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CONSUMERS&BRANDSMobile

payment:

Mercado

Pagousers

in

BrazilConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofMercado

Pagousers

inBrazil:

who

theyare;

whatthey

like;

what

theythink;and

how

toreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

toRegion:

56countriesbenchmark

Mercado

Pagousers

inBrazil

(’’brandusers’’)

againstBrazilian

mobile

payment

usersingeneral

(’’category

users’’),

and

theoverall

Brazilianconsumer,

labelled

as

’’all

respondents’’

inthe

charts.Numberof

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

insightsWith

a

user

share

of

42%,

Mercado

Pago

is

one

of

the

top

3

mobile

paymentservices

in

BrazilManagement

summary:

brandusageand

competitionTop10

most

used

mobile

paymentservicesinBrazilPicPay46%44%42%PayPalMercado

PagoPagBank28%Google

Pay24%ApplePay16%16%14%99

PayAMERecargaPay11%9%Mastercard

Clickto

Pay(Masterpass)4Notes:"Which

ofthese

serviceshave

youused

in

the

past

12

months

to

pay

in

stores,

restaurants

orother

points

ofsale

with

your

mobile

device

(e.g.,smartphone)?";

Multi

Pick;Base:

n=622

mobile

payment

usersConsumer

Insights

Global

as

of

June

2024Sources:The

share

of

mobile

payment

users

using

Mercado

Pago

declined

by

11percentage

points

since

Q1

of

2021Management

summary:

brandusagetimelineTimeline

of

mobilepaymentusersusing

Mercado

Pago53%52%51%51%50%50%48%46%45%44%44%44%42%2021

Q12021

Q22021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q22023

Q32023

Q42024

Q15Notes:"Which

ofthese

serviceshave

youused

in

the

past

12

months

to

pay

in

stores,

restaurants

orother

points

ofsale

with

your

mobile

device

(e.g.,smartphone)?";

Multi

Pick;Base:

n=254

-

334

MercadoPagousers,n=479

-

666mobile

payment

usersSources:Consumer

Insights

Global

as

of

June

2024Mercado

Pago

users

in

BrazilManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsMercado

Pagoismore

popularamongMillennials

thanother

mobile

paymentservices.Ahappy

relationship

isless

important

to

Itstands

out

that34%

ofMercado

PagoFacebook

ismore

popularamongMercado

Pagousersthantheaveragemobile

payment

user.Mercado

Pagousersthantoothermobile

payment

users.users

arefascinated

bynew

financialservices

like

cryptoand54%

ofMercado

Pagousers

aremale.Vehicles

andmobility

arerelativelyprevalent

interests

of

Mercado

Pagousers.36%

ofMercado

Pagousers

areinnovators

or

early

adopters

ofnewproducts.Mercado

Pagousersremember

hearingadson

musicportalsand

streamingservices

more

often

thanothermobilepayment

users.Mercado

Pagohasalarger

shareofusers

with

ahigh

income

thanothermobile

payment

services.Tech

or

computers

arerelativelypopularhobbiesamong

Mercado

Pagousers.Poverty

andunemployment

are

issuesof

particularconcern

toMercado

Pagousers.Mercado

Pagousersare

more

likely

toliveinmegacities

thantheaverageconsumer.6Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+Mercado

Pago

is

more

popular

among

Millennials

than

other

mobile

paymentservicesDemographic

profile:

generationsAgeof

consumersinBrazilBrand

users23%53%47%40%21%3%3%Category

usersAllrespondents26%24%29%26%5%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

serviceshave

youused

in

the

past

12

months

to

pay

in

stores,

restaurants

or

other

points

ofsale

with

your

mobile

device

(e.g.,

smartphone)?";

Multi

Pick;

Base:

n=260MercadoPagousers,n=622

mobile

payment

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Sources:54%

of

Mercado

Pago

users

are

maleDemographic

profile:

genderGenderofconsumersinBrazilBrand

users54%53%52%46%47%48%Category

usersAllrespondentsMaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

serviceshave

youused

in

the

past12

months

topay

in

stores,restaurantsorotherpoints

ofsale

with

yourmobile

device

(e.g.,

smartphone)?";

