Now in its fourth year, the study, conducted by TNS, includes tablet usage in the measurement of how mobile media users in the UK, France, Spain and Poland are engaging with mobile content and the mobile Internet.
The data is fused with the TGI database, illustrating thereby how, where and why mobile users access content, information and entertainment. This gives brands exclusive intelligence from Orange across a range of sectors to help them better engage with their audiences.
- 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