The third edition of the Media Engagement Barometer, a global study conducted by Motorola Mobility with 9,000 consumers in 16 markets, shows that mobile TV became a reality last year and that Brazilians are the consumers who use mobile devices most ( PC, smartphone or laptop) to watch TV in Latin America. Of the interviewees, 34% maintain the habit in Brazil. In Argentina, the percentage is 25%, and in Mexico, 19%. The global value for this habit is 37%.
The study aims to identify viewers’ video consumption habits and give an understanding of the types of services available to consumers and their respective preferences. Respondents are from Argentina, Australia, Brazil, China, France, Germany, Japan, Mexico, Russia, Singapore, South Korea, Sweden, Turkey, the UAE, the United Kingdom and the USA. The result shows the major themes that are redefining the residential ecosystem and the consumer entertainment experience, such as the increase in demand for mobile TV, social TV, connected home services (home automation) and personalized cloud services.
The figures still demonstrate a high demand for the growth of social TV in the country, which is a great niche of opportunities, both for operators and for their advertisers. The study reinforces the question that social networks have changed the experience of watching television. According to the survey, Brazilians spend six hours a day on social networks, a similar number globally and in other countries in Latin America. Of these, 43% have already used social media to recommend a program to someone else and 82% responded that they used social TV in 2011, which shows an 18% increase, compared to 2010. In addition, 76% prefer to use Social TVs to comment on a program.
Compared to Argentina, for example, where 25% of respondents use a mobile device to watch TV, the country is considered to have the highest potential for this market in the region. In Brazil, laptops are still the most used means of watching TV, among the mobile equipment mentioned in the survey, with almost 60% of respondents. However, smartphones are gradually gaining fans and are already in the second position among the most accessed in the country to watch their favorite programs remotely.
Still focusing on new demands for television systems, the survey also explored the issue of home automation, a market that is constantly growing and that is increasingly known by consumers. The study showed that 78% of Brazilian respondents were interested in this topic, above the world average (66%). But 37% said they would need to be convinced of the value of a service before paying for it. In Brazil, the concern when it comes to paying too much for something. The research indicates that the popularization of these services is necessary for the consumer to face them as a desire for consumption.
Motorola’s research also shows that cloud services have also started to become more popular with consumers, especially in the mobile device market. Market research projects that this sector’s revenues will reach $ 6.5 billion by 2016.
The results of the Motorola study reaffirmed this growth projection, mainly in Brazil, where 75% of consumers are interested in a service that allows access to their personal data (such as videos, photos and other information) on any device, from anywhere . This growth, according to Motorola research, will be driven by video and music services. Of the total, 64% had to erase old data from their devices, because they were out of storage space.