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17 Kasım 2009'da İstanbul Google Day

17 Kasım 2009'da İstanbul Google Day

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  • 1. State of the Internet: Global Perspectives & the Role of Turkey in the Digital World Google Day - Istanbul, Turkey Jack Flanagan, EVP, comScore, Inc. November 17, 2009
  • 2. Agenda comScore Overview – Who we are and what we do Global Context – Online trends by country & region – Usage intensity, top categories Turkey: In Focus – Usage Intensity – Penetration of Online Categories – Demographic Composition – Social Networking – News and Information © comScore, Inc. Proprietary and Confidential. 2
  • 3. comScore Overview © comScore, Inc. Proprietary and Confidential. 3
  • 4. comScore Is The Leader In Online Measurement We are the largest provider of digital marketing intelligence, using a platform that ° 360°View of Consumer Behaviour helps our customers make better-informed business decisions and implement more effective digital business strategies Web Visiting and Viewing We measure the continuous online activity of 2 million people globally who have granted us explicit permission to confidentially Demographics Online Life Stages Transactions measure their Internet usage patterns Our products and solutions provide our customers deep insights into consumer behaviour, both online and offline Streaming Search Video Behaviour Media Exposure © comScore, Inc. Proprietary and Confidential. 4
  • 5. Recognized For Outstanding Growth And Innovation 2007 Technology Pioneer Fastest Growing Global First market research firm to be Research Firm named a 2007 Technology Pioneer by the World Economic Forum. comScore is currently the fastest- growing firm in the prestigious December 2006 Honomichl Global Top 25 report, ranked as the 20th largest global research firm High Tech Award August 2008 Recognized as a technology leader for successfully developing innovative products. November 2004 America’s Fastest Growing Private Companies comScore was identified by Inc. World’s Largest Magazine as one of the fastest- Database growing private companies in the U.S. from 2003 to 2006 Grand prize winner for September 2007 developing the largest NT decision support warehouse. December 2001, 2003, 2005 Top 100 Innovative Companies Deloitte 2008 Named one of the 100 companies that Technology Fast 500 will shape the next year in technology. comScore recognised amongst December 2004 the Deloitte 2008 Technology Fast 500 November 2008 © comScore, Inc. Proprietary and Confidential. 5
  • 6. 1,200+ Clients Worldwide Some of our European & Turkish customers Agencies © comScore, Inc. Proprietary and Confidential. 6
  • 7. Data collected from more than 2M panelists in over 170 countries © comScore, Inc. Proprietary and Confidential. 7
  • 8. Almost 40 countries reported on each month © comScore, Inc. Proprietary and Confidential. 8
  • 9. Global Context © comScore, Inc. Proprietary and Confidential. 9
  • 10. The US is No Longer the Center of the Online Universe US Internet Population vs. Rest of the World Distribution of Worldwide Internet Audience Rest of the North World America Europe Latin America Middle East US - Africa Asia Pacific In 1996, 2/3 of the world’s Internet population was in the US, yet today Asia Pacific is the largest region. Many emerging regions are likely to bypass old modes, skipping dial-up to go straight to broadband, making multimedia, video, and collaborative content immediately accessible. Early adoption of mobile web in addition to PC web will likely be popular in many of these high-growth areas. © comScore, Inc. Proprietary and Confidential. 10 Source: comScore World Metrix, July 2009
  • 11. Europe Continues Audience Growth Growth is flat in North America Worldwide Online Population (Millions) European growth mostly driven by Russia +4% Asia continues rapid growth on a very 1,165.2 large base 960.2 Growth in LatAm expected to continue on the back of increased residential broadband penetration region-wide August 2008 August 2009 Online Population by Region Aug 2008 +22% (Millions) Aug 2009 477.2 +20% 389.6 325.6 +4% 271.1 183.8 191.0 +28% +79% 70.3 90.2 81.2 45.4 Asia Pacific Europe North America Latin America Middle East - Africa © comScore, Inc. Proprietary and Confidential. 11 Source: comScore Media Metrix, August 2008 to August 2009
  • 12. China Surges Past the US Internet Users Age 15+ (MM) While US user growth has remained flat over the past year, China, Russia, and Brazil have experienced impressive growth rates of 31%, 26% and 23%, respectively. Millions of Internet Users (15+, home & work locations) Source: comScore World Metrix, July 2009 © comScore, Inc. Proprietary and Confidential. 12
