HKD2 - Hill & Knowlton - Vive la difference

VIVE LA DIFFERENCE !

EUROPE MIDDLE EAST AFRICA N W E S

WESTERN EUROPE

INTERNET PENETRATION 63% 75% 86% 67% 66% 66% 74% 71% 1% 50% 42% 63% 44% Source: InternetWorldstats

TOP 10 SITES 1 5 7 2 3 4 6 8 9 10 Belgium France Greece Ireland Italy Netherlands Portugal Spain Germany Switzerland Austria UK Source: Alexa

TOP 10 SITES 1 2 3 4 5 6 7 8 9 10 Belgium NETLOG NETLOG LEOBN France ORANGE FREE COIN TROKTIK Greece IN GR O Ireland RTE Italy LIBERO MARK Netherlands HYVES PLAAATS Portugal HI 5 SAPO Spain TUENTI MARCA Germany SPIEGEL WEB DE Switzerland RICARDO DER Austria ORF STANDARD UK BBC Source: Alexa

TOP 10 SITES WITHOUT GOOGLE 1 2 3 4 5 6 7 8 9 10 SKY PARTY Belgium NETLOG POKER ROCK LEBON SKY France ORANGE FREE COIN ROCK TROKTIK SPORT SPORT Greece IN GR FM 2GR O Ireland RTE BEBO REPUBBLI Italy LIBERO VIRGILIO CA MARK Netherlands HYVES PLAAATS Portugal HI 5 SAPO XL EL Spain TUENTI MARCA MUNDO Germany SPIEGEL WEB DE GMX BLUE Switzerland RICARDO WIN DER Austria ORF STANDARD GMX UK BBC Source: Alexa

SOME OUTCOMES Twitter not in top 10 Facebook i t F b k resistance in i except UK and NL (no The Netherlands mobile access) Wikipedia among top 10 p g p Linkedin in 10 ten in The sites in all countries Netherlands Local social network are Amazon strong only in still very active in top 10 in German speaking most countries countries

FACEBOOK USERS/INTERNET USERS 46% 15% 53% 13% 43% 36% 35% 28% 47% 34%29% 48% Source: Checkfacebook.com & InternetWorldstats

FACEBOOK PENETRATION/ TOTAL POPULATION 29% 40% 13% 29% 8% 24% 26% 20% 23% 14% 18% 21% Source: Checkfacebook.com & InternetWorldstats

ONE SIZE FITS ALL ? Not really!

EASTERN EUROPE

INTERNET PENETRATION • CEE market is in total 276 million people p p 32% 66% • 76 million Internet users and it 61% 63% is growing 53% • Broadband penetration is really 57% weak – from 24% in Estonia to 2% in Ukraine 49% 35% 63% 51% 34%

INTERNET PENETRATION DYNAMICS Source: IAB Europe

MOBILE INTERNET Poland tops the chart of markets that spend the most time on mobile Internet consumers are choosing new platforms if it mobile Internet ‐ consumers are choosing new platforms if it makes the Internet more accessible for their everyday lives. Placing Pl i Country C t Hours spent on mobile H t bil internet each week 1. Poland 10.3 2. Italy 7.9 3. 3 = Belgium 7.7 77 3. = Portugal 7.7 5. 5 Russia 7.1 71 Source: The European Interactive Advertising Source: The European Interactive Advertising Association (EIAA)

TOP 10 SITES 1 2 3 4 5 6 7 8 9 10 Bulgaria Croatia Czech Hungary Estonia Latvia Lithuania Poland Romania Russia Serbia Slovenia Source: Alexa

TOP 10 SITES 1 2 3 4 5 6 7 8 9 10 Bulgaria VBOX7 ABV ZAMUNDA DIR INDEX T Croatia NET ISKON JUTARNJI PORTAL CENTRU Czech SEZNAM SZN NOVINKI M IDNEZ LIDE FREEMA T Hungary IWIW IL ORIGO ONLINE INDEX MYVIP NETI POSTIM HOT Estonia DELFI ORKUT RATE EES Latvia DRAUGIEM INBOX DELFI SS ONE TVNET Lithuania ONE DELFI LRYTAS DRAGUAS Poland NASZA ONET ALLEGRO WP INTERIA Romania HI5 V ODNO LIVE Russia YANDEX MAIL KONTAKTE KLASSNIKI RAMBLER JOURNAL Serbia B9NET BLIC Slovenia 24UR NAJDI SIOL RTVSLO Source: Alexa

