Internet and Internetaudience in Belarusand the regionLauris Lietavietis22.03.2012.
Who we are? •   a global company and the no. 1 choice in EMEA, provides consultancy and     expertise on consumer behaviou...
Gemius as the currency in online measurement     JIC Standard: Poland, Czech     Republic, Slovakia, Hungary,     Slovenia...
What is special about      Belarus?
gemiusAudience methodologies   Cookie Panel             Software Panel       Fusion Panel  •   Slovakia              • Pol...
What does it mean?
From methodological    perspective
Fusion panel methodologySCRIPTED WEBSITES                    Cookie Panel                    (n=38 000+)                  ...
And in practice
Data about local websites
Data about international websites
Data about commercial websites                                 Much more                                 than media       ...
Internet audience in Belarus
Internet audience in Belarus                  Internet audience in February, 2012 - 4,24 million                          ...
Рост интернет-аудитории в Беларуси                                                        February, 2012                  ...
Белорусская интернет-аудитория                                     Age:                                     15-18 years – ...
Belarus: Top 20 websites based on reach          Google          mail.ru          vk.com       yandex.by           tut.by ...
Websites for women – examples from top 50                            Reach: 9,71%                            Women: 61,49%...
Websites for men – examples from top 50                              Reach: 24,39%                              Men: 61,70...
More than just media planning data                             Reach: 16,89%                             Women: 51,14%    ...
Belarus among other countries of the  region
Internet Population (mm internet users / 2011)          60Milions          50                                             ...
Internet Penetration (2010-2011 change) 90%                                             Smallest markets 80%              ...
Online adspend per Internet User  ONLINE ADSPENDS PER INTERNET USER (€ / 2010)   Within the ranking of 60                 ...
Online adspend as share of total           ONLINE AS SHARE OF TOTAL   The share of online in 35%                          ...
What is common with Latvia?
Adspend in 2011                      Million USD 100  90  80  70                                                          ...
Distribution among media channels                                                           Advertising market in Belarus,...
Latvia 2008 - 2009                         Million USD  200.0          181.2  180.0  160.0  140.0                         ...
Belarus 2010 - 2011                         Million USD 120.0         98.0 100.0                                          ...
Latvia 2008 - 2011                              Million USD  200.0          181.2  180.0  160.0                           ...
Final remarks  •   Audience research (fusion panel) methodology in Belarus is very unique and      rare for such relativel...
THANK YOUJoin us @:                  Contact:Facebook.com/GemiusGroupTwitter.com/GemiusSlideshare.net/Gemius_comYouTube.co...
Upcoming SlideShare
Loading in...5
×

Minsk april

1,730
-1

Published on

Published in: Business, Lifestyle
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,730
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
23
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Minsk april

