The TIC Kids Online Brazil 2018 survey also investigates the use of social networks and the most used platforms
The search ICT Kids Online Brazil 2018 points out that 83% of children and adolescents who use the Internet watch videos, programs, films or series online. The study reveals a growth in the use of the Internet by young people for multimedia activities, which even exceeds the use for sending instant messages (77%). Published this Tuesday (17th) by the Internet Management Committee in Brazil (CGI.br), through the Regional Center for Studies for the Development of the Information Society (Cetic.br) of the Information and Coordination Center of Ponto BR ( NIC.br), ICT Kids Online Brasil also points out that 82% of children and adolescents who use the Internet listen to music online; 60% play on the Internet without connecting with other players and 55% play connected with other players.
Within the scope of activities with educational purposes, 74% of the connected children and adolescents search the Internet to do school work, 63% do research out of curiosity or their own will and 53% read or watch news on the Internet.
Connectivity and usage dynamics
In its seventh edition, the survey points out that 86% of Brazilian children and adolescents, aged between 9 and 17 years, are Internet users, which is equivalent to 24.3 million connected individuals. The survey also reveals that inequalities persist in access and use of the network by this public in relation to urban (90%) and rural (68%) areas, and among children and adolescents from classes AB (98%) and class DE (73%). ICT Kids Online Brasil estimates that approximately 3.8 million children and adolescents aged 9 to 17 did not have access to the Internet in 2018. Among the reasons, the most cited was the lack of access to the network at home (8%), followed by for being unable to use the Internet at school (5%).
The proportion of children and adolescents aged 9 to 17 years using the Internet who access the network via cell phone remains stable at 93%, which is equivalent to 22.7 million individuals. The proportion of those whose access to the Internet is exclusively via cell phone is on the rise: the survey shows that for 53% of the internet users investigated, cell phones are the only device used to access the network. In DE classes this proportion was 71%.
"The use of the Internet exclusively by cell phone is a phenomenon verified in approximately two thirds of the children and adolescents Internet users in classes DE. It is important to point out, however, that the exclusive use of cell phones also increased by young people from higher classes ( from 15% to 26%) and from urban areas (from 43% to 52%), an indication that this is not just a question of access to multiple devices, but of choice by an important part of children and adolescents", highlights Alexandre Barbosa, manager of Cetic .br.
In contrast to cell phones, it is noted that access via television increased in 2018 (32%), following the upward trend observed since 2014 when only 5% of connected children and adolescents used this device to access the Internet. The same trend has also been observed by research ICT Households 2018: in 2014, only 7% of the Internet user population aged 10 years and over used television to access the network, a proportion that increased to 30% in 2018.
online social networks
According to ICT Kids Online Brasil, 82% of children and adolescents Internet users (between 9 and 17 years old) have a profile on social networks, with the age group most present on these platforms being adolescents aged 15 to 17 years (97%) . Among those who have profiles on social networks, WhatsApp was the most mentioned platform (72%), surpassing for the first time in the historical series of the survey the number of those who declare their profiles on Facebook (66%). Instagram also showed growth and the platform is already the third with the highest number of profiles (45%) – in 2013 there were only 16%. Among children aged 9 and 10, 58% have profiles on social networks: 46% on WhatsApp, 23% on Facebook and 14% on Instagram.
Consumption and marketing content
The percentage of children and adolescents aged 11 to 17 years who use the Internet who said they have seen advertising or publicity decreased on almost all platforms analyzed compared to 2016. In 2018, 64% mentioned having contact with television advertising – a decrease of 16 points percentages compared to 2016 (80%), remaining at the same level as video sites (67%).
In relation to children and adolescents aged 11 to 17 exposed to advertising products or brands on the Internet (74%), the main contents are those of people teaching how to use a product (55%), opening the packaging of a product (49%) and showing products that a brand has already supplied to them (48%). When divided by areas and social classes, there is greater exposure among children and adolescents who use the Internet in urban areas (77%) than in rural areas (55%), among young people aged 15 to 17 years (78%) and among those from AB (87%).
"In the digital environment, marketing communication takes on a new profile. In many cases, as in traditional media, there is no reserved space or set time for this purpose, which reinforces the need to understand how children interpret and react to disclosure. of products and services to which they are exposed. The data show the importance of this type of investigation and the mediation of the use of technologies by parents and/or guardians and also by educators", emphasizes Barbosa.
about the search
In its seventh edition, the TIC Kids Online Brasil survey interviewed 2,964 children and adolescents between the ages of 9 and 17, as well as their parents or guardians, throughout the national territory. The interviews took place between October 2018 and March 2019, aiming to understand how this public uses the Internet and how it deals with the risks and opportunities arising from this use. ICT Kids Online Brasil remains in line with the methodological framework of the European network EU Kids Online, led by the London School of Economics and with the Global Kids Online project, coordinated by Unicef.
Cetic.br provides microdata from the 7th edition of the survey for download, in addition to the complete tables of proportions, totals and respective margins of error. Download relevant documents and research microdata from: cetic.br/pesquisa/kids-online/microdados.
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