La mujer peruana: Una consumidora multimedios y multipantalla

La mujer peruana: Una consumidora multimedios y multipantalla

Se ha evidenciado en los últimos años que la mujer latina es multimedios: Según el estudio TGI de Kantar IBOPE Media, 63% de las mujeres latinas afirman consumir entre 4 y 6 tipos de medios en su vida diaria; entre ellos se destacan la televisión (95%), la publicidad exterior (90%) y la radio (64%). Se resalta también una afinidad a las revistas, por encima del promedio de la población (26% vs. 22%). Esta tendencia es inclusive más marcada en las mujeres peruanas, donde las penetraciones de televisión, publicidad exterior y radio, llegan al 98%, 97% y 80%, respectivamente y además, el consumo de internet, plataforma para la distribución de diversos contenidos, alcanza el 73%.

De acuerdo al mismo estudio, el 69% de las mujeres peruanas toman las decisiones de compra en sus hogares, 20% son jefes de familia (traen el mayor ingreso al hogar) y 55% son madres. Así, en sus variados estilos de vida, las mujeres peruanas acompañan las actividades de su vida diaria consumiendo medios de comunicación: Televisión: 3 horas y 36 minutos; internet: 2 horas y 24 minutos; radio: 2 horas y 12 minutos, en un día promedio. También, estas mujeres consumen medios por diferentes razones, por ejemplo, 72% afirman consumir televisión porque las entretiene, 45% comentan que la publicidad en TV es interesante y ofrece algo de qué hablar, y 27% usan internet para distraerse de sus tareas habituales. 

Además de multimedios, la mujer peruana es multipantalla: 60% de las mujeres peruanas usan dos pantallas para consumir medios; 44%, tres pantallas y 11%, cuatro pantallas. Ante un panorama donde existe una gran cantidad de contenidos disponibles en cualquier momento y lugar, y hasta en diferentes formatos, las mujeres peruanas consumen medios de una forma cada vez más variada, incluso complementando su consumo de medios entre diversas pantallas y medios: 44% de las mujeres en Perú afirman usar las redes sociales frecuentemente para enviar y/o recibir comentarios entre amigos y 19% comentan que mientras ven televisión, hacen búsquedas en Internet sobre productos que ven anunciados.


Acerca de TGI

Estudio integral de Kantar IBOPE Media sobre el comportamiento del consumidor que brinda información sobre la exposición a medios, hábitos de consumo personal y del hogar, estilos de vida, opiniones y actitudes.

TGI es un estudio de 8.500 encuestas anuales en siete ciudades principales: Lima, Trujillo, Chiclayo, Piura, Arequipa, Cusco y Huancayo.

En este estudio se tuvieron en cuenta a mujeres entre 12 y 75 años, residentes en Perú. 


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