Chinese and Brazilian consumers ‘tech-hungry early adopters’, says report | M&M Global

Chinese and Brazilian consumers ‘tech-hungry early adopters’, says report

Chinese and Brazilian consumers are much more likely to adopt new technology than their counterparts in the UK and US, according to a new report.

Digital Dopamine

The ‘Digital Dopamine’ global digital marketing report by Razorfish suggests that consumers in Brazil and China are “tech-hungry early adopters”, and that countries with the lowest internet penetration often have the most demanding consumers which it comes to digital services.

Respondents in Brazil and China expressed a “considerable interest” in controlling all household devices through the internet – 79% and 84% respectively. The equivalent figure was 57% for US consumers, and dropped to 52% in the UK.

Brazilian and Chinese consumers are also more likely to believe that devices such as Google Glass will become mainstream – 69% and 71% of respondents in those markets believed the technology would take off, compared to 57% and 56% in the US and UK.

The trend extends to retail habits: 82% of Chinese and 74% of Brazilian consumers desire all shopping experiences to be online-only, compared to 51% in the US and 49% in the UK.

Caio Del Manto, head of brand strategy and creative excellence for Mondelez LatAm, said social media has had an impact on the speed of technology adoption in the region: “Brazilian consumers like technology but don’t necessarily know a lot about it. At the same time they’re hugely interested in social networking, first with Orkut then with Facebook.

“Brazil had these huge digital leaps as a country and leapt straight into social networks. Then we went back to technology and said we need technology to help us. So social networks have really been an entry point into technology, and you could say that they really pushed penetration of smartphones.”

Michael Karg, international CEO at Razorfish, added: “I suspect these data are showing us that technology is a core aspect of cultural pride and progress. Technology is taken for granted in some markets, but for others, like China, it is coveted and demanded.”

Over 1,680 consumers from the four countries were surveyed for the report.

No Comments Yet

Leave a Reply