Brazil outpaced only by China in demand for electronics

Thursday, January 13, 2011

Urban consumers in Brazil are more likely to purchase technological goods and pay premiums in 2011 than their counterparts in more mature markets, consulting and technology services firm Accenture's senior executive of media and telecommunications for Brazil, Marcelo Fortes, told BNamericas.

Accenture's 2011 Consumer Electronics Products and Services Usage Report contrasts buying habits in BRIC countries (Brazil, Russia, India and China) with those of the US, France, Japan and Germany. Accenture surveyed a total of 8,000 respondents in October and November 2010, seeking to cover demographically representative samples across the eight countries.

"Brazil has one of the highest rates among the eight countries in terms of demand for high-end consumer electronics," Fortes said.

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Of survey respondents planning to spend more than US$1,500 on consumer electronics in 2011, only the Chinese outpaced Brazilians. Russians were more likely to plan for purchases between US$500 and US$1,500. All of the BRIC countries expressed a greater willingness to pay for premiums, such as environmentally friendlier products, than the four traditional economies.

Some 20% of urban Brazilians, as well as Indians, intend to buy 3-D TVs this year, for example, as opposed to 16% of Russians, 14% of Chinese and 8% or less in the non-BRIC countries, Fortes said. The purchase rate for this technology could increase upward of 500% worldwide this year, the survey said, as the technology is still fairly uncommon.

Accenture expects smartphones, computers and high-definition TVs to be other popular purchases in Brazil in 2011. Compared with Russia, India and China, on the other hand, Brazilians are less likely to adopt tablets this year.

Fortes expects both international and domestic producers will help to meet the country's demand, as imports and investments in local plants increase.

Currently, Brazil leads all countries surveyed in penetration for DVD players, regular TVs, netbooks and mobile phones, the study found. In smartphone ownership, however, Brazil lags behind China and Russia, as well as the US. Penetration for 3-D TVs remains relatively insignificant across geographical regions, including Brazil.

"There is a new middle class that can afford these sorts of goods," Fortes said. "Also, young people, who are more likely to want these products, are starting to work more and now have consumer power."

Brazilian consumers 55 or older, however, proved to be the biggest spenders in 2010, Accenture reported.

As for making their purchasing decisions, Brazilians led all respondents in trusting the manufacturers' websites. They were more likely overall, however, to use personal research or recommendations from trusted contacts, among other sources of information, according to the study. Brazilians also connected to social media sites more frequently in a typical week than their counterparts from any other country, except Russia.