Technology n Relationship Survey LATAM Nov 11_9Dec11

8/3/2019 Technology n Relationship Survey LATAM Nov 11_9Dec11

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Family & Technology Survey

November 2011

Submitted to: Daniela Jimenez-Parker & Jackie Kates

Created by: Cross-Tab
http://www.corbisimages.com/stock-photo/royalty-free/42-17021677/woman-using-laptop-at-tablehttp://www.corbisimages.com/stock-photo/rights-managed/42-18707495/modern-family-at-home


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Study Objectives MethodologySampling &

Survey timeframe

Argentinan = 374

Colombian = 343

Ecuadorn = 60

Mexicon = 634

Panaman = 13

Markets Tracked

To study the role of technologyin family relationships across 8different markets.

Web based online interviewswere conducted.

The survey was publishedon MSN Homepages ofLatam countries.

Random Sampling of MSNvisitors of Latam marketsduring Nov 2011.

Data collection period: 11thNov to 30th Nov.

Study Background

Key Information areas

Device used most often to

connect with immediate

family.

Device used most often to

connect with friends and

family abroad.

Device purchased last yearand reason for purchase.

Device used specificallyduring holiday period.

In what way the device used

most often is helpful.

Benefit of technology to

family relationships.

Technological activityenjoyed most with family.

Most often used form of

communication last year.

Children role in making

parents technologically

savvy to stay connectedwith family.

Gadgets own by family.

Chilen = 109

Perun = 47

Venezuelan = 84


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Questionnaire flow

Withimmediatefamilymembers

With friends& familymembersnot stayingin house-

hold

Withfriends &familymembersstaying

abroad

Technology device used most often to connect

Devicepurchasedlast year

Reason forthepurchase

Technologydevice usedmore duringholidays

How doesthe devicehelps you

Demo-graphics

Gadgets ownby family

Technologyactivityenjoyedmost with

family

How hastechnologybroughtyour family

closertogether?

Impact oftechnologyin bringingthe family

closer

Most oftenusedcommunic-

ation form

Role ofchildren inhelpingfamily to

stayconnected


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Executive Summary

Device used most often tospend time with family

2/5th families use computer or tablet to connect and spend time with immediate family members living athome, followed by television (38%). Overall, about 70% families use computer or tablet to connect withfamily & friends not living in their home. Email (37%) is used most to connect with family & friends living

abroad, followed by Social Networks (31%).

Device brought in the pastyear & way it is helping

Device used most duringholidays and the way it

helps

Majority (45%) use computer or tablet more during holiday than any other time of year. Same trend is

observed across markets. About half claim the device they use the most helps them stay in touch withfriends & family not in close proximity, followed by helps manage time & workload.

Technology activity enjoyed

most with familyUsing computer or tablet to surf the Internet, write, watch TV and movies, music, etc is the mostenjoyable activity (about 70%) among families, overall and across markets.

Impact of technology inbringing the family closer

and how?

Overall, 77% feel that technology has brought their family closer. 2/5th claim technology helps capture &relive important moments through photos and videos. Across markets the top reason remains same.

Form of communication

used most often1/5thused Email more during the past year. Only 20% used telephone. 27% families in Chile used IMChat more and 28% in Argentina used Texting more for communication during the past year.

Role of children in helpingfamily to stay connected.

Overall, 68% feel their children are teaching them how to be technologically savvy to stay connected as afamily, with more representation from Mexico.

Number of gadgets own bythe family

50% claim to have 2-3 televisions at their home. 42% have 2-3 computer or tablet. Over half in Argentinaand Colombia have 2-3 televisions at home. Computer or tablet usage is high in Colombia and Mexico(2-3).

45% of the overall audience bought computer or tablet in the past year. Overall, 47% claim to buy thetechnology device as it helps them stay connected with friends & family. The claim is highest for Chile at

64%.


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2/5thfamilies use computer or tablet to connect and spend timewith immediate family members living at home, followed bytelevision (38%).

1. About half of the families in Chile use computer or tablet to connect and spend time

with immediate family members.