Multi

Pick;Base:n=260MercadoPagousers,n=622

mobile

payment

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Sources:A

relatively

high

share

of

Mercado

Pago

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinBrazil44%40%36%36%30%23%15%11%9%

9%9%9%8%6%4%3%2%2%0%

0%1%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

serviceshave

youused

in

the

past12

months

topay

in

stores,

restaurants

orotherpoints

ofsale

with

yourmobile

device

(e.g.,smartphone)?";

Multi

Pick;Base:n=260

MercadoPagousers,n=622

mobile

payment

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Mercado

Pago

has

a

larger

share

of

users

with

a

high

income

than

other

mobilepayment

servicesDemographic

profile:

incomeShare

ofconsumersinBrazil

inthe

high,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users48%33%20%Category

usersAllrespondents38%36%26%33%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthese

serviceshave

youused

in

the

past

12

months

topay

in

stores,

restaurants

orother

points

ofsale

with

your

mobile

device

(e.g.,

smartphone)?";

Multi

Pick;

Base:

n=260

MercadoPagousers,n=622

mobile

payment

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

mobile

payment

users,

Mercado

Pago

users

are

relativelylikely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinBrazil

live40%32%29%24%21%20%20%21%15%9%9%9%8%8%8%7%6%6%4%2%

2%OtherSinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

serviceshave

youused

in

the

past

12

months

topay

in

stores,

restaurants

orotherpoints

ofsale

with

yourmobile

device

(e.g.,

smartphone)?";

Multi

Pick;Base:

n=260

MercadoPagousers,n=622

mobile

payment

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Mercado

Pago

users

are

more

likely

to

live

in

megacities

than

the

averageconsumerDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinBrazil35%33%32%29%26%23%17%17%15%14%13%13%10%8%7%4%2%2%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

serviceshave

youused

in

the

past

12

months

to

pay

in

stores,

restaurants

orother

points

ofsale

with

yourmobile

device

(e.g.,

smartphone)?";

Multi

Pick;Base:

n=260

Mercado

Pago

users,n=622

mobile

payment

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

202411%

of

Mercado

Pago

users

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinBrazilBrand

users11%12%9%84%85%5%4%4%Category

usersAllrespondents88%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

services

have

youused

in

the

past12

months

to

pay

in

stores,

restaurantsorotherpoints

ofsalewith

yourmobile

device

(e.g.,smartphone)?";

Multi

Pick;Base:n=260

MercadoPagousers,n=622

mobile

payment

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedA

happy

relationship

is

less

important

to

Mercado

Pago

users

than

to

othermobile

payment

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinBrazil59%60%60%46%42%43%45%45%42%32%32%29%28%33%26%29%25%24%28%22%27%25%24%22%11%12%10%6%5%

5%Anhonest

and

Tobesuccessfulrespectable

lifeAhappyrelationshipSafety

andsecurityAdvancingmy

careerLearningnew

thingsMaking

myown

decisionsHavingagood

timeSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

serviceshave

youused

in

the

past

12

months

to

pay

in

stores,

restaurants

orother

pointsofsalewith

yourmobile

device

(e.g.,

smartphone)?";

Multi

Pick;Base:n=260

MercadoPagousers,n=622

mobile

payment

users,

n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Vehicles

andmobility

are

relatively

prevalent

interests

of

Mercado

Pago

usersConsumer

lifestyle:

main

interestsTop10

interestsofMercado

Pago

usersinBrazil76%76%71%60%71%61%68%66%63%63%60%61%48%59%47%59%56%48%56%55%52%52%48%48%46%42%40%39%38%31%Health

&fitnessMovies,TVshows&musicFinance&economyScience

&technologyFood

&diningTravelCareer

&educationSportsFamily

&parentingVehicles

&mobilityBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

serviceshave

youused

in

the

past

12

months

to

pay

in

stores,

restaurants

orother

points

ofsale

with

your

mobile

device

(e.g.,smartphone)?";

