2012_03_gemius_turkish_internet_landscape
Post on 13-Sep-2014
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DESCRIPTION
In Turkey, where the internet penetration rate amounts to over 40% and the number of internet users approaches 25 million (gemiusAudience study for December 2011), the online population is dominated by men. According to the first results of the fusion panel for January 2012, they make up 56% of all users in the country. Moreover, compared to women, they are by far more active in browsing the Web. More characteristics of the Turkish internet market you may find in the presentation. Enjoy!TRANSCRIPT
Lauris Lietavietis
Regional Manager
Gemius SA
Istanbul, 14.03.2012
Webrazzi 2012 conference
Turkish internet landscape
Contents
About Gemius
Turkish market among others
Turkish online audience
Final notes
About Gemius
Our markets
Gemius in Turkey
Why this day is special?
Turkish market among others
Turkish online audience
Final notes
4
• a global company and the no. 1 choice in EMEA, provides consultancy and expertise on consumer behaviour in the digital world
• ‘one stop shop’ for everyone who needs to measure a website, plan and deliver
effective online campaigns or use the internet as a communication channel
About us
5
,
JIC Standard: Poland, Czech Republic, Slovakia, Hungary, Slovenia, Turkey, Israel, Denmark, Ukraine, Belarus, Moldova.
De facto currency: Lithuania, Latvia, Estonia, Bulgaria, Bosnia, Croatia
Start-up: Russia, Serbia, MENA (UAE, KSI, Egypt, Lebanon, Jordan, Syria, Kuwait, Morocco, Tunisia)
Gemius as the currency in online measurement
6
Big shift for gemiusAudience in Turkey
From cookie panel
7
Big shift for gemiusAudience in Turkey
To fusion panel
8
Fusion panel approach
PARTICIPATING WEBSITES
Cookie Panel
Software Panel
Fusion of data • Integrated traffic &
demographics • 1167 web sites • Monthly data • At-home / At-work
Audience • Measures people
not browsers
• Demographical and behavioural weighting
Software Panel (…)
ALL OTHER WEBSITES
9
Methodologies in different countries
Fusion Panel Software Panel Cookie Panel • Czech Republic • Hungary • Russia • Denmark • Israel • Ukraine • Belarus (test) • MENA (test)
• Slovakia • Estonia • Latvia • Lithuania • Ukraine • Slovenia • Croatia • Bosnia&Hercegovina • Bulgaria • MENA (17 countries) • Serbia • Moldova
• Poland
• Turkey
10
Fusion in Turkey
100% Reach of the study
1 167 Websites presented and this number is growing
About Gemius
Turkish market among others
Number of internet users
Internet penetration
Internet adspend
Turkish online audience
Final notes
12
Turkish internet December 2011
25 m internet users (IU)
Larger than all pure CEE markets
Nearly half the population of
Russian IU
Key insights
Internet penetration
lower than CEE average 40,9%
Relatively slow growth of internet population 2pp y-o-y
Source: IAB Turkey Internet Audience Measurement, December 2011 , Gemius & IPSOS KPMG
13
Turkish online advertising
Value of internet adspends €272m
in 2010 2,26 times more € than in 2009
CEE average (without Turkey)
growth was „only” 33,9%
Key insights
Nearly 14% of total adspends
Only after Russia and
Poland (in terms of total online
adspends)
App €11,3 per one internet
user
Source: IAB Europe: ADEX 2010, IAB Turkey Internet Audience Measurement, December 2010, Gemius & IPSOS KPMG
About Gemius
Turkish market among others
Turkish online audience
Audience characteristics
Popular websites – what is special?
