Survey of the top 100 visited sites in developing internet markets, Poland, Brazil and Turkey.

1. Alexa Top 100 Analysis
US, Turkey, Brazil and Poland
A. Caner Türkmen

2. Agenda
Agenda
• Executive Summary
• Detail Slides
• More

3. Executive Summary
Internet markets of three different developing countries resemble
each other in some aspects, while key differences are also present.
• Turkey, with over 26 million internet • 63% of websites in Turkey’s top 100 are
users, 34.5% penetration rate and a locally provided, the same rate
median internet user age of 26; is a transpires as 53% in Brazil, 74% in
growing and dynamic market for Poland.
internet businesses. • Some categories, especially social
• Brazil, a regional leader in internet networks are international while news,
sector and e-commerce, boasts a 65M reference, gaming categories are mostly
strong access base. locally provided.
• Polish internet users benefit from a • Some leading categories in US such as
nearly 50% penetration rate. blogging, reference and tech companies
• Turkish internet users choose from a are not as popular in developing
diverse array of news networks and markets; seeing as many local
sports news sites; placing 24 such sites counterparts have lower rankings.
in the top 100. • Only 24 sites are on both US and
• Brazilian internet users, on the other Turkish Top 100.
hand, click frequently on tech
companies’ sites.

4. Agenda
Agenda
• Executive Summary
• Detail Slides
• More

5. Top 100 Profile for US
Tech companies are the leading category in US Alexa Top 100. While
11 News sites and 9 Reference sites follow
• Tech companies including Apple, 10 Leading Categories in Top 100
Microsoft; telcos such as Verizon Company/Tech 12
News 11
constitute 12 of US’s Alexa Top 100. Reference 9
• News sites, not including sports, add Porn 7
up to 11. E-Commerce 7
Blogging 6
• Social networks, search engines and Search 5
portals such as Yahoo constitute 5 Social Network 5
Filesharing/Photo 5
each.
Portal 5
Filesharing/ Portal; 5 Company/T
Photo; 5 ech; 12
Social
Network; 5
Search; 5 News; 11
Blogging; 6
E-
Commerce; Reference;
7 Porn; 7 9
Source: Alexa

6. Top 20 Profile for US
All of the 5 portals such as Yahoo, MSN, AOL however; are part of the
US Top 20 most visited sites.
Leading Categories in Top 20
Portal 5 News; 1
News/Sports
Social Network 3 ;1
Video; 1
Blogging 2 Filesharing/
E-Commerce 2 Photo; 1 Portal; 5
Search 2 Reference; 1
Classifieds 1 Classifieds; 1
Reference 1 Social
Search; 2 Network; 3
Filesharing/Photo 1 E-
Video 1 Commerce;
Blogging; 2
2
News 1
Source: Alexa

7. Agenda
Agenda
• Executive Summary
• Detail Slides
– Turkey
– Brazil
– Poland
• More

8. Turkish Internet Trivia
Turkish Internet Trivia
• With 26.5mio users and 34.5 penetration Total Estimated Internet
rate (European mean = 59%) the Turkish 26.5M
internet market is promising for large-
Users
scale and fast future growth.
• The number of Facebook users is a good
indication of how Turkish internet users
are effected by trends worldwide. 34.5% Internet Penetration Rate
(Ranking 4th worldwide in #facebook
users)
• The Turkish e-government ranking is
46.5 compared to a 49.4 US rank.
13M # Facebook Accounts
• Turkish e-commerce sector saw 60%
YoY growth in 2009.
• A young population with 26 mean age
among internet users.
• Internet access in Turkey is strictly 26 Average Age
regulated. As a result, sites such as
youtube, MySpace have been banned from
time to time. Almost all porn access is also
barred.
Source: BKM, Brown University Study, Internet World stats

9. Top 100 Profile for Turkey
News sites constitute a quarter of Turkey’s Top 100, while reference
sites, portals and social networks are also naturally popular.
• News sites and sports news sites 10 Leading Categories in Top 100
add up to 24; making up almost a News 16
Portal 9
quarter of the Turkish Top 100. News/Sports 8
• News themselves, and portals which Reference 6
could substitute for news sites Company/Tech 5
Social Network 5
attract the major portion of Turkish Filesharing/Photo 5
internet users’ clicks; most likely Gaming 5
due to: Video 4
Reviews 4
• Fervent nature of current Reviews; 4
happenings Video; 4
Gaming; 5
• Eventful political arena and Filesharing
News;
16
history /Photo; 5
Social
• Profound interest in sports, Network; Portal; 9
especially soccer. 5
Company/ Reference; News/Spo
Tech; 5 6 rts; 8
Source: Alexa

