Trkiye ve Dnya: Elektronik Pazaryeri Trendleri

Dijital Ekonomi ETicaret Zirvesi - 8-9 Kasm 2012

dil Kesten, i Gelitirme Mdr, comScore

ikesten@comscore.com,

@comScoreEMEA

Balklar

E- Ticaret : Trendlere Bak Mobil Ticaret comScore Digital Analytics

comScore, Inc. Proprietary and Confidential.

E- Ticaret : Trendlere Bak

comScore, Inc. Proprietary and Confidential.

Perakendenin Lideri Asyallar! Dnya perakende kullanclarnn %38ini Asyallar oluturuyor, Avrupa 2. srada

38%

World-Wide: 1.078 MM UV

comScore, Inc. Proprietary and Confidential. Source: comScore Media Metrix, September 2012 Worldwide

44

Tekil Ziyareti rakamna gre Perekende Kategorisi Dnya Sralamas : Lider in, Trkiye 13 srada yer alyor.

comScore, Inc. Proprietary and Confidential. Source: comScore Media Metrix, September 2012 Worldwide

E-perakendeye en merakl millet %90 penetrasyonla ngilizler. Hemen arkasndan Brezilya geliyor, Trkiye ise 10 srada. nternet kullancs her 100 Trkten 80i bir e-perakende sitesini ziyaret etmi.

comScore, Inc. Proprietary and Confidential. Source: comScore Media Metrix, September 2012 Worldwide

Amazon Avrupada ve Dnyada parekende kategorisinin lideri!

+8%

comScore, Inc. Proprietary and Confidential. Source: comScore Media Metrix, September 2012 Worldwide

Trkiye E- Perakende Gruplar : Top 10

comScore, Inc. Proprietary and Confidential. Source: comScore Media Metrix, September 2012 Turkey

Amerikan Perakende, auction, ilan ve frsat sitelerinin 3 yllk trendi.

comScore, Inc. Proprietary and Confidential. Source: comScore Media Metrix, September 2012 Worldwide

Trkiyede parekende ve ilan bymeye devam ediyor!

comScore, Inc. Proprietary and Confidential. Source: comScore Media Metrix, September 2012 Turkey

10

Dnyada en hzl byyen perakende alt kategorisi e-yemek siparii!

TOP 10 FASTEST GROWING RETAIL CATEGORIES RANKED BY GROWTH IN VISITORS (000)

comScore, Inc. Proprietary and Confidential. Source: comScore Media Metrix, September 2012 Worldwide

11

Trkiyede ampiyon Parfm / Kozmetik!

comScore, Inc. Proprietary and Confidential. Source: comScore Media Metrix, September 2012 Turkey

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Perakende hem Trkiyede, hem dnyada erkek arlkl. Trkiyede e-perakende ziyaretilerinin %60n erkekler oluturuyor.

Dnya

Trkiye

comScore, Inc. Proprietary and Confidential. Source: comScore Media Metrix, September 2012 Worldwide, Turkey

13

Dnyada e-perakendeyi en fazla ziyaret eden ya grubu : 25-34 ya

comScore, Inc. Proprietary and Confidential. Source: comScore Media Metrix, September 2012 Worldwide

14 13

Rusya ve Brazilyada e-perakande dnyayla benzer ekilde 25-34 arlkl, Trkiyede ise 15-24 ya en arlkl grup.

Trkiye

Rusya

Brezilya

comScore, Inc. Proprietary and Confidential. Source: comScore Media Metrix, September 2012 Turkey, Rusia, Brazi

15 13

2011 ile kyaslandnda, e-ticaretin her nemli verilerinde ykseli gryoruz.

Key e-Commerce Buyer and Transaction Measures Q2 2012 vs. YA
Source: comScore e-Commerce Measurement

Metric
Dolar Sat (Milyar $) Kii bana den harcama Kii (Milyon) Ortalama Sipari Deeri

Q2 2011
$38 $221 170 $70

Q2 2012
$43 $242 178 $74

% change
+15% +10% +5% +6%

Transaksiyon (Milyon)
Kii Bana Transaksiyon Kii Penetrasyonu (Toplam Internet)

539
3.2 70%

584
3.3 72%

+8%
+3% +3%

comScore, Inc. Proprietary and Confidential.

