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Mobile InternetConsumption trends and measurement possibilitiesLAURIS LIETAVIETIS
market                characteristicsresearch                          mainopportunities                     conclusions  ...
market                characteristicsresearch                          mainopportunities                     conclusions  ...
Mobile internet: how big was it a year ago?    CEE – share of page views generated by visitors using mobile devices and PC...
Mobile internet: how big is it now?   CEE – share of page views generated by visitors using mobile devices and PC computer...
Preferences of mobile internet users: devices –what they were?CEE – top 5 mobile devices (models) by website-averaged perc...
Preferences of mobile internet users: devices –what they are?CEE – top 5 mobile devices (models) by website-averaged perce...
Preferences of mobile internet users: devices –what they were?Russia – top 5 mobile devices (models) by website-averagedpe...
Preferences of mobile internet users: devices –what they are?Russia – top 5 mobile devices (models) by website-averagedper...
iPad – the big boost…CEE – growth of average share of page views generated by iPad among all mobile page views            ...
The website-averaged percentage share of page viewsgenerated from iPad and iPhone on the selected markets    40%    35%   ...
Signs of change: browsers – how was it?Russia – top 7 web browsers by share of page views generated on websitesmonitored b...
Signs of change: browsers – how is it?Russia – top 8 web browsers by share of page views generated on websitesmonitored by...
Signs of change: systems – how was it?Russia – top 9 operating systems by share of page views generated on websitesmonitor...
Signs of change: systems – how is it?Russia – top 9 operating systems by share of page views generated on websitesmonitore...
Daily activity of mobile internet users8 selected CEE markets – average daily distribution of mobile and non-mobile page v...
Mobile users – usage intensityEkstrabladet.dk – pageviews per visitor 150 125                                            1...
Mobile users > desktop users within a few years                 Global mobile vs. desktop internet user projection        ...
market                characteristicsresearch                          mainopportunities                     conclusions  ...
Mobile measurements – possible data sourcesgate-way data                              mobile socio-from                   ...
Mobile measurements – possible data sourcesSite centric research                                                   key ind...
Mobile measurements – possible data sourcesLog files from mobile operatorsAnonymised and aggregated data provided byoperat...
Mobile measurements – possible data sourcesMobile panel                          operator                          link to...
Mobile measurements – possible data sourcesMobile software panel                          people                          ...
Possible combinations and outcomes     SITE CENTRIC                    Currently solution in Denmark                      ...
Possible combinations and outcomes    SITE CENTRIC                     MSISDN                              + Websites and ...
Possible combinations and outcomes    SITE CENTRIC                     MSISDN                      PANEL                  ...
Possible combinations and outcomes    SITE CENTRIC                  ALGORITHM                                             ...
Possible combinations and outcomes      LOG FILES              Data about ALL websites and applications                   ...
Possible combinations and outcomes   LOG FILES              SITE CENTRIC                      +Given from operators to   r...
Possible combinations and outcomes   LOG FILES              SITE CENTRIC             USERS’ DATA                      +   ...
Possible combinations and outcomes   LOG FILES              SITE CENTRIC            USERS’ PANEL                      +   ...
Possible combinations and outcomes          MOBILE SOFT. PANEL                                            Data about ALL w...
market                characteristicsresearch                          mainopportunities                     conclusions  ...
Gemius mobile measurement activitiesDenmark                   Czech Republic             SlovakiaSite centric toplists;   ...
Mobile measurements in Industries’ tendersUnited Kingdom         Belgium                    AustriaSeperate tender for    ...
market                characteristicsresearch                          mainopportunities                     conclusions  ...
Main conclusions It is common that in big markets mobile research is organized and supported by other organizations than I...
THANK YOUContact:lauris.lietavietis@gemius.comJoin us @:Facebook.com/GemiusGroupTwitter.com/GemiusSlideshare.net/Gemius_co...
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Mobile internet. Consumption trends and measurement possibilities .

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Transcript of "Mobile internet. Consumption trends and measurement possibilities ."

