'Mobile Exposure: Mobile media usage data' - Orange Advertising Network (Mobile Research Conference 2011)

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Orange’s Mobile Exposure research offers a unique insight into mobile media usage across Europe. The findings have interesting implications for market researchers using the mobile platform in Europe and globally, highlighting how consumers use their phones, their relationship with them and some of the technological challenges to be overcome. Bruce will supplement the data from this survey with additional markets to give a truly worldwide view.

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'Mobile Exposure: Mobile media usage data' - Orange Advertising Network (Mobile Research Conference 2011)

  1. 1. A report into how European consumers (UK, France, Spain, Poland) are engaging with mobile media content and the mobile internet 1
  2. 2. 2
  3. 3. The 7th media personal mass media permanently carried media always on captures context of media consumption3
  4. 4. application/widget search sponsored content banner local search post-roll video ring tone MMS video sponsored game MMS music pre-roll video welcome screensponsored video outgoing call screen mobile media is alerts text link puzzling SMS push NFC tag + video/MMS/wap screen saver ring back tone advertorial location based advertising closing screen MMS picture SMS delivery idle screen voice mail message notification SMS / MMS mid-roll video incoming call screen 1D code (coupon) flash code / 2D code + video SMS shortcode4 /MMS/wap bluetooth + video/MMS/wap
  5. 5. 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 5 The main phase has been weighted according to the main findings of Calibration
  6. 6. 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 Send & receive personal e-mails Accessing music content on the Internet from your Access the Internet to mobile search sites that you Use streetmap, GPS or could search on a geolocalisation computer Download videogamesWatch video/film/music Watch TV on demand Send & receive emails Use instant messaging or chatting Receive information associated with a particular place or product via bluetooth 6 (i.e. when walking nearby) 6
  7. 7. The European mobile media landscape 7
  8. 8. Mobile media is growing 89% 30% 81% 23% 85% 20% 81% 14% 8
  9. 9. 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 9
  10. 10. 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 Unlimited Data Packages Data tariffs 100 100 50 50 0 0 U.K France Spain Poland U.K France Spain Poland Pay monthly Pay as you go 52% 60% 28% 23% 10
  11. 11. Mature markets favour the browser base: smartphone owners 90 80 70 60 50 40 30 20 10 0 UK France Spain Poland Web browser Application icons
  12. 12. Why using mobile media ? VS % from 7 to 10 out of 10 With my Mobile Media……I want to find the same things on my mobile as my PC 58% 55% 58% 72%…I access Internet from my mobile when I can’t access it otherwise, because I don’t have any PC at hand 62% 66% 66% 68% Mobile Internet users12
  13. 13. What do mobile media users like about mobile media? UK FranceSimplicity, ease of navigation 30% Access from anywhere 27%Quick 26% Quick 24%Convenience 19% Advantages of a phone to a PC 24% Spain PolandAccess 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% 13
  14. 14. 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% 14
  15. 15. Social networks are a challenger to email base: mobile media users 1: Email 2: Social networks 3: Geo-location services 15
  16. 16. News dominates but there are regional trendsUK (71% access mobile Internet monthly)•News•Weather•MusicFrance (70% access mobile Internet monthly)•News•Weather•MusicSpain (47% access mobile Internet monthly)•Weather•Music•Traffic info Base: mobile media usersPoland (49% access mobile Internet monthly)•News•Train info•Weather 16
  17. 17. Mobile media is popular in the home base: mobile media users 17
  18. 18. Where do they heavily spend on mobile internet ?(more than 10 mins) base: mobile media users 18
  19. 19. 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 Bus or train At Work base: mobile media users % users for each activity19
  20. 20. What contents in each place ? At home On bus Out and At work / at or train about schoolGambling 47% Train travel info 26% Traffic info 56% Cars / Automotive 22%Paid content 45% News 18% Local information 50% News 20%Diet and Fitness 45% Music 17% Film and Cinema 43% Auctions 19%Games 43% Sports 16% Travel 41% Sports 17%Dating 42% Entertainment news 14% Weather 41% Horoscopes 15%Money 39% Games 14% Train Travel Info 39% Paid for content 14%Shopping Retail 39% Film and Cinema 12% Sports 35% Weather 13%Entertainment News 38% Traffic Info 12% Shopping 33% Dating 13%Horoscopes 37% Local Information 12% Auctions 33% Games 12%Music 37% Horoscopes 12% Property 33% Money 11%20 Base: U.K Users for each conten
  21. 21. How do they access contents ? News 32% Shopping / retail 28% Sports 31% Travel 25%Entertainment news 27% Diet and fitness 23% Search site (browser) Film and Cinema 23% Local information 33% Train travel info 27% Money 39% Bookmarks (browser) Auction 36% Music 29% Horoscopes 23% Traffic info 33% Dating 24% Games 38% Mobile apps Gambling 30% Property 23% Paid for content 41% Weather 33% Cars / Automotive 21 25% Base: U.K Users for each conten
  22. 22. Using mobile media increases the consumption of: Fixed internet* TV** Radio *** Synergies between mobile media and other media can be built * UK, FR, SP, PL: users said they have increased their pc internet consumption since they started using mobile media ** UK, FR: users said they have increased their TV consumption since they started using mobile media *** UK, SP, PL: users said they have increased their radio consumption since they started using mobile media 22
  23. 23. M-commerce resonates with customersbase: mobile media users* M-commerce = using mobile phone to either pay, redeem or reservesomething 23
  24. 24. 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 U.K. France Spain PolandI am more likely to trust my mobile operator’sportal than other sites 68% 64% 61% 54% base: mobile media users 24
  25. 25. What opportunities for mobile advertising? % from 7 to 10 out of 10 U.K. France Spain Poland Sponsored screen savers 17% 24% 18% 32% Information on the area you’re in 25% 27% 26% 43% Sponsored pages on the web like 13% 16% 15% 17%Sponsored games that you can download for free 24% 24% 30% 37%Sponsored videos where you get a video for free 15% 17% 18% 32% Ads that appear at the top or bottom of your screen 13% 14% 11% 12% 16% 17% 15% 17% short text message advertisement 20% 18% 22% 16% text message sent to your phone 14% 14% 16% 18% picture or video message 41% 41% 43% 50% Coupons that you could use 24% 34% 33% 42% Alerts for special promotions /sales 22% 21% 25% 30% Ads for tickets and reservations 25 base: mobile media users
  26. 26. Opportunities for mobile advertising 60% 65% 65% 76% % of mobile media users interested by at least one mobile advertising format* 26* % from 7 to 10 out of 10 scale
  27. 27. lost in segmentation ?27
  28. 28. 28

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