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 [email protected]. 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
[email protected] 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