Anytime,

Anyplace:
Understanding
the Connected
Generation

UM Global Digital Insight - In-depth Study 002

2

The rapid rise of portable technology has forever changed the world The promise for content owners and marketing communications
we live in. The mobile phone is the world’s largest Internet, computing is huge but how is this going to be delivered? The gulf between
and communications platform with 2.3bn users; Laptops have industry expectations and what consumers are willing to accept is
overtaken desktops as the PC of choice; the iPod has sold 100m units currently vast.
and a whole wealth of mobile media technologies such as portable
To answer these questions, Universal McCann implemented the world’s
video players are on the cusp of going mass market.
largest survey into portable technology and mobile media platforms
The emergence of these portable platforms has happened in tandem as part of its ongoing global digital research programme. The survey
with the massive growth in social media, creating a proliferation of covered three key strands of portable technology and mobile media;
content such as video clips, digital photos, games, podcasts and platforms, content and advertising and marketing, investigating usage,
vodcasts that can be downloaded or transferred to portable devices growth potential, attitudes and demand.
and consumed in an out-of-home environment.
The research covered 21 markets from five continents and was
This growth in portable technology and content has changed completed in July 2007, providing a truly unique global perspective.
the society and culture we live in. It has transformed our lives to
become increasingly informal, flexible and transient creating massive
dependency on this technology. However portable technology
marketing, advertising and content still remain in their infancy, always
promising “this year’s thing to watch” but never delivering. Investment
today is still focused firmly on text-to-win promotions and
SMS mobile promotions.

WELCOME
© Universal McCann 2007. All rights reserved.
 3

THE GULF BETWEEN INDUSTRY

EXPECTATIONS AND WHAT
CONSUMERS ARE WILLING TO
ACCEPT IS CURRENTLY VAST.

PORTABLE
PORTABLE MARKETING
MEDIA
CONTENT COMMUNICATIONS
DEVICES
4

EXECUTIVE SUMMARY
“What did we learn?”
 5

EXECUTIVE SUMMARY

Access is universal world-wide Illegal downloads leading the way

• Consumers in the connected world have access to a massive range • Ripping legal CDs to portable devices is the number one source of
of portable devices regardless of local market economic, social and content, 38% have done so. This is still ahead of peer-to-peer illegal
cultural conditions. downloads, which stands at 36%.

Audio devices currently dominate • Both exceed paid-for downloads, which is just 16% despite the fact
• 41% have an audio player versus 20% who have a player with that music is the number one form of portable content that users
video capacity. would pay for.

Mobile phones are evolving from voice to data devices Branded content is the most popular advertising format
• The leading markets are driven by messaging and data. In Japan • Branded content is the most popular of all advertising formats with
just 24% of mobile usage is phone calls, compared to 65% in 67% finding this acceptable or valuable.
the USA.
• Opportunity exists in this future media environment to provide
3G phones are the most in demand portable device worldwide consumers with what they want and drive genuine consumer
• 3G is the number one in demand portable technology – 43% want to benefit by creating, sponsoring or providing access to content.
adopt. This is ahead of all other platforms, including media players,
portable gaming and laptops.

There is a huge appetite for content on these devices that is not

currently being satisfied.
• Role for marketers to create, sponsor and provide access to content
and services.

Portable technology is driving the rise of User-Generated

Content (UGC)
• Digital cameras are the most popular portable device after mobiles –
81% of our connected sample have one. Camera phones are nearly
as popular, 76% have access.

Music, films and games are the most valued content

• Despite the huge amount being created, UGC is the least popular
form of content to consume.
• Professional content producers are not about to be superseded
on future media platforms.
6

HOW WE DID IT
The research was conducted via self completion online surveys All the sample groups were nationally representative to the mobile,
by 10,000 16-54 ‘Connected World’ individuals who are Internet internet-connected universe (Figure 1). In many of the more emerging
connected mobile phone users. Although there are hundreds of markets this defaults to an urban sample.
millions of mobile users without access to the Internet, it was felt that
This selection of countries provided a universe of 690m, 30% of the
the dynamic between mobile and online was essential to access the
global mobile universe. The mix of saturated, maturing and emerging
full range of content and understand the relationship between portable
markets allowed for in-depth and robust assessment of the current
technology and the Internet.
and future global position.
Almost 500 people were sampled in each of the following markets:
France, Germany, Italy, Spain, UK, Greece, Russia, USA, Mexico,
Brazil, India, China, South Korea, Japan, Pakistan, India, Thailand,
Malaysia, Singapore, Philippines, Taiwan and Australia.

Figure 1: Market universe: 690m

Universe Size
180
158.3
160
140
126
120
100
80
64.7
60
44.4
28.6 29.7 30.5 38
40 25.3 25.6
11.4 11.5 11.6 12.2 17 17.6 18.2
20 2 7 7.6
3.2
0
ce
ia

ly

n
y
re

ce

an

il

na
n

a
n
s

lia

SA
nd

an
di
si

ic

pa
az
re
ai
ne

wa

Ita
ss

U
po

an
ee

st

i
ra
ay

ex

In

Ch
Sp
la

U
Ko

rm
Br

Ja
Ru
pi

i
ki
ga

Fr
Gr

st

Ta
ai

al

M
lli

Pa

Ge
Au

h
n

Th

M
i

ut
Si

Ph

So

Source: Internet World Stats, TGI Europa, Simmons & Local market surveys
 7

“THE MINIMUM REQUIREMENT TO BE INVOLVED WAS

A MOBILE PHONE AND ACCESS TO THE INTERNET.”

