Orange to launch Exposure2

Orange this week launches Exposure 2, the second Exposure research survey commissioned to reveal the role of mobile media usage within the broader media landscape. Exposure 2 consists of independent qualitative and quantitative research, following a survey of more than 2,000 mobile media users from across all UK mobile networks. The survey focuses on consumer consumption of mobile media, and attitudes towards it when used as a marketing channel - particularly in comparison to other traditional and digital media.

Key Findings

Mobile Media Consumption

A mobile media user for the Exposure2 study is anyone who has used their mobile handset to do one of the following:

• Watch Mobile TV
• Use the mobile internet
• Use Bluetooth
• Send & receive mobile videos / MMS
• Send & receive pictures / MMS
• Send & receive emails
• Search the internet
• Play games
• Listen to the radio
• Listen to music
• Find local information
• Download wallpapers/pictures
• Download screen logos
• Download ringtones
• Download music
• Download games

Mobile media usage patterns differ greatly depending on a consumers location, with the strongest usage of mobile media being in the home: 67% of participants who used their mobile for email did so in their home and 56% for mobile internet browsing. Downloading, mobile content was also revealed as significantly more likely to be performed at home, with speed, convenience and alleviating boredom, cited as the key reasons for usage.

Meanwhile, high use of mobile media on public transport centred around entertainment services, such as TV, music and games, whereas services used most when out and about, such as local information and internet search, tend to facilitate movement.

Other key findings on mobile media usage included:

• The average age for mobile media users is 36, and 81% use mobile media more than once a week with 46% using it daily
• Men generally use mobile media more, although women are much more likely to use picture messaging
• The mobile internet pages viewed most often are search engines, email, news, music and film although, interestingly, a high proportion (55%) of people browse the mobile internet with no specific agenda, providing an opportunity for marketers to attract their attention

Attitudes to Mobile Media as a Marketing Channel

Research participants were asked to rate traditional and digital broadcast and print media on a number of attributes. Mobile media was overwhelmingly viewed as the most personal and innovative media, providing it with a unique place in the marketing mix.

The research revealed that people are very much open to mobile marketing and contained some important insights for brands looking to engage with consumers using the media:

• Short SMS codes remain a popular marketing mechanic, having been used by two-thirds of participants
• 70% of participants are attracted more by interactive marketing formats, such as sponsorship, coupons or picture messaging mechanics
• In general, consumers viewed marketing formats with perceived value as the most appealing, such as coupons offering discounts and sponsored games available for free download
• When clicking on adverts on the mobile internet, the next stages which are most popular are: adverts which click straight through to the brand’s website (favoured by 47%); voucher code or coupon (43%); click through to another area of the site (36%); entered in a competition (34%)
• Icons letting users know what to expect from mobile advertising were received positively by 76% of participants
• 82% of respondents have the operator’s portal as their mobile internet home page, making this page an extremely valuable piece of marketing estate

Steve Heald said: “Exposure 2 provides some terrific insights into how exactly brands can go about engaging consumers through mobile. The public is looking for campaigns that reflect their perceptions of mobile as unique and innovative and that entices and excites them with clever interaction. There’s also a clear signal that brands need to be clear on what consumers can expect from mobile campaigns.”