Marta Klepka
Gemius SA
Digital Day, Belgrade, 25.04.2012
Let’s make some
money online
A few words about the
blooming inter...
2
• a global company and the no. 1 choice in EMEA, provides consultancy and
expertise on consumer behaviour in the digital...
The story is…
• Regional overview of the internet landscape
• Is Croatian story relevant for Serbia?
• Who is Serbian inte...
Gemius has witnessed the fascinating growth of the
internet in Central, Eastern and Southern Europe,
its advancing popular...
Internet population in the region (millions of IU / Feb 2012)
0
5
10
15
20
25
• The whole region
of Southern Eastern
Europ...
Internet penetration in the region (% of total population
using internet / Feb 2012)
• Slovenia leads in
the region
• Serb...
• Next to huge
Turkish market no
one looks good ;)
• Serbian internet
adspends grew
with 35%
• 2011 est.:
– display 6.4M
E...
• Small Slovenia
beats Turkey with
almost double
adspends per user
• Serbia noted
~2.4€/user in 2010
• It is more than in
...
• The online
adspends’ share in
total oscillates
around European
average in 3 out of
5 countries
• Serbia – 3.6%
Growing i...
Humble beginnings
The case of Croatia compared to present state of
affairs in Serbia
There is money in online advertising
16,00
15,00
20,58
2008 2009 2010
MillionsofEuro
Online adspends in Croatia
Source of ...
Source of data: gemiusAudience
And there are audiences to target
1,50
1,68
2,10
2,70
Chorwacja
2.2008
Chorwacja
2.2010
Cho...
Source of data :gemiusAudience
The engagement of internet users is growing
• Both number of PV
and time increased
dramatic...
Source of data :gemiusAudience
Time is money
• Croatian users
spent 2.5 times
more time online
than Serbs
04:19:42
06:00:5...
Why Serbian users go online?
0 20 40 60 80
Search engine browsing
Following news
Listening to radio or music via internet
...
Source of data: gemiusAudience
In May 2007
Top 10 popular sites in Croatia
tportal.hr
net.hr
jutarnji.hr
dnevnik.hr
cropor...
Source of data: gemiusAudience
In February 2012
blic.rs
b92.net
kurir-info.rs
naslovi.net
rts.rs
novosti.rs
pressonline.rs...
Source of data: gemiusAudience
In February 2012
pulseonline.rs
telegraph.rs
alo.rs
burek.com
ana.rs
Other winners
Tabloid ...
High duplication of users between main sites?
Source of data:gemiusAudience, Febriary 2012, Serbia
• In Serbia you can sti...
Teens
15-24
vukajlija.com
ilol.rs
JUST FOR FUN

blic.rs
burek.rs
MAN TALKING
SPORT, €,
POLITICS AND ;)
Sexy target groups...
What is the profile of Serbian users?
Do they have money to spent online?
Man
54%
The profile of internet user in Serbia
Source of data: gemiusAudience
Young
15-34
54%
Mature
34-53
35%
High school...
More high school graduates in Serbia than in Croatia few years
ago
Source of data: gemiusAudience
13,40%
59,90%
26,70%
Ser...
31,96%
19,16%
15,07%
24,27%
Croatia 2012
up to 5,000
5,000 - 24,999
25,000 - 99,999
over 100,000
Source of data:gemiusAudi...
How much Serbian internet users earn?
Source of data:gemiusAudience, February 2012
39,51%
15,09%
32,61%
no income
less tha...
Housewifes and students can also be e-consumers
Source of data:gemiusAudience, February 2012
59%
37% 37%
7%
38% 38%
0%
10%...
And how do we know it all?
They key is to calculate Real Users
Unique Users VS Real Users
Those two terms sound similar but in fact represent extremely different
numbers.
• Unique users...
29
,
JIC Standard: Poland, Czech
Republic, Slovakia, Hungary,
Slovenia, Turkey, Israel,
Denmark, Ukraine, Belarus,
Moldova...
THANK YOU
Join us @:
Facebook.com/GemiusGroup
Twitter.com/Gemius
Slideshare.net/Gemius_com
YouTube.com/WwwGemiusCom
Contac...
