Dedicated to representing the highest standards in Internet publishing

                       Going Mobile:
 An Internati...
Online Publishers Association &
OPA Europe
The Online Publishers Association (OPA) and
OPA Europe are not-for-profit indus...
Table of Contents
•   OPA Objectives
•   Methodology
•   Executive Summary
•   Mobile Internet
•   Mobile Content
•   Mobi...
OPA Objectives
•   To better understand the current dynamics of the global
    market for mobile Internet content and adve...
Methodology
•   Over 6,000 interviews were conducted online December
    2006 using TNS Sixth Dimension Interactive Panels...
Executive Summary
The rich platform offered by the mobile Web is demonstrated
  by Going Mobile’s key findings:
•   Access...
Mobile Internet




                  7
Internationally, over 75% of Mobile
        Device Owners Have Web Access
                               Mobile Web Penetr...
The UK Leads in Use (54%), Followed
    by Italy and US with 41%
                                     Mobile Internet Pene...
Income is a Key Driver of Expected
     Increased Time with the Mobile Web
                                     MORE MOBIL...
US, UK and France Will Experience the
        Greatest Increase in Mobile Internet Use in
        2007

                  ...
About 1/3 are Satisfied with Mobile
     Internet – Satisfaction Significantly Higher
     in US
                         ...
Mobile Internet Satisfaction in the UK
      and Germany Rivals US
                                                       ...
Site Load Time is the Biggest Source of
          Dissatisfaction for Mobile Internet Users

                             ...
Mobile Content




                 15
Consumers of Weather, Sports, News and
      Stocks Rely Heavily on the Mobile Internet
                                  ...
In the US, Weather and Sports are Most
Accessed, Followed by News & Entertainment
                                        ...
Europeans also Access Weather and Sports
 More Often, Followed by Stock Quotes &
 News
                                   ...
US Users Exceed Europeans in Accessing
 Top Mobile Content Categories, Except Stock
 Quotes
                              ...
US Mobile Web Users Personalize Sports Content the
  Most, Followed by Weather and Stocks; Most Purchased
  Content is Tec...
In Europe, Paying for Mobile Web Content Reaches Double-
    Digit % for Almost All Categories; Personalizing Content
    ...
US Users are More Likely to Personalize Content;
Paying for Content Differs Between US and Europe
Users Accessing Content ...
Mobile Internet Users are Heavy Consumers
  of Content across Verticals – both via Mobile
  and PC Internet
              ...
In the US, Weather and News Have Significant
          “Mobile-Only” & “Both” Audiences; Sports &
          Entertainment ...
In Europe, Weather Also Leads for “Mobile-
     Only” Access and Weather, News and Sports
     Rank High for “Both” – Mobi...
PC Content Brands Drive Usage on
          Mobile Web
                                  SOURCE OF MOBILE CONTENT: MOBILE, ...
Mobile Internet is Not Replacing Time with the
 PC Internet – it Increases Overall Web Use
                        TIME SP...
Increase in PC Internet Use Crosses All Age
Groups; Largest Among Younger Audiences
                      AGE OF RESPONDEN...
Mobile Internet and Content Consumers are More
Likely Male, Younger and Higher Income than Mobile
Device Owners Who Do Not...
Mobile Advertising & Marketing




                                 30
Consumers are Receptive to Mobile
    Advertising in Exchange for Content and Other
    Free Services
                    ...
Receptivity to Mobile Advertising in
    Exchange for Content is Especially High in
    Spain, Italy and France

         ...
Mobile Ads Drive Website and Brick-n-Mortar
      Visits, and Desire for Product Information
                        ACTIO...
Receiving Mobile Alerts and Accessing Content
    are Popular Features, with Mobile Device
    Owners also Engaging in E-c...
In US and Europe, the PC Internet Motivates
           a Variety of Mobile Web Purchases and
           Applications
     ...
Key Findings




               36
Key Findings
•   Mobile Web access is now nearly ubiquitous; usage lags
    access, but strong growth expected in '07
•   ...
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Opa Going Mobile Report Mar07

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Going Mobile:
An International Study of Content Use and Advertising on the Mobile Web

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Opa Going Mobile Report Mar07