MARKETS TARGETED IN RESEARCH

France, Russia
Germany, South Korea
USA Greece, Italy, Japan
Spain, UK, Pakistan China

Mexico India Taiwan

Philippines
Thailand
Malaysia
Brazil
Singapore
. Australia
8

PLATFORMS
“What’s in your bag?”
 9

WHICH PORTABLE PLATFORMS

ARE THE MOST POPULAR? Figure 2: Device ownership global average

90
Portable devices have proliferated over the past few years - Figure 290
Fig 2 80
Fig 2 80

% Ownership
% Ownership
shows the global average for device penetration amongst our sample 70 70
of mobile and internet connected individuals. The ranking of devices 60 60
50 50
is particularly relevant as it demonstrates the entry points for content 40
40
and advertising. 30 30
20
20
The portable device that leads the way is the digital camera, 10
10
0
with 75% currently owning one. This high availability of cameras 0

y
e
Aop podod Ninrtab rry)

en lavyide as/ws i )

e
n S

d ion au nt)

udph le)

dilee o)

ss
)

glae o i&o p i

a
la
y

eon
-f
ly

c
ia nnut o c o D

er
3G P e(Pr ( gitlaess ilit

yi

rale

vi
p
underlines the extent to which photographs are the first point of

one
)

i
b
)

d
S

n ack t)

er ith (viaud ten le)

ta )
a

sws
PpSla l d ire apa ly)

is-fi
e

aula
rry

h
ity

poob podr io

ioon
ed so o de io do

am
c

de
t

e
D

po b
tio Bl an

io
b

/
o3rG eirta(l leeslse

vpi

mir
e
e

ud
do

/ d Ctha w
bi

lC
ta g ist

g
kb

in
content creation bar none.

la
pa

iwrei

ogb
n

dued

ta
ys e. s

(ae
ac

m
&
l
te

la e ( as

d il

awl i

ta
ca

gi
mn
t hw

via

ga
Bl

in

ab stao

i
t

Di
t

m
(P ic al

r M Ditgop

ig
t
d
owui
eo
N

i
(

i
Im

e
ew
.g

P dev igit

bl
id

p
eab
mM wiotph
(e

aiyg
The other interesting point is the dominance of the MP3 player over

ta
La
I Ip

P3
PS ail l d

le
(v

p/ ld
t

bnl
e

or
bthl e opap

tae
ic

rp
i3a
em n
po
ev

ptL
(p w
the iPod. At a global level this can be attributed to the success of

edP
e on

he
he
ld

rp
La
bl ers

Ot
Ot
ai

er
rta PaDpt

he
rta (p
em

low-cost flash players in the Asian markets. It is also clear how

Ot
L

rtOa
Po A

e
e

PD

bl
bl

Po
audio-only platforms lead video ones. This is a clear implication on
rta

Po
Po

the distribution of portable content.

Laptops are now more likely to be wireless and at 31% are an
Figure 3: Multiple device ownership global average
established platform for out-of-home and significantly lead portable
gaming devices. 1 (Just a
mobile)
1 (Just a 2
At 31% 3G compares favourably to many other portable media mobile) 3
9%
2 Fig 3
technologies amongst our mobility audience. Dedicated 3
4 9%
29%
mobile email devices such as the Blackberry have yet to make an Fig 3 5+

impact with just 6% claiming to use them, showing that they are still
4
29% 18%
5+
firmly business devices. 18%
Unsurprisingly multiple device ownership is the norm (Figure 3).
A massive 25% have five or more of these devices in their ownership.
19% 25%
19% 25%
10

COUNTRIES COMPARED

When looking at adoption by market (Figure 4) the main surprise Figure 4: Device penetration by market
is the extent of ownership in supposedly ‘less developed’ markets.
This reflects the nature of the connected audience and shows how Portable media player Laptop Digital Camera
100
involved and active this segment of Internet-connected mobile users 90
are, regardless of a low overall penetration within their country. If you 80

are connected you are connected, where ever you are in the world. 70

% Ownership
60
This underlines the divide that exists in emerging markets between the 50
online and the offline audience. 40
30
Looking at specific devices it is clear that the portable media player 20

(music, video and combined players) is the main portable technology 10

0
platform. The majority of these devices are music only and the high

Au tan

a
Gr a

Ge ce
Ta a
M ece

M il
Ru s
Pa n

o
e

ly
es

Fr K

a
ill US

an

l R th ny

ng a
po nd

ut ndi
li

t
si

re

ic
or

az
pa

in
ai
Si ssi
U

Ita
en
an
in

ra

a
iw
ay
s

ex
Ko
es aila

ap

Sp

Ch
Br
e
levels of usage in emerging markets can be linked to the popularity

Ja

rm
ki

I
ip

st

nd
al

h
Ph

So
of low cost flash based players such as iRiver and Creativelabs.

Al
Laptops are the second biggest platform, a real proof of its increasing
dominance over desktops in all markets. Portable gaming in
many cases is more popular among the connected audience in
the emerging markets than the connected audience in supposedly
‘developed markets’.
 11

THE IDEA OF CONVERGENCE

IN TECHNOLOGY

Convergence in portable technology is a theme that rises again and

again. The huge number of consumers with multiple devices (Figure 5)
shows that it is something that is yet to catch on. Despite this there
is a push to provide us with devices that deliver everything – mobile,
gaming, music, video and applications all in one. Apple’s launch of
the iPhone and the hype that followed epitomises this. Also the growth
of mobiles with music facilities as previously demonstrated shows the
Figure 5: Percentage Completely Agree with the statement “I like
creep of convergent devices. It is also particularly pertinent considering
Fig 4 the idea of having one portable device to fulfill all my needs”
the large number of portable devices that the mobility audience own.
Mexico
Malaysia
Figure 5 shows the percentage that agree with the statement “I like Brazil
India
the idea of having one portable device to fulfil all my needs” and there Philippines
Spain
is a clear trend. The top markets driving the demand for convergence Greece
China
are the emerging markets. Mexico leads with a massive 79% strongly Pakistan
Russia
attracted to the concept of convergent devices. The next seven markets Italy
Singapore
are Malaysia, Brazil, India, and the Philippines. The markets where Thailand
the convergence is least popular are all affluent. The lowest figure is Australia
France
Japan with 27%, Taiwan with 29% and the US with 31%. Convergence UK
South Korea
is clearly driven less by aspiration and more by financial necessity. Germany
US
There is no real need for a convergent product in the US, Germany Taiwan
Japan
and Japan – multiple dedicated devices is affordable and aspirational.
0 20 40 60 80

% All Agree

Convergence – “The concept of a technological device delivering more than one application
or purpose. For instance a mobile phone may also play music or stream live TV. Devices
have become increasingly convergent as technology has miniaturised and competition
between devices manufacturers has increased.”
12

BOND WITH PORTABLE

TECHNOLOGY

To understand the relationship respondents have with their portable

technologies we asked them to declare which ones were always taken
out-of-home and which ones were occasionally used. The results
(figure 6) are very clear; the mobile phone is the key device and
has the strongest relationship with the user. Virtually 100% of our
universe take the phone everywhere they go. The next most important
technology is the portable music and video player, with more than 40%
of owners always taking out-of-home.

