Premium Advertising Sweden UK France Germany

Premium Advertising Sweden UK France Germany On behalf of Widespace 05.11.2015

Content Study design Management Summary Sample Results Total Sweden UK France Germany Contact 2

Study design

Study characteristics Sample Sweden n = 200 UK n = 200 France n = 200 Germany n = 200 Survey period 18.03. 23.03.2015 Method Panel study in a high quality online panel 4 countries (Sweden, UK, France & Germany) Only Smartphone-users were invited to the study 4

Management Summary

Management Summary General Users across all countries have very high expectations of mobile websites and apps. Good site performance and low load-times are very important to more than 80% of all users. Good usability and design also have to go hand in hand with relevant and up-to-date content. Big international sites like Facebook, Google and Amazon are seen as premium for exactly these reasons. Users see these sites / apps as easy to navigate while supplying the right content at the right time. When it comes to advertising on premium sites it is important to protect users from inappropriate content. More than 50% of all users agree that poor website- / app-content negatively impacts advertised brands. Publishers should also keep a close eye on their ad delivery systems: Overdelivery of ads and a premium image don t mix well. Personalised advertising is generally well received but options to opt out from receiving them should be in place. While the above is true for all countries in this study (Sweden, UK, France & Germany) there are fine nuances between these markets that have to be taken into consideration when serving ads on premium sites in these regions. 6

Management Summary In Sweden mobile web usage is not only for the young and tech savvy. There is an increasing audience of older mobile users who bring a more sceptical view to the mobile landscape. Premium publishers should focus on their infrastructure first: That means fast loading and easy to access sites (80% of users say this is important for premium sites). Information should be believable and easy to understand. As 54% of all users say that poor website / app quality negatively impacts advertised brands, choosing publishers that rate highly on technical and content quality is strongly advised. Sweden Mobile ads are currently rated very poorly by Swedish customers (more than 80% rating them as average or below). To address this issue ads for Swedish woman should be relevant to their interests and easily understood. Swedish men prefer ads that have links to additional information. Especially for the younger demographic targeting technologies can be used to achieve the desired relevance of mobile ads. Keep in mind that users 30 and older don t have a positive attitude towards these technologies. 7

Management Summary In Britain content quality is the driving factor behind premium sites. Information should be believable and easy to understand with just the right amount of detail. This high quality content has not to be written by professional journalists. Placing ads on premium mobile sites is very important in the UK as almost 70% of all users think that poor website / app quality has a negative impact on advertised brands. Advertisers should especially stay away from sites with sexual content. UK Ads in mobile apps are the most highly rated digital ad formats. Ads on mobile websites are however the least well regarded. To achieve high ad ratings the focus should be on the delivery of relevant and easy to understand information, not on emotional appeal. Two thirds of Brits also express a strong favourability of well designed (visually pleasing) ads. Targeted ads are popular with British smartphone users. 50% prefer them above non targeted ads. 8

Management Summary French smartphone users place very high expectations on premium sites / apps across the board. Above all else sites should be easy to navigate and access while also presenting the content in an easy to read format. While the premium market in France is very demanding on publishers the investment can pay off. More than 60% of all users think that poor websites or apps have a negative impact on advertised brands. France Mobile ad quality has still a long way to go in France. Especially ads on mobile websites receive poor ratings. Ads should be easy to understand and provide relevant information but one unique possibility for designers can be the proper use of fonts and colours which is seen as very important by French customers. French mobile users mostly like targeted ads to learn more about interesting products. 9

Management Summary In Germany publishers should focus on technical quality (load time and easy access) first. German smartphone users also prefer believable and detailed information over easy to understand information. Site content is generally less important to German customers. 51% think that poor website or app content doesn t negatively influence advertised brands. Germany Digital ads are generally less well regarded in Germany with mobile ads being the least favoured. Especially higher educated Germans have high expectations of mobile ads. Design factors are very relevant here. To score with German customers ads should be visually pleasing and make proper use of fonts and colours while providing easy to understand information. Targeting technologies are generally accepted but German smartphone users strongly prefer to have the ability to choose for themselves if they want to receive personalised ads. 10

Sample

Sample 50% of Panelists are female, 47% are between 30-49 years old with a medium to high education and a medium income. Gender Age female 49,6 50,4 male 50+ years 23,8 29,3 16 29 years 47,0 30 49 years Education other low 1,3 high 10,5 37,8 50,5 medium Income no answer high 10,6 low 8,4 36,0 45,0 medium Base: All respondents (n=800); Values in percent 12

Sample Smartphone penetration in Sweden is higher compared to the other countries. This shows in a higher percentage of older users. Gender Age SWE female 50,0 50,0 50+ years 35,0 32,5 16 29 years male 32,5 30 49 years other 2,0 high Education low 9,0 35,0 54,0 medium Income no answer high 14,0 12,5 51,0 22,5 low medium Base: All respondents (n=200); Values in percent 13

Sample British smartphone users tend to be younger than the average Panelist. The level of educations is also slightly lower. Gender Age female 49,5 50,5 male 50+ years 13,0 55,5 31,5 16 29 years UK 30 49 years other 1,0 high Education 41,1 19,5 low Income no answer high 10,5 14,0 30,0 low 38,0 medium 45,5 medium Base: All respondents (n=200); Values in percent 14

Sample French smartphone users are highly educated but have a slightly lower income compared to the whole sample. Gender Age female 48,0 52,0 50+ years 25,5 27,5 16 29 years male 47,0 30 49 years FR other 1,0 Education low 4,0 Income high no answer 1,5 7,0 low high 48,5 46,5 medium medium 37,5 54,0 Base: All respondents (n=200); Values in percent 15

Sample German smartphone users are slightly less educated compared to the total sample. Gender Age female 50+ years 21,5 25,5 16 29 years 51,0 49,0 male 53,0 DE Education other 1,0 high 9,5 26,0 low Income no answer high 5,5 30 49 years 11,0 37,5 low 63,5 medium medium 46,0 Base: All respondents (n=200); Values in percent 16

Results

Results Total

Part 1 Digital Device Usage Tablets are most popular in the UK. Android is the dominant Operating System across all markets, even more so in Germany. owned devices operating system of smartphone 100 59 43 55 39 5 4 1 0 100 80 48 48 37 14 11 4 1 100 63 56 31 10 28 12 2 1 100 65 45 68 10 16 13 2 2 Smartphone Tablet Smart-TV Smartwatch Questions: Which of the following devices do you own?, What is the operating system of your current smartphone? Base: All respondents (n=800); Values in percent Android ios (iphone) Windows Phone BlackBerry other 19

Part 1 General Smartphone Usage Communication and Social Media are the most popular activities across all countries. Online shopping with a Smartphone is most popular in the UK. smartphone usage Communication (WhatsApp, E-Mail, SMS etc.) 70,5 73,5 73,0 83,0 Social Media (Facebook, Twitter etc.) 70,0 74,5 67,0 60,0 Listening to music 58,5 67,5 64,5 57,5 Reading the News 65,0 63,5 63,5 54,5 Watching short video clips (e.g. YouTube) 54,5 67,0 49,0 54,5 Navigation and routing 53,5 52,0 55,0 52,5 Editing or sharing photos or videos 31,5 45,0 46,0 42,5 Online shopping 27,5 58,0 33,5 32,5 Reading blogs or tweets 26,5 39,5 27,5 20,0 Video phone calls (e.g. Skype) 15,0 36,0 28,0 21,5 Reading or editing documents 17,0 26,0 25,0 32,0 Watching movies or series 15,0 28,0 25,0 15,5 Reading e-books or magazines 14,5 22,0 17,5 18,5 Question: Thinking about your general smartphone usage. For which of the following activities do you regularly use your smartphone (at least once a week)? Base: All respondents (n=800); Values in percent 20

