F/Radar - Edition 10

DATAFOLHA

august 2011

F / R A D A R 10

10th Edition

2

F/RADAR 10th EDITION

5 years in the service of questions
Methodical exactness aimed at the limited to contacting interviewees by that, in 2007, uncovered a new potential of contents going viral online
creative and independent observation phone and asking whether they owned phenomenon in popular culture: was also a target of F/Nazca’s radar, as
of both culture and consumption a computer. In the case of F/Radar, the the Calypso Band, whose independent was online gaming. The study has also
transformations in Brazil. Based on this questionnaires are applied in person, distribution model left it out of the dissected, for the first time, the internet
premise, 5 years ago F/Nazca decided in high traffic areas, and concentrate music industry’s metrics. The survey habits of those born in the Internet Era
to invest in its own nationwide study, in on internet access habits, regardless also found the extent of piracy practices when it extended the study to Brazilians
partnership with Datafolha. Ever since, of computer ownership. In just a few in the country when it determined that between the ages of 12 and 15, in April
the intense scrutiny of the questionnaires months, the number of internet users 53% of the AB class had purchased of 2010. Finally, with a careful look at
applied from major cities to the distant “jumped” by almost 20 million. It was and continued purchasing bootleg mobile internet access habits and the
villages of the Amazon has contributed absolute proof of the inadequacy of the CDs and DVDs. power of brands in social networks F/
to the understanding of phenomena that methodologies applied so far and the Radar reaches its tenth edition poised to
are very dear to the advertising world. confirmation of a decisive factor in The same spirit of disbelief destroyed continue propagating knowledge on the
With the internet as its epicenter, the digital inclusion: the internet cafe. the myth that online dating is just for subjects that most intrigue the consumer
study reinvented itself with each F/Radar made its first contribution nerds, when it determined that 38% of market in Brazil. As a rule, the results of
biannual edition, following the rapid to understanding the digital revolution Brazilians knew someone who had had sex the study are published on the agency’s
changes in Brazilian consumer behavior. in Brazil. with someone they met online. The study website: www.fnazca.com.br.
also quantified the internet’s strength not
That’s how F/Radar, the survey’s given With each semester, what followed were only as a means of consumption, but in its
name, managed to be the pioneer in elucidations and lessons that fueled not influence on traditional commerce, when
defining the country’s digital map. Until only the agency’s campaigns and clients, it found that 15% of Brazilians checked
August 2008, surveys conducted by the but also the market in general, including online before making purchases at brick
major market analyses institutes were the press and academia. It was F/Radar and mortar stores. Over these 5 years, the

Methodology
Internet Sample
Profile .internet.br
.MOBILE LIFE
.NETWORKED LIFE
.NETWORKED BRANDS
.NETWORKED MEDIA CHANNELS
.DIGITAL CONSUMPTION

5

T ECH NIQ UE Quantitative survey, applying
questionnaires in high traffic locations.

S CO P E Nationwide.

UNIV ERS E Brazilian population over 12 years
of age, from all economic classes.
Source: IBGE (2010 Census) 155.132.205 residents*

F IEL D DAT E Study done on
August 16 and 17, 2011.

*For the first time, the sample was designed based on the 2010
Census which generated negative oscillations in the internet
access results (still within the margin of error), because the
new IBGE data revealed the Brazilian population had aged
more than had been projected.
METHODOLOGY

6 SAMPLE

2.200 INTERVIEWS (PLUS 300 INTENTIONAL*)
159 BRAZILIAN MUNICIPALITIES
— MARGI N OF ER R OR —
NORTHEAST
± 2%

±3% FOR TOTAL NUMBER OF INTERNET USERS AND
±4% FOR MOBILE INTERNET USERS

— LEVEL OF CONFIDENCE —
16% 28%
95%
NORTH/MIDWEST
The sample was defined based
on 2010 IBGE census information
and considers:
. STRATIFICATION BY STATE AND
BY CITY SIZE;
37%
Metropolitan
42% SOUTHEAST

regions
. RANDOM SELECTION OF THE CITIES;

