factsheet uk germany

FACTSHEET UK VERSUS GERMANY

6%

15%

25%

11%

25%

23%

37%

58%

37%

5%

5%

30%

8%

12%

24%

28%

27%

38%

9%

32%

90%

57%

91%

17%

49%

49%

22%

58%

55%

73%

88%

57%

11%

21%

55%

19%

27%

37%

40%

43%

62%

26%

62%

96%

82%

99%

Payments

Navigation

Games

Applications

Bluetooth

Record video

Send pictures

Take pictures

Music (radio/MP3)

TV broadcast

Ringtones/Wallpapers

Information services

Upload content

Download content

Social networks

Chat

E-mail

Surfing

Shortcode

MMS

SMS

Voicemail

Call

Monthly & Weekly usage UK

More than once a month

3%

8%

22%

5%

12%

18%

19%

38%

26%

3%

4%

11%

5%

5%

7%

6%

9%

11%

4%

14%

67%

23%

80%

7%

14%

41%

10%

26%

39%

42%

71%

37%

6%

10%

21%

9%

11%

11%

9%

14%

19%

10%

36%

87%

40%

99%

Payments

Navigation

Games

Applications

Bluetooth

Record video

Send pictures

Take pictures

Music (radio/MP3)

TV broadcast

Ringtones/Wallpapers

Information services

Upload content

Download content

Social networks

Chat

E-mail

Surfing

Shortcode

MMS

SMS

Voicemail

Call

Monthly & Weekly usage Germany

More than once a week

Comments:

• Calling and SMS are the most popular functions of the mobile phone in both countries

• UK usage is more intensive (91% calls and 90% texts more than once a week versus respectively

80% and 67% for Germany)

• Mobile internet usage in UK has reached the critical mass (62% once a month or more), whereas

usage in Germany is still in early adopter phase (19%)

• UK usage is also much more extensive and diverse when it comes to other services, with the

exception of games (Germany 41% more than once a month; UK 49%) and taking pictures

(Germany 71% more than once a month; UK 88%)

50% 54%

UK Germany

Advertising helps me choose what to buy

Agree

43% 45%

UK Germany

Advertising on my phone is trustworthy

Disagree

UK Germany

Comments:

• Attitudes towards

advertising are

similar for both

countries; but

foremost positive

• The majority in both

UK (57%) and

Germany (55%) do

not find advertising

trustworthy

Mobile usage

© ÆNEAS STRATEGY CONSULTING & MANAGEMENT B.V.


32%

55%61%

39%63% 61%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Initial Privacy Profile

information

Po

siti

ve

att

itu

de

Comments:

• Initially the attitude towards mobile advertising

other media; TV UK: 70%, GER

• Germans (39%) are more positive to

UK (32%)

• Initial attitudes change most if users are placed in control

(UK: 74%, GER: 73%); control is more

• In both countries men (UK: 30%

also less influenced by the different attitude driv

• Youngsters (16-24) have the most positive attitude

92%)

Q: What is your attitude towards receiving brand messages on your mobile phone, if

UK Germany

Incentives 64%

+ Control 70%

+ Relevance 64%

Permission

Q: If a company would ask you to receive brand messages on your mobil

(and …..), would you grant them permission?

0%

10%

20%

30%

40%

50%

SMS

37%

Q: Have you


Comment:

• UK market is much

more focused on

new mobile

advertising

channels such as

display and MMS,

whereas Germany

concentrates on

traditional

channels as SMS

and voice

UK VERSUS GERMANY

60% 65% 67% 69% 74%

61% 61% 69% 71% 72%

Profile

information

Preferences Relevance Permission Control Incentive

Drivers

Attitude drivers

ude towards mobile advertising for both countries is low (especially compared to

70%, GER: 79%; Internet UK: 59%, GER: 73%, Newspapers UK:

are more positive towards brand messages on their mobile than

Initial attitudes change most if users are placed in control (UK: 69%, GER:72%)

(UK: 74%, GER: 73%); control is more important for Germans

30%, GER: 34%) are less positive than women (UK: 34%, GER: 42%)

d by the different attitude drivers

24) have the most positive attitude; especially when incentivized (UK:

ing brand messages on your mobile phone, if …?

Germany

71%

70%

63%

o receive brand messages on your mobile phone and you are incentivized with the incentive of your cho

Comment:

• The majority of UK and German users would grant

permission to receive advertising if offered something in

return

MMSVoice

P2P SMSIdle screen

Display

37%

16%16%

6%6% 11%

42%

19%

10%

5% 7%

25%

Awareness mobile advertising channels

Germany UK

Have you ever been confronted with the following offers on your mobile phone?


74%

73%

Incentive

Drivers

UK

GERMANY

U men

G men

U women

G women

U 16-24

G 16-24

for both countries is low (especially compared to

73%, Newspapers UK: 77% GER: 82%)

brand messages on their mobile than inhabitants of the

and are incentivized

(UK: 34%, GER: 42%) and

; especially when incentivized (UK: 84%, GER:

th the incentive of your choice

The majority of UK and German users would grant

permission to receive advertising if offered something in

Games

Applications

5%

4%

8%

5%

Awareness mobile advertising channels

ever been confronted with the following offers on your mobile phone?


Mobile Advertising Research This factsheet is a brief summary of the primary research that

has been conducted in 2009 amongst 1000 end users in both the UK and Germany. They are part of

MobADUK (which was concluded with an event in Londen, June 2009) and MobAdGermany a global

research project that has also taken place in the Netherlands in 2008. The objective of this project is

to expertly document the state of the mobile advertising industry in individual countries, provide

insights on different perspectives throughout the entire mobile ecosystem and identify growth

opportunities in the emerging mobile advertising marketplace. The aim of the research is to inspire

stakeholders, shareholders and users worldwide about the added value of mobile in the media mix

and to provide a clear road-map for growth.

The primary research results of MobAdGermany will be complemented with in-depth interviews

with executives at brands, agencies, mobile networks and enablers, executed by our local partner

Mobile Zeitgeist as well as desk research. Research will be coordinated and conducted by Aeneas

Strategy Consulting and Management, an international consultancy firm focused on strategy &

business development for the telecommunications market and global mobile industry.

Düsseldorf - January 14 - 2010 MobAdGermany is a one-day event designed to bring mobile

advertising executives in the German market together to inspire the development of the local

mobile advertising market. Operators, creatives, media agencies, brands, enablers, publishers and

infrastructure suppliers will share insights and discuss opportunities and hurdles.

Making advertising mobile The event and research will cut through the hype surrounding the

mobile advertising industry, giving a clear and true representation of the state of the current market

as well as highlighting key industry strategies to stimulate mobile advertising revenue growth.

For more information please contact:

Atva van Zanten

+31 6 41439757

[email protected]

www.aeneasstrategy.nl

www.mobileadvertisingresearch.com - www.mobile-zeitgeist.com - www.camerjam.com


factsheet uk germany

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