Study Profiles Affluent Brazilians’ Media Consumption, Lifestyles

July 31, 2007

This article is included in these additional categories:

Global & Regional | Household Income | Media & Entertainment | Newspapers | Television

Brazilian elites’ attitudes toward media and brands and lifestyle information are part of the inaugural Synovate PAX Latin America Media Survey of affluent consumers in leading Latin American economies – Argentina, Brazil, Mexico – by Synovate, the market research arm of Aegis Group.

Some findings from Synovate’s Brazil research:

Products and Services

  • 62% of affluent Brazilians own a desktop PC and 14% have a notebook computer.
  • Over one-third have a mobile phone with internet-access capability plus a camera.
  • 28% of Brazilian elites own a digital video camera and almost three-quarters own a DVD player.
  • Flat screen TVs are in almost two-thirds of affluent Brazilians’ homes, and LCD/Plasma TVs are in 6%.
  • 41% own an MP3 player/MP3 hardisk player
  • Three-quarters of affluent Brazilians own one or more cars.

Spending and Lifestyle

  • Personal luxury goods:
    • 18% of Brazilian elites own quality/designer clothing items worth over $200.
    • 13% of affluent Brazilians own jewellery worth over $500, and 7% own a luxury watch worth over $500.
  • Leisure time:
    • Almost two-thirds of affluent Brazilians have been to the cinema in the past six months.
    • About one-third visited museums or art galleries, and went to the theater.
    • 15% of elites attended a music concert but only 6% went to the opera or ballet.
    • 16% of elite Brazilians have memberships to a social club, almost twice the number of Argentineans that do and over three times the number of Mexicans who are social club members.
  • Alcohol consumption:
    • Local beer is the favored beverage, consumed in the previous four weeks by 42% of Brazilian elites – twice the number of Mexican elites.
    • In the previous four weeks, 30% of Brazilian elites surveyed had consumed wine.
    • Spirits were much less popular among affluent Brazilians, with only 2% having drunk brandy/cognac and 3% having had tequila.

The Synovate study also examined affluent Brazilians’ media consumption, including television viewing, newspaper readership and internet usage:

TV channel viewing

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Daily newspaper readership

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Internet Usage

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