- The factsheet provides a summary of research comparing mobile usage and attitudes towards mobile advertising in the UK and Germany. - Calling and SMS are the most popular mobile activities in both countries, though usage is more intensive in the UK. Mobile internet usage has reached mass adoption in the UK but remains niche in Germany. - Initially, attitudes towards mobile advertising are more positive in Germany, but control and incentives are the strongest drivers of positive attitude in both countries. Younger users have the most positive attitudes. - The UK focuses more on new channels like display and MMS ads, while Germany relies more on SMS and voice ads.

1. FACTSHEET UK VERSUS GERMANY
Mobile usage
Monthly & Weekly usage UK Monthly & Weekly usage Germany
Call 99% Call 99%
91% 80%
Voicemail 82% Voicemail 40%
57% 23%
SMS 96% SMS 87%
90% 67%
MMS 62% MMS 36%
32% 14%
Shortcode 26% Shortcode 10%
9% 4%
Surfing 62% Surfing 19%
38% 11%
E-mail 43% E-mail 14%
27% 9%
Chat 40% 9%
28% Chat
6%
Social networks 37% 11%
24% Social networks
7%
Download content 27% 11%
12% Download content
5%
Upload content 19% 9%
8% Upload content
5%
Information services 55% 21%
30% Information services
11%
Ringtones/Wallpapers 21% 10%
Ringtones/Wallpapers
5% 4%
TV broadcast 11% 6%
5% TV broadcast
57% 3%
Music (radio/MP3) Music (radio/MP3) 37%
37%
26%
Take pictures 88%
Take pictures 71%
58%
73% 38%
Send pictures 42%
37% Send pictures
55% 19%
Record video 39%
23% Record video
58% 18%
Bluetooth 26%
25% Bluetooth
12%
Applications 22%
11% Applications 10%
49% 5%
Games 41%
25% Games
49% 22%
Navigation 14%
15% Navigation
17% 8%
Payments
6% Payments 7%
3%
More than once a month More than once a week
Comments:
• Calling and SMS are the most popular functions of the mobile phone in both countries
• UK usage is more intensive (91% calls and 90% texts more than once a week versus respectively
80% and 67% for Germany)
• Mobile internet usage in UK has reached the critical mass (62% once a month or more), whereas
usage in Germany is still in early adopter phase (19%)
• UK usage is also much more extensive and diverse when it comes to other services, with the
exception of games (Germany 41% more than once a month; UK 49%) and taking pictures
(Germany 71% more than once a month; UK 88%)
Advertising helps me choose what to buy Advertising on my phone is trustworthy Comments:
• Attitudes towards
50% 54% advertising are
43% 45%
similar for both
countries; but
foremost positive
• The majority in both
UK (57%) and
UK Germany UK Germany
Germany (55%) do
not find advertising
Agree Disagree UK Germany
trustworthy
© ÆNEAS STRATEGY CONSULTING & MANAGEMENT B.V.

2. FACTSHEET UK VERSUS GERMANY
100% Attitude drivers
90%
80%
Positive attitude
70% UK
60% GERMANY
50% U men
40% G men
69% 74%
61% 65% 67% U women
30% 55% 60%
20% G women
32%39% 63% 61% 61% 69% 71% 72% 73%
10% U 16-24
0% G 16-24
Initial Privacy Profile Preferences Relevance Permission Control Incentive
information
Drivers
Q: What is your attitude towards receiving brand messages on your mobile phone, if …?
ing
Comments:
• Initially the attitude towards mobile advertising for both countries is low (especially compared to
ude
other media; TV UK: 70%, GER 79%; Internet UK: 59%, GER: 73%, Newspapers UK: 77% GER: 82%)
GER:
• Germans (39%) are more positive to towards brand messages on their mobile than inhabitants of the
UK (32%)
• Initial attitudes change most if users are placed in control (UK: 69%, GER:72%) and are incentivized
(UK: 74%, GER: 73%); control is more important for Germans
• In both countries men (UK: 30% GER: 34%) are less positive than women (UK: 34%, GER: 42%) and
30%,
also less influenced by the different attitude driv
d drivers
• Youngsters (16-24) have the most positive attitude; especially when incentivized (UK: 84%, GER:
24) attitude;
92%)
Permission Comment:
UK Germany
• The majority of UK and German users would grant
Incentives 64% 71%
permission to receive advertising if offered something in
+ Control 70% 70%
return
+ Relevance 64% 63%
Q: If a company would ask you to receive brand messages on your mobil phone and you are incentivized with the incentive of your cho
o mobile th choice
(and …..), would you grant them permission?
Comment: Awareness mobile advertising channels
• UK market is much 50%
42%
37%
more focused on 40%
new mobile 30% 19%
25%
20% 16% 10%
advertising 16%
10% 5% 7%
channels such as 6%
6% 11%
8%
0% 5%
display and MMS, SMS
5%
MMS 4%
whereas Germany Voice
P2P SMS
Idle screen
concentrates on Display
Games
Germany UK
Applications
traditional
channels as SMS Q: Have you ever been confronted with the following offers on your mobile phone?
and voice © ÆNEAS STRATEGY CONSULTING & MANAGEMENT B.V.

3. FACTSHEET UK VERSUS GERMANY
Mobile Advertising Research This factsheet is a brief summary of the primary research that
has been conducted in 2009 amongst 1000 end users in both the UK and Germany. They are part of
MobADUK (which was concluded with an event in Londen, June 2009) and MobAdGermany a global
research project that has also taken place in the Netherlands in 2008. The objective of this project is
to expertly document the state of the mobile advertising industry in individual countries, provide
insights on different perspectives throughout the entire mobile ecosystem and identify growth
opportunities in the emerging mobile advertising marketplace. The aim of the research is to inspire
stakeholders, shareholders and users worldwide about the added value of mobile in the media mix
and to provide a clear road-map for growth.
The primary research results of MobAdGermany will be complemented with in-depth interviews
with executives at brands, agencies, mobile networks and enablers, executed by our local partner
Mobile Zeitgeist as well as desk research. Research will be coordinated and conducted by Aeneas
Strategy Consulting and Management, an international consultancy firm focused on strategy &
business development for the telecommunications market and global mobile industry.
Düsseldorf - January 14 - 2010 MobAdGermany is a one-day event designed to bring mobile
advertising executives in the German market together to inspire the development of the local
mobile advertising market. Operators, creatives, media agencies, brands, enablers, publishers and
infrastructure suppliers will share insights and discuss opportunities and hurdles.
Making advertising mobile The event and research will cut through the hype surrounding the
mobile advertising industry, giving a clear and true representation of the state of the current market
as well as highlighting key industry strategies to stimulate mobile advertising revenue growth.
For more information please contact:
Atva van Zanten
+31 6 41439757
atva@aeneasstrategy.nl
www.aeneasstrategy.nl
www.mobileadvertisingresearch.com - www.mobile-zeitgeist.com - www.camerjam.com
© ÆNEAS STRATEGY CONSULTING & MANAGEMENT B.V.