Tablets are often shared within the household. Seven in ten of those with access to a tablet said these devices are shared by two or more adults in the household and 79% of tablet users with children said their offspring also use them. This means the potential reach for advertisers and retailers on tablets is even greater than unit sales suggest. It also raises implications for targeting - brands should be aware that they may be reaching a very broad audience on tablets, which presents both challenges and opportunities.

Consumers use tablets more often at home than when out and about. Just 7% of those with a tablet at home say they use it out-of-home on a daily basis, compared with 49% who claim to use the device at home every day.

In contrast, smartphones are used when on the go. Fifty-three per cent of smartphone users claim to have used their device to search for information on a product or service whilst in-store, compared with only 26% of tablet users. Qualitative findings from futurePROOF explain that mobile phone users prefer to use their device for purchasing low cost digital content where it is more convenient to use a phone. Activities include buying music, train tickets and time-critical eBay bidding. Kantar Media's futurePROOF study reveals both smartphones and tablets are popular for searching for information on products or services - 70% of users claim to have done this on either device. Tablet users are more likely to say they have purchased products on their device (55%) than smartphone users on their phones (41%).

Benefitting from their larger screen, demand for content such as catch-up TV is higher on tablets than smartphones. Twenty-six per cent of tablet users say they watched on demand TV programmes or films on their device in the month prior to fieldwork compared to only 8% of smartphone owners on their mobile phones. This is against a backdrop of recent figures from the BBC for March, where, for the first time, there were more requests for BBC iPlayer content via a tablet than a mobile. [1] Other activities that benefit from a larger screen, such as Skype, are also popular with tablet users: Skype is used by 16% of tablet users at least once a month compared with 10% of smartphone users. While consumers are turning to tablets for in-home entertainment and product browsing, they are using their smartphones when out and about.

Trevor Vagg, Director, Kantar Media Custom, comments "This all has very exciting implications for media owners and advertisers alike. With the proliferation of multi-screen households and the explosive growth in tablets at home, which has doubled from 16% of the GB population just 6 months ago to 32% today, the industry has the opportunity to reach and engage with audiences across multiple platforms.  As consumers adapt their choice of device used to suit the occasion, the challenge (and opportunity) for media owners and advertisers will be to design engaging experiences and impactful advertising which responds to this."

ENDS.

PRESS CONTACT

Teresa Horscroft, Eureka Communications

Telephone: +44 (0)1420 564346

Email: teresa@eurekacomms.co.uk

Research methodology

The futurePROOF study is a syndicated study focused on adults (aged 16+) in Great Britain. Released bi-annually, it provides a snapshot of technology ownership and usage of digital media. The latest quantitative fieldwork took place in March 2013 with c.2000 people from Kantar Media's TGI database interviewed via telephone.  Qualitative fieldwork took place in September 2012.

For more information, please contact us at custom@kantarmedia.com.

About Kantar Media

Kantar Media provides strategic advice and competitive intelligence to the world's 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 behaviour and digital insights, marketing effectiveness and online influence. Our experts currently work with 22,000 companies tracking 3 million brands in 50 countries.

For more information, please visit www.kantarmedia.co.uk and http://twitter.com/kantar_media

[1] Source: http://www.bbc.co.uk/mediacentre/latestnews/2013/iplayer-performance-mar13.html

Later this Autumn, when the leaves fade from green to brown, National Lottery players will need to rethink their strategy for trying to win big each week since the price of Lotto tickets will double to £2. This dramatic increase will have a particularly significant impact on the pockets of those who play most regularly.

Newly released insights from Kantar Media's TGI study reveal some fascinating behaviours and attitudes amongst lottery players. The majority of adults in Britain (60% of those aged 16+) have played Lotto at least once in the past year, with 18% (8.8 million adults) playing more than once a week. If there was a strong skew in the profile of frequent Lotto players towards high earners then perhaps the increase in ticket prices wouldn't be felt so acutely, but those with a family income of under £27,000 per year are just as likely to play the Lotto regularly as the average adult.

Similarly, insights from our TGI survey reveal that the highest density of frequent Lotto players is in the north of England and Scotland, areas particularly hard hit by the economic downturn. Those in the north of England are 48% more likely than the average adult to play Lotto more than once a week. In contrast, Londoners are over 40% less likely to be regular Lotto players.

Regular Lotto players also skew towards older generations, with those aged under 35 being 59% less likely than the average adult to participate, whereas 58% of those who play Lotto more than once a week are aged 50 or over.