  1. 1. Dedicated to representing the highest standards in Internet publishing Going Mobile: An International Study of Content Use and Advertising on the Mobile Web March 2007 Conducted in partnership with www.online-publishers.org
  2. 2. Online Publishers Association & OPA Europe The Online Publishers Association (OPA) and OPA Europe are not-for-profit industry trade organizations dedicated to representing high-quality online content providers before the advertising community, the press, the government and the public. www.online-publishers.org www.opa-europe.org 2
  3. 3. Table of Contents • OPA Objectives • Methodology • Executive Summary • Mobile Internet • Mobile Content • Mobile Advertising & Marketing • Key Findings 3
  4. 4. OPA Objectives • To better understand the current dynamics of the global market for mobile Internet content and advertising, including providing insight into: – Which content areas are popular on mobile devices – Which media drive use of mobile content and applications – The role of online and offline content brands in the mobile space – The effect and impact of mobile advertising – The UI issues publishers should address to improve satisfaction with the mobile Internet 4
  5. 5. Methodology • Over 6,000 interviews were conducted online December 2006 using TNS Sixth Dimension Interactive Panels in the following markets: – United States (n=1,011) – United Kingdom (n=1,004) – France (n=1,004) – Italy (n=1,007) – Germany (n=1,051) – Spain (n=1,020) • Samples were weighted to reflect each country’s mobile population 5
  6. 6. Executive Summary The rich platform offered by the mobile Web is demonstrated by Going Mobile’s key findings: • Access to the mobile Web is widespread and usage will continue to grow in 2007 • Advertising works on the mobile Web – both in terms of receptivity and action • Brands play a significant role in driving mobile Web activity • People depend on the mobile Web for key content and are actively registering, personalizing and paying for content 6
  7. 7. Mobile Internet 7
  8. 8. Internationally, over 75% of Mobile Device Owners Have Web Access Mobile Web Penetration Mobile Web Use 77% 76% 71% 41% 32% 31% US Total (US & Europe) Europe (n=1011) (Penetration n=6095) (n=5084) (n=194) (Usage n=1678) (n=1484) Base: Penetration = Total Respondents; Usage = Mobile Internet Users Q09a. Which statement best reflects your usage of the mobile Internet? 8
  9. 9. The UK Leads in Use (54%), Followed by Italy and US with 41% Mobile Internet Penetration Mobile Internet Usage 83% 81% 81% 76% 71% 64% 54% 41% 41% 40% 40% 34% US UK France Italy Germany Spain (Penetration n=1011) (n=1003) (n=1004) (n=1051) (n=1020) (n=1006) (Usage n=204) (n=304) (n=138) (n=283) (n=252) (n=272) Base: Penetration = Total Respondents; Usage = Mobile Internet Users Q09a. Which statement best reflects your usage of the mobile Internet? 9
  10. 10. Income is a Key Driver of Expected Increased Time with the Mobile Web MORE MOBILE INTERNET TIME, NEXT 12 MONTHS MORE MOBILE INTERNET TIME, NEXT 12 MONTHS BY INCOME BY INCOME 29% 22% 18% 15% Low Income Medium Income High Income < $50,000 $50,000 - $100,000 > $100,000 (n=1678) < €38,500 €38,500 - €77,000 > €77,000 (n=699) (n=431) (n=171) Base: Respondents who use Mobile Internet (income asked of respondents age 18+) Q21b. In the next year do you believe you will spend more time, about the same amount of time or less time accessing the Internet on your mobile device? 10
