Mobile Media Gains U.K. Ground

Some 81 percent of U.K. mobile media users access mobile media once a week with strong at-home, public transport and around town consumption, says Orange.

As you might expect, mobile is viewed as the most innovative and personal media channel compared to all other traditional and digital channels, Orange says.

Mobile media usage patterns differ greatly depending on a consumer's location, with the strongest usage of mobile media being in the home, where 67 percent of participants who used their mobile for email did so in their home and 56 percent used a mobile at home for mobile Internet browsing.

The average age for mobile media users is 36, and 81 percent of respondents said they use mobile media more than once a week, with 46 percent using it daily.

Men generally use mobile media more, although women are much more likely to use picture messaging.

The mobile internet pages viewed most often are search engines, email, news, music and film although, interestingly, a high proportion (55 percent) of people browse the mobile Internet with no specific agenda.

Mobile media users are very much open to mobile marketing, Orange maintains, with 70 percent of participants attracted by interactive marketing formats, with the most-popular forms of mobile marketing being click-through advertisements and voucher redemption codes.