Meli and NU lead digital influence, reveals research from TEC Institute and MIT Tech Review

The TEC Institute, in partnership with MIT Technology Review Brazil and Bendita Imagem, Public Relations agency, launched this Monday (16), the study Digital Influence Radarthe research analyzed which brands have the greatest digital influence, according to consumers, highlighting the most used interaction methods and the frequency with which these contacts occur.

The five companies most cited by respondents were: Mercado Livre (1026 points), first. Followed by Nubank (747), Google (702), Amazon (696) and Netflix (639). The reasons for these brands to be the most chosen were: relevant and attractive content, fast and efficient responses, personalized communication and variety of products and services. 

In all, more than 350 brands were cited and none reached 70% of the choices, which according to MIT Technology Review CEO Andre Miceli means that: “O market is very competitive and there are multiple relevant options in the minds of consumers. This expressive 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.Ranging from large nationally recognized players to niche or regional brands that stand out in specific contexts”, analyzes the executive.

The survey 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 the products/services online”; “through social networks came in third, “visiting the brand website”, in the penultimate; and “via app in the last position.As for the frequency of contact with the company, most of them speak “occasionally (1-3 times a week)” (1 time a week)” comes in second position.“very often (more than a day) in the last (fourth) and in the fourth day) 

“The Brazilian consumer interacts with brands occasionally, but relevantly, whether through online shopping, use of applications or social networks.This moderate but constant frequency demonstrates the importance of digital as a direct relationship channel”, explains Augusto Pigini, Director of Operations at Bendita Imagem.

Regional cut differs from national

Looking at the regional cut, 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 Midwest, Southeast and North regions.In the Northeast and South, the leadership is the Free Market.

Another point that differs is the appearance of brands such as Nike (2nd), Apple (4th) and iFood (5th) in the top 5 of the Midwest region. 

Check out the five most cited brands in the regions of Brazil:

Midwest: Amazon (1st), Nike, Nubank, Apple and iFood.

Northeast: Mercado Livre (1st), Google, Amazon, Nubank and Netflix

North: Amazon (1st), Mercado Livre, Google, Nubank and Netflix

Southeast: Amazon (1st) Mercado Livre, Google, Nubank and Netflix

South: Mercado Livre (1st), Nubank, Amazon, Google and Netflix

“Analyzing the study, we realize that the digital market is highly fragmented, competitive, dynamic and with several brands vying for consumer preference and space for innovation and differentiation in all regions of the country”, analyzes Miceli, who adds: “There is no brand that dominates the digital landscape completely, however, one factor has caught our attention. Mercado Livre has shown a consistent digital strength, being remembered by consumers from different regions and age groups. This reflects not only its scope, but also its relevance in the daily lives of the Brazilians”.

See here for other insights on the Digital Influence Radar research:

• Consumer recall is not about innovation

Being among the 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 this attribute as a competitive differential. 

• Consistent highlight

Brands like Free Market appear in all positions (first, second and third), which indicates that they have widespread recognition and are not limited to a specific position.

• Leadership in first position

Some brands, such as Nubank and Google, have a more prominent presence in the top position than in others. This may mean that they are remembered as leaders or pioneers in their area, especially for outstanding features such as innovation or proximity to the consumer.

• Strength in secondary positions

Amazon stands out more in the second position than the 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 in a balanced way between 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

Analysis may reveal the need to adjust brand strategies.E.g

• Stronger brands in the first position (like Google) can work to strengthen their presence in secondary positions, increasing reach.
• Brands that appear more in secondary positions (such as Amazon) can focus on differentials 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 diversified presence indicates a general recognition as “top of mind” in different contexts, perhaps more by scope than by 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 consumer proximity (Nubank).

• Competitive positioning

Amazon appears more in the second position, indicating that it is competitive, but perhaps it is still outperformed by another brand in the initial perception of consumers.It can be a strategy opportunity to increase its main memory (first position).

•  Relevance of niche brands

Netflix appears balanced in all positions, which suggests a constant strength but not dominance. This presence can be tied to its acting as a niche brand (entertainment), which keeps it relevant but does not necessarily put it at the top of all 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 link them to the top of the mind of consumers.

Applied methodology

The Digital Influence Radar of the companies, which heard more than 400 people throughout Brazil, during November 2024, used a scoring system (5, 3 and 1 point) to classify brands according to their position in the recall of participants. Consumers were invited to cite up to three brands that consider having a strong digital presence in an online form. When answering questions about why the company chose and about their 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 highlight of brands, the perception of innovation and the interaction behavior of consumers. In addition, respondents justified their choices, informed their methods and frequency of interaction with brands and evaluated their perception of innovation.