Mobile marketing is experiencing significant growth in France, with 55% of internet users accessing mobile web daily and a high smartphone penetration of 41%. The transition to mobile-friendly designs and content marketing strategies is vital as nearly 50% of the population engages with mobile while watching TV. Advertisers are encouraged to focus on native ads and impactful recommendations to enhance their mobile campaigns.

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France Presents a Substantial Market for Exploration
Mobile marketing has seen strong growth in France during 2012, but the poten-
tial for editors of mobile sites and brands remains enormous.
2007FIRST IPHONE:
3.5 INCHES,
163 DPI
55%OF INTERNET USERS USE THE MOBILE WEB
ON A DAILY BASIS
70,5 MILLION MOBILE SUBSCRIPTIONS
For a total population of 65 million, which is a penetration of 108%
41% OF THE FRENCH POPULATION IS EQUIPED
WITH A SMARTPHONE
15% OF THE FRENCH POPULATION OWN A TABLET
DISTRIBUTION
OF MOBILE PHONE MODELS
Windows 4,1%
+30%
MOBILE MARKET
GROWTH IN 2012
USA: +180%
UK: +70%
DE: +84%
11,3 times
MORE CLICKS ON
SPONSORED POSTS
THAN ON DISPLAY
ADVERTISING IN
SOCIAL NETWORKING
SITES
10%
CTR OF CONTENT
RECOMMENDATIONS
ON MOBILE, WHICH IS
HIGHER THAN ON THE
WEB (6 - 10%)
UNBALANCED INVESTMENTS
2011FIRST MOBILE-
FRIENDLY WEBSITES
FOR RESPONSIVE
DESIGN
2012FIRST PROMOTED
CONTENT ON SOCIAL
MEDIA ON MOBILE
2012THE USE OF A
SECOND SCREEN
REACHES NEARLY
50%
2013LAUNCH OF THE 4G
NETWORK
DEVELOPMENT OF
CONTENT MARKETING
ON MOBILE
2013
Think “second screen: 48% of the French aged 25-43 use
their mobile while watching TV.
Choose responsive design: One site for every platform
(desktop, mobile, tablet...).
Courtesy of
Sources:
www.outbrain.com
http://www.mediametrie.fr/internet/
www.arcep.fr/index.php?id=11677
www.deloitte.com/view/fr_fr/fr/presse/commu
niques-de-presse/73590c3aea8d9310vgnvcm2000003356f70arcrd.htm
www.kantarworldpanel.com/global/news/google-branding-helps-lg-back-into-the-smartphone-market
www.emarketer.com/article/facebook-see-three-10-mobile-display-dollars-this-year/1009782
www.uk.capgemini consulting.com
http://fr.slideshare.net/omnicommediagroup_fr/baromobile-2012-omnicom-media-group-presse
A HISTORY OF MOBILE IN FRANCE
THE IMPORTANCE OF MOBILE MARKETING
Web Mobile
WHAT SHOULD WE DO TO WIN
THE MOBILE CHALLENGE?
PUBLISHERS
BRANDS
Create content: articles and videos are easily read and
shared on mobile.
Choose quality over quantity: deceptive clicks are even
worst on mobile.
AGENCIES
Be native: native ads are less intrusive, which is a great
advantage for mobile content.
Adopt a recommendation strategy to amplify your
campaigns and build greater impact with your audience.
98%
INVESTMENTS
2%
67%
33%
AUDIENCE
VS.
{
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Other 1,5%
RIM 4,7%
Symbian 5,3%
iOS 25,6%
Android 58,7%
TIME SPENT
ON CONNECTED DEVICES
Other 10%
Social Networking 6%
Utility 8%
Entertainment 8%
Facebook 18%
Games 32%
Browsing 20%
MOBILE IN FRANCE DURING 2013
MOBILE MARKETING
| www.outbrain.com | @outbrainFR
Outbrain helps people discover the most interesting, relevant and trusted content wherever they are. World-
wide Outbrain is currently installed on more than 100,000 sites and generates more than 10 billion page
views per month. Founded in 2006, the company is headquartered in New York, with 15 offices globally,
including the U.S., UK., France, Italy, Spain, Germany, Israel, Singapore and Australia.