The Romanian mobile marketing market set to reach EUR10mln by yearend

Newsroom 07/06/2013 | 12:02

The mobile marketing market will approach the EUR 10 million mark, which will represent a 25 percent hike compared to last year, according to the estimations of the Mobile Marketing Association in Romania.

The mobile internet usage rate in Romania stands at 46 percent, and growing. Nearly 60 percent of internet users in Romania use mobile devices for connecting daily to the internet where they spend on average 18 minutes.

However, in Western countries, the internet use is much higher, as it can reach even 80 percent.

Even though SMS will represent more than three quarters of the marketing campaigns, mobile applications and advertising will see significant growth, given the fact that Romania has a lot of potential to grow in the smartphone adoption perspective.

There are approximately 5 million smartphones in use in Romania at the moment and sales are set to grow as the price of smartphones goes down.

Mobile applications are also deemed to follow an upward trend. While 72 percent of Romanians still prefer to download free mobile apps, app downloads are constantly multiplying.

“Smartphone applications will represent this year approximately 10 percent of the value of the mobile marketing, including this value also in the production costs and the costs with communicating for these applications,” said Dan Virtopeanu.

Over the next period, the Mobile Marketing Association in Romania aims to mobile marketing representatives such as producers of mobile content, interactive advertising agencies, mobile telephony operators, developers of mobile applications, large clients, advertising associations and agencies specialized in mobile marketing,” said Maia Novolan and Dan Vîrtopeanu, founders of the association.

Otilia Haraga

 

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