2. Families in Argentina, Colombia and Mexico use computer or tablet and television

with same frequency.

Green encircle denotes key finding Orange encircle denotes next important finding

P2: Which device most often used to connect and spend time withimmediate family members (those living at home)? Sample less than 50 is insignificant for analysis and reporting

Overall Argentina Chile Colombia Ecuador Mexico Panama Peru Venezuela

Base 1051 209 63 195 28 470 8 30 48

Computer or tablet 40% 37% 49% 41% 39% 40% 25% 17% 58%

Television 38% 40% 29% 39% 25% 39% 63% 43% 21%

Smart phone 9% 5% 11% 6% 21% 11% 0% 27% 10%

Gaming Console 4% 4% 6% 4% 0% 4% 0% 3% 4%

Others 9% 14% 5% 10% 14% 6% 13% 10% 6%

Low sample

12 22


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Over 2/5thmales use computer or tablet to connect and spend time withimmediate family members. While, over 2/5thfemales use television.

1. Over 2/5th respondents between 15-35 years and 56-65 years age group, claim to use

computer or tablet to connect with immediate family.

2. 36-55 years respondents claim to use television to connect.


P2: Which device most often used to connect and spend time withimmediate family members (those living at home)? Sample less than 50 is insignificant for analysis and reporting

Low sample

Overall

Gender Age

Male Female Under 14 15-21 22-35 36- 45 46-55 56-65 65+

Base 1051 591 460 28 124 351 252 154 99 43

Computer or tablet 40% 43% 36% 32% 43% 40% 38% 39% 46% 40%

Television 38% 35% 41% 21% 32% 36% 42% 42% 37% 30%

Smart phone 9% 10% 8% 18% 10% 13% 8% 6% 4% 7%

Gaming Console 4% 5% 3% 14% 8% 4% 4% 3% 2% 0%

Others 9% 6% 12% 14% 6% 6% 9% 10% 10% 23%

1

2

1


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Overall, about 70% families use computer or tablet to connect with family

members and friends not living in their home.

1. Majority of the families in Argentina, Chile, Colombia & Mexico claim to use computer

or tablet to connect with family members and friends not living with them.


P3. What device used most often to connect with family & friendsnot living in your home? Sample less than 50 is insignificant for analysis and reporting


Base 1051 209 63 195 28 470 8 30 48


Smart phone 11% 8% 16% 9% 11% 11% 13% 20% 21%

Television 6% 7% 8% 4% 7% 6% 13% 7% 4%

Gaming Console 2% 0% 3% 3% 4% 1% 13% 0% 0%

Others 13% 19% 8% 12% 14% 11% 13% 13% 13%

Low sample

1 1


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Similarly, across gender and age groups computer or tablet is used most

often to connect with friends & family not living at home.


P3. What device used most often to connect with family & friendsnot living in your home? Sample less than 50 is insignificant for analysis and reporting

Low sample

Overall

Gender Age


Base 1051 591 460 28 124 351 252 154 99 43


Smart phone 11% 12% 10% 4% 13% 15% 8% 11% 6% 7%

Television 6% 5% 7% 11% 5% 5% 9% 5% 6% 2%

Gaming Console 2% 2% 1% 0% 1% 3% 2% 1% 1% 0%

Others 13% 9% 18% 11% 7% 11% 12% 14% 21% 23%


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Overall, Email is used most to connect with family & friends living abroad,followed by Social Networks.

1. Argentina & Colombia also claim to use email most to connect with friends& family

living abroad.

2. Over 2/5th families in Chile use social networks. However, both email and Social

networks are equally used in Mexico.


P4: What service do you use most often to connect withfamily and friends living abroad? Sample less than 50 is insignificant for analysis and reporting


Base 970 194 61 187 24 421 7 29 47

Email 37% 38% 38% 44% 46% 32% 57% 48% 36%

Social Networks 31% 25% 44% 32% 46% 32% 14% 21% 30%

Instant Messaging 16% 21% 7% 10% 4% 18% 29% 10% 21%

video chats 7% 3% 7% 10% 4% 7% 0% 14% 11%

Others 8% 12% 5% 4% 0% 11% 0% 7% 2%

Low sample

2

211


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Males prefer Email and females prefer both email and social networks to

connect with friends & family living abroad.

