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2014-12-08 12:38

Trends in mobile web – new report by Gemius

What type of devices are used by the Central and Eastern Europe audience to surf the web? Is there a pattern in mobile internet usage? These and many more questions have found their answers in the latest Gemius report on 18 European markets.

As the report shows, every 10th page view in the Central and Eastern Europe region come from mobile devices (10 per cent of online traffic in June 2014). The country where internet users are most eager to browse the web on their smartphones and tablets is Croatia (21 per cent). Below average came Romania, Bulgaria and Russia (9 per cent), Belarus (6 per cent), Ukraine (5 per cent) and Moldova (1 per cent).

Mobile internet users in general use smartphones rather than tablets. The former type of device is preferred by Croatians (18 per cent of online traffic), the latter by Russians (5 per cent).

Some clear differences have been noticed in the manner in which these devices are used. At weekends, tablets and smartphones enjoy greatest popularity. It is only in the evening that laptop and PC screens attract more users.

The conclusions drawn from the data are commented by Vesna Gordon, CSO & CMO, member of the board of directors at Gemius: “According to GSMA Intelligence SIM Penetration exceeds 100 per cent in almost all countries in our region. But advertisers can't think about mobile as a stand-alone strategy. Customers may be using different channels to communicate or interact with a brand. Our research shows how users are waking up with the phone and tablets, spending their working day with PC and using more intensively again tablets in the evenings. We should not overlook this fact. Advertisers need to plan how to reach the right consumer with the right message via the right channel. What they need to do is to incorporate mobile in their overall communication strategy” – sums up Vesna Gordon.

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