The survey showed that 2 out of 3 Brazilian users prefer the user experience to remain the same
IAB Brasil carried out a study to understand the opinion of internet users about paying for services and content, such as messaging apps, email, access to music and videos, or continuing with free access and being impacted by advertisements as in the current form. .
Unsurprisingly, the survey showed that 2 out of 3 Brazilian users prefer the internet usage experience to remain the same. It also recorded that 87% of participants want access to most applications for free.
In a hypothetical case where the business model was changed and they started being charged for the service, 61% said they would use the internet less. Of these, 34% would reduce consumption in order not to pay and 27% would pay little and also reduce access. Among those willing to pay for the use, 60% reported that they would not pay more than R$ 10.00 for information and services that they now consume free of charge.
Conducted in partnership with Nielsen and Offerwise, the survey interviewed more than 4,200 people in Argentina, Brazil, Chile, Colombia, Mexico, Peru and Uruguay between December 2021 and February 2022, and allows for a comparison between the scenario local and regional.
Other Latin American countries
More than half (65%) of Latin Americans find advertising useful in finding products and assisting in the purchase process. Brazil stands out, with 73%, 8 percentage points above the region’s average.
The preference among Hispanic users is also 2 out of 3 for the internet experience to remain the same: with most free digital services and the presence of ads.
92% of respondents believe the right to decide which websites and applications they want to pay for is important. In Brazil, the percentage was one point higher, 93%, which reinforces the understanding that digital advertising offers gains to users.
In the scenario of paying for services that are now free, 41% of users from other countries reported that they would not pay and would reduce internet consumption. In addition, the averages for Brazil and Hispanic countries were 57% and 58%, respectively, in relation to users who would not pay more than R$10.00 for any type of service to which they have access at no cost today, considering from entertainment to quality information.
