million people,
usually access the internet and play electronic games
18%
36%
40%
6%
onlyaccessestheinternet
onlyplayselectronicgames
doesnotaccessthe
internetorplaygames
accessestheinternet
andplayselectronic

82. lessonslearned

83. LESSONS LEARNED
83
internet|access
Brazilians 12 to 15 years old are the
heaviest 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.

84. LESSONS LEARNED
84
internet|browsing
Brazilians think that life has improved
thanks to the internet.
—
Orkut is the main platform for inclusion
of own content and for content sharing
among Brazilian internet users.
—
Internet users share as much today as 6
months ago, but through fewer methods.
—
People over 60 are interested in posting
content on the internet in order to
participate in promotions.

85. LESSONS LEARNED
internet|mediatransversality
60% of internet users have substituted the traditional platform (TV, radio
or movies) for the internet when watching or listening to shows or movies.
85

86. LESSONS LEARNED
internet|newsconsumption
Brazilians 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

87. lessons learned
87
internet|shopping
The influence of the internet and its
users on shopping has been growing
in the country.
-
Fear of not receiving the purchased
goods is the main barrier for the users
who never purchased anything online.

88. LESSONS LEARNED
88
internet|electronicgames
4 out of 10 Brazilians have the habit
ofplaying electronic games.
—
Brazilians 12 to 15 y.o. are the heavy
user group for electronic games in the
country.
—
The player population is younger and
has more males than that of internet
users. Internet users, on the other hand,
are wealthier and better educated.

89. lessons learned
89
Brazilians most often play electronic
games 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 offline.
—
Soccer is the most popular electronic
game in the country.
—
The games market sustains itself
thanks to only 15% of the electronic
gamers in the country.
internet|electronicgames

90. f/raDaR7th
Edition | April 2010