Orange Mobile Exposure 2010 Study Reveals European Mobile Media Users Choose Browsers Over Apps for Mobile Internet

UK Mobile Media Users Prefer to Access the Mobile Internet Using a Browser Rather Than an 'app' (70 per cent Versus 55 per cent)

LONDON, October 6, 2010 - Orange today announces "Mobile Exposure 2010", an annual independent
study by TNS that measures how mobile media users are engaging with mobile
content and the mobile internet. This year's research, covering mobile media
users in the UK, France, Spain and Poland, illustrates the dominance of the
browser as people increasingly seek a PC-like experience on their phone. The
study also identifies how, when, why and where European mobile media users
access content, information and entertainment, giving brands exclusive
intelligence from Orange across a range of sectors to help them better engage
with their audiences.

The browser versus application battle

Mobile browser use is most prominent in the UK, with 7 out of 10 mobile
media users choosing to find information and content in this way, instead of
using mobile apps. This is similar in France, where 68 per cent of users
favour the browser over 60 per cent who prefer apps. For certain content such
as news, 73per cent of female mobile media users in the UK prefer to access
the web via browser rather than an application (65per cent for men). In less
mature mobile media markets, there is, however, more 'App-etite'; browser
versus application usage in Spain is equal at 42 per cent, while only Polish
users favour mobile apps (45 per cent) over the mobile internet (39 percent).

58 per cent of UK users want to find the same things on their mobile as
on a PC, as do 55per cent of French users, 58per cent in Spain and 72per cent
in Poland, suggesting browser popularity is because of its growing ability to
offer a familiar Internet experience on mobile. Just as free content on the
Internet impacted established media industries, it is convenience of use that
most impacts mobile media adoption. What European users most like about
mobile media is the quality of navigation (56 per cent), time-saving (51 per
cent) and quick access (26 per cent).

Today, cost is a less significant barrier to entry for users in the UK
and France (13 and 10 per cent respectively) where the mobile internet is
more mature; however, in Poland (41 per cent) and Spain (28 per cent) price
is considered more of an issue.

Paul Francois Fournier, Executive Vice President Online and Advertising
Business, Orange says: "These findings reflect the current maturity of the
individual markets but also provide an insight into future trends for mobile
media use. In France and the UK where the mobile internet is more
established, there are more optimised sites for phones and the experience is
better, encouraging higher browser usage. Although mobile browser use is
lower in Spain and Poland, we believe this is a trend to watch as smartphone
penetration increases, innovative pricing is adopted and faster networks are
deployed."

The impact of mobile media in the digital revolution

Exposure 2010 also shows how mobile media increasingly impacts
traditional media consumption. Currently, mobile is negatively impacting
print media, with 16 per cent of mobile media users in the UK stating they
read fewer magazines and 14 per cent stating they read fewer newspapers; this
trend is likely to continue as more consumers use smartphones and tablet
devices. Internet use is, however, positively impacted with PC browsing
increasing for 25 per cent of respondents and television increasing for 14per
cent. As interactive programming increases, television broadcasters have the
most to gain from engaging with mobile media users. The data also shows how
the mobile plays a role as an extension of PC access to media. 40 per cent of
European mobile media users will quickly check info on their mobile, before
further investigating the same information when they are back at their PC.

Paul Francois Fournier continues, "Brands and media companies have a
clear opportunity to use mobile to further engage with consumers as part of a
holistic media mix, whether it is a capturing conversation around a TV show
or a retail brand integrating the mobile and online shopping experience with
location-based capabilities. By giving advertisers an unequalled level of
mobile intelligence and working together, we believe Orange can help brands
get the best out of mobile, but in a way that also brings benefits to mobile
customers."

Consumer Trust: the rise of m-commerce

Exposure 2010 reveals current attitudes to m-commerce and the future
potential for mobile payments. Although price is considered a barrier to
mobile media users in Poland, 64 per cent would pay, reserve or redeem
something using their mobile in the future. Comparatively 48 per cent of
French, 43 per cent of Spanish and 39 per cent of British users would use
their mobile in this way.

The study illustrates the importance of trust, both for operators and
brands, looking to capitalise on the interest in m-commerce. Women think
trust in a brand is more important than men (98 per cent versus 87 per cent).
In general though, more than three out of four mobile media users think it is
important that the sites they access on their mobile are brands they know and
trust (92 per cent UK, 83 per cent France, 87 per cent Spain and 75 per cent
for Poland).

Knowing the customer: How, Where, When and Why Europeans access mobile
media Exposure 2010 reveals how mobile media habits change when people are in
different locations and focused on different activities (e.g. email or social
networking), allowing Orange to build and compare a clear country-by-country
picture of behavioural shifts. In the UK, mobile media is accessed by 74 per
cent of users when they are out and about; when at home 59 per cent use their
mobile to search the Internet via browser. This jumps to 70 per cent when
users are on the move. In the UK, Spain and Poland, respondents browse for
longer on the Internet when they are outside rather than at home, suggesting
that as networks continue to improve, browsing on the move will continue to
increase. In the UK, at home, the top pursuits are downloading music (82 per
cent), games (80 per cent) and accessing social networks (74 per cent).

Exposure 2010 also reveals the information and content that European
users are turning to most often. Email use is more dominant than social
networks in all four countries, among mobile media users. Video and
geo-location services, such as local information pushed to a phone, are also
gaining in popularity.

    Most used UK             France          Spain       Poland
    1         Email (60 per  Email (60 per   Geolocation Email (44
              cent)          cent)           (44 per     per cent)
                                             cent)
    2         Social         Geolocalisation Email (41   Geolocation
              Networks (44   (42 per cent)   per cent    (44 per
              per cent)                                  cent)
    3         Geolocation    Social Networks Social      Social
              (39 per cent)  (40 per cent)   Networks    Networks
                                             (36 per     (39 per
                                             cent)       cent)
    4         Instant        Watch TV (35    Instant     Watch TV
              messaging (32  per cent)       Messaging   (35 per
              per cent)                      (30 per     cent )
                                             cent)

The research was conducted to coincide with the launch of the Orange
Mobile Targeting Monitor (OMTM), a new campaign-planning and audience
measurement tool for the advertising industry in Europe. This market-first
service, powered by the independent Mobile Exposure 2010 data, is designed to
help brands better understand and target mobile media users in today's
complex market, creating campaigns that combine the right mix of mobile and
other formats. The Mobile Targeting Monitor is available from today,
exclusively from the Orange Advertising Network.

For more information on Orange Exposure 2010 and the Orange Mobile
Targeting Monitor:

UK: www.exposure2010.orangeadvertisingnetwork.co.uk

France: orangeadvertisingnetwork.fr/studies/exposure

Spain: www.exposure2010.orangeadvertisingnetwork.es

About Orange Mobile Exposure 2010

Fieldwork conducted by TNS, on behalf of Orange. Research conducted in
UK, France, Spain and Poland. Calibration phase consisted of 2000
face-to-face interviews nationally representative in each country. Main
research conducted online with:

- UK: 1,000 mobile media users and 450 iPhone users

- France:1,000 mobile media users and 450 iPhone users

- Spain: 1,000 mobile media users and 450 iPhone users

- Poland:1,000 smartphone users

About Orange: www.orange.com, www.orange-business.com,
www.orange-innovation.tv

Contacts: Georgina Hart: +44(0)7730989693, georgina.hart at orange-ftgroup.com; Beth Moore: +44(0)2030472068, beth.moore at edelman.com; Heloise Rothenbuhler: +33-144449393, service.presse at orange-ftgroup.com