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Lauris Lietavietis Audience Research Director
Prague, 25.04.2013
Czech mobile internet from CEE perspective
2
About Gemius
a global company and the no. 1 choice in EMEA,
consultancy and expertise on the digital world,
’one stop shop’ for everyone who needs to measure a website, plan and deliver effective
online campaigns, or use the internet as a communication channel
3
Gemius as the currency in online measurement
JIC Standard: Poland, Slovakia, Czech Republic, Hungary, Slovenia, Turkey, Israel, Moldova, Denmark, Ukraine, Belarus,
De facto currency: Lithuania, Latvia, Bulgaria, Bosnia, Croatia, Serbia
Start-up: Estonia, Russia, Romania, Kazakhstan, Portugal, MENA (UAE, KSI, Egypt, Lebanon, Jordan, Syria, Oman, Quatar, Iraq, Kuwait, Morocco),
Background
6,6 billion
connections
Sources: The World Bank, http://www.worldbank.org/; GSMA Wireless Intelligence, http://www.gsma.com/
1,8 sim cards per user 27% having
3G/4G access
Sources: Wireless Intelligence, http://www.gsma.com/
12% of World’s
population, 864
million unique
people, using mobile
phone and having
3G or 4G
connection.
15,2% in Europe.
2011 2012
Smartphone shipments Non smartphone shipments
Source: IDC Worldwide Mobile Phone Tracker, January 24, 2013
64%
43% 35%
2011 2012 2013 (forecast)
Smartphone shipments y/y increase
30% 41%
70% 59%
Source: IDC Worldwide Mobile Phone Tracker, January 24, 2013
Source: IDC Worldwide Mobile Phone Tracker, January 24, 2013
Global smartphone vendor market share Top5
19% 19%
16%
9% 10%
30%
19%
5% 5% 5%
0,00%
5,00%
10,00%
15,00%
20,00%
25,00%
30,00%
35,00%
Samsung Apple Nokia HTC BlackBerry
2011 2012
How big the mobile web is?
88%
77% 75%
71% 70% 70%
64%
57% 54%
36%
21%
16%
11% 13%
15%
7%
30%
14%
7% 3% 3% 2%
5% 1%
DK IL LV LT BG CZ SK HU
Internet Mobile phone/smartphone Tablet
Source: gemiusAudience
Internet and mobile device penetration
7,2% of online content in CE is viewed from mobile devices, having increase of 340% since
January, 2012.
Source: gemiusTraffic
Mobile traffic share CE (CZ, PL, HU, SK)
0%
2%
4%
6%
8%
1.2012 2.2012 3.2012 4.2012 5.2012 6.2012 7.2012 8.2012 9.2012 10.2012 11.2012 12.2012 1.2013 2.2013 3.2013 4.2013
7,4%
2,2%
Growth path of mobile traffic in Czech is similar as for CE region, while mobile traffic
share is slightly lower, reaching 6.2% in April, 2013.
Source: gemiusTraffic gemiusRanking
Mobile traffic share CE vs CZ
0%
2%
4%
6%
8%
1.2012 2.2012 3.2012 4.2012 5.2012 6.2012 7.2012 8.2012 9.2012 10.2012 11.2012 12.2012 1.2013 2.2013 3.2013 4.2013
CE CZ
7,4%
2,2%
1,5%
6,2%
0%
5%
10%
15%
20%
25%
30%
35%
1.2012 2.2012 3.2012 4.2012 5.2012 6.2012 7.2012 8.2012 9.2012 10.2012 11.2012 12.2012 1.2013 2.2013 3.2013 4.2013
CZ DK LV LT BG SK HU PL
Slovakia is leading the region with mobile traffic amounting to 20%, while one third (31%) of
traffic in Denmark is consumed from mobile devices .
Mobile traffic share
31%
20%
12%
5,2%
Source: gemiusTraffic, gemiusRanking
Usage patterns
Source: gemiusTraffic
Daily usage of various platforms in Czech Republic (working day, total traffic)
Phones are generating more than 80% from all daily mobile traffic
1 000
10 000
100 000
1 000 000
10 000 000
100 000 000
Název grafu
Phones Tablets PC
82% 18%
0%
2%
4%
6%
8%
10%
12%
Phones Tablets PC
Source: gemiusTraffic
Daily usage of various platforms in Czech Republic (working day, normalised)
Waking up with the phone, spending the day with PC and using tablet after working hours. Almost
50% of tablet traffic is recoded from 5 till 11 pm. 8 till 10 pm is the most active time.
0,0%
2,0%
4,0%
6,0%
8,0%
10,0%
PC Phones Tablets
Source: gemiusTraffic
Daily usage of various platforms in Czech Republic (weekend day, normalised)
During weekend days tablets are more evenly used through the day; while phones are having big
peak in the evening. Tablet is the only device type, which is used more over the weekend than
working day.