Part 2 Premium mobile content Technical quality and fast load times are the most important aspects of premium sites across all countries. Swedish smartphone users generally have lower expectations of premium sites compared to the other countries. The website should be easy to access. The website / app should load fast. The website / app has to provide believable information. The website / app needs to have an easy navigation structure. The website / app must provide easy to understand information. The website / app has to present the information in an easy to read format. The website / app has to provide information at the right level of detail. The website / app must have adequate search facilities. A website should always be optimized for mobile phone usage. The website / app has to look attractive. The website / app has to look visually pleasing. I like to know who is behind the content of a website / app. I think of websites / apps that are popular as more trustworthy. It is important to me that professional journalists generate the news. If available, I ll always choose the app over the mobile website. Websites / apps must have an active community (e.g. comments or facebook integration). It is important to me that the website / app be recommended by someone I know. content quality technical quality design usability other Sweden UK France Germany Question: In the following questions we would like to better understand what is important to you when it comes to premium mobile websites or apps. For the following statements please indicate how strongly you agree or disagree with each statement. - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All respondents (n=800); Top Two Values in percent 21

Part 2 Premium mobile content Overall technical quality and usability are more important than content quality and design. Germans are more focused on technical quality and design, French are more concerned with usability. overall content quality technical quality design usability other Sweden UK France Germany Question: In the following questions we would like to better understand what is important to you when it comes to premium mobile websites or apps. For the following statements please indicate how strongly you agree or disagree with each statement. - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All respondents (n=800); Top Two Values in percent 22

Part 2 Premium mobile content The big international sites (Google, Facebook) and national sites (Bild.de, Aftonbladet etc.) are considered premium by most users. Ease of use and content quality is the defining factor for all these sites. examples for premium sites attributes of premium sites n=195 n=193 n=191 n=187 Its easy to navigate / find what I need 85,1 83,9 85,3 77,5 The quality of the content 79,0 80,8 84,8 75,9 The information is always relevant and up-to-date 79,0 81,3 80,6 77,5 Design and layout of the site 69,7 78,8 73,8 65,2 The site / app is very popular with my friends / family / colleagues 54,9 65,8 64,4 56,7 Reputation of content contributors / journalists 44,6 69,9 61,8 49,2 Question: Please name up to three premium sites or apps you visit / use regularly (at least once a week). (open question) / What makes [these sites / apps] / [this site / app] you just named premium? - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All Respondents / Respondents, who named at least one premium site / app (n=766); Top Two Values in percent 23

Part 2 Premium mobile content Overall premium sites should focus on high quality, low frequency advertising. British smartphone users are more willing to accept advertising based business models, especially if the ads are well targeted. advertising on premium mobile websites / apps It is important that premium sites / apps protect their visitors from inappropriate advertising. Premium sites / apps should have a lesser number of ads than other sites / apps. I m willing to accept advertising if the content remains free. The ad that is shown should fit the content of the website / app. Premium sites / apps should only have well designed ads. Well-known advertisers are an indication of the sites / apps quality. I expect ads to be personalised / relevant to me and my interests. Brands that advertise in premium sites / apps are more trustworthy. Advertising on premium sites / apps has a lot more credibility. I find advertising on premium sites / apps annoying. (revers coded) Sweden UK France Germany Question: What is your attitude towards advertising on premium mobile websites or apps? For the following statements please indicate how strongly you agree or disagree with the statement. - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All respondents (n=800); Top Two Values in percent 24

Part 2 Premium mobile content Most participants are willing to accept advertising if the content is available for free. One third of all smartphone users are willing to pay for premium content without advertising. paying for premium content Advertising is acceptable if the content is available for free. I think it is justified that premium sites / apps require a payment or subscription. I am willing to pay to view premium content without advertising. Sweden UK France Germany Question: In the following questions we would like to better understand what is important to you when it comes to paying for premium content. For the following statements please indicate how strongly you agree or disagree with the statement. - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All respondents (n=800); Top Two Values in percent 25

Part 3 Mobile Advertising in General High quality ads are easy to understand and provide relevant information. They should also not impact the load time of the site. High quality ads provide information that is easy to understand. provide relevant information. do not impact the sites load time. have links to more information. are visually pleasing. provide believable information. use fonts / colors properly. encourage me to get more information about the product. are innovative. have a strong emotional message. Sweden UK France Germany Question: We would like to learn more about what is important to you when it comes to mobile ads. For the following statements please indicate how strongly you agree or disagree with each statement. High quality ads - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All respondents (n=800); Top Two Values in percent 26

Part 3 Mobile Advertising in General Advertising in mobile media (web and app) receives the lowest acceptance. rating of different media Print TV Radio Desktop Web (e.g. via Desktop PC, Netbook etc.) Mobile Web (e.g. via Smartphone, Tablet etc.) Mobile apps Sweden UK France Germany Question: How would you rate your general opinion on advertising in the following media? - Scale: very good, good, average, poor, very poor, I don t use this media Base: All respondents (n=800); Top Two Values in percent 27

Part 3 Mobile Advertising in General Almost 60% of all participants think that poor website / app content has a negative impact on the perception of an advertised brand. Extremely religious or political content does not go well with well known brands. negative impact of poor websites / apps 54 17 22 9 68 21 7 5 63 17 12 9 49 27 14 11 yes / rather yes no / rather no neither nor I don't know yes / rather yes no / rather no neither nor I don't know yes / rather yes no / rather no neither nor I don't know yes / rather yes no / rather no neither nor I don't know inappropriate environments for well-known-brands Extremely religious 76,5 46,5 49,5 56,0 Sexual content 67,0 58,0 52,0 28,0 Extremely political 67,5 40,5 44,5 47,5 Betting / gambling 50,0 41,0 33,5 47,0 Alcohol related 48,0 35,0 42,5 38,5 Child related 34,5 29,0 23,0 35,0 Gossip tabloids 41,5 30,0 17,0 23,0 Games 27,5 19,0 17,0 22,5 News 9,5 18,0 16,0 21,0 Tools and health apps 13,5 13,5 12,0 18,0 Blogs 14,0 13,5 12,5 16,0 Questions: Do you think poor website or app content negatively impacts your perception of an advertised brand?, What do you generally think is an inappropriate environment for a well-known brand? Base: All respondents (n=800); Values in percent 28

Part 3 Mobile Advertising in General 40% of all participants prefer personalised advertising, in Sweden only 29% agree with this statement. Under 20% of all participants have strong negative associations with personalised ads. personalised advertising I only accept personalised advertising if I can actively choose to receive it Personalised advertising allows me to learn more about interesting products I appreciate personalised advertising as an alternative to ads that are not tailored to my personal interests Personalised advertising makes me feel uncomfortable (revers coded) I feel that personalised advertising is infringing on my personal rights (revers coded) Sweden UK France Germany Question: We would like to ask you some questions about personalised advertising. For the following statements please indicate how strongly you agree or disagree with each statement. - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All respondents (n=800); Top Two Values in percent 29

