You are on page 1of 3


Exclusive data from Festival of Media Global insight partner Kantar Media shows apps still reach more consumers via smartphone devices than tablet April 29, 2013 Smartphone applications ranging from news, health, shopping and music are being downloaded at up to three times the rate of their tablet counterparts, according to exclusive data from The Festival of Media Globals insight partner, Kantar Media. The results are from Kantar Medias latest proprietary TGI Clickstream study, with data collated from October 2011 to September 2012. Kantar Media will be running a showcase theatre session at the Festival of Media Global, taking place today and tomorrow in Montreux, Switzerland. Social networking was the most popular type of smartphone app, with 37% of smartphone web users surveyed saying they had downloaded a social networking app in the past 12 months. While this was the second most popular kind of tablet app, just half that amount (18%) of tablet web users surveyed had downloaded a social networking app in the past 12 months. The biggest gap was evident across health and diet apps, which were downloaded by 11% of smartphone web users 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 than double the amount of smartphone web users compared with tablet web users (25% vs 11%). Similar results were revealed for mapping apps, which are the fifth most popular across both user types, but are downloaded by 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 versus smartphones in their engagement strategies. Tablets might be one of the fastest growing technologies today, and though exponential growth of these devices has been forecasted, its important to note that current app consumption rates still sit quite strongly within mobile devices. It would 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 shouldnt forget to maintain their investment in mobile if they want to engage with a critical mass of consumers around the world. Kantar Medias head of TGI International, Geoff Wicken, added: Theres no denying that more and more people are purchasing tablets for both business and personal use, but the fact remains that there are a billion smartphones 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 to September 2012 (% of smartphone web users)
Social networking 37% Entertainment (games, digital books etc) 32% Music 25% News/weather 27% Maps 22% Shopping 18% Lifestyle 11% Health and diet 11% Sports 18% Property 4% Other practical apps 20% Other 12%

Tablet apps downloaded October 2011 to September 2012 (% of tablet web users)
Entertainment (games, digital books etc) 19% Social networking 18% News/weather 15% Music 11% Maps 11% Shopping 10% Lifestyle 8% Sports 7% Health and diet 3% Property 3% Other practical apps 10% Other 4%

Source : Kantar Media_TGI Clickstream Survey ENDS For further details regarding the Kantar Media TGI Clickstream Survey : For press information regarding the Festival of Media Global please contact MaryLou Costa or Caroline Doyle on (+44) 20 7249 7769 or at Or visit for all event booking information. You can read The Festival of Media Global 2013 Agenda here and check out videos of previous Festivals and key presentations at 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 in Europe. Its mission is to help the media and marketing industry become more connected and better informed so that it is fully equipped to respond to the challenges and opportunities brought about by 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 worlds largest database of media innovation and its bespoke technology serves many of the leading global agency groups and multinational advertisers. C Squared launched The Festival of Media in Venice in 2007 and the brand now has 3 major Events across the world, attended by 4,000 senior delegates and receiving 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 events for clients including Wired Magazine, Unilever and BeViacom. #FOMG13 @FestivalOfMedia

About Kantar Media Kantar Media provides strategic advice and competitive intelligence to the worlds leading brands, publishers, agencies and industry bodies, helping them navigate and succeed in a rapidly evolving media industry. This includes analysis of paid media opportunities; counsel on brand reputation, corporate management and consumer engagement through owned media; and, evaluating consumers reactions in earned media. Kantar Media provides clients with a broad range of insights from audience research, competitive intelligence, vital consumer behavior and digital insights, to marketing effectiveness and online influence. Our experts currently work with 22,000 companies tracking 3 million brands in 50 countries.