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comScore — Google Day - Istanbul, Turkey (November 2009)
29 slides from comScore's conference presentation, Nov 17, 2009
Slide 1: State of the Internet: Global Perspectives & the Role of Turkey in the Digital World
State of the Internet: Global Perspectives & the Role of Turkey in the Digital World Google Day - Istanbul, Turkey Jack Flanagan, EVP, comScore, Inc. November 17, 2009
Slide 2: Agenda
Agenda comScore Overview – Who we are and what we do Global Context – Online trends by country & region – Usage intensity, top categories Turkey: In Focus – Usage Intensity – Penetration of Online Categories – Demographic Composition – Social Networking – News and Information © comScore, Inc. Propri
Slide 3: comScore Overview
comScore Overview © comScore, Inc. Proprietary and Confidential. 3
Slide 4: comScore Is The Leader In Online Measurement
comScore Is The Leader In Online Measurement We are the largest provider of digital marketing intelligence, using a platform that °View of Consumer Behaviour 360° helps our customers make better-informed business decisions and implement more effective digital business strategies Web Visiting and Vie
Slide 5: Recognized For Outstanding Growth And Innovation
Recognized For Outstanding Growth And Innovation 2007 Technology Pioneer Fastest Growing Global First market research firm to be Research Firm named a 2007 Technology Pioneer by the World Economic Forum. comScore is currently the fastest- growing firm in the prestigious December 2006 Honomichl Globa
Slide 6: 1,200+ Clients Worldwide
1,200+ Clients Worldwide Some of our European & Turkish customers Agencies © comScore, Inc. Proprietary and Confidential. 6
Slide 7: Data collected from more than 2M panelists in over 170 countries
Data collected from more than 2M panelists in over 170 countries © comScore, Inc. Proprietary and Confidential. 7
Slide 8: Almost 40 countries reported on each month
Almost 40 countries reported on each month © comScore, Inc. Proprietary and Confidential. 8
Slide 9: Global Context
Global Context © comScore, Inc. Proprietary and Confidential. 9
Slide 10: The US is No Longer the Center of the Online Universe
The US is No Longer the Center of the Online Universe US Internet Population vs. Rest of the World Distribution of Worldwide Internet Audience Rest of the North World America Europe Latin America Middle East US - Africa Asia Pacific In 1996, 2/3 of the world’s Internet population was in the US, yet
Slide 11: Europe Continues Audience Growth
Europe Continues Audience Growth Growth is flat in North America Worldwide Online Population (Millions) European growth mostly driven by Russia +4% Asia continues rapid growth on a very 1,165.2 large base 960.2 Growth in LatAm expected to continue on the back of increased residential broadband penet
Slide 12: China Surges Past the US
China Surges Past the US Internet Users Age 15+ (MM) While US user growth has remained flat over the past year, China, Russia, and Brazil have experienced impressive growth rates of 31%, 26% and 23%, respectively. Millions of Internet Users (15+, home & work locations) Source: comScore World Metrix,
Slide 13: Online Engagement by Country
Online Engagement by Country Average Hours Per Visitor Per Month Canada 43.1 United States 32.5 Turkey 29.7 Israel 29.5 United Kingdom 28.5 Mexico 28.3 Canada is the most engaged country, South Korea 27.9 followed by the US, both of which France 27.2 increased time online over the past Venezuela 26.
