UK survey results show preference for surfing in the home and acceptance of mobile marketing.
Orange has published findings from its independent 'Exposure 2' research into consumer mobile media habits across the UK as it looks to push interest in its own ad network.
The survey encompassed 2,000 mobile media users and found that 81 per cent access such services once a week, with strong usage in the home as well as on public transport and around town.
It also found that mobile media users are open to mobile marketing, with 70 per cent attracted by interactive marketing formats in particular.
The most popular forms of mobile marketing currently are click-through ads and voucher redemption codes.
When clicking on ads on the mobile internet, the next stages which are most popular are: adverts which click straight through to the brand’s website (favoured by 47 per cent); voucher code or coupon (43 per cent); click through to another area of the site (36 per cent); entered in a competition (34 per cent).
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Orange UK's ad sales team have adopted the new 'Orange Advertising Network' name in line with Orange in France, Poland and Spain. The UK partner list includes ViaMichelin, MyVillage and Femalefirst.
