Mobile internet. Consumption trends and measurement possibilities.

Mobile InternetConsumption trends and measurement possibilities

LAURIS LIETAVIETIS

researchopportunities

Experience in other markets

mainconclusions

marketcharacteristics



mainconclusions


4Smart, Intelligent and Mobile

THE TIME IS NOWSource of data: Gemius, gemiusTraffic (September, 2010)

CEE – share of page views generated by visitors using mobile devices and PC computers in 2010Mobile internet: how big was it a year ago?

Hungary

Slovakia

DenmarkUkraine

Nokia = 53,34% Apple = 15,03%website-averaged percentage share of page views generated by Nokia and Apple products

1.58%Russia

Page views - mobile devices

Page views - PC computers and other

0.99%Czech Republic 1.87%Slovakia

2.20%Denmark 0.87%Ukraine


THE TIME IS NOWSource of data: Gemius, gemiusTraffic (August 2011).

CEE – share of page views generated by visitors using mobile devices and PC computers in 2011

Nokia = 32% Apple = 38.4%website-averaged percentage share of page views generated by Samsung and Apple products in Russia

Source of data: Gemius, gemiusTraffic, 03.10.2011 – 09.10.2011

Mobile internet: how big is it now?

2.10%Czech Republic4.16%

Slovakia

7.21%Denmark 1.96%Ukraine

2.24%Russia

Page views - mobile devicesPage views - PC computers and other


THE TIME IS NOWSource: Gemius, gemiusTraffic: Czech Republic, Bulgaria, Slovakia, Slovenia, Hungary, Poland, Russia, Ukraine (04.10.2010– 10.10.2010).

CEE – top 5 mobile devices (models) by website-averaged percentage share of page views generated on websites monitored by Gemius in 2010

19.7%Apple iPhone

9.3%Apple iPad

3.5% 2.7% 2.5%

Nokia

5800

Ap

ple

iP

od

Preferences of mobile internet users: devices – what they were?

Nokia

513

0

Xp

ressM

usi c


THE TIME IS NOWSource: Gemius, gemiusTraffic: Czech Republic, Bulgaria, Slovakia, Slovenia, Hungary, Poland, Russia, Ukraine (26.09.2011– 02.10.2011).

CEE – top 5 mobile devices (models) by website-averaged percentage share of page views generated on websites monitored by Gemius in 2011

21.1%Apple iPad

13.9%Apple iPhone

2.6% 2.2% 1.9%

Sam

su

ng

GT-

i90

00

(Gala

xy S

)

Sam

su

ng

GT-

i91

00

(Gala

xy S

II)

Preferences of mobile internet users: devices – what they are?

HTC

Desir

e


THE TIME IS NOW

Russia – top 5 mobile devices (models) by website-averagedpercentage share of page views generated on websites monitored by Gemius in 2010

8.1% 6.5% 6.0%3.6% 3.5%

Ap

ple

iP

ad

Ap

ple

iP

hon

e

Nok

ia 5

800

Nok

ia N

73

Preferences of mobile internet users: devices – what they were?

Nokia

630

0

Source: Gemius, gemiusTraffic (04.10.2010 – 10.10.2010).


THE TIME IS NOW

Russia – top 5 mobile devices (models) by website-averagedpercentage share of page views generated on websites monitored by Gemius in 2011

27.8% 10.2% 2.2%1.8% 1.7%

Ap

ple

iP

ad

Ap

ple

iP

hon

e

Nok

ia 2

700

Clas

sic

Nok

ia 5

130

Xpre

ssM

usic

Preferences of mobile internet users: devices – what they are?

Nokia

523

0


A symptomatic characteristic of the Russian market is the predominace of Apple and Nokia with the lack of Samsung, one of the most popular mobile producers in the CEE, among the leaders


THE TIME IS NOWSource: Gemius, gemiusTraffic: Slovenia, Czech Republic, Slovakia, Poland, Russia, Ukraine, Bulgaria, Hungary (January 2011-September 2011).