Figure 6: Which devices do you take out of home? Global average

Sometimes Take
Always Take
100%
90%
% Take Out Of Home

80%
70%
60%
50%
40%
30%
20%
10%
0%
a
vi ng

op

e
ay /

er
on
pl ic

ce
De mi

pt
er

am
o us

ph
La
ga
de m

lc
ile
e
vi ble

ta
bl

ob

gi
rta
rta

Di
Po
Po
 13

THE ROLE OF PORTABLE

TECHNOLOGIES

Respondents were asked to state what device they typically used in
certain occasions. Figures 7 - 10 show the top usage occasions for
portable devices.
Mobile Phones usage is clearly defined by travelling, four of the top
six are forms of transport, trains, underground, bus, walking and the
top quite surprisingly is in a car. The two out-of-home occasions when
mobiles are most used is at work and while shopping. The combination
of these needstates shows how crucial the mobile is to our out-of-home
lives. It is also interesting that the commonly held stigma that people
do not want to use mobile phones on public transport does not apply.
These figures reflect the huge growth of data and messaging.
Fig 7
The laptop in contrast, is all about in-home usage. Unsurprisingly it
is driven by working and studying but the extent to which users are
combining laptop usage with in-home media consumption shows
how important it is for online and TV and online and radio. This is
confirmation in a global context of the much talked about concept of
‘media meshing’ i.e consuming more than one media at the same time.
Portable media players and portable gaming share the same
needstates – it is all about travel, with a mix of short commuting and
long-haul travel. It is also very interesting to see that these two devices
have also crossed over with in-home media consumption – again
driving the idea of media meshing but in more of an unexpected way.
It is clear from all platforms that portable technology also has a key role
to play in the home. Fig 8

Figure 7: Where do you use your mobile phone? Global Average Figure 8: Where do you use your laptop? Global Average

Mobile Phone Laptop

In a car (passenger) At home while watching TV

Walking At home while listening to the radio

Shopping At work

At work At home while on the Internet

On a bus On a plane

On train / underground In a car (passenger)

58 60 62 64 66 68 70 72 0 5 10 15 20 25 30 35

% use % use

Figure 9: Where do you use your portable media / music player? Global Average Figure 10: Where do you use your portable gaming device? Global Average

Portable Media / Music Players Portable Gaming Device

On train / underground On a plane

Walking On train / underground

On a bus In a car

While exercising On a bus

On a plane At home while listening to the radio

At home while watching TV At home while watching TV

0 5 10 15 20 25 30 35 40 45 0 1 2 3 4 5 6 7 8 9 10
% use % use
14

FUTURE GROWTH IMPLICATIONS

Good news for the mobile phone manufacturers and the networks,
43% of the global sample intend to obtain a 3G phone in the future,
promising huge potential (Figure 11). This is followed by video iPods;
not only good for Apple but an indication that out-of-home video is
set to be a major global platform. Wireless laptops come in third,
confirming the ever growing demand for portable computing.
The technologies that lag are varying. The Nintendo DS lags its rival
Sony PSP, indicating that dedicated gaming devices are not as popular
as multiple content devices. Non-wireless laptops follow, confirming the
shift in demand to flexible out of home computing. Next come portable
email devices which show that consumer demand for dedicated email
is still relatively low thanks to its association with business.
Figure 11: Which devices are you interested in purchasing in the future? Global Average
The extent of portable device ownership is staggering, both in terms
of penetration across markets and the number of devices that users
have. There is clearly a massive demand across the connected world
for these products and the lifestyle they enable. At present the
key platforms for marketers and advertisers are centred around
audio, with the mp3 player and the audio only iPod being found
everywhere. In theory this should be reflected in the content that is
produced today.
The short-term future is multi-media. 3G phones are the number one
most in-demand portable product, while the video iPod is number
two. Two key platforms for the distribution of video.
It is also clear how important portable technology is becoming a
source of User-Generated Content, as well as a media platform.
The digital camera is the number one portable technology device
in its own right and a key link between the mobile world and social
media platforms.

Global Average Nonetheless the primary portable will always be the mobile phone.
Firstly it is ubiquitous, secondly there is massive demand for 3G
3G enabled mobile phone
Ipod (video capability) guaranteeing its role as future multi-media device and thirdly its
Laptop with wireless (e.g Centrino) carried out-of-home on 100% of occasions. Particularly as they
Mobile Phone
Digital Camera
continue to move away from multi-media devices.
Other portable media player
PDA (personnel digital assistant)
Other MP3 / digital audio player
Ipod (audio only)
PSP (Playstation portable)
Portable email device (e.g Blackberry)
Laptop without wireless/wifi
Nintendo DS

0 10 20 30 40 50
% plan to purchase
 15

MOBILE PHONE USAGE

The mobile phone is the worlds biggest computing and portable There are however big variations by markets, even among the numbers
media platform. It is forecasted that 3.3bn will be connected by 2011* of phone calls and SMS messages sent. Figure 13 shows the share of
– growth driven by Asia, Africa and Latin America. The developed mobile usage occasions by country. The immediate observation is the
markets have reached or are reaching 100% penetration; extraordinary overall share of SMS, which has extensively eaten into voice usage, but
Fig 12
for a relatively young technology. yet to be impacted by MMS.
Figure 12 shows the extent to which users have integrated phones into The other striking fact is the extent to which Japanese usage is driven
their lives. On averageUsed
41%the Internet
of our global sample makes more than five5+ times by data, with 23% of usage made up by Internet usage – by far the
a day
calls a day, while 35% send more than five texts a day; a huge volume 2 – 4 timeshighest
a day in the world. Only three markets have phone calls above 60%
of communication.Send a picture (MMS) of usage occasions: USA, Thailand and Taiwan and this will surely
Once a day
message
2 – 3 times a weekover time.
decline
Internet and MMS frequencies are much lower, but not insignificant. Once a Week
Send a text (SMS)
30% use mobile internet moremessage
than once a week and 34% send Less often
an MMS more than once a week – encouraging opportunities for Have used once
Never
multimedia content. Make a phone call

*MIC (Market Intelligence Center)