Attitudinally, Lotto enthusiasts can be characterised not so much by what sorts of things they are into as what they are not into. Indeed, Lotto is one of their few passions. Our TGI insights reveal those who play Lotto more than once a week are over 30% less likely than the average adult to wish to stand out in a crowd and almost 40% less likely to want to get to the very top in their career. Of course, to some extent this will be a factor of the older age skew. Looking at regular Lotto players aged under 45, they are a group ill at ease in their own skin. Being over two-thirds more likely to enjoy getting drunk, to consider plastic surgery and to wear designer clothes potentially suggests a malaise with their life and tendency to seek escapism from the everyday, which a big lottery win would of course emphatically address.

So how can marketers best target such a selective group? Our TGI insights reveal that almost a quarter of Lotto players who play more than once a week are amongst the heaviest fifth of newspaper consumers, making them two thirds more likely than the average adult to read the paper. They are not just attracted to the news either; 36% are more likely to enter competitions in newspapers and magazines. TV also represents a suitable forum for reaching this group, since they are over a third more likely to be amongst the heaviest fifth of consumers of TV and are especially keen on sports coverage. Be lucky. Even if it will cost twice the price.

As seen in BRAD

To read the Kantar Media white paper "Walking the Walk - The Top PR Agencies in the Media" in full, you can download it here.

Technology appears to be playing a role in reversing the stereotype of the male dislike of shopping.  As the number of people owning a smartphone continues to rise, research from Kantar Media's Global TGI (www.globaltgi.com) reveals that men lead the way when it comes to mobile shopping.

In the US 15.9% of men say they are interested in using their phone to make purchases, compared to 13.3% of women.  Figures are 12% and 10.3% respectively in Great Britain, and 4.7% versus 2.5% in South Africa.  (See Appendix below for full results).

Kantar Media's Global TGI research also showed that mobile shoppers were more predisposed to impulse purchasing.  In France, 13% of mobile shoppers say they tend to spend money without thinking, compared to 6% of the general population.  In Brazil, 36% of mobile shoppers buy products on impulse, versus 29% of the total population.

In addition, mobile shoppers are more brand and quality conscious, with 19% of those in Germany believing that well-known brands are better than a shop's own, relative to 11% of the population in general.  68% of South Africans who shop via their mobile say that it is worth paying extra for quality goods, compared to 61% of the population at large.

"Retail is being revolutionised by the smartphone, and the resulting shopping apps and mobile websites," says Polly Christie, Senior Global Account Manager at Kantar Media Global TGI.  "It is now quick and easy to shop and compare products and prices anywhere, whether out shopping or from the comfort of the sofa.  Consumers are firmly in the driving seat and retailers need to use renewed insight and analysis to ensure their offering is truly customer-focused."

The research, which also looks at mobile shoppers' credit card use and leisure activities, is one of the series of 'Dispatches' produced by Kantar Media to provide information for brand managers.

-ends-

Appendix

Percentage of mobile shoppers by gender:

US: men - 15.9%, women - 13.3%

Great Britain: men - 12%, women - 10.3%

Australia: men - 9.5%, women - 9.2%

Germany: men - 5%, women - 1.9%

South Africa: men - 4.7%, women - 2.5%

Saudi Arabia: men - 3.3%, women - 2.5%

Colombia: men - 2.5%, women - 1.3%

Brazil: men - 2.3%, women - 1.7%

France: men - 2.2%, women - 1.7%

Mexico: men - 0.9%, women - 0.6%

Further analysis of mobile shopping habits around the world is available from the Global TGI network of surveys in over 60 counties.

The research was undertaken during 2011 and 2012 with sample sizes varying by country, depending on population.

-ends-

About Kantar Media

Kantar Media provides strategic advice and competitive intelligence to the world's 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 behaviour and digital insights, marketing effectiveness and online influence. Our experts currently work with 22,000 companies tracking 3 million brands in 50 countries.

www.kantarmedia.com

https://twitter.com/#!/kantarmedia_uk

www.facebook.com/KantarMediaGlobal

For more information, please contact:

Kantar Media Global TGI:

Tracy Allnutt
T:         +44 (0)20 8433 4059
E:         tracy.allnutt@kantarmedia.com

Eureka Communications:

Kate Alexander
T:         +44 (0)7788 584413
E:         kate@eurekacomms.co.uk

The CSL is in a transition to become a strong major football leaguealongside the Chinese Basketball Pro League (CBA) which is watched by more people and has  extensive media coverage in China - during  2012 it attracted almost 400 million unique viewers compared to around 100 to 120 million for European leagues and European football competitions.

It is also becoming a very popular league in Asia with attendance in stadia on the rise. Last year with 25,000 spectators per game on average it even managed to attract more spectators than its two strong neighbors, the Korea K-League and the Japan J-League.

"This long-term agreement with the Chinese Super League (CSL) is a great success that will give us the opportunity to measure the growth of the CSL and also assess the value it brings to   all the clubs and all the sponsors. It confirms CSM Media Research-KantarSport China's undisputed leadership in the Chinese sports market," says Pierre Justo, who has worked for Kantar Media in Beijing for 15 years and is Managing Director Asia of CSM Media Research-KantarSport.

