Orange Mobile Exposure 2011

Tablets revealed to cannibalise use of TV and PC in UK, according to
Orange Exposure 2011

Orange announces the results of Orange Exposure 2011 – an annual independent study by TNS into mobile media habits across UK, France, Spain and Poland

Now in its fourth year, the survey reveals some striking differences in behaviour between mobile and tablet usage both inside and outside the home. With tablet data included for the first time, Orange Exposure 2011 allows advertisers to compare mobile and tablet habits side by side, analysing customers’ media journey at each touch point and on each device.


  • Tablets cannibalise, and smartphones compliment, TV and PC usage
  • Respondents more likely to make purchases on tablet than smartphone
  • Browser more popular than applications for accessing internet for second year running across smartphones and tablets

Key Findings: UK


  • In the UK, the penetration of mobile media users increased from 30% of mobile phone owners in
    2010 to 44% in 2011
  • 54% are male, mobile media users are getting older: 48% are aged 35 years old and older which represents an increase compared to 2010 (41% in 2010)
  • 91% of users think it is important that the sites they access from their mobile are for brands they know and trust (incl 47% very important)
  • 70% of UK mobile media users pay monthly , 52% have an unlimited data package
  • Mobile media users now account for 41% of the population in the UK, up from 27% last year
  • UK – 44% are using mobile multimedia, up from 30% last year

Devices/ Operating Systems

  • In the UK, 77% use Apple iOS (iPad), 8% Samsung and 2% BlackBerry
  • There is an important increase in Smartphone ownership in the UK: 60% in 2010 to 76% in 2011.
    The percentage of iPhone owners also increased since 2010 (26% vs. 19% in 2010). 18% own a Samsung and 22% a Blackberry (16% in 2010)
  • 24% of mobile media users have Android as their mobile OS


Press :
Nicole Clarke
T: +44 (0) 7811 128 457
Research :
Fanny Carouge
T: +44 (0)20 7016 2301

Bruce Hoang
T: +33 (0) 1 55 48 71 16
Display :
Sam Pattison
T: +44 (0) 207 016 2321


For more information about key trends and findings from Orange Mobile Exposure 2010,
please view or download the presentation here

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