(Title Slide) Upwardly Mobile Usage, trends and brand perceptions Conducted by: Essential Research August 2011

This document provides the latest trend information among 16-54s Latest information on mobile usage and interest in services The role of TV in reaching key audiences How Channel 4 can enhance perceptions of mobile brands

Fieldwork dates: Methodology: Sample definition: Quotas set: Weights: Survey length: Sample size: Mobile survey Word association survey June 2011 Online access panel UK adults aged Online representative Nat rep demographics and three behavioural questions through face to face omnibus 20 minutes 1,247 January 2011 Online access panel UK adults aged 16+ Online representative Nat rep 25 minutes 3,201 Methodology

Weekly mobile internet access has more than doubled in 18 months – from 19% to 46% 142% Dec 2009 Jun 2011 Base: All mobile phone owners aged 16-54(2009 N= 1598; 2011 N=1247) Source: Essential Research (June 2011)

The mobile internet is widespread among early adopters and is moving to the mainstream Base: men (N=187); people living in urban areas (N=457), Early adopters (N=346), women (N=338); people living in rural areas (N=178); late tech adopters; (N= 480) Source: Essential Research (June 2011) % accessing weekly: men = 66% Early adopters = 70% Urban dwellers = 51% women = 20% Late adopters = 27% Rural dwellers = 31% % accessing weekly:

This has been aided by a two thirds increase of smartphone ownership in the past 18 months +64% 50% Dec ‘09 June ‘11 31% Base: All mobile phone owners aged (2009 N= N=1247) Source: Essential Research (June 2011)

The mobile internet is adding to overall internet use rather than cannibalising it 23 hours per week 25 hours per week Average time spent on the internet using a computer Smartphone owners Non-smartphone owners Base: Smartphone owners (N=693); non-smartphone owners (N=554) Source: Essential Research (June 2011)

60% of smartphone owners dual screen with their phones while watching TV Base: All smartphone owners (N=693) Source: Essential Research (June 2011)

Audiences across the Channel 4 portfolio are younger and more mobile conscious Those that list a C4 property as a favourite are more likely than average to be: Base: All that list a Channel 4 property as a favourite (N=425) Source: Essential Research (June 2011) Unable to live without their phone + 10% + 13% + 18% + 26% Advertising influenced in choice of mobile Daily mobile internet users Interested in mobile social networking

(Title Slide) Brand Synergy: Personality profiles for mobile phone brands

Brand synergy maps allow us to analyse the possible effect of advertising and sponsorship on mobile brands Allows us to plot mobile phone brands against channels, platforms and programmes to analyse the possible effect of advertising and sponsorship Respondents scored brands against nine sets of opposing personality traits such as interesting/boring; easy-going/ inflexible and cool/ out-of-date. Personality profiles available for 15 mobile brands, 20 channels and 26 Channel 4 portfolio programmes

Sony Ericsson indexes highly on being reasonable, self-disciplined, and sporty Mobile brand A is seen to be more reasonable, self disciplined and sporty than it’s competitors

Aligning with Channel 4 would make Sony Ericsson seem more different and streetwise % difference between Channel 4 and mobile brand A Mobile brand A could work with Channel 4 to promote itself as being different and streetwise

Aligning with E4 would make Sony Ericsson seem more streetwise and youthful % difference between E4 and mobile brand A Mobile brand A could work with E4 to promote the brand itself as being streetwise and youthful

% difference between More 4 and mobile brand A Aligning with More 4 would make Sony Ericsson seem more straightforward and liberal Mobile brand A could work with More 4 to promote itself as being straight forward and liberal

Aligning with the following programmes could make Sony Ericsson seem more streetwise and/or different Different Streetwise Channel 4 News Jamie Oliver Secret Millionaire Grand Designs 8 out of 10 Cats T4 The IT Crowd Misfits Peep Show Mobile brand A Mobile brand B Mobile brand E Mobile brand C Mobile brand D Nokia Hollyoaks Embarrassing Bodies This is England ‘86 If mobile brand A wanted to promote itself as being streetwise and different it could advertise or sponsor one of the programmes in the top right quadrant Mobile brand F

(Title Slide) For more details on these trends and TV/mobile brands synergy maps please contact: Suzanne Trotter – Lucy Alexander –