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News/weather (29%), and traffic/travel (13%) First choice (34%)

AM. Finance/banking (20%) First choice (29%). Morning Rush 10am-12pm. Breakfast Slot 6am-9am. News/weather (29%), and traffic/travel (13%) First choice (34%) . Source: IAB’s Mobile & the Media Day Study, Jan 2011 Base: Average of 500 respondents, over 7 days . PM.

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News/weather (29%), and traffic/travel (13%) First choice (34%)

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  1. AM • Finance/banking (20%) • First choice (29%) Morning Rush 10am-12pm Breakfast Slot 6am-9am • News/weather (29%), and traffic/travel (13%) • First choice (34%) Source: IAB’s Mobile & the Media Day Study, Jan 2011 Base: Average of 500 respondents, over 7 days

  2. PM • Careers (10%), search (19%), and news/weather (23%) • Only way to access (19%), private (17%) • Social media (41%), music/radio (17%) • Bored (32%), time saving (25%) Lunch Break 12-3pm Me time 9pm-12am Out & About 3pm-6pm Feet Up 6pm-9pm • entertainment (26%), games (25%), sport (20%) and shopping (18%) • Instead of PC(21%), time saving (27%) • maps (13%), directories/classifieds (12%) and search (20%) • Prompted by other media (13%) Source: IAB’s Mobile & the Media Day Study, Jan 2011 Base: Average of 500 respondents, over 7 days

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