Teens and screens: Five insights European brands should use in mobile campaigns

This article details research into the mobile media habits of teenagers in the UK, France and Spain. Drawn from a study commissioned by Orange, the telecommunications operator, it shows that mobile is established as the primary screen of choice amongst 11-18 year olds, due to its highly personal quality.

Teens and screens: Five insights European brands should use in mobile campaigns

Bruce HoangOrange Advertising & Data

Recently, the UK Internet Advertising Bureau (IAB) Digital Ad Spend Report, conducted by the professional services group, PriceWaterhouseCoopers, revealed that mobile ad spend in the UK increased by 148% to £526m in 2012, up from £203.2m in 2011. This investment has helped drive UK digital ad spend up to a record high of £5.42bn in 2012, up from £4.81bn in 2011.

For the last five years, Orange, the telecommunications operator, has commissioned TNS, the research group, to carry out...

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