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WapStart and Openstat: 35 million mobile users across Russia today.
31.10.2012
WapStart and Openstat announce results of Russian Internet (Runet) Mobile Audience research carried out by the two companies in September and October 2012.
The companies commenced the research to identify global trends in quality and quantity characteristics of mobile audience and apply the outcomes to evaluate exposure potential of the mobile environment.
In order to carry out this research, Openstat used aggregates statistics of 400,000 website traffic and WapStart brought in data on promotion campaigns on mobile websites and applications of the total 2 billion impressions per month.
The report on joint WapStart and Openstat research project referred to as Runet Mobile Audience is posted at http://wapstart.ru/upload/MA2012.pdf
The research expressly shows that many Russian users appreciate efficiency of mobile Internet in meeting their daily challenges. The number of Russia’s mobile audience is close to 35 million users or 25% of the total population of Russia. The number of mobile visitors is continuously growing year by year. It went up 51% in 2012.
Growing smartphone sales affect this process, moreover, today’s devices make it possible to reach such large-scale audience with advertising modes which may interest users. Runet audience is loyal to mobile advertising which is evidenced by research data.
WapStart and OpenStat have no doubts that mobile Runet will emerge as a popular advertising channel and this trend is evident today.
The key results of Mobile Audience of Russia research include the following:
1. Runet is visited by 34.5 million mobile Internet users.
2. The average visit time spent on the mobile site is about 5 minutes. Indicators of mobile activity: 3.74 clicks per visit; and users leave the website after viewing 1 page with a probability of 53.59%.
3. This year, the share of Apple mobile devices in total Internet traffic went up to 34% from 23%, Nokia share went down to 23% from 40% and Samsung share increased to 14% from 5%.
4. MTS, Megafon and Beeline are the most popular mobile providers.
5. iOS is an operating system used by most mobile devices.
6. Almost all mobile browsers currently support cookies, that is, advertisers can target their focus audience and, thus, enhance performance of their promotion campaigns.
7. The number of mobile devices able to run HTML5 multimedia went up two times from the previous year. Over 50% of mobile devices can correctly reproduce today’s interactive advertising format Rich-Media.
8. The share of mobile browsers which use proxy-servers decreased from 60% to 40% this year, in other words, advertisers face even more potential to identify and target their audience.
9. The highest ROI from mobile advertising on iOS devices. The click price within WapStart, Russia’s largest mobile marketing network targeted on Apple, is 5 rubles.
10. The highest promotion exposure – mobile advertising prime time – is in the afternoon and on weekdays. In these periods, exposure essentially increases by 5.83%.
11. Mobile devices which access Internet through non-mobile providers, such as Akado, onLime and Comstar, show the highest CTR and ROI.
About Openstat:
Openstat is a system for web-analysis. For over a decade, its clients include companies operative in various sectors – finance, aviation and sea carriers, and from IT sector to mobile operators to mass media to government bodies. Openstat was established on the basis of a long-term track record of SpyLOG, an Internet statistics service operative from 1999.
About WapStart:
WapStart is the owner of the largest mobile advertising network Plus1 WapStart and the most popular and complete mobile sites catalogue Top WapStart in Russia. WapStart connects thousands of mobile publishers with 13 million unique visitors daily and over 2 billion ad requests per month. Plus1 WapStart unique technology allows for detailed targeting and analysis of the audience, resulting in the most relevant ads placement for increased ROI and monetization.
WapStart and Openstat announce results of Russian Internet (Runet) Mobile Audience research carried out by the two companies in September and October 2012.
The companies commenced the research to identify global trends in quality and quantity characteristics of mobile audience and apply the outcomes to evaluate exposure potential of the mobile environment.
In order to carry out this research, Openstat used aggregates statistics of 400,000 website traffic and WapStart brought in data on promotion campaigns on mobile websites and applications of the total 2 billion impressions per month.
The report on joint WapStart and Openstat research project referred to as Runet Mobile Audience is posted at http://wapstart.ru/upload/MA2012.pdf
The research expressly shows that many Russian users appreciate efficiency of mobile Internet in meeting their daily challenges. The number of Russia’s mobile audience is close to 35 million users or 25% of the total population of Russia. The number of mobile visitors is continuously growing year by year. It went up 51% in 2012.
Growing smartphone sales affect this process, moreover, today’s devices make it possible to reach such large-scale audience with advertising modes which may interest users. Runet audience is loyal to mobile advertising which is evidenced by research data.
WapStart and OpenStat have no doubts that mobile Runet will emerge as a popular advertising channel and this trend is evident today.
The key results of Mobile Audience of Russia research include the following:
1. Runet is visited by 34.5 million mobile Internet users.
2. The average visit time spent on the mobile site is about 5 minutes. Indicators of mobile activity: 3.74 clicks per visit; and users leave the website after viewing 1 page with a probability of 53.59%.
3. This year, the share of Apple mobile devices in total Internet traffic went up to 34% from 23%, Nokia share went down to 23% from 40% and Samsung share increased to 14% from 5%.
4. MTS, Megafon and Beeline are the most popular mobile providers.
5. iOS is an operating system used by most mobile devices.
6. Almost all mobile browsers currently support cookies, that is, advertisers can target their focus audience and, thus, enhance performance of their promotion campaigns.
7. The number of mobile devices able to run HTML5 multimedia went up two times from the previous year. Over 50% of mobile devices can correctly reproduce today’s interactive advertising format Rich-Media.
8. The share of mobile browsers which use proxy-servers decreased from 60% to 40% this year, in other words, advertisers face even more potential to identify and target their audience.
9. The highest ROI from mobile advertising on iOS devices. The click price within WapStart, Russia’s largest mobile marketing network targeted on Apple, is 5 rubles.
10. The highest promotion exposure – mobile advertising prime time – is in the afternoon and on weekdays. In these periods, exposure essentially increases by 5.83%.
11. Mobile devices which access Internet through non-mobile providers, such as Akado, onLime and Comstar, show the highest CTR and ROI.
About Openstat:
Openstat is a system for web-analysis. For over a decade, its clients include companies operative in various sectors – finance, aviation and sea carriers, and from IT sector to mobile operators to mass media to government bodies. Openstat was established on the basis of a long-term track record of SpyLOG, an Internet statistics service operative from 1999.
About WapStart:
WapStart is the owner of the largest mobile advertising network Plus1 WapStart and the most popular and complete mobile sites catalogue Top WapStart in Russia. WapStart connects thousands of mobile publishers with 13 million unique visitors daily and over 2 billion ad requests per month. Plus1 WapStart unique technology allows for detailed targeting and analysis of the audience, resulting in the most relevant ads placement for increased ROI and monetization.
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