Digital Advertising Overview: Brazil (by MGID) (1)
GENERAL INFORMATION
- By nominal GDP, Brazil's economy is the ninth-largest in the world, and by purchasing power parity is the eighth largest. GDP per capita PPP was $15,600 as of 2017. GDP growth rate is expected to reach 1.5% in 2019.
- In addition, Brazil has Latin America's largest and most advanced e-commerce segment, ranking 10th for most e-commerce sales in the world.
- The official language is Portuguese. In addition, the country has a number of minority languages.
- There are 26 states in Brazil, with each having specific cultural differences.
- The population is heavily distributed towards coastal cities. The largest cities are Sao Paulo, Rio de Janeiro, Salvador, and Brazilia. The population tends to be distributed towards the coast, namely around São Paulo and Rio de Janeiro.
CONSUMER BEHAVIOR
Many studies confirm that Brazilian consumers are worried about their financial prospects. The country’s recent recession and stagnation forced Brazilians to spend less and focus on savings. They are looking for affordable prices, sales, and special deals. However, when promoting a product or service, we suggest you don’t forget to emphasize the benefits of the product or service. According to the survey, Brazilians look for product information before making a purchase. Thus, make sure your product or service has positive reviews online.
DEVICE USAGE (Percentage of the adult population)
89% mobile phone any type, 38% laptop or desktop, 15% tablet device
E-COMMERCE VALUE (Statista)
Revenue in the eCommerce market amounts to US$15,279m in 2019.
Revenue is expected to show an annual growth rate (CAGR 2019-2023) of 2.5%, resulting in a market volume of US$16,875m by 2023.
User penetration is 60.5% in 2019 and is expected to hit 66.5% by 2023.
The average revenue per user (ARPU) currently amounts to US$119.69.
PAYMENT METHOD
Credit cards cover 71 percent of Brazil's e-commerce spending, but only 20 percent of Brazil's credit cards can be used to buy from foreign websites. Instead of paying outright, Brazilians are strongly in favor of paying in installments for a transaction. Then, 21% of consumers prefer to pay via Boleto (cash-based system). It allows users who don’t have a credit card to pay online. Users receive a barcode that is later used to complete an online purchase. Finally, 8% use Paypal when making a purchase online.
BEST-PERFORMING VERTICALS
Brazil is one of the biggest markets for health&beauty products in the world. Online dating proves to be another promising vertical. In addition, Brazilian sports betting is expected to be regulated in Q4 2019. We also suggest trying Options and Stocks&Bonds.
CREATIVE’S TIP
- The 90-60-90 trend did not affect Brazil. Brazilian girls are recognized as one of the most attractive in the world;
- Brazilians love spicy food. A fire burns both in the heart and in the stomach. You can casually mention that hot sauce will help improve metabolism;
- It seems that Brazilians are born irresponsible, so many of their interests have this quality. The Brazilian does not want to work, but at the same time walks in his Hawaiian and waits for the money to fall on him;
- Brazilians are hot, emotional and impulsive. To make the teaser look believable, it is better to use images of expressive people;
- Brazilian loves and constantly thinks about football. This topic is easily woven into everyday life: a girl will certainly offer to watch football together, you can earn with football, you also need to lose weight for a football match;
- As already mentioned, reliability and consistency are not about the people of Brazil. “What kind of marriage? Still, it was good that you are starting! “, The average Brazilian will say. They begin to think about marriage and children after forty, this will be the target audience for the offer to find brides;
- Brazilians are punctual and inaccurate. It is not worth mentioning specific dates and numbers, because they simply do not care.
MGID traffic distribution is following: desktop (30%), mobile (69%) and tablets (1%). Overall, MGID processes around 1,5 million clicks per week in Brazil.
If you have any questions, leave them in the comments below!
Stay tuned!
MGID team
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