0% 50% 100%
Figure 12: Frequency of using your phone by method of communication - global average Figure 13: Percentage share of total usage occasions by method of
% frequency of communication
communication - global average
12 Fig 13
Phone Calls Text (SMS) Text (MMS) (Internet)
USA
UK
Used the Internet
5+ times a day Thailand
Taiwan
2 – 4 times a day
Send a picture (MMS) Spain
Once a day South Korea
message
2 – 3 times a week Singapore
Once a Week Russia
Send a text (SMS)
message Less often Philippines
Have used once Pakistan
Never Mexico
Make a phone call Malaysia
Japan
Italy
0% 50% 100% India
Greece
% frequency of communication
Germany
France
Phone Calls China Text (SMS) Text (MMS) (Internet)
USA Brazil
UK Australia
Thailand Global Average
Taiwan
Spain 0% 20% 40% 60% 80% 100%
South Korea
Singapore % Share of total mobile phone communications occasions
Russia
Philippines
16

MOBILE PHONE FEATURES

Multi-media handsets are now the norm amongst our connected Only two markets fail to reach the 60% penetration threshold, which is
universe. Figure 14 shows feature penetration across the sample. interestingly India and the US - two markets at the opposite ends of the
The enablers of content creation and media are now all mainstream. economic development scale.
Colour screens, cameras, web browsing and MMS are all around the
Comparing this to the penetration of music players, a slightly different
80% penetration mark. However convergence features have had
picture emerges. There are a larger number of developed mobile
mixed performance. Music players have reached 50% penetration,
markets further down the table. The relatively strong performance of
but more emerging technologies such as Live TV, video calling and
developing markets reflects the financial necessity of convergence
payment technologies have yet to make significant penetration, all
– the idea of having separate portable devices is more of a luxury.
falling below 20%.
Not a problem in markets such as Japan, the US and France where
There are however significant differences when you look at the market dedicated business and multiple handsets are more likely to exist.
splits. Figures 15 and 16 show the claimed penetration of camera
phones and music players – two key technologies for creating content
and enabling media on a mobile device. The markets leading the
charge are a mix of developed Asian markets and European; South
Korea, Greece, Japan, Singapore and the UK make up the top five.
fig 15 fig 16
Figure 14: Mobile phone feature penetration - global average
fig 14 Figure 15: Penetration of cameras on Figure 16: Penetration of music
mobile phones players on mobile phones

Global Average Camera Music Player

Colour Screen South Korea China
Picture messages (MMS) Greece Greece
Camera Japan South Korea
Internet browsing (WAP / GPRS) UK UK
Emails Italy Italy
Video Camera Mexico Global Average
Bluetooth
China Spain
Music Player
FM Radio
Spain Camera Mexico
Global Average Brazil
Video Calling
France Germany
Facility to watch live TV South Korea
Australia Russia
Electronic payment system Greece
Germany India
0 20 40 60 80 100 Russia Australia
Japan
Brazil France
% penetration India UK Japan
US Italy US

Mexico
0 10 20 30 40 50 60 70 80 90 100 0 20 40 60 80

% penetration % penetration
China
Spain
 17

NEXT GENERATION
MOBILE SERVICES

The real test is not feature penetration but users’ willingness to adopt Figure 17: Usage of mobile features (last 6 months) – global average
and use such technology. Figure 17 shows that the ubiquitous text
message remains the most popular mobile application. HoweverFig17 it is Send a text (SMS) message
Taken a photo
closely followed by multimedia content creation and sharing. Taking Send a picture (MMS) message
Sent a photo to someone I know
photos, MMS, taking videos and sending photos are the next four. Fig17This Recorded a video
Send a text (SMS) message
Send a file to another phone via Bluetooth
level of penetration shows the extent to which the mobile phone has Taken a photo
Use the internet pages provided by mobile company
Send a picture (MMS) message
Download a game
evolved from just being a communications device, while indicating its Sent a photo to someone I know
Sent an email
Recorded a video
value in User-Generated Content. Sent a photo to a website
Send a file to another phone via Bluetooth
Downloaded a video clip
Use the internet pages provided by mobile company
Search for directions
Download a game
There is also a creep of Internet services; using mobile web portals, Made a video call
Sent an email
Electronically paid for goods/ services
mobile search, downloading content and sending emails have gained Sent a photo to a website
Used office software e.g Word Processor etc.
Downloaded a video clip
Watch Live TV
significant levels of usage. Unsurprisingly some more cutting edge Search for directions
Made a video call
technologies have yet to approach critical mass, with emerging Electronically paid for goods/ services 0 20 40 60 80 100
Used office software e.g Word Processor etc.
concepts such as Live TV, electronic payment and video calls still niche. Watch Live TV % Ever Use (last 6 months)

Figure 18 looks at usage in relationship to access and it is clear that 0 20 40 60 80 100

the points of access to create content lead active usage. Nearly 100% % Ever Use (last 6 months)
of those with a camera or video camera have used it. Since these are Camera
Figure 18: Conversion – the numbers with access who have used – global average
Video Camera
so easy to use, this is not a surprise. What is a surprise is the extent
Fig18 to
Electronic payment system
which very emerging applications such as electronic payment, video Camera
Picture messages (MMS)
calling and watching Live TV have such high levels of take up. This Video Camera
Fig18 Video Calling
is very encouraging for mobile operators as they continue to expand Electronic payment system
Facility to watch live TV
their access to new technologies although it is very unlikely that most Picture messages (MMS)
Emails
of these users will go beyond experimentation to become the regular Video Calling
Internet browsing (WAP / GPRS)
users that operators seek. Facility to watch live TV
0% 20% 40% 60% 80% 100%
Emails
However Internet browsing and email lag despite integration on all new Internet browsing (WAP / GPRS)
% of those with access who use (Conversion)
user interfaces and heavy promotions from the handset manufacturers
0% 20% 40% 60% 80% 100%
and the operators, suggesting more needs to be done to promote
% of those with access who use (Conversion)
these services.
18

WHICH MARKETS LEAD EMERGING

TECHNOLOGIES?
Mobile search Sending photos to websites
Mobile search has long been touted as the application which will finally The integration of mobile phones and the Internet promises to unleash
drive substantial take up of mobile Internet and also provide the link the tidal wave of User-Generated Content. The growth of camera and
between online and the real world. However usage is still limited in video phones means that there is a constant opportunity for citizen
all markets except Japan (Figure 19), where 49% have used mobile reporters. The increasing usage of mobile phone pictures and videos
search. Only four other markets fall above the average; Greece, China in TV news reporting is proof of this. However outside of Asia its impact
and the UK. has been limited. Figure 21 shows how dominant the Asian markets
are, in particularly Japan, China and South Korea which are all at the
Electronic payment for goods and services
forefront of social media usage. European markets, normally at the
Electronic payment by mobile could revolutionise commerce. There are
forefront, lag in this connection of mobile and online.
a number of ways that electronic payment can be activated by mobile;
either wirelessly with a dedicated point of sale device, by text code or
over a secure mobile internet portal. But only Japan shows significant
adoption, with a stunning 81% claiming to use it. The next market is
South Korea with just 19%.