)

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

iPad – the big boost…

01.2011 02.2011 03.2011 04.2011 05.2011 06.2011 07.2011 08.2011 09.20110%

5%

10%

15%

20%

25%

12.64%13.37% 13.84% 14.90%

16.45%17.60%

18.50%19.69%

20.62%

previous month ∆ (current month, previous month)


THE TIME IS NOW

The website-averaged percentage share of page views generated from iPad and iPhone on the selected markets

Czech

Republic

Bulgaria

Denmark

Hungary

PolandRussi

a

Slove

nia

Slova

kia

Ukraine

0%

5%

10%

15%

20%

25%

30%

35%

40%

Apple iPad, Q3 2011

Apple iPhone, Q3 2011

Source: Gemius, gemiusTraffic, Hungary, Denmark, Czech Republic, Bulgaria, Poland, Russia, Slovenia, Slovakia, Ukraine, Q3 2011.


THE TIME IS NOW

dedicated browsersfor mobile devices are becomingmore visibleon CEE markets


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

MSIE 34.0%

Opera 27.8%

Firefox 27.3%

Chrome 6.8%

OperaMini 1.5%

SafariMobile 0.2%

Safari 1.1%

Signs of change: browsers – how was it?


THE TIME IS NOW

dedicated browsersfor mobile devices are becomingmore visibleon CEE markets


Russia – top 8 web browsers by share of page views generated on websites monitored by Gemius

MSIE 27.3%

Firefox 26.3%

Opera 23.4%

Chrome 18.3%

OperaMini 1.7%

SafariMobile 1.5%

Safari 1.2%

Maxthon 0.2%

Signs of change: browsers – how is it?


THE TIME IS NOW

the most popular operating systems – the emergenceof mobile products

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%

iOS 0.1%

Signs of change: systems – how was it?



THE TIME IS NOW

the most popular operating systems – the emergenceof mobile products

Russia – top 9 operating systems by share of page views generated on websites monitored by Gemius

Windows XP 52.1%Windows 7 36%Windows Vista 6.4%Mac OS X 2.2%Linux 0.8%Android 0.6%Symbian 0.6%

Windows 2003 0.5%

iOS 0.4%

Signs of change: systems – how is it?



THE TIME IS NOW

we observemobile users very closely

they get up earlier andgo to bed laterthan traditional internet users

8 selected CEE markets – average daily distribution of mobile and non-mobile page views

Source: Gemius, gemiusTraffic: Slovenia, Bulgaria, Russia, Poland, Czech Republic, Hungary, Ukraine, Slovakia (08.2011).

Daily activity of mobile internet users

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 230%

1%

2%

3%

4%

5%

6%

7%

8%

other device mobile device


THE TIME IS NOW

Ekstrabladet.dk – pageviews per visitor

Mobile users – usage intensity

Mobile Internet50

75

100

125

150

99

106


THE TIME IS NOW

2007 2008 2009 2010 2011 2012 2013 2014 20150

500

1,000

1,500

2,000

2,500

Desktop Internet Users Mobile Internet Users

Inte

rnet

use

rs

Inte

rnet

use

rs

[MM

]

Source of data: Morgan Stanley Research

Global mobile vs. desktop internet user projection

Mobile users > desktop users within a few years

researchopportunitiesExperiance in other markets

mainconclusions




THE TIME IS NOW

gate-way data fromoperators

site-centric measurement

mobile socio--demographic

panel

Mobile measurements – possible data sources


THE TIME IS NOW

measurement based on tags implemented on the mobile websites participating in the project

key indicators:

• page impressions• visits• time spent• users• technical information• device type• device producer• browser• operating system

Mobile measurements – possible data sourcesSite centric research


THE TIME IS NOW

logs from servers:• time• URL address• user ID

(eg. hashed MSISDN) • technical data

(eg. mobile device, browser)

