IAB Turkiye digitalSCOPE Report

digitalSCOPE’2014

IAB Polska

June 2015

MEDIA CONSUMPTION i n d i g i t a l s o c i e t y

Country report: Turkey

digitalSCOPE

2014

digitalSCOPE’2014

IAB Polska

Communication Local research institute

Project partners

Leadership

Media partners

Members of

digitalSCOPE’2014

IAB Polska

Executive summary

3

Betül Yavuzol

Director

Ipsos Connect

(Turkey)

digitalSCOPE shows that the internet is a medium touching consumers more than

once and for longer time periods. Even if the daily reach for TV and internet are at

the same level, it is the time spent that derives the difference.

As in all other countries, the internet gets its peak with mobile devices in Turkey as

well. digitalSCOPE confirms results of the internet usage and attitudes survey

conducted by Ipsos Turkey in 2013, showing that mobile devices usage is

consistently increasing in Turkey; thus mobile application usage peaks.

As a result of medium variety, as well as integrated communication models,

touching consumer by more than one medium gains value. Second screen is

actually another force for advertisers since mobile ads are remembered more in

Turkey compared to CEE and the viewers of TV are actually online while they

consume content from TV. So, to touch more to the consumers, social media ads

are the king since social networking & media is the number one action in second

screen. The usage of hashtags in TV series & shows & even ads increased in

Turkey as well since the TV ratings & engagement are especially followed up by

social media measurements. One out of three internet users follow special offers of

the brand they follow in social media.

Internet is also a trigger point to increase purchase intent. The credibility of online is

developing over the years.

digitalSCOPE’2014

IAB Polska

Participants

4

Central &

South-Eastern

Europe

(C/SEE)

Bulgaria

Macedonia

Poland

Romania

Serbia

Slovakia

Slovenia

Turkey

ABOUT THE STUDY

digitalSCOPE’2014

IAB Polska

Key results

5

63

59

41

26

15

66

62

28

38

13

0 25 50 75 100

Internet

TV

Newspapers

Radio

Magazines

Daily access to media

C/SEE

Multi-screening levels

72

59

46

26

21

17

9

5

5

69

63

45

22

24

21

13

5

8

0 25 50 75 100

smartphoneportable PC

stationary PCTV device

tablettraditional mobile phone

smart TVe-reader

game console

Access to devices

Purchase (last 6 months) 88

74

73

87

65

75

0 25 50 75 100

TOTAL

WEB+WEB

TV+WEB

Turkey

65

58

72

61

0 10 20 30 40 50 60 70 80 90 100

Research Online, Purchase On/Off-line

Purchase Online (e-commerce)

digitalSCOPE’2014

IAB Polska

TABLE OF CONTENTS

6

Methodology and sample

Experts’ comments

DETAILED FINDINGS

Media usage

Online devices

Multi-screening

Activities online

Consumer Journey Online

Purchase potential

digitalSCOPE’2014

IAB Polska

Methodology

7

Technique: CAWI (Computer Assisted Web Interviewing)

Recruitment: Real Time Sampling, Run On Site: inventory of media partners

Reach in online population 16+: 71% (source: IAB Turkey Internet Audience Measurement Study)

Fieldwork: 17th Oct. – 29th Dec. 2014

Research institute: Ipsos Turkey

Researched population: Above 15 years old

Sample: N=896, representative, weighted

Weighting: Gender, age and internet usage frequency (basing on Eurostat)

Turkey

digitalSCOPE’2014

IAB Polska

Sample sizes

8

MAIN SAMPLE AND SUB-SAMPLES (unweighted) Turkey C/SEE

All internet users: 896 22 108

Device users:

– smartphone 748 16 348

– traditional mobile phone 159 5 500

– stationary PC 429 10 891

– portable PC 566 15 413

– tablet 312 6 273

– e-reader 51* 1 382

– game console 46* 1 028

– smartTV 134 3 799

– TV device (decoder, set-tup-box with online connection) 300 2 824

Traditional media users:

– TV 779 20 511

– newspapers 793 18 966

– magazines 711 18 572

– radio 593 18 029

* low sub-sample

digitalSCOPE’2014

IAB Polska

MEDIA USAGE

9

To guarantee representativeness of the

researched sample and comparability

between countries, digitalSCOPE data

were weighted with regard to internet

usage frequency. Eurostat data were

used as a point of reference.