Fig19-21Fig19-21
Figure 19: Ever usedFig19-21
mobile search Figure 20: Ever paid using mobile electronic payment systems Figure 21: Ever sent a photo to a website

Electronically
Electronically paid for
paid forElectronically paid for Sent to
Sent a photo a photoSent
to a photo to
goods/ services
goods/ services goods/ services a websitea website a website

Japan Japan Japan Japan Japan Japan Japan Japan Japan

Greece Greece Greece South KoreaSouth Korea

South Korea China China China

China China China China China China South KoreaSouth Korea

South Korea

UK UK UK Brazil Brazil Brazil Mexico Mexico Mexico

France France France Greece Greece Greece Greece Greece Greece

Italy Italy Italy Russia Russia Russia India India India

South KoreaSouth Korea

South Korea Spain Spain Spain Italy Italy Italy

Spain Spain Spain India India India France France France

Mexico Mexico Mexico US US US Brazil Brazil Brazil

India India India UK UK UK US US US

0 0 20 020 40 2040 60 4060 0

60 0
20 20
40 40 2080
0 60 60 40100
80 60 100 80 1000 0
20 20
40 40 20 80
0 60 60 40 100
80 60 100 80 100
% Ever % Ever
Done Done
(last (last
Ever 6Done
6%months) months)
(last 6 months) % Ever % Ever
Done Done
(last 6 (last
Ever 6Done
%months) months)
(last 6 months) % Ever % Ever
Done Done
(last (last
Ever 6Done
6%months) months)
(last 6 months)
 19

COUNTRIES COMPARED IMPLICATIONS

Figure 22 looks at the average levels of adoption by market for all of There are clear global patterns in mobile usage and development. The
these technologies and is very revealing in terms of the extent to which most sophisticated market is clearly Japan. Not only did they top the
mobile phones have woven themselves into the fabric of that society. mobile usage index, they are the largest users of mobile Internet and
The countries that lead are Japan, Greece, Italy, China, South Korea also emerging technologies such as electronic payments and search.
and the UK – markets that have all enthusiastically embraced the On a broader scale Northern Asia, Mediterranean Europe and the UK
phone beyond its capacity to make calls. are leading consumer adoption of mobile and driving its future, while
in contrast France, Germany and in particularly the US lag. These
The position of Japan at the top of the index confirms all the
are useful differences for marketers, mobile operators and content
preconceptions and anecdotal evidence that states Japan’s
providers to prioritise which markets are worth investing in.
pre-eminence in mobile.
From a global perspective the extent to which mobile owners use
It is interesting that the US ranks last, again substantiating perceptions
their mobiles is quite extraordinary and the shift away from voice to
that the US has been slower than other markets to embrace mobile
messaging and more slowly to mobile internet is clear. The leading
phones in a sophisticated manner.
mobile markets are the most data and messaging orientated and the
others will surely follow. Overall though mobile internet is still the least
adopted technology where available. Just 54% of those with access
to Internet on their phone have used it and there clearly is still much
Figure 22: Mobile usage index (average usage across all applications and services tested) to do to encourage usage and should be taken into consideration for
those developing mobile internet services.
The mobile phone is the most important tool for creating User-
Japan
Greece Generated Content. There is higher access to camera phones than
Italy digital cameras and usage where available is virtually 100%. But the
China
South Korea important point is that the mobile is available all of the time. Where the
Singapore
UK impulsive need to create content via photos or videos is relevant the
Philippines phone will fill that gap. Mobile pictures, videos and MMS can clearly
Pakistan
Mexico
be worked into all marketing communications where relevant.
Spain
Malaysia The mobile also has a multi-media and divergent future. The real
Global Average
India
emerging technologies that have low overall reach due to technology
Thailand constraints such as electronic payment, video calling and Live TV
Australia
Russia have been adopted with huge enthusiasm by those who can. A very
France encouraging fact for mobile operators, mobile phone manufacturers
Brazil
Germany and marketers the world over.
Taiwan
US

20 25 30 35 40 45 50
% Average usage (last 6 months)
20

CONTENT
“What do you want to do?”
 21

Fig 25-26

WHERE ARE USERS GETTING Buy an official CD and upload

CONTENT TODAY? the music to your PC

Download music from a peer to
peer file sharing site
Borrow an official CD and
upload the music to your PC
Download films from p2p file
sharing site

The journey consumers take to source content for portable devices versus music. Films are also more popular than TV Shows on P-2-P,
Download Podcasts

splits into two; the sourcing of content and the transferring of content. because TV Shows
Download Videocasts in the main do not have the same global appeal

By accessing the absolute number who had done this across various Buyand
a DVDdo not have
and upload it to yoursuch
PC staggered and controlled distribution.
platforms, it allowed us to track demand for paid-for content versus Buy a copied CD and upload
the music to your PC
InBorrow
theanmain, paying for digital media is still relatively unpopular – music
free content while also assessing the possibilities for media owners official DVD from a
friend and upload it to your PC
is most popular, but TV and Films have yet to make an impact. Paying
and advertisers. Pay for music downloads
à-la-carte is more sought-after than subscription payment methods.
Download TV shows from a p2p
As demonstrated in Figure 23 traditional fixed media formats still rule file sharing site
Transferring of content
Pay a monthly subscription to is very prominent (Figure 24), it shows that there
when sourcing content which is great news for the music industry. download / stream music
is a large
Pay forlevel of interaction between the PC, Internet and portable
film downloads
However while file sharing sites are catching fast, underlining the fact
technology
Pay for TV showand also that much of what people move to portable
downloads
that paid for downloads has some way to go before they dislodge the
devices is user-generated. More than 60% are moving pictures from
CD and illegal methods. It also shows that consumers favour flexible 0 5 10 15 20 25 30 35 40
their digital camera to their PC, but surprisingly mobile phones are
non-Digital Rights Media (DRM) media regardless of paying for it % Ever Done (last 6 months)
closely behind. Transferring videos from the same platforms to a PC is
or not.
also very popular – facts that underline how important these devices
Films however are led by illegal file sharing and then DVDs – this are in the world of UGC. The most popular movement from PC to
ig 25-26 reflects two facts, one that Peer-to-Peer (P-2-P) gives users films when portable player is music, followed by photos and then video, which
they want them and also the complexities of uploading DVD content considering the complexities, an amazing 36% have done so.

