Vesselin Angelov

13.12.2012

Structure of Online vs. Total population in Macedonia

,

JIC Standard: Poland, Bulgaria, Czech Republic, Slovakia, Hungary, Serbia, Slovenia, Turkey, Israel, Denmark, Ukraine, Belarus, Moldova, Serbia

De facto currency: Lithuania, Latvia, Estonia, Bosnia, Croatia

Start-up: Russia, MENA (UAE, KSI, Egypt, Lebanon, Jordan, Syria, Kuwait, Morocco, Tunisia) , Macedonia

Online audience measurement

Online penetration: where is Macedonia in the CEE region?

55% online penetration

in Macedonia

Source:of data: Macedonia: BRIMA DOO - Skopje Estonia: Turu-uuringute AS; Lithuania: SKDS; Czech Republic: Mediaresearch; Latvia: RAIT; Slovenia: Valicon; Bulgaria: Synovate; Slovakia: Mediaresearch; Hungary: gemius/Ipsos Fusion Data; Poland: Megapanel PBI/Gemius & netTrack Millward Brown; Croatia: Valicon;

Belarus: Factum Bel; Russia: FOM; Turkey: Ipsos KMG - Gemius SA: Internet Audience Measurement, 2011-12; Ukraine: gfk, [age groups - CEE:15+; Lithuania: 15-74; Bulgaria: 15-69; Slovakia: 14+; Croatia: 12+; Belarus: 16+; Russia 18+; Romania: 14-64; Ukraine: 14+]

Est

onia

Lith

uania

Latv

iaC

zech

Re..

.

Slo

venia

Bulg

ari

a

Slo

vakia

Hungary

Pola

nd

Cro

ati

a

Bela

rus

Russ

ia

Rom

ania

Turk

ey

Ukra

ine

0%

10%

20%

30%

40%

50%

60%

70%

80% 76%

68% 66% 66% 63% 62%

55% 54% 54% 53% 51%45% 45%

40%

33%

2010 2011

Macedonia: Gender of the online population

% Population % Internet0

10

20

30

40

50

6050

5650

44

MaleFemale

Considerable difference which is not typical of any of the countries in CEE region

Source: BRIMA DOO - Skopje

Macedonia: Age groups

15 - 24 y.o. 25 - 34 y.o. 35 - 44 y.o. 45 - 54 y.o. 55+ y.o.0

5

10

15

20

25

30

35

1819

18

16

2930

25

21

15

9

% Population% Internet

Source: BRIMA DOO - Skopje

Macedonia: Education

No ed

ucat

ion

or u

ncom

plet

ed e

lem

enta

ry

Elem

enta

ry e

duca

tion

Vocat

iona

l sec

onda

ry e

duca

tion

Seco

ndar

y ed

ucat

ion

Highe

r edu

catio

n

Unive

rsity

Post

-gra

duat

ed, P

hD

0

5

10

15

20

25

30

35

40

45

10

23

38

15

3

10

21

17

41

19

3

16

3

% Population% Internet

Source: BRIMA DOO - Skopje

Macedonia: Nationalities and Religions

MacedonianAlbanian

TurkRoma

SerbOther

0

10

20

30

40

50

60

70

% Population

% Internet

65

25

52

12

65

27

41

1 2

ChristianSunni

Muslim MuslimAtheist

010203040506070

% Population

% Internet

66

6

27

1

66

7

26

1

Source: BRIMA DOO - Skopje

Macedonia: Working status

0

10

20

30

4028

3

28

12 1217

40

3

27

6

20

4

% Popula-tion% Internet Employed full time

+ Students:

60% of online users

40% of population

Source: BRIMA DOO - Skopje

Macedonia: Income

Refuse to an-swer

Do not know

0 - 3000 den

3001 - 6000 den

6001 - 9000 den

9001 - 12000 den

12001 - 15000 den

15001 - 18000 den

18001 - 21000 den

21001 - 24000 den

24001 - 27000 den

27001 - 30000 den

30001 - 45000 den

45001 den +

0

2

4

6

8

10

12

8

3

65

1010 10

9

10

5 56

7

4

8

4 4 4

5

9

11

9

11

7

6

7

10

6

% Population

% Internet

Source: BRIMA DOO - Skopje

Online adspends as % of total

Source of data: IAB Europe/IHS Screen Digest/Warc, Ukrainian Advertisement Coalition, TNS LT, 2010

Europe

Czech RepublicPoland

Estonia

TurkeyLatvia

Hungary

Russia

Croatia

Slovenia

Lithuania

Belarus

Bulgaria

Slovakia

Romania

Ukraine UK

Denmark

Norway

Netherlands

Sweden

Germany

FinlandFrance

Spain

Switzerla

ndIta

ly

Belgium

Ireland

Greece

Austria

-5%

0%

5%

10%

15%

20%

25%

30%

Online adspends (m €/ 2009-2010 change)

Bulgaria € 24 mln.

online adspends

( 7.3 mln. population –

€ 393 average wage)

Romania € 17 mln.

online adspends

( 21.4 mln. population –

€ 464 average wage)

Source of data: IAB Europe: ADEX 2010. European Online Advertising Expenditure; Ukrainian Advertisement Coalition;

0

100,000,000

200,000,000

300,000,000

400,000,000

500,000,000

600,000,000

700,000,000

800,000,000€ 686,592,452

€ 368,218,650

€ 271,639,855

€ 186,346,524

€ 95,602,087€ 26,500,000€ 23,540,588€ 17,278,549

20092010

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Thank you!

Vesselin Angelov

contact@gemius.mk