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BizReport : Mobile Marketing : December 02, 2013

4G ups user reliance on mobile

The arrival of 4G is changing the way consumers use their smartphones and tablets and encourages the use of m-commerce services and increased content consumption, according to new data published in the Orange Exposure 2013/2014 report.

by Helen Leggatt

Mobile users on 4G are consuming more content, downloading more games and using more of their device's functionality, according to the latest Orange Exposure research.

Nearly one third (30%) of 4G users in the UK regularly use their mobile device to download video-games, compared with just 17% of 3G users. Furthermore, more than half (53%) of mobile users on 4G have used their device to make a payment in the last six months compared to 34% of 3G users.

According to Jean-Marie Culpin, Head of Marketing and Customer Intimacy at Orange, 4G is making mobile devices even more central to the everyday lives of users.

"As 4G becomes increasingly available to everyone, it is exciting to witness how it's helping people go about their daily lives, as their trusted companion," said Culpin.

Of particular interest to advertisers is mobile's important role in the purchase funnel. Consumers are increasingly using mobile devices to research products and compare prices. In the high-tech category, 25% of mobile users used their device first during the purchase process before conducting further, more in-depth, research on another device such as a laptop or computer.

Image via Shutterstock

Tags: 4G, mobile advertising, mobile trends, UK

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