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Mobile Media
An IAB Europe
White Paper




                                     Issue 1
            Consumer insights across Europe




                  Published in March 2011
Table of Contents

Introduction                   1

Methodology and Contributors   2

Countries
Belgium                        3
Denmark                        5
Finland                        7
France                         8
Germany                        10
Greece                         12
Hungary                        13
Italy                          14
Netherlands                    16
Norway                         18
Poland                         20
Portugal                       22
Romania                        24
Russia                         25
Spain                          27
Sweden                         29
Switzerland                    31
Turkey                         33
United Kingdom                 35


Contributors                   37
Introduction

Mobile internet advertising spend during 2010 – when advertising revenues generally fell - was worth €710
million, more than double its 2009 total of €279 million (Source: IHS Screen Digest 2011).

This report covering 19 European countries presents detailed research findings behind these figures. It
springs from IAB Europe’s mission to prove the value of the market through research and education.

Mobile advertising wins out on many levels: it enables business to connect with consumers personally and
immediately. The odds on their product message getting through to the right person are dramatically
reduced. The recipient can respond equally effectively and speedily. What’s more the advertiser can track
every step of the process and match it to sales outcomes. This not only makes targeting advertising spend
easier, but also much more accurately and cheaply than tracking traditional methods of advertising.

If you are thinking of diverting precious advertising budget to mobile, this definitive report has the
information you need.

Thanks are due to the Mobile Advertising Committee of IAB Europe who have worked long and hard on
producing these findings and to our partners comScore, InSites Consulting and of course Orange for the
important contribution they have made.




Alain Heureux                                                                                Ludovic Lévy
CEO IAB Europe                                                   Chairman of the mobile committee, IAB Europe
                                                   Director of Mobile Advertising, Orange-France Telecom Group


                                                                                                                 1
Methodology and Contributors
This report is based on a variety of sources that are the most legitimate to use in each local market
and bring the potential, audience and usage of the mobile internet. The objective of this report is to
provide local marketers with the most accurate mobile data on each European market. In countries
where several sources are available, we chose the most recognised one from the local players. We
used one source in countries where there is no other data available.


                                      MobiLens™
comScore measures the digital world and the preferred source of digital marketing intelligence.
comScore MobiLens™ provides an unparalleled view of the U.S., European and Japanese mobile
media landscape, connecting data on mobile consumer behaviour and device capabilities to help you
reach and engage consumers.Contact: Jeremy Copp (jcopp@comscore.com).




 InSites Consulting is a full-service marketing consultancy doing business with the best known
 brands all over the world. MC DC investigates what the role of digital media is in the marketer’s
 practice from a consumer point of view. Contact: Gianni Cooreman (gianni@insites.eu).




 The European Interactive Advertising Association (www.eiaa.net) has been conducting the industry
 standard European piece of cross-media consumer research, Mediascope Europe, since 2003 and it
 has made a major contribution to the understanding of changing media consumption patterns, the
 evolving consumer and e-commerce trends. Contact : Alison Fennah (afennah@eiaa.net).




Orange released Mobile Exposure 2011, a world exclusive research that measures how mobile media
users in the UK, France, Spain and Poland are engaging with mobile content and the mobile internet.
Orange is the flagship brand of France Telecom, a leading global telecommunications operator. It has
over 131 million internet, TV and mobile customers in the majority of countries in which the Group is
present. Contact: Bruce Hoang (bruce.hoang@orange-ftgroup.com)




                                                                                                         2
Belgium
                                    Mobile internet in Belgium has almost reached 20% penetration, making
                                    mobile a medium in its own right. The Belgium mobile internet users
                                    profile is quite balanced and mirrors the national population. This clearly
                                    shows some signs of maturity in terms of usage, although m-commerce
                                    and mobile advertising are still in their early days.



Mobile subscribers


                         8 091 000 mobile subscribers
                         Penetration of national population: 93%
                                                                                                      EIAA Mediascope Europe 2010, base: 16+




Mobile internet audience

  1 396 000 mobile internet users                                                             male                              48%
                                                                                             female                             52%
                                  Reach %         Reach %
                      Users
                                  national          mob.
                     (thous.)
                                                                      Demographics profile




                                    pop.           owners                                    16--24                   21%

                      1 396          16%            17%                                      25-34                    29%
                                                                                             35-44                    19%

 • PC internet penetration on national population: 68%                                       45-54                    13%
                                                                                               55+                    19%
                        EIAA Mediascope Europe 2010, base: 16+          EIAA Mediascope Europe 2010, base: mobile internet users 16+



Mobile internet penetration is still modest in                     Interestingly enough, the use of mobile internet is
Belgium, representing 17% of mobile subscribers                    slightly skewed towards females - while most
aged 16+.                                                          European countries have a 60:40 male/female split
                                                                   of mobile internet users, Half of Belgium mobile
                                                                   internet users are over 35.


Mobile internet activities

   Frequency: ever used                                            The primary mobile internet activity in Belgium is e-
                                                                   mail, followed by social networking, browsing and
                                                                   video.
                   42%          48%         43%          34%




                 browsing       e-mail     social      watch
                                          network      video
    EIAA Mediascope Europe 2010, base: mobile internet users 16+
                                                                                                                                          3
Media mesh with mobile internet

  When you’re mainly using the internet on your mobile phone, which other media do you sometimes use?




            46%                     48%                         15%                   46%                        27%

                                                                          EIAA Mediascope Europe 2010, base: mobile internet users 16+



When they media mesh, Belgium mobile internet users primarily listen to the radio, watch TV or read
newspapers.



Mobile Advertising                                                    M-commerce


                      find information                                      Have purchased products with
              on products and brands - weekly                                      mobile phone


                           13%                                                              1%



                   MCDC 2009, base: mobile internet users 15+                               MCDC 2009, base: mobile internet users 15+


Today a minority of Belgium mobile internet users                     One percent of today’s Belgium mobile internet
are using the medium to find information on                           users purchase products or services through this
products, services or brands.                                         medium.




                                                                                                                                   4
Denmark
                                    Unlike the big western European markets, Mobile internet reach in
                                    Denmark is still relatively low, with an 11% penetration of mobile
                                    subscribers. The 474 000 Danish mobile internet users are
                                    predominantly male and aged over 35, suggesting that mobile media has
                                    still room for growth across the other demographics.



Mobile subscribers


                         4 230 000 mobile subscribers
                         Penetration of national population: 94%
                                                                                                      EIAA Mediascope Europe 2010, base: 16+




Mobile internet audience

  474 000 mobile internet users                                                               male                                   73%
                                                                                             female                                  27%
                                  Reach %         Reach %
                      Users
                                  national          mob.
                                                                      Demographics profile




                     (thous.)                                                                16--24                     8%
                                    pop.           owners
                        474          11%            11%                                      25-34                      33%
                                                                                             35-44                      37%

 • PC internet penetration on national population: 84%                                       45-54                      9%
                                                                                               55+                      14%
                        EIAA Mediascope Europe 2010, base: 16+           EIAA Mediascope Europe 2010, base: mobile internet users 16+



Mobile internet penetration is still relatively low in             The use of mobile internet is currently a
Denmark, representing 11% of mobile subscribers                    predominantly male phenomenon in Denmark. In
aged 16+.                                                          terms of age, a majority of mobile internet users
                                                                   are older than 35.




Mobile internet activities

   Frequency: ever used                                            The primary mobile internet activity in Denmark is
                                                                   browsing, followed closely by e-mail, video and
                   65%          64%                                social networking.
                                                        54%
                                            36%




                 browsing       e-mail     social      watch
                                          network      video
    EIAA Mediascope Europe 2010, base: mobile internet users 16+
                                                                                                                                          5
Media mesh with mobile internet

  When you’re mainly using the internet on your mobile phone, which other media do you sometimes use?




            40%                     33%                         26%                   26%                        17%

                                                                          EIAA Mediascope Europe 2010, base: mobile internet users 16+



When they media mesh, Danish mobile internet users primarily watch TV or listen to the radio.




Mobile Advertising                                                    M-commerce


                        find information                                    Have purchased products with
                on products and brands - weekly                                    mobile phone

                           10%                                                              2%



                   MCDC 2009, base: mobile internet users 15+                               MCDC 2009, base: mobile internet users 15+


A minority of Danish mobile internet users access                     A minimal proportion of Danish mobile internet
information on products, services or brands through                   users purchase products or services using this
this medium.                                                          medium.




                                                                                                                                   6
Finland
                               Finland has by far the highest mobile phone penetration and one of the
                               highest mobile internet penetrations, making it one of Europe’s most
                               developed mobile markets. The Finnish are keen on email (34%),
                               followed by social network (16%) and geolocalisation (15%).




Mobile subscribers


                     4 437 000 mobile subscribers
                     Penetration on national population: 99%
                                                                            MCDC 2009; Population reference bureau, base: 15+




Mobile internet audience                                        Mobile internet activities

                                                                   Frequency: at least one weekly
  1 198 000 mobile internet users per month
                                                                                        e-mail                   34%
                              Reach %          Reach %
                   Users                                                      social network                     16%
                              national           mob.
                  (thous.)
                                pop.            owners                        geolocalisation                    15%
                   1 198           27%           27%                        instant message                      8%
                                                                               listen to radio                   6%
                                         MCDC 2009, base: 15+
                                                                            download music                       3%
                                                                                 watch video                     2%
                                                                                     MCDC 2009, base: mobile internet users 15+


Mobile internet has reached than a quarter of the               The primary mobile internet activity in Finland is e-
Finnish population, making mobile a media on its                mail, followed by social networking, geolocalisation,
own.                                                            instant messaging, radio listening, music
                                                                downloads and video.




Mobile Advertising                                              M-commerce

                       find information                                Have purchased products with
               on products and brands - weekly                                mobile phone

                             27%                                                     5%

                   MCDC 2009, base: mobile internet users 15+                       MCDC 2009, base: mobile internet users 15+


More than a quarter of Finnish mobile internet users            Today a modest proportion of Finnish mobile
use mobile internet to find information on products,            internet users employ their mobile phone to
services or brands.                                             purchase products or services.
                                                                                                                           7
France
                                  France’s internet penetration is in line with other western European
                                  markets, at 28% of mobile users, making it one of Europe’s largest
                                  markets with almost 15 million users. There is a 60:40 male:female split
                                  and is evenly distributed across the age groups, with 13% of users being
                                  over 55.
                                  Mobile internet is most frequently used for viewing news content and for
                                  emailing.
Mobile subscribers


                        47 000 000 mobile subscribers

                                                                     Comscore Mobilens 3 months average ended July 2010, base: 13+




Mobile internet audience

  14 775 000 mobile internet users per
  month
                                                                                                   male                               59%
                                            Reach % on                                           female
                     Users        vs                                                                                                  41%
                                               mobile
                    (thous.)     2009
                                                                       Demographics profile




                                             population
                                                                                               under 17                  11%
                     14 755     +21%             31%
                                                                                                  18-24                  21%
                                                                                                  25-34                  24%
      Comscore Mobilens 3 months average ended July 2010 / 2009
                                         base: mobile users 13+                                   35-44                  19%
                                                                                                  45-54                  12%
                                                                                                     55+                 13%


                                                                                              Comscore Mobilens 3 months average ended July 2010
                                                                                                                   base: mobile internet users 13+

Mobile internet in France represents almost a third                   The gender split of the mobile internet users in
of mobile subscribers, making mobile a media in its                   France is currently 60:40 male:female., with the
own.                                                                  under 25 age group accounting for a large
                                                                      share of the users.