16 14

Tm rn kategorileri en az %10 byme gsterdi.En fazla ykselen iki kategori dijital ierik ve tketici elektronii !
Q2 2012 e-Commerce Sales Growth vs. YA by Retail Category
Source: comScore e-Commerce Measurement

Q2 growth rates of 15% or higher

Q2 growth rates of 10-14%

comScore, Inc. Proprietary and Confidential.

17 15

Online alveriin tercih edilmesinde en etkili neden ak ara ile cretsiz kargo
Factors Influencing Total Purchasing Experience
Source: comScore Custom Survey

comScore, Inc. Proprietary and Confidential.

18 16

Q29. Thinking of factors that would influence your total purchasing experience with a retailer, how influential is each of the following factors? Please distribute 100 points across these factors, allocating more points to factors that are more influential and fewer points to factors that are less influential.

Facebookun Avrupada en fazla apraz ziyaretinin olduu perakende kategorileri konfeksiyon, Tketici elektronii ve yazlm

Apparel: 121.4 Milyon Tekil Kullanc

Facebook: 262 Milyon Tekil Kullanc

Ortak Kullanc: 96.2 Milyon Tekil Kullanc

comScore, Inc. Proprietary and Confidential. Source: comScore Media Metrix, September 2012 Europe 19 18

Trkiyede Facebook ve parekende alt kategorileri arasnda en fazla apraz ziyaret fiyat karlatrma, Konfesiyon ve tketici elektronii arasnda gerekleiyor.

Apparel: 8.2 Milyon Tekil Kullanc

Facebook: 22 Milyon Tekil Kullanc

Ortak Kullanc: 8 Milyon Tekil Kullanc

comScore, Inc. Proprietary and Confidential. Source: comScore Media Metrix, September 2012 Europe 20 19

E-Perakende Sosyal Paylam Siteleri apraz Ziyaret Oranlar

comScore, Inc. Proprietary and Confidential. Source: comScore Media Metrix, September 2012 Turkey

21 19

Mobil Ticaret

comScore, Inc. Proprietary and Confidential.

22

Akll telefonlarmzla neler yapyoruz? En hzl byyen kategori : Yer bildirimi!

+153% +93% +90% +88% +83% +83% +81% +79% +78% +77%
% YoY Growth

# Unique Users (000)

comScore, Inc. Proprietary and Confidential.

23

Source: comScore, MobiLens, 3 month average June 2012; Country: EU5, N= 67,650

Birok AB5 telefon sahi iin akll telefonlar nemli bir alveri refakatisi haline geldi.

comScore, Inc. Proprietary and Confidential.

24

Source: comScore, MobiLens, 3 month average June 2012; Country: EU5, N= 67,650

AB5N 15.4 milyon akll telefon tketicisi, en az bir kere giyim ya da aksesuar satn aldklarn belirtiyorlar.

comScore, Inc. Proprietary and Confidential.

25

Source: comScore, MobiLens, 3 month average June 2012; Country: EU5, N= 67,650

comScore Digital Analytics

comScore, Inc. Proprietary and Confidential.

26 22

E-Ticaret iin En Baarl Web Analytix Uygulamalarmz

Cross domain tracking: cost effective solution to

track browsers across multiple brand websites Multi currencies: calculate realized revenue to required currency on daily exchange rates Event ingest: integrate historical data (returned orders are deducted from online sales) Aggregated measurements: cost effective,

shopping basket status is captured through 1

measurement Real time data for real time decision-making Built-in 10 different conversion attribution most

advanced in industry

comScore, Inc.

Proprietary.

27

Bilgiye sahip olan gce sahip olur. FRDEVS, AHNAME

Ekomomik kriz E/F/M ticaretin bymesini etkilemiyor.

Bilgiye annda eriim ve fiyatlar evde ya da dkkann ierisinde kyaslama imkan dijital ticaretin bymesinde katalizr
cretsiz kargo imkan ABD ve Avrupada tketicileri dijital ticarete eken bir mknats grevi grm. Mobil ve App gelitiricilerinin maaza lokasyonu, rn zellikleri ve rn fiyatlarn n plana kartmalarnda fayda var. Bu ve benzeri ierie tketici kolay ulamal. Facebook ve sosyal medyann markalarn sat grafiklerine salayaca pozitif katk kmsenmemelidir.

comScore, Inc. Proprietary and Confidential. 28

Teekkrler! Sorusu olan?

dil Kesten ikesten@comscore.com

@comScoreEMEA