Results Sweden

Part 1 Digital Device Usage Almost 60% of Swedish smartphone users also own a Tablet. Android is the most popular operating system (55%). owned devices operating system of smartphone 100 59 55 43 39 5 4 1 3 Smartphone Tablet Smart-TV Smartwatch Android ios (iphone) Windows Phone BlackBerry other Questions: Which of the following devices do you own?, What is the operating system of your current smartphone? Base: All respondents (n=200); Values in percent 31

Part 1 General Smartphone Usage Swedish users use their smartphones predominantly for communication and social media or reading news. smartphone usage Communication (WhatsApp, E-Mail, SMS etc.) Social Media (Facebook, Twitter etc.) 70,5 70,0 Reading the News 65,0 Listening to music 58,5 Watching short video clips (e.g. YouTube) Navigation and routing 54,5 53,5 Editing or sharing photos or videos 31,5 Online shopping Reading blogs or tweets 27,5 26,5 Reading or editing documents Video phone calls (e.g. Skype) Watching movies or series Reading e-books or magazines 17,0 15,0 15,0 14,5 Question: Thinking about your general smartphone usage. For which of the following activities do you regularly use your smartphone (at least once a week)? Base: All respondents (n=200); Values in percent 32

Part 1 General Smartphone Usage Reading news on the smartphone is more popular among older users. Younger users listen to music or watch short clips more often. smartphone usage Total 16-29 years (n=65) 30-49 years (n=65) 50+ years (n=70) Communication (WhatsApp, E-Mail, SMS etc.) 70,5 76,9 70,8 64,3 Social Media (Facebook, Twitter etc.) 70,0 78,5 66,2 65,7 Reading the News 65,0 60,0 63,1 71,4 Listening to music 58,5 75,4 61,5 40,0 Watching short video clips (e.g. YouTube) 54,5 67,7 55,4 41,4 Navigation and routing 53,5 53,8 55,4 51,4 Editing or sharing photos or videos 31,5 35,4 44,6 15,7 Online shopping 27,5 32,3 32,3 18,6 Reading blogs or tweets 26,5 33,8 27,7 18,6 Reading or editing documents 17,0 21,5 16,9 12,9 Video phone calls (e.g. Skype) 15,0 21,5 12,3 11,4 Watching movies or series 15,0 26,2 16,9 2,9 Reading e-books or magazines 14,5 16,9 15,4 11,4 Question: Thinking about your general smartphone usage. For which of the following activities do you regularly use your smartphone (at least once a week)? Base: All respondents (n=200); Values in percent 33

Part 2 Premium mobile content For Swedish sites or apps it is most important to have fast loading and easy to access content. The website / app should load fast. The website should be easy to access. The website / app has to provide believable information. The website / app needs to have an easy navigation structure. The website / app must provide easy to understand information. The website / app has to present the information in an easy to read format. The website / app has to provide information at the right level of detail. A website should always be optimized for mobile phone usage. The website / app must have adequate search facilities. The website / app has to look visually pleasing. The website / app has to look attractive. I like to know who is behind the content of a website / app. I think of websites / apps that are popular as more trustworthy. It is important to me that professional journalists generate the news. If available, I ll always choose the app over the mobile website. Websites / apps must have an active community (e.g. comments or facebook integration). It is important to me that the website / app be recommended by someone I know. content quality technical quality design usability other Question: In the following questions we would like to better understand what is important to you when it comes to premium mobile websites or apps. For the following statements please indicate how strongly you agree or disagree with each statement. - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All respondents (n=200); Top Two Values in percent 34

Part 2 Premium mobile content Especially participants with medium or high education prefer content generated by professional journalists. Users with a lower education are more likely to prefer attractive looking mobile sites or apps. The website / app should load fast. The website should be easy to access. The website / app has to provide believable information. The website / app needs to have an easy navigation structure. The website / app must provide easy to understand information. The website / app has to present the information in an easy to read format. The website / app has to provide information at the right level of detail. A website should always be optimized for mobile phone usage. The website / app must have adequate search facilities. The website / app has to look visually pleasing. The website / app has to look attractive. I like to know who is behind the content of a website / app. I think of websites / apps that are popular as more trustworthy. It is important to me that professional journalists generate the news. If available, I ll always choose the app over the mobile website. Websites / apps must have an active community (e.g. comments or facebook integration). It is important to me that the website / app be recommended by someone I know. content quality technical quality design usability other Education: Total low medium high Question: In the following questions we would like to better understand what is important to you when it comes to premium mobile websites or apps. For the following statements please indicate how strongly you agree or disagree with each statement. - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All respondents (n=200); Top Two Values in percent 35

Part 2 Premium mobile content Technical quality and usability of a site are the most important aspects of premium sites for Swedish mobile users. overall content quality technical quality design usability other Question: In the following questions we would like to better understand what is important to you when it comes to premium mobile websites or apps. For the following statements please indicate how strongly you agree or disagree with each statement. - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All respondents (n=200); Top Two Values in percent 36

Part 2 Premium mobile content The most frequently named premium do to excel on easy navigation and high content quality. Attributes of premium sites Its easy to navigate / find what I need 85,1 The quality of the content 79,0 The information is always relevant and up-to-date 79,0 Design and layout of the site 69,7 The site / app is very popular with my friends / family / colleagues 54,9 Reputation of content contributors / journalists 44,6 Question: What makes [these sites / apps] / [this site / app] you just named premium? - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All Respondents / Respondents, how named at least one premium site / app (n=195); Top Two Values in percent 37

Part 2 Premium mobile content Swedish mobile users are generally acceptant of mobile ads, as long as they are appropriate and not too frequent. advertising on premium mobile websites / apps It is important that premium sites / apps protect their visitors from inappropriate advertising. Premium sites / apps should have a lesser number of ads than other sites / apps. I m willing to accept advertising if the content remains free. The ad that is shown should fit the content of the website / app. Premium sites / apps should only have well designed ads. Brands that advertise in premium sites / apps are more trustworthy. Well-known advertisers are an indication of the sites / apps quality. Advertising on premium sites / apps has a lot more credibility. I expect ads to be personalised / relevant to me and my interests. I find advertising on premium sites / apps annoying. (reverse coded) Question: What is your attitude towards advertising on premium mobile websites or apps? For the following statements please indicate how strongly you agree or disagree with the statement. - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All respondents (n=200); Top Two Values in percent 38

Part 2 Premium mobile content Especially younger users are sensitive to the frequency of ads that are delivered on mobile sites. Older users are less acceptant of advertising based business models. advertising on premium mobile websites / apps It is important that premium sites / apps protect their visitors from inappropriate advertising. Premium sites / apps should have a lesser number of ads than other sites / apps. I m willing to accept advertising if the content remains free. The ad that is shown should fit the content of the website / app. Premium sites / apps should only have well designed ads. Brands that advertise in premium sites / apps are more trustworthy. Well-known advertisers are an indication of the sites / apps quality. Advertising on premium sites / apps has a lot more credibility. I expect ads to be personalised / relevant to me and my interests. I find advertising on premium sites / apps annoying. (reverse coded) Total 16-29 years 30-49 years 50+ years Question: What is your attitude towards advertising on premium mobile websites or apps? For the following statements please indicate how strongly you agree or disagree with the statement. - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All respondents (n=200); Top Two Values in percent 39

Part 2 Premium mobile content In Sweden the advertising model for mobile website is much preferred to paying for content. paying for premium content Advertising is acceptable if the content is available for free. I am willing to pay to view premium content without advertising. I think it is justified that premium sites / apps require a payment or subscription. Question: In the following questions we would like to better understand what is important to you when it comes to paying for premium content. For the following statements please indicate how strongly you agree or disagree with the statement. - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All respondents (n=200); Top Two Values in percent 40

