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The 5 Most Popular TV Commercials among Brazilian Internet Users

A commercial from Kit Kat called #meubreak (My Break) is the most popular commercial among Brazilian Internet users. This ranking came from IBOPE, which developed a new tool called AdScore in partnership with a firm called Contplay.

The tool helps agencies and advertisers get a sense of how their commercials—and those of their competitors—are received. Considering that Brazilians are now using multiple screens to consume content and watch large amounts of online videos, having a tool like AdScore can help measure impact of TV ads beyond just one screen.

More than 25,000 Brazilian Internet users participated in the ranking, which included TV commercials airing on free TV, pay TV and online, all between May and June 2014.

Here are the top 5, as ranked by the internautas of Brazil:

#1 Kit-Kat, #meubreak

#2 Burger King, Whopper Bacon Jr.

#3 OLX, Viking e Zumbi

#4 Coca-Cola, Manifesto

#5 Gol Linhas Aéreas,#Sófatouvoar

Contact us to find how we can help you reach Brazilians via social TV solutions like Shazam, though programmatic buying or other means.

7 hottest trends Brazil media consumption

7 Hottest Trends in Media Consumption in Brazil

The last time we reported on media consumption in Brazil, it was tricky. We had to consult various sources to get at the data, including Motorola Mobility IBOPE and comScore. There was no one source with all the data. In addition, the sources we used did not always have the same standard measure. In other words, these sources did not all break down how many hours a day or per week or per month that Brazilians use various forms of media. While they did in some cases, in others they simply offered a percentage of Brazilians that consume a particular media type.

However, a new study does offer a uniform measure of media consumption for Brazilians. It’s from the Secretaria de Comunicação da Presidência da República, the Communications Secretariat for the Presidency. This study, released in March 2014, is based on a survey of more than 18,000 Brazilians. After reviewing the study, we identified 7 key trends in media consumption in Brazil that media planners, marketers and advertisers can use to sharpen their campaigns.

#1 Brazilians Spend More Time Online Than They Do Watching TV
According to the study, Brazilians watch TV an average of 3 hours and 29 minutes per day during the week and 3 hours and 32 minutes a day on weekends. However, Brazilians use the Internet an average of 3 hours and 39 minutes a day during the week and 3 hours and 43 minutes a day on weekends.

#2 TV Still Rules in Brazil
Despite the higher per-day consumption of Internet, TV still reaches more Brazilians overall. When asked how often they watch TV, 65% of Brazilians say they watch it every day and only 3% say they never watch TV. In contrast, 53% of Brazilians say they never use the Internet. However, it is important to note that 26% of Brazilians report going online every day and 48% of Brazilians use the Internet 1-7 days a week. In comparison, 60% of Brazilians listen to the radio 1-7 days a week. So as a medium, Internet in Brazil has a weekly consumption that is not far behind that of the top 2 media: 48% for Internet compared to 60% for radio and 65% for TV.

#3 Brazilians Trust Newspaper Ads the Most
When asked about the advertisements that they trusted most in different media, 47% of Brazilians said they trusted newspaper ads most or all of the time. The #2 medium in terms of trust in advertising was radio: 42% of Brazilians said they trusted radio ads most or all of the time. Interestingly, ads on TV earned the same amount of trust from Brazilians as radio, i.e. 42%. Ads on blogs earned the most distrust among Brazilians: 76% said they either never trust or rarely trust ads that appear in blogs.

#4 Free TV Still Dominates the Airwaves
While pay TV has grown impressively in Brazil to reach more than 18 million subscribers at the end of 2013, this survey shows a significant advantage in penetration for free TV in Brazil. According to the survey results, 67% of Brazilians reported only watching free TV in their homes versus 7% reporting that they only watch pay TV and 24% indicating that they watch both pay and free TV.

#5 Facebook Rules the Internet in Brazil
When the Internet users among the Brazilians surveyed were asked which sites they visit the most, Facebook was mentioned by nearly 64% of them. In the #2 spot was Globo.com, mentioned by 7%. Among the top 10 sites mentioned by Brazilian Internet users was the portal iG, which was more popular than sites like Instagram, Twitter or Mercado Livre. Facebook was also the #1 site mentioned by Brazilian Internet users when they were asked which site they use most as an information source, while iG was in the top 10 for this category as well.

