Synovate PAX reveals media habits, attitudes and lifestyle of Latin America's top tier consumers
26 July 2007
MIAMI — Synovate, a leading global market research company, today released data from its inaugural PAX Latin America survey, which tracks media consumption and purchasing patterns of upscale consumers.
Covering 7.6 million affluent adults, top management and business decision makers in Argentina, Brazil and Mexico, Synovate PAX provides international marketers with important information about these high value audiences.
Some examples of the survey results are detailed below.
Products and Services
Who owns what?
Personal ownership of high end goods, including technology items and home electronics, is important to many Latin American elites, who are typically early product adopters – a group of key importance to marketers who sell upscale items. The survey results indicate:
- Two thirds of Latin American elites own a desktop PC (rising to three quarters in Argentina), while another one in five have a notebook computer
- 69% own either a laptop, a notebook or a desktop computer, rising to 82% among Top Management
- Almost two in five have a mobile phone with Internet access capability plus a camera
- 29% of Latin Americans own a digital video camera, with 42% owning one in Mexico
- DVD players/recorders are in 35% of elite homes - jumping to 52% in homes with a Top Management elite
- Flat screen TVs are in 35% of elite homes, and 48% of Top Management' homes
- Over three-quarters of Latin American elites own one or more cars, rising to 93% ownership amongst Top Management
Spending & Lifestyle
How do they spend their time – and money?
- 18% of elites say they own quality/designer clothing items worth over US$200, rising to 35% of Top Management
- 21% of Top Management elites own quality/designer accessories or footwear worth over US$200, and 21% own jewellery worth over US$1,000
- 14% of Top Management elites own a luxury watch worth over US$1,000
The relatively recent rise in the consumer credit business in Latin America may have some bearing on their spending behaviour.
"The data shows that credit card ownership among upscale consumers in Latin America is strong," said Steve Garton, Global Head of Media at Synovate. "Current ownership is high, with 59% of all elites being the named owner of a card. That figure jumps to 73% among Business Decision Makers," he said.
Leisure time
- Two-thirds have been to the cinema in the past six months, rising to 79% among Top Management
- Over one-third have recently visited museums or art galleries, and an equal amount have been to the theatre (51% of Top Management)
- 36% visited museums or art galleries (40% of Top Management) and 20% attended a music concert (26% of Top Management)
- 12% are members of a social club (18% of Top Management) and 10% are members of a sports club (14% of Top Management)
- Only 12% of affluent Latin Americans have travelled abroad by plane in the past year though 35% of Top Management flew once or more
Alcohol consumption
- In the past four weeks, less than one third of Latin Americans surveyed had consumed wine, though the figure rose to 45% among Top Management
- Local beer is the favoured beverage, consumed in the past four weeks by 37% of elites – and 42% of affluent Brazilians
- Tequila is only popular in Mexico, with 19% of elite Mexicans having consumed it in the past four weeks
Notes to editor
- From February to May 2007 Synovate PAX conducted 4,740 interviews with affluent adults aged 25 to 64 years old in major cities in Argentina (Buenos Aires), Brazil (Sao Paulo and Rio de Janeiro) and Mexico (Mexico City).
- Affluent consumers are defined as the top 21% of the population in Argentina, top 31% in Brazil and top 20% in Mexico.
- Those classified as Business Decision Makers comprise senior management/department heads or above in companies with 10+ employees. Those classified as Top Management include Business Decision Makers as well as those with positions such as CEO, CFO, MD, Director or the equivalent.
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Other media releases and fact sheets are available with further information about media, attitudes, brands, lifestyle,
high-end product ownership and the future purchase intentions across Argentina, Brazil and Mexico. The available releases
and fact sheets are called:
- Synovate PAX unveils the lifestyles and media consumption of affluent consumers in Latin America
- Synovate PAX results show media reach across Latin America
- Synovate PAX results show media reach in Argentina
- Synovate PAX results show media reach in Brazil
- Synovate PAX results show media reach in Mexico
- Synovate PAX shows how affluent Argentineans live, spend and play
- Synovate PAX shows how affluent Brazilians live, spend and play
- Synovate PAX shows how affluent Mexicans live, spend and play
Contact(s) for this press release
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Jennifer Chhatlani
Global Marketing Director |
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222 South Riverside Plaza |
Tel: +1 312 526 4359 |
Synovate brings together information on the consumption of international and regional media as well as product ownership, future purchase intentions, attitudes towards media and brands and lifestyle information for affluent consumers, including top management and business decision makers. Synovate media currency surveys cover elites in 45 countries across Asia, Europe, The Middle East and Latin America. Many major upscale international and regional broadcasters, media specialists and publications across the globe use the results to plan regional and cross-regional campaigns.
For more information, visit at www.synovate.com/pax.
About Synovate
Synovate generates insights to help clients drive competitive brand, product and customer experience strategies. Now part of Ipsos, with offices in over 80 countries, our approach combines best in class global research capabilities with personalised service, local knowledge and the flexibility to create teams and processes that meet clients' specific requirements. At Synovate, our clients sit at the top of our organisational chart, driving us to continually develop more innovative research solutions that predict actual business outcomes.
For more information on Synovate visit www.synovate.com.