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CONSUMERS&BRANDSRide

sharing:

99

users

in

BrazilConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

of99

users

inBrazil:

whotheyare;

what

theylike;

what

they

think;

and

how

toreach

them.

Itprovides

insightson

theirdemographics,

lifestyle,opinions,andmarketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

99

usersinBrazil

(’’brandusers’’)

againstBrazilian

ride

sharingusers

ingeneral

(’’categoryusers’’),

and

the

overall

Brazilian

consumer,

labelledas’’all

respondents’’

inthecharts.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

insights99

is

the

second

most

used

ride

sharing

service

in

Brazilafter

Uber

and

has

auser

share

of

66%Management

summary:

brandusageand

competitionTop10

most

used

ridesharingservicesinBrazilUber9989%66%inDrive19%BlaBlaCarLadyDriverWappa11%4%3%3%3%2%2%GarupaMe

levaMoovit

CarpoolEuV?4Notes:"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:n=1,154

ride

sharing

usersSources:Consumer

Insights

Global

as

of

June

2024The

share

of

ride

sharing

users

using

99

declined

by

10

percentage

points

sinceQ1

of

2022Management

summary:

brandusagetimelineTimeline

of

ride

sharingusersusing

9976%73%72%71%70%67%67%67%66%2022

Q12022

Q22022

Q32022

Q42023

Q12023

Q22023

Q32023

Q42024

Q15Notes:"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:n=190

-

816

99

users,n=250

-

1198

ride

sharing

usersSources:Consumer

Insights

Global

as

of

June

202499

users

in

BrazilManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpoints44%

of99

users

are

Millennials.53%

of99

users

are

male.Similaraspects

oflifeareimportant

to99

users

and

other

ridesharing

users.28%

of99

users

statethattheycanimagineusingaself-driving

taxi.X(Twitter)

ismore

popularamong

99users

thanthe

average

ridesharinguser.Traveling

isarelatively

prevalentinterest

of

99

users.25%

of99

users

are

innovatorsor

earlyadopters

ofnew

products.Justlikeridesharing

usersingeneral,

99users

arerelatively

unlikely

to

havealow

income.99

users

remember

seeing

adson

videostreaming

services

more

often

than

theaverage

consumer.99

users

aremore

likely

tohavetraveling

as

ahobbythanthe

averageconsumer.Unemployment

andeducation

areissues

ofparticularconcern

to99

users.Ride

sharingusers

ingeneral

and

99users

specifically,

liveinsimilartypeofcommunities.6Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+44%

of

99

users

are

MillennialsDemographic

profile:

generationsAgeof

consumersinBrazilBrand

users27%27%29%44%24%5%5%5%Category

usersAllrespondents40%27%40%26%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxi

providershave

youused

in

thepast12

months?’’;

Multi

Pick;

Base:

n=760

99

users,n=1,154

ride

sharing

users,n=12,147

all

respondentsSources:Consumer

Insights

Global

as

of

June

202453%

of

99

users

are

maleDemographic

profile:

genderGenderofconsumersinBrazilBrand

users53%47%Category

usersAllrespondents50%50%52%48%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=760

99

users,

n=1,154

ridesharing

users,n=12,147

allrespondentsSources:Consumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

99

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinBrazil45%43%36%36%29%27%14%13%10%

9%

9%9%3%3%

3%4%2%2%1%1%

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

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;Multi

Pick;Base:

n=760

99

users,n=1,154ride

sharing

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Just

like

ride

sharing

users

in

general,

99

users

are

relatively

unlikely

to

have

alowincomeDemographic

profile:

incomeShare

ofconsumersinBrazil

inthe

high,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users41%39%34%26%27%Category

usersAllrespondents34%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

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=760

99

users,n=1,154

ride

sharing

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

ride

sharing

users,

99

users

are

relatively

likely

to

live

in

anuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinBrazil

live37%33%29%24%22%20%20%19%18%9%9%

8%8%7%7%

7%Multi-generationalfamily6%6%4%3%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo

or

moreOtherrelated

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

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12months?’’;Multi

Pick;Base:n=760

99

users,n=1,154

ride

sharing

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Ride

sharing

users

in

general

and

99

users

specifically,

live

in

similar

type

ofcommunitiesDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinBrazil35%34%33%28%26%23%17%17%15%14%13%13%10%8%6%4%2%1%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

