Tag Archives: 4 Key Qualities that Latin American Consumers Look For in Products

Valla Emprende-t - EnterBio

The Secret of the Success of Advertising in Latin America

Recently Nielsen published its 2013 Global Trust in Advertising report, which measures consumer attitudes towards all types of advertising. Nielsen surveyed 29,000 consumers in 58 countries. And for the second straight year, Latin Americans were shown to have the most confidence in advertising of all the consumers in the world.

Here’s a breakdown of some of the key figures in the report:

  • 75% of Latin Americans trust TV advertising compared to 62% of the rest of the world
  • 74% of Latin Americans trust radio advertising compared to 57% of the rest of the world
  • 72% of Latin Americans trust magazine advertising compared to 60% of the rest of the world
  • 74% of Latin Americans trust newspaper advertising compared to 57% of the rest of the world
  • 65% of Latin Americans trust out-of-home (OOH) advertising compared to 57% of the rest of the world
  • 61% of Latin Americans trust online search advertising compared to 48% of the rest of the world
  • 50% of Latin Americans trust online ad banners compared to 42% of the rest of the world
  • 54% of Latin Americans trust online video advertising compared to 48% of the rest of the world
  • 60% of Latin Americans trust social media advertising compared to 48% of the rest of the world
  • 54% of Latin Americans trust mobile phone display advertising compared to 45% of the rest of the world

Ads Spark Action in Latin America
Beyond trust, what obviously is key is the action that someone take after being exposed to advertising. Well, Latin America also leads the world in this category. According to Nielsen’s results, Latin Americans are much more likely to take action after being exposed to advertising than the consumers in the rest of the world.

PERCENTAGE OF CONSUMERS THAT TAKE ACTION AFTER MEDIA AD EXPOSURE (click to enlarge)

On average, Latin America’s consumers are 16% more likely to take action after being exposed to an ad in 10 of the major media types.

 

Real Life=Real Impact
Nielsen also asked consumers about the messaging elements in ads that had the most impact for them. The ads that present real world situations were the ones that had the largest amount of resonance with Latin American consumers (57%). Globally, the ads that use humor had the most resonance with consumers (47%), but ads that show real-life situations were a close second (46%).

To find out more about how we can help you reach Latin American consumers with a campaign in any type of media, please contact us.

What Brazilians Are Buying in 2013

Now that we are more than 7 months into 2013, it’s valuable to review sales patterns in Brazil so that marketers, advertisers and media firms can get a sense of what this large consumer market is spending its money on. While these figures may have little impact on budgeting for the current year, they could be useful for 2014. With that in mind, here are some of the hot products among Brazilian consumers.


Autos

In the first 6 months of 2013, nearly 1.8 million cars were sold in Brazil—a 4.8% increase compared to the first 6 months of 2012. June 2013 was a good month for car sales in Brazil, with 318,000 units sold, nearly 10% more than in June 2012 and nearly 1% more than in May 2013. Fiat has the largest market share (22%), followed by Volkswagen (19%), GM (18%) and Ford (10%). In 2013, the biggest selling make and model so far is the Volkswagen Gol, with 121,000 units sold.
Source: Associação Nacional de Fabricantes de Veículos Automotores

 


Beauty Products

It’s estimated that in 2013, Brazilians will spend more than R$59 billion (US$25.9 billion) on beauty products. This is a 124% increase compared to 2003. Class C is responsible for nearly half the money that Brazilians spend on beauty products. In addition, 78% of upper class Brazilian women report going to the beauty salon in the past month, while 56% of class C Brazilian women report going to the beauty salon and 43% of women from classes D and E report doing so. However, when you look at the overall numbers of women who report going to the beauty salon, class C women represent 53% of the total.
Source: Data Popular

 


Drinks

Brazilians will spend more than R$ 6 billion (US$2.6 billion) on fermented drinks—such as beer, champagne and wine—in 2013. That’s 10% more than in 2012.
Source: Pyxis Consumo

 


Mobile Phones

In the first quarter of 2013, Brazilians bought more than 14 million mobile phones, 15% more than in the first quarter of 2012. Of this total, 5.4 million were smartphones and 8.7 million were feature phones. Smartphone sales in Brazil during the first quarter of 2013 represent an 85% increase compared to the same period of 2012, in which 2.9 million smartphones were sold. It’s projected that smartphone sales will now reach 28 million units in Brazil in 2013.
Source: IDC


Shoes

Brazilians will spend more than R$ 40 billion (US$17 billion) on shoes in 2013, a 10% increase compared to 2012. This consumption translates into about R$ 245 (US$107) per person. Class C is the biggest consumer of shoes in Brazil, with 42% of the total consumption, followed by class B (40%), class A (10%) and classes D and E (8%).
Source: Pyxis Consumo

 


Tablets

In the first quarter of 2013, tablet sales in Brazil rose by 164% compared to the same period in 2012, with more than 1.3 million units sold. The overall projection for 2013 is 5.9 million tablets will be sold in Brazil, an 81% increase compared to 2012.
Source: IDC


Toys

In 2012 Brazilians spent R$3.87 billion (US$1.7 billion) on toys, a 12% increase compared to 2011. It’s projected that toy sales in Brazil in 2013 will reach R$4.34 billion (US$1.9 billion), another 12% increase.
Source: Associação Brasileira dos Fabricantes de Brinquedos


Travel

Brazilians spent US$6 billion on foreign travel during the first quarter of 2013, an 11.5% increase compared to the same period in 2012. They also set a record by spending another US$2.2 billion in foreign travel in May 2013, 22% more than in May 2012. In addition, Brazilians rank #7 in the world in terms of the amount they pay per person for hotel stays: they spend an average of R$364 (US$160)per person, more than Americans or Australians.
Sources: Banco Central, Hotel Price Index

To find out how we can help you reach Brazilians via media campaigns of all types, please contact us.