Brazil

 

Cluster

Rebels

Cluster Weight

22%

Demography

Mostly men, between 12 and 20 years old, single, high-schoolers, middle and low economic level.

Opinions and Attitudes

They are sexist, don’t like responsibilities, easily influenced by others and don’t do much to change their lifestyle.

Preferred Activities

They like clubs, dancing, going to concerts and such activities as playing cards.

Media

TV addiction. They prefer local press to national press, listen to the radio for entertainment and enjoy magazines.

TV

They prefer sports, films and children’s programs.

 

Cluster

Enterprisers

Cluster Weight

31%

Demography

Men and women between 12 and 34 years old, mostly single, at college and some of them already graduated. Mainly upper social class.

Opinions and Attitudes

Risk-takers. They like foreign food, traveling and seeing exotic places, and trying new drinks and beverages.

Preferred Activities

They like out-of-home activities like pubs, coffee houses, eating at restaurants, attending cultural events and practicing sports.

Media

Heavy Internet users, use the Web oftenly as an information source. Go regularly to the movies and enjoy having a huge TV channel selection.

TV

They like series, international soup operas, musicals and fashion & style programs.

 

Cluster

Passive people

Cluster Weight

20%

Demography

Men and Women aged 35+, married or just living together, some already separated and highschool level or below. They belong mainly to middle and low socioeconomic classes.

Opinions and Attitudes

Computers confuse them, they prefer being at home to going out. They please their children and aren’t risk-takers.

Preferred Activities

Are highly passive people, don’t perform many activities, find entertainment in crosswords, listening to music or taking a walk.

Media

Low media consumers, use radio and television for entertainment and to be informed.

TV

They like for sports, children’s shows and local news.

 

Cluster

Homeloving people

Cluster Weight

27%

Demography

Most of them are women aged 35+, married and separated, some of them housewives, with a high cultural level and belong mainly to an upper socioeconomic class.

Opinions and Attitudes

Health is very important to them, they see themselves as spiritual human beings, they like the idea of traveling abroad and prefer to spend a quiet evening at home to going out.

Preferred Activities

They love walking, reading, going to the gym, home decoration and painting.

Media

Heavy media consumers, use magazines for information, read the written press almost every day, listen to the radio and like having a huge TV channel selection.

TV

They are interested in educational programs, as home decoration, cooking, traveling, health and medicine and some women’s shows.

Colombia

 

Cluster

Traditionalists

Cluster Weight

21%

Demography

More women than men, between 35 and 50 years old, married, just living together or separated, some of them are housewives, highschool level or below.

Opinions and Attitudes

Concern for the environment, recycling. They like learning about nature and are responsible people who planify what is going to be bought.

Preferred Activities

They like home activities like board games, painting or artistic activities, home decoration and to go shopping.

Media

They love the idea of having many TV channels. They listen to the radio and watch TV to be informed. Frequent radio ant TV users.

TV

They like opinion programs, realities, soap operas, documentaries and join their children for children’s shows.

 

Cluster

Relaxed people

Cluster Weight

18%

Demography

Mostly men, single and some of them separated.Ages between 20 and 34 and above 50. Highschool and college level.

Opinions and Attitudes

They don’t want responsibilities and prefer to be told what to do. They are not overly concerned about personal appearance and are rather sexist.

Preferred Activities

They prefer out-of-home activities such as parks, clubs and also coffee houses. Attending events like concerts, plays and movie theaters. They like sports.

Media

Strong media consumers, mainly the classic ones such as newspapers, radio, magazines and TV.

TV

They love sports programs, films and news reports.

 

Cluster

Enterprisers

Cluster Weight

39%

Demography

Men and women, between 35 and 45 years old, some of them married and some divorced. High cultural level. Some of them have a postgraduate education.

Opinions and Attitudes

They are updated in technology. They consider private schools as better education centers, are not concerned about environmental issues and hate household chores.

Preferred Activities

They like cultural activities like going to museums, plays, social clubs, short trips and yoga and board games. They enjoy sports.

