Tag Archives: Sergio Kligin


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.

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The Top Growth Markets in Brazil for 2014

As part of our work in planning and executing media campaigns for key clients all over Brazil, we focus on the internal markets in the country that are rapidly expanding. Obviously, understanding where consumers are directing their spending is helpful in understanding where the advertising investments will be coming from in the near future. With that goal in mind, here are the hot growth markets in Brazil for 2014:

Credit Cards

In 2014 the credit card market in Brazil will grow by 17% to reach R$ 1 trillion (US$427 billion). This projected growth is based on strong previous growth: in 2013 the Brazilian credit card market grew by nearly 18% and posted R$853 billion (US$364 billion) in transactions. Of this, R$ 553 billion (US$236 billion) corresponded to credit card transactions and the rest to debit card transactions.
Source: Associação Brasileira de Bancos

dietary supplements
Dietary Supplements

Over recent years, the dietary supplements markets in Brazil has had an average growth of 15%. While no projections are yet available for 2014, in 2013 the Brazilian dietary supplement market posted revenues of R$ 700 million (US$299 million). In comparison, in 2008 the Brazilian dietary supplement industry produced R$ 150 million (US$64 million) in revenues.
Source: Associação Brasileira dos Fabricantes de Suplementos

Farm machinery
Farm Machinery

In 2013, Brazil’s agricultural sector broke the record for farm machine sales with more than 100,000 machines sold. Domestically, more than 83,000 farm machines were sold in Brazil in 2013, eclipsing the previous record of 80,000, set back in 1976. Overall, these figures represented 20% growth compared to 2012. While 2014 growth is only projected to be 1.1%, that’s still significant for this particular industry.
Source: Associação Nacional dos Fabricantes de Veículos Automotores

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Fashion Industry

Brazil’s fashion market has quadrupled in revenues in the past 10 years. In fact, according to Euromonitor, in 2013 the fashion industry in Brazil brought in US$140 billion in revenues.
Source: Sindicato de Lojistas do Município do Rio de Janeiro


The amount of gyms in Brazil has exploded, going from 7,000 in 2006 to more than 22,000 by 2012. Only the United States has more gyms in operation than Brazil. The market of gym customers in Brazil amounts to more than 100 million, with 40 million of them belonging to Classe C, the Brazilian middle class.
Source: Associação Brasileira de Academias


Brazil’s insurance market will grow by nearly 16% in 2014. Culturally, Brazilians tend to purchase auto insurance but are less likely to buy life or home insurance.
Source: Confederação Nacional das Seguradoras

luxury brazil
In 2014 it’s estimated that the luxury market in Brazil will grow by 16% to 18%. In 2013 the Brazilian luxury market grew by 10-12%, after 16% growth in 2012. A recent development with the luxury market in Brazil is that it’s growing beyond Sao Paulo to include Curitiba and Rio.
Sources: Bain & Company, MCF

mineral water
Mineral Water

The Brazilian mineral water industry expects a sales increase of 35% in 2014. The popularity of flavored water is one of the driving factors in this growth. There are over 400 mineral water brands in Brazil and Edson Queiroz—owner of Indaiá and Minalba—has the highest market share at nearly 13%.
Source: Associação Brasileira da Indústria de Água Mineral

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Pay TV

At the end of 2013 more than 18 million households in Brazil had subscriptions to pay TV, compared to just 3 million in 2000. In 2013 the amount of households with pay TV in Brazil grew by 11%, compared to 27% growth in 2012 and 30% growth in 2011. Between 2018 and 2020, pay TV will reach 70% of Brazilian households. And by the end of 2014, 60% of the pay TV subscribers in Brazil will be from Classe C.
Sources: Anatel, IBGE


Brazil’s wine market grew by nearly 10% in 2013, driven by increases in sales of fine wines, table wines and sparkling wines. In 2014 it’s projected that the Brazilian wine market will grow by another 13%. Consumption is clearly behind this growth, with average per capita consumption of wine in Brazil expected to increase from 2 liters per person to 2.5 liters by 2016.
Source: Instituto Brasileiro do Vinho

To find out more about how we can help you reach Brazilians via any form of media, please contact us.

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.

why mobile advertising quadrupled in Brazil

Why Mobile Advertising Has Quadrupled in Brazil

The demand for mobile advertising has spiked enormously in Brazil. Recently, Opera Mediaworks released the results of a study that tracks requests for mobile advertising in the Brazilian market. Opera receives these requests because it operates a mobile ad platform that serves more than 60 billion impressions a month. As such, between January and  April 2013, Opera received 3.72 times more orders for mobile ads in Brazil than it did between January and April 2012. In addition, the company observed an average increase of 11% per month in mobile ad orders during the past year.

So what’s driving this massive spike?

More Devices
As we’ve discussed before, there has been a huge increase in mobile device adoption in Brazil: Frost & Sullivan predicts 21 million smartphones will be sold in Brazil in 2013, compared to just 9 million in 2011. Brazilians will buy 5 million tablets in 2013, compared to 800,000 in 2011. In fact, during the first 3 months of 2013, Brazilians bought 5.4 million smartphones, 86% more than they did during the first quarter of 2012.

More Time
Of course, deeper smartphone and tablet penetration is only the beginning. The spike in mobile ads targeting Brazil is also due to marketers realizing how much Brazilians use these devices. For example, a recent study from IBOPE showed that Brazilians spend 84 minutes a day using their smartphones, just 10 minutes under the global average. When it comes to tablets, Brazilians spend an average of 79 minutes a day using their tablets—above the world average of 71 minutes a day.

More Uses
Another study from IBOPE showed that nearly 79% of Brazilian smartphone owners use their devices to go on social media, 76% use them for email, 58% to read news, 47% to listen to music and 43% for entertainment. As such, it’s not a surprise that Opera reports that the advertiser categories with the highest volume of mobile ad orders in the past year (44%) have been for music, video and content.
Another extremely important use of mobile devices by Brazilians is shopping, and it’s projected that we will see a 657% increase in shopping with mobile devices this year. This trend is likely to be yet another reason for the massive growth observed by Opera.

To find out how we can help you reach Brazilians via targeted mobile campaigns or via campaigns in any form of media, please contact us.

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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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