MultiPick;Base:n=260

MercadoPagousers,n=622

mobile

payment

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Tech

or

computers

are

relatively

popular

hobbies

among

Mercado

Pago

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofMercado

Pago

usersinBrazil70%60%60%58%58%54%50%51%47%49%48%48%46%45%45%38%45%43%44%44%38%44%43%42%42%40%39%34%32%26%Tech

/computersOutdooractivitiesVideo

gamingTravelingDoing

sportsandfitnessPetsShoppingCooking/bakingCars/vehiclesReadingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

serviceshave

you

used

in

the

past12

months

topay

in

stores,restaurantsorotherpoints

ofsalewith

yourmobile

device

(e.g.,

smartphone)?";Multi

Pick;Base:n=260

Mercado

Pago

users,n=622

mobile

payment

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Mercado

Pago

users

are

more

likely

to

go

swimming

or

diving

than

other

mobilepayment

usersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofMercado

Pago

usersinBrazil38%33%30%28%26%25%24%23%23%22%21%21%21%13%20%19%18%16%15%15%14%13%12%11%10%9%9%8%7%7%Fitness,aerobics,

cardioSoccerCyclingDancingSwimming/DivingRunning/joggingVolleyball

/Beach

VolleyballHikingBasketballYoga

/pilatesBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

serviceshave

youused

in

the

past

12

months

to

pay

in

stores,

restaurants

orother

points

ofsale

with

your

mobile

device

(e.g.,smartphone)?";

Multi

Pick;Base:n=177

MercadoPagousers,n=368

mobile

payment

users,n=6,011

all

respondentsConsumer

Insights

Global

as

of

June

2024Mercado

Pago

users

are

more

likely

to

follow

volleyball

than

other

mobilepayment

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byMercado

Pago

usersinBrazil52%43%38%33%30%23%22%21%20%20%20%19%18%18%17%16%16%10%15%13%13%12%12%10%9%9%8%9%8%7%SoccerVolleyballBasketballMixedMartial

ArtsMotorsportsSwimming/divingAmericanfootballBoxingTennisGymnasticsBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

serviceshave

youused

in

the

past12

months

topay

in

stores,

restaurants

orotherpoints

ofsale

with

yourmobile

device(e.g.,

smartphone)?";

Multi

Pick;Base:n=146

MercadoPagousers,n=296

mobile

payment

users,n=5,086

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

personal

finances•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

34%

of

Mercado

Pago

users

are

fascinated

by

new

financialservices

likecrypto

andConsumer

attitudes:financeAgreementwithstatements

towards

financeinBrazil68%63%47%41%38%37%34%33%27%28%27%24%22%19%17%Icould

imaginedealing

Onlinefinancialservices

Iftheservice

is

good,with

my

financial

havemademe

confident

I’mhappy

topayfortransactionsexclusively

abouthandling

my

own

account

administrationNew

financialtopics,suchascrypto

andNFTs,fascinatemeIcould

savealot

ofmoney

ifItook

advicefrom

afinancial

expertviamy

smartphonefinancesandtransactionsBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

serviceshave

youused

in

the

past12

months

topay

in

stores,

restaurants

orotherpoints

ofsale

with

yourmobile

device

(e.g.,

smartphone)?";

MultiPick;Base:n=260

MercadoPagousers,n=622

mobile

payment

users,n=2,026

all

respondentsConsumer

Insights

Global

as

of

June

202436%

of

Mercado

Pago

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinBrazil43%41%38%28%22%21%21%17%16%16%13%10%8%4%3%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

serviceshave

youused

in

the

past12

months

to

pay

in

stores,

restaurants

orotherpoints

ofsale

with

yourmobile

device

(e.g.,

smartphone)?";