Figure 23: Sources of content for portable devices - global average Figure 24: Transferring content to portable devices - global average

Buy an official CD and upload

the music to your PC Transfer photos from a digital
Download music from a peer to camera to a PC
peer file sharing site
Borrow an official CD and Transfer music from your PC to
upload the music to your PC a portable player
Download films from p2p file
sharing site Transfer photos from a mobile
phone to a PC
Download Podcasts
Transfer photos from your PC
Download Videocasts to a portable player

Buy a DVD and upload it to your PC Transfer videos from a digital

Buy a copied CD and upload camera to a PC
the music to your PC
Borrow an official DVD from a Transfer videos from a mobile
friend and upload it to your PC phone to a PC
Pay for music downloads Transfer videos / TV / films from
Download TV shows from a p2p your PC to a portable player
file sharing site
Pay a monthly subscription to
download / stream music 0 10 20 30 40 50 60 70
Pay for film downloads % Ever Done (last 6 months)
Pay for TV show downloads

0 5 10 15 20 25 30 35 40
% Ever Done (last 6 months)
22
South Korea
Fig 27-28 Thailand
UK
China
Australia
Russia
LEGAL V ILLEGAL SOURCES Japan
India
Global Average
Phillipines
US
France
Greece
Illegal content is currently satisfying consumers demands, 36% have Taiwan
downloaded music via P2P versus 18% who have paid for digital Mexico
music. The only markets to buck this trend are the US and South Singapore
Korea, where the use of P2P sites to obtain music is lower than Italy
Pakistan
the percentage who had paid for music downloads – a point that Malaysia
demonstrates the global nature of content piracy. Brazil
Spain
Germany

0 20 40 60 80
% Ever Done (last 6 months)
Figure 25: Purchased digital music online Figure 26: Used a Peer-to-Peer service to download music

South Korea China

Thailand Mexico
UK Spain
China Russia
Australia Malaysia
Russia Brazil
Japan South Korea
India Greece
Global Average Italy
Phillipines Global Average
US Australia
France India
Greece UK
Taiwan France
Mexico Phillipines
Singapore Pakistan
Italy Singapore
Pakistan Taiwan
Malaysia US
Brazil Japan
Spain Thailand
Germany Germany

0 20 40 60 80 0 20 40 60 80
% Ever Done (last 6 months) % Ever Done (last 6 months)

China
Mexico
 WHAT CONTENT DO USERS WANT
ON THEIR DEVICES?

To understand what types of content platforms fit with portable

devices (Figure 27) we asked respondents to state which types of
entertainment or information would interest them on what platform.
There is a clear pattern by type of content. Music holds most interest
on video and music players, with the mobile phone very close behind.
This is a visual demonstration of the mobile phone companies success
at driving convergence through music. Laptops also figure highly
thanks to people streaming or playing music files while they work or
surf the Internet.

The most popular platform for TV clips and films is the laptop
suggesting that most video content is not shifted between PC and
portable player. What is interesting again is that mobile is up there with
g 23 the portable media player. Also interesting are the similarities between

Figure 27: Content platform demands by device

Digital video & music player Portable gaming device Laptop Mobile Phone TV Clips, Films and Live TV in terms of interest regardless of platform.
80 The concept of Live TV over PC or phone seems to have resonated with
70 consumers the world over.
60 The surprise with gaming is that portable gaming machines were not
50 the main platform for gaming, with laptops and mobiles leading the
40 way. This is indicative of most people’s casual demands for gaming
– which the mobile and the laptop via the Internet do so well.
30

20 The Internet is unsurprisingly most popular on a laptop, but the mobile

10
phone is also key and holds interest for 46% of our global respondents.
This backs up early figures on mobile Internet which shows that the
0
Music TV Clips/ Films Live TV Games Internet consumer demand is there.
video casts
24

CONTENT BY USAGE OCCASION

It is clear that music dominates all usage occasions and is consumed
everywhere on a portable device, from travel, to work and even shopping.
The next most popular type of content is the Internet and there is
demand across the board in-home, out-of-home and at work.
Looking at richer more involved forms of media, such as video, films,
Live TV and gaming the demand is lower, but still significant in terms
Fig 24
of usage.
Another interesting point on gaming – is that there is consumer
demand to have it at home while working / studying but not in the
office. The relative scores for consuming portable content while at
home watching TV demonstrates that portable media is not just for
out-of-home. Also it underlines how important duel media consumption
and media meshing is. The relationship between traditional media
consumption and portable content is an important dynamic.

Figure 28: Content platform used by usage occasion - global average

Music TV Clips Films Live TV Games Internet

At work

In a car (passenger)
Walking

On a bus

Underground

At home while watching TV

Working/studying at home

0 10 20 30 40 50 60 70 80

% content platforms used by usage occasion

 25

TOPICS OF CONTENT

The topics of content that our sample demand are driven by

informational and news needs (Figure 29). Travel, general news
and entertainment lead the way. Services such as cinema listings,
weather, route planning and shopping have lower levels of demand.
Somewhat surprisingly user-generated clips fall bottom, which seems
to fit contrary to most mobile operators’ attempts to drive mobile portal
usage through UGC mechanics such as Orange Mobile “Hot or not”
and the popularity of UGC podcasts on services such as iTunes.

