This document summarizes key metrics about Turkey's digital landscape in 2013 based on various sources. Some of the key findings include: - Internet penetration in Turkey reached 48.7% in 2013 with over 20 million broadband subscribers. - Turks spend on average 73 hours per month online, close to the amount of time spent watching TV. - The top 3 most visited websites in Turkey are Google, Facebook, and YouTube. Time spent on Facebook averages over 12 hours per month. - Digital ad spending in Turkey grew 30% in the first half of 2013 to over 541 million TL, with search and display advertising seeing the largest increases. - Mobile internet use also grew substantially, with over 12.5 million active mobile

1. Turkish Digital
Landscape in a
Nutshell
Cüneyt
Devrim
@cuneytdevrim

2. Basic Numbers

3. INTERNET POPULATION
Source: TUİK 2013

4. Internet Penetration
Source: TUİK 2013
2013 48,7 %

5. Internet Usage by Age
Source: IAB TR 2012

6. 4-14 years olds 12-14 years olds
%11owns computer
%48online %68online
%19owns computer

7. Source: IAB TR 2012

8. Internet Connection
Source: BTK Q2 2013 report
20,5 Million
Broadband Subscribers

9. Time Spend On Internet
Source: Mediascope Europe 2012
Hours/Month

10. Media Consumption
TV
Internet
Radio
Newspaper
Magazine
74,8 hours
73,2 hours
46,4 hours
20 hours
16,8 hours
Source: Mediascope Europe 2012

11. Online News
Source: Mediascope Europe 2012
Everyday reads online news
%51

12. Internet Radio
Source: Mediascope Europe 2012
Everyday listens Internet Radio
%18

13. Multiple Screen
%52is online while watching TV
Source: Mediascope Europe 2012

14. AD SPEND

15. 2013 First Half
%
increase

16. 541,8Million TL
2013 First Half Digital Ad Spend

17. 2012 (First Half) 2013 (First Half) % Change
Digital Advertising Total 416,7 541,8 30
Display Advertising Total 169,1 215,3 27,3
Display & CPC Ads 131,9 156,4 18,6
Video Ads 15,7 30,8 96,3
Sponsorships 13 17,4 33,3
Affiliate 8,5 10,7 26
Digital Ad Spend Characteristics

18. 2012 (First Half) 2013 (First Half) % Change
Search Engine Marketing 196,5 266,8 35,8
Paid 135,6 177,6 31,0
Display 60,9 89,2 46,3
Mobile Advertising 14,9 19,8 32,5
Mobile Display 4,45 7,2 61,8
Mobile Opt-in SMS/MMS 10,5 12,6 20,1
Classified 32,7 34,5 5,4
Others 3,46 5,4 56,1
E-mail Marketing 1,96 2,9 47,9
In-game Advertising 1,53 2,5 63,4
Digital Ad Spend Characteristics

19. Source: IAB TR 2013

20. %63
Source: Mediascope Europe 2012
Prefers the brands they see their
advertising on the internet

21. Top 20 Web Sites in Turkey
Source: IAB TR 2013
1 google.com 23,889,845
2 facebook.com 22,748,750
3 youtube.com 19,050,840
4 live.com 10,983,510
5 yandex.com.tr 9,011,987
6 microsoft.com 8,762,972
7 twitter.com 8,492,652
8 sahibinden.com 8,102,065
9 wikipedia.org 7,484,655
10 hurriyet.com.tr 7,440,690
11 mynet.com 7,411,303
12 meb.gov.tr 5,984,823
13 izlesene.com 5,538,883
14 eksisozluk.com 5,467,374
15 gittigidiyor.com 5,123,698
16 adobe.com 4,789,803
17 donanimhaber.com 4,755,182
18 msn.com 4,749,327
19 sabah.com.tr 4,630,490
20 flycell.com.tr 4,626,736

22. Time Spent
Source: IAB TR 2013
1 facebook.com 12:40:06
2 goldpara.com 07:32:03
3 google.com 07:17:46
4 v9.com 05:04:22
5 bloomberght.com 04:16:53
6 youtube.com 03:34:46
7 gamyun.net 03:32:28
8 twitter.com 03:29:08
9 gazeteoku.com 03:23:50
10 hocam.com 03:10:14
11 sahibinden.com 02:55:24
12 joygame.com 02:52:13
13 haber1903.com 02:45:53
14 msn.com 02:44:29
15 anchorfree.net 02:34:21
16 bahisanaliz.com 02:32:09
17 tureng.com 02:28:17
18 sahadan.com 02:26:39
19 hurriyet.com.tr 02:16:50
20 avg.com 02:07:34

23. VIDEO

24. Source: IAB TR 2012

25. Source: IAB TR 2012

26. Increase Continues
Source: IAB TR 2012
Last 3 Months
Unique Internet users increase %1,7
Video viewer increase %5

27. MOBILE

28. Source: BTK Q2 2013 report
68Million

29. 3G Subscribers
Source: BTK Q1 2012 report
45,3Million

30. Mobile Internet Users
2013
Mobil İnternet
Kullanıcıları
Source: BTK Q2 2013 report
Active Users
12,5Million
%18,7 Increase

31. Data Usage By Mobile since Q2 2012
Source: BTK Q2 2013 report
%

32. Gaming

33. Dünyada
2.3 milyarkişi çevirimiçi
5 milyar saatlerini oyunlarda geçiriyorlar
Haftada
Oyun Fenomeni
İnernet kullanıcısı oyun oynuyor
% 44

35. Gamers Per Platform
Source: Newzoo Turkish National Gamers Survey, 2012

36. 53%
Oyun İçi Reklam Neden Önemlidir?
Source: IAB UK Gamers Survey 2012

37. SOCIAL MEDIA

38. Facebook
Million

40. Twitter
Million

41. Mobile Social Media
Source socialbakers 2013

42. 2,000,000

43. Turkish consumer
%55buys the brands they follow on
Social Media
Source: Mediascope Europe 2012

44. Thank You
www.iab-turkiye.org