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Upwardly MobileUsage, trends

and brand perceptions

Conducted by:Essential Research

August 2011

This document provides the latest trend information among 16-54s

• Latest information on mobile usage and interest in services

• The role of TV in reaching key audiences

• How Channel 4 can enhance perceptions of mobile brands

Fieldwork dates:

Methodology:

Sample definition:

Quotas set:

Weights:

Survey length:

Sample size:

Mobile survey Word association survey

June 2011

Online access panel

UK adults aged 16-54

Online representative

Nat rep demographics and three behavioural questions through face to face omnibus

20 minutes

1,247

January 2011

Online access panel

UK adults aged 16+

Online representative

Nat rep

25 minutes

3,201

Methodology

Weekly mobile internet access has more than doubled in 18 months – from 19% to 46%

142%Dec 2009

Jun 2011

Base: All mobile phone owners aged 16-54(2009 N= 1598; 2011 N=1247) Source: Essential Research (June 2011)

The mobile internet is widespread among early adopters and is moving to the mainstream

Base: 16-34 men (N=187); people living in urban areas (N=457), Early adopters (N=346), 35-54 women (N=338); people living in rural areas (N=178); late tech adopters; (N= 480) Source: Essential Research (June 2011)

% accessing weekly:

16-34 men = 66%

Early adopters = 70%

Urban dwellers = 51%

35-54 women = 20%

Late adopters = 27%

Rural dwellers = 31%

% accessing weekly:

This has been aided by a two thirds increase of smartphone ownership in the past 18 months

+64%

50%

Dec ‘09

June ‘11

31%

Base: All mobile phone owners aged 16-54 (2009 N= 1598 2011 N=1247) Source: Essential Research (June 2011)

The mobile internet is adding to overall internet use rather than cannibalising it

23 hours per week

25 hoursper week

Average time spent on the internet using a computer

Smartphone ownersNon-smartphone owners

Base: Smartphone owners (N=693); non-smartphone owners (N=554) Source: Essential Research (June 2011)

60% of smartphone owners dual screen with their phones while watching TV

Base: All smartphone owners (N=693) Source: Essential Research (June 2011)

Audiences across the Channel 4 portfolio are younger and more mobile conscious

Those that list a C4 property as a favourite are more likely than average to be:

Base: All that list a Channel 4 property as a favourite (N=425) Source: Essential Research (June 2011)

Unable to live without their phone

+ 10%

+ 13%

+ 18%

+ 26%

Advertising influenced in choice of mobile

Daily mobile internet users

Interested in mobile social networking

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Brand Synergy:Personality profiles for

mobile phone brands

Brand synergy maps allow us to analyse the possible effect of advertising and sponsorship on mobile brands

• Allows us to plot mobile phone brands against channels, platforms and programmes to analyse the possible effect of advertising and sponsorship

• Respondents scored brands against nine sets of opposing personality traits such as interesting/boring; easy-going/ inflexible and cool/ out-of-date.

• Personality profiles available for 15 mobile brands, 20 channels and 26 Channel 4 portfolio programmes

Sony Ericsson indexes highly on being reasonable, self-disciplined, and sporty

Traditional

Arty

Honest

Steady

Friendly

Masculine

Balanced

Sporty

Self-disciplined

Reasonable

109

112

113

114

114

116

121

122

123

126

Index saying attribute applies to mobile brand A

Mobile brand A is seen to be more reasonable, self disciplined and sporty than it’s competitors

Aligning with Channel 4 would make Sony Ericsson seem more different and streetwise

% difference between Channel 4 and mobile brand A

Different

Streetwise

Liberal

Open-minded

Extroverted

19%

19%

13%

13%

12%

Mobile brand A could work with Channel 4 to promote itself as being different and streetwise

Aligning with E4 would make Sony Ericsson seem more streetwise and youthful

% difference between E4 and mobile brand A

Streetwise

Youthful

Witty

Easy-going

Happy

28%

25%

24%

21%

20%

Mobile brand A could work with E4 to promote the brand itself as being streetwise and youthful

% difference between More 4 and mobile brand A

Straightforward

Liberal

Likeable

Interesting

Open-minded

21%

15%

13%

13%

13%

Aligning with More 4 would make Sony Ericsson seem more straightforward and liberal

Mobile brand A could work with More 4 to promote itself as being straight forward and liberal

Aligning with the following programmes could make Sony Ericsson seem more streetwise and/or different

10% 20% 30% 40% 50% 60% 70%10%

20%

30%

40%

50%

60%

70%

Different

Str

eetw

ise

Channel 4 News

Jamie Oliver

Secret Millionaire

Grand Designs

8 out of 10 Cats

T4

The IT Crowd

Misfits

Peep Show

Mobile brand A

Mobile brand B Mobile brand E

Mobile brand C

Mobile brand D

Nokia

HollyoaksEmbarrassing Bodies

This is England ‘86

If mobile brand A wanted to promote itself as being streetwise and different it could advertise or sponsor one of the programmes in the top right quadrant

Mobile brand F

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For more details on these trends and TV/mobile brands synergy

maps please contact:

Suzanne Trotter – STrotter@Channel4.co.uk

020 7306 8187

Lucy Alexander – LAlexander@Channel4.co.uk

020 7306 8056