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1 Europe Discovery: The ad units mobile users will most likely click on P5 Mobile web & app usage uncovered P4 Demographics: See who makes up the Mojiva network P7 mojiva.com Mojiva Inc. 81 Oxford Street London, W1D 2EU, United Kingdom TEL

2 The mojiva Mobile Audience Guide mojiva.com

3 IN this edition of the Mojiva MAG, EMEA we have uncovered some interesting insights from mobile users via a participant response survey. This study included 105 respondents and was conducted from May July 2011 and ran in the UK region. Questions that were posed to participants included queries about their mobile usage habits, household spending responsibility, mobile advertising interaction via their wireless devices and much more. If you have a question you would like to ask the users on the Mojiva network in the UK, send your request to Otherwise, sit back and enjoy the latest edition of the Mojiva MAG, EMEA. Happy reading! Team Mojiva KEY FINDINGS Mobile is a media channel where audiences are choosing to spend much of their time. From the Mojiva MAG, EMEA survey findings, many respondents are open and willing to engage with mobile advertising as long as it is rich in the experience it offers. 59% of respondents spend more than 60% of their time online on their mobile devices. 30% of respondents are more likely to pay attention to mobile advertising that allows them to interact with the ad. In addition, 1 of respondents would show interest in mobile video ads and in animated banner ads. of respondents would be most likely to click on a mobile ad from a music group. The following high-interest areas in mobile advertising for respondents included social/dating (13%), sports (12%) and magazines (10%). 5 of respondents click on a mobile ad at least once a week. Of those, click on a mobile ad more than several times a day. mojiva.com 3

4 Post Mobile Ad Activities Uncovered Which of the following would you do as a result of seeing a mobile ad on your phone? (select all that apply) PURCHASE A PRODUCT BROWSE A WEBSITE WATCH A VIDEO PLAY A GAME DOWNLOAD A MOBILE APPLICATION REQUEST MORE INFORMATION TAP-TO-CALL 1 31% 3 33% 4 4 Browsing a website (4), Downloading a mobile application (4) and Listen to music (40%) are the most popular subsequent activities that respondents would do after viewing a mobile ad. LISTEN TO MUSIC REDEEM OR DOWNLOAD A COUPON NONE OF THESE % 4 SEVERAL TIMES A DAY SEVERAL TIMES A WEEK SEVERAL TIMES A MONTH 9% phone, which of the following best describes approximately AROUND ONCE A MONTHhow much time you do spend LESS THAN A MONTH NEVER AIRLINES MUSIC GROUPS RESTAURANTS AND BARS FOOD 80% AND offline DRINKS online PRODUCTS RADIO STATIONS WEATHER MAGAZINES 2% % 1 5 At least once a week Mobile Users & Their Time with Mobile Devices Thinking about the ways you use your mobile offline vs. online? 100% offline 60% offline 40% online 50% offline 50% online The mojiva Mobile Audience Guide mojiva.com 40% offline 60% online 59% 19% offline 80% online 100% online As mobile device adoption rates soar based on various industry reports, data usage in the UK appears to also be on the rise, as 80% of respondents indicated that they spend 50% or more of their time online on their mobile devices.

5 WATCH A VIDEO PLAY A GAME DOWNLOAD A MOBILE APPLICATION REQUEST MORE INFORMATION TAP-TO-CALL NONE OF THESE SEVERAL TIMES A DAY SEVERAL TIMES A WEEK SEVERAL TIMES A MONTH AROUND ONCE A MONTH LESS THAN A MONTH NEVER 9% 1 33% Mobile Users; Information Seekers How often do you click on a mobile ad to get LISTEN TO MUSIC 40% more information about a product / service REDEEM OR DOWNLOAD A COUPON 2 you saw on your phone? 1 59% 19% 5 At least once a week Almost 60% of respondents will click on a mobile ad at least once a week to get more information on a product or service they viewed on their mobile device. Couple this insight with preferred ad type users are most likely to pay attention to (SEE BELOW) and it provides advertisers with strong insight into how to build a successful mobile ad campaign. AIRLINES MUSIC GROUPS Mobile RESTAURANTS 100% Ad 80% AND offline Units: BARS 60% offline What 2% 50% Mobile offline 40% offline Users offline Want offline online 40% online 50% online 60% online 80% online FOOD AND DRINKS PRODUCTS RADIO STATIONS WEATHER MAGAZINES SPORTS TRAFFIC RETAIL STORES SOCIAL / DATING BANKS OR OTHER FINANCIAL INFORMATION NONE OF THESE PERSONAL ITEMS ENTERTAINMENT 1% 10% 12% 13% 23% 100% online Which one of the following types of mobile ads are you most likely to pay attention to? 30% Ads that let me interact with them 1 Text ads 13% Normal banner ads 1 Video ads 2% Expanding screen take-over ads Animated banner ads 50% Based on participant responses, it is clear that rich media mobile ads are most likely to gain attention by mobile users, with 4 saying they would pay attention to Ads that let them interact with them and Video Ads. Expanding screen take-over ads were least likely to to gain attention from mobile users (2%), which may be due to the intrusive nature of the ad unit. 5

