Brazilian Internet users are mostly quite open and approving of online ads. In fact, they see them as more informative and creative than ads in any other form of media.
These and more than 20 other surprising facts are from a February 2012 survey of more than 2,075 Internet users in Brazil that was done by IAB Brasil. Here’s a results rundown that may help you develop your next campaign.
Attitudes toward Internet Advertising
• More than half (57%) of Brazilian Internet users say that Internet ads motivate them to buy the advertising products
• Around 56% of Brazilian Internet users say that Internet ads motivate them to visit online stores
• 60% of Brazilian internautas say that online ads incite them to get more information about the brand or product that’s advertised
• 60% say that the Internet is the easiest and most convenient means of shopping
• 55% say they have no problem using a credit card or some other form of online payment
• 57% say it doesn’t bother them to click on an ad to get more information about a product
Internet Consumption and Importance
• 42% of Brazilian Internet users spend at least 2 hours a day surfing online but only 25% spend the same amount of time watching TV
• 82% of Brazil’s Internet users say that Internet is very important to them while only 50% say that TV is important to them
• 85% of female Brazilian Internet users say the Internet is very important to them, compared to 79% of the men who say this
• 79% of Brazilian Internet users go online various times a day, compared to 56% who watch TV more than once a day
In addition, Brazilian Internet users tend toward heavy online use throughout the day. For example, in the morning, 69% of them go online while only 14% read the newspaper and 33% watch TV. At night, 78% of Brazil’s Internet users go online, 46% watch TV, 19% listen to the radio and 9% read a newspaper or magazine. But Internet in Brazil doesn’t just dominate over other media in the morning and at night. During the rest of the day, 73% of Internet users in Brasil go online while only 33% of them watch TV and even fewer listen to the radio (27%) or read a newspaper or a magazine (11%).
How Brazilians Access the Internet
• 77% of Brazilian Internet users go online from home
• 59% of Internet users in Brazil use a laptop or notebook to access the Internet
• 40% of Brazilian Internet users use a smartphone to go online
• 15% use an iPad
• 16% use another brand of tablet besides an iPad
• 12% use a video game console
• 10% use another type of mobile device, like an iPod
It’s also important to note that most of the Brazilian online audience (62%) uses 2 or more ways of accessing the Internet. In fact, 56% of Brazilians aged 15-44 use 4 or more ways to go online.
To download the complete study, please see our Resources section.
To find out how we can help you reach Brazil, Latin America or U.S. Hispanics via a strategic campaign across all media, please contact us.
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