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CONSUMERS&BRANDSMobile
payment:
Mercado
Pagousers
in
BrazilConsumer
Insights
reportJune2024Consumer
Insights
GlobalsurveyIntroductionReport
overviewGlobalsurveymethodology(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
offers
thereader
acomprehensiveoverview
ofMercado
Pagousers
inBrazil:
who
theyare;
whatthey
like;
what
theythink;and
how
toreachthem.
Itprovides
insightson
theirdemographics,lifestyle,
opinions,
and
marketing
touchpoints.Duration:
approx.
15
minutesLanguage:
official
language(s)
ofeach
country
withAmerican
Englishoffered
asanalternativeAdditionally,thereport
allows
thereader
toRegion:
56countriesbenchmark
Mercado
Pagousers
inBrazil
(’’brandusers’’)
againstBrazilian
mobile
payment
usersingeneral
(’’category
users’’),
and
theoverall
Brazilianconsumer,
labelled
as
’’all
respondents’’
inthe
charts.Numberof
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
42%,
Mercado
Pago
is
one
of
the
top
3
mobile
paymentservices
in
BrazilManagement
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
Mercado
Pago
declined
by
11percentage
points
since
Q1
of
2021Management
summary:
brandusagetimelineTimeline
of
mobilepaymentusersusing
Mercado
Pago53%52%51%51%50%50%48%46%45%44%44%44%42%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=254
-
334
MercadoPagousers,n=479
-
666mobile
payment
usersSources:Consumer
Insights
Global
as
of
June
2024Mercado
Pago
users
in
BrazilManagement
summary:
key
insightsDemographic
profileConsumerlifestyleConsumerattitudesMarketing
touchpointsMercado
Pagoismore
popularamongMillennials
thanother
mobile
paymentservices.Ahappy
relationship
isless
important
to
Itstands
out
that34%
ofMercado
PagoFacebook
ismore
popularamongMercado
Pagousersthantheaveragemobile
payment
user.Mercado
Pagousersthantoothermobile
payment
users.users
arefascinated
bynew
financialservices
like
cryptoand54%
ofMercado
Pagousers
aremale.Vehicles
andmobility
arerelativelyprevalent
interests
of
Mercado
Pagousers.36%
ofMercado
Pagousers
areinnovators
or
early
adopters
ofnewproducts.Mercado
Pagousersremember
hearingadson
musicportalsand
streamingservices
more
often
thanothermobilepayment
users.Mercado
Pagohasalarger
shareofusers
with
ahigh
income
thanothermobile
payment
services.Tech
or
computers
arerelativelypopularhobbiesamong
Mercado
Pagousers.Poverty
andunemployment
are
issuesof
particularconcern
toMercado
Pagousers.Mercado
Pagousersare
more
likely
toliveinmegacities
thantheaverageconsumer.6Sources:Consumer
Insights
Global
as
of
June
2024CHAPTER
02Demographic
profile?
Generations?
Gender?
Education?
Income?
Household
classification?
Typeofcommunity?
