2012_04_25_Lets_make_some_money_online_Marta_Klepka_Digital_Day_Serbia

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Serbia is the largest internet market in Adria Region that is witnessing some major changes right now. Take a look at some insights from gemiusAudience online measurement on how this market development reminds the story of internet industry in Croatia a few years ago. Great room to grow and potential soon to be discovered by many.

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2012_04_25_Lets_make_some_money_online_Marta_Klepka_Digital_Day_Serbia

  1. 1. Let’s make somemoney onlineA few words about theblooming internet market inSerbiaMarta KlepkaGemius SADigital Day, Belgrade, 25.04.2012
  2. 2. About Gemius • 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 2
  3. 3. The story is…• Regional overview of the internet landscape• Is Croatian story relevant for Serbia?• Who is Serbian internet user?
  4. 4. Gemius has witnessed the fascinating growth of theinternet in Central, Eastern and Southern Europe,its advancing popularity, the way it responded tothe needs that emerged with the development ofthe online world and the new questions it’s posing.Filip PieczynskiV-ce President Gemius SA
  5. 5. Internet population in the region (millions of IU / Feb 2012) • The whole region of Southern Eastern 25 Europe = 32.3M internet users 20 • 70% of the online 15 population out of 5 markets lives in Turkey 10 • Serbia with 2.7M 5 users constitutes 8% 0 Source: of data: Slovenia: Valicon; Bulgaria: Synovate; Croatia: Valicon; Serbia: Gfk; Turkey: Ipsos KMG - Gemius SA: Internet Audience Measurement; [Age groups: 15+, Croatia: 12+]
  6. 6. Internet penetration in the region (% of total populationusing internet / Feb 2012) 70% • Slovenia leads in 60% the region 50% • Serbia has 10pp 40% higher internet penetration than 30% Turkey - 50.4% 20% • Average in CEE is 10% ~55% 0% Source: of data: Slovenia: Valicon; Bulgaria: Synovate; Croatia: Valicon; Serbia: Gfk; Turkey: Ipsos KMG - Gemius SA: Internet Audience Measurement; [Age groups: 15+, Croatia: 12+]
  7. 7. Internet adspends in the region (in million Euro, 2009-2010) • Next to huge Turkish market no 300 € 272 2009 2010 one looks good ;) • Serbian internet 250 adspends grew 200 with 35% • 2011 est.: 150 – display 6.4M 100 EUR – Google&FB 50 € 26 € 24 € 21 €6 1.75M EUR 0 Source of data: IAB Europe: ADEX 2010. European Online Advertising Expenditure; Piero 97, Httpool Online Advertising
  8. 8. Online adspends per internet user (in €, 2010) • Small Slovenia beats Turkey with 25 almost double 20 adspends per user 15 • Serbia noted ~2.4€/user in 2010 10 5 • It is more than in Ukraine, Romania 0 or Belarus Source of data: IAB Europe: ADEX 2010. European Online Advertising Expenditure; Bulgaria: gemiusAudience (data collected using Synovate research); Slovenia: gemiusAudience; Croatia: gemiusAudience, Serbia: Gfk Belgrade & Statistical Office of the Republic of Serbia [age groups - 15+}
  9. 9. Growing importance of online advertisement Online adspends as a share of total adspends 16%• The online 14% adspends’ share in 12% total oscillates 10% around European 8% average in 3 out of 6% 5 countries 4% 2%• Serbia – 3.6% 0% Source of data: 2010 - IAB Europe/IHS Screen Digest/Warc, Httpool Online Advertising; AGB Nielsen
  10. 10. Humble beginningsThe case of Croatia compared to present state ofaffairs in Serbia
  11. 11. There is money in online advertising Online adspends in Croatia • In 2010 Serbian online market wasMillions of Euro 20,58 worth one third of 16,00 Croatian market 15,00 • Serbia starts from the lower base than Croatia few years ago 2008 2009 2010 Source of data: IAB Europe: ADEX 2010. European Online Advertising Expenditure; IAB Serbia based on HttPool Online Advertising
  12. 12. And there are audiences to target 2,70 Millions of internet usres • Though Croatian 2,10 internet population 1,68 is growing 1,50 systematically it is still smaller than in Serbia Chorwacja Croatia Croatia Chorwacja Croatia Chorwacja Serbia, 2.2008 2.2010 2.2012 02.2012 Source of data: gemiusAudience
  13. 13. The engagement of internet users is growing • Both number of PV 600 and time increased 505 dramatically in 500 Croatia over the Average no. years 400 of page views/user 300 • Serbian users’ engagement will 186 198 200 grow with time together with 100 raising attractiveness of 0 the online content Serbia 02.2012 Croatia 05.2007 Croatia 02.2012 Source of data :gemiusAudience
  14. 14. Time is money 14:24:00 Avg. time 12:00:00 11:40:45 spent per visitor 09:36:00 [hr:min:s] • Croatian users 07:12:00 spent 2.5 times 06:00:55 more time online 04:48:00 04:19:42 than Serbs 02:24:00 00:00:00 Serbia Croatia Croatia 02.2012 05.2007 02.2012 Source of data :gemiusAudience
  15. 15. Why Serbian users go online? Following stock exchange and funds Shopping via internet Browsing for turist information (travelling,… Use of bank services Following small ads Playing online games Research work and education (e-learning) Watching videos Listening to radio or music via internet Following news Search engine browsing 0 20 40 60 80 Purpose of internet usage (once a week or more frequent ) - % of internet users Source of data :gemiusAudience, February 2012
