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2013 Computer, Mobile Usage in Turkey

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2013 IT, Mobile Penetration in Turkey

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2013 Computer, Mobile Usage in Turkey

  1. 1. Turkey IT Patterns
  2. 2. Operator Data
  3. 3. Operator Usage Contracted Users 0 0,15 0,3 0,45 0,6 Avea Turkcell Vodofone 0,263 0,507 0,229 0,25 0,507 0,244 2011 Q4 2012 Q4 Users Montly Usage (MOU) Minutes 0 275 550 825 1100 Avea Turkcell Vodofone 1011 733 1036 899 661 948
  4. 4. Operator Usage Prepaid/Contrat Shares 0 0,175 0,35 0,525 0,7 Avea Turkcell Vodofone 0,6410,625 0,558 0,681 0,662 0,56 0,3590,375 0,442 0,319 0,338 0,44 2011 Q4 Contract 2012 Q4 Contract 2011 Q4 Prepaid 2012 Q4 Prepaid
  5. 5. SMS/MMS SMS, MMS Users (millions) 0 20 40 60 80 SMS MMS 73,1 46,6 73,3 39,7 2011 Q4 Contract 2012 Q4 Contract
  6. 6. Mobile Usage Prepaid/Contract Mobile Subscriber Shares 0 0,175 0,35 0,525 0,7 2011 Q4 2012 Q4 Contract Prepaid Total Traffic By Type of Users %9 %92 Personal Business
  7. 7. Mobile Usage Contract Shares 0 0,15 0,3 0,45 0,6 Avea Turkcell Vodofone 0,282 0,519 0,199 0,276 0,529 0,195 2011 Q4 2012 Q4 Prepaid Shares 0 0,15 0,3 0,45 0,6 Avea Turkcell Vodofone 0,293 0,526 0,181 0,29 0,541 0,169
  8. 8. Mobile Usage MMS Traffic in millions 0 17,5 35 52,5 70 Avea Turkcell Vodofone 10,04 56,66 6,44 7,36 62,6 3,32 Average Revenue Per User 19 20 21 22 23 Avea Turkcell Vodofone 21,7821,7 22,45 19,7719,7 20,5 2011 Q4 2012 Q4
  9. 9. Mobile Penetration Mobile Penetration 0 0,2 0,4 0,6 0,8 3G Subscribers 2G Subscribers 0,24 0,439 0,308 0,349 2012 Q1 2013 Q1
  10. 10. Phone Types Australlia Brasil China India Italy Russia South Korea England USA Turkey 0 0,2 0,4 0,6 0,8 0,38 0,3 0,61 0,23 0,51 0,27 0,8 0,25 0,44 0,31 0,09 0,09 0,2 0,1 0,11 0,11 0,09 0,09 0,21 0,04 0,53 0,61 0,19 0,67 0,37 0,62 0,1 0,66 0,36 0,65 Smartphone Multimedia Phone Phones with limited features
  11. 11. Second Phone Usage 0 0,15 0,3 0,45 0,6 2012 0,07 0,11 0,160,160,17 0,2 0,350,36 0,48 0,51 Australlia Brasil China India Italy Russia South Korea England USA Turkey
  12. 12. Facebook
  13. 13. Facebook User - Gender, Age Gender %60 %40 Male Female Age Range Mobile Usage %14 %43 %15 %15 %12 13-18 19-25 26-35 36-46 45+ Cities %17 %20 %63 Istanbul Ankara Izmir
  14. 14. Facebook Turkish Usage Patterns Upload & Share Pics Share others’ videos share article links upload and share videos share blog links 0 0,175 0,35 0,525 0,7 0,28 0,33 0,29 0,28 0,62 0,37 0,4 0,32 0,39 0,58 Smartphone Tablet
  15. 15. Facebook Turkish Community Usage Patterns Chat Commenting Friends Commenting Photos Writing Daily Activities Checking In places Talk about products Ask about products to communities 0 0,15 0,3 0,45 0,6 0,23 0,29 0,38 0,42 0,36 0,45 0,55 0,29 0,32 0,4 0,47 0,44 0,37 0,55 Smart Phone Tablet
  16. 16. Facebook Brand Usage Patterns Click Like Button Following Brand Pages Sharing BrandVideos Sharing Brand Pictures Using Brands’ Apps Commenting Brands Writing Claims Purchasing 0 0,105 0,21 0,315 0,42 0,21 0,22 0,25 0,23 0,38 0,25 0,32 0,41 0,31 0,26 0,32 0,27 0,35 0,26 0,37 0,4 Smartphone Tablet
  17. 17. Twitter
  18. 18. Twitter Traffic By Device Twitter Trafic by Device (Times) 0 100 200 300 400 2012 30 170 220 270 310 Blackberry Android iPhone Mobile Web iPad
  19. 19. Twitter Turkish Community Usage Patterns Chat Commenting Friends Commenting Photos Writing Daily Activities Checking In places Talk about products Ask about products to communities 0 0,1 0,2 0,3 0,4 0,1 0,14 0,17 0,2 0,23 0,28 0,34 0,16 0,19 0,23 0,19 0,23 0,33 0,33 Smart Phone Tablet
