Ipsos FOCUS · RADIO 3,6 6,1 0 TV Millions Source: Nielsen Audience Measurement; IPSOS MediaPuls...
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1 SERBIA F&F 2017 Ipsos FOCUS Desk report, May 2018. © 2018 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.
Transcript of Ipsos FOCUS · RADIO 3,6 6,1 0 TV Millions Source: Nielsen Audience Measurement; IPSOS MediaPuls...
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SERBIA F&F 2017
Ipsos FOCUS
Desk report, May 2018.
© 2018 Ipsos. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.
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The basic facts
Population: 7m*
Population Census 2011** - 7.2m
Currency: Serbian Dinar (RSD)
GDP per capita: €5,226 (2017***)
GDP: €36.8m (2017***)
Capital city: Belgrade (1.7m ****)
Major cities: Novi Sad (353,525), Niš (257,348)
* National Statistical Office (NSO) estimate in December 2017
** NSO
*** National Bank of Serbia (NBS)
**** Estimate mid. 2016. - NSO
Document Name Here | Month 2015 | Version 1 | Public | Internal Use Only | Confidential | Strictly Confidential (DELETE CLASSIFICATION)
THE ECONOMY &
DEMOGRAPHY OF
SERBIA
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Source: NBS
5,4
-3,1
0,6
1,4
-1,0
2,6
-1,8
0,8
2,8
1,9
33705
3065529766
3342431683
3426333319 33491 34115
36795
0
5000
10000
15000
20000
25000
30000
35000
40000
-6,0
-4,0
-2,0
0,0
2,0
4,0
6,0
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
GDP - annual growth, %, previous year = 100 GDP – total, million €
In 2017, Serbia had annual GDP growth of 1.9%, just shy of the predicted
figure of 2%
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Izvor, RZS
Average net wages continue to rise
402,0
337,8
331,8
372,5
366,1
388,5
379,8
367,9
374,5
383,9
300,0
320,0
340,0
360,0
380,0
400,0
420,0
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Average net. wages in €
In January 2018 average net
wages passed €400
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Unemployment has continued to fall, driven by an increase in manufacturing
jobs
Source: NSO
44,441,2
37,935,8 35,5
37,7
41,7 42,545,2
46,7
13,616,1
19,223,0 23,9 22,1
19,4 17,715,3 13,5
0
5
10
15
20
25
30
35
40
45
50
2008* 2009 2010 2011 2012 2013 2014 2015 2016** 2017
Employment rate***, % Unemployment rate****, %
The most significant increase in registered employment in 2016 was recorded in the following economic activities:
Wholesale and retail trade (8.122)
Manufacturing (23.658)
Administrative and support services(6.233)
Professional, scientific, innovative and technical services (4757)
Public sector employment
fell in the same period by
9.000
* Based on LFS data which has been conducted since 2008 according to European standards. The data are comparable for periods2008‒2013 and 2014-2016.
** The latest LFS data (for 3 Q 2016).
***Employment rate = the share of employed persons in total 15+ population.
**** Unemployment rate = the share of unemployed persons in labour force (employed and unemployed).
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Source: NSO
A young nation with an older population
40,240,4
40,741,1 41,2
42,3
39 39,139,4
39,739,9
40,7
41,541,7
4242,4 42,5
44
2002 2004 2006 2008 2010 2016
Total Male Female
Average age of population
8
163
376
463
573
481
489
450
363
330
95
277
405
544
473
501
470
385
349
80+
70-79
60-69
50-59
40-49
30-39
20-29
10-19
0-9
Female Male
The biggest generation is50-59 age bracket, which will
become pensioners in the coming years
2.9m above 50
1.8m above 60
0.9m above 70
… with 40% of people over the age of 50
Source: NSO
Population: age-gender pyramid, 2011, COP, in ’000
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Predicted population in millions
However, the population is falling
Source: Ipsos SM estimates
7.1
6.9
6.8
6.6
6.4
6.2
5,5
5,7
5,9
6,1
6,3
6,5
6,7
6,9
7,1
7,3
7,5
2016 2021 2026 2031 2036 2041
10
1,691,72
1,751,77 1,79
1,831,87 1,8
1,73
1,66
1,6
1,54
1,95
1,87
1,79
1,73 1,68 1,65
1,54
1,46
1,38
1,3
1,23
1,16
1
1,1
1,2
1,3
1,4
1,5
1,6
1,7
1,8
1,9
2
2016 2021 2026 2031 2036 2041
Mil
.
Belgrade Vojvodina Western Serbia and Šumadija Southern and Eastern Serbia
Belgrade is continuing to grow as other regions decline
Source: Ipsos SM estimates
Predicted population in millions
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Average household
What does the average Serbian household look like?
Source: Statistical office of the Republic of Serbia
An average household in Serbia has 2.9 members
Couples without children make up 18% of total
households.
The most represented are couples (married and unmarried) with
children. This group makes up one in three households, or 36%.
Single-person households make up 22% of the total
number of households. Women make up 60% of this
category.
