Mobile internet advertising growing in popularity

• An increasing number of advertisers are choosing mobile internet as their advertising medium
• The number of mobile internet users increased by 100,000 in the last quarter of 2010
• The highest number of mobile internet users reported in the Moravia-Silesia and Central Bohemia regions and in Prague

Prague, 3 March 2011 – Interest in mobile advertising is rising. Together with the standard method of approaching customers via text and multimedia messages, promotion via mobile web banners is becoming increasingly popular. Last year, one-tenth of all campaigns were conducted using this medium. Advertisers can thus address more than 800,000 customers using the Internet v mobilu (Mobile Internet) plan offered by T-Mobile. 

“The growing interest of advertisers goes hand in hand with the ever increasing number of mobile internet users, whose number increased by 100,000 in the last quarter of 2010 alone, which is an interesting figure not only for companies,” says Petr Slavík, Advertising Services Sales Manager at T-Mobile, adding: “We have therefore decided to regularly publish this data to provide the advertising market with necessary information about this very interesting communication tool.” 

Last year, T-Mobile implemented a total of 193 mobile advertising campaigns, one-tenth of which involved targeted mobile web banners. In comparison with standard internet advertising, mobile advertising is up to twelve times more effective. This new medium was successfully employed last year to promote such brands as Ford, Peugeot, BMW, Fanta, ČEZ and ČSOB. 

Both large and smaller corporate advertisers can approach an ever increasing number of mobile internet users. At the end of 2010, more than 824,000 T-Mobile customers were using mobile internet. The highest number of mobile internet users was reported in the Moravia-Silesia region (15%), followed by Prague and the Central Bohemia region (13%). The lowest levels of use were reported in the South Bohemia region (3%) and Karlovy Vary region (2%). 

T-Mobile's statistics also clearly indicate that mobile internet is popular mainly with young people – 30% of users are in the 18-29 age group and 32% are in the 30-39 age group, with men slightly exceeding women (54% and 46%, respectively). The growing popularity of mobile internet is positively influenced by the availability of smart phones that are currently used for browsing the web by one-quarter of users. Nearly two-thirds of T-Mobile customers use their mobile web browsers regularly, i.e. more than four times per month.

Note: Data as at the end of 2010