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Digital Market Overview 2014
In 2014, Ukraine's internet penetration reached 43%, surpassing the world average and indicating significant growth potential in the digital market. Media consumption trends show a shift from traditional media to the internet, with a doubling of internet usage in five years and declines in traditional media consumption, particularly TV. Digital advertising is projected to increase, reflecting a growing importance for advertisers in Ukraine's evolving media landscape.
Digital Market Overview 2014
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- 2. STRUC TURE WORLD 01 INTERNET FACTORSCOMPARISON UKRAINE ON THE MAP OF EUROPE MEDIA CONSUMPTION TRENDS MEDIA GIANTS BATTLE UKRAINE 02
- 3. WORLD INTERNET F ACTORS C OMPARISON
- 4. UKRAINE OVERTAKES THE WORLDAVERAGE PENETRATION INDEX BECOMES CLOSER TO THE DEVELOPED WORLD INTERNET PENETRATION 2014: 78% DEVELOPED 40% WORLD 32% DEVELOPING DEVELOPED COUNTRIES WORLD DEVELOPING COUNTRIES UKRAINE 4% 23% 43% 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
- 5. UKRAINE OCCUPIES A MIDPOSITION EUROPEANLEVEL IS JUST NEXT DOOR UKRAINE DIGITAL C APAC ITY UKRAINE: 69% URBAN POPULATION 43% INTERNET POPULATION 27% SOCIAL NETWORKING PENETRATION URBAN POPULATION INTERNET POPULATION SOCIAL NETWORKING PENETRATION GLOBAL UKRAINE EUROPE
- 6. WORLD UKRAINE ON THE MAPOF EUROPE
- 7. UKRAINE TAKES THE 9THPLACE GREAT OPPORTUNITY TO CONNECT UKRAINIAN CITIZENS TO THE WEB TOP 10 EUROPEAN COUNTRIES BY INTERNET USERS 9,8М 17,9M 19,0M 15,0M # OF INTERNET USERS IN UKRAINE DIFFERENT SOURCES – DIFFERENT FIGURES PENETRATION ACCORDING TO “WE ARE SOCIAL”
- 8. THE GREATER INVESTMENTS INDIGITAL = THE MORE REWARDS TODAY ONE INTERNET USER ACCOUNTS FOR ~ 13 USD OF DIGITAL INVESTMENTS TOP 10 EUROPEAN COUNTRIES BY INTERNET USERS DIGITAL SPENDING, BLN $ # OF INTERNET USERS ROMANIA UKRAINE POLAND SPAIN ITALY NETHERLANDS FRANCE RUSSIA GERMANY UK = = BY INTERNET AUDIENCE BY $ SPENDING PER USER BUBBLE SIZE = $ SPENDING PER ONE INTERNET USER BY DIGITAL AD REVENUE, 2013 #6 OUT OF TOP
- 9. HUGE POTENTIAL FOR DEVELOPMENT UKRAINEON THE MAP OF EUROPE TERRITORY #2 MOBILE USERS POPULATION SM USERS INTERNET USERS #6 #7 #7 #9
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- 11. INTERNET CONSUMPTION DOUBLED FOR THE LAST5 YEARS INTERNET. WEEKLY C ONSUMPTION ACTIVE DAY TIME (FROM 7:00 TILL 23:00) IS SPENT BY UKRAINIAN CONSUMER IN THE INTERNET4.4 4.7 6.0 6.9 7.6 8.6 2009 2010 2011 2012 2013 2014 HOURS 2014: 54% OF x2
