internet royale - i.imho.czi.imho.cz/files/akce/180/filip-pieczynski-1.pdf · source of data: iab...

INTERNET ROYALE

The landscape after the recession and the benchmarks for CEE markets

Agent 007 business online intelligence.

Filip Pieczyński

INTERNET ROYALE

3

CEE: Market size & potential //

internet population in the CEE region (June 2011); source of data: Ukraine: gemiusAudience; Hungary: gemius/Ipsos Fusion Data; Latvia: gemiusAudience; Czech Republic: NetMonitor - SPIR - Mediaresearch & Gemius; Romania: Mercury Research; Slovakia: AIMmonitor - AIM – Mediaresearch & Gemius; Bulgaria: gemiusAudience (data collected using Synovate research);Poland: Megapanel PBI/Gemius; Slovenia:

gemusAudience; Turkey: IpsosKMG (data for July 2011); Russia: Gemius estimation based on FOM statistics/gemiusFusion Data; Estonia: gemiusAudience (data collected using TURU-UURINGUTE AS research); Lithuania: gemiusAudience; Croatia: Gemius/Valicon; Belarus: gemiusAudience; Romania: Euromonitor; Bosnia: gemiusAudience; Serbia: www.internetworldstats.com (June 2010) [age groups –

Lithuania, Poland: 7+; Czech Rep.: 10+; Croatia, Turkey: 12+; Estonia, Latvia,Hungary: 15+; Ukraine: 16+ Russia: 18+; Slovenia: 10-75; Slovakia: 14-79;Bosnia: 15-65; Bulgaria: 15-69; Belarus: 15-74]

INTERNET POPULATION (mm internet users / 2011)

The biggest pure

CEE markets are:

Russia (53.7 million internet users)

Poland (18.9 million internet users)

Turkey takes the second place in this ranking (24.5 million internet users)

0

10

20

30

40

50

60

Mill

ion

s

June 2010

June 2011

4


INTERNET POPULATION (2010-2011 growth)

the whole CEE +16 million new internet users

Ukraine= fastest

growing market:

44% increase in the number of internet users

internet population in the CEE region – growth (June 2010 – June 2011); source of data: Hungary: gemius/Ipsos Fusion Data; Latvia: gemiusAudience; Czech Republic: NetMonitor - SPIR - Mediaresearch & Gemius; Romania: Mercury Research; Slovakia: AIMmonitor - AIM – Mediaresearch & Gemius; Bulgaria: gemiusAudience (data collected using Synovate research);Poland: Megapanel PBI/Gemius; Slovenia:

gemiusAudience; Turkey: Ipsos KMG; Russia: Gemius estimation based on FOM statistics/gemiusFusion Data;Estonia: gemiusAudience (data collected using TURU-UURINGUTE AS research); Lithuania: gemiusAudience; Croatia: Gemius/Valicon; Belarus: gemiusAudience; Romania: Euromonitor; Bosnia: gemiusAudience; [age groups – Lithuania, Poland: 7+; Czech Rep.: 10+; Croatia, Turkey: 12+; Estonia,

Latvia, Hungary: 15+; Ukraine: 16+ Russia: 18+; Slovenia: 10-75; Slovakia: 14-79;Bosnia: 15-65; Bulgaria: 15-69; Belarus: 15-74]

0%

10%

20%

30%

40%

50%

5


INTERNET PENETRATION (2010-2011 change)

Smallest markets

the highest penetration level

Eastern markets

the lowest penetration level

Belarus

the greatest improvement:

+16 percentage points

Internet penetration in the CEE region (2010 – 2011); source of data: Ukraine: gemiusAudience; Hungary: gemius/Ipsos Fusion Data; Latvia: gemiusAudience; Czech Republic: NetMonitor - SPIR - Mediaresearch & Gemius; Romania: Mercury Research; Slovakia: AIMmonitor - AIM – Mediaresearch & Gemius; Bulgaria: gemiusAudience (data collected using Synovate research); Poland: Megapanel

PBI/Gemius; Slovenia: gemiusAudience; Turkey: Ipsos KMG; Russia: Gemius estimation based on FOM statistics/gemiusFusion Data; Estonia: gemiusAudience (data collected using TURU-UURINGUTE AS research); Lithuania: gemiusAudience; Croatia: Gemius/Valicon; Belarus: gemiusAudience; Romania: Euromonitor; Bosnia: gemiusAudience; Serbia: www.internetworldstats.com (June 2010) [age groups –

Lithuania, Poland: 7+; Czech Rep.: 10+; Croatia, Turkey: 12+; Estonia, Latvia, Hungary: 15+; Ukraine: 16+ Russia: 18+; Slovenia: 10-75; Slovakia: 14-79;Bosnia: 15-65; Bulgaria: 15-69; Belarus: 15-74]

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

2010

2011

6


BROADBAND PENETRATION

Data source: Eurostat

0

5

10

15

20

25

30

35

40

45

Bro

db

and

co

nn

ect

ion

s p

er

10

0 in

hab

itan

ts

Broadband penetration 2010

Only a few CEE markets match the EU average when it comes to

broadband penetration.

