A report into how European consumers (UK, France,

Spain, Poland) are engaging with mobile media content

and the mobile internet
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.
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
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
The European mobile media landscape
Mobile media is growing

89%
30%

81%
23%

85%
20%

81%
14%
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
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

Unlimited tariffs
Data Packages

100 100
50 50
0 0
U.K Spain U.K Spain
Pay monthly Pay as you go 52% 60% 28% 23%
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
Mature markets favour the browser
base: mobile media users
 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%
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%
Social networks are a challenger to email
base: mobile media users

1: Email 2: Social networks 3: Geo-location services

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
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)
Mobile media is popular in the home

base: mobile media users

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
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
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
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
Mobile media is popular in the home

base: mobile media users

Where do they heavily spend on mobile internet ?(more than 10 mins)

base: mobile media users

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.”
M-commerce resonates with customers

base: mobile media users

* M-commerce = using mobile phone to either pay, redeem or reserve something

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

 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

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

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