mobile exposure: mobile media usage data' - orange advertising network (mobile research...
DESCRIPTION
Orange’s Mobile Exposure research offers a unique insight into mobile media usage across Europe. The findings have interesting implications for market researchers using the mobile platform in Europe and globally, highlighting how consumers use their phones, their relationship with them and some of the technological challenges to be overcome. Bruce will supplement the data from this survey with additional markets to give a truly worldwide view.TRANSCRIPT
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A report into how European consumers (UK, France,
Spain, Poland) are engaging with mobile media
content and the mobile internet
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3
The 7th media
personal mass media
permanently carried media
always on
captures context of media consumption
4
mobile media is
puzzling
MMS video
ring back tone
flash code / 2D code + video /MMS/wap
local search
search
pre-roll video
banner
text link
SMS push
MMS picture
1D code (coupon)
bluetooth + video/MMS/wap
NFC tag + video/MMS/wap
advertorial
post-roll video
application/widget
outgoing call screen
welcome screen
screen saver
MMS music
alerts
voice mail message
closing screen
SMS delivery
notification idle screen
sponsored content
sponsored game
location based advertising
ring tone
SMS shortcode
mid-roll video
sponsored video
incoming call screen SMS / MMS
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Establishment survey on national
representative samples of 2000, conducted
face to face in each country
4 countries investigated : United Kingdom, France, Spain, Poland
Main phase conducted online: UK : 1000 mobile media users + 450 iPhone users
France : 1000 mobile media users + 450 iPhone users
Spain : 1000 mobile media users + 450 iPhone users
Poland : 1000 Smartphone users
Fieldwork : March/July 2010
The main phase has been weighted according to the main findings of Calibration
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What do we mean by mobile media ?
Send & receive emails
Watch TV
Send & receive personal e-mails
Access the Internet via free or
paying applications
Download music
Download videogames
Use streetmap, GPS or
geolocalisation
Communicate or interact with friends via
social networks
Access the Internet to
search sites that you
could search on a
computer
Watch video/film/music
on demand Use instant messaging or
chatting
…from their mobile…
Receive information associated with a
particular place or product via bluetooth
(i.e. when walking nearby)
Accessing music content
on the Internet from your
mobile
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The European mobile media landscape
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Mobile media is growing
89%
30%
81%
23%
85%
20%
81%
14%
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Smartphones, Iphone and BB make up large % of users
0 10 20 30 40 50 60 70
U.K.
France
Spain
Poland
iPhone Blackberry Total Smartphones
Smartphone ownership by brand (among mobile media users)
base: mobile media users
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Photofit of a typical European mobile media user
59% male
41% female
63% are under 35
65% are fully employed
22% are students
Pay monthly Pay as you go
Contract Type
0
50
100
U.K France Spain Poland
Unlimited Data Packages
0
50
100
U.K France Spain Poland
52% 60% 28% 23%
Data tariffs
Mature markets favour the browser
0
10
20
30
40
50
60
70
80
90
UK France Spain Poland
Web browser Application icons
base: smartphone owners
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…I want to find the same things on my mobile as my PC
…I access Internet from my mobile when I can’t access it otherwise, because I don’t have any PC at hand
With my Mobile Media…
55% 58% 72%
66% 66% 68%
Mobile Internet users
VS
% from 7 to 10 out of 10
Why using mobile media ?
58%
62%
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What do mobile media users like about mobile media?
UK France Simplicity, ease of navigation 30%
Quick 26%
Convenience 19%
Access from anywhere 27%
Quick 24%
Advantages of a phone to a PC 24%
Spain Poland Access from anywhere 31%
Advantages of a phone to a PC 25%
Access to Mobile Media contents* 22%
Advantages of a phone to a PC 41%
Access from anywhere 38%
Quick 29%
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What do mobile media users expect from mobile media?
UK France
Broadband 49%
Convenience 27%
Price 13%
Broadband 41%
Convenience 30%
Price 10%
Spain Poland
Broadband 32%
Price 28%
Screen size 27%
Price 41%
Screen size 37%
Broadband 36%
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1: Email 2: Social networks 3: Geo-location services
Social networks are a challenger to email
base: mobile media users
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News dominates but there are regional trends
UK (71% access mobile Internet monthly)
•News
•Weather
•Music
France (70% access mobile Internet monthly)
•News
•Weather
•Music
Spain (47% access mobile Internet monthly)
•Weather
•Music
•Traffic info
Poland (49% access mobile Internet monthly)
•News
•Train info
•Weather
Base: mobile media users
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Mobile media is popular in the home
base: mobile media users
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Where do they heavily spend on mobile internet ?(more than 10 mins)
base: mobile media users
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Where do they mostly use mobile media?
0 20 40 60 80
Personal emails
Download games
Browser
Use applications
Download music
Listen to live music radio
Social networks
Watch TV
Watch films on demand
Use streetmap / GPS
Instant messaging
At Home Out & About Bus or train At Work
U.K.
base: mobile media users
% users for each activity
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What contents in each place ?
Base: U.K Users for each content
At home On bus
or train Out and
about
At work / at
school
Gambling
Paid content
Diet and Fitness
Games
Dating
Money
Shopping Retail
Entertainment News
Horoscopes
Music
47%
45%
45%
43%
42%
39%
39%
38%
37%
37%
22%
20%
19%
17%
15%
14%
13%
13%
12%
11%
Train travel info
News
Music
Sports
Entertainment news
Games
Film and Cinema
Traffic Info
Local Information
Horoscopes
26%
18%
17%
16%
14%
14%
12%
12%
12%
12%
Traffic info
Local information
Film and Cinema
Travel
Weather
Train Travel Info
Sports
Shopping
Auctions
Property
56%
50%
43%
41%
41%
39%
35%
33%
33%
33%
Cars / Automotive
News
Auctions
Sports
Horoscopes
Paid for content
Weather
Dating
Games
Money
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News
Sports
Entertainment news
Film and Cinema
Money
Auction
Horoscopes
Dating
Gambling
Paid for content
Cars / Automotive Base: U.K Users for each content
How do they access contents ?
32%
31%
27%
23%
29%
33%
39%
25%
33%
23%
Shopping / retail
Travel
Diet and fitness
Local information
Train travel info
Music
Traffic info
Games
Property
Weather
28%
36%
23%
25%
23%
24%
41%
30%
38%
33%
27% Bookmarks
(browser)
Search site
(browser)
Mobile apps
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Using mobile media increases the consumption of:
Fixed internet*
TV**
Radio ***
Synergies between mobile media and other media can be built
* UK, FR, SP, PL: users said they have increased their pc internet consumption since they started using mobile media
** UK, FR: users said they have increased their TV consumption since they started using mobile media
*** UK, SP, PL: users said they have increased their radio consumption since they started using mobile media
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M-commerce resonates with customers
* M-commerce = using mobile phone to either pay, redeem or reserve
something
base: mobile media users
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Trust remains important on mobile
Importance of knowledge and trust in brands present on mobile Internet
Trust in mobile operator and brands % from 5 to 10 out of 10
U.K. France Spain Poland
I am more likely to trust my mobile operator’s
portal than other sites
68% 64% 61% 54%
base: mobile media users
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What opportunities for mobile advertising? % from 7 to 10 out of 10
Sponsored screen savers
Information on the area you’re in
Sponsored pages on the web like
Sponsored games that you can download for free
Sponsored videos where you get a video for free
Ads that appear at the top or bottom of your
screen
short text message advertisement
text message sent to your phone
picture or video message
Coupons that you could use
Alerts for special promotions /sales
Ads for tickets and reservations
U.K. France Spain Poland
17% 24% 18% 32%
25% 27% 26% 43%
13% 16% 15% 17%
24% 24% 30% 37%
15% 17% 18% 32%
13% 14% 11% 12%
16% 17% 15% 17%
20% 18% 22% 16%
14% 14% 16% 18%
41% 41% 43% 50%
24% 34% 33% 42%
22% 21% 25% 30%
base: mobile media users
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% of mobile media users
interested by at least one mobile advertising format*
65% 60% 76% 65%
Opportunities for mobile advertising
* % from 7 to 10 out of 10 scale
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lost in segmentation
?
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