Getting to know you: How Brazil’s consumers use the Internet

Latin America’s largest country (195 million people) and economy ($2.5 trillion GDP) is getting noticed for the best possible reason: success. Since 2004, Brazil has grown strongly and broadly (except for the inevitable blip in 2009, when the economy shrank by a comparatively enviable 0.2%). McKinsey believes that companies need to know more about the world’s sixth-largest economy, especially when it comes to fast-growing markets and industries.

With that in mind, in 2011, we added Brazil to the list of countries we survey about their digital habits. We addressed two main questions:

1. Who are Brazil’s iConsumers? We identify seven distinct consumer segments.

2. How do they use the Internet? Two keys: socialization and gamification. Shopping? Not so much.