“I will announce”: 78% of Brazilians avoid advertising whenever they can, research reveals

New research from Hibou, an institute that specializes in monitoring and consumer insights, shows that the Brazilian is increasingly impatient with advertising. Held on June 20 and 21 with 1,304 respondents across the country, the survey provides an overview of consumer behavior in the face of advertising communication in various channels, such as streaming, TV, marketplaces and applications.

Video ads: immediate rejection

Most respondents, however 78%, stated that skips ads as soon as possible when watching videos on YouTube or on advertising platforms 8% they said to let the propaganda pass until the end, provided it is not too long, while 2% watch until the end, regardless of the duration.In addition, watch 4% use ad blockers.

Even with the option to pay to avoid propaganda, the resistance is still strong: 35% they don't pay for any streaming 23% they pay only one 19% they bear most of those they use and only 10% they pay for everyone.

Attention is rare, but possible

The attention to long ads (with more than 30 seconds) of interest to the impacted only always happens for 5% of interviewees, Other 9% they said they pay attention often, while most watch sporadically (23%), rarely (39%) stories never (24%).

When an ad catches the eye, reactions vary: 24% search the website or marketplace of the brand to check the veracity, the 21% visit the company's social networks, and 19% click directly to learn more and 19% search on platforms like Reclame Here. Others 10% they just memorize the information 7% they comment with friends and 15% they say that doesn't happen to them.

“We are facing a tired consumer who is increasingly demanding and selective. There is no more room for generic or invasive communication. What works today are messages that deliver real value, with creativity, utility and clarity”, he says Ligia Mello's , Hibou CSO.

Repeated advertising irritates more than interruptions

What bothers the consumer most about advertising? 74% get annoyed by repeated advertisements 63% with exaggerated emotional appeal 58% with content interruptions and 45% with messages without clarity. In addition, 34% they dislike forced jokes or communications that try to impose a point of view.

On TV, the behavior also shows inattention: 42% they take their cell phone to do something else during the break 34% watch waiting for the show to come back 15% change channels, though 14% leave the room and 6% put the TV on the mute 14% they said they did not watch open TV or cable.

Despite skepticism, however 59% consumers consider targeted advertising effective, especially when served by well-known brands or within sales channels it doesn't interfere with what they're doing, something valued by 78% of respondents.

61% prefer to receive recommendations based on purchase history and 40% they believe that a creative ad is more efficient 28% recognize that ads in sales channels influence your purchases sporadically, and 39% they feel that this type of advertising has been improving their consumer experiences.

“A propaganda needs to respect the time and the moment of the public. Interrupt to try to convince no longer works. The new way is to integrate, suggest and generate identification without forcing the” bar, adds Ligia Mello.

Advertising on marketplaces still makes a difference

When shopping in marketplaces such as Amazon or Mercado Livre, we 34% of consumers consider that ads help discover new products. Others 10% they have changed their minds because of promotions and 5% they followed recommendations from the platform. On the other hand, they 41% they only seek what they want to buy and 30% only notice ads when there are clear advantages 4% they said they did not buy from marketplaces.

Super apps share opinions

The study also investigated the acceptance of cross-functional applications, such as transport apps that offer loans or financial services on e-commerce platforms. 25% of Brazilians do not bother 16% they think it's good to have more options and 9% they consider it great to solve everything in one place.In contrast, they 22% they believe that these apps lose focus and 28% they don't like the large amount of unrelated offers.

During rides through apps like Uber or 99 52% they watch the traffic and the street 44% talk to the driver or companions 41% monitor the path through the app, and 32% use your cell phone for other activities and 6% they read, work, or do other tasks outside of their cell phone. 11% they do not use this type of service.

Right message at the right time

Finally, when asked how much ads in sales channels and apps influence their buying decisions, they 9% they said they were always impacted 23% often, 48% sporadically 8% rarely and 12% never. That is, even in the face of some resistance, to 71% still feel impacted in some way.

“Effective advertising needs to become part of the experience, not an obstacle. The Brazilian consumer is increasingly aware of what he consumes and why. And the communication that respects and understands him will, of course, be more valued”, concludes Ligia Mello, from Hibou.