  16. 16. Top 10 popular sites in CroatiaIn May 2007 Blog Classified Web News services platforms Forums ads catalogue tportal.hr oglasnik.hr www.hr net.hr blog.hr forum.hr jutarnji.hr bloger.hr dnevnik.hr croportal.netIn February 2012 News services Blog Forums Classified platforms ads sites index.hr njuskalo.hr net.hr forum.hr tportal.hr blog.hr 24sata.hr jutarnji.hr dnevnik.hr vecernji.hr Source of data: gemiusAudience
  17. 17. Top 10 popular sites in SerbiaIn February 2012 • Major sites in Serbia have their orgins in offline News services Entertainment media groups, except of sites Naslovi.net blic.rs • Serbian users are more b92.net vukajlija.com interested in the fun side kurir-info.rs ilol.rs of the Web than Croats naslovi.net rts.rs • They are not mere consumers: one of most novosti.rs popular sites wit humour, pressonline.rs vukajlija.com, is place smedia.rs where visitors provide content Source of data: gemiusAudience
  18. 18. Other winnersIn February 2012 • There’s even more fun in celebrity gossips and on e- Tabloid sites Forums forums • Telegraph.rs is a great case of internet startup in Serbia burek.com ana.rs • Most popular Burek sections pulseonline.rs are: telegraph.rs alo.rs – 18+ – Politics – Sport – Music – Movies – Youth Consultancy Source of data: gemiusAudience
  19. 19. High duplication of users between main sites? • In Serbia you can still find unique audiences on top sitesDuplication of pressonline.r kurir-info.rs rts.rs b92.net smedia.rs naslovi.net novosti.rs blic.rs users s kurir-info.rs 100,00% 41,47% 35,21% 55,29% 29,40% 39,94% 39,52% 72,29%pressonline.rs 63,47% 100,00% 36,98% 61,81% 32,38% 41,86% 48,37% 80,55% rts.rs 46,89% 32,17% 100,00% 58,23% 29,51% 39,25% 35,14% 66,64% b92.net 46,08% 33,66% 36,45% 100,00% 27,83% 39,09% 34,63% 69,15% smedia.rs 47,65% 34,30% 35,93% 54,14% 100,00% 39,58% 35,98% 65,45% naslovi.net 51,00% 34,92% 37,63% 59,88% 31,17% 100,00% 37,58% 69,69% novosti.rs 58,49% 46,77% 39,07% 61,50% 32,85% 43,57% 100,00% 76,64% blic.rs 46,89% 34,13% 32,46% 53,82% 26,19% 35,40% 33,58% 100,00% Source of data:gemiusAudience, Febriary 2012, Serbia
  20. 20. Sexy target groups – where can they be found Young Young Teens women men 15-24 25-34 25-34vukajlija.com zena.blic.rs blic.rs ilol.rs ana.rs burek.rsJUST FOR FUN LADIES TALKING MAN TALKING  FASHION, FAMILY SPORT, €, AND ;) POLITICS AND ;) Source of data: gemiusAudience
  21. 21. What is the profile of Serbian users?Do they have money to spent online?
  22. 22. The profile of internet user in Serbia Young Man 15-34 Mature 54% 54% 34-53 35% High school Large cities Source of data: gemiusAudience
  23. 23. More high school graduates in Serbia than in Croatia few yearsago Serbia elementary school or less 13,40% 26,70% high school Croatia 2007 59,90% high, higher school, 22,16 % 36,34 university or % more 41,51 % Source of data: gemiusAudience
  24. 24. Domination of users from large cities Croatia 2007 up to 5,000 5,000 - 24,999 Serbia 2012 25,74% up to 5000 30,94% 25,000 - 99,999 18,68% over 100,000 16,36% 5,000 - 24,999 15,07% Croatia 2012 17,77% up to 5,00036,00% 25,000 - 99,999 5,000 - 24,999 18,09% 31,96% 24,27% over 100,000 25,000 - 99,999 19,16% over 100,000 15,07% Source of data:gemiusAudience
  25. 25. How much Serbian internet users earn? no income • Most of the users are in the middle income groups less than 20.000 din • Still nearly 40% of the 20.001-50.000 din internet users declare they have no income – 39,51% can they be attractive for 50.001-80.000 din online advertising or e- 32,61% commerce? 80.001-100.000 din 15,09% 100.001 din and more Source of data:gemiusAudience, February 2012
  26. 26. Housewifes and students can also be e-consumers Personal income and frequency of online shopping 70% 59% 60% 50% 40% 37% 38% 37% 38% 30% 20% 10% 7% 0% weekly 1-3 times a month A few times a year 100.001 din or more 80.001-100.000 50.001-80.000 20.001-50.000 less than 20.000 no income Source of data:gemiusAudience, February 2012
  27. 27. And how do we know it all?They key is to calculate Real Users
  28. 28. Unique Users VS Real Users Those two terms sound similar but in fact represent extremely different numbers. • Unique users represent number of cookie files and can be much higher than total population of internet users in given country. It can show how popular the page is but not how many people can actually be reached by it. • Real users on the other hand represent number of actual, real people that visit given site. So number of unique users sounds more impressive but number of real users is far more credible.
  29. 29. 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) 29
  30. 30. THANK YOUJoin us @: Contact:Facebook.com/GemiusGroup Marta KlepkaTwitter.com/Gemius Global PR and Communications DirectorSlideshare.net/Gemius_com marta.klepka@gemius.comYouTube.com/WwwGemiusCom

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