Orange has launched Exposure 2, the second Exposure research survey commissioned to reveal the role of mobile media usage within the broader media landscape. Exposure 2 consists of independent qualitative and quantitative research, following a survey of more than 2,000 mobile media users from across all UK mobile networks. The survey focuses on consumer consumption of mobile media, and attitudes towards it when used as a marketing channel, particularly in comparison to other traditional and digital media. 
The study finds that mobile media usage patterns differ greatly depending on a consumers location, with the strongest usage of mobile media being in the home. 67% of participants who used their mobile for email did so in their home, while for mobile Internet browsing, the figure was 56%. Downloading mobile content is also more likely to take place at home, with speed, convenience, and alleviating boredom, cited as the key reasons for usage.
Meanwhile, high use of mobile media on public transport centred around entertainment services, such as TV, music and games, whereas services used most when out and about, such as local information and Internet search, tend to facilitate movement.
Other key findings on mobile media usage included:

• The average age for mobile media users is 36, and 81% use mobile media more than once a week with 46% 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%) of people browse the mobile Internet with no specific agenda, providing an opportunity for marketers to attract their attention.

Research participants were asked to rate traditional and digital broadcast and print media on a number of attributes. Mobile media was overwhelmingly viewed as the most personal and innovative media, providing it with a unique place in the marketing mix. 
The research revealed that people are very much open to mobile marketing and contained some important insights for brands looking to engage with consumers using the media, such as:

• SMS Shortcodes remain a popular marketing mechanic, having been used by two-thirds of participants.
• 70% of participants are attracted more by interactive marketing formats, such as sponsorship, coupons or picture messaging mechanics.
• In general, consumers viewed marketing formats with perceived value as the most appealing, such as coupons offering discounts and sponsored games available for free download.
• When clicking on ads on the mobile Internet, the next stages which are most popular are: ads which click straight through to the brands website (favoured by 47%); voucher code or coupon (43%); clickthrough to another area of the site (36%); entered in a competition (34%)
• Icons letting users know what to expect from mobile advertising were received positively by 76% of participants.
• 82% of respondents have the operators portal as their mobile Internet home page, making this page an extremely valuable piece of marketing estate.

Exposure 2 shows that mobile media is now very much part of the mainstream for consumers, says Steve Heald, Director of Partner Channels at Orange UK. The publics openness to marketing through mobile media highlights that there is a huge opportunity for marketers to engage consumers with clever executions. I hope the findings will prove to be a catalyst for a wave of inspiring and creative marketing campaigns that capitalise on mobiles unique properties as the most personal and innovative of channels.