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Page 1: Gemius webit istanbul_06_11

We support knowledge driven business decisions.com

Chasing Western Europe - CEE online market 2012/2013

Webit, 6.11.2013

Lauris Lietavietis, Gemius

Page 2: Gemius webit istanbul_06_11

2

EMERGING MARKETS?

Map of developing countriesSource: http://en.wikipedia.org/wiki/File:Developing_countries.png

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ONLINE POPULATION

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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%

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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

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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%

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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

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81% – 100%

61% – 80%

41% - 60%

8

INTERNET PENETRATION - EUROPE

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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

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ONLINE EUROS

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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

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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%

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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

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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

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ONLINE DEVICES

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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

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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

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Apple

Samsung

IT SEEMS THAT APPLE DOMINATES IN THE REGION

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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

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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%

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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%

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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%

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ONLINE GOOGLE … OR NOT?

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GOOGLE DOMINATOR?

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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%

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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;

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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%);