As smartphone adoption surges in Brazil, it’s crucial for marketers, advertisers and media professionals to understand how consumers are using these devices. Here’s a look at some key factors that may influence the direction of your next mobile campaign in Brazil.
IBOPE Nielsen Online estimates that 13% of Brazilians—25 million people—have smartphones. This figure is in line with the 14% smartphone penetration in Brazil that was reported by Google in the Our Mobile Planet study.
According to IBOPE, 5.2 million Brazilians use their smartphones to go online. Of this group, 84% do this while waiting in line to buy a product or receive a service, 59% of Brazilians access the Internet with their smartphones while riding in a car as a passenger and 58% do so while taking public transportation.
What Brazilian Smartphone Owners Do Online
According to the IBOPE Nielsen study, top activities include:
- Checking email (87%)
- Visiting social sites (77%)
- Listening to music (40%)
- Watching videos (29%)
- Playing games (25%)
More Popular Online Activities
Ericsson ConsumerLab recently finished a survey of smartphone owners in 3 countries that they refer to as “high-growth” markets when it comes to smartphones: Brazil, Russia and India. According to Ericsson, 40% of smartphone owners in Brazil already use the devices to access the Internet and 33% use their phones to go on social media every day.
In this survey, new smartphone owners listed their 5 top activities once they bought their devices:
- Use the smartphone to check into locations
- Use maps to navigate
- Watch Internet TV
- Watch movies
- Play online games
In addition, half of the Brazilian smartphone owners indicate that they spend 50% or more of their total Internet time on their smartphones. This is quite comparable to more mature smartphone markets in which users spend 53% of their total Internet time on their smartphones.
Differences Between Genders
According to the Ericsson study, male and female Brazilian smartphone owners use their devices differently:
- 36% of male Brazilian smartphone owners use their devices to play games, while only 16% of women do so
- Brazilian men who own smartphones download apps twice as frequently as Brazilian female smartphone owners
- Male smartphone owners in Brazil are also more likely than women to watch TV, videos and listen to music with their devices
In addition, while both Brazilian smartphone owners of both genders use their smartphones to go on social networks, their usage habits are different. Brazilian women who own smartphones are more likely to go on social sites with their devices early in the morning, during lunch and before going to sleep. Brazilian men who own smartphones use their devices to check social sites while on the way to work, in the afternoon and late in the day.
Use of Apps by Brazilians
The Ericsson study suggests a modest use of apps by Brazilians. According to their results, respondents don’t use more than 5 apps on a weekly basis and 50% download apps on PCs to save on data limits. However, other studies suggest that app use is growing significantly. For example, Aorta, an app developer in Brazil, recently indicated that app downloads in the country grew by 230% in 2011, from 9 billion to 30 billion. In addition, Distimo, an app market research firm, reported the following about Brazil’s app market:
- 18% of the apps downloaded in Brazil are social apps—only one country downloads a higher percentage of social apps: the United States (20%)
- Facebook is the #1 app most downloaded by Brazilians
- Brazil is one of the fastest-growing countries in the world when it comes to revenue for Apple’s app store: revenues grew by 83% in 2011
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