fig 29

Figure 29: Topics of content interested in – global average

Travel
News
Entertainment
Holidays
Technology
Cinema
Weather
Music news / reviews
Route Planning
Sports
Business
Shopping
Celebrities
Video Clips created
by other users
0 0.5 1 1.5 2
Scale of 1 to 5 where 5 equals very interested and 1
equals not at all interested
26 Male
Female
News
Entertainment
Technology
Travel
Entertainment Male
News
TOPICS
Cinema OF CONTENT BY SEGMENT News
Cinema
Sports Technology
fig 30-34 Holiday
40 45 50 55 60 65 70
Entertainment 40 45 50 55 60 65 70
% Very Interested
Cinema % Very Interested
Figures 30 to 33 show the top five types of content that are of most and sports, while women have ranked entertainment top. The
interest by key demographic segments. The major consistencies are differences by age groups are less pronounced although the younger
Sports
that the content remains informational and largely functional regardless segments are more entertainment-orientated. Older segments are more
40 45 50 55 60 65 70
of segment with news, travel and entertainment information figuring tasked based with weather and holiday information figuring in the top
% Very Interested
highly. There is no place for celebrities, route planning or User- five, while news is number one.
Generated Content in any of the segments.
There are also some Female
subtle differences that pull the segments apart –
albeit along fairly stereotypical lines. Men are interested in technology -34
Entertainment
Entertainment
Figure 30:Travel
Content very interested in – male sample Figure 31: Content very interested in – female sample
News
News Male Female
Cinema
News
Cinema Entertainment
Technology
Technology
Holiday Travel
Travel
Entertainment 40 45 50 55 60 65 70
News
% Very Interested 40 45 50 55 60 65 70
Cinema Cinema
% Very Interested
Sports Holiday
40 45 50 55 60 65 70 40 45 50 55 60 65 70

% Very Interested % Very Interested

Figure 32: Content very interested in – under 34s Figure 33: Content very interested in – over 34s

-34 35+
Entertainment News

News Weather
Female Travel
Cinema -34
Entertainment
Technology Entertainment
Travel
Travel Holidays
News
News 40 45 50 55 60 65 70 40 45 50 55 60 65 70
Cinema
Cinema % Very Interested % Very Interested
Technology
Holiday
Travel
40 45 50 55 60 65 70
40 45 50 55 60 65 70
 27

WHAT WOULD USERS PAY FOR?

Monetising portable content is obviously the ultimate goal for mobile It has also been the focus for mobile companies within their portals. This
networks, the portable platform content providers and media owners. Fig suggests that if untargeted it may not be the best content to monetise.
35
The size of the user base and massive demands for content suggests that
As with interest in types of content – user-generated video comes at the
there is much revenue to make, however it is clear that overall demand
bottom of the list. This clearly indicates that quality and professionalism
is still on the low side. The research asked users to score from 1 – 5 how
of production is one of the main drivers to monetisation. A reassuring
willing they are to pay for content and just three category types passed the
fact for professional media everywhere.
average (Figure 34). All three were rich and permanent (i.e. not intended
for single use) types of media; Music, Films and Games.
Figure 34: Content willing to pay for – global average
The next two categories that people would be likely to pay
for are location services and directions, a surprisingly high Music downloads
Films
ranking for one off service, but one that demonstrates Game
there is value in mobile services. Live TV, Radio and video Travel directions / times
Local search for products and services (e.g nearest restaurant)
clips all fall in the lower half, a long way behind their rich Music videos
media counterparts of music and film. This suggests their News articles
Price comparison services of products you find in the high street
association with free to access traditional media harms their Live TV on a mobile
ability to drive paid-for revenue on mobile platforms. Video clips / TV shows
Radio / audio shows
A big surprise is the very low ranking of sports highlights and Consumer reviews of products and services
news and results considering that sports is something that Sports Highlights
Sports news articles / results
has traditionally driven media revenues on most platforms. Video clips created by other users / consumers

0 0.5 1 1.5 2 2.5 3

Scale of 1 to 5 where 5 equals very
interested and 1 equals not at all interested

IMPLICATIONS
These results underline the fact that demand for content is massive, but
what is being provided legally is not fulfilling demand. The number one
source of content is still to rip a CD followed up peer to peer sources.
This shows that consumers do not want tightly controlled DRM heavy
digital media. They want to be able to use it as they want regardless of
paying for it, both a challenge for rights owners to open up their content
on digital platforms and also an opportunity for advertisers to provide
free top use content to consumers. There is a challenge in wider multi-
media monetisation. The topics content that most users want on a regular
basis are largely functional and informational, but the content they
are willing to pay for is rich entertainment. These results also show
important the mobile phone is as a cross media platform, being more
popular for gaming than games machines and the second most popular
for Internet, music and TV and video formats. It may become the
device in emerging markets where finances demand one, however low
demand for convergence in developed markets, mean it will always be a
supplementary device, be it one that is always present.
28

MARKETING
COMMUNICATIONS
“What do you like?”
 29

MARKETING COMMUNICATIONS

Expectations in the industry are huge and it has been hyped as the formats that create clear consumer benefit and ones that are based on
next big thing. Every year is touted as the year it will happen. But “opt in” for example outdoor bluetooth formats both on transport and
marketing on these devices remains limited as consumer demand is so outdoor adverts.
far removed from industry hype. Mobile phones are dominated by SMS
Figure 36, which looks at portable media player formats, demonstrates
promotions, while display, location based, bluetooth and rich media
that the rules of advertising on traditional media still apply. The most
advertising still remains very much in the nascent stage. Frequently held
interruptive and invasive formats that appear in the middle of clips or
back by technology issues, lack of advertiser interest and concerns over
consumer receptiveness. Other platforms such as video players and
Fig 36-37 come in the form of paid for recommendations are the least acceptable
to consumers. As the format becomes less interruptive for example
portable gaming machines have opened up new possibilities for new
sponsorship and branded content
Lower the more acceptable
Average it is.
Higher value
kinds advertising, sponsorship and branded content in a plethora of new
media formats such as podcasts, videocasts, video clips, web services This Ads
distinction from that
on public transport consumers highlights the opportunity for
send info to mobile if opt
and gaming. However, as with mobile, it is still much at the advertisers and marketers
Outdoor adverts/ posters that
in this space. There is far more flexibility
experimental stage. and opportunity than
send info to mobile if opt found
to in traditional media, so the opportunity
to leverage paidresults
Sponsored search for communications
on a in formats that create consumer
Figure 35, which looks at mobile phone formats confirms what many mobile phone search
benefit and drive engagement, should be embraced.
have thought. The highest levels of value and acceptability were for the Adverts on mobile internet pages

TV adverts on a mobile phone

0% 20% 40% 60% 80% 100%

6-37 Figure 35: Opinion on mobile phone advertising formats Figure 36: Opinion on portable device advertising formats
% Agree

Lower Average Higher value Lower Average Higher value

Ads on public transport that Radio/audio shows (Podcasts) sponsored
send info to mobile if opt by advertisers

Outdoor adverts/ posters that Video clips/shows that are sponsored

send info to mobile if opt to by advertisers

Sponsored search results on a Radio/audio shows (Podcasts) created

mobile phone search by advertisers

Video clips/shows that are created

Adverts on mobile internet pages
by advertisers
Adverts that appear at the beginning of
TV adverts on a mobile phone
video clips / shows

