This article describes the main digital characteristics of Brazilian consumers. To prepare this text, we used different sources: ‘Digital 2020’ (DataReportal, January 2020); ‘Brazil Digital Report’ (McKinsey & Company, April 2019) and ‘Brazil Betting Focus’ (BtoBet, July 2020).
As of January 2021, the total population of Brazil is 213.42 million (51% women, 49% men), with an average age of 33.5 years and an urbanization rate of 87%. The country has 205.8 million mobile phone connections, with a penetration of 97%. Internet users are 150.4 million (71% of the total population), and increased year-on-year from 2019 to 2020 by 8.5 million (+ 6.0%). About active users of social networks, there are a total of 140 million (penetration of 66%). The social trend in the country is evident, with an increase of 8.2% (+11 million people) in the number of social network users from April 2019 to January 2020. For example, there are more than 130 million users of Facebook (the third largest user base in the world), over 50 million on Instagram (the second base on the planet) and over 120 million using WhatsApp.
CELL PHONES, THE TOOLS CHOSEN FOR SOCIAL INTERACTION
Cell phones are the predominant device for accessing social networks, with 99% of people using cell phones for this purpose. As for the percentage of Internet users who own technology (from 16 to 64 years old, who have any type of device), 96% of people in Brazil have a mobile phone (any type), followed by a smartphone (94%), the laptop or desktop (73%), the tablet (38%), the game console (36%), the device for transmitting TV content over the Internet (20%) and the virtual reality device (3, 6%). Regarding the average daily time that users spend using different types of media and devices, the Internet leads with 9 hours and 17 minutes. Other daily activities for Brazilians are watching television (on different devices), with 3h51m, using social networks (3h31m), listening to music through streaming services (1h41m) and using a game console (1h14m).
When considering which devices Brazilian users use to access the Internet, there are 143.9 million people who use mobile devices (96% of all Internet users). 95% of Internet users access through smartphones and 2.5% through functional phones. The average daily time dedicated to surfing the Internet specifically on mobile devices is 4h41m.
PASSION FOR GAMES
The Brazilian gaming market is huge. There are more than 60 million players (world number 3), 375 game studios, more than 1,700 games produced (2018) and $1,300 million in market revenue per year (2019). What devices do Brazilians use to play video games? Those consulted in the ‘Brasil Digital 2020’ survey answered: any device (85%), smartphone (68%), PC -portable or desktop- (49%), game console (43%) or tablet (17%). When taking into account the percentage of Internet users who participated in game-related activities in the last month, 20% of them saw a live stream of other people playing, while 14% played a game on a streaming platform or in the cloud. In addition, some people saw an Esports tournament (13%), shared images or videos of their own game actions (9%) and purchased a game add-on or paid for download content (7.1%). In terms of mobile apps, many Internet users (57%) prefer gaming apps. Games are also an important category in the e-commerce segment. In 2019, Internet users spent US$723 million on video games, with an e-commerce growth of 7% in this field (January 2020 vs. January 2019). These numbers reflect, then, the growing enthusiasm of Brazilians for technological innovations, the use of the Internet, social networks, cell phones and the various video game proposals that companies in the sector offer.