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Brazil's TV Viewers Most Likely to Multiscreen with Smartphones

Smartphones grab more daily media time than any other device

eMarketer expects 41.2 million consumers in Brazil—or 20.3% of the country’s population—to use a smartphone this year, representing annual growth of 36.0%. As Brazil’s smartphone audience expands, users are spending more time with their phones than any other device.

According to a March 2014 study by Millward Brown, smartphone and tablet users in Brazil ages 16 to 44 who owned or had access to a television spent more time with smartphones each day—149 minutes—than any other device. Laptops trailed a close second, with 146 minutes, and TV came in at 113 minutes. Tablets saw far lower daily usage.

All of the time consumers spend with smartphones has led such devices to become the No. 1 second screen used while watching TV. Millward Brown found that smartphone users in Brazil ages 16 to 44 who owned or had access to a television spent 52 minutes with their phones while viewing TV, compared with 35 minutes for laptops and 33 minutes for tablets.

However, a September 2013 study by the Mobile Marketing Association and IBOPE Nielsen Online found that a relatively low percentage of smartphone users in Brazil took out their phones while watching TV, with just 24% saying they did so.

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