brazil media

7 Fresh Trends in Brazilian Media

#1 By 2017, 98% of Brazilian Internet Users Will Go Online with Their Phones
A report from eMarketer included this projection based on current usage patterns. EMarketer also notes that in 2013, 53% of Brazilians are going online with their phones and that next year nearly 67% will do so. So how many people are we talking about? IBOPE’s latest estimate is that there are 105 million Internet users in Brazil, while comScore’s estimate is slightly more conservative: 92 million. This means that in 2014, anywhere from 61 million to 70 million Brazilians will be going online with their phones.

#2 Nine of the Top 30 Brazilian Newspapers Use Paywalls
While Folha adopted a paywall in 2012, a number of other large Brazilian newspapers have recently implemented them, including O Globo, Zero Hora, Valor Econômico, Correio Braziliense, Estado de Mindas, Gazeta do Povo, O Amarelinho and ABC Domingo. Thus far, one notable exception to this paywall trend has been O Estado de S. Paulo.

#3 Class C Dominates the Radio Audience of Brazil
New data released by IBOPE profiled the Brazilian radio audience and showed that 48% of radio listeners in Brazil are from Class C, while 36% are from Class B, 5% are from Class A and 11% are from Class D. the types of music that Brazilians report listening to on the radio in the past 7 days include sertanejo (58%), musica popular brasileira (47%), samba/pagoda (44%),  forró (31%) and rock (31%). Also of note is that 81% of Brazilians who listen to samba/pagoda also listen to sertanejo. Musica popular brasileira seems to have slightly more appeal to women (54%) and nearly half of listeners (46%) are classes AB. Rock, on the other hand, tends to have a plurality of male listeners (53%), more than half (52%) are classes AB and 45% listen to international news shows on the radio.

#4 Pay TV in Brazil to Grow by 18% in 2013
A recent annual report called Midia e Fatos by Associação Brasileira de Televisão por Assinatura (ABTA) projects that pay TV will grow by 18% in 2013. Currently Anatel reports that more than 17 million homes in Brazil have pay TV, and ABTA predicts that in 2018 65% of Brazilian homes with TVs will have pay TV. Considering that TV is present in nearly 100% of Brazilian homes and there are roughly 58 million households in Brazil, this suggests that around 37 million Brazilian homes will have pay TV.

#5 Brazilian Gamers Spend 2 Hours and 40 Minutes a Day Playing Games on Their Phones
A survey from Blend New Research, ESPM and Sioux indicated that cell phones are the #2 platform for playing games among Brazilian gamers, with 75% preferring them. Computers are #1, with 85% of the preference, while consoles are preferred by 66% of Brazilian gamers and tablets are preferred by 31%.  The majority (70%) of Brazilians who play games on their phones use the Android OS, 9% use Windows Phone and 6% use iOS.

#6 Internet Users in Brazil Tend to Drink Beer and Have Pets
Recent studies from IBOPE asked Brazilian Internet users some lifestyle questions and revealed certain facts that could be relevant for digital marketers. First, 80% of Brazilian Internet users have pets, and of these 63% are dog owners while 27% have cats. Another survey showed that 70% of Brazilian Internet users had drunk beer in the past 30 days, with wine being #2 in popularity. Finally, nearly one-third (32.5%) of Brazilian Internet users say they visit humor sites.
Source: IBOPE

#7 Brazilians with Pay TV Keep Watching Free TV Channels
A survey from Data Popular published earlier this year indicates that 72% of Brazilian pay TV subscribers keep watching free TV channels. In fact, 39% of pay TV subscribers in Brazil keep watching the free TV channels they watched before getting pay TV. Another 43% just reduce the amount of hours they spend watching free TV programs.

To find out how we can help you reach Brazilian consumers with a strategic campaign in any form of media, please contact us.

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