Part 3 Mobile Advertising in General It is important to make sure mobile ads don t impact the load time of a page. Information should be easy to understand supplying the users with relevant information and offer an opportunity to learn more about the product. High quality ads do not impact the sites load time. provide information that is easy to understand. provide relevant information. have links to more information. provide believable information. use fonts / colors properly. are visually pleasing. are innovative. encourage me to get more information about the product. have a strong emotional message. Question: We would like to learn more about what is important to you when it comes to mobile ads. For the following statements please indicate how strongly you agree or disagree with each statement. High quality ads - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All respondents (n=200); Top Two Values in percent 41

Part 3 Mobile Advertising in General Younger users have higher expectations of mobile advertising. Their focus is more on easy to understand and relevant ads. High quality ads do not impact the sites load time. provide information that is easy to understand. provide relevant information. have links to more information. provide believable information. use fonts / colors properly. are visually pleasing. are innovative. encourage me to get more information about the product. have a strong emotional message. Total 16-29 years 30-49 years 50+ years Question: We would like to learn more about what is important to you when it comes to mobile ads. For the following statements please indicate how strongly you agree or disagree with each statement. High quality ads - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All respondents (n=200); Top Two Values in percent 42

Part 3 Mobile Advertising in General Mobile ad preferences differ between male and female Swedes. Women value easy to understand and relevant information more while ads targeted to a male audience should always include links to more information. High quality ads do not impact the sites load time. provide information that is easy to understand. provide relevant information. have links to more information. provide believable information. use fonts / colors properly. are visually pleasing. are innovative. encourage me to get more information about the product. have a strong emotional message. Total male female Question: We would like to learn more about what is important to you when it comes to mobile ads. For the following statements please indicate how strongly you agree or disagree with each statement. High quality ads - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All respondents (n=200); Top Two Values in percent 43

Part 3 Mobile Advertising in General Swedish users don t have a high opinion of ads on mobile devices. Print ads are the most highly regarded ads. rating of different media Print TV Radio Desktop Web (e.g. via Desktop PC, Netbook etc.) Mobile Web (e.g. via Smartphone, Tablet etc.) Mobile apps Question: How would you rate your general opinion on advertising in the following media? - Scale: very good, good, average, poor, very poor, I don t use this media Base: All respondents (n=200); Top Two Values in percent 44

Part 3 Mobile Advertising in General Younger users have a higher opinion of mobile ads, especially in apps. The ratings in this group are on par with online ads. rating of different media Print TV Radio Desktop Web (e.g. via Desktop PC, Netbook etc.) Mobile Web (e.g. via Smartphone, Tablet etc.) Mobile apps Total 16-29 years 30-49 years 50+ years Question: How would you rate your general opinion on advertising in the following media? - Scale: very good, good, average, poor, very poor, I don t use this media Base: All respondents (n=200); Top Two Values in percent 45

Part 3 Mobile Advertising in General High quality is of high importance for advertisers. 54% of Swedish smartphone users think that poor content has a negative impact on advertised brands. Extremely religious, political or sexual content should be avoided. negative impact of poor websites / apps 54 17 22 9 yes / rather yes neither nor no / rather no I don't know inappropriate environments for well-known-brands Extremely religious Extremely political Sexual content 67,5 67,0 76,5 Betting / gambling Alcohol related 48,0 50,0 Gossip tabloids 41,5 Child related 34,5 Games 27,5 Blogs Tools and health apps 14,0 13,5 News 9,5 Questions: Do you think poor website or app content negatively impacts your perception of an advertised brand?, What do you generally think is an inappropriate environment for a well-known brand? Base: All respondents (n=200); Values in percent 46

Part 3 Mobile Advertising in General Sexual content is seen as inappropriate by 80% of Swedish female smartphones users. Male users are mostly sceptical of extremely religious content. Total male (n=100) female (n=100) negative impact of poor websites / apps 54 17 22 9 57 13 23 7 50 20 20 10 yes / rather yes no / rather no neither nor I don't know yes / rather yes no / rather no neither nor I don't know yes / rather yes no / rather no neither nor I don't know inappropriate environments for well-known-brands Extremely religious 76,5 79,0 74,0 Extremely political 67,5 64,0 71,0 Sexual content 67,0 54,0 80,0 Betting / gambling 50,0 44,0 56,0 Alcohol related 48,0 43,0 53,0 Gossip tabloids 41,5 46,0 37,0 Child related 34,5 29,0 40,0 Games 27,5 22,0 33,0 Blogs 14,0 18,0 10,0 Tools and health apps 13,5 11,0 16,0 News 09,5 7,0 12,0 Questions: Do you think poor website or app content negatively impacts your perception of an advertised brand?, What do you generally think is an inappropriate environment for a well-known brand? Base: All respondents (n=200); Values in percent 47

Part 3 Mobile Advertising in General Swedish mobile users want to choose if they want to receive targeted ads or not (55%). The negative aspects of targeted ads are not strongly regarded in the Swedish mobile population. personalised advertising I only accept personalised advertising if I can actively choose to receive it. I appreciate personalised advertising as an alternative to ads that are not tailored to my personal interests. Personalised advertising allows me to learn more about interesting products. I feel that personalised advertising is infringing on my personal rights. (reverse coded) Personalised advertising makes me feel uncomfortable. (reverse coded) Question: We would like to ask you some questions about personalised advertising. For the following statements please indicate how strongly you agree or disagree with each statement. - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All respondents (n=200); Top Two Values in percent 48

Part 3 Mobile Advertising in General Users below 30 are very aware of the upside of personalised advertising: They like to learn more about interesting new products. personalised advertising I only accept personalised advertising if I can actively choose to receive it. I appreciate personalised advertising as an alternative to ads that are not tailored to my personal interests. Personalised advertising allows me to learn more about interesting products. I feel that personalised advertising is infringing on my personal rights. (reverse coded) Personalised advertising makes me feel uncomfortable. (reverse coded) Total 16-29 years 30-49 years 50+ years Question: We would like to ask you some questions about personalised advertising. For the following statements please indicate how strongly you agree or disagree with each statement. - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All respondents (n=200); Top Two Values in percent 49

Results UK

Part 1 Digital Device Usage Tablets are very popular among Swedish smartphone users. Almost 50% of panelists also own a Smart-TV. owned devices operating system of smartphone 100 80 48 48 37 14 11 4 1 Smartphone Tablet Smart-TV Smartwatch Android ios (iphone) Windows Phone BlackBerry other Questions: Which of the following devices do you own?, What is the operating system of your current smartphone? Base: All respondents (n=200); Values in percent 51

Part 1 General Smartphone Usage Communication and social media are the most prominent activities among British smartphone users. Almost 60% of all users do also regularly shop online with their mobile phone at least once a week. smartphone usage Social Media (Facebook, Twitter etc.) Communication (WhatsApp, E-Mail, SMS etc.) 74,5 73,5 Listening to music Watching short video clips (e.g. YouTube) Reading the News 63,5 67,5 67,0 Online shopping 58,0 Navigation and routing 52,0 Editing or sharing photos or videos 45,0 Reading blogs or tweets Video phone calls (e.g. Skype) 36,0 39,5 Watching movies or series Reading or editing documents 26,0 28,0 Reading e-books or magazines 22,0 Question: Thinking about your general smartphone usage. For which of the following activities do you regularly use your smartphone (at least once a week)? Base: All respondents (n=200); Values in percent 52

