Orange Exposure 2011 (Orange) -NOV11

Exposure 2011A report into how European consumers (UK, France, Spain, Poland) are engaging with mobile media and tablets. 1

Exposure 2011 Objectives • Aim of the study was to reveal mobile internet and tablet device penetration as well as user habits across key European markets: - Discover how Europeans are using mobiles ant tablets to access the Internet and digital media. - Compare key markets to see what regional trends and differences exist. - Provide insight into what type of content Europeans are accessing, when and how often - Develop insights and guidelines for brands and agencies looking to use the mobile platform to reach European consumers. 2

Methodology Calibration phase on nationally representative sample of 2000, conducted face-to-face• Main phase conducted on-line: • Main phase conducted on-line: - 1000 mobile media users - 150 tablet media owners• Fieldwork : • Fieldwork : - June 2011 - September 2011 The main phase has been weighted according to the main findings of calibration 3

What do we mean by mobile media ?…from their mobile… Access the Internet via free or paying applications Communicate or interact with friends via social networks Download music Send & receive personal e-mails Accessing music content on the Internet from your mobile Access the Internet to search sites that you Use streetmap, GPS or could search on a geolocalisation computer Download videogames Watch video/film/music Watch TV on demand Send & receive emails Use instant messaging or chatting Receive information associated with a particular place or product via bluetooth (i.e. 4 when walking nearby) 4

What do we mean by tablet media usages? Communicate or interact with friends via social networks Access the Internet via free or paying applications Send & receive personal e-mails Access the Internet to search sites that you Download music or videogames could search on a computer Send or receive pictures / videos Use streetmap, GPS or Access music content on geolocation Use Bluetooth the Internet Watch TV Use instant messaging orWatch downloaded content Watch video/film/music chatting clips on demand Watch content in streaming Read newspapers/magazines Read or download books 5

European mobile media landscape 6

Mobile media is growing 2011 2010 44% U.K. 30% 28% France 23% 27% Spain 20% Poland 18% 14% 0 10 20 30 40 50 Penetration rate for mobile media usage among mobile owners 7

Smartphone penetration has ramped up in Spain 2011 2010 76% U.K. 60% 70% France 69% 71% Spain 29% Poland 31% 29% 0 20 40 60 80 Penetration rate among mobile media users 8

iPhone and BB make up large % of users Smartphone ownership by brand (among mobile media users) U.K. France Spain X 3 from 2010 Poland 0 5 10 15 20 25 30 iPhone Blackberry base: mobile media users 9

Photofit of a typical European mobile media user 55% male 45% female 58% are under 35 68% are fully employed 16% are students Contract Type Data tariffs Unlimited Data Packages 100 100 50 50 0 0 U.K France Spain Poland U.K France Spain Poland Pay monthly Pay as you go 53% 80% 51% 24% (60%) (28%) 10

Browser dominance confirmed, app icon access growing base: mobile media users 80 70 60 50 40 30 20 10 0 UK France Spain Poland Web browser Application icons 11

Opportunities for mobile advertising 67% 59% 68% 71% % of mobile media users interested by at least one mobile advertising format* 12* % from 7 to 10 out of 10 scale

What opportunities for mobile advertising ? % from 7 to 10 out of 10 Coupons 50% 38% 43% 45% (41%) Alerts for special promotions /sales 31% 28% 30% 38% (24%) (34%) Short text message advertisement 17% 16% 15% 13% Text message sent to your phone that contained a link 24% 16% 19% 15% Information on the area you’re in via text message 28% 24% 29% 34% Information via Bluetooth 24% 21% 26% 34% Sponsored screen savers 24% 24% 20% 27% (17%) Sponsored pages on the web 16% 16% 17% 15% Sponsored games 29% 23% 28% 30% Sponsored videos 18% 20% 19% 22% Ads at the top or bottom of your screen 14% 11% 13% 8% Picture or video message advertisement 16% 15% 15% 16% Ads for tickets and reservations 23% 19% 23% 25% Ringback tone 15% 17% 15% 35% 1313 Base : Mobile media users

European tablet media landscape 14

Tablet media is lagging behind mobile media Mobile media Tablet media 44% U.K. 11% 28% France 7% 27% Spain 14% 18% Poland 2% 0 10 20 30 40 50 Mobile media: penetration rate among mobile owners 15 Tablet media: penetration rate among mobile media users

Tablet device ownership reveals major differences in Spain Device ownership by brand (among tablet media users) U.K. France Spain 0 20 40 60 80 100 I-Pad Samsung Tab Archos Toshiba BB playboxbase: tablet media users 16

Spanish tablet user profile do not fit French and U.K. ones Who uses Male 53% 55% 50% the tablet? Gender Female 47% 45% 50% Around 2 people use the tablet in the household Age < 35 y.o. 37% 54% 50% 83% the spouse / 44% the children Working Working 78% 65% 67% Status 3G connection 24% 24% 43% U.K France Spain 17

Tablet devices do not have the same usage Smartphone usage Tablet usage 3.5’’ 7’’ 9.7’’ on-the-go home 3G Wi-Fi18

Mobile vs tablet media usage19

Where are these devices being used? Home 79% 95% Bus Train 50% 20% Out & about 72% 38% Work 57% 24%20 average (UK-FR-SP-PL) average (UK-FR)

What are these devices being used for? “Kill time….” “Save time….” Mean grade of 7 on a scale from 1 to 1021 ‘What people think about using mobile / tablet for media purpose’

How do they effect PC (web) consumption? Complimentary: “…when we can’t use a PC” creating new behaviours 16% increase in pc/laptop usage Cannibalistic: “…instead of a PC” “more convenient” 13% decrease in pc/laptop usage ‘What people think about using mobile / tablet for media purpose’22 ‘What activities do people do more or less since they use mobile / tablet’

How do they effect traditional TV* consumption? Complimentary: 2nd Screening: social + investigation 4% increase in traditional tv* consumption Cannibalistic: On Demand (33%) – streaming (36%) – live TV (38%) 4% decrease in traditional tv* consumption23 * traditional tv consumption: watching live tv on traditional tv set ‘What activities do people do more or less since they use mobile / tablet’

Tablet users are more likely to purchase via their devices 80 70 60 50 40 30 20 10 0 UK France Spain Poland Mobile users Tablet users* M-commerce = using mobile phone to either pay, redeem or reserve something 24

Trust remains important on mobile and tabletImportance of knowledge and trust in brands present on the Internet for mobile/tablet users 50 40 30 20 10 0 U.K. France Spain Poland Mobile users Tablet users 25

What opportunities for tablet advertising ? Interested by at least one % At least one format from advertising format 7 to 10 out of 10 54% 54% 76% % At least one format at 10 incl. Very interested out of 10 17% 19% 27% % from 7 to 10 out of 10 Coupons 39% 38% 51% Alerts for special promotions/sales 25% 32% 43% Information on the area you’re in via text message 20% 23% 45% Information via Bluetooth 18% 21% 33% Sponsored screen savers 17% 18% 32% Sponsored pages on the web 9% 17% 28% Sponsored games 23% 22% 37% Sponsored videos 11% 23% 27% Ads at the top or bottom of your screen 9% 15% 23% Ads for tickets and reservations 13% 23% 33% Base : tablet media users 26

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