![\"\"](\"http:\/\/blog.mozilla.org\/ux\/files\/2012\/10\/15.png\" "\\"1\\"")
<\/a><\/p>\nMiddle class Brazilians get their phones from multiple sources:<\/p>\n Surprisingly, stores were not the number one way these people got their phones, personal networks were.\u00a0 People use their personal networks to get phones for cheap or free – especially if they don\u2019t need the latest model.\u00a0 People often hand down their phones to other members of their family when they get a new model or someone\u2019s phone breaks.\u00a0 People swap phones amongst family & friends when they are unhappy with a phone purchase, need a different model, or some other usage reason.\u00a0 People gift phones to one another for birthdays and holidays.<\/p>\n Tania got her phone from her dad.\u00a0 Tania\u2019s current phone was a hand-me-down from her father after her previous phone broke. The Samsung was his old phone that he had given to his youngest son (Tania\u2019s 6-yr old brother) to play with.<\/p>\n When purchasing does include a store, it’s an appliance store or the black market, not a carrier store.<\/p>\n We purchased a 4-SIM card phone at a local store in Recife. It took about 30 minutes of walking from store to store to find one that had a 4 SIM card phone. We asked for a 4 SIM card phone, and were pointed to a purple and green phone with a large speaker on the back. The man behind the counter tested the phone with 3 SIM cards to proved that it worked, and we decided to buy it.<\/p>\n<\/div>\n Does the phone do what I want\/need it to do?<\/p>\n Does the phone look good?<\/p>\n Does the price fit my budget?<\/p>\n C-Class buys phones in appliance stores and kiosks at malls rather than carrier stores, however if they are going to buy at a carrier store, they are most likely to go to the carrier kiosk at the mall. They are more likely to buy a 2+SIM card phone.\u00a0 This tells us that we need to not only focus on marketing in carrier stores, but that we should be looking to other opportunities to get the phone into the hands of our users.<\/p>\n This is the second in a series of 5 posts; you can read the introductory post here<\/a> and the post about money strategies in Brazil here<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":" Written with Diane Loviglio. Middle class Brazilians get their phones from multiple sources: Personal Networks Stores Black Market Surprisingly, stores were not the number one way these people got their … Read more<\/a><\/p>\n","protected":false},"author":423,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[24660,1,9594],"tags":[378],"coauthors":[],"_links":{"self":[{"href":"https:\/\/blog.mozilla.org\/ux\/wp-json\/wp\/v2\/posts\/1687"}],"collection":[{"href":"https:\/\/blog.mozilla.org\/ux\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.mozilla.org\/ux\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.mozilla.org\/ux\/wp-json\/wp\/v2\/users\/423"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.mozilla.org\/ux\/wp-json\/wp\/v2\/comments?post=1687"}],"version-history":[{"count":0,"href":"https:\/\/blog.mozilla.org\/ux\/wp-json\/wp\/v2\/posts\/1687\/revisions"}],"wp:attachment":[{"href":"https:\/\/blog.mozilla.org\/ux\/wp-json\/wp\/v2\/media?parent=1687"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.mozilla.org\/ux\/wp-json\/wp\/v2\/categories?post=1687"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.mozilla.org\/ux\/wp-json\/wp\/v2\/tags?post=1687"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/blog.mozilla.org\/ux\/wp-json\/wp\/v2\/coauthors?post=1687"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}![\"\"](\"http:\/\/blog.mozilla.org\/ux\/files\/2012\/10\/22.png\" "\\"2\\"")
<\/a><\/p>\n\n
![\"\"](\"http:\/\/blog.mozilla.org\/ux\/files\/2012\/10\/31.png\" "\\"3\\"")
<\/a><\/p>\n![\"\"](\"http:\/\/blog.mozilla.org\/ux\/files\/2012\/10\/41.png\" "\\"4\\"")
<\/a>Tomas\u2019 mom gave him the pink Samsung phone for Christmas. Tomas didn\u2019t like it because it was pink. He and his girlfriend swapped phones, so she now has his pink Samsung and he has her purple LG. Both are happy with their phones.<\/p>\n![\"\"](\"http:\/\/blog.mozilla.org\/ux\/files\/2012\/10\/51.png\" "\\"5\\"")
<\/a>Every participant in our study discussed shopping in large appliance stores such as Casas Bahia, a Best Buy or Sears equivalent, rather than the carrier stores.\u00a0 They liked the phones and the pricing in the appliance stores, and they could shop or browse for other items besides phones.\u00a0 We also heard stories about buying phones in mall kiosks and stores rather than carrier stores.<\/p>\n![\"\"](\"http:\/\/blog.mozilla.org\/ux\/files\/2012\/10\/61.png\" "\\"6\\"")
<\/a>People shop at local vendors and kiosks that sell knock-offs as well as go to flea markets called camelos to get good deals.\u00a0 Black market stores look and feel like electronics stores in Chinatown in Manhattan.\u00a0 4 SIM card phones are typically found in black market stores.<\/p>\n![\"\"](\"http:\/\/blog.mozilla.org\/ux\/files\/2012\/10\/7.png\" "\\"7\\"")
<\/a>The purchasing criteria in ranking order for the middle class is as follows:<\/p>\n\n
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![\"\"](\"http:\/\/blog.mozilla.org\/ux\/files\/2012\/10\/81.png\" "\\"8\\"")
<\/a>And here’s what the purchasing process looks like:<\/p>\n\n