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2012 04 krzysztof_rosinski_gemius_smartmobil_budapest
 

2012 04 krzysztof_rosinski_gemius_smartmobil_budapest

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Mobile internet is one of the fastest growing segments in the CEE region. While the average share of page views generated by mobile devices in the region is 3.8%, the traffic volume increased more ...

Mobile internet is one of the fastest growing segments in the CEE region. While the average share of page views generated by mobile devices in the region is 3.8%, the traffic volume increased more than twofold year-on-year (according to gemiusTraffic data for 12.2010-12.2011).
Hungary may serve a case in point, as the number of page views made in that country by the mobile visitors increased by over 300% within a year (gemiusTraffic data for 12.2010-12.2011). Mobile device users currently make almost 100 million page views on the Hungarian websites every month. The mobile growth phenomenon is influenced not just by the common usage of smartphones, it also stems from the increasing share of tablets in the overall mobile market.

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    2012 04 krzysztof_rosinski_gemius_smartmobil_budapest 2012 04 krzysztof_rosinski_gemius_smartmobil_budapest Presentation Transcript

    • Booming Mobile WebHungarian PerspectiveKrzysztof RosińskiR&D ManagerGemius SABudapest, 29.03.2012
    • Gemius as the currency in online measurement JIC Standard: Poland, Czech Republic, Slovakia, Hungary, Slovenia, Turkey, Israel, Denmark, Ukraine, Belarus, Moldova De facto currency: Lithuania, Latvia, Estonia, Bulgaria, Bosnia, Croatia Start-up: Russia, Serbia, MENA (UAE, KSI, Egypt, Lebanon, Jordan, Syria, Kuwait, Morocco, Tunisia) 2
    • Mobile marketskyrocketing!
    • The mobile internet Average mobile page traffic grew in one views share in the year by over 252% region amounted to 3.8% of total traffic 2012- the year of mobile Most traffic comes in CEE? Android ahead of from devices of: iOS among the most Apple (~36%), popular mobile Samsung (23.5%) oparating systems in and Nokia (~12%) the region *Source of data: Gemius, gemiusTraffic, 12.2010-12.2012 (by website-averaged percentage share of page views generated on websites from CEE markets monitored by Gemius participating in rankingcee.com)
    • number of page views number of page views made on tablets on made by the mobile regular websites visitors increased increased by 600% in more than 300% in a a year! year! Hungarianmobile devices users Mobile visitors spend 2x much time during a page view on a mobile make 100 mln page views on Hungarian Internet website than on a regular onewebsites every month (3 min 30 sec) mobile visitors made on mobile websites 2x more page views than PC visitors who are using the same light version of website
    • !Tablets are becoming one ofthe most important group inthe mobile segment
    • Tablets become important Tablets share among all mobile page views in Hungary 30% 25% 20% Regular Web Sites 15% Mobile Web Sites 10% 5% 0% March 2011 March 2012 Source of data: Gemius, gemiusTraffic, Hungary, 03.2011 - 03.2012
    • Screen resolution is important! Tablets are significant part of the mobile traffic on regular sites! Non-PC page views share on regular websites in Hungary 2,5% 2,0% 1,5% All Mobile Devices Tablets 1,0% 0,5% 0,0% March 2011 March 2012 Source of data: Gemius, gemiusTraffic, Hungary, 03.2011 - 03.2012
    • Do we have a leader?A year ago iPad dominated the tablet market… Tablets models captured on regular websites in Hungary March 2011 Apple iPad Samsung GT-P1000 Galaxy Tab Source of data: Gemius, gemiusTraffic, Hungary, March 2011
    • Do we have a leader?At present, iPad still keeps its strong position …… but the market is shared with 235 other tablet models! Tablets models captured on regular websites in Hungary March 2012 Apple iPad Samsung GT-P7500 Galaxy Tab 10.1" Huawei Ideos S7 Samsung GT-P1000 Galaxy Tab Asus Eee Pad Transformer TF101 Source of data: Gemius, gemiusTraffic, Hungary, March 2012
    • What about the mobile dedicated content?A year ago, two players shared the pie… Tablets captured on mobile/ light websites in Hungary March 2011 Apple iPad Samsung GT-P1000 Galaxy Tab Amazon Kindle Dell Streak Source of data: Gemius, gemiusTraffic, Hungary, March 2011
    • What about the mobile dedicated content?A segmentation of the market brought new players in Top 5 - Huawei and Asus.However, Apple and Samsung keep their first positions! Tablets captured on mobile/ light websites in Hungary March 2012 Apple iPad Huawei Ideos S7 Samsung GT-P7500 Galaxy Tab 10.1" Samsung GT-P1000 Galaxy Tab Asus Eee Pad Transformer TF101 Samsung GT-P7510 Galaxy Tab 10.1" Source of data: Gemius, gemiusTraffic, Hungary, March 2012
    • iOS or Android?Android is the leader in Hungary and in the whole CEE region iOS is very close.It seems that consumers are waiting for new products and functionalities. Source of data: Gemius, gemiusTraffic, share of page views generated on websites monitored by Gemius from CEE markets participating in rankingcee.com), 01.2011-12.2012
    • New things are important! iOS versions share in March 2012 25 3.2 23 3.2.1 21 3.2.2 19 4.2 4.2.1 17 4.3 15 4.3.1 Day 13 4.3.2 11 4.3.3 9 4.3.4 7 4.3.5 5 5.0 3 5.0.1 1 5.1 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Share Source of data: Gemius, gemiusTraffic, Hungary, March 2012
    • It is crucial to create a standardfor theMobile Internet Audience Measurement
    • Mobile Audience MeasurementgemiusMobile covers 4 different types of the mobile content Mobile Mobile Applications websites WAP Regular Services websites
    • Standard solutions are not working here… Cookie acceptance rate level 16Percentage of non-cokie page views 14 12 10 Denmark 8 MENA 6 Hungary 4 CEE 2 0 Source of data: Gemius, gemiusTraffic, 03.2007 - 01.2012
    • Standard solutions are not working here… iOS page views share among all captured traffic 12 Percentage of iOS page views 10 8 6 Hungary MENA 4 Denmark 2 CEE 0 -2 Source of data: Gemius, gemiusTraffic, 01.2007 - 01.2012
    • New tracking script We use localStorage space as an alternative way to store User ID Users privacy is very important to us! Gemius supports Do Not Track technology!
    • Mobile Audience metrics1. All typical online audience metricsavailable:• Real Users• Page Views• Visits• Time Spent• (…)2. Data is consistent and comparablewith regular gemiusAudience study
    • Mobile Applications 1. Easy to implement! 2. Public API 3. 100% consistent with Developers Guidelines! 4. Used by some of the biggest publishers in the CEE region … more platforms available soon 
    • What next?… Socio-demographic metrics!
    • What next? • online survey invitation dedicated to mobile devices • dynamically scaled size of the invitation • device orientation • short online survey • screen orientation • clean design to generate minimum traffic • fully supporting touch screens capabilities • compatible with older devices ALL data presented in analytical tool gemiusExplorer
    • THANK YOUJoin us @: Contact: Media contact:Facebook.com/GemiusGroup Krzysztof Rosiński Marta KlepkaTwitter.com/Gemius Research&Development Manager Global PR&Communications DirectorSlideshare.net/Gemius_comYouTube.com/WwwGemiusCom krzysztof.rosinski@gemius.com marta.klepka@gemius.com