Mobile internet activities

   Frequency: at least once weekly                                  The dominant mobile internet activity in France is
                                                                    browsing, followed by e-mail, social networking and
                  80%                                               video. The biggest yearly growths occur within
                     69%
                                                                    browsing and social networking.


                              17%14% 13%
                                               7%     5% 4%
      2010
      2009       browsing      e-mail     social       watch
                                         network       video
        Comscore Mobilens 3 months average ended July 2010/2009
                                  base: mobile internet users 13+                                                                               8
Mobile internet: top 5 content categories

    Frequency: at least once weekly                                        The mobile internet function most frequently
                                                                           accessed in France is the weather, followed by
                         weather             13%
                                                                           news, maps, sports and entertainment news.
                            news             10%
                            maps             9%
                           sports            9%
            entertainment news               9%

   Comscore Mobilens 3 months average ended July 2010
   base: mobile internet users 13+




 Place of connection
 Mobile internet in France is chiefly accessed from                          At least one usage of mobile media
 home, followed by public transport, when out and
 about and then at work/school.                                                                  at home                              70%
                                                                                          at work/school                              56%
                                                                                             on bus/train                             63%
                                                                                           when & about                               58%

                                                                                         Mobile Exposure 2010, base: mobile media users 16+


 Media mesh with mobile internet

    When you’re mainly using the internet on your mobile phone, which other media do you sometimes use?




                 15%                       6%                         5%                    3%                         2%

                                                                                EIAA Mediascope Europe 2010, base: mobile internet users 16+



 When they media mesh, French mobile internet users primarily watch TV.



 Mobile Advertising                                                        M-commerce

                received SMS ad                              64%                used mobile to pay / redeem / reserve
               Comscore Mobilens 3 months average ended July 2010
                                    base: mobile internet users 13+
                                                                                                 28%
interested in mobile ad formats :
        display, direct marketing,                           65%
                geolocalisation…
                 Mobile Exposure 2010, base: mobile media users 16+                      Mobile Exposure 2010, base: mobile media users 16+


 Two thirds of French mobile internet users are                            Three out of ten French mobile internet user have
 interested in at least one mobile advertising format.                     used their mobile to either pay, redeem of reserve
 64% say they have already received an sms ad on                           an item.
                                                                                                                                         9
 their phone.
Germany
                                  At 20%, Germany’s mobile internet penetration level is slightly lower than the
                                  other western European countries. However, Germany still has Europe’s second
                                  largest mobile internet population with 16 million adults.
                                  Mobile internet is still a male phenomenon, with 37% of mobile internet users
                                  being female. Mobile internet use has a strong hold in the 35-54 age group.
                                  Most German users access the internet through a browser on their phone
                                  (70%), and many have paid for goods and services using mobile internet.

Mobile subscribers


                        53 000 000 mobile subscribers

                                                                      Comscore Mobilens 3 months average ended July 2010, base: 13+




Mobile internet audience

  16 077 000 mobile internet users per
  month
                                                                                                    male                                63%
                                            Reach % on                                            female
                     Users        vs                                                                                                    37%
                                               mobile
                    (thous.)     2009
                                                                        Demographics profile




                                             population
                                                                                                under 17                      12%
                     16 077     +33%             30%
                                                                                                   18-24                      20%
                                                                                                   25-34                      22%
      Comscore Mobilens 3 months average ended July 2010 / 2009
                                         base: mobile users 13+                                    35-44                      24%
                                                                                                   45-54                      15%
                                                                                                      55+                     8%


                                                                                               Comscore Mobilens 3 months average ended July 2010
                                                                                                                    base: mobile internet users 13+


Mobile internet in Germany represents almost a                      The gender split of the mobile internet users in
third of mobile subscribers, making mobile a                        Germany is currently around 60:40 male:female.
medium in its own right.                                            Use of mobile internet is still a male
                                                                    phenomenon, with only 37% of mobile internet
                                                                    users being female. As with the other ‘Big 5’
                                                                    markets, the under 25 age group accounts for a
Mobile internet activities                                          large share of the mobile internet users.
   Frequency: at least once weekly
                                                                    The leading mobile internet activity in Germany is
                 70%                                                browsing, followed by e-mail, social networking and
                    59%
                                                                    video. The biggest yearly growth can be found
                                                                    within browsing.

                               16%13% 9% 5%           4% 3%
      2010
      2009       browsing      e-mail     social       watch
                                         network       video
        Comscore Mobilens 3 months average ended July 2010/2009
                                  base: mobile internet users 13+                                                                                10
Mobile internet: top 5 content categories

  Frequency: at least once weekly                                        The mobile internet function most frequently
                                                                         accessed in Germany is maps on par with news,
                          maps             9%
                                                                         followed closely by sports, entertainment news and
                          news             9%                            tech news.
                         sports            8%
          entertainment news               8%
                     tech. news            7%

 Comscore Mobilens 3 months average ended July 2010
 base: mobile internet users 13+




Media mesh with mobile internet

  When you’re mainly using the internet on your mobile phone, which other media do you sometimes use?




                4%                      14%                         6%                   1%                         3%

                                                                             EIAA Mediascope Europe 2010, base: mobile internet users 16+



When they media mesh, German mobile internet users primarily listen to the radio.



Mobile Advertising                                                       M-commerce

              received SMS ad                     34%                          accessed electronic payment
             Comscore Mobilens 3 months average ended July 2010
                                  base: mobile internet users 13+                   2010             2009
                                                                                     7%               5%
              find information
     on products and brands -            10%
                        weekly
                                                                               Comscore Mobilens 3 months average ended July 2010/2009
                       MCDC 2009, base: mobile internet users 15+                                        base: mobile internet users 13+


Three out of ten German mobile internet users say                        7% of German mobile internet users have
they have already received an sms ad on their                            accessed electronic payment. This is a 40%
phone. 10% have used his/her mobile to find                              increase from 2009.
information on products or brands in the last week.




                                                                                                                                      11
Greece
                               With 84% reach, mobile use is already strong in Greece, and with mobile
                               internet use at 13% the market is in a good position for growth.
                               Greek mobile internet users are keen on email (34%), instant messaging
                               (23%) and radio (22%).




Mobile subscribers


                     9 426 000 mobile subscribers
                     Penetration on national population: 97%
                                                                            MCDC 2009; Population reference bureau, base: 15+




Mobile internet audience                                        Mobile internet activities

                                                                   Frequency: at least one weekly
  1 225 000 mobile internet users per month
                                                                                        e-mail                  34%
                              Reach %          Reach %
                   Users                                                    instant message                     23%
                              national           mob.
                  (thous.)
                                pop.            owners                        Listen to radio                   22%
                   1 225           13%           13%                          social network                    18%
                                                                              geolocalisation                   17%
                                         MCDC 2009, base: 15+
                                                                                 watch video                    7%
                                                                            download music                      6%
                                                                                     MCDC 2009, base: mobile internet users 15+


Mobile internet usage is still relatively low in                The foremost mobile internet activity in Greece is
Greece, representing 13% penetration of mobile                  e-mail, followed by instant messaging, radio, social
subscribers aged 16+.                                           networking, geolocalisation, video and music
                                                                downloads.




Mobile Advertising                                              M-commerce

                       find information                                have purchased products with
               on products and brands - weekly                                mobile phone

                             20%                                                     6%

                   MCDC 2009, base: mobile internet users 15+                       MCDC 2009, base: mobile internet users 15+


A fifth of Greek mobile internet users employ mobile            A modest proportion of Greek mobile internet users
internet to find information on products, services or           purchase products or services through this
brands.                                                         medium.
                                                                                                                           12
Hungary
                              Hungary is a developing market where mobile internet is emerging. Over
                              three quarters of Hungarian adults use mobile phones, of which 10%
                              already use their phone for internet connection. Mobile internet users are
                              most likely to be listening to radio with their mobile (31%) and use
                              geolocalisation services (24%).



Mobile subscribers


                    8 330 000 mobile subscribers
                    Penetration on national population: 98%
                                                                           MCDC 2009; Population reference bureau, base: 15+




Mobile internet audience                                       Mobile internet activities

                                                                  Frequency: at least one weekly
  833 000 mobile internet users per month
                                                                              listen to radio                 31%
                             Reach %          Reach %
                  Users                                                      geolocalisation                  24%
                             national           mob.
                 (thous.)
                               pop.            owners                      download music                     19%
                   833            10%           10%                                    e-mail                 18%
                                                                           instant message                    11%
                                        MCDC 2009, base: 15+
                                                                             social network                   10%
                                                                                watch video                   1%
                                                                                    MCDC 2009, base: mobile internet users 15+


Mobile internet is still relatively low in Hungary,            The chief mobile internet activity in Hungary is
representing    10%      penetration    of   mobile            radio,  followed   by   geolocalisation,  music
subscribers aged 16+.                                          downloads, e-mail, instant messaging, social
                                                               network and video.




Mobile Advertising                                             M-commerce

                      find information                                have purchased products with
              on products and brands - weekly                                mobile phone

                            13%                                                     2%

                  MCDC 2009, base: mobile internet users 15+                       MCDC 2009, base: mobile internet users 15+


Today a moderate proportion of Hungarian mobile                Only 2% of Hungarian mobile internet users used
internet users utilize mobile internet to find                 their mobile phone to purchase goods or services,
information on products, services or brands.                   confirming that m-commerce has still potential for
                                                               growth.                                       13
Italy
                                  Italy has a high mobile internet penetration, with 26% of the population
                                  using internet via mobile, making one of the largest markets with 16
                                  million users.
                                  The users in Italy are more mature than in many other markets, with 53%
                                  of users being over 35.
                                  Italian users are the most likely in western Europe to have used the
                                  internet on their mobile to pay for goods or services.
Mobile subscribers


                        47 000 000 mobile subscribers

                                                                      Comscore Mobilens 3 months average ended July 2010, base: 13+




Mobile internet audience

  15 826 000 mobile internet users per
  month
                                                                                                    male                               59%
                                            Reach % on                                            female
                     Users        vs                                                                                                   41%
                                               mobile
                    (thous.)     2009
                                                                        Demographics profile




                                             population
                                                                                                under 17                  9%
                     15 826     +22%             34%
                                                                                                   18-24                  14%
                                                                                                   25-34                  24%
      Comscore Mobilens 3 months average ended July 2010 / 2009
                                         base: mobile users 13+                                    35-44                  22%
                                                                                                   45-54                  14%
                                                                                                      55+                 17%


                                                                                               Comscore Mobilens 3 months average ended July 2010
                                                                                                                    base: mobile internet users 13+

                                                                     The gender split of the mobile internet users in Italy
Mobile internet in Italy represents a third of mobile                is currently around 60:40 male:female. While many
subscribers, making mobile a media in its own right.                 of the other ‘Big 5’ markets see the under 25 age
                                                                     group accounting for a disproportionately large
                                                                     proportion of users, in Italy the mobile internet user
                                                                     is likely to be slightly older, with the bulk of users
                                                                     being in the 35 to 55 age group.
Mobile internet activities
   Frequency: at least once weekly

                 70%
                                                                    The chief mobile internet activity in Italy is browsing,
                    58%                                             followed by e-mail, social networking and video.
                                                                    Browsing displays the biggest yearly growth.


