Gemius study: Mobile devices on the rise, Denmark – biggest share of mobile page views, Slovakia has the highest market growth

Cristina Blanaru Marketing, Mobile, Studies

Mobile phones and tablets take over the virtual reality, with their internet traffic share growing every year, according to a Gemius study, that also shows that biggest share of mobile page views is registered in Denmark while Slovakia is the market with the fastest growth.

The study involved all countries from Central and Eastern Europe in which Gemius measures traffic on websites (Belarus, Bulgaria, Croatia, Czech Republic, Estonia, Lithuania, Latvia, Moldova, Poland, Slovenia, Slovakia, Ukraine and Hungary) and Denmark. The data presented are those for April 2012 and 2013.

As one can observe, although Denmark is the most mobile-developed market (over 31% of all internet traffic is generated with the use of mobile devices, a growth of 86 % in April 2013 compared to the same period last year), the countries that post the highest growth in  mobile phones and tablet-generated page views share are Slovakia and Czech Republic (+200% year per year growth).

Slovakia, together with Hungary, Croatia and Lithuania, is one of four countries where mobile page views share surpasses region’s average (6,6%).

 Rosinski_foto_

Krzysztof Rosiński, Gemius mobile expert, explained that the reason for such big mobile page views share in these countries is the influence of strong local brands operating on these markets, which gained a big level of popularity among mobile devices users with their mobile websites.

Further analyses showed, that there are only three countries where the growth of mobile page views share increased less than 100% during last year: Belarus (34%), Lithuania (81%) and Poland (growth by 87 %). The growth in the number of page views generated via mobile devices on the remaining markets of the region equaled from 100 to 200 per cent.

The data allow to assume that on each of the analyzed markets there is still a large space for mobile services development

Krzysztof Rosiński

Country

Share (%) of mobile page views in the internet traffic (April 2012)

Share (%) of mobile page views in the internet traffic (April 2013)

Relative growth (%) in the share of mobile page views in the internet traffic *

Absolute growth (pp) in the share of mobile page views in the internet traffic **
Average for CEE

2,80%

6,60%

135%

4pp
Slovakia

6.29%

20.08%

219%

14pp
Croatia

5.51%

12.51%

127%

7pp
Lithuania

3.86%

6.99%

81%

3pp
Poland

2.89%

5.40%

87%

3pp
Belarus

2.89%

3.86%

34%

1pp
Hungary

2.80%

6.72%

140%

4pp
Latvia

2.58%

5.37%

108%

3pp
Slovenia

2.77%

6.24%

125%

4pp
Czech Republic

2.08%

6.38%

207%

4pp
Estonia

1.96%

4.57%

133%

3pp
Ukraine

1.55%

3.18%

105%

2pp
Bulgaria

1.40%

3.56%

154%

2pp
Moldova

0,27%

0,63%

133%

0,36pp
  •  
  • *relative growth in per cents – calculated as [(Y-X)/ X]*100
  • **absolute growth in percentage points – calculated as Y-X
  • X – share (%) of mobile page views in the internet traffic (April 2012)
  • Y – share (%) of mobile page views in the internet traffic (April 2013)

The data come from www.rankingcee.com, a website basing on Gemius internet sites traffic measurement results. It presents the ratio of traffic generated from computers (e.g. stationary computers, laptops etc.) to that generated from other devices than computers (e.g. mobile phones, tablets, TV sets etc.) as well as rankings of browsers, search engines, operating systems, mobile devices and online population preferences in terms of the technical parameters of their machines (screen resolution, colour depth, or Flash version).

Gemius is a business consulting company, providing data, solutions and recommendations in the area of online advertising campaigns’ management as well as websites’ monitoring and analysis as far as users’ profiles are concerned. The information provided by the company are the basis for everyday marketing and e-commerce activities of nearly two thousand companies from automotive, finance, pharmaceutical, telecommunications, commerce, FMCG and IT industries, the leading advertising agencies and ad networks, media houses as well as publishers and advertisers all over the world. Gemius operates on 30 markets in Europe, the Middle East and Africa. With its local offices in more than a dozen countries, the company cooperates with industry organizations dedicated to global, as well as local development of the internet market.