10. Top 20 Profile for Turkey
The Top 20 in Turkey includes only Facebook as a social network,
whereas 5 portals and 4 news networks are on the list.
Webmaster Filesharing; 1
Leading Categories in Top 20 Tools; 1
Portal 5 Blogging; 1
News 4 Video; 1
E-Commerce 2 Portal; 5
Filesharing/Ph
Search 2 oto; 1
Reference 1
Social
Social Network 1 Network; 1
News; 4
Filesharing/Photo 1
Reference; 1
Video 1
Blogging 1 Search; 2
Webmaster Tools 1 E-Commerce; 2
Source: Alexa

11. Turkey: Local vs Int’l Content
With 63% of Top 100 local sites, and much greater share available in
Turkish language; Turkish internet viewers prefer local content.
• 63 of Turkish internet Top 100 are
local websites. Intl;
• However, the Top 20 includes 11 37
international websites against 9 Local;
locals. 63
• However, all of the international
sites in the Top20 either support
Turkish as a language or can be used 20
easily without knowledge of English
15
language.
10
• It is obvious that language is an
important barrier for the Turkish 5
internet users. 0
Top20 21-40 41-60 61-80 81-100
International Local
Source: Alexa

12. Turkey: Local vs Int’l Content
Turkish internet users rely on international social networks and
filesharing sites where they read only local news
• All news sites in the Top 100 are
local content, and generally
provide local news.
Local Content % in Top100
• Two thirds of the reference sites 100%
are local, however Wikipedia 90%
80%
naturally makes the list as the top 70%
reference site. 60%
50%
• Interestingly, no local social 40%
30%
networks, photo-sharing sites and 20%
10%
search engines are on the Top 100 0%
whatsoever.
• Similarly, all e-commerce sites on
the list are local; since not many
international sites deliver to
Turkey.
Source: Alexa

13. Top 100: Turkey vs US
A quick comparison of Turkish and US Top 100 lists points to a major
difference in the two populations’ internet use.
• News, portals are significantly more Turkey Reviews; 4
popular for the Turkish users. Video; 4
Gaming; 5
• Only 24 sites are present on both Filesharing
News;
16
Top 100 lists. A 24% similarity rate /Photo; 5
between the two populations. Social
Portal; 9
Network;
• Sports news sites are also more 5
diverse and popular in Turkey. Company/ Reference; News/Spo
Tech; 5 6 rts; 8
• Porn is absent in Turkish Top100
leading categories due to the fact US
that pornographic content is banned Filesharing/ Portal; 5
Photo; 5
Company/T
ech; 12
in Turkey. Social
Network; 5
• Blogging sites do not appear as a
News; 11
popular category in Turkey. Search; 5
Blogging; 6
E-
Commerce; Reference;
7 Porn; 7 9
Source: Alexa

14. Agenda
Agenda
• Executive Summary
• Detail Slides
– Turkey
– Brazil
– Poland
• More

15. Brazil Internet Trivia
Brazil Internet Trivia
• With 67.5 mio users and 34.4% Total Estimated Internet
penetration rate (European mean = 59%) 67.5M
the Brazilian internet market is promising
Users
for large-scale and fast future growth.
• The significantly high percentage of social
networking users, 85%, reflects how
Brazilian users are effected by trends 34.4% Internet Penetration Rate
worldwide.
• Brazil boasts the largest e-commerce and
internet sector in Latin America, as well
as the world’s fifth largest telecoms
network. 85% % Social Network Users
• Brazil is considered a regional leader in
internet marketing, internet sales, internet
banking, service support.
• Although not as harsh as Turkey, the
internet is also censored in Brazil. The
country’s courts have banned YouTube
before.
Source: ComScore, Internet World Stats, BBC, iBLS

