Mobile Entertainment

BRIC subs flock to entertainment sites

Tim Green Aug 14 2008, 10:23am

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BRIC country consumers are in love with entertainment-based mobile websites, says Nielsen.

This is in contrast with the more mature American and European markets, says the researcher, where information and news draw the most mobile Internet browsers.

According to a new report, entertainment, gaming and music websites rank among the top 5 categories visited in all four BRIC (Brazil, Russia, India and China) countries, but do not have a place among the top US and Europe rankings, where weather, news, and search are the top categories.

“In the US and Europe, broad access to media and entertainment has been available for decades through a large fixed distribution infrastructure, and more recently in specialized devices like iPods, to meet consumer’s entertainment needs,” said Jeff Herrmann, vice president of mobile media at Nielsen.  

“Users in the growing Brazil, Russia, India, and China markets haven’t had the benefit of broad-based content distribution thereby limiting their exposure, and are filling the service gap by embracing mobile’s transition into a personal entertainment platform.”

Top 5 website categories (% mobile internet users)    

First
    
Brazil         Email (57%)        
Russia        Entertainment (34%)
India        Games (38%)
China        Entertainment (55%)
US        Email (65%)        
Europe        Email (46%)