1. Over half of young audience (15-21 yrs) prefer social networks and older audience

(46-55 yrs) prefer Email.


P4: What service do you use most often to connect withfamily and friends living abroad? Sample less than 50 is insignificant for analysis and reporting

Low sample

Overall

Gender Age


Base 970 549 421 25 113 318 235 147 94 38

Email 37% 38% 35% 24% 22% 29% 41% 51% 43% 68%

Social Networks 31% 28% 36% 48% 51% 41% 23% 20% 18% 3%

Instant Messaging 16% 17% 15% 16% 17% 18% 16% 13% 16% 13%

video chats 7% 9% 5% 4% 6% 7% 9% 6% 9% 5%

Others 8% 8% 9% 8% 4% 6% 10% 10% 15% 11%

1

1


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45% of the overall audience bought computer or tablet in the past year.

1. Across markets also respondents bought computer or tablet in the past year.


Base 970 194 61 187 24 421 7 29 47


Smart phone 13% 7% 16% 6% 13% 15% 29% 38% 19%

Television 9% 10% 10% 10% 8% 9% 0% 0% 17%

Gaming Console 5% 4% 7% 6% 0% 6% 0% 0% 4%

MP3 Player 5% 5% 3% 7% 4% 5% 14% 0% 2%

None 18% 24% 15% 16% 17% 17% 0% 14% 17%

Other 5% 8% 2% 5% 0% 3% 14% 10% 9%

Green encircle denotes key finding Orange encircle denotes next important findingP5: What device you bought in the past year? Sample less than 50 is insignificant for analysis and reporting

Low sample

1 1


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Over half of the respondents between 36-65 years have brought computer ortablet last year.

1. Over 2/5thof male and about half of female respondents also brought computer or

tablet.

Green encircle denotes key finding Orange encircle denotes next important findingP5: What device you bought in the past year? Sample less than 50 is insignificant for analysis and reporting

Low sample

Overall

Gender Age


Base 970 549 421 25 113 318 235 147 94 38


Smart phone 13% 15% 10% 24% 13% 19% 11% 5% 7% 0%

Television 9% 10% 8% 8% 4% 12% 8% 12% 6% 13%

Gaming Console 5% 5% 5% 4% 8% 4% 6% 7% 2% 0%

MP3 Player 5% 6% 4% 20% 12% 5% 2% 3% 4% 3%

None 18% 16% 20% 16% 22% 16% 15% 18% 18% 34%

Other 5% 5% 5% 16% 5% 3% 5% 6% 5% 5%

1


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Overall, 47% claim to buy the technology device as it helps them stay

connected with friends & family. The claim is highest for Chile at 64%.

1. Over 1/5th in Colombia buy technology device to keep their family entertained.


Base 908 183 58 172 22 392 7 28 46

It helps me stay

connected with

friends & family

47% 38% 64% 42% 59% 47% 57% 68% 61%

Keeps my family

entertained/gives

them something to

do

18% 17% 19% 23% 18% 16% 0% 11% 17%

It helps to relievestress

16% 16% 16% 15% 23% 17% 14% 7% 17%

It helps me to be

creative15% 13% 5% 12% 23% 18% 0% 7% 20%

Others 15% 13% 5% 12% 23% 18% 0% 7% 20%

Green encircle denotes key finding Orange encircle denotes next important findingP6: Why buy this device? Sample less than 50 is insignificant for analysis and reporting

Low sample

1

1 11


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Across age and gender groups the reason for purchase remains same, helpsstay connected with friends & family.

1. Over 1/4th young audience (between 15-21 yrs.) claim the purchase of technology

helps to relieve stress.

