Borderless Access

The global esports industry, already on a healthy growth trajectory, has witnessed a massive surge in interest among its audience. According to one   report , esports had a global audience of 398 million in 2019, which is expected to reach nearly 600 million by 2024. In the first quarter of 2021 alone, 8.8 billion hours of live streams were viewed by enthusiasts and casual audiences combined. Clearly, esports entertainment has crossed a threshold wherein brands and businesses can either treat it on par with traditional sports entertainment or lose out on the massive opportunity it presents. In this context,   Borderless Access   recently concluded an online study in both developed and developing esports markets among esports viewers as well as players. In this blog, we highlight key insights specific to esports viewers from South Africa, Nigeria, Kenya, India, Colombia and Argentina, which can be considered as “developing” in terms of eSports exposure in relative terms. G...

The incredible growth of esports viewership The esports industry has gained momentum in the past decade with millions of eSports fans worldwide, thanks to a multitude of reasons. The growth in the sector has remarkably accelerated the growth of viewership, making esports one of the more popular forms of entertainment. As per a   report   by a leading financial and business news website, the total esports viewership is estimated to grow at a 9% compound annual growth rate (CAGR) between 2019 and 2023, which means the viewer base around the world will nearly double in roughly half a decade. To further explore the esports viewership landscape,   Borderless Access   conducted an online study across 14 countries to understand the preferences of the esports audience and other impacting factors on esports content consumption. In this article, you can find insights related to the audience group that follows or watches esports in nine markets where esports has considerab...

Purchasing a vehicle is a crucial decision that a consumer makes. Commonly such a decision-making process starts with the financial aspects of the purchase consideration. Then where does the consideration of automobile safety features come in the process? How much importance does a consumer give to safety ratings before purchasing a vehicle? This is especially important in developing markets where automobile safety standards are only now improving and several safety features are generally not offered as a standard option, making consumer knowledge and decision-making all the more critical. To draw consumer insights on this matter,  Borderless Access  conducted an online study in India and countries in South America and Africa. In this blog, we explore what consumers in Colombia think about automobile safety standards and if and how safety features influence their purchase decisions. Are Colombian consumers aware of automobile safety ratings? Our study findings indicate that a...

As per Brazil’s   National Road Safety Plan 2019-28 , the federal government aims at reducing the road traffic death rate by 50% per 100,000 population. In line with this national goal, automobile brands are making efforts to manufacture safer passenger vehicles. Efforts by   Latin NCAP   are also a positive step in this direction, which involves crash testing cars and rating them based on how well they protect occupants. These and other measures are helping increase awareness among consumers about road safety and the importance of owning safer cars. To learn more about consumers’ perceptions regarding automobile safety and how safety ratings and safety features influence their purchase decision,   Borderless Access   conducted an online study in India and countries in South America and Africa. This blog highlights the research findings from Brazil, one of the top ten largest automobile markets in the world. Are people in Brazil aware of automobile safety rating...