#6 Broadcast Media Are Better for Reaching Brazilian Women

Speaking strictly in terms of time spent using certain media, Brazilian women listen to the radio and watch TV more than men do. For example, Brazilian women listen to the radio for 3 hours and 14 minutes a day, compared to 2 hours and 59 minutes for men. Brazilian women watch TV for 3 hours and 47 minutes a day during the week, compared to 3 hours and 10 minutes a day for men. On weekends, Brazilian women watch TV for 3 hours and 38 minutes a day, compared to 3 hours and 26 minutes for men.
Why is this important? One reason is that the income of Brazilian women has grown by 62% over the past 10 years, compared to just 39% for men. In addition, women make 80-90% of purchase decisions in Brazilian homes when it comes to beauty products, home décor, food and childcare. Brazilian women also make 62% of the purchase decisions when it comes to male hygiene products.
Other studies have shown that married men in Brazil indicate that their wives generally are the ones who decide on supermarket purchases, the clothes that men wear, the family car, the computer and the travel destinations of the family when they go on vacation.

#7 PCs Are Still the Top Device for Accessing the Internet in Brazil
When asked which device they use to access the Internet, 84% of Brazilian Internet users in the survey said they use computers and 40% said they use cell phones. Only 8% of Brazilians said that they use tablets to access the Internet.

To find out more how we can help you reach Brazilians with a campaign in any form of media, including Facebook via retargeting, print, TV, Internet or via programmatic buying, please contact us.

brazilian consumer

5 Trends that Are Changing the Brazilian Consumer Market

While recent studies have shown us what Brazilians are buying this year, top growth markets and some of the factors that drive their purchase decisions, there’s new data about consumer preferences and behavior in Brazil. After reviewing this data, we’ve identified some key trends that will cause major impact in Brazil’s consumer market.

#1 Social Media Will Drive Purchases in Brazil
Ipsos recently polled more than 18,000 consumers in 24 countries, including Brazil. While the research firm found that 3 in 10 Internet users around the world will make a purchase after seeing a social media ad or post, the results were very different with Brazilians. Ipsos found that 69% of Brazilians will make a purchase after seeing a social media ad and 66% will buy a product after seeing a post. Other countries with consumers that are highly responsive to social media ads include Indonesia (68%) and Mexico (60%).
Another study from ExactTarget offers data that supports the power of social media’s influence among Brazilian shoppers:

  • 77% of Brazilian online consumers follow brands on Facebook
  • 53% of Brazilians who subscribe to receive emails from companies do so to stay current with regard to new products, services and offers from the company

#2 Brazilian Consumers Are Willing to Trade Information for Services
A recent survey by Cisco Systems showed that 60% of Brazilians don’t mind that online retailers collect personal information. Moreover, 55% of Brazilian consumers would share personal information with retailers in exchange for recommendations and personalized services; only 35% of consumers in other parts of the world are open to this. In addition, 59% of Brazilians allow firms to compile and save their purchase histories.

#3 Brazilian Consumers Have Become Much More Multichannel
According to Jefferson Silva, Strategy and Innovation Manager for Nielsen Brasil, 97% of consumers shop in more than one channel and 55% of Brazilian consumers shop in 3 different channels and 16% shop in more than 4. In addition, 30% switch stores when they don’t find what they’re looking for.

#4 Online Advertising Influences Purchases Among Brazilian Consumers More Than Other Media
A survey of 1,200 Brazilians by the Centro Avançado de Estudos e Pesquisas da ESPM (Advanced Studies Center of ESPM University) found that 46% of Brazilian consumers buy products after seeing online advertising. In comparison, TV ads only influenced the purchases of 21% and print media ads only influenced the purchase decisions of 7%.

#5 The Internet Is a Key Factor in the Purchase Decision Regarding a New Car
When trying to decide which new car to buy, 45% of Brazilian consumers cite friends and relatives as their primary source of information. Their second most popular source of trusted information is the Internet.  More traditional sources of information about new cars, such as other car owners  who own the same make and model (27%) and salesmen (23%), score much lower among Brazilian consumers.