  11. 11. US, UK and France Will Experience the Greatest Increase in Mobile Internet Use in 2007 More Time EXPECTED MOBILE INTERNET TIME, NEXT 12 MONTHS EXPECTED MOBILE INTERNET TIME, NEXT 12 MONTHS Same Time Less Time 20% 12% 17% 18% 22% 12% 12% 25% 67% 63% 60% 59% 58% 56% 57% 49% 11% 11% 11% 12% 12% 13% 16% 17% (n=1678) (n=194) (n=1484) (n=417) (n=174) (n=316) (n=285) (n=292) Base: Respondents who use Mobile Internet (n=1678) Q21b. In the next year do you believe you will spend more time, about the same amount of time or less time accessing the Internet on your mobile device? 11
  12. 12. About 1/3 are Satisfied with Mobile Internet – Satisfaction Significantly Higher in US Extremely Satisfied MOBILE INTERNET SATISFACTION MOBILE INTERNET SATISFACTION Very Satisfied Neither Satisfied nor Dissatisfied Very Dissatisfied Extremely Dissatisfied 30% 8% 3% 2% Satisfied 28% 43% 26% 27% 35% 52% 51% 43% 12% 16% 17% 3% 3% 3% (n=1678) (n=194) (n=1484) Base: Respondents who use Mobile Internet Q27. How satisfied are you with the mobile Internet overall? 12
  13. 13. Mobile Internet Satisfaction in the UK and Germany Rivals US Extremely Satisfied Very Satisfied MOBILE INTERNET SATISFACTION MOBILE INTERNET SATISFACTION Neither Satisfied nor Dissatisfied Very Dissatisfied Extremely Dissatisfied 5% 2% 41% 8% 43% 32% 3% 1% 2% 26% 19% 19% 16% 30% 36% 17% 35% 25% 59% 54% 52% 50% 47% 43% 11% 12% 13% 18% 22% 2% 24% 3% 3% 3% 5% 4% (n=417) (n=194) (n=174) (n=316) (n=285) (n=292) Base: Respondents who use Mobile Internet Q27. How satisfied are you with the mobile Internet overall? 13
  14. 14. Site Load Time is the Biggest Source of Dissatisfaction for Mobile Internet Users (n=1678) (n=194) (n=1484) 1st Site Load Time Site Load Time Site Load Time 2nd Site Navigation Web Page Layout Site Navigation 3rd User Friendliness Site Navigation User Friendliness Base: Respondents who use Mobile Internet Q26 Please rate your satisfaction with these mobile Internet features (Bottom 2 Box Extremely/Very Dissatisfied) 14
  15. 15. Mobile Content 15
  16. 16. Consumers of Weather, Sports, News and Stocks Rely Heavily on the Mobile Internet % OF CONSUMERS ACCESSING CONTENT VIA MOBILE % OF CONSUMERS ACCESSING CONTENT VIA MOBILE Weather 53% Sports News/Highlights/Scores 49% Local/National News 36% Stock quotes 35% Entertainment News 33% International News 28% Business/Financial News 28% Technology News 27% Product Info/Reviews 25% Lifestyles 23% Health News/Info 18% Base: Internet Users Who Access Content Vertical (Base Varies) *Mobile= (Mobile Only%+ Both%) / Total% Q15. Which of the following content categories do you surf using your mobile phone? 16
  17. 17. In the US, Weather and Sports are Most Accessed, Followed by News & Entertainment % OF CONSUMERS ACCESSING CONTENT VIA MOBILE % OF CONSUMERS ACCESSING CONTENT VIA MOBILE Weather 70% Sports News/Highlights/Scores 60% Local/National News 49% Entertainment News 43% International News 38% Business/Financial News 33% Technology News 33% Stock Quotes 31% Lifestyles 31% Product Info/Reviews 27% Health News/Info 24% Base: US Internet Users Who Access Content Vertical (Base Varies) *Mobile= (Mobile Only%+ Both%) / Total% Q15. Which of the following content categories do you surf using your mobile phone? 17
  18. 18. Europeans also Access Weather and Sports More Often, Followed by Stock Quotes & News % OF CONSUMERS ACCESSING CONTENT VIA MOBILE % OF CONSUMERS ACCESSING CONTENT VIA MOBILE Weather 49% Sports News/Highlights/Scores 47% Stock Quotes 35% Local/National News 35% Entertainment News 31% Business/Financial News 26% Technology News 25% Product Info/Reviews 25% International News 24% Lifestyles 21% Health News/Info 17% Base: Europe Internet Users Who Access Content Vertical (Base Varies) *Mobile= (Mobile Only%+ Both%) / Total% Q15. Which of the following content categories do you surf using your mobile phone? 18
