巴西移動支付用戶分析報告：PicPay-外文版培訓(xùn)課件2024.7微信支付寶

CONSUMERS&BRANDSMobile

payment:

PicPay

users

inBrazilConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofPicPay

usersinBrazil:

whotheyare;

whatthey

like;

what

theythink;and

how

to

reach

them.

Itprovides

insightson

theirdemographics,

lifestyle,opinions,andmarketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

PicPayusers

inBrazil

(’’brandusers’’)againstBrazilian

mobile

payment

users

ingeneral(’’category

users’’),

and

theoverall

Brazilian

consumer,labelled

as’’all

respondents’’

inthe

charts.Region:

56countriesNumberof

respondents:?

12,000+

forcountries

with

theextended

survey(including

Brazil)?

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:?

Continuousfrom

JanuarytoDecember?

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

June

2024Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsWith

a

user

share

of

46%,

PicPay

is

the

most

used

mobile

payment

service

inBrazilManagement

summary:

brandusageand

competitionTop10

most

used

mobile

paymentservicesinBrazilPicPay46%44%42%PayPalMercado

PagoPagBank28%Google

Pay24%ApplePay16%16%14%99

PayAMERecargaPay11%9%Mastercard

Clickto

Pay(Masterpass)4Notes:"Which

ofthese

serviceshave

youused

in

the

past

12

months

to

pay

in

stores,

restaurants

orother

points

ofsale

with

your

mobile

device

(e.g.,smartphone)?";

Multi

Pick;Base:

n=622

mobile

payment

usersConsumer

Insights

Global

as

of

June

2024Sources:The

share

of

mobile

payment

users

using

PicPay

declined

by

10

percentagepoints

since

Q1

of

2022Management

summary:

brandusagetimelineTimeline

of

mobilepaymentusersusing

PicPay55%53%53%53%52%52%52%52%52%51%50%46%45%2021

Q12021

Q22021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q22023

Q32023

Q42024

Q15Notes:"Which

ofthese

serviceshave

youused

in

the

past

12

months

to

pay

in

stores,

restaurants

orother

points

ofsale

with

your

mobile

device

(e.g.,smartphone)?";

Multi

Pick;Base:

n=219

-

366

PicPay

users,

n=479

-

666

mobilepayment

usersSources:Consumer

Insights

Global

as

of

June

2024PicPay

users

in

BrazilManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsPicPayhasahighshareof

users

thatare

Being

successful

isanimportant

aspectMillennials

compared

tothe

total

online

of

lifefor45%

of

PicPayusers.population.Itstands

out

that35%

ofPicPayusersarefascinated

bynew

financialserviceslikecryptoandPinterest

ismore

popularamong

PicPayusers

thanthe

average

mobile

paymentuser.Fashion

and

beauty

arerelativelyprevalent

interests

of

PicPayusers.53%

ofPicPay

usersare

male.33%

ofPicPay

usersare

innovators

orearly

adoptersof

new

products.PicPayusers

remember

seeing

adsinvideo

games

more

often

thanothermobile

payment

users.Justlikemobile

payment

users

ingeneral,

PicPayusers

are

relativelyunlikely

tohavealow

income.Shoppingisarelatively

popularhobbyamong

PicPayusers.Unemployment

andpoverty

areissuesof

particularconcern

toPicPayusers.PicPayusers

aremore

likely

to

live

incitiesandurbanareas

than

theaverageconsumer.6Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+PicPay

has

a

high

share

of

users

that

are

Millennials

compared

to

the

totalonline

populationDemographic

profile:

generationsAgeof

consumersinBrazilBrand

users28%51%18%3%3%5%Category

usersAllrespondents26%47%24%29%40%26%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

serviceshave

youused

in

the

past

12

months

to

pay

in

stores,

restaurants

or

other

points

ofsale

with

your

mobile

device

(e.g.,

smartphone)?";

Multi

Pick;

