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Tablets cannibalise use of TV and PC in UK


By The Drum Team, Editorial

December 7, 2011 | 4 min read

Orange has announced the results of Orange Exposure 2011 – an annual independent study by TNS into mobile media habits across UK, France, Spain and Poland. The research revealed that respondents use smartphones to ‘kill time’ – using mobile when they don’t have access to other screens, whereas respondents use tablets to ‘save time’ – using tablets in place of other screens to be more efficient.

Smartphones and tablets impacting media consumption in opposite waysThere is evidence to suggest that tablet devices are actually cannibalising home TV viewing and PC usage. In the UK, 35 per cent of tablet users are watching on demand content, 40 per cent are watching streaming content and 39 per cent are ‘watching TV’ on their tablet. The UK has also seen a 15 per cent decrease in PC usage. Conversely, smartphones compliment TV consumption. In France for example 19 per cent of users say they watch more TV as a result of their mobile media usage. The research also shines a light on how mobile media habits impact other media formats. Mobile has a positive impact on other media and device use; 20 per cent of UK customers feel they browse on the PC more and 15 per cent read more newspapers online as a result of engaging with mobile multimedia. Bruce Hoang, Group Marketing Director, Orange Advertising Network, comments, “This is the first time we have included tablet usage in the Orange Exposure report and the findings are quite stark in their description of how people are using devices. Clearly the one size fits all approach for digital content across TV, PC, smartphone and tablet does not work and this has significant implications for content producers and advertisers.”Fused with the TGI database, the Exposure research provides rich insights for advertisers into what, when, why and where Europeans are using mobile media, creating a rich resource to help brands and advertisers better plan, execute and measure mobile marketing campaigns. Tablet users more willing to spend than smartphone usersThe research revealed that tablet users were 50 per cent more likely to purchase online than mobile users. And that more than 60 per cent of tablet users have made at least one ‘m-commerce’ transaction (paying, reserving or redeeming something). This compares to 47 per cent of mobile users. As consumers continue to opt for their tablet over their PC, this presents advertisers with unique opportunities to capture attention and engage consumers that encourage purchasing decisions. Browser still king – but apps usage still growingFor the second year running, the mobile browser continues its dominance over mobile applications as the most frequent format for accessing online information and content across both mobile and tablet. In the UK, 76 per cent of mobile media users use their mobile browser to access content as opposed to 59 per cent using a mobile application. The same trend is also observed in tablet usage 78 per cent of UK tablet users access the internet via search compared to 64 percent who do so via apps. Jon Mew, Director of Mobile and Operations, Internet Advertising Bureau (IAB) comments, “Without data and analysis advertisers cannot take full advantage of mobile advertising opportunities. As the industry grows it will be important to integrate mobile along with other advertising formats; attitudinal data such as the Orange Exposure research is welcomed as a fundamental resource for advertisers.”Sienne Veit, Social and Mobile Development Manager, Marks and Spencer, comments, “The Orange Exposure 2011 data mirrors our own experience that more consumers are interacting with brands via mobile and tablets. Brands will miss out on mobile opportunities to connect with the consumer if they don’t adapt for mobile and tablets taking into account local nuances and influencing factors such as screen size for example. With this research, brands can cut through the complexity to understand precisely how to target their consumers.” 
The Orange Exposure 2011 research is taken from the Orange Mobile Targeting Monitor (OMTM) a campaign and planning tool developed for the advertising industry in Europe. The data is fused with the TGI database, providing a detailed picture of mobile media usage, illustrating how, where and why mobile users access content, information and entertainment. Advertisers and brands are able to use the data to analyse audiences and target mobile marketing campaigns more effectively. Fieldwork was conducted by TNS, on behalf of Orange. Research conducted in UK, France, Spain and Poland. Calibration phase consisted of 2000 face-to-face interviews nationally representative in each country. Main research conducted online with: UK: 1,000 mobile media users and 150 tablet usersFrance:1,000 mobile media users and 150 tablet usersSpain: 1,000 mobile media users and 150 tablet usersPoland:1,000 smartphone users and 450 iPhone users


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