. RANDOM SELECTION OF STUDY
LOCATIONS.
63% Country-
side
(capital cities + other cities)

14% *In order to ensure a comfortable
METHODOLOGY

SOUTH margin of error in the analysis of mobile
internet user data, 300 intentional
For reading the sample total, the data was interviews were conducted in this uni-
weighted according to the weights of the verse alone (in addition to the 2,200
during the probabilistic phase), later
Brazilian regions, so as to be representa- adjusted to the total sample according
tive of the universe being studied. to the Brazilian population profile.

7

INTERNET
INTERNET.BR

8
78 million
internet users

Access habits 54%
52%
54%
50%
12 YEARS OLD OR OLDER
— E VOLUTI ONAL —

AUGUST 2011

SOCIAL CLASS AGE EDUCATION
AB 77 12 to 15 y.o. 83 Grade School 25
C 49 16 to 24 y.o. 84 High School 70
DE 17 25 to 34 y.o. 60 College 92
35 to 44 y.o. 42
REGION 45 to 59 y.o. 24
South 51 60+ y.o. 7
Southeast 54
North/ 49
Midwest
Northeast 43 Metropol. Reg. 64
Countryside 41
I N T E R N E T. B R

(STIMULATED AND UNIQUE)
Question: Do you usually access the internet _____ (LOCATION STIMULUS)?
Base: Sample total – See methodology. APR.10 NOV.10 APR.11 AUG.11

9

Access Frequency
12 YEARS OLD OR OLDER APR.10 NOV.10 APR.11 AUG.11


HEAVY: 60% MEDIUM: 30% LIGHT: 10%
Frequency
increases with
income and
education. WEEKLY ACCESS: 90%

Average: 5 days/week
38 43 40 50 11 11 14 10 21 21 21 18 16 14 15 12 5 3 4 4 7 4 4 4 3 3 2 2
E V E R Y D AY 4 T O 6 D AY S 2 T O 3 D AY S ONCE A WEEK ONCE EVERY ONCE A LESS THAN
A WEEK A WEEK TWO WEEKS ONCE A MONTH

( 7. 0 ) (1.0) MONTH
(5.0) (2.5) (0.5) (0.25) (0.01)
Question: According to this card, how often
do you normally use the internet?
Base: People interviewed who access the Internet – See methodology.

10

Access Frequency
DAILY ACCESS
In the last 4 months
the number or people who
16 YEARS OLD OR OLDER access the internet daily has
increased as much as it did
in the three previous years.

32% 38% 32% 37% 38% 44% 41% 50%
APR.08 AUG.08 MAR.09 AUG.09 APR.10 N O V. 1 0 APR.11 AUG.11

Question: According to this card, how often do you
normally use the internet?

11

Accessing on the go
ACCESS LOCATIONS 29.5 MILLION BRAZILIANS
ACCESS ON THE GO
AV E R A G E O F L O C AT I O N S U S E D

Internet cafes
APR.10 2
dropped 7 points,
but continue being NOV.10 -
the main access loca-
tion for classes CDE, APR.11 3
among young people Mobile devices jumped
between 12 and 15, 11 points in 16 months and
AUG.11 3
in the Northeast and already are the second most
North/Midwest. popular access method in (STIMULATED AND MULTIPLE)
Question: Do you usually access the internet
the country. ___________ (LOCATION STIMULUS)?
Base: Sample total – See methodology.

27 28 30 28 31 28 29 22 8 11 12 19 25 22 24 20 12 13 13 12 11 12 11 10 6 7 7 5

AT H O M E PA I D I N T E R N E T MOBILE DEVICES AT R E L AT I V E S ’ O R AT W O R K AT S C H O O L O R AT F R E E O R P U B L I C
ACCESS POINTS SUCH (MOBILE PHONE, FRIENDS’ HOMES COLLEGE/UNIVERSITY INTERNET ACCESS
AS INTERNET CAFES SMARTPHONE, POINTS
PDA, ETC.)

