Tablets are eating into home TV viewing and personal computer usage, a study by TNS reveals.
"In the UK, 35 per cent of tablet users are watching on demand content, 40 percent are watching streaming content and 39 per cent are 'watching TV' on their tablet," Orange announced in a press release disclosing the results of its annual study, Orange Exposure 2011.
PC usage also is down 15 percent in the United Kingdom, according to the results of the study.
The study further found that smartphones complement rather than cannibalize TV consumption. For instance, 19 percent of users in France said they watch more television as a result of their mobile media usage.
Another finding: Mobile usage has a positive impact on other media and device use. For example, 20 percent of customers in the U.K. believe they browse more on their PC because they engage with mobile multimedia, while 15 percent think they read more for the same reason.
"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," said Bruce Hoang, group marketing director of Orange Advertising Network.
