Blogamericas.com » research

NBC 09 – Brands and Social Networks

Tim Lucas — Tue, 20 Oct 2009 19:22:45 +0000

here are clips from the NBC event we didnt have time to show today – ill be writing more on our thoughts on Brands and Social Media later in the week

just by chance i found this article about democratisation of social networks in the US from the excellent Pew Life project

http://www.pewinternet.org/Presentations/2009/41–The-Democratization-of-Online-Social-Networks.aspx

OPEN WARFARE? – Social Networks, moral panics and media battles

Tim Lucas — Thu, 01 Oct 2009 18:49:00 +0000

Two quick images from the past 24 hours which say a lot about the on-going battles between between traditional and new media companies and within social network giants of Facebook and Orkut.
The first comes from the front page of today’s Sun newspaper in the UK.

I don’t have exact figures on the differing user/purchaser numbers for The Sun and Facebook over the past 3 years but one can imagine they look like opposing slopes of major Alpine mountain. As scare stories about the demonised social network continue, quite what the longer term impact impact on consumer attitudes to both The Sun and Facebook would be interesting to explore. I would be interested to know just whether some of the same scare stories are emerging in the old media of other countries?
The second image comes from my own Facebook page yesterday

Is this all out warfare between Facebook and Orkut? Just what are the relative merits and weaknesses of both social netowrks – please let us know your thoughts…

The New Digital Morality: Consumers, Brands and Social Networks

Tim Lucas — Tue, 22 Sep 2009 15:57:25 +0000

Here’s the theme for our presentation at the NBC event in September 2009… please feel free to offer up some thoughts

“With the ever increasing presence of technologies (increasingly mobile) and the popularity of web2.0 app’s & social networks (Facebook / Twitter / Youtube, Orkut etc), individuals are increasingly able and willing to observe and expose elements of their ‘private’ lives to those around them. This creates a range of practical and ethical issues about our identities and behaviours with implications to our virtual and real-world experiences. As they mature as digital citizens and with the migration between social networks, consumers are beginning to question and change their behaviours along with what they are willing to show, share and consume in the digital world.
These processes have important implications for employers, brands and organizations that are increasingly seeking seek to understand and enter into a digital dialogue with consumers, of all ages and social classes. Drawing on rich qualitative research with different consumer groups in both Brazil and the UK, TWRAmericas seek to open a debate drawn from a variety of insights into the emerging landscape of a ‘New Digital Morality’. As social networks continue to evolve within their own competitive marketplace we also seek to explore the differences in experience between the use of different web2.0 tools in different countries (primarily Facebook – UK & Orkut – Brazil)”

Twitter goes mainstream in Brazil

Tim Lucas — Sat, 21 Mar 2009 22:26:37 +0000

As Twitter goes increasingly mainstream in the UK, as witnessed in its increasing use in radio phone-ins on the BBC it looks like its about to do the same here in Brazil. Or is it? This weeks Epoca magazine devoted it’s cover to the rise of the phenomenon here in Brazil. However, we’re asking a few of Brazil’s most prolific Twitter addicts what this means for the application here…. more to come shortly

…oh and as if you don’t yet know what Twitter is…

Brazilians pay highest cell phone bills in the world

Tim Lucas — Mon, 16 Mar 2009 16:27:31 +0000

Cellular owners in Brazil pay more for the use of their mobile telephone than any other country in the world. The data comes from the International Telecommunications Union (ITU). According to the criterion of Purchasing Power Parity (PCC), which has reference to the price of a basic package offered by the operators – which includes the monthly cost of subscription, 25 calls per month and 30 torpedoes (SMS messages) – the Brazilian spent on average R $ 107.00 per month on a cell phone, equivalent to U.S. $ 44.20. In 2008, the cost of local cellular minutes in peak hours was $ 0.92, while in Germany the figure was $ 0.06. The Brazilian also pays above the global average for use of their phone to connect to the internet. Operators claim that the principal reason for such high charges are taxes which in some states constitute 40% of the overall bill.