Part 1 General Smartphone Usage 92% of all Smartphone users below 30 use Social Media at least once a week. Communication via WhatsApp, E-Mail and SMS is most prominent among 30-49 year-olds. smartphone usage Total 16-29 years (n=63) 30-49 years (n=111) 50+ years (n=26) Social Media (Facebook, Twitter etc.) 74,5 92,1 71,2 46,2 Communication (WhatsApp, E-Mail, SMS etc.) 73,5 77,8 73,0 65,4 Listening to music 67,5 81,0 62,2 57,7 Watching short video clips (e.g. YouTube) 67,0 81,0 64,9 42,3 Reading the News 63,5 60,3 66,7 57,7 Online shopping 58,0 68,3 54,1 50,0 Navigation and routing 52,0 63,5 46,8 46,2 Editing or sharing photos or videos 45,0 52,4 45,0 26,9 Reading blogs or tweets 39,5 58,7 34,2 15,4 Video phone calls (e.g. Skype) 36,0 49,2 35,1 7,7 Watching movies or series 28,0 36,5 26,1 15,4 Reading or editing documents 26,0 31,7 26,1 11,5 Reading e-books or magazines 22,0 25,4 23,4 7,7 Question: Thinking about your general smartphone usage. For which of the following activities do you regularly use your smartphone (at least once a week)? Base: All respondents (n=200); Values in percent 53

Part 2 Premium mobile content For mobile websites and apps in Britain it is very important to supply the users with believable and easy to understand Information that is presented with just the right depth. The website should be easy to access. The website / app has to provide believable information. The website / app must provide easy to understand information. The website / app has to provide information at the right level of detail. The website / app should load fast. The website / app has to present the information in an easy to read format. The website / app needs to have an easy navigation structure. The website / app must have adequate search facilities. A website should always be optimized for mobile phone usage. The website / app has to look visually pleasing. The website / app has to look attractive. I think of websites / apps that are popular as more trustworthy. It is important to me that professional journalists generate the news. I like to know who is behind the content of a website / app. If available, Ill always choose the app over the mobile website. Websites / apps must have an active community (e.g. comments or facebook integration). It is important to me that the website / app be recommended by someone I know. content quality technical quality design usability other Question: In the following questions we would like to better understand what is important to you when it comes to premium mobile websites or apps. For the following statements please indicate how strongly you agree or disagree with each statement. - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All respondents (n=200); Top Two Values in percent 54

Part 2 Premium mobile content The higher the education level the higher the demands for high quality content. Users with a high level of education also value content that is written by professional journalists more. The website should be easy to access. The website / app has to provide believable information. The website / app must provide easy to understand information. The website / app has to provide information at the right level of detail. The website / app should load fast. The website / app has to present the information in an easy to read format. The website / app needs to have an easy navigation structure. The website / app must have adequate search facilities. A website should always be optimized for mobile phone usage. The website / app has to look visually pleasing. The website / app has to look attractive. I think of websites / apps that are popular as more trustworthy. It is important to me that professional journalists generate the news. I like to know who is behind the content of a website / app. If available, Ill always choose the app over the mobile website. Websites / apps must have an active community (e.g. comments or facebook integration). It is important to me that the website / app be recommended by someone I know. content quality technical quality design usability other Education: Total low medium high Question: In the following questions we would like to better understand what is important to you when it comes to premium mobile websites or apps. For the following statements please indicate how strongly you agree or disagree with each statement. - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All respondents (n=200); Top Two Values in percent 55

Part 2 Premium mobile content 80% of British smartphone users value a high technical quality and usability of mobile sites and apps. overall content quality technical quality design usability other Question: In the following questions we would like to better understand what is important to you when it comes to premium mobile websites or apps. For the following statements please indicate how strongly you agree or disagree with each statement. - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All respondents (n=200); Top Two Values in percent 56

Part 2 Premium mobile content Sites are generally seen as premium when they are easy to navigate and provide relevant and up-to-date information. attributes of premium sites Its easy to navigate / find what I need 83,9 The information is always relevant and up-to-date 81,3 The quality of the content 80,8 Design and layout of the site 78,8 Reputation of content contributors / journalists 69,9 The site / app is very popular with my friends / family / colleagues 65,8 Question: What makes [these sites / apps] / [this site / app] you just named premium? - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All Respondents / Respondents, how named at least one premium site / app (n=193); Top Two Values in percent 57

Part 2 Premium mobile content The right level of advertising is very important to British smartphone users. Almost 50% of all users agree that brands that advertise on premium sites are more trustworthy. advertising on premium mobile websites / apps It is important that premium sites / apps protect their visitors from inappropriate advertising. Premium sites / apps should have a lesser number of ads than other sites / apps. I m willing to accept advertising if the content remains free. Premium sites / apps should only have well designed ads. The ad that is shown should fit the content of the website / app. I expect ads to be personalised / relevant to me and my interests. Well-known advertisers are an indication of the sites / apps quality. Brands that advertise in premium sites / apps are more trustworthy. Advertising on premium sites / apps has a lot more credibility. I find advertising on premium sites / apps annoying. (reverse coded) Question: What is your attitude towards advertising on premium mobile websites or apps? For the following statements please indicate how strongly you agree or disagree with the statement. - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All respondents (n=200); Top Two Values in percent 58

Part 2 Premium mobile content Especially Brits with a medium level of education prefer personalised ads. Highly educated users are more concerned with well designed ads. advertising on premium mobile websites / apps It is important that premium sites / apps protect their visitors from inappropriate advertising. Premium sites / apps should have a lesser number of ads than other sites / apps. I m willing to accept advertising if the content remains free. Premium sites / apps should only have well designed ads. The ad that is shown should fit the content of the website / app. I expect ads to be personalised / relevant to me and my interests. Well-known advertisers are an indication of the sites / apps quality. Brands that advertise in premium sites / apps are more trustworthy. Advertising on premium sites / apps has a lot more credibility. I find advertising on premium sites / apps annoying. (reverse coded) Education: Total low medium high Question: What is your attitude towards advertising on premium mobile websites or apps? For the following statements please indicate how strongly you agree or disagree with the statement. - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All respondents (n=200); Top Two Values in percent 59

Part 2 Premium mobile content Ads are accepted if the content is free, but 40% of users are also fine with being charged for premium sites or apps. paying for premium content Advertising is acceptable if the content is available for free. I think it is justified that premium sites / apps require a payment or subscription. I am willing to pay to view premium content without advertising. Question: In the following questions we would like to better understand what is important to you when it comes to paying for premium content. For the following statements please indicate how strongly you agree or disagree with the statement. - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All respondents (n=200); Top Two Values in percent 60

Part 2 Premium mobile content British smartphone users are far more willing to pay for premium content without advertising. paying for premium content Advertising is acceptable if the content is available for free. I think it is justified that premium sites / apps require a payment or subscription. I am willing to pay to view premium content without advertising. Income: Total low medium high Question: In the following questions we would like to better understand what is important to you when it comes to paying for premium content. For the following statements please indicate how strongly you agree or disagree with the statement. - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All respondents (n=200); Top Two Values in percent 61

