3. 48.0% Used App OR Browser (UK)
46.2%
46.0%
44.0%
42.0%
% Market
40.0%
38.0%
36.0% 36.8%
34.0%
32.0%
30.0%
2011 is the year the internet changed – it became mobile

4. Mobile Media - Growing Usage Patterns Total pop
Text at least once a month 92%
Accessed apps 62%
Accessed mobile internet 57%
Accessed social networking site/blog at least 42%
once a month
Accessed search at least once a month 39%
Mobile Media Usage Areas in decline/static Total pop
Used SMS to access news/info 26%
Scanned QR / barcode 7%

5. +101% MOBILE +52% MOBILE
+66% PC +9% PC
Growth EU5 Q1 2012 via Comscore

9. SUPER HIGH-TECH! USED BY ROBOTS! BIG IN JAPAN!

12. 13 - 17 yr 18 – 24 yr 25 – 34 yr 35 – 44 yr 45 – 54 yr 55 yr olds +
olds olds olds olds olds
Audience 3.5 m or 5.7m or 8.1m or 8.3m or 17.% 8.1m or 14.7m or
7.2% 11.8% 16.8% 16.8% 30.4%
Scanned a QR 1.1% 2.3% (0.6%) 2.1% (0.2%) 1.4% (0.1%) 0.4% (0.2%) 0.3% (0%)
code (at least (0.1%)
once each week)
Searched 27.6% 38% (0.9%) 36.7% (1.3%) 32.4% (1.7%) 21.2% (0.2%) 12.5%
regularly via (1.1%) (1.3%)
browser
Comscore Mobilens All UK March 2012

14. MOBILE WEB BANNERS M E COMMERCE
MOBILE WEB SITES

18. 100000
90000
Total Volumes
Mobile 18% vs PC 82%
80000 Overall 18%
70000
60000
50000
Mobile
40000
Web
30000
20000
10000
0
Total mobile share of web traffic in-line with expectations

19. 16000
Main TV ads go live
Mobile peaks at 25%
14000
Teaser ads go live
Mobile peaks at 35%
12000
10000
8000
Web
6000 Mobile
4000
2000
0
5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11
PM PM PM PM PM PM PM AM AM AM AM AM AM AM AM AM AM AM AM PM PM PM PM PM PM PM PM PM PM PM PM
Jan Jan
14 14
Initial interest is high and mobile over-indexes during the broadcast of the TVCs

20. 4,500
Print Live
4,000 Mobile web volume exceeds PC
web (peaks at 55%)
3,500
3,000
2,500
2,000
Mobile Traffic
1,500 PC Traffic
1,000
500
0
12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11
AM AM AM AM AM AM AM AM AM AM AM AM PM PM PM PM PM PM PM PM PM PM PM PM
Jan Jan
19 19
Print works very well with mobile in certain contexts

22. 1 2 3
Optimise Innovate Integrate
Increase reach and Activating and
Creating new relevant
relevance of existing leveraging non-digital
mobile channels
digital channels channels
The quick fix. Taking existing Breaking new ground by testing Allowing all relevant touch
content and concepts and and learning with new mobile points to pivot around mobile
adapting them so they work on channel specific opportunities specific content and assets
mobile devices