The company J’son & Partners Consulting presents main findings of the research of the Mobile advertising market in Russia and the world. The research estimates the current state of the mobile advertising market in Russia and the world and forecasts key figures up to 2016.
The company J’son & Partners Consulting actively collaborates both with Russian and foreign market experts, which keeps the company aware of the latest market trends and ensures objective estimation of the current business processes.
In the course of the study the following issues were covered:
• the notion of mobile advertising market;
• the size of Russian and global markets;
• main drivers and barriers of the market development;
• successful cases of mobile advertising in Russia and the world;
• adjacent markets;
• the analysis of the mobile phones audience by the preferences and socio demographic
• preferences of the mobile services users.
Mobile advertising market is a part of the mobile marketing market. Mobile advertising market can be divided into three main sections: media advertising (on-screen), contextual advertising, promotional messages (Figure 1).
The notion of mobile advertising doesn’t include mobile marketing and its components:
■ Development of promotional applications: application development for direct brand promotion
■ SMS-Marketing: BTL-actions, system of informing customers via SMS
■ Loyalty programs: discount programs, mobile loyalty cards
■ Mobile social networks marketing (mobile SMM)
Among the main trends of the market J'son & Partners Consulting experts highlight the following: change of patterns of information and services consumption by users. Traditional mobile phones are expected to be replaced by smartphones, this fact will facilitate the growth of mobile Internet penetration among the population. Therefore, in the near future Internet surfing will be carried out primarily through mobile devices and tablet PCs.
It is worth noting that the interest of major investors in mobile projects is growing as well. Leadership in this segment can be preserved by those companies that actively support innovation policy.
The main drivers of mobile advertising market are distribution of 3G, LTE and expansion of smartphones. A key barrier is the difficulty associated with SMS-sending: technical, legal, and image. This fact should not be ignored in the preparation and approval of marketing strategies.
Mobile advertising is a good way to communicate with the audience.
According to the survey conducted by J'son & Partners Consulting, to date, every day 42% of mobile Internet users use internet through their smartphones. Only 2% of respondents said they hadn’t used mobile internet the last week (Fig. 2).
Many large and innovative brands deploy thoroughly elaborated advertising campaigns in the mobile space. Users react quickly respond to bright formats and high-quality advertising offers, thus, mobile advertising quickly draws the audience’s attention. This is confirmed by performance indicators: the number of “clicks” is rising, mobile advertising is becoming more and more useful for consumers.
According to J'son & Partners Consulting forecasts, in 2016 the global market of mobile advertising will reach $ 30.11 billion, demonstrating the increase by 4 times as compared with the results of this year (Figure 3). The main regions increasing growth rates will be North America and Europe.
The share of the Russian market, according to J'son & Partners Consulting estimations, is less than 1% of world figures and reached 0.6% at the end of 2011.
The situation on the adjacent markets refers to one of the factors that influence its development.
Reasons for the growth of the global mobile advertising market:
■ increase in the smartphone number;
■ increase in the number of tablet computers;
■ development of mobile payment systems and mobile banking.
According to J'son & Partners Consulting, in the first half of 2012 smartphones accounted for 27% of total mobile phone sale.
The situation in the Russian smartphones market is estimated by J'son & Partners Consulting experts as follows: at the end of 2012 in Russia there will be 27.2 million smartphone users, which is more than 2.7 times higher than in 2010 (Figure 4).
According to J'son & Partners Consulting experts estimations, Russian mobile advertising market will grow steadily throughout the forecasted period (Figure 5).
Market size in 2012 will be $ 60.8 million. According to J'son & Partners Consulting forecasts, in 2015 the market will grow to $ 215.8 million.
The main feature of the Russian mobile advertising market is that mobile operators sell advertising to end customers on their own.
There are four types of participants on the Russian market of mobile advertising and marketing:
■ mobile operators: , Beeline, Megafon, Rostelecom, Tele2, SMARTS, and others;
■ media players and contextual online advertising: Yandex, Google, Mail.Ru, Begun, and others;
■ service and content providers: PlayMobile, Infon, MobileDirect, i-Free, «Nikita Mobile», SPN Digital, A1, etc.;
Мобайл», SPN Digital, A1 и др.;
■ Mobile Advertising Agencies: Promo Interactive, Brand Mobile, Infon, MobileDirect et.
The structure of the Russian market of mobile advertising
J'son & Partners Consulting experts single out the largest segment of the market - advertising in messages, which occupies 60% of the mobile advertising market (Figure 6). The messages take the biggest share of all mobile advertising channels in the structure of operator revenues from mobile advertising. However, the segment of advertising messages, according to J'son & Partners Consulting experts, will lose market share, remaining the largest segment in the forecast period.