12

INTERNET
MOBILE LIFE

13

Accessing on the go
ACCESS LOCATIONS

MOBIL E AC C ESS AM ON G
INTE RNET USER S

29.5 million
Brazilians are
used to accessing
mobile internet.
38%
MOBILE LIFE

(STIMULATED AND MULTIPLE)
Question: Do you usually access the
internet _____ (LOCATION STIMULUS)?
Base: Sample total – See methodology.

14

Accessing on the go
ON THE PHONE

The mobile
phone is the
main platform
74%
CONVENTIONAL
37%
MOBILE
5%
TABLET
for mobile MOBILE MODEM PORTABLE
COMPUTER IN

access.
PHONE AND WHICH YOU
SMARTPHONE PLUG INTO THE TABLET FORM
COMPUTER,
LIKE 3G
22 million Brazilians
connect using the phone.
MOBILE LIFE

Question: Do you usually access the
internet _____ (LOCATION STIMULUS)?
Base: Interviewees who access the internet via mobile device.

15

Accessing on the go
ACCESS
FREQUENCY

MOST FREQUENT

7 in 10
mobile internet
users access the
internet every day
(not necessarily
only using a mobile
device).
69%
MOBILE LIFE

Question: Cross-reference between daily access
frequency and the habit of accessing mobile internet.
Base: Mobile internet users – See methodology.

N
EW
16

Q
U
Accessing on the go

ES
TI
O
N
MOBILE
AND PRE-PAID

8 in every 10
people who
access on the go
do so with pre-
paid plans.
COLLEGE EDUCATION: 69%

79%
MOBILE LIFE

Question: Is your internet package
pre-paid or monthly?
Base: Interviewees who access the
internet via mobile device.

N
EW
17

Q
U
Accessing on the go

ES
TI
O
N
MOBILE AND LIVE

3 in every 10 people who
access on the go have
posted content about
something happening
at that exact moment.
THE PRACTICE REOCCURS MORE
OFTEN AMONG THE WEALTHIER

32%
AND IS SIMILAR BETWEEN PRE-PAID
AND MONTHLY PLAN USERS.

Question: Have you ever commented, published, posted
MOBILE LIFE

and/or shared anything online at the exact moment
you were experiencing it, such as a picture at a concert,
a picture of a traffic accident, a phrase said at a lecture,
or event you were attending? Base: Interviewees who
access the internet via mobile device.

N
EW
18

Q
U
Accessing on the go

ES
TI
O
N
MOBILE PURCHASES

Approximately
5 million Brazilians
16% 83%
HAS MADE
A PURCHASE
HAS NEVER
MADE A
have bought something THROUGH
A MOBILE
PURCHASE
THROUGH A
via mobile internet. DEVICE MOBILE DEVICE

THE PRACTICE IS MORE COMMON

6% 6% 5% 4% 3%
AMONG THOSE OLDER THAN 45 AND
WITH HIGHER LEVELS OF EDUCATION

Store websites (Walmart, Strictly online Product or Group purchase Online auction
Casas Bahia, Carrefour, purchase websites service brand site websites and/or websites (Olho
MOBILE LIFE

Americanas, etc.) purchase clubs no Click, Sold,
Question: Have you ever purchased anything through the
(Peixe urbano, E-Bay, Mercado
mobile internet on your mobile phone, smartphone, mobile
Bananarama, Livre, etc).
broadband, tablet, etc? On which of these? Any device other
Clube Urbano,
than those listed on the card?
Base: Interviewees who access the internet via mobile device.
Groupon, etc.)

