Latin American internet users are those who spend the most time on social networks, messaging applications, on PCs, laptops, tablets, cell phones and consuming online media and music via streaming. Furthermore, they are world runners-up in open TV consumption (only behind North America) and in time spent with podcasts (first are Africa and the Middle East).
In activities in which it is a leader, Latin America has higher rates than the global average, with the exception of the time that Latin Americans spend with printed media. The activities on which Latin American internet users spend the most time daily are the use of mobile devices (5 hours and 5 minutes), use of PCs, laptops, tablets (3 hours and 52 minutes) and consumption of open TV (2 hours and 23 minutes).
The data comes from the 13th edition of The Global Media Intelligence Report survey, by eMarketer/Insider Intelligence, which details the use of media and access devices in 47 markets around the world. In this round of the study, in more than half of the countries surveyed, the time spent on mobile devices exceeded that spent using PCs/laptops/tablets.
The research also reveals that Brazilian internet users spend more time than their neighbors on PCs/laptops/tablets, cell phones, online TV/ streamingprint media, online media, social networks/messaging applications, podcasts and open TV.
In the latter, Brazil is in third place in the Western Hemisphere, behind the United States (global leader) and the United Kingdom. In fact, 91% of internet users in the country claim to consume open TV, a proportion slightly lower than in 2022, but enough to be ahead of Mexico for the second year in a row.
Other interesting data from the research:
For the first time in the United States, time spent on mobile devices (3 hours and 37 minutes) was greater than daily minutes on PCs/laptops/tablets.
In Southeast Asia, time spent on mobile devices largely favors cell phones, at 4 hours and 29 minutes per day (1 hour and 34 minutes more than time spent on PCs/laptops/tablets).
Compared to other markets, Western Europe is a laggard in TV consumption and video and audio streaming, but is a center for new digital technologies, such as smartwatches and smart home products.
The Global Media Intelligence Report is a partnership between eMarketer/Insider Intelligence and Publicis Media-Starcom, in collaboration with market research firm GWI. Every quarter, internet users aged between 16 and 64 in more than 47 countries are interviewed about their lifestyle and media consumption habits.
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