Orange Exposure 2012/2013 research reveals stark contrast in mobile media habits between teenagers and adults

London, Thursday 29 November 2012

Key highlights among this year’s findings include:

  • Teenage insight for the first time, firmly establishing mobile phones as the ‘primary’ screen for teenagers,
  • Android rises as Apple’s iOS mobile platform loses its dominance across Europe,
  • Adults using multiple screens more interchangeably than ever before - Orange calls for advertisers to move away from viewing it as a competition between screens and view it more as a powerful collaboration that they must harness.

Orange today announces the results of Orange Exposure 2012/2013 – an annual independent study by TNS into mobile media habits across UK, France and Spain for the advertising industry. Orange Exposure is the only research of its kind to compare smartphone and tablet usage side-by-side. Now in its fifth year, the survey cuts through the complexity of consumer mobile media habits to reveal distinct contrasts in mobile media behaviour between teenagers and adults in this year’s findings.

teenagers view mobile as their primary screen

The research provides rare insight into the mobile media habits of 11-18 year olds and firmly establishes mobile as the primary screen of choice with smartphone penetration very high among this age group – 83 per cent have a smartphone in the UK and 95 per cent have one in Spain. In addition, 92 per cent of teenagers in the UK say mobile is a “way to always have a media device at hand” and 55 per cent of teenagers in the UK say that they prefer their mobile over other equipment because its “mine and no one else’s” so “I can access what I want, when I want,” clearly indicating that teenagers value the personal quality of mobiles highly.
 
Other findings include that BlackBerry penetration amongst teenagers in the UK and Spain was two and three times higher respectively than the overall mobile media user population, with iPhone penetration being unsurprisingly low within the age group because of its cost. Advertisers must not write off BlackBerry if they are to successfully engage with a younger audience.
The research also demonstrated that teenagers are very savvy when it comes to advertising, only engaging with brands and advertisements that meet their specific needs and exclusivity criteria. In the UK, 19 per cent would answer to an ad message – with ‘trust in the sender’ and ‘appeal of the offer’ the two main factors influencing response rate.
The research also revealed a voracious appetite among teenagers for social networking and social TV (interactive apps linking live TV with social networks) with teenagers in the UK spending on average ten hours a week on social networks.
On average three-quarters of teenagers across UK, France and Spain discuss what is being watched on TV using social networks from a mobile device and 8 out of 10 go on the internet while watching TV. Overall, the research indicated an opportunity for brands to engage with teenagers with promotions and offers that are personal to them and exclusive, as long as they do so in responsible ways.

Android displaces Apple’s dominance

iOS can no longer be considered as the only platform with Android penetration increasing in all countries. According to the research, one out of every two Spanish mobile consumers owns an Android device and in the UK, this is 38 per cent – a 14 per cent year-on-year increase. Advertisers need to recognise the shifting consumer appetite for certain platforms and emerging technologies and plan accordingly.

multiple screens are being used more interchangeably leading to content fluidity between the screens

The study also reveals that adults are using the screens (mobile, tablet, TV and PC) more interchangeably than ever before with less of a preference for one over another, as they seek the best screen to suit their needs at that time. For instance, consumers are increasingly using their mobile or tablet to replicate the same experience on their PC – 62 per cent in the UK. The research also found that adult mobile and tablet users are increasingly ‘snacking’ on their mobile device while watching TV – nine out of ten consumers access the internet at the same time as watching TV in the UK. Such snacking is presenting opportunities for advertisers with a staggering 1 in 3 mobile users investigating potential purchases based on something they watched on TV and over 1 in 4 mobile users responding to short codes appearing on TV adverts.
The trend is compounded by the blurring of lines between smartphones and tablets as more hybrid devices come on to the market, influencing habits. For instance, larger screens on smartphones are making accessing multimedia easier, and ‘smaller’ sized tablets are increasing their portability. In Spain, 16 per cent of tablet owners now have the more portable Samsung Galaxy Tab.
Reflecting this change, the percentage of people primarily accessing mobile media ‘out and about’ on both their mobile and tablet has significantly increased across all markets – in the UK this is 58 per cent on mobile this year, versus 41 per cent in 2011; on tablets this has leaped from 11 per cent in 2011 to 21 per cent this year in the UK. Advertisers need to understand this new behaviour to switch between the screens and how content is flowing between them, as well as the influencing factors such as screen size and platform. As a result, Orange is calling upon advertisers to move away from viewing it as a competition between screens and consider the powerful collaboration that can be utilised to maximise brand engagement.
Stephanie Hospital, Executive Vice President, Orange Digital Audience and Advertising Division, said, “What the data reveals is that consumer behaviour is rapidly evolving as they get to grips with new operating systems; new device types (tablets and ‘hybrid’ devices); and their appetite grows for consuming mobile media wherever and whenever they want. The question that every advertiser and brand should be asking themselves is “am I on top of this new consumer usage and am I using mobile marketing to its full potential?”
“The research lays bare the significant opportunities for advertisers to monetise and engage with their audience in a responsible manner – with teenagers so firmly adopting the mobile as their key device; and adults using multiple screens interchangeably as second nature - advertisers must sit up and harness its potential.”
 
Alex Kozloff, Senior Mobile Manager, IAB UK, said, “Mobile is irrefutably here to stay and we’ve witnessed advertisers increasingly incorporating it into their broader digital campaigns. Research such as Orange Exposure is the corner stone of successful mobile marketing campaigns enabling advertisers to truly understand consumer behaviour in what is a constantly evolving and exciting market.”
Roberto Agosti, Mobile Activation Senior Executive, StarcomMediavest, commented, “Research like Orange Exposure is critical for the planning process, allowing us to plan the right execution, for the right brand at the right time. This year’s research throws up some interesting insights into current consumer behaviour such as the importance of mobile to teenagers and potentially future behaviour such as the increase in tablet usage out and about – these findings will allow advertisers to make the key changes they need to stay ahead.”

about Orange Exposure

Orange Exposure 2012/2013 is an annual, independent consumer study by TNS that examines the usage and habits of mobile media users across three European markets. The in-depth data powers the Orange TGI fusion in partnership with Kantar Media, a campaign-planning tool for advertisers that features unrivalled European market intelligence. Exclusive to the Orange Advertising Network, the Orange TGI fusion is designed to help brands better understand and target mobile media users and ensure the best blend of digital and mobile media in brand and product campaigns. Orange Exposure is entering its 5th year and will for the first time study teenagers’ usages and consumption of mobile media.

methodology

Fieldwork conducted by TNS on behalf of Orange in UK, France and Spain. Calibration phase consisted of 2000 face-to-face interviews in each country. Main research conducted online with 1000 mobile media users and 300 teenagers (11 – 18 years) with parental involvement and consent in each country.

exposure 2012

 

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