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Presentation from the largest conference in Russia: Russian Internet Week (RIW). It was part of the block: Mobile Technologies. The recording is available on YouTube: http://bit.ly/maOJmy
Citation preview
Filip Pieczyński
02
mobileinternet
@
marketsize
researchopportunities
whatwe know
!main
conclusions
marketcharacteristics
03
an extension of the internet on mobile deviceswhich allows the users to access internet
even while they are on a move
What is a mobile internet?
applicationsmobile browsers mobile websites
04
What is a mobile device?
05
but it takes place right now
it takes more time than we expected
What is the result?
evolution of communication
06
mobileinternet
@
marketsize
researchopportunities
whatwe know
!main
conclusions
marketcharacteristics
07
mobile data traffic to rise
66x by 2013E
video driving a rapid growthin mobileinternet traffic
Mobile internet: how big is it?
Source: Morgan Stanley, „The Mobile Internet Report” (December 2009).Data provider: Cisco, „Visual Networking Index – Mobile Data Traffic Forecast, 2008-2013” (February 2009).
19%
10%
64%
7%
Global mobile data traffic by type (tetabyte per month)
08
advertisers start
investing inmobile ads
Mobile internet: how big is it?
Source: eMarketer (October 2007).
Total mobileadspends (mm$)
2006 1,547.82007 2,773.12008 4,057.32009 7,470.32010 11,448.92011 16,223.5
3,5
69
.21
2,6
54
.3
0
5,000
10,000
15,000
2006 2007 2008 2009 2010 2011
Mobiledirectresponseadspends
Mobilebrandadspends
Worldwide mobile adspends by objective (mm $)
09
Source of data: gemiusTraffic (September 2010).
Mobile internet: how big is it?CEE – share of page views generated by visitors using mobile devices and PC computers
0.99%Czech Republic 1.87%Slovakia
2.20%Denmark 0.87%Ukraine
1.58%Russia
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
010
great need for mobile audience measurement
usage patterns are different
Mobile internet: is it really so tiny niche?
not quite…
011
mobileinternet
@
marketsize
researchopportunities
whatwe know
!main
conclusions
marketcharacteristics
012
iPhone – strong
influence on the
developmentof mobile internet…
…but its growth weakens
iPhone – the big boost…
Source: gemiusTraffic (January 2008 – March 2010).
Global mobile data traffic by type (tetabyte per month)
34%
26%
3% 3%
0%
10%
20%
30%
40%
∆ 6 months(1Q-2Q 2008)
∆ 6 months(3Q-4Q 2008)
∆ 6 months(1Q-2Q 2009)
∆ 6 months(3Q - 4Q 2009)
CEE – growth of average share of page views generated by iPhone among all mobile page views
013
mobile users spend consistently more and
more timesurfingthe web
Mobile internet = high engagement
Source: gemiusTraffic, AIMmonitor – AIM, Mediaresearch & Gemius (January 2008 – January 2010).
97,763
221,391
443,981
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
500,000
01.2008 01.2009 01.2010
Slovakia – total time spent by users (cookies) using mobile devices and visiting websites monitored by Gemius (H)
014
mobileinternet
@
marketsize
researchopportunities
whatwe know
!main
conclusions
marketcharacteristics
015
dedicated
browsersfor mobile devices are becoming
more visibleon CEE markets
Signs of change: browsers
Source: gemiusTraffic (September 27, 2010 – October 03, 2010).
Russia – top 7 web browsers by share of page views generated on websites monitored by Gemius
MSIE 34.0%
Opera 28.7%
Firefox 27.3%
Chrome 6.8%
OperaMini 1.5%
Safari 1.1%
SafariMobile 0.2%
016
the most popular operating systems –
the emergenceof mobile products
Signs of change: systems
Source: gemiusTraffic (September 27, 2010 – October 03, 2010).
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%
Mac OS X 1.1%
Linux 0.7%
Windows 2003 0.7%
Windows 2000 0.6%
Symbian 0.4%
iPhoneOS 0.1%
017
we observemobile users
very closely
they get up earlier and
go to bed laterthan traditional internet users
Daily activity of mobile internet users8 selected CEE markets – average daily distribution of mobile and non-mobile page views
0%
1%
2%
3%
4%
5%
6%
7%
8%
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
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).
018
Preferences of mobile internet users: devices
Source: gemiusTraffic (October 04, 2010 – October 10, 2010).
CEE – top 5 mobile devices (models) by website-averagedpercentage share of page views generated on websites monitored by Gemius
19.7%Apple iPhone
9.3%Apple iPad
3.5% 2.7% 2.5%
Nokia
5800
Ap
ple
iP
od
Nokia
51
30
Xp
ressM
usic
019
Preferences of mobile internet users: devices
Source: gemiusTraffic (October 04, 2010 – October 10, 2010).
Russia – top 5 mobile devices (models) by website-averagedpercentage share of page views generated on websites monitored by Gemius
8.1% 6.5% 6.0%3.6% 3.5%
Apple
iP
ad
Ap
ple
iP
ho
ne
Nokia
6300
Nokia
5800
Nokia
N73
020
mobileinternet
@
marketsize
researchopportunities
whatwe know
!main
conclusions
marketcharacteristics
021
Methodology: gemiusMobileAudience
gate-waydata fromoperators
site-centric measurement
mobile socio--demographic
panel
022
Methodology: gemiusMobileAudience
gate-waydata fromoperators
mobile socio--demographic
panel
measurement basedon tags implemented on the mobilewebsites participating in the project
key indicators:
page impressions visits time spent users technical
information device type device producer browser operating system
023
Methodology: gemiusMobileAudience
anonymisedand aggregated data providedby operatorsand processedby Gemius
logs from servers: time URL address user ID
(eg. hashed MSISDN)
technical data(eg. mobile device, browser)
site-centric measurement
mobile socio--demographic
panel
024
Methodology: gemiusMobileAudience
gate-waydata fromoperators
site-centric measurement
operatorlink to the recruitment survey (matched with
ID number of the user)
user survey
consent to deliver internet activitylogs to Gemius
Gemiusdata saved in Gemius
central database
025
Implementation: option I
PUBLISHER
SCRIPT
PANELIST(COOKIE)
GEMIUSANALYTICAL SOFTWARE
GEMIUSSERVERS
Measurement based on traffic data
026
Implementation: option II
PUBLISHER CATI STUDIO
PANELIST(COOKIE)
GEMIUSANALYTICAL SOFTWARE
GEMIUSSERVERS
SCRIPT
Measurement using CATI method
027
Implementation: option III
PUBLISHER OPERATOR
SCRIPT PANELIST(COOKIE)
GEMIUSANALYTICAL SOFTWARE
GEMIUSSERVERS
Measurement involving mobile operators
028
mobileinternet
@
marketsize
researchopportunities
whatwe know
!main
conclusions
marketcharacteristics
029
Main conclusions
Why?
growth
potential
characteristic
Who?
advertisers
marketers
analystsWhat?
behavior
real users
Filip Pieczyński
Thank you!