Monday, February 13, 2012

Brazilian leading mobile TV consumption

Brazilians are more consumers who use mobile devices - PC, smartphone or laptop - to watch TV in Latin America, reaching a rate of 34%. In Argentina, the percentage is 25%, and in Mexico, 19%. The overall figure for this habit is 37%, reveals the third edition of Media Engagement Barometer, a global study conducted by Motorola Mobility with 9000 consumers in 16 markets, released on Monday, 13/02.

The study aims at identifying the consumption habits of the video and give viewers an understanding of the types of services available to consumers and their preferences. The interviewees are: Argentina, Australia, Brazil, China, France, Germany, Japan, Mexico, Russia, Singapore, South Korea, Sweden, Turkey, UAE, UK and USA.

The result shows the great themes that are redefining the ecosystem and home entertainment experience of consumers, such as increased demand for mobile TV, social TV, connected home services (home automation) and custom cloud services.

The numbers still show a high demand for social growth of TV in the country, which is a great niche opportunities, both for operators and for their advertisers. The study reinforces the point that social networks have changed the television viewing experience.

Also according to the survey, the Brazilians spend six hours a day on social networks, a number similar to the global average and other Latin American countries. Of these, 43% have used social media to recommend a program to someone else and 82% said they used the social TV in 2011, which shows an increase of 18% compared with 2010. Furthermore, 76% prefer to use TVs to comment on a social program.

In comparison with Argentina, for example, where 25% of respondents use a mobile device to watch TV, the country is considered the highest potential for this market in the region. In Brazil, the laptops are still the most used to watch TV from mobile devices cited in the survey, almost 60% of respondents. But smartphones are gradually gaining adherents and now occupy the second position among the most accessible in the country to watch their favorite programs remotely.

Still focusing on the new demands of television systems, the research also explored the issue of home automation market that is constantly growing and is increasingly known by consumers. The study showed that 78% of Brazilian respondents were interested in this subject, above the world average (66%). But 37% said they would need to be convinced of the value of a service before paying for it. In Brazil, the concern is when it comes to paying extra for something. Research indicates that the popularity of these services is necessary for the consumer to think of it as the desire for consumption.

Motorola's research also shows that cloud services also began to popularize among consumers, especially in evidence in the mobile market. Market research project that revenues in this market will reach $ 6.5 billion by 2016.

According to the report, in Brazil, 75% of consumers are interested in a service that allows access to personal data (such as videos, photos and other information) on any device, anywhere. This increase, although the survey by Motorola, will be driven by video and music services. Of the total, 64% had to delete the old data from their devices, because they were out of storage space.

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