16. Top 100 Profile for Brazil
Portals, filesharing and tech companies alone make up about half of
the Brazilian AlexaTop 100 list.
• Brazil has a somewhat balanced Top 10 in Top 100
distribution among different Company/Tech 12
Portal 10
categories. Filesharing 9
• Various tech companies, especially E-Commerce 8
ICT operators dominate the Top 100. Porn 7
Social Network 6
• Filesharing and E-commerce are Government 6
comparably more popular than Reference 4
Blogging 4
other countries in this study.
• 10 internet portals also show up on Filesharing/P Company/Te
the Top 100 list. Blogging; 4 hoto; 4 ch; 12
Reference; 4
Government;
6
Portal; 10
Social
Network; 6
Source: Alexa Filesharing; 9
Porn; 7
E-Commerce;
8

17. Top 20 Profile for Brazil
Top 20 includes 8 internet portals, along with three social networks;
the most important of which is Orkut.
Top 8 in Top 20 Video; 1 Reference; 1
Portal 8 E-Commerce;
Social Network 3 1
Search 2
Blogging; 2
Filesharing 2 Portal; 8
Blogging 2
E-Commerce 1 Filesharing; 2
Video 1
Reference 1
Search; 2 Social
Network; 3
Source: Alexa

18. Brazil: Local vs Int’l Content
With 53% of Top 100 local sites, Brazilian internet users barely
favor international sites over local content.
• 53 of Brazilian internet Top 100 are
local websites.
• The Top 20 includes 14 Int’l sites
against 6 local. Internat
ional
Local
• The strong presence of international 53%
47%
websites on Brazilian Top 100 may
point to the following:
– That language is not an important
15
barrier for Brazilian users.
– Portugese language support is 10
widespread among intl sites.
5
– Brazilian local Internet ventures
cannot offer services to match those 0
of international sites. Top20 21-40 41-60 61-80 81-100
International Local
Source: Alexa

19. Brazil: Local vs Int’l Content
As in other examples, news sites, e-commerce and tech companies
are mostly local whereas social networks, porn and filesharing sites
are international.
• The abundance of tech companies
is mostly due to various telecoms
operators offering services under
different names in different states.
International Local Grand Total
• As visible, all of Brazil’s social Company/Tech 2 10 12
networks are international as in Portal 5 5 10
other examples. Filesharing 8 1 9
• Dedicated news sites are not E-Commerce 8 8
Porn 5 2 7
common, and only local content is
Social Network 6 6
preferred. News 4 4
• Out of 10 internet portals, only 5
are local.
Source: Alexa

20. Agenda
Agenda
• Executive Summary
• Detail Slides
– Turkey
– Brazil
– Poland
• More

21. Poland: Internet Trivia
Poland: Internet Trivia
• Poland has a comparably developed Total Estimated Internet
18.6M
internet user base, with 44% of the Users
population having access.
• A relatively small market with
18.6M consumers having access to 44% Internet Penetration Rate
the net.
• The age of the internet consumer is
relatively old, with median age
standing around 30. 30 Median Age
• A recent study registered a decline
in number of internet users.
• A 2007 study indicated the vast
majority of users have access via
broadband / cable.
Source: CIA Factbook, Internet World Stats, PAP News,
Eurobarometer

22. Top 100 Profile for Poland
Social networks, reference sites, portals and gaming sites alone
constitute half of the Polish Top 100.
• Reference and gaming sites are Top 10 in Top 100
significantly more popular than Portal 10
Reference 9
other developing markets in Poland. Social Network 8
• E-commerce sites are very rare, with Filesharing 7
only 2 sites in the Top 100. Gaming 7
News 6
• Dedicated celebrity news sites are Porn 6
very popular in the country. News/Celebs 5
Blogging 5
• 10 internet portals also show up on
the Top 100 list. Company/Te
ch; 4
Blogging; 5
Portal;
News/Celebs 10
;5
Reference; 9
Porn; 6
News; 6 Social
Source: Alexa
Network; 8
Gaming; 7 Filesharing; 7

23. Top 20 Profile for Poland
Top 20 includes 6 internet portals, however the only international
portal, Yahoo, appears last on the list.
Top 10 in Top20 Music; 1
Portal 6 Video; 1
Social Network 3 Filesharing; 1
Search 2
Reference; 1 Portal; 6
News/Celebs 1
Forum 1 Classifieds; 1
Classifieds 1
Forum; 1
Reference 1
Filesharing 1
News/Celebs
Video 1 ;1 Social
Music 1 Search; 2
Network; 3
Source: Alexa