Multi

Pick;Base:n=260

Mercado

Pago

users,n=622

mobile

payment

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Poverty

and

unemployment

are

issues

of

particular

concern

to

Mercado

PagousersConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Brazil

accordingtoMercado

Pago

users77%73%74%73%65%71%71%69%62%69%68%64%64%63%63%63%61%

62%53%56%55%51%

49%44%41%

40%34%40%

40%32%PovertyUnemploymentCrimeEducationEconomicsituationRising

prices/inflation/cost

of

livingHealth

andsocial

securityEnvironmentHousingFood

andwater

securityBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

serviceshave

youused

in

the

past

12

months

to

pay

in

stores,

restaurantsorother

points

ofsale

with

yourmobile

device

(e.g.,smartphone)?";

Multi

Pick;Base:

n=260

MercadoPagousers,n=622

mobile

payment

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

202442%

of

Mercado

Pago

users

have

more

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinBrazilBrand

users27%27%26%21%22%42%39%10%Category

usersAllrespondents13%19%37%18%LeftCenterRightPrefer

nottoanswer25

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

ofthese

serviceshave

youused

inthe

past

12

months

topay

in

stores,

restaurants

orother

points

ofsale

with

yourmobile

device

(e.g.,smartphone)?";

MultiPick;Base:

n=260

MercadoPagousers,n=622

mobile

payment

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsFacebook

is

more

popular

among

Mercado

Pago

users

than

the

average

mobilepayment

userMarketing

touchpoints:social

media

usageSocial

mediausageinBrazil

by

brand98%93%87%94%87%80%90%76%

76%63%53%49%52%43%32%48%44%29%44%42%35%31%36%30%16%19%15%

10%12%6%Instagram

YouTubeFacebookTikTokX(Twitter)LinkedInKwaiPinterestTwitchThreadsBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"Which

ofthese

serviceshave

youused

in

the

past12

months

topay

in

stores,

restaurants

orotherpoints

ofsale

with

yourmobile

device

(e.g.,

smartphone)?";

Multi

Pick;Base:n=48

MercadoPagousers,n=142

mobile

payment

users,n=3043

all

respondentsConsumer

Insights

Global

as

of

June

202492%

of

Mercado

Pago

users

watched

digital

video

content

in

the

past

4

weeksMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinBrazil

have

been

using

inthepast4weeks92%89%79%87%85%81%

82%79%76%62%74%65%73%67%52%65%59%50%57%51%46%51%40%29%31%24%19%27%19%18%16%

12%10%DigitalvideocontentTVDigitalmusiccontentMovies

/cinemaOnlinenewswebsitesPodcastsRadioOnlinemagazinesMagazinesDailyWeeklynewspapers

newspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

serviceshave

youused

in

the

past

12

months

to

pay

in

stores,

restaurants

orother

points

ofsale

with

yourmobile

device

(e.g.,smartphone)?";

Multi

Pick;Base:n=260

MercadoPagousers,n=622

mobile

payment

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Mercado

Pago

users

remember

hearing

ads

on

music

portals

and

streamingservices

more

often

than

other

mobile

payment

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereMercado

Pago

usersinBrazil

havecome

across

digital

advertisinginthepast4weeks76%71%56%62%61%58%48%52%51%51%49%38%45%43%40%39%39%39%31%36%23%36%34%33%26%28%22%25%24%19%Video

portalsSocial

media

Video

streaming

MusicportalsservicesOnlinestoresWebsitesandappsof

brandsVideo

gamesEditorialwebsitesandappsPodcastsSearch

enginesBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

serviceshave

youused

in

the

past12

months

topay

in

stores,restaurantsorotherpoints

ofsale

with

yourmobiledevice

(e.g.,

smartphone)?";

Multi

Pick;Base:

n=260

MercadoPagousers,n=622

mobile

payment

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Mercado

Pago

users

remember

ads

they

saw

directly

in

the

store

more

oftenthan

other

mobile

payment

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinBrazil

havecome

across

non-digital

advertisinginthepast4weeks70%66%59%53%51%50%41%42%39%33%39%37%30%29%27%20%23%21%14%14%14%12%12%8%OnTVOnadvertisingspacesDirectly

inthestoreOntheradioAtthemovies/cinemaInprintedmagazinesandjournalsInprinteddailynewspapersBy

mailshot

/advertisingmailon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

serviceshave

youused

in

the

past

12

months

topay

in

stores,

restaura

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