July, 2010

Mobile Internet

MMA UK MOBILE CONSUMER BRIEFING

Peter A Johnson Ph.D.

VP Market Intelligence and Strategy, MMA

Report Price:

MMA Members: FREE (Some Restrictions Apply)Non-MMA Members: $US 1495.00

© MMA, 2010

Each month, MMA leverages Lightspeed Research’s online survey panel to survey a demographically representative sample of

1000 UK adult consumers about their latest mobile marketing behaviours and opinions. Each Consumer Briefing contains a

2-3 page executive summary, all survey questions asked, and approximately 50 tables of detailed results. Survey responses

are provided not only in aggregate, but are also cross-tabulated by standard audience demographics, such as age, gender,

and income, as well as wireless carrier and handset manufacturer. Together, MMA and Lightspeed Research aim to make

these briefings uniquely powerful tools for creating up-to-the-minute mobile campaigns, and are available free to MMA

members. To learn more about MMA’s market research benefits, visit MMA’s Research Home Page or contact Peter A.

Johnson, Vice President of Market Intelligence, at peter.johnson@mmaglobal.com. MMA Consumer Briefings on this topic

are also available for the US, French, and German markets.

ABOUT LIGHTSPEED RESEARCH:

Lightspeed Research was launched in May 2000 by Kantar, one of the world’s largest research, insight and consultancy networks

and part of WPP. Through our online global panels and products, we deliver valuable market insights to help businesses

make informed decisions. We actively manage our panels in North America, Europe, and Asia Pacific to provide responsive

and engaged survey participants. Lightspeed Research provides customers with ad-hoc and continuous online research

services as well as access to a weekly global online Omnibus. For more information, contact us directly on

mma@lightspeedresearch.com or visit our website at www.lightspeedresearch.com.

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Reproduction without written permission is completely forbidden.

2

ABOUT MMA-LIGHTSPEED UK MOBILE CONSUMER BRIEFINGS:

MMA - LightspeedResearch Insights – Mobile Internet

How are mobile phone owners in the UK likely to use their mobile phones to access the mobile internet next year?

When consumers access the mobile Internet over the coming year, what methods will they use to find and enter the sites and what content do they want to access?

To find out the MMA ran an online survey on the Lightspeed Research omnibus in the UK from the 20 to the 24 August 2010. Respondents who owned a mobile phone were asked about their expected mobile internet usage.

The survey covered

• Expected frequency of mobile internet access over next year

• Types of mobile sites consumers most want to visit

• Expected means of finding sites

• Content/format types consumers want to access from their mobile

• Site features likely to increase visits from mobile consumers

• Attitudes towards fee-for-use sites

• Willingness to receive mobile alerts

• Reasons for not visiting mobile sites

• Message (text) plan used

• Brand of mobile phone

• Current mobile phone operator

Over the next year, a third (36%) of mobile consumers expect to access websites once a week or more

Confidential 4

17.1 %

19.1 %

9.7 %

7.4 %

20.6 %

17.8 %

8.3 %

0.0 %

5.0 %

10.0 %

15.0 %

20.0 %

25.0 %

Once a day or more

At least once a week, but not every

day

At least once a month, but

not every week

At least once over the next year, but not every month

Unlikely to do so over

the next year

Definitely not within the next year

Don’t know

Extent Of Mobile Use To Access Websites – Next YearBase: All Mobile Phone Users

Q: Over the next year, about how often do you expect to use your mobile phone to access websites for

content such as news, weather or sports?

N = 1000

Males and younger people more likely to access websites via mobile once a week or more

News (58%), weather (50%) and social networking sites (49%) are likely to be the most popular destinations

Confidential 5

Kinds Of Websites To Visit By Mobile – Next YearBase: Next Year Mobile Internet Users

Q: Which of the following kinds of site would you most likely visit using your mobile phone over the next

year?

N = 533

42.2 %

49.2 %

7.9 %12.8 %

49.7 %

57.6 %

40.3 %

7.5 % 8.4 %

33.2 %

19.5 % 18.2 %12.9 %

29.8 %

22.5 %

2.1 %

0.0 %

10.0 %

20.0 %

30.0 %

40.0 %

50.0 %

60.0 %

70.0 %

Mobile s

earc

h

Socia

l netw

ork

ing

sites

Blo

ggin

g s

ites,

dis

cussio

n g

roups

or

foru

ms

Text-

blo

ggin

g s

ites

(e.g

., T

witte

r)

Weath

er

New

s

Sport

s

Web P

ort

als

My w

irele

ss

opera

tor

port

al

Music

Vid

eos

Movie

s/E

nte

rtain

me

nt

Busin

ess/F

inancia

l

Shoppin

g

Bankin

g

Oth

er

(ple

ase

specify)

Sports were much more popular with males than females (56% vs 21%), while females were more likely to visit social networking sites (59% vs 42%)

Search engines will be the most popular way to access websites on mobile, followed by bookmarking the site.

Confidential 6

Preferred Ways To Arrive At Websites By Mobile – Next YearBase: Next Year Mobile Internet Users

Q: Which of the following ways are you interested in and be willing to use to arrive at websites using your

mobile device over the next year?

