ComScore: State of The Turkish Internet

State of the Turkish InternetNovember 2010Michael ReadSVP/Managing Director, comScore Europe

comScore is a Global Leader in Measuring the Digital World NASDAQ SCOR Clients 1600+ worldwide Employees 900+ Headquarters Reston, VA 170+ countries under measurement; Global Coverage 43 markets reported Local Presence 30+ locations in 21 countries © comScore, Inc. Proprietary and Confidential. 2  V0910

comScore Digital Business Analytics Audience Measurement Unified Digital Measurement™ Site Analytics User Analytics Vertical Market Solutions Copy Testing Campaign Verification Advertising Analytics Ad Effectiveness Cross Media Mobile Audience Measurement Mobile Analytics Network Analytics & Optimization Customer Experience & Retention © comScore, Inc. Proprietary and Confidential. 3 V091410

Turkey in a Global Internet Economy © comScore, Inc. Proprietary and Confidential. 4

The US Is No Longer the Center of the Online Universe US Internet Population VS Rest of the World Distribution of WW Internet AudienceRest of the World US 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. 5 Source: comScore World Metrix, September 2010

Asia Pacific Boasts the Largest Audience, While the Middle East andLatin America Lead in Audience Growth Worldwide Online Population (Millions)• Growth is relatively low in North America +10%• European growth mostly driven by Russia and Germany 1,294.8• Asia continues rapid growth on an already large base 1,179.3• Growth in LatAm expected to continue on the back ofincreased residential broadband penetration region-wide September 2009 September 2010 +7% Online Population by Region (Millions) September 2009 517.2 484.2 +9% September 2010 357.1 328.9 +6% 192.2 204.4 +17% +32% 91.8 107.4 108.7 82.2 Asia Pacific Europe North America Latin America Middle East - Africa © comScore, Inc. Proprietary and Confidential. 6 Source: comScore Media Metrix, September 2010

Extended Universe Reporting Is Important in Developing Markets:Usage Driven by Locations Outside of Home & Work The Extended Universe grows the online market in Turkey to almost 60% of people having access to the internet India has considerable room for growth; currently less than 9% of the population aged 15+ is online Internet Penetration 36.7% 450,000 Reach of Extended Universe 400,000 350,000 115,058 300,000 Extended Universe Additions 250,000 comScore Defined Universe 200,000 150,000 52.0% 279,380 8.8% 58.4% 100,000 37.4% 50,000 30,230 32,588 10,257 40,357 44,669 43,146 22,375 0 China India Russian Brazil Turkey Federation Source: comScore World Metrix, September 2010, and CIA population estimates © comScore, Inc. Proprietary and Confidential. 7

Turkey has moved from 14th place into 12th place injust 1 year!!! China Surges Past the US Internet Users Age 15+ (MM) China 259.4 United States 181.7 Japan 72.2 Germany 49.0 Russia 41.0 France 40.8 India 38.4 United Kingdom 38.2 In terms of Home and work audience Brazil 35.3 penetration has 34% penetration compared to 24% in China, 74% in South Korea 29.8 USA Canada 23.0 Turkey 22.2 Italy 21.5 Spain 20.4 Mexico 15.7 © comScore, Inc. Proprietary and Confidential. 8 Source: comScore World Metrix, April 2010

Online Engagement by Country ------ January 2010 Average Hours Per Visitor Per Month Although Canada is the most engaged country, in the last year its users have decreased their time online by 5%. In addition, the US’ growth has remained flat over the last year. Turkey engagement stronger than US, UK & France. © comScore, Inc. Proprietary and Confidential. 9 Source: comScore World Metrix, January 2010

Online Growth Rates ----- Aug 2009 to Aug 2010 140 120 100 80 60 40 20 0 More mature Online markets are seeing modest growth rates whereas Russia and China are growing at 30% and 28% respectively © comScore, Inc. Proprietary and Confidential. 10 Source: comScore World Metrix, August 2010

