what brazilians will buy 2013

What Brazilians Will Buy in 2013

This post is also available in: Spanish

Recently, we covered what Brazilians were buying in 2012, highlighting strong sales in a variety of product categories. But now IBOPE is sharing the results of a new study of 27 million Brazilian households that looked at their buying habits.

According to the study’s results, here are the top products that Brazilians reported buying during the past 12 months:

  • Cell phone                      20%
  • TV                                    11%
  • Computer/notebook      9%
  • Digital camera                 6%
  • Refrigerator                     5%
  • DVD player                      4%

 

Here’s what Brazilians plan to buy this year:

  • TV                                     8%
  • Cell phone                       5%
  • Computer/notebook      5%
  • Refrigerator                     5%
  • Washing machine          5%
  • Microwave oven             4%
  • Digital camera                3%

Along for the Ride
However, these weren’t the only products on the shopping lists of Brazilians in 2013. The survey found that 29% of the 71 million Brazilians living in metropolitan areas plan to buy a car in 2013. In terms of socioeconomic class, 37% of Brazilians from classes AB plan on buying a car in 2013, while 25% of class C Brazilians and 17% of classes DE Brazilians plan on buying a car this year.

Most Influential Media for Brazilian Car Buyers
When it comes to information sources that impact the purchase decision with a car, for class AB Brazilians the top media are direct mail promotions (76%), magazines (74%) and Internet (70%). Interestingly, radio (57%), newspapers (56%) and out of home media (56%) had greater influence on the auto purchase decisions of class AB Brazilians than TV (47%).
For class C, which now totals 103 million people and will have more purchasing power in 2015 than classes A and B combined, out of home was the form of media (44%) that most influenced their car buying decision. In second place were radio (43%), followed by TV (42%), newspapers (41%), Internet (30%) and magazines (23%).
For classes DE, TV was the form of media that most impacted their auto purchase decision (11%), while the other forms of media generated single-digit responses.

To explore how we can help you reach Brazil’s consumers, please contact us.

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