Tag Archives: Brazil consumers

what brazilians will buy 2013

What Brazilians Will Buy in 2013

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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Brazil best sellers

What Brazilian Consumers Want

Recently the Brazilian research firm Cetelem BGN released its annual Observador report, based on interviews with consumers in 70 cities throughout the country. We went through the 100-page report to give advertisers, marketers and media professionals a breakdown of the key findings.

Classe C Still Surging
Brazil’s economic transformation in recent years has been dramatic. In 2005, 51% of the population was made up of people from classes D and E, while 34% were from the classe C middle class and 15% were from the upper AB classes. Yet in 2011, the middle class became the majority in Brazil, 54% of the population. These days, 103 million middle class or classe C Brazilians are now the dominant consumer segment.

Purchase Intent
When asked what they definitely intend to buy in the coming months, the top categories among Brazilians were furniture (31%), appliances (30%), travel (25%), TV/video products (19%), cell phones (17%) and computers (16%). Classes AB—42 million people—showed the strongest intent to spend money on travel, furniture and appliances.

Internet Access
Cetelem BGN’s results show that Internet penetration in Brazil is 44%, a figure in line with that of comScore, which estimates that 85 million Brazilians out of a total population of around 193 million have Internet access. At 43%, classe C’s Internet penetration rate is almost the same at the rate for the entire country.

E-commerce
More and more Brazilians are using the Internet to research products before buying and they do this most often when buying electronics, travel products and cultural products. Overall, 23% of Brazilians report that they buy products online, which means that 44 million people in Brazil engage in e-commerce. The two main promotional features that Brazil’s online shoppers value the most are promotional discount periods (66%) and free shipping (48%).
Most Brazilian Internet shoppers (81%) use credit cards while 46% use boletos bancários (online payment voucher) and 11% use crediário, a type of credit system based on installment payments.

Credit Cards
According to O Observador 2012, 33% of Brazilians own a credit card and 35% have debit cards, while 18% have store credit cards. Even among the AB classes of Brazil, the Observador survey shows credit card penetration to be 57%. Among Brazilian credit card owners nearly half (47%) own one and 31% own two, with only 3% owning 5 or more. For most items in Brazil, such as food, clothes, household bills, cell phones, gas, medicines and entertainment, cash is by far the preferred payment method.

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.

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