The population of Brazil is young and largely urban, has a fondness for social media and an expectation that retailers will offer installment payment options, according to data from WARC, GWI and Santander.

Why it matters

While the idea of a global culture, and especially a global youth culture, is somewhat accurate, deeper data within individual cultures and countries reveals real differences in how consumers behave.

Takeaways

• Thirty-five percent of the Brazilian population is under the age of 24, and a whopping 87% live in urban areas.
• A far higher percentage of Brazilians spend time on WhatsApp, Instagram, TikTok, Facebook...