The future is adverts?
A quarter of Brits browse the web and around 14 percent watch more TV because they have access to mobile media on their smartphones, according to Orange.
Watching TV, listening to the radio, downloading video, reading emails and maps or browsing the net on the go is all included in Orange's definition of mobile media.
The firm's study called Mobile Exposure 2010, conducted by TNS, also revealed that seven out of ten people in the UK choose to use a mobile browser to find information rather than a dedicated app. While French users are similar in their habits but people in less mature mobile media markets, such as Spain or Poland, more users prefer using apps.
Such uptake of mobile media obviously has big implications for advertisers and Orange has rolled out a campaign-planning tool for the European ad industry called Orange Mobile Targeting Monitor (OMTM) to help brands better understand and target mobile media users.
The firm's research also found that over three quarters of Europeans said the sites they access on their mobiles are brands they trust. Meanwhile, over a third of frequent mobile media users have noticed brand advertising while browsing the web on their phones, while France is more observant as nearly half of people spotted ads. Among those observant Europeans, around a third clicked on an ad at least once.
Coupons and alerts for promos are the most popular advertising formats across Europe, Orange said. It also discovered a quarter of French and Spanish mobile media users like cars and sponsored videos with a sort message, while about a third of Brits dig ticket offers or a text message including a link to a car brand's website.
According to Paul Francois Fournier, VP of online and ad business at Orange, the firm's research covers loads of sectors from fashion to insurance and Orange's Advertising Network will now offer analysis and campaign insights to advertisers based on their chosen audience and sector.
"Orange can outline the potential and appeal of an audience for a particular brand, together with how they use mobile media, purchasing and social behaviour, preferred mobile media formats and m-commerce opportunities," he added.