digitalSCOPE’2014

IAB Polska

0

1

2

3

4

5

0 5 10 15 20 25 300

1

2

3

4

5

0 5 10 15 20 25 30

Media usage – summary

10

internet

radio

TV

(Y) Average number of hours per typical day

(X) Average number of days per month

Average time and frequency

estimated on the basis of

declarative questions: M3,

U5, O1, O3 (see: next

slides)

All internet users

%

magazines newspapers

Turkey C/SEE

radio

newsp.

digitalSCOPE’2014

IAB Polska

Access to media – frequency

11

Qs: M3. How often do you use the

internet?*

U5. How often do you use…

[LIST OF TRADITIONAL

MEDIA]?

All internet users

%

* Weighted according to

Eurostat data

63

59

41

26

15

20

15

17

16

17

2

11

8

20

18

8

12

14

14

16

19

36

35

0 25 50 75 100

internet

traditional TV

traditional newspapers

traditional radio

traditional magazines

Daily, almost daily Weekly Monthly Less often Never

Turkey

digitalSCOPE’2014

IAB Polska

Access to media – frequency

12

Qs: M3. How often do you use the internet? (Weighted according to Eurostat data)

U5. How often do you use… [LIST OF TRADITIONAL MEDIA]?

All internet users

%

internet traditional

TV

traditional

radio

traditional

newspapers traditional magazines

A few times a day 59 35 17 9 17

Daily or almost daily 4 23 24 6 9

A few times a week 18 12 13 12 11

Once a week 2 4 4 5 5

A few times a month 0 2 7 9 7

Once a month 0 0 4 11 1

Less often 2 1 3 5 7

Hard to say 15 7 9 9 7

Never - 16 19 35 36

Turkey

digitalSCOPE’2014

IAB Polska

Daily access to media

13

Qs: M3. How often do you use the

internet?* – ’a few times a day’

+ ’every day or almost every

day’

U5. How often do you use…

[LIST OF TRADITIONAL

MEDIA]? – ’a few times a day’


day’

All internet users

%

* Weighted according to

Eurostat data

63

59

41

26

15

66

62

28

38

13

0 25 50 75 100

internet

traditional TV

print newspapers

traditional radio

print magazines

Turkey C/SEE

digitalSCOPE’2014

IAB Polska

Daily time spent per media

14

Qs: O1. On an average day that

you use the internet, how

much time do you spend

online?

O3. On an average day that

you use the following media,

how much time do you spend

with: [LIST OF TRADITIONAL

MEDIA]

Filtered: media users

(excluding ’never’)

%

0 10 20 30 40 50 60 70 80 90 100

internet

traditional TV

traditional radio

traditional magazines

traditional newspapers

> 5 hrs 4-5 hrs 3-4 hrs 2-3 hrs1-2 hrs 30-60 mins < 30 mins hard to say

Turkey

digitalSCOPE’2014

IAB Polska

Daily time spent per media

15

Qs: O1. On an average day that you use the internet, how much time do you spend online?

O3. On an average day that you use the following media, how much time do you spend with: [LIST OF

TRADITIONAL MEDIA]

Filtered: media users (excluding ’never’)

%

internet traditional

TV

traditional

radio

traditional

newspapers traditional magazines

More than 5 hours 21 7 3 1 2

4-5 Hours 10 5 2 3 2

3-4 Hours 11 10 2 1 2

2-3 Hours 16 17 7 5 3

1-2 Hours 10 34 22 12 10

30 minutes-1 Hour 10 14 13 29 18

Less than 30 minutes 8 11 26 31 38

Hard to say 14 2 26 17 26

Turkey

digitalSCOPE’2014

IAB Polska

Time slots online

16

Q: O2. In which time slots do you

mostly access the internet on

the typical weekday/ weekend?

