At least half of respondents to a survey by Nielsen and Toluna plan to shop on Black Friday to prepare for the Qatar World Cup. The research that aims to create a consumer profile for the two dates, which this year take place together, shows the influence of the biggest sporting event on the planet on the most anticipated commercial date of the year.
This Black Friday, double with the World Cup, durable consumer goods, such as appliances and cell phones/tablets, are at the top of the respondents’ purchase intentions list, with 59% of respondents interested in the items.
“The last quarter of the year – also known as the “super quarter”, is full of events and for brands it is important to understand how these dates relate and how they will impact consumer behavior”, comments Sabrina Balhes, Measurement leader at Nielsen Brazil.
An interesting piece of data from the survey is the influence of specific groups on purchasing decisions in the last period of the year, such as women, the Black and Parthian population and the LGBT+ community.
The survey shows female leadership in purchase intentions in this last quarter. They represent half of the respondents who will watch the Cup, and more than 40% of them claim to be football fans, with 43% getting ready to buy on Black Friday and Cup, mainly appliances and clothing, with 61% both.
The study also looked at diversity in consumption decisions; 62% of the black and brown population intend to buy home appliances, while 60% intend to pay for cell phones, tablets and furniture.
About the LGBT+ community, she consumes more on this occasion than non-members. For example, while in this group the purchase intention of home appliances and electronic devices is 66% and 69% respectively, in the general population these figures are 61% and 60%.
Overall, the consumption thermometer for Black Friday looks positive: 62% of respondents said they usually buy/hire more products/services on Black Friday.
Between aces companies most associated with Black Friday, the Top 10 listed by respondents are: Lojas Americanas (22%), Magalu (17%), Samsung (10%); Amazon (10%); Bahia Houses (8%); Free Market (3%), Shoppe (3%); Nike (2%); Adidas (2%) and Apple (1%).
Advertising in traditional media: greater trust
Despite the growth of online advertising, Brazilians have more confidence in advertisements broadcast in traditional media.
Word of mouth advertising is considered the most reliable with 91% of agreement (trusts / trusts a lot), followed by sponsorships in sporting events (87%) and advertisements in newspapers (85%), TVs (85%) and radio ( 84%).
Getting consumers’ attention during the Cup will be a challenge for brands, as 56% of those who said they do not want to participate in activations during the Cup games/events do not care about advertising, while 22% do not consider the formats attractive.
Ads that disrupt the experience (16%) and brands that don’t connect (13%) are the reasons given for the lack of impact of advertising content in games.
One of the main conclusions of the study is that brands have room to influence purchase decisions and the way to do this is to focus on the adequacy of the message to consumers, enhancing results.
Photo: Sabrina Balhes, Measurement leader at Nielsen Brasil (Disclosure)
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