Upstream Infographic

2011 MOBILE MARKETING CONSUMER ATTITUDES THE FACTS All figures, unless otherwise stated are from YouGov Plc. Total sample size was 2198 adults. Fieldwork was undertaken between 29th November - 1st Desember 2010 The survey was carried out online, The figures have been weighted and are representative of all GB adults (aged 18+) #1 Operators have an inherent advantage to third-party mobile marketers #2 LESS CUSTOMER RESPONCE RATE BY CHANNEL Operators have a head start on other marketers but if they abuse it, churn will be inevitable is always more when it comes to generating high response rates 60% 55+ 010/ 5% 2% 50% Operators have a head # 3 2170 start on other marketers 40% but if they abuse it, churn will be inevitable 30% MESSAGE FREQUENCY PREFERENCES 4% 5% 20% Three times a month 7% I Don't know 10% 25 to 34 18 to 24 5% 2% >five times a month NO MORE THAN TWICE PER MONTH Adv in Comme- rcial radio mobile adverts 00/ | five times 3%% | a month TV Email None of these SMS Banner Twitter Google Adv on DM Adwords mobile on 83% Reaching over 500 million consumers in more than 40 countries SERVING WORLDWIDE websites internet phone 31% 18 to 24 25 to 34 Free demos Notifictions about brand FOR PERSONALIZED OFFERS 3% 5% 5% 6% 12% 16% 28%24% about brand new CUSTOMER TRUST IN MOBILE MESSAGE FORMAT PREFERENCE ATTITUDES TO THIRD-PARTY ADVERTISING Third-Party 61% 8% 12% Yes I do 52% 40% Q00/ 0070 88% Don't know Mobile operator No I don't WOULD LIKE TO BE NOTIFIED OF PROMOTIONS BY THEIR MOBILE OPERATOR VIA SMS TOTAL AUDIENCE BREAKDOWN HOWEVER 51% ALSO SAID THAT THEY WOULD BE OPEN TO BEING NOTIFIED IN A SERVICE MESSAGE SUCH AS TOP-UP CONFIRMATION (9%), VOICEMAIL OR MISSED CALL NOTIFICATION (8%), BALANCE UPDATE MESSAGE (7%) AND ROAMING NOTIFICATION (7%) TOTAL AUDIENCE BREAKDOWN If you wanted to make an immediate purchase via SMS, which type of company would you trust more? Do you think that it is acceptable for mobile operators to add third-party adverts to their communication with you? upstream A LESS OFTEN: E TWICE A MONTH ONCE A MON PEN THAN ONCE A MONTH CONSUMER PREFERENCE new service launches from your mobile phone company General messages about discounts and special offers from Snd notifications phone company via sme services in general mobile icable -1 would not like to near about offers from my 1