Synovate PAX shows how affluent Brazilians live, spend and play
26 July 2007
SAO PAULO — Synovate, a leading global market research company, today released data from its inaugural PAX survey of upscale consumers in Latin America.
As part of the survey, ownership and buying intentions for a range of products are continually tracked across the markets, including Brazil. Attitudes towards media and brands and lifestyle information are also included.
This information gives media organisations and agencies even greater insight into what's driving affluent Latin Americans at any particular time – ensuring they make savvy advertising and marketing decisions.
Some examples of these findings include:
Products and Services
Who owns what?
- 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 36% 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 & Lifestyle
How do they spend their time – and money?
Personal Luxury Goods
- 18% of Brazilian elites own quality/designer clothing items worth over US$200
- 13% of affluent Brazilians own jewellery worth over $500USD, and 7% own a luxury watch worth over US$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 theatre
- 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 that are social club members
Alcohol consumption
- Local beer is the favoured beverage, consumed in the past four weeks by 42% of Brazilian elites – twice the number of Mexican elites
- In the past four weeks, 30% of Brazilian elites surveyed consumed wine
- Spirits were much less popular among affluent Brazilians, with only 2% having drank brandy/cognac and 3% having had tequila
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 Brazil (Sao Paulo and Rio de Janeiro), Argentina (Buenos Aires) and Mexico (Mexico City).
- Affluent consumers are defined as the top 31% of the population in Brazil, top 21% in Argentina 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 reveals media habits, attitudes and lifestyle of Latin America's top tier consumers
- Synovate PAX results show media reach across Latin America
- Synovate PAX results show media reach in Brazil
- Synovate PAX results show media reach in Argentina
- Synovate PAX results show media reach in Mexico
- Synovate PAX shows how affluent Argentineans 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
Vice President, Marketing & Communications |
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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, the market research arm of Aegis Group plc, generates consumer insights that drive competitive marketing solutions. The network provides clients with cohesive global support and a comprehensive suite of research solutions. Synovate employs over 6,000 staff across 62 countries.
For more information on Synovate visit www.synovate.com.