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Marketing to Millennials - Brazil - December 2014

“Convenience, sustainability, and customization are important aspects for Millennials, and the main factors that influence their purchasing decisions. Millennials are used to the convenience offered by online activities, and have developed a need for immediate answers and gratification in all aspects of their lives, including professional careers and work environment.”
– Renata Pompa de Moura, Head of Research – Brazil

This report looks at the following issues:

  • Older male Millennials still receive financial support from their parents
  • Brands can benefit from younger men who like giving their opinion about products online 
  • Online payments: more convenience for young couples and those with small children 

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The consumer
              • Figure 1: Online and offline activities, by age group 20-37, July 2014
            • Environmentally friendly brands appeal mainly to young women
              • Figure 2: Brand actions that influence purchasing decisions, by all and Millennials, July 2014
            • While older Millennials tend to focus on doing what they love, younger Millennials tend to prioritize financial independence
              • Figure 3: Attitudes toward financial issues and professional career, by groups of Millennials, July 2014
              • Figure 4: Attitudes toward advertising and promotions of brands, products, and services, by all and selected age groups, July 2014
            • What we think
            • Key Points

                • Older male Millennials still receive financial support from their parents
                  • Brands can benefit from younger men who like giving their opinion about products online
                    • Online payments: more convenience for young couples and those with small children
                    • Trend Application

                      • Make it Mine
                        • FSTR/HYPR
                          • Locavore
                          • The Consumer – Online and Offline Activities

                            • Key points
                              • Offline activities are still predominant among Millennials
                                • Figure 5: Online and offline activities, by age group 20-37, July 2014
                              • Young Millennials tend to prefer online activities
                                • Figure 6: Online activities, by selected age groups, July 2014
                              • Security certificates and advertisements on social media are tools that could encourage young Millennials to shop more online
                              • The Consumer – Brand Actions that Influence Purchasing Decision

                                • Key points
                                  • Environmentally friendly brands appeal mainly to young women
                                    • Figure 7: Brand actions that influence purchasing decisions, by all and Millennials, July 2014
                                  • Brands that communicate through the internet are more likely to attract young female consumers
                                    • Figure 8: Agreement with brand action that influences purchasing decision “Brands that regularly communicate via the internet (eg posting current actions on Facebook or Twitter, up-to-date news on their website),” by age group and gender, July 2014
                                  • Innovative brands tend to attract more young men with no children
                                    • Figure 9: Agreement with brand action that influences purchasing decision “Up-to-date brands that launch the latest innovations in their industries (eg new product formulas),” by age group and gender, July 2014
                                • The Consumer – Attitudes toward Financial Situation and Professional Career

                                  • Key points
                                    • While older Millennials tend to focus on job satisfaction, younger Millennials strive for financial independence
                                      • Figure 10: Attitudes toward financial issues and professional career, by groups of Millennials, July 2014
                                    • Female Millennials are more worried about managing their personal finances
                                      • Figure 11: Agreement with the statement "I manage my personal finances carefully," by Millennials and gender, July 2014
                                    • Older and married Millennials tend to be very dedicated to their work
                                      • Figure 12: Agreement by older millennials with selected statements, by gender and marital status, July 2014
                                  • The Consumer – Attitudes toward Advertising of Brands, Products, and Services

                                    • Key points
                                      • TV advertisements and friends’ recommendations are popular among Millennials
                                        • Figure 13: Attitudes toward advertising and brand promotion, products, and services, by all and selected age groups, July 2014
                                      • Younger men and women react differently to TV and internet campaigns
                                        • Figure 14: Agreement by young Millennials with selected statements, by gender, July 2014
                                      • Younger women are less influenced by recommendations of brands by friends
                                        • Figure 15: Agreement by Millennials with the statement "I trust more in brands recommended by friends," by gender and age group, July 2014
                                      • Repetitive advertisements tend to bother younger married Millennials
                                        • Figure 16: Agreement by Millennials with the statement “Seeing the advertisement of a product many times during a TV program doesn't encourage me to buy it,” by age group and marital status, July 2014
                                    • Appendix – Online and Offline Activities

                                        • Figure 17: Online and offline activities, July 2014
                                        • Figure 18: Online and offline activities – Online, by demographics, July 2014
                                        • Figure 19: Online and offline activities – Online, by demographics, July 2014 (cont.)
                                        • Figure 20: Online and offline activities – Offline, by demographics, July 2014
                                        • Figure 21: Online and offline activities – Offline, by demographics, July 2014 (cont.)
                                        • Figure 22: Online and offline activities – Online only, by demographics, July 2014
                                        • Figure 23: Online and offline activities – Online only, by demographics, July 2014 (cont.)
                                        • Figure 24: Online and offline activities – Offline only, by demographics, July 2014
                                        • Figure 25: Online and offline activities – Offline only, by demographics, July 2014 (cont.)
                                        • Figure 26: Online and offline activities – Both online and offline, by demographics, July 2014
                                        • Figure 27: Online and offline activities – Both online and offline, by demographics, July 2014 (cont.)
                                        • Figure 28: Online and offline activities – Neither online nor offline, by demographics, July 2014
                                        • Figure 29: Online and offline activities – Neither online nor offline, by demographics, July 2014 (cont.)
                                    • Appendix – Brand Actions that Influence Purchasing Decision

                                        • Figure 30: Brand actions that influence purchasing decision, July 2014
                                        • Figure 31: Brand actions that influence purchasing decision, by demographics, July 2014
                                        • Figure 32: Brand actions that influence purchasing decision, by demographics, July 2014 (cont.)
                                      • Repertoire Analysis
                                        • Figure 33: Repertoire of marketing actions that influence purchasing decision, July 2014
                                        • Figure 34: Repertoire of marketing actions that influence purchasing decision, by demographics, July 2014
                                        • Figure 35: Brand actions that influence purchasing decision, by repertoire of marketing actions that influence purchasing decision, July 2014
                                    • Appendix – Attitudes toward Financial Issues and Professional Career

                                        • Figure 36: Attitudes toward financial issues and professional career, July of 2014
                                        • Figure 37: Attitudes toward financial issues and professional career, by demographics, July 2014
                                        • Figure 38: Attitudes toward financial issues and professional career, by demographics, July 2014 (cont.)
                                      • Repertoire Analysis
                                        • Figure 39: Repertoire of attitudes toward financial issues and professional career, July 2014
                                        • Figure 40: Repertoire of attitudes toward financial issues and professional career, July 2014
                                        • Figure 41: Repertoire of attitudes toward financial issues and professional career, by repertoire of attitudes toward financial issues and professional career, July 2014
                                    • Appendix – Attitudes toward Advertising and Promotion of Brands, Products, and Services

                                        • Figure 42: Attitudes toward advertising and promotion of brands, products, and services, July 2014
                                        • Figure 43: Attitudes toward advertisements and promotion of brands, products, and services, by demographics, July 2014
                                        • Figure 44: Attitudes toward advertisements and promotion of brands, products, and services, by demographics, July 2014 (cont.)

                                    Companies Covered

                                    To learn more about the companies covered in this report please contact us.

                                    Marketing to Millennials - Brazil - December 2014

                                    £3,199.84 (Excl.Tax)