We support knowledge driven business decisions.com Chasing Western Europe - CEE online market 2012/2013 Webit, 6.11.2013 Lauris Lietavietis, Gemius
Nov 28, 2014
We support knowledge driven business decisions.com
Chasing Western Europe - CEE online market 2012/2013
Webit, 6.11.2013
Lauris Lietavietis, Gemius
2
EMERGING MARKETS?
Map of developing countriesSource: http://en.wikipedia.org/wiki/File:Developing_countries.png
3
ONLINE POPULATION
4
INTERNET PENETRATION – WESTERN EUROPE
Source: IAB Europe, Adex Benchmark 2011 & 2012
Netherla
nds
Norway
Denmark
Switz
erland
Sweden
United Kingd
om
German
y
Finlan
d
Austria
Belgium
Irlean
d
France
Spain Ita
ly
Greece-10%0%
10%20%30%40%50%60%70%80%90%
100% 94% 90% 90% 86%82% 80% 77% 76% 76% 73% 70% 69%
62%56%
51%
1% 1% 2% 2% 0% 2% 0% 2% -1% 1% 1% -2% 2% 2% 1%
2011 2012 2011-2012 growth
Avg: 75%
5
INTERNET PENETRATION - CEE
Source: 7+, EE: TURU-UURINGUTE AS research, 15-74, LV: SKDS, 15-74. LT: RAIT, 7-74, SI: Valicon, 10-75, BY: National Statistical Committee of the Republic of Belarus, 15-74, BG: IPSOS, 15-69, SK: Gemius & Mediaresearch, 12+, CZ: Gemius & Mediaresearch, 10+, PL: Net Track Millward Brown SMG/KRC, 7+, HU: IPSOS, 15+, RU: FOM, 18+, HR: FOM, 18+, UK: GFK, 14-69, TR: Ipsos, 12+
Avg: 61%
Estonia
Latvi
a
Lithuan
ia
Bulgaria
Czech
Republic
Slove
nia
Slova
kia
Belarus
Hungary
Poland
Russia
Croati
a
Ukraine
Turkey-10%
0%10%20%30%40%50%60%70%80%90%
80%71% 71% 70% 69% 69%
64% 62%57% 54% 52% 49% 46% 44%
4% 5% 2%8%
3% 5% 9% 11%3% 0%
6%
-5%
13%3%
XII.2011 XII.2012 2011-2012 growth
6
INTERNET PENETRATION - EUROPE
Source: : IAB Europe, Adex Benchmark 2011 & 2012, 7+, EE: TURU-UURINGUTE AS research, 15-74, LV: SKDS, 15-74. LT: RAIT, 7-74, SI: Valicon, 10-75, BY: National Statistical Committee of the Republic of Belarus, 15-74, BG: IPSOS, 15-69, SK: Gemius & Mediaresearch, 12+, CZ: Gemius & Mediaresearch, 10+, PL: Net Track Millward Brown SMG/KRC, 7+, HU: IPSOS, 15+, RU: FOM, 18+, HR: FOM, 18+, UK: GFK, 14-69, TR: Ipsos, 12+
Netherl
ands
Norway
Denmark
Switz
erlan
d
Swed
en
United Kingd
omEst
onia
German
y
Finlan
d
Austria
Belgium
Latvi
a
Lithuan
ia
Irlean
d
Bulgaria
Czech Rep
ublic
France
Slove
nia
Slova
kiaSp
ain
Belarus
Hungary
Italy
PolandRussi
a
Greece
Croatia
Ukraine
Turke
y0%
10%20%30%40%50%60%70%80%90%
100% 94%90% 90%
86%82% 80% 80% 77% 76% 76% 73% 71% 71% 70% 70% 69% 69% 69%
64% 62% 62%57% 56% 54% 52% 51% 49% 46% 44%
7
INTERNET PENETRATION – CEE, AUGUST, 2013
Source: 7+, EE: TURU-UURINGUTE AS research, 15-74, LV: SKDS, 15-74. LT: RAIT, 7-74, SI: Valicon, 10-75, BY: National Statistical Committee of the Republic of Belarus, 15-74, BG: IPSOS, 15-69, SK: Gemius & Mediaresearch, 12+, CZ: Gemius & Mediaresearch, 10+, PL: Net Track Millward Brown SMG/KRC, 7+, HU: IPSOS, 15+, RU: FOM, 18+, HR: FOM, 18+, UK: GFK, 14-69, TR: Ipsos, 12+
Avg: 63%
Estonia
Latvi
a
Lithuan
ia
Slove
nia
Belarus
Bulgaria
Czech
Republic
Slova
kia
Moldova
Poland
Hungary
Russia
Croati
aSe
rbia
Ukraine
Turkey
-10%0%
10%20%30%40%50%60%70%80%90%
80%74% 72% 72% 71% 71% 69% 67%
60% 59% 57% 55% 53% 50% 49% 45%
VIII.2012 VIII.2013 2012-2013 growth
81% – 100%
61% – 80%
41% - 60%
8
INTERNET PENETRATION - EUROPE
9
