Tag Archives: smartphones Brazil

Brazil’s Mobile Ad Spend is Set to Spike

In Brazil, as smartphone penetration deepens, tablet sales keep growing and social TV becomes more popular, advertisers are investing more in mobile. In 2012 they spent US$24.6 million on mobile ads in Brazil, around 1.2% of Brazil’s digital ad spending. However, by 2016 eMarketer projects that mobile’s share of online ad spend in Brazil will reach 4.9% by 2016 and total US$198 million.

But increasing mobile ad spend isn’t justified solely by device adoption—mobile is transforming the way that Brazilian Internet users go online and how they consume content.

Here some examples of how.

Research
In May 2012, Google’s Our Mobile Planet study showed that 80% of Brazilian smartphone owners say that they research products with their phones before buying them. In an article in O Globo, Google’s Director of Mobile Platform Content, Peter Fernandez, was quoted as saying that more than 10% of the online searches in Brazil are done via mobile phones. Beyond researching products, Brazilians also use their phones to find their way around: an Ericcson ConsumerLab study showed that using maps to navigate was the #2 activity that Brazilian smartphone owners engage in with their phones.

Watching TV and Movies
The Ericcson study listed watching TV shows and movies online as top activities for Brazilian smartphone users.

Social Media
A recent study by Nielsen showed that 4 out of 10 Brazilian internautas use mobile phones or tablets to access social networks. In addition, the same study showed that 56% of Brazilians report watching TV while using social media.

Shopping
In addition, Brazilian mobile Internet users are using their mobile phones to shop online in record-breaking numbers. In fact, the latest projection from the Câmara Brasileira de Comércio Eletrônico (camara-e.net) is that mobile shopping in Brazil will increase by 657% in 2013 to reach a total of more than R$ 2 billion (US$1 billion). According to camara e-net, in 2012 online sales in Brazil via tablets and smartphones rose to 10%, double the percentage in 2011. More than half of the mobile sales took place with iPads (51%), while 20% of the sales happened with iPhones. In addition, Roni Cunha Bueno, marketing director of online retailer Netshoes, recently indicated that mobile accounted for 4% of the company’s sales in 2012 and will account for 10% of sales in 2013.

To explore how we can help you reach Brazil’s mobile market, please contact us.

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brazil mobile

Mobile Commerce in Brazil to Reach R $2 billion in 2013

As a company, we’re used to seeing eye-popping mobile numbers from Brazil—we write about them all the time.

Yet this figure was still somewhat of a shock to us. And that’s because of the growth.

This R$ 2 billion estimate comes from  the Brazilian Chamber of E-Commerce (Câmara Brasileira de Comércio Eletrônico or Cámara-e.net).

This organization also provided the amount of m-commerce sales for Brazil for the first half of 2012: R$ 132 million.

Logically speculating, in the second half of 2012 we’ll see a similar amount of m-commerce sales in Brazil and the total will be R $132 + R $132= R $264 million.

A nice amount, but not earth-shattering. Yet what Camara-e.net is saying is that in 2013 m-commerce in Brazil will grow by R$ 1.73 billion in 2013—a gain of 657%.

That level of growth is what surprised us. We knew that Brazilians are going mobile in a huge way and are set to buy 15 million smartphones this year plus 2.6 million tablets.

But beyond enhanced mobile access, it looks like Brazilians are deeply changing their shopping patterns—and quickly.

What Brazil’s M-Commerce Shoppers are Buying
According to a recent study from Hi-Mídia and M-Sense, here are what Brazilians report buying the most with their smartphones or tablets:

  • 61%                 Electronics
  • 44%                 Tickets for movies, shows, theater
  • 39%                 Appliances
  • 38%                 Content like e-books
  • 36%                 CDs, DVDs, Blu-ray
  • 33%                 Books/magazines
  • 31%                 Sporting goods
  • 30%                 Travel: plane tickets, hotel reservations, etc.
  • 27%                 Magazine subscriptions
  • 26%                 Games

Other Key Data Points
The Hi-Mídia/M-sense study also revealed some other insights about Brazil’s m-shoppers that could be worth considering when developing a mobile strategy that targets Brazilians:

>MOBILE DEVICES START THE SHOPPING PROCESS
93% of Brazilian mobile shoppers use their smartphone or tablet to look for product information

>MOBILE DEVICES HELP WITH PRICE COMPARISON
63% of Brazilian mobile device users believe that mobile devices offer a way to find a better price when shopping in stores

>USERS SHARE PRICING INFORMATION THEY FIND ON THEIR MOBILE DEVICES

  • 62% send messages about product prices to their friends
  • 56% shoot photos of the products they want to buy

>BRAZILIAN SMARTPHONE/TABLET OWNERS TEND TO HAVE MORE QR APPS
39% have a QR app compared to 20% of American shoppers who scan QR codes and the 25% of shoppers around the world with QR apps.

>SECURITY IS A RELATIVELY MINOR BARRIER FOR MOBILE SHOPPERS IN BRAZIL—SCREEN SIZE IS MORE SIGNIFICANT

  • Only 21% say that security concerns keep them from shopping with their mobile devices
  • 36% say they don’t buy with mobile devices because the small screen makes it difficult

COMFORT, CONVENIENCE AND FUN ARE THE ADVANTAGES OF MOBILE COMMERCE FOR BRAZILIAN SHOPPERS
When asked to compare buying with mobile devices to computers to see which type of product was better, computers won out in several key categories, including security, ease of readability, pricing and ease in finding information. However, mobile devices win out in terms of comfort and convenience.

While this study offers some interesting data points about Brazilian mobile users and their shopping patterns, Google’s Our Mobile Planet study also shed light on this as well. You can find more about that here.

To learn more about how we can help you reach Brazil, Latin America or U.S. Hispanics via a strategic campaign across all media, please contact us.

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