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=760

99

users,n=1,154

ride

sharing

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

202411%

of

99

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinBrazilBrand

users11%10%9%87%87%3%3%4%Category

usersAllrespondents88%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

ride

sharing

/ridehailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=760

99

users,n=1,154

ridesharing

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedSimilar

aspects

of

life

are

important

to

99

users

and

other

ride

sharing

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinBrazil58%60%59%44%44%42%45%44%42%34%33%33%27%28%27%27%29%28%28%27%23%25%22%21%11%12%10%7%

7%6%Anhonest

and

Tobesuccessfulrespectable

lifeAhappyrelationshipSafety

andsecurityAdvancingmy

careerMaking

myown

decisionsLearningnew

thingsHavingagood

timeSocial

justiceTraditionsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxi

providershave

youused

in

the

past12

months?’’;Multi

Pick;Base:n=760

99

users,

n=1,154

ridesharing

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Traveling

is

a

relatively

prevalent

interest

of

99

usersConsumer

lifestyle:

main

interestsTop10

interestsof99

usersinBrazil71%68%61%65%65%63%63%61%52%60%59%48%59%58%56%48%55%47%45%47%47%45%39%44%

42%38%44%42%41%31%Movies,TVshows&musicHealth

&fitnessTravelFinance&economyScience

&technologyFood

&diningSportsCareer

&educationFamily

&parentingVehicles

&mobilityBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:

n=760

99

users,n=1,154

ride

sharingusers,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

202499

users

are

more

likely

to

have

traveling

as

a

hobby

than

the

averageconsumerConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

of99

usersinBrazil56%54%53%45%52%46%50%49%

46%44%49%46%42%46%45%40%45%44%44%43%38%43%38%42%39%39%38%34%36%32%TravelingTech

/computersVideo

gamingShoppingOutdooractivitiesCooking/bakingPetsReadingSocializingDoing

sportsandfitnessBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

ride

sharing

/ridehailing

oronline

taxiprovidershave

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=760

99

users,n=1,154

ride

sharingusers,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

large

share

of

99

users

do

fitness,

aerobics,

cardioConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesof99

usersinBrazil29%26%26%23%21%21%20%18%14%18%17%13%16%14%13%14%13%10%11%11%11%10%9%9%10%10%9%8%7%7%Fitness,aerobics,

cardioSoccerCyclingRunning/joggingDancingSwimming/DivingBasketballVolleyball

/Beach

VolleyballHikingYoga

/pilatesBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxi

providershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:

n=447

99

users,n=632

ride

sharing

users,n=6,011

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

large

share

of

99

users

follow

basketball

teams

and

competitionsConsumer

lifestyle:

sports

followedTop10

sports

followed

by99

usersinBrazil43%40%38%23%23%21%18%19%17%14%13%10%13%13%

11%10%13%12%12%10%11%11%10%10%9%9%8%8%8%7%SoccerBasketballVolleyballMixedMartial

ArtsAmericanfootballMotorsportsBoxingSwimming/divingGymnasticsAthletics(track&

field)Brand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12

months?’’;Multi

Pick;Base:

n=360

99

users,n=516

ride

sharing

users,n=5,086

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes?

Attitudestowards

mobility?

Innovation

adoption?

Challenges

facing

thecountry?