AGE STRUCTURE OF ONLINE POPULATIONS IN CEE
Source: gemiusAudience, VIII, 2013
Slovenia
Latvia
Bulgaria
Czech Republic
Slovakia
Macedonia
Croatia
Lithuania
Turkey
Bosnia & Herzegovina
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
15.5%20.2%20.8%21.4%22.4%23.0%23.4%23.7%
28.2%29.1%29.7%30.8%31.4%31.9%
34.8%34.8%
36.2%39.5%40.4%
17.1%18.4%
14.1%16.1%
13.8%8.7%
17.1%10.3%10.3%
7.4%8.6%9.3%
10.2%7.5%
10.9%10.2%
4.8%9.4%
2.1%
15-2425-3435-4445-5455+
CEE
10
ONLINE EUROS
€
11
EUROPEAN ONLINE ADVERTISING (BLN EUR)
Source: Adex Benchmark 2012, IAB Europe
28,1 31%
24,3 26%
19,3 21%
8.79%
6.37%
4.65%
0,6 1%
TV Online Newspapers MagazinesOOH Radio Cinema
21.9
24.3
2011 2012
12
ONLINE ADSPEND SHARE – EUROPE VS CEE
Source Western Europe: Worldwide Ad Spending Forecast, eMarketer, December 2012; Source CEE: BY: ZenithOptimedia; BG: Piero 97, TV Plan/TNS/GARB; CZ: SPIR, Factum Invenio; EE: TNS Emor; DK: Danske Medier; HU: MRSZ; LV: Latvian association of Advertising; LT: TNS LT; PL: Media House Starlik;
RO: Media Fact Book Romania; RU: RBC Daily, based on ACAR Russia study; SK: TNS Slovakia, IAB Slovakia; UA: Ukrainian Ad Coalition
Europe CEE
26%
18%
13
ONLINE ADSPEND SHARE - CEE
Source:BY: ZenithOptimedia; BG: Piero 97, TV Plan/TNS/GARB; CZ: SPIR, Factum Invenio; EE: TNS Emor; DK: Danske Medier; HU: MRSZ; LV: Latvian association of Advertising; LT: TNS LT; PL: Media House Starlik; RO: Media Fact Book Romania; RU: RBC Daily, based on ACAR Russia study; SK: TNS Slovakia, IAB Slovakia; UA: Ukrainian Ad Coalition
Hungary
Russia
Poland
Turkey
Czech
Republic
Estonia
Latvi
a
Romania
Lithuan
ia
Belarus
Ukraine
Slova
kia
Bulgaria
23%
19% 19% 18% 17% 17%15%
14%
10% 9%7% 6%
4%
2011 2012
14
ONLINE ADSPEND PER INTERNET USER - EUROPE (EUR)
Source: Adex Benchmark, 2012, EE: TNS Emor, LV: Latvian association of Advertising, LT: TNS LT, UA: Ukrainian Ad Coalition, RO: Media Fact Book Romania
Norway UK
Denmark
Sweden
Netherlands
Switz
erland
Germany
Finland
France
European Average
Austria
Ireland
Belgium
Czech
RepublicIta
lySp
ain
PolandRussi
a
Slova
kia
Hungary
Greece
Turkey
Estonia*
Slove
nia
Latvi
a*
Bulgaria
Croatia
Lithuania*
Ukraine*
Romania*
Serbia*
Belarus*0
20
40
60
80
100
120
140
160143
136
120112
78 76 72 68 6355 52 51 48 45 43
3226 23 19 19 17 14 13 11 8 8 5 4 4 2 2 1
15
ONLINE DEVICES
16
DEVICE SHARE OF PAGE VIEWS - CEE
Source: gemiusRanking (rankingcee.com), I.2012 - IX.2013
2012.01
2012.02
2012.03
2012.04
2012.05
2012.06
2012.07
2012.08
2012.09
2012.10
2012.11
2012.12
2013.01
2013.02
2013.03
2013.04
2013.05
2013.06
2013.07
2013.08
2013.0980%
90%
100%
97.59%
91.88%
1.93%
5.75%
0.49%2.37%
PC Phone Tablet
17
DEVICE SHARE OF PAGE VIEWS - CEE
Source: gemiusRanking (rankingcee.com), I – IX, 2013
MDROUABYBGLVEETRRUPLCZ
HURSLT
HRSK
70.0% 80.0% 90.0% 100.0%99.3%
96.0%95.9%
95.0%94.9%
94.6%94.4%
93.2%92.9%
92.6%91.9%
90.8%90.6%
89.7%84.5%
75.7%
0.3%
2.2%2.4%
3.5%3.6%
3.7%2.4%4.8%
2.5%5.5%
6.0%6.8%
8.0%7.6%
12.9%21.2%
0.4%
1.8%1.7%1.5%1.4%1.6%
3.2%2.0%
4.5%1.9%2.1%2.3%
1.4%2.7%2.6%
3.1%
PC Phones Tablets
18
Apple
Samsung
IT SEEMS THAT APPLE DOMINATES IN THE REGION
19
BRAND SHARE OF PAGE VIEWS
Source: gemiusRanking (rankingcee.com), IX.2012, IX.2013
