THETEC Institute, in partnership with MIT Technology Review Brazil and Bendita Imagem, public relations agency, they launched this Monday (16), the studyDigital Influence Radar. The research analyzed which brands have the greatest digital influence, according to consumers, highlighting the most commonly used interaction methods and the frequency with which these contacts occur
The five companies most mentioned by the interviewees were: Mercado Livre (1026 points), in the first place. Followed by Nubank (747), Google (702), Amazon (696) and Netflix (639). The reasons these brands are the most chosen were: relevant and attractive content, quick and efficient answers, personalized communication and variety of products and services.
In total, more than 350 brands were mentioned and none reached 70% of the choices, what according to the CEO of MIT Technology Review, Andre Miceli, it means that: "The market is very competitive and there are multiple relevant options in the minds of consumers. This significant number, in addition to reflecting the great diversity and fragmentation of the digital market in Brazil, it also indicates that consumers have varied perceptions and preferences. Covering everything from large nationally recognized players to niche or regional brands that stand out in specific contexts, analyze the executive
The research also showed what is the most used way by consumers to interact with companies. The most common was "using the products daily"; seguida por “comprando os produtos/serviços online”; "through social media" came in third, "visiting the brand's website", in second to last; and "via app" in the last position.Regarding the frequency of contact with the company, most people say "occasionally (1-3 times a week)"."Rarely (1 time per week)" comes in second place."Very often (more than one day)" in third; "frequently (once a day)" in room and "never", in last place.
"The Brazilian consumer interacts with brands occasionally", more relevant, whether through online shopping, use of applications or social networks. This moderate frequency, but constant, demonstrates the importance of digital as a direct relationship channel, explain Augusto Pigini, Operations Director of Bendita Imagem
Regional cut differs from national
Looking at the regional cut, it is possible to observe that the perceptions of Brazilians differ from one place to another.The Amazon, what is the fourth place in the national ranking, appears first in the Central-West regions, Southeast and North. In the Northeast and South, the leadership is of Mercado Livre
Another point that differs is the appearance of brands like Nike (2nd), Apple (4th) and iFood (5th) in the top 5 of the Midwest region.
Check out the five most cited brands in the regions of Brazil:
Midwest:Amazon (1st), Nike, Nubank, Apple and iFood
North East:Mercado Livre (1st), Google, Amazon, Nubank and Netflix
North:Amazon (1st), Free Market, Google, Nubank and Netflix
Southeast:Amazon (1st) Mercado Livre, Google, Nubank and Netflix
On the:Mercado Livre (1st), Nubank, Amazon, Google and Netflix
Analyzing the study, we realize that the digital market is highly fragmented, competitive, dynamic and with various brands competing for consumer preference and space for innovation and differentiation in all regions of the country, Miceli analysis, "There's no brand that completely dominates the digital landscape", meanwhile, one factor caught our attention. Mercado Livre showed consistent digital strength, being remembered by consumers from different regions and age groups. This reflects not only its scope, but also its relevance in the daily lives of Brazilians
See here other insights about the Digital Influence Radar research:
- Consumer recall has nothing to do with innovation capacity
To be among the 10 most remembered brands, there is no direct correlation between digital influence and innovation. The perception of innovation among the most recalled brands is not dominant, suggesting that there is room to work on this attribute as a competitive differential.
- Consistent Highlight
Brands like Mercado Livre appear in all positions (first, second and third, which indicates that they have widespread recognition and are not limited to a specific position. This suggests consistent brand strength
- Leadership in first position
Some brands, like Nubank and Google, they have a more prominent presence in the first position than in others. This may mean that they are remembered as leaders or pioneers in their field, especially for striking characteristics such as innovation or closeness to the consumer
- Strength in secondary positions
Amazon stands out more in second place than in first, what can indicate that it is remembered as a strong competitor, but perhaps not as the main brand for many
- Brand Flexibility
Netflix appears in a balanced way among the positions, what can indicate that it is remembered both as a leader (first position) and as a relevant alternative (second and third positions)
- Differentiated strategies
The analysis may reveal the need to adjust brand strategies. For example
- Stronger brands in the first position (like Google) can work to strengthen their presence in secondary positions, increasing the reach
- Brands that appear more in secondary positions (like Amazon) can focus on differentiators that make them remembered as leaders
- Leadership context by category
Mercado Livre leads in all positions, but your balance suggests that you do not dominate absolutely. This diverse presence indicates a general recognition as "top of mind" in different contexts, perhaps more for the scope than for innovation itself
Brands like Nubank and Google, that have more strength in the first position, are seen as differentiated leaders and may be linked to specific attributes, such as technological innovation (Google) or proximity to the consumer (Nubank)
- Competitive positioning
Amazon appears in second place, indicating that it is competitive, but perhaps it is still surpassed by another brand in consumers' initial perception. It can be a strategic opportunity to increase your top-of-mind awareness (first position)
- Relevance of niche brands
Netflix appears balanced in all positions, what suggests a constant force, but not dominance. This presence can be linked to its role as a niche brand (entertainment), what keeps it relevant, but it does not necessarily place it at the top of all lists
- Opportunity for new strategies
Some brands that appear more in secondary and tertiary positions may have room to grow, especially if they focus on strategies that position them as leaders
- Improve your perception of innovation
- Invest in awareness campaigns that associate them with top-of-mind for consumers
Applied methodology
The Digital Influence Radar of companies, that heard more than 400 people all over Brazil, during the month of November 2024, used a scoring system (5, 3 and 1 point) to classify the brands according to their position in the participants' recall. Consumers were invited to name up to three brands they believe have a strong digital presence in an online form. When answering questions about the reason for choosing the company and about your frequency of interaction, the Likert scale (from 1 to 5) was used to obtain the results.
The objective of the survey was to understand the factors that lead to the digital prominence of brands, the perception of innovation and the interaction behavior of consumers. Furthermore, the interviewees justified their choices, they informed their methods and frequency of interaction with brands and assessed their perception of innovation