Green encircle denotes key finding Orange encircle denotes next important findingP6: Why buy this device? Sample less than 50 is insignificant for analysis and reporting

Low sample

Overall

Gender Age


Base 908 512 396 23 101 298 222 139 88 37

It helps me stay

connected withfriends & family

47% 46% 48% 22% 51% 49% 49% 42% 49% 41%

Keeps familyentertained/gives

them something todo

18% 20% 15% 26% 17% 17% 19% 20% 13% 8%

It helps to relievestress

16% 17% 15% 9% 27% 17% 13% 16% 13% 19%

It helps me to be

creative15% 17% 11% 17% 18% 16% 13% 9% 16% 22%

Others 18% 17% 21% 30% 17% 15% 20% 18% 19% 30%

1


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Majority (45%) use computer or tablet more during holiday than any other

time of year. Same trend is observed across markets.

1. In Mexico, 22% use Smartphone and another 20% use Television more during

holidays than any other time of the year.


P7: Is there a technological device that uses more during the holidaysthan at any other time of year? (Select only one) Sample less than 50 is insignificant for analysis and reporting

Low sample


Base 908 183 58 172 22 392 7 28 46


Television 17% 12% 19% 16% 14% 20% 14% 11% 20%

Smartphone 17% 10% 14% 10% 23% 22% 29% 21% 26%

Gaming Console 6% 4% 5% 9% 0% 7% 0% 11% 2%

Others 15% 26% 7% 15% 0% 11% 14% 14% 13%

1

Si il l d d bl i d


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Similarly, across age and gender groups computer or tablet is used more

during holidays.

1. About 1/3rd of young audience (between 15-21 yrs.) use smartphone during holidays.


P7: Is there a technological device that uses more during the holidaysthan at any other time of year? (Select only one) Sample less than 50 is insignificant for analysis and reporting

Low sample

Overall

Gender Age


Base 908 512 396 23 101 298 222 139 88 37


Television 17% 16% 19% 39% 16% 16% 20% 10% 20% 16%

Smartphone 17% 20% 13% 13% 30% 22% 17% 6% 11% 0%

Gaming Console 6% 7% 5% 9% 8% 8% 6% 5% 1% 3%

Others 15% 13% 17% 17% 13% 12% 14% 19% 15% 27%

1

About half claim the device they use the most helps them stay in touch with


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About half claim the device they use the most helps them stay in touch with

friends & family not in close proximity, followed by helps manage time &

workload.

1. Across markets the reason for technology usage shows same trend.

2. Over 1/3rd in Colombia claim technology usage provides entertainment via games,

watching movies, TV etc.

Green encircle denotes key finding Orange encircle denotes next important findingP8: Of the device you checked that you utilize most, how does it help you? Sample less than 50 is insignificant for analysis and reporting

Low sample


Base 875 176 56 169 22 372 7 27 46

Helps me stay in touch with friends andfamily not in close proximity

49% 48% 55% 44% 73% 46% 29% 78% 63%

Helps me manage my time and

workload38% 40% 29% 38% 45% 37% 43% 41% 37%

Provides entertainment via games,watching movies, TV, etc.

29% 28% 29% 34% 36% 29% 14% 22% 24%

Helps me organize & share my photosand videos

17% 16% 14% 15% 14% 18% 14% 22% 22%

It helps me plan the party 9% 10% 13% 7% 18% 8% 0% 7% 7%

Helps us live healthier lives by giving

healthier lifestyle option & exercise8% 7% 9% 9% 14% 7% 0% 15% 4%

1

Across age and gender gro ps the top reason for technolog sage remains


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Across age and gender groups the top reason for technology usage remainssame.

1. 40% of young audience (between 15-21 yrs.) claim technology usage provides

entertainment via games, watching movies, TV etc.

