The New Profile of the Brazilian Digital Consumer

The study, which interviewed more than 2,000 people with online shopping habits, presents a diverse overview of the Brazilian consumer. With 55% of women and 45% of men, distributed between Generation Z (24%), Millennials (32%), Generation X (32%) and Baby Boomers (12%), the Brazilian digital market requires increasingly personalized strategies.

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The survey reveals that 85% of consumers shop online regularly, with Generation Z leading in frequency: 25% shop more than once a week. This behavior contrasts with Baby Boomers, where only 21.3% shop online less than once a month.

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Social Networks: The Engine of Buying Decisions

One of the most impactful data from the survey is that 68.8% of the interviewees have already made impulsive purchases after viewing promotions on social networks. Instagram leads with 81.7% influence on buying decisions, followed by YouTube (40.5%), Facebook (27.1%), and TikTok (19.7%).

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Trust: The Fundamental Pillar of E-commerce

The survey reveals a worrying fact: only 20.7% of consumers fully trust the information provided by e-commerce. However, 71.5% say that positive reviews from other customers significantly increase their trust.

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Personalized Experience: The Competitive Differential

Research shows that 67% of consumers choose stores that offer personalized experiences according to their behavior. Additionally, 66.3% prefer sites that suggest products based on their preferences.

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Generational Behavior: Segmented Strategies

The research reveals different behaviors between generations:

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• Generation Z (16-29 years old): 74.5% use a wish list, 66.1% follow influencers, prefer TikTok and Instagram
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• Millennials (30-42 years old): 73.7% use a wish list, balancing research and impulsive buying
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• Generation X (43-59 years old): 67.3% use a wish list, value Instagram for visual decisions
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• Baby Boomers (60+ years old): 55.7% use a wish list, greater concern for safety

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Stroller Recovery: Combating Abandonment

An alarming fact from the survey is that 94.2% of consumers give up a purchase when they see the shipping price, while 83.3% abandon when the payment does not seem reliable.

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Conclusion: Transform Data into Strategy

The “Consumer Habits 2025" survey offers valuable insights into Brazilian digital consumer behavior. Midia Mobi, with its complete ecosystem of advertising solutions, transforms these insights into effective and measurable strategies.

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In a market that is expected to reach R$ 557 billion by 2027, with growth of 172% compared to 2024, brands that know how to adapt their strategies to new consumer demands and behaviors will have a significant competitive advantage.

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Midia Mobi is at the forefront of this transformation, offering solutions that not only keep up with market trends, but anticipate the needs of consumers and advertisers in an increasingly complex and dynamic digital ecosystem.

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To learn more about how our solutions can enhance your digital strategy, contact our team of experts.