In its 4th edition, the annual survey Habits and Behavior of Social Media Users in Brazil, held by E.Life Market Research, details the profile of Brazilians social media users: which are the most used social media sites, what are the motivations of usage of each channel, among other topics. This year, you will find more details on: LOCAL AND DEVICES FOR INTERNET ACCESS USE OF MOBILE DEVICES SIMULTANEOUS USE OF SOCIAL MEDIA AND TV (SECOND SCREEN) REGISTERS, USE AND MOTIVATION OF USE OF SOCIAL MEDIA SITES SOCIAL CRM RELATIONSHIP WITH THE BRANDS IN SOCIAL NETWORKS Contact us for more information about the complete study: viviane.delvaux@elife.com.br

1. HÁBITOS E COMPORTAMENTO
DOS USUÁRIOS DE REDES SOCIAIS NO BRASIL
2013
HABITS AND BEHAVIOR
OF SOCIAL MEDIAUSERS IN BRAZIL
2013

2. Despite the importance of internet
access at home,
The access via mobile phone
anywhere is the second
main source for 53.9% of
respondents.
It is the main
access source for
10.7%
Basis: 650 questionnaires.
/elifemonitor @elife_br elife.com.br
LOCATIONS OF INTERNET ACCESS

3. The access via mobile phone or smartphone is almost
as frequent as the access through desktop and
notebook.
74.7% 65.7% 61.8%
Basis: 650 questionnaires.
/elifemonitor @elife_br elife.com.br
DEVICES WITH INTERNET ACCESS

4. Internet access is very frequent:
54.0% access it at least 30 hours per week.
34.8% access it over 40 hours per week.
Despite the high frequency of
internet access through mobile
phones, few hours are spent
weekly with this device. 55.1%
surf the web up to 10 hours.
Even with a lower percentage of people
accessing the internet through tablets,
those who do spend more hours online.
46.5% surf up to 20 weekly hours.
Basis: 650 questionnaires.
/elifemonitor @elife_br elife.com.br
INTERNET ACCESS

5. Today, Facebook is the national preference:
It is the social network with the highest percentage of
registers and use. 81.6% point it as the social network they
use the most in 1st place.
The social networks with the most
highlight were Google+ and LinkedIn.
Google+ had a 14 point increase in registers in
relation to the past research, and 10 percentage
points in use.
LinkedIn has an increase of 21 percentage points in
registers and 5 percentage points in use.
The most decreased social
network is Orkut.
Orkut has decreased 18
percentage points in registers
and 14 percentage points in use.
Today, the network is greatly
used for online games.
Basis: 650 questionnaires.
/elifemonitor @elife_br elife.com.br
REGISTER AND USE OF SOCIAL NETWORKS

6. Basis: 650 questionnaires.
/elifemonitor @elife_br elife.com.br
SOCIAL NETWORK HIGHLIGHTS
The latest trend in networks is Instagram.
This is the service with the most recent users:
22.0% registered in the photo service in the 3
months prior to the research.
If added to Pinterest, both photo services received 33.3% of
recent users, showing the great potential of networks focused
on images.

7. Basis: 650 questionnaires.
/elifemonitor @elife_br elife.com.br
SIMULTANEOUS USE OF MEDIA
71.1%
Watch TV while using
the internet
50.5%
Listen to the radio
while using the
internet
20
percentage
point
increase from
previous year
12
percentage
point
increase from
previous year
The simultaneous use of media increases every year.

8. Basis: 650 questionnaires.
/elifemonitor @elife_br elife.com.br
CUSTOMER SERVICES 2.0
Social networks were the 4th most used channel
to talk to companies.
Half of those surveyed got in touch with a company in
the last 6 months through this channel.
66.9%
follow company, product
and services pages and
profiles in social networks
for customer services
when needed.

9. Basis: 650 questionnaires.
/elifemonitor @elife_br elife.com.br
RELATIONSHIP WITH BRANDS ON FACEBOOK
93.3% like companies,
products or service pages
on Facebook.
They like them to get latest news
and support brands they admire.
48.5% Admired brand(s) more
after liking them on Facebook

10. Know more about other
researched themes in the
complete version of the study.
More:
Crossed by sex, age, region and social class.*
*When the number of questionnaires
for crossing is relevant.

11. METHODOLOGY
RESPONDENTS’ PROFILE
PLACES AND DEVICES FOR INTERNET ACCESS
PLACES FOR INTERNET ACCESS
DEVICES FOR INTERNET ACCESS
WEEKLY HOURS OF INTERNET ACCESS
ACTIVITIES MADE ON THE INTERNET
(crossings by social class and age and region zones*)
USE OF MOBILE DEVICES
POSSESSION AND MOBILE PHONE TYPE
WEEKLY HOURS OF INTERNET ACCESS THROUGH
MOBILE PHONE/SMARTPHONE
PREFERRED ACTIVITIES ON MOBILE
PHONE/SMARTPHONE
WEEKLY HOURS OF INTERNET ACCESS THROUGH TABLET
PREFERRED ACTIVITIES ON TABLET
(crossings by social class and age and region zones*)
SIMULTANEOUS USE OF MEDIA AND SOCIAL TV
SIMULTANEOUS USE OF MEDIA
SOCIAL TV AND SECOND SCREEN
REGISTER, USE AND USE MOTIVATION OF SOCIAL
MEDIA
REGISTERS IN SOCIAL MEDIA SITES
USE OF SOCIAL MEDIA SITES
TRENDING SOCIAL MEDIA SITES
PROFILE OF MAIN SOCIAL MEDIA SITES USERS
MOTIVATION OS USE OF THE MAIN SOCIAL MEDIA SITES
(crossings by social class and age and region zones*)
CUSTOMER SERVICES 2.0
CUSTOMER SERVICES CHANNELS
MOTIVATION OF SOCIAL MEDIA USE FOR CUSTOMER
SERVICES
RELATIONSHIP WITH BRANDS IN SOCIAL MEDIA
MOTIVATION FOR RELATIONSHIP WITH BRANDS IN
SOCIAL MEDIA
RELATIONSHIP WITH FANPAGES ON FACEBOOK
RELATIONSHIP WITH ADS ON FACEBOOK
*When relevant.
INDEX OF COMPLETE VERSION

12. Rua Pamplona, 518 ǀ 4° andar
CEP: 01405-000 ǀ São Paulo ǀ Brasil
Mobile: (+55) 11 8215 3297
Landline: (+55) 11 2339 4928 r.21
More information about the complete study:
viviane.delvaux@elife.com.br
158 Pamplona st | 4° floor
São Paulo, SP | 01405-000 | Brazil
Mobile: (+55) 11 98773-4073
Landline: (+55) 11 2339 4928 r.15