Consumers more connected and suspicious

The connected world is creating a Division on confidence that the Brazilian has the marks. This is one of the findings of the global study Connected Life, accompanying the attitudes and behaviors of the people in the digital environment. The study of Kantar TNS heard 70000 consumers in 56 countries – including Brazil.
"The Connected Life this year investigated how people-online consumers who are on the other side of the screen-think and feel the influence of connectivity on your lifestyle. In the survey, the Brazilian appears increasingly connected-which represents a great opportunity for advertisers-but also more aware and concerned about the information that come to him. The challenge is to break your suspicion and make him approaching the marks without him to feel invaded, "explains Isabelle-River Lee, VP of Client Service of Kantar TNS.

Technology
The Brazilian spends 8 hours a day connected, time much larger than the global average, which is 5 hours. The evolution of technology is enabling brands to approach this and develop consumer service best experiences, but there is still resistance. 2017 results show, for example, connected consumers are divided into accepting artificial intelligence: while 40% have no problem talking to a robot, if that allow a faster response, 41 percent are totally opposed.

In addition, while advances in technology focus on simplifying consumer life, people feel increasingly distracted and invaded by her: 39% of Brazilians think they use their cell phones more than they should, and this perception is even greater among the younger (49%). "The study shows that many consumers are opting more for privacy than for convenience, even if it means compromising on speed or comfort: in the country, 51% are opposed to connected equipment monitoring his activities that facilitate their lives. For brands, this implies increasingly relevant in their interactions with consumers and use technology to enhance the experience without compromising your privacy ", reinforces Isabelle River-Lee.

Content
Many brands rely on social media to reach consumers quickly and more easily, but research shows that there is increasing suspicion about the content of these channels, such as false news (fake news) and self-service information: 37% of consumers of Brazil declare that the contents published on social networks is not relevant to them and 52% believe that the content that they see these unreliable channels, against a global average of 35%. Another important point is that almost half (45%) of these consumers expressed concern about the control that digital platforms have about what they see in your feeds.
Maura Coracini, Head of Digital, Kantar Media & says that 53 percent of Brazilian consumers claim that, for the most part, can recognize when they're talking to a machine when they talk to their brands online. "Transparency should be a concern for businesses. The consumer does not want to feel another; looking for a personalized service. He wants to understand their marks real problems and needs, "reports.

Data
With regard to data, people are increasingly aware of the price we are paying for your connected lifestyle: 54% of respondents in Latin America expressed concern about the amount of personal data that companies have of them, while the global average is of 40%.

E-commerce
There was a great increase in brands that offer options of "social commerce" to consumers, such as mobile device shopping services and the ability to purchase through social networking platforms. New technologies such as "buy buttons" and mobile payments have become the easiest e-commerce among Brazilians, 46% prefer to pay for everything using your cell phone, against a global average of 39%.