Mobile ad market in Russia grew to $1,39 mln in 1Q09
J'son & Partners Consulting presents the key results of Mobile Ad and Marketing research held in August 2009. In the framework of the research the current status and dynamics of Russian and foreign markets have been analyzed. Research provides information about key market trends, mobile ad channels, case-studies.
According to J'son & Partners Consulting research the volume of Mobile Ad market equaled $ 1,39 mln. in 1Q 2009. It is expected that by the end of this year market will increase by 45% in comparison with 2008. In 2008 market showed double rise compared to 2007, despite the fact of overall ad market slowdown.
Source: J`son & Partners Consulting
Despite of market growth and share increase mobile ad market is on the first steps of maturing, unlike mobile marketing, which became known as communication channel earlier and is commonly used now in marketing practice. The key market trends that should be emphasized:
Mobile Ad and Marketing Auditory analysis: Among the influences on mobile ad and marketing reach, the following should be marked: 1) Cellular penetration, which according to J'son & Partners
was 139,3% in 1H 20091; 2) VAS penetration; 3) mobile devices functionality; 4) people awareness of the services.
Source: J`son & Partners Consulting
WAP and SMS remain the most popular mobile ad and marketing channels both by audience coverage and market share size. WAP ads audience consists of cellular services users that use mobile phone (not wireless usb modems) for Internet access. According to J'son&Partners Consulting research held in 2008, average WAP user is a young man with higher education and income of 28000 rub, 28 years old.