2011 Mobile Marketing Consumer Attitudes

MOBILE MARKETING: WHAT'S WITH THE ATTITUDES? 2 FROM WHOM? DO PEOPLE ACTUALLY LIKE OFFERS ON THEIR MOBILE PHONES? smartphone owners Prefer receiving offers from their mobile operators smartphone owners Open to receiving offers on their mobile phones Wouldn't mind third party ads. Are turned off by them. • 1% PROMOTIONAN, MESSAGES ABOUT ALL KIND OF PRODUCTS 4% PROPOSALS ABOUT SERVICES THAT COULD FIT YOUR NEEDS 3% FREE DEMOS AND NOTIFICATIONSABOUT BRAND NEW SERVICES FROM YOUR MOBILE PHONE COMPANY IN GENERAL 1% OTHER 29% 6% DON'T KNOW 15% 12% 51% Q WHAT KIND J OF OFFERS? smartphone owners Receiving offers concerning mobile products only (upgrade plan, top-up discounts etc). Open to offers from third party ads. COULD YOU BE MORE SPECIFIC? smartphone owners Upgrade plan offers tailored to their usage and needs Positive towards general discounts. Would like suggestions for a general mobile phone upgrade HOW DO THEY LIKE THEM? 32% 0/ smartphone owners 40% 40% 35% 30% 25% OLC7 FIND MOBILE AD BANNERS IRRITATING. 20% 090/ 23% 15% 6% 5% 10% 12% 170 5% 7% 6% 6% Email SMS None of these Commercial radio adverts TV Banner on websites Google Adwords Twitter DM Adv on mobile internet Adv in smartphone mobile apps 6 HOW OFTEN? 2% >5 times a month 3% 5 times a month OTHERWISE.? total audience breakdown total audience breakdown 38% 83% of smartphone users would like to 3/ month get notified up to twice a month. Once a month T% Only 2% would accept receiveing offers more than Don't know 31% 14% 5 times per month Less often than once Twice a month a month 72% would change provider if they received third party ads. 21% would do so immediately. WISELY SO IF YOU'RE SET UP A MOBILE MARKETING LUOKING EAMFATGN upstream CAMPAIGN. We switch your customers on Source: YouGov Plc. | Total sample: 2198 adults. | Dates: 29th Nov. - 1st Dec. 2010 | The survey was carried out online. | The figures have been weighted and are representative of all GB adults (aged 18+) 35 MONX L.NOa E