  19. 19. US Users Exceed Europeans in Accessing Top Mobile Content Categories, Except Stock Quotes % OF CONSUMERS ACCESSING CONTENT VIA MOBILE % OF CONSUMERS ACCESSING CONTENT VIA MOBILE 70% US Europe 60% 49% 49% 47% 43% 38% 35% 31% 35% 33% 31% 26% 24% es s s er s l s ia ew w ew re th ot nc Ne co lN ea tN Qu a /S l in W na na n k ts s/F me oc io tio igh at es in St na l/N hl ta sin r ig r te ca te Bu /H In En Lo ws Ne ts or Sp Base: US & Europe Mobile Internet Users Who Access Content Vertical (Base Varies) *Mobile= (Mobile Only%+ Both%) / Total% Q15. Which of the following content categories do you surf using your mobile phone? 19
  20. 20. US Mobile Web Users Personalize Sports Content the Most, Followed by Weather and Stocks; Most Purchased Content is Tech, Product Info and Lifestyles Users Accessing Content Category Who.. Register % Personalize % Pay % Stock Quotes 61 61 14 Business/Financial News 61 54 5 Local/National News 58 58 10 Weather 55 71 14 International News 51 17 9 Technology News 49 35 24 Sports News/Highlights/Scores 47 73 8 Entertainment News 46 48 15 Health News 43 47 14 Product Info/Reviews 43 24 20 Lifestyles 37 33 21 Base: US Mobile Internet Users Who Access Content Vertical (Base Varies) Q17-18. Have you registered/paid a fee/personalized the following content sites on your mobile device? 20
  21. 21. In Europe, Paying for Mobile Web Content Reaches Double- Digit % for Almost All Categories; Personalizing Content Highest Among Those Accessing Stocks and Weather Users Accessing Content Category Who.. Register % Personalize % Pay % 66 60 13 Stock Quotes Business/Financial News 54 35 14 52 39 13 Local/National News 48 27 11 International News 48 29 14 Technology News 47 25 12 Product Info/Reviews 44 43 14 Weather 43 32 9 Lifestyles 42 40 16 Sports News/Highlights/Scores 42 35 13 Entertainment News 41 35 13 Health News Base: Europe Mobile Internet Users Who Access Content Verticals (Base Varies) Q17-18. Have you registered/paid a fee/personalized the following content sites on your mobile device? 21
  22. 22. US Users are More Likely to Personalize Content; Paying for Content Differs Between US and Europe Users Accessing Content US Europe US Europe Category Who… Personalize % Personalize % Pay % Pay % Stock Quotes 61 60 14 13 Business/Financial News 54 35 5 14 Local/National News 58 39 10 13 Weather 71 43 14 14 International News 17 27 9 11 Technology News 35 29 24 14 Sports News/Highlights/Scores 73 40 8 16 Entertainment News 48 35 15 13 Health News 47 35 14 13 Product Info/Reviews 24 25 20 12 Lifestyles 33 32 21 9 22
  23. 23. Mobile Internet Users are Heavy Consumers of Content across Verticals – both via Mobile and PC Internet % Accessing on PC, % Accessing on PC, Mobile or Both Mobile or Both PC Only Mobile Only Both Total 80% 51% 6% 23% Local/National News 78% 37% 10% 31% Weather Product Info/Reviews 76% 57% 5% 14% 70% Technology News 51% 4% 15% 66% 51% 3% 12% Lifestyles International News 65 % 47% 3% 15% Health News/Info 62% 51% 2% 9% 57% Sports News/Highlights/Scores 29% 6% 22% Entertainment News 54% 36% 13% 5% Business/Financial News 46% 33% 3% 10% Stock Quotes 34% 2% 10% 22% Base: Mobile Internet Users (n=1678) Q15. Which of the following content categories do you surf using your mobile phone, PC or both? 23
  24. 24. In the US, Weather and News Have Significant “Mobile-Only” & “Both” Audiences; Sports & Entertainment Also Ranks High for “Both” % Accessing on PC, % Accessing on PC, Mobile or Both Mobile or Both PC Only Mobile Only Both Total Weather 24% 15% 40% 79% Local/National News 36% 12% 22% 70% Product Info/Reviews 46% 4% 13% 63% Entertainment News 60% 34% 7% 19% Lifestyles 58% 40% 5% 13% Technology News 58 % 39% 5% 14% 57% Sports News/Highlights/Scores 23% 8% 26% 55% International News 34% 6% 15% 54% Health News/Info 41% 4% 9% 45% Business/Financial News 30% 5% 10% 32% Stock Quotes 22% 2% 8% Base: US Mobile Internet Users (n=194) Q15. Which of the following content categories do you surf using your mobile phone, PC or both? 24
