The document provides an analysis of the mobile internet landscape, highlighting metrics such as growth in mobile data traffic, advertising expenditures, and user behavior across various regions and devices. It emphasizes the increasing importance of mobile internet, the evolving communication patterns, and the engagement level of mobile users. Additionally, it discusses the methodologies for measuring mobile internet usage and draws conclusions regarding the opportunities for marketers in this growing sector.

1. Filip Pieczyński

2. @
mobile market market
internet size characteristics
!
what research main
we know opportunities conclusions
02

3. What is a mobile internet?
an extension of the internet on mobile devices
which allows the users to access internet
even while they are on a move
mobile browsers applications mobile websites
03

4. What is a mobile device?
04

5. What is the result?
it takes more time than we expected
evolution of communication
but it takes place right now
05

6. @
mobile market market
internet size characteristics
!
what research main
we know opportunities conclusions
06

7. Mobile internet: how big is it?
Global mobile data traffic by type (tetabyte per month)
19%
mobile data
10%
traffic to rise
66x by 2013E
64%
video driving
a rapid growth
in 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. Mobile internet: how big is it?
Worldwide mobile adspends by objective (mm $)
15,000
advertisers start Mobile
investing in direct
12,654.3
response
mobile ads 10,000 adspends
Total mobile
adspends (mm$) Mobile
5,000
2006 1,547.8 brand
2007 2,773.1 adspends
3,569.2
2008 4,057.3
2009 7,470.3
2010 11,448.9 0
2011 16,223.5 2006 2007 2008 2009 2010 2011
Source: eMarketer (October 2007).
08

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 other
Nokia = 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. Mobile internet: is it really so tiny niche?
usage patterns are different
not quite…
great need for mobile audience measurement
010

11. @
mobile market market
internet size characteristics
!
what research main
we know opportunities conclusions
011

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 the
development 20%
of mobile internet…
10%
3% 3%
its growth
…but 0%
∆ 6 months ∆ 6 months ∆ 6 months ∆ 6 months
weakens (1Q-2Q 2008) (3Q-4Q 2008) (1Q-2Q 2009) (3Q - 4Q 2009)
Source: gemiusTraffic (January 2008 – March 2010).
012

13. Mobile internet = high engagement
Slovakia – 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. @
mobile market market
internet size characteristics
!
what research main
we know opportunities conclusions
014

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 mobile
devices 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. 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. Daily activity of mobile internet users
8 selected CEE markets – average daily distribution of mobile and non-mobile page views
we 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 23
internet 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. 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. 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. @
mobile market market
internet size characteristics
!
what research main
we know opportunities conclusions
020

21. Methodology: gemiusMobileAudience
gate-way mobile socio-
data from -demographic
operators panel
site-centric measurement
021

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 project
022

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 measurement
023

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 measurement
024

25. Implementation: option I
Measurement based on traffic data
PUBLISHER
PANELIST
(COOKIE)
SCRIPT
GEMIUS
GEMIUS SERVERS
ANALYTICAL SOFTWARE
025

26. Implementation: option II
Measurement using CATI method
PUBLISHER CATI STUDIO
SCRIPT PANELIST
(COOKIE)
GEMIUS
GEMIUS SERVERS
ANALYTICAL SOFTWARE
026

27. Implementation: option III
Measurement involving mobile operators
PUBLISHER OPERATOR
SCRIPT PANELIST
(COOKIE)
GEMIUS
GEMIUS SERVERS
ANALYTICAL SOFTWARE
027

28. @
mobile market market
internet size characteristics
!
what research main
we know opportunities conclusions
028

29. Main conclusions
behavior
Why? Who?
real users
growth advertisers
potential marketers
What?
characteristic analysts
029

30. Thank you!
Filip Pieczyński