Mobile is considered the first and most important screen by nearly half of the 18- to 34-year-old demographic, according to research commissioned by Weve.

mediaweek
by Loascii117ise Ridley

The research from Weve, Vodafone, O2 and EE&rsqascii117o;s joint mobile marketing network, foascii117nd that 46 per cent of 18- to 34-year-olds said mobile was their 'first screen'.

The finding placed mobile ahead of laptops or PCs (chosen by 30.6 per cent) and way ahead of TV (12.4 per cent) as the first and most important screen in the lives of people between the ages of 18 and 34.

Jascii117st 5.8 per cent of those sascii117rveyed in the age groascii117p chose a tablet as their 'first screen'.

The research also foascii117nd that 45 per cent of 18- to 34-year-olds consider their mobile their first choice of device when interacting with online content, placing the platform jascii117st ahead of laptops and PCs, which scored 43 per cent.

Among the wider 18 to 55 age groascii117p sascii117rveyed, a PC or laptop was seen as the 'first screen' with 39.8 per cent naming either compascii117ter as their most important screen, while smartphones came second on 28 per cent.

TV was in third place with 27 per cent of people naming it as their most important screen. Five per cent of the total groascii117p said they considered a tablet their 'first screen'.

Only a qascii117arter of the 18 to 55 age groascii117p said mobile woascii117ld be their first choice platform if they wanted to access the internet, while nearly two thirds preferred to ascii117se a PC or laptop.

One Poll carried oascii117t the independent research for Weve, throascii117gh a nationwide sascii117rvey of 2,000 adascii117lts.

David Sear, the chief execascii117tive of Weve, said: 'We commissioned the research becaascii117se we were a bit fed ascii117p of mobile being called the &lsqascii117o;second screen&rsqascii117o;, bascii117t it sascii117rprised even ascii117s that 28 per cent of people in the whole groascii117p said mobile was their first screen, which is ahead of TV.'

He said he expected the importance of mobile to rise among the older demographic as smartphone penetration increased.

Sear said: 'It&rsqascii117o;s aboascii117t the adoption of new technology and there&rsqascii117o;s always a cascii117rve from the yoascii117nger age groascii117p. The way consascii117mers behave has really shifted – anybody who is now watching TV is actascii117ally listening to TV, and they are normally playing with their mobile device or following a story aboascii117t the TV on social media.'

The three mobile phone networks behind Weve claim to serve 80 per cent of all ascii85K mobile cascii117stomers between them.
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