Class C and the Credit Crunch Crisis in Brazil

Tim Lucas — Mon, 16 Mar 2009 16:21:42 +0000

As noted frequently on this blog, recent years have seen the expansion of the middle class (Classe C) in Brazil. At the end of 2008, this “slice” has already totaled 53.8% of the population, according to research from the Getúlio Vargas Foundation (FGV), which, with a greater purchasing power, began to consume more and helped the Gross Domestic Product (GDP) Brazil to record a 3% growth over the past four years. But this Sunday (15), which saw the celebration of World Consumer Day, with credit tighter and unemployment on the rise, evidence seems to point to the fact the Brazilian is “tightening their belt.” And it is exactly this new C class being forced to make more adjustments in their spending. The consumption of durable goods within this class are seemingly increasingly competing with the basic household budget. In February, according to the Getúlio Vargas Foundation (FGV), the consumer confidence reached its lowest level since the survey began in 2005. “Lack of trust has influenced the pattern of consumption or habit that is Brazilian,” says Professor Mark Luppi, Retail Management Program (Sample), the Fundação Instituto de Administração (FIA). According to experts, the time to put the foot on the brake “on spending, the first things to cut within the budget are of greater value, where the purchase is greater dependence on financing”, especially where payment is in installments. Changes are likely to be reflected not only in the quantity but also relations to specific brands purchased – especially in non-durable goods. Some have argued that for the new class C that change does not come easily, arguing that as they created new habits, incorporating consumption, it is more difficult to abandon. If before they consume a premium brand, will look similar brands at cheaper prices. Other product areas likely to be hit may be where products are considered unnecessary: such as meals outside the home and leisure but also in areas such as telephony.

The inactive and the hyperactive in Brazil

Tim Lucas — Mon, 16 Mar 2009 16:19:46 +0000

The headlines that we read in the Brazilian press stated that one in five Paulistas (residents of the State of Sao Paulo) are sedentary although the findings seem to throw up some other interesting trends in terms of excercise and phsysical activities in Brazil.
According to a recent study on behalf of the State government and The Brazilian Health Ministry, 19.4% of respondents did not meet the recommendations of the World Health Organization (WHO) for the accumulation of 30 minutes of physical activities, at least five days a week. However there appears to simultaneously be a divide between those who do little or no excercise and those who are extremely active – where nubers have grown since 2006. Result from Sao Paulo were replicated in the control sample of Curitiba where those doing minimal excercise grew from 3.9% to 9.8% and the very active rose from 11.8% to 16.8%. The research showed also that women remain more physically active than men.

The results come from research conducted in 2008 with 2,600 people of both sexes, over 14 years, of different ages, education, social classes and occupations in the city of São Paulo and 13 other regions of the state.

Beware the Brazilian Teenager!

Tim Lucas — Fri, 27 Feb 2009 15:31:47 +0000

This weeks Veja magazine has devoted a large segment to a report on today’s Brazilian youth. Whilst the report contains some interesting background and insight on young people – much of which relates to trends observable in young middle class people (not just limited to teenagers) across the globe the general tone of the piece is in some ways as confusing as the young people it identifies. Confusing in that whilst the net is seen as creating a generation more informed than their parents, less tribal and less prejudiced, it is simultaneously seen as central to a number of ‘problems’ affecting young Brazilians.

The report is somewhat akin to a soft ‘moral panic’ stating that young people who are kings of the digital age are costly to keep, pragmatic, lacking idealism and generally lost or confused in a world of endless choice, much of which is bought on by their being endlessly online. The internet and social media is in part blamed for young people’s lack of reflexivity and a ‘look at me’ culture, meanwhile the growth of social contacts via Orkut has fuelled increased party attendance and this is blmed for increased drinking and drug taking amongst Brazilians.The article however also seeks to criticise teens for having lost the sense of revolution that their parents exhibited, worrying only about getting into stable employment and receiving a good salary.
The shift in power relations due to adoption of technologies is also seen as a factor behind how young people now increasingly control household spending behaviour and the fact that young people are now 5 times more expensive than 30 years ago.
The article which starts by drawing comparison to Holden Caulfield’s crisis of 2 generations ago ends with a list of recommendations to parents on how to raise their children with reference to such issues as – how to get them to answer the phone, or stop exposing too much of their lives online!

If you would like to know more about our own extensive and less sensationalist research report into Young Lives across South America – please click here

Nova Lima

Tim Lucas — Wed, 11 Feb 2009 12:47:47 +0000

We’ve been busy in Peru for the past few weeks looking at some of the social and cultural trends in Lima and beyond. We are in the process of creating a micro-site with more detail on the New Peruvian Consumer, interviews with young Limeñas and a host of visual images from around the city. The site will be up and running soon but in the meantime…

Young Lives : Vidas Jovens

Tim Lucas — Mon, 22 Dec 2008 19:22:38 +0000

TWRAmericas have recently completed a major study of Trends among young consumers (ages 15-19) in Brasil across various cities and with youth of a variety of ages.

The study looked at a range of issues inclusing young peoples values and influences, the role that media and new technologies play in their lives, as well as the role of brands and advertising within their own youth cultures.

The research involved a wide range of qualitative methodologies – from focus groups to online interviews and digital ethnography

If you would like to know more about the project or to see some of the findings please get in touch and we’ll send a copy of the Vidas Jovens DVD Report to you.