The typical Brazilian citizen spends an average of $ 107.00 per month on a cell phone. This amount is equivalent to U.S. $ 44.20.
The log also went on to point out that:
- In Brazil, the price of a basic monthly mobile package – includes ONLY 25 calls per month and 30 torpedoes (SMS messages) –
- In Brazil, in 2008, the cost of local cellular minutes in peak hours was $ 0.92 (Germany the average cost was only $ 0.06).
- The average Brazilian pays above the global average for use of their phone to connect to the internet due to taxes, which in some states constitutes 40% of the overall bill.
Surprisingly, despite the atrocity of this data, mobile phone companies are STILL increasingly targeting the slums and shanty towns of cities such as Rio and São Paulo in search of new customers. In fact, 1.3 million NEW mobile phone users were registered in January 2009 alone–bringing the total number of users in Brazil to 151.9 million out of a total population of 190 million.
Economically, I do not understand how it is possible to get so many mobile subscribers given the cost analysis of these devices. Nevertheless, the data proves that regardless of the cost the people of Brazil as well as around the world Want, Need and Live by their mobile devices and will not regress from it despite the cost.
A brand that is looking to promote their goods or services could very well use these stats to help them implicate the use of social media to reach the people of Brazil.
A Brand can take this information as a clear sign that as telecommunications continues to expand throughout Brazil and the rest of South America so will the opportunity for mobile media marketing campaigns.
Brands may also want to consider how they can use social media platforms to assist in making access to information about their products and services FREE to the people of Brazil.
For instance, when Nokia began launching its celluar phone to the people of Brazil, the phone came with music service that allowed the purchaser to download tracks unlimitedly for one year as part of a purchase incentive. Read more about that here.
Check out this video which describes the concept of the Free Generation.