An Intendigital study confirms that the Peruvian audience is adopting new entertainment formats, marking a clear trend: the “social TV” has come to stay.
A recent study prepared by Intendigital It reveals that the Peruvian audience is migrating to new entertainment formats, with a clear trend: the “social TV” has come to stay.
Today, five out of ten Peruvians interact in real time with television content, either commenting, voting or sharing images through social networks. This phenomenon represents a transformation into the way of watching television, integrating the viewer as an active part of the experience.
“The study we prepare shows us that, despite the rise of digital media, television remains a relevant channel for Peruvians when it comes to advertising. However, we also see a change in consumer preferences, which now looks for more relevant and personalized content. The brands that know how to integrate content marketing and influencers strategies in their campaigns will achieve a more effective connection with their audiences”he said Carola Miyoshi, general Director of Intendigital.
Key study findings
- 89%of the Peruvian population claim to pay attention to television advertising, with the highest incidence in the Central Region (93%) and Lima/Callao (91%).
- However, 58% of respondents only pay attention to less than 25% of the duration of an ad.
- 38% prefer integrated content of content (content marketing) compared to 35% that prefers influencers recommendations.
- In the south and east of the country, 48% pay more attention to influencers mentions, in contrast to 26% in the north and center.
- Men (47%) tolerate advertising more than women (42%) when there is financial compensation.
- 59% of young people would accept to see advertising in exchange for a lower rate in their streaming subscriptions.
- Lima is the region most influenced by advertising, while in the Central Sierra its impact is lower.
Although television remains essential to generate brand -year -old Awareness, its effectiveness varies according to age: young people are more receptive and prone to impulsive purchase decisions, while older adults show less advertising response.
At the same time, the purchase process evolves. With the advance of digital channels, the digital funnel already exceeds the traditional model, reflecting how consumers make decisions through multiple platforms.
“We have the challenge of communicating and connecting brands with consumers in a context where 65% of the population uses two screens at the same time – the view and cell phone -, five percentage points more than last year. In addition, 50% get to consume up to three screens simultaneously, including tablets or laptops. This drastically reduces the level of attention, so our strategies must be consistent from the moment from the moment, both in the time and in mixture means.he stressed Enrique Rodríguez, general director of Media Innova.
This study confirms that, although digital media lead the purchase process, traditional media still have a significant influence on the decisions of Peruvian consumers. To remain relevant, brands must adapt their strategies, combining attractive and personalized content with a media mix that responds to new consumption habits.
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