Orange has just published its second research survey about mobile media usage. Called ‘Exposure 2’, the survey involved over 2000 mobile media users – email, downloading, music, web browsing etc - from all the UK’s networks. It shows that more people use their mobiles for media at home than anywhere else.
67% of participants who used their mobile for email did so in their home, with 56% of mobile web users doing their browsing at home. Meanwhile, mobile media usage on public transport tended to be entertainment services, such as TV, music and games – and, perhaps inevitably, local information and internet search were used most when ‘out and about’.
Overall, 81% of mobile media users accessed mobile media at least once a week, with 46% using it daily. There’s also good news for advertisers: 70% of participants were attracted by interactive marketing formats. [Press release]