FROM SIMPLICITY TO MOBILITY INTERNATIONAL MARKETS AND CEE GO FROM SIMPLICITY TO MOBILITY VLADIMIR HOUBA, MBA 12.9.2012 BUDAPEST
GLOBAL POPULATION 2 Source: h*p://www.webpagefx.com/blog/general/internet- usage- worldwide- infographic/
GLOBAL POPULATION 3 Source: h*p://www.webpagefx.com/blog/general/internet- usage- worldwide- infographic/
GLOBAL POPULATION 4 Source: h*p://www.internetworldstats.com
// CEE: SIMPLICITY TO MOBILITY CEE WHERE WE ARE? AddiGonal 12 million CEE webusers in a year! 5 internet popula<on in the CEE region (June 2011); source of data: Ukraine: gemiusaudience; Hungary: gemius/ipsos Fusion Data; Latvia: gemiusaudience; Czech Republic: NetMonitor - SPIR - Mediaresearch & Gemius; Romania: Mercury Research; Slovakia: AIMmonitor - AIM Mediaresearch & Gemius; Bulgaria: gemiusaudience (data collected using Synovate research);poland: Megapanel PBI/Gemius; Slovenia: gemusaudience; Turkey: IpsosKMG (data for July 2011); Russia: Gemius es<ma<on based on FOM sta<s<cs/gemiusfusion Data; Estonia: gemiusaudience (data collected using TURU- UURINGUTE AS research); Lithuania: gemiusaudience; Croa<a: Gemius/Valicon; Belarus: gemiusaudience; Romania: Euromonitor; Bosnia: gemiusaudience; Serbia: www.internetworldstats.com (June 2010) [age groups Lithuania, Poland: 7+; Czech Rep.: 10+; Croa<a, Turkey: 12+; Estonia, Latvia,Hungary: 15+; Ukraine: 16+ Russia: 18+; Slovenia: 10-75; Slovakia: 14-79;Bosnia: 15-65; Bulgaria: 15-69; Belarus: 15-74]
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SmartPhones Tablets? SmartTVs HybridTVs 7
WHY? EVERYBODY GOES MOBILE! SMART DEVICES MOBILITY EASY ACCESS ON DEMAND REGARDLESS WHERE WE ARE AND WHAT WE DO 8
DRIVERS? In most of CEE smartphones are majority of newly sold devices In CZ it was already 50+% in 2011! 9
EU (27 countries) // DRIVERS? EU27 67% average, but 90% in NED + Nordics CEE will follow, but not so quickly Broadband penetration [%] 100% 90% 80% 70% 60% 50% 40% Broadband penetration - 2011 30% 20% 10% 0% Slovenia Estonia Czech Republic Chart 1. Broadband penetration Source: Eurostat, 2011 Hungary Poland Latvia Lithuania Croatia Slovakia Bulgaria Turkey Romania Iceland Sweden Denmark Netherlands Finland United Kingdom Norway Germany Malta Belgium Austria France Luxembourg Ireland Spain Portugal Cyprus Italy Greece 10
SOME FACTS? Global mobile data use almost tripled between 2009 and 2010. It is expected that mobile data use will increase by a factor of 26 by 2015. Latests Olympics - most digital in the history In UK over 70% of respondents of IAB UK study to follow its team by mobile device! According to the Cisco report 52.8% of all mobile traffic will be video by the end of this year with that number being closer to 66% by 2015 CEE? mobile traffic PVs increased by 2.5 Gmes within a year in June 2012, every 17 th PV was made via a mobile phone or tablet increase in mobile traffic by about 252% over the year average share of mobile page views increased by 2.5 Gmes within a year Mobility revolugon in the region? 11 Sources: IAB UK; Cisco - Global Mobile Data Traffic Forecast, Gemius DO YOU CEE? 2012
IS MOBILE USER DIFFERENT? 12
ONE SCREEN IS NOT ENOUGH Today we spent most of our media Gme with SCREENS We are deciding what content to consume and on <me we are dedica<ng to it Phone, PC, tablet or TV are responsible for 90% of our media interacgons We are spending over 4.4hrs of our free <me with SCREEN The rest 10% is radio, newspapers and magazines. Mobile phones in U.S. overperformed TVs. Americans spend more Gme with mobiles than TV ¼ of Gme spent with media devices. WE ARE MULTISCREEN GENERATION? 13 Source: Google/Sterling Brands & Ipsos
