The impact of 4G networks on consumer behavior: UK, France and Spain scrutinized.
We talk about the Orange Exposure 2013/2014, an annual independent study by
TNS into media habits across UK, France and Spain.
Connectikpeople may recall that, this year’s study takes an early look at
the impact of 4G networks on consumer behavior; exploring how this has already
significantly
shifted usage patterns.
Connectikpeople has also observes that, the report explores the role of
mobile alongside other devices and touch-points in consumers’ shopping
habits.
The report reveals how apps are increasingly becoming the core route to the
internet, over the browser. Finally, Orange Exposure finds that Android’s
dominance is now evident in the tablet market.
As the keys findings, Connectikpeople has captured:
·
30% of 4G users in the UK
regularly use their mobile to download videogames, compared with 17% of their
3G counterparts , they are also using more of the phone’s functionality
(downloading video, and using geolocation for example) , in the case of France
this is 25% more than non-4G users.
·
53% using their mobile to pay
for something in the last six months compared with 34% of 3G mobile multimedia
users,
·
The research establishes the mobile device as central to how consumers shop,
for consumers looking to research products, compare prices, and ultimately
purchase items.
·
25% of mobile multimedia users
consulted their mobile during the research phase.
·
18% in the UK confirmed that
they used their mobile initially to check for information before conducting
deeper research on another device.
·
12% of respondents in the UK
confirmed that they ‘showroomed’ on their mobile before the final purchase
decision.
Connectikpeople also captured the continued
dominance of Android over iOS in the marketplace for the second year running,
with almost half of all mobile devices Android, in all three markets: : only 6%
of tablets in the UK were Samsung in 2012. In 2013, this leapt to 19%. In
France, 13% of tablets were already Samsung in 2012. Today, Samsung alone
command almost a third of the tablet market in France.
Orange Exposure 2013/2014 is an annual, independent consumer study by TNS
that examines the usage and habits of 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 Orange Advertising, the Orange TGI
fusion is designed to help brands better understand and target media users and
ensure the best blend of digital and mobile media in brand and product
campaigns. Orange Exposure is entering its 6th year and will for the first time
study the optimisation of paid-owned and earned media in digital advertising.
Orange is one of the world’s leading
telecommunications operators with sales of 43.5 billion euros in 2012 and had
166,000 employees worldwide at 30 September 2013, including 102,000 employees
in France. Present in 32 countries, the Group had a total customer base of more
than 232 million customers at 30 September 2013, including 175 million mobile
customers and 15 million fixed broadband customers worldwide. Orange is also a
leading provider of global IT and telecommunication services to multinational
companies, under the brand Orange Business Services.Orange is listed on the NYSE Euronext Paris (symbol ORA) and on the New York Stock Exchange (symbol ORAN).