  1. 1. Mobile InternetConsumption trends and measurement possibilitiesLAURIS LIETAVIETIS
  2. 2. market characteristicsresearch mainopportunities conclusions Experience in other markets
  3. 3. market characteristicsresearch mainopportunities conclusions Experience in other markets
  4. 4. Mobile internet: how big was it a year ago? CEE – share of page views generated by visitors using mobile devices and PC computers in 2010 Czech Republic 0.99 Slovakia 1.87 % %Russia 1.58 % 2.20 Ukraine 0.87 Denmark % % Page views - mobile devices Page views - PC computers and otherNokia = 53,34% Apple = 15,03%website-averaged percentage share of page views generated by Nokia and Apple products 4 Smart, Intelligent and Mobile Source of data: Gemius, gemiusTraffic (September, 2010) THE TIME IS NOW
  5. 5. Mobile internet: how big is it now? CEE – share of page views generated by visitors using mobile devices and PC computers in 2011 2.10 4.16 2.24 Czech Republic Slovakia Russia % % % Denmark 7.21 1.96 % Ukraine % Page views - mobile devices Page views - PC computers and other Nokia = 32% Apple = 38.4%website-averaged percentage share of page views generated by Samsung and Apple products in Russia Source of data: Gemius, gemiusTraffic, 03.10.2011 – 09.10.2011 5 Smart, Intelligent and Mobile Source of data: Gemius, gemiusTraffic (August 2011). THE TIME IS NOW
  6. 6. Preferences of mobile internet users: devices –what they were?CEE – top 5 mobile devices (models) by website-averaged percentage share of pageviews generated on websites monitored by Gemius in 2010 2.7% 2.5% 3.5% 9.3% Apple iPod Nokia 5130 XpressMusic Nokia 5800 Apple iPad 19.7% Apple iPhone 6 Source: Gemius, gemiusTraffic: Czech Republic, Bulgaria, Slovakia, Slovenia, Hungary, Poland, Russia, Ukraine (04.10.2010– Smart, Intelligent and Mobile 10.10.2010). THE TIME IS NOW
  7. 7. Preferences of mobile internet users: devices –what they are?CEE – top 5 mobile devices (models) by website-averaged percentage share of pageviews generated on websites monitored by Gemius in 2011 2.2% 1.9% 2.6% 13.9% (Galaxy S II) Samsung GT-i9100 HTC Desire (Galaxy S) Samsung GT-i9000 Apple iPhone 21.1% Apple iPad 7 Source: Gemius, gemiusTraffic: Czech Republic, Bulgaria, Slovakia, Slovenia, Hungary, Poland, Russia, Ukraine (26.09.2011– Smart, Intelligent and Mobile 02.10.2011). THE TIME IS NOW
  8. 8. Preferences of mobile internet users: devices –what they were?Russia – top 5 mobile devices (models) by website-averagedpercentage share of page views generated on websites monitored by Gemius in 2010 3.6% 3.5% 6.5% 6.0% 8.1% Nokia N73 Nokia 5800 Nokia 6300 Apple iPhone Apple iPad 8 Smart, Intelligent and Mobile Source: Gemius, gemiusTraffic (04.10.2010 – 10.10.2010). THE TIME IS NOW
  9. 9. Preferences of mobile internet users: devices –what they are?Russia – top 5 mobile devices (models) by website-averagedpercentage share of page views generated on websites monitored by Gemius in 2011 1.8% 1.7% 10.2% 2.2% 27.8% Nokia 5130 XpressMusic Nokia 2700 Classic Nokia 5230 Apple iPhone Apple iPad A symptomatic characteristic of the Russian market is the predominace of Apple and Nokia with the lack of Samsung, one of the most popular mobile producers in the CEE, among the leaders 9 Smart, Intelligent and Mobile Source: Gemius, gemiusTraffic (03.10.2011 – 09.10.2011). THE TIME IS NOW
  10. 10. iPad – the big boost…CEE – growth of average share of page views generated by iPad among all mobile page views ) 25% 20.62% 19.69% 20% 18.50% 17.60% 16.45% 13.84% 14.90% 13.37% 15% 12.64% 10% 5% 0% 01.2011 02.2011 03.2011 04.2011 05.2011 06.2011 07.2011 08.2011 09.2011 previous month ∆ (current month, previous month) 10 Source: Gemius, gemiusTraffic: Slovenia, Czech Republic, Slovakia, Poland, Russia, Ukraine, Bulgaria, Hungary (January 2011- Smart, Intelligent and Mobile September 2011). THE TIME IS NOW
  11. 11. The website-averaged percentage share of page viewsgenerated from iPad and iPhone on the selected markets 40% 35% 30% 25% 20% Apple iPad, Q3 2011 15% Apple iPhone, Q3 2011 10% 5% 0% 11 Source: Gemius, gemiusTraffic, Hungary, Denmark, Czech Smart, Intelligent and Mobile Republic, Bulgaria, Poland, Russia, Slovenia, Slovakia, Ukraine, Q3 2011. THE TIME IS NOW
