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M2 roadshow europe aloistair hill on device research
M2 roadshow europe aloistair hill on device research
M2 roadshow europe aloistair hill on device research
M2 roadshow europe aloistair hill on device research
M2 roadshow europe aloistair hill on device research
M2 roadshow europe aloistair hill on device research
M2 roadshow europe aloistair hill on device research
M2 roadshow europe aloistair hill on device research
M2 roadshow europe aloistair hill on device research
M2 roadshow europe aloistair hill on device research
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M2 roadshow europe aloistair hill on device research

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  • 1. Mobile Internet in Russia Alistair Hill – Co-Founder
  • 2. Services On Device On Device On Device Answers Effectiveness Panels Advertising Global consumer Device agnostic survey research panels. Quick effectiveness for product. Works on and affordable insight mobile and outdoor mobile, PC, iPad. from any country. media.
  • 3. 27% of Russians Use The Mobile Internet • Mobile internet penetration is almost level with the desktop internet in Russia. • Of these mobile Internet users almost 20% either never, or infrequently use the desktop internet. Russian Internet and Mobile Market Overview 250 80% 80.0% Uniques (Millions) 197 70.0% % Penetration 200 60.0% 142 50.0% 150 113 40.0% 100 31% 30.0% 27% 50 44 38 19% 20.0% 7 10.0% 0 0.0% Population Desktop Mobile Mobile SIMs Mobile Mobile but Internet Owners Internet not Desktop Users Users Internet Uniques (Millions) % Penetration Country: Russia Sources: Mobile Squared, comScore, BCG BRICI Report, On Device Research Date: 2009-September 2010
  • 4. Mobile Internet Browsers Younger than Desktop • Mobile Internet users aged 15-24 are 26% more likely NOT to use the desktop internet. • Young Russians are embracing the mobile internet and it is the primary digital channel for many. Age of Internet Users 40% 35% 36% 35% 33% % of Internet Users 29% 30% 25% 20% 19% 20% 14% 15% 10% 5% 5% 5% 1% 0% Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+ Mobile Internet Desktop Internet Source: On Device Research + comScore Country: Russia Date: September + August 2010
  • 5. 86% of Mobile Internet Users Access At Home • The vast majority of mobile internet users are accessing at home. • The mobile internet is not just used when away from the desktop but more convenient and often the primary access method. Where mobile internet is used 100% % Mobile Internet Penetration 90% 86% 80% 70% 65% 60% 60% 48% 50% 40% 30% 20% 20% 10% 6% 0% At home At work Whilst outside Whilst on public At university or Other (please transport school state) Country: Russia Date: September 2010 N= 1009
  • 6. Search the Entry Point to the Mobile Internet • Communication services such as e-mail (68%) and social networking popular (59%) popular. • Maps used by almost half of mobile internet users. Mobile Internet Genres Sports News and Scores (not soccer) 12% Soccer (football) News and Scores 14% Business News 24% Entertainment News 29% Instant Messenger 34% World and Local News 37% Maps 46% Social Networking 59% E-mail 68% Search 72% 0% 10% 20% 30% 40% 50% 60% 70% 80% % Mobile Internet Users Country: Russia Date: September 2010 N= 1009
  • 7. • The top mobile sites in Russia mirror desktop internet, with the exception of 4pda.ru. • Most sites Russia specific, e.g. lack of Facebook Country: Russia Date: September 2010 N= 1009
  • 8. Nokia Leading OEM Market for Mobile Internet Users • Most popular mobile internet device – LG GT540. • HTC doing extremely well, Apple shows very limited penetration. • Opera Mini used by 19% of all mobile internet users. OEM and Browser 30% 27% 25% % Mobile Internet Users 25% 20% 19% 15% 13% 10% 6% 6% 5% 0% Nokia HTC Samsung SonyEricsson LG Opera Mini OEM Browser Country: Russia Date: September 2010 N= 1009
  • 9. Significant Opportunity for Mobile Commerce • Over 40% of mobile internet users stated that they don’t have a bank account. • 81% of mobile internet users are willing purchase via mobile. Do you have a bank account? How much are you willing to spend on 70% goods and services using your mobile 59% phone? 60% % Mobile Internet Users 60% 54% % Mobile Internet Users 50% 41% 50% 40% 40% 30% 30% 19% 20% 20% 13% 14% 10% 10% 0% 0% 0-1500 руб 1500-6500 6500+ руб I would not Yes No руб purchase Country: Russia Date: September 2010 N= 1009
  • 10. Thank You Alistair Hill On Device Research alistair@ondeviceresearch.com +44 (0) 7931 518 232

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