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.

1. A report into how European consumers (UK, France,
Spain, Poland) are engaging with mobile media
content and the mobile internet
1

2. 2

3. The 7th media
personal mass media
permanently carried media
always on
captures context of media consumption
3

4. application/widget
search sponsored content banner
local search
post-roll video
ring tone
MMS video sponsored game
MMS music
pre-roll video welcome screen
sponsored 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 shortcode
4 /MMS/wap
bluetooth + video/MMS/wap

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. 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 videogames
Watch 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. The European mobile media landscape
7

8. Mobile media is growing
89%
30%
81%
23%
85%
20%
81%
14%
8

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. 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. 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. 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 users
12

13. 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%
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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. Social networks are a challenger to email
base: mobile media users
1: Email 2: Social networks 3: Geo-location services
15

16. 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
16

17. Mobile media is popular in the home
base: mobile media users
17

18. Where do they heavily spend on mobile internet ?(more than 10 mins)
base: mobile media users
18

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. What contents in each place ?
At home On bus Out and At work / at
or train about school
Gambling 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. 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. 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. M-commerce resonates with customers
base: mobile media users
* M-commerce = using mobile phone to either pay, redeem or reserve
something
23

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 Poland
I am more likely to trust my mobile operator’s
portal than other sites 68% 64% 61% 54%
base: mobile media users 24

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. 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. lost in segmentation
?
27

28. 28