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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.

Time Spent per Day with Media Among Smartphone/Tablet Users in BRIC, by Device, March 2014 (minutes)

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.

Time Spent per Day Simultaneously Watching TV and Using a Second Device According to Smartphone/Tablet Users* in BRIC, March 2014 (minutes)

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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