Still there are CEE markets much worse in these terms than the worst Western markets.

7


ONLINE AS SHARE OF TOTAL

Source of data: ZenithOptimedia Group, AEF July 2011

The share of online in total adspend in CEE countries is

much lower than in most countries of

Western Europe.

Still, it is comparable or higher than

Meditteranean

markets, with Portugal as the best example.

0%

5%

10%

15%

20%

25%

30%

35%

8


ONLINE ADSPENDS (mm € / 2009-2010 change)

Russians, Poles and Czechs spend the

biggest amount of money on internet advertising

Slovakia opens

the group of small markets

online adpends in the CEE region (2009-2010); source of data: IAB Europe, TNS LT, SPIR, ZenithOptimedia, Gemius. All countries except for Ukraine, Belarus and Serbia: gross values

€ 0

€ 100

€ 200

€ 300

€ 400

€ 500

€ 600

€ 700

€ 800

Mill

ion

s

2009

2010

9


0

10

20

30

40

50

60

ONLINE ADSPENDS PER INTERNET USER (€ / 2010)

Within the ranking of online adspends per user the Czech Republic is the undisputed leader

the least money per average user last year was spent in Serbia (2.04€)

online adpends per internet user in the CEE region (2010); source of data: IAB Europe, TNS LT, SPIR, ZenithOptimedia, Gemius. All countries except Ukraine, Belarus and Serbia: gross values

10


Scandinavian

countries have experienced the

biggest development

when it comes to online video ads.

Nevertheless, Poland

and Slovakia as typical

CEE countries are not left behind in terms of online video market size.

Source of data: IAB Europe, AdEx 2010

VIDEO ADSPENDS

0% 100% 200% 300% 400% 500%

Norway

Sweden

Poland

Spain

UK

Video spend increase 2009-2010

0% 2% 4% 6% 8% 10%

Sweden

UK

Slovakia

Netherlands

Poland

Norway

Spain

Romania

Video spend as % of online display

11


ADSPENDS IN THE CZECH REPUBLIC

According to

SPIR and IAB Europe, the online adspends in this market have experienced a big

2009-2010 growth of over 24.2% and now account to over

300 mio. €, which is

21 % of overall adspend.

Data source: IAB Europe, SPIR

56.9%

56.3%

6.1%

6.7%

12.3%

12.5%

24.8%

24.5%

0% 20% 40% 60% 80% 100%

2009

2010

Online adspend split: Czech Republic

standard display

non-standard display

directories

search & context

12


MARKET HIGHLIGHTS

13

INTERNET ROYALE

CEE: Market highlights //

BROWSERS

The increase in

Chrome’s popularity is apparent in the CEE region. Firefox is still holding a stable good position with 1/3 share of the market. Chrome is similarly popular in Czech Republic, but the decrease pace of leading browsers (MSIE and Firefox) is slower than average.

Data source: gemiusTraffic

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Browsers in CEE

Firefox

MSIE

Chrome

Opera

Safari

0 5

10 15 20 25 30 35 40 45 50 55

%

Browsers in Czech Republic

MSIE

Opera

Firefox

Chrome

SafariMobile

14

INTERNET ROYALE


SEARCH ENGINES – DOMINATION?

Boring… Data source: gemiusTraffic

0

20

40

60

80

100

Google MSN Yahoo

%

Hungary

0

20

40

60

80

100

Google MSN Yandex

Lithuania

0

20

40

60

80

100

Google NetSprint MSN

Poland

Search engines in:

15

INTERNET ROYALE


MEANWHILE IN RUSSIA… Yandex – from Russia with love With large fundings acquired thanks to former successful stock investments, Yandex is

now entering CEE markets as a strong

player and a possible threat to Google. Among other markets, only in Czech Republic has a local player long remained successful –

Seznam is now in the middle of its struggle against Google.

Data source: gemiusTraffic

0

20

40

60

80

100

Yandex Google Rambler

Russia

0

20

40

60

80

100

Yandex Google MSN

%

Belarus

Search engines in:

16

INTERNET ROYALE


MOBILE DEVICES

Mobile sector is still under development when compared to Western markets, but it is developing rapidly. The mobile boom is still yet to come in some of the CEE markets (e.g. Bulgaria).

Data source: gemiusTraffic, 08.2011

0% 1% 2% 3% 4% 5% 6% 7% 8%

Denmark

Slovakia

Poland

Russia

Czech Republic

Ukraine

Slovenia

Hungary

Bulgaria

% of pageviews from mobile devices

17

INTERNET ROYALE


TOP 5 MOBILE DEVICES IN CZECH REPUBLIC

Apple iPad 22%

Apple iPhone

14.8%

Samsung Galaxy S II

3.45%

Samsung Galaxy S

2.5%

Samsung Galaxy Ace

2.5%

top 5 mobile devices in Czech Republic by the website-averaged percentage share of page views generated by internet users from Czech Republic,

who visit the Hungarian websites using gemiusTraffic (gemiusTraffic, October 2010)

iPad is the

most popular mobile device in Czech Republic

but market share of

Samsung

products is getting bigger

18

INTERNET ROYALE


MORE MOBILE FACTS…

there is almost

2.5 mio. mobile

internet users in Czech Republic, which amounts

to appr. 20% of

population

2 out of 3 users

access mobile internet on a regular basis

Source of data: apms

most mobile users (40%)

are in T-Mobile web

19

INTERNET ROYALE


FOR YOUR EYES ONLY… STREAM MEASUREMENT

63

80

20

40

60

80

100

08.2010 08.2011

Mill

ion

s

Opened streams The number of monthly opened streams has

significantly risen throughout the year. Time spent per

user is much bigger in gaming though

than in video.

