COUNSELORS

:
Alain Heureux, Filip Pieczyński,
Jarosław Sobolewski
AUTHORS:
Małgorzata Dudko, Michalina Pelc,
Bartosz Wardziński
CONTRIBUTORS:
Tamás Ács, Vesselin Angelov, Mikhail
Doroshevich, Catalin Emilian, Tomáš
Gregor, Vladimir Houba, Vlad Ionescu,
Ľuboš Ivanič, Vibor Kalogjera, Marta
Klepka, Alexander Levshin, Dmytro
Lysiuk, Gökhan Mertay, Gregor
Nišavič, Toms Panders, Jolita Reidman,
Natalia Szymańska, Judit Völgyesi,
Paap Peterson, Ieva Knāķe
SUPPORT:
Marcin Dukat, Dawid Fillmann, Łukasz
Urbański, Katarzyna Zagórska
WITH SPECIAL THANKS TO:
Ričardas Baltaduonis, Tomáš Búřil, Joanna Gajewska, Dmitry Gizhdevan, Elvijus
Gudžiūnas, Hristo Ivanov, Jan Jilek, Plamen Kalinikov, Edgars Kalniņš, Alexander
Kim, Piotr Kowalczyk, István Kürt, Martn Kyncl, Tomáš Lauko, Gergana Marinova,
Péter Novák, Cezar Paraschiv, Sergey Petrenko, Laurentu Pop, Igor Rõtov, Viktors
Rožkalns, Andrey Sebrant, Dmytro Sholomko, Petar Simeonov, Egidijus Sirvydis,
Saša Škorić, Radoš Skrt, Aleksander Stelmakh, Orkun Tekin, Silviu Toma, Gabor
Tóth, Tomáš Varga, Adina Vasilescu, Dilyan Velichkov, Meelis Vill, Alex Visa, Artur
Waliszewski, Jurij Ziccer Anatoljewicz
The authors of „Do you CEE? The Internet Market of Central and Eastern Europe
in 2010” wish to thank Romanian Audit Bureau of Circulatons (BRAT) for providing 
access to data concerning the Romanian internet and for preparing the chapter 
on the online market in Romania.
Do you CEE?
ALAIN HEUREUX
IAB Europe President and CEO
Afer the enormous success of the frst Do you CEE? report produced in
collaboraton with Gemius, I’m delighted to get back to the industry with 
a second report explaining the dynamics of the CEE region in 2010. Other 
regional reports will be provided by IAB Europe in response to the positve 
feedback from the members.
CEE remains a special region for us, as we can feel the energy, innovaton, 
creatvity and strong growth of these markets. Jarosław Sobolewski (Manager 
of IAB Poland, Board member IAB Europe and Regional Manager on the CEE 
Region) and Martn Radelfnger (Internatonal Business Director Goldbach 
Media-Adconion) are working closely with the European team, the Board as 
well as partners like Gemius in supportng the growth, training local IABs and 
Partner associatons and providing informaton to the industry. This report 
serves as a source of valuable informaton not only for marketers, media houses 
and advertsers who are looking for new areas for expansion, but also for 
the younger markets to measure their own progress and identfy areas where 
they can contnue to develop and grow. 
FILIP PIECZYŃSKI
Gemius Management Board Vice President
Gemius has the great pleasure to present you Do you CEE? The Internet Market
of Central and Eastern Europe in 2010. This is already our second compendium
of knowledge on the CEE online reality. The last year’s report proved to be 
immensely popular and revealed the scale of demand for credible and unbiased 
compilaton of data concerning the entre region. The report has also become 
one of the most eminent and prestgious projects carried out by Gemius.
Like in 2009, this year’s report presents a landscape of the region and 
an overview of each CEE market, discussing its main players, online audience 
and most popular tools. Those familiar with the 2009 version of the report 
will appreciate the inclusion of interestng data from two more markets into 
the analysis: Belarus and Turkey. It is in these countries that Gemius successfully 
started its operatons in the years 2009 and 2010.  
I would like to thank our partner in this and last year’s project, IAB Europe, 
as well as all those whose efort made the creaton of the report possible. 
I cordially invite you to join us in analysing the online reality of Anno Domini 2010 
– a year marked by the growing importance of video content, invariable 
popularity of social networking websites and a batle of web browsers.
TABLE OF CONTENTS
10 CEE Online Landscape
24 Belarus
40 Bulgaria
58 Croatia
72 Czech Republic
88 Estonia
102 Hungary
120 Latvia
138 Lithuania
156 Poland
172 Romania
192 Russia
206 Slovakia
218 Slovenia
230 Turkey
246 Ukraine
260 Methodological Note
264 SATI Methodology
Do you CEE? Online Landscape
10
ONLINE LANDSCAPE
MARKET SIZE
The online market in Central and
Eastern Europe is developing;
therefore the dynamics of its growth
is stll one of the key factors indicatng
its great potental. Despite the fact
that diferences in the development of
the internet in various CEE countries
are visible, an increase in the number
of new users in the whole region is
not losing momentum. In this respect,
the Central and Eastern European
online market is growing from
strength to strength and appears to
be a forward-moving and extremely
promising business sector. To beter
understand its nature and general
Central and Eastern Europe is a market
of over 300 million people, therefore
the online area has tremendous
opportunites for growth. According
to the gemiusAudience study, at the
beginning of 2010 in all CEE countries
(plus Turkey) there were over
117 million internet users. However,
this region is extremely diverse and
the diferences in sizes of these
markets are great. The largest market
is Russia, where in January 2010
exactly 40.1 million individuals were
using the internet on a regular basis.
The second largest and atenton-
drawing online market is Turkey
(almost 22 million internet users),
however, it is ofen not counted
among the relevant CEE markets. Such
uncertainty does not concern Poland,
where almost 15 million people
regularly use the internet.
All other markets are proportonately
smaller and the size of each online
populaton in most cases refects the
actual size of each partcular country.
characteristcs, let us look at the data
describing the landscape of this fertle
online land.
The comprehensive descripton of
the online area in Central and Eastern
Europe should focus on three basic
and interrelated elements: size of
market, its level of development and
its business potental. In this chapter
all three approaches will be presented
and discussed.
Ukraine is one of the exceptons.
At the beginning of 2010 there were
over 45 million people in the country
and less than 8.4 million internet
users. At the same tme the online
populaton in Romania was 7.6 million,
in the Czech Republic it was slightly
over 5.2 million and in Hungary almost
4.2 million. In contrast, the CEE region
also covers such small online markets
as Latvia (1.2 million internet users),
Slovenia (1.1 million internet users)
and Estonia (0.8 million internet
users). However, the absolute number
of internet users is only the frst step
in an exhaustve descripton of the
market.
It is extremely important to note
that what makes the online markets
interestng is also the dynamics of
their growth.
