Advertising X Experience: 67% Brazilians abandon purchases for frustrating experiences

Hibou, a consumer research, monitoring and insights company, has launched an unprecedented survey that reveals surprising data on how advertising, shopping experience and customer service impact consumer decisions.With 1,205 respondents from across the country, the September 2024 survey covered a variety of topics, including the efficiency of advertising campaigns, the use of artificial intelligence, and the impact of fake news on brands.

Key findings

67% of consumers abandoned a purchase in 2024 due to unsatisfactory experiences. This data reflects how much customer experience (CX) and usability (UX) are crucial for consumer retention. Although less than 7% of users declare dissatisfaction with purchase channels (websites and apps), most respondents are in a neutral “zone”, where brand interaction is not good enough to engage the customer.

Advertising is still powerful39% of consumers believe that targeted advertising is effective and helps to make purchasing decisions.However, 11% of Brazilians consider advertising ineffective, and 20% expect advertisements that arouse the desire to know more about the product, revealing a gap between the expectation and the current practice of brands.

The convenience of interactivity for shopping the Brazilian understands that the convenience of interactive media increases the likelihood of finalizing the purchase. 49% of consumers say that ads received at the time of purchase, whether in physical stores or online, are more efficient. 

Fake news has a negative impact on brands, since 45% of respondents unfollow brands associated with fake news, and 43% stop consuming products from these brands, demonstrating that the consumer is increasingly aware of where brands advertise.

Creativity in campaigns 40% of respondents say that highly creative ads directly influence their purchase decision.In addition, 37% bought something in the last 12 months due to the creativity of the ads, highlighting the value of campaigns that escape the obvious and captivate the public.

Artificial intelligence divides opinions22% of consumers feel comfortable with AI customizing ads, while 47% show discomfort with using their data for this purpose.However, 28% believe that AI can understand their tastes more accurately, but 43% disagree with this statement, reflecting a division of trust over the use of emerging technologies.

Creator economy: influence is on the rise1 In 4 consumers purchased products or services by indication of creators in the last 12 months 2 In 3 brazilians they say it is essential that advertisements made by influencers are transparent and clearly inform when they are paid, demonstrating the need for authentic relationships.

What irritates the consumer? Hibou's research also revealed that 2 out of 3 Brazilians gave up brands that use annoying advertising practices, such as posts that force clicks or repetitive ads 2 out of 72% of Brazilians. The current consumer values brands that respect their experience, whether in traditional channels or in the digital environment.

CX and UX remain in focus: more than 60% of consumers expect personalized content and interfaces that “learn” with their use, making interaction more fluid and effective.This benefit is valued across all social classes, showing that the expectation for a good experience is universally on the rise.