Interaktywnie.com website has published the Mobile Marketing Report. In the December edition of monthly reports, the leitmotif is the question: application or mobile website?
In the latest report, the authors checked, among other things, how we browse websites on mobile devices. The conclusions are particularly interesting for people or companies that are wondering whether to create a website in the responsive web design technology or a mobile application. The report also includes forecasts for the number of views on mobile pages next year and descriptions of selected case studies. Below are the most interesting conclusions and results from the report from Interactivenie.com.
Mobile Marketing Report
Smartphone or tablet? Application, mobile version or maybe full website? At the turn of November and December, Interaktywnie.com asked 1,138 Internet users how they use mobile Internet. And what feelings and conclusions they have from this use.
In both cases, browsing pages on mobile devices is associated with certain inconveniences. The full version of the site loads quite fast at today’s speed of mobile connections and browsers, but it is quite tedious to navigate your finger on the small touchscreen. The problem is also non-loading flash elements. In turn, the mobile version of the website is usually truncated compared to the desktop version. So what do users choose?
Much depends on the device itself. When we use a smartphone, a mobile website turns out to be a better choice. This way of using websites is most often chosen by 38% of people. subjects. But interestingly enough, quite a few users of these small devices – 25 percent – enjoy browsing the full version of websites the most.
It is different among Internet users surfing on tablets. More than half of them most willingly open desktop versions of websites, and only one in five choose the mobile ones. Such a distribution of preferences is not surprising. Tablet screens are so large that browsing full websites does not pose any major problems. At the same time, the “light” pages are often tailored to the smallest touch screens and look quite poor on tablets.
How do we use websites ON PHONE / SMARTPHONE / TABLET?
How do we rate the mobile versions of websites?
The respondents were asked to rate several factors on a scale from 1 to 5 that are important when working with the Internet on a mobile device. If you look at the globally obtained results – regardless of the device used and whether the user uses the mobile version of the website or application more often, it turns out that the biggest advantage of the mobile versions is the speed of loading. The advantage – a slight – of positive answers (4 and 5 were considered such) over negative (1 and 2) and neutral (3) answers also had the aspect of the convenience of using.
The type of mobile device and the age of its owner
At the end of 2013, approximately 13.5 million may be the number of smartphones in Poland, the research company IDC predicts. This is half as compared to the end of 2012.
Smartphone penetration in Poland is 33%, much lower than in Sweden (70%) and South Korea (73%), according to the latest Ericsson ConsumerLab study. But 18 percent of Poles want to buy their first smartphone, and half of current smart phone owners intend to replace it with a newer one within the next year. This is to make the penetration rate in Poland increase to 51 percent as early as next year.
Gender and the use of mobile devices
Men are still more likely to use smartphones. 32 percent of men and 27 percent of women declare having such a device. At the same time, traditional mobile phones are used by 61 percent of women and 54 percent of men. Nearly 1 in 10 women who have used only either a phone or a smartphone have started using both types of devices, according to a Genaration Mobile study.
The most popular brands of phones and smartphones in Poland
The most popular brand is Samsung, according to available market research. It is estimated that their share in sales is one third of the value of the entire pie. Nokia is on the second step of the podium, but the Finnish manufacturer’s shares are shrinking every year. While Samsung’s annual growth rate in recent years has been double-digit, Nokia is losing by single-digit.
Interestingly, the Korean is slightly more popular among women, according to the Generation Mobile 2013 report. Meanwhile, it is worth noting that in 2012 45 percent of men and only 27 percent of women chose Samsung.
The most popular mobile operating systems in Poland
Both tablets and smartphones in Poland usually run on Android. Nearly 60 percent of users use them, according to the latest IAB Polska report.
The situation in Poland does not differ much from the world situation. Google’s system is a monopoly with an 81% share at the end of the third quarter of 2013, according to Strategy Analytics data. Apple’s iOS (about 13 percent) and Microsoft Windows (over 4 percent) are in second place.
Mobile Internet in Poland
The high popularity of mobile Internet is one of the features distinguishing Poland from other European Union countries – the penetration rate already exceeds the EU average by 0.2 percentage points, the UKE report reads.
Poles are more willing to use the benefits of wireless access to the network, because its prices are lower and lower, and the flexibility of solutions is growing. The average monthly cost in the first quarter of this year was PLN 66.75, according to a UKE survey. Customers can purchase packages with a transfer limit ranging in size from 200 megabytes and even up to 40 gigabytes.
For all offers, the increase in the data package, despite the fact that it was accompanied by a higher subscription fee, improved the ratio of the monthly cost to the amount of available transfer. As a result, the price of 1 GB in the lowest range even exceeded PLN 70 (Dialog, Toya, Inea), while for variants above 30 GB it was a maximum of PLN 3.84 (Plus). The most advantageous tariff in terms of the effective cost of 1 GB was Orange Free 99 with a rate of PLN 2.99 / GB – we read in the report.
See also our ranking: How to choose mobile internet? (tally)
The report can be found at the link: CLICK AND DOWNLOAD THE FULL MOBILE MARKETING REPORT
source: texts and graphics come from the full version of the Mobile Marketing Report from interactive.com