Data are from the annual survey Brasil Conectado, from IAB Brasil and ComScore
At the end of November, the results of the annual survey “Brasil Conectado 2014” by IAB Brasil in partnership with ComScore, which compares the digital audience with other traditional media such as television, printed newspapers, magazines and radio in the country, were released.
The survey revealed ownership of electronic devices and highlighted the leadership of smartphones with an increase from 20% from 2013 (52%) to this year (72%). Another highlight is the high penetration of mobile among Internet users, showing a preference for smartphones over tablets.
The survey also pointed out the predominance of the second screen among users: 3/4 of the Brazilian online audience (75%) regularly uses at least one of its electronic devices while watching TV. In addition, seven out of 10 (69%) respondents agree that online advertising motivated them to look for extra information about a particular product; and more than half (54%) use mobile devices to check product information while shopping at physical stores.
The survey showed a significant percentage of users connected via mobile: from 14 to 20 hours (16%) or more than 20 hours per week (15%), considering access through smartphones and tablets.
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