No Brasil, 73% interagem com redes sociais quando veem TV
Autor: Visão Criativa | Publicado: 2012-08-29T15:15:00-03:00


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Dado consta de estudo realizado pela Ericsson,
que avalia ainda o panorama em outros 11 países

&nbsp;A TV social é cada vez mais fenômeno de massa, conforme
sugerem os&nbsp;resultados do estudo anual do ConsumerLab, laboratório de
pesquisas da Ericsson, divulgados nesta terça-feira.&nbsp;No Brasil,&nbsp;73%
das pessoas consultadas assistem à TV interagindo com outros usuários em redes
sociais. O número era de 48% na pesquisa 2011, mostrando que em apenas um
ano o número de brasileiros que interagem assistindo TV cresceu 25%.

A pesquisa une dados coletados no Chile, China, Alemanha, Itália, México,
Coreia do Sul, Espanha, Suécia, Taiwan, Reino Unido e Estados Unidos, além do
Brasil.&nbsp; Na média, 62% dos consumidores usam redes sociais enquanto
assistem à TV semanalmente, aumento de 18% em&nbsp;um
ano, em comparação com o mesmo estudo. Na divisão por gênero, 66% das mulheres
têm esse comportamento, em comparação a 58% dos homens. Notou-se que 25% dos
consumidores usam as redes sociais para discutir&nbsp;o que estão assistindo em
tempo real.

Para Luciana Gontijo, responsável pelo Ericsson ConsumerLab
na América Latina e Caribe, “os dispositivos móveis são uma parte importante da
experiência de TV, já que 67% dos clientes usam smartphones, tablets ou laptops
para assistir à TV ou vídeo. Além disso, 60% dos consumidores afirmam usar
serviços sob demanda semanalmente. Assistir à TV em trânsito está crescendo em popularidade e 50% do tempo gasto
assistindo TV e vídeo no smartphone ocorre fora de casa, onde as conexões de
banda larga móvel estão facilitando esse aumento.”

Embora o comportamento e a demanda estejam mudando, apenas
7% dos clientes dizem que vão reduzir suas assinaturas de TV no futuro. Ao
invés de tentar diminuir custos, os consumidores estão dispostos a pagar mais
por uma experiência superior: 41% dos usuários afirmam estar dispostos a pagar
por conteúdo de TV e vídeo em alta definição.

Mais da
metade dos consumidores quer escolher seu próprio conteúdo de TV e vídeo.
Segundo Luciana, “à medida que o número de telas e serviços aumenta, as pessoas
estão ávidas por um serviço agregado e fácil de usar que ofereça de tudo. Ele deve
permitir aos consumidores reunir TV sob demanda&nbsp;e linear,
incluindo conteúdo ao vivo, facilitar a descoberta de conteúdo, potencializar o
valor da TV social e oferecer acesso contínuo ao longo de vários dispositivos.”







Fonte: http://olhardigital.uol.com.br