Structure of Online vs. Total population in Macedonia

Vesselin Angelov

13.12.2012

Structure of Online vs. Total population in Macedonia

,

JIC Standard: Poland, Bulgaria, Czech Republic, Slovakia, Hungary, Serbia, Slovenia, Turkey, Israel, Denmark, Ukraine, Belarus, Moldova, Serbia

De facto currency: Lithuania, Latvia, Estonia, Bosnia, Croatia

Start-up: Russia, MENA (UAE, KSI, Egypt, Lebanon, Jordan, Syria, Kuwait, Morocco, Tunisia) , Macedonia

Online audience measurement

Online penetration: where is Macedonia in the CEE region?

55% online penetration

in Macedonia

Source:of data: Macedonia: BRIMA DOO - Skopje Estonia: Turu-uuringute AS; Lithuania: SKDS; Czech Republic: Mediaresearch; Latvia: RAIT; Slovenia: Valicon; Bulgaria: Synovate; Slovakia: Mediaresearch; Hungary: gemius/Ipsos Fusion Data; Poland: Megapanel PBI/Gemius & netTrack Millward Brown; Croatia: Valicon;

Belarus: Factum Bel; Russia: FOM; Turkey: Ipsos KMG - Gemius SA: Internet Audience Measurement, 2011-12; Ukraine: gfk, [age groups - CEE:15+; Lithuania: 15-74; Bulgaria: 15-69; Slovakia: 14+; Croatia: 12+; Belarus: 16+; Russia 18+; Romania: 14-64; Ukraine: 14+]

Esto

nia

Lith

uani

a

Latv

iaCz

ech

Re...

Slov

enia

Bulg

aria

Slov

akia

Hung

ary

Pola

ndCr

oatia

Bela

rus

Russ

iaRo

man

iaTu

rkey

Ukra

ine

0%10%20%30%40%50%60%70%80% 76%

68% 66% 66% 63% 62%55% 54% 54% 53% 51%

45% 45%40%

33%

2010 2011

Macedonia: Gender of the online population

% Population % Internet0

10

20

30

40

5060

5056

5044

MaleFemale

Considerable difference which is not typical of any of the countries in CEE region

Source: BRIMA DOO - Skopje

Macedonia: Age groups

15 - 24 y.o. 25 - 34 y.o. 35 - 44 y.o. 45 - 54 y.o. 55+ y.o.0

5

10

15

20

25

30

35

1819

1816

2930

25

21

15

9

% Population% Internet

Source: BRIMA DOO - Skopje

Macedonia: Education

No edu

cation

or un

comple

ted el

ement

ary

Elemen

tary e

ducati

on

Vocat

ional s

econd

ary ed

ucatio

n

Secon

dary e

ducati

on

Higher

educat

ion

Univers

ity

Post-g

radua

ted, P

hD05

1015202530354045

10

23

38

15

3

10

21

17

41

19

3

16

3% Population% Internet

Source: BRIMA DOO - Skopje

Macedonia: Nationalities and Religions

Macedonian Albanian Turk Roma Serb Other

0

10

20

30

40

50

60

70

% Population

% Internet

65

25

52

1 2

65

27

41 1 2

Christian Sunni Muslim Muslim Atheist

010203040506070

% Population

% Internet

66

627

1

66

726

1

Source: BRIMA DOO - Skopje

Macedonia: Working status

010203040 28

3

28

12 1217

40

3

27

6

20

4

% Popula-tion% Internet Employed full time

+ Students:

60% of online users

40% of population

Source: BRIMA DOO - Skopje

Macedonia: Income

Refuse to an-swer

Do not know

0 - 3000 den

3001 - 6000 den

6001 - 9000 den

9001 - 12000 den

12001 - 15000 den

15001 - 18000 den

18001 - 21000 den

21001 - 24000 den

24001 - 27000 den

27001 - 30000 den

30001 - 45000 den

45001 den +

0

2

4

6

8

10

12

8

3

6 5

1010 10

9

10

5 56

7

4

8

4 4 4

5

9

11

9

11

76

7

10

6

% Population% Internet

Source: BRIMA DOO - Skopje

Online adspends as % of total

Source of data: IAB Europe/IHS Screen Digest/Warc, Ukrainian Advertisement Coalition, TNS LT, 2010

Europe

Czech RepublicPoland

Estonia

TurkeyLatvia

Hungary Russi

aCroatia

Slovenia

Lithuania

Belarus

Bulgaria

Slovakia

Romania

Ukraine UK

Denmark

Norway

Netherlands

Sweden

Germany

FinlandFrance

Spain

Switzerla

ndIta

ly

Belgium

Ireland

GreeceAustr

ia-5%

0%

5%

10%

15%

20%

25%

30%

Online adspends (m €/ 2009-2010 change)

Bulgaria € 24 mln.

online adspends

( 7.3 mln. population –

€ 393 average wage)

Romania € 17 mln.

online adspends

( 21.4 mln. population –

€ 464 average wage)

Source of data: IAB Europe: ADEX 2010. European Online Advertising Expenditure; Ukrainian Advertisement Coalition;

0

100,000,000

200,000,000

300,000,000

400,000,000

500,000,000

600,000,000

700,000,000

800,000,000€ 686,592,452

€ 368,218,650

€ 271,639,855

€ 186,346,524

€ 95,602,087€ 26,500,000€ 23,540,588€ 17,278,549

20092010

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Thank you!

Vesselin Angelov

[email protected]