Green encircle denotes key finding Orange encircle denotes next important findingP8: Of the device you checked that you utilize most, how does it help you? Sample less than 50 is insignificant for analysis and reporting

Low sample

Overall

Gender Age


Base 875 494 381 23 99 278 216 136 87 36

Helps me stay in touch with friends and

family not in close proximity49% 45% 54% 30% 53% 51% 50% 43% 48% 47%

Helps me manage my time and

workload38% 41% 33% 9% 34% 39% 41% 39% 34% 36%

Provides entertainment via games,

watching movies, TV, etc. 29% 30% 29% 61% 40% 31% 27% 23% 23% 19%Helps me organize & share my photos

and videos17% 17% 17% 13% 21% 20% 16% 13% 11% 22%

It helps me plan the party 9% 7% 11% 9% 9% 12% 6% 11% 2% 8%

Helps us live healthier lives by giving

healthier lifestyle option & exercise8% 7% 8% 9% 9% 6% 6% 11% 5% 22%

1


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Overall, 77% feel that technology has brought their family closer.

77%

68%

77%74%

64%

81%

71%

89%

96%


P9: Do you think technology has brought your family closer together? (e.g. email, web chat, IM, texting)? Sample less than 50 is insignificant for analysis and reporting

Low sample


Technology has brought family closer

Base 875 176 56 169 22 372 7 27 46

84% of audience between 46 55 years feel technology has brought their


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77% 78%

77%

78%

74%74%

77%

84%

78%

86%

Overall Male Female Under 14 15-21 22-35 36- 45 46-55 56-65 65+

Technology has brought family closer

Base 875 494 381 23 99 278 216 136 87 36

Low sample


84% of audience between 46-55 years feel technology has brought theirfamily closer together.

P9: Do you think technology has brought your family closer together? (e.g. email, web chat, IM, texting)? Sample less than 50 is insignificant for analysis and reporting

2/5th claim technology helps capture & relive important moments through


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2/5t claim technology helps capture & relive important moments throughphotos and videos. Across markets the top reason remains same.

1. Over 1/4th in Argentina and Colombia feels technology offers options to have fun

together.

Green encircle denotes key finding Orange encircle denotes next important findingP10: How has technology brought your family close together?Sample less than 50 is insignificant for analysis and reporting

Low sample


Base 803 164 53 157 20 331 7 27 44

It helps capture and relive importantmoments through photos and videos

40% 35% 49% 36% 45% 40% 57% 63% 41%

It offers options to have fun together 21% 27% 17% 27% 15% 18% 14% 4% 18%

It keeps us organized and manages

our workloads 21% 21% 15% 21% 15% 22% 14% 19% 18%

We can play with family 10% 7% 9% 10% 10% 13% 0% 4% 16%

It helps us to bring together a healthierlife through exercise and learn about

options for a healthy lifestyle

8% 9% 9% 7% 15% 7% 14% 11% 7%

Across age and gender groups the top reason for technology usage that has


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Across age and gender groups the top reason for technology usage that hashelped in bringing family close together remains same.

1. Over 1/4th between 15-21 years and 46-55 years, claim technology keeps them

organized and manages their workload. This has helped in bringing their families

together.


Low sample

Overall

Gender Age


Base 803 461 342 21 90 255 201 125 77 34

It helps capture and relive important

moments through photos and videos40% 39% 42% 10% 39% 43% 38% 42% 40% 41%

It offers options to have fun together 21% 21% 20% 29% 20% 25% 19% 18% 22% 6%

It keeps us organized and manages our

workloads21% 20% 22% 24% 28% 15% 22% 27% 21% 18%

We can play with family 10% 10% 11% 33% 11% 14% 10% 4% 3% 12%

It helps us to bring together a healthier

life through exercise and learn about

options for a healthy lifestyle

8% 10% 5% 5% 2% 4% 10% 9% 14% 24%

11

P10: How has technology brought your family close together?Sample less than 50 is insignificant for analysis and reporting

Using computer or tablet to surf the Internet, write, watch TV and movies,i h j bl i i ( b 0 ) f ili


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music, etc is the most enjoyable activity (about 70%) among families,

overall and across markets.

1. Listening to music on MP3 player is the next enjoyable activity among more than 1/5 th

families in Argentina and Chile.