11
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Internet population
Chart 1 Internet populaton in the CEE region (January 2010);
source of data: Ukraine: gemiusAudience; Hungary: gemius/Ipsos Fusion Data; Latvia: gemiusAudience; Belarus: gemiusAudience; Turkey:
gemiusAudience; Czech Republic: NetMonitor - SPIR - Mediaresearch & Gemius; Romania: Mercury Research; Slovakia: AIMmonitor - AIM
- Mediaresearch & Gemius; Bulgaria: gemiusAudience (data collected using Synovate research); Poland: Megapanel PBI/Gemius;
Slovenia: gemiusAudience; Russia: Gemius estmaton based on FOM statstcs/gemiusAudience Data; Estonia: gemiusAudience (data
collected using TURU-UURINGUTE AS research); Lithuania: gemiusAudience; Croata: gemiusAudience [age groups – CEE: 15+; Russia: 18+;
Romania: 14-64; Lithuania: 15-74]
Do you CEE? Online Landscape
12
Internet users 2009-2010
Chart 2 Internet populaton in the CEE region – growth (January 2009 – January 2010);
source of data: Ukraine: gemiusAudience; Hungary: gemius/Ipsos Fusion Data; Latvia: gemiusAudience; Turkey: gemiusAudience; Czech 
Republic: NetMonitor - SPIR - Mediaresearch & Gemius; Romania: Mercury Research; Slovakia: AIMmonitor - AIM - Mediaresearch & 
Gemius; Bulgaria: gemiusAudience (data collected using Synovate research); Poland: Megapanel PBI/Gemius; Slovenia: gemiusAudience; 
Russia: Gemius estmaton based on FOM statstcs / gemiusAudience Data; Estonia: gemiusAudience (data collected using TURU-
UURINGUTE AS research); Lithuania: gemiusAudience; Croata: gemiusAudience [age groups – CEE: 15+; Russia: 18+; Romania: 14-64; 
Lithuania: 15-74]
Since the beginning of 2009 the
general online populaton in the
whole region of Central and Eastern
Europe (together with Turkey) grew
by over 9 million new internet
users. That is more than the entre
populaton of Slovakia. Even more
important is the fact that when
growth dynamics are taken into
consideraton, it becomes obvious
that the largest internet markets are
not those which develop fastest. In
2009, as in the previous year, Ukraine
was the country which experienced,
relatvely speaking, the greatest
increase in the number of internet
users (15%). During the same period
the online populaton of Hungary
increased by 13% and in Latvia by
12%. It is worth notng that the
Latvian market is one of the smallest
in the whole CEE region.
As for the largest markets, the
dynamics of their development seem
to be inversely proportonal to their
size. From January 2009 to January
2010 the number of internet users in
Poland increased by 8% and in Russia
by barely 6%.
The slowest online populaton growth
in 2009 was observed in Lithuania
and Croata. In both countries the
number of regular internet users
increased by 3% (from 1.45 to 1.49
million) and 2% (from 1.63 to 1.66
million), respectvely.
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MARKET DEVELOPMENT
The size and speed of growth atest to
the potental of the CEE online market.
However, in answer to the queston
of the state of its development,
another indicator may be useful, i.e.
internet penetraton. If one takes
into account the diferences in the
size of CEE countries, it becomes
possible to determine the real level
and diversifcaton of the development
of the internet infrastructure in the
region.
The general observaton does not
refer directly to the data. When
comparing the CEE online market as
a whole with its western counterpart,
it becomes evident that this region stll
does not display a penetraton level
similar to that found in more ‘mature’
economies. However, as in other
equally promising parts of the world,
the situaton is improving fast.
This is the case in Ukraine, which
for several years has been the most
dynamically developing online market
and in the following comparison holds
the last positon with its internet
penetraton level at a mere 21%.
According to the gemiusAudience
study, a quite low internet penetraton
level is also found in Belarus
(35%) and Russia (36%), which,
as a large and extremely diverse
market, stll faces many obstacles
to the development of its internet
infrastructure. Similarly, Turkey, one
of the newest markets partcipatng in
the gemiusAudience study, recorded
an internet penetraton level of 40%
at he beginning of 2010.
Do you CEE? Online Landscape
14
Internet penetration
Chart 3 Internet penetraton in the CEE region (January 2009 – January 2010)
source of data: Ukraine: gemiusAudience; Hungary: gemius/Ipsos Fusion Data; Latvia: gemiusAudience; Czech Republic: NetMonitor
- SPIR - Mediaresearch & Gemius; Romania: Mercury Research; Slovakia: AIMmonitor - AIM - Mediaresearch & Gemius; Bulgaria:
gemiusAudience (data collected using Synovate research); Poland: Megapanel PBI/Gemius; Slovenia: gemiusAudience; Turkey: Ipsos
KMG; Russia: Gemius estmaton based on FOM statstcs/gemiusAudience Data; Estonia: gemiusAudience (data collected using
TURU-UURINGUTE AS research); Lithuania: gemiusAudience; Croata: gemiusAudience; Belarus: gemiusAudience (February 2009,
January 2010); Romania: Mercury Research; [age groups – CEE: 15+; Russia: 18+; Romania: 14-64; Lithuania: 15-74]
Interestngly, the highest level of
internet penetraton in Central
and Eastern Europe is the domain
of small and very small countries,
which have already managed to cope
with a host of challenges associated
with infrastructural and business
development. In this respect, Estonia
appears to be the undisputed leader
of the whole region. In January 2010
internet penetraton in this country
reached a level of 71%. At the
forefront of the list are the other
Baltc countries: Latvia (65%) and
Lithuania (57%), as well as Slovenia
(62%) and the Czech Republic
(58%). In turn, the average internet
penetraton for the whole region
at the beginning of 2010 equaled 49%.
Should this result be regarded as
satsfactory? Yes, especially seeing
that no country in this part of the
world is sluggish when it comes to
internet penetraton growth. Since
last year this indicator has increased
in all CEE markets. The greatest
growth took place in Belarus.
Between January 2009 and January
2010 internet penetraton in this
country increased by astounding
9 percentage points. Signifcant
growth of internet penetraton in
2009 has also been observed in
Poland (7 percentage points) and
Latvia (6 percentage points). In turn,
for the Czech Republic, Croata,
Hungary and Romania 2009 was
a year of moderate development,
I
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Do you CEE? Online Landscape
16
as internet penetraton grew on
these markets by 5 percentage
points. Incidentally, the average
increase of internet penetraton
for the entre region was also exactly
5 percentage points.
While considering the problem of
internet development in Central
and Eastern Europe, the issue of
broadband internet penetraton
cannot go unnotced. It is worth
remembering that the share of
modern, high-speed internet
connectons on the market is not
only a precise illustraton of its
status, but also a key foundaton
for its future development.
Apart from Estonia, where
broadband internet penetraton
per household amounted to 62%
in 2009, the share of high speed
internet connectons on other
CEE markets is much lower than
in Western European countries.
The leading positon in Europe
in this respect belongs to the
Nordic markets (Iceland, Sweden,
Norway, Denmark, and Finland),
small countries like the Netherlands
or Luxembourg, as well as ‘mature’
economies such as the United
Kingdom.
In the CEE region there is one
small, yet very interestng and
stgmatc market. Croata, which is in
queston, appears to have a virtually
brand new internet infrastructure.
The ‘online boom’ on that market
began suddenly and caused a
massive food of completely new
technologies. Croata did not have
tme to develop the infrastructure
of the internet gradually; it began
with the introducton of the newest
possible solutons available.
Broadband penetration - 2009
Chart 4 Broadband internet penetraton per households in the CEE region and Western Europe;
sources of data: Eurostat, broadband.ua, Gemius calculatons based on ITU, Ipsos, Turkey census, Russian census, Natonal Statstcal
Commitee of the Republic of Belarus and ANCOM (Natonal Authority for Administraton and Ruling in Communicatons of Romania)
B
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17
This is rather an extreme example;
however, it shows clearly one of
the most important characteristcs
of the whole region. Despite the fact
that the penetraton of broadband
internet remains lower than in
Western Europe, it is crucial to
remember that the whole online
industry in CEE began to develop
later than in western economies.
Due to this fact, the natural process
of improving and exchanging old
internet technologies, practcally
speaking, does not apply to most
countries in this part of Europe.
This is one of the features which
make this region a place with
extraordinary potental. The CEE
online market is something akin
to a half-writen book. In the near
future it will be flled only with
the newest content.
Do you CEE? Online Landscape
18
MARKET POTENTIAL
Online adspends
When a new medium creates a space
for lucratve business actvites,
it immediately becomes a huge
industry. This stage of development
has already taken place for the
internet in Central and Eastern Europe.
For years the ultmate indicator of its
development has been - and stll is
- money. And whenever money met
the internet, online advertsing always
triumphed.
