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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
- 5. The European mobile media landscape
- 6. Mobile media is growing 89% 30% 81% 23% 85% 20% 81% 14%
- 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
- 10. Mature markets favour the browser base: mobile media users
- 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
Editor's Notes
- 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