19

INTERNET
NETWORKED LIFE

20

Social network access
INTERNET USERS
12 YEARS OLD OR OLDER 39% of those 87% of those
AV E R A G E S O C I A L N E T W O R K S U S E D

— E VOLUTI ONAL — on Orkut use on Facebook NOV.10 2
Facebook. use Orkut. APR.11 2

72.5 million AUG.11 3
people -7 p.p. -8 p.p.
91% of those on
Twitter use Orkut,
while 69% use
Facebook.
+19 p.p.

of Internet
users connect
93% to some social
80 78 73 74 69 66 14 21 33 17 19 9 9 8 1
network.
NETWORKED LIFE

* **
(*) Attribute (**) Attribute
(STIMULATED AND MULTIPLE) stimulated starting stimulated starting
Question: Do you access any of the social networks on the card? Which ones? Any others? Any more? April/2011. August/2011.
Base: People interviewed who access mobile Internet – See methodology.

21

73% 73%
Social network access
— AU GUST 2011 —

95%
42%

of internet users who
access at home and/
or work connect to 23%
some social network
NETWORKED LIFE

52.3 MILLION PEOPLE

Question: Do you access any of the social networks on the card?
Which ones? Any others? Any more?
Base: People interviewed who access the Internet – See methodology. TWITTER FACEBOOK MSN ORKUT

22

Accessing on the go
14.5 million
people

SOCIAL NETWORK ACCESS
of Internet
Mobile internet users
are more present on
social networks.
49% users connect
to Facebook.

80 78 49 30 13 2
NETWORKED LIFE

Question: Do you access any of the social networks on the card? Which ones? Any others? Any more?
Base: People interviewed who access mobile Internet – See methodology.

23

Social network profiles
— AU GUST 20 11 —

Facebook is the most elite social network on the internet.

ECONOMIC CLASSIFICATION | BRAZIL CRITERIA AB EDUCATION COLLEGE
C HIGH SCHOOL
DE GRADE SCHOOL

40 52 8 54 42 4 53 45 2 45 49 6 17 57 26 32 52 16 24 51 25 23 53 23
NETWORKED LIFE

ORKUT FA C E B O O K TWITTER MSN ORKUT FA C E B O O K TWITTER MSN

Question: Do you access any of the networks on the card?
Gender: all of the stimulated social networks
Base: People interviewed who access each of the networks – See methodology. are equally frequented by men and women.

24

Social network profiles
— AU GUST 20 11 —

The age profile AGE 12 TO 15 Y.O. 16 TO 24 Y.O. 25 TO 34 Y.O.

of social networks 35 TO 44 Y.O. 45 TO 59 Y.O. 60+ Y.O.

users is very similar:
the majority of
users, on all of them,
are between 16 and
24 years of age.

Twitter is the
youngest social
network: 67% are
between 12 and
24 years of age. 16 40 25 12 6 1 16 42 24 10 7 0 23 44 18 8 6 0 17 40 25 12 6 1
NETWORKED LIFE

Question: Do you access any of the networks on the card?
Gender: all of the stimulated social networks
Base: People interviewed who access each of the networks – See methodology. are equally frequented by men and women.

25

INTERNET
NETWORKED BRANDS

N
EW
26

Q
U
The talk of the town

ES
TI
O
N
THE INTERNET IS NICE
INTERNET USERS (50%)

26% of internet
users have cited
brands on social
networks.
THE PRACTICE IS MOST
COMMON AMONG USERS
11% 8% 7% 7% 74%
BETWEEN 35 AND 44 YEARS OF To compliment To share content To participate To complain about Did not comment
NETWORKED BRANDS

and/or recommend published by the in a promotion a brand, company,
AGE, FROM CLASS AB AND WITH a brand, company, brand, company, service, promotion
HIGHER EDUCATIONAL LEVELS. service, promotion service, promotion and/or commercial
and/or commercial and/or commercial.

Question: Have you ever talked about and/or commented on a brand, company, product and/or service on a social or relationship network? For what reason
mentioned on this card did you comment and/or talk about a brand, company, product and/or service on a social or relationship network? Any other not listed on the card?