LGBTQ+Mercado
Pago
is
more
popular
among
Millennials
than
other
mobile
paymentservicesDemographic
profile:
generationsAgeof
consumersinBrazilBrand
users23%53%47%40%21%3%3%Category
usersAllrespondents26%24%29%26%5%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=260MercadoPagousers,n=622
mobile
payment
users,n=12,147
all
respondentsConsumer
Insights
Global
as
of
June
2024Sources:54%
of
Mercado
Pago
users
are
maleDemographic
profile:
genderGenderofconsumersinBrazilBrand
users54%53%52%46%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=260MercadoPagousers,n=622
mobile
payment
users,n=12,147
all
respondentsConsumer
Insights
Global
as
of
June
2024Sources:A
relatively
high
share
of
Mercado
Pago
users
have
a
college
degreeDemographic
profile:
educationConsumer’s
level
of
educationinBrazil44%40%36%36%30%23%15%11%9%
9%9%9%8%6%4%3%2%2%0%
0%1%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=260
MercadoPagousers,n=622
mobile
payment
users,n=12,147
all
respondentsConsumer
Insights
Global
as
of
June
2024Mercado
Pago
has
a
larger
share
of
users
with
a
high
income
than
other
mobilepayment
servicesDemographic
profile:
incomeShare
ofconsumersinBrazil
inthe
high,
middle,andlowthirdsof
monthlyhouseholdgross
incomeBrand
users48%33%20%Category
usersAllrespondents38%36%26%33%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=260
MercadoPagousers,n=622
mobile
payment
users,n=12,147
all
respondentsConsumer
Insights
Global
as
of
June
2024Compared
to
other
mobile
payment
users,
Mercado
Pago
users
are
relativelylikely
to
live
in
a
nuclear
familyDemographic
profile:
household
classificationType
of
householdsin
whichconsumersinBrazil
live40%32%29%24%21%20%20%21%15%9%9%9%8%8%8%7%6%6%4%2%
2%OtherSinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo
or
morerelated
adults
household
typesBrand
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=260
MercadoPagousers,n=622
mobile
payment
users,n=12,147
all
respondentsConsumer
Insights
Global
as
of
June
2024Mercado
Pago
users
are
more
likely
to
live
in
megacities
than
the
averageconsumerDemographic
profile:
typeofcommunityCommunities
whereconsumersliveinBrazil35%33%32%29%26%23%17%17%15%14%13%13%10%8%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=260
Mercado
Pago
users,n=622
mobile
payment
users,n=12,147
all
respondentsConsumer
Insights
Global
as
of
June
202411%
of
Mercado
Pago
users
consider
themselves
part
of
the
LGBTQ+communityDemographic
profile:
LGBTQ+LGBTQ+
statusof
consumersinBrazilBrand
users11%12%9%84%85%5%4%4%Category
usersAllrespondents88%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=260
MercadoPagousers,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?
SportsfollowedA
happy
relationship
is
less
important
to
Mercado
Pago
users
than
to
othermobile
payment
usersConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersinBrazil59%60%60%46%42%43%45%45%42%32%32%29%28%33%26%29%25%24%28%22%27%25%24%22%11%12%10%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=260
MercadoPagousers,n=622
mobile
payment
users,
n=12,147
all
respondentsConsumer
Insights
Global
as
of
June
2024Vehicles
andmobility
are
relatively
prevalent
interests
of
Mercado
Pago
usersConsumer
lifestyle:
main
interestsTop10
interestsofMercado
Pago
usersinBrazil76%76%71%60%71%61%68%66%63%63%60%61%48%59%47%59%56%48%56%55%52%52%48%48%46%42%40%39%38%31%Health
&fitnessMovies,TVshows&musicFinance&economyScience
&technologyFood
&diningTravelCareer
&educationSportsFamily
&parentingVehicles
&mobilityBrand
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=260
MercadoPagousers,n=622
mobile
payment
users,n=12,147
all
respondentsConsumer
Insights
Global
as
of
June
2024Tech
or
computers
are
relatively
popular
hobbies
among
Mercado
Pago
usersConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofMercado
Pago
usersinBrazil70%60%60%58%58%54%50%51%47%49%48%48%46%45%45%38%45%43%44%44%38%44%43%42%42%40%39%34%32%26%Tech
/computersOutdooractivitiesVideo
gamingTravelingDoing
sportsandfitnessPetsShoppingCooking/bakingCars/vehiclesReadingBrand
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=260
Mercado
Pago
users,n=622
mobile
payment
users,n=12,147
all
respondentsConsumer
Insights
Global
as
of
June
2024Mercado
Pago
users
are
more
likely
to
go
swimming
or
diving
than
other
mobilepayment
usersConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofMercado
Pago