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What Serbia thinks
Public opinion on global issues
Ipsos GLOBAL @DVISOR
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14
15
16
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MEDIA AND
ADVERTISING
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2.5MAGAZINES
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Audience
2017
REACH* INDIVIDUALST
(TV-4+; NON-TV 12+)
T V * * * * 6,058,487
R A D I O 3,636,051
I N T E R N E T 4,760,866
N E W S P A P E R S * * 1,457,865
M A G A Z I N E S * * * 2,487,543
1.5NEWSPAPERS
4,8INTERNET
3,6RADIO
6,1
0
TV
Millions
Source: Nielsen Audience Measurement; IPSOS MediaPuls
*Reach: Total number of individuals exposed to the media
** AIR: Average Issue Readership
***Total Reach
**** Weekly reach
TV is still the most popular form of media but online is catching up
Total reach of mass media
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*Source: Nielsen Audience Measurement & IPSOS
The values refer to mass media budgets, without VAT, production costs and agency discount.
206
161
175 172 172
155 156162
174 178,2
0
50
100
150
200
250
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Million €
The advertising market in Serbia was €178m in 2017, a slight increase on the
previous year
The value of advertising market in Serbia in 2016
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TV; 95
PRINT; 30
OOH; 18
INTERNET; 23
RADIO; 7OTHER; 1
TV advertising still dominates, but the share and importance of digital
advertising is growing
TV; 98,6
PRINT; 26,6
OOH; 19
INTERNET; 26
RADIO; 7,5OTHER; 0,5
2017 million €2016 million €
*Source: Nielsen Audience Measurement & IPSOS
The values refer to mass media budgets, without VAT, production costs and agency discount.
The structure of advertising market in Serbia in 2016–2017
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Technology
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Technology usage in Serbia
83,09
96,38
50,59
71,34
33,60
73,69
0,00
10,00
20,00
30,00
40,00
50,00
60,00
70,00
80,00
90,00
100,00
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Base: 4000 respondents 15-65Source: Ipsos BrandPuls
Mobile
SmartphoneInternet
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Base: 4000 respondents 15-65Source: Ipsos BrandPuls
How Serbia gets online
68% 57% 26% 74% 12%
63.6% 46.8% 21.7% 61.5% 7.3%Desktop PC Laptop Tablet Mobile phone Smart TV
2016
2017
No of units used
for Internet access
1 2 3 3+
28% 40% 19% 13%
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15-29 30-39 40-49 50+
MOBILE 97.63 100.00 97.25 92.11
SMARTPHONE 83.29 86.08 68.14 45.83
TABLET 26.45 31.66 29.13 18.23
INTERNET 82.94 86.54 72.02 53.51
FACEBOOK 75.61 76.23 58.57 36.76
INSTAGRAM 37.65 23.82 15.17 7.90
TWITTER 14.36 14.83 16.16 9.67
GOOGLE+ 15.24 21.64 19.55 16.12
LINKEDIN 7.50 11.47 8.94 6.25
Base: 4000 respondents 15-65Source: Ipsos BrandPuls 2017
Generations and technology
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Daily internet users
MILLENNIALS GENERATION X BABY BOOMERS
84% 71% 40%
(18 – 35) (36 – 49) (50+)
Smartphone ownership 86% 70% 43%
ISTINA
Technology is dominantly used by younger and middle
generations, but popularity among the older generations,
especially baby boomers, is growing.
The older generation
are less tech savvy
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Average time spent with traditional media is significantly
higher among 50+ generation, still Generation X represents
heaviest radio audience.
MILLENNIALS GENERATION X BABY BOOMERS
18-25 26-35
101.0
88.8
32.4
32.3
228.6
34.9
119.2
119.9
27.9
209.7
152.6
129.4
34.8
24.9
212.1
133.0
171.8
34.3
25.8
168.3
2017
average
129.99
138.08
34.44
26.88
203.43
The older generation are still heavily
connected with traditional media
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SHOPPERS & SHOPPING HABITS
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Source: Ipsos BrandPuls
Typical shopper
TYPICAL SHOPPER:
FEMALE, OVER 40,
MARRIED, PARENT.
Who is responsible for your daily shopping?
60,838,9
Me Someone else
62%76%
65%
Over 40
Parent Married
30
Source: NBS
The number of and value of online purchases are rising: 22% more transactions in
2017, along with growth of their value 8.5%
1 878 070
2 288 927
Quarters one and two
2016
2017
70 737
569
76 833 010
Quarters one and two
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Source: Ipsos BrandPuls
Online shopping is growing
Online shopping typically takes place in the
highly urban areas (in particular Belgrade),
among those with middle to high education
and high incomes.
Yes
31,7
No
68,3
64,6
27,4
19,2
18,4
17,2
6,8
2,2
3,3
Cash upon delivery
E-banking
PayPal
Credit card
Uplatnica
Payment slip
On bank account
Other
Most online purchases are paid by cash upon
delivery. The most frequent products
purchased online are: clothing, technical
equipment, small kitchen appliances,
cosmetics and tickets for sports or cultural
events.
Although cash payment is still most frequent
model, it is decreasing in favor of online
payments.
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Source: Ipsos Brand Puls istraživanje
In Serbia the most frequent online purchase is clothing.
Online shoppers per product/service category, EU -28, 2016. Source, 2016
55
17
16
12
11
6
3
34
21
13
24
29
12
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Clothing and
apparel
Event tickets
Technology
Home
appliances
Travel
Food
Software
Serbia EU
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