Smart Phone Becomes “Primary” Screen for Teenagers, for First Time

Once upon a time, the movie theater was the primary content consumption screen, followed by the television. These days, a smart phone, tablet or PC increasingly is likely to have become the primary media consumption screen for a significant percentage of users, a study by Orange suggests.

The “Orange Exposure 2012/2013” study shows a  stark contrast in mobile media habits between teenagers and adults, for example.

For teenagers, the mobile phone is the primary screen, for the first time, not the TV or PC.

Also, adults are using multiple screens more interchangeably than ever before, choosing the most suitable screen for any particular situation, Orange says.

In the United Kingdom, 83 percent of teenagers have a smart phone and 95 percent have one in Spain. In addition, 92 percent of teenagers in the United Kingdom say mobile is a “way to always have a media device at hand” and 55 per cent of teenagers in the UK say that they prefer their mobile over other screens.

Consumers also are increasingly using their mobile or tablet to replicate the same experience on their PC, about  62 percent of consumers in the United Kingdom agree. Consumers also are multitasking. Some 90 percent of consumers access the internet at the same time as watching TV,  in the United Kingdom. 

es the tablet device is designed to be used as a content consumption device.
At the same time as interchangeable usage is occurring, larger screens on smart phones are making accessing multimedia easier, and “smaller” sized tablets are increasing their portability. In Spain, 16 percent of tablet owners also own the more portable Samsung Galaxy Tab, for example.

The percentage of people primarily accessing mobile media ‘out and about’ on both their mobile and tablet has significantly increased across all markets.

In the United Kingdom 58 percent of respondents say they use their devices to access content and media while out and about.

Tablet use to access content and media “out and about” has grown from 11 percent of users in 2011 to 21 percent in 2012 in the United Kingdom.

And though some would say tablets are not a substitute for a PC, about 75 percent of tablet media users want to “find the same things on their tablet as on their PC,” the study also found. That doesn’t mean people believe they can “work” on a tablet in the same way as on a PC.

But where it comes to content and information, they do expect they will be able to consume all the same content they would expect to get on a PC.

Tablet devices arguably also are used as commerce platforms. Some 62 percent of tablet users have used their tablet to pay, redeem or reserve something over the last six months.  

Some 58 percent of tablet users paid for something online. The point is that tablets and smart phones are changing user behavior.
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