An insightful study addressing SNS use in BRICs nations.

1. Survey of Internet Usage Trends in BRICs
Countries
October 2011
1

2. Table of Contents (question list)
1. Please give the names of up to three websites you view when selecting a place to stay during overseas travel. (open‐ended question)
2. Please give the names of up to three websites you view when making purchases online. (open‐ended question)
3. What social media do you currently use? (SNS, micro blogs, video and photograph publication media, check‐in media) Accessing either by PC or cell
phone, please select up to five modes of social media.
4. Please tell us the average amount of time you spend using social media (as well as each form of social media) every day.
5. Please give the names of up to three social media services that you believe will become popular in the future.
* questions in red are available in complete version of report (see slide 15).
2

3. Summary of Survey
Purpose: To gain an understanding of trends in internet usage in
BRICs nations.
Methodology： Internet Survey
Target
Countries： Brazil, India, Russia, China
Target
Demographic： Average men and women in their 20’s, 30’s, 40’s and over
Number of
Respondents： 200～205 individuals per country (total 810 people)
Timeline： June 6, 2011～July 12, 2011
Survey Content： 1．Top market share overseas travel portal sites
2．Top market share ecommerce sites
3．Top market share SNS services
4．SNS usage time-length
5．SNS predicted trends
Copyright © 2011 WIP Japan Corp.. All rights reserved. 3

4. Demographics of Respondents
Brazil Russia
by age by age
ages 20~29 ages 20~29
ages 30~39 ages 30~39
40 and over 40 and over
by gender by gender
Male Male
Female Female
ages 20～29 ages 30～39 ages 40 and over total ages 20～29 ages 30～39 ages 40 and over total
male 36 32 33 101 male 36 33 32 101
female 36 34 34 104 female 33 33 34 100
total 72 66 67 205 total 69 66 66 201
Copyright © 2011 WIP Japan Corp.. All rights reserved. 4

5. Demographics of Respondents
India China
by age by age
ages 20~29 ages 20~29
ages 30~39 ages 30~39
40 and over 40 and over
by gender by gender
Male Male
Female Female
ages 20～29 ages 30～39 ages 40 and over total ages 20～29 ages 30～39 ages 40 and over total
male 61 34 32 127 male 35 36 35 106
female 34 26 17 77 female 37 36 21 94
total 95 60 49 204 total 72 72 56 200
Copyright © 2011 WIP Japan Corp.. All rights reserved. 5

6. Question 3
What social media do you currently use? (SNS, micro blogs,
video and photograph publication media, check-in media)
Accessing either by PC or cell phone, please select up to five
modes of social media.
Question 4
Please tell us the average amount of time you spend using
social media (as well as each form of social media) every
day.
6

7. What social media do you currently use? (SNS, micro blogs, video and photograph
Brazil
publication media, check-in media) Accessing either by PC or cell phone, please
select up to five modes of social media.
*The following is an explanation of the response rates we received among the 205
participants for each of the respective media below.
The 205 participants responded as
illustrated below 71.7 % Facebook
(total number of responses: 636) (Sept 2011) New user registration has been greatest in
unit: participant India, with 2.86 million new registrants per month, with a
total of over 26 million users. Currently India follows
Mexico and the Philippines, coming in 8th place.
65.4 % Orkut
With 66 million users worldwide, Brazil, India, and
America make up 90% of Orkut users. Furthermore,
90% of pageviews are said to be from Brazil. Currently
operated by Google, the same account can be used to
maintain both a Google and Orkut account.
55.1 % YouTube
Video-sharing internet service currently operating on a
global scale, available in 14 different languages. In 2006,
YouTube was purchased by Google, however the brand
name and service remain the same as before. A wide
variety of videos can be viewed on the site, including
music, sports, television shows etc.
30.2 % Twitter 15.1 % 4shared
Short message micro blogging service. There File-sharing site. Users often use the site for
are currently 100 million active users. As of its video, music and image file -sharing
September 2011 Twitter advertising has also capabilities. Brazilian users account for 14%
other been launched, and tweets from advertisers of all users. The site is particularly popular
who are not being followed, are now reflected in with younger people under 25 years old.
no particular site the users’ timeline.
Copyright © 2011 WIP Japan Corp.. All rights reserved. 7

8. Brazil
Please tell us the average amount of time you spend using social
media (as well as each form of social media) every day.
Number of Responses (Total number of The average daily usage time for each form
responses: 620) of social media.
unit: participant unit: minutes
Total
The average daily usage time for Facebook was particularly high at 75.2 minutes, exceeding both the India and
Russia Facebook average length of use. Of those social media modes who experienced the highest rates of
use, Orkut and 4shared reflected high average daily length of usage as well.
Copyright © 2011 WIP Japan Corp.. All rights reserved. 8

9. What social media do you currently use? (SNS, micro blogs, video and photograph
Russia
publication media, check-in media) Accessing either by PC or cell phone, please
select up to five modes of social media.
* The following is based on usage rate responses of the 201 survey participants.
The responses of 201 participants (total
number of responses: 613) 67.7 % Vkontakte
unit: participant The SNS holding the top market share in Russia. The
typical user is a lower middle class male high school
graduate aged under 35. Among both male and female
users, singles represent the vast majority.
63.2 % Odnoklassniki
A Russian SNS, often used for contact
between classmates. The average user age
ranges from 25~35, and the ratio of single to
married users is about 1:1.
49.3 % YouTube
Video-sharing internet service currently operating on a
global scale, available in 14 different languages. Google
bought YouTube in 2006, effectively becoming the
parent company.
Of all foreign SNS media, YouTube has achieved the
highest penetration in Russia.
43.8 % Facebook 16.9 % Twitter
other There are approximately 4,650,000 The world’s leading micro-blogging site.
Facebook users in Russia (as of Oct. 2011). As with Facebook, Twitter penetration in
don’t use social media Less than 7% of the population is currently Russia is far below the average of
online, thus although the reach of Facebook
developed countries.
may be increasing, it will experience a slow
adoption rate.
Copyright © 2011 WIP Japan Corp.. All rights reserved. 9