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

Top Trends in Brazil’s Mobile Markets for 2013

A lot of different factors go into planning a mobile advertising campaign, and a knowledge of recent trends is one of them. For the benefit of professionals in advertising, media and marketing, we’ve identified a few of the most recent ones. Here they are:

1>>>>>Mobile broadband continues its rapid growth. Between May 2012 and May 2013 mobile broadband subscriptions in Brazil grew by 45% to reach nearly 82 million. Of these 82 million, 67 million are for 3G cell phone connections. In addition, telecommunications operators in Brazil expanded the coverage of mobile broadband by 13% to reach more than 3,400 municipios, which means that the country’s mobile broadband network now reaches 89% of Brazilians.

2>>>>>Tablets will dominate Brazil’s computer industry by 2015. In the first quarter of 2013 tablet sales in Brazil grew by 164% and projected sales for 2013 are for nearly 6 million units. Given the explosion of popularity of tablets in Brazil, IDC estimates that by 2015, the majority of computers bought in the country will be tablets, surpassing PCs and notebooks. In addition, IDC forecasts that by 2016, there will be 1 computer for every person in Brazil.

3>>>>>Mobile ad spend to grow by 900% in Brazil. According to a recent article from eMarketer, mobile ad spend in Brazil was US$12.8 million in 2011 and will reach US$132 million by the end of 2014—a 931% increase. In 2013 mobile ad spend in Brazil will reach a more modest US$60 million (compared to $26 million in 2012), then rise gigantically to US$132 million in 2014. And eMarketer projects even more massive growth for mobile ad spend in Brazil after that: US$245 million in 2015, US$430 million in 2016 and US$731 million by 2017.

4>>>>>>4G cell phones are on the rise. Between May and June 2013, the amount of 4G cell phones in Brazil rose by 70% to reach 174,000. Overall, at the end of June 2013, Brazil had more than 265 million active mobile lines and 134% mobile penetration.

5>>>>>Tablet users in Brazil spend more time online. According to market intelligence firm E.Life, 31% of tablet owners in Brazil spend 10-25 hours a week on mobile Internet. In comparison, around 21% of smartphone owners spend 10-25 hours a week on mobile Internet.  Tablets are also gaining ground among Brazil’s Internet users. Tablets are now the 4th most common device used by Brazil’s internautas at 39%, compared to 51% for smartphone, 68% for laptop/notebook and 75% for desktop.

6>>>>>Smartphones deepen their penetration. According to Gfk, 21% of the cell phones sold in Brazil between January 2012 and May 2012 were smartphones. But between January 2013 and May 2013, 40% of the cell phones sold in Brazil were smartphones. The smartphone sales percentage for Brazil was significantly smaller than in other countries, like China (85%), Germany (75%) and Japan (74%). However, in looking at the big picture, there’s no question that smartphones will soon dominate Brazil’s cell phone market. Since 2011, smartphone sales in Brazil have increased by 197% and in the first quarter of 2013 smartphone sales in Brazil grew by 85%.

To find out how we can help you reach Brazilians with a precisely targeted mobile campaign, please contact us.

Brazil Internet 100 million

Brazil Reaches 100 Million Internet Users

According to recent figures released by IBOPE, there are now 102.3 million Internet users in Brazil. This is a significant increase from earlier in the year, in which IBOPE indicated that Brazil had 94 million Internet users.

This figure conflicts with that of comScore, which puts the number of Internet users in Brazil at around 89 million. The reason for this is that IBOPE counts young Internet users aged 2 to 15, while comScore tends to count users from age 15 on up.

While some may argue that IBOPE’s figure doesn’t accurately reflect the Internet market in Brazil (after all, how many 2 year-olds actually go online?), it’s interesting that the 102 million is not that far from the 89 million indicated by comScore. It’s also interesting that IBOPE is noting 9% growth in Brazil’s Internet users since the beginning of 2013. When you combine these figures with recent projections from Ericcson that there will be 350 million mobile subscriptions in Brazil by 2018, it’s clear that in just a few years, this 102 million figure won’t seem like all that much. The challenge, of course, will be how to reach this exponentially growing market of Brazilian Internet users, and for that it’s key to understand the tendencies among key segments, the preferences of the average Internet user and more efficient targeting via programmatic buying.

To find out how we can help you reach Brazilians via media campaigns of all types, please contact us.

hipermercados

7 Key Statistics about Brazilian Consumers

Recent studies from various sources have offered important insights about Brazilian consumers. We selected 7 of the most relevant data points so you can factor them in when setting up future campaigns.

