The holiday months are often associated with long lines and short supplies as shoppers descend on stores in search of the latest gifts and best offers. In 2010, consumers turned to the mobile Web to make the process of holiday shopping smarter and easier. In this State of the Mobile Web Report, we examined shopping trends in western countries by measuring mobile Internet usage of Amazon, arguably the largest shopping site on the Web.
Over the course of 2010, we observed a significant increase in the use of Amazon. The percentage of Opera Mini users who accessed Amazon (per month) went from 3.8% in January to 7.4% in December, with relatively steady growth during the year. In terms of daily browsing, two spikes in Amazon.com usage clearly show how the shopping frenzy of Black Friday and Cyber Monday carry over to the mobile Web.
It is not hard to imagine the benefits of the full Web right at your fingertips when shopping in a crowded store. “Is this TV on sale really a good offer, or can I get a better deal online? What are people saying on the Web about the advantages of this computer model compared to the more expensive one?” Full access to the Web via Opera Mini—even under difficult conditions such as crowded cellular networks—puts power back in the hands of the consumers.
In this month's regional focus, we take a closer look at mobile Internet usage in Africa. The mobile Web is growing rapidly in Africa, with countries such as Sudan and Zimbabwe experiencing tremendous growth in 2010. Just as we see in the overall global market, the need for information and social interaction drive Google and Facebook right to the top of these emerging African markets.
Have a happy 2011, and happy browsing.
Jon von Tetzchner,
Co-founder, Opera Software
For this month’s report, we looked at online shopping trends among Opera Mini users during the holiday season. In particular, we focused on what is arguably the most well-known retail site on the Web — Amazon.com (and its country-specific variants). We were curious to see if more people accessed Amazon on their handsets up to and during the month of December.
Methodology A: Our most reliable assessment of usage in this case was the number of users of Opera Mini who accessed Amazon at least once over the course of a month. For any given month, we divided the number of Opera Mini users who visited Amazon by the total number of unique users of Opera Mini to determine the percentage of users who visited Amazon that month. We calculated this monthly percentage over a 12-month period.
Amazon usage is illustrated in the charts below. In addition to worldwide stats, we looked at the United States and Germany, two countries where Amazon is accessed relatively heavily by Opera Mini users:
We hypothesized that Amazon usage would increase in the month of December and the months leading up to it. In 2010, usage of Amazon went up dramatically in March and continued to stay at that level.
We saw that Amazon usage grew coinciding with the launch of Opera Mini for the Android platform and the iPhone shortly after. Another possibility is that Amazon itself may have become more mobile-friendly. Improved mobile platforms and sites that more strongly consider multiple screen sizes have helped users to further embrace mobile shopping.
In 2010 overall, Amazon usage increased almost every month and was highest in the October to December period. Usage in the United States and Germany grew particularly quickly. For Germany, the number of unique users visiting Amazon.com more than doubled from January 2010 to December 2010, from 3 percent to over 8 percent.
Methodology B: We also looked at daily browsing in November and December, focusing on Amazon.com in the United States.
Here is a chart showing (over a two-month period) the daily percentage of users in the United States who visited www.amazon.com.
Here is a chart showing (over a two-month period) the daily percentage of www.amazon.com page views in the United States.
In terms of daily page views, a spike was observed on November 26th, the day after Thanksgiving in the United States — also known as “Black Friday”. Another peak was observed on November 29th, known as “Cyber Monday”.
In terms of daily users, we saw a similar spike on November 26th (“Black Friday”).
It may be too early to spot long-term trends, but spikes in the data due to holidays and other special events are clearly reflected in our logs of mobile web usage.
Opera Mini saw significant increases in all three categories of growth in December 2010: unique users, pages viewed and data consumed. In all, 85.5 million people used Opera Mini in December, 46.7 billion pages were served, and 6.5 petabytes of operator data were compressed for Opera Mini users.
In December 2010, Opera Mini had over 85.5 million users, a 6.8% increase from November 2010. Since December 2009, the number of unique users has increased 84.7%.
Opera Mini users viewed over 46.7 billion pages in December 2010. Since November, page views have gone up 4.6%. Since December 2009, page views have increased 125.5%.
In December 2010, Opera Mini users generated over 706 million MB of data for operators worldwide. Since November, the data consumed went up by 4.3%. Data in Opera Mini is compressed up to 90%. If this data were uncompressed, Opera Mini users would have viewed over 6.5 petabytes of data in December. Since December 2009, data traffic is up 124.1%.
|Month||Data transfer (MB)|
Russia regained the top spot (over Indonesia) in terms of total Opera Mini users in the month of December. In addition, Ukraine, Belarus, Egypt and Turkey all went up in the ranking of top 20 countries.
For more information about the State of the Mobile Web report, please contact Pål Unanue-Zahl palu[at]opera.com, +47 2369 2400.
Get updated each time we release a report.