Currently, there is no need to convince
anybody in the CEE region that online
advertsing is the future and the basis
for commercial operatons within
digital media. Year on year, advertsers
spend more money on the internet,
ofen making signifcant shifs within
general budgets for all types of media.
Although the global economic crisis
has led to a slowdown in the dynamics
of online adspending on some CEE
markets, the general trend has been
maintained. It is important to note at
this point that the interpretaton of
data for online adspends must precede
awareness that the methodology used
to measure it difers from country to
country and depends on the research
company. However, the overall picture
of online adspends in this region
appears to be quite clear.
In 2009 on all CEE markets included
in this summary over 1.3 billion Euro
Chart 5 Online adspends in the CEE region (2008-2009);
source of data: TNS Gallup; BG Piero & Argent; SPIR (Admonitor); TNS Emor; IAB Europe; PricewaterhouseCoopers; TNSMI; lra.lv; Ukra-
inian Advertsement Coaliton; AKAR; marketng.by; Gemius; (Bulgaria, Croata, Czech Republic, Hungary, Poland, Romania, Slovakia,
Slovenia, Turkey: gross values; Belarus, Estonia, Latvia, Lithuania, Russia, Ukraine: net values)
19
was spent for various kinds of online
advertsing. This equates to a 11%
increase of online adspends compared
to the previous year. The largest
amount of online ad-money is found
on the largest markets, like Russia,
where in 2009 advertsers spent
almost 494 million Euros. During
the same period in Poland the volume
of online advertsing expenditures
equaled slightly more than 296 million
Euro, while in the Czech Republic
almost 250 million Euro was spent.
This market recorded the second
largest increase in online advertsing
expenditures, 32% to be exact.
The most rapid increase of online
adspends in the period between 2008
and 2009 was observed in Ukraine.
In 2009 almost 15 million Euro
was spent on this market, which is
an increase of 45%.
Due to the global economic collapse,
2009 was also a year of signifcant
declines in online advertsing spends.
The greatest falls were observed
in Lithuania (-33%), Latvia (-32%)
and Estonia (-22%). Thankfully,
the prognosis for 2010 is very
promising. For example, a 15%
increase in Romania and a 16%
increase in Lithuania are expected
within the next year.
As it is the case with describing online
market size, one should remember
that in estmatng business potental,
absolute values represent only a half
of the truth. When the total volume
of online adspends is compared with
the number of internet users living in
each country, the juxtapositon of CEE
markets leaders changes profoundly.
Do you CEE? Online Landscape
20
Online adspends per internet user
Chart 6 Online adspends per internet user in the CEE region (2009);
source of data: TNS Gallup; BG Piero & Argent; SPIR (Admonitor); TNS Emor; IAB Europe; PricewaterhouseCoopers; lra.lv; Ukrainian
Advertsement Coaliton; AKAR; marketng.by; Gemius; (Bulgaria, Croata, Czech Republic, Hungary, Poland, Romania, Slovakia, Slovenia,
Turkey: gross values; Belarus, Estonia, Latvia, Lithuania, Russia, Ukraine: net values)
Although the largest amount of
money on online advertsing is spent
in Russia, the industry fghts for the
average internet user most fercely
in the Czech Republic, where 48 Euro
was spent on this purpose in 2009.
In the same period, advertsers in
Poland and Hungary spent 20 Euro
to atract and acquire one customer
on the internet. Russia comes ffh
among all CEE markets with a result
of 12 Euro per average internet user.
A similar amount of money for online
advertsing is spent in Slovakia (11
Euro).
Finally, the weakest market in
the CEE region is Belarus. In 2009
only 4.3 million Euro was spent on
online advertsing in this country.
The rapid increase in the number
of internet users has caused the
amount of money available to shrink
in a relatvely constant manner.
It is noteworthy that advertsers
spent barely one Euro per average
Belarusian internet user last year.
Great hopes are pinned on the recent
campaign aiming to actvate the
Belarusian internet industry. One thing
is certain: this market is defnitely
worth fghtng for.
Do you CEE? Online Landscape
22
A STEP FORWARD
It is easy to demonstrate that
the online market in Central and
Eastern Europe is a very interestng
and promising area of business.
It is also one of the fastest-growing
markets. The internet industry in this
part of the world is already relatvely
strong and year on year is becoming
larger, more developed and more
afuent.
Moreover, the most important
feature of the CEE online market is
that it is extremely diverse, colorful
and unique. This market not only has
much more room for new media and is
a fertle ground for new investments,
but is also a perfect feld to conduct
complex and valuable research
studies.
To summarize, the objectves can
difer, but one simple need is common:
it is worth knowing as much as
possible about the CEE online market
because in the near future it will
most certainly play one of the most
signifcant roles in the global network
which we know as the internet. Thus,
it is hard to understate the value of the
present report. It includes a detailed
descripton of the online industry in all
CEE countries. In this document one
can fnd the detailed characteristcs of
the major internet players, the online
audiences, the most signifcant online
industry organizatons operatng in
the region and much, much more.
We hope that this year’s Do You CEE?
report will be absorbing, practcal and
useful.
Belarus
3.09m
internet users
1. MAINPLAYERS_
2. ONLINEAUDIENCE_
3. TOOLS_
4. ADVERTISINGNETWORKS_
5. OPINIONSFROMTHEMARKET_
25
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28
29
30
30
32
34
34
34
35
35
35
36
37
1.1. Top10websitesbyreach_
1.2. Top10websitesbyaveragetimespent per user_
1.3. Topportals_
1.4. Social networks_
1.5. Onlineclassifiedadsbyreach_
1.6. Topfinancesitesbyreach_
3.1. Browsers_
3.2. Operatingsystems_
3.3. Searchengines_
3.4. Screenresolutions_
3.5. Mobiledevices_
Do you CEE? Belarus
25
WEBSITE’S CATEGORY NUMBER OF REAL
USERS
NUMBER OF PAGE
VIEWS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 mail.ru horizontal portal 1 155 292 203 421 963 176 04:23:36 37%
2 onliner.by new technologies portal 351 367 30 300 784 86 01:41:32 11%
3 kp.by news portal 242 600 2 310 352 10 00:20:27 8%
4 irr.by classifed ads 226 648 15 174 480 67 00:51:12 7%
5 readme.ru news aggregator 201 415 1 626 006 8 00:20:31 7%
6 naviny.by news portal 160 206 1 052 255 7 00:09:23 5%
7 rbc.ru news portal 146 605 2 384 651 16 00:48:33 5%
8 loveplanet.ru datng service 111 857 17 789 718 159 02:21:29 4%
9 utro.ru news portal 110 218 512 713 5 00:06:51 4%
10 relax.by entertainment directory 103 822 1 620 685 16 00:16:20 3%
Table 1 Top 10 websites in Belarus by reach level (gemiusAudience, March 2010)
Two of the most signifcant features
illustratng the Belarusian online
market can be easily revealed by
analyzing the above ranking of top
online market players. The frst is that,
according to the gemiusAudience
study, 50% of the top 10 most
popular places on the web visited
by local internet users are Russian
websites. The second characteristc is
that only two websites covered
in the above ranking are something
other than portal or news services.
The strong market positon of
horizontal platorms is a common
phenomenon observed in many CEE
countries; however the great popularity
of news services may be especially
symptomatc for the Belarusian
online area, where free and objectve
informaton seems to be of great value
and is sought afer by many internet
users.
1. MAIN PLAYERS
1.1. TOP 10 WEBSITES BY REACH
According to the gemiusAudience
study results, in March 2010 the
greatest number of Belarusian internet
users visited mail.ru, one of the
leading Russian horizontal portals,
which takes second place on its own
domestc market. However, the other
places on the ranking are occupied by
local players. The second website in
Belarus is onliner.by, which is a vertcal
portal and extended discussion forum
focused on new technologies and
lifestyle. In March 2010 it gained
a reach level among Belarusian
internet users of 11%. In turn, the
third place was taken by kp.by, the
most popular classical news service.
