1. Mobile consumer
research

2. United States
We have Basking Ridge, NJ
Cambridge
New York City
local market
Toledo
Wilmington
knowledge and experience. Europe
London, United Kingdom
Amsterdam
Hamburg
Milan
Munich
Paris
Wetzlar
Incorporated in May, 2000 Asia Pacific
Member of WPP Group Sydney, Australia
Beijing
Servicing clients across the globe Hong Kong
Local client service and delivery teams Seoul
Tokyo
Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.

3. Proprietary Panels in 24 Countries
Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.

4. Mobile usage

5. Mobile phone becoming an essential part of life
Source: Lightspeed Research September 2009
Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.

6. Even when we sleep…
Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.

7. Mobile Internet usage
How long do you spend browsing the Internet
using your mobile phone? UK Germany Spain France Italy
It is my primary access for the Internet 1% 1% 1% 2% 4%
More than 1 hour per day 6% 3% 7% 3% 6%
Daily 10% 6% 7% 5% 7%
Several times a week 9% 4% 7% 5% 8%
A few times a month 16% 9% 12% 11% 17%
I don’t use the mobile Internet 57% 76% 67% 74% 57%
How do you access content using the mobile
phone (in order of your usage/preference) UK Germany Spain France Italy
Downloaded apps 3 3 2 2 2
Widgets (bookmarks) stored on my phone to 2 2 1 1 1
my favourite sites
Mobile Internet 1 1 2 3 3
Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.

8. Mobile response

9. Would a mobile response option in an advert
make it more likely you would respond?
France
9% Much more – 5%
15% Somewhat – 19%
Germany
Much more – 5%
22% Somewhat – 15%
Yes - Much more likely
Yes - Somewhat more likely
No - Not more likely
46% of UK 18-
Don’t Know/not sure
34 year olds
feel a mobile
response
55% would make
them more
likely to
respond
compared to
14% of 55 - 64
year olds
Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.

10. Responding to adverts using the mobile phone
In France, Germany and the UK
texting a keyword to a short code was
the most popular way to respond to
adverts
In France and Germany calling
was the second most popular
In the UK going directly to a
mobile Internet site was the
second most popular
Source: MMA and Lightspeed Research: July 2010
If you wanted to respond to an advert using your mobile phone, which type of mobile response
method would you prefer to use?
Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.

11. Location based services
Used a map, navigation or used some other service on your mobile phone
that automatically determines your current location
20% 18%
14%
Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.

12. Location based services
% based on top two scores of interest on a 5 point scale
Source: MMA and Lightspeed Research: April 2010
Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.

13. 32% of people who had seen an advert interacted
or responded to an advert in the last month
Within the past month, about how many times did you interact with or respond to an advertisement delivered to your mobile phone in
some way, such as by opening or activating it, following a link from it, downloading a coupon, texting a request for further information,
calling the company, by making a purchase or by responding in any other way?
Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.

14. Special offers, discounts and coupons were most likely to get
consumers interested in a product, followed by ads that
provided a simple way to click through to the website.
Which of the following ways of delivering ads to your mobile phone about a product that
interested you would make you more likely to learn more about or purchase the product?
Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.

15. A quick look at some
other Mobile activities
Vouchers, transactions, banking and
charity

16. Mobile vouchers
UK Germany Spain France Italy
I would welcome receiving SMSes
with vouchers for discounts in shops
and restaurants and most definitely 2 4 2 2 2
use it
I would welcome receiving SMSes
with vouchers for discounts in shops
and restaurants but probably 2 2 3 4 4
wouldn’t use it
If I received an SMS with a voucher
with a discount for a restaurant, I
would want to know more and 5 5 4 5 3
browse the mobile Internet
If I received an SMS with a voucher
with a discount for a restaurant, I
would want to know more and 1 1 1 1 1
browse the Internet on my PC
I do not welcome such texts
2 3 5 3 5
Order of preference
Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.

17. Mobile transactions
• Transactions in the last month
Purchasing content for your mobile phone (e.g. ringtones, applications) 12 % 8% 5%
Purchasing or using tickets (e.g. for travel, admission to concerts, etc.) 4% 2% 1%
Purchasing physical goods or services or other digital content 6% 3% 1%
Use discounts or coupons 4% 3% 1%
Collect or redeem loyalty rewards (like points or airline miles) 4% 3% 3%
Source: MMA and Lightspeed Research
Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.

18. Mobile banking
Which of the following type of banking services would you be interested in
accessing through your mobile phone? (Somewhat / very interested)
UK France Germany
Viewing account balances 38% 37% 32%
Branch / ATM locator 26% 29% 26%
Using my mobile phone to make in-
store payments or purchases (like a
swipe credit card) 22% 24% 22%
Deposit/Withdrawal notices 22% 19% 26%
Transferring balances among my
accounts 25% 21% 13%
Bill payment 21% 13% 17%
Transferring money to other people on
their mobile phones 16% 11% 15%
Source: MMA and Lightspeed Research: Feb 2010
Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.

19. Mobile Charity donations
Source: MMA and Lightspeed Research: March 2010
Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.

20. Some trends for 2011

21. Mobile Internet usage
• UK leading the way for planned Mobile Internet usage in 2011
36%
27%
21%
Mobile users expect to access websites once a week or more
MMA and Lightspeed Research 2010
Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.

22. Popular content in 2011
Use maps or directions
59% UK,
40% Germany
46% French
Headlines
58% UK,
51% Germany
43% French
Photographs
43% UK
23% Germany
46% French
MMA and Lightspeed Research 2010
Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.

23. Most popular sites …
UK France Germany
Mobile search 42% 22% 38%
News (58%) Social networking sites 49% 33% 27%
Weather (50%) Blogging sites, discussion groups
Social networking sites (49%) or forums 8% 7% 6%
Text-blogging sites (e.g., Twitter) 13% 4% 5%
News (52%) Weather 50% 58% 50%
Weather (50%) News 58% 43% 53%
Sports 40% 31% 31%
Mobile search (38%)
Web Portals 8% 13% 13%
My wireless operator portal 8% 26% 7%
Weather (58%) Music 33% 29% 29%
News (43%) Videos 20% 14% 18%
Social networking sites (33%) Movies/Entertainment 18% 10% 13%
Business/Financial 13% 5% 12%
Shopping 30% 10% 27%
Banking 23% 27% 25%
Other (please specify) 2% 6% 7%
MMA and Lightspeed Research 2010
Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.

24. Search will still rule
• Most popular way to access sites on mobile
Using Search (33%) Using Search (27%)
Booking marking the site (21%) Alerts and notifications (9%)
Using Search (27%)
Booking marking the site (20%) Downloading/using
the site’s mobile app
will be more popular
with younger
consumers
MMA and Lightspeed Research 2010
Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.

25. Thank you
Ralph Risk, Lightspeed Research
rrisk@lightspeedresearch.com
Twitter: #rrisk
September 2010