São Paulo - The seventh edition of F/Radar, the survey about the Internet in Brazil carried out every six months by F/Nazca Saatchi & Saatchi, has quantified the number of Brazilians that access the Internet, considering the locations and periods of access, navigation, online shopping, convergence of medias and news consumption, as well as exploring for the first time the universe of electronic games.
Among the Brazilian population over 12 years old, 54% access the Internet, i.e. 81.3 million people. The main access point is lan houses (31%), followed by own residence (27%) and homes of relatives or friends (25%). This age group is also the one that spends more time connected at each access - 3 hours per day on average - and the ones who post more self-created content, 57%, of which 30% is used on social networks, especially Orkut 40%) and MSN (32%).
The survey revealed that 60% of Brazilian Internet users have already substituted the traditional platform (TV, radio or cinema) to watch or listen to programs and films. Of those who have the custom of surfing the net, in the age group of 12 to 24 years, 38% have already watched a soap opera, film, reality show, sporting event, or series on the Internet, instead of consuming these on television, a percentage similar to that of those who have listened to radio shows on the Internet. Regarding cinema, the figures drop to 27% in the same age group.
F/Nazca Saatchi & Saatchi's research also identified that the majority of Brazilians (59%) prefer to consume news from TV. Among those who have appointed the web as their preferential media to consume news (22% of the Brazilian population), search tools such as Google appear as the main source, with 55% of the mentions. In second position are the social networks, represented by YouTube, Orkut and Twitter, totaling together 51%. Web portals, notably journalistic outlets, rank third only, listed by 37% of those who like to get their news updates from the Internet.
The influence of the Internet and its users in consumption has been growing progressively in the country, among those of 12 years of age or more. In this age group, 23% are used to buying online, with an average 4.2 purchases per year, while 41% feel they have become more consumerist since they started using the Internet. Among the most purchased articles online are electronics (11%), followed by books (6%) and household appliances (5%). On the other hand, 77% of Internet users do not usually buy online, fearing they will not receive the goods or that there will be delays (33%). Virtual word-of-mouth influences users' purchases - 48% take into consideration the opinion of other users posted on the Internet before making a purchase.
According to the research, 42% of the population over 12 years old play games on their cell phones (29%), computers (27%) and videogame consoles (23%); 48% of those who play do it online and only 15% buy legitimate copies of games. Cell phones are the platform with highest usage: those who play on their cell phones do it an average 3.6 days per week, a very close frequency to that of the average Internet access in the country, 3.9 days per week.
Half of the players play online, mainly through the computer on Internet websites. The wealthiest play more through the computer and online - 73% of the users in social classes A & B - while those with a lower income enjoy themselves more using their cell phones and offline - 69% of the players in social classes D & E. The survey also showed that football (soccer) is the most popular sport in the country as well as in the electronics world, and that only 15% of the players buy legitimate copies of games. The ones offered for free by cell phone providers are the main form of access to electronic games in the country, with 36% of the mentions among those who play.
"In our daily challenge to captivate and touch the consumer, fun is a valuable resource, especially to dialog with the new generations who are more connected and mobile every day. But curiously video games are a relationship platform both promising and unexplored by the brands, be it as media, or as content," comments Fernand Alphen, planning director of F/Nazca Saatchi & Saatchi (pictured).
F/Nazca Saatchi & Saatchi has carried out research about Internet since the beginning of 2007. In the survey done last April, 2,246 interviews were conducted in 143 cities. The error margin is plus or minus 2%, in a confidence level of 95%. The sampling scheme was elaborated based on the information of the 2000 Census and the 2009 estimates from IBGE.