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
Daily newspaper readership