Base:

n=283

PicPayusers,n=622

mobile

payment

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Sources:53%

of

PicPay

users

are

maleDemographic

profile:

genderGenderofconsumersinBrazilBrand

users53%53%52%47%47%48%Category

usersAllrespondentsMaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

serviceshave

youused

in

the

past12

months

topay

in

stores,restaurantsorotherpoints

ofsale

with

yourmobile

device

(e.g.,

smartphone)?";

Multi

Pick;Base:n=283PicPay

users,

n=622

mobile

payment

users,

n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Sources:A

relatively

high

share

of

PicPay

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinBrazil40%40%36%36%30%27%14%11%10%

9%

9%9%7%6%4%3%2%2%1%1%0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

serviceshave

youused

in

the

past12

months

topay

in

stores,

restaurants

orotherpoints

ofsale

with

yourmobile

device

(e.g.,smartphone)?";

Multi

Pick;Base:n=283

PicPayusers,n=622

mobile

payment

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Just

like

mobile

payment

users

in

general,

PicPay

users

are

relatively

unlikely

tohave

a

low

incomeDemographic

profile:

incomeShare

ofconsumersinBrazil

inthe

high,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users38%38%36%36%26%26%Category

usersAllrespondents33%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthese

serviceshave

youused

in

the

past

12

months

topay

in

stores,

restaurants

orother

points

ofsale

with

your

mobile

device

(e.g.,

smartphone)?";

Multi

Pick;

Base:

n=283

PicPay

users,n=622

mobile

payment

users,

n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

202435%

of

PicPay

users

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinBrazil

live35%32%29%24%21%20%20%

21%19%9%9%9%8%8%

8%7%

7%6%4%2%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

serviceshave

youused

in

the

past

12

months

topay

in

stores,

restaurants

orotherpoints

ofsale

with

yourmobile

device

(e.g.,

smartphone)?";

Multi

Pick;Base:

n=283

PicPay

users,n=622

mobile

payment

users,

n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024PicPay

users

are

more

likely

to

live

in

cities

and

urban

areas

than

the

averageconsumerDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinBrazil35%33%31%27%26%23%17%17%16%15%14%13%10%7%7%4%2%

2%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

serviceshave

youused

in

the

past

12

months

to

pay

in

stores,

restaurants

orother

points

ofsale

with

yourmobile

device

(e.g.,

smartphone)?";

Multi

Pick;Base:

n=283

PicPay

users,n=622

mobile

payment

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

202414%

of

PicPay

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinBrazilBrand

users14%81%85%5%Category

usersAllrespondents12%4%9%88%4%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

services

have

youused

in

the

past12

months

to

pay

in

stores,

restaurantsorotherpoints

ofsalewith

yourmobile

device

(e.g.,smartphone)?";

Multi

Pick;Base:n=283

PicPayusers,n=622

mobile

payment

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedBeing

successful

is

an

important

aspect

of

life

for

45%

of

PicPay

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinBrazil59%60%58%46%44%43%45%45%42%32%31%29%28%33%26%30%25%24%29%22%27%25%23%22%11%12%11%6%5%

5%Anhonest

and

Tobesuccessfulrespectable

lifeAhappyrelationshipSafety

andsecurityAdvancingmy

careerLearningnew

thingsMaking

myown

decisionsHavingagood

timeSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

serviceshave

youused

in

the

past

12

months

to

pay

in

stores,

restaurants

orother

pointsofsalewith

yourmobile

device

(e.g.,

smartphone)?";

Multi

Pick;Base:n=283

PicPayusers,n=622

mobile

payment

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Fashion

and

beauty

are

relatively

prevalent

interests

of

PicPay

usersConsumer

lifestyle:

main

interestsTop10

interestsofPicPay

usersinBrazil75%71%61%71%

71%60%65%64%63%61%48%60%52%59%47%59%56%48%51%51%51%50%48%42%48%39%46%38%45%38%Movies,TVshows&musicHealth

&fitnessScience

&technologyFood

&diningFinance&economyTravelFamily

&parentingSportsFashion&beautyCareer

&educationBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

serviceshave

youused

in

the

past

12

months

to

pay

in

stores,

restaurants

orother

points

ofsale

with

your

mobile

device

(e.g.,smartphone)?";

