Orange sponsor research that shows Mobile is definite channel for Marketing

Orange has launched Exposure 2, which is a survey to find the role of Mobile within the media marketing landscape. The survey uses a variety of methods on over 2000 users across the UK – and finds out about consumption of media, and attitudes toward it when it’s used for marketing purposes.

Here are some of the key findings:

Mobile Media Consumption – 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. 

• 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

I always like these research pieces, because they turn up some great juxtapositions – like the fact that a lot of mobile (media) usage occurs within the home! Fascinating also that most people haven’t changed the homepages on their mobile browsers – I’d imagine the percentage of users that have not changed their PC browsers is MUCH lower….

Anyway you can read the full press release here.