Investment is a subject increasingly present in the lives of Brazilians, whether in social networks, blogs, newspapers, television, and even in conversations between friends and families. To help understand the behavior of Brazilians when it comes to finances, our traditional X-Ray of the Brazilian Investor survey reaches its 3rd edition, bringing data from 2019.
The survey was carried out, with support from Datafolha, in November 2019 with 3,433 people in 149 cities, representing more than 96 million Brazilians. All from 16 years old, from classes A, B, or C and economically active (income or retirement). Therefore, the research does not reflect the impacts of the Covid-19 pandemic on the population. As we already know, the world and the Brazilians will become poorer as a result of the crisis, which makes savings and investment issues even more relevant and legitimizes the study findings.
This page presents the survey’s main findings. If you want to know more, you can download here the full report with all the data.
Who are they?
Less than half of Brazilians (44%) had any balance applied to investment products in 2019. That is, 42 million people had applications last year. The percentage shows improvement in comparison with the previous two years of the survey when 42% applied in investment products.
But, after all, what is the profile of the Brazilian investor? Here is the answer: the majority are male (53%), married, belonging to class C, and with an average monthly income of R $ 5,600. Check out the full X-ray below:
Digital vs analog investor
The Brazilian investor is conservative. The vast majority, 71%, go to the bank to make their applications. Against the grain, 49% opt for the bank or broker's website or app. The more traditional ones, which we call analogs, tend to be older - on average, 47 years old - class C, with a monthly family income of around R $ 4,400. Retirees represent 22% of this group. Meanwhile, those who use the internet to make financial life easier are digital investors. They are younger - on average, 38 years old - and have better purchasing power: they belong to class B and have an average monthly income of R$ 7,400.
Where they invest
The savings account remain the preferred product of investors, but have been losing share: 84% left their resources in the savings account in 2019, while 88% opted for the product in 2018, a drop of four points.
Next, are investment funds (6%), followed by private securities (5%), pension plans (5%), government bonds (4%), and stocks (3%). The latter, despite being one of the investment products best known by Brazilians - behind only the savings account -, still have little appeal with investors.
Savers vs other investors
Within the universe of investors, there are two distinct profiles: those that apply exclusively to the savings account and the others, who may or may not have money in this product but invest in other products. Savers are divided proportionally between men and women (50% in each gender), are class C (65%), have completed high school (48%), and have a monthly family income of about R $ 4,400. When we look at those who invest in other products, the profile changes a lot. Most are men (63%) from classes A or B (72%), have completed higher education (60%), and monthly family income of about R $ 9,400.
Even with the social security reform in all the news, the Brazilians perception of retirement little changed in 2019. Most think about retiring, on average, at 59 years of age. However, the number of Brazilians seeking to depend only on social security in old age fell, from 56% in 2018 to 51% in 2019. The number of people who will use financial investments as allies in old age has increased: 14% will make use of these resources, up to four percentage points compared to 2018.