Orange Exposure, an annual independent study by TNS into mobile media habits across the UK, France, Spain and Poland shows that in the UK, 35% of tablet users watch on demand content, 40% watch streamed content and 39% watch live TV on their devices.
By contrast, the study also found that smartphones are complementing TV consumption. In France, 19% of users said they watch more TV as a result of their mobile media usage.
Bruce Hoang, group marketing director, Orange Advertising Network, said, “This is the first time we have included tablet usage in the Orange Exposure report and the findings are quite stark in their description of how people are using devices. Clearly the one size fits all approach for digital content across TV, PC, smartphone and tablet does not work and this has significant implications for content producers and advertisers.”