The explosion of mobile internet usage has enabled the mobile advertising opportunity, but as most advertising planners know, truly engaging advertising doesn’t work in silos, it works together. The aim of this report is to show how mobile media usage works in conjunction with other media (in particular TV), and how this creates new opportunities for advertisers to influence consumers at the point of purchase (m-commerce). To provide a global perspective the initial section of this report looks into data across: UK, US, Brazil, Indonesia, Egypt, Singapore, India, South Africa and Qatar. The second section takes a more qualitative look into the day in the life of a mobile consumer in the UK, using mobile diaries to track behaviour.

1. Mobile Media and TV
Q2 2011
Mobile and Media

2. Mobile Media and TV
The explosion of mobile internet usage has enabled the mobile
advertising opportunity, but as most advertising planners know, truly
engaging advertising doesn’t work in silos, it works together.
The aim of this report is to show how mobile media usage works in
conjunction with other media (in particular TV), and how this creates
new opportunities for advertisers to influence consumers at the point of
purchase (m-commerce).
To provide a global perspective the initial section of this report looks
into data across: UK, US, Brazil, Indonesia, Egypt, Singapore, India,
South Africa and Qatar. The second section takes a more qualitative
look into the day in the life of a mobile consumer in the UK, using
mobile diaries to track behaviour.

3. On Device Services
In The
On Device On Device
Moment
Answers Panels
Research
Device agnostic survey Understand behaviour Mobile consumer
product. Works on and attitudes, in the research panels in any
web-enabled feature moment using GPS country (with a focus
phones, smartphones, enabled mobile on emerging markets).
PC, iPad, etc. surveys and diaries

4. Agenda
1. Mobile In Context – Mobile and Other Media
2. Day in the Life of Mobile

5. On Device Methodology
Mobile Internet survey Respondents recruited Data analysed to retrieve
created through On through On Device insights
Device Answers Panels
Do you have a bank
70%
account?
59%
% Mobile Internet Users
60%
50%
41%
40%
30%
20%
10%
0%
Yes No
• Online interface allows clients • Consumers fulfil survey on • Survey results are processed
to create and edit surveys. the mobile internet. and analysed.
• 5 question types available. • The sample is representative • Analysts deliver insight on
• Automatic identification of of mobile internet browsers consumer behaviour and
device, carrier and GPS and weighted by OEM share attitudes.
location (where possible). and demographics.

6. A third of mobile internet users browse in conjunction
with TV.
• TV advertising has utilised many calls to action over the years, the mobile
internet provides a new option.
• The growing trend for mobile commerce, combined with the ability of TV to
influence consumers has created new opportunity to influence consumers at
the point of transaction.
% Other Media Used While Accessing Mobile Internet
50%
40% 36%
34%
% Respondents
30% 27% 26%
19%
20%
10%
0%
TV PC/Computer Radio Newspaper Magazines
Countries: UK/US/Brazil/Indonesia/Egypt/Singapore/India/South Africa/Qatar
Date: June 2011
N= 8530

7. Whilst TV is the key media used with mobile, there are
cultural differences across markets
• In the UK, 46% of mobile internet browsers use their mobile phone whilst
also using their desktop computer.
• In emerging markets different trends are seen, in Brazil many people listen
to radio whilst browsing the mobile web.
% Other Media Used While Accessing Mobile Web
50% 46%
43% 42%
40%
40% 38%
35%
32% 32%
% Respondents
28% 29%
30% 26% 26%
22% 22%
20% 16%
10%
0%
TV PC/Computer Radio Newspaper Magazines
US UK Brazil
Countries: UK/US/Brazil/Indonesia/Egypt/Singapore/India/South Africa/Qatar
Date: June 2011
N= 8530

8. Those who watch TV whilst browsing the mobile
internet skew male and under 35.
• For brands interested in young consumers, TV adverts combined with
mobile calls to action offer the perfect opportunity to transact.
Watch TV Whilst Using the Mobile Internet Watch TV Whilst Using the Mobile Internet -
- Gender Age
100% 100%
6% 9%
90% 15%
90% 23% 12%
35% 32% 80%
80% 26% 14%
70% 70% 26%
60% 60% 25%
% Group
% Group
50% 50% 34%
40% 77% 40%
65% 68% 30%
30% 56%
20% 20% 46%
31%
10% 10%
0% 0%
Total (all markets) UK US Total (all markets) UK US
Male Female Under 25 25 to 34 35 to 44 Over 45
Countries: UK/US/Brazil/Indonesia/Egypt/Singapore/India/South Africa/Qatar
Date: June 2011
N= 8530/456/555

