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May 25, 2009

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The iPhone has increased mobile internet consumption by a factor of 13 times

Source: David Kelly PhD research in Information System 2008

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The US mobile Internet audience (over the age of 13) is about evenly split betweenthose over the age of 35 (48 percent) and those under the age of 35 (52 percent).

Additionally, there are approximately as many teenagers using the mobile Internetas there are persons over the age of 55 (5.1 million persons age 13–17 and 4.4million persons 55 and older).

Source: Nielsenmobile.com 2008

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• The audience was still slightly more male than female—56% of Mobile

Internet users are male and 44% are female.

• The male bias of mobile Internet use is consistent across markets and is

most pronounced in Germany, where 75% of mobile Internet users are

male.

Source: Nielsenmobile.com 2008

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• In general, Internet users in European markets is inclinated more male

than those in the US: 66% of mobile Internet users in the UK and Spain

are male while in France and Italy they are 63% . In Brazil, Russia, India

and China, as well, males are more likely than females to browse the

mobile Internet.

Source: Nielsenmobile.com 2008

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• The mobile Internet audience is not, as some expect, overly

concentrated in high-income households, either.

• While 24 percent of all mobile Internet users have household incomes of

$100,000 or more, approximately the same portion of mobile Internet

users have a household income of under $50,000 (26 percent).

Source: Nielsenmobile.com 2008

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Source: Nielsen Online. E.g. from Q2 – Q3 the number of Britons active on Mobile Internet increased by 25% from 5.8 to 7.3 million

Unique Audience % GrowthUnique Audience (millions)

Growth of UK Mobile Internet and PC-based Internet:2008

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15+ UK Unique Audience Composition for Mobile Internet and PC-based Internet

Source: Nielsen Online, Q3 2008. E.g. 16% of Britons aged 15+ active on PC-based Internet are aged 15-24 years old

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Age GroupMobile

Internet

‘PC-based

Internet’

15 - 24 1.8 5.1

25 - 34 1.9 6.8

35 - 44 1.6 7.2

45 - 54 1.0 5.8

55+ 0.9 7.2

Unique Audience size figures (to go with % figures in main part of release).

Audience Composition (millions) for Mobile and PC-based Internet

E.g. on average 1.8 million Britons aged 15-24 accessed the mobile Internet each month in Q3, 2008

Source: Nielsen Online, UK, Q3 2008.

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Internet Service Accessed via Phone

Percent of Subscribers

iPhone Smartphone Market

Any news of information via browser84.8% 58.2% 13.1%

Accessed web search58.6% 37.0% 6.1%

Watched any mobile TV and/or video30.9% 14.2% 4.6%

Accessed a social networking site or blog49.7% 19.4% 4.2%

Listened to music on mobile phone74.1% 27.9% 6.7%

Internet Usage Habits among Smartphone Subscribers in Europe

Source: comScore M:Metrics, MobiLens

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Most Popular UK Mobile Internet Sites and corresponding PC-based Internet figures (% Reach)

E.g. on average 24% of Britons active on Mobile Internet visited BBC News through their mobile phone each month in Q3, 2008.

Source: Nielsen Online, UK, Q3 2008.

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• While carrier portals (also referred toas ―decks‖) provide users with links tospecific websites, most mobile Internetusers actively seek out websites tovisit.

• 40 percent of mobile Internet userssay they find the sites through searchengines, 22 percent say they type inthe URL directly (underscoring theimportance of mobile optimized orredirected sites) and 18 percent saythey find the sites

Source: Nielsen Online, September 08

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• On the mobile Internet, categories such as search, news, weather and sports

perform well, as expected, but emerging mobile categories such as social

networking and banking are attracting sizeable and growing audiences.

• Portals, with brands such as Yahoo! and Google, were the most popular category of

mobile websites as of May 2008.

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• 36 million unique mobile Internet users (89 percent of the mobile Internet

audience) accessed portals over the mobile Internet.

• Email is the next most visited category with 26 million unique users in May 2008

(65 percent of the mobile Internet audience).

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• Digital content is any content that may be distributed on digital media

and transported by communications networks

• In the future digital contents will be 90% of total contents

• Digital contents are videos, applications, wallpapers, ringtones, photos,

games, widgets, texts, MMS, mobile tv, communities, voip, p2p…..

DIGITAL CONTENTS

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Through content received via Mobile such as alerts or warnings you are involved into M-commerce

Source: OPA Europe

MOBILE COMMERCE

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Mobile advertising drives visits to sites and shops, and increases the desire for product information

Source: OPA Europe

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Users want to receive mobile advertising in exchange for free access to mobile content favorites

Source: OPA EuropeSource: OPA Europe

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