Multi-response question,

recalculated to 100%

Filtered: internet users

accessing the internet on

weekdays/weekends

%

0

10

20

30

40

50

07:00 - 9:00 9:00 - 12:00 12:00 - 16:00 16:00 - 19:00 19:00 - 24:00 24:00 - 07:00

typical weekday typical weekend

Turkey

digitalSCOPE’2014

IAB Polska

Time slots online: typical weekday

17



the typical weekday?





weekdays

%

0

10

20

30

40

50

07:00 - 9:00 9:00 - 12:00 12:00 - 16:00 16:00 - 19:00 19:00 - 24:00 24:00 - 07:00

Turkey C/SEE

digitalSCOPE’2014

IAB Polska

Time slots online: typical weekend

18



the typical weekend?





weekends

%

0

10

20

30

40

50

07:00 - 9:00 9:00 - 12:00 12:00 - 16:00 16:00 - 19:00 19:00 - 24:00 24:00 - 07:00

Turkey C/SEE

digitalSCOPE’2014

IAB Polska

ONLINE DEVICES

’Smartphone’ includes declarations prompted with the following features: • tactile screen or qwerty keyboard, • ability to use:

• internet, • navigation, • applications, • social networking services.

19

digitalSCOPE’2014

IAB Polska

02468

101214161820

0 10 20 30 40 50 60 70 8002468

101214161820

0 10 20 30 40 50 60 70 80

E-media usage – summary

20

portable PC

stationary PC

tablet

(Y) Average number of days per month spent online

(X) Penetration of devices

Frequency estimated on the

basis of declarative

question: U3 (see: next

slides)

All internet users

%

smartTV traditional mobile phone

Turkey C/SEE

smartphone

game console

digitalSCOPE’2014

IAB Polska

Access to devices

21

Q: U1. What electronic devices do

you use at least from time to

time?

All internet users

%

* TV device = TV decoder, set-

top-box with online connection

(e.g. Blu-Ray)

72

59

46

26

21

17

9

5

5

69

63

45

22

24

21

13

5

8

0 25 50 75 100

smartphone

portable PC

stationary PC

TV device*

tablet

traditional mobile phone

smart TV

e-reader

game console

Turkey C/SEE

digitalSCOPE’2014

IAB Polska

Access to internet – frequency

22

Q: U3. How often do you use the

internet via the following

devices?

Filtered: device users

%

82

73

70

57

43

34

10

0 25 50 75 100

smartphone

stationary PC

portable PC

tablet

smart TV

trad. mobile phone

game console

Daily, almost daily Weekly Monthly Less often Never

Turkey

digitalSCOPE’2014

IAB Polska

Access to internet – frequency

23

Q: U3. How often do you use the internet via the following devices?


%

stationary PC portable PC trad. mob. phone smartphone tablet smart TV game console

A few times a day 69 58 30 75 46 28 10

Daily or almost daily 5 12 5 7 12 15 0

A few times a week 13 11 1 6 16 24 19

Once a week 2 3 1 0 3 5 16

A few times a month 2 4 1 1 5 3 4

Once a month 0 0 0 0 5 0 8

Less often 0 2 2 0 0 5 4

Hard to say 5 7 2 5 4 9 10

Never 4 3 59 5 10 11 30

Turkey

digitalSCOPE’2014

IAB Polska

Daily access to internet

24

82

73

70

57

43

34

10

75

70

73

54

42

43

19

0 25 50 75 100

smartphone

stationary PC

portable PC

tablet

smartTV

traditional mobile phone

game console

Turkey C/SEE

Q: U3. How often do you use the

internet via the following

devices? – ’a few times a day’


day’


%

digitalSCOPE’2014

IAB Polska

MULTI-SCREENING

Multi-screening index is a synthetic indicator based on questions covering various simultaneous behaviors – both between internet and traditional TV (TV+WEB) and between various devices connected to the web (WEB+WEB).

25

digitalSCOPE’2014

IAB Polska

Multi-screening

26

Qs: MS1. How often – when using

the internet – do you watch

traditional television (without

access to the internet), e.g. TV is

in the background?

MS2. How often do you use the

internet via a few devices at the

same time (e.g. you are surfing

the computer and checking your

email via your phone)?

MS3. How often - when watching


access to the internet) – do you

use the internet in the following

devices?

All internet users

%

88

74

73

87

65

75

0 25 50 75 100

TOTAL

internet in a few devices

TV + internet

Turkey C/SEE

digitalSCOPE’2014

IAB Polska

Multi-screening by devices

27

MS1.

MS2.

MS3: traditional mobile phone

MS3: smartphone

MS3: PC (any)

MS3: tablet

MS3: smart TV

A few times a day 27 35 6 58 32 28 19 Daily or almost daily 12 5 6 8 8 11 15 A few times a week 12 13 2 4 12 12 12 Once a week 2 1 0 3 5 3 0 A few times a month 4 3 2 3 6 5 9 Once a month 4 1 1 1 1 3 2 Less often 4 3 1 2 3 6 5 Hard to say 12 13 6 4 4 4 7 Never 23 27 77 16 29 29 31

Qs: MS1. How often – when using

the internet – do you watch


access to the internet), e.g. TV is

in the background?

