ALL OF WARC
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
Industry Topic Pages
Shortcuts to the latest industry-focused information and insight.
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Subject Topic Pages
Shortcuts to the latest information
and insight by subject area.
Overviews of leading brand owners, and guides to key issues and tasks.
Browse all articles, papers and case studies by subject.
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
Today's Top Stories
Today's Top Stories
Wal-mart gets personal with shoppers
Euro online adspend up 11.5%
Category leadership vital in Indonesia
Mobile ad metrics questioned
Electronic Arts is most social brand
Indian attitudes to luxury alter
7 Day Round-Up
The Warc Blog
Tablets impact UK media habits
LONDON: Some 15% of consumers in the UK now own or have access to a tablet, and many are changing their media usage habits as a result, according to a new survey.
YouGov, the research firm,
polled 2,000 people
on behalf of Deloitte, the consultancy, and as a result estimated that 7m such devices are currently in circulation.
More broadly, 12% of respondents either possess or can access at least two tablets, a total which may grow further as gadgets with smaller screens are introduced.
"Moving to owning more than one tablet is happening at a much faster pace than has been the case with other products and services," Paul Lee, Deloitte's director of technology, media and telecoms research, said.
Elsewhere, 29% of the tablet population claimed to utilise their laptop less frequently than before, and one in five had almost abandoned them altogether.
However, Lee argued it would be premature to predict the demise of the personal computer. "The vast majority of tablet users remain PC owners and users," he said.
"Tablets are optimised for viewing and occasionally reviewing; in general they lack to processing power and user interface required for creating content."
Exactly a quarter of the tablet audience had also reduced their smartphone activity, the study discovered, and 11% rarely turned to their wireless handsets at all.
Similar trends were observable regarding apps, with tablet users downloading around four such tools for these devices a month at a combined cost of £2.50, versus two, worth 75p in total, for their smartphone counterparts.
The most widespread online pastimes undertaken on the iPad or alternative gadgets were searching for information on 64%, sending and receiving emails on 63%, visiting news and sports websites on 54% and social networking on 51%.
Popular offline activities among the same group included gaming on 60%, reading on 45%, watching television or films on 41% and listening to music on 40%.
Data sourced from Deloitte; additional content by Warc staff, 18 July 2012
UK smartphone battle heats up
Google taps online retail
Google leads "cultural traction" charts
Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc