Orange Mobile Exposure 2010

Introduction

Orange releases a world exclusive research,
“Mobile Exposure 2010”

The study, conducted by TNS, measures how mobile media users in the UK, France, Spain and Poland are engaging with mobile content and the mobile internet.

It also identifies how, when, why and where European mobile media users access content, information and entertainment, giving brands exclusive intelligence from Orange across a range of sectors to help them better engage with their audiences.

Overview

Orange Mobile Exposure 2010 study reveals European mobile media users choose browsers over apps for mobile internet

• UK mobile media users prefer to access the mobile internet using a browser rather than an ‘app’ (70 per cent versus 55 per cent)
• UK men who use mobile media are more likely to use apps to access online information than women (46 per cent versus 35 per cent)
• 40 per cent of Europeans accessing mobile media will quickly check info on their mobile before investigating the same information when they are back at their PC

Key findings in the UK

• 30% penetration based on UK mobile phone owners
• 55% are male, 59% are 16-34, 71% are working
• 70% of UK mobile media users pay monthly , 52% have an unlimited data package
• 61% own a smartphone, and 19% own an iPhone
• 7 out of 10 mobile media users choose to find information and content via a browser
• 59% of mobile media users who search the internet via browser do it at home
• 70% of mobile media users who search the internet via browser to it on the move
• Top pursuits at home are downloading music (82%) and accessing social networks (74%)
• Email is still the most popular mobile media activity – over social networks – but geolocation and video are gaining in popularity.
• 92 per cent of users think it’s important that the sites they access on their mobile are brands they know and trust