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KPMG: China, Brazil and Singapore Lead Consumption of Digital Media

By Rob Starr, Content Manager, Big4.com

According to the KPMG International 2013 Digital Debate,  urban consumers in China, Brazil and Singapore are proving to be the world’s most voracious users of digital media, powered by the rapid uptake of smartphones and tablets.

A new generation of mobile-centric consumers is getting its first media experience via devices. This growing segment has a much greater preference for digital media, and the coming of next-generation, high-speed mobile networks will likely accelerate this trend.

Among urban Chinese consumers, 78 percent own a smartphone, slightly more than those owning laptops (76 percent), and 51 percent say they have a tablet computer– a higher penetration than the US, UK, Germany or Australia. Overall, 53 percent of total respondents own a smartphone and just over a quarter (26%) own a tablet computer.

“Consumers in China, Brazil and Singapore across all age groups are accessing and using media at an astonishing pace,” says Gary Matuszak, KPMG’s Global Chair, Technology, Media and Telecommunications. “They are quick to acquire hand-held mobile devices, and are incredibly receptive to all forms of information, news and entertainment from TV, internet, newspapers, magazines and radio.”

Interestingly, consumers across all markets spend a similar amount of time accessing media online as they do using traditional media.

Visiting social networking sites, accessing maps and directions, and viewing news online are the top three digital activities across all markets. Consumers in China and Brazil lead all countries in accessing social networking, news and downloading music.

In the traditional media space, TV is still the most popular traditional medium across all markets followed by listening to the radio and thirdly, print such as newspapers and magazines.

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