                               17%15% 11%
                                               8%     4%3%
      2010
      2009       browsing      e-mail     social       watch
                                         network       video
        Comscore Mobilens 3 months average ended July 2010/2009
                                  base: mobile internet users 13+                                                                                14
Mobile internet: top 5 content categories

  Frequency: at least once weekly                                        The most frequently used function through mobile
                                                                         internet in Italy is maps and weather, followed by
                       weather             11%
                                                                         tech. news, sports and entertainment news.
                          maps             11%
                    tech. news             10%
                         sports            9%
          entertainment news               9%

 Comscore Mobilens 3 months average ended July 2010
 base: mobile internet users 13+




Media mesh with mobile internet

  When you’re mainly using the internet on your mobile phone, which other media do you sometimes use?




               60%                      20%                         8%                   8%                        21%

                                                                             EIAA Mediascope Europe 2010, base: mobile internet users 16+



When they media mesh, Italian mobile internet users primarily watch TV.



Mobile Advertising                                                       M-commerce

              received SMS ad                           53%                    accessed electronic payment
             Comscore Mobilens 3 months average ended July 2010
                                  base: mobile internet users 13+                   2010             2009
                                                                                     9%               6%
              find information
                                           14%
     on products and brands -
                        weekly
                                                                               Comscore Mobilens 3 months average ended July 2010/2009
                       MCDC 2009, base: mobile internet users 15+                                        base: mobile internet users 13+


Five out of ten Italian mobile internet users say they                   9% of Italian mobile internet users have accessed
have already received an sms ad on their phone.                          electronic payment. This is a 50% increase from
14% have used his/her mobile to find information on                      2009.
products or brands in the last week.




                                                                                                                                      15
The Netherlands
                                    Penetration of mobile internet in the Netherlands is still relatively low. A
                                    vast majority of the 1.4M Dutch mobile media users are male and aged
                                    over 35, which confirms that mobile internet is still a niche phenomenon.
                                    Yet already a quarter of mobile internet users employ mobile internet to
                                    find information on products, suggesting an interesting advertising
                                    potential for mobile in this country.


Mobile subscribers


                          12 420 000 mobile subscribers
                          Penetration on national population: 90%
                                                                                                      EIAA Mediascope Europe 2010, base: 16+




Mobile internet audience

  1 389 000 mobile internet users                                                             male                                    72%
                                                                                             female                                   28%
                                  Reach %         Reach %
                      Users
                                  national          mob.
                     (thous.)
                                                                      Demographics profile




                                    pop.           owners                                    16--24                  25%

                      1 389          10%            11%                                      25-34                   20%
                                                                                             35-44                   27%

 • PC internet penetration on national population: 84%                                       45-54                   16%
                                                                                               55+                   12%
                        EIAA Mediascope Europe 2010, base: 16+         EIAA Mediascope Europe 2010, base: mobile internet users 16+



Mobile internet is still relatively low in the                     The use of mobile internet is currently a
Netherlands, representing 11% penetration of                       predominantly     male     phenomenon     in  the
mobile subscribers aged 16+.                                       Netherlands. In terms of age, a majority of mobile
                                                                   internet users are older than 35.




Mobile internet activities

   Frequency: ever used                                            The chief mobile internet activity in the Netherlands
                                                                   is e-mail on par with browsing, followed by video
                    72%         72%                                and social networking.
                                                         66%


                                            33%




                 browsing       e-mail     social      watch
                                          network      video
    EIAA Mediascope Europe 2010, base: mobile internet users 16+
                                                                                                                                          16
Media mesh with mobile internet

  When you’re mainly using the internet on your mobile phone, which other media do you sometimes use?




            41%                     41%                         14%                    9%                         9%

                                                                           EIAA Mediascope Europe 2010, base: mobile internet users 16+



When they media mesh, Dutch mobile internet users primarily listen to the radio or watch TV.




Mobile Advertising                                                    M-commerce


                       find information                                      have purchased products with
               on products and brands - weekly                                      mobile phone

                           23%                                                               3%



                   MCDC 2009, base: mobile internet users 15+                               MCDC 2009, base: mobile internet users 15+


Almost a quarter of Dutch mobile internet users                       A minimal proportion of Dutch mobile internet users
utilize mobile internet to find information on                        purchase products or services through this
products, services or brands.                                         medium.




                                                                                                                                    17
Norway
                                    With a 14% penetration within the the population, mobile internet in
                                    Norway has room for growth: the mere 542,000 Norwegian mobile
                                    internet users are mostly male and over 35. Mobile advertising is full of
                                    future opportunities, as 27% of users say they use mobile internet to find
                                    information on products, services or brands.



Mobile subscribers


                          3 686 000 mobile subscribers
                          Penetration on national population: 97%
                                                                                                      EIAA Mediascope Europe 2010, base: 16+




Mobile internet audience

  542 000 mobile internet users                                                               male                                   64%
                                                                                             female                                  36%
                                  Reach %         Reach %
                      Users
                                  national          mob.
                                                                      Demographics profile




                     (thous.)                                                                16--24                    18%
                                    pop.           owners
                        542          14%            15%                                      25-34                     21%
                                                                                             35-44                     34%

 • PC internet penetration on national population: 84%                                       45-54                     13%
                                                                                               55+                     14%
                        EIAA Mediascope Europe 2010, base: 16+           EIAA Mediascope Europe 2010, base: mobile internet users 16+



Mobile internet is still relatively low in Norway,                 The use of mobile internet is currently a primarily
representing   15%       penetration   of   mobile                 male phenomenon in Norway. In terms of age, a
subscribers aged 16+.                                              majority of mobile internet users are older than 35.




Mobile internet activities

   Frequency: ever used                                            The primary mobile internet activity in Norway is e-
                                                                   mail, followed closely by browsing, then video and
                    64%         65%                                social networking.
                                                         50%
                                            41%




                 browsing       e-mail     social      watch
                                          network      video
    EIAA Mediascope Europe 2010, base: mobile internet users 16+
                                                                                                                                          18
Media mesh with mobile internet

  When you’re mainly using the internet on your mobile phone, which other media do you sometimes use?




            38%                     37%                         24%                   22%                        13%

                                                                          EIAA Mediascope Europe 2010, base: mobile internet users 16+



When they media mesh, Norwegian mobile internet users primarily watch TV and listen to the radio.




Mobile Advertising                                                    M-commerce


                      find information                                      Have purchased products with
              on products and brands - weekly                                      mobile phone

                           27%                                                              5%



                   MCDC 2009, base: mobile internet users 15+                               MCDC 2009, base: mobile internet users 15+


More than a quarter of Norwegian mobile internet                      A modest proportion of Norwegian mobile internet
users use mobile internet to find information on                      users purchase products or services through this
products, services or brands.                                         medium.




                                                                                                                                   19
Poland
                                   Internet mobile has a moderate coverage of 16% in Poland but the 4.8
                                   million users are among the most advanced & experienced population
                                   with their device. A large majority of them browse on many content
                                   categories, communicate and watch video on the move. They also are
                                   open -minded about any mobile ad formats and mostly have already
                                   purchased via their mobile.


Mobile subscribers


                        29 757 000 mobile subscribers
                        Penetration on national population: 91%
                                                                                                   EIAA Mediascope Europe 2010, base: 16+




Mobile internet audience

  4 833 000 mobile internet users                                                          male                              56%
                                                                                          female                             44%
                                  Reach %       Reach %
                      Users
                                  national        mob.
                                                                   Demographics profile




                     (thous.)                                                             16--24                   27%
                                    pop.         owners
                      4 833         15%            16%                                    25-34                    33%
                                                                                          35-44                    23%

 • PC internet penetration on national population: 51%                                    45-54                    11%
                                                                                            55+                    6%
                       EIAA Mediascope Europe 2010, base: 16+         EIAA Mediascope Europe 2010, base: mobile internet users 16+



In Poland 4.8 million of 16+ are mobile internet                The gender profile is composed by 56% of men
users, corresponding to a 15% reach.                            and 44% of women. Almost 85% are under 45.




Mobile internet activities

   Frequency: ever used                                         Three quarters of Polish internet mobile users have
                                                                browed on their handset.
                   76%
                                                                Over fifty percent have already sent/received e-
                                55%                  54%        mails and watched video; and nearly a quarter use
                                                                their mobile to access social networking sites.
                                          22%



                 browsing       e-mail    social    watch
                                         network    video
                       EIAA Mediascope Europe 2010, base: 16+
                                                                                                                                       20
Mobile internet: top 5 content categories

  Frequency: often                                                       The primary category the Polish mobile internet
                                                                         users access is the news.
                         news                      45%
                                                                         Secondly, nearly a third consult travel content and
                         travel                    32%                   then over a quarter search for music content.
                         music                     27%                   They also browse frequently to find information
                                                                         about weather and traffic.
                      weather                      25%
                         traffic                   20%
                   information
  Comscore Mobilens 3 months average ended July 2010
  base: mobile internet users 13+



Place of connection
Mobile internet in Poland is mainly accessed from                          At least one usage of mobile media
home. This is followed by work/school on par with
out and about. Public transport follows close                                                 at home                               73%
behind.
                                                                                      at work/school                                59%
                                                                                         on bus/train                               54%
                                                                                       when & about                                 59%

                                                                                       Mobile Exposure 2010, base: mobile media users 16+


Media mesh with mobile internet

  When you’re mainly using the internet on your mobile phone, which other media do you sometimes use?




              59%                      69%                         39%                    41%                       47%

                                                                              EIAA Mediascope Europe 2010, base: mobile internet users 16+



Poland is the unique European country where media meshing is so high and with any media.
When they mainly use the internet on their handset, they are 39% to surf sometimes on PC and up to 69% to
listen the radio at the same time.

Mobile Advertising                                                       M-commerce

                    interested in mobile ad formats :                         used mobile to pay / redeem / reserve
                    display, direct marketing,
                    geolocalisation…
                                                                                                55%

                                              76%


              Mobile Exposure 2010, base: mobile media users 16+                       Mobile Exposure 2010, base: mobile media users 16+


Over three quarters of mobile internet users are                         The majority of Polish users have been persuaded
interested in any form of advertising on their device.                   by M-commerce to purchase through their handset.
                                                                                                                                       21
Portugal
                                    Portugal is a burgeoning market for mobile internet. Despite the fact that
                                    nearly 100% of Portuguese own a mobile phone, only 5% use mobile
                                    internet, the lowest rate in Europe. As an illustration of this current niche
                                    market, the profile of the mobile internet user is predominantly male and
                                    young. However, these users have embraced an intense activity across
                                    mobile internet. This trend opens up large-scale development for the
                                    media in the months to come.
Mobile subscribers


                         8 730 000 mobile subscribers
                         Penetration on national population: 97%
                                                                                                      EIAA Mediascope Europe 2010, base: 16+




Mobile internet audience

  461 000 mobile internet users                                                               male                                   72%
                                                                                             female                                  28%
                                  Reach %         Reach %
                      Users
                                                                      Demographics profile




                                  national          mob.
                      in 000                                                                 16--24                     31%
                                    pop.           owners
                        461           5%             5%                                      25-34                      37%
                                                                                             35-44                      13%

 • PC internet penetration on national population: 51%                                       45-54                      12%
                                                                                               55+                      7%
                        EIAA Mediascope Europe 2010, base: 16+           EIAA Mediascope Europe 2010, base: mobile internet users 16+



Portugal contains almost 9 million mobile owners,                  The mobile internet population is strongly
but only 461 000 internet users on their handset.                  characterised by the male gender and the youth:
Portugal, as an emerging market within this                        72% are male and 68% are under 35.
industry, has the lowest rate in Europe. The PC
internet penetration is 10 times higher than mobile.




