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.

1. Booming Mobile Web
Hungarian Perspective
Krzysztof Rosiński
R&D Manager
Gemius SA
Budapest, 29.03.2012

2. Gemius as the currency in online measurement
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)
2

3. Mobile market
skyrocketing!

4. The mobile internet Average mobile page
traffic grew in one views share in the
year by over 252% region amounted to
3.8% of total traffic
2012- the year
of mobile
Most traffic comes
in CEE? Android ahead of
from devices of: iOS among the most
Apple (~36%), popular mobile
Samsung (23.5%) oparating systems in
and Nokia (~12%) the region
*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)

5. number of page views
number of page views made on tablets on
made by the mobile regular websites
visitors increased increased by 600% in
more than 300% in a a year!
year!
Hungarian
mobile devices users
Mobile visitors spend
2x much time during a
page view on a mobile
make 100 mln page
views on Hungarian Internet website than on a
regular one
websites every month
(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

6. !
Tablets are becoming one of
the most important group in
the mobile segment

7. Tablets become important
Tablets share among all mobile page views in Hungary
30%
25%
20%
Regular Web Sites
15%
Mobile Web Sites
10%
5%
0%
March 2011 March 2012
Source of data: Gemius, gemiusTraffic, Hungary, 03.2011 - 03.2012

8. Screen resolution is important!
Tablets are significant part of the mobile traffic on regular sites!
Non-PC page views share on regular websites in Hungary
2,5%
2,0%
1,5%
All Mobile Devices
Tablets
1,0%
0,5%
0,0%
March 2011 March 2012
Source of data: Gemius, gemiusTraffic, Hungary, 03.2011 - 03.2012

9. Do we have a leader?
A year ago iPad dominated the tablet market…
Tablets models captured on regular websites in Hungary
March 2011
Apple iPad
Samsung GT-P1000 Galaxy
Tab
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!
iOS versions share in March 2012
25 3.2
23 3.2.1
21 3.2.2
19 4.2
4.2.1
17
4.3
15
4.3.1
Day
13
4.3.2
11
4.3.3
9
4.3.4
7
4.3.5
5
5.0
3
5.0.1
1
5.1
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Share
Source of data: Gemius, gemiusTraffic, Hungary, March 2012

15. It is crucial to create a standard
for the
Mobile Internet Audience Measurement

16. Mobile Audience Measurement
gemiusMobile covers 4 different types of the mobile content
Mobile Mobile
Applications websites
WAP Regular
Services websites

17. Standard solutions are not working here…
Cookie acceptance rate level
16
Percentage of non-cokie page views
14
12
10 Denmark
8 MENA
6 Hungary
4
CEE
2
0
Source of data: Gemius, gemiusTraffic, 03.2007 - 01.2012

18. Standard solutions are not working here…
iOS page views share among all captured traffic
12
Percentage of iOS page views
10
8
6 Hungary
MENA
4
Denmark
2 CEE
0
-2
Source of data: Gemius, gemiusTraffic, 01.2007 - 01.2012

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

21. Mobile Applications
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
… more platforms available soon 

22. 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

24. THANK YOU
Join us @: Contact: Media contact:
Facebook.com/GemiusGroup Krzysztof Rosiński Marta Klepka
Twitter.com/Gemius Research&Development Manager Global PR&Communications Director
Slideshare.net/Gemius_com
YouTube.com/WwwGemiusCom krzysztof.rosinski@gemius.com marta.klepka@gemius.com