Average net use over 14 hours a month

Bnamericas Published: Friday, November 19, 2004
Internet use in Brazil reached its highest monthly average in October, with 11.6 million home users spending an average of 14 hours and 16 minutes online, according to data from pollster IBOPE/NetRatings. It is the first time that the 14-hour mark has been exceeded in Brazil since IBOPE/NetRatings began operations in the country in September 2000. In September 2004, 11.9 million users spent an average of 13 hours and 55 minutes surfing the internet. "The principal reason for the increase in online time is migration of users from dial-up connections to broadband," said IBOPE/NetRatings director Marcelo Coutinho. The participation of broadband users increased to 44.1% of total users in September of 2004 from 36.6% in January 2004. Brazil's broadband users surfed 20 hours a month on average compared to dial-up users' 8 hours a month. Broadband users account for more than 70% of total web page clicks. "While there is no structural alteration of the [dial-up] access model, such as the introduction of a rate plan for unlimited use with a significant price reduction or similar measures, the growth of home use will increase [only] as the existing client base migrates to broadband rather than from new internet users," Coutinho said. In the first half of the year, IBOPE/NetRatings conducted research that reported the percentage of home dial-up internet users interested in acquiring broadband was higher than the percentage of non-internet users interested in acquiring internet access. Many portals are interested in broadband users as a market niche because they tend to visit more e-commerce and financial sites than the average user. "Studies done by NetRatings in the US indicate that the broadband user tends to make more financial transactions and spend more at online retail sites. We have indications that the same pattern applies to Brazil," Coutinho added.

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