  20. 20. Twitter Turkish Usage Patterns Upload & Share Pics Share others’ videos share article links upload and share videos share blog links 0 0,1 0,2 0,3 0,4 0,1 0,1 0,14 0,18 0,29 0,14 0,07 0,09 0,23 0,35 Smartphone Tablet
  21. 21. Twitter Brand Usage Patterns Click Like Button Following Brand Pages Sharing BrandVideos Sharing Brand Pictures Using Brands’ Apps Commenting Brands Writing Claims Purchasing 0 0,065 0,13 0,195 0,26 0,1 0,08 0,1 0,15 0,14 0,13 0,12 0,16 0,09 0,14 0,14 0,16 0,1 0,26 0,21 0,16 Smartphone Tablet
  22. 22. Advertisement
  23. 23. Mobile Advertisement Revenues Mobile Advirtisements Mobile Screen Ads SMS/MMS 0 22,5 45 67,5 90 38 49 87 34 34 68 30 20 50 25 11 36 19 6 25 17 3 20 2010 2011 2012 2013 2014 2015
  24. 24. 2011-2012 TR Internet - Mobile Ad. Spending 0 250 500 750 1000 Internet Web DIsplays Mobile Displays SMS 2511 374 943 196 294 721 2011 2012
  25. 25. Advertisement Types Only Text Voice/Audio I can share my info regarding my interests I like ads that provide free service Like location relation ads I like ads showed in the app 0 0,15 0,3 0,45 0,6 Australlia Brasil China India Italy Rusia South Korea England USA Turkey
  26. 26. Sectoral Economic Returns CTR 2012 0 0,09 0,18 0,27 0,36 0,27 0,36 0,26 0,28 0,31 0,36 0,32 0,16 Technology Services E-trade Automotive Telecommunication Construction Food Finance
  27. 27. Advertisement Economic Returns CTR 2012 0 0,2 0,4 0,6 0,8 0,15 0,75 0,34 Average Max Min
  28. 28. Link Forwards %29 %4 %21 %10 %36 Click toVideo App Store Web Site Click To sms Mobile Sms
  29. 29. Mobile AdVisibility 0 0,2 0,4 0,6 0,8 At least once a day Weekly Monthly Less than once in month Australlia Brasil China India Italy Russia South Korea England USA Turkey
  30. 30. Mobile Market Data
  31. 31. 0 14.000.000 28.000.000 42.000.000 56.000.000 70.000.000 1960 1970 1980 1990 2000 2005 2006 2007 2008 2009 2010 2011 Turkey Mobile cellular subscriptions Turkey Telephone lines Turkey Fixed broadband Internet subscribers Korea Mobile cellular subscriptions Korea Telephone lines Korea Fixed broadband Internet subscribers Smart Phone Penetration in Turkey
  32. 32. Korea Denmark Finland Norway USA Luxemburg New Zelland Estonia France Czech Canada Germany Greece Belgium Slovenia Hungary Turkey OECD Average 0 27,5 55 82,5 110 Immobile Data Usage Mobile Data Usage
  33. 33. 2009-2012 Smart Phone Usage 0 7500 15000 22500 30000 2009 Q3 2010 Q1 2010 Q3 2011 Q1 2011 Q3 2012 Q1 2012 Q3 22108 19064 15403 14154 10708 8766 6870 5590 4387 327426292105 1080275 User Amount Data Usage 9% Trendline
  34. 34. Mobile Penetration % Finland Portugal Australlia Denmark Sweden Italy Germany Greece Swiss Norway England Belgium Holland Spain France Turkey 0 45 90 135 180 90 108 113 114 120 123 129 130 139 139 152 156 158 162 167 180 2012
  35. 35. Smartphone Usage 0 7,5 15 22,5 30 Smartphone Penetration by Age 16-24 25-34 35-44 45-64 %8 %20 %29 %24 %18 0-3 Months 4-6 Months 7-12 Months 1-2 Months 2 Months
  36. 36. Smartphone by Age 0 0,225 0,45 0,675 0,9 16-24 25-34 35-44 45-64 0,45 0,64 0,73 0,66 0,44 0,65 0,78 0,72 0,09 0,16 0,24 0,3 0,49 0,66 0,860,86 0,27 0,38 0,43 0,49 0,54 0,70,72 0,59 0,06 0,09 0,120,14 0,51 0,63 0,75 0,82 0,22 0,37 0,40,41 0,51 0,69 0,760,77 Australlia Brasil China India Italy Russia South Korea England USA Turkey
  37. 37. Smartphone by Gender 0 0,2 0,4 0,6 0,8 Male Female 0,55 0,52 0,67 0,54 0,21 0,17 0,68 0,65 0,44 0,31 0,66 0,57 0,13 0,07 0,74 0,57 0,43 0,27 0,64 0,67 Australlia Brasil China India Italy Russia South Korea England USA Turkey
