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Minsk april
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Minsk april

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  • 1. Internet and Internetaudience in Belarusand the regionLauris Lietavietis22.03.2012.
  • 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. 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. What is special about Belarus?
  • 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. What does it mean?
  • 7. From methodological perspective
  • 8. Fusion panel methodologySCRIPTED WEBSITES Cookie Panel (n=38 000+) Fusion PanelALL WEBSITES Software Panel (n=1500) …
  • 9. And in practice
  • 10. Data about local websites
  • 11. Data about international websites
  • 12. Data about commercial websites Much more than media planning data
  • 13. Internet audience in Belarus
  • 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. 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. 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. 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. 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. 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. 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. Belarus among other countries of the region
  • 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. 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. 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. 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. What is common with Latvia?
  • 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. 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. 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. 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. 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. 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. THANK YOUJoin us @: Contact:Facebook.com/GemiusGroupTwitter.com/GemiusSlideshare.net/Gemius_comYouTube.com/WwwGemiusCom

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