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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 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 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%);
Lauris Lietavietis
Audience Research Director
Thank you!
www.gemius.com
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