The study, conducted by TNS, measures how mobile media users in the UK, France, Spain and Poland are engaging with mobile content and the mobile internet.
It also identifies how, when, why and where European mobile media users access content, information and entertainment, giving brands exclusive intelligence from Orange across a range of sectors to help them better engage with their audiences.
For more information visit: http://exposure2010.orangeadvertisingnetwork.co.uk/
CNIC Information System with Pakdata Cf In Pakistan
Orange Mobile Exposure 2010
1. A report into how European consumers (UK, France,
Spain, Poland) are engaging with mobile media content
and the mobile internet
2. Exposure 2010 Objectives
• Aim of the study was to reveal mobile
Internet device penetration and mobile
media user habits across key European
markets:
- Discover how Europeans are using mobiles
to access the Internet and digital media.
- Compare key markets to see what regional
trends and differences exist.
- Provide insight into what type of content
Europeans are accessing, when and how
often
- Develop the Orange Mobile Media monitor
and guidelines for brands and agencies
looking to use the mobile platform to reach
European consumers.
3. 4 countries investigated : United Kingdom, France, Spain, Poland
Establishment survey on national
representative samples of 2000, conducted face
to face in each country
Main phase conducted online:
UK : 1000 mobile media users + 450 iPhone users
France : 1000 mobile media users + 450 iPhone users
Spain : 1000 mobile media users + 450 iPhone users
Poland : 1000 Smartphone users
Fieldwork : March/July 2010
The main phase has been weighted according to the main findings of Calibration
4. What do we mean by mobile media ?
…from their mobile… Access the Internet via free or
paying applications
Communicate or interact with friends
via social networks Download music
Accessing music
Send & receive personal e-mails
content on the Internet
from your mobile
Access the Internet to
search sites that you Use streetmap, GPS or
could search on a geolocalisation
computer
Download videogames
Watch Watch TV
video/film/music on
Send & receive emails Use instant messaging or
demand
chatting
Receive information associated with a
particular place or product via bluetooth
(i.e. when walking nearby)
4
7. Smartphones, Iphone and BB make up large % of users
Smartphone ownership by brand (among mobile media users)
U.K.
France
Spain
Poland
0 10 20 30 40 50 60 70
iPhone Blackberry Total Smartphones
base: mobile media users
8. Photofit of a typical European mobile media user
59% male
41% female
63% are under 35
65% are fully employed
22% are students
Contract Type Data tariffs
Unlimited Data Packages
100 100
50 50
0 0
U.K Spain U.K Spain
Pay monthly Pay as you go 52% 60% 28% 23%
9. Key insight:
“There is already
real growth in
mobile media
uptake,
but this is just
the beginning.”
“The mobile Web grew 110 percent in the
U.S. last year and 148 percent worldwide as
measured by growth in page views.”
Quantcast Mobile Trends report” April 2010
11. What do mobile media users like about mobile media?
UK France
Simplicity, ease of navigation 30% Access from anywhere 27%
Quick 26% Quick 24%
Convenience 19% Advantages of a phone to a PC 24%
Spain Poland
Access from anywhere 31% Advantages of a phone to a PC 41%
Advantages of a phone to a PC 25% Access from anywhere 38%
Access to Mobile Media contents* 22% Quick 29%
12. What do mobile media users expect from mobile media?
UK France
Broadband 49% Broadband 41%
Convenience 27% Convenience 30%
Price 13% Price 10%
Spain Poland
Broadband 32% Price 41%
Price 28% Screen size 37%
Screen size 27% Broadband 36%
13. Social networks are a challenger to email
base: mobile media users
1: Email 2: Social networks 3: Geo-location services
14. News dominates but there are regional trends
UK (71% access mobile Internet monthly)
•News
•Weather
•Music
France (70% access mobile Internet monthly)
•News
•Weather
•Music
Spain (47% access mobile Internet monthly)
•Weather
•Music
•Traffic info
Base: mobile media users
Poland (49% access mobile Internet monthly)
•News
•Train info
•Weather
15. Key insight:
“While similarities
exist between
European users,
there are some
market differences
per market. One
size does not fit all”
“Europeans are more mobile and
engaged with online than ever”
EIAA (Mediascope 2010 research)
16. Mobile media is popular in the home
base: mobile media users
17. Where do they mostly use mobile media?
U.K. Personal emails
Download games
Browser
Use applications
Download music
Listen to live music radio
Social networks
Watch TV
Watch films on demand
Use streetmap / GPS
Instant messaging
0 20 40 60 80
At Home Out & About Travelling At Work
base: mobile media users
% users for each activity
18. Where do they mostly use mobile media? (continued)
Personal emails
France
Download games
Browser
Use applications
Download music
Listen to live music radio
Social networks
Watch TV
Watch films on demand
Use streetmap / GPS
Instant messaging
0 20 40 60 80
At Home Out & About Travelling At Work
base: mobile media users
% users for each activity
19. Where do they mostly use mobile media? (continued)
Spain Personal emails
Download games
Browser
Use applications
Download music
Listen to live music radio
Social networks
Watch TV
Watch films on demand
Use streetmap / GPS
Instant messaging
0 20 40 60 80 100
At Home Out & About Travelling At Work
base: mobile media users
% users for each activity
20. Where do they mostly use mobile media? (continued)
Personal emails
Poland
Download games
Browser
Use applications
Download music
Listen to live music radio
Social networks
Watch TV
Watch films on demand
Use streetmap / GPS
Instant messaging
0 20 40 60 80
At Home Out & About Travelling At Work
base: mobile media users
% users for each activity
21. Mobile media is popular in the home
base: mobile media users
22. Where do they heavily spend on mobile internet ?(more than 10 mins)
base: mobile media users
23. Key insight:
“Mobile media usage is
driven as much by
location as emotion.
