Black millennials of BrazilMundo Negro | Zeroponto54 | Negros digitais

Black millennials of Brazil

Mundo Negro | Zeroponto54 | Negros digitais

54% of the Brazilian population identify as black. This is the first time we can say that black people are the majority in Brazil.

Source: IBGE

“The black population has more access to effective knowledge about African and Afro-Brazilian history to realize that being black is a positive thing”

Katia Regis, Coordinator for African and Afro-Brazilian studies

Fonte: El País

The emphasis is necessary because black people, regardless of economic class, has specific behaviour on and offline that deserve to be registered. In addition, our purpose is to bring the diversity to normalise the Brazil mestizo as it is.

The “Mundo Negro website” was one of the first portals made for black people in Brazil. Since 2001 it is one of the main sites with exclusive content for black people, produced by journalists, being a space of notorious credibility, which in a time full of "content producers", guarantee to the portal a highlight compared with other media with this target public.

Consulting dedicated to searching consumer insights and C-class behaviour, currently composed in its majority by assumedly black people.

Qualitative sample survey published online with 510 answers of people that declare themselves as black. The page has been online between September 4

and October 25, 2016.

WOMEN ARE 73,14% OF THIS SAMPLE.

The American expression “black millennials” applied perfectly to the first data presented in this survey. From those that answer, the biggest percentage of them are aged between 24 and 35 years. In second place are the younger, aged between 18 and 24 years. Only this amount represents 62.21%.

São Paulo, Bahia, and Rio de Janeiro leads as the states pointed as a homeland. A total of 63,71%. Right behind are the states of Minas Gerais and the Rio Grande do Sul. Singles represent 64,34% and 18,92% are married.

18.92% ARE MARRIED, SINGLE ARE MAJORITY.

"the desktop is no longer the device that offers the first experience with the internet. This role has been placed by smartphones that, in general, are cheaper than desktops or tablets."

C-Class of Connected, Think With Google

Even tough immersed in the digital, online shopping are still uncommon for 39,60%. This number represents both opportunity and challenge for the Brazilian e-commerce, particularly because 72,64% use a smartphone for stay connected over four hours every day, especially at night.

Keeping an eye on that, Facebook, the favourite network of 64,88% of this sample, moves to try to become a shopping platform with stores available in the pages. In the United States, per example, only 1% of the online shopping are from links posted on social networks.

By incorporating e-commerce tools into all of its offerings, Facebook is trying to create a platform that gives users little reason to look elsewhere. Moreover, its active user base provides the company with a massive number of people to reach when looking to drive up e-commerce orders through Facebook — in fact, global Facebook users far outnumber shoppers on e-commerce sites like Amazon.

Source: Business Insider

Racism is an unavoidable issue when we talk about the online presence of black people. The social networks brought a new Brazil up, with several cases of discrimination and prejudice. However, is surprising that 77% of them was not a victim of racism on the internet. This data need a careful look because of the Facebook, per example, creates ideological bubbles within the timelines. Moreover, as is a social network of friends, related and known, the chances of occurs this type of situation reduces dramatically.

“Without the algorithm intervention, the progressists would have seen 24% of troublesome news and the conservatives, 35%. That is, this idealised formula in the Facebook computers helps to reduce the ideologic

diversity of the users mural, however, is it not the major guilty. According to the study, the users are the responsible by closing their own ideas: if they do not choose their friendship as they do, but in an aleatory way, the progressives would see about 45% of contrary news from their ideas, compared to 40% of conservatives.”

Source: El País

From the persons that suffered racism on the internet, 15,89% use the social network to report what happened. Expose these cases mobilise people and generate discussions about the racism combat in Brazil.

The misinformation about how to report is present in 55,05% of those that answer the survey. In addition, to do not know how to proceed, 62,91% of those that did this through the internet were not satisfied with the outcome.

Specific vehicles for black people are followed in the social network by 53,74%. If they become digital producers, 62,94% would discuss the racial issue in their channels.

CONCLUSION

The study object here and outside, the black millennials of Brazil are omnipresent across the web, even with preference to some social networks. Their influence is present in all the country and the qualitative sample brings more knowledge about this audience.

The surprising answer that the majority did not face online racism, should not be seen as a signal that Brazil is a perfect country. This can be seen as a sign caused by the Facebook bubbles, the favourite network of users.

Debate how to realise complaints, in addition, to following them, it showed urgent in the sample. Many shown that they did not know how to do this.

THE E-COMMERCE EVOLUTION IN MOBILE, KEY BEHAVIOR TREND

The evolution of the mobile e-commerce is, no doubt, the bigger trend detected in this qualitative survey. Thousands of C-Class Brazilians are hyper-connected on Facebook, a captivating social network, but still very focused on branding.

The use of a smartphone, especially at night, and in the Facebook also indicates that entertainment and information dominate the digital consumption of the black milennials. Micro and small enterprises which have the middle class as a target, can use the Facebook to the approach of this audience. However, we should not abandon the adds around the web like the adwords, per example. The joint strategy is the best way out. Who is able to develop a simplified way of selling through the network, will earn more in a short time.

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