Mobile internet activities

   Frequency: ever used                                            The Portuguese mobile internet consumer
                                                                   principally uses their handset to browse , and over
                   79%
                                                                   half of users communicate by e-mailing. Over a
                                56%                                third watch video and access social networking
                                            37%                    sites.
                                                        37%




                 browsing      e-mail       social     watch
                                           network     video
    EIAA Mediascope Europe 2010, base: mobile internet users 16+
                                                                                                                                          22
Media mesh with mobile internet

  When you’re mainly using the internet on your mobile phone, which other media do you sometimes use?




            45%                  20%                   10%                     5%                         4%

                                                                   EIAA Mediascope Europe 2010, base: mobile internet users 16+



When they media mesh, the mobile internet users primarily watch TV or listen to the radio.




                                                                                                                            23
Romania
                                Romania is a developing market, where mobile is gaining a strong
                                foothold. Although over three quarters of Romanian adults use mobile
                                phones, only 15% use their handsets for internet connection. Mobile
                                internet users in Romania are most likely to use their phones for email
                                (32% and radio (22%).



Mobile subscribers


                      17 910 000 mobile subscribers
                      Penetration on national population: 98%
                                                                             MCDC 2009; Population reference bureau, base: 15+




Mobile internet audience                                         Mobile internet activities

                                                                    Frequency: at least one weekly
  2 686 000 mobile internet users per month
                                                                                         e-mail                  32%
                               Reach %          Reach %
                    Users                                                       listen to radio                  22%
                               national           mob.
                   (thous.)
                                 pop.            owners                      instant message                     17%
                    2 686           15%           15%                        download music                      13%
                                                                               geolocalisation                   11%
                                          MCDC 2009, base: 15+
                                                                                  watch video                    10%
                                                                               social network                    5%
                                                                                      MCDC 2009, base: mobile internet users 15+


Mobile internet use is still relatively low in Romania,          The primary mobile internet activity in Romania is
representing     15%      penetration       of   mobile          e-mail, followed by radio, instant messaging, music
subscribers aged 16+.                                            download, geolocalisation, video and finally social
                                                                 network.




Mobile Advertising                                               M-commerce

                       find information                                 have purchased products with
               on products and brands - weekly                                 mobile phone

                              30%                                                     1%

                    MCDC 2009, base: mobile internet users 15+                       MCDC 2009, base: mobile internet users 15+


Almost a third of Romanian mobile internet users                 A mere 1% of Romanian mobile internet users used
use mobile internet to find information on products,             their mobile phone to purchase a product or
services or brands.                                              service, confirming that m-commerce has great
                                                                 potential for growth.                        24
Russia
                                    The most populated country in Europe, Russia offers a healthy potential market
                                    for mobile internet with more than 112 million of mobile owners but only a
                                    coverage of 16% among them.
                                    The major activity of the Russian mobile internet users is e-mailing.
                                    New mobile equipment and an easier access to the variety of usages will
                                    certainly boost the mobile media in the nearly next years.



Mobile subscribers


                          112 142 000 mobile subscribers
                          Penetration on national population: 94%
                                                                                                      EIAA Mediascope Europe 2010, base: 16+




Mobile internet audience

  18 227 000 mobile internet users                                                            male                              53%
                                                                                             female                             47%
                                  Reach %         Reach %
                      Users
                                  national          mob.
                                                                      Demographics profile




                     (thous.)                                                                16--24                   32%
                                    pop.           owners
                      18 227         15%            16%                                      25-34                    31%
                                                                                             35-44                    15%

 • PC internet penetration on national population: 33%                                       45-54                    11%
                                                                                               55+                    11%
                        EIAA Mediascope Europe 2010, base: 16+             EIAA Mediascope Europe 2010, base: mobile internet users 16+



With 18 227 000 mobile internet users Russia                       The mobile internet users are mostly young: almost
ranks 2nd behind the UK. But this significant                      2/3 of them are under 34.
number of users incorporates a moderate reach of
15%.
In comparison, the reach of PC internet is more
than double: 33%


Mobile internet activities

   Frequency: ever used                                            Russian mobile internet use is dominated by
                                89%                                email, at nearly 90%. Browsing, social networking
                                                                   and video account for other mobile internet
                                                                   activities.
                    43%
                                            24%
                                                         17%


                 browsing       e-mail     social      watch
                                          network      video
    EIAA Mediascope Europe 2010, base: mobile internet users 16+
                                                                                                                                          25
Media mesh with mobile internet

  When you’re mainly using the internet on your mobile phone, which other media do you sometimes use?




            66%                  60%                   11%                     6%                         8%

                                                                   EIAA Mediascope Europe 2010, base: mobile internet users 16+



The Russian internet mobile users frequently mix their media consumption with TV and radio. 66% watch TV
and 60% listen to the radio during a mobile internet session.




                                                                                                                            26
Spain
                                  Spain has a high mobile internet penetration, with 26% of the population
                                  using internet via mobile. It has a substantial market of 12 million users.
                                  The users in Spain are more mature than in many other markets, with
                                  50% being over 35.
                                  Mobile internet is most frequently used for viewing news content and for
                                  emailing.


Mobile subscribers


                        35 000 000 mobile subscribers

                                                                     Comscore Mobilens 3 months average ended July 2010, base: 13+




Mobile internet audience

  11 949 000 mobile internet users per
  month
                                                                                                   male                               59%
                                            Reach % on                                           female
                     Users        vs                                                                                                  41%
                                               mobile
                    (thous.)     2009
                                                                       Demographics profile




                                             population
                                                                                               under 17                  8%
                     11 949     +22%             34%
                                                                                                  18-24                  15%
                                                                                                  25-34                  27%
      Comscore Mobilens 3 months average ended July 2010 / 2009
                                         base: mobile users 13+                                   35-44                  22%
                                                                                                  45-54                  13%
                                                                                                     55+                 16%


                                                                                              Comscore Mobilens 3 months average ended July 2010
                                                                                                                   base: mobile internet users 13+
Mobile internet in Spain represents a third of                      The gender split of the mobile internet users in
mobile subscribers, making mobile a media in its                    Spain is currently 60:40 male:female. While
own right.                                                          many of the other ‘Big 5’ markets see the under
                                                                    25      age      group     accounting      for    a
                                                                    disproportionately large proportion of users, in
                                                                    Spain the mobile internet user is likely to be
                                                                    slightly older, with the bulk of users being in the
Mobile internet activities                                          35 to 55 age group.
   Frequency: at least once weekly
                                                                    The leading mobile internet activity in Spain is
                 69%                                                browsing, followed by e-mail, social networking and
                    56%                                             video. The biggest yearly growth can be seen
                                                                    within browsing.


                               16%12% 11% 6%          4%3%
      2010
      2009       browsing      e-mail     social       watch
                                         network       video
        Comscore Mobilens 3 months average ended July 2010/2009
                                  base: mobile internet users 13+                                                                               27
Mobile internet: top 5 content categories

    Frequency: at least once weekly                                        The mobile internet function most frequently
                                                                           accessed in Spain is maps, followed closely by
                            maps             9%
                                                                           weather, news, sports and entertainment news.
                          weaher             8%
                           sports            7%
                      tech. news             7%
            entertainment news               7%

   Comscore Mobilens 3 months average ended July 2010
   base: mobile internet users 13+




 Place of connection
 Mobile internet in Spain is predominantly accessed                          At least one usage of mobile media
 when out and about, represented by nearly three
 quarters of users accessing internet at this time                                              at home                               60%
 through their mobile. This is followed by home, then
                                                                                         at work/school                               41%
 work/school, and public transport.
                                                                                            on bus/train                              38%
                                                                                         when & about                                 74%

                                                                                         Mobile Exposure 2010, base: mobile media users 16+


 Media mesh with mobile internet

    When you’re mainly using the internet on your mobile phone, which other media do you sometimes use?




                 16%                      12%                         3%                    4%                         1%

                                                                                EIAA Mediascope Europe 2010, base: mobile internet users 16+



 In comparison to some other nationalities, the Spanish do not frequently mesh media when using mobile
 internet. When they do, they are most likely to watch TV or listen to the radio.


 Mobile Advertising                                                        M-commerce

                received SMS ad                               67%               used mobile to pay / redeem / reserve
               Comscore Mobilens 3 months average ended July 2010
                                    base: mobile internet users 13+
                                                                                                 36%
interested in mobile ad formats :
        display, direct marketing,                            65%
                geolocalisation…
                 Mobile Exposure 2010, base: mobile media users 16+                      Mobile Exposure 2010, base: mobile media users 16+


 Two thirds of Spanish mobile internet users are                           36% of Spanish mobile internet users have used
 interested in at least one mobile advertising format.                     their mobile to either pay, redeem of reserve
 67% say they have already received an sms ad on                           something.
                                                                                                                                         28
 their phone.
Sweden
                                    Sweden has embraced mobile media: with already 20% penetration of
                                    mobile internet, there is every reason to expect a rapid adoption of
                                    mobile advertising in this country. As an illustration, most of the 1.5M
                                    Swedish mobile internet users are younger than in other European
                                    countries, confirming that mobile media is broadening across all
                                    population segments.


Mobile subscribers


                          7 144 000 mobile subscribers
                          Penetration on national population: 94%
                                                                                                      EIAA Mediascope Europe 2010, base: 16+




Mobile internet audience

  1 511 000 mobile internet users                                                             male                                   64%
                                                                                             female                                  36%
                                  Reach %         Reach %
                      Users
                                  national          mob.
                     (thous.)
                                                                      Demographics profile




                                    pop.           owners                                    16--24                    26%

                       1 511         20%            21%                                      25-34                     33%
                                                                                             35-44                     21%

 • PC internet penetration on national population: 81%                                       45-54                     9%
                                                                                               55+                     11%
                        EIAA Mediascope Europe 2010, base: 16+             EIAA Mediascope Europe 2010, base: mobile internet users 16+



Mobile internet has reached the 20% penetration                    The use of mobile internet is currently a primarily
level in Sweden, making mobile a medium in its                     male phenomenon in Sweden. In terms of age, a
own right.                                                         majority of mobile internet users are under 35,
                                                                   showing that mobile media is broadening across
                                                                   the population in this country.




Mobile internet activities

   Frequency: ever used                                            The primary mobile internet activity in Sweden is
                                                                   browsing, followed by video, e-mail and social
                    74%                                            networking.
                                61%                     66%


                                            31%




                 browsing       e-mail     social      watch
                                          network      video
    EIAA Mediascope Europe 2010, base: mobile internet users 16+
                                                                                                                                          29
Media mesh with mobile internet

  When you’re mainly using the internet on your mobile phone, which other media do you sometimes use?




            34%                     38%                         18%                   27%                        14%

                                                                          EIAA Mediascope Europe 2010, base: mobile internet users 16+



When they media mesh, Swedish mobile internet users primarily listen to the radio, watch TV or read
newspapers.



Mobile Advertising                                                    M-commerce


                      find information                                      have purchased products with
              on products and brands - weekly                                      mobile phone

                           14%                                                              3%



                   MCDC 2009, base: mobile internet users 15+                               MCDC 2009, base: mobile internet users 15+


Currently a modest proportion of Swedish mobile                       A minimal proportion of Swedish mobile internet
internet users employ this medium to find                             consumers use their mobile phone to purchase
information on products, services or brands.                          products or services.




