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Exclusive Kantar Festival Insight Final

Exclusive Kantar Festival Insight Final

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Published by: Kantar Media on May 13, 2013
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11/06/2013

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MOBILE APPS DOWNLOADED AT UP TO TRIPLE THE RATE OF TABLET APPS
Exclusive data from Festival of Media Global insight partner Kantar Media shows apps still reach moreconsumers via smartphone devices than tablet 
April 29, 2013
Smartphone applications ranging from news, health, shopping and music are being downloaded at up to threetimes the rate of their tablet counterparts, according to exclusive data from The Festival of Media Global
’s
 insight partner, Kantar Media.The results are from
Kantar Media’s
latest proprietary TGI Clickstream study, with data collated from October2011 to September 2012. Kantar Media will be running a showcase theatre session at the Festival of MediaGlobal, taking place today and tomorrow in Montreux, Switzerland.Social networking was the most popular type of smartphone app, with 37% of smartphone web users surveyedsaying they had downloaded a social networking app in the past 12 months. While this was the second mostpopular kind of tablet app, just half that amount (18%) of tablet web users surveyed had downloaded a socialnetworking app in the past 12 months.The biggest gap was evident across health and diet apps, which were downloaded by 11% of smartphone webusers but just 3% of tablet web users
 –
a difference of more than triple. The smallest gap was for property apps
 –
downloaded by 4% of smartphone web users and 3% of tablet web users.Music, the fourth most popular type of app across users of both devices, was downloaded by more thandouble the amount of smartphone web users compared with tablet web users (25% vs 11%). Similar resultswere revealed for mapping apps, which are the fifth most popular across both user types, but are downloadedby 22% of smartphone web users compared with 11% of tablet users.Festival of Media chief executive Charlie Crowe said the results were significant for all industry players -brands, media owners and media agencies - in terms of considering the role and importance of tablets versussmartphones in their engagement strategies.
“Tablets might be one of the fastest growing technologies today, and though exponential growth of thesedevices has been forecasted, it’s important to note that current app consumption rates still sit quite strongly
within mobile devices.
“It wo
uld of course be foolish to ignore the role tablets have to play in shaping the future of the app market,
but brands and media owners shouldn’t forget to maintain their investment in mobile if they want to engage
with a critical mass of consumers around th
e world.”
 
Kantar Media’s head of TGI International, Geoff Wicken, added: “There’s no denying that more and more
people are purchasing tablets for both business and personal use, but the fact remains that there are a billionsmartphones on the planet, and tablet sales are still in their millions.
“While tablets will continue to become both more accessible and more sophisticated, the smartphone is still
considered the all-
round communications device that stays with a user for nearly 24 hours a day.”
 
 
 Mobile apps downloaded October 2011 toSeptember 2012 (% of smartphone web users)Tablet apps downloaded October 2011 toSeptember 2012 (% of tablet web users)
 Social networking
 –
37% Entertainment (games, digital books etc)
 –
19%Entertainment (games, digital books etc)
 –
32% Social networking
 –
18%Music
 –
25% News/weather
 –
15%News/weather
 –
27% Music
 –
11%Maps
 –
22% Maps
 –
11%Shopping
 –
18% Shopping
 –
10%Lifestyle
 –
11% Lifestyle
 –
8%Health and diet
 –
11% Sports
 –
7%Sports
 –
18% Health and diet
 –
3%Property
 –
4% Property
 –
3%Other practical apps
 –
20% Other practical apps
 –
10%Other
 –
12% Other
 –
4%
“Source : Kantar Media_TGI Clickstream Survey”
 
ENDSFor further details regarding the Kantar Media TGI Clickstream Survey : www.globaltgi.com  For press information regarding the Festival of Media Global please contact MaryLou Costa orCaroline Doyle on (+44) 20 7249 7769 or at firstname.surname@withpr.co.uk  Or visit http://www.festivalofmedia.com for all event booking information.
You can read The Festival of Media Global 2013 ‘Agenda’ 
here and check out videos of previousFestivals and key presentations at www.YouTube.com/thefestivalofmedia  Please credit The Festival of Media with all images and videos used.
About C Squared
 
C Squared is one of the fastest-growing specialist publishing, events and technology companies inEurope. Its mission is to help the media and marketing industry become more connected and betterinformed so that it is fully equipped to respond to the challenges and opportunities brought aboutby digital technology and globalization. The company first launched
Cream
magazine in 2005 to
reflect the changes taking place in global media. Cream has now become the world’s largest
database of media innovation and its bespoke technology serves many of the leading global agencygroups and multinational advertisers. C Squared launched The Festival of Media in Venice in 2007and the brand now has 3 major Events across the world, attended by 4,000 senior delegates andreceiving over 3,000 Awards entries. In 2009, C Squared acquired the leading brand M&M Global;plus the M&M Global Awards and the popular media training course, IMM. In 2011 C Squared
created its “Original Events” unit, which has since created leading event
s for clients including WiredMagazine, Unilever and BeViacom.www.csquared.cc#FOMG13@FestivalOfMedia

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