Estudio que analiza el comportamiento de la internauta brasileña en relación al uso de dispositivos tecnológicos e internet y el espacio que las marcas pueden aprovechar con el uso de este tipo de dispositivos.

1. Braz i l ian digi tal women:
Permanent Connec t i v i t y
P R E S E N T E D B Y T h e C o c k t a i l A n a l y s i s ⎪ S e p t e m b e r 2 0 1 4

2. Contents
Research objectives
Methodology and sample characteristics
Findings
› Media use and interaction with technology and the internet
› Life balance
› Hobbies and impact on the internet
› Relationship with brands
› Relationship with Yahoo
Conclusions
2 Yahoo Confidential & Proprietary

3. Methodology
Target
18-54 year old females who use the internet on a regular basis
Sample size
1,034 cases, representing the internet user population in Brazil considering age and region
variables
Statistical error
The statistical error for a sample with 1,034 respondents for a 95% confidence index is
±3.0%
Length of survey
18 minutes on average
Date of fieldwork
Surveys took place in the second half of January 2014
3 Yahoo Confidential & Proprietary

4. Sample characteristics
Sample design was based on available data from ComScore, Brazil Digital Future
in Focus
Age Region
32%
29%
4 Yahoo Confidential & Proprietary
20% 19%
18_24 25_34 35_44 45_54
4%
North
15%
Northeast
9%
Central-West 54%
Southeast
18%
South
Target: Regular female internet users aged 18 to 54 years

5. What is the Yahoo user like?
Frequency of Yahoo Visits Yahoo visits Tendency to use Yahoo
5 Yahoo Confidential & Proprietary
46% daily
38% weekly
17% less often
25% increasing use
65% stays the same
10% decreasing use
63%
Visited Yahoo in the past
month*
% Yahoo users Significant difference vs. total internet user population
Source: Comscore MyMetrix January 2014

6. The
Brazilian
woman
INTERNET
Mobility
Permanent connectivity
Multitasking
LIFE BALANCE
BRANDS
Contents
and brands
Time for leisure
Open minded
Plans for the future
Having kids –the turning point
Demanding
Receptive

7. Te c h n o l o g y a n d t h e i n t e r n e t
Permanent connect ivi ty

8. Mobile devices have a relevant presence
Smartphone
49% Tablet
31% Yahoo users 52%
Laptop
67%
Y Mulher users 55%
With kids 36%
8 Yahoo Confidential & Proprietary Base: Total internet Which of the following devices do you own and are currently using? users (1,034)

9. Smartphone connectivity –key daily habit
Desktop PC
Laptop
eBook
9 Yahoo Confidential & Proprietary
52%
35%
18%
41%
% daily usage
81%
79%
79%
Smartphone
Tablet
SmartTV
Videoconsole
(501)
(644)
(693)
(317)
(145)
(49)
(255)
How often do you go online from each device?
Yahoo users 57%

10. 10 Yahoo Confidential & Proprietary
Even while watching TV
% using device frequently while watching TV
49%
42%
35%
58%
Smartphone
Laptop
Tablet
Desktop PC
(493)
(691)
(312)
(637)
How often do you use the following devices while watching TV?

11. 75%
68%
49%
24%
41%
29%
18%
54%
With clear usage patterns for every device
More tasks and
requiring more
concentration
NA NA
25%
87%
69%
37%
32%
70%
47%
91%
Unplanned
36%
33%
32%
32%
19%
Brief
Fast
10%
83%
75%
64%
Socal media
Chatting on IM services
Checking email
Reading news, features
Playing videogames
Listening to music
Browsing sites of interest to me
Waching other audiovisual content
Shopping/ buying services
Base: Uses PC/ laptop Base: Uses smartphone while watching TV (393) while watching TV (742) Base: Uses tablet while watching TV (228)
11 Yahoo Confidential & Proprietary What activities do you do from your PC/ laptop, smartphone or tablet while watching TV?
Especially for
games, email,
and browsing

12. L i f e s t y l e b a l a n c e
Leisure and plans

13. Leisure has its time and place …
Only 6% of women can devote a limited 20% of their time to their personal
interests
Base: Total internet users
(1,034)
13 Yahoo Confidential & Proprietary
How long would you say you spend on work/ obligations vs your personal life/ leisure?

