AM

• News/weather (29%), and traffic/travel (13%)

• First choice (34%)

Breakfast Slot 6am-9am

• Finance/banking (20%) • First choice (29%)

Morning Rush 10am-12pm

Source: IAB’s Mobile & the Media Day Study, Jan 2011Base: Average of 500 respondents, over 7 days

PM

• Careers (10%), search (19%), and news/weather (23%)

• Only way to access (19%), private (17%)

Lunch Break 12-3pm

• entertainment (26%), games (25%), sport (20%) and shopping (18%)

• Instead of PC(21%), time saving (27%)

Feet Up 6pm-9pm

• Social media (41%), music/radio (17%)• Bored (32%), time saving (25%)

Me time 9pm-12am

Out & About 3pm-6pm

• maps (13%), directories/classifieds (12%) and search (20%)

• Prompted by other media (13%)

Source: IAB’s Mobile & the Media Day Study, Jan 2011Base: Average of 500 respondents, over 7 days