Media

They are not heavy media consumers. They prefer mainly newspapers, specialized magazines and television.

TV

They prefer educational programs, quiz shows and some realities and women’s shows.

 

Cluster

Irreverent people

Cluster Weight

22%

Demography

Mostly young men and women finishing highschool.

Opinions and Attitudes

They see recycling as a duty and like to learn about nature and environmental protection. They are liberal regarding sexual orientations accepting people regardless of preferences.

Preferred Activities

They love activities with friends, such as going to the beach, to the movies, concerts, video games and listening to music.

Media

Much into international TV and the Internet. They even see themselves as addicted to TV.

TV

They like films, animated movies and shows for young people.

Mexico

 

Cluster

Juniors

Cluster Weight

18%

Demography

Mostly upper class men, between 12 and 19 years old, single, currently studying.

Opinions and Attitudes

They are the first ones to acquire the latest electronic devices. They tend to be impulsive buyers and are easily influenced by others. They like to wear brand-name clothing and accessories.

Preferred Activities

They like going to the movies, the beach, walking, clubs and dancing. They love extreme sports.

Media

They love magazines and see themselves as addicted to TV.

TV

Entertainment shows, sports, movies.

 

 

Cluster

Rebels

Cluster Weight

23%

Demography

Men and women between 15 to 24 years old, single and some of them just living together. Middle and low SEL. College and highschool students.

Opinions and Attitudes

A little sexist, don’t like responsibilities. When they drink they do it so as to get drunk. Personal appearance concerns.

Preferred Activities

They prefer out-of-home activities, like the beach, concerts, clubs, dancing, being with friends and movies.

Media

They are not heavy media consumers. They are interested in some magazines and television as an entertainment source.

TV

They like local soup operas and films, children’s programs and entertainment shows. 

 

Cluster

Traditionalists

Cluster Weight

22%

Demography

Mostly women. Middle and low SEL. Above 25, married or separated.

Opinions and Attitudes

Very traditional people. They don’t like to stand out in public and are not overly concerned about their physical appearance. They are not updated in technology.

Preferred Activities

They like home activities like sewing, gardening, board games.Also things like going to parks. They are very quiet and don’t like sports.

Media

They use television for relax and entertainment and listen to the radio to be updated.

TV

They prefer educational, religious and cooking and nature programs.

 

Cluster

Sophisticated people

Cluster Weight

17%

Demography

Men and women. Upper social class. Above 25. Married or separated. With higher education.

Opinions and Attitudes

They are perfectionist and responsible people and don’t like being told what to do.

Preferred Activities

They like eating at restaurants, playing musical instruments, going to the gym, plays and museums. They also like sports.

Media

Heavy media consumers. They like to be updated with the radio, newspapers and the Internet. 

TV

They like finances & business and health & medicine programs, as well as classic films.

 

Cluster

Persevering people

Cluster Weight

20%

Demography

Mostly men, middle class, between 12 and 24 years old, single and currently at highschool ar college.

Opinions and Attitudes

They have an impulsive nature, don’t like household chores and tend to spend money without giving much thought to it.

Preferred Activities

They like going to clubs, board games, video games, coffee houses, sports and going out to parks.

Media

Heavy TV consumers. They like to have a huge channel choice and when so needed use the Internet as main information source.

TV

They love musicals, reality shows, extreme sports and soup operas.

Peru

 

Cluster

Easily influenced people

Cluster Weight

27%

Demography

Mostly young people, between 12 and 24 years old. Middle and low social class. Many of them are single and students.

Opinions and Attitudes

Easily influenced by others. More or less satisfied with their current situation. They are a little sexist and are not concerned about environmental issues.

Preferred Activities

They are not very active people and prefer card games, going occasionaly to the beach or dancing.

Media

Heavy massive media consumers. They love magazines, prefer local press to national press and view themselves as addicted to TV.

TV

They like soup operas, talk shows, women’s shows and films. They also follow a few sports programs.

