Early insight that faster 4G networks are igniting uptake in m-commerce and encouraging broader mobile use
Mobile now central to how people shop, with ‘showrooming’ on the rise as people use their mobile to search for best deals
Mobile apps increasingly used to access internet over browser
Android’s dominance over iOS continues for second year running, with leap in tablet market share
November 29th 2013. Orange has announced the results of Orange Exposure 2013/2014 – an annual independent study by TNS into media habits across UK, France and Spain.
This year’s study takes an early look at the impact of 4G networks on consumer behaviour – exploring how this has already significantly shifted usage patterns.
The report also explores the role of mobile alongside other devices and touch-points in consumers’ shopping habits.
In addition, it reveals how apps are increasingly becoming the de facto route to the internet, over the browser. Finally, Orange Exposure finds that Android’s dominance is now evident in the tablet market.
4G pioneers – do more, use more, spend more often
Among this year’s findings is early evidence that consumer behaviour is evolving as a direct result of 4G’s introduction – fuelled by faster download times and greater bandwidth.
Not only are 4G users consuming more content – 30 per cent of them in the UK regularly use their mobile to download videogames, compared with 17 per cent 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 per cent more than non-4G users.
Additionally, 4G users demonstrate a growing propensity for m-commerce – with 53 per cent using their mobile to pay for something in the last six months compared with 34 per cent of 3G mobile multimedia users.
The mobile – central to today’s shopping experience
This year’s research also establishes the mobile device as central to how consumers shop, for consumers looking to research products, compare prices, and ultimately purchase items.
The report finds that for the high-tech segment, 25 per cent of mobile multimedia users consulted their mobile during the research phase.
The research also reveals that mobile usage drives further research on other devices.
For example, 18 per cent in the UK confirmed that they used their mobile initially to check for information before conducting deeper research on another device.
The rise of showrooming on mobiles
Orange Exposure found that the mobile is driving a growing trend in ‘showrooming’ – whereby consumers use their mobile to compare prices and read comparative reviews of products (often in-store, in front of the product itself) before making a purchase, potentially online.
This trend was evident in all three countries, with 12 per cent of respondents in the UK confirming that they ‘showroomed’ on their mobile before the final purchase decision.
Android & apps on the march
The research also established 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.
The market share also increased in the tablet market, in part lead by Samsung’s burgeoning success with its Android-based tablets.
For example, only 6 per cent of tablets in the UK were Samsung in 2012. In 2013, this leapt to 19 per cent.
In France, 13 per cent of tablets were already Samsung in 2012. Currently, Samsung alone commands almost a third of the tablet market in France.
Also, of significance, was the finding that people are increasingly using apps to access the internet, rather than the traditional browser route.
The gap between the two access methods stands at only 1 per cent now in France, with the browser only slightly ahead.
This demonstrates the impact of better designed apps for mobile and we can expect that apps will be the predominant access point in the future.
This finding will be significant for advertisers and retailers alike.
Jean-Marie Culpin, head of marketing and customer intimacy with Orange, said, “This year’s findings provide early evidence that faster speeds and greatly improved bandwidth have indeed shaken up how people are using their mobile – making it more central to their lives than ever before.”
“As 4G becomes increasingly available to everyone, it is exciting to witness how it’s helping people go about their daily lives, as their trusted companion.”
Notes – 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.
About Orange Exposure
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.