MS2. How often do you use the

internet via a few devices at the

same time (e.g. you are surfing

the computer and checking your

email via your phone)?

MS3. How often - when watching


access to the internet) – do you

use the internet in the following

devices?

Filtered: MS1, MS3: TV/device

users; MS2: all internet users

%

Turkey

digitalSCOPE’2014

IAB Polska

Activities online when watching TV

28

Q: MS4. Which of the following

activities do you perform on

the internet while watching a

TV program (e.g. TV series,

documentaries, news etc.) on


access to the internet)? Please

mark the activity even if you

perform it occasionally.

Filtered: multi-screeners

(TV+WEB)

%

47

38

34

28

22

22

21

19

15

13

11

6

0 20 40 60

using social networking services

checking, answering e-mails

browsing websites, surfing

messaging online (SMS)

reading comments on social media

job, school related activities

searching info about people on TV

searching a product seen on TV

sharing comments on social media

playing games online

visiting program website

checking TV critics about the program

Turkey

digitalSCOPE’2014

IAB Polska

ACTIVITIES ONLINE

29

Analyses of online activities are based on

the most typical activities, performed

most frequently on particular devices.

digitalSCOPE’2014

IAB Polska

Typical activities online – devices

30

Q: U4. What do you usually do on

the internet via particular

devices? Choose the most

frequent activities.

All internet users

Cumulative %

30 26 24 26

18 21 23

15 9

21 10

20 17

12 13 9

3

0 20 40 60 80 100 120 140

searching web pages

reading articles on portals

using social networks

banking online

using maps, locations

using communicators

visiting forums, blogs

writing blogs, reviews

job, education relatedPC stationary PC portable smartphone tablet

Turkey

digitalSCOPE’2014

IAB Polska

Typical activities – stationary PC

31





Filtered: stationary PC users

%

83 72 71

67 65

58 57

56 49

48 43

37 34

29 25

24 9

0 20 40 60 80 100

searching web pages

using e-mail

banking online

using price comparison sites


listening to music online

playing games


job, education related

Turkey

digitalSCOPE’2014

IAB Polska

Typical activities – portable PC

32





Filtered: portable PC users

%

76 72

69 67

66 57

54 51

47 47

43 41

31 27

23 18

7

0 20 40 60 80 100

searching web pages

reading about brands

reading articles on portals

using price comparison sites



playing games



Turkey

digitalSCOPE’2014

IAB Polska

Typical activities – smartphone

33





Filtered: smartphone users

%

64 64 64

62 58

51 44

43 38

37 34

28 27

27 24

17 11

0 10 20 30 40 50 60 70


searching web pages

using communicators


watching video

banking online


buying online


Turkey

digitalSCOPE’2014

IAB Polska

Typical activities – tablet

34

49 39

38 36

35 33

32 29 29

25 23

19 18 18

14 11

1

0 10 20 30 40 50 60

searching web pages

watching video


playing games



banking online

writing blogs, reviews






Filtered: tablet users

%

Turkey

digitalSCOPE’2014

IAB Polska

Typical activities online – summary Communication

35





Filtered: devices users

Correspondence

analysis Activities on the same side of

axis as a device are relatively

more typical for the device.

The closer to the intersection

of the axes’, the smaller the

difference.

Turkey

social networks

e-mail

communicators

digitalSCOPE’2014

IAB Polska

Typical activities online – summary Entertainment

36






Correspondence






difference.

Turkey

watching video online


playing games

digitalSCOPE’2014

IAB Polska

Typical activities online – summary Information

37






Correspondence






difference.

Turkey

writing blogs, comments,

reviews

location, maps

reading articles

writing blogs, comments,

reviews

job, education

related

searching

digitalSCOPE’2014

IAB Polska

Typical activities online – summary Purchase process, finances

38






Correspondence






difference.

