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Internet Audience in Belarus
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  • 1. Internet Audience inBelarusLauris Lietavietis27.02.2013.
  • 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, Slovakia, Czech Republic, Hungary, Slovenia, Turk ey, Israel, Moldova Denmark, Ukraine, Belarus, De facto currency: Lithuania, Latvia, Bulgaria, Bosni a, Croatia, Serbia Start-up: Estonia, Russia, Romania, Kazakhstan, Portugal, MENA (UAE, KSI, Egypt, Lebanon, Jordan, Syria, Kuwait, Morocco, Tunisia), 3
  • 4. gemiusAudience methodologies Cookie Panel Software Panel Fusion Panel • Slovakia • Poland • Czech Republic • Estonia • Hungary • Latvia • Russia • Lithuania • Denmark • Slovenia • Israel • Croatia • Ukraine • Bosnia&Hercegovina • Turkey • Bulgaria • MENA (selected • MENA (selected countries) countries) • Belarus • Serbia • Moldova • Portugal • Kazakhstan
  • 5. Fusion panel methodologySCRIPTED WEBSITES Cookie Panel (n=38 000+) Fusion PanelALL WEBSITES Software Panel (n=2300) …
  • 6. Internet audience in Belarus
  • 7. Lauris Lietavietis27.02.2013.
  • 8. 74% 64% 57%Source: gemiusAudience, January, 2013 (BY, LV); Gemius/Ipsos, gemiusAudience, December 2012 (HU)
  • 9. Key characteristics 4 786 120 Internet users 544 Page views per Internet user 15h 13 min time spent by Internet userSource: gemiusAudience, January, 2013; Inhabitants of Belarus, age 15 - 74 (audited sites only)
  • 10. 4 786 120 1 269 138 4 606 021 544 1 919 2 289 15hrs 13min 29hrs 11min 56hrs 36minSource: gemiusAudience, January, 2013 (BY, LV); Gemius/Ipsos, gemiusAudience, December 2012 (HU)
  • 11. Возраст: Age: 15-18 лет – 10,05% 69,25% 15-18 years – 10,15% 19-24 лет – 20,48% 19-24 years – 19,41% Используют 25-34 лет – 30,14% 25-34 years – 29,70% ШПД 35-44 лет – 19,50% 35-44 years – 21,12% 45-54 лет – 12,96% 45-54 years – 13,43% 55+ лет – 6,87% 55+ years – 6,19% 50,88% 49,12% 33,65% МИНСКАЯ 36,53% MINSK 39% 15,01% 16,24% 14,55% БРЕСТСКАЯ BRESTSK ВИТЕБСКАЯ Высшее 13,69% 13,90% VITEBSK ГОМЕЛЬСКАЯ 12,45% 10,27% GOMEL ГРОДНЕНСКАЯ образование и 9,57% GRODNO 12,62% МОГИЛЕВСКАЯ последипломное 11,52% MOGILEVSource: gemiusAudience, January, 2013
  • 12. 35.00%30.00%25.00%20.00%15.00% Состав аудитории, 01.2012.10.00% Состав аудитории, 01.2013. 5.00% 0.00%Source: gemiusAudience, January, 2013
  • 13. 35.00%30.00%25.00%20.00%15.00% BY HU10.00% LV 5.00% 0.00%Source: gemiusAudience, January, 2013 (BY, LV); Gemius/Ipsos, gemiusAudience, December 2012 (HU)
  • 14. 40.00%35.00%30.00%25.00%20.00%15.00% Состав просмотров страниц, 01.201210.00% Состав просмотров страниц, 01.2013. 5.00% 0.00%40.00%35.00%30.00%25.00%20.00%15.00% Состав времени, 01.2012.10.00% Состав времени, 01.2013. 5.00% 0.00% Source: gemiusAudience, January, 2013
  • 15. Belarus: Top 20 websites by 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%Source: gemiusAudience, February, 2012
  • 16. Belarus: Top 20 websites by reach Google mail.ru vk.com yandex.by tut.by youtube.com odnoklassniki.ru ru.wikipedia.org onliner.by facebook.com ucoz.ru fotostrana.ru byfly.by marketgid.com deal.by beltelecom.by my-hit.ru zaycev.net opera.com kinopoisk.ru 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00%Source: gemiusAudience, January, 2013
  • 17. Belarus: top 20 audited websites by reach mail.ru yandex.by tut.by odnoklassniki.ru onliner.by deal.by irr.by abw.by av.by relax.by livejournal.com b2b.by shop.by gismeteo.by pogoda.by kp.by megogo.net by.all.biz naviny.by charter97.org 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00%Source: gemiusAudience, January, 2013
  • 18. Abw.by Duplicated Av.byunique 299 400 unique249567 211 316 874 745
  • 19. Gismeteo.by Duplicated Pogoda.by unique 114 926 unique 272 934 269 541 657 401
  • 20. Let’s talk about something…else
  • 21. Enot Win Accord Kyocera Sagem 164 Casio mobile devices recognised in Belarus Sharp HaipadSource: gemiusTraffic, January, 2013
  • 22. Nokia Samsung AppleSource: gemius Ranking, http://www.ranking.by/en/rankings/mobile-devices-producers.html
  • 23. Weighted average share of mobile pageviews 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% BY DK LV LT HUSource: gemiusTraffic, January, 2013
  • 24. What is common with Latvia?
  • 25. 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 2009Data source: Latvian Advertising Association, http://www.lra.lv/
  • 26. 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 2011Data source: Zenith Optimedia, http://marketing.by/main/market/analytics/0054998/
  • 27. 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 in 2011 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 2011Data source: Latvian Advertising Association, http://www.lra.lv/
  • 28. Belarus 2010 - 2012 Million USD 120.0 98.0 100.0 76.2 80.0 67.0 Belarus suffered less 60.0 and is recovering BY-total BY-Internet faster 40.0 20.0 7.3 6.1 7.2 0.0 2010 2011 2012Data source: ZenithOptimedia, http://marketing.by/main/market/analytics/0054998/, http://marketing.by/main/market/analytics/0059307/, http://marketing.by/main/market/analytics/0060208/
  • 29. Final remarks • Internet penetration has reached high levels, audience structure is stable and relatively mature • Potential for new Internet users is among older age groups • Usage intensity will be growing • Market leaders have stable postitions, tougher competition expected below top 5 • Look forward towards mobile • Crisis effect was lower than in LV – 1 year instead of 2
  • 30. THANK YOUJoin us @: Contact:Facebook.com/GemiusGroup Lauris LietavietisTwitter.com/Gemius Regional Audience Research DirectorSlideshare.net/Gemius_com lauris.lietavietis@gemius.comYouTube.com/WwwGemiusCom