N
EW
27

Q
U

ES
TI
O
N
CELEBRITIES ONLINE
ACCESS SOCIAL NETWORKS

20% of those who Orkut is the main channel for brand following.
use social networks
follow or are fans
of brands in that
environment.

12% 7% 6% 3%
THE PRACTICE IS MORE COMMON
NETWORKED BRANDS

AMONG YOUNGER USERS.

14.5 million
people (STIMULATED AND MULTIPLE)
Question: Do you follow, or are you a fan of any brand, company, product and/or service on social
networks? According to this card, on which social networks do you follow, or are a fan of a brand,
company, product and/or service? Any other social network not mentioned on the card?
Base: People interviewed who access social networks – See methodology.

N
EW
28

Q
U

ES
32%

TI
O
N
30%
CELEBRITIES ONLINE

12 YEARS OLD OR OLDER 23%
21%
Twitter and Facebook
users are more likely to
be virtual fans of brands. Access each of the social networks.
NETWORKED BRANDS

Question: Do you follow, or are you a fan of any brand, company, product
and/or service on social networks? According to this card, on which social
networks do you follow, or are a fan of a brand, company, product and/or
service? Any other social network not mentioned on the card? Base: People TWITTER FACEBOOK
interviewed who access one of the social networks – See methodology. MSN ORKUT

N
EW
29

Q
U
Why follow?

ES
TI
O
N
CELEBRITIES ONLINE
INTERNET USERS WHO FOLLOW A BRAND

12 YEARS OLD OR OLDER BECAUSE I LIKE THE BRAND, COMPANY,
PRODUCT AND/OR SERVICE 43%

Respect for
TO STAY UP TO DATE ON LAUNCHES,
NEW ITEMS AND NEWS 42%
the brand is TO FIND MORE INFORMATION 30%
what most
counts when
TO PARTICIPATE IN PROMOTIONS 25%
it comes to BECAUSE IT OFFERS ME RELEVANT
CONTENT AND/OR SERVICE 24%
following it. BECAUSE IT’S A TRENDY BRAND 19%
NETWORKED BRANDS

TO HAVE ACCESS TO DISCOUNTS AND/OR OFFERS 18%
TO COMPLAIN 5%
Question: For which of these reasons do you follow or are a fan
of brands on social and relationship networks? Any other?
Base: Interviewees who follow a brand, company, products
and/or service on social networks. - 287 interviews.

30

INTERNET.NETWORKED
MEDIA CHANNELS

31

My grid
ONLINE CONSUMPTION OF OFFLINE CONTENT (STIMULATED AND UNIQUE)
Question: Do you usually watch soap operas,
movies, newscasts, reality shows, sports
events or series on the internet instead of
watching that same show on TV? Do you
38% of internet users refrain from watching or
usually listen to a radio show on the internet
rather than listening to that same show on the
listening to shows or movies on TV, radio or movie radio? Do you watch movies on the internet
instead of watching that same movie at the
— E VOLUTI ONAL — theaters to consume them on the internet. movie theater or renting, buying it on DVD or
blu-ray? Base: People interviewed who access
THE PRACTICE IS MOST COMMON the Internet – See methodology.
AMONG THOSE BETWEEN 16 AND

25 24 YEARS OF AGE FROM CLASS AB.
25
21 20
NETWORKED MEDIA CHANNELS

19 18

LISTEN TO A RADIO SHOW ON WAT C H A S O A P O P E R A O R M O V I E . WAT C H A M O V I E O N T H E I N T E R N E T.
T H E I N T E R N E T. I N S T E A D O F N E W S B R O A D C A S T. R E A L I T Y S H O W. I N S T E A D O F WAT C H I N G T H AT S A M E
L I S T E N I N G T O T H AT S A M E SPORTING EVENT OR SERIES ON THE M O V I E AT T H E M O V I E T H E AT E R O R
SHOW ON THE RADIO I N T E R N E T, R AT H E R T H A N WAT C H I N G RENTING/BUYING IT ON DVD OR
THEM ON TV B L U - R AY

N
EW
32

Q
U
YouTube is my grid

ES
TI
O
N
WHERE TRADITIONAL TV IS CONSUMED

TV channel websites are
in first place only among
6 in every 10 internet users abstain
those older than 35. from watching TV shows on TV and
do so on the internet via YouTube.