Turkey

banking

buying products or services

visiting price comparison

sites

reading about brands

investing

digitalSCOPE’2014

IAB Polska

writing in SM

Typical activities online – summary

39

COMMUNICATION ENTERTAINMENT

PURCHASE PROCESS, FINANCES INFORMATION

location

banking

buying

checking prices reading articles

visiting SM

brands

video

music

games

SN

e-mail

communicators

investing

job/edu.

searching






Acronyms •Brands – reading about

brands

•SM – Social Media (blogs,

forums etc.), excluding SN

•SN – Social Networks

Correspondence






difference.

Turkey

digitalSCOPE’2014

IAB Polska

CONSUMER JOURNEY ONLINE

40

Consumer Journey Online focuses on 'e-

consumers' – internet users who spent

money (online or offline) on any product

or service during 'last 6 months'. Each

respondent described one category

randomly chosen from those purchased

(see: ’Purchase Potential’).

digitalSCOPE’2014

IAB Polska

Sources of information – summary

41

Qs: CJO4. Mark all sources of

information you learn about

[SELECTED

PRODUCT/SERVICE

CATEGORY] from.

CJO8. To what extent are the

following sources of

information on [SELECTED

PRODUCT/SERVICE

CATEGORY] credible for you?

Filtered: e-consumers

Average % for all categories

Intersection of the axes

represents means of all

researched media 0

10

20

30

40

50

60

70

80

0 10 20 30 40 50 60 70 80

(Y) Usefulness

(X) Credibility (top-2 boxes)

internet

friends, family

TV advertising

expert, specialist

brand's info newspapers

magazines radio

Turkey

digitalSCOPE’2014

IAB Polska

Sources of information – usefulness

42

Q: CJO4. Mark all sources of

information you learn about

[SELECTED

PRODUCT/SERVICE

CATEGORY] from.



68

47

29

26

25

24

14

13

9

73

50

18

32

18

19

17

12

8

0 25 50 75 100

internet

friends, family

expert, specialist

TV

advertising

brand's info

print - newspapers

print - magazines

radio

Turkey C/SEE

digitalSCOPE’2014

IAB Polska

Sources of information – credibility

43

Q: CJO8. To what extent are the

following sources of


PRODUCT/SERVICE

CATEGORY] credible for you?

Top 2 boxes =

’definitely credible’ +

’rather credible’

[5-POINT LIKERT SCALE

WITH ’HARD TO SAY’

OPTION]



67

60

43

35

32

32

28

20

18

62

70

49

53

35

33

31

27

24

0 25 50 75 100

expert, specialist

friends, family

brand's info

internet

print - magazines

print - newspapers

TV

radio

advertising

Turkey C/SEE

digitalSCOPE’2014

IAB Polska

Credibility – details

44

Q: CJO8. To what extent are

the following sources of


PRODUCT/SERVICE

CATEGORY] credible for

you?



17

15

8

6

8

8

6

4

5

50

45

35

29

24

24

23

16

13

20

22

33

36

34

33

42

39

37

7

5

9

11

12

15

10

17

18

6

9

10

13

13

13

14

15

16

11

11

10

13

14

0 20 40 60 80 100

expert, specialist

friends, family

brand's info

internet

print - magazines

print - newspapers

TV

radio

advertising

definitely credible (5) 4 3 2 definitely not credible (1) hard to say

Turkey

digitalSCOPE’2014

IAB Polska

Internet VS offline triggers

45

69

52

48

30

25

72

50

40

35

28

0 25 50 75 100

private talks

TV

press

outdoor

radio

Qs: CJO9. Does it happen that you

read, watch or search internet

to find information on

[SELECTED

PRODUCT/SERVICE

CATEGORY] under the

influence of [LIST OF MEDIA]

CJO10. Are there any

[SELECTED

PRODUCT/SERVICE

CATEGORY] you found out

about for the first time from the

internet?



56 55

0 25 50 75 100

internet

Turkey C/SEE

Offline triggers to consumer journey online

Internet as the first touchpoint with a brand

digitalSCOPE’2014

IAB Polska

Online advertising triggers

46

24

22

19

18

17

13

12

9

7

21

23

22

22

18

8

18

9

9

0 10 20 30 40

presence of brands in SNS*

links in search engines

display advertising*

e-mail advertising

links in articles

mobile advertising

video advertising*

advertising in apps*

pop-up windows *

Turkey C/SEE

Q: CJO6. Mark all types of

internet advertising you find

out about [SELECTED

PRODUCT/SERVICE

CATEGORY] from.