The website irr.by heads the group of
most popular online sites in Belarus
outside the top three in March 2010.
This internet database of classifed
ads took fourth place among the most
Do you CEE? Belarus
26
NUMBER OF
REAL USERS
PAGE VIEWS PER
USER
AVERAGE TIME
PER USER
REACH
1 mail.ru 1 155 292 176 04:23:36 37%
2 torrents.by 58 905 143 02:30:01 2%
3 loveplanet.ru 111 857 159 02:21:29 4%
4 semeistvo.by 57 455 85 01:52:45 2%
5 borda.ru 26 090 72 01:46:54 1%
6 onliner.by 351 367 86 01:41:32 11%
7 sng.by 4 739 50 01:33:33 0,2%
8 charter97.org 100 646 48 01:18:27 3%
9 belaruspartsan.org 60 696 40 01:14:47 2%
10 football.by 19 645 41 00:56:45 1%
Table 2 Top 10 websites in Belarus by average tme spent per user (gemiusAudience, March 2010)
1.2. TOP 10 WEBSITES BY AVERAGE TIME SPENT PER USER
popular websites, atractng over
220,000 real users and gaining
a reach of 7%. Despite the fact that
this website is dedicated to a local
audience and has a .by domain,
it cannot be considered as a purely
local project. Irr.by is owned by
BELPRONTO, which is the Belarusian
branch of the famous Russian media
holding, Pronto-Moscow.
One of the most interestng top
websites in Belarus is naviny.by,
a news portal run by BelaPAN,
a private local informaton agency
providing politcal, economic,
commercial and fnancial news. This
site, established by Ales Lipai, was in
2006 the frst Belarusian website to
win the Runet prize, a distncton given
by the Russian Federal Agency for
Press and Mass Communicatons.
Finally, what kind of internet actvites
are popular among Belarusian internet
users? They most certainly read news
on Russian websites. The 5th, 7th and
9th place in the ranking of websites by
reach are respectvely: a Russian news
aggregator, readme.ru (7% reach), and
two Russian news portals: rbc.ru
(5% reach) and utro.ru (4% reach).
However, when it comes to fun and
entertainment, Belarusians seem
to trust their own local solutons.
Although 4% use the Russian datng
service loveplanet.ru, the ranking
of top 10 websites on the market is
propped up by the local website
relax.by. This website is an extended
online directory of places to go
out in Minsk (related to cultural
and entertainment actvites). Its
database includes informaton on
cafes, restaurants, clubs, cinemas,
bowling centers, hotels, casinos and
much more. This website seems to
maintain a visible interest of the
online audience. According to the
gemiusAudience study, in March 2010
it gained a reach of 3%. At the same
tme, its users spent an average of
more than 16 minutes on the site.
Do you CEE? Belarus
27
Among the websites partcipatng in
the gemiusAudience study in Belarus,
three of the top ten most popular ones
are Russian. According to the results
of the above-mentoned research for
March 2010, the average internet user
in Belarus spent almost 4.4 hours and
generated over 170 page views using
a Russian horizontal portal, mail.ru.
The last six months in Belarus were an
extremely successful period for this
brand, which experienced over 10%
growth without bearing any signifcant
costs. The high quality of this product,
the similarity of both languages
(Russian and Belarusian) and a lack
of local alternatves have made its
development possible and, to some
extent, natural.
Mail.ru is not the only Russian website
which Belarusian internet users seem
to love. ’Love’ is the apt word here
because the website in 3rd place is
a Russian datng platorm, loveplanet.ru.
Despite the fact that this website
enjoys only a 4% reach among
Belarusian internet users, those who
used it in March 2010 remained actve
for over two hours while looking for
‘love’ or casual acquaintances.
In this top ten, there is also one very
interestng player from Russia,
borda.ru. This website is not
partcularly popular in Belarus – only
1% of the general audience (slightly
more than 26,000 real users) visited
it in March 2010. However, those
individuals spent an average of almost
2 hours chatng and exchanging
informaton with others during this
period. Considering the fact that the
Belarusian market is stll undeveloped
but is growing extremely fast, the
positon of this player cannot be
deemed strong or enduring. The
revival of local forces, the infow
of capital and the development of
infrastructure and local initatves will
certainly lead to a situaton where
natve products and solutons will take
over from foreign players.
How about Belarusian websites
which presently engage local internet
users most ofen? They seem to be
developing at a rapid rate and look
and operate more professionally,
although most of them use very
simple business models. The most
‘engaging’ Belarusian website, which
holds second place in the above
ranking, is a torrent tracker. Torrent.by
was created almost one year ago
and it is a fle exchange database
dedicated to Belarusian internet users
only. As its administrators explain,
the outbound trafc of this website
is closed not because of legal issues
or internal regulatons, but because
of the cost ($3 per 1GB transmited
outside Belarus). Indeed, the
telecommunicatons market in Belarus
is stll dominated by Beltelecom, which
is a government-controlled monopoly.
This example is an excellent illustraton
of the problems local online
developers and publishers in Belarus
must contnue to struggle with.
Among all the websites monitored in
the gemiusAudience study in Belarus,
such sites as: semeistvo.by (an online
forum for parents, especially mothers,
run by a private individual), sng.by
(a small but strong online community
of gamers) and football.by (a vertcal
portal devoted to football with only
1% reach) can be defned as the most
engaging ones. However, the ranking
of the top 10 websites by average
tme spent per user also includes
three other signifcant and interestng
players.
Let us begin with Onliner, a Belarusian
portal devoted to lifestyle and
new technologies. It is owned by
a private unitary enterprise „Onliner”.
Do you CEE? Belarus
28
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 mail.ru 1 155 792 176 04:23:36 37%
2 onliner.by 351 367 86 01:41:32 11%
3 naviny.by 160 206 7 00:09:23 5%
4 myminsk.com 77 447 3 00:03:00 3%
Table 3 Top 4 portals and news services in Belarus by reach level (gemiusAudience, March 2010)
1.3. TOP PORTALS
This website was established in 2001
and was initally an online forum,
then, afer the implementaton of
ICT-News, a directory and many
other subservices, became more of
a regular horizontal platorm. From
its beginnings, onliner.by has not lost
its lifestyle character, but has grown
and gained signifcant popularity.
According to the gemiusAudience
study, it is currently the second largest
website in Belarus with a reach among
internet users of 11%.
The 8th and 9th places in the above
ranking belong to partcularly
interestng players, charter97.org
and belaruspartsan.org. These two
news websites have very specifc
Among all the portals partcipatng in
the gemiusAudience study in Belarus,
the unquestonable leader is mail.ru,
which in March 2010 gained a reach
of 37%. However, the largest
horizontal platorm on the market
is tut.by, which, according to some
estmates, is said to atract around
2 million users (understood as unique
visitors) each month. Tut.by is a typical
informaton portal.
Russia plays a signifcant role on the
Belarusian online market, in partcular
Russia’s greatest player, Yandex.ru.
What is most interestng is that the
high interest in Yandex’s search
services in Belarus has caused the
Moscow-based service to prepare
full entry into this market. Yandex
announced last year its intenton to
open an ofce in Minsk and run
a dedicated search engine in the .by
domain. According to the results of
gemiusTrafc, Yandex enjoys more
than half of all visits which are begun
(with gemiusTrafc-partcipatng
websites) using any search engine.
characteristcs (at least in terms of
the local market). They operate as an
oppositon, partsan in some manner,
to other sources of informaton on
the Belarusian internet. It is no secret
that independent media in Belarus is
stll a thorny issue, therefore (despite
the high quality of informaton and
engagement of users) advertsers
are afraid to use these websites as
placements for their online campaigns.
