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Smart_intelligent_and_mobile_The_time_is_now!

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Gemius presentation from the Internet Hungary 2011 conference entitled ‘Smart, intelligent, mobile: The time is now’ provides an insight into the internet mobile market and gives answers on such …

Gemius presentation from the Internet Hungary 2011 conference entitled ‘Smart, intelligent, mobile: The time is now’ provides an insight into the internet mobile market and gives answers on such questions as: What is the mobile internet? How big is it? What are the preferences of mobile internet users and how and when they use it?

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  • 1. Smart, Intelligent and MobileTHE TIME IS NOWMARTA KLEPKA
  • 2. mobile market marketinternet size characteristicswhat research mainwe know opportunities conclusions
  • 3. What is the mobile internet?the use of the internet on mobile devicesallowing users to access the interneteven when they are on the move mobile browsers applications mobile websites 3 Smart, Intelligent and Mobile THE TIME IS NOW
  • 4. What is a mobile device?
  • 5. Technology driven business‘Today, 4G and long-term evolution (LTE) network is tothe mobile industry with regard to mobile internet as GSM (GlobalSystem for Mobile communications) service used to be with regardto voice.’ Christopher Mattheisen, Chief Executive, Magyar Telekom‘I take notes and tweet with my iPad, shoot video andphotos with my iPhone and edit and write with myMacBook Pro. Thank you, Steve Jobs, for changing the waywe tell stories.’ Ayee Macaraig, journalist from Philippines on Twitter 5 Smart, Intelligent and Mobile THE TIME IS NOW
  • 6. What is the result? it takes more time than we expected evolution of communication but it’s happening now 6 Smart, Intelligent and Mobile THE TIME IS NOW
  • 7. mobile market marketinternet size characteristicswhat research mainwe know opportunities conclusions
  • 8. Mobile internet: how big is it? Global mobile data traffic by type (petabytes per month)• Globally, mobiledata traffic willincrease 26 timesbetween 2010 and2015.• Mobile videotraffic will exceed50 percent for thefirst time in 2011.• Mobile networkconnection speedsdoubled in 2010. 8 Source: Cisco, „Visual Networking Index – Global Mobile Data Traffic Forecast Update, Smart, Intelligent and Mobile 2010-2015” (February 2011). THE TIME IS NOW
  • 9. Mobile internet ad spends worldwide: whichformats? 2007-2012 (in millions)Total mobileadspends (mm$) 15 000 Mobile search2007 2,695 advertising Mobile2008 4,586 10 000 display advertisings2009 7,375 Mobile2010 11,179 message 5 000 advertising2011 15,2502012 19,149 0 2009 2010 2011 2012 9 Smart, Intelligent and Mobile Source: eMarketer (March 2008). THE TIME IS NOW
  • 10. Mobile internet: how big is it? CEE – share of page views generated by visitors using mobile devices and PC computers Hungary 1,57 Czech Republic 2,10 Slovakia 4,16 % % % Denmark 7,21 Ukraine 1,96 % % Page views - mobile devices Page views - PC computers and other Samsung = 21.1% Apple = 35.7%website-averaged percentage share of page views generated by Samsung and Apple products in Hungary Source of data: Gemius, gemiusTraffic, 26.09.2011 – 02.10.2011 10 Smart, Intelligent and Mobile Source of data: Gemius, gemiusTraffic (August 2011). THE TIME IS NOW
  • 11. CEE vs. Other regionsPhilippines Poland Australia30 M internet 19 M internet 17 M internetusers, ~30% users, 54% users, 78%penetration penetration penetration5% - 1.5 M using 21% - 4 M using >50% - >8 M usingmobile internet mobile internet mobile internetThe social E-mail, Mobilenetworking geolocation - 44%, entertainment,capital of the Social networking & news, searchworld video – over 30% 11 Source of data: Philippines – Nielsen Media, internetworldstats.com, June 2010; Poland – TNS Media Smart, Intelligent and Mobile Exposure 2010; Australian Interactive Media Industry Association, 2009 THE TIME IS NOW
  • 12. Mobile internet – Tortoise vs. Hare?USA and Japan 3G subscribers 140% 140 120% Japan 3G Subscribers 120USA USA 3G 3 G subscribers (MM) 100% 100 SubscriberssurpassedJapan in the 80 80% Japan 3G Subscibers asnumber of % of Total 60%3G users in 60 PopulationQ1 2009 40% USA 3G 40 Subscibers as % of Total 20 20% Population 0 0% 2003 2004 2005 2006 2007 2008 2009 12 Smart, Intelligent and Mobile Source of data: Morgan Stanley Research THE TIME IS NOW
  • 13. Mobile users > desktop users within a few years Global mobile vs. desktop internet user projection over several years 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 13 Smart, Intelligent and Mobile Source of data: Morgan Stanley Research THE TIME IS NOW
  • 14. Mobile internet: still a niche? usage patterns are different not quite…great need for mobile audience measurement 14 Smart, Intelligent and Mobile THE TIME IS NOW
  • 15. mobile market marketinternet size characteristicswhat research mainwe know opportunities conclusions
  • 16. Preferences of mobile internet users: devicesCEE – top 5 mobile devices (models) by website-averaged percentage share of page viewsgenerated on websites monitored by Gemius 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 16 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