6 AROUND ONCE A MONTH SEVERAL TIMES A WEEK LESS THAN A MONTH NEVER SEVERAL TIMES A MONTH 9% Areas of Interest for Mobile Users AROUND ONCE A MONTH LESS THAN A MONTH NEVER AIRLINES MUSIC GROUPS RESTAURANTS AND BARS FOOD AND DRINKS PRODUCTS AIRLINES RADIO STATIONS MUSIC GROUPS WEATHER MAGAZINES SOCIAL / DATING BANKS SPORTS OTHER FINANCIAL INFORMATION TRAFFIC 1% RETAIL STORES SOCIAL / DATING BANKS NONE OR OTHER OF THESE FINANCIAL INFORMATION PERSONAL ITEMS ENTERTAINMENT ELECTRONICS NONE OF THESE CLOTHING PERSONAL ITEMS FAST FOOD ENTERTAINMENT GROCERIES ELECTRONICS HEALTH CLOTHING AUTOMOTIVE FAST FOOD FINANCIAL GROCERIES TRAVEL 2% RESTAURANTS AND BARS 2% MAGAZINES FOOD AND DRINKS PRODUCTS SPORTS RADIO STATIONS TRAFFIC 1% WEATHER RETAIL STORES HEALTH AUTOMOTIVE FINANCIAL TRAVEL 10% 12% 10% 13% 12% 1 13% 23% 26% 26% At least once a week From which of the following types of companies, would you be most likely to click on a mobile ad? HOUSEHOLD DECISION MAKER INSIGHTS Please indicate which of the following 23% products and services you are responsible for in your household? (select all that apply) 4 50% 50% Many special interest areas were highlighted by respondents would most likely click on an ad for Music Groups, 13% for Social/Dating and 12% for Sports. A large proportion of respondents are responsible for purchasing their household everyday needs including Personal items (), Clothing (4), Fast Food (3), and Groceries (3) The mojiva Mobile Audience Guide mojiva.com

7 Demographic Insights AGE AGE Under 18 Under % % % % 10% Over 55 10% 3% Over 55 3% GENDER GENDER 70% Male 70% Male 30% Female 30% Female ETHNICITY ETHNICITY Caucasian / White Caucasian African / / White Caribean Decent African / Caribean Hispanic Decent 1% Hispanic Asian 1% 6% Asian Native American 6% 0% Native Other American 0% Other Prefer not to answer 2 Prefer not to answer 2 EDUCATION Some EDUCATION high school Some Graduated high high school school Graduated Vocational high / Technical school school Vocational Some college / Technical school Some Graduated college college Graduated Some post-graduate college work Some Completed post-graduate work degree or higher Completed graduate degree or higher ANNUAL HH INCOME ANNUAL Under 20,000HH INCOME Under 20,000-29,999 16% 20,000-29,999 30,000-39,999 16% 30,000-39,999 40,000-49,999 40,000-49,999 50,000-74,999 2% 50,000-74,999 75,000-99,999 2% 0% 75,000-99, , ,999 0% 100, , ,000 or higher 11% 150,000 Prefer not or to higher answer 11% 3 Prefer not to The answer Mojiva MOBILE AUDIENCE 3 GUIDE % 3% 16% 16% 2 2 7

8 Are You Ready To Breathe Life Into Your Mobile Strategy? Mojiva Is. About Mojiva Mojiva ( is a mobile ad network, that reaches more than 750 million users globally and represents more than 3,000 mobile publishers and apps. Through deep and open integration with all major rich media providers (Celtra, Crisp Media, Eyewonder, Phluant Mobile, PointRoll, Point Reach and Sprout) and ad servers (DART and Atlas), Mojiva provides ad agencies with every imaginable mobile media execution across mobile web sites, apps and devices. Mojiva Inc. 81 Oxford Street London, W1D 2EU, United Kingdom TEL The mojiva Mobile Audience Guide mojiva.com Mojiva was founded in May 2008 and is based in London, San Francisco, Los Angeles, Seattle, Chicago and headquartered in New York City. The team is led by experts in advertising with media veterans from Google, DoubleClick, Yahoo and AdMob, with more than 100 years of collective experience in mobile marketing and technology. Mojiva is an independent mobile ad network operating under parent company Mojiva Inc., which has a total of $35 million venture funding from Pelion Venture Partners, Bertelsmann Digital Media Investments and Shamrock Capital. mojiva.com

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