14. Openness to discover, to innovate …
“Generally, I like to try out new
products and experiences, I like
to explore and innovate”
Base: Total internet users
(1,034)
14 Yahoo Confidential & Proprietary
Thinking about yourself, please mark your level of agreement or disagreement with the following
statements on a scale of 1 to 10, where 1 is no agreement at all and 10 is total agreement
70%

15. Plans for the future = ad opportunities
Planning or going on some trip
Finding new work alternatives
Inviting friends over for dinner, drinks…
Going to a concert, play, exhibition…
Taking a new hobby
Getting back in touch with old friends
15 Yahoo Confidential & Proprietary
12%
11%
22%
20%
27%
35%
48%
45%
55%
62%
Buying a house
Buying a car
Getting married
Buying a pet (dog, cat…)
Base: Total internet users (1,034)
Which of the following events are you planning to do in a short period of time, i.e., in the next 3
months?
1st level
2nd level
3rd level
4th level
5th level
6th level
7th level
53% Yahoo users
39% Yahoo users

16. Having kids –the turning point
44% no children
66% have children
16 Yahoo Confidential & Proprietary
Less time for themselves –however, they are more
satisfied with their lives. Have in mind longer term
plans requiring more complex decision-making
processes, e.g., buying a house or a car
Tend to have more often a desktop PC -68%
ownership vs 55% women without kids-, tablet -36%
vs 24% women without kids- and feature phone -57%
1 kid 2 kids
3 kids
4+ kids
ownership vs 46%
44%
36%
14%
6%
 More time for themselves, more willing to take a new
hobby, to plan social events, e.g., dinner, drinks with
friends, going to see a movie, a play, exhibitions etc
 More of them have a smartphone -55% ownership vs
43% women with kids- and a laptop -74% ownership vs
62%
Base: Total internet users (1,034)

17. H o b b i e s a n d t h e imp a c t o f t h e i n t e r n e t
I n t e r n e t , “ t h e c h a n n e l ”

18. What are the most interesting contents for
Brazilian women?
News Beauty Health Cuisine Fashion TV Wellness
72% 72% 71% 66% 65% 64% 63%
Home Cinema Shopping Relationships Handcrafts
55% 55% 52% 48% 45%
18 Yahoo Confidential & Proprietary
Finances Sports Maternity Astrology
34% 29% 27% 23%
Low interest Medium interest High interest
Out of the following list of topics, which topics are the most interesting to you?
% interested in the topics

19. Four different territories
Mapping the relevance of hobbies for their audience shows the following territories:
19 Yahoo Confidential & Proprietary
High
relevance
Low
interest
High
interest
Low
relevance
Small interested target
Relevant content
Market niche
Large interested target
Relevant content
Core target
Small interested target
Irrelevant content
Not interesting subjects
Large interested target
Irrelevant content
Less demanding
AXIS X  Out of the following list of topics below, which ones are interesting to you?
AXIS Y  How important are the following topics to you?

20. Market niche Core target
20 Yahoo Confidential & Proprietary
High
relevance
Low
interest
High
interest
Maternity
Finance
Sports
Health
News
Beauty
Wellness
Relationships
Handcrafts
Astrology
Cinema
Home TV
Shopping
Fashion
Low
relevance
Less
demanding
Not interesting
subjects
Cuisine

21. Internet –first and foremost source of information
Internet, digital media Social media, forums, blogs Television Chatting with friends
86%
89%
100
90
80
70
60
50
40
30
20
10
21 Yahoo Confidential & Proprietary
92%
89%
69%
86% 87%
93%
90%
87%
90%
67%
57%
54%
61%
66%
66%
56%
66%
59% 59%
54%
0
Beauty Health Cuisine Wellness Relationships Fashion Home Shopping Handcrafts Maternity Astrology
Market
niche
audience
Core audience Less demanding audience
Not
interesting
subjects
How do you find out about _____________?

