MUMBAI: Surging popularity of mobile digital devices in China, Brazil and Singapore is creating a new mobile-centric generation. These countries are driving digital media consumption trends, fueled by rapid smartphone and tablet adoption and the lack of a strong existing connection between these users and traditional forms of media such as CDs or DVDs, thus overtaking the US and Europe in terms of demand for digital media, according to the YouGov survey commissioned by KPMG.

KPMG technology, media and telecommunications global chair Gary Matuszak said, “Consumers in China, Brazil and Singapore across all age groups are accessing and using media at an astonishing pace. They are quick to acquire hand-held mobile devices, and are incredibly receptive to all forms of information, news and entertainment from TV, internet, newspapers, magazines and radio."

The survey studied over 9000 consumers across US, Canada, Germany, Spain, UK, Australia, metropolitan China and Singapore plus metropolitan Brazil. The study highlights the impact of smartphones in emerging economies where they are often a user's first internet-connected device.

The report stated that amongst the urban Chinese consumers, 78 per cent own or intend to own a smartphone, while 76 per cent have, or are in the process of purchasing a laptop. 51 per cent say that they already own or will buy a tablet. According to Nielsen's latest figures, based on data gathered in the first half of 2012, 66 per cent of Chinese adult (16+) mobile subscribers already had a smartphone, making it the world's largest market in terms of numbers and penetration.

The KPMG survey shows that although consumers are moving towards mobile devices, in China only 26 per cent of respondents claimed to have a computer.

UK KPMG head of media David Elms said, "In emerging, high-growth markets such as China, people are not encumbered with the legacy of PCs and have leap-frogged straight onto portable devices. This creates amazing opportunities for tech and media companies, many of which are struggling to devise models that are profitable and which truly sate consumers' vast needs for information. They need to delve into understanding content much more intimately as it relates to their customers and then, marry the two."

Consumers in China, Brazil and Singapore are mostly willing to pay for online content, whereas in the US and Europe consumers are less willing to purchase something unless the value proposition is clear. They show a higher willingness to only pay for access to certain content, such as dating sites and books and less on news, music and games, for example.  However for participants across all territories, visiting social networking sites, accessing maps and directions and viewing news online are the top three digital activities. Yet China, Brazil and Singapore are the biggest downloaders of digital music. 

US KPMG head of media & telecommunications Paul Wissmann said, “The move to digital has had a dramatic impact on how we consume music, publishing and newspapers. But we are still early in the process of a transition to digital anytime-anywhere availability across all media sectors. Until online services can provide content -- especially film and video -- on all devices, including home televisions, and be as seamless and easy to use as their offline counterparts, 'old' and digital media will continue to co-exist.”