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Tuesday, March 24, 2009

Mobile media is most popular indoors

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]

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Author: The Fonecast
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