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Gemius la ecomteam 2014
Gemius la ecomteam 2014
Gemius la ecomteam 2014
Gemius la ecomteam 2014
Gemius la ecomteam 2014
Gemius la ecomteam 2014
Gemius la ecomteam 2014
Gemius la ecomteam 2014
Gemius la ecomteam 2014
Gemius la ecomteam 2014
Gemius la ecomteam 2014
Gemius la ecomteam 2014
Gemius la ecomteam 2014
Gemius la ecomteam 2014
Gemius la ecomteam 2014
Gemius la ecomteam 2014
Gemius la ecomteam 2014
Gemius la ecomteam 2014
Gemius la ecomteam 2014
Gemius la ecomteam 2014
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Gemius la ecomteam 2014

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  1. We support knowledge driven business decissions.com We support knowledge driven business decissions.com Internet Users and the e-commerce environment
  2. 2 Business challenge E-commerce marketing = performance. Tech = PEOPLE = Focus is on technical solutions rather than understanding who are the PEOPLE behind the cookie. Why does it matter? We should know with whom are we speaking.
  3. 33 Solution To answer those needs, Gemius developed its unique service to measure audience of online sites and understand their socio-demographical profile. = Site monitoring with tracking scripts Information on all the websites visited by Romanian users* Internet audience measurement panel Panelists’ profile + Hard analytics data *as long as a minimum of 50 panelists visit a given site within 1 month
  4. 44 Study that goes beyond technical metrics (cookie visitors, browsers, etc) Internet users are more than cookies, are potential CUSTOMERS with specific profile and behavior About gemiusAudience
  5. 55 Overall User profile 4.530.919 e-commerce Users 50,88 % reach out of total population
  6. 66 Overall User profile 32 % rural 68 % urban Rural 13,5 % - income between 700 – 1500 lei 4,5 % - are frequent buyers (more than once a month) Urban 29,5 % - income between 1000 – 2000 lei 12,5 % - income over 2000 lei 19,5 % - are frequent buyers (more than once a month)
  7. 77 Overall User profile – .com e-commerce 16% of internet users access .com e-commerce shops 40% of them make an online buy at least once a month Duplication Average duplication between .ro and .com sites is 13% but there are sites with up to 30% or 40%.
  8. 88 Overall User profile – Frequent buyers 25% 26% 27% 28% 29% 30% 31% 32% 33% 34% 35% Audience composition for frequent buyers – more than 1 buy per month users
  9. 99 34% 31% 22% 13% Responsibility for shopping Equal measure Almost all All Less than other members Overall User profile – Responsibility & Internet usage 0% 5% 10% 15% 20% 25% 30% 35% Daily or almost daily A few times a week A few times a month Once a month or more rarely Never Frequency of online shopping (> 5 years of internet usage)
  10. 1010 Black Friday 2013 Even split in main age groups – Everyone is interested! female 49% male 51% 25% 24% 23% 28% Age Groups 18-24 25-34 35-44 Other 33% - income between 1000 -2000 lei, a 10% increase vs regular period
  11. 1111 Black Friday 2013 Black Friday 1 – 22. Nov 19% reach within Internet Top 4 1. eMag 2. Altex 3. evoMag 4. Flanco 13% reach within Internet Top 4 1. eMag 2. Clickshop 3. Domo 4. evoMag Black Friday 2 – 29 Nov
  12. 1212 Loyal users of shops 0% 5% 10% 15% 20% 25% 30% Top 10 shops by captive users
  13. 1313 Categories: Fashion, Electro / IT, Home & Deco, Travel 0% 5% 10% 15% 20% 25% 30% 35% 40% fashion home/deco it&c travel Income more than 1500 RON 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% fashion home/deco itc travel Captive users/categories
  14. 1414 Categories: Fashion, Electro / IT, Home & Deco, Travel 0% 10% 20% 30% 40% 50% 60% 70% 80% fashion home/deco Electro IT travel Males & females per category feminin masculin
  15. 1515 Typical user of (top characteristics) Fashion - Women - Over 5 years on internet - Daily usage of internet - Daily usage of Social Media - No kids under 14 years - Info most accessed: Recipes - Paying by card: Never Electro / IT - Men - Over 5 years on internet - Daily usage of internet - No kids under 14 years - Info most accessed: Personal Development - Age: 30-55 Home & Deco - Over 5 years on internet - Daily usage of internet - Employed - Info most accessed: Health - Age: 30-55 - Married
  16. 1616 Gemius Sequence sport.pl – 19% sport.onet.pl – 17% sport.wp.pl – 11% sportowefakty.pl – 8% fcbarca.com – 7% What sport websites were visited the most often in sessions passing through Eurosport.pl? - Top 5 sport websites appearing in sessions
  17. 1717 Ranking of Eurosport in a given session 1 2 3 % of sessions … 10,3% … 13,3% … 6,0% 4 - 5 11,4% 6 - 10 16,8% > 10 42,3% 1 2 3 % of sessions … 9,7% … 14,9% … 7,6% 4 - 5 14,1% 6 - 10 19,9% > 10 33,9% Sessions involving Eurosport.pl, N = 1 996 Average position of the first visit: 20th position Average length of session: 54 Sessions involving SportoweFakty, N = 3 349 Average position of the first visit: 14th position Average length of session: 42 • In 10,3% of sessions passing through Eurosport.pl, the Eurosport.pl website was visited first. Analogically, this percentage share of sessions is very close to SportoweFakty.pl. • The percentage of sessions in which the analysed website occurred later than at the 10th position is 8,4 percentage points less in case of the SportoweFakty.pl website. However, it is worth noting that the sessions passing through Eurosport.pl were longer.
  18. 1818 Conclusions  It is always important to check where you stand in comparison with the average or with a certain competitor  Digging into data could provide valuable insights that can be translated into actionable marketing processes  Selling is the main activity of any commerce, but understanding and tracking of audiences can lead to increase in sales and to better and smarter brand positioning.  The importance of data! Information is available to be analyzed and it can prove very important for advertisers to make the most out of the socio-demographical data they could possess.
  19. Poland, Slovakia, Czech Republic, Hungary, Slovenia, Turkey, Isreal, Denmark, Ukraine, Belarus, Republic of Moldova JIC Standard: Lithuania, Latvia, Bulgaria, Bosnia, Croatia, Serbia De facto currency: Estonia, Russia, Romania, Kazakhstan, Portugal, Macedonia, MENA (UAE, KSA, Egypt, Syria, Lebanon, Jordan, Oman, Qatar, Iraq, Kuwait, Morocco ) Start-up: 19 Solution provider: Gemius, currency in online audience measurement
  20. Measure your sites with Us! Andrei Teșcan Digital Marketing Consultant Gemius Romania e-mail: andrei.tescan@gemius.com 0745.160.708 www.gemius.com

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