Orange UK Reveals Research on Mobile Media Consumption & Advertising

Orange UK has commissioned a research project to find out how mobile is changing the media landscape – the results of which have been given to MobiAD News.

You can visit the site here for the full story, but the highlights are:

• people who access media regularly tend to do so for just over 3 1/2 hours each week
• half of all media consumption happens when the consumer is with other people – friends, spouse, etc
• only 20% of media occasions happen when traveling, most is at home or in the office
• mobile is the prime media channel between the hours of 12 noon and 6pm
• idle screen advertising was the most highly rated form of mobile advertising looked at in the study

I think these results help reinforce further what the industry is realising – there is a tectonic shift, being spearheaded by innovators in both internet and mobile services, towards a new landscape of mass media consumption on mobile – but delivered “on-demand”. Oh, and Ads just keep cropping as a major spoke in the wheel of revenues!

[Via: ModiAD News]