9. 91% of those who watch TV whilst browsing the
mobile web use mobile commerce*
* Mobile commerce defined at researching or purchasing products and services
via the mobile internet.
• TV advertisings ability to build brands is well known. The trend defined in
this report gives new potential for direct response advertising and
influencing consumers to purchase there and then via their mobile phone.
• Those who browse the mobile internet whilst watching TV are 12% more
likely to use mobile commerce than the average mobile internet user.
% Use Mobile Commerce *
100% 91%
82%
80%
% Respondents
60%
40%
20%
0%
Mobile Internet Users Those who use TV while mobile browsing
Countries: UK/US/Brazil/Indonesia/Egypt/Singapore/India/South Africa/Qatar
Date: June 2011
N= 8530

10. 59% of TV watching mobile browsers have
purchased a digital product on their mobile
• Other popular products are clothes, books, DVD’s and tickets, providing
new opportunities for large advertisers to influences and generate revenues
with TV ads.
% TV Watching Mobile Browsers - Item/s Purchased Via Mobile Phone
100%
80%
% Respondents
59%
60%
40%
19%
20% 14% 14% 14% 12% 11% 11% 11%
0%
Digital Clothes / Books DVD Tickets: Tickets: CD Food / drink None of
product eg shoes events or Transport these
ringtone/App cinema
Countries: UK/US/Brazil/Indonesia/Egypt/Singapore/India/South Africa/Qatar
Date: June 2011
N= 8530

11. Agenda
1. Mobile In Context – Mobile and Other Media
2. Day in the Life of Mobile

12. On Device Methodology: In the Moment Research
• 201 respondents used their smartphone to ‘Check In’ each time the used
mobile media throughout the day.
• Each time a respondent checked in their GPS location was taken and they
were asked:
Mobile Usage Which other media? Where?

13. Mobile media interactions peak in the morning and
evening.
• Interaction peaks are clearly related to consumers ‘downtime’
• Do you and your brand have permission to enter this space?
Time of Day Mobile Media Interactions - Weekday
30%
25%
% of Interactions
20%
15%
10%
5%
0%
Early Morning Morning Midday Afternoon Evening Late Evening
Mobile Media Usage MM In Conjunction with TV
Countries: UK
Date: June 2011
N= 201

14. 71% Mobile Media usage happening in the home
• Contrary to popular belief, the primary location for mobile media usage is in
the home.
% Location of Mobile Media Interactions
Other, 4%
Work, 11%
Out and About, 14%
Home, 71%
Countries: UK
Date: June 2011
N= 201

15. 63% of mobile media interactions in the evening are in
conjunction with TV
• Mobile usage peaks in the evening when people have more ‘downtime’.
• The convenience of mobile browsing provides a ideal accompaniment to TV
watching.
Time of Day Mobile Media Interactions - Weekday
30%
25%
% of Interactions
20%
15% 63%
10%
5%
29%
0%
Early Morning Morning Midday Afternoon Evening Late Evening
Mobile Media Usage MM In Conjunction with TV
Countries: UK
Date: June 2011
N= 201

16. Mobile used to fill time between ad breaks
• Space filling is the primary usage of mobile (between ad breaks)
• This reinforces the need to generate engaging TV campaigns if a mobile
transaction is desired.
Why do you use your mobile when you are watching TV?
70% 65%
60% 56%
53%
50%
43%
% Respondents
39%
40%
30%
20%
10%
0%
Fills time in the adverts Look up something I'm addicted to my Its fun Look up something
break mentioned on TV phone after seeing an advert
on TV
Countries: UK
Date: June 2011
N= 201

17. Mobile social networking and commerce used
whilst watching TV
• Mobile social networking the key activity performed while watching TV, the
opportunity to generation word of mouth and buzz from successful
campaigns is huge.
What Do You Use Your Mobile For Whilst Watching TV?
90% 85% 84%
80% 75%
70%
60% 56%
% Respondents
52%
50%
38% 38%
40%
30%
20%
10%
0%
Social Email Games Search News Weather Shopping
Networking
Countries: UK
Date: June 2011
N= 201

18. Case Study: Male 18-24
• Understanding consumers media usage journey throughout the day can aid
the development and design of 360 campaigns.
3) 11.30am: 1) 8am:
Where: Work 4) 21.15pm: Where: At Home
Mobile: Email + Weather Where: Home Mobile: Social Networking
Used with: Poster Adverts Mobile: Social Networking Used with: Newspaper
+ Email
Used With: TV
2) 8.30am:
Where: Public Transport
Mobile: Weather
Used with: No other media
Countries: UK
Date: June 2011
N= 201

19. Thank You
Presentation by:
Jamie Warren
Project Manager
jamie@ondeviceresearch.com
For further information:
James van den Hout
Sales Director
james@ondeviceresearch.com
+44 (0) 7966 025 125