Slide 14: The Majority of Top Properties' Audiences Coming from Outside US
The Majority of Top Properties’ Audiences Coming from Outside US Total Worldwide US Audience Non-US Audience Unique Visitors (MM) 84% 854 84% 702 77% 592 77% 370 The top 10 Global Properties attract a 81% 295 majority of Unique Visitors from outside the US; Google Sites and Microsoft Sites 66% 268 a
Slide 15: Extended Universe Reporting Is Important in Developing Markets
Extended Universe Reporting Is Important in Developing Markets: Usage Driven by Locations Outside of Home & Work The Extended Universe has the most impact in Brazil, where over 50% of the online population is outside of the ‘aged 15+, online from home or work’ definition India has considerable room
Slide 16: Global Search Market Thriving
Global Search Market Thriving Online Searches (bn) by Country August 2008 – August 2009 August 2008 August 2009 United States 21.8 China 11.5 Japan 7.9 United Kingdom 5.7 France 5.0 Germany 4.6 Korea 3.5 A total of 117.3 billion online searches were conducted globally in August 2009 – 42% Canada 3.4
Slide 17: Google Dominates Search in Turkey, But Not Everywhere
Google Dominates Search in Turkey, But Not Everywhere Google dominates many search markets, especially where there is no established local alternative; in Turkey, 98% of search engine searches are conducted on Google However, Yandex accounts for over half of search engine searches in Russia, and Bai
Slide 18: Users In Less Developed Markets Are Less Active Online
Users In Less Developed Markets Are Less Active Online Average time spent online is an indicator of the state of development of internet markets, and Turkish users spending more time online than UK users shows the Turkish market to be highly developed The average user in Turkey is online for over 31
Slide 19: Heavy Users Most Visible In Developing Markets
Heavy Users Most Visible In Developing Markets In all of the largest developing markets, heavy internet users account for a higher volume of total pages than in the UK Russia has the highest page consumption disparity, with 73% of pages viewed by 20% of the population Share of Page Views by User Seg
Slide 20: Turkey: In Focus
Turkey: In Focus © comScore, Inc. Proprietary and Confidential. 20
Slide 21: Profile of the Internet Audience in Turkey
Profile of the Internet Audience in Turkey Internet users in Turkey skew young: nearly 40% of the Internet audience is under the age of 24, and nearly 70 percent are under the age of 34 In comparison, only 54 percent of the global online population is under 34 Distribution of Internet Users 15+ Turk
Slide 22: Top Properties in Turkey
Top Properties in Turkey Google ranks as #1 property in Turkey – 18.3 million unique visitors, 93% reach 40% of top properties are US sites Dogan Online top Turkish property with 11.1 million unique visitors Total Unique Visitors* (000) % Reach Total Internet 19,745 100.0 1 Google Sites 18,361 93.0
Slide 23: High Category Penetrations are Further Evidence of Turkish Development
High Category Penetrations are Further Evidence of Turkish Development The penetrations of key categories in Turkey are closest to those in the UK Turkey is the country with the highest category penetration in 5 of the 8 categories selected, with significantly higher reach for the News/Information a
Slide 24: But Demographic Composition Shows Turkey's Online Development to be Incomplete
But Demographic Composition Shows Turkey’s Online Development to be Incomplete Young males are typically the earliest adopters in emerging internet markets and digital platforms The strong presence of these early adopters in Turkey – 71% of users are aged 15-34 and 58% are male – implies that there
Slide 25: Facebook Leads Turkish Social Networking, but Less Developed Markets Prefer Local Players
Facebook Leads Turkish Social Networking, but Less Developed Markets Prefer Local Players The surge of Social Networking giant Facebook - accessed by 81% of the Turkish online population – has not been a truly global phenomenon. Of the 214 million people 15+ online in Brazil, Russia, India and China
Slide 26: Online A Major Platform for News & Information Content in Turkey
Online A Major Platform for News & Information Content in Turkey While half (25.4m) of the UK population 15+ visited a site in the News and Information category in August, the 109 million who did so in China makes up only 10% of the Chinese population 15+ In Turkey, 76% of the online population and
Slide 27: Top News & Information sites in Turkey
Top News & Information sites in Turkey 76% of the Turkey online population visited News & Information web sites – 15 million unique visitors Milliyet.com.tr ranked as the number 1 site in the category with 8 million unique visitors Unique Visitors News/Information MILLIYET.COM.TR HURRIYET.COM.TR Myn
Slide 28: Summary
Summary Internet growth will continue to come from outside the US – Asia Pacific best poised for continued growth Extended universes very important in developing markets – More than 50% in some markets (i.e. Brazil, China, India) Turkey shares many characteristics with the most developed internet ma
Slide 29: Thank You
Thank You jflanagan@comscore.com © comScore, Inc. Proprietary and Confidential. 29
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