TV Viewers in Brazil Look to Second Screens - eMarketer

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TV Viewers in Brazil Look to Second Screens

Smartphones are a necessary companion for many viewers

December 31, 2015

A majority of people in Brazil who watch TV are also using a second—probably digital—screen to do more while they view, according to research. Simultaneous usage is also shifting to mobile.

Activities Conducted Simultaneously While Watching TV According to TV Viewers in Brazil, Sep 2015 (% of respondents)

According to September 2015 polling by Google Brasil, more than three-quarters of TV viewers in Brazil ages 14 to 55 conduct other activities while they watch TV. The most common was text messaging, which 61% of TV viewers do while watching.

More than half of TV viewers also reported conducting internet searches and using social networks while in front of the tube.

Most simultaneous activity was digital; just 18% reported conducting offline activities at the same time as watching TV.

Digital Activities Performed on a Second Screen While Watching TV by Multiscreeners in Brazil, July 2015 (% of respondents)

Earlier research, conducted by Conecta in July, found that 88% of internet users used the internet while watching TV. For that group, social networking was the most common activity. Conecta reported that smartphones were the most common device used for multiscreening in Brazil, followed by desktop and laptop PCs.

The Interactive Advertising Bureau Brasil (IAB Brasil) and comScore surveyed internet users in Brasil from 2012 through 2014 about simultaneous media usage. That research found a decrease over time in how often internet users turned to PCs while watching TV, but an even stronger increase in their frequency of using smartphones while watching television.

Half of respondents in 2014 said they conducted online activities unrelated to what they were watching on smartphones; a similar number said the same of PCs. The No. 2 smartphone activity was sending email or instant messaging.

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