Low sample


Base 803 164 53 157 20 331 7 27 44

Use a computer or tablet to surf the

Internet, write, watch TV and movies,

music, etc.

70% 67% 58% 72% 95% 71% 71% 70% 75%

Listening to music on an MP3 player 18% 24% 21% 15% 10% 15% 14% 26% 16%

Play a game on Xbox, Wii, PlayStation 14% 13% 15% 15% 10% 17% 0% 4% 9%

Use your smartphone to download

applications, browse, send text

messages

10% 6% 13% 8% 15% 9% 14% 26% 14%

Others 5% 11% 4% 4% 0% 3% 14% 7% 2%

1

P11: Which of the following technology-related activities moreenjoyable with your family? Sample less than 50 is insignificant for analysis and reporting

Across age and gender groups the top most enjoyable activity with family


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Across age and gender groups the top most enjoyable activity with familyremains same as markets.

1. Over 1/4th young audience (between 15-21 yrs.) also rate listening to music on an MP3

player as enjoyable activity with family.


P11: Which of the following technology-related activities moreenjoyable with your family? Sample less than 50 is insignificant for analysis and reporting

Low sample

Overall

Gender Age


Base 803 461 342 21 90 255 201 125 77 34

Use a computer or tablet to surf the

Internet, write, watch TV and movies,music, etc.

70% 69% 72% 57% 64% 67% 71% 74% 79% 82%

Listening to music on an MP3 player 18% 17% 19% 14% 26% 18% 15% 20% 9% 21%

Play a game on Xbox, Wii, PlayStation 14% 18% 10% 29% 20% 18% 15% 10% 1% 3%

Use your smartphone to download

applications, browse, send text

messages

10% 11% 8% 10% 12% 13% 9% 3% 8% 6%

Others 5% 4% 6% 10% 4% 2% 5% 8% 8% 9%

1

Overall, 1/5thused Email more during the past year. Only 20% used


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, g p y ytelephone.

1. 27% families in Chile used IM Chat more and 28% in Argentina used Texting more for communication during the past year.

P12: Which of the following forms of communication, which has been used more during the past year? Sample less than 50 is insignificant for analysis and reporting

Base: Overall = 793; Argentina= 162; Chile= 52; Columbia= 155; Ecuador= 20; Mexico= 327; Panama= 7; Peru= 27; Venezuela= 43


IMChat

Overall 40% 20% 17% 15% 8%

Argentina 30% 22% 19% 28% 2%

Chile 38% 17% 27% 8% 10%

Colombia 48% 23% 13% 5% 11%

Ecuador 45% 20% 15% 10% 10%

Mexico 40% 21% 17% 13% 9%Panama 29% 14% 29% 29% 0%

Peru 37% 7% 19% 19% 19%

Venezuela 53% 9% 7% 23% 7%

Low sample

1

1

Email usage in the past year is high across age and gender groups.


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g p y g g g g p

However, Male users and above 36 years age contribute more email usage.

1. 28% of younger audience used instant messaging for communication during the past

year.


Low sample

Overall

Gender Age


Base 793 456 337 21 88 251 198 125 77 33

Email 40% 45% 34% 24% 31% 34% 45% 49% 45% 45%

Phone calls 20% 19% 21% 19% 23% 17% 20% 22% 22% 24%

Instant messaging 17% 16% 18% 29% 28% 21% 12% 8% 19% 6%

Text Messaging 15% 12% 19% 14% 11% 18% 17% 15% 6% 9%

Web Chat 8% 8% 8% 14% 7% 10% 7% 6% 6% 15%

P12: Which of the following forms of communication, which has been used more during the past year? Sample less than 50 is insignificant for analysis and reporting

1

Overall, 68% feel their children are teaching them how to be technologically


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Base 792 162 52 155 20 327 7 26 43

savvy to stay connected as a family, with more representation from Mexico.

68%

57%

65% 65%60%

75%

86%

62%

79%


P14:Do you think your children are teaching you how to be technologically savvy to stay connected as a family? Sample less than 50 is insignificant for analysis and reporting

Low sample


% thinking their children are teaching them how to be technologically savvy to stay connectedas family

Approximately 75% between 36-65 years feel their children are teaching them


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how to be technologically savvy to stay connected as a family.

