In Turkey, where the internet penetration rate amounts to over 40% and the number of internet users approaches 25 million (gemiusAudience study for December 2011), the online population is dominated by men. According to the first results of the fusion panel for January 2012, they make up 56% of all users in the country. Moreover, compared to women, they are by far more active in browsing the Web. More characteristics of the Turkish internet market you may find in the presentation. Enjoy!

1. Webrazzi 2012
conference
Turkish internet landscape
Lauris Lietavietis
Regional Manager
Gemius SA
Istanbul, 14.03.2012

2. Contents
About Gemius
Turkish market among others
Turkish online audience
Final notes

3. About Gemius
Our markets
Gemius in Turkey
Why this day is special?
Turkish market among others
Turkish online audience
Final notes

4. About us
• a global company and the no. 1 choice in EMEA, provides consultancy and
expertise on consumer behaviour in the digital world
• ‘one stop shop’ for everyone who needs to measure a website, plan and deliver
effective online campaigns or use the internet as a communication channel
4

5. Gemius as the currency in online measurement
JIC Standard: Poland, Czech
Republic, Slovakia, Hungary,
Slovenia, Turkey, Israel,
Denmark, Ukraine, Belarus,
Moldova.
De facto currency: Lithuania,
,
Latvia, Estonia, Bulgaria, Bosnia,
Croatia
Start-up: Russia, Serbia, MENA
(UAE, KSI, Egypt, Lebanon,
Jordan, Syria, Kuwait, Morocco,
Tunisia)
5

6. Big shift for gemiusAudience in Turkey
From cookie panel

7. Big shift for gemiusAudience in Turkey
To fusion panel

8. Fusion panel approach
PARTICIPATING WEBSITES
Fusion of data
Cookie Panel
• Integrated traffic &
demographics
• 1167 web sites
• Monthly data
Software Panel • At-home / At-work
Audience
• Measures people
not browsers
ALL OTHER WEBSITES
• Demographical and
Software Panel
(…) behavioural weighting

9. Methodologies in different countries
Cookie Panel Software Panel Fusion Panel
• Slovakia • Poland • Czech Republic
• Estonia • Hungary
• Latvia • Russia
• Lithuania • Denmark
• Ukraine • Israel
• Slovenia • Ukraine
• Croatia • Belarus (test)
• Bosnia&Hercegovina • MENA (test)
• Bulgaria • Turkey
• MENA (17 countries)
• Serbia
• Moldova

10. Fusion in Turkey
100%
Reach of the study
1 167
Websites presented and
this number is growing

11. About Gemius
Turkish market among others
Number of internet users
Internet penetration
Internet adspend
Turkish online audience
Final notes

12. Key insights
25 m internet users (IU)
Larger than all Nearly half the
pure CEE Turkish population of
markets Russian IU
internet
December 2011
Internet Relatively
penetration slow growth
lower than CEE of internet
average population
40,9% 2pp y-o-y
Source: IAB Turkey Internet Audience Measurement, December 2011 , Gemius & IPSOS KPMG

13. Key insights
Value of internet
adspends €272m CEE average
2,26 times more in 2010
(without Turkey)
€ than in 2009 growth was
„only” 33,9%
Turkish online
Only after
advertising
App €11,3 per
Russia and
one internet
Poland
(in terms of total online Nearly 14% of user
adspends)
total adspends
Source: IAB Europe: ADEX 2010, IAB Turkey Internet Audience Measurement, December 2010, Gemius & IPSOS KPMG

14. About Gemius
Turkish market among others
Turkish online audience
Audience characteristics
Popular websites – what is special?
Audience – more than just media planning data
Insight into mobile audience
Final notes

15. Turkish Internet – main characteristics
25 175 731 internet users
2 484 page views per internet user
49 h 45 minutes spent by one internet user per month
Source: IAB Turkey Internet Audience Measurement, January 2012, Gemius & IPSOS KPMG

16. Turkish Internet – main characteristics
56% of Turkish online audience are men, 44% - women
Audience composition Internet users
60% 16 000 000
14 065 021
14 000 000
50%
12 000 000 11 110 910
40%
10 000 000
30% 8 000 000
6 000 000
20%
4 000 000
10%
2 000 000
0% 0
Male Female Male Female
Source: IAB Turkey Internet Audience Measurement, January 2012, Gemius & IPSOS KPMG

