1. Mobile Internet
Consumption trends and measurement possibilities
LAURIS LIETAVIETIS

2. market
characteristics
research main
opportunities conclusions
Experience in
other markets

3. market
characteristics
research main
opportunities conclusions
Experience in
other markets

4. Mobile internet: how big was it a year ago?
CEE – share of page views generated by visitors using mobile devices and PC computers in 2010
Czech Republic 0.99 Slovakia 1.87
% %
Russia 1.58
%
2.20 Ukraine 0.87
Denmark %
%
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 4
Smart, Intelligent and Mobile
Source of data: Gemius, gemiusTraffic (September,
2010) THE TIME IS NOW

5. Mobile internet: how big is it now?
CEE – share of page views generated by visitors using mobile devices and PC computers in 2011
2.10 4.16
2.24 Czech Republic Slovakia
Russia % %
%
Denmark 7.21 1.96
% Ukraine
%
Page views - mobile devices
Page views - PC computers and other
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 5
Smart, Intelligent and Mobile
Source of data: Gemius, gemiusTraffic (August 2011). THE TIME IS NOW

6. Preferences of mobile internet users: devices –
what they were?
CEE – top 5 mobile devices (models) by website-averaged percentage share of page
views generated on websites monitored by Gemius in 2010
2.7% 2.5%
3.5%
9.3%
Apple iPod
Nokia 5130
XpressMusic
Nokia 5800
Apple iPad
19.7%
Apple iPhone
6
Source: Gemius, gemiusTraffic: Czech Republic, Bulgaria, Slovakia, Slovenia, Hungary, Poland, Russia, Ukraine (04.10.2010–
Smart, Intelligent and Mobile
10.10.2010). THE TIME IS NOW

7. Preferences of mobile internet users: devices –
what they are?
CEE – top 5 mobile devices (models) by website-averaged percentage share of page
views generated on websites monitored by Gemius in 2011
2.2% 1.9%
2.6%
13.9%
(Galaxy S II)
Samsung GT-i9100
HTC Desire
(Galaxy S)
Samsung GT-i9000
Apple iPhone
21.1%
Apple iPad
7
Source: Gemius, gemiusTraffic: Czech Republic, Bulgaria, Slovakia, Slovenia, Hungary, Poland, Russia, Ukraine (26.09.2011–
Smart, Intelligent and Mobile
02.10.2011). THE TIME IS NOW

8. Preferences of mobile internet users: devices –
what they were?
Russia – top 5 mobile devices (models) by website-averaged
percentage share of page views generated on websites monitored by Gemius in 2010
3.6% 3.5%
6.5% 6.0%
8.1%
Nokia N73
Nokia 5800
Nokia 6300
Apple iPhone
Apple iPad
8
Smart, Intelligent and Mobile
Source: Gemius, gemiusTraffic (04.10.2010 – 10.10.2010). THE TIME IS NOW

9. Preferences of mobile internet users: devices –
what they are?
Russia – top 5 mobile devices (models) by website-averaged
percentage share of page views generated on websites monitored by Gemius in 2011
1.8% 1.7%
10.2% 2.2%
27.8%
Nokia 5130 XpressMusic
Nokia 2700 Classic
Nokia 5230
Apple iPhone
Apple iPad
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 9
Smart, Intelligent and Mobile
Source: Gemius, gemiusTraffic (03.10.2011 – 09.10.2011). THE TIME IS NOW

10. iPad – the big boost…
CEE – growth of average share of page views generated by iPad among all mobile page views
)
25%
20.62%
19.69%
20% 18.50%
17.60%
16.45%
13.84% 14.90%
13.37%
15% 12.64%
10%
5%
0%
01.2011 02.2011 03.2011 04.2011 05.2011 06.2011 07.2011 08.2011 09.2011
previous month ∆ (current month, previous month)
10
Source: Gemius, gemiusTraffic: Slovenia, Czech Republic, Slovakia, Poland, Russia, Ukraine, Bulgaria, Hungary (January 2011-
Smart, Intelligent and Mobile
September 2011). THE TIME IS NOW

11. The website-averaged percentage share of page views
generated from iPad and iPhone on the selected markets
40%
35%
30%
25%
20%
Apple iPad, Q3 2011
15%
Apple iPhone, Q3 2011
10%
5%
0%
11
Source: Gemius, gemiusTraffic, Hungary, Denmark, Czech
Smart, Intelligent and Mobile
Republic, Bulgaria, Poland, Russia, Slovenia, Slovakia, Ukraine, Q3 2011. THE TIME IS NOW