On-screen-advertising is the most promising channel for mobile marketing. This is facilitated by a number of factors: the increase in smartphones park, geographical expansion of 3G-networks, improvement of the quality of communication.
J'son & Partners Consulting experts forecast a significant growth in advertising applications. Advertising through applications is already popular as it involves the ability to integrate the advertising message by specified criteria advertiser.
• The market of mobile advertising is a part of mobile marketing. Mobile advertising market can
be divided into three main segments: media advertising (on-screen), contextual advertising, (on
-screen), promotional messages.
• The main drivers of the mobile advertising market are distribution of 3G, LTE and expansion of
• According to J'son & Partners Consulting forecasts, in 2016 the global mobile advertising
market will reach $ 30.11 billion, the increase of 5.7 times as compared with the results of 2011
• Reasons for the growth of the global mobile advertising market:
o increase in the smartphone number;
o increase in the number of tablet computers;
o development of mobile payment systems and mobile banking.
• According to J'son & Partners Consulting experts, the Russian mobile advertising market in
2012 will be $ 60.8 million and will steadily grow in the coming years.
Detailed results of the Research are presented in the full version of the Report: "Mobile Advertising Market, 2011-2016"
2. Methodology and sources
3. Classification and terminology of mobile advertising market
4. Mobile advertising market review
4.1. Mobile advertising market trends
4.2. Market size and dynamics, 2009-2012
4.2.1. Global mobile advertising market size
4.2.2. European market
4.2.3. The USA market
4.2.4. South-Eastern Asia market
4.3. Successful examples and cases
4.3.1. Description of mobile advertising successful cases
4.4. The forecasts of global mobile advertising market development, 2012-2015
5. Review and analysis of the Russian mobile advertising market, 2012-2015
5.1. Structure and participants of mobile advertising market from advertiser to
client: operators, content providers, large and independent agencies
5.1.1. The list of mobile advertising networks
5.1.2. TOP content providers
5.1.3. Review of independent agencies selling mobile advertising
5.2. The Russian market of mobile advertising, 2009-2012
5.2.1. Mobile advertising market size in Russia, 2009-2012
5.2.2. The share of advertisers in Russia by segments, 2009-2012
5.3. The Russian market of mobile advertising by the channel of distribution:
SMS/MMS, USSD, WAP and mobile internet, Cell Broadcast, advertising in applications,
branded mobile content, special actions
5.3.1. The share of mobile channels on the market of mobile advertising in Russia,
5.3.2. SMS/MMS, Cell Broadcast / USSD
5.3.3. WAP and mobile internet
5.3.4. Advertising in applications
5.3.5. Branded mobile content
5.4. The Russian market of mobile advertising in applications by platforms: iOS,
Andriod, Symbian, Win Mobile, Java, Native vendors’ operating systems
5.5. Cases and examples of implementation
5.5.1. Description of successful Russian cases of mobile advertising and marketing
5.5.2. Commentaries of advertisers’ representatives and advertising agencies
5.6. The forecast of mobile advertising market development
5.6.1. Global and Russian trends
5.6.2. Forecasts of the market development in general and by segments, 2012-2015
6. Characteristic features of the target audience of mobile media
6.1. Mobile media users number dynamics
6.1.1. Increase in cellular subscriber base in Russia and the world, 2010-2016
6.1.2. Subscriber base of mobile internet in Russia, 2010-2012
6.2. Russian users of mobile media by platform, 2008 - 2012
6.3. Parameters of use of different smartphone and tablet PC functions
6.3.1. Use of mobile internet
6.3.2. Use of applications
6.3.3. Video viewing
6.3.4. Social networks
7. Adjacent markets
7.1. Mobile communication market, 2009-2012
7.1.1. Key indicators of the mobile market
7.1.3. Mobile voice traffic
7.1.4. Main trends in mobile market development, 2009-2012
7.1.5. The forecast of mobile market development, 2012-2015
7.2. Mobile terminals market, 2009-2012
7.2.1. Mobile phones market in Russia, 2009-2012
7.2.2. Main distributors
7.2.3. Forecasts and trends of mobile terminals market in Russia, 2012-2015
7.2.4. Socio-demographic features of mobile users
7.3. The market of smartphones in Russia, 2009-2012
7.3.1. Sales volume
7.3.2. Average retail price
7.3.3. Market structure by price segments
7.3.4. Market structure by the type of operating system
7.3.5. Popular models
7.3.6. Forecasts and trends of the smartphones market, 2012-2015
List of Figures
Figure 1. Mobile advertising market structure
Figure 2. Global mobile advertising market size, billion USD, 2011-2016
Figure 3. Global mobile advertising market size by shares, 2011-2016
Figure 4. Russian share in global mobile advertising turnover, %
