Online Boasting a Habit for 46 Million Brazilians

Sao Paulo - The sixth edition of a survey on the Internet in Brazil, conducted biannually by F/Nazca Saatchi & Saatchi with the operational support of Datafolha, has quantified the viralization potential of the virtual world. While 51% of Internet users are in the habit of posting content they have produced themselves on the web, 69%, or 45.5 million Brazilians, are used to sharing content online.

The means most accessed for such purpose are Orkut, adopted by 54% of Internet users, followed by MSN, with 45%, and e-mail, with 41%. The contents most shared are pictures, exchanged by 49% of users, followed by texts and videos, both with 30%.

Numbers stand out even more when we take into consideration the fact that regularity is a striking trait in Brazil’s browsing profile: 86% of the 66 million Internet users identified in the study enter the web at least once a week and 37% browse it every day.

“The strength of exposing facts on the Internet has always been evident. Our survey data just confirm the frailty of brands before this horizontal, instant and anarchic universe public opinion turned into in the Web Era,” says Fernand Alphen, national planning director for F/Nazca Saatchi & Saatchi (pictured).

The survey also identified that inclusion and viralization habits vary considerably according to the country’s region. While in the South, the least active region, just 36% of Internet users post and 55% share data, in the Northeast, the region with the lowest per capita income in the country, numbers go to 57% and 77%, respectively. Collaboration reflects another regional discrepancy. Among Northern Brazilians, 21% already sent some content of their authorship to communication outlets, while in the South this number drops down to 14%.

F/Nazca Saatchi & Saatchi has conducted surveys on the internet since the beginning of 2007. In its survey in August this year, 2,344 interviews were carried out throughout the country. The error margin is plus or minus 2 percentage points, within a confidence interval of 95%. Sampling was designed based on information from the country’s 2000 Census and IBGE 2008 estimates.

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