An information processing apparatus communicates receives wirelessly and directly, from a device, advertising packets of a plurality of different formats that comply with a predetermined communication standard and are transmitted from the device, and estimates a proximity level between the device having transmitted the advertising packets and the information processing apparatus by sampling the radio field intensities of the advertising packets of the plurality of different formats. The advertising packets include a first advertising packet of a first format and a second advertising packet of a second format, wherein a number of sampling of the radio field intensities of the first advertising packet is less than that of the radio field intensities of the second advertising packet per unit of time. A sampled radio field intensity of the first advertising packet influences the estimate more than a sampled radio field intensity of the second advertising packet.