Brazil could be recognized for samba, soccer and sugar. However now you can add digital transformation to that record.
Based on PYMNTS Intelligence’s lately launched landmark report “How the World Does Digital,” this nation with a inhabitants of 215 million has emerged as the worldwide chief in digital engagement amongst its customers.
The nation’s success in digital innovation is underscored by the widespread use of Pix, an instant-payment app launched by Brazil’s central financial institution in 2023. Moreover, the fee/eCommerce platform “Amazon of Latin America” — Mercado Libre — launched in Brazil in 1999 and remains to be in widespread use. This adoption is a testomony to Brazil’s sturdy digital infrastructure, with two-thirds of customers proudly owning smartphones and 92% gaining access to at the least a 4G community.
Because the report reveals, there are substantial variations within the diploma of digital engagement for customers in numerous nations based mostly on the common variety of exercise days monthly throughout the inhabitants. The examine was based mostly on responses from 67,000 customers in 11 nations, collected via quarterly surveys in 2023.
The nations surveyed embrace america, the UK, France, Germany, Italy, the Netherlands, Spain, Australia, Japan, Singapore and Brazil. The pattern sizes had been statistically consultant of the inhabitants in every nation, contemplating gender, age, earnings and training.
To measure digital engagement, the report recognized 40 core actions inside 11 pillars of digital life, equivalent to banking, buying and leisure. Respondents indicated their engagement frequency for these actions (day by day, weekly, month-to-month or in no way). The outcomes had been then extrapolated to estimate the variety of days customers engaged in every exercise monthly. This allowed for a complete comparability throughout totally different demographics and nations.
Brazil had the very best variety of exercise days, at 361 (12 actions per day). The U.Ok., which was the median nation, had 276 exercise days (9.2 actions per day) — 77% of Brazil’s rating. Japan was the bottom, with simply 127 exercise days (4.2 actions per day) — barely one-third of Brazil and fewer than half of the U.Ok. There’s a 234-day unfold between Brazil and Japan and a 93-day unfold between the second highest, Singapore, and the second from final, Germany.
The report discovered Brazil’s digital engagement spans numerous actions, because it did in different nations.
Video streaming tops the record, with 69% of customers participating in it at the least weekly. Cellular banking follows intently, with 63.2% participation, and cellular gaming at 62.5%. Different fashionable actions embrace music streaming (60.8%), messaging (59.7%), on-line banking (59.4%) and energetic social media use (59.3%). Moreover, a good portion of customers interact in watching livestreams (58.2%), checking work remotely after hours (55.3%), and passive social media consumption (55.2%).
Generational and earnings dynamics additional spotlight the breadth of digital engagement in Brazil.
Millennials and Era Z are essentially the most digitally energetic, with 405 and 411 exercise days monthly, respectively. Era X follows with 335 days, and child boomers with 271 days. Excessive-income earners lead with 456 exercise days, in comparison with 363 for middle-income and 309 for low-income earners.
The digital engagement “winners,” based mostly on whole exercise days, fluctuate by technology.
French Gen Z customers are essentially the most energetic, with 464.8 exercise days monthly and about 15.5 actions per day. Millennials within the U.S. lead the complete technology in digital engagement, with 446.7 exercise days and 14.9 actions per day. In Brazil, Gen X and child boomers come out forward of different nations.