More and More
According to market research firm IPC Marketing, Brazilian consumption will total more than R$ 3 trillion (US$1.5 trillion), an increase of nearly 10% compared to 2012, when total consumption of Brazilians was R$2.7 trillion. Class B has the most purchasing power and will spend R$1.3 trillion (US$650 billion) in 2013. Class B accounts for 48% of national consumption in Brazil, slightly less than in 2012, in which it was responsible for 50% of consumption. Brazil’s Class C1 will spend R$518 billion (US$259 billion) in 2013, very close to class A, which will spend R$ 539 billion (US$269 billion).
Home maintenance is what Brazilians will spend most of their money on in 2013: it accounts for more than 25% of total consumption. Other top spending categories in Brazil in 2013 include health/medicine/personal hygiene (almost 9%), transportation (7.5%), building materials (5%), clothing/footwear (4.7%), recreation/travel (3.5%), education (2.5%), electronics (2.2%) and furniture/household goods (1.8%).

Charging It
According to Associação Brasileira das Empresas de Cartões de Crédito e Serviços (Brazilian Association of Credit Card Companies and Services), in 2012 the use of credit cards accounted for 26% of Brazilian household consumption, up from 16% in 2007. Overall, in 2012 R$ 479 billion (US$239 billion) were spent in credit card transactions in Brazil, 16% higher than in 2011. In addition, transactions with credit or debit cards represented 58% of sector revenues in Brazil in 2012.

Electronics Are Essential
A recent study from Accenture looked at the average amount spent by consumers on electronics. According to the results, Brazil is #2 in the world in electronics spending, with an average of US$1,080. Only consumers in China spent more on electronics: an average of US$1,251 per person. The study also showed that Brazilian consumers plan to spend an average of US$1,323 on electronics in 2013. The electronic products that Brazilians say they plan to buy in 2013 include tablets (scoring 148% in purchase potential), Blu-Ray players (136%), high-def TVs (113%) and smartphones (111%).

Most Brazilians Buy on Impulse
A new survey from Serviço de Proteção ao Crédito Brasil indicates that 85% of Brazilian consumers say that they buy on impulse. More than 4 in 10 Brazilians from classes AB report buying on impulse while low self esteem was the main reason for impulse buying among Brazilian from classes C and D.

They’re Going Places
In the first quarter of 2013, Brazilians spent more than US$6 billion on foreign travel, up from the US$5.3 billion they spent on travel in the first quarter of 2012. Overall in 2012, Brazilians spent more than US$22 billion on foreign travel, a bit more than the US$21 billion they spent in 2011.

Social Shopping Becomes Significant
A survey of Internet users in 12 countries done by Rakuten—a Japanese site that’s one of the world’s largest e-commerce companies—shows that 63% of Brazilians recommend products on social media sites. Only consumers from Indonesia (67%) had a higher propensity for using social media to recommend products. The study also looked at the average amount spent per person through e-commerce transactions. On average, in 2012 Brazilians spent US$657 per person. The United Kingdom’s shoppers spent the most per person via e-commerce in 2012, with an average of US$1,700. That said, Brazil’s e-commerce average was close to Japan’s (US$694 per person), higher than Spain’s average (US$649 per person) and not that far behind from the United States’average (US$909 per person).

The Power of Positive Thinking

Given all these numbers, it’s no surprise that Brazilian consumers seem to be very optimistic. According to a global report from Nielsen that looks at consumer confidence around the world, Brazil is one of seven Latin American countries whose shoppers feel pretty good about the future. Nielsen’s scale sets 100 as the top score for consumer optimism and confidence, and it looks like Brazilians (with a score of 111) have the sunniest shopping outlook. Other countries with highly optimistic shoppers include Peru (with a score of 98), Colombia (95), Chile (95), Mexico (86), Venezuela (84) and Argentina (75).

To find out how we can help you reach Latin American consumers via any other type of media, please contact us.

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Brazil online

The Latest on Brazil’s Internet Audience

In March 2013 comScore released its latest report on Brazil’s Internet market. As always, the report was replete with fascinating intelligence about what Brazilian Internet users enjoy doing the most online, their favorite types of Web sites and other insights. Since the report is 58 pages long, we decided to highlight some of the facts that we find to be most relevant for media, marketing and advertising professionals who wish to target Brazil’s growing online audience.

