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Exposure 2

About
Exposure 2 was released in the UK in March 2009 and is the follow-up to our award nominated Exposure research study. The purpose of the research was to delve deeper into mobile marketing to help grow confidence in the industry, and to advise advertisers on best practise guidelines to achieve campaign success.

Exposure 2 was completed in two stages using both quantitative and qualitative methodologies, with more than 2,000 mobile media* users representative of the overall UK population participating. The study was designed to discover the usage habits and attitudes towards mobile as a media platform, and to discover what users think of mobile marketing.

What we found out

Mobile media usage
• The five most popular uses for mobile media are (in order):
1 Picture MMS 
2 Bluetooth
3 Playing games
4 Using the internet
5 Listening to music
• 81% of mobile media users access the media once a week or more
• Usage is most popular in the home, especially for downloading. The only real exception is finding local information, which is mainly conducted when out and about

Attitudes towards mobile media
• Mobile is strongly and uniquely perceived to be a personalised and innovative media:
o 42% of the participants personalised their phone (representative of UK population, not just youth)
o There is a desire to use mobile phone as a payment enabler for smaller purchases
o 35% of mobile media users have already engaged in mobile commerce
• Users have high expectations of mobile content – most notably content should be "made for mobile" and not adapted from other media
• There are still concerns about trust and costs, but:
o 76% of mobile media users say they would be more likely to interact with advertising if there were industry standard icons to provide reassurance
o 72% say cost is a concern, so the need for clarity and consistency is crucial

Mobile advertising formats
• 70% of users find "beyond the banner" formats appealing. The five most popular (in order) are:
1 Coupons
2 Sponsored games
3 Local information 
4 SMS sales alerts
5 SMS push to website
• Mobile media users are most comfortable being taken directly to an advertiser's mobile site
• Innovation, relevancy and reassurance are key to mobile marketing

For more information please contact:
Alex Kozloff
Media Research Manager
Orange UK

*"mobile media" is the term used for non-voice or SMS activites.
 There are a number of different activities measured within this, but
 essentially breaks down into four catgeories:
 • downloading
 • non voice/SMS communication
 • entertainment
 • informational