The Majority of Top Properties’ Audiences are Comingfrom Outside the US Total Worldwide US Audience Non-US Audience Unique Visitors (MM) Google Sites 84% 976 Microsoft Sites 82% 827 Yahoo! Sites 74% 630  The top 10 Global Properties 78% attract a majority of Unique Facebook 620 Visitors from outside the US;Wikimedia Foundation Sites 82% 398 Google Sites and Microsoft Sites attain 84% and 82% of Amazon Sites 69% 234 their audience from non-US countries, respectively. Apple Inc 72% 226  All top sites have 65% experienced a shift in visitor CBS Interactive 223 composition to a more 63% international audience: non- Ask Network 222 US visitors now represent eBay 71% 78% of Facebook’s visitors. 222 © comScore, Inc. Proprietary and Confidential. 11 Source: comScore World Metrix, September 2010

Turkish sites continue to attract a predominentlyTurkish audience Turkish audience Audience outside Turkey Nokta.com MEDYA 12,015 2,121 Mynet A.S. 10,230 1,084 Hurriyet Internet Group 10,100 1,219 Dogan Gazetecilik 10,046 1,184 Dogan Online 7,431 356 SAHIBINDEN.COM 7,003 189 Turkuvaz Yayin 5,081 732 SABAH.COM.TR 3,102 353 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 © comScore, Inc. Proprietary and Confidential. 12

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 China has the highest page consumption disparity, with 65% of pages viewed by 20% of the population Share of Page Views by User Segment 100% 80% 57% 59% 58% 62% 61% 65% Heavy Users 60% Medium Users 40% Light Users 33% 31% 32% 28% 29% 20% 26% 10% 10% 8% 10% 10% 10% 0% United Turkey China Brazil India Russian Kingdom Federation © comScore, Inc. Proprietary and Confidential. 13 Source: comScore World Metrix, September 2010

Turkey: In Focus © comScore, Inc. Proprietary and Confidential. 14

Turkish market is growing Aug 09 – Aug 10Total Unique Visitors 15% (000)Average Daily Visitors 24% (000) Total Pages Viewed 4% (MM)Average Usage Days 7.8% per Visitor Total Visits (000) 12% © comScore, Inc. Proprietary and Confidential. 15

But Demographic Composition Shows Turkey’s Online Developmentto 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 – 70% 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 © comScore, Inc. Proprietary and Confidential. 16 Source: comScore World Metrix, January 2010

Lardgest Properties are growing faster than the Overall Online Market % Change Unique Visitors DAILYMOTION.COM Nokta.com MEDYA VIDIVODO.COM HABERTURK.COM SAHIBINDEN.COM Hurriyet Internet Group FACEBOOK.COM Mynet A.S. Microsoft Sites Turkuvaz Yayin Google Sites DONANIMHABER.COM Dogan Gazetecilik Total Market Average Growth 0 10 20 30 40 50 60 70 80 90 © comScore, Inc. Proprietary and Confidential. 17

High Category Penetrations are Further Evidence of TurkishDevelopment The penetrations of key categories in Turkey are closest to those in the UK Turkey is the country with the highest category penetration in 6 of the 8 categories selected, with significantly higher reaches for the News/Information and Games categories United Russian Selected Categories Turkey Brazil China India Kingdom Federation Search/Navigation 94% 93% 81% 64% 79% 65% Conversational Media 92% 91% 81% 49% 77% 66% Entertainment 87% 92% 77% 62% 71% 65% Retail 68% 83% 65% 47% 45% 43% Multimedia 79% 73% 63% 49% 53% 50% News/Information 80% 78% 66% 47% 47% 47% Games 71% 53% 54% 49% 28% 46% Sports 50% 47% 39% 19% 28% 13% © comScore, Inc. Proprietary and Confidential. 18 Source: comScore World Metrix, January 2010

Only 5% of Turkish online users do NOT use Social media % Reach of Social Networks Mexico 100.0 Brazil 99.0 Canada 96.9 Spain 95.2 Turkey 94.9 Italy 94.3 United States 94.2 United Kingdom 93.6 Europe 88.3 India 86.7 South Korea 83.6 Germany 81.6 France 81.3 Russian Federation 80.8 China 34.6 0.0 20.0 40.0 60.0 80.0 100.0 120.0 © comScore, Inc. Proprietary and Confidential. 19

Turkish Online Retail has risen by 22% YOY and Travel has risen by40% Use of online banking remains relatively low at just 34% of all internet users. This compares to UK Online Banking of 45% and a European Average of 36% © comScore, Inc. Proprietary and Confidential. 20