                                                                                                                                   30
Switzerland
                                    Mobile Internet is on the path of maturity in Switzerland.
                                    After the big five, Switzerland has one of the highest mobile internet
                                    reaches in Europe. Most of the 1 147 000 mobile internet users have
                                    experienced numerous usages on mobile, considering it a medium in its
                                    own right.
                                    Mobile Internet has also become a relevant tool in their consumption as a
                                    source of information and a purchase channel.
Mobile subscribers


                         6 144 000 mobile subscribers
                         Penetration on national population: 96%
                                                                                                      EIAA Mediascope Europe 2010, base: 16+




Mobile internet audience

  1 147 000 mobile internet users                                                             male                                   72%
                                                                                             female                                  28%
                                  Reach %         Reach %
                      Users
                                  national          mob.
                     (thous.)
                                                                      Demographics profile




                                    pop.           owners                                    16--24                  26%

                      1 147          18%            19%                                      25-34                   18%
                                                                                             35-44                   24%

 • PC internet penetration on national population: 84%                                       45-54                   20%
                                                                                               55+                   11%
                        EIAA Mediascope Europe 2010, base: 16+           EIAA Mediascope Europe 2010, base: mobile internet users 16+



The coverage of mobile internet is 18% among the                   The gender split of the mobile internet users is
national population.                                               characterised by an overwhelmingly high
                                                                   proportion of male users, representing nearly three
                                                                   quarters of this audience.
                                                                   In terms of age Switzerland has the most
                                                                   homogeneous breakdown.


Mobile internet activities

   Frequency: ever used                                            The Swiss mobile internet users have a high level
                                                                   of usage across many areas.
                                74%                                They primarily use e-mailing, then browsing, video
                   56%                                             watching and social networking.
                                            39%         43%




                 browsing       e-mail     social      watch
                                          network      video
    EIAA Mediascope Europe 2010, base: mobile internet users 16+
                                                                                                                                          31
Media mesh with mobile internet

  When you’re mainly using the internet on your mobile phone, which other media do you sometimes use?




            47%                     46%                         40%                   41%                        31%

                                                                          EIAA Mediascope Europe 2010, base: mobile internet users 16+



The Swiss mobile internet users are keen on mediameshing.
TV, radio, internet on PC, newspapers and magazine are part of their media consumption while using mobile
internet.


Mobile Advertising                                                    M-commerce


                      find information                                      have purchased products with
              on products and brands - weekly                                      mobile phone


                           16%                                                              14%



                   MCDC 2009, base: mobile internet users 15+                               MCDC 2009, base: mobile internet users 15+


16% of the mobile internet users say they search                      M-commerce already concerns 14% of Swiss
every week for information on products or brands.                     mobile internet users.




                                                                                                                                   32
Turkey
                                    More than a fifth of Turkish people use mobile internet. But most
                                    importantly, the mobile internet penetration is slightly higher than the PC
                                    internet reach ! This is the noticeable feature of Turkey. This
                                    phenomenon does not exist elsewhere in Europe.
                                    The core of the mobile internet users’ profile is under 45.



Mobile subscribers


                          50 310 000 mobile subscribers
                          Penetration on national population: 90%
                                                                                                      EIAA Mediascope Europe 2010, base: 16+




Mobile internet audience

  11 957 000 mobile internet users                                                            male                              52%
                                                                                             female                             48%
                                  Reach %         Reach %
                      Users
                                  national          mob.
                     (thous.)
                                                                      Demographics profile




                                    pop.           owners                                    16--24                  19%

                      11 957         21%            24%                                      25-34                   30%
                                                                                             35-44                   24%

 • PC internet penetration on national population: 20%                                       45-54                   12%
                                                                                               55+                   15%
                        EIAA Mediascope Europe 2010, base: 16+           EIAA Mediascope Europe 2010, base: mobile internet users 16+



The rate of mobile internet users has reached 21%                  The breakdown of user profiles in terms of gender
among the Turkish population 16+.                                  is almost equal : male 52% ; female 48%.
Turkey is unique within Europe, as its mobile                      More than 50% of the mobile internet users are
internet penetration is slightly higher than the PC                between 25-44.
internet coverage (20%).                                           But it is also noticeable that the proportion of 55 +
                                                                   is one of the most significant in Europe: 15%.


Mobile internet activities

   Frequency: ever used                                            The Turkish mobile internet users currently remain
                                                                   limited in the variety of mobile internet activities
                                                                   that they participate in.
                    66%
                                                                   Just two-thirds of them have ever browsed on their
                                                                   handset, and only a third have emailed through this
                                33%                                medium. Under a quarter have experienced social
                                            15%          17%       networking or video watching through mobile
                                                                   internet.

                 browsing       e-mail     social      watch
                                          network      video
    EIAA Mediascope Europe 2010, base: mobile internet users 16+
                                                                                                                                          33
Media mesh with mobile internet

  When you’re mainly using the internet on your mobile phone, which other media do you sometimes use?




            51%                  8%                    14%                     18%                        1%

                                                                   EIAA Mediascope Europe 2010, base: mobile internet users 16+



The simultaneous media consumption from mobile internet users with TV is particularly high: half of them say
they sometimes watch TV while they use the internet on their mobile.
18% read newspapers and 14% surf the Internet on a PC when are accessing the internet on their mobile.




                                                                                                                            34
Mobile media an_iab_europe_white_paper
Mobile media an_iab_europe_white_paper
Mobile media an_iab_europe_white_paper

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Mobile media an_iab_europe_white_paper

