Despite higher smartphone penetration rates, the mobile internet in Brazil sees more time spent by tablet owners
As internet penetration rises and the price of devices continues to fall, consumers in Brazil are increasingly turning to tablets for their digital needs.
According to the International Data Corporation (IDC), there will be 5.8 million tablets sold in Brazil in 2013, an expected 427% increase compared to the 1.1 million sold in 2011. The first quarter of 2013 already registered 1.3 million units sold, 89% of which were Android-based.
Data from the Interactive Advertising Bureau (IAB Brasil) and comScore further showed tablets gaining ground among internet users. When counting iPads and other tablets together, tablets ranked as the fourth most common internet access device in Brazil, at 39% penetration among web users. Smartphones held third place at 51%.
Interestingly, mobile internet users seem to be spending more time online on tablets than on mobile phones.
Market intelligence company E.Life found that mobile phone internet usage in Brazil was concentrated at around 10 hours a week or less on average; 55.1% of mobile phone internet users spent this amount of time online on their devices. While 42.6% of tablet internet users were also spending no more than 10 hours online every week, 28.8% were spending between 10 and 20 hours per week, nearly twice the percentage of mobile phone internet users in that time range.
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