Gemius Blogcampcee 2008 Kyiv

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Gemius Ukraine Dmytro Lysiuk, executive director Central and Eastern European markets review

description

Central and Eastern European Markets Review by Genius executive director, Dmytro Lysiuk

Transcript of Gemius Blogcampcee 2008 Kyiv

Page 1: Gemius Blogcampcee 2008 Kyiv

Gemius UkraineDmytro Lysiuk, executive director

Central and Eastern Europeanmarkets review

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Content

1. About Gemius

2. CEE markets general review

3. Adspends

4. Blogs

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1. About Gemius

Gemius SA, Internet market research since 1999.

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Gemius worldwideCountriesCountries::

• Poland, Czech Republic, Slovakia, Hungary• Lithuania, Latvia, Estonia, Norway• Russia, Ukraine, Belarus• Adriatic region• Romania, Bulgaria• Denmark, UK, Israel, Austria

PartnersPartners:: CATI, Media Research, Ipsos, Market Watch, UAIA, FOM

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2. CEE markets general review

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CEE countries

Central Europe:Poland, Czech Republic, Slovakia, HungaryAdriatic region:Croatia, SloveniaBaltic states:Latvia, Lithuania, EstoniaEastern Balkans:Bulgaria, RomaniaEastern Europe:Ukraine, Russia, Belarus, Moldova

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Internet penetration - 2007

30%

71%

56%

50%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

CEE

Nordic Region

Western Europe

Southern Europe

Internet Penetration

SOURCE: gemiusAudience + structural studies, InternetWorldStats

43,6%2008

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Internet in CEE - details

68%

66%

53%

53%

51%

50%

46%

45%

43%

39%

33%

26%

16%

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

Slovenia

Estonia

Romania

Latvia

Lithuania

Czech Republic

Slovakia

Bulgaria

Poland

Hungary

Croatia

Russia

Ukraine

Source: gemiusAudience + structural studies

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Broadband penetration 2007

26%

59%

35%

19%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

CEE

Nordic Region

Western Europe

Southern Europe

Broadband Penetration (% of Internet-using HHs)

SOURCE: gemiusAudience + structural studies, InternetWorldStats

33%2008

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Broadband in CEE - details

49%

48%

47%

44%

35%

34%

34%

32%

30%

29%

22%

18%

13%

0% 10% 20% 30% 40% 50% 60%

Russia

Estonia

Ukraine

Slovenia

Poland

Lithuania

Croatia

Latvia

Czech Republic

Hungary

Slovakia

Romania

Bulgaria

Source: Eurostat + Gemius, expert estimation for UA

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3. Ad spends

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US-Europe comparative ad spends

http://www.marketingcharts.com/interactive/

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Source: Local media agencies

Ad spends

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Online ad share in total ad spends

Source: local media agencies

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Average ad spends per 1 user (euro)

2,14 €

3,56 €

3,84 €

4,10 €

4,41 €

5,68 €

6,71 €

7,55 €

10,65 €

11,34 €

11,74 €

14,17 €

18,31 €

- € 2 € 4 € 6 € 8 € 10 € 12 € 14 € 16 € 18 € 20 €

Ukraine

Croatia

Romania

Lithuania

Bulgaria

Russia

Poland

Slovakia

Latvia

Slovenia

Estonia

Czech Republic

Hungary

Source: local media agencies + gemiusAudience

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CEE statistics by regions (rate to population)

0%

10%

20%

30%

40%

50%

60%

Baltic states Eastern Balkans Adriatic Central Eastern (Russiaand Ukraine)

Internet Broadband Online ad

Source: local media agencies + gemiusAudience + IAB

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Russia and Ukraine …and Poland

  Ukraine Russia Poland

Internet penetration 16% 26% 43%

Broadband penetration 47% 49%

35%

Online ad spends 13 600 000 € 173 700 000 € 101 788 148 €

Online ad spends growth 59% 50% 12%

Euro/user 2,14 € 5,68 € 6,71 €

Online ad share 0,70% 3,60% 3,70%

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Mature markets – UK and Denmark

  Denmark UK

Internet penetration 79% 63%

Broadband penetration 76% 90%

Online ad spends 410 000 000 € 3 376 600 000 €

Online ad spends growth 20% 29%

Euro/user 109,5 € 112,55 €

Online ad share   14,70%

BMRB Internet monitor

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4. Blogs

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Blogs

Bulgaria blog.bg local 11,20%

  blogspot global  

       

Croatia  blog.hr local 32,42%

  bloger.hr local 23,48%

       

Czech Republic blog.cz local 39,08%

       

Hungary blog.hu local 33,89%

  blogter.hu local 19,51%

  freeblog.hu local 17,07%

  blogger.com global 9,44%

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Blogs

Latvia blog.lv local 9,78%

       

Lithuaniablogas.lt

local23.38%

       

Poland blog.onet.pl local 18,68%

  blox.pl local 13,23%

  blogger.com global 12,29%

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Blogs

RussiaLivejournal.com

global > local

 Liveinternet.ruBlog.mail.ru  local 

     

UkraineLivejournal.com global

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Blogs

The most popular type of UGC Tendencies

• Blog audience grows fast – up to 40% reach• Blog-services are getting closer to social networks• Social networks are used for blogging more often• Dominated mostly by local players

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Blogs

The most popular type of UGC But:

• Difficulties in audience measurement

• 1 person/ many browsers• 1 person/ many accounts• 1 account/several persons• etc.

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Summary

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Main trends

- Online ad in CEE is growing faster- Internet becomes more and more popular- Broadband takes up

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Internet CEE

These markets soon will be discussed at Internet CEE conference Warsaw, November 28-29

www.internetcee.com

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Thank you for your attention!

Gemiuswww.gemius.com.ua

[email protected]

Kyiv, 2008