Top 10 Online Retail categories in Turkey 18,000 40% of all people online go to a Clothing(Apparel) store 16,000 online during the month!!! 14,000 12,000 10,000 8,000 6,000 4,000 2,000 0 © comScore, Inc. Proprietary and Confidential. 21

Does Conversational Media influence Retail Online Affinity Index 109 109 108 108 107 107 106 106 105 105 Not surprising that Retail-Music comes 1st when 95% of people who go to retail music sites also Social network! © comScore, Inc. Proprietary and Confidential. 22

7 out of the largest 10 Online retail businesses are Turkish! 4,000 3,500 3,000 2,500 2,000 1,500 1,000 500 0 © comScore, Inc. Proprietary and Confidential. 23

Brief overview of Video Metrix for Turkish MarketVideos 2.6 billionVideos per Viewer 130 / monthMinutes per Viewer 13 hrs/monthMinutes per Video 6 minutes © comScore, Inc. Proprietary and Confidential. 25 Source: comScore Video Metrix August 2010

Videos Per viewer – Turkish Video usage is higher than Italy andsignificantly ahead of Brazil! US Video Consumption leading ! Videos per Viewer/month 250 200 150 130 100 50 0 USA UK Japan Poland Russia Turkey Italy Mexico Brazil S Korea India © comScore, Inc. Proprietary and Confidential. 26 Source: comScore Video Metrix August 2010

Top sites for Online Video – September 2010 Total Unique Viewers (000) FACEBOOK.COM 17,392 DAILYMOTION.COM 11,504 IZLESENE.COM 8,432 YOUTUBE.COM 7,693 MYNET.COM 5,231 VIDIVODO.COM 4,688 TIMSAH.COM 2,819 VIMEO.COM 2,433 ALAPLAYA.EU 2,411 XVIDEOS.COM 1,762 UZMANTV.COM 1,741 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 20,000 © comScore, Inc. Proprietary and Confidential. 27

AVERAGE C;LICK THROUGH RATES HAVE DECLINED BY 28% INJUST 1 YEAR! India China Netherlands Turkey Spain Germany 2009 Italy 2008 France US Canada Australia uk 0 0.05 0.1 0.15 0.2 0.25*Click-through rates across Static Image, Flash, and Rich Media formats Source: DoubleClick DART for Advertisers, a cross section of regions, © comScore, Inc. Proprietary and Confidential. 29 January – December 2009

… Limiting The Branding Potential Of Online Does this guy’s click effectively measure the branding impact of exposing the other 999 users to the same ad? © comScore, Inc. Proprietary and Confidential. 30

Video and Display Advertising Each Successfully Increase theNumber of Visitors to Advertisers’ Sites Absolute Percentage Point Lift in Site Visitation Exposed Group vs. Control Video only Display only 3.3% 2.9% 1.6% 2.5% 1.4% 1.9% 1.1% 0.7% Wk 1 Wks 1-2 Wks 1-3 Wks 1-4 Wk 1 Wks 1-2 Wks 1-3 Wks 1-4 Campaign Breakout: Video Only: Financial Display Only: Travel, Utilities & Public Sector © comScore, Inc. Proprietary and Confidential. 31

Site Visitation Climbs Steadily With Increased Display Exposures, WhileVideo Has a More Immediate Impact With Fewer Exposures Absolute Percentage Point Lift in Site Visitation Exposed Group vs. Control Video only Display only 4.3% 3.8% 3.3% 2.9% 2.4% 1.2%1-5 exposures 6-9 exposures 10+ exposures 1-5 exposures 6-9 exposures 10+ exposures Campaign Breakout: Video Only: Financial Display Only: Travel, Utilities & Public Sector © comScore, Inc. Proprietary and Confidential. 32

In Conclusion Online Engagement in Turkey is amongst the highest in the world! Larger Turkish sites are beginning to grow larger audiences outside Turkey Online Travel and Retail are both growing faster than the Internet Social Networking impacts the online retail category but not all sectors are equal Video Mesurement has arrived in Turkey! Judging the performance of your advertising on the “click” alone is undervaluing the medium! © comScore, Inc. Proprietary and Confidential. 33

ComScore: State of The Turkish Internet

by Onur Kabadayı

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