Audience – more than just media planning data
Insight into mobile audience
Final notes
15
Turkish Internet – main characteristics
25 175 731 internet users
2 484 page views per internet user
49 h 45 minutes spent by one internet user per month
Source: IAB Turkey Internet Audience Measurement, January 2012, Gemius & IPSOS KPMG
16
Turkish Internet – main characteristics
14 065 021
11 110 910
0
2 000 000
4 000 000
6 000 000
8 000 000
10 000 000
12 000 000
14 000 000
16 000 000
Male Female
Internet users
0%
10%
20%
30%
40%
50%
60%
Male Female
Audience composition
56% of Turkish online audience are men, 44% - women
Source: IAB Turkey Internet Audience Measurement, January 2012, Gemius & IPSOS KPMG
17
Turkish Internet – main characteristics
2 782
2 107
0
500
1 000
1 500
2 000
2 500
3 000
Male Female
Avg. page views per visitor
62,56%
37,44%
0%
10%
20%
30%
40%
50%
60%
70%
Male Female
Page views composition
Only 37% of page views are made by women; men browse more, which is typical for developing markets and will balance out in future
Source: IAB Turkey Internet Audience Measurement, January 2012, Gemius & IPSOS KPMG
18
Turkish Internet – main characteristics
Men spend visibly more time online than women
56,33
41,08
0
10
20
30
40
50
60
Male Female
Average time spent per visitor [hr,min]
63,51%
36,49%
0%
10%
20%
30%
40%
50%
60%
70%
Male Female
Time composition
Source: IAB Turkey Internet Audience Measurement, January 2012, Gemius & IPSOS KPMG
19
Turkish Internet – main characteristics
Age group 25-34 is most represented on the internet
2 887 2 753
5 945
6 723
4 079
1 918
872
0
1 000
2 000
3 000
4 000
5 000
6 000
7 000
8 000
[12-14] [15-17] [18-24] [25-34] [35-44] [45-54] [55+]
Number of Real Users
11% 11%
24%
27%
16%
8%
3%
0%
5%
10%
15%
20%
25%
30%
[12-14] [15-17] [18-24] [25-34] [35-44] [45-54] [55+]
Audience composition
Source: IAB Turkey Internet Audience Measurement, January 2012, Gemius & IPSOS KPMG
20
Turkish Internet – main characteristics
In terms of usage, distribution among age groups is much more equal, however the most active age group is 18-24
1 805
2 351
3 082
2 410 2 551 2 511
1 280
0
500
1 000
1 500
2 000
2 500
3 000
3 500
[12-14] [15-17] [18-24] [25-34] [35-44] [45-54] [55+]
Average page views per visitor
8,33% 10,35%
29,29%
25,90%
16,64%
7,70%
1,78%
0%
5%
10%
15%
20%
25%
30%
35%
[12-14] [15-17] [18-24] [25-34] [35-44] [45-54] [55+]
Page views composition
Source: IAB Turkey Internet Audience Measurement, January 2012, Gemius & IPSOS KPMG
21
Turkish Internet – main characteristics
0.33
0.52
0.68
0.44 0.45
0.53
0.26
0.00
0.10
0.20
0.30
0.40
0.50
0.60
0.70
0.80
[12-14] [15-17] [18-24] [25-34] [35-44] [45-54] [55+]
Avg. time spent per visitor [hr:min]
7,60%
11,50%
32,55%
23,72%
14,63%
8,18%
1,83%
0%
5%
10%
15%
20%
25%
30%
35%
[12-14] [15-17] [18-24] [25-34] [35-44] [45-54] [55+]
Time composition
In terms of the time spent online 18-24 year olds are strong leaders, 15-44 have less time to spend, while for 45-54 year olds the amount of time spent is even increasing
Source: IAB Turkey Internet Audience Measurement, January 2012, Gemius & IPSOS KPMG
22
Huge power of global brands
No 1 No 2
No 3 No 8
No 4
No 5
23
Strongest local brands
No 7
No 9
No 10
No 11
No 12
No 13
No 14
No 19
No 20
24
Seems that online gaming is very popular
No 21
25
Well developed e-government?
No 6
No 17
No 32
26
Manliest websites – examples from top 50
Reach: 21,45% Men: 82,16% Page views by men: 87,04% Time spent by men: 85,53%
Reach: 13,59% Men: 79,69% Page views by men: 59,06% Time spent by men: 22,97%
The website attracts significantly more men than women, but they find the content less interesting.
Typically a men's website – male audience is more represented and it is men that show more interest in the content.
27
Websites for women – examples from top 50
Reach: 18,56% Women: 50,25% Page views by women: 79,72% Time spent by women: 82,97%
Reach: 34,57% Women: 48,87% Page views by women: 64,41% Time spent by women: 64,82%
Women are not significantly more represented than men on neither of these websites, but the reach in female audience is higher than average. The amount of page views and time spent show that this the content is female-oriented.
28
Where can middle level managers be found?
Reach: 42,84% TG: 6,4% Page views by TG: 11,36% Time spent by TG: 15,26%
Reach: 40,70% TG: 5,15% Page views by TG: 2,58% Time spent by TG: 1,86%
On both sites, the target group is more represented than on other sites, but the content consumption pattern is very different. Middle level managers are on Twitter, but they are less active; their activity increases on Hurriyet.com.tr.
