Social TV on the rise in Brazil

Gabriel Miramar-Garcia ©RapidTVNews | 03-07-2012

Close to half of TV viewers in Brazil--43%--surf the Internet and watch television at the same time, according to IBOPE Nielsen research. Social TV is growing as well: 29% use social networks to comment on what they're watching.

Of the multitaskers, 59% reported doing so every day. About 70% of consumers said they are looking for revelant data about what they're watching.

"The simultaneous use of television and Internet shows that there is no abandonment of one medium over the other," said Jose Calazans, a market analyst at Nielsen IBOPE Online.

Younger people between 20 and 24 multitask more often than others, while 15 to 19-year-olds tend to talk about what they're watching via social media the most. Women are more social than men.

News, movies and sports are all often-watched programmes on television for social TV users, but telenovelas top the list. Telenovela watchers use desktops the most, and laptop and smartphones tend to comment mainly on news programs, sports and reality series, the research found.