  25. 25. In Europe, Weather Also Leads for “Mobile- Only” Access and Weather, News and Sports Rank High for “Both” – Mobile and PC % Accessing % Accessing on PC, Mobile on PC, Mobile or Both or Both PC Only Mobile Only Both Total 53% 5% 24% Local/National News 82% 59% 5% 15% Product Info/Reviews 79% Weather 39% 9% 29% 77% Technology News 53% 3% 15% 71% Lifestyles 67% 53% 2% 12% International News 66% 50% 2% 14% Health News/Info 63% 52% 2% 9% Sports News/Highlights/Scores 57% 30% 6% 21% Entertainment News 54% 37% 12% 5% Business/Financial News 46% 34% 2% 10% Stock Quotes 34% 22% 2% 10% Base: Europe Mobile Internet Users (n=1484) Q15. Which of the following content categories do you surf using your mobile phone, PC or both? 25
  26. 26. PC Content Brands Drive Usage on Mobile Web SOURCE OF MOBILE CONTENT: MOBILE, PC & OFFLINE BRANDS SOURCE OF MOBILE CONTENT: MOBILE, PC & OFFLINE BRANDS 73% 21% 13% Technology News 69% 29% 12% Stock Quotes 66% 31% 16% Business News 65% 27% 17% Health News/Info 64% 27% 18% Product Info/Reviews 63% 18% 25% Weather 63% 31% 19% Local/National News 62% 26% 24% International News 61% 25% 26% Sports News 60% 27% 24% Lifestyles 58% 26% 27% Entertainment News PC Internet Brands Offline Brands Mobile Brands Only Base: Respondents who visit these sites on PC and Mobile device and Mobile device only (Base size varies) Q.21a. The following sites I visited on my mobile phone/device are… Note will add to more than 100% due to multiple responses 26
  27. 27. Mobile Internet is Not Replacing Time with the PC Internet – it Increases Overall Web Use TIME SPENT ON PC INTERNET SINCE ACCESSING MOBILE INTERNET TIME SPENT ON PC INTERNET SINCE ACCESSING MOBILE INTERNET Less Time Same Time More Time 15% 18% 15% 17% 17% 18% 16% 21% 73% 79% 79% 78% 79% 83% 75% 85% 9% 4% 4% 4% 6% 3% 2% (n=1651) (n=191) (n=1460) (n=413) (n=173) (n=316) (n=276) (n=282) Base: Mobile Internet Users Q20b. Select the statement which most accurately describes the time you spend on the Internet 27
  28. 28. Increase in PC Internet Use Crosses All Age Groups; Largest Among Younger Audiences AGE OF RESPONDENTS SPENDING MORE TIME ON PC INTERNET AGE OF RESPONDENTS SPENDING MORE TIME ON PC INTERNET 16-24 25-34 35-54 55+ 22% 34% 24% 24% 17% 20% 12% 30% 11% 16% 18% 19% 20% 21% 17% 13% 10% 24% 16% 10% 22% 18% 17% 17% 11% 12% 10% Base: Mobile Internet users who spend more time accessing PC Internet Q20b. Select the statement which most accurately describes the time you spend on the Internet 28
  29. 29. Mobile Internet and Content Consumers are More Likely Male, Younger and Higher Income than Mobile Device Owners Who Do Not Access the Mobile Web Total Mobile Total Mobile Total Mobile Device Owners Internet Users Content Users Male 48% 53% 58% Female 52% 47% 42% 16-24 years old 17% 26% 19% 25-34 15% 30% 18% 35-54 36% 26% 37% 55+ 32% 18% 26% Low Income 59% 52% 48% Medium Income 31% 35% 36% High Income 10% 13% 16% Note: Low Income = <$50K, <€38.5K; Med Inc = $50-70K, €38.5-77K; High Inc = $100K+, €77K+ 29
  30. 30. Mobile Advertising & Marketing 30
  31. 31. Consumers are Receptive to Mobile Advertising in Exchange for Content and Other Free Services MOBILE ADVERTISING: MOBILE ADVERTISING: STRONGLY/SOMEWHAT AGREE STRONGLY/SOMEWHAT AGREE 37% 34% 34% 32% 22% 18% 13% 10% 13% 11% 7% 11% Watch ads in Like ad when Mobile ads keep me Discover new exchange for free something free is informed products via mobile mobile content offered device ads Total US Europe Base: Total Respondents (n=6095) US Total Respondents (n=1011) EU Total Respondents (n=5084) Q32. How much do you agree or disagree with each of the following statements related to mobile advertising? (5 point scale) 31