17. Turkish Internet – main characteristics
Only 37% of page views are made by women; men browse more, which is typical for
developing markets and will balance out in future
Page views composition Avg. page views per visitor
70% 3 000 2 782
62,56%
60% 2 500
2 107
50%
2 000
40% 37,44%
1 500
30%
1 000
20%
10% 500
0% 0
Male Female Male Female
Source: IAB Turkey Internet Audience Measurement, January 2012, Gemius & IPSOS KPMG

18. Turkish Internet – main characteristics
Men spend visibly more time online than women
Time composition Average time spent per visitor
[hr,min]
70%
63,51% 60 56,33
60%
50
50% 41,08
40
40% 36,49%
30
30%
20% 20
10% 10
0% 0
Male Female Male Female
Source: IAB Turkey Internet Audience Measurement, January 2012, Gemius & IPSOS KPMG

19. Turkish Internet – main characteristics
Age group 25-34 is most represented on the internet
Audience composition Number of Real Users
30% 8 000
27%
7 000 6 723
25% 24%
5 945
6 000
20%
5 000
16%
4 079
15% 4 000
11% 11% 2 887
3 000 2 753
10% 8% 1 918
2 000
5% 3% 872
1 000
0% 0
[12-14] [15-17] [18-24] [25-34] [35-44] [45-54] [55+] [12-14] [15-17] [18-24] [25-34] [35-44] [45-54] [55+]
Source: IAB Turkey Internet Audience Measurement, January 2012, Gemius & IPSOS KPMG

20. Turkish Internet – main characteristics
In terms of usage, distribution among age groups is much more equal, however
the most active age group is 18-24
Average page views per visitor Page views composition
3 500 35%
3 082
29,29%
3 000 30%
2 551 25,90%
2 410 2 511
2 500 2 351 25%
2 000 1 805 20%
16,64%
1 500 1 280 15%
10,35%
1 000 10% 8,33% 7,70%
500 5%
1,78%
0 0%
[12-14] [15-17] [18-24] [25-34] [35-44] [45-54] [55+] [12-14] [15-17] [18-24] [25-34] [35-44] [45-54] [55+]
Source: IAB Turkey Internet Audience Measurement, January 2012, Gemius & IPSOS KPMG

21. Turkish Internet – main characteristics
In terms of the time spent online 18-24 year olds are strong leaders, 15-44 have less time to
spend, while for 45-54 year olds the amount of time spent is even increasing
Time composition Avg. time spent per visitor
[hr:min]
35% 32,55% 0.80
0.68
30% 0.70
23,72% 0.60 0.53
25% 0.52
0.50 0.44 0.45
20%
14,63% 0.40
0.33
15%
11,50% 0.30 0.26
10% 7,60% 8,18%
0.20
5% 0.10
1,83%
0% 0.00
[12-14] [15-17] [18-24] [25-34] [35-44] [45-54] [55+] [12-14] [15-17] [18-24] [25-34] [35-44] [45-54] [55+]
Source: IAB Turkey Internet Audience Measurement, January 2012, Gemius & IPSOS KPMG

22. Huge power of global brands
No 2 No 4
No 1
No 8 No 3
No 5

23. Strongest local brands
No 19
No 7
No 9
No 12
No 11
No 13
No 20
No 10
No 14

24. Seems that online gaming is very popular
No 21

25. Well developed e-government?
No 6
No 32
No 17

26. Manliest websites – examples from top 50
Reach: 21,45%
Men: 82,16%
Page views by men: 87,04%
Time spent by men: 85,53%
Typically a men's website – male
audience is more represented and it is
men that show more interest in the
content.
Reach: 13,59%
Men: 79,69%
Page views by men: 59,06%
Time spent by men: 22,97%
The website attracts significantly more
men than women, but they find the
content less interesting.

27. Websites for women – examples from top 50
Reach: 18,56%
Women: 50,25%
Page views by women: 79,72%
Time spent by women: 82,97%
Reach: 34,57%
Women: 48,87%
Page views by women: 64,41%
Time spent by women: 64,82%
Women are not significantly more
represented than men on neither of these
websites, but the reach in female audience
is higher than average. The amount of page
views and time spent show that this the
content is female-oriented.

28. Where can middle level managers be found?
Reach: 42,84%
TG: 6,4%
Page views by TG: 11,36%
Time spent by TG: 15,26%
Reach: 40,70%
TG: 5,15%
Page views by TG: 2,58%
Time spent by TG: 1,86%
On both sites, the target group is more
represented than on other sites, but the
content consumption pattern is very
different. Middle level managers are on
Twitter, but they are less active; their
activity increases on Hurriyet.com.tr.

