Clipping of news on Brazilian Culture, Law and Citizenship
23/08/2013
This article was translated by an automatic translation system, and was therefore not reviewed by people.
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The rapid adoption of smartphones and tablets in Brazil is increasingly redefining the consumer behavior and inaugurating what may be called "the new context multi-screens." An unpublished research commissioned by Google to Ipsos Brazil reveals that today over 30 million users consume media in three different screens in the country - almost double when compared to France (19M) or UK (16M).
This trend is bringing a new configuration in media consumption and also a way to purchase even more complex: with almost 7 in 10 Brazilian users using TV and smartphones while watching TV is not just an activity that demands exclusive attention.
Dimension of the phenomenon:
• 63 million Brazilians use at least two daily screens (TV + computer);
• 30 million Brazilians use three screens (TV + PC + smartphone);
• The penetration of smartphones grew 86% compared to 2012, reaching 26%, while the adoption of tablets has grown 300%.
Transformations in the media:
• Most of the media exposure is through screens (69%), and the computer that has the highest average weekly (26 hours), followed by television (19 hours) and smartphones (13h)
• The movement between screens can be simultaneous or sequential. The behavior of the Brazilian is more simultaneously with the television screen consumed more simultaneous:
§ half of the online population (52%) watch TV and access the internet at the same time;
§ 68% of muti-screens watch TV and interact with smartphone simultaneously.
Impact on consumption:
• 27% of users multi-screens already do online shopping in Brazil;
• Over 30% of this group use more than one device to complete the purchase.
According to Maria Helena Marinho, director of research at Google for Latin America, "instead of having online sessions, we are entering an era of constant connectivity, anytime, anywhere." This also means business transformation: "For brands and companies, this means a need to be present consistently and properly in all views to ensure the user a pleasurable experience and consistent," he adds.
A survey commissioned the Ipsos heard 1,300 people between May and June this year.
Source: UOL - Modern Consumer
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This article was translated by an automatic translation system, and was therefore not reviewed by people.