N = 533

Downloading/using the site’s mobile app will be more popular with younger consumers

Maps or directions (59%), followed by headlines (58%) will be the most popular types of content

Confidential 7

Preferred Mobile Internet Content Types– Next YearBase: Next Year Mobile Internet Users

Q: Are you likely to access any of following types of content from your mobile phone over the next year?

N = 533

24.2 %

15.8 %

6.6 %

58.3 %

9.4 %

42.8 %

32.6 %

58.9 %

11.4 % 11.3 %

45.0 %

40.2 %

22.0 %

2.1 %

0.0 %

10.0 %

20.0 %

30.0 %

40.0 %

50.0 %

60.0 %

70.0 %

Short

vid

eos

TV

show

s

Featu

re-l

ength

m

ovie

s

Headlines a

bout

new

s,

sport

s

score

s, …

In-d

epth

wri

tten

art

icle

s

Still

photo

gra

phs,

inclu

din

g …

Posts

or

update

s f

rom

m

y s

ocia

l …

Maps o

r dir

ections

Blo

gs

Podcasts

Music

Gam

es

Pro

duct

revie

ws/r

atings

Oth

er

(ple

ase

specify)

Only 2% of 55-64 year olds were likely to access TV shows through their mobile phone, compared to 21% of 18-34 year olds

Free access will have the biggest impact on likeliness to visit a website using a Mobile

Confidential 8

Features That Raise Likeliness To Visit Websites By Mobile –

Next YearBase: Next Year Mobile Internet Users

Q: Which of the following features would make it more likely you would visit a website using your mobile

phone?

N = 533Ads on site that use latest or coolest mobile technology is twice as likely to encourage males to visit a site compared to females (14% vs 8%)

56% of consumers will be very unlikely to visit a fee-for-use site, although 12% would be somewhat, or very likely

Confidential 9

Likeliness To Use Mobile To Visit Fee For Use Websites –

Next YearBase: Next Year Mobile Internet Users

Q: Over the next year, how likely would you be to use your mobile phone to visit and use a site of interest

to you that require a paid subscription?

N = 533

55.5 %

19.1 %

12.0 %

6.2 % 5.8 %

1.3 %

0.0 %

10.0 %

20.0 %

30.0 %

40.0 %

50.0 %

60.0 %

Very unlikely Somewhat unlikely

Neither likely nor unlikely

Somewhat likely Very likely Don’t know/not sure

Likelihood to visit pay-to-use sites is not greatly affected by age, although more males are likely to do so

30% of consumers would be likely to receive alerts / notices for websites to their mobile

Confidential 10

22.9 %

21.2 %

23.6 % 24.0 %

6.0 %

2.3 %

0.0 %

5.0 %

10.0 %

15.0 %

20.0 %

25.0 %

30.0 %

Very unlikely Somewhat unlikely

Neither likely nor unlikely

Somewhat likely

Very likely Don’t know/not sure

Likeliness To Receive Alerts/Notices From Websites To Mobile

– Next YearBase: Next Year Mobile Internet Users

Q: Over the next year, how likely would you be to receive regular text alerts or email notices delivered to

your mobile phone from sites of interest to you?

N = 533

55-64 year olds were more likely or very likely to receive alerts / notices for website to their mobile than 18-34 year olds (39% vs 27.2%)

Next year’s mobile alert recipients prefer text / SMS over email

Confidential 11

Preferences on Receiving Alerts/Notices–

Next YearBase: Next Year Mobile Internet Users Who Would Received Alerts/Notices

Q: How would you prefer to receive these alerts or notices?

N = 160

33.8 %

26.9 %

33.8 %

5.6 %

0.0 %

5.0 %

10.0 %

15.0 %

20.0 %

25.0 %

30.0 %

35.0 %

40.0 %

Text/SMS Email Both No preference/Don’t Know/Not sure

Next year’s non-users of the Mobile Internet prefer to visit sites via other means

Confidential 12

4.1 %

31.5 %

3.9 %

34.5 %

4.1 %

43.3 %

11.3 %

3.6 % 3.2 %

0.0 %

5.0 %

10.0 %

15.0 %

20.0 %

25.0 %

30.0 %

35.0 %

40.0 %

45.0 %

50.0 %

Not

aw

are

of

this

/Don’t k

now

how

to

do t

his

Don’t h

ave t

he r

ight

kin

d o

f phon

e

Connectivity/c

overa

ge p

roble

ms

No inte

rest

The s

ites I

’m m

ost

inte

reste

d i

n

don’t w

ork

well

on m

y phon

e

I pre

fer

to a

ccess s

ites u

sin

g

anoth

er

means,

such a

s m

y P

C

Data

pla

n l

imits o

r charg

es

Priva

cy

concern

s

Oth

er

(ple

ase s

pecify)

Q: Which of the following most explain why you do not expect to visit internet sites using your mobile

phone?

N = 467

Reasons For Not Visiting Websites By Mobile Base: Next Year Non-Users of Mobile Internet

20% of 18-34 year old cited data plan limits or charges as a reason, while only 10% of 55-64 felt this was a reason