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Smartphones replace PC's for Web surfing at home

Press Release: March 23, 2010

MPG Media Contact's proprietary research panel, Fabric, includes over 100 households nationwide, and is designed to get under the skin of consumer lifestyle habits.

Conducted this week, the survey is the first research project to expose the recent shift from PCs to mobile phones, between the ages of 18 and 65 years, over a one week period. Moreover, a further 25% of the sample indicated that they expected to use their mobile phones more than their PCs to access the internet in the next year. These findings are supported by Facebooks own findings that there are more than 100 million active users currently accessing Facebook through their mobile devices.

Respondent Thomas, 39 said that I find the iPhone every bit as good as the hype and really easy to use for getting online.

Chris Bourke, Head of Mobile, MPG Media Contacts commented: "The results of this research confirm our suspicions - consumers are favouring portability over big screens and are happy to watch videos, browse sites and send emails on compact screens. The imminent launch of the iPAD in the UK signals that we are at a turning point; consumers are realising that they don't need a clunky foldout laptop that takes three minutes to boot. Instead, they are opting to access the internet via their always-on mobile phones. This represents the beginning of a significant change in consumer behaviour and we are using our expertise to help our clients understand what this means for their brands."

Denise Turner, Head of Insight and Effectiveness, added: This research highlights the importance of agencies understanding new and emerging media platforms. We are fully prepared for the future of media and work in an integrated way, to offer a wide range of in-house products and services to our clients.
About MPG Media Contacts

MPG (UK) is the fastest growing fully integrated media agency of 2009. Clients include: Hyundai Kia, Clarks, Magners, BBC, Camelot, bmi, P&O Ferries, Nationwide, The Conservative Party, AXA, EDF Energy, Ask.com, Gucci, Pioneer and National Express Group.

MPG is part of the global advertising and communications services group, Havas. Havas operates through its two worldwide networks, Euro RSCG Worldwide and Havas Media.

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