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Chasing Western Europe CEE online market 2012/2013
Lauris Lietavietis, Gemius
Webit, 6.11.2013

We support knowledge drive...
EMERGING MARKETS?

Map of developing countries
Source: http://en.wikipedia.org/wiki/File:Developing_countries.png

2
ONLINE POPULATION

3
INTERNET PENETRATION – WESTERN EUROPE
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
-10%

94%

1%

90%

1%

90%

2%

86%

2%...
INTERNET PENETRATION - CEE
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
-10%

Avg: 61%

80%

71%

4%

5%

71%

2%

70%

8%

69%
...
INTERNET PENETRATION - EUROPE
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

94%

90% 90%

86%

82% 80% 80%

77% 76% 76%

73...
INTERNET PENETRATION – CEE, AUGUST, 2013
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
-10%

80%

Avg: 63%
74% 72% 72% 71% 71%
69...
INTERNET PENETRATION - EUROPE
81% – 100%
61% – 80%
41% - 60%

8
AGE STRUCTURE OF ONLINE POPULATIONS IN CEE
Bosnia & Herzegovina
Moldova
Turkey
Poland
Lithuania
Ukraine
Croatia
CEE
CEE
Ma...
€

ONLINE EUROS

10
EUROPEAN ONLINE ADVERTISING (BLN EUR)

6,3
7%

4,6 0,6
5% 1%
28,1
31%

8,7
9%

24,3

19,3
21%

21,9
24,3
26%

TV

Online

...
ONLINE ADSPEND SHARE – EUROPE VS CEE

26%

18%

Europe

CEE

Source Western Europe: Worldwide Ad Spending Forecast, eMarke...
ONLINE ADSPEND SHARE - CEE
23%
19%

19%

18%

17%

17%

15%
14%
10%

9%
7%

6%
4%

Hungary Russia

Poland

Turkey

Czech E...
ONLINE ADSPEND PER INTERNET USER - EUROPE (EUR)
160
140

120

143

136
120

112

100
80
60
40

20
0

78 76
72 68
63

55 52...
ONLINE DEVICES

15
DEVICE SHARE OF PAGE VIEWS - CEE
100%

0,49%

2,37%

1,93%

5,75%

90%
97,59%
91,88%

80%

PC

Phone

Tablet
Source: gemiu...
DEVICE SHARE OF PAGE VIEWS - CEE
SK
HR
LT
RS
HU
CZ
PL
RU
TR
EE
LV
BG
BY
UA
RO
MD
70,0%

75,7%

21,2%
84,5%

12,9%
89,7%
90...
IT SEEMS THAT APPLE DOMINATES IN THE REGION

Apple
Samsung

18
BRAND SHARE OF PAGE VIEWS
38%
53%

30%

53%
43%

42%

44%
41%

39%

40%
34%

36%
33%

32%

33%

33%
26%

19%

23%

22%

21...
BRAND SHARE OF PAGE VIEWS - DYNAMICS
-1%
+7%
6%

7%

7%

-4%

6%

-4%

7%

-4%

9%
5%
-4%

-3%

10%

9%
6%
-2%

6%
-2%

10...
BRAND SHARE OF PAGEVIEWS - PHONES
21%
44%
35%

34%

30%
27%

45%

44%
36%

32%
28%

30%

35%

42%
36%

39%

38%
35%

30%

...
BRAND SHARE OF PAGE VIEWS - TABLETS
62%
83%

79%

22%

76%
70%
64%

63%

61%

61%

31%
12%

14%

16%

17%

21%

61%

60%

...
ONLINE GOOGLE … OR NOT?