>>>ONLINE VIDEO GREW BY 18%
Between December 2011 and December 2012, the amount of online videos viewed by viewers in Brazil went from 109 to 129, 18% growth. This was much higher growth than in the United Kingdom (+11%), the United States (-1%) or worldwide (+3%).
Taking advantage: Perhaps a trial campaign with an online video network could deliver some surprisingly positive results.

>>>BRAZILIANS SEARCH ON FACEBOOK AND MERCADO LIBRE
While the large majority of searches by Brazilian Internet users are done on Google (129 searches per user per month), they do 11.8 searches per month on Mercado Libre, more than with Bing (8.6). Yahoo is #3 for searches by Brazilian Internet users at 5.9 searchers per user per month, but Facebook is not far behind with 4.6 searches per user every month.
Taking advantage: While some studies have shown that companies in Brazil don’t value social media marketing all that much, these results suggest that brands operating in the country need to have well-developed Facebook pages.

>>>LIFESTYLE AND HEALTH ARE AMONG THE FASTEST-GROWING WEB CATEGORIES IN BRAZIL
Health websites in Brazil grew by 18% in 2012, while lifestyle web sites (which mostly deliver a female audience) grew by 17%.  Although they didn’t grow by double digits, travel sites in Brazil grew by 5% in 2012.
Taking advantage: Given that lifestyle and health both skew towards younger women—a prize demographic for advertisers both in Brazil and around the world—clients may observe impressive results from running campaigns on Minha Vida (the #2 health site in the country) and popular lifestyle sites like Glam media and the Mulher channel on iG.

>>>FACEBOOK TAKES UP MOST OF THE TIME BRAZILIANS SPEND ON SOCIAL MEDIA
Brazilians went from averaging 342 minutes per user per month on social media in October 2011 to a whopping 579 minutes per user per month in December 2012. Most of that time (93%) is being spent on Facebook, the #1 social media site. Although Orkut is #2 in monthly unique visitors to social sites, Ask.fm is Brazil’s #2 social media site in terms of time spent. Comscore reports that Brazilians spend 2.1% of their time on social networks on ask.fm, while Orkut accounts for 1.6%, Tumblr for 1.0%, Twitter for 0.8% and other sites account for 1.7%
Taking advantage: While the numbers clearly argue for investing most of your social media ad budget for Brazil in Facebook campaigns, they also suggest that up-and-coming sites like ask.fm and Tumblr are worth exploring.

To find out how we can help you reach Brazil via any other type of media, please contact us.

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Brazil online consumers

How to Reach Brazil’s Online Consumers

A recent study from McKinsey& Company focuses on what the firm calls iConsumers, essentially the consumers that have incorporated digital technologies into their daily lives. McKinsey’s report suggests strongly that advertisers need to change how they approach this digitally savvy group of consumers, especially since 79% of Brazilians between 18 and 29 see themselves as iConsumers.

Overall, McKinsey’s study identified 7 key segments among Brazil’s online consumers that marketers, advertisers and media professionals need to pay attention to.

#1 DIGITAL COMMUNICATORS. These make up the largest section of the online consumers, around 26%. They are mostly women (61%), 64% are upper middle class, their average age is 30 and they spend more time on social networks than other groups.
How to reach them: US Media Consulting works with a number of top online brands that target women in Brazil, including Glam Media, Enfemenino.com, ivillage and more. In addition, US Media Consulting represents SongPop—a wildly popular social media game and app—in Brazil. Since women make up as much as 60% of the social gamers in Brazil, this could be an additional approach to reach Brazil’s Digital Communicators.

#2 VIDEO DIGERATI. These make up 20% of Brazil’s online consumers and they consume more online videos than the average viewer. This audience is has more men (55%) than women, an average age of 30 and 51% are middle class.
How to reach them: One strategic way to do this is via a campaign on Jumba Video Network, which reaches Brazilian and Latin American online video viewers.

#3 TRADITIONALISTS. Around 15% of Brazil’s online consumers fall into this category, which has more women (55%) than men, an average age of 33 and has a significant number (45%) of middle-class Brazilians. This audience tends to spend less time on social networks, hence the name of “traditionalists.”
How to reach them: One interesting way to reach this more general audience is via music sites. Besides representing last.fm in Brazil and Latin America, we work closely with Grooveshark, Metrolyrics, Soundhound and more. In addition, since millions of Brazilians now use the Internet to plan travel, our relationships with major travel sites like Mundi, Tripadvisor and Clickhoteles may be an effective way to reach this segment. Finally, our reach with Brazil’s Internet users in areas such as news, finance, technology and lifestyle should also allow strong reach to this particular segment.

