Tag Archives: Brazilian shoppers

Brazil-e-commerce-market-presta-e-commerce

How to Increase Online Sales in Brazil

To drive more purchases from Brazilian online shoppers, start by offering free shipping and detailed product specifications. According to a recent survey of e-commerce consumers in Brazil, these are the top two influencers in their decisions to buy products online. The study was done by SPC Brasil and Meu Bolso Feliz in January 2015, getting the opinions of nearly 700 online shoppers from 27 capital cities in Brazil.

Here are some more study results that advertisers and agencies targeting Brazil’s 105 million Internet users should take into account.

#1 Factor in the Other Reasons Why Brazilians Buy
Free shipping (39%) and product specs (39%) were cited by Brazilians as the top 2 influencing factors in their decisions to shop online, but other factors also led to purchases. Below we list them and the percentage of Brazilian online shoppers who said these were influential:

  • Product recommendations on specific sites (30%)
  • Flexible payment options (27%)
  • Email promotions (25%)
  • Online advertising of products (20%)
  • Coupons (16%)
  • YouTube videos or tutorials (15%)

#2 Put a Bit More Mobile into Your Marketing Mix
Brazilian e-commerce shoppers still mostly go online with devices that display standard desktop advertising: 44% of them shop online with PCs and 32% use notebooks. However, it is important to note that 20% use cell phones to go online and another 4% use tablets. In addition, other research points to mobile-commerce increasing significantly in Brazil. As such, brands that seek to drive e-commerce revenue from this market should strengthen their mobile efforts. To do this, there are some key factors you should know about and you can explore them here.

#3 Try to Blend in E-Commerce Advantages into Your Marketing
When asked about the main advantages of buying online, Brazilian e-commerce shoppers cited the following:

  • Convenience of shopping without leaving home (74%)
  • Generally lower prices (50%)
  • Ease of comparing products from different brands (27%)
  • Ease of price comparison between products (23%)
  • Shopping at whatever hour of the day they want (23%)
  • Better product variety (15%)

#4 Broaden Payment Options
The majority (78%) of Brazilian online shoppers polled in this survey used credit cards to make their online purchases. But 54% used a boleto bancário, a type of online voucher that shoppers get from their banks and use to finish the transaction and actually make the purchase. Other forms of payment cited include PayPal (25%), debit cards (17%) and bank transfers (7%).

#5 Know What Sells Best Online
According to the survey results, Brazilian e-commerce shoppers say the products they buy most online are electronic products: 61% indicated that they buy them. Other popular products for Brazilians to buy via e-commerce include books (47%), shoes (44%), clothes (42%), appliances (36%) and plane/train/bus tickets (35%).
Over the next six months, Brazilian online shoppers plan to buy the following top 5 products: books (52%), electronic products (47%), tickets (47%), hotel reservations (41%) and tickets to events or shows (40%).

#6 Build Trust for Repeat Business
Seven out of 10 Brazilian e-commerce shoppers cite trust in certain e-commerce sites and in brands as the reason for them buying more than once from the same site. Other factors that also lead to repeat business from Brazilian online shoppers include a positive previous experience (40%), fast delivery (30%), the best prices (29%), free shipping (21%) and coupons (16%). More than 60% of shoppers said they left e-commerce sites before finalizing a purchase. The most common reason was that they weren’t sure that they needed the product (27%), though uncertainty about price options or product characteristics (18%) also stopped them from buying. Other factors that led to abandoned shopping carts include delayed shipping (13%), the price (13%) or the final price being different from the advertised price (12%).

Contact us to find out how you can reach Brazilian online buyers with a standard online ad campaign or through the precision power of programmatic buying through MediaDesk, Latin America’s leading DSP.

 

 

lead image 1

7 of the Latest Trends among Brazilian Consumers

After reviewing dozens of new studies, we have identified some of the important patterns among Brazilian shoppers to help brands and agencies reach them more effectively.

#1 Brazilians Are Spending More on Cars
Research from Pyxis Consumo indicates that in 2013 each Brazilian will spend an average of R$1,691 (U$724) on car expenses. This is 6% more than in 2012


#2 Brazilians go to Shopping Centers 4 Times a Month

A study from Ibope Inteligência uncovered this trend. About the same amount of men as women frequent shopping centers in Brazil. Young, single Brazilians are the shoppers that most frequent malls (4 times a month), while married Brazilians go there slightly less (3 times a month).


#3 WhatsApp is the most popular app in Brazil

A survey from Qualcom conducted in August 2013 revealed that WhatsApp is the #1 app in Brazil, followed by WeChat. Facebook, previously the #1 app in Brazil, is now at #3.


#4 Wednesday is the Most Popular Day for Brazilians to Watch TV on Their Cell Phones

This was one of the results of a recent survey from IBOPE Media Lab. The study also found that Brazilians who watch TV with their mobile phones tend to stay linked to mobile TV programming for 60 minutes a day and that the highest rate of TV watching via mobile phone happens when soccer games are broadcast.


#5 Brazilians Will Spend More This Christmas

Research from Deloitte indicates that nearly 60% of Brazilians will spend more on Christmas gifts in 2013 than they did in 2012. As part of the spending increase, Brazilians plan to spend 11% more on each present. More than half (54%) of Brazilian consumers will research products before buying them. And for the first time since Deloitte began doing their annual survey of Christmas shoppers in Brazil, credit cards were indicated as one of the main form of payment. More than 80% of Brazilians plan to give clothes as a Christmas gift this year, while 46% will give shoes and 46% will give cosmetics. Portable electronic devices are the gift most Brazilians would like to receive this Christmas.


#6 A Mix of Foreign and Domestic Brands Are Among the Most Respected

Shopper Experience and Consumidor Moderno surveyed Brazilian consumers to find out the brands they most respect. Here’s a quick breakdown of a few of the most respected brands:

  • Foods: Nestle
  • Cell Phones: Apple
  • E-Commerce Store: Netshoes
  • Personal Hygiene and Perfume: O Boticário
  • Pay TV: Sky
  • Mobile Phone Service Provider: Vivo
  • Appliances: Electrolux
  • Electronics: Samsung
  • Internet Service Provider: UOL


#7 Female Internet Users Search the Most for Tutorials on Hair Care

A survey of Brazilian female Internet users by Sophia Mind shows that the main thing they search for online are tutorials on hair care. Nearly 6 out of 10 (58%) do this, while 57% look for tutorials on skin and body care and 52% look for makeup tips. This suggests that cosmetics brands have a good opportunity to offer more videos in their content marketing and also step by step photo tutorials in blog posts. Considering that Blogger, Tumblr and WordPress are among the top 10 social media sites in Brazil, this kind of content can reach the users more easily. Another reason brands should take advantage of this data is because beauty products are among the products that Brazilians most often purchase online.

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

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.

[twitter style=”vertical” float=”left”] [fblike style=”box_count” float=”left” showfaces=”false” width=”450″ verb=”like” font=”arial”] [linkedin_share style=”top” float=”left”] [fbshare type=”button” float=”left”]

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.

Autos
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.   

Computers
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.

Cosmetics
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.

E-commerce
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.

Pharmaceuticals
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.

Smartphones
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.

[twitter style=”vertical” float=”left”] [fblike style=”box_count” float=”left” showfaces=”false” width=”450″ verb=”like” font=”arial”] [linkedin_share style=”top” float=”left”] [fbshare type=”button” float=”left”]