巴西聊天软件用户分析报：Skype-外文版培训课件2024.7微信支付宝

CONSUMERS&BRANDSMessengers:

Skype

users

inBrazilConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofSkypeusers

inBrazil:

whotheyare;

whatthey

like;

what

theythink;and

how

to

reach

them.

Itprovides

insightson

theirdemographics,

lifestyle,opinions,andmarketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

SkypeusersinBrazil

(’’brandusers’’)againstBrazilian

messenger

users

ingeneral(’’category

users’’),

and

theoverall

Brazilian

consumer,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Brazil)•

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

June

2024Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsSkype

is

the

eighth

most

used

messenger

service

in

Brazilwith

WhatsApp

in

firstplaceManagement

summary:

brandusageand

competitionTop10

most

used

messengerservicesinBrazilWhatsAppTelegram91%37%36%Facebook

MessengerGoogle

Chat/Google

MeetZoom18%17%15%DiscordMicrosoft

TeamsSkype11%10%FaceTime9%7%iMessage4Notes:"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=507

messenger

usersConsumer

Insights

Global

as

of

June

2024Sources:Skype

users

in

BrazilManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsSkypeismore

popularamongMillennials

thanother

messengerLearning

new

thingsismore

importantItstands

out

that59%

ofSkypeuserstoSkypeusersthanto

other

messenger

boughtproducts

becausecelebrities

orLinkedInismore

popularamong

Skypeusers

thanthe

average

messenger

user.services.users.influencers

advertised

them.Skypeusers

remember

seeing

adsonvideo

streaming

services

more

oftenthan

other

messenger

users.Skypeismore

popularamong

malemessenger

users

than

femalemessenger

users.Financeand

economy

arerelativelyprevalent

interests

of

Skypeusers.37%

ofSkypeusers

are

innovatorsorearly

adoptersof

new

products.Socializing

is

arelatively

popularhobbyArelatively

highshare

ofSkypeusersthink

thatfood

&water

security

isanissuethatneedstobeaddressed.Skypehasalarger

shareof

users

with

a

among

Skypeusers.highincome

thanother

messengerservices.Skypeusers

aremore

likely

to

liveincitiesandurbanareas

than

messengerusers

ingeneral.5Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Skype

is

more

popular

among

Millennials

than

other

messenger

servicesDemographic

profile:

generationsAgeof

consumersinBrazilBrand

users20%53%27%0%Category

usersAllrespondents30%29%39%27%26%4%40%5%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

instant

messengerorvideo

call

services

do

youuse

regularly?";Multi

Pick;Base:

n=51

Skype

users,n=507

messengerusers,n=12,147

all

respondentsSources:Consumer

Insights

Global

as

of

June

2024Skype

is

more

popular

among

male

messenger

users

than

female

messengerusersDemographic

profile:

genderGenderofconsumersinBrazilBrand

users57%43%Category

usersAllrespondents49%51%52%48%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

instant

messenger

orvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=51

Skype

users,n=507

messengerusers,n=12,147

all

respondentsSources:Consumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

Skype

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinBrazil49%38%36%

36%36%31%16%10%9%9%9%4%3%3%2%2%2%2%1%0%0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

instant

messengerorvideo

call

services

do

youuse

regularly?";Multi

Pick;Base:n=51

Skype

users,n=507

messenger

users,n=12,147

allrespondentsSources:Consumer

Insights

Global

as

of

June

2024Skype

has

a

larger

share

of

users

with

a

high

income

than

other

messengerservicesDemographic

profile:

incomeShare

ofconsumersinBrazil

inthe

high,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users41%36%23%Category

usersAllrespondents32%33%37%31%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuseregularly?";Multi

Pick;Base:n=51

Skype

users,

n=507

messengerusers,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

messenger

users,

Skype

users

are

relatively

likely

to

live

in

anuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinBrazil

live45%32%29%25%24%20%18%18%12%10%10%9%

9%8%7%6%6%4%4%4%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=51

Skypeusers,n=507

messengerusers,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Skype

users

are

more

likely

to

live

in

cities

and

urban

areas

than

messengerusers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinBrazil35%34%33%31%23%23%20%18%17%14%13%10%9%8%6%4%2%0%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

instant

messengerorvideo

call

servicesdo

you

use

regularly?";