  12. 12. Signs of change: browsers – how was it?Russia – top 7 web browsers by share of page views generated on websitesmonitored by Gemius MSIE 34.0%dedicated Opera 27.8%browsersfor mobile devices Firefox 27.3%are becoming Chrome 6.8%more visibleon CEE markets OperaMini 1.5% SafariMobile 0.2% Safari 1.1% 12 Smart, Intelligent and Mobile Source: Gemius, gemiusTraffic (27.09.2010 – 03.10.2010). THE TIME IS NOW
  13. 13. Signs of change: browsers – how is it?Russia – top 8 web browsers by share of page views generated on websitesmonitored by Gemius MSIE 27.3%dedicated Firefox 26.3%browsersfor mobile devices Opera 23.4%are becoming Chrome 18.3%more visibleon CEE markets OperaMini 1.7% SafariMobile 1.5% Safari 1.2% Maxthon 0.2% 13 Smart, Intelligent and Mobile Source: Gemius, gemiusTraffic (03.10.2011 – 09.10.2011). THE TIME IS NOW
  14. 14. Signs of change: systems – how was it?Russia – top 9 operating systems by share of page views generated on websitesmonitored by Gemius Windows XP 66.7% Windows 7 19.6%the most Windows Vista 10.0%popular operatingsystems – the Mac OS X 1.1%emergence Linux 0.7%of mobile products Windows 2003 0.7% Windows 2000 0.6% Symbian 0.4% iOS 0.1% 14 Smart, Intelligent and Mobile Source: Gemius, gemiusTraffic (27.09.2010 – 03.10.2010). THE TIME IS NOW
  15. 15. Signs of change: systems – how is it?Russia – top 9 operating systems by share of page views generated on websitesmonitored by Gemius Windows XP 52.1% Windows 7 36%the most Windows Vista 6.4%popular operatingsystems – the Mac OS X 2.2%emergence Linux 0.8%of mobile products Android 0.6% Symbian 0.6% Windows 2003 0.5% iOS 0.4% 15 Smart, Intelligent and Mobile Source: Gemius, gemiusTraffic (03.10.2011 – 09.10.2011). THE TIME IS NOW
  16. 16. Daily activity of mobile internet users8 selected CEE markets – average daily distribution of mobile and non-mobile page viewswe observe 8%mobile users very 7%closely 6% 5%they get up 4%earlier and 3%go to bed later 2%than traditional 1%internet users 0% 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 other device mobile device 16 Smart, Intelligent and Mobile Source: Gemius, gemiusTraffic: Slovenia, Bulgaria, Russia, Poland, Czech Republic, Hungary, Ukraine, Slovakia (08.2011). THE TIME IS NOW
  17. 17. Mobile users – usage intensityEkstrabladet.dk – pageviews per visitor 150 125 106 99 100 75 50 Mobile Internet 17 Smart, Intelligent and Mobile THE TIME IS NOW
  18. 18. Mobile users > desktop users within a few years Global mobile vs. desktop internet user projection 2,500 2,000Internet users [MM] 1,500Internet users 1,000 500 0 2007 2008 2009 2010 2011 2012 2013 2014 2015 Desktop Internet Users Mobile Internet Users 18 Smart, Intelligent and Mobile Source of data: Morgan Stanley Research THE TIME IS NOW
  19. 19. market characteristicsresearch mainopportunities conclusions Experiance in research other markets opportunities
  20. 20. Mobile measurements – possible data sourcesgate-way data mobile socio-from -demographicoperators panel 20 site-centric measurement Smart, Intelligent and Mobile THE TIME IS NOW
  21. 21. Mobile measurements – possible data sourcesSite centric research key indicators: • page impressions • visits • time spent • users • technical information • device type • device producer • browser • operating system measurement based on tags implemented on the mobile websites participating in the project 21 Smart, Intelligent and Mobile THE TIME IS NOW
  22. 22. Mobile measurements – possible data sourcesLog files from mobile operatorsAnonymised and aggregated data provided byoperators and processed by Gemiuslogs from servers:• time• URL address• user ID (eg. hashed MSISDN)• technical data (eg. mobile device, browser) 22 Smart, Intelligent and Mobile THE TIME IS NOW
  23. 23. Mobile measurements – possible data sourcesMobile panel operator link to the recruitment survey (matched with ID number of the user) user • survey • consent to deliver internet activity logs to Gemius Gemius data saved in Gemius central database 23 Smart, Intelligent and Mobile THE TIME IS NOW
  24. 24. Mobile measurements – possible data sourcesMobile software panel people With installed tracking software on their smartphones 24 Smart, Intelligent and Mobile THE TIME IS NOW
  25. 25. Possible combinations and outcomes SITE CENTRIC Currently solution in Denmark Most simple solution Data about scripted sites only Websites and applications are scripted with javascript tags Cookies data COOKIE TOPLISTS 25 Smart, Intelligent and Mobile THE TIME IS NOW
