Filip Pieczyński
@      mobile       market          market     internet       size        characteristics       !      what        researc...
What is a mobile internet?an extension of the internet on mobile deviceswhich allows the users to access interneteven whil...
What is a mobile device?04
What is the result?         it takes more time than we expected     evolution of communication            but it takes pla...
@      mobile       market          market     internet       size        characteristics       !      what        researc...
Mobile internet: how big is it?                   Global mobile data traffic by type (tetabyte per month)                 ...
Mobile internet: how big is it?                                             Worldwide mobile adspends by objective (mm $) ...
Mobile internet: how big is it?                        CEE – share of page views generated by visitors using mobile device...
Mobile internet: is it really so tiny niche?            usage patterns are different                     not quite… great ...
@       mobile       market          market      internet       size        characteristics        !       what        res...
iPhone – the big boost…  CEE – growth of average share of page views generated by iPhone by type all mobile per month)    ...
Mobile internet = high engagementSlovakia – total time spent by users (cookies) using mobile devices and visiting websites...
@       mobile       market          market      internet       size        characteristics        !       what        res...
Signs of change: browsers      Russia – top 7 web browsers by share of page views generated on websites monitored by Gemiu...
Signs of change: systems  Russia – top 9 operating systems by share of page views generated on websites monitored by Gemiu...
Daily activity of mobile internet users       8 selected CEE markets – average daily distribution of mobile and non-mobile...
Preferences of mobile internet users: devices                                 CEE – top 5 mobile devices (models) by websi...
Preferences of mobile internet users: devices                                         Russia – top 5 mobile devices (model...
@       mobile       market          market      internet       size        characteristics        !       what        res...
Methodology: gemiusMobileAudience gate-way                                 mobile socio- data from                        ...
Methodology: gemiusMobileAudience gate-way                                                   mobile socio- data from      ...
Methodology: gemiusMobileAudience anonymised                                          mobile socio- and aggregated        ...
Methodology: gemiusMobileAudience gate-way                                          operator                              ...
Implementation: option I                                       Measurement based on traffic data PUBLISHER                ...
Implementation: option II                                             Measurement using CATI method PUBLISHER             ...
Implementation: option III                                        Measurement involving mobile operators PUBLISHER        ...
@       mobile       market          market      internet       size        characteristics        !       what        res...
Main conclusions                       behavior        Why?                         Who?                       real users ...
Thank you!Filip Pieczyński
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The future is mobile_gemiusMobile_presentation_10.2010

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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

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Transcript of "The future is mobile_gemiusMobile_presentation_10.2010"