38%
30%
Russia
Moldova
Ukraine
Croatia
Estonia
Turkey
Latvi
a
Czech
Republic
Hungary
Poland
Slove
nia
Slova
kia
Bulgaria
Belarus
Lithuania
Serbia
53% 53%
43%39%
42%44%
41%
34% 36%33%
40%
32% 33%
26%
33%
19%
23% 22% 21% 28% 33% 35% 34% 29% 32% 31% 38% 31% 32% 26% 40% 33%
Apple IX.2013 Samsung IX.2013
20
Croati
a
Slove
nia
Estonia
Bulgaria
Czech
RepublicLa
tvia
Slova
kia
Poland
Serb
ia
Hungary
Turkey
Lithuan
ia
Moldova
Ukraine
Russia
Belarus
-8%-4% -4% -4% -4% -3% -2% -2% -1% 0% 0% 1% 2% 4% 4%
6%7% 7% 6% 7%5%
9%6% 6%
9%5%
10% 10%5%
6% 6%
6%
Apple Samsung
BRAND SHARE OF PAGE VIEWS - DYNAMICS
Source: gemiusRanking (rankingcee.com), IX.2012, IX.2013
-1%
+7%
21
BRAND SHARE OF PAGEVIEWS - PHONES
Source: gemiusRanking (rankingcee.com), IX.2013
Russia
Croati
a
Moldova
Turkey
Romania
Bulgaria
Lithuan
ia
Estonia
Hungary
Latvi
a
Ukraine
Czech
Republic
Belarus
Poland
Slova
kiaSe
rbia
35% 34%32% 30% 30%
24%22% 21% 20% 19%
17%14% 13% 12%
10%7%
27%30%
28%
44% 44%
36%
45%
36%39%
42%
23%
38%
28%
35% 35%31%
Apple Samsung
21%
35%
22
BRAND SHARE OF PAGE VIEWS - TABLETS
Source: gemiusRanking (rankingcee.com), IX.2013
Turkey
Romania
Russia
Moldova
Hungary
Ukraine
Poland
Lithuan
ia
Estonia
Czech
RepublicSe
rbia
Latvi
a
Croati
a
Belarus
Bulgaria
Slova
kia
83%79%
76%70%
64% 63% 61% 61% 61% 60% 60% 58% 56%51%
47% 47%
12% 14% 16% 17%21% 19%
24%31% 30%
18% 21%
33%
22% 20%26% 24%
Apple Samsung
62%
22%
23
ONLINE GOOGLE … OR NOT?
24
GOOGLE DOMINATOR?
25
SHARE OF SEARCHES
Source: gemiusRanking (rankingcee.com), IX.2012, IX.2013
Slova
kia
Croati
a
Bulgaria
Serb
ia
Hungary
Lithuan
iaLa
tvia
Turkey
Poland
Romania
Estonia
Moldova
Ukraine
Belarus
Russia
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
100.00% 97.8% 97.7% 97.6% 97.5% 97.4% 97.0% 96.7% 95.9% 95.8% 95.1%88.9%
70.2%
54.8% 53.7%
70.3%
1.5% 1.5% 1.4% 1.4% 1.5% 1.6% 1.4% 2.3% 2.3% 3.5% 6.1%
27.2%
43.4% 45.4%
26.8%
26
FINAL NOTES
Online Euros Hungary leads in terms of online adspend share in CEE; close to Western European average; Russia, Poland, Czech, Estonia, Latvia running up with online adspend share above 15%; None of CEE countries is yet reaching average European adspend per Internet user (55 EUR), Czech is the
closest with 45;
Online population Top CEE countries rank Western European average of Internet penetration (75%), Estonia is above it with
80%; All CEE countries will get in the rank of Internet penetration in Western Europe in Q1, 2014; CEE countries differ significantly between themselves in terms of Internet penetration and structure of
Internet population;
27
FINAL NOTES
Online Google...or not Yandex leads search market in Russia (70%) and Belarus (54%), and holds significant position also in
Ukraine (43%) and Moldova (27%);
Online devices Non PC traffic reaches almost 9% in CEE with tablets amounting to 2% and phones to 7%; Slovakia leads the region with huge 24% share of mobile traffic, followed by 16% in Croatia; Tablets with share of 3,2% outcompete phones with 2,4% of traffic in Estonia and Russia; Battle of brands is led by Apple (38%), while Samsung (30%) may catch up Apple in Q1, 2014; Samsung leads phones (35% vs 21%), while Apple leads tablets (62% vs 22%);