Mobile Media Users are More Responsive to Advertising and Provide Opportunities For Building Unique Coverage

New Research from M:Metrics and BMRB Report on Cross-Media Usage Between Mobile and the Internet

LONDON February 11, 2008 — BMRB and M:Metrics debuted data from TGI M:Metrics, which incorporates BMRB’s TGI data with M:Metrics’ mobile audience metrics and allows examination of behaviours of consumers across mobile, online and offline media.

The new data reveals that users of mobile media are more responsive to advertising than users of the Internet across the various TGI measures of ad responsiveness. Accounting for almost one quarter of the British population, they are also more likely to agree that they are tempted to buy products they’ve seen advertised – 27 percent more likely than the average British adult.

Advertising is 1st or 2nd most influencing factor when choosing…

Source: TGI M:Metrics 2008 – Base: All GB adults (aged 15+)

The TGI M:Metrics data also reveals that mobile is attracting a unique audience that is not consuming either print or online media. According to TGI M:Metrics, nearly a third of the Sun’s mobile audience are not average issue readers of the newspaper, nor visitors to the publication’s website.

“This data underscores the value of mobile to media planners,” said Paul Goode, senior vice president and senior analyst, M:Metrics. “Mobile is bringing audiences back to the traditional media outlets they have abandoned and allows advertisers to achieve greater relevance through targeted, actionable campaigns.”

Rob Laurence, TGI Marketing and New Product Development Director, noted “Mobile can provide a unique and valuable audience to the advertiser that is more likely to respond to their communications. With the medium set to grow, it is essential for there to be data which will allow companies to fully exploit the opportunities that the platform presents. The TGI M:Metrics service meets this industry need.”

TGI M:Metrics incorporates M:Metrics’ mobile audience metrics into BMRB’s TGI data that evaluates product usage, media exposure and attitudes to describe the characteristics of a target group of consumers. It is available through existing TGI software tools used by media planners and media owners and now provides market-leading insight to a broad set of consumer behaviours linked to the use of mobile media.

Editors’ notes

M:Metrics is the mobile media authority. As the only research firm to measure the audience for mobile media, M:Metrics provides the most accurate metrics on actual mobile content consumption by applying trusted media measurement methodologies to the mobile market.

M:Metrics’ monthly syndicated data service gives clients the critical insights and intelligence required to inform smart business strategies and the competitive benchmarks needed to evaluate the performance of competitors and partners. M:Metrics is a private, venture-funded corporation headquartered in Seattle, with offices in San Francisco and London.

The TGI survey is available in 60 countries and is the UK’s foremost single source consumer market research database examining lifestyle attitudes, media and brand consumption. It offers information on usage of 4,000+ brands in 500 product areas for those aged 15+, enabling for example, a user to identify the Lifestyle attitudes, media and brand consumption of car drivers.

BMRB is one of the largest market research agencies in the UK and is a key operating company within the Millward Brown Group, part of Kantar, the information, insight and consultancy arm of WPP.

For more information, please contact:

BMRB TGI contacts
Russell Budden
russell.budden@bmrb.co.uk
020 8433 4094

M:Metrics Contacts

US
Jaimee Minney, M:Metrics
Tel : +1 206.757.1360
Email : jminney@mmetrics.com

EU
Tina Lorkin, M:Metrics
Tel: +447867 860 942
Email : tlorkin@mmetrics.com

About M:Metrics
M:Metrics is the mobile media authority. As the only research firm to measure the audience for mobile media, M:Metrics provides the most accurate metrics on actual mobile content consumption by applying trusted media measurement methodologies to the mobile market. M:Metrics’ monthly syndicated data service gives clients the critical insights and intelligence required to inform smart business strategies and the competitive benchmarks needed to evaluate the performance of competitors and partners. M:Metrics is a private, venture-funded corporation headquartered in Seattle, with offices in San Francisco and London.

About M:Metrics Data
Based on continually refreshed samples of nationally representative mobile phone consumers, M:Metrics reports summarise market size, device reach, and key demographic and mobile phone usage characteristics. The data presented here is drawn from an extensive survey questionnaire that collects specific device model and carrier subscription information from each month’s sample of mobile phone subscribers, and also drills down into specific details related to current and past usage of various mobile phone applications and content. Data collected from each sample are statistically balanced and projected to the total national population of mobile phone subscribers.

Authorized Uses
Members of the press may cite research data or a portion of text provided that each is sourced to M:Metrics, for example, "Source: M:Metrics, Inc." or “According to M:Metrics, . . .”. Copies of graphs, data tables or slides must include the following copyright notice affixed to all material: "Copyright © 2008, M:Metrics, Inc.”