01:50:00

00:40:11

00:23:17

00:06:20

10:09:53

00:00:00 01:12:00 02:24:00 03:36:00 04:48:00 06:00:00 07:12:00 08:24:00 09:36:00 10:48:00

Nova

Stream

Idnes

Sport

Geewa

Average time spent per user, 08.2011

Source: gemiusStream, SPIR – MEDIARESEARCH&Gemius. Opened streams: Geewa, Idnes, Nova, Stream taken into analysis.

20

INTERNET ROYALE


FOR YOUR EYES ONLY… NOT FOR YOUR BOSS.

435

358

50

100

150

200

250

300

350

400

450

500

Average weekday Average weekend day

Tho

usa

nd

s

Stream users, 08.2011 Apparently, streaming

attracts more users during a

regular

weekday

than on weekends. Any troubles with concentration

at work?

Source: gemiusStream, SPIR – MEDIARESEARCH&Gemius

21

INTERNET ROYALE


SOCIAL MEDIA – FACEBOOK USERS IN EUROPE (mm users / 2011)

Surprisingly Turkey is

Facebook’s biggest European market according to Social Bakers.

Former East-block markets still have a growth potential

for Facebook but local players hold strong positions.

www.socialbakers.com

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April 2011

October 2011

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INTERNET ROYALE


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25

FACEBOOK USERS GROWTH IN THE LAST 6 MONTHS (%)

Facebook’s growth pace is

way stronger in the east than in the west.

In Russia domestic social networks are prevailing.

www.socialbakers.com

23

INTERNET ROYALE


Source of data: NetMonitor – SPIR/Mediaresearch/Gemius

In Czech Republic, the popularity of domestic social networks is on a decrease. According to Socialbakers,

Facebook gained more

than 200,000 Czech users in 5 months and is now reaching 3.5 mio. users.

SOCIAL NETWORKS – Czech Republic

0,0

0,2

0,4

0,6

0,8

1,0

1,2

1,4

1,6

1,8

2,0

Mill

ion

s R

U

Social networks in Czech Republic

blog.cz

lide.cz

spoluzaci.cz

idnes.cz-Rajce.net

libimseti.cz

24

INTERNET ROYALE


SOCIAL NETWORKS - Poland

Different situation in Poland.

The Polish giant, nk.pl, has managed to keep a stable position for a year.

On the other hand,

Facebook is rapidly gaining popularity – in a year it gained almost

50% users.

The winner will be for

sure known in 2012.

Source of data: Megapanel PBI/Gemius

0

2

4

6

8

10

12

14

Mill

ion

s R

U

Poland - clash of the social titans

nk.pl

facebook.com

25

INTERNET ROYALE


GOOGLE+

• Cost to build Google+: 585 million USD • 500 employees working to build • 50 million users in 88 days • Mark Zuckerberg is the most popular person on Google +

(almost 600,000 contacts)

Source of data: Identyme.com

26

INTERNET ROYALE


ONLINE GAMING

In Poland, the online gaming sector has retained a stable strong position. Interestingly, despite very optimistic forecasts, no visible further growth was observed. The Czech gaming sector seems to have obtained

more dynamics.

Source of data: NetMonitor – SPIR/Mediaresearch/Gemius, Megapanel PBI/Gemius

10,0

10,2

10,4

10,6

10,8

11,0

11,2

11,4

11,6

07.2010 07.2011

Mill

ion

s R

U

Online gaming in Poland

750

800

850

900

950

1 000

07.2010 07.2011

Tho

usa

nd

s

Online gaming in Czech Republic

27

INTERNET ROYALE


ANGRY BIRDS

• 350 million downloads • 300 million combined minutes each day playing on mobile platforms • short film series about Angry Birds was viewed over 170 million

times on YouTube • It all happened in just 23 months – first release of Angry Birds was in

December 2009

Source of data: rovio.com

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INTERNET ROYALE


Source of data: Grupon, Tweeter, Zynga

LICENCE TO KILL

COMMERCE

INFORMATION SHARING GAMING

51 MM Subscribers +25% Y/Y

253 MM Unique visitors +85% Y/Y 130 MM +

monthly active users +15% Y/Y

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01101

THANK YOU! [email protected]

THANK YOU! [email protected]

Join us @: Facebook.com/GemiusGroup Twitter.com/Gemius Slideshare.net/Gemius_com YouTube.com/WwwGemiusCom

internet royale - i.imho.czi.imho.cz/files/akce/180/filip-pieczynski-1.pdf · source of data: iab...

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