0% 20% 40% 60% 80% 100% Brand recommendations from the presenters
of podcasts

% Agree Adverts that appear in the middle of

video clips / shows

Lower Average Higher value 0% 20% 40% 60% 80% 100%

Radio/audio shows (Podcasts) sponsored

by advertisers
% Agree
Video clips/shows that are sponsored
by advertisers
30

RECEPTIVENESS OF
DIFFERENT MARKETS
Fig 38
Although opinions between different formats were very uniform Figure 37: Advertising Acceptiveness Index – scores by market
between markets, there are significant differences between the
overall levels of receptivity. Figure 37 represents an index based on
the average level of value across all formats, both mobile and wider Advertising Acceptiveness Index
portable technology platforms that allow you to compare markets and Mexico
China
see where the real opportunities and challenges are. Thailand
Philippines
Malaysia
Brazil
The clearest observation is the significantly lower levels of acceptability India
Spain
in developed markets. This is particularly the case in the US, where Singapore
Germany
clearly a legacy of heavy weight advertising and marketing has had Russia
Italy
an impact. The next set of countries are also developed, but with Taiwan
Pakistan
significantly higher levels of acceptability than the US. Australia
Greece
Japan
South Korea
The top seven countries are all emerging markets including UK
France
Mexico, China, Thailand, Philippines, Malaysia, Brazil and India, US

demonstrating less cynicism towards paid for communications, but 5 5.5 6 6.5 7 7.5 8
something that will surely emerge as advertising on digital platforms
Average value score by market across all mobile phone and portable technology
and the commercial application of them becomes more prevalent. advertising formats
 31

ADVERTISER FUNDED CONTENT Fig 39

Portable technologies and mobile open up a huge range of

Figure 38: Content that consumers would most like to receive free of charge from advertisers
possibilities for advertisers and marketers to produce and
distribute content. Recent examples have included Coca-
Cola with iTunes and BMW with videocasts, this in the past Global Average
has been complicated and expensive due to the tightly Music downloads
SMS (txt msg) that entitle free entry to an event
controlled distribution channels of broadcast radio and TV Films
SMS (text msg) that entitles you to prod discount
and the difficulties of operating in multiple markets. Ad Music videos
Live TV on a mobile
funded content also clearly offers away to offer consumers News articles
Game
real benefits, moving away from the interruptive model of Travel directions/times
advertising and drive engagement. Local search for products and services
Video clips/TV shows
Radio/ audio shows
Figure 38 looks at which forms of content most appeal Price comparison service of prods find in high st
Consumer reviews of products and services
when offered by advertisers for free and the results almost Sports Highlights
Sports news articles/ results
mirror the content that users are willing to pay for – clearly Video clips created by other users/ consumers
people want to receive the content they attach most value 0 0.5 1 1.5 2 2.5 3 3.5
too (as shown previously in Figure 34). These are music, Scale of 1 to 5 where 5 equals very interested and
films, live TV and access to events. Again UGC video clips 1 equals not at all interested
hold no appeal and surprisingly nor do sports.

IMPLICATIONS

Consumer receptivity to advertising and marketing activity is extremely
clear; the most invasive formats such as advertising in the middle of
podcasts, pre-roll advertisements and TV ads on mobile phones are
the least liked and significantly less acceptable than more progressive
formats such as branded content and sponsorship.
The emergence of portable technology and their use as a media platform
is a massive opportunity for advertisers to create a more positive
relationship with consumers by giving them what they want.
Portable platforms are open access, cheap to distribute across, global
in nature and consumed on users terms. Traditional media, with its high
entry costs, limited geographic reach and strict regulations, has never
provided advertisers and brands opportunity before. Brands should be
creating appropriate branded content, providing access to rich media
content such as music, film and TV shows or even creating mobile
services, reaching consumers on their terms in a way that’s more
engaging than traditional interruptive formats.
It is also clear that certain markets are more receptive than others, with
the developed markets that have a legacy of heavier advertising being
least receptive. The emerging markets are currently open to newer
formats but this may change as users become exposed.
32

“How do we deliver
the potential?”
33
34

MAKING IT WORK
“There is a massive gulf between content owners,
advertisers and marketers and what consumers are
willing to accept and what they really want to adopt.
However demand is emerging fast and there are
clear rules to succeed.”

Think content not just advertising
• There is huge demand for content while advertising in its traditional
format, will not succeed on these platforms
Define a more positive relationship with consumers
• Portable technology allows brands to create and distribute or provide
access to content, applications and services that offer true benefits
• There is too much choice to maintain interruptive formats to exist on
portable technology media, consumers will go elsewhere
Leverage the network
• Portable platforms like social media have created new avenues to
distribute content on a global scale without the high entry costs of global
Integrate mobile into the mix properly
• The mobile is the world’s number one technology platform and
should be core in all future communications, this can be as simple
as providing SMS shortcodes on adverts
• Avoid interruptive formats and always have “opt-in”
Encourage creation of content
• A surprising amount of portable media consumption happens at
home while watching TV, listening to the radio or even while using
the Internet
• It is important to link portable content and services to traditional
media content

• A global brand and communications positioning must be maintained,

content is accessed along language lines not market lines
Integrate with social media
• Increasingly the connected people are sourcing content from social
media platforms
• Portable devices should be part of any social media strategy and users
should be encouraged to move that content from desktop to devices
• This means living by the rules of social media – creativity,
participations and interaction
Asia and Europe offer most commercial potential
• Largest demand for content, services and future devices and most • Simplicity is the reason podcasts took off once they were integrated
receptive to marketing communications
Drive User-Generated Content
• Portable technologies are driving User-Generated Content on social
media platforms. This is both due to low-cost digital cameras and
the rise of camera phones
• Increasingly consumers are uploading this content to social media
platforms creating an opportunity for brands to either develop
applications that leverage this or place User-Generated Content as a
mechanic in campaigns
Champion simplicity
• A very key point in portable technology and mobile. If it is simple
and the technology works without much effort then it will be adopted
into the iTunes store, it became a one click process
 35

Portable technology allows

advertisers to create a
more positive relationship
with consumers.
© Universal McCann 2007. All rights reserved.
Contact
For further information and any questions
please contact EMEA Research Manager:
Tom.Smith@universalmccann.com

Global Research - 21 Markets, 10,000 consumers