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Digital Turkey 2016 - Turkey's Digital Marketing Statistics

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Turkey is a rapidly growing country in the digital landscape. With 96% smartphone ownership, mobile usage still is trending.

The business world is also likely to increase its digital investments. According to TUSIAD’s (Turkish Industrialists' and Businessmen's Association) CEO’s Vision of Turkish Digital Transformation, digital advertising investments will rise from 84% to 95%, and e-commerce from 69% to 84% between 2016-2018.

Digital Turkey 2016 - Turkey's Digital Marketing Statistics Report is an effort to reveal Turkey's digital landscape from a broad perspective covering issues from technology to demographics.

Published in: Marketing
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Digital Turkey 2016 - Turkey's Digital Marketing Statistics

  1. 1. Digital Turkey 2016 Turkey’s Digital Market Statistics
  2. 2. Summary Turkey is a rapidly growing country in the digital landscape. With 96% smartphone ownership, mobile usage still is trending. The business world is also likely to increase its digital investments. According to TUSIAD’s (Turkish Industrialists' and Businessmen's Association) CEO’s Vision of Turkish Digital Transformation, digital advertising investments will rise from 84% to 95%, and e-commerce from 69% to 84% between 2016-2018.
  3. 3. Internet Penetration
  4. 4. Population - Source: Turkish Statistical Institute, Address-Based Population Registration System results, 2015 Turkey’s Population 78.741.053
  5. 5. Turkey’s Internet Penetration - Source: GWI Turkey Market Report 2016 Q4 Internet Penetration %54
  6. 6. Gender - Source: Turkish Statistical Institute, Address-Based Population Registration System results, 2015 Male 39.511.191 Female 39.229.862
  7. 7. Penetration by Gender - Source: GWI Turkey Market Report 2016 Q4 Male %57.5 Female %42.5
  8. 8. Age - Source: Turkish Statistical Institute, Address-Based Population Registration System results, 2015 0-14Y 18.886.220 15-64Y 53.359.594 65 + 6.495.239
  9. 9. Penetration by Age - Source: GWI Turkey Market Report 2016 Q4 16-24 %32.0 25-34 %31.0 35-44 %21.0 45-54 %12.0 55-64 %4.0
  10. 10. Level of Education - Source: Turkish Statistical Institute, Ulusal Eğitim İstatistikleri Primary 30.553.426 High School 12.990.847 College/University 8.340.145 Graduate 809.421
  11. 11. Penetration by Level of Education - Source: GWI Turkey Market Report 2016 Q4 Primary %2.4 High School %28.2 College/University %65 Graduate %4.4
  12. 12. Technology Usage
  13. 13. Source: Turkish Statistical Institute Technology Usage in Households Survey, 2016 The rate of the information technologies in households Desktop computer %22.9 Laptop computer %36.3 Tablet %29.6 Smartphone %96.9 Smart TV %24.6
  14. 14. Source: Turkish Statistical Institute, Ministry of Transport, Maritime Affairs and Communication, Information and Communication Technologies Aurhority GSM and Internet subscribers GSM 73,6M Internet 55,3M
  15. 15. Purpose of personal use of Internet in last three months %82.3 Creating profiles, messaging and content sharing via social media %74.4 Watching videos on sharing sites Source: Turkish Statistical Institute Technology Usage in Households Survey, 2016 %69.5 Reading news, newspapers and publications online %65.9 Gathering information about health issues %65.5 Gathering information about services or products
  16. 16. Brand Engagement
  17. 17. Search engines are still the first source of both brand discovery and research. Brand/product websites, comparison websites, and social media still keep their importance in brand discovery and research.
  18. 18. Brand discovery sources of Turkish users (%) Search Engines Television Brand/product websites Recommendation/comment on a social network Word-of-mouth recommendation from a friend or family member Product comparison websites Online ads Mobil ads Source: GWI Turkey Market Report 2016 Q4
  19. 19. Brand research sources of Turkish users (%) Search engines Social networks Brand/product websites Consumer reviews Product comparison websites Mobile applications Forums Video sites Source: GWI Turkey Market Report 2016 Q4
  20. 20. Digital Advertising
  21. 21. According to IAB Turkey, digital advertising expenditures have increased 20% than last year, with great increase of video and native ad expenditures. There has been a 50% rise in video advertising expenditures. Video ads will have more dominance as 93% watch online videos monthly.
  22. 22. Digital advertising expenditures in Turkey according to formats Search Ads 558.4M USD Banner Ads 257.2M Social Media Ads 79.2M Video Ads 70M Classifieds 67M Source: Statista, 2016
  23. 23. Digital advertising expenditure in Turkey according to devices Desktop %82.2 Source: Statista, 2016 Mobil %17.8
  24. 24. Digital advertising expenditures in Turkey according to sectors Source: Statista, 2016 FMCG Media & Entertainment Retail Services Automoti ve Medicin e and Health Travel Financ e Technolo gy Teleco m %17.5 %16.3 %13.4 %11.5 %9.1 %8.1 %6.7 %6.3 %5.8 %5.3
