Tag Archives: Brazil smartphones

brasil smartphone

Understanding Brazilian Smartphone Users

As smartphone adoption surges in Brazil, it’s crucial for marketers, advertisers and media professionals to understand how consumers are using these devices. Here’s a look at some key factors that may influence the direction of your next mobile campaign in Brazil.

IBOPE Nielsen Online estimates that 13% of Brazilians—25 million people—have smartphones. This figure is in line with the 14% smartphone penetration in Brazil that was reported by Google in the Our Mobile Planet study.

Going Online
According to IBOPE, 5.2 million Brazilians use their smartphones to go online. Of this group, 84% do this while waiting in line to buy a product or receive a service, 59% of Brazilians access the Internet with their smartphones while riding in a car as a passenger and 58% do so while taking public transportation.

What Brazilian Smartphone Owners Do Online
According to the IBOPE Nielsen study, top activities include:

  • Checking email (87%)
  • Visiting social sites (77%)
  • Listening to music (40%)
  • Watching videos (29%)
  • Playing games (25%)

More Popular Online Activities
Ericsson ConsumerLab recently finished a survey of smartphone owners in 3 countries that they refer to as “high-growth” markets when it comes to smartphones: Brazil, Russia and India. According to Ericsson, 40% of smartphone owners in Brazil already use the devices to access the Internet and 33% use their phones to go on social media every day.
In this survey, new smartphone owners listed their 5 top activities once they bought their devices:

  1. Use the smartphone to check into locations
  2. Use maps to navigate
  3. Watch Internet TV
  4. Watch movies
  5. Play online games

In addition, half of the Brazilian smartphone owners indicate that they spend 50% or more of their total Internet time on their smartphones. This is quite comparable to more mature smartphone markets in which users spend 53% of their total Internet time on their smartphones.

Differences Between Genders
According to the Ericsson study, male and female Brazilian smartphone owners use their devices differently:

  • 36% of male Brazilian smartphone owners use their devices to play games, while only 16% of women do so
  • Brazilian men who own smartphones download apps twice as frequently as Brazilian female smartphone owners
  • Male smartphone owners in Brazil are also more likely than women to watch TV, videos and listen to music with their devices

In addition, while both Brazilian smartphone owners of both genders use their smartphones to go on social networks, their usage habits are different. Brazilian women who own smartphones are more likely to go on social sites with their devices early in the morning, during lunch and before going to sleep. Brazilian men who own smartphones use their devices to check social sites while on the way to work, in the afternoon and late in the day.

Use of Apps by Brazilians
The Ericsson study suggests a modest use of apps by Brazilians. According to their results, respondents don’t use more than 5 apps on a weekly basis and 50% download apps on PCs to save on data limits. However, other studies suggest that app use is growing significantly. For example, Aorta, an app developer in Brazil, recently indicated that app downloads in the country grew by 230% in 2011, from 9 billion to 30 billion. In addition, Distimo, an app market research firm, reported the following about Brazil’s app market:

  • 18% of the apps downloaded in Brazil are social apps—only one country downloads a higher percentage of social apps: the United States (20%)
  • Facebook is the #1 app most downloaded by Brazilians
  • Brazil is one of the fastest-growing countries in the world when it comes to revenue for Apple’s app store: revenues grew by 83% in 2011

To explore how we can help you reach Brazilian smartphone owners via Jumba Mobile Network, please contact us.

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Brazil best sellers

Brazil’s Best Sellers

Despite conservative macroeconomic projections, it seems like Brazilians are shopping more than ever. A study from the firm IPC Marketing Editora projects that consumption in Brazil will surpass US$2.7 trillion in 2012, with household spending exceeding GDP. Classes B and C account for half of what is consumed in Brazil, though Class B seems to show the strongest purchasing power.

We’ve observed some strong spikes in sales of a number of products in Brazil. Here’s a look at what grew the most in sales in 2011 and what’s selling strongly so far in 2012.

