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Study Reveals Significant Impact on Brazilian Pop Culture, with 59% of Respondents Interacting with Geek Product Brands on Social Media.
The geek universe, encompassing everything from science fiction to comics, video games, technology, and TV series, has become a significant and growing part of Brazilian pop culture. The “Geek Pride 2024” research by eCGlobal offers a comprehensive view of the habits, preferences, and behaviors of this passionate community, exploring everything from content consumption to event participation and brand interaction.
Seeking to better understand these enthusiasts of fantasy and fiction, a quantitative study was conducted between April 16 and 30, 2024, using a structured online questionnaire. The study gathered 998 responses from members of the ecglobal.com network, including both men and women, predominantly aged between 21 and 64, from all regions of Brazil, and representing socioeconomic classes A, B, and C.
Exploring This Unique Universe
Interest in geek culture is notably high, with an average score of 4.1 when respondents were asked how interested they consider themselves in the topic, on a scale where 1 is “not interested at all” and 5 is “very interested.” Events such as Comic Con Experience (CCXP), the box office success of superhero movies, the consumption of science fiction streaming series, and the growth of the comic book and gaming markets all point to the increasing trend of this universe in Brazil.
Generations Z and Y show more interest than Generations X and Baby Boomer. Among them, 58% of Generation Z, 53% of Generation Y, 39% of Generation X, and 34% of Baby Boomers declare themselves very interested in geek culture. There are no significant differences between genders, indicating that passion for the geek universe is universal among both men and women.
The perception of members of the geek community reveals feelings associated with the pleasure of being part of this universe, such as happiness, belonging, and community. With a high interest score (4 and 5 on the scale), those most associated are those that refer to joy and fun, but also to belonging. The word cloud indicates a wide range of positive feelings, where acceptance and inclusion are pillars of this community, making it a positive and welcoming space.
Who Are the Geeks?
Passion for movies and series is the most cited characteristic for 54% of respondents, making them a valuable target audience for film studios and streaming platforms. This is followed by comics and superheroes with 44%, representing a significant industry with products that move a historic market with major brands.
42% of respondents indicate that geeks are technology enthusiasts and can be seen as early adopters of new gadgets and technological products, presenting opportunities for innovative brands. Gaming, gaming hardware companies, and e-sports events are significant interests, representing 40% of survey responses. Fans of anime show a particular interest in Japanese pop culture, making up 36% of respondents. This group is an ideal target audience for licensed anime products, themed events, and specialized streaming services. Books also represent an important niche with 18% of responses.
Geek behavior reveals three main traits that sum up 55% of respondents: being an expert on their favorite character (19%), having above-average intelligence (18%), and dressing with references to the Geek World (18%). This behavior suggests a value placed on depth and quality in character representation, making geeks attentive critics and fervent defenders of adaptations and licensed products.
Additionally, geek fashion is an important form of expression, with geeks choosing clothes and accessories that reference their favorite franchises. This trend offers great opportunities for fashion brands to collaborate with geek intellectual properties to create exclusive and attractive products.
The practice of cosplay is another significant behavior, with 11% of geeks dedicating themselves to this activity, reflecting their creativity and commitment. Cosplayers invest time and resources in creating authentic costumes, participating in events and competitions that celebrate this art. Brands can engage this audience by sponsoring cosplay events and offering high-quality materials for costume creation. The geek community also comprises both extroverted and shy individuals, suggesting the need for different engagement approaches. Social events and group activities attract more extroverted geeks, while online platforms and forums are ideal for those who prefer more reserved interactions. This diversity within the geek community highlights the importance of varied strategies to connect with this dynamic audience.
Entertainment Consumption
When it comes to entertainment, geeks are experts. The majority prefer watching movies, series, and spending hours playing video games.
The primary communication medium that geeks use to stay updated is social media, corresponding to 61%, followed by YouTube channels with 45%, and conversations with geek friends (37%). When asked about their preferred social media platform for consuming content, geeks choose YouTube (39%), closely followed by Instagram (40%).