Low sample


68% 66%71%

48%

55%

62%

75%78%

74% 76%

Overall Male Female Under 14 15-21 22-35 36- 45 46-55 56-65 65+

Base 792 455 337 21 88 250 198 125 77 33

P14:Do you think your children are teaching you how to be technologically savvy to stay connected as a family? Sample less than 50 is insignificant for analysis and reporting

% thinking their children are teaching them how to be technologically savvy to stay connectedas family

Overall, 50% claim to have 2-3 televisions at their home. 42% have 2-3


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computer or tablet.

P15: Do you have more than one of the following devices in your home? Sample less than 50 is insignificant for analysis and reporting


Base 695 128 47 144 18 285 6 25 42

Computer or Tablet

1 48% 55% 43% 49% 33% 46% 100% 40% 55%

2-3 42% 39% 51% 44% 61% 42% 0% 56% 26%

4-5 6% 3% 4% 3% 0% 10% 0% 4% 12%

6-7 1% 1% 0% 2% 6% 1% 0% 0% 0%

More than 7 2% 2% 2% 1% 0% 1% 0% 0% 7%

Smart Phones

1 73% 80% 72% 81% 78% 67% 33% 64% 76%2-3 17% 15% 13% 12% 11% 20% 33% 32% 14%

4-5 7% 2% 11% 6% 11% 10% 33% 4% 2%

6-7 1% 0% 2% 0% 0% 1% 0% 0% 7%

More than 7 2% 3% 2% 1% 0% 2% 0% 0% 0%

Gaming Console

1 85% 88% 89% 85% 89% 83% 100% 91% 81%

2-3 11% 7% 9% 12% 6% 13% 0% 9% 12%

4-5 2% 1% 0% 1% 0% 3% 0% 0% 7%

6-7 1% 2% 0% 1% 6% 1% 0% 0% 0%

More than 7 1% 2% 2% 1% 0% 0% 0% 0% 0%Television

1 24% 33% 13% 23% 17% 23% 17% 32% 17%

2-3 50% 52% 55% 52% 44% 46% 83% 52% 55%

4-5 20% 13% 21% 19% 33% 25% 0% 12% 24%

6-7 3% 2% 9% 4% 0% 3% 0% 4% 0%

More than 7 3% 2% 2% 2% 6% 4% 0% 0% 5%

Low sample


1. Over half in Argentina and Colombia have 2-3 televisions at home. Computer or tablet usage is high in Colombia and Mexico (2 -3).

11

11

Male users using 2-3 computer or tablet are high (45%) compared to female(39%). However, Females using 2-3 televisions are higher (54%) compared to
http://www.corbisimages.com/stock-photo/royalty-free/42-17021677/woman-using-laptop-at-tablehttp://www.corbisimages.com/stock-photo/rights-managed/42-18707495/modern-family-at-homehttp://www.corbisimages.com/stock-photo/royalty-free/42-17021677/woman-using-laptop-at-tablehttp://www.corbisimages.com/stock-photo/rights-managed/42-18707495/modern-family-at-home


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(39%). However, Females using 2 3 televisions are higher (54%) compared to

male (47%).

P15: Do you have more than one of the following devices in your home? Sample less than 50 is insignificant for analysis and reporting