INSIGHTS CEE Internet users are loyal and oriented towards local brands. High positition of local brands is connected with the language Hi h ititi fl lb d i t d ith th l barrier Many local players who are stronger than global brands on the local markets: Russian search engine Yandex Polish community sites Nasza Klasa and GoldenLine P li h it it N Kl d G ld Li Seznam search engine in Czech Republic

LOCAL VS GLOBAL

FACEBOOK/INTERNET USERS Strong competition from local brands: • In Poland Nasza‐Klasa claims to be adding 20,000 new accounts daily. • In Romania Hi5 boasted 2 3 million In Romania, Hi5 boasted 2.3 million 1% users in a country of 21 million. 15% But: 6% • Facebook registered a 180% jump in the 22% number of users in Eastern Europe. • In the Czech Republic, the number of 9% Facebook users has doubled in 2009 to 1.3 million 1 3 million 36% • 400% more Facebook users in Poland 39% 16% 9% during last two years! g y 50% 42% Source: Checkfacebook.com & InternetWorldstats

SUMMARY CEE is just a construct, not a homogeneous region: – Internet penetration, which goes from 19% in Ukraine through 42% in Poland to almost 70% in Slovenia. – Very strong local brands – Shopping habits – most of the countries prefer e‐shops to on‐ line auctions, except Poland ‐ more people buy items on li i P l d l b i Allegro (polish eBay) than in e‐shops. – Language barrier determines search engine market share Language barrier determines search engine market share differences

NORTHERN EUROPE

INTERNET PENETRATION • A comparison with other European countries shows that the Nordic countries are at the top in terms of Internet usage. In Sweden, only usage Sweden seven percent of individuals aged 16–74 have never used the Internet. With this seven percent, 82% Sweden ends up in third place behind Iceland and Norway. 87% 87% • Broadband penetration: – Sweden 83 % – D Denmark 76% k – Finland 74 84%

TOP TEN SITES 1 2 3 4 5 6 7 8 9 10 AFTONB BLOCKE Sweden LADET T ILTALEH ILTASAN Finland OMAT ABV YLE TI EKSTRA Denmark BLADET ABV TVDK DAG Norway VG FINN BLADET Main insight: News sites among the largest in the Nordics. Extremely good at using new technology. Source: Alexa

TOP 10 SITES (WITHOUT GOOGLE)) 1 2 3 4 5 6 7 8 9 10 AFTONB FORENI Sweden LADET BLOCKET NGSS ILTALEH ILTASAN Finland OMAT ABV YLE SUOMI2 TI EKSTRA Denmark BLADET ABV TVDK DAG AFTEN Norway VG FINN BLADET POSTEN Source: Alexa

FACEBOOK PENETRATION ON INTERNET USERS 36% 53% 41% 50% Source: Checkfacebook.com & InternetWorldstats

FACEBOOK PENETRATION ON POPULATION 30% 46% 35% 42% Source: Checkfacebook.com & InternetWorldstats

FACEBOOK PENETRATION BY AGE GROUPS

INSIGHT ABOUT BLOGS • Most talked about sites ar bloggers • Leading bloggers are written by young girls • Blurry difference between private and pro blog • About fashion and gossip • They reach up to 10% of the Swedish population h S d h l

NORDIC’S LARGEST BLOG

MOBILE COMMUNICATION • Most social networks are also reached by mobile phone (21% of Swedes use Internet in their mobile phones) • Up to 300 000 iPhones sold in Sweden alone (and 50% 300.000 of all mobile surfing) • 4G Networks launched in Sweden and Norway - The new 4G networks will allow users to stream mobile multimedia, such as TV broadcasts and online games,, with speeds up to 10 times higher than g p p g today's third-generation, or 3G, networks. • 16% of Swedes have 3G-broadband at home

