The future is mobile_gemiusMobile_presentation_10.2010

Filip Pieczyński

02

mobileinternet

@

marketsize

researchopportunities

whatwe know

!main

conclusions

marketcharacteristics

03

an extension of the internet on mobile deviceswhich allows the users to access internet

even while they are on a move

What is a mobile internet?

applicationsmobile browsers mobile websites

04

What is a mobile device?

05

but it takes place right now

it takes more time than we expected

What is the result?

evolution of communication

06

mobileinternet

@

marketsize


whatwe know

!main

conclusions


07

mobile data traffic to rise

66x by 2013E

video driving a rapid growthin mobileinternet traffic

Mobile internet: how big is it?

Source: Morgan Stanley, „The Mobile Internet Report” (December 2009).Data provider: Cisco, „Visual Networking Index – Mobile Data Traffic Forecast, 2008-2013” (February 2009).

19%

10%

64%

7%

Global mobile data traffic by type (tetabyte per month)

08

advertisers start

investing inmobile ads

Mobile internet: how big is it?

Source: eMarketer (October 2007).

Total mobileadspends (mm$)

2006 1,547.82007 2,773.12008 4,057.32009 7,470.32010 11,448.92011 16,223.5

3,5

69

.21

2,6

54

.3

0

5,000

10,000

15,000

2006 2007 2008 2009 2010 2011

Mobiledirectresponseadspends

Mobilebrandadspends

Worldwide mobile adspends by objective (mm $)

09

Source of data: gemiusTraffic (September 2010).

Mobile internet: how big is it?CEE – share of page views generated by visitors using mobile devices and PC computers

0.99%Czech Republic 1.87%Slovakia

2.20%Denmark 0.87%Ukraine

1.58%Russia

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

010

great need for mobile audience measurement

usage patterns are different

Mobile internet: is it really so tiny niche?

not quite…

011

mobileinternet

@

marketsize


whatwe know

!main

conclusions


012

iPhone – strong

influence on the

developmentof mobile internet…

…but its growth weakens

iPhone – the big boost…

Source: gemiusTraffic (January 2008 – March 2010).

Global mobile data traffic by type (tetabyte per month)

34%

26%

3% 3%

0%

10%

20%

30%

40%

∆ 6 months(1Q-2Q 2008)

∆ 6 months(3Q-4Q 2008)

∆ 6 months(1Q-2Q 2009)

∆ 6 months(3Q - 4Q 2009)

CEE – growth of average share of page views generated by iPhone among all mobile page views

013

mobile users spend consistently more and

more timesurfingthe web

Mobile internet = high engagement

Source: gemiusTraffic, AIMmonitor – AIM, Mediaresearch & Gemius (January 2008 – January 2010).

97,763

221,391

443,981

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

450,000

500,000

01.2008 01.2009 01.2010

Slovakia – total time spent by users (cookies) using mobile devices and visiting websites monitored by Gemius (H)

014

mobileinternet

@

marketsize


whatwe know

!main

conclusions


015

dedicated

browsersfor mobile devices are becoming

more visibleon CEE markets

Signs of change: browsers

Source: gemiusTraffic (September 27, 2010 – October 03, 2010).

Russia – top 7 web browsers by share of page views generated on websites monitored by Gemius

MSIE 34.0%

Opera 28.7%

Firefox 27.3%

Chrome 6.8%

OperaMini 1.5%

Safari 1.1%

SafariMobile 0.2%

016

the most popular operating systems –

the emergenceof mobile products

Signs of change: systems

Source: gemiusTraffic (September 27, 2010 – October 03, 2010).

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%

Mac OS X 1.1%

Linux 0.7%

Windows 2003 0.7%

Windows 2000 0.6%

Symbian 0.4%

iPhoneOS 0.1%

017

we observemobile users

very closely

they get up earlier and

go to bed laterthan traditional internet users

Daily activity of mobile internet users8 selected CEE markets – average daily distribution of mobile and non-mobile page views

0%

1%

2%

3%

4%

5%

6%

7%

8%

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

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).

018

Preferences of mobile internet users: devices

Source: gemiusTraffic (October 04, 2010 – October 10, 2010).

CEE – top 5 mobile devices (models) by website-averagedpercentage share of page views generated on websites monitored by Gemius

19.7%Apple iPhone

9.3%Apple iPad

3.5% 2.7% 2.5%

Nokia

5800

Ap

ple

iP

od

Nokia

51

30

Xp

ressM

usic

019

Preferences of mobile internet users: devices

Source: gemiusTraffic (October 04, 2010 – October 10, 2010).

Russia – top 5 mobile devices (models) by website-averagedpercentage share of page views generated on websites monitored by Gemius

8.1% 6.5% 6.0%3.6% 3.5%

Apple

iP

ad

Ap

ple

iP

ho

ne

Nokia

6300

Nokia

5800

Nokia

N73

020

mobileinternet

@

marketsize


whatwe know

!main

conclusions


021

Methodology: gemiusMobileAudience

gate-waydata fromoperators

site-centric measurement

mobile socio--demographic

panel

022




panel

measurement basedon tags implemented on the mobilewebsites participating in the project

key indicators:

page impressions visits time spent users technical

information device type device producer browser operating system

023


anonymisedand aggregated data providedby operatorsand processedby Gemius

logs from servers: time URL address user ID

(eg. hashed MSISDN)

technical data(eg. mobile device, browser)



panel

024




operatorlink to the recruitment survey (matched with

ID number of the user)

user survey

consent to deliver internet activitylogs to Gemius

Gemiusdata saved in Gemius

central database

025

Implementation: option I

PUBLISHER

SCRIPT

PANELIST(COOKIE)

GEMIUSANALYTICAL SOFTWARE

GEMIUSSERVERS

Measurement based on traffic data

026

Implementation: option II

PUBLISHER CATI STUDIO

PANELIST(COOKIE)


GEMIUSSERVERS

SCRIPT

Measurement using CATI method

027

Implementation: option III

PUBLISHER OPERATOR

SCRIPT PANELIST(COOKIE)


GEMIUSSERVERS

Measurement involving mobile operators

028

mobileinternet

@

marketsize


whatwe know

!main

conclusions


029

Main conclusions

Why?

growth

potential

characteristic

Who?

advertisers

marketers

analystsWhat?

behavior

real users

Filip Pieczyński

Thank you!

The future is mobile_gemiusMobile_presentation_10.2010

Business

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