Post on 08-May-2015
Lauris Lietavietis
22.03.2012.
Internet and Internet audience in Belarus and the region
2
Who we are?
• 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 the website, plan and deliver effective online campaigns or use the internet as a communication channel
3
,
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)
Gemius as the currency in online measurement
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What is special about Belarus?
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gemiusAudience methodologies
Fusion PanelSoftware PanelCookie Panel • Czech Republic• Hungary• Russia• Denmark• Israel• Ukraine• Turkey• MENA (test)• Belarus
• Slovakia• Estonia• Latvia• Lithuania• Ukraine• Slovenia• Croatia• Bosnia&Hercegovina• Bulgaria• MENA (17 countries)• Serbia• Moldova
• Poland
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What does it mean?
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From methodological perspective
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Fusion panel methodology
SCRIPTED WEBSITES
Cookie Panel(n=38 000+)
Software Panel(n=1500)
…
ALL WEBSITESFusion Panel
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And in practice
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Data about local websites
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Data about international websites
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Much more than media
planning data
Data about commercial websites
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Internet audience in Belarus
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Internet audience in Belarus
Internet audience in February, 2012 - 4,24 million people (real users, 15+).
Reach of gemiusAudience study – 99,91%.More than 200 websites in the study at the moment.
Socio demographical data are produced basing on 1454 software panelists and 37 504 cookie panelists.
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Рост интернет-аудитории в Беларуси
Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-113500000
3600000
3700000
3800000
3900000
4000000
4100000
4200000
Growth– 17% Daily growth– 79,32%
February, 2012
4 240 011Penetration
52%
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Белорусская интернет-аудитория
66,22% Broadband users
38,32% Higher education
Age:15-18 years – 10,15%19-24 years – 19,41%25-34 years – 29,70%35-44 years – 21,12%45-54 years – 13,43%55+ years – 6,19%
50,82% 49,18%
36,53% MINSK16,24% BRESTSK13,69% VITEBSK12,45% GOMEL 9,57% GRODNO11,52% MOGILEV
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Belarus: Top 20 websites based on reach
kufar.by
letitbit.net
depositfiles.com
deal.by
beltelecom.by
byfly.by
marketgid
opera.com
livejournal.com
fotostrana.ru
onliner.by
facebook.com
wikipedia.org
odnoklassniki.ru
youtube.com
tut.by
yandex.by
vk.com
mail.ru
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00%
Синим цветом – показаны нескриптованные сайтыКрасным цветом – показаны скриптованные сайты
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Websites for women – examples from top 50
Reach: 9,71%Women: 61,49%Pageviews by women: 63,59%Time spent by women: 65,37%
Reach: 5,23%Women: 65,08%Pageviews by women: 78,9%Time spent by women : 79,97%
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Websites for men – examples from top 50Reach: 24,39%Men: 61,70%Pageviews by men: 75,77%Time spent by men: 78,07%
Reach: 11,11%Men: 65,48%Pageviews by men : 67,05%Time spent by men: 64,69%
Reach: 13,43%Men: 63,20%Page views by men: 69,64%Time spent by men: 70,43%
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More than just media planning data
Reach: 16,89%Women: 51,14%Men: 48,86%
Reach: 15,80%Women: 55,87%Men: 44,13%
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Belarus among other countries of theregion
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Internet Population (mm internet users / 2011)
Russia(54,9 million internet users)
Belarus(4,1 million internet users)
Latvia(1,3 million internet users)
Russia
Turkey
Poland
Ukraine
Czech
Republic
Hungary
Belarus
Bulgaria
Slova
kia
Croatia
Lithuania
Latvi
a
Slove
nia
Estonia
0
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
60,000,000
December 2010 December 2011
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Internet Penetration (2010-2011 change)
Smallest marketsthe highest penetration level
Eastern marketsthe lowest penetration level
Belarusfastest growing market (+16%)
Estonia
Lithuania
Slove
niaLa
tvia
Bulgaria
Czech
Rep.
Slova
kia
Poland
Croatia
Hungary
Belarus
Russia
Bosnia
Turkey
Ukraine
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
20102011
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Online adspend per Internet User
Czech Rep
.
Hungary
Slove
nia
Poland
Slova
kiaRussi
a
Turke
y
Croati
a
Bulgaria
Latvia
Lithuan
ia
Belaru
s
Ukraine
Romania
Serb
ia0
10
20
30
40
50
60
ONLINE ADSPENDS PER INTERNET USER (€ / 2010) Within the ranking of online adspends per user the Belarus also before crisis was still among countries with lowest adspend levels with 2,3 € per user .
the least money per average user last year was spent in Serbia (2,04€)
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Online adspend as share of totalUK
Denm
ark
Neth
erlan
dsSp
ain Italy
Portu
gal
Hung
ary
Esto
nia
Czec
h Re
p.Po
land
Latv
iaRu
ssia
Belar
usTu
rkey
Rom
ania
Slove
nia
Bulga
riaUk
rain
eSlo
vakia
Lithu
ania
Croa
tiaSe
rbia
B&H
0%
5%
10%
15%
20%
25%
30%
35%
ONLINE AS SHARE OF TOTAL The share of online in total adspend in Belarus is higher than in… Italy .
.
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What is common with Latvia?
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Adspend in 2011
TV Press Outdoors Internet Radio Total0
10
20
30
40
50
60
70
80
90
100
Million USD
BYLV
Belarus(4,1 million internet users)
Latvia(1,3 million internet users)
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Distribution among media channels
Magazines10%
Newspapers11%
TV45%
Radio11%
Outdoors9%
Internet14%
Cinema0%
Advertising market in Latvia, 2011TV
58%Press13%
Outdoors13%
Internet9%
Radio6%
Advertising market in Belarus, 2011
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Latvia 2008 - 2009
Market-46%
Internet-29%
2008 20090.0
20.0
40.0
60.0
80.0
100.0
120.0
140.0
160.0
180.0
200.0181.2
98.3
15.9 11.2
Million USD
LV-totalLV-Internet
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Belarus 2010 - 2011
Market-32%
Internet-16%
2010 20110.0
20.0
40.0
60.0
80.0
100.0
120.0
98.0
67.0
7.3 6.1
Million USD
BY-totalBY-Internet
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Latvia 2008 - 2011
2008 2009 2010 20110.0
20.0
40.0
60.0
80.0
100.0
120.0
140.0
160.0
180.0
200.0181.2
98.385.6 90.3
15.9 11.2 11.0 12.9
Million USD
LV-totalLV-Internet
Market in 2011+5%
Internet+17
Still not back to 2008 levels
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Final remarks
• Audience research (fusion panel) methodology in Belarus is very unique and rare for such relatively small market
• Full coverage audience data are available on the market, which is important precondition for Internet to compete with other media channels
• In terms of penetration Belarus is reasonably well developed market, significant growth was seen in 2011
• Considering Internet penetration growth during the last year, this should reflect positively soon also on the Internet adspend
• Crisis in 2011 had huge negative effect on advertising industry, still it is much lower than it was in Latvia in 2009
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