  26. 26. Possible combinations and outcomes SITE CENTRIC MSISDN + Websites and applications are Gives data about real scripted with javascript tags people behind devices Currently solution in Czech Republic REAL USER TOPLISTS Data about real people Cooperation with mobile operators needed Data about scripted sites only 26 Smart, Intelligent and Mobile THE TIME IS NOW
  27. 27. Possible combinations and outcomes SITE CENTRIC MSISDN PANEL + + Websites and applications are Gives data about real Gives socdemo data scripted with javascript tags people behind devices COMPLETE Data about real people AUDIENCE DATA Sociodemographical data Cooperation with mobile operators needed Data about scripted sites only 27 Smart, Intelligent and Mobile THE TIME IS NOW
  28. 28. Possible combinations and outcomes SITE CENTRIC ALGORITHM Currently tested in Slovakia + Data about real people Websites and applications are Gives data about real Cooperation with mobile operators scripted with javascript tags people behind devices NOT needed Data about scripted sites only REAL USER TOPLISTS 28 Smart, Intelligent and Mobile THE TIME IS NOW
  29. 29. Possible combinations and outcomes LOG FILES Data about ALL websites and applications Data about real people Does not include WIFI traffic Given from operators to research companyREAL USER TOPLISTS 29 Smart, Intelligent and Mobile THE TIME IS NOW
  30. 30. Possible combinations and outcomes LOG FILES SITE CENTRIC +Given from operators to research company Data about ALL websites and applications Data about real people REAL USER TOPLISTS Includes WIFI traffic 30 Smart, Intelligent and Mobile THE TIME IS NOW
  31. 31. Possible combinations and outcomes LOG FILES SITE CENTRIC USERS’ DATA + + Gives socdemo dataGiven from operators to research company Data about ALL websites and applications Data about real people REAL USER TOPLISTS Includes WIFI traffic Socdemo data 31 Smart, Intelligent and Mobile THE TIME IS NOW
  32. 32. Possible combinations and outcomes LOG FILES SITE CENTRIC USERS’ PANEL + + Gives socdemo dataGiven from operators to research company Data about ALL websites and applications Data about real people COMPLETE AUDIENCE DATA Includes WIFI traffic Socdemo data Data can be obtained by Gemius, if operators Provide contacts of certain people 32 Smart, Intelligent and Mobile THE TIME IS NOW
  33. 33. Possible combinations and outcomes MOBILE SOFT. PANEL Data about ALL websites and applications Data about real people Socdemo data Data about phone usage habits People with installed tracking software on smartphone Data only about smartphone users Expensive COMPLETE AUDIENCE DATA PHONE USAGE DATA 33 Smart, Intelligent and Mobile THE TIME IS NOW
  34. 34. market characteristicsresearch mainopportunities conclusions Experience in other markets
  35. 35. Gemius mobile measurement activitiesDenmark Czech Republic SlovakiaSite centric toplists; Site centric toplists; Site centric toplists;Cookies; Real users by MSISDN Testing RU algorythm;Will be switching to RU numbers; RU as of January, 2011algorythm; Will be switching to RUMeasuring mobile algorythm;since August, 2008 Data currently available only to JICLatvia, LithuaniaSite centric toplists;Cookies; 35 Smart, Intelligent and Mobile THE TIME IS NOW
  36. 36. Mobile measurements in Industries’ tendersUnited Kingdom Belgium AustriaSeperate tender for Part of Internet Seperate tender formobile audience audience tender; mobile audience 3measurements; Site centric required; years ago;GSMA – organization Additional possibilities MMA – Mobiledealing with mobile; welcome; MarketingNot part of Internet Association;tender; Cooperation withUsing data from operatorsoperators 36 Smart, Intelligent and Mobile THE TIME IS NOW
  37. 37. market characteristicsresearch mainopportunities conclusions what we know
  38. 38. Main conclusions It is common that in big markets mobile research is organized and supported by other organizations than Internet committees or industries Most common advanced solutions include cooperation with mobile operators Simple solutions (toplists) still are present in many markets Software solutions are most expensive; data provided not only to media/advertising market, but also to telecommunication industry 38 Smart, Intelligent and Mobile THE TIME IS NOW
  39. 39. THANK YOUContact:lauris.lietavietis@gemius.comJoin us @:Facebook.com/GemiusGroupTwitter.com/GemiusSlideshare.net/Gemius_comYouTube.com/WwwGemiusCom
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