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.