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Gemius webit istanbul_06_11

Sep 13, 2014

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    Chasing Western Europe - CEE online market 2012/2013

    Webit, 6.11.2013

    Lauris Lietavietis, Gemius

  • 2

    EMERGING MARKETS?

    Map of developing countries

    Source: http://en.wikipedia.org/wiki/File:Developing_countries.png

  • 3

    ONLINE POPULATION

  • 4

    INTERNET PENETRATION WESTERN EUROPE

    Source: IAB Europe, Adex Benchmark 2011 & 2012

    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%

    -10%

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    70%

    80%

    90%

    100%

    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% 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%

    -10%

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    70%

    80%

    90%

    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+

    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%

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    70%

    80%

    90%

    100%

  • 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% 80% 74% 72% 72% 71% 71% 69% 67%

    60% 59% 57% 55% 53% 50% 49%

    45%

    -10%

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    70%

    80%

    90%

    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

    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%

    34,9%

    36,2%

    39,5%

    40,4%

    17,1%

    18,4%

    14,1%

    16,1%

    13,8%

    8,7%

    17,1%

    10,3%

    10,3%

    7,5%

    8,7%

    9,3%

    10,2%

    7,5%

    10,9%

    10,2%

    4,8%

    9,4%

    2,1%

    0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

    Slovenia

    Estonia

    Latvia

    Hungary

    Bulgaria

    Russia

    Czech Republic

    Serbia

    Slovakia

    Belarus

    Macedonia

    CEE

    Croatia

    Ukraine

    Lithuania

    Poland

    Turkey

    Moldova

    Bosnia & Herzegovina

    15-24

    25-34

    35-44

    45-54

    55+

    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%

    8,7 9%

    6,3 7%

    4,6 5%

    0,6 1%

    TV Online Newspapers Magazines

    OOH 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

    26%

    18%

    Europe CEE

  • 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

    23%

    19% 19% 18% 17% 17%

    15% 14%

    10% 9%

    7% 6%

    4%

    Hungary Russia Poland Turkey CzechRepublic

    Estonia Latvia Romania Lithuania Belarus Ukraine Slovakia Bulgaria

    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

    143 136

    120 112

    78 76 72 68 63 55 52 51 48 45 43

    32 26 23 19 19 17 14 13 11 8 8 5 4 4 2 2 1

    0

    20

    40

    60

    80

    100

    120

    140

    160

  • 15

    ONLINE DEVICES

  • 16

    DEVICE SHARE OF PAGE VIEWS - CEE

    Source: gemiusRanking (rankingcee.com), I.2012 - IX.2013

    97,59%

    91,88%

    1,93%

    5,75%

    0,49% 2,37%

    80%

    90%

    100%

    PC Phone Tablet

  • 17

    DEVICE SHARE OF PAGE VIEWS - CEE

    Source: gemiusRanking (rankingcee.com), I IX, 2013

    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%

    70,0% 80,0% 90,0% 100,0%

    MDROUABYBGLVEETRRUPLCZ

    HURSLT

    HRSK

    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% 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%

    Russia Moldova Ukraine Croatia Estonia Turkey Latvia CzechRepublic

    Hungary Poland Slovenia Slovakia Bulgaria Belarus Lithuania Serbia

    Apple IX.2013 Samsung IX.2013

  • 20

    -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

    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

    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

    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%

    0,00%

    10,00%

    20,00%

    30,00%

    40,00%

    50,00%

    60,00%

    70,00%

    80,00%

    90,00%

    100,00%

  • 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