Let’s examine exactly why Brazil has so much mobile potential. 

High Amount of Time Spent Using Apps

According to recent research, Brazil spends more time on mobile apps than any other country. When it comes to time spent on mobile apps, Brazilians spend an average of 5.4 hours each day connected to apps. This leaves app developers with a very captive audience if they take the right approach to localizing their apps for the Brazilian market. 

Access to smartphones in Brazil has been growing over the years, which is contributing to this high usage of mobile apps. In 2019 alone, Brazil’s smartphone growth exploded by 11%. With expected continued growth in regard to smartphone access, the potential to thrive in this market is seemingly endless. By 2023, cell phone sales in Brazil are expected to expand massively, with four million Brazilians owning a smartphone.

An Affinity for Mobile Shopping

One way Brazilians utilize their mobile devices is by shopping from them. In 2019, mobile sales surpassed $7.6 billion in revenue and accounted for 32% of all ecommerce payments in Brazil. With the majority of Brazilians preferring to make purchases over an app (78%), because of how efficient and straightforward the process is, it’s safe to assume that this trend of shopping from smartphones will continue to make an impact. 

All of that being said, you need to get the mobile shopping experience right if you want loyalty from Brazilian customers. More than half (53%) of Brazilians are willing to pay more for a product or service if the user experience is better, this is 12% higher than the global average. If you can properly localize your apps in a way that makes the mobile shopping experience easier and less stressful for Brazilians, you’re off to a really strong start. 

A Deep Love of Mobile Games

While mobile app usage varies, Brazilians are particularly enamored with mobile games. Brazil is the world’s largest Portuguese-speaking country and only one in 20 Brazilians speaks English. Because the majority of the Brazilian population does not speak English and really values localized content, it’s important for mobile game developers to have a localization and culturalization strategy in place. In order to make a mobile game appeal to Brazilian gamers, and to ensure they have a high quality experience, you must localize your mobile game specifically into Brazilian Portuguese (as opposed to European Portuguese). This is especially important if you hope to attract younger audiences.

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Currently, we’re seeing major changes in the tech industry as an effort to adapt to the new reality of living in a world struggling to fight Covid-19. In order to stay connected, safe, and entertained, people are turning to apps like never before. Let’s take a closer look at what types of apps are rising in popularity right now and why app creators may want to utilize localization to take advantage of this unique cultural moment. 

The Rush to Download 

While there wasn’t a uniform date that cities, states, and countries began their social distancing efforts, March of 2020 was the month many regions across the world began enacting stay-at-home orders. Which is likely why there was a massive collective downloading of communication and entertainment apps, as well as an increase in media viewing and social media engagement during March. Tech usage is up in general, with web browsing having risen by 70%, television viewing by 63%, and social media usage by 61% over normal rates.

What Apps Are Being Downloaded the Most?

In March, the video conferencing app Zoom received 40 million downloads worldwide, which is 1,200% higher than their download amount from the previous six months. Similarly, the communication app WhatsApp saw a 40% usage increase globally. Video conferencing apps serve a dual purpose that tends to both career and personal needs, so it comes as no surprise that these types of apps saw such a surge in downloads and usage. During just one week in March, video conferencing apps had a record 62 million downloads.

Apps that provide entertainment such as video games have seen a rise in downloads as well. Houseparty is an app that helps you connect to others via video and has become a popular platform for playing games. In March, downloads of the app were the highest the company had seen this year. Those looking to play more traditional video games have been turning to digital downloads to get their fix. Call of Duty: Warzone, a video game from the popular Call of Duty series had more than 50 million downloads in its first month. 

Why App Creators Should Be Utilizing Localization

App creators should be capitalizing on this unique moment to find new customers, ones they can hopefully retain in the long run. By localizing their apps and games, they can not only widen their potential customer base, but can enhance the user experience for foreign language customers as well. The localization process not only translates language from the source language into the target language, but takes into account how to best serve the cultures of their different users. While many businesses are suffering right now, certain businesses such as apps that serve social distancing needs, have an opportunity to thrive. Localization can help app businesses expand and ideally, provide more jobs in the process during this uncertain time.

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