2012_03_Gemius_Turkish_Internet_Landscape
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2012_03_Gemius_Turkish_Internet_Landscape

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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 ...

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!

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2012_03_Gemius_Turkish_Internet_Landscape 2012_03_Gemius_Turkish_Internet_Landscape Presentation Transcript

  • Webrazzi 2012conferenceTurkish internet landscapeLauris LietavietisRegional ManagerGemius SAIstanbul, 14.03.2012
  • 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 othersTurkish online audienceFinal notes
  • About us • 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 4
  • Gemius as the currency in online measurement 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) 5
  • Big shift for gemiusAudience in Turkey From cookie panel
  • Big shift for gemiusAudience in Turkey To fusion panel
  • Fusion panel approach PARTICIPATING WEBSITES Fusion of data Cookie Panel • Integrated traffic & demographics • 1167 web sites • Monthly data Software Panel • At-home / At-work Audience • Measures people not browsers ALL OTHER WEBSITES • Demographical and Software Panel (…) behavioural weighting
  • Methodologies in different countries Cookie Panel Software Panel Fusion Panel • Slovakia • Poland • Czech Republic • Estonia • Hungary • Latvia • Russia • Lithuania • Denmark • Ukraine • Israel • Slovenia • Ukraine • Croatia • Belarus (test) • Bosnia&Hercegovina • MENA (test) • Bulgaria • Turkey • MENA (17 countries) • Serbia • Moldova
  • Fusion in Turkey 100% Reach of the study 1 167 Websites presented and this number is growing
  • About GemiusTurkish market among others Number of internet users Internet penetration Internet adspendTurkish online audienceFinal notes
  • Key insights 25 m internet users (IU)Larger than all Nearly half the pure CEE Turkish population of markets Russian IU internet December 2011 Internet Relatively penetration slow growth lower than CEE of internet average population 40,9% 2pp y-o-y Source: IAB Turkey Internet Audience Measurement, December 2011 , Gemius & IPSOS KPMG
  • Key insights Value of internet adspends €272m CEE average2,26 times more in 2010 (without Turkey) € than in 2009 growth was „only” 33,9% Turkish online Only after advertising App €11,3 per Russia and one internet Poland (in terms of total online Nearly 14% of user adspends) total adspends Source: IAB Europe: ADEX 2010, IAB Turkey Internet Audience Measurement, December 2010, Gemius & IPSOS KPMG
  • About GemiusTurkish market among othersTurkish online audience Audience characteristics Popular websites – what is special? Audience – more than just media planning data Insight into mobile audienceFinal notes
  • 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
  • Turkish Internet – main characteristics56% of Turkish online audience are men, 44% - women Audience composition Internet users 60% 16 000 000 14 065 021 14 000 000 50% 12 000 000 11 110 910 40% 10 000 000 30% 8 000 000 6 000 000 20% 4 000 000 10% 2 000 000 0% 0 Male Female Male Female Source: IAB Turkey Internet Audience Measurement, January 2012, Gemius & IPSOS KPMG
  • Turkish Internet – main characteristicsOnly 37% of page views are made by women; men browse more, which is typical fordeveloping markets and will balance out in future Page views composition Avg. page views per visitor 70% 3 000 2 782 62,56% 60% 2 500 2 107 50% 2 000 40% 37,44% 1 500 30% 1 000 20% 10% 500 0% 0 Male Female Male Female Source: IAB Turkey Internet Audience Measurement, January 2012, Gemius & IPSOS KPMG
  • Turkish Internet – main characteristicsMen spend visibly more time online than women Time composition Average time spent per visitor [hr,min] 70% 63,51% 60 56,33 60% 50 50% 41,08 40 40% 36,49% 30 30% 20% 20 10% 10 0% 0 Male Female Male Female Source: IAB Turkey Internet Audience Measurement, January 2012, Gemius & IPSOS KPMG
  • Turkish Internet – main characteristicsAge group 25-34 is most represented on the internet Audience composition Number of Real Users 30% 8 000 27% 7 000 6 723 25% 24% 5 945 6 000 20% 5 000 16% 4 079 15% 4 000 11% 11% 2 887 3 000 2 753 10% 8% 1 918 2 000 5% 3% 872 1 000 0% 0 [12-14] [15-17] [18-24] [25-34] [35-44] [45-54] [55+] [12-14] [15-17] [18-24] [25-34] [35-44] [45-54] [55+] Source: IAB Turkey Internet Audience Measurement, January 2012, Gemius & IPSOS KPMG