  1. 1. Internet and Internetaudience in Belarusand the regionLauris Lietavietis22.03.2012.
  2. 2. Who we are? • 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 the website, plan and deliver effective online campaigns or use the internet as a communication channel
  3. 3. 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) 3
  4. 4. What is special about Belarus?
  5. 5. gemiusAudience methodologies Cookie Panel Software Panel Fusion Panel • Slovakia • Poland • Czech Republic • Estonia • Hungary • Latvia • Russia • Lithuania • Denmark • Ukraine • Israel • Slovenia • Ukraine • Croatia • Turkey • Bosnia&Hercegovina • MENA (test) • Bulgaria • Belarus • MENA (17 countries) • Serbia • Moldova
  6. 6. What does it mean?
  7. 7. From methodological perspective
  8. 8. Fusion panel methodologySCRIPTED WEBSITES Cookie Panel (n=38 000+) Fusion PanelALL WEBSITES Software Panel (n=1500) …
  9. 9. And in practice
  10. 10. Data about local websites
  11. 11. Data about international websites
  12. 12. Data about commercial websites Much more than media planning data
  13. 13. Internet audience in Belarus
  14. 14. Internet audience in Belarus Internet audience in February, 2012 - 4,24 million people (real users, 15+). Reach of gemiusAudience study – 99,91%. More than 200 websites in the study at the moment. Socio demographical data are produced basing on 1454 software panelists and 37 504 cookie panelists.
  15. 15. Рост интернет-аудитории в Беларуси February, 2012 4 240 011 Penetration4200000 52%4100000 Growth– 17%4000000 Daily growth– 79,32%39000003800000370000036000003500000 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11
  16. 16. Белорусская интернет-аудитория Age: 15-18 years – 10,15% 19-24 years – 19,41% 66,22% 25-34 years – 29,70% Broadband 35-44 years – 21,12% users 45-54 years – 13,43% 55+ years – 6,19% 50,82% 49,18% 36,53% MINSK38,32% 16,24% 13,69% BRESTSK VITEBSKHigher education 12,45% GOMEL 9,57% GRODNO 11,52% MOGILEV
  17. 17. Belarus: Top 20 websites based on reach Google mail.ru vk.com yandex.by tut.by youtube.com odnoklassniki.ru wikipedia.org facebook.com onliner.by fotostrana.ru livejournal.com opera.com marketgid byfly.by beltelecom.by deal.by depositfiles.com letitbit.net kufar.by 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% Синим цветом – показаны нескриптованные сайты Красным цветом – показаны скриптованные сайты
  18. 18. Websites for women – examples from top 50 Reach: 9,71% Women: 61,49% Pageviews by women: 63,59% Time spent by women: 65,37% Reach: 5,23% Women: 65,08% Pageviews by women: 78,9% Time spent by women : 79,97%
  19. 19. Websites for men – examples from top 50 Reach: 24,39% Men: 61,70% Pageviews by men: 75,77% Time spent by men: 78,07% Reach: 11,11% Men: 65,48% Pageviews by men : 67,05% Time spent by men: 64,69% Reach: 13,43% Men: 63,20% Page views by men: 69,64% Time spent by men: 70,43%
  20. 20. More than just media planning data Reach: 16,89% Women: 51,14% Men: 48,86% Reach: 15,80% Women: 55,87% Men: 44,13%
  21. 21. Belarus among other countries of the region
  22. 22. Internet Population (mm internet users / 2011) 60Milions 50 Russia 40 (54,9 million internet 30 users) 20 Belarus 10 (4,1 million internet users) 0 Latvia (1,3 million internet users) December 2010 December 2011
  23. 23. Internet Penetration (2010-2011 change) 90% Smallest markets 80% the highest penetration 70% level 60% 50% Eastern markets 40% 2010 the lowest penetration 30% 2011 level 20% 10% Belarus 0% fastest growing market (+16%)
  24. 24. Online adspend per Internet User ONLINE ADSPENDS PER INTERNET USER (€ / 2010) Within the ranking of 60 online adspends per user the Belarus also 50 before crisis was still 40 among countries 30 with lowest adspend 20 levels with 2,3 € per user . 10 0 the least money per average user last year was spent in Serbia (2,04€)
  25. 25. Online adspend as share of total ONLINE AS SHARE OF TOTAL The share of online in 35% total adspend in 30% Belarus is higher 25% than in… Italy . 20% 15% . 10% 5% 0%
  26. 26. What is common with Latvia?
  27. 27. Adspend in 2011 Million USD 100 90 80 70 Belarus 60 (4,1 million internet 50 BY users) 40 LV 30 20 Latvia 10 (1,3 million internet 0 users) TV Press Outdoors Internet Radio Total
  28. 28. Distribution among media channels Advertising market in Belarus, 2011 Radio Internet 6% 9% Outdoors 13% Advertising market in Latvia, 2011 TVCinema 58% 0% Magazines Press 10% 14% Newspapers Internet 11% 14% Outdoors 9% Radio 11% TV 45%
  29. 29. Latvia 2008 - 2009 Million USD 200.0 181.2 180.0 160.0 140.0 Market 120.0 100.0 98.3 -46% LV-total 80.0 LV-Internet 60.0 Internet 40.0 -29% 15.9 11.2 20.0 0.0 2008 2009
  30. 30. Belarus 2010 - 2011 Million USD 120.0 98.0 100.0 Market 80.0 67.0 -32% 60.0 BY-total BY-Internet Internet 40.0 -16% 20.0 7.3 6.1 0.0 2010 2011
  31. 31. Latvia 2008 - 2011 Million USD 200.0 181.2 180.0 160.0 Market in 2011 140.0 +5% 120.0 98.3 100.0 85.6 90.3 LV-total Internet 80.0 LV-Internet +17 60.0 40.0 Still not back to 2008 15.9 11.2 11.0 12.9 20.0 levels 0.0 2008 2009 2010 2011
  32. 32. Final remarks • Audience research (fusion panel) methodology in Belarus is very unique and rare for such relatively small market • Full coverage audience data are available on the market, which is important precondition for Internet to compete with other media channels • In terms of penetration Belarus is reasonably well developed market, significant growth was seen in 2011 • Considering Internet penetration growth during the last year, this should reflect positively soon also on the Internet adspend • Crisis in 2011 had huge negative effect on advertising industry, still it is much lower than it was in Latvia in 2009
  33. 33. THANK YOUJoin us @: Contact:Facebook.com/GemiusGroupTwitter.com/GemiusSlideshare.net/Gemius_comYouTube.com/WwwGemiusCom
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×