4 4
face - twitter/
8
orkut
24
FREE DOWNLOAD
48
TV CHANNEL WEBSITES
60
youtube
book twitcam OF TV CONTENT

STILL MOST COMMON AMONG THOSE
(STIMULATED AND MULTIPLE) BETWEEN 12 AND 24 YEARS OF AGE.
Question: On which of these media do you usually watch content on the internet instead of watching that same content on TV?
Base: Interviewees accustomed to watching soap operas, movies, newscasts, reality shows, sports events or series on the internet
instead of watching that same show on TV – See methodology.

N
EW
33

Q
U
My grid

ES
TI
O
N
WHY CONSUME TRADITIONAL TV ONLINE

For 56% the option is made because they can’t
12 YEARS OLD OR OLDER watch the shows at the times they are broadcast.

12 16 16 16 16 16
BECAUSE BECAUSE I CAN BECAUSE S OME - BECAUSE I I ’ D R AT H E R BECAUSE
32
I C A N ’ T WAT C H I T
36
WHEN I MISS THE SHOW
I DON’T WAT C H J U S T O N E S AW I T A N D D O N ’ T H AV E WAT C H I T AT IT’S MORE AT T H E T I M E I T A I R S
H AV E T O T H E PA R T S O F RECOMMENDED THE CHANNEL ANOTHER TIME C O M F O R TA B L E .
WAT C H T H E THE SHOW THE IT T H AT B R O A D - I C A N TA K E
COMMER- INTEREST ME CASTS IT THE COMPUTER
CIALS WHEREVER
I WA N T. H O W E -
V E R I WA N T

(SPONTANEOUS AND MULTIPLE)
Question: Why do you usually watch content on the internet instead of watching that same content on TV?
Base: Interviewees accustomed to watching soap operas, movies, newscasts, reality shows, sports events or
series on the internet instead of watching that same show on TV – See methodology.

34

INTERNET.DIGITAL
CONSUMPTION

35

The same consumers
ONLINE SHOPPING HABITS

Number of virtual buyers hasn’t
16 YEARS OLD OR OLDER increased in 16 months.
D I G I TA L C O N S U M P T I O N

21%
aUg.09
25%
APR.10
30%
nov. 1 0
23%
aPr.11
24%
aUg.11

Seasonality
Question: Do you usually shop online?

36

The same consumers 31
28
24
ONLINE BUYING HABITS (BY AGE)

22% of internet
users over the
age of 12 make
19 Older people buy more
purchases online.
OLDER, CLASS AB,
COLLEGE EDUCATED
12

17 million virtual OLDER THAN 60 YEARS OF
AGE: INSUFFICIENT BASE
consumers FOR STATISTICAL ANALYSIS

Question: Do you usually shop online?
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.

37

What is bought online
N O v. 1 0

12 YEARS OLD OR OLDER aPr.11
aUg.11

11 12 10 5 8 7 5 5 6 6 7 5 4 453 233 223 1 23 1 1 2 1 1 2

ELECTRONICS CLOTHES, APPLIANCES BOOKS TELEPHONE CD, DVD SPORTING IT PRODUCTS TRAVEL HEALTH AND/ TICKETS
SHOES AND AND/OR MOBILE GOODS OR BEAUTY FOR MOVIES,
ACCESSORIES PHONES ITEMS, CONCERTS,
MEDICATION EVENTS
(*) Attribute stimulated
starting August/2011.

(SPONTANEOUS AND MULTIPLE)
Question: What do you usually buy online?

F / R A D A R 10

thank you.

F/Radar - Edition 10

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