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WapStart Report on Mobile Usage in Russia over 2012

wapstart-logoWhile mobile has been a hot topic in the US/Western Europe this year, Russian marketers have been a little less switched onto this new opportunity. That often makes it harder to find facts on the topic. So we can all thank Anna Oshkalo, for discovering and translating, this in-depth mobile report from WebStart (the largest mobile ad network in Russia/CIS) and OpenStat.

Here are some summary points, but I’d recommend you read Anna’s post for the details.

  • The size of Russian mobile internet audience is 34,5 million.
  • In 2012, 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%.
  • 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%.
  • In 2012, 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%.
  • MTS, Megafon and Beeline are the most popular mobile providers.
  • iOS is an operating system used by most mobile devices.
  • Almost all mobile browsers currently support cookies, allowing for campaign targeting techniques.
  • 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.
  • The highest ROI from mobile advertising on iOS devices.
About Nick Wilsdon

Nick Wilsdon works as a Content and Digital Strategy Consultant He manages online campaigns for the UK's leading telecom, finance and FMCG brands.

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