  1. 1. Filip Pieczyński
  2. 2. @ mobile market market internet size characteristics ! what research main we know opportunities conclusions02
  3. 3. What is a mobile internet?an extension of the internet on mobile deviceswhich allows the users to access interneteven while they are on a move mobile browsers applications mobile websites03
  4. 4. What is a mobile device?04
  5. 5. What is the result? it takes more time than we expected evolution of communication but it takes place right now05
  6. 6. @ mobile market market internet size characteristics ! what research main we know opportunities conclusions06
  7. 7. Mobile internet: how big is it? Global mobile data traffic by type (tetabyte per month) 19%mobile data 10%traffic to rise66x by 2013E 64%video drivinga rapid growthin mobile 7%internet traffic Source: Morgan Stanley, „The Mobile Internet Report” (December 2009). Data provider: Cisco, „Visual Networking Index – Mobile Data Traffic Forecast, 2008-2013” (February 2009).07
  8. 8. Mobile internet: how big is it? Worldwide mobile adspends by objective (mm $) 15,000advertisers start Mobileinvesting in direct 12,654.3 responsemobile ads 10,000 adspends Total mobile adspends (mm$) Mobile 5,0002006 1,547.8 brand2007 2,773.1 adspends 3,569.22008 4,057.32009 7,470.32010 11,448.9 02011 16,223.5 2006 2007 2008 2009 2010 2011 Source: eMarketer (October 2007).08
  9. 9. Mobile internet: how big is it? CEE – share of page views generated by visitors using mobile devices and PC computers 0.99% Russia 1.58% Czech Republic Slovakia 1.87% Denmark 2.20% Ukraine 0.87% 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 Source of data: gemiusTraffic (September 2010).09
  10. 10. Mobile internet: is it really so tiny niche? usage patterns are different not quite… great need for mobile audience measurement010
  11. 11. @ mobile market market internet size characteristics ! what research main we know opportunities conclusions011
  12. 12. iPhone – the big boost… CEE – growth of average share of page views generated by iPhone by type all mobile per month) Global mobile data traffic among (tetabyte page views 40% 34%iPhone – strong 30% 26%influence on thedevelopment 20%of mobile internet… 10% 3% 3% its growth…but 0% ∆ 6 months ∆ 6 months ∆ 6 months ∆ 6 monthsweakens (1Q-2Q 2008) (3Q-4Q 2008) (1Q-2Q 2009) (3Q - 4Q 2009) Source: gemiusTraffic (January 2008 – March 2010).012
  13. 13. Mobile internet = high engagementSlovakia – total time spent by users (cookies) using mobile devices and visiting websites monitored by Gemius (H) 500,000 443,981 450,000 400,000 350,000 mobile users 300,000 spend consistently 250,000 221,391 200,000 more and 150,000 more time 97,763 100,000 surfing 50,000 0 the web 01.2008 01.2009 01.2010 Source: gemiusTraffic, AIMmonitor – AIM, Mediaresearch & Gemius (January 2008 – January 2010).013
  14. 14. @ mobile market market internet size characteristics ! what research main we know opportunities conclusions014
  15. 15. Signs of change: browsers Russia – top 7 web browsers by share of page views generated on websites monitored by Gemius MSIE 34.0%dedicated Opera 28.7%browsers Firefox 27.3%for mobiledevices are Chrome 6.8%becoming OperaMini 1.5%more visible Safari 1.1%on CEE markets SafariMobile 0.2% Source: gemiusTraffic (September 27, 2010 – October 03, 2010).015
  16. 16. Signs of change: systems 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%the most popular Mac OS X 1.1%operating systems – Linux 0.7%the emergence Windows 2003 0.7%of mobile products Windows 2000 0.6% Symbian 0.4% iPhoneOS 0.1% Source: gemiusTraffic (September 27, 2010 – October 03, 2010).016
  17. 17. Daily activity of mobile internet users 8 selected CEE markets – average daily distribution of mobile and non-mobile page viewswe observe 8%mobile users 7%very closely 6% 5% 4%they get up 3% 2%earlier and 1%go to bed later 0%than traditional 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23internet users 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).017
  18. 18. Preferences of mobile internet users: devices CEE – top 5 mobile devices (models) by website-averaged percentage share of page views generated on websites monitored by Gemius 2.7% 2.5% 3.5% 9.3% Apple iPod Nokia 5800 Nokia 5130 XpressMusic Apple iPad 19.7% Apple iPhone Source: gemiusTraffic (October 04, 2010 – October 10, 2010).018
  19. 19. Preferences of mobile internet users: devices Russia – top 5 mobile devices (models) by website-averaged percentage share of page views generated on websites monitored by Gemius 3.6% 3.5% 6.5% 6.0% 8.1% Nokia 6300 Nokia N73 Apple iPhone Nokia 5800 Apple iPad Source: gemiusTraffic (October 04, 2010 – October 10, 2010).019
  20. 20. @ mobile market market internet size characteristics ! what research main we know opportunities conclusions020
  21. 21. Methodology: gemiusMobileAudience gate-way mobile socio- data from -demographic operators panel site-centric measurement021
  22. 22. Methodology: gemiusMobileAudience gate-way mobile socio- data from -demographic operators panel key indicators:  page impressions  visits  time spent  users  technical information  device type  device producer measurement based  browser on tags implemented on the mobile  operating system websites participating in the project022
  23. 23. Methodology: gemiusMobileAudience anonymised mobile socio- and aggregated -demographic data provided by operators panel and processed by Gemius logs from servers:  time  URL address  user ID (eg. hashed MSISDN)  technical data (eg. mobile device, browser) site-centric measurement023
  24. 24. Methodology: gemiusMobileAudience gate-way operator link to the recruitment data from survey (matched with operators ID number of the user) user  survey  consent to deliver internet activity logs to Gemius Gemius data saved in Gemius central database site-centric measurement024
  25. 25. Implementation: option I Measurement based on traffic data PUBLISHER PANELIST (COOKIE) SCRIPT GEMIUS GEMIUS SERVERS ANALYTICAL SOFTWARE025
  26. 26. Implementation: option II Measurement using CATI method PUBLISHER CATI STUDIO SCRIPT PANELIST (COOKIE) GEMIUS GEMIUS SERVERS ANALYTICAL SOFTWARE026
  27. 27. Implementation: option III Measurement involving mobile operators PUBLISHER OPERATOR SCRIPT PANELIST (COOKIE) GEMIUS GEMIUS SERVERS ANALYTICAL SOFTWARE027
  28. 28. @ mobile market market internet size characteristics ! what research main we know opportunities conclusions028
  29. 29. Main conclusions behavior Why? Who? real users growth advertisers potential marketers What? characteristic analysts029
  30. 30. Thank you!Filip Pieczyński

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