  25. 25. Digital advertising networks/technologies used in Turkish sites Source: BuiltWith Google Adsense %38.26 Google Adsense Async %14.7 DoubleClick.Net %12.48 Google Remarketing %10.45 Facebook Custom Audiences %6.29 Google Adsense for Search %3.05 BoomAds %2.36 Reklam Store %1.49 Yandex %1 Bumerang %0.95
  26. 26. Social Media
  27. 27. Social media usage in Turkey %97 %100 %77 Have at least one social media account Have visited/used a social network in the last month Have engaged with/contributed to at least one social network within the past month Source: GWI Turkey Market Report 2016 Q4
  28. 28. Source: GWI Turkey Market Report 2016 Q4 2h53m Daily average time Turkish users spent on social networks
  29. 29. Members Visitors/Users %94%92 %40 Source: GWI Turkey Market Report 2016 Q4 Facebook Engagers/Contributers
  30. 30. Members Visitors/Users Engagers/Contributers %94%85 %36 Source: GWI Turkey Market Report 2016 Q4 YouTube
  31. 31. Members Visitors/Users %76%80 %33 Source: GWI Turkey Market Report 2016 Q4 Twitter Engagers/Contributers
  32. 32. Members Visitors/Users %73%73 %30 Source: GWI Turkey Market Report 2016 Q4 Instagram Engagers/Contributers
  33. 33. Members Visitors/Users %56%60 %21 Source: GWI Turkey Market Report 2016 Q4 Google Plus Engagers/Contributers
  34. 34. Members Visitors/Users %45%57 %26 Source: GWI Turkey Market Report 2016 Q4 Linkedin Engagers/Contributers
  35. 35. Members Visitors/Users %32%48 %21 Source: GWI Turkey Market Report 2016 Q4 Snapchat Engagers/Contributers
  36. 36. E-Commerce
  37. 37. E-commerce revenues in Turkey according to sectors (Top 5) Electronics and media 2,045.9M USD Fashion 1,004.4M USD Furniture and Appliance 994.3M USD Toys and Hobby 675.2M USD Food and Personal Care 376.1M USD Source: Statista, 2016
  38. 38. Medium Income %49.3 Distribution of e-commerce expenditures in Turkey according to income situation Source: Statista, 2016 Low Income %26.7 High Income %24
  39. 39. The average revenue per user (ARPU) 170.33USD Source: Statista, 2016
  40. 40. The infrastructure used in e-commerce sites in Turkey Source: BuiltWith WooCommerce %46.47 OpenCart %33.57 Magento %4.02 PrestaShop %3.61 Ticimax %2.4 VirtueMart %2.12 nopCommerce %1.19 CS Cart %0.93 Ecwid %0.59 Shopify %0.52
  41. 41. Web
  42. 42. Most used browsers in Turkey (%) Diğer Source: StatCounter
  43. 43. Most used search engines n Turkey Google %97.29 Yandex %2.08 Bing %0.36 Source: StatCounter
  44. 44. .com.tr domain count. 4,599 Source: NetTrack
  45. 45. Wordpress is used in 55% of Turkish websites Source: BuiltWith
  46. 46. Top 10 sites with the highest traffic in Turkey Source: SimilarWeb 1 google.com.tr %11.63 2 facebook.com %6.97 3 youtube.com %5.80 4 google.com %3.67 5 yandex.com.tr %1.45 6 hurriyet.com.tr %1.06 7 twitter.com %1.02 8 sahibinden.com %0.93 9 milliyet.com.tr %0.88 10 live.com %0.84
  47. 47. Shopping sites with the highest traffic in Turkey Source: SimilarWeb 1 sahibinden.com %13.43 2 hepsiburada.com %7.18 3 gittigidiyor.com %6.85 4 n11.com %6.26 5 aliexpress.com %3.03
  48. 48. Arts and entertainment sites with the highest traffic in Turkey Source: SimilarWeb 1 youtube.com %38.74 2 eksisozluk.com %4.95 3 youtube-mp3.org %1.48 4 kanald.com.tr %1.42 5 dizibox.com %1.28
  49. 49. Finance sites with the highest traffic in Turkey Source: SimilarWeb 1 garanti.com.tr %18.41 2 isbank.com.tr %12.09 3 yapikredi.com.tr %10.23 4 ziraat.com.tr %8.36 5 akbank.com.tr %7.88
  50. 50. News sites with the highest traffic in Turkey Source: SimilarWeb 1 hurriyet.com.tr %8.51 2 milliyet.com.tr %7.05 3 mynet.com %4.55 4 onedio.com %3.93 5 sozcu.com.tr %3.83
  51. 51. Career and education sites with the highest traffic in Turkey Source: SimilarWeb 1 osym.gov.tr %4.96 2 kyk.gov.tr %3.40 3 eba.gov.tr %2.84 4 anadolu.edu.tr %2.84 5 kariyer.net %2.32
  52. 52. Travel sites with the highest traffic in Turkey Source: SimilarWeb 1 turkishairlines.com %7.69 2 flypgs.com %7.13 3 booking.com %6.80 4 enuygun.com %5.32 5 thy.com %2.88
  53. 53. Community sites with the highest traffic in Turkey Source: SimilarWeb 1 blogcu.com %5.68 2 kizlarsoruyor.com %5.05 3 ruyatabirleri.com %2.88 4 ihya.org %1.78 5 change.org %1.62
  54. 54. Epilogue
  55. 55. Considering the trends, mobile and video will continue to rise in the following years. According to Facebook VP Nicola Mendelsohn, social network would "definitely" be mobile, and would "probably" be "all video."* Virtual (VR) and augmented reality (AR), and internet of things will also be used widespread in the marketing landscape. * Fortune Most Powerful Women International Summit interview.
  56. 56. To catch the Turkish users -who like to follow global trends- brands have to increase their digital investments and deploy innovative marketing tools. Brands who invest will be sure winners. The future will be those who can seize the technology ...
  57. 57. If your business is not on the Internet, then your business will be out of business. -Bill Gates
  58. 58. info@kogital.com | +90 850 532 0 238 Contact Us
  59. 59. Thank you

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