 

Cluster

Enterprisers

Cluster Weight

30%

Demography

Men and women between 15 and 34 years old, upper and middle social class, most of them are single, at college or already graduated.

Opinions and Attitudes

This group is technologically advanced. They are interested in international events, see themselves as perfectionists, they love being leaders and are concerned about environmental issues.

Preferred Activities

They are highly active people, they like going to clubs, coffee houses, pubs, dancing, attending cultural events, going to the gym, eating at restaurants and practicing sports.

Media

Their main information source is the Internet. They like movies, reading magazines and having a huge TV channel selection.

TV

They like educational, business, traveling, finantial, science and technology programs.

 

Cluster

Balanced people

Cluster Weight

25%

Demography

Mostly men, mainly upper class, between 25 and 50 years old, married, highly educated.

Opinions and Attitudes

Savers. They don’t see themselves as the first ones in trying healthy or nutritional food and are interested in finances and investment.

Preferred Activities

They prefer relaxing activities like walking, painting and home decoration. 

Media

Not heavy media consumers. Television is the only thing that stands out. They go occasionaly to the movies and use the Internet to be updated.

TV

They like business & finances programs and find entertainment in movies.

 

Cluster

Traditionalists

Cluster Weight

18%

Demography

Mostly women aged above 25. Many are housewives, married or just living together and some even separated, low and middle SEL and highschool education level or below.

Opinions and Attitudes

Technology, such as computers, confuses them. They have no knowledge on finances and find saving very difficult. They have a very traditional view on things and are not updated regarding fashion.

Preferred Activities

They are too home-loving, with few out-of-home activities. They enjoy sewing, crosswords and listening to music.

Media

They use newspapers and television to be updated and listen frequently to the radio. 

TV

They follow the news, religious programs and also entertainment spaces as realities, quiz shows and drama films.

Venezuela

 

Cluster

Relaxed people

Cluster Weight

24%

Demography

Mostly young men, between 12 and 17 years old, middle and low SEL, single, high-schoolers.

Opinions and Attitudes

Carefree people. They don’t like household chores, learning about other cultures or environmental issues.

Preferred Activities

They like video games, going out with friends, playing musical instruments and listening to music.

Media

Not heavy media consumers. Use TV to be updated.

TV

They prefer action and adventure movies and entertainment shows such as comedies and series.

 

Cluster

Entreprisers

Cluster Weight

37%

Demography

Men and women between 20 and 45 years old, married (some of them separated), mostly highschool but sometimes college level. Middle socioeconomic level.

Opinions and Attitudes

Updated regarding technology. They believe only private schools can guarantee a good education and are interested in healthy food.

Preferred Activities

They are very active people and like cultural activities, reading, and going to coffee houses and clubs.

Media

They love magazines, going to the movies, listening to the radio and see themselves as addicted to TV.

TV

They like educational programs such as health, fashion, cooking and nature, as well as the news and some sports programs.

 

Cluster

Traditionalists

Cluster Weight

17%

Demography

Mostly older women, married, separated or just living together. Low SEL and highschool education.

Opinions and Attitudes

They care about being respected, see themselves as creative and spiritual. They are interested in other cultures and care about lack of safety on the streets.

Preferred Activities

They like walking, meeting with friends, listening to music and going to shopping centers.

Media

Low media consumers, use mainly television as a way to get entertainment and information.

TV

They look for travel programs and classic and romantic films. They also follow realities.

 

Cluster

Sophisticated people

Cluster Weight

22%

Demography

More men than women, between 18 and 35 years old, most of them single while some of them married.Upper SEL, at college or already graduated.

Opinions and Attitudes

They are interested in international events, the arts in general and other cultures, and strive for professional progress. They see themselves as spiritual and prefer to be told what to do.

Preferred Activities

They like out-of-home activities like cultural events and concerts, eating at restaurants, and going to the beach and coffee houses.

Media

They take a huge interest in newspapers and trust them for information. They listen to the radio and love having a huge variety of international TV channels.

TV

They are interested in educational programs such as science, technology and biographies. They also find entertainment in some musicals.