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2012_04_25_Lets_make_some_money_online_Marta_Klepka_Gemius_Digital_Day_Serbia

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Serbia is the largest internet market in Adria Region that is witnessing some major changes.. 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_Gemius_Digital_Day_Serbia

  1. 1. Marta Klepka Gemius SA Digital Day, Belgrade, 25.04.2012 Let’s make some money online A few words about the blooming internet market in Serbia
  2. 2. 2 • 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 About Gemius
  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 the internet in Central, Eastern and Southern Europe, its advancing popularity, the way it responded to the needs that emerged with the development of the online world and the new questions it’s posing. Filip Pieczynski V-ce President Gemius SA
  5. 5. Internet population in the region (millions of IU / Feb 2012) 0 5 10 15 20 25 • The whole region of Southern Eastern Europe = 32.3M internet users • 70% of the online population out of 5 markets lives in Turkey • Serbia with 2.7M users constitutes 8% 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 population using internet / Feb 2012) • Slovenia leads in the region • Serbia has 10pp higher internet penetration than Turkey - 50.4% • Average in CEE is ~55% Source: of data: Slovenia: Valicon; Bulgaria: Synovate; Croatia: Valicon; Serbia: Gfk; Turkey: Ipsos KMG - Gemius SA: Internet Audience Measurement; [Age groups: 15+, Croatia: 12+] 0% 10% 20% 30% 40% 50% 60% 70%
  7. 7. • Next to huge Turkish market no one looks good ;) • Serbian internet adspends grew with 35% • 2011 est.: – display 6.4M EUR – Google&FB 1.75M EUR Internet adspends in the region (in million Euro, 2009-2010) € 272 € 26 € 24 € 21 € 6 0 50 100 150 200 250 300 2009 2010 Source of data: IAB Europe: ADEX 2010. European Online Advertising Expenditure; Piero 97, Httpool Online Advertising
  8. 8. • Small Slovenia beats Turkey with almost double adspends per user • Serbia noted ~2.4€/user in 2010 • It is more than in Ukraine, Romania or Belarus Online adspends per internet user (in €, 2010) 0 5 10 15 20 25 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. • The online adspends’ share in total oscillates around European average in 3 out of 5 countries • Serbia – 3.6% Growing importance of online advertisement Source of data: 2010 - IAB Europe/IHS Screen Digest/Warc, Httpool Online Advertising; AGB Nielsen 0% 2% 4% 6% 8% 10% 12% 14% 16% Online adspends as a share of total adspends
  10. 10. Humble beginnings The case of Croatia compared to present state of affairs in Serbia
  11. 11. There is money in online advertising 16,00 15,00 20,58 2008 2009 2010 MillionsofEuro Online adspends in Croatia Source of data: IAB Europe: ADEX 2010. European Online Advertising Expenditure; IAB Serbia based on HttPool Online Advertising • In 2010 Serbian online market was worth one third of Croatian market • Serbia starts from the lower base than Croatia few years ago
  12. 12. Source of data: gemiusAudience And there are audiences to target 1,50 1,68 2,10 2,70 Chorwacja 2.2008 Chorwacja 2.2010 Chorwacja 2.2012 Serbia, 02.2012 Millionsofinternetusres • Though Croatian internet population is growing systematically it is still smaller than in Serbia Croatia Croatia Croatia
  13. 13. Source of data :gemiusAudience The engagement of internet users is growing • Both number of PV and time increased dramatically in Croatia over the years • Serbian users’ engagement will grow with time together with raising attractiveness of the online content 186 198 505 0 100 200 300 400 500 600 Serbia 02.2012 Croatia 05.2007 Croatia 02.2012 Average no. of page views/user
  14. 14. Source of data :gemiusAudience Time is money • Croatian users spent 2.5 times more time online than Serbs 04:19:42 06:00:55 11:40:45 00:00:00 02:24:00 04:48:00 07:12:00 09:36:00 12:00:00 14:24:00 Serbia 02.2012 Croatia 05.2007 Croatia 02.2012 Avg. time spent per visitor [hr:min:s]
