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(Title Slide). Upwardly Mobile Usage, 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

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  1. (Title Slide) Upwardly Mobile Usage, trends and brand perceptions Conducted by: Essential Research August 2011

  2. 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

  3. Methodology Word association survey Mobile survey Fieldwork dates: Methodology: Sample definition: Quotas set: Weights: Survey length: Sample size: 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

  4. Weekly mobile internet access has more than doubled in 18 months – from 19% to 46% 142% Jun 2011 Dec 2009 Base: All mobile phone owners aged 16-54(2009 N= 1598; 2011 N=1247) Source: Essential Research (June 2011)

  5. The mobile internet is widespread among early adopters and is moving to the mainstream % accessing weekly: % accessing weekly: 35-54 women = 20% 16-34 men = 66% Late adopters = 27% Early adopters = 70% Rural dwellers = 31% Urban dwellers = 51% 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)

  6. This has been aided by a two thirds increase of smartphone ownership in the past 18 months June ‘11 +64% Dec ‘09 50% 31% Base: All mobile phone owners aged 16-54 (2009 N= 1598 2011 N=1247) Source: Essential Research (June 2011)

  7. The mobile internet is adding to overall internet use rather than cannibalising it Average time spent on the internet using a computer 23 hours per week 25 hours per week Smartphone owners Non-smartphone owners Base: Smartphone owners (N=693); non-smartphone owners (N=554) Source: Essential Research (June 2011)

  8. 60% of smartphone owners dual screen with their phones while watching TV Base: All smartphone owners (N=693) Source: Essential Research (June 2011)

  9. 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: + 10% Daily mobile internet users Unable to live without their phone + 13% Advertising influenced in choice of mobile + 18% Interested in mobile social networking + 26% Base: All that list a Channel 4 property as a favourite (N=425) Source: Essential Research (June 2011)

  10. (Title Slide) Brand Synergy: Personality profiles for mobile phone brands

  11. 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

  12. Mobile brand A is seen to be more reasonable, self disciplined and sporty than it’s competitors Sony Ericsson indexes highly on being reasonable, self-disciplined, and sporty

  13. Aligning with Channel 4 would make Sony Ericsson seem more different and streetwise Mobile brand A could work with Channel 4 to promote itself as being different and streetwise % difference between Channel 4 and mobile brand A

  14. Aligning with E4 would make Sony Ericsson seem more streetwise and youthful Mobile brand A could work with E4 to promote the brand itself as being streetwise and youthful % difference between E4 and mobile brand A

  15. 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 % difference between More 4 and mobile brand A

  16. Aligning with the following programmes could make Sony Ericsson seem more streetwise and/or different 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 T4 Misfits This is England ‘86 Jamie Oliver Hollyoaks Embarrassing Bodies 8 out of 10 Cats Secret Millionaire Peep Show Mobile brand F Nokia Channel 4 News Streetwise Mobile brand E Mobile brand B Mobile brand A Mobile brand C The IT Crowd Mobile brand D Grand Designs Different

  17. (Title Slide) For more details on these trends and TV/mobile brands synergy maps please contact: Lucy Alexander – LAlexander@Channel4.co.uk 020 7306 8056 Suzanne Trotter – STrotter@Channel4.co.uk 020 7306 8187

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