The document provides insights from a 2011 study on mobile and tablet media usage across several European markets. It finds: 1) Mobile media penetration was highest in the UK (44%) and tablet penetration was still low across markets, ranging from 2-14%. 2) Smartphone ownership was growing rapidly, especially in Spain. The iPhone and BlackBerry dominated the market. 3) Most mobile media users were younger than 35, employed, and on pay monthly contracts with unlimited data plans. 4) Tablet usage was primarily for leisure at home, while smartphones supported on-the-go media consumption via browsers and apps. The study provides opportunities for mobile and tablet advertising, finding consumers were

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

2. 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

3. 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

4. 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

5. 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 or
Watch downloaded content Watch video/film/music chatting
clips on demand
Watch content in
streaming Read newspapers/magazines
Read or download books
5

6. European mobile media landscape
6

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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%
13
13
Base : Mobile media users

14. European tablet media landscape
14

15. 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

16. 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 playbox
base: tablet media users 16

17. 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

18. Tablet devices do not have the same usage
Smartphone usage Tablet usage
3.5’’ 7’’ 9.7’’
on-the-go home
3G Wi-Fi
18

19. Mobile vs tablet media usage
19

20. 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)

21. What are these devices being used for?
“Kill time….”
“Save time….”
Mean grade of 7 on a scale from 1 to 10
21
‘What people think about using mobile / tablet for media purpose’

22. 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’

23. 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* consumption
23 * traditional tv consumption: watching live tv on traditional tv set
‘What activities do people do more or less since they use mobile / tablet’

24. 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
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25. Trust remains important on mobile and tablet
Importance 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

26. 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
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