Figure 5. Mobile advertising market size in Europe, billion USD, 2011-2015
Figure 6. Mobile advertising market size in South America, billion USD, 2011-2016
Figure 7. Mobile advertising market size in South-Eastern Asia, billion USD, 2011-2016
Figure 8. Total park of smartphones in the world, billion units, 2010-2016
Figure 9. Tablet PCs market size in natural terms in the world, million units, 2010-2016
Figure 10. Mobile operators’ revenue from mobile advertising $ million, 2011
Figure 11. Mobile advertising market size in Russia $ million, 2012 – 2015
Figure 12. Mobile advertising market size in Russia 2012 – 2015
Figure 13. Mobile advertising market structure in Russia, 2012
Figure 14. Mobile channels share in the market of mobile advertising, Russia, 2009-2012
Figure 15. Advertising distribution in messages by channels, Russia, 2012-2015F
Figure 16. Average mobile data traffic per one active subscriber, Mb per month, 1Q 2010 – 2Q 2012
Figure 17. Distribution of shares of advertising broadcast in applications by operating systems
Figure 18. Distribution of shares of advertising broadcast in the mobile internet by browsers
Figure 19. Forecasts of the market development in general and by segment, 2012-2015
Figure 20. The total active subscriber base of mobile communication in the world, billions of subscribers,
Figure 21. The total active subscriber base of mobile data services in Russia, million subscribers,
1Q 2010 - 2Q 2012
Figure 22. The total park of smartphones available in Russia by the operating systems, million units,
Figure 23. Revenue from SMS messages bn. rubles
Figure 24. SMS activity dynamics, %
Figure 25. Voice traffic of mobile communications in Russia, Q1 2010 - Q2 2012
Figure 26. Market shares of operators by voice traffic of mobile communications in Russia, Q1 2010
- Q2 2012
Figure 27. Average voice traffic per one active mobile subscriber (MOU) in Russia, 1Q2010 -
Figure 28. Where do you notice the ads using your smartphone / tablet?
Figure 29. How often do you come across ads on your mobile device?
Figure 30. The number of mobile applications installed on the smartphone
Figure 31. The number of actively used mobile applications
Figure 32. The number of fee-based mobile applications
Figure 33. The number of fee-based mobile applications by the income of population
Figure 34. The number of installed mobile applications based on the age category
Figure 35. Frequency of watching video through the Internet
Figure 36. Users watching video on smartphones, disaggregated by gender
Figure 37. Frequency of social networks use, depending on the age category
Figure 38. How often do you use a smartphone for maps and navigation on your smartphone?
Figure 39. How often do you use a tablet for maps and navigation on your tablet?
Figure 40. The total active subscriber base of mobile operators in Russia, million subscribers, Q1
Figure 41. Total traffic of mobile data, billion MB, 1Q2010 – 2Q2012
Figure 42. Frequency of mobile internet use through a smartphone
Figure 43. The Russian market of mobile communication: the subscriber base
Figure 44. Total sales of mobile terminals, million units, 1Q2010 – 2Q2012
Figure 45. Mobile Phones Market Forecast, million units, 2010-2014
Figure 46. The structure of the mobile phone market, the share of retail companies,% of
natural indicators, Russia, 2Q2012
Figure 47. Dynamics of handset sales (million units) of "Euroset", 2002-1H
Figure 48. Dynamics of handset sales (million units) of "Svyaznoy", 2002-1H 2012
Figure 49. Dynamics of handset sales (million units) of "RTC", 3Q 2010 - 2Q 2012
Figure 50. Dynamics of handset sales (million units) of "MegaFon Retail", 2010 -
2012 (Quarterly Dynamics)
Figure 51. Forecast of the mobile phones market in natural terms, million units, 2009 - 2015
Figure 52. Structure of the market of mobile terminals sales, units, 2010-2014.
Figure 53. General demographic characteristics of a Smartphone User
Figure 54. Total sales of smartphones, million units., 1Q2010 – 2Q2012
Figure 55. Total park of smartphones in Russia, mln units, 2010-2012
Figure 56. Dynamics of average retail price for a smartphone in Russia, USD, 2008-2012
Figure 57. Dynamics of average retail price for a smartphone in Russia, by operating system,
USD, 2008 - 1H2012
Figure 58. The structure of the smartphone market by price segments,% of sales in natural
terms, 2010-1H 2012 (Quarterly Dynamics)
Figure 59. The total park of smartphones available in Russia by the operating systems,
million units, 2010-2012.
Figure 60. Top-10 smartphones in natural terms, Russia, 2Q2012
Figure 61. Structure of the market of mobile devices, units, Russia, 2009 - 2015
This Information Note is Prepared by J’son & Partners Consulting, We strive to provide factual and prognostic data that fully reflect the situation and are available to us before issuing the material. J’son & Partners Consulting reserves the right to revise the data after publication of new official information by the market players.
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