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Orange UK Consumer Research (page 4)

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 third page of the article, to go to the first page, click here.

Perceptions of Mobile Advertising

The final part of this survey examined people’s attitudes towards various mobile advertising formats.

For this part of the study, respondents were gathered in a focus group type setting and shown examples of various mobile advertising formats. They were provided an explanation of what a consumer would see and how the ad would work. The responses were qualitative, and the key points are given in the following charts.

The first ad type discussed was banner advertising. Given its similarity to internet advertising, this was well understood and well accepted. The only real concern people have is that they do not have a good understanding of what is going to happen when they click on a link on a mobile ad – will it go to a WAP page, will it call someone, trigger a download, will it cost something, etc. This clearly calls for some improvements in the labeling of ads, and more consistency of the user interfaces of ads, which is likely to develop over time.


The second format presented was sponsored advertising, with the example of a sponsored video service. Consumers had a positive response to this, and viewed it as linked to existing TV models. For example, mid-roll ads were seen to be acceptable if the content being viewed was ‘long form’ entertainment, as this is what currently happens on TV.

However, if content is shorter, on-demand clips, then mid-roll may not be acceptable to consumers. And the expectation was that mobile TV experience will come to mirror the standard TV experience more and more over time.


The third ad format related to location based advertising. This was again well received, with consumers seeing no problem with having brand names or logos appear on a map. In fact services like these were not viewed as truly advertising by the participants.

The big question related to ‘push‘ versus ‘pull’ advertising. Consumers were fine with ‘pull’ advertising where they were asking for some service or information, but were very wary of ‘push’ services where, for example, they might receive unwanted messages based on their location.


Finally, the survey looked at idle screen advertising. (Idle screen advertising is where there is sponsored content that is shown on the phone when it it not in use. This was seen as good for branding, though there are some opportunities for direct action, for example advertising a 24 hour sale, a cinema release, or “last minute” travel purchases.

Of all the ad formats shown, idle screen had the most favorable response, with the common question being “how can I set this up now for myself?”.



This study shows that there is already a group of people for whom mobile media is a very integral part of their life. They consume lots of types of media, and are not limited to where they use their mobile, or with whom. These early users can show us the way the media habits will evolve over time.

Steve Ricketts, Head of Third Party Services at Orange UK said: “The results from our research have given us a fascinating insight into the changing ways people use their mobile phones on a daily basis. Research such as this ensures we understand exactly how Orange customers use their phones and that we can continue to deliver the services and products they want and need.”

These consumers are also very accepting of – and sometimes even eager for – advertising and the mobile services that advertising will enable. And their expectations are that mobile advertising will continue to get more personal and therefore increasingly valuable to them.

This is all good news for the mobile advertising industry, but it does come with a few warnings. Consumers must feel that they are in control of what happens on their mobile, especially avoiding too many unwanted push advertisements (read the post on China Mobile’s Anti-Spam Crackdown). And finally, the user interface must be developed so it is very clear what is an ad, and what will happen when a user clicks a link.

If the industry can manage to respect these ideas, the future can be very good for mobile advertising.

To get the download link for this study, please enter
your email address here:

and company name here:

For more information on Exposure, visit the Orange UK site HERE.

Also, read the MobiAD article on Orange Launches Ad-Supported Content Trial.

Note: Orange UK has provided this information in the hope you use Exposure to encourage the use of mobile marketing and advertising. Exposure remains the property of Orange UK plc and any reference you make to data from Exposure should be sourced as: Exposure, Orange Home UK plc, November 2007
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