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

4

What is special about Belarus?

5

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

6

What does it mean?

7

From methodological perspective

8

Fusion panel methodology

SCRIPTED WEBSITES

Cookie Panel(n=38 000+)

Software Panel(n=1500)

…

ALL WEBSITESFusion Panel

9

And in practice

10

Data about local websites

11

Data about international websites

12

Much more than media

planning data

Data about commercial websites

13

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

Google

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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