MIDDLE EAST AFRICA

INTERNET TURKEY 34.5% PENETRATION LEBANON 23.5% 23 5% IRAQ 23.9% 1.00% JORDAN 37.1% KUWAIT EGYPT 52.3% 15.9% BAHRAIN QATAR SAUDI 55.3% 60.9% ARABIA UAE 26.8%

TOP TEN SITES 1 2 3 4 5 6 7 8 9 10 UAE Egypt Bahrain Kuwait Qatar Saudi Arabia Jordan Iran Iraq Turkey Lebanon Kenya Nigeria South Africa

TOP TEN SITES 1 2 3 4 5 6 7 8 9 10 UAE RAPID Egypt MYEGY SHARE BAHRAINS Bahrain FORUM Kuwait KOORA Qatar FLICKR Saudi Arabia STC TRAIDN AMMON Jordan KOORA NEWS Iran BLOGFA MIHAN TABNAK PERSIAN TRAVIAN CLOOB BLOG BLOG Iraq 4SHARED TRAIDNT TAGGED SAHIBIB Turkey HURRIYET MYNET MILLIYET DEN Lebanon TAVYAR Kenya NATION NARIA Nigeria LAND GUM NEWS South Africa TREE 24

TOP TEN SITES (WITHOUT GOOGLE) 1 2 3 4 5 6 7 8 9 10 UAE CONDUIT 4SHARED RAPID YALLA MEDIA Egypt MYEGY KOORA SHARE FIRE BAHRAINS Bahrain FORUM KOORA TRAVIA Kuwait KOORA N Qatar FLICKR QATAR Q LIVING Saudi Arabia STC TRAIDN KOORA 4SHARED AMMON Jordan KOORA NEWS ALRAI Iran BLOGFA MIHAN TABNAK PERSIAN 4SHARED TRAVIAN CLOOB BLOG BLOG Iraq 4SHARED TRAIDNT TAGGED KOORA SAHIBIB Turkey HURRIYET MYNET MILLIYET EKOLAY DEN Lebanon TAVYAR LEBENESE FORCES Kenya NATION TAGGED NARIA VANGU Nigeria LAND BBC ARDNG R GUM NEWS STANDA South Africa TREE 24 RDBANK

KEY MIDDLE EAST SITES

FACE BOOK AS % INTERNET TURKEY 53.6% LEBANON POPULATION 23.5% IRAQ 45.8% 45 8% 36.8% 36 8% JORDAN 32.6% KUWAIT EGYPT BAHRAIN 63.8% 19.4% 55.3% QATAR SAUDI 47.4% ARABIA UAE 19.4%

TURKEY FACEBOOK AS % 18.5% POPULATION LEBANON 23.5% IRAQ 8.2% 8 2% 0.3% 0 3% JORDAN 10.9% KUWAIT EGYPT BAHRAIN 26.8% 2.6% 19.0% QATAR SAUDI 22.3% ARABIA UAE 4.3%

INSIGHT INTO MIDDLE EAST Size and demogrpahics • Polarized market – 340million Arabs across the region; – 5 h most spoken llanguage; 5th k – >1% internet content • Internet Penetration– Penetration – as high as 84% in Qatar – as low as>1% in Syria & Sudan y • Large youth demographic - – 55% under 25 years; driving internet and online markets • 70% of people in Egypt, Lebanon, KSA, and UAE use SNS in some capacity

INSIGHT INTO MIDDLE EAST

INSIGHTS INTO AFRICA • A more polarized market l i d k • Limited data available • Highest penetration in Magreb ( (Algeria, Morocco &Tunisia) + ) South Africa • L everywhere else <10% Low h l • Blogging sites ranks highly after international SNS- i.e Facebook

VIVE LA DIFFERENCE !

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HKD2 - Hill & Knowlton - Vive la difference

by H&K Demystifying Digital on Mar 17, 2010

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HKD2 - Hill & Knowlton - Vive la difference — Presentation Transcript