- 12. TRADITIONAL MEDIA CONSUMPTION IS FALLINGDOWN TV IS A LEADER AMONG TRADITIONAL MEDIA CHANNELS TRADITIONAL MEDIA. WEEKLY C ONSUMPTION 19% 3% 33% 42% TV OOH RADIO PRINT 2009 2010 2011 2012 2013 2014 17.9 13.8 6.4 2.8 1.6 4.3 13.4 14.4 HOURS
- 13. MEDIA CONSUMPTION &MEDIA INVESTMENTS INTERNET AS A MEDIA CHANNEL NEEDS ADDITIONAL MEDIA INVESTMENTS INTERNET OTHER MEDIA TV 20% 34% 18% 43%
- 14. SO WE HAVEBIPOLAR SITUATION TV INTERNET old consumer habit to have TV background while doing something at home essential part of life for today’s consumer OVER-ESTIMATED UNDER-ESTIMATED
- 15. UKRAINE MEDIA GIANTS BATTLE.TV VS INTERNET
- 16. 2002-2013 GFK UKRAINE NIELSEN RESEARCH APPROACH PEOPLE- METER PEOPLE- METER MEASUREMENT TECHNOLOGY SIGNAL FREQUENCY VOICE GEOGRAPHY ALL UKRAINE SAMPLE 2540 3 740 AUDIENCE HOUSEHOLDS WITH 1+ TV INDIVIDUALS 4+ HOUSEHOLDS WITH 1+ TV INDIVIDUALS 4+ 2014-2019 ALL UKRAINE TV VIEWING ANALYSIS STABILITY & MONOPOLY OF THE INTERNATIONAL PLAYERS SLIGHT IMPROVEMENT IN MEASUREMENT TECHNOLOGY AND GROWTH IN SAMPLING
- 17. + URL + TIME +HABITS + AGE +SEX + REGION FROM TOSITE-CENTRIC CONTENT-CENTRIC INTERNET ACTIVITY ANALYSIS SEVERAL PLAYERS DEVELOP AND IMPROVE RESEARCH APPROACH TO GET IN-DEPTH CONSUMER INSIGHT
- 18. INTERNET & TVC ONSUMPTION 2 0 1 4 / 2 0 0 9 A M O N G D I F F E R E N T A G E G R O U P S YOUTH 12-18 MIDDLE AGE 21-35 OLDER 45+ 30% 67% 24% 91% 11% 165% GROWTH OF INTERNET CONSUMPTION AMONG ALL AGE GROUPS
- 19. RAPID SWITCHING OFTV VIEWERS TO INTERNET INTERNETTV 81 78 17 38 119% INTERNET & TV C ONSUMPTION 2 0 1 4 / 2 0 0 9 A M O N G T V H A V Y V I E W E R : E V E R Y D A Y W A T C H I N G % OF PEOPLE 5%
- 20. LOW TV PRICEIN COMPARISON WITH THE WORLD TENDENCY WORLD CENTRAL EUROPE RUSSIA NORTH EUROPE WESTERN EUROPE UKRAINE 89.9 88.6 86.3 65.7 59.5 14.0 CPT, UAH WHAT IS A SECRET OF TV SUCCESS IN UKRAINE ?
- 21. WHAT IS ASECRET OF THE INTERNET IN UKRAINE ? PRECISE TARGETING TV PLANNING APPROACH INTERNET PLANNING APPROACH PLANNING TARGET AUDIENCE
- 22. WHAT IS ASECRET OF THE INTERNET IN UKRAINE ? LOWER CPT IN COMPARISON WITH TV ONLINE VIDEO WITH TARGETING, ₴ 20-45 20-45 DIRECT TV, ₴ ~ 1 500 ~ 2 500 ~ 1 600 ~ 3 500 * # OF TRP'S CORRESPONDS TO EFFECTIVE TV & INTERNET REACH 1+
- 23. AND AS ARESULT DIGITAL DRIVES GAINS WILL ACCOUNT FOR OVER 25% OF GLOBAL MEDIA ADS THIS YEAR
- 24. AGENCY FORECAST OFDIGITAL AD SPENDING SHARE DIGITAL BECOMES MORE APPROPRIATE AS A COMMUNICATION PLATFORM FOR ADVERTISERS 21% 23% 26% 28% 30% 2012 2013 2014F 2015F 2016F GLOBAL EUROPE UKRAINE 2012 2013 2014F 2015F 2016F 2012 2013 2014F 2015F 2016F 24% 26% 28% 30% 32% 7% 18% 22% 24% 25%
- 25. C O NT A C T S : + 3 8 0 4 4 3 9 0 5 8 5 5 I N F O @ M E D I A H E A D . C O M . U A