  • 1. Mobile Media An IAB Europe White Paper Issue 1 Consumer insights across Europe Published in March 2011
  • 2. Table of Contents Introduction 1 Methodology and Contributors 2 Countries Belgium 3 Denmark 5 Finland 7 France 8 Germany 10 Greece 12 Hungary 13 Italy 14 Netherlands 16 Norway 18 Poland 20 Portugal 22 Romania 24 Russia 25 Spain 27 Sweden 29 Switzerland 31 Turkey 33 United Kingdom 35 Contributors 37
  • 3. Introduction Mobile internet advertising spend during 2010 – when advertising revenues generally fell - was worth €710 million, more than double its 2009 total of €279 million (Source: IHS Screen Digest 2011). This report covering 19 European countries presents detailed research findings behind these figures. It springs from IAB Europe’s mission to prove the value of the market through research and education. Mobile advertising wins out on many levels: it enables business to connect with consumers personally and immediately. The odds on their product message getting through to the right person are dramatically reduced. The recipient can respond equally effectively and speedily. What’s more the advertiser can track every step of the process and match it to sales outcomes. This not only makes targeting advertising spend easier, but also much more accurately and cheaply than tracking traditional methods of advertising. If you are thinking of diverting precious advertising budget to mobile, this definitive report has the information you need. Thanks are due to the Mobile Advertising Committee of IAB Europe who have worked long and hard on producing these findings and to our partners comScore, InSites Consulting and of course Orange for the important contribution they have made. Alain Heureux Ludovic Lévy CEO IAB Europe Chairman of the mobile committee, IAB Europe Director of Mobile Advertising, Orange-France Telecom Group 1
  • 4. Methodology and Contributors This report is based on a variety of sources that are the most legitimate to use in each local market and bring the potential, audience and usage of the mobile internet. The objective of this report is to provide local marketers with the most accurate mobile data on each European market. In countries where several sources are available, we chose the most recognised one from the local players. We used one source in countries where there is no other data available. MobiLens™ comScore measures the digital world and the preferred source of digital marketing intelligence. comScore MobiLens™ provides an unparalleled view of the U.S., European and Japanese mobile media landscape, connecting data on mobile consumer behaviour and device capabilities to help you reach and engage consumers.Contact: Jeremy Copp (jcopp@comscore.com). InSites Consulting is a full-service marketing consultancy doing business with the best known brands all over the world. MC DC investigates what the role of digital media is in the marketer’s practice from a consumer point of view. Contact: Gianni Cooreman (gianni@insites.eu). The European Interactive Advertising Association (www.eiaa.net) has been conducting the industry standard European piece of cross-media consumer research, Mediascope Europe, since 2003 and it has made a major contribution to the understanding of changing media consumption patterns, the evolving consumer and e-commerce trends. Contact : Alison Fennah (afennah@eiaa.net). Orange released Mobile Exposure 2011, a world exclusive research that measures how mobile media users in the UK, France, Spain and Poland are engaging with mobile content and the mobile internet. Orange is the flagship brand of France Telecom, a leading global telecommunications operator. It has over 131 million internet, TV and mobile customers in the majority of countries in which the Group is present. Contact: Bruce Hoang (bruce.hoang@orange-ftgroup.com) 2
  • 5. Belgium Mobile internet in Belgium has almost reached 20% penetration, making mobile a medium in its own right. The Belgium mobile internet users profile is quite balanced and mirrors the national population. This clearly shows some signs of maturity in terms of usage, although m-commerce and mobile advertising are still in their early days. Mobile subscribers 8 091 000 mobile subscribers Penetration of national population: 93% EIAA Mediascope Europe 2010, base: 16+ Mobile internet audience 1 396 000 mobile internet users male 48% female 52% Reach % Reach % Users national mob. (thous.) Demographics profile pop. owners 16--24 21% 1 396 16% 17% 25-34 29% 35-44 19% • PC internet penetration on national population: 68% 45-54 13% 55+ 19% EIAA Mediascope Europe 2010, base: 16+ EIAA Mediascope Europe 2010, base: mobile internet users 16+ Mobile internet penetration is still modest in Interestingly enough, the use of mobile internet is Belgium, representing 17% of mobile subscribers slightly skewed towards females - while most aged 16+. European countries have a 60:40 male/female split of mobile internet users, Half of Belgium mobile internet users are over 35. Mobile internet activities Frequency: ever used The primary mobile internet activity in Belgium is e- mail, followed by social networking, browsing and video. 42% 48% 43% 34% browsing e-mail social watch network video EIAA Mediascope Europe 2010, base: mobile internet users 16+ 3
  • 6. Media mesh with mobile internet When you’re mainly using the internet on your mobile phone, which other media do you sometimes use? 46% 48% 15% 46% 27% EIAA Mediascope Europe 2010, base: mobile internet users 16+ When they media mesh, Belgium mobile internet users primarily listen to the radio, watch TV or read newspapers. Mobile Advertising M-commerce find information Have purchased products with on products and brands - weekly mobile phone 13% 1% MCDC 2009, base: mobile internet users 15+ MCDC 2009, base: mobile internet users 15+ Today a minority of Belgium mobile internet users One percent of today’s Belgium mobile internet are using the medium to find information on users purchase products or services through this products, services or brands. medium. 4
  • 7. Denmark Unlike the big western European markets, Mobile internet reach in Denmark is still relatively low, with an 11% penetration of mobile subscribers. The 474 000 Danish mobile internet users are predominantly male and aged over 35, suggesting that mobile media has still room for growth across the other demographics. Mobile subscribers 4 230 000 mobile subscribers Penetration of national population: 94% EIAA Mediascope Europe 2010, base: 16+ Mobile internet audience 474 000 mobile internet users male 73% female 27% Reach % Reach % Users national mob. Demographics profile (thous.) 16--24 8% pop. owners 474 11% 11% 25-34 33% 35-44 37% • PC internet penetration on national population: 84% 45-54 9% 55+ 14% EIAA Mediascope Europe 2010, base: 16+ EIAA Mediascope Europe 2010, base: mobile internet users 16+ Mobile internet penetration is still relatively low in The use of mobile internet is currently a Denmark, representing 11% of mobile subscribers predominantly male phenomenon in Denmark. In aged 16+. terms of age, a majority of mobile internet users are older than 35. Mobile internet activities Frequency: ever used The primary mobile internet activity in Denmark is browsing, followed closely by e-mail, video and 65% 64% social networking. 54% 36% browsing e-mail social watch network video EIAA Mediascope Europe 2010, base: mobile internet users 16+ 5
  • 8. Media mesh with mobile internet When you’re mainly using the internet on your mobile phone, which other media do you sometimes use? 40% 33% 26% 26% 17% EIAA Mediascope Europe 2010, base: mobile internet users 16+ When they media mesh, Danish mobile internet users primarily watch TV or listen to the radio. Mobile Advertising M-commerce find information Have purchased products with on products and brands - weekly mobile phone 10% 2% MCDC 2009, base: mobile internet users 15+ MCDC 2009, base: mobile internet users 15+ A minority of Danish mobile internet users access A minimal proportion of Danish mobile internet information on products, services or brands through users purchase products or services using this this medium. medium. 6
  • 9. Finland Finland has by far the highest mobile phone penetration and one of the highest mobile internet penetrations, making it one of Europe’s most developed mobile markets. The Finnish are keen on email (34%), followed by social network (16%) and geolocalisation (15%). Mobile subscribers 4 437 000 mobile subscribers Penetration on national population: 99% MCDC 2009; Population reference bureau, base: 15+ Mobile internet audience Mobile internet activities Frequency: at least one weekly 1 198 000 mobile internet users per month e-mail 34% Reach % Reach % Users social network 16% national mob. (thous.) pop. owners geolocalisation 15% 1 198 27% 27% instant message 8% listen to radio 6% MCDC 2009, base: 15+ download music 3% watch video 2% MCDC 2009, base: mobile internet users 15+ Mobile internet has reached than a quarter of the The primary mobile internet activity in Finland is e- Finnish population, making mobile a media on its mail, followed by social networking, geolocalisation, own. instant messaging, radio listening, music downloads and video. Mobile Advertising M-commerce find information Have purchased products with on products and brands - weekly mobile phone 27% 5% MCDC 2009, base: mobile internet users 15+ MCDC 2009, base: mobile internet users 15+ More than a quarter of Finnish mobile internet users Today a modest proportion of Finnish mobile use mobile internet to find information on products, internet users employ their mobile phone to services or brands. purchase products or services. 7
  • 10. France France’s internet penetration is in line with other western European markets, at 28% of mobile users, making it one of Europe’s largest markets with almost 15 million users. There is a 60:40 male:female split and is evenly distributed across the age groups, with 13% of users being over 55. Mobile internet is most frequently used for viewing news content and for emailing. Mobile subscribers 47 000 000 mobile subscribers Comscore Mobilens 3 months average ended July 2010, base: 13+ Mobile internet audience 14 775 000 mobile internet users per month male 59% Reach % on female Users vs 41% mobile (thous.) 2009 Demographics profile population under 17 11% 14 755 +21% 31% 18-24 21% 25-34 24% Comscore Mobilens 3 months average ended July 2010 / 2009 base: mobile users 13+ 35-44 19% 45-54 12% 55+ 13% Comscore Mobilens 3 months average ended July 2010 base: mobile internet users 13+ Mobile internet in France represents almost a third The gender split of the mobile internet users in of mobile subscribers, making mobile a media in its France is currently 60:40 male:female., with the own. under 25 age group accounting for a large share of the users. Mobile internet activities Frequency: at least once weekly The dominant mobile internet activity in France is browsing, followed by e-mail, social networking and 80% video. The biggest yearly growths occur within 69% browsing and social networking. 17%14% 13% 7% 5% 4% 2010 2009 browsing e-mail social watch network video Comscore Mobilens 3 months average ended July 2010/2009 base: mobile internet users 13+ 8
  • 11. Mobile internet: top 5 content categories Frequency: at least once weekly The mobile internet function most frequently accessed in France is the weather, followed by weather 13% news, maps, sports and entertainment news. news 10% maps 9% sports 9% entertainment news 9% Comscore Mobilens 3 months average ended July 2010 base: mobile internet users 13+ Place of connection Mobile internet in France is chiefly accessed from At least one usage of mobile media home, followed by public transport, when out and about and then at work/school. at home 70% at work/school 56% on bus/train 63% when & about 58% Mobile Exposure 2010, base: mobile media users 16+ Media mesh with mobile internet When you’re mainly using the internet on your mobile phone, which other media do you sometimes use? 15% 6% 5% 3% 2% EIAA Mediascope Europe 2010, base: mobile internet users 16+ When they media mesh, French mobile internet users primarily watch TV. Mobile Advertising M-commerce received SMS ad 64% used mobile to pay / redeem / reserve Comscore Mobilens 3 months average ended July 2010 base: mobile internet users 13+ 28% interested in mobile ad formats : display, direct marketing, 65% geolocalisation… Mobile Exposure 2010, base: mobile media users 16+ Mobile Exposure 2010, base: mobile media users 16+ Two thirds of French mobile internet users are Three out of ten French mobile internet user have interested in at least one mobile advertising format. used their mobile to either pay, redeem of reserve 64% say they have already received an sms ad on an item. 9 their phone.
  • 12. Germany At 20%, Germany’s mobile internet penetration level is slightly lower than the other western European countries. However, Germany still has Europe’s second largest mobile internet population with 16 million adults. Mobile internet is still a male phenomenon, with 37% of mobile internet users being female. Mobile internet use has a strong hold in the 35-54 age group. Most German users access the internet through a browser on their phone (70%), and many have paid for goods and services using mobile internet. Mobile subscribers 53 000 000 mobile subscribers Comscore Mobilens 3 months average ended July 2010, base: 13+ Mobile internet audience 16 077 000 mobile internet users per month male 63% Reach % on female Users vs 37% mobile (thous.) 2009 Demographics profile population under 17 12% 16 077 +33% 30% 18-24 20% 25-34 22% Comscore Mobilens 3 months average ended July 2010 / 2009 base: mobile users 13+ 35-44 24% 45-54 15% 55+ 8% Comscore Mobilens 3 months average ended July 2010 base: mobile internet users 13+ Mobile internet in Germany represents almost a The gender split of the mobile internet users in third of mobile subscribers, making mobile a Germany is currently around 60:40 male:female. medium in its own right. Use of mobile internet is still a male phenomenon, with only 37% of mobile internet users being female. As with the other ‘Big 5’ markets, the under 25 age group accounts for a Mobile internet activities large share of the mobile internet users. Frequency: at least once weekly The leading mobile internet activity in Germany is 70% browsing, followed by e-mail, social networking and 59% video. The biggest yearly growth can be found within browsing. 16%13% 9% 5% 4% 3% 2010 2009 browsing e-mail social watch network video Comscore Mobilens 3 months average ended July 2010/2009 base: mobile internet users 13+ 10