Low sample


Overall Gender AgeMale Female Under 14 15-21 22-35 36- 45 46-55 56-65 65+

Base 695 408 287 19 80 226 181 103 66 20

Computer or Tablet

1 48% 46% 51% 32% 54% 46% 51% 52% 41% 45%

2-3 42% 45% 39% 42% 34% 44% 40% 41% 52% 50%

4-5 6% 6% 7% 16% 6% 7% 6% 6% 8% 5%

6-7 1% 2% 1% 5% 3% 2% 1% 0% 0% 0%

More than 7 2% 1% 3% 5% 4% 1% 2% 1% 0% 0%

Smart Phones

1 73% 73% 73% 47% 66% 67% 75% 84% 79% 85%

2-3 17% 17% 17% 37% 18% 22% 14% 11% 15% 5%

4-5 7% 8% 7% 16% 10% 9% 8% 3% 3% 5%

6-7 1% 2% 0% 0% 0% 2% 1% 1% 2% 0%

More than 7 2% 1% 2% 0% 6% 0% 2% 1% 2% 5%

Gaming Console

1 85% 85% 85% 68% 81% 87% 84% 85% 88% 95%

2-3 11% 11% 10% 16% 10% 11% 10% 13% 11% 0%

4-5 2% 2% 2% 5% 5% 1% 2% 2% 0% 0%

6-7 1% 0% 2% 11% 1% 0% 2% 0% 0% 0%

More than 7 1% 1% 1% 0% 3% 0% 1% 0% 2% 5%

Television

1 24% 24% 23% 0% 19% 23% 26% 31% 24% 25%

2-3 50% 47% 54% 42% 46% 53% 55% 36% 48% 65%

4-5 20% 23% 17% 16% 29% 19% 14% 29% 24% 10%

6-7 3% 3% 3% 21% 3% 4% 2% 2% 3% 0%

More than 7 3% 3% 3% 21% 4% 1% 4% 2% 0% 0%

Females representation is high in Argentina and Ecuador.


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Females representation is high in Argentina and Ecuador.

Male

Female

54%47% 51%

57%

43%

58%

38%

64%54%

46%53% 49%

43%

57%

42%

62%

36%46%


1. Males sample are high overall, in Colombia, Mexico and Venezuela.


Low sample

111

Ps1: Gender Sample less than 50 is insignificant for analysis and reporting

Base 1664 374 109 343 60 634 13 47 84

Majority of the respondents belongs to 22-35 years age group.


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j y p g y g g p

1. Venezuela have 31% respondents from 36-45 years are group.

Green encircle denotes key finding Orange encircle denotes next important findingPs2: Age Sample less than 50 is insignificant for analysis and reporting


Base 1663 374 109 343 60 633 13 47 84

Under 14 3% 4% 6% 3% 5% 3% 0% 2% 1%

15 - 21 14% 10% 17% 20% 22% 13% 8% 6% 8%

22 - 35 31% 26% 22% 30% 35% 36% 15% 36% 27%

36 - 45 21% 20% 21% 20% 15% 22% 38% 26% 31%

46 - 55 16% 17% 16% 16% 12% 16% 31% 15% 23%

56 - 65 9% 14% 10% 8% 8% 7% 8% 9% 7%

65+ 5% 10% 8% 4% 3% 3% 0% 6% 2%

Low sample

1

Majority of the markets claim to have 1 or 2 children.


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j y

Green encircle denotes key finding Orange encircle denotes next important findingPs3: Number of children Sample less than 50 is insignificant for analysis and reporting


Base 1664 374 109 343 60 634 13 47 84

1 or 2 33% 33% 28% 31% 23% 35% 38% 28% 37%

3 to 5 17% 16% 22% 13% 7% 20% 38% 23% 17%

6 to 8 1% 1% 0% 1% 2% 0% 0% 0% 0%

More than 9 2% 1% 4% 1% 3% 2% 0% 4% 2%

None 48% 48% 47% 55% 65% 43% 23% 45% 44%

Low sample


Base 1664 374 109 343 60 634 13 47 84

1 or 2 33% 33% 28% 31% 23% 35% 38% 28% 37%

3 to 5 17% 16% 22% 13% 7% 20% 38% 23% 17%

6 to 8 1% 1% 0% 1% 2% 0% 0% 0% 0%

More than 9 2% 1% 4% 1% 3% 2% 0% 4% 2%

None 48% 48% 47% 55% 65% 43% 23% 45% 44%


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Technology n Relationship Survey LATAM Nov 11_9Dec11

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Transcript of Technology n Relationship Survey LATAM Nov 11_9Dec11