Part 3 Mobile Advertising in General Mobile ads in the UK should provide relevant and easy to understand information. Visually appealing ads are also very important to the majority of users. High quality ads provide relevant information. provide information that is easy to understand. are visually pleasing. provide believable information. do not impact the sites load time. have links to more information. use fonts / colors properly. encourage me to get more information about the product. are innovative. have a strong emotional message. Question: We would like to learn more about what is important to you when it comes to mobile ads. For the following statements please indicate how strongly you agree or disagree with each statement. High quality ads - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All respondents (n=200); Top Two Values in percent 62

Part 3 Mobile Advertising in General Older smartphone users have no strong opinion towards mobile ads. Especially users between 30 an 49 years want to be able to receive more information via links on an ad. High quality ads provide relevant information. provide information that is easy to understand. are visually pleasing. provide believable information. do not impact the sites load time. have links to more information. use fonts / colors properly. encourage me to get more information about the product. are innovative. have a strong emotional message. Total 16-29 years 30-49 years 50+ years Question: We would like to learn more about what is important to you when it comes to mobile ads. For the following statements please indicate how strongly you agree or disagree with each statement. High quality ads - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All respondents (n=200); Top Two Values in percent 63

Part 3 Mobile Advertising in General Ads in mobile apps are the most highly rated form of digital advertising. Mobile web ads still have room for improvement. rating of different media TV Print Mobile apps Desktop Web (e.g. via Desktop PC, Netbook etc.) Radio Mobile Web (e.g. via Smartphone, Tablet etc.) Question: How would you rate your general opinion on advertising in the following media? - Scale: very good, good, average, poor, very poor, I don t use this media Base: All respondents (n=200); Top Two Values in percent 64

Part 3 Mobile Advertising in General Older users generally don t appreciate advertising. However mobile web ads are the most highly rated after TV ads among users 50 years and older. rating of different media TV Print Mobile apps Desktop Web (e.g. via Desktop PC, Netbook etc.) Radio Mobile Web (e.g. via Smartphone, Tablet etc.) Total 16-29 years 30-49 years 50+ years Question: How would you rate your general opinion on advertising in the following media? - Scale: very good, good, average, poor, very poor, I don t use this media Base: All respondents (n=200); Top Two Values in percent 65

Part 3 Mobile Advertising in General Poor website content is a very strong negative impact on advertised brands in Britain. Britains mostly think of sexual content as inappropriate for brands. negative impact of poor websites / apps 68 21 7 5 yes / rather yes neither nor no / rather no I don't know inappropriate environments for well-known-brands Sexual content Extremely religious 46,5 58,0 Betting / gambling Extremely political 41,0 40,5 Alcohol related 35,0 Gossip tabloids Child related 30,0 29,0 Games News 19,0 18,0 Tools and health apps Blogs 13,5 13,5 Questions: Do you think poor website or app content negatively impacts your perception of an advertised brand?, What do you generally think is an inappropriate environment for a well-known brand? Base: All respondents (n=200); Values in percent 66

Part 3 Mobile Advertising in General Religious, sexual and political content is seen as most inappropriate among older users. 16-29 years (n=63) 30-49 years (n=111) 50+ years (n=26) negative impact of poor websites / apps 68 21 7 5 68 19 5 8 66 22 9 4 73 23 0 4 yes / rather yes no / rather no neither nor I don't know yes / rather yes no / rather no neither nor I don't know yes / rather yes no / rather no neither nor I don't know yes / rather yes no / rather no neither nor I don't know inappropriate environments for well-known-brands Sexual content 58,0 47,6 60,4 73,1 Extremely religious 46,5 30,2 53,2 57,7 Betting / gambling 41,0 38,1 43,2 38,5 Extremely political 40,5 38,1 39,6 50,0 Alcohol related 35,0 30,2 36,9 38,5 Gossip tabloids 30,0 25,4 32,4 30,8 Child related 29,0 22,2 31,5 34,6 Games 19,0 20,6 19,8 11,5 News 18,0 17,5 18,9 15,4 Tools and health apps 13,5 11,1 15,3 11,5 Blogs 13,5 12,7 15,3 7,7 Questions: Do you think poor website or app content negatively impacts your perception of an advertised brand?, What do you generally think is an inappropriate environment for a well-known brand? Base: All respondents (n=200); Values in percent 67

Part 3 Mobile Advertising in General Almost 50% of British smartphone users appreciate personalised ads and like to learn more about interesting products through these ads. However most users want to actively decide if they are being targeted to not. personalised advertising I only accept personalised advertising if I can actively choose to receive it. I appreciate personalised advertising as an alternative to ads that are not tailored to my personal interests. Personalised advertising allows me to learn more about interesting products. I feel that personalised advertising is infringing on my personal rights. (reverse coded) Personalised advertising makes me feel uncomfortable. (reverse coded) Question: We would like to ask you some questions about personalised advertising. For the following statements please indicate how strongly you agree or disagree with each statement. - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All respondents (n=200); Top Two Values in percent 68

Part 3 Mobile Advertising in General Higher eduacted smartphone users prefer to be able to choose if they want to receive personalised ads. Lower educated users like targeted ads as an alternative to non specific ads. personalised advertising I only accept personalised advertising if I can actively choose to receive it. I appreciate personalised advertising as an alternative to ads that are not tailored to my personal interests. Personalised advertising allows me to learn more about interesting products. I feel that personalised advertising is infringing on my personal rights. (reverse coded) Personalised advertising makes me feel uncomfortable. (reverse coded) Education: Total low medium high Question: We would like to ask you some questions about personalised advertising. For the following statements please indicate how strongly you agree or disagree with each statement. - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All respondents (n=200); Top Two Values in percent 69

Results France

Part 1 General Smartphone Usage While Tablets are very popular among French smartphone users only 1/3 own a Smart-TV. owned devices operating system of smartphone 100 63 56 31 28 10 12 2 1 Smartphone Tablet Smart-TV Smartwatch Android ios (iphone) Windows Phone BlackBerry other Questions: Which of the following devices do you own?, What is the operating system of your current smartphone? Base: All respondents (n=200); Values in percent 71

Part 1 General Smartphone Usage French participants mostly use their smartphone for communication and social media. Shopping on mobile devices is not as popular as in other countries (34%). smartphone usage Communication (WhatsApp, E-Mail, SMS etc.) 73,0 Social Media (Facebook, Twitter etc.) Listening to music Reading the News 64,5 63,5 67,0 Navigation and routing 55,0 Watching short video clips (e.g. YouTube) Editing or sharing photos or videos 46,0 49,0 Online shopping 33,5 Video phone calls (e.g. Skype) Reading blogs or tweets Watching movies or series Reading or editing documents 28,0 27,5 25,0 25,0 Reading e-books or magazines 17,5 Question: Thinking about your general smartphone usage. For which of the following activities do you regularly use your smartphone (at least once a week)? Base: All respondents (n=200); Values in percent 72

Part 1 General Smartphone Usage Social media is most prominent among younger users. Older users lean towards other means of communication and frequently use their smartphone to read the news. smartphone usage Total 16-29 years (n=55) 30-49 years (n=94) 50+ years (n=51) Communication (WhatsApp, E-Mail, SMS etc.) 73,0 78,2 71,3 70,6 Social Media (Facebook, Twitter etc.) 67,0 85,5 69,1 43,1 Listening to music 64,5 74,5 71,3 41,2 Reading the News 63,5 60,0 64,9 64,7 Navigation and routing 55,0 65,5 53,2 47,1 Watching short video clips (e.g. YouTube) 49,0 60,0 48,9 37,3 Editing or sharing photos or videos 46,0 52,7 48,9 33,3 Online shopping 33,5 45,5 34,0 19,6 Video phone calls (e.g. Skype) 28,0 41,8 28,7 11,8 Reading blogs or tweets 27,5 41,8 29,8 7,8 Watching movies or series 25,0 36,4 23,4 15,7 Reading or editing documents 25,0 38,2 21,3 17,6 Reading e-books or magazines 17,5 27,3 16,0 9,8 Question: Thinking about your general smartphone usage. For which of the following activities do you regularly use your smartphone (at least once a week)? Base: All respondents (n=200); Values in percent 73