22. Specialized blogs –the most attractive format
73%
67% 67% 68%
100
90
80
70
60
50
40
30
20
10
22 Yahoo Confidential & Proprietary
57%
69% 67%
72%
69%
54%
0
Beauty Health Cuisine Wellness Relationships Fashion Home Handcrafts Maternity Astrology
Market
niche
audience
Core audience Less demanding audience
Not
interesting
subjects
Which formats do you prefer to find content about ___________________?
66%
average

23. Journalistic or professional articles –offer rigor and
expertise on the most relevant topics
56%
72%
100
90
80
70
60
50
40
30
20
10
23 Yahoo Confidential & Proprietary
45%
72%
57%
54% 52%
41%
58%
average
71%
60%
0
Beauty Health Cuisine Wellness Relationships Fashion Home Handcrafts Maternity Astrology
Market
niche
audience
Core audience Less demanding audience
Not
interesting
subjects
Which formats do you prefer to find content about ___________________?

24. Photo galleries –essential to illustrate some
topics
50%
29%
100
90
80
70
60
50
40
30
20
10
24 Yahoo Confidential & Proprietary
43%
32%
46%
70% 72%
65%
46%
average
45%
11%
0
Beauty Health Cuisine Wellness Relationships Fashion Home Handcrafts Maternity Astrology
Market
niche
audience
Core audience Less demanding audience
Not
interesting
subjects
Which formats do you prefer to find content about ___________________?

25. Other user’s opinions –a nice to have for
“personal” issues
55%
52%
100
90
80
70
60
50
40
30
20
10
25 Yahoo Confidential & Proprietary
45%
52% 54%
47%
39% 41%
46%
average
54%
17%
0
Beauty Health Cuisine Wellness Relationships Fashion Home Handcrafts Maternity Astrology
Market
niche
audience
Core audience Less demanding audience
Not
interesting
subjects
Which formats do you prefer to find content about ___________________?

26. Video –relevant for “how to…” content
53%
45%
100
90
80
70
60
50
40
30
20
10
26 Yahoo Confidential & Proprietary
54%
48%
38% 39% 37%
69%
45%
average
51%
17%
0
Beauty Health Cuisine Wellness Relationships Fashion Home Handcrafts Maternity Astrology
Market
niche
audience
Core audience Less demanding audience
Not
interesting
subjects
Which formats do you prefer to find content about ___________________?

27. Specialized blogs
Photo galleries
27 Yahoo Confidential & Proprietary
Professional articles
Beauty
73%
Handcrafts
72%
Fashion
69%
Health
72%
Wellness
72%
Maternity
71%
Media
66%
Home
72%
Fashion
70%
Handcrafts
65%
Handcrafts
69%
Cuisine
54%
Beauty
53%
Video
Other user’s opinions
Beauty
55%
Relationship
s
54%
Maternity
54%
Which formats do you prefer to find content about ___________________?

28. R e l a t i o n s h i p wi t h b r a n d s , Demanding but very recept ive

29. A positive evaluation is given to brands that
are associated with a quality image…
“My preferred brands are clearly associated
with a quality image”
Y Mulher users 60%
… and are very specialized in a
specific topic
“I like brands that are very specialized
in a topic”
Y Mulher user 58%
Base: Total internet users (1,034)
57%
55%
29 Yahoo Confidential & Proprietary Please indicate your level of agreement with the following statements using a scale from 1 to 10, where 1 is “No agreement at all” and 10 is “Total agreement”

30. The smartphone and the tablet are becoming
more relevant in the pre-purchasing process
30 Yahoo Confidential & Proprietary
Finding information on the product/ service characteristics
PC/ Laptop Smartphone Tablet
93% 35%
32%
Yahoo users 40% Yahoo users 37%
Finding product/ service prices
PC/ Laptop Smartphone Tablet
88% 35%
30%
Base: Goes online from smartphone
(493)
Base: Goes online from PC/ laptop
(984)
Base: Goes online from tablet (312)
Which devices are you using for the following activities on the internet?