It is a pity, considering that the results
of the gemiusAudience study indicate
that in March 2010 the average
internet user spent more than an
hour on each of these two websites.
This would be a partcularly long
exposure tme for any potental piece
of advertsing.
Do you CEE? Belarus
29
1.4. SOCIAL NETWORKS
The social networking sector in
Belarus does not difer from other
parts of online market in this country
in terms of the major players. Like the
whole online area, foreign services
also visibly dominate here. The leaders
are, of course, Russian. Based on the
reliable estmates, the most popular
social networking website in Belarus
is vkontakte.ru and second place
is held by another Russian service,
odnoklassniki.ru. In turn, the third
major player on the Belarusian social
networking market is livejournal.com,
the blogging platorm owned by
LiveJournal, Inc., but licensed and
operatng in Russia by SUP, a media
company founded in Moscow in 2006
by Andrew Paulson and Alexander
Mamut. Its ownership is split between
Mamut, the Kommersant Publishing
House and the management.
Apart from these three social
networking websites, another service
from Russia is also found on the
Belarusian market. The community-
based subservice of the mail.ru
horizontal portal (my.mail.ru), atracts
more Belarusian internet users than
the most popular social networking
platorm in the world, Facebook,
which is the top global player on this
developing online market. Despite the
worldwide popularity of services such
as Facebook, YouTube and Twiter, at
present they do not have any chance
to compete with the Russian brands.
However, they successfully compete
with Belarusian community websites,
such as i.tut.by (the online community
run by tut.by portal) and vcet.by.
At this point in tme, only one
Russian online community service,
habrahabr.ru is less popular than
these two sites.
However, this excellent result is
decreasing year on year in favor of
Google. Therefore, Yandex must hurry.
Apart from onliner.by and naviny.by,
the sector of internet portals in
Belarus also includes sites such as
open.by (the oldest Belarusian portal
run by the Open Group, the owner of
the largest Belarusian e-commerce
platorm, shop.by) and interfax.by
(a news portal of the well-known
informaton agency). Another Russian
portal, rambler.ru, also has a relatvely
strong market positon. The ranking
of top portals measured in the
gemiusAudience study is propped
up by myminsk.com, a small website
for Minsk citzens. This city portal
covers mainly local news, classifed
advertsing as well as cultural and
entertainment informaton. In March
2010 it atracted almost 80,000 real
users with a reach of 3%.
Do you CEE? Belarus
30
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 afn.by 60 634 21 00:35:14 2%
2 ej.by 30 651 9 00:13:05 1%
3 belmarket.by 12 926 6 00:07:06 0,4%
Table 5 Top 3 fnance sites in Belarus by reach level (gemiusAudience, March 2010)
1.6. TOP FINANCE SITES BY REACH
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 irr.by 226 648 67 00:51:12 7%
2 slanet.by 71 350 9 00:06:43 2%
3 migom.by 65 902 13 00:11:29 2%
Table 4 Top 3 online classifed ads in Belarus by reach level (gemiusAudience, March 2010)
1.5. ONLINE CLASSIFIED ADS BY REACH
Classifed advertsing seems to be
a perfect actvity for local players
in Belarus. Among the three most
popular websites of this kind there are
no Russian or global sites. According
to the gemiusAudience study results
for March 2010, the leading classifed
advertsing service is irr.by, which is
also generally one of the most popular
websites in Belarus (it takes fourth
place in the ranking of top 10 websites
by reach). Second and third place,
taken by slanet.by and migrom.by,
gained over 71,000 and almost 66,000
users, respectvely during the same
period, which gave them identcal
reach levels of 2%.
It is worth notng that a signifcant part
of the internet classifed advertsing
market belongs to the second most
popular horizontal portal in Belarus,
onliner.by, which on its site runs
a secton devoted to this kind of
advertsing, catalog.onliner.by. The
Belarusian online market is also
flled with well performing thematc
classifed advertsing services. The
best example of this is kosht.com,
which aggregates computer hardware
announcements. According to
gemiusAudience, it atracted almost
68,000 real users in March 2010
gaining slightly more than 2% reach.
Do you CEE? Belarus
31
The area of fnance seems to be
an unflled niche on the Belarusian
internet. Apart from the journalistc
actvity of rbc.ru, which holds
a strong positon on the market,
the popularity of websites devoted
to these topics is stll very low.
The greatest one measured in the
gemiusAudience study, afn.by, gained
a reach of barely 2% in March 2010,
however, at the same tme its users
were actve for an average of over
35 minutes. AFN (АФН) has been
operatng on the informaton market
since 1995 providing fnancial news
regarding the Belarusian, Russian and
Ukrainian economy.
The second most popular fnancial
website partcipatng in the
gemiusAudience study in Belarus
is ej.by, which in March 2010
gained only a reach of 1%. Ej.by
(Ежедневник) basically operates as
an internet-based economic magazine
(available in PDF) and extended
economic news service. Its creators
claim that it is the frst e-press project
in Belarus and is a response to the
huge gap in the market.
Among the fnance websites
partcipatng in the gemiusAudience
study in Belarus there is yet
another player worth mentoning:
belmarket.by, an online version of the
economic newspaper „Belarusians
and the Market” (“Белорусы и
рынок”), formerly “Belarusian
Market” (“Белорусский рынок”),
established in 1990. This weekly
magazine is considered the frst
independent newspaper in Belarus,
which started to deal with complex
economic analyses, problems in the
country, new businesses. It promotes
democratc insttutons within society.
According to the gemiusAudience
study results, in March 2010
belmarket.by atracted just under
13,000 real users, which gave it less
than 0.5% market reach.
Another interestng website in
Belarus is rbcard.com; it is devoted
to banking and dedicated primarily
to individuals owning various kinds
of payment and credit cards. RBCARD
was established in 2002, but during
the last eight years did not manage
to gain any signifcant popularity.
According to the results of the
gemiusAudience study, in March 2010
it atracted slightly more than 7,000
real users and kept them actve for an
average of 4 minutes. However, there
are also much more successful and
beter performing fnancial services
on the Belarusian online market,
namely infobank.by and select.by,
both operatng since 2007.
Do you CEE? Belarus
32
the academic environment, from
students with incomplete higher
educaton to individuals with science
degrees (together making up 46%
of the total). The least represented
group of internet users in Belarus
are individuals with an MBA degree,
making up only 0.34% of the whole
online populaton.
The largest group of Belarusian
internet users (exactly 38.3%) live in
the Minsky region. The high density
of users in this region is due to the
fact that in Belarus the majority of
people who are actve on the internet
live in the capital city (as with other
young and underdeveloped markets).
According to the gemiusAudience
study for March 2010, almost 33%
of the whole online populaton of
this country consists of individuals
who live in Minsk. Individuals from
other regions of Belarus represent
a proportonally smaller share within
the internet user populaton, that is
from 16% in the case of Gomelsky
region to a mere 9% in the case of
Mogilevsky region.
Three biggest groups of
Belarusian online populaton are
students, specialist/chief specialists
and engineers/technical workers. They
consttute nearly 50% of internet users
in this country. The other half consists
of other occupatons with almost
equal shares.
2. ONLINE AUDIENCE
As on most other CEE markets,
the gender structure of the online
populaton of Belarus is also
very balanced. According to the
gemiusAudience study for March 2010
almost 51% of internet users are men
and just over 49% of the whole online
populaton are women. Internet use
in Belarus remains equally distributed
among both genders and no signifcant
fuctuatons within this area are being
observed.
Internet users in Belarus
are very young. According to the
gemiusAudience study for March
2010, almost 40% are aged between
15 and 24 years. Moreover, almost
68% of the whole online populaton
consists of individuals younger than
34 years old. On the other hand,
users aged 55 years or over represent
only 1.6% of the all internet users.