  15. 15. Why Serbian users go online? 0 20 40 60 80 Search engine browsing Following news Listening to radio or music via internet Watching videos Research work and education (e-learning) Playing online games Following small ads Use of bank services Browsing for turist information (travelling,… Shopping via internet Following stock exchange and funds Purpose of internet usage (once a week or more frequent ) - % of internet users Source of data :gemiusAudience, February 2012
  16. 16. Source of data: gemiusAudience In May 2007 Top 10 popular sites in Croatia tportal.hr net.hr jutarnji.hr dnevnik.hr croportal.net blog.hr bloger.hr oglasnik.hr www.hr forum.hr Blog platforms Forums Classified ads Web catalogueNews services index.hr net.hr tportal.hr 24sata.hr jutarnji.hr dnevnik.hr vecernji.hr blog.hr njuskalo.hr forum.hr Blog platforms Forums Classified ads sites News services In February 2012
  17. 17. Source of data: gemiusAudience In February 2012 blic.rs b92.net kurir-info.rs naslovi.net rts.rs novosti.rs pressonline.rs smedia.rs vukajlija.com ilol.rs Top 10 popular sites in Serbia News services Entertainment sites • Major sites in Serbia have their orgins in offline media groups, except of Naslovi.net • Serbian users are more interested in the fun side of the Web than Croats • They are not mere consumers: one of most popular sites wit humour, vukajlija.com, is place where visitors provide content
  18. 18. Source of data: gemiusAudience In February 2012 pulseonline.rs telegraph.rs alo.rs burek.com ana.rs Other winners Tabloid sites Forums • There’s even more fun in celebrity gossips and on e- forums • Telegraph.rs is a great case of internet startup in Serbia • Most popular Burek sections are: – 18+ – Politics – Sport – Music – Movies – Youth Consultancy
  19. 19. High duplication of users between main sites? Source of data:gemiusAudience, Febriary 2012, Serbia • In Serbia you can still find unique audiences on top sites Duplication of users kurir-info.rs pressonline.r s rts.rs b92.net smedia.rs naslovi.net novosti.rs blic.rs 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%
  20. 20. Teens 15-24 vukajlija.com ilol.rs JUST FOR FUN  blic.rs burek.rs MAN TALKING SPORT, €, POLITICS AND ;) Sexy target groups – where can they be found Source of data: gemiusAudience Young women 25-34 zena.blic.rs ana.rs LADIES TALKING FASHION, FAMILY AND ;) Young men 25-34
  21. 21. What is the profile of Serbian users? Do they have money to spent online?
  22. 22. Man 54% The profile of internet user in Serbia Source of data: gemiusAudience Young 15-34 54% Mature 34-53 35% High school Large cities
  23. 23. More high school graduates in Serbia than in Croatia few years ago Source of data: gemiusAudience 13,40% 59,90% 26,70% Serbia elementary school or less high school high, higher school, university or more 36,34 % 41,51 % 22,16 % Croatia 2007
  24. 24. 31,96% 19,16% 15,07% 24,27% Croatia 2012 up to 5,000 5,000 - 24,999 25,000 - 99,999 over 100,000 Source of data:gemiusAudience Domination of users from large cities 16,36% 17,77% 18,09% 36,00% Serbia 2012 up to 5000 5,000 - 24,999 25,000 - 99,999 over 100,000 25,74% 18,68% 15,07% 30,94% Croatia 2007 up to 5,000 5,000 - 24,999 25,000 - 99,999 over 100,000
  25. 25. How much Serbian internet users earn? Source of data:gemiusAudience, February 2012 39,51% 15,09% 32,61% no income less than 20.000 din 20.001-50.000 din 50.001-80.000 din 80.001-100.000 din 100.001 din and more • Most of the users are in the middle income groups • Still nearly 40% of the internet users declare they have no income – can they be attractive for online advertising or e- commerce?
  26. 26. Housewifes and students can also be e-consumers Source of data:gemiusAudience, February 2012 59% 37% 37% 7% 38% 38% 0% 10% 20% 30% 40% 50% 60% 70% weekly 1-3 times a month A few times a year Personal income and frequency of online shopping 100.001 din or more 80.001-100.000 50.001-80.000 20.001-50.000 less than 20.000 no income
  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. 29 , 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) Gemius as the currency in online measurement
  30. 30. THANK YOU Join us @: Facebook.com/GemiusGroup Twitter.com/Gemius Slideshare.net/Gemius_com YouTube.com/WwwGemiusCom Contact: Marta Klepka Global PR and Communications Director marta.klepka@gemius.com

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