  38. 38. Smartphone Usage 0 20 40 60 80 Smartphone Usage Reasons 3 3738 9 22 69 50 33 78 SMS e-mail Instant Message SNS Online Music Video Apps Web Shopping
  39. 39. SmartphoneVS Tablet Usage Ownership Use for business Use for Personal Reasons Use for Both Mobile Internet Usage Wifi Usage Will buy in 12 months 0 0,225 0,45 0,675 0,9 0,35 0,75 0,49 0,78 0,2 0,014 0,4 Smartphone Tablet
  40. 40. SmartphoneVS Tablet Email SNS Search Info Location Services Online Music News & Sports Banking Video Shopping Others 0 0,2 0,4 0,6 0,8 0,7 0,29 0,47 0,44 0,56 0,51 0,59 0,66 0,77 0,74 0,5 0,2 0,4 0,42 0,5 0,52 0,55 0,66 0,74 0,77 Smartphone Tablet
  41. 41. SNS on MobileVS PC India Endonesia Israil Hong Kong Malesia Korea Turkey Denmark Spain Austria Norwey Taiwan Russia Germany Czech 0 20 40 60 80 42 48 30 42 41 53 52 66 42 55 51 47 50 55 53 53 53 62 54 50 59 65 57 66 73 35 49 65 70 67 24 33 37 37 39 40 40 42 42 43 45 45 51 51 51 51 51 52 54 55 58 58 62 63 66 67 68 73 74 76 Smartphone PC
  42. 42. Consumer Analysis 21% 47% Easy Buyers: 24% Only buy after broken: 7%
  43. 43. Questionnaire Results For Mobile Usage
  44. 44. Smartphone By Gender Singapore Hong Kong China Norwey Swiss Finland Korea USA England Tailand Italy Polland Avustrallia Germany Taiwan Endonesia South Africa Turkey Japan Malesia 0 17,5 35 52,5 70 0 8 16 17 19 24 24 26 29 29 30 33 34 34 35 36 36 39 40 63 11 0 12 14 15 29 13 17 18 19 25 28 28 20 23 24 31 32 31 62 Female Male
  45. 45. Long Session Internet Usage Hong Kong China Tailand Turkey Singapore Japan Endonesia France Czech USA Avustrallia Austria Korea Denmark Polland 0 15 30 45 60 17 19 20 21 24 24 24 24 25 25 27 29 30 30 31 31 32 33 34 34 37 39 41 42 43 44 48 48 53 55 Long Sesssion Usage
  46. 46. App Usage Japan Korea Singapore Sweden Swiss Hong Kong Denmark Israil Norway France Englang USA Holland Germany Italy Malesia Spain Czech Finland India Endonesia Tailand Turkey 0 12,5 25 37,5 50 13 14 14 15 17 17 16 21 20 22 23 24 27 29 30 31 30 30 29 35 36 43 47 10 10 11 10 10 11 15 16 17 21 23 23 20 25 25 24 26 28 31 30 41 42 38 Female Male
  47. 47. Why DoYou Use? Coupon for Shopping Real Estate Travel Search Banking Location Services Read News Search Email Internet Surfing Pictures/Photos 0 20 40 60 80 18 - 29 30 - 49 Ages Total
  48. 48. Video Services SmartphoneVS PC India Israil Italy Malesia China Turkey Swiss Endonesia Czech England Germany Holland France Swiss Findland 0 15 30 45 60 Smartphone PC
  49. 49. Email Usage India USA Singapore Endonesia Denmark Holland France Austria Spain China Sweden Australlia Turkey Czech Tailand 0 22,5 45 67,5 90 Smartphone PC
  50. 50. Mobile Shopping China Endonesia Hong Kong Taiwan Korea Sweden Israil Finland Russia Turkey 0 15 30 45 60 Mobile Shopping
  51. 51. I Used A Coupon for Shopping China Japan Taiwan Malesia Sweden Turkey Spain Czech Norway Hollanf 0 15 30 45 60 4 6 7 8 9 10 10 11 11 12 12 13 13 14 14 14 15 16 17 19 20 21 22 24 24 35 40 43 47 53 Used mobile Coupon for Shopping
  52. 52. I Recognize Mobile Ads Tailand Turkey China Singapore Russia Taiwan Japan Finland Australlia Israil Swiss Hong Kong Germany Denmark Norwey 0 17,5 35 52,5 70 15 15 18 22 23 25 25 26 26 28 28 29 30 33 34 34 35 37 39 40 42 46 47 49 49 49 55 59 61 67 Mobile Advertisements
  53. 53. Most Recognizable Ads 0 12,5 25 37,5 50 Turkey Average 18 - 29 30 - 49 Female Male 554 65 30 24 18 32 27 38 2928 37 34 2122 20 2221 32 2625 32 29 37 45 48 35 40 Search Engine Apps Websites Video Site Videos Other

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