23
GOOGLE DOMINATOR?

24
SHARE OF SEARCHES
100,00%

97,8%

97,7%

97,6%

97,5%

97,4%

97,0%

96,7%

95,9%

95,8%

95,1%
88,9%

90,00%
80,00%

70,3...
FINAL NOTES
Online population





Top CEE countries rank Western European average of Internet penetration (75%), Eston...
FINAL NOTES
Online devices







Non PC traffic reaches almost 9% in CEE with tablets amounting to 2% and phones to ...
Thank you!
Lauris Lietavietis
Audience Research Director
lauris.lietavetis@gemius.com

www.gemius.com
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  1. 1. Chasing Western Europe CEE online market 2012/2013 Lauris Lietavietis, Gemius Webit, 6.11.2013 We support knowledge driven business decisions.com
  2. 2. EMERGING MARKETS? Map of developing countries Source: http://en.wikipedia.org/wiki/File:Developing_countries.png 2
  3. 3. ONLINE POPULATION 3
  4. 4. INTERNET PENETRATION – WESTERN EUROPE 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% -10% 94% 1% 90% 1% 90% 2% 86% 2% Avg: 75% 82% 80% 0% 2011 77% 2% 0% 2012 76% 2% 76% 73% -1% 1% 70% 1% 69% 62% -2% 2% 56% 2% 51% 1% 2011-2012 growth Source: IAB Europe, Adex Benchmark 2011 & 2012 4
  5. 5. INTERNET PENETRATION - CEE 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% -10% Avg: 61% 80% 71% 4% 5% 71% 2% 70% 8% 69% 3% XII.2011 69% 5% 64% 9% XII.2012 62% 57% 54% 11% 3% 0% 52% 49% 46% 44% 13% 6% 3% -5% 2011-2012 growth 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+ 5
  6. 6. INTERNET PENETRATION - EUROPE 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 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% 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+ 6
  7. 7. INTERNET PENETRATION – CEE, AUGUST, 2013 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% -10% 80% Avg: 63% 74% 72% 72% 71% 71% 69% 67% 60% 59% 57% 55% 53% VIII.2012 VIII.2013 50% 49% 45% 2012-2013 growth 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+ 7
  8. 8. INTERNET PENETRATION - EUROPE 81% – 100% 61% – 80% 41% - 60% 8
  9. 9. AGE STRUCTURE OF ONLINE POPULATIONS IN CEE Bosnia & Herzegovina Moldova Turkey Poland Lithuania Ukraine Croatia CEE CEE Macedonia Belarus Slovakia Serbia Czech Republic Russia Bulgaria Hungary Latvia Estonia Slovenia 40,4% 39,5% 36,2% 34,9% 34,8% 31,9% 31,4% 30,8% 29,7% 29,1% 28,2% 23,7% 23,4% 23,0% 22,4% 21,4% 20,8% 20,2% 15,5% 0% 10% 20% 2,1% 9,4% 4,8% 10,2% 10,9% 7,5% 10,2% 9,3% 8,7% 7,5% 10,3% 10,3% 17,1% 8,7% 13,8% 16,1% 14,1% 18,4% 17,1% 30% 40% 50% 60% 70% 80% 90% 15-24 25-34 35-44 45-54 55+ 100% Source: gemiusAudience, VIII, 2013 9
  10. 10. € ONLINE EUROS 10
  11. 11. EUROPEAN ONLINE ADVERTISING (BLN EUR) 6,3 7% 4,6 0,6 5% 1% 28,1 31% 8,7 9% 24,3 19,3 21% 21,9 24,3 26% TV Online Newspapers OOH Radio Magazines 2011 2012 Cinema Source: Adex Benchmark 2012, IAB Europe 11
  12. 12. ONLINE ADSPEND SHARE – EUROPE VS CEE 26% 18% Europe 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 12
  13. 13. ONLINE ADSPEND SHARE - CEE 23% 19% 19% 18% 17% 17% 15% 14% 10% 9% 7% 6% 4% Hungary Russia Poland Turkey Czech Estonia Republic Latvia Romania Lithuania Belarus Ukraine Slovakia Bulgaria 2011 2012 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 13
