The document analyzes mobile internet usage over the past year. It finds that mobile internet penetration and usage frequency increased significantly from 2008 to 2009, doubling overall usage. While perceived high costs remained the top obstacle, offerings with included data increased. Social networking is a key driver, though different age groups have varying usage attitudes and obstacles. Global sites remain major mobile internet developers, though some local sites are gaining prominence. The implications are that mobile internet growth will continue rapidly as obstacles are alleviated, and social networking can attract young users, while local providers may find opportunities in less developed markets.

1. Mobile internet – one year later Uroš Cvetko, Valicon VALICON © 2008 | www.valicon.net November 4th 200 9

3. Where is mobile internet usage?

5. Low frequency is driven mostly by mis-perceptions about the service Reasons for not using mobile internet services Which are biggest obstacles for not using mobile internet or mobile internet services? Source: web survey, method CAWI, october 2008, n=347

7. Some global players recorded extreme mobile internet growth rates in the last 12 months Opera mini browser usage statistics Opera Mini usage by Total data consumed per month (millions of MB) and Pages transcoded per month (billions) In top 10 countries Source: State of the Mobile Web, September 2009 (www.opera.com) 3x 5x Page views (billions) Data transfer (millions MB)

8. Finding 1: Mobile internet penetration has increased by almost 40% Mobile Internet users Access internet via mobile devices Percent, 100 = all internet users 1,4 x Mobile e-mail Mobile browsing Internet servicees on mobile IM, social networks,etc 1,4 x 1, 6 x 1, 1 x 2008 2009

9. Finding 2: Also the frequency of mobile internet usage has increased significantly 1, 7 x Mobile e-mail Mobile browsing Internet servicees on mobile IM, social networks,etc 2 , 8 x 1, 6 x 1, 8 x 2008 2009 Mobile Internet usage frequency Daily access internet via mobile devices Percent, 100 = all internet users

11. Perceived high cost remains top obstacle, but its overall significance has decreased Reasons for not using mobile internet services Which are biggest obstacles for not using mobile internet or mobile internet services?      Source: web survey, method CAWI, october 2009, n=786

12. In 2009 there was significant increase in offerin g s of packages that include data

13. The readiness to pay for a smart phone has not changed dramatically 96-137 EUR 91-123 EUR Expected price for a smart phone PSM analysis, comparison 2008 and 2009 All mobile users -5 to -10 EUR

14. Usage of mobile internet strongly correlates with age, however drivers of usage differ Penetration of mobile internet services by age group All internet users Segment 1 (<25 years) Segment 2 (25-40 years) Segment 3 (>40 years)

15. Various age groups have different obstacles to mobile internet usage Reasons for not using mobile internet services Which are biggest obstacles for not using mobile internet or mobile internet services? Segment 1 (<25 years) Segment 2 (25-40 years) Segment 3 (>40 years) Source: web survey, method CAWI, october 2009, n=786

16. Global internet players remain the major developers of mobile internet Internet services Use on internet, use on mobile device and intention to use service in next 12 months Source: web survey, method CAWI, october 2009, n=786 48% 25% 33% 18% 17% 22%

17. Social networking is one of key drivers for mobile internet usage USA UK POLAND google.com facebook.com Nasza-klasa.pl facebook.com google.com google.com yahoo.com bbc.co.uk onet.pl 1. 2. 3. Source: State of the Mobile Web, September 2009 (www.opera.com) Top 3 internet sites used on mobile devices September 2009

18. Mobile social network penetrations seems to be unrelated to general telco development Share of Facebook users among countries Estimated number of Facebook users by country Source: FACEBOOK & WIKIPEDIA

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