Part 2 Premium mobile content French smartphone users value easy to navigate websites and apps. Design factors and easy access rank before content considerations. The website / app needs to have an easy navigation structure. The website / app has to present the information in an easy to read format. The website should be easy to access. The website / app has to provide believable information. The website / app must have adequate search facilities. The website / app must provide easy to understand information. The website / app should load fast. The website / app has to provide information at the right level of detail. The website / app has to look attractive. A website should always be optimized for mobile phone usage. The website / app has to look visually pleasing. I think of websites / apps that are popular as more trustworthy. It is important to me that professional journalists generate the news. I like to know who is behind the content of a website / app. If available, I ll always choose the app over the mobile website. Websites / apps must have an active community (e.g. comments or facebook integration). It is important to me that the website / app be recommended by someone I know. content quality technical quality design usability other Question: In the following questions we would like to better understand what is important to you when it comes to premium mobile websites or apps. For the following statements please indicate how strongly you agree or disagree with each statement. - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All respondents (n=200); Top Two Values in percent 74

Part 2 Premium mobile content Older users prefer easy to access sites with believable information. A visually appealing website / app is of less importance in that age group. The website / app needs to have an easy navigation structure. The website / app has to present the information in an easy to read format. The website should be easy to access. The website / app has to provide believable information. The website / app must have adequate search facilities. The website / app must provide easy to understand information. The website / app should load fast. The website / app has to provide information at the right level of detail. The website / app has to look attractive. A website should always be optimized for mobile phone usage. The website / app has to look visually pleasing. I think of websites / apps that are popular as more trustworthy. It is important to me that professional journalists generate the news. I like to know who is behind the content of a website / app. If available, Ill always choose the app over the mobile website. Websites / apps must have an active community (e.g. comments or facebook integration). It is important to me that the website / app be recommended by someone I know. content quality technical quality design usability other Total 16-29 years 30-49 years 50+ years Question: In the following questions we would like to better understand what is important to you when it comes to premium mobile websites or apps. For the following statements please indicate how strongly you agree or disagree with each statement. - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All respondents (n=200); Top Two Values in percent 75

Part 2 Premium mobile content French users have high expectations of premium websites or apps across all categories. overall content quality technical quality design usability other Question: In the following questions we would like to better understand what is important to you when it comes to premium mobile websites or apps. For the following statements please indicate how strongly you agree or disagree with each statement. - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All respondents (n=200); Top Two Values in percent 76

Part 2 Premium mobile content Sites / apps that are chosen as examples of premium are easy to navigate and provide high quality content. attributes of premium sites Its easy to navigate / find what I need 85,3 The quality of the content 84,8 The information is always relevant and up-to-date 80,6 Design and layout of the site 73,8 The site / app is very popular with my friends / family / colleagues 64,4 Reputation of content contributors / journalists 61,8 Question: What makes [these sites / apps] / [this site / app] you just named premium? - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All Respondents / Respondents, how named at least one premium site / app (n=191); Top Two Values in percent 77

Part 2 Premium mobile content Premium sites in France should protect users from inappropriate advertising and only show a low number of higher quality ads. A good fit of brand and site / app content is also very important to French users. advertising on premium mobile websites / apps It is important that premium sites / apps protect their visitors from inappropriate advertising. Premium sites / apps should have a lesser number of ads than other sites / apps. The ad that is shown should fit the content of the website / app. Premium sites / apps should only have well designed ads. I m willing to accept advertising if the content remains free. Well-known advertisers are an indication of the sites / apps quality. I expect ads to be personalised / relevant to me and my interests. Advertising on premium sites / apps has a lot more credibility. Brands that advertise in premium sites / apps are more trustworthy. I find advertising on premium sites / apps annoying. (reverse coded) Question: What is your attitude towards advertising on premium mobile websites or apps? For the following statements please indicate how strongly you agree or disagree with the statement. - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All respondents (n=200); Top Two Values in percent 78

Part 2 Premium mobile content Users in the age group from 30 to 49 have the highest expectations of ads on premium sites. Personalised ads are most valued by users below 50. advertising on premium mobile websites / apps It is important that premium sites / apps protect their visitors from inappropriate advertising. Premium sites / apps should have a lesser number of ads than other sites / apps. The ad that is shown should fit the content of the website / app. Premium sites / apps should only have well designed ads. I m willing to accept advertising if the content remains free. Well-known advertisers are an indication of the sites / apps quality. I expect ads to be personalised / relevant to me and my interests. Advertising on premium sites / apps has a lot more credibility. Brands that advertise in premium sites / apps are more trustworthy. I find advertising on premium sites / apps annoying. (reverse coded) Total 16-29 years 30-49 years 50+ years Question: What is your attitude towards advertising on premium mobile websites or apps? For the following statements please indicate how strongly you agree or disagree with the statement. - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All respondents (n=200); Top Two Values in percent 79

Part 2 Premium mobile content The advertisement based business model is well accepted in France. One third of all users would be willing to pay for premium content. paying for premium content Advertising is acceptable if the content is available for free. I am willing to pay to view premium content without advertising. I think it is justified that premium sites / apps require a payment or subscription. Question: In the following questions we would like to better understand what is important to you when it comes to paying for premium content. For the following statements please indicate how strongly you agree or disagree with the statement. - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All respondents (n=200); Top Two Values in percent 80

Part 3 Mobile Advertising in General When it comes to mobile ads French users value easy to understand and relevant information. The proper use of fonts and colours is also of high importance to them, especially compared to other countries. High quality ads provide information that is easy to understand. provide relevant information. use fonts / colors properly. do not impact the sites load time. have links to more information. are visually pleasing. provide believable information. are innovative. encourage me to get more information about the product. have a strong emotional message. Question: We would like to learn more about what is important to you when it comes to mobile ads. For the following statements please indicate how strongly you agree or disagree with each statement. High quality ads - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All respondents (n=200); Top Two Values in percent 81

Part 3 Mobile Advertising in General Younger French smartphone users are by far the most concerned with easy to understand ads. Thy also prefer ads with a strong emotional message compared to the older age groups. High quality ads provide information that is easy to understand. provide relevant information. use fonts / colors properly. do not impact the sites load time. have links to more information. are visually pleasing. provide believable information. are innovative. encourage me to get more information about the product. have a strong emotional message. Total 16-29 years 30-49 years 50+ years Question: We would like to learn more about what is important to you when it comes to mobile ads. For the following statements please indicate how strongly you agree or disagree with each statement. High quality ads - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All respondents (n=200); Top Two Values in percent 82

Part 3 Mobile Advertising in General Mobile advertising in France is not yet highly regarded. The gap from established media to digital media is less apparent in France than it is in the other countries. rating of different media TV Print Radio Desktop Web (e.g. via Desktop PC, Netbook etc.) Mobile Web (e.g. via Smartphone, Tablet etc.) Mobile apps Question: How would you rate your general opinion on advertising in the following media? - Scale: very good, good, average, poor, very poor, I don t use this media Base: All respondents (n=200); Top Two Values in percent 83