  14. 14. ONLINE ADSPEND PER INTERNET USER - EUROPE (EUR) 160 140 120 143 136 120 112 100 80 60 40 20 0 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 Source: Adex Benchmark, 2012, EE: TNS Emor, LV: Latvian association of Advertising, LT: TNS LT, UA: Ukrainian Ad Coalition, RO: Media Fact Book Romania 14
  15. 15. ONLINE DEVICES 15
  16. 16. DEVICE SHARE OF PAGE VIEWS - CEE 100% 0,49% 2,37% 1,93% 5,75% 90% 97,59% 91,88% 80% PC Phone Tablet Source: gemiusRanking (rankingcee.com), I.2012 - IX.2013 16
  17. 17. DEVICE SHARE OF PAGE VIEWS - CEE SK HR LT RS HU CZ PL RU TR EE LV BG BY UA RO MD 70,0% 75,7% 21,2% 84,5% 12,9% 89,7% 90,6% 90,8% 91,9% 92,6% 92,9% 93,2% 94,4% 94,6% 94,9% 95,0% 95,9% 96,0% 99,3% 80,0% 90,0% PC Phones 3,1% 2,6% 7,6% 2,7% 8,0% 1,4% 6,8% 2,3% 6,0% 2,1% 5,5% 1,9% 2,5% 4,5% 4,8% 2,0% 2,4% 3,2% 3,7% 1,6% 3,6% 1,4% 3,5% 1,5% 2,4% 1,7% 2,2% 1,8% 0,3% 0,4% 100,0% Tablets Source: gemiusRanking (rankingcee.com), I – IX, 2013 17
  18. 18. IT SEEMS THAT APPLE DOMINATES IN THE REGION Apple Samsung 18
  19. 19. BRAND SHARE OF PAGE VIEWS 38% 53% 30% 53% 43% 42% 44% 41% 39% 40% 34% 36% 33% 32% 33% 33% 26% 19% 23% 22% 21% 28% 33% 35% Russia Moldova Ukraine Croatia Estonia Turkey 34% Latvia 29% 32% 31% 38% 31% 32% 26% 40% 33% Czech Hungary Poland Slovenia Slovakia Bulgaria Belarus Lithuania Serbia Republic Apple IX.2013 Samsung IX.2013 Source: gemiusRanking (rankingcee.com), IX.2012, IX.2013 19
  20. 20. BRAND SHARE OF PAGE VIEWS - DYNAMICS -1% +7% 6% 7% 7% -4% 6% -4% 7% -4% 9% 5% -4% -3% 10% 9% 6% -2% 6% -2% 10% 6% 5% 5% -1% 0% 0% 1% 6% 2% 4% 4% 6% -8% Apple Samsung Source: gemiusRanking (rankingcee.com), IX.2012, IX.2013 20
  21. 21. BRAND SHARE OF PAGEVIEWS - PHONES 21% 44% 35% 34% 30% 27% 45% 44% 36% 32% 28% 30% 35% 42% 36% 39% 38% 35% 30% 35% 31% 28% 24% 22% 21% Apple 23% 20% 19% 17% 14% 13% 12% 10% 7% Samsung Source: gemiusRanking (rankingcee.com), IX.2013 21
  22. 22. BRAND SHARE OF PAGE VIEWS - TABLETS 62% 83% 79% 22% 76% 70% 64% 63% 61% 61% 31% 12% 14% 16% 17% 21% 61% 60% 19% 58% 56% 51% 47% 47% 33% 30% 24% 18% Apple 60% 21% 22% 26% 20% 24% Samsung Source: gemiusRanking (rankingcee.com), IX.2013 22
  23. 23. ONLINE GOOGLE … OR NOT? 23
  24. 24. GOOGLE DOMINATOR? 24
  25. 25. SHARE OF SEARCHES 100,00% 97,8% 97,7% 97,6% 97,5% 97,4% 97,0% 96,7% 95,9% 95,8% 95,1% 88,9% 90,00% 80,00% 70,3% 70,2% 70,00% 60,00% 54,8% 53,7% 50,00% 43,4% 45,4% 40,00% 27,2% 30,00% 26,8% 20,00% 10,00% 1,5% 1,5% 1,4% 1,4% 1,5% 1,6% 1,4% 2,3% 2,3% 3,5% 6,1% 0,00% Source: gemiusRanking (rankingcee.com), IX.2012, IX.2013 25
  26. 26. FINAL NOTES 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; 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; 26
  27. 27. FINAL NOTES 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%); 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%); 27
  28. 28. Thank you! Lauris Lietavietis Audience Research Director lauris.lietavetis@gemius.com www.gemius.com

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