  • 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 Average page views per visitor Page views composition3 500 35% 3 082 29,29%3 000 30% 2 551 25,90% 2 410 2 5112 500 2 351 25%2 000 1 805 20% 16,64%1 500 1 280 15% 10,35%1 000 10% 8,33% 7,70% 500 5% 1,78% 0 0% [12-14] [15-17] [18-24] [25-34] [35-44] [45-54] [55+] [12-14] [15-17] [18-24] [25-34] [35-44] [45-54] [55+] Source: IAB Turkey Internet Audience Measurement, January 2012, Gemius & IPSOS KPMG
  • Turkish Internet – main characteristicsIn terms of the time spent online 18-24 year olds are strong leaders, 15-44 have less time tospend, while for 45-54 year olds the amount of time spent is even increasing Time composition Avg. time spent per visitor [hr:min] 35% 32,55% 0.80 0.68 30% 0.70 23,72% 0.60 0.53 25% 0.52 0.50 0.44 0.45 20% 14,63% 0.40 0.33 15% 11,50% 0.30 0.26 10% 7,60% 8,18% 0.20 5% 0.10 1,83% 0% 0.00 [12-14] [15-17] [18-24] [25-34] [35-44] [45-54] [55+] [12-14] [15-17] [18-24] [25-34] [35-44] [45-54] [55+] Source: IAB Turkey Internet Audience Measurement, January 2012, Gemius & IPSOS KPMG
  • Huge power of global brandsNo 2 No 4 No 1No 8 No 3 No 5
  • Strongest local brands No 19 No 7 No 9 No 12 No 11 No 13 No 20 No 10 No 14
  • Seems that online gaming is very popular No 21
  • Well developed e-government? No 6 No 32 No 17
  • Manliest websites – examples from top 50 Reach: 21,45% Men: 82,16% Page views by men: 87,04% Time spent by men: 85,53% Typically a mens website – male audience is more represented and it is men that show more interest in the content. 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.
  • 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.
  • 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.
  • Top websites in Turkey By number of Real Users 25 24 23 Millions 20 15 15 15 10 10 10 10 8 8 7 7 7 7 6 6 6 6 5 5 5 5 0 By Reach 100% 80% 60% 40% 20% 0% Source: IAB Turkey Internet Audience Measurement, January 2012, Gemius & IPSOS KPMG
  • Top websites in Turkey Average page views per visitor 800 700 600 500 400 300 200 100 0 Time spent per visitor h:48:00 h:24:00 h:00:00 h:36:00 h:12:00 h:48:00 h:24:00 h:00:00 Source: IAB Turkey Internet Audience Measurement, January 2012, Gemius & IPSOS KPMG
  • How big is the Mobile pie?Turkey vs CEE – share of page views generated by visitors using mobile devices and PC computers 0.02% Czech Republic 5.16% Slovakia 3.92 Turkey % Denmark 26.76 Ukraine 2.26 Apple = 48.7% % % Nokia = 20.4% website-averaged percentage share of page views generated by Nokia and Apple products in Turkey** 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)
  • How big is Mobile traffic? Turkey vs. CEE & Western Europe – absolute numbers of page views generated by visitors using mobile devices Hard data of mobile internet usage Declaration data of mobile 250 internet usage Real Users*Millions 200 9 568 141 150 100 Number of mobile PV made in February 2012** 50 229 249 439 0 Turkey Denmark Hungary Poland December 2011 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
  • Preferences of mobile internet users: devicesTurkey – top 5 mobile devices (producers) by website-averaged percentage share of pageviews generated on websites monitored by Gemius Nokia Samsung HTC Black Apple Berry 3,5% 4,3% 15.4% 20.4% 48.7% iPad Nokia 5800 Galaxy S II Desire 2,7% 3,2% 1,2% 26% iPhone Nokia C3 GT-S5830 Wildfire 22% 1,5% 1% 2,2% Source: Gemius, gemiusTraffic: Turkey, 02.2012.
  • Preferences of mobile internet users: devicesDenmark – top 5 mobile devices (producers) by website-averaged percentage share ofpage views generated on websites monitored by Gemius HTC Samsung Sony Nokia Apple Ericsson 1,2% 3,4% 5.7% 8,6% 79,5% iPad Desire Galaxy S II LT15i LT15i 45,5% 1,8% 2,8% 0,8% 0,3% iPhone Desire S Galaxy Tab 10.1" ST18 N8 33% 1,1% 0,6% 0,4% 0,2% Source: Gemius, gemiusTraffic: Denmark, 02.2012.
  • Contents About Gemius Turkish market among others Turkish online audience Final notes Notes from Turkey Trends from the region Further developments
  • 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
  • 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
  • Future developments of internet measurement byGemius in Turkey• Panel recruitment for gemiusAudience• Launch of gemiusMobile – research of mobile internet• Launch of gemiusStream – research of audience viewing online video content
  • THANK YOUJoin us @: Contact:Facebook.com/GemiusGroup Lauris LietavietisTwitter.com/Gemius lauris.lietavietis@gemius.comSlideshare.net/Gemius_comYouTube.com/WwwGemiusCom