Car sales in Brazil grew by 2.9% in 2011, according to the Associação Nacional dos Fabricantes de Veículos Automotores (National Association of Automakers). The Volkswagen Gol was the biggest selling model in Brazil in 2011, followed by the Fiat Uno. Chevrolet’s Celta and Corsa Sedan ranked #3 and #4, respectively, in sales. Overall, Fiat sold the most cars in Brazil in 2011: 273,000. In 2012, the Federação Nacional da Distribuição de Veículos de Veículos Automotores (National Federation of Motor Vehicle Distribution), predicts car sales will go up 4.5% in Brazil.   

Research firm IDC reported recently that computer sales in Brazil went up by 12% in 2011 to reach 15.4 million units sold. According to the Getulio Vargas Foundation (FGV), a Brazilian higher education and research institution, sales of computers in Brazil will reach 17.9 million in 2012, an increase of 16%. FGV’s study indicates that currently there are 99 million computers in Brazil, roughly one computer for every two Brazilians. According to Fernando Meirelles, who led the research team from FGV, by 2017 there will be one computer for every Brazilian.
Notebooks and tablets are among the hottest types of computers among Brazilian consumers. Sales of notebooks grew by 60% in 2011 to reach 5 million, according to Gfk Consumer Choices, with 800,000 units sold in December 2011 alone.
Tablets posted comparatively modest sales of 450,000 units in 2011, but research firm Navegg predicts that Brazilians will buy 1 million tablets in 2012.

Brazil’s cosmetics industry logged US$14 billion in ex-factory sales in 2011, 7.9% higher than in 2010, according to Associação Brasileira da Indústria de Higiene Pessoal, Perfumaria e Cosméticos. According to projections from Euromonitor International, in 2013 Brazil will overtake Japan to become the #2 cosmetics market in the world, just behind the United States.

The most recent report from market research firm e-bit indicated that in 2011, the e-commerce market in Brazil reached US$10.1 billion in sales, up 26% compared to 2010, when e-commerce sales totaled US$8 billion. In 2012, e-commerce sales in Brazil should reach US$12.6 billion, 25% higher than 2011, projects e-bit. Over 9 million new customers bought a product online for the first time in 2011, and overall around 32 million Brazilians have engaged in e-commerce. Top products for Brazilians who shop online include appliances, computers, electronics, health/beauty items and clothes/accessories.

Mobile Broadband Connections
According to Anatel, the country’s national telecommunications agency, there are now 54.3 million mobile broadband connections in Brazil, which means an overall 28% mobile broadband penetration rate. Forecasts from Teleco—an organization that tracks telecommunications in the country—suggest that Brazil will have 73 million mobile broadband connections by the end of 2012 and 124 million connections by 2014 when it hosts the World Cup. As mobile broadband connections have grown, so have the number of mobile phones with 3G services: currently 20% of the cell phones in Brazil have 3G.

According to IBOPE, sales of pharmaceuticals in Brazil will grow by 13% in 2012 and be four times more than the Gross Domestic Product. Classes B and C will account for 80% of the sales, spending 23 billion and 27 billion reales, respectively. A number of companies are benefiting from this surge, including Bayer HealthCare and Pfizer, which experienced increases of 13% and 14%, respectively, in their 2011 Brazil sales.

According to a projection by IDC, smartphone sales in Brazil will increase by 73% in 2012. In total numbers, this means that Brazilian shoppers will buy 15 million smartphones this year, whereas in 2011 they bought 8.9 million. This is a huge increase compared to 2010, when 4.8 million smartphones were sold in Brazil. IDC considers phones with operating systems, like iPhones or Blackberrys, to be smartphones. According to the firm, over 50% of the smartphones in Brazil use the Android operating system.

Videogame Consoles
According to market research firm GfK Consumer Choices, sales of video game consoles in Brazil shot up by 53% in 2011 to reach 935,000 units, up from 642,000 units in 2010.

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 at info@usmediaconsulting.com.

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