THETEC Institute, in partnership with MIT Technology Review Brasil and Bendita Imagem, a Public Relations agency, launched this Monday (16), the studyDigital Influence Radar. The research analyzed which brands have the greatest digital influence, according to consumers, highlighting the most used methods of interaction and the frequency with which these contacts occur.
The five companies most mentioned by the interviewees were: Mercado Livre (1026 points), in first place. Followed by Nubank (747), Google (702), Amazon (696), and Netflix (639). The reasons for these brands being the most chosen were: relevant and attractive content, quick and efficient responses, personalized communication, and a variety of products and services.
In total, more than 350 brands were mentioned and none of them reached 70% of the choices, which according to the CEO of MIT Technology Review, Andre Miceli, 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, also indicates that consumers have varied perceptions and preferences. They range from large nationally recognized players to niche or regional brands that stand out in specific contexts”, analyzes the executive.
The research also showed what is the most used way for consumers to interact with companies. The most common was "using the products daily"; followed by "buying products/services online"; "through social media" ranked third, "visiting the brand's website" was second to last; and "via app" in the last position.Regarding the frequency of contact with the company, most say "occasionally (1-3 times a week)"."Rarely (once a week)" comes in second place."Very often (more than one day)" in third; "frequently (once a day)" in fourth; and "never" in last place.
“Brazilian consumers interact with brands occasionally but in a relevant way, whether through online shopping, using apps or social media. This moderate but constant frequency demonstrates the importance of digital as a direct relationship channel,” explains Augusto Pigini, Operations Director at Bendita Imagem.
Regional cut differs from national
Looking at the regional breakdown, it is possible to observe that the perceptions of Brazilians differ from one place to another.Amazon, which is fourth in the national ranking, appears first in the Central-West, Southeast, and North regions. In the Northeast and South, the leadership is held by Mercado Livre.
Another point of difference is the appearance of brands such as Nike (2nd), Apple (4th), and iFood (5th) in the top 5 of the Central-West 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
Norte: Amazon (1st), Mercado Livre, Google, Nubank and Netflix
Sudeste: Amazon (1st) Mercado Livre, Google, Nubank and Netflix
Sul: Mercado Livre (1st), Nubank, Amazon, Google and Netflix
“Analyzing the study, we realized that the digital market is highly fragmented, competitive, dynamic, and with several brands competing for consumer preference and space for innovation and differentiation in all regions of the country,” says Miceli, who adds: “There is no brand that completely dominates the digital scenario, however, one factor caught our attention. Mercado Livre has shown consistent digital strength, being remembered by consumers from different regions and age groups. This reflects not only its reach, 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
Being among the top 10 most remembered brands, there is no direct correlation between digital influence and innovation. The perception of innovation among the most remembered brands is not dominant, suggesting that there is room to work on this attribute as a competitive differentiator.
- Consistent Highlight
Brands like Mercado Livre appear in all positions (first, second, and third), indicating 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, 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 distinctive qualities such as innovation or closeness to the consumer.
- Strength in secondary positions
Amazon stands out more in second place than in first, which may indicate that it is remembered as a strong competitor, but perhaps not as the main brand for many.
- Brand Flexibility
Netflix appears balanced between the positions, which may 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 top position (like Google) can work to strengthen their presence in secondary positions, increasing their 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 its balance suggests that it does not dominate absolutely. This diverse presence indicates a general recognition as "top of mind" in different contexts, perhaps more due to its breadth than innovation itself.
Brands like Nubank and Google, which have more strength in the first position, are seen as differentiated leaders and can 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 it may still be surpassed by another brand in consumers' initial perception. It could be an opportunity for a strategy to increase your top-of-mind awareness (first position).
- Relevance of niche brands
Netflix appears balanced in all positions, suggesting a constant strength but not dominance. This presence can be linked to its role as a niche brand (entertainment), which keeps it relevant, but does not necessarily place it at the top of all the 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 the top of consumers’ minds.
Applied methodology
The Digital Influence Radar of companies, which surveyed over 400 people across Brazil during November 2024, used a scoring system (5, 3, and 1 point) to rank the brands according to their position in the participants' memory. Consumers were invited to list up to three brands they consider to have a strong digital presence in an online form. When answering questions about the reasons for choosing the company and the 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 consumer interaction behavior. Additionally, the interviewees justified their choices, provided their methods and frequency of interaction with the brands, and assessed their perception of innovation.
