Dimensions of cyberculture in Brazil

Fabian Echegaray

This paper illustrates the effects of Internet usage on attitudinal and behavioral aspects and describes different ways in which users' mode of relationship with the Internet can be profiled and classified for segmentation and analysis purposes in Brazil.

Dimensions Of Cyberculture In Brazil

Fabián Echegaray Managing Director, Market Analysis Brasil, Brazil.

INTRODUCTION

The expansion of the Internet in Brazil has stood out as one of the greatest economic phenomena of recent times – more indeed in a context of recession or mild growth of the economy. Today, media reports Internet-related news with the same normalcy and frequency as any other economic venture or social phenomenon. Companies align their Internet-related investments along other routine annual expenses. And government's 'www''s populate advertisements as much as social programs. Today, the country accounts for over 40% of users in Latin America...

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