Study highlights preferences for films, series and participation in events such as CCXP and BGS.
The geek universe, which ranges from science fiction to comics, video games, technology and TV series, has become a relevant and growing part of Brazilian pop culture. Seeking to better understand the trends and desires of this public, Ecglobala company focused on consumer insights and communities on the Stefanini Group’s Haus platform, conducted a survey with 998 members of the network ecglobal.comexploring everything from content consumption to participation in events and interaction with brands.
The passion for films and series is the most mentioned characteristic among enthusiasts. The majority prefers to watch films (68%) and series (53%), in addition to 34% who dedicate hours to video games. Comics also arouse interest, attracting 23% of this audience. Technophiles, who are early adopters of new gadgets, make up 26% of geeks. Furthermore, books constitute an important niche, being cited by 19% of those interviewed. Generations Z and Y show a greater interest in geek culture compared to generations X and Baby Boomer. Of those surveyed, 58% of Gen Z and 53% of Gen Y expressed high interest in the geek universe, in contrast to 39% of Gen X and 34% of Baby Boomers. The research also indicated that there are no significant differences between genders, suggesting that the fascination with the geek universe is shared equally by men and women.
Research reveals that films and series are the most consumed content in the geek universe (Photo: Disclosure/Ecglobal)
The main means of communication that geeks use to stay up to date is social networks, corresponding to 61%, followed by channels on YouTube with 45%. When asked which social network they prefer to consume content, geeks choose YouTube (39%), followed by Instagram with 40%. Geeks prefer streaming services for films and series, with 58% approval. Generations Z and Y, more active on social media than X and Baby Boomers, demand marketing strategies focused on fast, interactive content. Discord’s popularity among Gen Z highlights the value of real-time communication platforms for reaching the geek community.
Events continue to be a relevant format for interaction and connection with the community. Sixty-two percent of respondents say they intend to participate in events and conventions, showing a great interest in this format, which offers ample opportunities for the market and niche brands. Of the events you would like to attend for the first time, CCXP stands out with 22%, followed by Brazil Game Show (BGS) with 11%, Anime Friends with 10%, Game XP with 8%, Geek Expo with 6% and Campus Party with 5%. The events that received the most participation from those interviewed were CCXP (16%), BGS (10%) and Campus Party (9%).
Relationships with brands in the geek universe
Geeks influence an important market, spending 40% above the national average, according to Rakuten Digital Commerce (2023). They research to find the best value for money in 30% of cases, with 22% opting for specialized e-commerce and 15% for similar physical stores. Marketplaces like Shopee e Free market are the most used purchasing channels, followed by specialized online and physical stores. Among products, they prefer to buy themed games and clothing (38%), books and comics (36%), collectibles (31%), decoration items (30%) and technological gadgets (25%). The most remembered brands are Marvel, Star Wars and DC. Favorite shopping places are Piticas, Amazon and Geek Universe. Furthermore, 59% of them interact with brands on social media to stay up to date.
“The geek universe in Brazil is constantly growing, representing a significant and influential portion of national pop culture. The research highlights the economic importance and diversity of interests of this passionate community. Brands that invest in partnerships with popular intellectual properties and offer personalized products have a chance to capture a growing market. Understanding and meeting the needs of this audience is crucial to thriving in this dynamic market”, analyzes Adriana Rocha, CEO and co-founder of Ecglobal.
*Cover photo: Disclosure/Ecglobal
Follow Adnews on Instagram e LinkedIn. #WhereTransformationHappens