29
Top websites in Turkey
24 23
15 15
10 10 10 8 8 7 7 7 7 6 6 6 6 5 5 5
0
5
10
15
20
25 M
illio
ns
By number of Real Users
0%
20%
40%
60%
80%
100%
By Reach
Source: IAB Turkey Internet Audience Measurement, January 2012, Gemius & IPSOS KPMG
30
Top websites in Turkey
0 100 200 300 400 500 600 700 800
Average page views per visitor
h:00:00 h:24:00 h:48:00 h:12:00 h:36:00 h:00:00 h:24:00 h:48:00
Time spent per visitor
Source: IAB Turkey Internet Audience Measurement, January 2012, Gemius & IPSOS KPMG
31 Source : Gemius, gemiusTraffic (February 2012), Czech Republic, Slovakia, Denmark, Ukraine,
(The ranking is created on the basis of the website-averaged percentage share of page views on sites participating in gemiusTraffic. **Source : Gemius, gemiusTraffic, 02.2012)
Turkey vs CEE – share of page views generated by visitors using mobile devices and PC computers
How big is the Mobile pie?
Apple = 48.7% Nokia = 20.4% website-averaged percentage share of page views generated by Nokia and Apple products in Turkey**
5.16% Czech Republic 3.92%
Slovakia
26.76%
Denmark 2.26%
Ukraine
0.02% Turkey
32
Turkey vs. CEE & Western Europe – absolute numbers of page views generated by visitors using mobile devices
How big is Mobile traffic?
Source: Gemius, gemiusTraffic: Turkey, Denmark, Hungary, Poland, 12.2011.
*Source: IAB Turkey Internet Audience Measurement, January, 2012, Gemius & IPSOS KPMG. **Source: Gemius, gemiusTraffic: Turkey, 02.2012
0
50
100
150
200
250
Turkey Denmark Hungary Poland
Mill
ion
s
Hard data of mobile internet usage
December 2011
Declaration data of mobile internet usage Real Users*
9 568 141 Number of mobile PV made in February 2012**
229 249 439
33 Source: Gemius, gemiusTraffic: Turkey, 02.2012.
Turkey – top 5 mobile devices (producers) by website-averaged percentage share of page views generated on websites monitored by Gemius
48.7% 20.4%
4,3% 3,5%
Preferences of mobile internet users: devices
15.4%
Nokia 5800
2,7% Nokia C3
2,2%
iPad
26%
iPhone
22%
Galaxy S II
3,2% GT-S5830
1,5%
Desire 1,2% Wildfire 1%
Apple Nokia Samsung HTC Black Berry
34 Source: Gemius, gemiusTraffic: Denmark, 02.2012.
Denmark – top 5 mobile devices (producers) by website-averaged percentage share of page views generated on websites monitored by Gemius
79,5% 8,6%
3,4% 1,2%
Preferences of mobile internet users: devices
5.7%
Desire
1,8% Desire S
1,1%
iPad
45,5%
iPhone
33%
Galaxy S II
2,8% Galaxy Tab 10.1"
0,6%
LT15i
0,8% ST18
0,4%
Apple HTC Samsung Sony Ericsson
Nokia
LT15i 0,3% N8 0,2%
About Gemius
Turkish market among others
Turkish online audience
Final notes
Notes from Turkey
Trends from the region
Further developments
Contents
36
Notes from Turkey and trends from the region
• Turkish online audience is much more engaged into content consumption then on other CE or SE markets
• Analysis should go beyond standard metrics
• Global brands hold very strong positions on the Turkish market
• Strong local brands are connected to news content and video content
37
Trends from the region
• Mobiles will be an important segment in the future and a good investment, but money is not yet following
• Video streaming has already become a visible segment of online in several markets, it is growing fast and gathering pace
• TV shows generate the largest streaming audiences and amount of time spent, with news coming second
• Tablets (especially iPads) are gaining huge popularity, dedicated content and applications are following
38
Future developments of internet measurement by Gemius in Turkey
• Panel recruitment for gemiusAudience
• Launch of gemiusMobile – research of mobile internet
• Launch of gemiusStream – research of audience viewing online video content
THANK YOU
Join us @: Facebook.com/GemiusGroup Twitter.com/Gemius Slideshare.net/Gemius_com YouTube.com/WwwGemiusCom
Contact:
Lauris Lietavietis [email protected]