The youth market is accelerating technological adoption in Brazil which is radically changing consumer needs especially in how they’re entertained and how they socialise.

The internet and technological innovation has firmly gripped the new youth generation in Brazil. The Brazilian youth are using the internet in very similar ways to mature markets. It is becoming a primary source of entertainment and a means to communicate and make their voice be heard. The core values and needs of young consumers in Brazil are very different to their predecessors. As a result, the Brazilian youth are redefining consumerism in this exciting new country and what is clear is that their hunger to consume will create opportunities that previously did not exist.

The radically different needs of Brazil’s new youth generation

The smartphone market has been growing rapidly over the past few years, with smartphone adoption spreading across the population. The youth market is also picking up this trend and the numbers who want or own a smartphone device are growing. So which smartphones are being adopted by future generations and why?

A smartphone for Christmas

The youth market for mobile devices is swiftly rising, and the age at which children acquire their first mobile phone is getting younger and younger. It is estimated that over 90% of 12-15 year olds already have a mobile phone and the number of smartphone acquisitions in this market is also growing [1]. Considering that a large amount of mobile phones acquired by the youth market are being gifted and are often from the medium to high-end price range, it is not surprising that the youth market are picking up the smartphone trend. Also, considering that most of the time it is the end-user that is influencing purchase of the gift, it is interesting to find out what are driving these decisions [1].