10. Please tell us the average amount of time you spend using social Russia
media (as well as each form of social media) every day.
Number of responses (total number of The average daily usage rate for each form
responses: 598) of media
unit: participant unit: minute
Total
The usage rates of Russian-based SNS are much higher than those of other countries.
Vkontakte holds the top share, however Odnoklassniki has the longest average daily usage rate among its
users.
Copyright © 2011 WIP Japan Corp.. All rights reserved. 10

11. What social media do you currently use? (SNS, micro blogs, video and photograph
India
publication media, check-in media) Accessing either by PC or cell phone, please
select up to five modes of social media.
*The following is based on usage rate responses of the 204 survey participants.
The responses of 204 participants (total 72.5 % Facebook
number of responses: 624)
unit: participant According to Socialbakers, there are currently 32 million
Facebook users in India, and 7.3 billion users worldwide,
making it the most widely used social media in the world.
By country, India comes in third in terms of user base,
after America and Indonesia.
58.3 % YouTube
Worldwide video-sharing service available in 14
different languages. While YouTube was purchased by
Google in 2006, the service remains unchanged as a
Google group company. In India, the Rajshri and Eros
Entertainment channels broadcasting Bollywood
movies, hold top ranks in terms of number of views.
55.4 % Orkut
Social media site operated by Google. Brazil and India
account for approximately 88% of all users. There an
estimated 100 million users worldwide.
35.8 % Twitter 14.7 % LinkedIn
Short post micro blogging service.
LinkedIn boasts an overall user base of
Communication takes place using short
100,000 users worldwide. The service
messages limited to 140 characters in length.
focuses on professionals, business,
other Posts are displayed in real-time, appearing in
employment opportunities and industry-
don’t use social media chronological order.
specific expert discussions.
Copyright © 2011 WIP Japan Corp.. All rights reserved. 11

12. Please tell us the average amount of time you spend using social India
media (as well as each form of social media) every day.
Number of Responses (total number of Average daily use time for each form of
responses: 602) media
unit: participant unit: minute
Total
Social media services with the largest number of users were observed to also experience the longest average
daily usage rates. Facebook as well as YouTube experienced higher rates than the overall social media daily
average usage rates.
Copyright © 2011 WIP Japan Corp.. All rights reserved. 12

13. What social media do you currently use? (SNS, micro blogs, video and photograph
China
publication media, check-in media) Accessing either by PC or cell phone, please
select up to five modes of social media.
*The following is based on usage rate responses of the 200 survey participants.
The responses of 200 participants (total
number of responses: 781) 50.5 % QZone（QQ空间）
unit: participant Focusing primarily on blog and file-sharing functions,
QZone currently has a user base of 460,000. The SNS
service is operated by Tencent Corporation, which also
operates the QQ messenger service, and a B2C net
shop. QZone is particularly popular among the younger
demographic.
47.0 % XinlangWeibo（新浪微博）
Often referred to as “China’s Twitter,” Xinlang Weibo is
a short post-style microblog, allowing up to 140
characters per post. The service is operated by SINA
Corporation, China’s largest advertising company,
offering a wide range of services including a search
engine, video sharing, BBS, dating, travel booking etc.
services. Xinlang Weibo represents one of the many
services offered on the Sina portal site.
38.0 % Renren（人人网）
Often regarded as “China’s Facebook,” There are 160
million registered Chinese users, with 30 million users
active each month. Unlike Facebook, users are able to
set the privacy level of their account.
33.5 % Kaixin Wang（开心网） 31.5 % Youku（优酷）
A social media characterized by posting of
short blogs. Kaixin Wang was the first Often referred to as “China’s YouTube,”
Facebook-style application to spread in the Youku is a video hosting site, characterized
Chinese market. The company is known to by hosting of videos with no duration/ length
other limits.
have sued Renren, alleging unfair competition.
don’t use social media
Copyright © 2011 WIP Japan Corp.. All rights reserved. 13

14. Please tell us the average amount of time you spend using social China
media (as well as each form of social media) every day.
Responses (Total number of responses: Average daily use time for each form of
780) media
unit: participant
unit: minute
Total
The average daily length of social media usage reached 31.8 minutes, however the average daily lengths of
use for QZone (QQ空间), Sina Weibo (新浪微博), and Youku (优酷) were higher than the total average SNS
daily length of use.
Copyright © 2011 WIP Japan Corp.. All rights reserved. 14

15. Don’t Miss Out on Your Free Copy!
• For your free copy of the complete “Survey of Internet Usage Trends in BRICs
Countries” .pdf presentation including the additional sections regarding online travel,
ecommerce, and future expectations regarding SNS use in BRICs nations, please
reply to d-white@wipgroup.com with the following information:
– name:
– company name:
– position:
– address:
– fax:
– telephone number:
– Where did you hear about this study?
– what caught your interest about this study?
– what services provided by WIP Japan are you interested in? (international
market research (qualitative/ quantitative/ literature), Web Globalization,
Translation etc.)
We look forward to hearing from you!
Copyright © 2011 WIP Japan Corp.. All rights reserved. 15