AI optimism drives Brazilians to renew devices and invest in a more connected life, research indicates

The majority of Brazilians hold a positive perception regarding the use of artificial intelligence (AI) at work and the impact of innovation on their daily lives over the next 10 years. According to the “Connected Decade” survey by Assurant, 65% of individuals in Brazil believe AI will have a positive influence in the coming years. This favorable outlook is more pronounced among younger generations - Gen Z, Millennials, and Gen X - who are already more familiar with and express optimism towards AI in the future.

The benefits of AI, by transforming devices into more efficient, personalized, and integrated products, also drive people's desire for more connected technologies: 93% of Brazilians plan to replace their current devices with more modern models within the next 12 months, especially for entertainment, leisure, and home security purposes.

Key items include smartphones, with 74% of consumers intending to purchase them, 40% headphones, and over 30% have a preference for notebooks, smartwatches, video games, vacuum cleaners, and residential smart locks and lighting systems. Smart TVs, Wi-Fi Bluetooth and speakers and streaming devices are also on the list.

While younger generations prioritize entertainment when acquiring new connected devices, more mature consumers focus on home security, according to the survey which was conducted with 9,000 consumers aged 18 to 76 from nine countries (Brazil, Australia, Canada, Germany, India, Japan, Mexico, South Korea, and the United Kingdom). In Brazil, the survey polled 1,000 consumers – 59% are Millennials, 16% Gen Z, 19% Gen X, and 6% Baby Boomers.

“The survey reveals that Brazilians are seeking a more integrated and efficient technological ecosystem, capable of connecting multiple devices to facilitate daily life. There is a growing interest in solutions that work in a coordinated manner, offering a smoother and more intelligent experience,” explains Mariana Roth, Marketing Superintendent of Assurant in Brazil.

‘We also observe that, in the perception of the survey participants, artificial intelligence is becoming incorporated into daily life. Increasingly more consumers already use AI-powered devices to manage routines, wellness applications, and initiatives aimed at quality of life,” she states.

Popularity of connected devices

When analyzing the sample by country, Brazil and India stand out with the highest number of connected devices in households, with averages of 10.7 and 12.9, respectively. Brazil surpasses countries like Germany, the United Kingdom, and Japan in connectivity index.

In Brazil, smartphones are the most prevalent devices in the lives of survey participants, with 84% usage across all generations. Other relevant connected devices include:

• 69% internet-connected TV (Smart TV) – enjoyed by all generations.
• 58% notebooks – Gen X and Millennials are the largest users.
• 52% headphones – more prevalent among Gen Z and Millennials.
• 46% computer (desktop) – Millennials and Baby Boomers are the ones who have the most..

Purchase channels and payments

When it comes to acquiring a new device or electronic item, the online modality is preferred by 56% of respondents. Millennials are the ones who research and buy online the most. Baby Boomers, on the other hand, research online but prefer to finalize the purchase in physical stores.

Regarding payment methods, there is a general trend of using PIX, especially among Gen Z (38%), Millennials (33%), and Gen X (28%). However, for Gen X (49%) and Baby Boomers (59%), credit card remains the preferred payment method.

Protections and assistance

The survey also reveals a growing interest among Brazilians in protection and assistance services when purchasing new connected devices, whether for personal use, entertainment, or for the home. Data shows that 5 out of 10 plan to purchase an extended warranty in the future.

“As the adoption of smart devices accelerates, the need for protection also increases. Consumers recognize the value of ensuring their technology remains functional, secure, and supported, in any unforeseen situation,” she emphasizes.

The collection and analysis of online responses for the Assurant “Connected Decade” survey were conducted in January of this year, in partnership with Mega Research.

Learn more about the “Connected Decade” survey at: Link