With George Osborne's most recent budget come renewed concerns about money and spending for many consumers in Britain. Newly released insight from Kantar Media's TGI study reveals key changes in consumer behaviour that are undoubtedly influenced by economic events like the budget. Changes in patterns of people moving house, for instance, is a key indicator of the health of the economy - when times are bad, there are fewer people moving.

The 'moving house' market is particularly lucrative for marketers to tap into due to the wealth of opportunities this presents for new consumer purchases, including household appliances, DIY and electronics.

Insight from our TGI study reveals the number of British adults who have bought or sold a house 'in the last year' has fallen by a third since 2008 - from 1.7 million down to 1.2 million. This is indicative of the current economic climate in which fewer people are moving, meaning that reaching those that are is even more important for marketers.

However, the number of people who intend to buy or a sell a house in the next year has actually increased by 5% over the same five year period - from 2.4 million in 2008 to 2.6 million. This indicates there are many more people who want to move house in Britain than are able to, most likely owing to economic situations. This is useful as an indicator of the mindset of the 'moving house' market for marketers - despite not all being able to yet, this is certainly an aspirational market.

Honing in on the 1.2 million adults who have moved house in the last year, they are over twice as likely as the average British adult to fall into the 25-34 age bracket. In keeping with this younger demographic, they are most likely to fall into our TGI Lifestage groups 'Nest Builders' (aged 15-34, living as a couple and do not live with children) or 'Playschool Parents' (living with youngest child 0-4). This provides a steer as to the sorts of things they may be looking to buy for their new homes.

This group who have recently moved home are astute with their money - 64% more likely than the average British adult to believe switching utilities suppliers is well worth the effort, suggesting they have a keen eye for the best deal. They are also 41% more likely to look for profitable ways to invest their money. They have an ethical side too - they are 54% more likely to only buy products from a company with whose ethics they agree. This all points to them being a discerning bunch and marketers should take note in order to get the most effective brand messages across to them.

In terms of the most efficient means of reaching these house-movers, our TGI insight reveals they are 42% more likely than the average Brit to be amongst the heaviest fifth of consumers of the internet. They are also 26% more likely to be amongst the heaviest fifth of cinema goers, with their favourite genres being foreign language films and documentaries. They are also keen to keep up-to-date with newspapers online - they are 64% more likely to be willing to pay to access content on newspaper websites.

Our new TGI Shopper Archetypes data, however, shows that for many consumers price is, at best, a secondary consideration. So as marketers should tailor the messages they use to engage their existing or potential customers, they should also take into account these consumers' diverse media habits in order to reach them efficiently.

For instance, the Conscious Connoisseurs - one of the most discerning groups of shoppers unearthed in the research - are particularly keen radio listeners, with 60% agreeing that, "when in the car, I always listen to the radio." Moreover, with more than a fifth of this group residing in Greater London, they are also receptive to outdoor media, being 76% more likely than the average shopper to notice advertising on the Underground.

Promiscuous Purchasers, by contrast, are a group that tend not to plan their shopping in advance but are nonetheless swayed by price, usually in the guise of promotions and offers. These shoppers are more than twice as likely to feature among the heaviest 20% of consumers to respond to experiential marketing campaigns: 57% have taken coupons or vouchers in the past year and 52% have tried free tasters.

There is also a significant conversion rate among this group as a quarter of them have gone on to order or purchase the product as a result. The Shopper Archetypes also highlight a sizeable group of shoppers, numbering more than 5 million, whose purchasing habits are an almost regimented routine.

The Accustomed Acquirers may be a tough nut for the marketer to crack because of their resistance to change from the products and brands they are familiar with, so it is all the more important that the messages they receive are efficiently delivered.

Our TGI insights show that they are 20% more likely to watch ITV 1 for at least four hours per day with breakfast television a particular favourite. They are also considerably less likely to record programmes, with the majority agreeing that they, "prefer to watch programmes at the time of broadcast" - meaning that consumers in this group tend to pay attention to television adverts as they are broadcast.

The Ethical Empathisers are a group that place great emphasis on the provenance of the food they eat by trying to minimise its environmental impact, buying Fair Trade and using local suppliers. This behaviour is reflected in many of their media habits. More than half of these consumers (51%) "value the local paper because it covers local news" while they also listen to local radio programming and watch early evening regional news bulletins. They are also heavy readers of quality print titles - being almost 70% more likely than the average shopper to read at least three broadsheets per week.

As consumers adopt increasingly diverse purchasing behaviours, it is important for marketers to better understand not only the messages that are likely to chime with their target audience but the rich media mix that they can use to influence them.

More information about our TGI Shopper Archetypes, including a presentation that profiles each of the seven groups, can be found here.