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Orange UK Consumer Research (page 2)

This article is about a consumer research study sponsored by Orange UK which looked at mobile media consumption patterns and attitudes towards various advertising formats. This is the second page of the article, to go to the first page, click here.

When, Where, With who?

The next series of questions looked at usage patterns – the ‘where’, ‘when’, and ‘with who’ questions. This information was collected from people that are already users of mobile media, so it should be a reasonable model for what media consumption will look like as the market matures.

It is very interesting to see how people’s media channels change throughout the day. In the morning the dominant channels are the traditional print and radio, and in the evening TV is king. But during the middle part of the day, from 12 noon to 6pm, mobile is the most frequently accessed media channel.


Another interesting finding is that users are alone only about half the time when they are consuming mobile media. The rest of the time they are with a friend, spouse, colleague, etc. So mobile has the potential to be more than strictly an individual experience.


Many people focus only on the idea of consumers using their mobile phones when they are out of the house. At first glance this might seem logical, but in fact over 1/3 of the media consumption took place in the home. The mobile provides an extra screen media that can be easily moved around a house, thus being more flexible than existing TV or internet systems.


And it turns out, not surprisingly, that a person’s location strongly influences what sort of mobile media they use. The slides on the next page show in detail the media consumption habits of users at work, in the car, at home, and in public transport.

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