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Study Profiles Affluent Brazilians' Media Consumption, Lifestyles

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

Internet Usage