MultiPick;Base:n=283

PicPayusers,n=622

mobile

payment

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Shopping

is

a

relatively

popular

hobby

among

PicPay

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofPicPay

usersinBrazil65%60%58%56%54%53%51%50%40%51%45%49%48%47%46%47%45%43%39%45%44%45%44%38%43%32%42%41%34%38%Tech

/computersShoppingVideo

gamingOutdooractivitiesTravelingPetsReadingCooking/bakingSocializingDoing

sportsandfitnessBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

serviceshave

you

used

in

the

past12

months

topay

in

stores,restaurantsorotherpoints

ofsalewith

yourmobile

device

(e.g.,

smartphone)?";Multi

Pick;Base:n=283

PicPay

users,n=622

mobile

payment

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024PicPay

users

are

more

likely

to

go

cycling

than

the

average

consumerConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofPicPay

usersinBrazil32%30%29%26%26%24%22%21%21%21%20%20%19%19%17%16%16%15%15%14%13%13%12%12%10%9%9%8%7%7%Fitness,aerobics,

cardioSoccerCyclingDancingSwimming/DivingRunning/joggingVolleyball

/Beach

VolleyballHikingBasketballYoga

/pilatesBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

serviceshave

youused

in

the

past

12

months

to

pay

in

stores,

restaurants

orother

points

ofsale

with

your

mobile

device

(e.g.,smartphone)?";

Multi

Pick;Base:n=170

PicPayusers,n=368

mobile

payment

users,n=6,011

all

respondentsConsumer

Insights

Global

as

of

June

2024PicPay

users

are

more

likely

to

follow

basketball

than

the

average

consumerConsumer

lifestyle:

sports

followedTop10

sports

followed

byPicPay

usersinBrazil48%43%38%27%26%23%17%22%18%19%19%17%16%10%16%10%16%16%16%13%13%13%12%12%11%9%9%8%8%8%SoccerBasketballVolleyballMixedMartial

ArtsMotorsportsTennisAmericanfootballBoxingSwimming/divingAthletics(track&

field)Brand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

serviceshave

youused

in

the

past12

months

topay

in

stores,

restaurants

orotherpoints

ofsale

with

yourmobile

device(e.g.,

smartphone)?";

Multi

Pick;Base:n=144

PicPayusers,n=296

mobile

payment

users,n=5,086

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes?

Attitudestowards

personal

finances?

Innovation

adoption?

Challenges

facing

thecountry?

Politics21Itstands

out

that

35%

of

PicPay

users

are

fascinated

by

new

financial

serviceslikecrypto

andConsumer

attitudes:financeAgreementwithstatements

towards

financeinBrazil63%61%47%43%37%37%35%33%27%28%28%24%22%19%17%Icould

imaginedealing

Onlinefinancialservices

Iftheservice

is

good,with

my

financial

havemademe

confident

I’mhappy

topayfortransactionsexclusively

abouthandling

my

own

account

administrationNew

financialtopics,suchascrypto

andNFTs,fascinatemeIcould

savealot

ofmoney

ifItook

advicefrom

afinancial

expertviamy

smartphonefinancesandtransactionsBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

serviceshave

youused

in

the

past12

months

topay

in

stores,

restaurants

orotherpoints

ofsale

with

yourmobile

device

(e.g.,

smartphone)?";

MultiPick;Base:n=283

PicPayusers,n=622

mobile

payment

users,n=2,026

all

respondentsConsumer

Insights

Global

as

of

June

202433%

of

PicPay

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinBrazil43%41%40%27%22%21%21%17%16%16%13%11%6%4%3%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

serviceshave

youused

in

the

past12

months

to

pay

in

stores,

restaurants

orotherpoints

ofsale

with

yourmobile

device

(e.g.,

smartphone)?";