This visible disproporton is caused
mainly by the immaturity of the
Belarusian online market, which is not
yet experiencing the phenomenon of
aging (along with its users). It is highly
probable that in the near future the
share of individuals older than 45 and
55 years will rise year on year.
The educatonal structure of
Belarusian internet users does
not difer a great deal from those
characteristc of other CEE markets.
Within the whole online populaton
of this country there are three major
groups of users: individuals with a
high educaton (32%), vocatonal
educaton (26%) and those who have
graduated from a secondary school
(22%). However, when broader
categories are taken into account, it
becomes very clear that the dominant
group of internet users in Belarus
consists of people connected with
Do you CEE? Belarus
34
Chart 2 Top operatng systems in Belarus by share of page views generated by internet users who
visit the Belarussian websites using gemiusTrafc (gemiusTrafc study 1Q 2009 – 1Q 2010)
3.2. OPERATING SYSTEMS
Chart 1 Top browsers in Belarus by share of page views generated by internet users who visit the
Belarussian websites using gemiusTrafc (gemiusTrafc study 1Q 2009 – 1Q 2010)
3. TOOLS
3.1. BROWSERS
3.1. Browsers
The web browser most intensively
used in Belarus is Opera. According
to gemiusTrafc, in the frst quarter
of 2010 almost 49% of all page views
generated by Belarusian users on
websites monitored in the study have
been made using this browser. In this
regard the Belarusian online market
is similar to Ukraine, where Opera is
also the dominant sofware used for
web browsing. In Belarus, Opera won
the market at the end of frst quarter
of 2009, when it beat of its rival -
Mozilla Firefox. The third force on the
market is Microsof Internet Explorer.
In the frst quarter of 2010 its users
were responsible for 19.4% of all page
views recorded in the gemiusTrafc
study.
3.2. Operatng systems
Internet users in Belarus are not an
excepton when it comes to the usage
Do you CEE? Belarus
35
Chart 3 Top search engines in Belarus by share of visits made by internet users who visit the Belarus-
sian websites using gemiusTrafc (gemiusTrafc study 1Q 2009 – 1Q 2010)
3.3. SEARCH ENGINES
Chart 5 Top 5 mobile devices in Belarus by the website-averaged percentage share of page views
generated by internet users form Belarus who visit the Belarusian websites using gemiusTrafc
(gemiusTrafc, 10.05.2010 - 25.07.2010, weighted average for months) *from 2010-05-10
**to 2010-07-25
3.5. MOBILE DEVICES
of operatng systems. Windows XP
head the list and the whole market
is dominated by Microsof products
(non-MS Windows operatng systems
hold less than a 3% share). According
to the gemiusTrafc study, in the frst
quarter of 2010, Windows XP was
responsible for almost 83% of all page
views monitored in the study, while
the second most intensively used
operatng system, Windows 7, was
responsible for slightly more than 10%
of all page views. Interestngly, the
later is experiencing dynamic growth
on the Belarusian market. At the
beginning of 2009 it was completely
absent in Belarus, in the second
quarter of 2009 it gained 0.67% of all
page views and by the frst quarter of
2010 its market share had increased
more than 15 tmes.
3.3. Search engines
The search engine most frequently
used in Belarus is Russian-based
Yandex. According to gemiusTrafc, in
frst quarter of 2010 more than 56%
of all visits on websites monitored
by Gemius in this study have their
origins in Yandex search results.
The second search engine most
frequently used by Belarusians is
Google, which accounts for more
than 41% of all visits on websites
monitored by gemiusTrafc. Other
engines, including Microsof MSN,
have a negligible market share and
are single-handedly unable to break
the 1% barrier.
3.4. Screen resolutons
The most popular screen resoluton
in Belarus is 1280x1024, the visitors
of which generated nearly 28% of all
page views on websites monitored
in the gemiusTrafc study in the
frst quarter of 2010. What is most
Chart 4 Screen resolutons in Belarus by share of page views generated by internet users who visit
the Belarussian websites using gemiusTrafc (gemiusTrafc study 1Q 2009 – 1Q 2010)
3.4. SCREEN RESOLUTIONS
Do you CEE? Belarus
36
4. ADVERTISING NETWORKS
important is the fact that at the
beginning of 2010 there was no
screen resoluton which could be
identfed as strongly dominant on the
Belarusian market (the shares of the
most popular ones are distributed in a
very balanced manner).
3.5. Mobile devices - models
Unlike the majority of CEE countries
where the iPhone dominates the
mobile devices market, according
to the gemiusTrafc study, the most
popular mobile tool used to access
the web in Belarus is Nokia 6300. In
July 2010 it was responsible for 8%
of page views generated by mobile
devices on the average website.
Apple’s iPod had a 5% share which
gave it second place in the ranking.
However, the popularity of both
market leaders is gradually decreasing
and over two months both products
lost approximately 1 percentage
point. The third most popular mobile
device was Nokia 5800. Its users
generated 4% of the mobile trafc on
GENERAL CONTACT INFORMATION
FULL NAME HOMEPAGE URL
ADDRESS
REACH MAIN OFFICE
ADDRESS
CONTACT
1 Mediacode mediacode.by 24%
416-14,
Pervomaiskaya Street, Minsk
Phone: +375-17-222-3204
Fax: +375-17-222-3204
Email: manager@mediacode.by
2 Red red.by N/A
109 - 24/2
Pervomaiskaya Street
Phone: +375-17-217-02-42
Fax: +375-17-217-02-42
Email: admin@red.by
3 Webody webody.by N/A
214-5.
Oktaybrskaya Street, Minsk
Phone: +375-17-296-62-62
Fax: +375-17-296-62-62
Email: welcome@actvemedia.by
the average Belarusian website using
gemiusTrafc. The other devices in
the top 5 ranking were SonyEricsson
products and each gained around a
3% share.
Do you CEE? Belarus
37
5. OPINIONS FROM THE MARKET
Aleksander Stelmakh
Director, Onliner.by
Online advertsing market
What are the opportunites and obstacles for the Belarusian online
advertsing market?
The online market is stll extremely small; worth only about $3 million in
2009. Moreover, rapid growth is not expected in 2010. This is partly due to
the tardiness of the whole advertsing market (including TV, radio „Outdoor”
advertsing amongst others) compared to, for example, the Ukrainian
market, even if the discrepancy in populaton sizes is taken into account.
Advertsing is a sign of actvity in the economy. In Belarus most companies
depend on the government in some form or another, which (with a few
exceptons) promotes products and services using „kuplyay Belarusian”
methods (natonal products don’t need advertsement). However, the
advertsing market is stll at a low level and no changes in the short term are
expected.
In additon, we should not have any illusions about the purchasing power
of the populaton even in the capital, Minsk. The average household here
operates with a budget of approximately $673 (2 million BYR) per month.
The main problem of the local market is a fxaton on media advertsing.
Banners, which are sold daily, are at the level of the past decade and
publishers forget that there are more efcient ways to direct monetzaton
than banners.
The market faces many difcultes and not all of them are related directly to
the online sphere.
Global vs. local players
Are the local players present on your local market strong enough to compete
with the global giants? What advantages and strategies do they use in this
batle?
The local players do not have much chance to compete unless they provide
the services that are truly demanded. One well-known site in Belarus
formerly positoned as a search portal with a mail service and various
subsites, also became popular as a content aggregator, gathering news
from other services. The portal then tried to create their own content, but
Do you CEE? Belarus
38
its quality was low, even when compared to Belarusian counterparts. The
service has lost users in favour of Russian sites like vkontakte.ru and mail.ru.
This could lead to greater losses in user numbers unless the portal changes
its development strategy.
Yury Zisser
Founder and co-owner, Tut.by
Online advertsing market
What are the opportunites and obstacles for the Belarusian online
advertsing market?
