BRICs and clicks: Understanding the Internet user behaviour in of young adults in Brazil, Russia, India & China

As Internet usage reaches its maturity level across the English-speaking world, the BRIC (Brazil, Russia, India, and China) countries are emerging as a substantial population of Internet users, particularly for social media.... [ view full abstract ]

As Internet usage reaches its maturity level across the English-speaking world, the BRIC (Brazil, Russia, India, and China) countries are emerging as a substantial population of Internet users, particularly for social media. The context of this study is the use of the Internet by young people, Generation Y, for undertaking routine activities, particularly social networking, at a time when information and communication technologies (ICT) are rapidly transforming and being transformed by individuals worldwide. Social networking has become a global movement and this trend is particularly noticeable in the four BRIC countries. The intention of this study is to provide a snapshot of BRIC Internet user behaviour in order to further our understanding of the various activities pursued by young Internet users in a non-Anglophone setting.