1. Behavioral habits in the
use of Social Media by
Brazilian users
M AY 2 0 1 2

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 access the 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 you usually use to access the internet (%)?*
* Multiple Answer. Base: 1.316 questionnaires.

6. ... stay online for a long time
How many hours a week do you spend in the Internet (%)?*
Social media users are in general still described by
the great amount of hours spent online (heavy
users).
... are online and offline at the same time.
Which other activities do you usually do while online?*
It might indicate that social network
users are changing their habits and
consuming online the same contents
available on TV. (Sharing films and TV
series, Netflix, etc).
* 1,7% of non-answered questionnaires. 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 being Facebook „s
second major user base, in the last
three months Facebook
58,1% YES**
achieved an amount of new
users similar to Google+,
40,5% NO which aims to be one of its main
competitors.
** Multiple Answer.
*1,4% of non-answered questionnaires.
Base: 765 questionnaires.
Base: 1.316 questionnaires.
... look for practicality.
Do you access social networks using applications?**
68,0% YES** From 2011 to 2012 app users
proportion has increased to
double the amount.
31,7% NO
** Multiple Answer.
Base: 895 questionnaires.
**0,3% of non-answered questionnaires
Base: 1.316 questionnaires.

9. Over the last three months, almost
60% of interviewees sign up to an
online 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 those that sum more than 15 % of the answers.

12. However having an account doesn‟t mean they use it.
Which social networks do you use more frequently (%)?*
*Multiple Answer. Base: 1.316 questionnaires. Considered only those that sum more than 15 % of the answers.

13. FA C E B O O K E R S
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. Habits of Internet users
How many hours a week do you spend in the Internet (%)?*
Two different profiles were detected: users that sign in
just a few times and heavy users. In the research of
2011, only heavy users excelled.
* 0,4% of non-answered questionnaires. Base: 1.169 questionnaires.
In which places do you usually access the Internet (%)?**
Broad access from home and from the office.
** Multiple Answer. Base: 1.169 questionnaires.
What kind of devices do you usually use to access the internet (%)?**
The number of mobile device users among Facebookers
indicates that the internet is accessed from any place at any
time, changing users behaviour by not being restricted to
fixed places.
68,5% use applications to access Facebook. The most
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. Habits of Internet users
How many hours a week do you spend in the Internet (%)?*
Most of Twitter users are heavy users, probably because
of its more dynamic structure.
* 0,6% of non-answered questionnaires . Base: 539 questionnaires.
In which places do you usually access the Internet (%)?**
A bigger proportion of access from work could indicate that
Twitter is used as a corporate tool (recruitment,
customer relation management and information related to
products and services).
** Multiple Answer. Base: 453 questionnaires.
What kind of devices do you usually use to access the 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-Buddy and
Tweetdeck.
** 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 about Messengers?
Base: 453 questionnaires.

21. Habits of Internet users
How many hours a week do you spend 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 majority of the Messengers access the internet a few
hours per week.
* Base: 453 questionnaires.
In which places do you usually access the Internet (%)?**
Comparing to other social network users, Messengers have
a less expressive access to the internet from work.
** Multiple Answer. Base: 453 questionnaires.
What kind of devices do you usually use to access the 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 about Orkuters?
Base: 417 questionnaires.

24. Habits of Internet users
How many hours a week do you spend in the Internet (%)?*
Even with a considerable high level of heavy users (17,5%),
the majority of Orkuters use the internet less than 15
hours per week (35,7%), a tendency also perceived in
the 2011‟s report.
* 1,7% of non-answered questionnaires. Base: 417 questionnaires.
In which places do you usually access the Internet (%)?**
Like in others social networks, Orkuters do usually access
the internet from home. Another highliht is the access
from lan house (similar to na internet café) which
is the highest between the analyzed networks.
** Multiple Answer. Base: 417 questionnaires.
What kind of devices do you usually use to access the 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 about Youtubers?
Base: 286 questionnaires.

27. Habits of Internet users
How many hours do you use Internet per week (%)?*
Internet heavy users proportion between
Youtubers is as high as between Twitters, the
highest among analyzed networks.
*0,3% non-answered questionnaires. Base: 286 questionnaires.
In which places do you usually access Internet (%)?**
Youtubers tend to access the internet from work in
the same proportion Facebookers do, only behind Twitter
users. However their access from school/college is
low, specially if compared to the other networks.
* Multiple Answer. Base: 286 questionnaires.
Which of the following devices do you usually use for accesing Internet (%)?**
As it noticed in other social networks, Youtubers have a
high percentage of internet access from mobile
devices, mainly notebooks and mobile/smartphones.
** Multiple Answer. Base: 286 questionnaires.

28. Summary
User habits in the main social networks (%):

29. Summary
Users habits in the main social networks (%):

30. Mobile devices
Mobiles/smartphones and tablets
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 of
interviewees and provides mobility to
the internet experience.

32. Profile
About users that access Internet from mobile/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. Maps and
news content became less important to those users, which
could indicate a change in the user‟s profile caused by the
popularization of smartphones.
* Multiple Answer. Base: 740 questionnaires.
Mobile applications
Which applications are the most used?**
The use of apps designed for a specific operation system
shows Android’s predominance among
interviewess that access the internet using
mobiles/smartphones. Even though Apple‟s cost of
acquisition is higher in Brazil than in other countries, apps
designed 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. Main interestes in Social Networks
For users that access Internet through tablets, the main interests in social
networks are: *
For tablets users, their main interests
in social networks are related to
professional activities as well as to
publish their personal content and
reading news.
Multiple Answer.
Base: 151 questionnaires.
Tablets in people‟s everyday
The majority of interviewee s stated
that tablet‟s possibilities regarding
work, mobility and access to
social networks would be essencial
to their everyday.
In relation to the word “tablet”.
Base: 1.316 questionnaires.

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

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

38. Consumers habits
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%.
*Multiple answer. Base: 1.316 questionnaires.
Post Purchase

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. Consumers and brands relations
Facebook:
74,0% “like” companies/brands fanpages
3,7% “liked” for some time, but not anymore
17,0% never “liked” a fanpage
Base: 1.023 questionnaires.
Multiple Answer. Base: 1.023 questionaires
Twitter:
54,1% follow companies/brands profiles
6,2% followed, but not anymore
13,3% never followed a company/brand profile
Base: 794 questionnaires.
Multiple Answer. Base: 794 questionaires

41. Three out of four Facebook users
“like” fanpages and half of Twitter
users follow brands/companies
profiles.

42. Monitorization and analysis of the word of mouth in Social Networks
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