  • 13. Mobile internet: top 5 content categories Frequency: at least once weekly The mobile internet function most frequently accessed in Germany is maps on par with news, maps 9% followed closely by sports, entertainment news and news 9% tech news. sports 8% entertainment news 8% tech. news 7% Comscore Mobilens 3 months average ended July 2010 base: mobile internet users 13+ Media mesh with mobile internet When you’re mainly using the internet on your mobile phone, which other media do you sometimes use? 4% 14% 6% 1% 3% EIAA Mediascope Europe 2010, base: mobile internet users 16+ When they media mesh, German mobile internet users primarily listen to the radio. Mobile Advertising M-commerce received SMS ad 34% accessed electronic payment Comscore Mobilens 3 months average ended July 2010 base: mobile internet users 13+ 2010 2009 7% 5% find information on products and brands - 10% weekly Comscore Mobilens 3 months average ended July 2010/2009 MCDC 2009, base: mobile internet users 15+ base: mobile internet users 13+ Three out of ten German mobile internet users say 7% of German mobile internet users have they have already received an sms ad on their accessed electronic payment. This is a 40% phone. 10% have used his/her mobile to find increase from 2009. information on products or brands in the last week. 11
  • 14. Greece With 84% reach, mobile use is already strong in Greece, and with mobile internet use at 13% the market is in a good position for growth. Greek mobile internet users are keen on email (34%), instant messaging (23%) and radio (22%). Mobile subscribers 9 426 000 mobile subscribers Penetration on national population: 97% MCDC 2009; Population reference bureau, base: 15+ Mobile internet audience Mobile internet activities Frequency: at least one weekly 1 225 000 mobile internet users per month e-mail 34% Reach % Reach % Users instant message 23% national mob. (thous.) pop. owners Listen to radio 22% 1 225 13% 13% social network 18% geolocalisation 17% MCDC 2009, base: 15+ watch video 7% download music 6% MCDC 2009, base: mobile internet users 15+ Mobile internet usage is still relatively low in The foremost mobile internet activity in Greece is Greece, representing 13% penetration of mobile e-mail, followed by instant messaging, radio, social subscribers aged 16+. networking, geolocalisation, video and music downloads. Mobile Advertising M-commerce find information have purchased products with on products and brands - weekly mobile phone 20% 6% MCDC 2009, base: mobile internet users 15+ MCDC 2009, base: mobile internet users 15+ A fifth of Greek mobile internet users employ mobile A modest proportion of Greek mobile internet users internet to find information on products, services or purchase products or services through this brands. medium. 12
  • 15. Hungary Hungary is a developing market where mobile internet is emerging. Over three quarters of Hungarian adults use mobile phones, of which 10% already use their phone for internet connection. Mobile internet users are most likely to be listening to radio with their mobile (31%) and use geolocalisation services (24%). Mobile subscribers 8 330 000 mobile subscribers Penetration on national population: 98% MCDC 2009; Population reference bureau, base: 15+ Mobile internet audience Mobile internet activities Frequency: at least one weekly 833 000 mobile internet users per month listen to radio 31% Reach % Reach % Users geolocalisation 24% national mob. (thous.) pop. owners download music 19% 833 10% 10% e-mail 18% instant message 11% MCDC 2009, base: 15+ social network 10% watch video 1% MCDC 2009, base: mobile internet users 15+ Mobile internet is still relatively low in Hungary, The chief mobile internet activity in Hungary is representing 10% penetration of mobile radio, followed by geolocalisation, music subscribers aged 16+. downloads, e-mail, instant messaging, social network and video. Mobile Advertising M-commerce find information have purchased products with on products and brands - weekly mobile phone 13% 2% MCDC 2009, base: mobile internet users 15+ MCDC 2009, base: mobile internet users 15+ Today a moderate proportion of Hungarian mobile Only 2% of Hungarian mobile internet users used internet users utilize mobile internet to find their mobile phone to purchase goods or services, information on products, services or brands. confirming that m-commerce has still potential for growth. 13
  • 16. Italy Italy has a high mobile internet penetration, with 26% of the population using internet via mobile, making one of the largest markets with 16 million users. The users in Italy are more mature than in many other markets, with 53% of users being over 35. Italian users are the most likely in western Europe to have used the internet on their mobile to pay for goods or services. Mobile subscribers 47 000 000 mobile subscribers Comscore Mobilens 3 months average ended July 2010, base: 13+ Mobile internet audience 15 826 000 mobile internet users per month male 59% Reach % on female Users vs 41% mobile (thous.) 2009 Demographics profile population under 17 9% 15 826 +22% 34% 18-24 14% 25-34 24% Comscore Mobilens 3 months average ended July 2010 / 2009 base: mobile users 13+ 35-44 22% 45-54 14% 55+ 17% Comscore Mobilens 3 months average ended July 2010 base: mobile internet users 13+ The gender split of the mobile internet users in Italy Mobile internet in Italy represents a third of mobile is currently around 60:40 male:female. While many subscribers, making mobile a media in its own right. of the other ‘Big 5’ markets see the under 25 age group accounting for a disproportionately large proportion of users, in Italy the mobile internet user is likely to be slightly older, with the bulk of users being in the 35 to 55 age group. Mobile internet activities Frequency: at least once weekly 70% The chief mobile internet activity in Italy is browsing, 58% followed by e-mail, social networking and video. Browsing displays the biggest yearly growth. 17%15% 11% 8% 4%3% 2010 2009 browsing e-mail social watch network video Comscore Mobilens 3 months average ended July 2010/2009 base: mobile internet users 13+ 14
  • 17. Mobile internet: top 5 content categories Frequency: at least once weekly The most frequently used function through mobile internet in Italy is maps and weather, followed by weather 11% tech. news, sports and entertainment news. maps 11% tech. news 10% sports 9% entertainment news 9% Comscore Mobilens 3 months average ended July 2010 base: mobile internet users 13+ Media mesh with mobile internet When you’re mainly using the internet on your mobile phone, which other media do you sometimes use? 60% 20% 8% 8% 21% EIAA Mediascope Europe 2010, base: mobile internet users 16+ When they media mesh, Italian mobile internet users primarily watch TV. Mobile Advertising M-commerce received SMS ad 53% accessed electronic payment Comscore Mobilens 3 months average ended July 2010 base: mobile internet users 13+ 2010 2009 9% 6% find information 14% on products and brands - weekly Comscore Mobilens 3 months average ended July 2010/2009 MCDC 2009, base: mobile internet users 15+ base: mobile internet users 13+ Five out of ten Italian mobile internet users say they 9% of Italian mobile internet users have accessed have already received an sms ad on their phone. electronic payment. This is a 50% increase from 14% have used his/her mobile to find information on 2009. products or brands in the last week. 15
  • 18. The Netherlands Penetration of mobile internet in the Netherlands is still relatively low. A vast majority of the 1.4M Dutch mobile media users are male and aged over 35, which confirms that mobile internet is still a niche phenomenon. Yet already a quarter of mobile internet users employ mobile internet to find information on products, suggesting an interesting advertising potential for mobile in this country. Mobile subscribers 12 420 000 mobile subscribers Penetration on national population: 90% EIAA Mediascope Europe 2010, base: 16+ Mobile internet audience 1 389 000 mobile internet users male 72% female 28% Reach % Reach % Users national mob. (thous.) Demographics profile pop. owners 16--24 25% 1 389 10% 11% 25-34 20% 35-44 27% • PC internet penetration on national population: 84% 45-54 16% 55+ 12% EIAA Mediascope Europe 2010, base: 16+ EIAA Mediascope Europe 2010, base: mobile internet users 16+ Mobile internet is still relatively low in the The use of mobile internet is currently a Netherlands, representing 11% penetration of predominantly male phenomenon in the mobile subscribers aged 16+. Netherlands. In terms of age, a majority of mobile internet users are older than 35. Mobile internet activities Frequency: ever used The chief mobile internet activity in the Netherlands is e-mail on par with browsing, followed by video 72% 72% and social networking. 66% 33% browsing e-mail social watch network video EIAA Mediascope Europe 2010, base: mobile internet users 16+ 16
  • 19. Media mesh with mobile internet When you’re mainly using the internet on your mobile phone, which other media do you sometimes use? 41% 41% 14% 9% 9% EIAA Mediascope Europe 2010, base: mobile internet users 16+ When they media mesh, Dutch mobile internet users primarily listen to the radio or watch TV. Mobile Advertising M-commerce find information have purchased products with on products and brands - weekly mobile phone 23% 3% MCDC 2009, base: mobile internet users 15+ MCDC 2009, base: mobile internet users 15+ Almost a quarter of Dutch mobile internet users A minimal proportion of Dutch mobile internet users utilize mobile internet to find information on purchase products or services through this products, services or brands. medium. 17
  • 20. Norway With a 14% penetration within the the population, mobile internet in Norway has room for growth: the mere 542,000 Norwegian mobile internet users are mostly male and over 35. Mobile advertising is full of future opportunities, as 27% of users say they use mobile internet to find information on products, services or brands. Mobile subscribers 3 686 000 mobile subscribers Penetration on national population: 97% EIAA Mediascope Europe 2010, base: 16+ Mobile internet audience 542 000 mobile internet users male 64% female 36% Reach % Reach % Users national mob. Demographics profile (thous.) 16--24 18% pop. owners 542 14% 15% 25-34 21% 35-44 34% • PC internet penetration on national population: 84% 45-54 13% 55+ 14% EIAA Mediascope Europe 2010, base: 16+ EIAA Mediascope Europe 2010, base: mobile internet users 16+ Mobile internet is still relatively low in Norway, The use of mobile internet is currently a primarily representing 15% penetration of mobile male phenomenon in Norway. In terms of age, a subscribers aged 16+. majority of mobile internet users are older than 35. Mobile internet activities Frequency: ever used The primary mobile internet activity in Norway is e- mail, followed closely by browsing, then video and 64% 65% social networking. 50% 41% browsing e-mail social watch network video EIAA Mediascope Europe 2010, base: mobile internet users 16+ 18
  • 21. Media mesh with mobile internet When you’re mainly using the internet on your mobile phone, which other media do you sometimes use? 38% 37% 24% 22% 13% EIAA Mediascope Europe 2010, base: mobile internet users 16+ When they media mesh, Norwegian mobile internet users primarily watch TV and listen to the radio. Mobile Advertising M-commerce find information Have purchased products with on products and brands - weekly mobile phone 27% 5% MCDC 2009, base: mobile internet users 15+ MCDC 2009, base: mobile internet users 15+ More than a quarter of Norwegian mobile internet A modest proportion of Norwegian mobile internet users use mobile internet to find information on users purchase products or services through this products, services or brands. medium. 19
  • 22. Poland Internet mobile has a moderate coverage of 16% in Poland but the 4.8 million users are among the most advanced & experienced population with their device. A large majority of them browse on many content categories, communicate and watch video on the move. They also are open -minded about any mobile ad formats and mostly have already purchased via their mobile. Mobile subscribers 29 757 000 mobile subscribers Penetration on national population: 91% EIAA Mediascope Europe 2010, base: 16+ Mobile internet audience 4 833 000 mobile internet users male 56% female 44% Reach % Reach % Users national mob. Demographics profile (thous.) 16--24 27% pop. owners 4 833 15% 16% 25-34 33% 35-44 23% • PC internet penetration on national population: 51% 45-54 11% 55+ 6% EIAA Mediascope Europe 2010, base: 16+ EIAA Mediascope Europe 2010, base: mobile internet users 16+ In Poland 4.8 million of 16+ are mobile internet The gender profile is composed by 56% of men users, corresponding to a 15% reach. and 44% of women. Almost 85% are under 45. Mobile internet activities Frequency: ever used Three quarters of Polish internet mobile users have browed on their handset. 76% Over fifty percent have already sent/received e- 55% 54% mails and watched video; and nearly a quarter use their mobile to access social networking sites. 22% browsing e-mail social watch network video EIAA Mediascope Europe 2010, base: 16+ 20
  • 23. Mobile internet: top 5 content categories Frequency: often The primary category the Polish mobile internet users access is the news. news 45% Secondly, nearly a third consult travel content and travel 32% then over a quarter search for music content. music 27% They also browse frequently to find information about weather and traffic. weather 25% traffic 20% information Comscore Mobilens 3 months average ended July 2010 base: mobile internet users 13+ Place of connection Mobile internet in Poland is mainly accessed from At least one usage of mobile media home. This is followed by work/school on par with out and about. Public transport follows close at home 73% behind. at work/school 59% on bus/train 54% when & about 59% Mobile Exposure 2010, base: mobile media users 16+ Media mesh with mobile internet When you’re mainly using the internet on your mobile phone, which other media do you sometimes use? 59% 69% 39% 41% 47% EIAA Mediascope Europe 2010, base: mobile internet users 16+ Poland is the unique European country where media meshing is so high and with any media. When they mainly use the internet on their handset, they are 39% to surf sometimes on PC and up to 69% to listen the radio at the same time. Mobile Advertising M-commerce interested in mobile ad formats : used mobile to pay / redeem / reserve display, direct marketing, geolocalisation… 55% 76% Mobile Exposure 2010, base: mobile media users 16+ Mobile Exposure 2010, base: mobile media users 16+ Over three quarters of mobile internet users are The majority of Polish users have been persuaded interested in any form of advertising on their device. by M-commerce to purchase through their handset. 21