Behavior of phone users in Czech Republic
Phone users are likely to use both – mobile networks and Wi-Fi. About 50% of traffic consumed
with phones is done via Wi-Fi during the work day and about 60% over a weekend.
-
100 000
200 000
300 000
400 000
500 000
600 000
Mobile networks (working day) Wi-Fi (working day) Mobile networks (weekend) Wi-Fi (weekend)
Source: gemiusTraffic
Behavior of tablet users in Czech Republic
Tablet is Wi-Fi device. Tablet users are consuming 88% of traffic via Wi-Fi during weekday and 89%
during the weekend.
-
50 000
100 000
150 000
200 000
250 000
300 000
350 000
400 000
450 000
Mobile networks (working day) Wi-Fi (working day) Mobile networks (weekend) Wi-Fi (weekend)
Source: gemiusTraffic
Wi-Fi vs Mobile networks during the week
Are tablets + Wi-Fi purely for fun?
0
2
4
6
8
10
12
14
Mili
on
y
Wi-Fi Mobile networks
Source: gemiusTraffic
Race of mobile operators
14,36%
10,26%
11,48%
0,08%
63,82%
T-Mobile
Vodafone
O2
U:Fon
Wi-Fi
Wi-Fi traffic in CZ
accounts for 64% from
mobile device traffic
T-Mobile is leader
among mobile
operators, while shares
of Vodafone and O2 are
close
Source: gemiusTraffic
Wi-Fi vs mobile operators
Most popular device types among mobile operators
Source: gemiusTraffic
72,7% 72,5% 65,6%
55,1%
17,9% 12,3%
18,7%
4,0%
4,6% 9,5% 10,5%
30,2%
4,8% 5,7% 5,1% 10,7%
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
60,0%
70,0%
80,0%
90,0%
100,0%
Vodafone O2 T-Mobile U:Fon
Other
Tablet
Ultramobile
Mobile
Most popular device models among mobile operators
Source: gemiusTraffic
iPhone and Galaxy S III users are equally active within all 3 networks, iPads users are more active in
Vodafone
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Apple iPad
Apple iPhone
Samsung Galaxy S II
Samsung Galaxy S III
Samsung Galaxy Mini
Samsung Galaxy Ace
T-Mobile
Vodafone
O2
Platforms and devices
Source: gemiusTraffic
Mobile phones
68,0% 67,7% 66,0% 65,7% 64,0% 60,3% 59,1%
35,1%
8,9%
16,9% 19,6% 12,4%
11,6%
15,9% 14,6%
62,0%
30%
40%
50%
60%
70%
80%
90%
100%
Slovakia Hungary Bulgaria Czech Republic Poland Lithuania Latvia Denmark
Others
Windows Phone 8
Windows Phone 7
Symbian
iOS
BlackBerry
Bada
Android
Source: gemiusTraffic
Tablets
32,7%
19,8% 15,6% 13,0% 12,4% 10,4% 10,4%
1,5%
66,9%
79,7% 84,1% 86,6% 87,2% 89,4% 89,2%
98,5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Slovakia Bulgaria Hungary Poland Czech Republic Lithuania Latvia Denmark
Others
iOS
Android
Most popular models of mobile phones
Source: gemiusTraffic
66%
42%
24% 22%
19% 18% 14% 13%
9%
1%
10%
100%
Apple iPhone Samsung Galaxy S III Samsung Galaxy S II Samsung Galaxy Ace
Most popular models of tablets
Source: gemiusTraffic
95% 80% 72% 67% 66% 64% 64%
58% 49%
0%
1%
10%
100%
Apple iPad Samsung Galaxy Tab 2 10.1'' Asus Google Nexus 7
Samsung Galaxy Tab 10.1'' Samsung Galaxy Tab 2 7.0''
14,3%
5,1%
4,7%
4,5%
3,5% 67,9%
Apple iPhone
Samsung Galaxy Ace
Samsung Galaxy S III
Samsung Galaxy S II
Samsung Galaxy Mini
Others
Most popular models of mobile phones in Czech Republic
Source: gemiusTraffic
Share of 3 most
popular Samsung
models equals share of
iPhone – 14,3%
64,1%
3,8%
2,6%
2,5%
1,9%
25,1%
Apple iPad
Asus Google Nexus 7
Samsung Galaxy Tab 210.1''
Samsung Galaxy Note10.1''
Samsung Galaxy Tab 10.1''
Others
Most popular models of tablets in Czech Republic
Source: gemiusTraffic
Share of 3 most
popular Samsung
models amounts to 7%
- 9 times less than the
share of iPad
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Contact:
Lauris Lietavietis Audience Research Director [email protected]
