The consumer behavior of young and black brazilians on the internet

1. Black millennials of Brazil
Mundo Negro | Zeroponto54 | Negros digitais

2. Black millennials of Brazil
Mundo Negro | Zeroponto54 | Negros digitais

3. 54% of the Brazilian population identify as black.
This is the first time we can say that black people
are the majority in Brazil.
Source: IBGE

4. “The black population has more access to effective knowledge about African and Afro-Brazilian history to realize
that being black is a positive thing”
Katia Regis, Coordinator for African and Afro-Brazilian studies
Fonte: El País

5. The emphasis is necessary because black people,
regardless of economic class, has specific
behaviour on and offline that deserve to be
registered. In addition, our purpose is to bring
the diversity to normalise the Brazil mestizo as it
is.

7. The “Mundo Negro website” was one of the first
portals made for black people in Brazil. Since
2001 it is one of the main sites with exclusive
content for black people, produced by
journalists, being a space of notorious credibility,
which in a time full of "content producers",
guarantee to the portal a highlight compared
with other media with this target public.

8. Consulting dedicated to searching consumer
insights and C-class behaviour, currently
composed in its majority by assumedly black
people.

9. Qualitative sample survey published online with 510 answers of people that
declare themselves as black. The page has been online between September 4
and October 25, 2016.

10. WOMEN ARE 73,14% OF THIS SAMPLE.

11. The American expression “black millennials”
applied perfectly to the first data presented in
this survey. From those that answer, the biggest
percentage of them are aged between 24 and 35
years. In second place are the younger, aged
between 18 and 24 years. Only this amount
represents 62.21%.

12. São Paulo, Bahia, and Rio de Janeiro leads as the
states pointed as a homeland. A total of 63,71%.
Right behind are the states of Minas Gerais and
the Rio Grande do Sul. Singles represent 64,34%
and 18,92% are married.

13. 18.92% ARE MARRIED, SINGLE ARE MAJORITY.

15. "the desktop is no longer the device that offers the first experience with the internet. This role has been placed
by smartphones that, in general, are cheaper than desktops or tablets."
C-Class of Connected, Think With Google

16. Even tough immersed in the digital, online
shopping are still uncommon for 39,60%. This
number represents both opportunity and
challenge for the Brazilian e-commerce,
particularly because 72,64% use a smartphone for
stay connected over four hours every day,
especially at night.

17. Keeping an eye on that, Facebook, the favourite
network of 64,88% of this sample, moves to try to
become a shopping platform with stores
available in the pages. In the United States, per
example, only 1% of the online shopping are
from links posted on social networks.

18. By incorporating e-commerce tools into all of its offerings, Facebook is trying to create a platform that gives
users little reason to look elsewhere. Moreover, its active user base provides the company with a massive number
of people to reach when looking to drive up e-commerce orders through Facebook — in fact, global Facebook
users far outnumber shoppers on e-commerce sites like Amazon.
Source: Business Insider

20. Racism is an unavoidable issue when we talk
about the online presence of black people. The
social networks brought a new Brazil up, with
several cases of discrimination and prejudice.
However, is surprising that 77% of them was not
a victim of racism on the internet. This data need
a careful look because of the Facebook, per
example, creates ideological bubbles within the
timelines. Moreover, as is a social network of
friends, related and known, the chances of occurs
this type of situation reduces dramatically.

21. “Without the algorithm intervention, the progressists would have seen 24% of troublesome news and the
conservatives, 35%. That is, this idealised formula in the Facebook computers helps to reduce the ideologic
diversity of the users mural, however, is it not the major guilty. According to the study, the users are the
responsible by closing their own ideas: if they do not choose their friendship as they do, but in an aleatory way,
the progressives would see about 45% of contrary news from their ideas, compared to 40% of conservatives.”
Source: El País

22. From the persons that suffered racism on the
internet, 15,89% use the social network to report
what happened. Expose these cases mobilise
people and generate discussions about the
racism combat in Brazil.

23. The misinformation about how to report is
present in 55,05% of those that answer the
survey. In addition, to do not know how to
proceed, 62,91% of those that did this through
the internet were not satisfied with the outcome.

25. Specific vehicles for black people are followed in
the social network by 53,74%. If they become
digital producers, 62,94% would discuss the
racial issue in their channels.

26. CONCLUSION
The study object here and outside, the black millennials of Brazil are omnipresent across the web, even
with preference to some social networks. Their influence is present in all the country and the qualitative
sample brings more knowledge about this audience.
The surprising answer that the majority did not face online racism, should not be seen as a signal that
Brazil is a perfect country. This can be seen as a sign caused by the Facebook bubbles, the favourite
network of users.
Debate how to realise complaints, in addition, to following them, it showed urgent in the sample. Many
shown that they did not know how to do this.

27. THE E-COMMERCE EVOLUTION IN MOBILE, KEY BEHAVIOR TREND
The evolution of the mobile e-commerce is, no doubt, the bigger trend detected in this qualitative
survey. Thousands of C-Class Brazilians are hyper-connected on Facebook, a captivating social network,
but still very focused on branding.
The use of a smartphone, especially at night, and in the Facebook also indicates that entertainment and
information dominate the digital consumption of the black milennials. Micro and small enterprises which
have the middle class as a target, can use the Facebook to the approach of this audience. However, we
should not abandon the adds around the web like the adwords, per example. The joint strategy is the
best way out. Who is able to develop a simplified way of selling through the network, will earn more in a
short time.

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