Multi

Pick;Base:

n=51

Skype

users,n=507

messengerusers,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

20248%

of

Skype

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinBrazilBrand

users8%8%9%92%90%0%Category

usersAllrespondents2%88%4%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;

Base:

n=51

Skype

users,n=507

messengerusers,n=12,147

allrespondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedLearning

new

things

is

more

important

to

Skype

users

than

to

other

messengerusersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinBrazil61%60%57%45%47%45%41%39%42%36%31%26%33%31%28%25%29%23%24%23%27%25%25%22%12%10%10%9%7%

6%Anhonest

andrespectable

lifeAhappyrelationshipTobesuccessfulLearningnew

thingsSafety

andsecurityHavingagood

timeMaking

myown

decisionsAdvancingmy

careerTraditionsSocial

justiceBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:

n=51

Skype

users,n=507

messengerusers,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Finance

and

economy

are

relatively

prevalent

interests

of

SkypeusersConsumer

lifestyle:

main

interestsTop10

interestsofSkypeusersinBrazil80%78%75%71%65%65%63%61%61%61%60%59%57%55%54%52%51%48%

48%48%48%47%42%39%38%39%38%37%34%27%Movies,TVshows&musicFinance&economyHealth

&fitnessScience

&technologyTravelFashion&beautyCareer

&educationFood

&diningPolitics&societyandcurrentworld

eventsGaming

&eSportsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=51

Skype

users,

n=507

messengerusers,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Socializing

is

a

relatively

popular

hobby

among

Skype

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofSkypeusersinBrazil69%69%67%61%61%57%57%57%55%53%48%47%46%

46%45%44%42%40%

40%39%40%39%38%38%36%36%Pets35%34%32%30%OutdooractivitiesTech

/computersSocializingTravelingShoppingCooking/bakingReadingVideo

gamingDoing

sportsandfitnessBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

instant

messenger

orvideo

call

servicesdo

youuse

regularly?";Multi

Pick;

Base:

n=51

Skype

users,n=507

messengerusers,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Skype

users

are

more

likely

to

play

soccer

than

other

messenger

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofSkype

usersinBrazil45%41%31%27%27%25%25%24%21%21%20%19%16%14%13%14%14%12%11%10%10%9%9%9%8%7%7%6%6%5%Fitness,aerobics,

cardioSoccerCyclingRunning/joggingVolleyball

/Beach

VolleyballHikingSwimming/DivingBasketballHunting

/fishingYoga

/pilatesBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:

n=38

Skype

users,n=249

messengerusers,n=6,011

allrespondentsConsumer

Insights

Global

as

of

June

2024Skype

users

are

more

likely

to

follow

volleyball

than

other

messenger

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

bySkypeusersinBrazil51%43%39%38%37%31%25%22%22%18%18%18%18%17%

17%14%13%10%10%

10%10%9%9%8%8%9%8%8%7%7%SoccerVolleyballBasketballMixedMartial

ArtsMotorsportsAmericanfootballBoxingGymnasticsTennisAthletics(track&

field)Brand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=27

Skype

users,n=206

messenger

users,n=5,086

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

onlineadvertising•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

59%

of

Skype

users

bought

products

because

celebrities

orinfluencers

advertised

themConsumer

attitudes:marketing

&social

mediaAgreementwithstatements

towards

marketing&socialmediainBrazil59%47%46%45%45%44%37%29%27%27%24%23%20%17%13%Ihaveboughtproductsbecause

celebrities

orinfluencers

advertisedthemIdon’tmindadvertising

ifIgetfree

content

inreturn

(immersive

virtualworld)Iamexcited

aboutusingthemetaverseIamoften

annoyedbyadvertising

ontheinternetIdon’tmind

whencompanies

usemy

personal

dataforadvertisingBrand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";