31. Shopping from the PC/ laptop –a consolidated
practice
31 Yahoo Confidential & Proprietary
Finding other user’s opinions
PC/ Laptop Smartphone Tablet
82% 30%
Purchasing or registering for goods and services
PC/ Laptop Smartphone Tablet
84% 14%
20%
Base: Goes online from smartphone
(493)
Base: Goes online from PC/ laptop
(984)
Base: Goes online from tablet (312)
31%
Yahoo users 36%
Which devices are you using for the following activities on the internet?

32. What is your relationship with advertising?
Contents, articles, or information provided by
brands that are close to that content, articles or
information
Brand profiles in social media
Advertising in browsers, sponsored links
Personalized advertising
Advertising video prior to audiovisual content
32 Yahoo Confidential & Proprietary
65%
64%
61%
61%
50%
46%
Banners or advertising on the side of the website
Find the suggestion interesting (7_10)
Now we are going to suggest to you some advertising formats. Please indicate to what
extent each format delivers relevant information to you
72%
find it positive having
content provided by a
brand of their interest
Base: Total internet users (1,034)
“Imagine a brand of your interest offered content/ articles in websites where you could find relevant information, tips etc on a topic close
to your heart”

33. 33 Yahoo Confidential & Proprietary
77%
Yahoo users
Yahoo users –even more
receptive to content
provided by brands
¿How interesting is it for you that brands offer this type of actions?
Please rate it on a scale of 1 to 10, where 1 is “Not interesting at all” and
10 is “Extremely interesting”
Base: Yahoo users in past month (450)

34. recalls having seen content provided
29% by brands on the internet
Base: Total internet users (1,034)
Y3a4hoo Confidential & Proprietary Do you recall seeing any branded content/ article on the internet? Which brands do you recall offering
this type of branded content/ articles on the internet?
Base: Has seen Branded Content actions (304)

35. Beauty, Health/ Wellness and Fashion are the most common
topics for these actions
Beauty care (makeup tips, hair, creams)
Health (body, physical therapy, nutrition,
dental, dieting)
Fashion (clothes, latest trends, fashion)
Wellness (exercise, nutrition, therapies,
massage)
Cuisine
Home and decoration
Handcrafts (home-made projects)
Maternity (pregnancy, babies, care)
Astrology
Yahoo C3o5nfidential & Proprietary
35 Yahoo Confidential & Proprietary
For what type of products do you think this type
of actions may be interesting?
68%
63%
62%
60%
53%
46%
34%
34%
10%

36. 36 Yahoo Confidential & Proprietary
Product samples
Discounts on purchases
More detailed info on product/ service
characteristics
Interacting with the brand, e.g., writing,
the brand responds etc
Access to hard to find products
Interesting content for me so I feel in line
with the brand
Information on latest seasonal news
Contests
Personalized information on
my favorite brands
Sharing content with my friends
64%
57%
45%
29%
27%
19%
18%
15%
14%
12%
(1.034)
What do users expect
back?
What types of actions associated with these proposals can brands do on the internet?
Please select your top 3 actions

37. What we have learnt today
The Yahoo user profile is open to trying new experiences. With regards
to technology, they are slightly more advanced
Life balance style –leisure and plans help define the Brazilian
woman.Having children: A turning point
Internet is “the channel” to find out more about their hobbies
Users show a demanding attitude with brands –they are however
very open to new proposed actions

38. 38 Yahoo Confidential & Proprietary
Thank you!