Share of internet advertsing in total advertsing is growing each year. In the
crisis period this share rose from 4.5% in 2008 to a surprising 7% in 2009
(the entre media market fell by 21.4% while the internet grew by 16%).
Another serious obstacle to dynamic growth is the modest size of the private
sector, the lack of small- and medium-sized businesses.
Dominatng trends
What are the recent trends on your local online market? What areas are
expected to develop most in the future?
In 2009 a new trend appeared on the market: the transfer of ads sales
to specialized structures, sales houses which form a professional market
using clear rules. Positon of sales houses will strengthen in the future.
Market will grow, technology will improve. Role of mobile, contextual and
video advertsing and advertsing with possibility of targetng using socio-
demographic profles will grow.
Global vs. local players
Are the local players present on your local market strong enough to compete
with the global giants? What advantages and strategies do they use in this
batle?
Successful local players use brand strategy to create powerful local brands.
The lion’s share of advertsing sales is held by Belarusian players. All the
eforts of foreign players, mostly Russian, have not as yet been
successful. Global brand expansion in Belarus has not happened and will not
come soon due to the small capacity of the Belarusian market.
Do you CEE? Belarus
39
Market specifcs
What makes your local online market unique? Are there any specifcs that
make it diferent from others in the CEE region?
Due to the above mentoned weakness of small- and medium-sized business,
search advertsing is not well developed in Belarus. Its share in Belarusian
internet advertsing does not exceed 20% and over the last years there has
been slow increase. There is a concentraton of advertsing budgets around
the main players: the Belarusian portal tut.by which accounts for one third
of all the budgets of banner advertsing or about half the budgets of all
media advertsing on the Belarusian internet.
Bulgaria
3.28m
internet users
1. MAINPLAYERS_
2. ONLINEAUDIENCE_
3. TOOLS_
4. BRANCHORGANIZATIONS_
5. ADVERTISINGNETWORKS_
6. OPINIONSFROMTHEMARKET_
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42
44
45
46
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1.1. Top10websitesbyreach_
1.2. Top10websitesbyaveragetimespent per user_
1.3. Topportals_
1.4. Social networks_
1.5. Onlineclassifiedadsbyreach_
1.6. Topfinancesitesbyreach_
3.1. Browsers_
3.2. Operatingsystems_
3.3. Searchengines_
3.4. Screenresolutions_
3.5. Mobiledevices_
Do you CEE? Bulgaria
41
WEBSITE’S CATEGORY NUMBER OF REAL
USERS
NUMBER OF PAGE
VIEWS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 abv.bg mail service 1 954 947 335 065 970 171 02:34:07 60%
2 dir.bg horizontal portal 1 340 402 89 431 095 67 01:18:54 41%
3 gbg.bg horizontal portal 945 424 15 177 123 16 00:25:48 29%
4 start.bg horizontal portal 893 066 7 247 182 8 00:09:41 27%
5 btv.bg horizontal portal 777 131 20 184 745 26 00:21:54 24%
6 svejo.net social bookmarking 761 397 5 547 144 7 00:09:45 23%
7 vest.bg news portal 745 950 14 796 523 20 00:29:02 23%
8 bg-mamma.com lifestyle portal 674 676 26 259 938 39 01:00:44 21%
9 mobile.bg auto classifed ads 669 052 149 438 163 223 01:57:50 20%
10 sportal.bg sports portal 659 510 47 819 851 73 01:49:03 20%
Table 1 Top 10 websites in Bulgaria by reach level (gemiusAudience, March 2010)
The most popular website in Bulgaria
measured by gemiusAudience is
abv.bg, a free web mail service. It not
only reaches 60% of the audience,
but also outnumbers other players
in terms of user engagement, with
a result of over 2.5 hours spent by
average user monthly. The service is
owned by NetInfo, the digital media
company, which in turn belongs to
Sanoma Media Internatonal. Apart
from the mail service it also provides
its users with a search opton, news,
weather forecasts and entertainment.
With a 41% reach, dir.bg, the largest
and trusted Bulgarian portal, takes
second place. The top 3 is propped up
by the web directory gbg.bg, which
reaches 29% of the Bulgarian online
audience. The site, created in 1997,
belongs to the same owner as abv.bg.
The website ofers its users a complete
1. MAIN PLAYERS
1.1. TOP 10 WEBSITES BY REACH
package of searching optons including
a huge bank of images as well as video
content. Gbg.bg gathers over 47,000
selected sites and their number is
constantly increasing. The next player,
start.bg, had a reach level of 27%.
Among the market leaders there are
also two news services: btv.bg and
vest.bg that gained reach levels of
24% and 23% respectvely in March
2010. The frst is the site of the most
popular private TV staton in Bulgaria,
and at the beginning of 2010 it was
bought by CME, the internatonal
media company. The second, vest.bg
is third among the four players present
in the ranking owned by NetInfo. The
last site is svejo.net, which ranked
6th in March 2010. It is a social
bookmarking portal reaching 23% of
the audience.
Do you CEE? Bulgaria
42
NUMBER OF
REAL USERS
PAGE VIEWS PER
USER
AVERAGE TIME
PER USER
REACH
1 ladypopular.bg 132 271 602 07:13:40 4%
2 aha.bg 374 559 1,005 07:03:59 11%
3 impulse.bg 598 852 483 07:03:56 18%
4 prodavalnik.com 47 095 239 04:40:30 1%
5 forum.levski.com 5 289 259 04:10:04 0.2%
6 focus-news.net 224 209 81 03:29:48 7%
7 conquiztador.bg 68 653 472 03:17:56 2%
8 abv.bg 1 954 947 171 02:34:07 60%
9 mobile.bg 669 052 223 01:57:50 20%
10 novsport.com 111 604 47 01:52:04 3%
Table 2 Top 10 websites in Bulgaria by average tme spent per user (gemiusAudience, March 2010)
1.2. TOP 10 WEBSITES BY AVERAGE TIME SPENT PER USER
The second signifcant group within
the Bulgarian online market includes
specifc portals such as bg-mamma.
com and sportal.bg. The frst is mainly
dedicated to women and contains
a great deal of useful informaton
related to children, health, beauty
and lifestyle. The strongest part of the
site is its forum, where women can
exchange views and ask other users
for their opinion. In March 2010, the
website had almost 660,000 real users
and the number is growing.
The second website, sportal.bg, is
a portal containing sports news,
especially popular among the male
online audience. The site ofers
detailed informaton about diferent
sports events as well as the Sportal
TV service with a large amount of
HD videos. In March 2009 its reach
level amounted to 11% but in March
2010 this grew to 20%. Its rising
popularity makes it a preferable site
for advertsers.
Another popular site on the
Bulgarian online market in March
2010 was mobile.bg, a classifed ads
service specializing in automotve
advertsements. It had almost 670,000
real users, who consttuted a reach
level of 20%. In terms of average
tme spent per user, mobile.bg, came
second among the top 10 websites by
reach level with almost 2 hours
a month spent per user.
Three major groups can be
distnguished in the ranking of top
10 websites by average tme spent
per user. The frst one includes
ladypopular.bg, aha.bg and impulse.
bg. These are sites on which the
average user spent more than 7 hours
in March 2010.
Like in other CEE online markets,
people in Bulgaria tend to spend most
of their online tme making friends
Do you CEE? Bulgaria
43
and having fun. Ladypopular.bg is
an online game for girls who dream of
becoming popular. Users create
a ‘lady’, follow her career, take care
of her pet and organize virtual garden
partes. The game has a pleasant
design and is available afer free
registraton. Moreover, the site is
available in 25 languages. The other
two sites with an average tme per
user of over 7 hours, aha.bg and
impulse.bg, are social networking sites
with reach levels of 11% and 18%.