usersinBrazil38%33%30%28%26%25%24%23%23%22%21%21%21%13%20%19%18%16%15%15%14%13%12%11%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=177
MercadoPagousers,n=368
mobile
payment
users,n=6,011
all
respondentsConsumer
Insights
Global
as
of
June
2024Mercado
Pago
users
are
more
likely
to
follow
volleyball
than
other
mobilepayment
usersConsumer
lifestyle:
sports
followedTop10
sports
followed
byMercado
Pago
usersinBrazil52%43%38%33%30%23%22%21%20%20%20%19%18%18%17%16%16%10%15%13%13%12%12%10%9%9%8%9%8%7%SoccerVolleyballBasketballMixedMartial
ArtsMotorsportsSwimming/divingAmericanfootballBoxingTennisGymnasticsBrand
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=146
MercadoPagousers,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
34%
of
Mercado
Pago
users
are
fascinated
by
new
financialservices
likecrypto
andConsumer
attitudes:financeAgreementwithstatements
towards
financeinBrazil68%63%47%41%38%37%34%33%27%28%27%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=260
MercadoPagousers,n=622
mobile
payment
users,n=2,026
all
respondentsConsumer
Insights
Global
as
of
June
202436%
of
Mercado
Pago
users
are
innovators
or
early
adopters
of
new
productsConsumer
attitudes:innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinBrazil43%41%38%28%22%21%21%17%16%16%13%10%8%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=260
Mercado
Pago
users,n=622
mobile
payment
users,n=12,147
all
respondentsConsumer
Insights
Global
as
of
June
2024Poverty
and
unemployment
are
issues
of
particular
concern
to
Mercado
PagousersConsumer
attitudes:challenges
facingthecountryThe
10
most
important
issuesfacing
Brazil
accordingtoMercado
Pago
users77%73%74%73%65%71%71%69%62%69%68%64%64%63%63%63%61%
62%53%56%55%51%
49%44%41%
40%34%40%
40%32%PovertyUnemploymentCrimeEducationEconomicsituationRising
prices/inflation/cost
of
livingHealth
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=260
MercadoPagousers,n=622
mobile
payment
users,n=12,147
all
respondentsConsumer
Insights
Global
as
of
June
202442%
of
Mercado
Pago
users
have
more
right
leaning
political
viewsConsumer
attitudes:politicsPolitical
attitudes
ofconsumersinBrazilBrand
users27%27%26%21%22%42%39%10%Category
usersAllrespondents13%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=260
MercadoPagousers,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
touchpointsFacebook
is
more
popular
among
Mercado
Pago
users
than
the
average
mobilepayment
userMarketing
touchpoints:social
media
usageSocial
mediausageinBrazil
by
brand98%93%87%94%87%80%90%76%
76%63%53%49%52%43%32%48%44%29%44%42%35%31%36%30%16%19%15%
10%12%6%Instagram
YouTubeFacebookTikTokX(Twitter)LinkedInKwaiPinterestTwitchThreadsBrand
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=48
MercadoPagousers,n=142
mobile
payment
users,n=3043
all
respondentsConsumer
Insights
Global
as
of
June
202492%
of
Mercado
Pago
users
watched
digital
video
content
in
the
past
4
weeksMarketing
touchpoints:media
usagebychannelType
of
mediaconsumersinBrazil
have
been
using
inthepast4weeks92%89%79%87%85%81%
82%79%76%62%74%65%73%67%52%65%59%50%57%51%46%51%40%29%31%24%19%27%19%18%16%
12%10%DigitalvideocontentTVDigitalmusiccontentMovies
/cinemaOnlinenewswebsitesPodcastsRadioOnlinemagazinesMagazinesDailyWeeklynewspapers
newspapersBrand
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=260
MercadoPagousers,n=622
mobile
payment
users,n=12,147
all
respondentsConsumer
Insights
Global
as
of
June
2024Mercado
Pago
users
remember
hearing
ads
on
music
portals
and
streamingservices
more
often
than
other
mobile
payment
usersMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereMercado
Pago
usersinBrazil
havecome
across
digital
advertisinginthepast4weeks76%71%56%62%61%58%48%52%51%51%49%38%45%43%40%39%39%39%31%36%23%36%34%33%26%28%22%25%24%19%Video
portalsSocial
media
Video
streaming
MusicportalsservicesOnlinestoresWebsitesandappsof
brandsVideo
gamesEditorialwebsitesandappsPodcastsSearch
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=260
MercadoPagousers,n=622
mobile
payment
users,n=12,147
all
respondentsConsumer
Insights
Global
as
of
June
2024Mercado
Pago
users
remember
ads
they
saw
directly
in
the
store
more
oftenthan
other
mobile
payment
usersMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumersinBrazil
havecome
across
non-digital
advertisinginthepast4weeks70%66%59%53%51%50%41%42%39%33%39%37%30%29%27%20%23%21%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,
restaura
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