  • 17. 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) 17 Source: Gemius, gemiusTraffic: Slovenia, Czech Republic, Slovakia, Poland, Russia, Ukraine, Bulgaria, Hungary (January 2011- Smart, Intelligent and Mobile September 2011). THE TIME IS NOW
  • 18. 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% 18 Source: Gemius, gemiusTraffic, Hungary, Denmark, Czech Republic, Bulgaria, Poland, Russia, Slovenia, Slovakia, Ukraine, Smart, Intelligent and Mobile Q3 2011. THE TIME IS NOW
  • 19. mobile market marketinternet size characteristicswhat research mainwe know opportunities conclusions
  • 20. Preferences of mobile internet users: devicesHungary – top 5 mobile devices (models) by website-averagedpercentage share of page views generated on websites monitored by Gemius 3.9% 3.5% 16.3% 4.0% 17.9% Samsung GT-i9000 (Galaxy S) Samsung GT-S5570 Sony Ericsson E15i Apple iPad Apple iPhone 21 Smart, Intelligent and Mobile Source: Gemius, gemiusTraffic (26.09.2011 – 02.10.2011). THE TIME IS NOW
  • 21. Signs of change: browsersHungary – top 8 web browsers by share of page views generated on websites monitoredby Gemius Firefox 47.0%browsers MSIE 25.3%dedicatedfor mobile devices Chrome 22.3%are becoming Opera 2.8%more visibleon CEE markets SafariMobile 1.0% Safari 0.7% OperaMini 0.4% Symbian 0.1% 22 Smart, Intelligent and Mobile Source: Gemius, gemiusTraffic (26.09.2011 – 02.10..2011). THE TIME IS NOW
  • 22. Signs of change: systemsHungary – top 9 operating systems by share of page views generated on websites monitoredby Gemius Windows XP 58.9%the most Windows 7 32.9%popular operating Windows Vista 4.5%systems – theemergence Mac OS X 1.2%of mobile products Linux 0.9% Android 0.7% iOS 0.3% Symbian 0.2% Windows 2003 0.2% 23 Smart, Intelligent and Mobile Source: Gemius, gemiusTraffic (12 September 2011 – 18 September 2011). THE TIME IS NOW
  • 23. 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 24 Smart, Intelligent and Mobile Source: Gemius, gemiusTraffic: Slovenia, Bulgaria, Russia, Poland, Czech Republic, Hungary, Ukraine, Slovakia (08.2011). THE TIME IS NOW
  • 24. Top 10 Polish websites according to the number of RU vs. top 10websites according to the percentage of mobile page views madeTop 10 Polish domains Top 10 Polish domains according to the numberaccording to the number of Real mobile page views madeUsers Name Reach Percentage Name Percentage of Category of mobile mobile Page Page Views Views 1. onet.pl 64.34% 1.47% 1. lajt.pl 93.99% light version of onet.pl 2. allegro.pl 59.69% 0.27% 2. mtraffic.pl 80.77% light version of targeo.pl 3. wp.pl 57.93% 2.61% 3. pixelfun.pl 64.54% mobile social network 4. gazeta.pl 43.71% 3.04% vs. 4. mobini.pl 52.72% mobile social network 5. interia.pl 40.73% 1.39% 5. service with mobile 3gplay.pl 25.64% gadgets 6. chomikuj.pl 27.30% 1.33% 6. service with mobile hitmax.pl 19.58% gadgets 7. zumi.pl 26.53% 2.01% 7. service about students kontastudenckie.pl 14.33% banking 8. ceneo.pl 24.81% 0.29% 8. applemania.pl 12.78% service for Apple fans 9. wrzuta.pl 23.66% 0.46% 9. service about mobile simblog.pl 11.02% phones10. o2.pl 22.64% 1.09% 10. wcipy.pl 10.99% sites with jokes 25 Smart, Intelligent and Mobile Source: Megapanel PBI/Gemius, 07.2011, n=12 253 THE TIME IS NOW
  • 25. mobile market marketinternet size characteristicswhat research mainwe know opportunities conclusions
  • 26. Methodology: gemiusMobileAudiencegate-way data mobile socio-from -demographicoperators panel 27 site-centric measurement Smart, Intelligent and Mobile THE TIME IS NOW
  • 27. Methodology: gemiusMobileAudience 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 28 Smart, Intelligent and Mobile THE TIME IS NOW
  • 28. Methodology: gemiusMobileAudienceAnonymised 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) 29 Smart, Intelligent and Mobile THE TIME IS NOW
  • 29. Methodology: gemiusMobileAudience 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 30 Smart, Intelligent and Mobile THE TIME IS NOW
  • 30. Implementation: option IMeasurement based on traffic dataPUBLISHER SCRIPT PANELIST (COOKIE) GEMIUSGEMIUS SERVERSANALYTICAL SOFTWARE 31 Smart, Intelligent and Mobile THE TIME IS NOW
  • 31. Implementation: option II Measurement using CATI methodPUBLISHER SCRIPT PANELIST CATI STUDIO (COOKIE) GEMIUS GEMIUS SERVERS ANALYTICAL SOFTWARE 32 Smart, Intelligent and Mobile THE TIME IS NOW
  • 32. Implementation: option III Measurement involving mobile operatorsPUBLISHER SCRIPT OPERATOR PANELIST (COOKIE) GEMIUS GEMIUS SERVERS ANALYTICAL SOFTWARE 33 Smart, Intelligent and Mobile THE TIME IS NOW
  • 33. mobile market marketinternet size characteristicswhat research mainwe know opportunities conclusions
  • 34. Main conclusions behavior Why? Who? real users growth advertisers potential marketers characteristic What? analysts 35 Smart, Intelligent and Mobile THE TIME IS NOW
  • 35. THANK YOUContact:marta.klepka@gemius.comJoin us @:Facebook.com/GemiusGroupTwitter.com/GemiusSlideshare.net/Gemius_comYouTube.com/WwwGemiusCom