Марина Пикулева "Мобильный фокус: люди, трубки, сайты"
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Transcript of Марина Пикулева "Мобильный фокус: люди, трубки, сайты"
!"#$%"&'( )"*$+,&"-" .&'/#&/'0
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FB Web Index *;3E$+2<0., 6;&67
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TNS Web Index, 5677$8 100k+, 12+, Monthly Reach%, &67- 7 /+8 2011 ;6 /+, 2012
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12.07.12
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25-34
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45-54
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12.07.12
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G62$?37-46 -6?3) #67-';+
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B7-6?0$): FB TNS Web Index, +;&32< )+=#6A6 A6#+, Monthly Reach, % 6- ;62<@64+-323, B0-3&03-6> #6>+ \ 0+ &+(6-3 \ ?3&3@ >6($2<0.,, 12+ 23-
2012 vs 2008
F 2.7 #0%0 4.&6726 )62$?37-46 ;62<@64+-323, 7 3+ -6?)+>$ #67-';+ 4 +(762"-06> @0+?30$$
12.07.12
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%$; -323:60+ G62$?37-46 -323:6064
12.07.12
40%
22%
11%
7%
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5%
9%
Nokia
Samsung
Sony Ericsson
HTC
iPhone
LG
D&'A63
24%
20%
15%
7%
2%
8%
25%
Symbian
Android
Windows Mobile
iOS / iPhone
Bada
D&'A+8
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12
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12.07.12
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12.07.12
1. *6E73-$ 75%
2. 16$7) 73%
3. /37730#=3&. 68%
4. *264+&$ 54%
5. P6-6 50%
12-17: J-6 #32+"- 4 >6($2<06> B0-3&03-3 C02+,0 6;&67 ;62<@64+-323, >6($2<06A6 B0-3&03-+ (1+ &+@ 4 03#32"), 5677$8 100k+, 12-45 23-, 1034 $0-3&4<", #3)+(&< 2011, % >6($2<0.K ;62<@64+-323, @+ 03#32"
12.07.12 !"#$%"&'( 6$7#"8"-" )0#9/'$&-0 2012
16
1. *6E73-$ 76%
2. 16$7) 72%
3. /37730#=3&. 69%
4. 96467-$ 55%
5. 16A6#+ 54%
18-24: J-6 #32+"- 4 >6($2<06> B0-3&03-3 C02+,0 6;&67 ;62<@64+-323, >6($2<06A6 B0-3&03-+ (1+ &+@ 4 03#32"), 5677$8 100k+, 12-45 23-, 1034 $0-3&4<", #3)+(&< 2011, % >6($2<0.K ;62<@64+-323, @+ 03#32"
12.07.12 !"#$%"&'( 6$7#"8"-" )0#9/'$&-0 2012
17
1. /37730#=3&. 64%
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5. 16?-+ 53%
25-44: J-6 #32+"- 4 >6($2<06> B0-3&03-3 C02+,0 6;&67 ;62<@64+-323, >6($2<06A6 B0-3&03-+ (1+ &+@ 4 03#32"), 5677$8 100k+, 12-45 23-, 1034 $0-3&4<", #3)+(&< 2011, % >6($2<0.K ;62<@64+-323, @+ 03#32"
12.07.12 !"#$%"&'( 6$7#"8"-" )0#9/'$&-0 2012
18
1. 16A6#+ 60%
2. *6E73-$ 60%
3. 16$7) 53%
4. /37730#=3&. 53%
5. 96467-$ 51%
35-44: J-6 #32+"- 4 >6($2<06> B0-3&03-3 C02+,0 6;&67 ;62<@64+-323, >6($2<06A6 B0-3&03-+ (1+ &+@ 4 03#32"), 5677$8 100k+, 12-45 23-, 1034 $0-3&4<", #3)+(&< 2011, % >6($2<0.K ;62<@64+-323, @+ 03#32"
12.07.12 !"#$%"&'( 6$7#"8"-" )0#9/'$&-0 2012
19
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0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
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20
C02+,0 6;&67 ;62<@64+-323, >6($2<06A6 B0-3&03-+, 5677$8 100k+, 12-45, 1034 $0-3&4<", #3)+(&< 2011. L % 6- ;62<@64+-323, (1+ &+@ 4 03#32") 4 #+006, )+-3A6&$$, min sample = 240
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12.07.12
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21
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1,9 3,9
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0,74
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1,23
2009 2010 2011 2012F 2013F
!"#$%"&'( 6$7#"8"-" )0#9/'$&-0 2012
22
1&6#+=$ >6($2<0.K '7-&6,7-4 B7-6?0$): J’son & Partners, 2011
*>+&-:60. (>20.M-')) 12+0M3-. (>20.M-'))
12.07.12
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22% 26%
29% 32%
34% 35% 36%
20%
25%
30%
35%
40%
45%
50%
0
5
10
15
20
25
30
35
40
45
2009 2010 2011 2012F 2013F 2014F 2015F
>20.?32. % 6- ;62<@64+-323, >6($2<0.K -323:6064
B7-6?0$): eMarketer, 2011 (478 5677$8)
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12.07.12
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25
!"#$%"&'( 6$7#"8"-" )0#9/'$&-0 2012 12.07.12