12. Signs of change: browsers – how was it?
Russia – top 7 web browsers by share of page views generated on websites
monitored by Gemius
MSIE 34.0%
dedicated
Opera 27.8%
browsers
for mobile devices Firefox 27.3%
are becoming
Chrome 6.8%
more visible
on CEE markets OperaMini 1.5%
SafariMobile 0.2%
Safari 1.1%
12
Smart, Intelligent and Mobile
Source: Gemius, gemiusTraffic (27.09.2010 – 03.10.2010). THE TIME IS NOW

13. Signs of change: browsers – how is it?
Russia – top 8 web browsers by share of page views generated on websites
monitored by Gemius
MSIE 27.3%
dedicated
Firefox 26.3%
browsers
for mobile devices Opera 23.4%
are becoming
Chrome 18.3%
more visible
on CEE markets OperaMini 1.7%
SafariMobile 1.5%
Safari 1.2%
Maxthon 0.2%
13
Smart, Intelligent and Mobile
Source: Gemius, gemiusTraffic (03.10.2011 – 09.10.2011). THE TIME IS NOW

14. Signs of change: systems – how was it?
Russia – top 9 operating systems by share of page views generated on websites
monitored by Gemius
Windows XP 66.7%
Windows 7 19.6%
the most
Windows Vista 10.0%
popular operating
systems – the Mac OS X 1.1%
emergence Linux 0.7%
of mobile products Windows 2003 0.7%
Windows 2000 0.6%
Symbian 0.4%
iOS 0.1%
14
Smart, Intelligent and Mobile
Source: Gemius, gemiusTraffic (27.09.2010 – 03.10.2010). THE TIME IS NOW

15. Signs of change: systems – how is it?
Russia – top 9 operating systems by share of page views generated on websites
monitored by Gemius
Windows XP 52.1%
Windows 7 36%
the most
Windows Vista 6.4%
popular operating
systems – the Mac OS X 2.2%
emergence Linux 0.8%
of mobile products Android 0.6%
Symbian 0.6%
Windows 2003 0.5%
iOS 0.4%
15
Smart, Intelligent and Mobile
Source: Gemius, gemiusTraffic (03.10.2011 – 09.10.2011). THE TIME IS NOW

16. 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 very 7%
closely 6%
5%
they get up 4%
earlier and 3%
go to bed later 2%
than traditional
1%
internet users
0%
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
other device mobile device
16
Smart, Intelligent and Mobile
Source: Gemius, gemiusTraffic: Slovenia, Bulgaria, Russia, Poland, Czech Republic, Hungary, Ukraine, Slovakia (08.2011). THE TIME IS NOW

17. Mobile users – usage intensity
Ekstrabladet.dk – pageviews per visitor
150
125
106
99
100
75
50
Mobile Internet
17
Smart, Intelligent and Mobile
THE TIME IS NOW

18. Mobile users > desktop users within a few years
Global mobile vs. desktop internet user projection
2,500
2,000
Internet users [MM]
1,500
Internet users
1,000
500
0
2007 2008 2009 2010 2011 2012 2013 2014 2015
Desktop Internet Users Mobile Internet Users
18
Smart, Intelligent and Mobile
Source of data: Morgan Stanley Research THE TIME IS NOW

19. market
characteristics
research main
opportunities conclusions
Experiance in
research
other markets
opportunities

20. Mobile measurements – possible data sources
gate-way data mobile socio-
from -demographic
operators panel
20
site-centric measurement
Smart, Intelligent and Mobile
THE TIME IS NOW

21. Mobile measurements – possible data sources
Site centric research
key indicators:
• page impressions
• visits
• time spent
• users
• technical information
• device type
• device producer
• browser
• operating system
measurement based on tags implemented on the
mobile websites participating in the project
21
Smart, Intelligent and Mobile
THE TIME IS NOW

22. Mobile measurements – possible data sources
Log files from mobile operators
Anonymised and aggregated data provided by
operators and processed by Gemius
logs from servers:
• time
• URL address
• user ID
(eg. hashed MSISDN)
• technical data
(eg. mobile device, browser)
22
Smart, Intelligent and Mobile
THE TIME IS NOW

23. Mobile measurements – possible data sources
Mobile panel
operator
link to the recruitment survey (matched
with ID number of the user)
user
• survey
• consent to deliver internet activity
logs to Gemius
Gemius
data saved in Gemius central database
23
Smart, Intelligent and Mobile
THE TIME IS NOW

