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Brazilians warm up to mobile advertising

August 7, 2012

Opera survey uncovers preferences in mobile behavior in Brazil

Oslo, Norway - August 7, 2012

Opera Software today announced the results from its latest study providing insights into the usage of the mobile internet in Brazil. With a sample of more than 6,000 Brazilians, all Opera Mini users, surveyed during the month of July 2012, the research found that 79 percent of participants use mobile devices daily to go online, most commonly to update social networks, download content, watch videos and search the web. More than two-thirds of the respondents said they would like to interact with advertisements they see in traditional media on their mobile devices.

Opera Mini is the most popular mobile web browser in Brazil, with close to a 34% market share, according to third-party research firm StatCounter. Worldwide, Opera Mini has 183 million users who use Opera Mini for its speed, data savings, rich feature-set and cross-platform availability. Monthly active users of Opera Mini in Brazil grew an impressive 162% in July 2012 from July 2011.

The study also found that users, when it comes to mobile advertising, are more interested in advertisements for applications, ringtones, games and wallpapers. Most of the respondents were males (69%) between the ages of 13 and 35 (63%), whose profession was stated as student (41%).

The analysis include several top-line findings:

  • Close to a third of users (30%) do not have access to the internet at home, and 24% access the internet from LAN houses or internet cafes.
  • The majority of mobile internet users browse the mobile web with basic phones (78%).
  • Sixty-five percent of users would like to consume free content on their mobile devices, 37% of respondents are interested in applications, ringtones, games and wallpapers, and 29% are interested in videos.
  • When asked about mobile commerce, 76% of respondents said they don't shop from their mobile devices. For those who did shop with their mobile devices, the most popular categories were: applications, ringtones, games and wallpapers (18%) as well as electronics such as mobile phones, computers, etc. (3%).
  • The survey shows that 69% of respondents would like to interact with the advertisements they generally see on television, magazines or newspapers through their mobile devices.
  • When asked about what they most like to do when using their phones, 59% like to access social networks, 57% like to download content, 36% use it for searches and 32% watch videos.
  • In all, 75% of the respondents said they use prepaid plans, while only 10% use postpaid. The rest said they don't have a data plan or only use Wi-Fi.

"This study proves that Brazilians are opening up to viewing advertisements and, while slow in adopting mobile commerce, are increasingly buying traditional digital goods like apps, ringtones, wallpapers and games, as well as electronics from their mobile devices," said Nuno Sitima, Senior Vice President for Mobile Business Development, Opera Software. "Social networking still rules the roost when it comes to mobile usage in Brazil, showing Brazilians" need for access to mobile broadband, as more than 30% don't have access to the internet at home."

Survey methodology

More than 6,000 Opera Mini users in Brazil participated in this survey conducted by Opera Software from July 16 to July 24, 2012. This study comprises the opinion of Opera Mini users - regardless of gender and age - who clicked on the survey button displayed on the Opera Mini home page during this period.

About Opera

Opera enables more than 350 million internet consumers worldwide to connect with the content and services that matter most to them. Opera also helps publishers monetize their content through advertising and advertisers reach the audiences that build value for their businesses, capitalizing on a global consumer audience reach that exceeds 1 billion.

Opera is a trademark of Opera Software AS.