Streaming services are the main platforms used by geeks. They consume the movies and series they love on these platforms, which are the choice of 58% of respondents. People generally prefer consuming content on streaming platforms due to on-demand access, variety of content, exclusive productions, ease of navigation, and flexibility of devices, making streaming platforms a popular choice among geek fans. Additionally, some streaming services are popular for offering live game broadcasts.
Generations Z and Y are more active on social media compared to Generations X and Baby Boomers, presenting an opportunity for marketing strategies to be adapted for these age groups, focusing on visual, interactive, and quickly consumable content. The popularity of Discord among Generation Z highlights the importance of platforms that offer real-time communication and organized communities, interesting for content creators and brands aiming to reach the geek community.
Events continue to be an important format for interaction and connection with the geek community, where they can unleash their creativity and demonstrate their love for their favorite characters, movies, and series. Within this universe, 62% affirm that they intend to attend events and conventions, highlighting a great interest in this format, which creates opportunities for the entire market and niche brands. But what elements catch the public’s attention at an event? Freebies, booths, and interactive experiences stand out to the audience.
When asked which event they would like to attend for the first time, the most highlighted were Comic Con Experience (22%), followed by Brasil Game Show (11%), Anime Friends (10%), Game XP (8%), Geek Expo (6%), and Campus Party (5%). The top three events that members have participated in were CCXP (16%), Brasil Game Show (BGS) (10%), and Campus Party (9%).
Brand Relationships in the Geek Universe
Geeks drive a considerable market. According to a study by Rakuten Digital Commerce (2023), enthusiasts of this universe tend to spend 40% more than the national average. To cite a few examples, the Harry Potter franchise has grossed over $21 billion from books, movies, and products, while Marvel Studios’ film revenues alone have surpassed $30 billion, similar to the earnings of Mario, one of the most well-known video game characters globally, over the years.
The geek community demonstrates value-driven and specialized purchasing behavior. About 30% of geeks prefer to research specific products and buy from the store offering the best cost-benefit ratio, showing a rational approach focused on maximizing value for their money. Additionally, 22% browse specialized online stores for products that cater to their specific interests, while 15% visit specialized physical stores to explore and find items of interest.
Online marketplaces such as Shopee and Mercado Livre are the most popular shopping channels, used by 50% of geeks, followed by specialized online stores (47%) and specialized physical stores (34%). Events and conventions (22%) and second-hand product buying and selling groups (21%) are also significant for this community, highlighting the diversity of channels used to acquire geek products.
Preferences are clear when it comes to product acquisition, with 38% opting for games (video games, board games, etc.) and themed clothing and accessories, showing a strong interest in entertainment and identity expression. Books and comics follow closely, with 36%, highlighting the importance of narratives in geek culture. Additionally, 31% value collectible items, such as action figures, while 30% prefer decor items, and 25% choose gadgets and tech accessories, reflecting the desire to personalize their spaces and stay updated with the latest innovations.
The research covered various categories to identify the most present brands in the minds of geeks, with Marvel, Star Wars, and DC being the main “top of mind” brands. Specifically for movies, series, games, or comics, Star Wars, Spider-Man, and Marvel complete the “top of mind” ranking. When it comes to choosing where to buy geek products, Piticas, Amazon, and Universo Geek are the top three options on consumers’ minds. Notably, 59% of geeks interact with geek product brands on social media, and the word “novelty” was the most cited when asked what they like most about interacting with these brands online.
A market on the rise
The geek universe in Brazil is constantly growing, representing a significant and influential portion of the national pop culture. The research not only highlights the breadth of interests and behaviors within this community but also underscores its economic importance. With a highly engaged and passionate fan base, the geek market offers numerous opportunities for brands and businesses.
The diversity within the geek universe, spanning different generations and a variety of interests, calls for adapted and innovative marketing strategies. Brands that invest in partnerships with popular intellectual properties, offer exclusive and customized products, and authentically engage with this community have the chance to capture a growing market.
Understanding and meeting the needs of this dynamic audience is crucial for any brand looking to stand out and thrive in this promising market. Learn how to use communities and research to listen and connect, creating more assertive, agile, and cost-effective business strategies.