24. Mobile measurements – possible data sources
Mobile software panel
people
With installed tracking software on their
smartphones
24
Smart, Intelligent and Mobile
THE TIME IS NOW

25. Possible combinations and outcomes
SITE CENTRIC Currently solution in Denmark
Most simple solution
Data about scripted sites only
Websites and applications are
scripted with javascript tags Cookies data
COOKIE TOPLISTS
25
Smart, Intelligent and Mobile
THE TIME IS NOW

26. Possible combinations and outcomes
SITE CENTRIC MSISDN
+
Websites and applications are Gives data about real
scripted with javascript tags people behind devices
Currently solution in Czech
Republic
REAL USER TOPLISTS
Data about real people
Cooperation with mobile operators
needed
Data about scripted sites only
26
Smart, Intelligent and Mobile
THE TIME IS NOW

27. Possible combinations and outcomes
SITE CENTRIC MSISDN PANEL
+ +
Websites and applications are Gives data about real
Gives socdemo data
scripted with javascript tags people behind devices
COMPLETE Data about real people
AUDIENCE DATA
Sociodemographical data
Cooperation with mobile operators
needed
Data about scripted sites only
27
Smart, Intelligent and Mobile
THE TIME IS NOW

28. Possible combinations and outcomes
SITE CENTRIC ALGORITHM
Currently tested in Slovakia
+ Data about real people
Websites and applications are Gives data about real
Cooperation with mobile operators
scripted with javascript tags people behind devices NOT needed
Data about scripted sites only
REAL USER TOPLISTS
28
Smart, Intelligent and Mobile
THE TIME IS NOW

29. Possible combinations and outcomes
LOG FILES Data about ALL websites and applications
Data about real people
Does not include WIFI traffic
Given from operators to
research company
REAL USER TOPLISTS
29
Smart, Intelligent and Mobile
THE TIME IS NOW

30. Possible combinations and outcomes
LOG FILES SITE CENTRIC
+
Given from operators to
research company
Data about ALL websites and applications
Data about real people
REAL USER TOPLISTS
Includes WIFI traffic
30
Smart, Intelligent and Mobile
THE TIME IS NOW

31. Possible combinations and outcomes
LOG FILES SITE CENTRIC USERS’ DATA
+ +
Gives socdemo data
Given from operators to
research company
Data about ALL websites and applications
Data about real people
REAL USER TOPLISTS
Includes WIFI traffic
Socdemo data
31
Smart, Intelligent and Mobile
THE TIME IS NOW

32. Possible combinations and outcomes
LOG FILES SITE CENTRIC USERS’ PANEL
+ +
Gives socdemo data
Given from operators to
research company
Data about ALL websites and applications
Data about real people
COMPLETE
AUDIENCE DATA Includes WIFI traffic
Socdemo data
Data can be obtained by Gemius, if operators
Provide contacts of certain people
32
Smart, Intelligent and Mobile
THE TIME IS NOW

33. Possible combinations and outcomes
MOBILE SOFT. PANEL
Data about ALL websites and applications
Data about real people
Socdemo data
Data about phone usage habits
People with installed tracking
software on smartphone Data only about smartphone users
Expensive
COMPLETE
AUDIENCE DATA PHONE USAGE DATA
33
Smart, Intelligent and Mobile
THE TIME IS NOW

34. market
characteristics
research main
opportunities conclusions
Experience in
other markets

35. Gemius mobile measurement activities
Denmark Czech Republic Slovakia
Site centric toplists; Site centric toplists; Site centric toplists;
Cookies; Real users by MSISDN Testing RU algorythm;
Will be switching to RU numbers; RU as of January, 2011
algorythm; Will be switching to RU
Measuring mobile algorythm;
since August, 2008 Data currently available
only to JIC
Latvia, Lithuania
Site centric toplists;
Cookies;
35
Smart, Intelligent and Mobile
THE TIME IS NOW

36. Mobile measurements in Industries’ tenders
United Kingdom Belgium Austria
Seperate tender for Part of Internet Seperate tender for
mobile audience audience tender; mobile audience 3
measurements; Site centric required; years ago;
GSMA – organization Additional possibilities MMA – Mobile
dealing with mobile; welcome; Marketing
Not part of Internet Association;
tender; Cooperation with
Using data from operators
operators
36
Smart, Intelligent and Mobile
THE TIME IS NOW

37. market
characteristics
research main
opportunities conclusions
what
we know

38. 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
38
Smart, Intelligent and Mobile
THE TIME IS NOW

39. THANK YOU
Contact:
lauris.lietavietis@gemius.com
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