Hibou, a research, monitoring, and consumer insights company, launched a groundbreaking survey that reveals surprising data about how advertising, the shopping experience, and customer service impact the consumption decisions of Brazilians. With 1,205 respondents from across the country, the September 2024 survey covered various topics, including the effectiveness of advertising campaigns, the use of artificial intelligence, and the impact of fake news on brands.
Main findings
67% of consumers abandoned a purchase in 2024 due to unsatisfactory experiencesThis data reflects how crucial customer experience (CX) and usability (UX) are for customer retention. Although less than 7% of users report dissatisfaction with purchase channels (websites and apps), most respondents are in a "neutral zone," where interaction with the brand is not good enough to engage the customer.
Advertising is still powerful, but it needs to be efficient. The research indicates that 39% of consumers believe targeted advertising is effective and helps in making purchasing decisions. However, 11% of Brazilians consider advertising ineffective, and 20% expect ads that arouse the desire to learn more about the product, revealing a gap between expectations and the current practice of brands.
The convenience of interactivity for shoppingloves it. The Brazilian understands that the convenience of interactive means increases the likelihood of completing the purchase. 49% of consumers say that ads received at the time of purchase, whether in physical stores or online, are more effective.
Fake news negatively impacts brands, since 45% of respondents stop following brands associated with fake news, and 43% stop consuming products from these brands, demonstrating that consumers are increasingly aware of where brands advertise.
Creativity in campaignscontinues essential. 40% of respondents say that highly creative ads directly influence their purchasing decision. Additionally, 37% purchased something in the last 12 months due to the creativity of the ads, highlighting the value of campaigns that go beyond the obvious and captivate the audience.
Artificial Intelligence divides opinions22% of consumers feel comfortable with AI personalizing ads, while 47% feel uncomfortable with the use of their data for this purpose. However, 28% believe that AI can understand their preferences more accurately, but 43% disagree with this statement, reflecting a division of trust in the use of emerging technologies.
Creator economy: influence continues to rise1 in 4 consumers purchased products or services based on recommendations from creators in the last 12 months. However,2 in 3 BraziliansThey say it is essential that advertising by influencers is transparent and clearly states 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 have given up on brands that use irritating advertising practices, such as posts that force clicks or repetitive ads – the latter being the biggest source of irritation, mentioned by 72% of Brazilians. The current consumer values brands that respect their experience, whether through traditional channels or in the digital environment.
CX and UX remain in focusMore than 60% of consumers expect personalized content and interfaces that "learn" from their use, making interaction more seamless and effective. This benefit is valued across all social classes, showing that the expectation for a good experience is universally high.
