Abstract:

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. First, differences between groups of users and non-users are examined based on a series of general population sample survey studies. Following this, a new categorization of modes of relationship with the Internet is proposed using information of usage patterns. Finally, the relative leverage of this approach is tested visà-vis more standard classifications, explaining users’ habits and postures on issues related to the spheres of consumption and politics.