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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.

social tv2

6 Ways to Reach Brazilians through Social TV

A number of new studies have documented how more and more Brazilians are engaging in Social TV, watching TV while online and using social media to discuss shows and interact. One study from Google Brasil indicated that as many as 30 million Brazilians are using 3 screens at once—TV, smartphone and laptop/tablet—every day.
Recently eCGlobal Solutions and eCMetrics conducted an in-depth study of more than 2,000 Brazilians to understand how they use Social TV. Based on these results, here are 6 ways that professionals in media, marketing and advertising can engage Social TV users in Brazil.

#1 Sync Social Spots with TV Habits
Overall, 86% of Brazilians say they like to comment on what they’re watching on TV. And increasingly they are doing it on social media: 53% of Brazilians aged 18-24 use social media to comment on programs while watching TV. While it may be expected that younger Brazilians would tend to do this more, eCGlobal’s study shows that significant amounts of Brazilians in other age groups engage in social media commentary while watching TV: 49% of those aged 25-35, 49% of those aged 36-45 and 45% of those aged 45-60.
These numbers suggest that advertisers can try sponsored posts related to popular Brazilian TV shows while the shows air, for example, and reach people commenting about the shows. Another option would be coordinating TV spots and social spots that run at the same time so as to increase engagement to drive consumers to action.

#2 Reality Shows Offer the Most Engagement
While reality shows were not among the types of shows most favored by Brazilian Internet users, they do produce the most engagement. In other words, Brazilian Internet users pay the most attention to social media comments about reality shows. In fact, 94% of them engage with social media comments about reality shows. The other types of shows that produce high social media engagement with Brazilian Internet users are game shows (92%), variety shows with audience participation, known as auditórios (91%), shows geared towards women (91%), shows about fashion (91%), soap operas (89%), kids shows (89%), comedy shows (89%) and cooking shows (89%).
Clearly, this suggests brands that invest in TV advertising for these types of shows need to explore native advertising related to the show like sponsored posts or other options to take advantage of this engagement.

#3 Explore the Potential of Shazam
Shazam is a popular app that allows users to point their smartphones at their TV screens and get information about shows and other content. When eCGlobal asked Brazilian Internet users which activities they do on their second screen while watching TV, the two most popular activities were going on social media and getting information about shows. Since Shazam integrates advertising opportunities with the program information it serves up, it could offer advertisers a way to take advantage of this consumer behavior. Also important to note is that searching for products advertised on TV shows the third most popular activity for Brazilians who use the second screen while watching TV, further supporting the value of ad solutions like Shazam. Finally, the study found that more than 70% of Brazilian Internet users want easier access to information about products advertised on TV shows, yet another advantage of Shazam.

#4 Explore the Options on Facebook
According to the study results, 93% of Brazilian Internet users who comment about TV shows on social media do so on Facebook. Only 28% use Twitter and even fewer (11%) use Google Plus. For those looking to experiment with in-app ads, it’s interesting to note that 8% of Brazilian Internet users comment on shows using Whatsapp.

#5 Hashtags May Help—Somewhat
The study indicates that 62% of Brazilian Internet users who comment on TV shows via Twitter use hashtags, compared to just 32% of those who use Facebook to comment. This is probably because Facebook didn’t enable hashtags until the summer of 2013, so these numbers may change. Game shows are the most popular program type for Brazilians who comment with hashtags (52%), though viewers of reality shows and fashion shows also use them—but to a lesser degree.

#6 Segment by Device
The study results indicate that 60% of Brazilians who comment on TV shows via social media do this with a notebook. Smartphones are used by 34% and tablets by 18%.

To find out more how we can help you reach Brazilians who use Social TV via Shazam or other options, 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.


4 Things You Need to Know about Social Media Users in Brazil

Recently, research company elife published a study about how Brazilian Internet users are using social media. Based on study results, below we break down key takeaways you can apply to your future campaigns.

#1 Facebook remains the smartest social media investment.
Nearly 82% of Brazilians surveyed by elife said they use Facebook they use the most, while Orkut dropped 18 percentage points in use compared to results from 2012. Beyond applications or typical banners, Facebook could offer certain advertisers (such as e-commerce or e-travel sites) some interesting potential through retargeting via Facebook Exchange.

#2 Several growth sites offer some potential in reaching Brazilians.
In the 3 months before the survey was conducted, 22% of respondents reported signing up for Instagram, while 33% reported signing up for Pinterest. While these numbers are encouraging, comScore rankings are helpful in establishing a bit more context to understand them. Instagram definitely seems to be delivering on unique visitors in Brazil, with nearly 17 million in August 2013. And while Pinterest’s unique visitors have grown by 146% since August 2012, the site only ranks #60 according to comScore, with 1.1 million uniques/month, suggesting it may work better for certain consumer segments rather than for a more general campaign.
Elife’s survey results also showed that LinkedIn grew 21% and comScore rankings show that the professional networking site has increased in unique visitors by 81% since August 2012 and now has 13.5 million uniques per month.

#3 A cross-media approach should be fruitful.
Nearly 3 out of 4 Brazilians (71%) surveyed by elife said they watch TV while surfing the Internet, while 50% listen to the radio while surfing the net. Given that other surveys have shown that Brazilians are becoming multiple screen media consumers, solutions like Shazam and crossmedia campaigns seem pared to consumer usage habits and thus offer strong potential results.

#4 Increasing mobile ad spend makes sense.
In December 2009, the Instituto Brasileiro de Geografia e Estadística (Brazilian Institute of Geography and Statistics or IBGE) reported that nearly 35% of Brazilians reported going online with their cell phones. Yet elife’s survey has 61% of Brazilian Internet users reporting going online with their phones, compared to 75% using PCs and 65% using laptops. The market seems to finally taking note, as eMarketer projects that mobile ad spend in Brazil will reach US$60 million in 2013 (compared to US$26 million in 2012) and grow to US$731 million by 2017.

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


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.

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.

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.

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.

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.

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.

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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