Part 3 Mobile Advertising in General Users below 30 have a better opinion of TV and Print ads. Users in the age group of 30-49 have the highest opinion of mobile advertising. rating of different media TV Print Radio Desktop Web (e.g. via Desktop PC, Netbook etc.) Mobile Web (e.g. via Smartphone, Tablet etc.) Mobile apps Total 16-29 years 30-49 years 50+ years Question: How would you rate your general opinion on advertising in the following media? - Scale: very good, good, average, poor, very poor, I don t use this media Base: All respondents (n=200); Top Two Values in percent 84

Part 3 Mobile Advertising in General 63% of French smartphone users agree that poor website content negatively affects their perception of an advertised brand. Sexual, extremely religious and extremely political content are mostly seen as inappropriate environments. negative impact of poor websites / apps 63 17 12 9 yes / rather yes neither nor no / rather no I don't know inappropriate environments for well-known-brands Sexual content Extremely religious 49,5 52,0 Extremely political Alcohol related 42,5 44,5 Betting / gambling 33,5 Child related 23,0 Games Gossip tabloids News Blogs Tools and health apps 17,0 17,0 16,0 12,5 12,0 Questions: Do you think poor website or app content negatively impacts your perception of an advertised brand?, What do you generally think is an inappropriate environment for a well-known brand? Base: All respondents (n=200); Values in percent 85

Part 3 Mobile Advertising in General French users appreciate targeted ads as a way to learn about new products. Actively choosing to receive personalised ads is important to 55% of the smartphone users. personalised advertising I only accept personalised advertising if I can actively choose to receive it. Personalised advertising allows me to learn more about interesting products. I appreciate personalised advertising as an alternative to ads that are not tailored to my personal interests. Personalised advertising makes me feel uncomfortable. (reverse coded) I feel that personalised advertising is infringing on my personal rights. (reverse coded) Question: We would like to ask you some questions about personalised advertising. For the following statements please indicate how strongly you agree or disagree with each statement. - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All respondents (n=200); Top Two Values in percent 86

Part 3 Mobile Advertising in General Users beyond 50 have a more negative attitude towards personalised advertising. The mid-aged group (30-49) is most accepting of this new advertising format. personalised advertising I only accept personalised advertising if I can actively choose to receive it. Personalised advertising allows me to learn more about interesting products. I appreciate personalised advertising as an alternative to ads that are not tailored to my personal interests. Personalised advertising makes me feel uncomfortable. (reverse coded) I feel that personalised advertising is infringing on my personal rights. (reverse coded) Total 16-29 years 30-49 years 50+ years Question: We would like to ask you some questions about personalised advertising. For the following statements please indicate how strongly you agree or disagree with each statement. - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All respondents (n=200); Top Two Values in percent 87

Results Germany

Part 1 General Smartphone Usage 2/3 of German smartphone users also own a Tablet. Android is by far the most prominent operating system in Germany. owned devices operating system of smartphone 100 65 68 45 10 16 13 2 2 Smartphone Tablet Smart-TV Smartwatch Android ios (iphone) Windows Phone BlackBerry other Questions: Which of the following devices do you own?, What is the operating system of your current smartphone? Base: All respondents (n=200); Values in percent 89

Part 1 General Smartphone Usage Communication via WhatsApp, E-Mail and SMS is more prominent than social media in Germany. smartphone usage Communication (WhatsApp, E-Mail, SMS etc.) 83,0 Social Media (Facebook, Twitter etc.) Listening to music Reading the News Watching short video clips (e.g. YouTube) Navigation and routing 60,0 57,5 54,5 54,5 52,5 Editing or sharing photos or videos 42,5 Online shopping Reading or editing documents 32,5 32,0 Video phone calls (e.g. Skype) Reading blogs or tweets Reading e-books or magazines Watching movies or series 21,5 20,0 18,5 15,5 Question: Thinking about your general smartphone usage. For which of the following activities do you regularly use your smartphone (at least once a week)? Base: All respondents (n=200); Values in percent 90

Part 1 General Smartphone Usage The young generation has the highest average smartphone usage across all categories. They use it mainly for communication, social media and watching short clips. The 50+ generation uses it primarily for communication, for navigation or to display documents. smartphone usage Total 16-29 years (n=51) 30-49 years (n=106) 50+ years (n=43) Communication (WhatsApp, E-Mail, SMS etc.) 83,0 90,2 78,3 86,0 Social Media (Facebook, Twitter etc.) 60,0 78,4 55,7 48,8 Listening to music 57,5 68,6 59,4 39,5 Reading the News 54,5 60,8 53,8 48,8 Watching short video clips (e.g. YouTube) 54,5 72,5 52,8 37,2 Navigation and routing 52,5 58,8 50,0 51,2 Editing or sharing photos or videos 42,5 51,0 40,6 37,2 Online shopping 32,5 51,0 25,5 27,9 Reading or editing documents 32,0 43,1 21,7 44,2 Video phone calls (e.g. Skype) 21,5 39,2 19,8 4,7 Reading blogs or tweets 20,0 37,3 16,0 9,3 Reading e-books or magazines 18,5 25,5 18,9 9,3 Watching movies or series 15,5 27,5 14,2 4,7 Question: Thinking about your general smartphone usage. For which of the following activities do you regularly use your smartphone (at least once a week)? Base: All respondents (n=200); Values in percent 91

Part 2 Premium mobile content Technical aspects are most important to German smartphone users. Information has to be believable and should be presented at the right level of detail. The website / app should load fast. The website / app has to provide believable information. The website should be easy to access. The website / app has to provide information at the right level of detail. The website / app has to present the information in an easy to read format. The website / app needs to have an easy navigation structure. The website / app must have adequate search facilities. The website / app must provide easy to understand information. The website / app has to look attractive. The website / app has to look visually pleasing. A website should always be optimized for mobile phone usage. I like to know who is behind the content of a website / app. I think of websites / apps that are popular as more trustworthy. If available, Ill always choose the app over the mobile website. It is important to me that professional journalists generate the news. Websites / apps must have an active community (e.g. comments or facebook integration). It is important to me that the website / app be recommended by someone I know. content quality technical quality design usability other Question: In the following questions we would like to better understand what is important to you when it comes to premium mobile websites or apps. For the following statements please indicate how strongly you agree or disagree with each statement. - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All respondents (n=200); Top Two Values in percent 92

Part 2 Premium mobile content Factors such as technical quality, design and usability are all more important to German smartphone users than content quality. overall content quality technical quality design usability other Question: In the following questions we would like to better understand what is important to you when it comes to premium mobile websites or apps. For the following statements please indicate how strongly you agree or disagree with each statement. - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All respondents (n=200); Top Two Values in percent 93

Part 2 Premium mobile content Sites / apps are picked as example of premium if they are easy to navigate and provide up-to-date-information. attributes of premium sites Its easy to navigate / find what I need 77,5 The information is always relevant and up-to-date 77,5 The quality of the content 75,9 Design and layout of the site 65,2 The site / app is very popular with my friends / family / colleagues 56,7 Reputation of content contributors / journalists 49,2 Question: What makes [these sites / apps] / [this site / app] you just named premium? - Scale: strongly agree, agree, neutral, disagree, strongly disagree Base: All Respondents / Respondents, how named at least one premium site / app (n=187); Top Two Values in percent 94