The Owl,research company, monitoring and consumption insights, launched an unprecedented 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 efficiency 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 experiences. This data reflects how customer experience (CX) and usability (UX) are crucial for consumer retention. Although less than 7% of users report dissatisfaction with purchasing channels (websites and apps), the majority of respondents find themselves in a "neutral zone", where the 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 that targeted advertising is effective and helps in making purchasing decisions. However, 11% of Brazilians consider advertising ineffective, 20% expect advertisements that spark the desire to learn more about the product, revealing a gap between the expectation and the current practice of brands
The convenience of interactivity for shoppingdelight. The Brazilian understands that the convenience of interactive means increases the likelihood of completing the purchase. 49% of consumers claim that ads received at the time of purchase, whether in physical or online stores, are more efficient.
Fake news have a negative impact on brands, once 45% of respondents stop following 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 campaignscontinues essential. 40% of respondents claim that highly creative ads directly influence their purchasing decision. Furthermore, 37% bought something in the last 12 months due to the creativity of the ads, highlighting the value of campaigns that break the mold and captivate the audience
Artificial intelligence divides opinions. 22% of consumers feel comfortable with AI personalizing ads, while 47% show discomfort 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 trust divide over the use of emerging technologies
Creator economy: the influence continues to rise. 1 in 4 consumers purchased products or services based on recommendations from creators in the last 12 months. However, 2 in 3 Braziliansthey claim that it is essential for advertisements made by influencers to be transparent and clearly inform when they are paid, demonstrating the need for authentic relationships
What irritates the consumerHibou's research also revealed that 2 in 3 Brazilians have given up on brands that use annoying advertising practices, like posts that force clicks or repetitive ads – this last one is the champion of irritation, mentioned by 72% of Brazilians. The current consumer values brands that respect their experience, be in traditional channels, be it in the digital environment
CX and UX remain the focusmore than 60% of consumers expect personalized content and interfaces that "learn" from their use, making the 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