  32. 32. Receptivity to Mobile Advertising in Exchange for Content is Especially High in Spain, Italy and France II PREFER ADS IN EXCHANGE FOR NOT PAYING FOR MY FAVORITE MOBILE CONTENT: PREFER ADS IN EXCHANGE FOR NOT PAYING FOR MY FAVORITE MOBILE CONTENT: STRONGLY/SOMEWHAT AGREE STRONGLY/SOMEWHAT AGREE 58% 45% 37% 34% 30% 27% 23% 18% (n=1011) (n=1003) (n=1004) (n=1051) (n=1020) (n=1006) (n=6,095) (n=5084) Base: Respondents who prefer watching ads in exchange for not having to pay for their favorite mobile content Q32. How much do you agree or disagree with each of the following statements related to mobile advertising. (5 point scale) 32
  33. 33. Mobile Ads Drive Website and Brick-n-Mortar Visits, and Desire for Product Information ACTIONS TAKEN AS RESULT OF SEEING MOBILE WEB ADVERTISEMENTS ACTIONS TAKEN AS RESULT OF SEEING MOBILE WEB ADVERTISEMENTS Europe US 13% 23% Requested more Checked out a Total 3% info about 10% Web site product/service 14% 26% 5% 9% Forwarded ad Made a 2% 4% to friends/ purchase family 6% 9% 4% 11% Went to store Ordered 4% 1% to check out a subscription 12% 5% product 5% 3% Signed up for 3% Other 3% product/service 6% trial 3% 0% 10% 20% 30% 0% 5% 10% 15% 20% Base: US Total Respondents (n=1011) Europe Total Respondents (n=5084) Q.33 Which of the following have you ever done as the result of seeing an ad on the Mobile Internet? 33
  34. 34. Receiving Mobile Alerts and Accessing Content are Popular Features, with Mobile Device Owners also Engaging in E-commerce INTERACTIVE FEATURES USED INTERACTIVE FEATURES USED Total US Europe 40% 38% 36% 34% 33% 26% 25% 25% 20% 15% 14% 15% 14% 14% 13% 10% 9% 10% 10% 9% 10% 8% 7% 5% Download Receive Access Enter Vote/ Get coupons/ Purchase Play ring tones/ alerts content contests poll special products/ interactive wallpaper offers services games screensavers Base: Total Respondents (n=6095) US Total Respondents (n=1011) Europe Total Respondents (n=5084) Q35. Which of the following interactive features do you use on your mobile phone? 34
  35. 35. In US and Europe, the PC Internet Motivates a Variety of Mobile Web Purchases and Applications MEDIA THAT MOTIVATE MOBILE APPLICATIONS USAGE MEDIA THAT MOTIVATE MOBILE APPLICATIONS USAGE Get Download Purchase coupons/ ring tones/ Play products/ special Access Receive wallpapers/ Enter interactive services offers content alerts screensavers contests Vote/poll games PC Internet 60% 69% 57% 52% 55% 48% 58% 48% Mobile 32% 27% 29% 25% 24% 19% 26% 24% TV 47% 37% 31% 23% 32% 71% 57% 66% Radio 25% 28% 19% 16% 14% 36% 34% 31% Magazines 37% 40% 24% 17% 29% 39% 27% 31% Newspaper 30% 32% 21% 16% 16% 30% 23% 25% Outdoor 23% 25% 13% 10% 9% 18% 16% 19% Base: Total: Total Respondents who use each interactive feature on their mobile phone (Base size varies) Q.36. Which of the following sources, if any motivated you to use your mobile phone to… 35
  36. 36. Key Findings 36
  37. 37. Key Findings • Mobile Web access is now nearly ubiquitous; usage lags access, but strong growth expected in '07 • Weather and Sports Information are the most popular on the mobile Web • Both paid content and advertising are working on the mobile Web • Mobile Web consumers are most likely to register and personalize Stock & Business News followed by Weather – In US, over 20% pay for Tech News, Product Info and Lifestyles – In Europe, Sports is most paid for content • Mobile Web is a continuation of PC Web – Consumers use the same brands and increase overall Web time 37

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