2013 IT, Mobile Penetration in Turkey

1. Turkey IT Patterns

2. Operator Data

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. 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. 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. 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. 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. 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. 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. 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. 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. Facebook

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. 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. 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. 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. Twitter

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. 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. 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. 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. Advertisement

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. 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. 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. 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. Advertisement
Economic Returns CTR
2012
0 0,2 0,4 0,6 0,8
0,15
0,75
0,34
Average Max Min

28. Link Forwards
%29
%4
%21
%10
%36
Click toVideo
App Store
Web Site
Click To sms
Mobile Sms

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. Mobile Market Data

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Consumer Analysis
21% 47%
Easy Buyers: 24% Only buy after broken: 7%

43. Questionnaire Results
For Mobile Usage

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. 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. 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. 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. 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. 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. Mobile Shopping
China
Endonesia
Hong Kong
Taiwan
Korea
Sweden
Israil
Finland
Russia
Turkey
0 15 30 45 60
Mobile Shopping

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. 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. 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