  • 24. Portugal Portugal is a burgeoning market for mobile internet. Despite the fact that nearly 100% of Portuguese own a mobile phone, only 5% use mobile internet, the lowest rate in Europe. As an illustration of this current niche market, the profile of the mobile internet user is predominantly male and young. However, these users have embraced an intense activity across mobile internet. This trend opens up large-scale development for the media in the months to come. Mobile subscribers 8 730 000 mobile subscribers Penetration on national population: 97% EIAA Mediascope Europe 2010, base: 16+ Mobile internet audience 461 000 mobile internet users male 72% female 28% Reach % Reach % Users Demographics profile national mob. in 000 16--24 31% pop. owners 461 5% 5% 25-34 37% 35-44 13% • PC internet penetration on national population: 51% 45-54 12% 55+ 7% EIAA Mediascope Europe 2010, base: 16+ EIAA Mediascope Europe 2010, base: mobile internet users 16+ Portugal contains almost 9 million mobile owners, The mobile internet population is strongly but only 461 000 internet users on their handset. characterised by the male gender and the youth: Portugal, as an emerging market within this 72% are male and 68% are under 35. industry, has the lowest rate in Europe. The PC internet penetration is 10 times higher than mobile. Mobile internet activities Frequency: ever used The Portuguese mobile internet consumer principally uses their handset to browse , and over 79% half of users communicate by e-mailing. Over a 56% third watch video and access social networking 37% sites. 37% browsing e-mail social watch network video EIAA Mediascope Europe 2010, base: mobile internet users 16+ 22
  • 25. Media mesh with mobile internet When you’re mainly using the internet on your mobile phone, which other media do you sometimes use? 45% 20% 10% 5% 4% EIAA Mediascope Europe 2010, base: mobile internet users 16+ When they media mesh, the mobile internet users primarily watch TV or listen to the radio. 23
  • 26. Romania Romania is a developing market, where mobile is gaining a strong foothold. Although over three quarters of Romanian adults use mobile phones, only 15% use their handsets for internet connection. Mobile internet users in Romania are most likely to use their phones for email (32% and radio (22%). Mobile subscribers 17 910 000 mobile subscribers Penetration on national population: 98% MCDC 2009; Population reference bureau, base: 15+ Mobile internet audience Mobile internet activities Frequency: at least one weekly 2 686 000 mobile internet users per month e-mail 32% Reach % Reach % Users listen to radio 22% national mob. (thous.) pop. owners instant message 17% 2 686 15% 15% download music 13% geolocalisation 11% MCDC 2009, base: 15+ watch video 10% social network 5% MCDC 2009, base: mobile internet users 15+ Mobile internet use is still relatively low in Romania, The primary mobile internet activity in Romania is representing 15% penetration of mobile e-mail, followed by radio, instant messaging, music subscribers aged 16+. download, geolocalisation, video and finally social network. Mobile Advertising M-commerce find information have purchased products with on products and brands - weekly mobile phone 30% 1% MCDC 2009, base: mobile internet users 15+ MCDC 2009, base: mobile internet users 15+ Almost a third of Romanian mobile internet users A mere 1% of Romanian mobile internet users used use mobile internet to find information on products, their mobile phone to purchase a product or services or brands. service, confirming that m-commerce has great potential for growth. 24
  • 27. Russia The most populated country in Europe, Russia offers a healthy potential market for mobile internet with more than 112 million of mobile owners but only a coverage of 16% among them. The major activity of the Russian mobile internet users is e-mailing. New mobile equipment and an easier access to the variety of usages will certainly boost the mobile media in the nearly next years. Mobile subscribers 112 142 000 mobile subscribers Penetration on national population: 94% EIAA Mediascope Europe 2010, base: 16+ Mobile internet audience 18 227 000 mobile internet users male 53% female 47% Reach % Reach % Users national mob. Demographics profile (thous.) 16--24 32% pop. owners 18 227 15% 16% 25-34 31% 35-44 15% • PC internet penetration on national population: 33% 45-54 11% 55+ 11% EIAA Mediascope Europe 2010, base: 16+ EIAA Mediascope Europe 2010, base: mobile internet users 16+ With 18 227 000 mobile internet users Russia The mobile internet users are mostly young: almost ranks 2nd behind the UK. But this significant 2/3 of them are under 34. number of users incorporates a moderate reach of 15%. In comparison, the reach of PC internet is more than double: 33% Mobile internet activities Frequency: ever used Russian mobile internet use is dominated by 89% email, at nearly 90%. Browsing, social networking and video account for other mobile internet activities. 43% 24% 17% browsing e-mail social watch network video EIAA Mediascope Europe 2010, base: mobile internet users 16+ 25
  • 28. Media mesh with mobile internet When you’re mainly using the internet on your mobile phone, which other media do you sometimes use? 66% 60% 11% 6% 8% EIAA Mediascope Europe 2010, base: mobile internet users 16+ The Russian internet mobile users frequently mix their media consumption with TV and radio. 66% watch TV and 60% listen to the radio during a mobile internet session. 26
  • 29. Spain Spain has a high mobile internet penetration, with 26% of the population using internet via mobile. It has a substantial market of 12 million users. The users in Spain are more mature than in many other markets, with 50% being over 35. Mobile internet is most frequently used for viewing news content and for emailing. Mobile subscribers 35 000 000 mobile subscribers Comscore Mobilens 3 months average ended July 2010, base: 13+ Mobile internet audience 11 949 000 mobile internet users per month male 59% Reach % on female Users vs 41% mobile (thous.) 2009 Demographics profile population under 17 8% 11 949 +22% 34% 18-24 15% 25-34 27% Comscore Mobilens 3 months average ended July 2010 / 2009 base: mobile users 13+ 35-44 22% 45-54 13% 55+ 16% Comscore Mobilens 3 months average ended July 2010 base: mobile internet users 13+ Mobile internet in Spain represents a third of The gender split of the mobile internet users in mobile subscribers, making mobile a media in its Spain is currently 60:40 male:female. While own right. many of the other ‘Big 5’ markets see the under 25 age group accounting for a disproportionately large proportion of users, in Spain the mobile internet user is likely to be slightly older, with the bulk of users being in the Mobile internet activities 35 to 55 age group. Frequency: at least once weekly The leading mobile internet activity in Spain is 69% browsing, followed by e-mail, social networking and 56% video. The biggest yearly growth can be seen within browsing. 16%12% 11% 6% 4%3% 2010 2009 browsing e-mail social watch network video Comscore Mobilens 3 months average ended July 2010/2009 base: mobile internet users 13+ 27
  • 30. Mobile internet: top 5 content categories Frequency: at least once weekly The mobile internet function most frequently accessed in Spain is maps, followed closely by maps 9% weather, news, sports and entertainment news. weaher 8% sports 7% tech. news 7% entertainment news 7% Comscore Mobilens 3 months average ended July 2010 base: mobile internet users 13+ Place of connection Mobile internet in Spain is predominantly accessed At least one usage of mobile media when out and about, represented by nearly three quarters of users accessing internet at this time at home 60% through their mobile. This is followed by home, then at work/school 41% work/school, and public transport. on bus/train 38% when & about 74% Mobile Exposure 2010, base: mobile media users 16+ Media mesh with mobile internet When you’re mainly using the internet on your mobile phone, which other media do you sometimes use? 16% 12% 3% 4% 1% EIAA Mediascope Europe 2010, base: mobile internet users 16+ In comparison to some other nationalities, the Spanish do not frequently mesh media when using mobile internet. When they do, they are most likely to watch TV or listen to the radio. Mobile Advertising M-commerce received SMS ad 67% used mobile to pay / redeem / reserve Comscore Mobilens 3 months average ended July 2010 base: mobile internet users 13+ 36% interested in mobile ad formats : display, direct marketing, 65% geolocalisation… Mobile Exposure 2010, base: mobile media users 16+ Mobile Exposure 2010, base: mobile media users 16+ Two thirds of Spanish mobile internet users are 36% of Spanish mobile internet users have used interested in at least one mobile advertising format. their mobile to either pay, redeem of reserve 67% say they have already received an sms ad on something. 28 their phone.
  • 31. Sweden Sweden has embraced mobile media: with already 20% penetration of mobile internet, there is every reason to expect a rapid adoption of mobile advertising in this country. As an illustration, most of the 1.5M Swedish mobile internet users are younger than in other European countries, confirming that mobile media is broadening across all population segments. Mobile subscribers 7 144 000 mobile subscribers Penetration on national population: 94% EIAA Mediascope Europe 2010, base: 16+ Mobile internet audience 1 511 000 mobile internet users male 64% female 36% Reach % Reach % Users national mob. (thous.) Demographics profile pop. owners 16--24 26% 1 511 20% 21% 25-34 33% 35-44 21% • PC internet penetration on national population: 81% 45-54 9% 55+ 11% EIAA Mediascope Europe 2010, base: 16+ EIAA Mediascope Europe 2010, base: mobile internet users 16+ Mobile internet has reached the 20% penetration The use of mobile internet is currently a primarily level in Sweden, making mobile a medium in its male phenomenon in Sweden. In terms of age, a own right. majority of mobile internet users are under 35, showing that mobile media is broadening across the population in this country. Mobile internet activities Frequency: ever used The primary mobile internet activity in Sweden is browsing, followed by video, e-mail and social 74% networking. 61% 66% 31% browsing e-mail social watch network video EIAA Mediascope Europe 2010, base: mobile internet users 16+ 29
  • 32. Media mesh with mobile internet When you’re mainly using the internet on your mobile phone, which other media do you sometimes use? 34% 38% 18% 27% 14% EIAA Mediascope Europe 2010, base: mobile internet users 16+ When they media mesh, Swedish mobile internet users primarily listen to the radio, watch TV or read newspapers. Mobile Advertising M-commerce find information have purchased products with on products and brands - weekly mobile phone 14% 3% MCDC 2009, base: mobile internet users 15+ MCDC 2009, base: mobile internet users 15+ Currently a modest proportion of Swedish mobile A minimal proportion of Swedish mobile internet internet users employ this medium to find consumers use their mobile phone to purchase information on products, services or brands. products or services. 30
  • 33. Switzerland Mobile Internet is on the path of maturity in Switzerland. After the big five, Switzerland has one of the highest mobile internet reaches in Europe. Most of the 1 147 000 mobile internet users have experienced numerous usages on mobile, considering it a medium in its own right. Mobile Internet has also become a relevant tool in their consumption as a source of information and a purchase channel. Mobile subscribers 6 144 000 mobile subscribers Penetration on national population: 96% EIAA Mediascope Europe 2010, base: 16+ Mobile internet audience 1 147 000 mobile internet users male 72% female 28% Reach % Reach % Users national mob. (thous.) Demographics profile pop. owners 16--24 26% 1 147 18% 19% 25-34 18% 35-44 24% • PC internet penetration on national population: 84% 45-54 20% 55+ 11% EIAA Mediascope Europe 2010, base: 16+ EIAA Mediascope Europe 2010, base: mobile internet users 16+ The coverage of mobile internet is 18% among the The gender split of the mobile internet users is national population. characterised by an overwhelmingly high proportion of male users, representing nearly three quarters of this audience. In terms of age Switzerland has the most homogeneous breakdown. Mobile internet activities Frequency: ever used The Swiss mobile internet users have a high level of usage across many areas. 74% They primarily use e-mailing, then browsing, video 56% watching and social networking. 39% 43% browsing e-mail social watch network video EIAA Mediascope Europe 2010, base: mobile internet users 16+ 31
  • 34. Media mesh with mobile internet When you’re mainly using the internet on your mobile phone, which other media do you sometimes use? 47% 46% 40% 41% 31% EIAA Mediascope Europe 2010, base: mobile internet users 16+ The Swiss mobile internet users are keen on mediameshing. TV, radio, internet on PC, newspapers and magazine are part of their media consumption while using mobile internet. Mobile Advertising M-commerce find information have purchased products with on products and brands - weekly mobile phone 16% 14% MCDC 2009, base: mobile internet users 15+ MCDC 2009, base: mobile internet users 15+ 16% of the mobile internet users say they search M-commerce already concerns 14% of Swiss every week for information on products or brands. mobile internet users. 32
  • 35. Turkey More than a fifth of Turkish people use mobile internet. But most importantly, the mobile internet penetration is slightly higher than the PC internet reach ! This is the noticeable feature of Turkey. This phenomenon does not exist elsewhere in Europe. The core of the mobile internet users’ profile is under 45. Mobile subscribers 50 310 000 mobile subscribers Penetration on national population: 90% EIAA Mediascope Europe 2010, base: 16+ Mobile internet audience 11 957 000 mobile internet users male 52% female 48% Reach % Reach % Users national mob. (thous.) Demographics profile pop. owners 16--24 19% 11 957 21% 24% 25-34 30% 35-44 24% • PC internet penetration on national population: 20% 45-54 12% 55+ 15% EIAA Mediascope Europe 2010, base: 16+ EIAA Mediascope Europe 2010, base: mobile internet users 16+ The rate of mobile internet users has reached 21% The breakdown of user profiles in terms of gender among the Turkish population 16+. is almost equal : male 52% ; female 48%. Turkey is unique within Europe, as its mobile More than 50% of the mobile internet users are internet penetration is slightly higher than the PC between 25-44. internet coverage (20%). But it is also noticeable that the proportion of 55 + is one of the most significant in Europe: 15%. Mobile internet activities Frequency: ever used The Turkish mobile internet users currently remain limited in the variety of mobile internet activities that they participate in. 66% Just two-thirds of them have ever browsed on their handset, and only a third have emailed through this 33% medium. Under a quarter have experienced social 15% 17% networking or video watching through mobile internet. browsing e-mail social watch network video EIAA Mediascope Europe 2010, base: mobile internet users 16+ 33
  • 36. Media mesh with mobile internet When you’re mainly using the internet on your mobile phone, which other media do you sometimes use? 51% 8% 14% 18% 1% EIAA Mediascope Europe 2010, base: mobile internet users 16+ The simultaneous media consumption from mobile internet users with TV is particularly high: half of them say they sometimes watch TV while they use the internet on their mobile. 18% read newspapers and 14% surf the Internet on a PC when are accessing the internet on their mobile. 34