Brand Intelligence(BI)

Public, Consumption and Behavior

Executive: @GrupoCALONE

Project:

Brands, Media and Personalities

Key-Code:

Products, Services, Content and Experiences

Audience

Generation

   

Period

 

Years

 

% Brazil Population

(+ 200M)

 

% World Population

(+ 8B)

Consumo 

Digital Media

 

Integrative Media

Time

key code

#calone

behavior

Projeto

 

Person

 

TAG (ESG)

 

Brand

 

Product

 

Service

 

Content

 

Experience

Transmutation

Past ( -1 Year)

 

Present

 

Future ( +1 Year)

Makers

AAIPR

 

Content Impact

 

Media Score

 

Report

Silent

1928 – 1945

80 – 97

~2%

~3%

Low (WhatsApp, basic news)

High (TV, radio, magazines)

~6h (4h TV + 2h digital)

Baby Boomers

1946–1964

61 – 79

~8%

~13%

Medium (Facebook, YouTube)

High (TV, radio, magazines)

~6h (4h TV + 2h digital)

Generation X

1946–1964

45 – 60

~16%

~17%

Medium-High (YouTube, LinkedIn, Facebook)

Medium (TV cable/news, radio)

~7h (3h TV + 4h digital)

Generation Y (Millennials)

1981 – 1996

29 – 44

~28%

~23%

High (Instagram, YouTube, Podcasts, Streaming)

Medium (Events, branded content)

~8h (6h digital + 2h TV/events)

Generation Z

1997 – 2012

13 – 28

~34%

~32%

Very High (TikTok, YouTube, Instagram, Twitch)

Low-Medium (Events, experiential)

~9h (7h digital + 2h games/music)

Generation Alpha

2013 – 2029

0 – 12

~12%

~23%

Very High (YouTube Kids, Games, Streaming)

Low (Educational TV/events)

~8h (7h digital + 1h integrative)

Generation Alpha

2030+ (projection)

Not born yet

—-

~16% (by 2035)

Projected Ultra-High (VR, AR, AI Assistants, Metaverse)

Minimal traditional exposure

~10h (immersive & hybrid media)

glossary

1. Audience (Generations)

• Silent Generation (1928–1945) → elderly audience, loyal to TV, radio, and print; seeks trust, tradition, and simple information.

• Baby Boomers (1946–1964) → value credibility, solid brands; enjoy broadcast/cable TV, Facebook, and YouTube.

• Generation X (1965–1980) → balance work and family; consume cable TV, online newspapers, Facebook, LinkedIn, and YouTube.

• Generation Y – Millennials (1981–1996) → digital natives, active on Instagram, YouTube, podcasts, and streaming platforms; value authenticity and purpose.

• Generation Z (1997–2012) → true digital natives, dominate TikTok, Instagram, YouTube, and Twitch; prefer fast, visual, and interactive content.

• Generation Alpha (2013–2029) → hyper-connected children on YouTube Kids, games, and streaming; favor playful and educational content.

• Generation Beta (2030+) → still a projection; will grow up with VR, AR, metaverse, and AI assistants; immersive and hybrid consumption.

2. Consumption (Platforms and Social Media)
 
 

• TV, Radio, and Print → still strong among the Silent Generation and Boomers.

• Facebook → predominant among Boomers and Gen X.

• YouTube → spans all generations (from tutorials to kids’ content).

• LinkedIn → focus on Gen X and Millennials for business and career.

• Instagram → Millennials and Gen Z as the main base for lifestyle and trends.

• TikTok → main channel for Gen Z and Alpha for fast and viral consumption.

• Twitch and Gaming → Gen Z and Alpha, strong engagement with games and creators.

• Streaming (Netflix, Disney+, Spotify) → Millennials, Gen Z, and Alpha; on-demand and personalized.

• VR/AR/Metaverse → future trend for Gen Beta.

3. Behavior (Audience → Authority)
 
 
• Audience → raw reach, the number of people exposed to the content.
 
• Authority → highest level: when the audience perceives the personality/brand as a trusted reference, validating ideas, products, and behaviors.
 
• Influence → ability to impact audience choices and behaviors.
 
• Presence → consistency across multiple platforms (digital + physical).
 
• Reputation → public perception (positive or negative) built over time.
 
• Content Impact → real interaction (likes, comments, shares, watch time).
 
• Media Score → metric that evaluates the integrated performance of a personality or brand across different channels.

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