The future is mobile_gemiusMobile_presentation_10.2010
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The document provides an analysis of the mobile internet landscape, highlighting metrics such as growth in mobile data traffic, advertising expenditures, and user behavior across various regions and devices. It emphasizes the increasing importance of mobile internet, the evolving communication patterns, and the engagement level of mobile users. Additionally, it discusses the methodologies for measuring mobile internet usage and draws conclusions regarding the opportunities for marketers in this growing sector.
The future is mobile_gemiusMobile_presentation_10.2010
- 2. @ mobile market market internet size characteristics ! what research main we know opportunities conclusions 02
- 3. What is a mobile internet? an extension of the internet on mobile devices which allows the users to access internet even while they are on a move mobile browsers applications mobile websites 03
- 4. What is a mobile device? 04
- 5. What is the result? it takes more time than we expected evolution of communication but it takes place right now 05
- 6. @ mobile market market internet size characteristics ! what research main we know opportunities conclusions 06
- 7. Mobile internet: how big is it? Global mobile data traffic by type (tetabyte per month) 19% mobile data 10% traffic to rise 66x by 2013E 64% video driving a rapid growth in mobile 7% internet traffic Source: Morgan Stanley, „The Mobile Internet Report” (December 2009). Data provider: Cisco, „Visual Networking Index – Mobile Data Traffic Forecast, 2008-2013” (February 2009). 07
- 8. Mobile internet: how big is it? Worldwide mobile adspends by objective (mm $) 15,000 advertisers start Mobile investing in direct 12,654.3 response mobile ads 10,000 adspends Total mobile adspends (mm$) Mobile 5,000 2006 1,547.8 brand 2007 2,773.1 adspends 3,569.2 2008 4,057.3 2009 7,470.3 2010 11,448.9 0 2011 16,223.5 2006 2007 2008 2009 2010 2011 Source: eMarketer (October 2007). 08
- 9. Mobile internet: how big is it? CEE – share of page views generated by visitors using mobile devices and PC computers 0.99% Russia 1.58% Czech Republic Slovakia 1.87% Denmark 2.20% Ukraine 0.87% Page views - mobile devices Page views - PC computers and other Nokia = 53,34% Apple = 15,03% website-averaged percentage share of page views generated by Nokia and Apple products Source of data: gemiusTraffic (September 2010). 09
- 10. Mobile internet: is it really so tiny niche? usage patterns are different not quite… great need for mobile audience measurement 010
- 11. @ mobile market market internet size characteristics ! what research main we know opportunities conclusions 011
- 12. iPhone – the big boost… CEE – growth of average share of page views generated by iPhone by type all mobile per month) Global mobile data traffic among (tetabyte page views 40% 34% iPhone – strong 30% 26% influence on the development 20% of mobile internet… 10% 3% 3% its growth …but 0% ∆ 6 months ∆ 6 months ∆ 6 months ∆ 6 months weakens (1Q-2Q 2008) (3Q-4Q 2008) (1Q-2Q 2009) (3Q - 4Q 2009) Source: gemiusTraffic (January 2008 – March 2010). 012
- 13. Mobile internet = high engagement Slovakia – total time spent by users (cookies) using mobile devices and visiting websites monitored by Gemius (H) 500,000 443,981 450,000 400,000 350,000 mobile users 300,000 spend consistently 250,000 221,391 200,000 more and 150,000 more time 97,763 100,000 surfing 50,000 0 the web 01.2008 01.2009 01.2010 Source: gemiusTraffic, AIMmonitor – AIM, Mediaresearch & Gemius (January 2008 – January 2010). 013
- 14. @ mobile market market internet size characteristics ! what research main we know opportunities conclusions 014
- 15. Signs of change: browsers Russia – top 7 web browsers by share of page views generated on websites monitored by Gemius MSIE 34.0% dedicated Opera 28.7% browsers Firefox 27.3% for mobile devices are Chrome 6.8% becoming OperaMini 1.5% more visible Safari 1.1% on CEE markets SafariMobile 0.2% Source: gemiusTraffic (September 27, 2010 – October 03, 2010). 015
- 16. Signs of change: systems Russia – top 9 operating systems by share of page views generated on websites monitored by Gemius Windows XP 66.7% Windows 7 19.6% Windows Vista 10.0% the most popular Mac OS X 1.1% operating systems – Linux 0.7% the emergence Windows 2003 0.7% of mobile products Windows 2000 0.6% Symbian 0.4% iPhoneOS 0.1% Source: gemiusTraffic (September 27, 2010 – October 03, 2010). 016
- 17. Daily activity of mobile internet users 8 selected CEE markets – average daily distribution of mobile and non-mobile page views we observe 8% mobile users 7% very closely 6% 5% 4% they get up 3% 2% earlier and 1% go to bed later 0% than traditional 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 internet users Hourly share of all page views made from mobile devices within selected day Hourly share of all page views made from other devices within selected day Source: gemiusTraffic: Denmark, Slovenia, Bulgaria, Russia, Poland, Czech Republic, Hungary and Slovakia (December 2, 2009). 017
- 18. Preferences of mobile internet users: devices CEE – top 5 mobile devices (models) by website-averaged percentage share of page views generated on websites monitored by Gemius 2.7% 2.5% 3.5% 9.3% Apple iPod Nokia 5800 Nokia 5130 XpressMusic Apple iPad 19.7% Apple iPhone Source: gemiusTraffic (October 04, 2010 – October 10, 2010). 018
- 19. Preferences of mobile internet users: devices Russia – top 5 mobile devices (models) by website-averaged percentage share of page views generated on websites monitored by Gemius 3.6% 3.5% 6.5% 6.0% 8.1% Nokia 6300 Nokia N73 Apple iPhone Nokia 5800 Apple iPad Source: gemiusTraffic (October 04, 2010 – October 10, 2010). 019
- 20. @ mobile market market internet size characteristics ! what research main we know opportunities conclusions 020
- 21. Methodology: gemiusMobileAudience gate-way mobile socio- data from -demographic operators panel site-centric measurement 021
- 22. Methodology: gemiusMobileAudience gate-way mobile socio- data from -demographic operators panel key indicators: page impressions visits time spent users technical information device type device producer measurement based browser on tags implemented on the mobile operating system websites participating in the project 022
- 23. Methodology: gemiusMobileAudience anonymised mobile socio- and aggregated -demographic data provided by operators panel and processed by Gemius logs from servers: time URL address user ID (eg. hashed MSISDN) technical data (eg. mobile device, browser) site-centric measurement 023
- 24. Methodology: gemiusMobileAudience gate-way operator link to the recruitment data from survey (matched with operators ID number of the user) user survey consent to deliver internet activity logs to Gemius Gemius data saved in Gemius central database site-centric measurement 024
- 25. Implementation: option I Measurement based on traffic data PUBLISHER PANELIST (COOKIE) SCRIPT GEMIUS GEMIUS SERVERS ANALYTICAL SOFTWARE 025
- 26. Implementation: option II Measurement using CATI method PUBLISHER CATI STUDIO SCRIPT PANELIST (COOKIE) GEMIUS GEMIUS SERVERS ANALYTICAL SOFTWARE 026
- 27. Implementation: option III Measurement involving mobile operators PUBLISHER OPERATOR SCRIPT PANELIST (COOKIE) GEMIUS GEMIUS SERVERS ANALYTICAL SOFTWARE 027
- 28. @ mobile market market internet size characteristics ! what research main we know opportunities conclusions 028
- 29. Main conclusions behavior Why? Who? real users growth advertisers potential marketers What? characteristic analysts 029