  • 13. Online Engagement by Country Average Hours Per Visitor Per Month Canada 43.1 United States 32.5 Turkey 29.7 Israel 29.5 United Kingdom 28.5 Mexico 28.3 Canada is the most engaged country, South Korea 27.9 followed by the US, both of which France 27.2 increased time online over the past Venezuela 26.6 year (Canada +7%, US +17%) Netherlands 26.4 Chile 25.2 Colombia 25.1 Spain 25.0 Brazil 24.9 Sweden 24.6 Source: comScore World Metrix, July 2009 © comScore, Inc. Proprietary and Confidential. 13
  • 14. The Majority of Top Properties’ Audiences Coming from Outside US Total Worldwide US Audience Non-US Audience Unique Visitors (MM) 84% 854 84% 702 77% 592 77% 370 The top 10 Global Properties attract a 81% 295 majority of Unique Visitors from outside the US; Google Sites and Microsoft Sites 66% 268 attain 84% of their audience from non-US countries. 73% 237 All top sites have experienced a shift in 70% 197 visitor composition to a more international audience: non-US visitors now represent 76% 196 77% and 66% of Facebook’s and AOL’s visitors, respectively. 64% 192 Source: comScore World Metrix, July 2009 © comScore, Inc. Proprietary and Confidential. 14
  • 15. Extended Universe Reporting Is Important in Developing Markets: Usage Driven by Locations Outside of Home & Work The Extended Universe has the most impact in Brazil, where over 50% of the online population is outside of the ‘aged 15+, online from home or work’ definition India has considerable room for growth; currently only 7% of the population aged 15+ is online Internet Penetration 30.8% 350,000 Reach of Extended Universe 300,000 109,948 250,000 Extended Universe Additions 200,000 comScore Defined Universe 150,000 100,000 220,834 48.1% 7.0% 51.3% 28.9% 50,000 20,170 38,111 8,937 35,810 34,711 31,933 19,745 0 China India Russian Brazil Turkey Federation © comScore, Inc. Proprietary and Confidential. 15 Source: comScore World Metrix, September 2009, and CIA population estimates
  • 16. Global Search Market Thriving Online Searches (bn) by Country August 2008 – August 2009 August 2008 August 2009 United States 21.8 China 11.5 Japan 7.9 United Kingdom 5.7 France 5.0 Germany 4.6 Korea 3.5 A total of 117.3 billion online searches were conducted globally in August 2009 – 42% Canada 3.4 more than in August 2008 Brazil 3.3 Turkey 81.4% of these searches were carried out 2.7 outside of the US Russian Federation 2.5 India 2.5 More searches are conducted in Turkey than in Italy or Spain, despite having a smaller Italy 2.5 online population Spain 2.1 Mexico 2.0 © comScore, Inc. Proprietary and Confidential. 16 Source: comScore qSearch, August 2009
  • 17. Google Dominates Search in Turkey, But Not Everywhere Google dominates many search markets, especially where there is no established local alternative; in Turkey, 98% of search engine searches are conducted on Google However, Yandex accounts for over half of search engine searches in Russia, and Baidu is the clear search leader in China Share of Search Engine Searches 100% 90% 80% 70% 55% Baidu 60% 72% Yandex 50% 98% 94% 92% 87% Google 40% 30% 20% 34% 10% 15% 0% Turkey Brazil India United Russian China Kingdom Federation © comScore, Inc. Proprietary and Confidential. 17 Source: comScore qSearch, August 2009
  • 18. Users In Less Developed Markets Are Less Active Online Average time spent online is an indicator of the state of development of internet markets, and Turkish users spending more time online than UK users shows the Turkish market to be highly developed The average user in Turkey is online for over 31 hours per month, compared to 11 hours in India Average Time Spent and Pages Viewed per Unique Visitor per Month 3,500 3,000 2,500 2,000 1,500 1,000 500 0 Turkey United Brazil China Russian India Kingdom Federation Time Spent (mins) Pages Viewed © comScore, Inc. Proprietary and Confidential. 18 Source: comScore World Metrix, September 2009
  • 19. Heavy Users Most Visible In Developing Markets In all of the largest developing markets, heavy internet users account for a higher volume of total pages than in the UK Russia has the highest page consumption disparity, with 73% of pages viewed by 20% of the population Share of Page Views by User Segment 100% 80% 57% 57% 59% 60% 69% 73% Heavy Users 60% Medium Users 40% Light Users 34% 31% 30% 30% 20% 24% 23% 9% 11% 11% 10% 7% 0% 4% United Turkey China Brazil India Russian Kingdom Federation © comScore, Inc. Proprietary and Confidential. 19 Source: comScore World Metrix, August 2009
  • 20. Turkey: In Focus © comScore, Inc. Proprietary and Confidential. 20
  • 21. Profile of the Internet Audience in Turkey Internet users in Turkey skew young: nearly 40% of the Internet audience is under the age of 24, and nearly 70 percent are under the age of 34 In comparison, only 54 percent of the global online population is under 34 Distribution of Internet Users 15+ Turkey 38% 31% 18% 10% 3% Europe 26% 23% 21% 16% 14% Worldwide 28% 26% 22% 14% 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+ © comScore, Inc. Proprietary and Confidential. 21 Source: comScore Media Metrix, September 2009
