Ibope changes criteria and counts 94 million Internet users in Brazil

The total number of people with internet access in Brazil, in the third quarter of 2012, was 94.2 million, according to IBOPE Media.

This number considers people aged 16 and over with access in any environment (home, work, schools, lan houses and other locations), plus children and adolescents (ages 2 to 15) who have access to homes.

As of this quarter, IBOPE Media started to include children and adolescents aged 2 to 15 years with access at home in the measurement of general access. Without considering this audience, the total number with access in Brazil would be 85.3 million in the third quarter of 2012, representing growth of 2.4% over the 83.4 million in the previous quarter and 8.8% over 78, 5 million in the third quarter of 2011.

According to Janette Shigenawa, director of IBOPE Nielsen Online, the inclusion of home access for people aged 2 to 15 was proposed by the IAB (Interactive Advertising Bureau) Brazil. “We always include children and adolescents when measuring home access. And now we will also have this public counted in the general number of people with access, giving the market a complete assessment of the strength of the Brazilian internet ”, informed the director.

Work and home

Access in the workplace or in homes reached 72.4 million in the fourth quarter of 2012, which meant an increase of 2.1% over the 70.9 million in the third quarter of 2012 and 14% compared to 63 , 5 million from the fourth quarter of 2011.

When considering only the measurement in households, the growth was even greater. The number of people living in households with internet access was 69.5 million in the fourth quarter of 2012, an increase of 2.5% over the previous quarter and 16% over the same quarter in 2011.

Of the total number of people living in households with internet access, 44.7 million were active users in November 2012. The growth was 3.1% over the 43.3 million in October 2012 and 14% over November 2011 .

At home and in the workplace, the number of active users reached 53.6 million in November 2012, the result of an increase of 0.7% over the previous month and 12% compared to November 2011.

The categories with the highest growth in the number of single users in November were those of airline companies, with a monthly increase of 11.4%; those for secure payment of online purchases, with an increase of 5.4%; and information and products for domestic animals, with an increase of 14.1%.

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