MARKETING CHALLENGES USERS LEARN TO BE AD RESPONSIVE MarkeGng needs to respond to mobility challenge by all stakeholders Publishers content providers Adver<sers Technology companies Increased smartdevices usage in CEE makes stakeholders to be more interested in mobile devices ads. Importance 1 measurabilility and targegng Importance 2 ad responsiveness A growing number of these people have seen AND responded to mobile adver<sing delivered to their device [OPA, 08/12] Response is similar in TV and online TV/Videos ads. 14 Source: Online Publishers Associa<on, Seznam.cz, Gemius DO YOU CEE? 2012
CHALLENGES: DISTRIBUTING AND MONETIZING CONTENT 1. PRINT. DIGITAL. BOTH! CEE responded quickly! 2. FREE. PAID. FREEMIUM! Paid quality v.s. paid quangty? 15 Source:
CHALLENGES: FREEMIUMS Experiment or viable business model for publishers? Start 05.2011 Investors 2011-300K EUR Investors 2012 2 000 K EUR [SICAR by CISCO] 16
CHALLENGES: FREEMIUMS SLOVAKIA: 52 services on 11 websites 3,90EUR/mth SLOVENIA: 39 services on 11 websites 4,89EUR/mth POLAND: 119 services on 42 websites cca. 4,70 EUR/mth What next? HUN? UKR? Western Markets? 17 Source: PIANO MEDIA
CHALLENGES: FREEMIUMS AND THE CZECH REPUBLIC?? 0 services on 0 websites WHY? Matured market, high ad revenues Local market protecgon by Seznam.cz Minimal willigness of local people to pay for digital content? Crisis of premium content??? 18
CHALLENGE: DISTRIBUTING AND MONETIZING CONTENT TVs a U.S. CASE 2.3mio people terminated cable TV subscipgons (Cablevision, Comcast, Time Warner Cable) Big part moved to telco broadband operators; others to satelite TV operators IS SIMPLE ACT OF WATCHING TV OVER? 19 Source: ISI Group; businessinsider.com
CHALLENGE: DISTRIBUTING AND MONETIZING CONTENT Watching videos is one of most important acgviges on internet in CZ people are spending over 3 hours a week by it every fourth 45+ user watches video or TV show online at least once a week 2500 000 Stream RUs 2000 000 1500 000 RU 1000 000 500 000 Jul- 11 Aug- 11 Sep- 11 Oct- 11 Nov- 11 Dec- 11 Jan- 12 Feb- 12 Mar- 12 Apr- 12 20 Source: gemiusaudience/netmonitor CZ 2011-2012; Seznam.cz
CHALLENGE: DISTRIBUTING AND MONETIZING CONTENT CZ case congnues 3,2 mio w/o YT almost 50% of popula<on total expected 4,4 mio w/ YT = almost 70% of populagon younger users [19-25yr] are usually watching videos from friends older users consuming videos mainly from news argcles and are not common users of video portals 56% of users is watching videos daily or several<mes daily full awereness to ads in TV and to ads in videos on internet is similar, but responsive to video content special ads for internet are more efficient than TV reworks 21 Source: Seznam.cz; NetMonitor.cz
CHALLENGE: DISTRIBUTING AND MONETIZING CONTENT VOYO.CZ premium subscrip<on video by CME member pay money, you will have no ads, no breaks CZECH TV PUBLIC BROADCASTER stays tuned example of mobility responsive public service special department for NewMedia follows trends in big details, response is also big and quick ivysílání, ČT24, ČT4 - available for all most important opera<ng systems of smartdevices hybrids supporters 05.12 started running even HbbTV 22
THANKS! Q&As? 23
THANK YOU! vladimir.houba@gemius.com Join us @: Facebook.com/GemiusGroup Twiuer.com/Gemius Slideshare.net/Gemius_com 01101 YouTube.com/WwwGemiusCom 010 00101 110101 0101 001001 0101 001 011 0101 0101 001010101 0100 0001011 01 0101 001010101 010 10101 010101 0101 001001 0101 001010101 0101 001 01000101 0101