Consumer Behavior in Brazil: middle class in slums rises from 33% to 65% in 10 years

Renato Meirelles, president of Data Popular (standing), and Celso Athayde, founder of Kufa (Photo: Lilian Quaino/G1)
Renato Meirelles, president of Data Popular (standing), and Celso Athayde, founder of Kufa (Photo: Lilian Quaino/G1)

According to one of those responsible for research, Renato Meirelles, president of Data Popular, a research institute that has existed for 12 years focused in classes C and D, 94% of residents of Brazilian slums say they are happy, nearly the same level of Brazilians in general, which is 95%.

A survey for “Radiography New Brazilian Favela” is the first of Data Favela, research institute focused on the communities created by Renato Meirelles and Celso Athayde, founder of the Central Unica das Favelas (CUFA). Throughout 2013, researchers spoken to 2000 residents of 63 communities in Brazil. The survey also shows that 81% of respondents like to live in the community, 60% are not ashamed to live in slums, and 62% have pride. And 66% of respondents did not want to leave the slum, says the survey, 51% believe that shantytown improved and 76% believe it will improve even more.

Much of this result, according to Meirelles, comes the rise of residents to the middle class. While in 2003 only 33% of slum dwellers fell into the middle class, in 2013, ten years later, the percentage rose to 65%. In the same comparison, the slum dwellers of the lower class in 2003 were 65%, in 2013, are 32%. The percentage of high-class residents remained stable at 2% in 2003 and 3% in 2013.

The average monthly income of R$ 910 (around 410 US dollars) of residents in communities, according verified by research, allowed the population access to consumer goods: 85% of residents have a mobile phone and 50% have Internet access, and 41% access the Internet via mobile phone . Meirelles found it curious how the residents try to make the cell phone more accessible to their pockets: have chips of different operators that use the chip according to the person you will call. And even put on the agenda of the phone the person’s name plus the name of the operator that she uses as a surname.

Another fact that he pointed out is that 25% of residents know someone who shares internet signal.

“They ‘chip in’ to pay for wi-fi. And who left the Orkut thinking it was poor stuff, will have to think again, since 85% of residents of communities are on Facebook and 4% are already on LinkedIn,” joked it on one of the search results.

Residents in communities in Brazil totaled 11.7 million people, contingent that could form the fifth state in Brazilian according to population. The annual income of these residents totaled R$ 63.2 billion (over 28 billion US dollars), equivalent to the total household consumption in countries such as Bolivia and Paraguay. According to the survey, 40% of households in communities are headed by women, and half of them are single mothers, 24% enrolled in the Bolsa Família welfare program. “But Bolsa Família has not led to accommodation in the slum, said Meirelles.

In these Communities, 46% of residents have LED, plasma or LCD TV, 47% have a computer – 38% 20% desktop and notebook computers, 99% have refrigerators, 91%, clothes iron, 69%, washing machine, 55% , microwave, 38% freezer, 61%, electric shower, 49%, hair dryer or flat iron, 17%, electric oven, 14%, air-conditioning, 3%, heater. And 28% have cable TV. And while 38% of households there are no books, seven out of ten young people see education as the foundation for progress, the study says.

via Economy – the middle class slum rises from 33% to 65% in 10 years, says survey.

Itamar Medeiros

Originally from Brazil, Itamar Medeiros currently lives in Germany, where he works as Lead Product Design Strategist at SAP and promotes User Experience Design as visiting lecturer at Köln International School of Design. Working in the Information Technology industry since 1998, Itamar Medeiros has helped truly global companies in several countries (Argentina, Brazil, China, Germany, Hong Kong, India, Mexico, The Netherlands, Poland, United Arab Emirates, United States) create great user experience through advocating Design and Innovation principles. During his 7 years in China, he championed the User Experience Design discipline as User Experience Manager at Autodesk and Local Coordinator of the Interaction Design Association (IxDA) in Shanghai

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