  • 22. Top Properties in Turkey Google ranks as #1 property in Turkey – 18.3 million unique visitors, 93% reach 40% of top properties are US sites Dogan Online top Turkish property with 11.1 million unique visitors Total Unique Visitors* (000) % Reach Total Internet 19,745 100.0 1 Google Sites 18,361 93.0 2 Microsoft Sites 17,597 89.1 3 FACEBOOK.COM 16,050 81.3 4 Dogan Online 11,148 56.5 5 Milliyet Group 8,785 44.5 6 Mynet A.S. 8,321 42.1 7 BLOGCU.COM 8,239 41.7 8 Hurriyet Internet Group 7,471 37.8 9 Nokta Internet Teknolojileri 7,072 35.8 10 Yahoo! Sites 6,448 32.7 * Persons 15+ Home & Work – does not include shared internet access © comScore, Inc. Proprietary and Confidential. 22
  • 23. High Category Penetrations are Further Evidence of Turkish Development The penetrations of key categories in Turkey are closest to those in the UK Turkey is the country with the highest category penetration in 5 of the 8 categories selected, with significantly higher reach for the News/Information and Games categories United Russian Selected Categories Turkey Brazil China India Kingdom Federation Search/Navigation 92% 91% 79% 66% 72% 64% Conversational Media 89% 90% 79% 52% 71% 65% Entertainment 83% 86% 74% 64% 66% 65% Retail 61% 76% 62% 50% 40% 42% Multimedia 75% 72% 61% 51% 49% 50% News/Information 76% 67% 56% 50% 43% 46% Games 68% 57% 50% 49% 28% 44% Sports 48% 44% 40% 22% 22% 14% © comScore, Inc. Proprietary and Confidential. 23 Source: comScore World Metrix, September 2009
  • 24. But Demographic Composition Shows Turkey’s Online Development to be Incomplete Young males are typically the earliest adopters in emerging internet markets and digital platforms The strong presence of these early adopters in Turkey – 71% of users are aged 15-34 and 58% are male – implies that there is still room for further advancement Percentage Composition of Unique Visitors by Age UK Turkey 3 19 10 21 15-24 18 40 25-34 35-44 19 19 45-54 55+ 21 31 © comScore, Inc. Proprietary and Confidential. 24 Source: comScore World Metrix, September 2009
  • 25. Facebook Leads Turkish Social Networking, but Less Developed Markets Prefer Local Players The surge of Social Networking giant Facebook - accessed by 81% of the Turkish online population – has not been a truly global phenomenon. Of the 214 million people 15+ online in Brazil, Russia, India and China, only 5.7% visited the site in September China has a particularly fragmented Social Networking market, still in it’s infancy, where Facebook reaches only 0.1% of the online population Social Networking Share of Total Pages 50% 40% Leading Country Social Reach 30% Network Turkey 81.3% 20% 43% 40% United Kingdom 74.1% 10% 20% 19% 18% 12% Brazil 71.5% 0% Russian Federation 46.8% India 44.0% China 24.0% © comScore, Inc. Proprietary and Confidential. 25 Source: comScore World Metrix, September 2009
  • 26. Online A Major Platform for News & Information Content in Turkey While half (25.4m) of the UK population 15+ visited a site in the News and Information category in August, the 109 million who did so in China makes up only 10% of the Chinese population 15+ In Turkey, 76% of the online population and 27% of the total population 15+ access News/Information sites – almost as many individuals as in India Total Population Online Reach of Unique Visitors to 15+ Reach of Countries News/Information News/Information News/Information Sites Site Sites Turkey 76.0% 15,016 26.9% United Kingdom 68.1% 25,387 49.9% Brazil 56.2% 17,948 12.3% China 49.6% 109,480 10.2% Russian 46.2% 16,025 13.3% Federation India 42.8% 15,339 1.9% © comScore, Inc. Proprietary and Confidential. 26 Source: comScore World Metrix, September 2009
  • 27. Top News & Information sites in Turkey 76% of the Turkey online population visited News & Information web sites – 15 million unique visitors Milliyet.com.tr ranked as the number 1 site in the category with 8 million unique visitors Unique Visitors News/Information MILLIYET.COM.TR HURRIYET.COM.TR Mynet News HABERLER.COM Ekolay News TUMGAZETELER.COM HABERTURK.COM SABAH.COM.TR NTVMSNBC.COM ENSONHABER.COM 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 © comScore, Inc. Proprietary and Confidential. 27
  • 28. Summary Internet growth will continue to come from outside the US – Asia Pacific best poised for continued growth Extended universes very important in developing markets – More than 50% in some markets (i.e. Brazil, China, India) Turkey shares many characteristics with the most developed internet markets; – Strong presence of Search and key categories – Dominance of Western supersites (Google, Facebook) – High usage intensity of those online and visibility of ‘lighter’ internet users But there are signs that there is still ground to make up – Internet penetration lower than Western European – Current high rate of growth in internet users – Demographic composition characterised by early adopters and young users © comScore, Inc. Proprietary and Confidential. 28
  • 29. Thank You jflanagan@comscore.com © comScore, Inc. Proprietary and Confidential. 29