95 per cent of Britons use tablets at home

19 per cent of users in France say they watch more TV due to smartphone use and 15 per cent of UK consumers said they read more newspapers online as a result of  mobile multimedia, according to the report.

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."

Results show 60 per cent of tablet users have made at least one m-commerce transaction on the platform, as 50 per cent of tablet users were more likely to buy online than mobile users.

Browser continues to be the UK's dominant mobile information source with 76 per cent in comparison to apps with 59 per cent.

It was the same for tablet use, which saw 78 per cent of Britons use browsers, while 64 per cent chose apps.

Jon Mew, director of mobile and operations, Internet Advertising Bureau, said: “Without data and analysis advertisers cannot take full advantage of mobile advertising opportunities.

"As the industry grows it will be important to integrate mobile along with other advertising formats; attitudinal data such as the Orange Exposure research is welcomed as a fundamental resource for advertisers."

Sienne Veit, social and mobile development manager, Marks and Spencer, said: "Brands will miss out on mobile opportunities to connect with the consumer if they don’t adapt for mobile and tablets taking into account local nuances and influencing factors such as screen size for example. With this research, brands can cut through the complexity to understand precisely how to target their consumers."

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