Multi

Pick;Base:n=283

PicPay

users,n=622

mobile

payment

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Unemployment

and

poverty

are

issues

of

particular

concern

to

PicPay

usersConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Brazil

accordingtoPicPay

users75%

73%68%74%73%65%73%71%70%69%62%64%

64%55%64%63%63%62%

62%53%56%52%49%44%42%40%34%41%40%32%UnemploymentPovertyCrimeEducationRising

prices/inflation/cost

of

livingEconomicsituationHealth

andsocial

securityEnvironmentHousingFood

andwater

securityBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

serviceshave

youused

in

the

past

12

months

to

pay

in

stores,

restaurantsorother

points

ofsale

with

yourmobile

device

(e.g.,smartphone)?";

Multi

Pick;Base:

n=283

PicPay

users,n=622

mobile

payment

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

202437%

of

PicPay

users

have

more

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinBrazilBrand

users29%22%37%11%13%Category

usersAllrespondents27%22%39%26%19%37%18%LeftCenterRightPrefer

nottoanswer25

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Which

ofthese

serviceshave

youused

inthe

past

12

months

topay

in

stores,

restaurants

orother

points

ofsale

with

yourmobile

device

(e.g.,smartphone)?";

MultiPick;Base:

n=283

PicPay

users,n=622

mobile

payment

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsPinterest

is

more

popular

among

PicPay

users

than

the

average

mobilepayment

userMarketing

touchpoints:social

media

usageSocial

mediausageinBrazil

by

brand100%93%87%91%87%80%76%79%76%62%53%49%55%43%32%53%44%49%36%40%

35%31%30%29%23%16%12%15%9%

9%Instagram

YouTubeFacebookTikTokX(Twitter)LinkedInPinterestKwaiTwitchSnapchatBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"Which

ofthese

serviceshave

youused

in

the

past12

months

topay

in

stores,

restaurants

orotherpoints

ofsale

with

yourmobile

device

(e.g.,

smartphone)?";

Multi

Pick;Base:n=47

PicPayusers,n=142

mobile

payment

users,n=3043

all

respondentsConsumer

Insights

Global

as

of

June

2024PicPay

users

tend

to

listen

to

digital

music

content

more

often

than

the

averageconsumerMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinBrazil

have

been

using

inthepast4weeks90%89%79%85%85%81%80%79%76%62%74%65%69%67%52%64%59%50%57%51%46%

46%40%29%

29%24%19%24%19%Daily18%14%

12%10%DigitalvideocontentTVDigitalmusiccontentMovies

/cinemaOnlinenewswebsitesPodcastsRadioOnlineMagazinesWeeklynewspapers

newspapersmagazinesBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

serviceshave

youused

in

the

past

12

months

to

pay

in

stores,

restaurants

orother

points

ofsale

with

yourmobile

device

(e.g.,smartphone)?";

Multi

Pick;Base:n=283

PicPayusers,n=622

mobile

payment

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024PicPay

users

remember

seeing

ads

in

video

games

more

often

than

othermobile

payment

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswherePicPay

usersinBrazil

havecome

across

digital

advertisinginthepast4weeks71%69%63%58%48%58%56%54%52%39%49%38%46%43%41%39%39%28%40%40%36%23%34%33%31%26%26%

22%19%24%Video

portalsSocial

media

Video

streaming

OnlinestoresservicesWebsitesandappsof

brandsVideo

gamesMusicportalsEditorialwebsitesandappsPodcastsSearch

enginesBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

serviceshave

youused

in

the

past12

months

topay

in

stores,restaurantsorotherpoints

ofsale

with

yourmobiledevice

(e.g.,

smartphone)?";

Multi

Pick;Base:

n=283

PicPay

users,n=622

mobile

payment

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024PicPay

users

remember

ads

they

saw

in/at

the

movies/cinema

more

often

thanother

mobile

payment

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinBrazil

havecome

across

non-digital

advertisinginthepast4weeks67%66%59%52%51%45%42%41%39%33%39%37%30%29%24%23%20%20%14%14%14%12%12%8%OnTVOnadvertisingspacesDirectly

inthestoreOntheradioAtthemovies/cinemaInprintedmagazinesandjournalsInprinteddailynewspapersBy

mailshot

/advertisingmailon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

serviceshave

youused

in

the

past

12

months

topay

in

stores,

restaurants

orother

points

ofsale

with

yourmo