Mobile measurements – possible data sources

Anonymised and aggregated data provided by operators and processed by Gemius

Log files from mobile operators


THE TIME IS NOW

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

Mobile measurements – possible data sourcesMobile panel


THE TIME IS NOW

Mobile measurements – possible data sourcesMobile software panel

peopleWith installed tracking software on their smartphones


THE TIME IS NOW

Possible combinations and outcomes

Websites and applications are scripted with javascript tags

SITE CENTRIC

COOKIE TOPLISTS

Currently solution in Denmark

Most simple solution

Data about scripted sites only

Cookies data


THE TIME IS NOW



SITE CENTRIC

REAL USER TOPLISTS

+MSISDN

Gives data about real people behind devices

Currently solution in Czech Republic

Data about real people

Cooperation with mobile operators needed



THE TIME IS NOW



SITE CENTRIC

COMPLETE AUDIENCE DATA

+MSISDN



Cooperation with mobile operators needed

+PANEL

Gives socdemo data

Sociodemographical data



THE TIME IS NOW



SITE CENTRIC

REAL USER TOPLISTS

+ALGORITHM


Currently tested in Slovakia


Cooperation with mobile operators NOT needed



THE TIME IS NOW


Given from operators to research company

LOG FILES

REAL USER TOPLISTS

Data about ALL websites and applications


Does not include WIFI traffic


THE TIME IS NOW



LOG FILES

REAL USER TOPLISTS



Includes WIFI traffic

SITE CENTRIC

+


THE TIME IS NOW



LOG FILES

REAL USER TOPLISTS




SITE CENTRIC

+USERS’ DATA

Gives socdemo data

+

Socdemo data


THE TIME IS NOW



LOG FILES




SITE CENTRIC

+USERS’ PANEL

Gives socdemo data

+

Socdemo data

Data can be obtained by Gemius, if operatorsProvide contacts of certain people

COMPLETE AUDIENCE DATA


THE TIME IS NOW


People with installed tracking software on smartphone

MOBILE SOFT. PANELData about ALL websites and applications


Data about phone usage habits

Socdemo data

ExpensiveCOMPLETE AUDIENCE DATA PHONE USAGE DATA

Data only about smartphone users


mainconclusions




THE TIME IS NOW

Gemius mobile measurement activities

DenmarkSite centric toplists;Cookies;Will be switching to RU algorythm;Measuring mobile since August, 2008

Czech RepublicSite centric toplists;Real users by MSISDN numbers;Will be switching to RU algorythm;Data currently available only to JIC

SlovakiaSite centric toplists;Testing RU algorythm;RU as of January, 2011

Latvia, LithuaniaSite centric toplists;Cookies;


THE TIME IS NOW

Mobile measurements in Industries’ tenders

United KingdomSeperate tender for mobile audience measurements; GSMA – organization dealing with mobile;Not part of Internet tender;Using data from operators

BelgiumPart of Internet audience tender;Site centric required;Additional possibilities welcome;

AustriaSeperate tender for mobile audience 3 years ago;MMA – Mobile Marketing Association;Cooperation with operators


whatwe know


mainconclusions


THE TIME IS NOW

Main conclusions

It is common that in big markets mobile research is organized and supported by other organizations than Internet committees or industries

Most common advanced solutions include cooperation with mobile operators

Simple solutions (toplists) still are present in many markets

Software solutions are most expensive; data provided not only to media/advertising market, but also to telecommunication industry

Contact:

Join us @:

Facebook.com/GemiusGroup Twitter.com/Gemius Slideshare.net/Gemius_com YouTube.com/WwwGemiusCom

THANK YOU

[email protected]

Mobile internet. Consumption trends and measurement possibilities.

Business

mobile page views

mobile source

mobile republic

mobile devices models

mobile productswindows

cee share of page views

popular mobile producers

apple iphone apple ipad8