29. Top websites in Turkey
By number of Real Users
25 24 23
Millions
20
15 15
15
10 10 10
10 8 8 7 7 7 7 6 6 6 6 5 5 5
5
0
By Reach
100%
80%
60%
40%
20%
0%
Source: IAB Turkey Internet Audience Measurement, January 2012, Gemius & IPSOS KPMG

30. Top websites in Turkey
Average page views per visitor
800
700
600
500
400
300
200
100
0
Time spent per visitor
h:48:00
h:24:00
h:00:00
h:36:00
h:12:00
h:48:00
h:24:00
h:00:00
Source: IAB Turkey Internet Audience Measurement, January 2012, Gemius & IPSOS KPMG

31. How big is the Mobile pie?
Turkey vs CEE – share of page views generated by visitors using mobile devices and PC computers
0.02% Czech Republic 5.16% Slovakia 3.92
Turkey
%
Denmark 26.76 Ukraine 2.26
Apple = 48.7% %
%
Nokia = 20.4%
website-averaged percentage
share of page views generated by
Nokia and Apple products in
Turkey**
Source : Gemius, gemiusTraffic (February 2012), Czech Republic, Slovakia, Denmark, Ukraine,
(The ranking is created on the basis of the website-averaged percentage share of page views on sites participating in gemiusTraffic.
**Source : Gemius, gemiusTraffic, 02.2012)

32. How big is Mobile traffic?
Turkey vs. CEE & Western Europe – absolute numbers of page views generated by visitors
using mobile devices
Hard data of mobile internet usage
Declaration data of mobile
250
internet usage Real Users*
Millions
200 9 568 141
150
100 Number of mobile PV made
in February 2012**
50
229 249 439
0
Turkey Denmark Hungary Poland
December 2011
Source: Gemius, gemiusTraffic: Turkey, Denmark, Hungary, Poland, 12.2011.
*Source: IAB Turkey Internet Audience Measurement, January, 2012, Gemius & IPSOS KPMG.
**Source: Gemius, gemiusTraffic: Turkey, 02.2012

33. Preferences of mobile internet users: devices
Turkey – top 5 mobile devices (producers) by website-averaged percentage share of page
views generated on websites monitored by Gemius
Nokia Samsung HTC Black
Apple Berry
3,5%
4,3%
15.4%
20.4%
48.7%
iPad Nokia 5800 Galaxy S II Desire
2,7% 3,2% 1,2%
26%
iPhone Nokia C3 GT-S5830 Wildfire
22% 1,5% 1%
2,2%
Source: Gemius, gemiusTraffic: Turkey, 02.2012.

34. Preferences of mobile internet users: devices
Denmark – top 5 mobile devices (producers) by website-averaged percentage share of
page views generated on websites monitored by Gemius
HTC Samsung Sony Nokia
Apple Ericsson
1,2%
3,4%
5.7%
8,6%
79,5%
iPad Desire Galaxy S II LT15i LT15i
45,5% 1,8% 2,8% 0,8% 0,3%
iPhone Desire S Galaxy Tab 10.1" ST18 N8
33% 1,1% 0,6% 0,4% 0,2%
Source: Gemius, gemiusTraffic: Denmark, 02.2012.

35. Contents
About Gemius
Turkish market among others
Turkish online audience
Final notes
Notes from Turkey
Trends from the region
Further developments

36. Notes from Turkey and trends from the region
• Turkish online audience is much more engaged into content
consumption then on other CE or SE markets
• Analysis should go beyond standard metrics
• Global brands hold very strong positions on the Turkish market
• Strong local brands are connected to news content and video content

37. Trends from the region
• Mobiles will be an important segment in the future and a good
investment, but money is not yet following
• Video streaming has already become a visible segment of online in
several markets, it is growing fast and gathering pace
• TV shows generate the largest streaming audiences and amount of
time spent, with news coming second
• Tablets (especially iPads) are gaining huge popularity, dedicated
content and applications are following

38. Future developments of internet measurement by
Gemius in Turkey
• Panel recruitment for gemiusAudience
• Launch of gemiusMobile – research of mobile internet
• Launch of gemiusStream – research of audience viewing online video
content

39. THANK YOU
Join us @: Contact:
Facebook.com/GemiusGroup Lauris Lietavietis
Twitter.com/Gemius lauris.lietavietis@gemius.com
Slideshare.net/Gemius_com
YouTube.com/WwwGemiusCom