#4 ON THE GO WORKERS. Comprising 13% of Brazil’s online consumers, this segment is mostly female (60%), mostly middle class (55%), has an average age of 32 and spends more time using mobile phones than the average consumer.
How to reach them: Besides a campaign on sites from brands like Glam Media, Enfemenino and others with which US Media Consulting has a strong relationships, Jumba Mobile Network allows for targeted campaigns on a mobile advertising network extending all over Brazil and Latin America.

#5 DIGITAL MEDIA JUNKIES. This segment makes up 13% of Brazil’s online consumers, is predominantly male (63%), has an average age of 26 and many (47%) are middle class.
How to reach them: US Media Consulting works directly with a number of key technology brands, including CNET, Mashable, Netshelter, Wired, Kioskea and more. These websites attract readers looking to learn the latest about digital media.

#6 PROFESSIONALS. Around 8% of Brazil’s online consumers fall into this category, which has an average age of 37, consists mostly (56%) of men who are mostly (71%) upper middle class.
How to reach them: US Media Consulting represents The Wall Street Journal in Latin America and we also work with a number of top international business sites that attract this professional segment, including Forbes, Bloomberg, Adweek, The New York Times, AOL Money, International Business Times and Daily Finance. In addition, a campaign on our tech cluster (mentioned earlier) would also be an additional strategy to reach this particular audience.

#7 GAMERS. This segment makes up 5% of Brazil’s online consumers, are mostly male (52%), tend to be younger (average age 26) and tend to be middle class (52%).
How to reach them: US Media Consulting has strong relationships with a number of key online game brands with significant audiences in Brazil, including Gamespot, Spilgames, Rovio, GSN, Intergi and IGN. As such, we can implement a targeted campaign to reach this particular segment.

To find out how we can help you reach Brazil via any other type of media, please contact us.

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why brazilians buy

Why Brazilians Buy

Marketers and advertisers are constantly looking to understand the motivations of their customers—the details that make the difference between adding a product to your shopping cart or leaving it on the shelf. While proprietary research offers insights for specific targets and products, some recent studies also offer some general guidance that all marketing, media and advertising professionals may benefit from. After a review, we identified a number of factors that spur Brazilians to buy, including:

Brand Reputation
Nearly half (49%) of Brazilians who responded to a survey from Draft FCB indicated that a brand’s reputation has the greatest weight when it comes to a purchase decision. In contrast, only 35% of U.S. consumers and 22% of German consumers gave the most weight to a brand’s reputation. In addition, a study from IBOPE Media showed that 66% of Brazilians (classes A, B and C) favor brands that have proven track records in the market, while 67% of class D Brazilians feel this way. Finally, in the same survey, 56% of Brazilians from classes AB think that a brand’s popularity means its products are of higher quality, while 59% of class C Brazilians and 67% of classes D/E Brazilians feel this way.

Discounts
In response to a survey from IBOPE Media’s Target Group Index, 83% of Brazilians said that it’s necessary for them to find discounts and deals before buying any product.

Durability
Another IBOPE survey showed that 70% of Brazilian consumers take durability into consideration when buying a product, along with price. Interestingly, this survey also showed that a product’s sustainability or a brand’s reputation for being concerned about the environment do not yet seem to strongly influence the purchase decisions of Brazilian consumers.

Previous Experience
Another Target Group Index survey showed that for 75% of Brazilians, their previous experience with a product determines their decision to purchase it.

Opinions of Family
In the same Target Group survey cited in the previous point, 68% of Brazilians say that the opinions of family members influences their purchase decisions. In contrast, only 31% of Brazilians said that friends’ opinions influence their purchase decisions.

Social Media
Recent data from IBOPE Media’s Many-to-Many study indicates that 77% of Brazilians follow brands on social media. However, it’s important to note that 84% of Brazilians under 34 follow brands on social media, underscoring the importance of social media when trying to reach a younger audience in Brazil.
On average, Brazilian women tend to follow brands on social media more than Brazilian men (82% of women follow brands versus 72% of men), and each Brazilian who follows brands on social media follows an average of 6 brands.
However, the most important statistic to consider from this study is that 84% of Brazilians take opinions of others on social media into consideration during a purchase decision. These Brazilian consumers say opinions found on social media are most relevant when they are considering the purchase of electronic products (64%), telephone services (50%) and tourism (38%).