24. Poland: Local vs Int’l Content
Polish internet users obviously prefer local content to international
websites.
Internat
• 74 of Polish internet Top 100 are ional;
26
local websites.
• Google, Youtube, Wikipedia,
Rapidshare and Yahoo are the only
international brands on the Top 20 Local;
74
list.
• Other than porn, almost all other
categories are dominated by local
websites. 20
• As most sites exclusively provide 15
local news, reference content; one
may conclude the Polish consumer 10
demands content focused locally 5
rather than globally. 0
Top20 21-40 41-60 61-80 81-100
International Local
Source: Alexa

25. Poland: Local vs Int’l Content
Save for purposes such as search, porn or portals; Polish users
almost never log on to international websites.
• Surprisingly, compared to other
markets, Polish users prefer local
social networks to international
ones.
International Local Grand Total
• Popular filesharing, reference
Portal 3 7 10
sites and also portals are Reference 2 7 9
surprisingly locally managed. Social Network 2 6 8
• The large number of gaming sites Filesharing 3 4 7
are all local. Gaming 7 7
News 6 6
Porn 6 6
Source: Alexa

26. Agenda
Agenda
• Executive Summary
• Detail Slides
• More
Source: Alexa

27. More
US Top 20
Rank Website Geography Category
1 Google.com International Search
2 Yahoo International Portal
3 Facebook International Social Network
4 YouTube International Video
5 MySpace International Social Network
6 Wikipedia International Reference
7 Live.com International Portal
8 Craigslist.org International Classifieds
9 Blogger International Blogging
10 eBay International E-Commerce
11 MSN International Portal
12 Twitter International Social Network
13 Amazon.com International E-Commerce
14 AOL International Portal
15 Go International Portal
16 ESPN Sportzone International News/Sports
17 Bing International Search
18 CNN International News
19 Flickr International Filesharing/Photo
20 Wordpress International Blogging
Source: Alexa

28. More
Turkish Top 20
Rank Website Geography Category
1 Google.com.tr International Search
2 Facebook International Social Network
3 Google.com International Search
4 Live.com International Portal
5 YouTube International Video
6 Hurriyet Local News
7 Milliyet Local News
8 Blogger International Blogging
9 Mynet Local Portal
10 RapidShare International Filesharing
11 Ekolay Local Portal
12 Yahoo International Portal
13 Sahibinden Local E-Commerce
14 MSN International Portal
15 R10.net Local Webmaster Tools
16 GittiGidiyor Local E-Commerce
17 ImageShack International Filesharing/Photo
18 Wikipedia International Reference
19 Sabah Local News
20 HaberTurk Local News
Source: Alexa

29. More
Brazil Top 20
Rank Website Geography Category
1 Google.com.br International Search
2 Orkut.com.br International Social Network
3 Google International Search
4 Live.com International Portal
5 Universo Online Local Portal
6 YouTube International Video
7 Globo.com Local Portal
8 MSN International Portal
9 Yahoo International Portal
10 Blogger International Blogging
11 Terra Local Portal
12 iG Local Portal
13 MercadoLivre Local E-Commerce
14 Wikipedia International Reference
15 4shared International Filesharing
16 RapidShare International Filesharing
17 Twitter International Social Network
18 Wordpress International Blogging
19 Facebook International Social Network
20 Abril Local Portal
Source: Alexa

30. More
Poland Top 20
Rank Website Geography Category
1 Google Polska International Search
2 Nasza-klasa.pl Local Social Network
3 Onet.pl Local Portal
4 Allegro Local Portal
5 Youtube International Video
6 Wirtualna Polska Local Portal
7 Google International Search
8 Interia.pl Local Portal
9 Wikipedia International Reference
10 Gazeta.pl Local News
11 Facebook International Social Network
12 O2 Local Portal
13 demotywatory.pl Local Blogging
14 Wrzuta.pl Local Music
15 otoMoto Local Classifieds
16 Pudelek.pl Local News/Celebs
17 RapidShare International Filesharing
18 Fotka.pl Local Social Network
19 PEB Local Forum
20 Yahoo International Portal
Source: Alexa

31. Caner Türkmen –
This is my email address: turkmen.ac @gmail.com
I tweet here: canerturkmen
And this is my linkedin profile: linkedin.com/in/acturkmen
Thank You