Internet usage in one of Latin America's strongest markets has proved to capture the interest of the country more than television.

According to the IBOPE Inteligência for Secretaria de Comunicação Social da Presidência da República (SECOM), Brazilians spent more time on the Internet than any other medium on weekdays and weekends based on data collected in November 2013. The SECOM study found the average Brazilian surveyed spent three hours and 39 minutes online between Monday and Friday. On weekends, the average Brazilian spent three hours and 43 minutes on the Internet.

The activity time on the Internet narrowly surpassed television usage. The average television time during business days accounted for three hours and 29 minutes while the weekends garnered three hours and 32 minutes.

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Radio time was also popular, but unlike the Internet and television, usage slipped on the weekends. Radio activity time among surveyed Brazilians was three hours and seven minutes while the weekends saw a flat three hours. According to eMarketer, a possible reason for the radio time slip during the weekends may be due to less people commuting.

Despite more Brazilians spending time online than using television and radio, the Internet penetration in the country is still considered "low" compared to fellow developed countries. eMarketer had estimated 49.3 percent of the Brazilian population went online during 2013, which would put the country at No. 18 of the 22 countries of which it provided Internet user forecasts.

An IBOPE and SECOM study revealed similar figures. A late 2013 report noted 53 percent of Brazilian consumers state they did not use the Internet. In comparison to television, 3 percent of the IBOPE and SECOM study stated to not use the medium. Brazilian consumers were polled and were more likely to use television on a daily basis during an October to November 2013 survey with 65 percent. The survey also found 26 percent of consumers go online daily. Radio would account for 21 percent while print-only newspapers and magazines garnered 6 percent and 1 percent, respectively.

eMarketer has projected that 2014 will produce heavy online activity in Brazil with 53.1 percent penetration. The Internet usage is expected to increase by 2017 with approximately 60 percent penetration.

"As the number of users in the country rises, the internet should claim more of consumers' time spent with media-and see more frequent usage," added the digital marketing, media, and commerce insights service.

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For the latest updates, follow Latin Post's Michael Oleaga on Twitter: @EditorMikeO or contact via email: m.oleaga@latinpost.com.

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