2012 04 krzysztof_rosinski_gemius_smartmobil_budapest
Post on 13-Sep-2014
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Mobile internet is one of the fastest growing segments in the CEE region. While the average share of page views generated by mobile devices in the region is 3.8%, the traffic volume increased more than twofold year-on-year (according to gemiusTraffic data for 12.2010-12.2011). Hungary may serve a case in point, as the number of page views made in that country by the mobile visitors increased by over 300% within a year (gemiusTraffic data for 12.2010-12.2011). Mobile device users currently make almost 100 million page views on the Hungarian websites every month. The mobile growth phenomenon is influenced not just by the common usage of smartphones, it also stems from the increasing share of tablets in the overall mobile market.TRANSCRIPT
Krzysztof Rosiński
R&D Manager
Gemius SA
Budapest, 29.03.2012
Booming Mobile Web Hungarian Perspective
2
JIC Standard: Poland, Czech Republic, Slovakia, Hungary, Slovenia, Turkey, Israel, Denmark, Ukraine, Belarus, Moldova
De facto currency: Lithuania, Latvia, Estonia, Bulgaria, Bosnia, Croatia
Start-up: Russia, Serbia, MENA (UAE, KSI, Egypt, Lebanon, Jordan, Syria, Kuwait, Morocco, Tunisia)
Gemius as the currency in online measurement
Mobile market skyrocketing!
4
2012- the year of mobile
in CEE?
Most traffic comes
from devices of:
Apple (~36%), Samsung (23.5%) and Nokia (~12%)
The mobile internet traffic grew in one
year by over 252%
Average mobile page views share in the region amounted to
3.8% of total traffic
*Source of data: Gemius, gemiusTraffic, 12.2010-12.2012 (by website-averaged percentage share of page views generated on websites from CEE markets monitored by Gemius participating in rankingcee.com)
Android ahead of iOS among the most
popular mobile oparating systems in
the region
5
Hungarian Mobile Internet
number of page views made by the mobile
visitors increased more than 300% in a
year!
number of page views made on tablets on
regular websites increased by 600% in
a year!
visitors spend 2x much time during a page view on a mobile
website than on a regular one
(3 min 30 sec)
mobile visitors made on mobile websites 2x more
page views than PC visitors who are using the same light
version of website
mobile devices users make 100 mln page views on Hungarian
websites every month
Tablets are becoming one of the most important group in the mobile segment
!
7
Tablets become important
0%
5%
10%
15%
20%
25%
30%
March 2011 March 2012
Tablets share among all mobile page views in Hungary
Regular Web Sites
Mobile Web Sites
Source of data: Gemius, gemiusTraffic, Hungary, 03.2011 - 03.2012
8
Screen resolution is important!
0,0%
0,5%
1,0%
1,5%
2,0%
2,5%
March 2011 March 2012
Non-PC page views share on regular websites in Hungary
All Mobile Devices
Tablets
Source of data: Gemius, gemiusTraffic, Hungary, 03.2011 - 03.2012
Tablets are significant part of the mobile traffic on regular sites!
9
Do we have a leader?
Tablets models captured on regular websites in Hungary March 2011
Apple iPad
Samsung GT-P1000 Galaxy Tab
A year ago iPad dominated the tablet market…
Source of data: Gemius, gemiusTraffic, Hungary, March 2011
10
Do we have a leader?
At present, iPad still keeps its strong position …
… but the market is shared with 235 other tablet models!
Tablets models captured on regular websites in Hungary March 2012
Apple iPad
Samsung GT-P7500 Galaxy Tab 10.1"
Huawei Ideos S7
Samsung GT-P1000 Galaxy Tab
Asus Eee Pad Transformer TF101
Source of data: Gemius, gemiusTraffic, Hungary, March 2012
11
What about the mobile dedicated content?
A year ago, two players shared the pie…
Tablets captured on mobile/ light websites in Hungary March 2011
Apple iPad
Samsung GT-P1000 Galaxy Tab
Amazon Kindle
Dell Streak
Source of data: Gemius, gemiusTraffic, Hungary, March 2011
12
What about the mobile dedicated content?
A segmentation of the market brought new players in Top 5 - Huawei and Asus. However, Apple and Samsung keep their first positions!
Tablets captured on mobile/ light websites in Hungary March 2012
Apple iPad
Huawei Ideos S7
Samsung GT-P7500 Galaxy Tab 10.1" Samsung GT-P1000 Galaxy Tab
Asus Eee Pad Transformer TF101
Samsung GT-P7510 Galaxy Tab 10.1"
Source of data: Gemius, gemiusTraffic, Hungary, March 2012
13
iOS or Android?
Android is the leader in Hungary and in the whole CEE region iOS is very close. It seems that consumers are waiting for new products and functionalities.
Source of data: Gemius, gemiusTraffic, share of page views generated on websites monitored by Gemius from CEE markets participating in rankingcee.com), 01.2011-12.2012
14
New things are important!
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
1
3
5
7
9
11
13
15
17
19
21
23
25
Share
Day
iOS versions share in March 2012
3.2
3.2.1
3.2.2
4.2
4.2.1
4.3
4.3.1
4.3.2
4.3.3
4.3.4
4.3.5
5.0
5.0.1
5.1
Source of data: Gemius, gemiusTraffic, Hungary, March 2012
It is crucial to create a standard for the Mobile Internet Audience Measurement
16
gemiusMobile covers 4 different types of the mobile content
Mobile Audience Measurement
Mobile websites
Regular websites
WAP Services
Mobile Applications
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Standard solutions are not working here…
Source of data: Gemius, gemiusTraffic, 03.2007 - 01.2012
0
2
4
6
8
10
12
14
16
Pe
rcen
tage
of
no
n-c
oki
e p
age
vie
ws
Cookie acceptance rate level
Denmark
MENA
Hungary
CEE
18
Standard solutions are not working here…
Source of data: Gemius, gemiusTraffic, 01.2007 - 01.2012
-2
0
2
4
6
8
10
12
Pe
rce
nta
ge o
f iO
S p
age
vie
ws
iOS page views share among all captured traffic
Hungary
MENA
Denmark
CEE
19
New tracking script
We use localStorage space as an alternative way to store User ID
Users privacy is very important to us!
Gemius supports Do Not Track technology!
20
Mobile Audience metrics
1. All typical online audience metrics available: • Real Users • Page Views • Visits • Time Spent • (…)
2. Data is consistent and comparable with regular gemiusAudience study
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Mobile Applications
… more platforms available soon
1. Easy to implement! 2. Public API 3. 100% consistent with Developers Guidelines!
4. Used by some of the biggest publishers in the CEE region
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What next?
… Socio-demographic metrics!
23
What next?
• online survey invitation dedicated to mobile devices • dynamically scaled size of the invitation • device orientation • short online survey • screen orientation • clean design to generate minimum traffic • fully supporting touch screens capabilities • compatible with older devices
ALL data presented in analytical tool
gemiusExplorer
THANK YOU
Join us @: Facebook.com/GemiusGroup Twitter.com/Gemius Slideshare.net/Gemius_com YouTube.com/WwwGemiusCom
Contact:
Krzysztof Rosiński Research&Development Manager [email protected]
Marta Klepka Global PR&Communications Director [email protected]
Media contact: