overview

Orange Exposure 2011 study reveals some striking differences in behavior between mobile and tablet usage

• respondents are more likely to use smartphones to ‘kill time’ whereas they are more likely to use tablets to ‘save time’ (an average grade of 7 on 10 for both devices)
• tablet users were 50% more likely to purchase online than mobile users
• 60% of tablet users have made at least one ‘m-commerce’ transaction compared to 47% of mobile users
• 91% of users think it’s important that the sites they access on their mobile are brands they know and trust

key findings in the UK

• UK mobile media users: 54% are male, 53% are 16-34, 72% are working
• 79% of UK mobile media users pay monthly, 53% have an unlimited data package
• tablet usage is more akin to PC usage with 95% usage at home
• 35% of tablet users are watching on demand content, 40% are watching streaming content and 39% are ‘watching TV’
• 15% decrease in PC usage in the UK
• mobile has a positive impact on other usages: 20% feel they browse on the PC more and 15% read more online newspapers
• 76% of mobile media users use their mobile browser to access content as opposed to 59% using a mobile apps
• 78% tablet users access the Internet via search compared to 64% who do so via apps