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Brazil’s consumers spend more time with the internet than any other medium each day, according to November 2013 polling conducted by IBOPE Inteligência for Secretaria de Comunicação Social da Presidência da República (SECOM). The study found that the internet claimed an average of 3 hours 39 minutes of consumers’ time with media on weekdays and 3 hours 43 minutes on the weekends.
TV ranked a close second for average time spent, at 3 hours 29 minutes on days between Monday and Friday and 3 hours 32 minutes on Saturdays and Sundays. Unlike the internet and television, radio actually saw a dip in time spent on the weekends, likely due to less people tuning in while commuting.
But internet penetration is still low in Brazil compared with more developed countries. eMarketer estimates that 49.3% of the country’s population went online last year—putting Brazil in the 18th spot out of the 22 countries for which we provide internet user forecasts. SECOM/IBOPE found penetration similar to eMarketer’s: In the late-2013 study, 53% of consumers in Brazil said they did not use the internet at all.
Meanwhile, just 3% of respondents did not use TV, and as a result, residents were most likely to use television on a daily basis (65%). In comparison, just 26% of consumers went online each day. So while the country’s consumers are spending more time with the internet on a daily basis, they’re still turning on the TV far more frequently.
eMarketer estimates that in 2014, internet usage will become a majority activity in Brazil, hitting 53.1%. Penetration will near 60% by 2017. As the number of users in the country rises, the internet should claim more of consumers’ time spent with media—and see more frequent usage.
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