As Brazil’s consumer market continues to expand, a number of new trends have emerged that professionals in media, advertising and marketing should factor in when creating their next campaigns.
#1 Brazil is Latin America’s Largest Luxury Market
According to Euromonitor International, in 2011 Brazil’s luxury goods market was valued at over US$7 billion, more than 5 times the value of luxury goods sold in Mexico, Latin America’s #2 luxury market. Here’s a look at the spending share of different types of luxury goods in Brazil:
37% Designer clothing/footwear
28% Wines, champagnes and spirits
17% Luxury accessories
12% Luxury jewelry and watches
#2 The 3 Most Popular Products for Brazilian Consumers in 2012
According to a recent survey conducted by Associação Nacional das Instituições de Crédito, Financiamento e Investimento (Acrefi) and research firm Data Popular, the top 3 products that Brazilians plan to buy in 2012 are cell phones, notebooks and tablets.
#3 Nearly Half of All Brazilians Read Newspapers
A survey of more than 12,000 Brazilians done by the country’s Communications Secretariat (Secretaria de Comunicação da Presidência da República) reveals that 46% of Brazilians read newspapers and 35% read magazines. These statistics may help explain the continued strength of print media in Brazil: newspapers posted a 2.3% increase in circulation during the first 6 months of 2012.
#4 71% of Brazilians Buy Plane Tickets Via the Internet
Studies from e-bit and América Economía magazine, among other sources, have already shown that Brazil has a powerful e-commerce market. But a poll by Skyscanner of Brazilian Internet users revealed that 7 out of 10 of them buy airline tickets online. In addition, 51% trust completely in transactions made on airline Web sites.
#5 Sales of Beauty Products in Brazil Will Go Up by 15% in 2012
A study from IBOPE Inteligência projects that sales of perfume, makeup, creams, nail polish and hair dyes will reach 36 billion reais (US$18 million) in 2012, a 15% increase compared to 2011. This data echoes a report from Euromonitor that indicated that Brazil will become the #2 cosmetics market in the world in 2013.
#6 Brazil is the #2 Facebook and Twitter Market in the World
According to data from Socialbakers, only the United States has more Facebook users than Brazil. More than 46 million Brazilians were Facebook users as of March 2012.
In addition, Brazil is #2 in the world in its amount of Twitter accounts, with just over 40 million—more than Japan, the United Kingdom, India or Canada. The United States is #1, with more than 140 million Twitter accounts.
#7 Half of Brazilian Social Media Users Buy Products through Social Sites
A 2011 survey from Oh!Panel compared social media users in Brazil with those in Argentina, Chile, Colombia, Ecuador and Peru. More than half (56%) of social media users in Brazil say they use them to buy products. In addition, 6 out of 10 Brazilian Internet users search for products on Twitter. And when it comes to buying products and services, 72% of Brazilians on social networks say they trust the opinions of friends on social networks more than the opinions of experts.
#8 Books are Booming in Brazil
According to Pyxis Consumo, Brazilians will spend 8.2 billion reais (US$4 billion) on books this year, an increase of 14.5% compared to 2011.
#9 By 2014 52 million Brazilians Will be Playing Games on Social Media
In 2011 the market for social games in Brazil was valued at US$136 million but research firm SuperData Research projects that it will grow to US$238 million by 2014. In addition, the firm projects that virtual goods sales in Brazil will reach $320 million by 2014.
#10 Pay TV Penetration in Brazil Could Reach 90% by 2018
During the recent Congresso ABTA 2012, João Rezende, the president of the Agência Nacional de Telecomunicações (Anatel), stated that pay TV could reach 90% of Brazilian households by 2018. Currently around 14.5 million households subscribe to pay TV in Brazil. Given that the average household size in Brazil is 3.3, the pay TV audience in Brazil is at around 47 million, which is 24% penetration. However, pay TV is growing fast in the country: Rezenda estimates that 17 million households in Brazil will be subscribing to pay TV by the end of 2012.
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.