Other key points to consider when it comes to Brazilians and social media:

  • Irrelevant or repetitive content posted by brands on social media are the main reasons Brazilians stop following them
  • For 60% of Brazilians, too many messages posted on social media by brands lead to unfollows
  • Promotions, learning new things about the brands and being a customer are the top reasons for Brazilians following brands on social media

Online Advertising
In another IBOPE survey done in 2012, 22% of Brazilians said that web ads served as motivation for them to buy products or services on the Internet during the past and 17% said that ads on sites they visited were instrumental in their purchase decisions. In addition, 49% said that online sponsorships are an effective way to advertise a product and 37% said that banners are useful for finding interesting subjects on the Internet. Finally, nearly half of Brazilians (47%) say they prefer ads that are related to the content on the websites they visit and 28% are influenced by advertising on social networks.
To explore how we can help you reach Brazil’s growing ad market, please contact us.

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A Merry Christmas for Brazil’s Businesspeople

Recent research from a variety of sources indicates that this Christmas will bring the gift of many sales for businesspeople in Brazil. The following factors show why this is.

Black Friday Boomed
According to comScore, Brazil’s Black Friday sales were up 368% compared to an average online shopping day in the rest of November 2012. Growth was huge in a variety of areas: 185% more buyers, 64% more spending per buyer, 202% more transactions and an order value that was 55% higher. Besides Mercado Livre, Brazil’s leading e-commerce company, other online shopping companies did well on Black Friday, including Americanas, Pontofrio, Casabahia, Submarino, MagazineLuiza and Netshoes.

More Sales
According to Federação do Comércio de Bens, Serviços e Turismo do Estado de São Paulo (São Paulo State Goods, Services and Tourism Business Federation or Fecomercio), there should be a 5% increase in sales in Brazil this Christmas.
Walmart Brasil foresees a 20% increase in sales this Christmas, while the Associação Brasileira de Shopping Centers (Brazilian Shopping Centers Association) projects a 15% increase in sales this year.

More Spending
A study from the Serviço de Proteção ao Crédito (Credit Protection Service or SPC) and the Confederação Nacional dos Lojistas (National Merchants Association or CNDL) indicate that 7 out of 10 Brazilians intend to buy Christmas gifts for their loved ones this year, with 68% paying cash and only 9% using credit cards and 4% using debit cards.
According to consulting firm Deloitte, 28% of Brazilians say they will spend more this Christmas than last Christmas and 39% say they’ll spend the same. In terms of amount, 76% of Brazilians expect to spend up to R$ 500 (US$250) on Christmas gifts, while 24% expect to spend more than this amount.

The Hottest Gifts in Brazil for Christmas 2012
According the SPC and CDNL study, 68% of Brazilians intend to give clothes as gifts, while 28% plan on giving toys and 26% plan to give footwear and accessories. The gift-giving pattern among Brazilians is a bit different from their usual buying habits, since the most popular items to buy during the rest of the year have included tablets, smartphones, flatscreen TVs and books. However, IDC does project that in 2012, smartphone sales will go up 82% in Brazil, and that 30% of these sales will take place during the last three months of this year. IDC also projects that in Brazil—compared to the second half of 2011—smartphone sales in the second half of 2012 will increase by 85%.
With 80% purchase intent, clothes were also the most popular gift item among Brazilians surveyed in the Deloitte study, followed by shoes (49%), though it is interesting to note that this study showed that 26% of Brazilians intend on giving tech gifts (gadgets, tablets, phones or computers) this Christmas.

More Christmas Shopping Online and via Mobile
Besides the huge amount of sales on Black Friday in Brazil via e-commerce, the Câmara Brasileira de Comércio Eletrônico projects that Christmas 2012 e-commerce sales in Brazil will reach R$ 3 billion (US$1.4 billion), 20% more than in Christmas 2011. One of the interesting results from the study by Deloitte was that 37% of the Brazilians surveyed say they will buy Christmas gifts this year via tablets or mobile phones.

To find out more about how to reach Brazilians with an effective media campaign during Christmas or at any time of the year, please contact us.

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