Multi

Pick;Base:n=51

Skype

users,n=507

messenger

users,n=2,021

all

respondentsConsumer

Insights

Global

as

of

June

202437%

of

Skype

users

are

innovators

orearly

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinBrazil43%39%31%25%26%22%20%18%

18%16%

16%16%6%3%2%InnovatorsEarly

adoptersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggardsBrand

users22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;

Base:

n=51

Skype

users,n=507

messengerusers,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

Skype

users

think

that

food

&

water

security

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Brazil

accordingtoSkypeusers73%73%64%71%71%63%63%68%67%65%65%63%63%62%

62%59%58%57%56%55%54%53%49%47%44%

44%34%

34%32%30%CrimeEducationPovertyRising

prices/inflation/cost

of

livingEconomicsituationHealth

andsocial

securityEnvironment

UnemploymentFood

andwater

securityHousingBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

instant

messengerorvideo

call

services

do

youuse

regularly?";Multi

Pick;Base:

n=51Skype

users,n=507

messengerusers,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

202435%

of

Skype

users

have

more

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinBrazilBrand

users22%21%25%35%18%18%18%Category

usersAllrespondents22%38%26%19%37%LeftCenterRightPrefer

nottoanswer24

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Which

instant

messengerorvideo

callservicesdo

youuse

regularly?";Multi

Pick;

Base:

n=51

Skype

users,n=507

messengerusers,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsLinkedIn

is

more

popular

among

Skype

users

than

the

average

messenger

userMarketing

touchpoints:social

media

usageSocial

mediausageinBrazil

by

brand86%92%84%80%88%87%84%

75%76%61%61%59%53%49%45%32%32%29%35%32%31%30%29%

29%30%18%9%

9%12%12%YouTube

Instagram

FacebookLinkedInTikTokPinterest

X(Twitter)TwitchKwaiSnapchatBrand

usersCategory

usersAllrespondents26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=51Skype

users,n=507

messengerusers,n=3043

all

respondentsConsumer

Insights

Global

as

of

June

202494%

of

Skype

users

watched

digital

video

content

in

the

past

4

weeksMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinBrazil

have

been

using

inthepast4weeks94%88%84%69%81%78%

81%80%79%73%64%73%65%65%62%56%55%52%50%48%47%46%30%

29%

29%17%24%14%19%18%16%10%8%Digitalvideo

Onlinenewscontent

websitesMovies

/cinemaTVDigitalmusiccontentPodcastsRadioOnlinemagazinesDailynewspapersMagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

instant

messengerorvideo

call

servicesdo

you

use

regularly?";Multi

Pick;Base:

n=51

Skype

users,n=507

messengerusers,n=12,147

allrespondentsConsumer

Insights

Global

as

of

June

2024Skype

users

remember

seeing

ads

on

video

streaming

services

more

often

thanother

messenger

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereSkypeusersinBrazil

havecome

across

digital

advertisinginthepast4weeks69%63%61%59%56%55%48%53%49%47%45%41%39%39%39%39%38%33%31%35%34%29%28%26%

26%24%23%23%21%19%Video

portals

Video

streaming

Social

mediaservicesOnlinestoresMusicportalsEditorialwebsitesandappsVideo

games

Search

enginesWebsitesandappsof

brandsPodcastsBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

instant

messenger

orvideo

callservicesdo

youuse

regularly?";Multi

Pick;Base:n=51

Skype

users,n=507

messengerusers,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Skype

users

remember

advertising

they

heard

on

the

radio

more

often

thanother

messenger

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinBrazil

havecome

across

non-digital

advertisinginthepast4weeks65%63%59%57%55%45%45%41%39%30%30%29%28%28%23%22%12%

12%20%11%14%

14%12%8%OnTVOnadvertisingspacesOntheradioDirectly

inthestoreAtthemovies/cinemaInprinteddailynewspapersInprintedmagazinesandjournalsBy

mailshot

/advertisingmailon

the

goBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=51

Skype

users,n=507

messenger

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.With