Marketers need to make
their services and
content fit into touch
points and place of
access accordingly.”
24. M-commerce resonates with customers
base: mobile media users
* M-commerce = using mobile phone to either pay, redeem or reserve something
25. What opportunities for m-commerce? (continued)
Likelihood of buying small items (under 10€) with your mobile
phone whereby the cost is added to your monthly bill
base: mobile media users
26. Trust remains important on mobile
Importance of knowledge and trust in brands present on mobile Internet
Trust in mobile operator and brands
% from 5 to 10 out of 10
I am more likely to trust my mobile operator’s portal U.K. France Spain Poland
than other sites
68% 64% 61% 54%
base: mobile media users
27. What opportunities for mobile advertising? (continued)
% from 7 to 10 out of 10
U.K. France Spain Poland
Sponsored screen savers that you can upload onto your screen that will
have things like news headlines or weather or sports results
17% 24% 18% 32%
Information on the area you’re in sent as a text to your mobile by
advertisers, including local restaurants & pubs, local taxi companies
25% 27% 26% 43%
Sponsored pages on the web like Adidas Top Goal– where you will see
the brand’s logo along with the page’s content
13% 16% 15% 17%
Sponsored games that you can download for free – you’ll see a picture
ad before you download the game
24% 24% 30% 37%
Sponsored videos where you get a video for free with a brief
pre-video message from an Advertiser
15% 17% 18% 32%
Ads that appear at the top or bottom of your screen when you are
browsing the web
13% 14% 11% 12%
A short text message advertisement sent to your phone 16% 17% 15% 17%
A text message sent to your phone that contained a link to a company’s
mobile internet site clicking on this link would automatically take you to 20% 18% 22% 16%
the company’s site for free
A picture or video message advertisement sent to your phone 14% 14% 16% 18%
Coupons that you could use to get money off products or events 41% 41% 43% 50%
Alerts for special promotions /sales 24% 34% 33% 42%
Ads for tickets and reservations 22% 21% 25% 30%
base: mobile media users
28. In summary
• Most mobile media users want PC-like experience on
mobile
• Mobile media users increasingly access content when
out and about
• Consumers in Europe opting for mobile browsers more
than apps to find content, except in Poland
• Barriers to adoption are market-dependent - mature vs
growing
• Mobile media has positive impact on TV and Internet
use, creating multi-platform opportunities for brands
• Trust in brands is critical to growth of m-commerce
Notas do Editor
Note about ‘apps vs browsing’ findings : We can’t give a trend on a specific market since we haven’t measured this last year. However we can figure out a trend from the cross-country analysis and their maturity. For example : In Poland, where smartphone/iphone penetration is fairly low, mobile media users access internet with apps first. But Poland has not leapfrogged mobile internet since smartphone/iphone reach is the lowest across countries. Spanish mobile media users, among which there’s a higher smartphone/iphone penetration than in Poland, access internet equally via apps and browser => the hierarchy is starting to shift. France, which is the first European country regarding Iphone penetration, shows the greatest application usage. And yet, browser usage is higher than app usage => inverse relationship compared to Poland. UK : mobile media users use mobile internet primarily through browser and have the highest smartphone penetration => browsing accelerates. To confirm the consistency and reliability of findings : Polish Iphone users access the mobile internet via apps first… English Iphone users access the mobile internet via browser first. The analysis of Iphone owners across countries shows that findings are not skewed towards smartphone or Iphone penetration. Reasons for findings : Mobile media usage is perveived as an extension of pc internet by users. More than 60% of Europeans say "they access Internet from their mobile when they can't access it otherwise, because they don't have any PC at hand”. Around 60% also say “they want to find the same things on their mobile as their PC”. Applications icons on mobile screen can be compared to icons that appear on pc desktop : people download loads of apps but eventually use few of them and also often go to the browser to search the web. In a developping mobile media market like Poland, few internet sites are mobile-optimised, encouraging mobile media users to access via applications The more there are mobile-optimised websites in a country, the more mobile media users get back to pc internet habits, i.e. spontaneous search (via browser).
France: More focused on mobile media commuting than any other region Downloading games and music top two activities, both in the home When out and about same preferences as UK but less % of total, suggests not a major trend
Spain Same as UK, main mobile media activities are done when out and about Broad range of activities but again downloading done chiefly in the home
Poland A mixed picture with home, work, commuting and out and about featuring IM and Internet searching seen as something you do at work Listening to live music / the radio is a key pursuit when commuting