Orange Survey : Smartphones the ‘primary’ screen for teens

Nineteen percent of teenagers in the UK would answer a mobile ad message based on “trust in the sender” and “appeal of the offer”, according to theOrange Exposure 2012/2013 report.

The research covered respondents from the UK, France and Spain and was conducted by TNS. It showed that in the UK, 83% of 11-18 year olds now own a smartphone and this is even higher in Spain, at 95%.

Ninety-two percent of UK teens stated that mobile is “a way to always have a media device at hand” and 55% prefer their mobile to any other device because “I can access what I want, when I want”.

Teenagers are also quite savvy when it comes to advertising and are happy to engage with brands that meet their specific needs. In the UK, 19% stated they would answer an ad message based on two main factors: “trust in the sender” and “appeal of the offer”.