Politics2128%

of

99

users

state

that

they

can

imagine

using

a

self-driving

taxiConsumer

attitudes:mobilityAgreementwithstatements

towards

mobilityinBrazil68%67%60%50%

50%44%32%30%28%25%25%21%

21%18%18%Owning

acarisimportant

to

meThepublictransportation

systeminmy

area

isgoodIspend

toomuchtimecommutingIcanimagineusingaself-driving

taxiThere

are

notenough

parkingspaceswhere

IliveBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past12

months?’’;Multi

Pick;Base:

n=760

99

users,n=1,154

ridesharing

users,n=2,024

all

respondentsConsumer

Insights

Global

as

of

June

202425%

of

99

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinBrazil43%40%

40%22%22%21%19%19%17%16%16%15%4%3%3%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

ridesharing

/

ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=76099

users,n=1,154

ride

sharing

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024Unemployment

and

education

are

issues

of

particular

concern

to

99

usersConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Brazil

accordingto99

users71%72%69%69%

69%63%68%66%68%65%66%59%62%59%61%

61%53%60%58%56%55%50%49%44%37%35%37%34%34%32%UnemploymentEducationPovertyCrimeHealth

andsocial

securityEconomicsituationRising

prices/inflation/cost

of

livingEnvironmentHousingGovernmentdebtBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxi

providershave

youused

in

the

past12

months?’’;

Multi

Pick;

Base:

n=760

99

users,n=1,154

ride

sharing

users,

n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

202499

users

reflect

the

general

political

landscapeConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinBrazilBrand

users28%28%22%21%38%38%12%12%Category

usersAllrespondents26%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

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past12

months?’’;Multi

Pick;Base:

n=760

99

users,n=1,154

ride

sharing

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsX

(Twitter)

ismore

popular

among

99

users

than

the

average

ride

sharing

userMarketing

touchpoints:social

media

usageSocial

mediausageinBrazil

by

brand92%94%84%87%84%80%81%80%76%61%55%49%46%39%32%41%32%35%38%29%37%37%31%30%14%12%16%13%12%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

ride

sharing

/ride

hailing

oronline

taxiprovidershave

youused

in

the

past12months?’’;Multi

Pick;Base:n=188

99

users,n=294

ride

sharing

users,n=3043

all

respondentsConsumer

Insights

Global

as

of

June

202499

users

tend

to

listen

to

podcasts

more

often

than

ride

sharing

users

ingeneralMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinBrazil

have

been

using

inthepast4weeks89%87%79%87%87%81%78%75%74%65%71%62%63%60%58%52%58%50%51%51%46%40%36%29%23%

21%22%19%Daily19%18%11%

10%10%DigitalvideocontentTVMovies

/cinemaDigitalmusiccontentPodcastsOnlinenewswebsitesRadioOnlinemagazinesMagazinesWeeklynewspapers

newspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=760

99

users,n=1,154

ridesharing

users,n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

202499

users

remember

seeing

ads

on

video

streaming

services

more

often

than

theaverage

consumerMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhere99

usersinBrazil

have

come

across

digital

advertisinginthepast4weeks64%

64%57%56%55%48%49%46%39%46%44%38%40%36%31%36%33%28%33%31%26%27%28%24%26%21%24%23%23%19%Video

portalsSocial

media

Video

streaming

OnlinestoresservicesWebsitesandappsof

brandsMusicportalsPodcastsVideo

gamesEditorialwebsitesandappsSearch

enginesBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiproviders

have

youused

in

the

past

12

months?’’;Multi

Pick;Base:n=760

99users,n=1,154

ride

sharing

users,

n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

202499

users

remember

ads

they

saw

out-of-home

more

often

than

the

averageconsumerMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinBrazil

havecome

across

non-digital

advertisinginthepast4weeks65%64%59%49%45%39%37%34%32%32%32%30%29%29%23%17%15%14%

14%12%12%9%10%8%OnTVOnadvertisingspacesDirectly

inthestoreOntheradioAtthemovies/cinemaInprintedmagazinesandjournalsInprinteddailynewspapersBy

mailshot

/advertisingmailon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

ride

sharing

/ride

hailing

oronline

taxiprovidershave

you

used

in

the

past12

months?’’;Multi

Pick;Base:

n=760

99users,n=1,154

ride

sharing

users,

n=12,147

all

respondentsConsumer

Insights

Global

as

of

June

2024