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Tablet use cannibalises TV consumption and is a more likely to drive m-commerce than smartphones across Europe, according to the latest Orange Exposure research.

The operator group has updated the Orange Exposure study of approximately 5,000 users, now in its fourth year, to analyse how tablet usage fits into its subscribers’ media consumption.

Orange found that 35% of UK tablet owners use their devices to watch video-on-demand (VOD) content, the vast majority of which is at home, thus cannibalising PC and TV-based media consumption.

Some 40% of UK tablet owners streamed content, such as music tracks, while 39% used their device to watch TV. This pattern also prompted a 15% decrease in PC-based media consumption among UK owners.

By contrast, smartphone owners reported that browsing content on their device further spurred media consumption on other channels, including TV and PC, according to the study.

Twenty percent of UK respondents claimed they browsed their PC more because of information they had gleaned from their smartphones, while 15% said they read more newspapers online as a result of engaging with mobile multimedia.

Bruce Hoang, group marketing director of the Orange Advertising Network, said the inclusion of tablet usage habits demonstrated that advertisers had to reassess their marketing mix.

“Clearly the one-size-fits-all approach for digital content across TV, PC, smartphone and tablet does not work and this also has significant implications for content producers,” he added.

The study, conducted in the UK, France, Spain and Poland by TNS Research, also found that mobile browser usage is more popular than mobile apps for accessing the internet for the second year running.

Participating tablet owners were 50% more likely to purchase an item on their devices when compared with those who just owned a mobile according to the research.

Sixty percent of tablet owners surveyed had made an “m-commerce transaction”, compared with just 47% of smartphone users. Meanwhile, 76% of UK mobile media users participating in the study claimed they used their mobile browser to access content, as opposed to 59% who searched the internet via the app.

Sienne Veit, Marks and Spencer’s social and mobile development manager, said, “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.”

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Published 29 November, 2011 by NMA Staff

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