40

48

* Display

(aggregated)

digitalSCOPE’2014

IAB Polska

Research online

47

Q: CJO5. Mark all internet

sources of information you

learn about [SELECTED

PRODUCT/SERVICE

CATEGORY] from.



35

31

29

28

26

21

18

7

6

30

22

39

26

20

28

15

17

8

0 10 20 30 40 50

web pages of brands

price comparison sites

internet shops

social networking services

specialist www sites

forums, opinion services

blogs, video-blogs

portals

auctions

Turkey C/SEE

digitalSCOPE’2014

IAB Polska

Usefulness of the internet in purchase

48

22

28

29

24

31

23

22

22

44

48

46

42

43

49

43

49

13

9

7

12

8

11

12

11

7

6

10

6

8

4

6

4

9

9

10

10

8

8

10

10

11

0 20 40 60 80 100

planning purchase

looking for new products, services

looking for information, opinions

choosing an offer, a product

finding the best price

finding the best supplier

shopping

sharing opinion

definitely yes (5) 4 3 2 definitely no (1) hard to say

Q: CJO7. For the matter of

[SELECTED

PRODUCT/SERVICE

CATEGORY], in your opinion

is the internet useful in:



Turkey

digitalSCOPE’2014

IAB Polska

Usability of internet in purchase

49

66

76

75

66

75

72

65

71

54

69

71

67

70

63

58

61

0 20 40 60 80 100

planning purchase

looking for new products, services

looking for information, opinions

choosing an offer, a product

finding the best price

finding the best supplier

shopping

sharing opinion

Turkey C/SEE

Q: CJO7. For the matter of

[SELECTED

PRODUCT/SERVICE

CATEGORY], in your opinion

is the internet useful in:

Top 2 boxes =

’definitely yes’ +

’rather yes’



digitalSCOPE’2014

IAB Polska

PURCHASE POTENTIAL

50

Purchase Potential covers two purchase

indicators:

• ROPO – purchase made online or

offline basing on information found

online,

• Purchase Online (e-commerce).

The indicators are based on 'last 6

months' purchase declarations.

digitalSCOPE’2014

IAB Polska

Purchase indicators (last 6 months)

51

65

58

72

61

0 10 20 30 40 50 60 70 80

Research Online, Purchase On/Off-line

Purchase Online (e-commerce)

Turkey C/SEE

Qs: CJO2. Which of the following

products or services did you

buy during last six months

basing on information found on

the internet?

CJO3. Which of the following


buy during last six months on

the internet (payments,

purchases, auctions etc.)?

All internet users

%

digitalSCOPE’2014

IAB Polska

Research Online Purchase On/Off-line

52

30

21

19

13

13

13

12

10

8

6

6

6

5

5

5

4

4

0 10 20 30 40

clothingtelecom

bookshygiene

homeelectronics

tourismparentingsoftware

sportpharmacy

subscriptionsautomotive

foodrepair

financesAV records

Turkey C/SEE

Q: CJO2. Which of the following




the internet?

All internet users

%

ROPO = Research Online,

Purchase Online or Offline

digitalSCOPE’2014

IAB Polska

Purchase online

53

25

17

17

14

12

10

9

7

7

6

5

5

4

4

4

4

3

0 10 20 30

clothingbooks

telecomhygienetourism

parentingelectronics

subscriptionshomesport

automotivesoftware

foodAV records

financespharmacy

repairTurkey C/SEE

Q: CJO3. Which of the following





All internet users

%

digitalSCOPE’2014

IAB Polska

Conversion: research online

54

70 64

59 56

55 54 53

48 47

46 44

40 36

31 29

25 15

0 20 40 60 80

software

books

home

clothing

parenting

repair

automotive

AV records

food


products did you spend money

on during last six months – as

well online as offline?





the internet?

Conversion = the share of

internet users purchasing

particular goods basing on

research online among those

who purchase these goods

(online or offline)

%

Turkey

digitalSCOPE’2014

IAB Polska

Conversion: purchase online

55

58 54 54

52 46

45 44 44 43

41 34 33

30 29

28 15

13

0 20 40 60 80

subscriptions

tourism

sport

parenting

hygiene

automotive

repair

finances

food


products did you spend money

on during last six months – as

well online as offline?






Conversion = the share of

internet users purchasing

particular goods online among

those who purchase these

goods (online or offline)

%

Turkey

IAB Turkiye digitalSCOPE Report

Internet

Transcript of IAB Turkiye digitalSCOPE Report