The second group consists of sites
with average online tme per user of
3-5 hours a month. Prodavalnik.com is
an online aucton mainly for women,
with a great deal of informaton about
babies, gardening, home and family.
Moreover, there are direct links to
other websites with the same theme:
clothes, baby toys, etc. In March 2010
this site had on average 239 page
views generated by each of the more
than 47,000 real users.
The next website in this group is forum
levski.com. Although in March 2010 its
reach level amounted to only 0.2%,
it ranked ffh in the ranking presented
above, with 4 hours and 10 minutes
spent by the average user. It is a
forum for FC Levski supporters, where
they can exchange views, meet other
fans and be up-to-date with news
concerning their favorite football
team.
A news service can also be found
in this group: focus-news.net. It is
a part of the frst Bulgarian private
informaton agency FOCUS. One of the
greatest advantages of focus-news.net
is the fact that it ofers news, analysis
and comments not only in Bulgarian
but also in English 24 hours a day. In
March 2010 its reach level amounted
to 7%.
The last player in this group is
conquiztador.bg, with a result of
3 hours 18 minutes spent on average
on this website by users. It is an online
game, where users have to answer
questons to conquer new territories
on a virtual map.
The last group of sites includes ones
with an average tme spent online per
user of around 2 hours. One of them is
mobile.bg, the previously-mentoned
automotve classifed ads website,
which is very popular in Bulgaria.
Abv.bg, the market leader in terms
of reach, does not dominate as far
as the average tme spent per user is
concerned and ranks 8th with a result
of just over 2.5 hours. This is mainly
due to the fact that abv.bg is primarily
a mail service.
The last website is a sport site:
novsport.com. It presents news
concerning sports events, teams and
players. Moreover, it keeps statstcs of
match results, covers live games and
contains many helpful links for sports
fans.
Do you CEE? Bulgaria
44
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 dir.bg 1 340 402 67 01:18:54 41%
2 gbg.bg 945 424 16 00:25:48 29%
3 start.bg 893 066 8 00:09:41 27%
4 btv.bg 777 131 26 00:21:54 24%
5 vest.bg 745 950 20 00:29:02 23%
Table 3 Top 5 portals and news services in Bulgaria by reach level (gemiusAudience, March 2010)
1.3. TOP PORTALS
The importance of horizontal portals
and news services in Bulgaria can be
demonstrated by the fact that the fve
most popular ones were also included
in the top 10 websites by reach.
In March 2010, the leading positon
belonged to dir.bg, which is just like
the year before. It is seen as
a trustworthy portal containing
a variety of informaton and catering
for the needs of visitors in terms
of entertainment, discussion
forums, classifeds; it also includes
communicaton tools.
According to the gemiusAudience
study, gbg.bg ranked second with
a reach level of 29%. This portal was
created in 1997 and since that tme
has been ofering a wide range of
optons enabling its users to search
for online content. Moreover, it has
a huge bank of images and videos
and its directory contains over 47,000
selected sites.
The 3rd player in this category is
start.bg, a horizontal portal and the
largest online catalog, owned by
Investor.BG AD, a leading internet
media company in Bulgaria with
14 websites including blog.bg,
dnes.bg and snimka.bg. In 2004 it
was listed on the Bulgarian Stock
Exchange and is said to have a market
share of almost 10%. Start.bg has
links classifed into 22 categories and
approximately 1,900 topics, which
enables its users to search for any
informaton they may need. In March
2010 its reach level amounted to 27%
(in March 2009 it was 32%).
Btv.bg is a website run by the
most popular private TV staton
in Bulgaria. On the 1st June 2000
bTV broadcasted for the frst tme
thus breaking the monopoly of the
natonal public TV staton. Over
the years it has established its
positon as the most watched TV
channel in Bulgaria. According to the
gemiusAudience study, its reach level
amounted to 24% in March 2010
giving it the third place in the top 5
portals ranking. bTV has been present
on the market for almost two years.
In February 2010 an agreement for
its sale was reached. It was bought by
Central European Media Enterprises
(CME), one of the leading radio and
television groups in Central and
Eastern Europe.
Do you CEE? Bulgaria
45
1.4. SOCIAL NETWORKS
There is no dominant leader on the
local social networking market in
Bulgaria. Although in March 2010
impulse.bg had the greatest reach
level (18%), it was only 3 percentage
points higher than clubs.dir.bg,
which ranked second. However, as
mentoned before, impulse.bg is
undoubtedly the leader when it comes
to number of page views per user.
In terms of average tme per user
it took second positon, right afer
aha.bg. Impulse.bg is a typical social
networking site ofering its users
the possibility to make new friends
or retain old ones. It also includes
a secton devoted to classifed ads,
clubs with users grouped together by
interest with access to almost 60,000
topics as well as a games secton.
The last place in the ranking is
taken by vest.bg, formerly known
as Netnfo.bg, which in March 2010
had a reach level of 23%. The site
provides its users with current news
from Bulgaria and the world. Thanks
to a modern and user-friendly design,
visitors can quickly fnd everything
they are searching for. Moreover, the
site ofers a secton with the most
popular news for busy users.
NUMBER OF
REAL USERS
PAGE VIEWS
PER USER
AVERAGE TIME
PER USER
REACH
1 impulse.bg 598 852 483 07:03:56 18%
2 dir.bg-CLUBS.dir.bg 493 509 15 00:10:59 15%
3 dir.bg-GLOG.dir.bg 420 138 15 00:10:32 13%
4 teenproblem.net 404 388 17 00:15:45 12%
5 aha.bg 374 559 1,005 07:03:59 11%
Table 4 Top 5 social networking sites in Bulgaria by reach level (gemiusAudience, March 2010)
Clubs.dir.bg and glog.dir.bg both
belong to dir.bg. The frst includes
clubs, in which people with the same
interests are grouped together. In
March 2010, clubs.dir.bg had almost
500,000 real users who spent an
average of 11 minutes online a month.
Glog.dir.bg enables its users to create
their own profle and use it to stay in
touch with friends or make new ones.
Its reach level of 13% gave this social
networking site 3rd place in the top 5
ranking.
The last two most popular Bulgarian
social networks, measured in the
gemiusAudience study in March
2010 were teenproblem.net (12%)
and aha.bg (11%). They both belong
to Investor Group (start.bg, blog.bg,
Do you CEE? Bulgaria
46
etc.). Teenproblem.net is popular with
young people. On the website they
can fnd answers to their questons
and problems, including some
embarrassing ones, as well as general
info about anything that can be of any
interest to a teenager. The site is very
user-friendly and is designed to atract
young online audience.
The second site, aha.bg, has a more
diversifed user structure with users
aged 19-35 predominatng. This
popular social networking website
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 mobile.bg 669 052 223 01:57:50 20%
2 imot.bg 219 376 104 01:12:24 7%
3 karieri.bg 202 899 6 00:06:35 6%
Table 5 Top 3 online classifed ads in Bulgaria by reach level (gemiusAudience, March 2010)
1.5. ONLINE CLASSIFIED ADS BY REACH
Each of the top 3 online classifed ads
in Bulgaria specializes in a diferent
feld. Number one in March 2010
with a reach level of 20% was
mobile.bg. It is the most popular
Bulgarian site where people can buy
or sell a car. The site also contains
many other automotve
advertsements of diferent kinds,
from VIP to regular. The price is related
to the ad’s type.
The second player on the Bulgarian
classifed ads market is imot.bg, whose
reach level amounted to 7%. Users and
dealers publish ads related to buying
and selling real estate. Like other sites
of this kind, there are various kinds
of advertsements and their prices
depend on what optons are used.
The third place belonged to karieri.bg.
It had over 200,000 real users
interested in job ofers. Beside regular
job advertsements, there are also
ofers of training sessions, educatonal
courses and the like.
gives its users a chance to meet new
people, exchange messages, create list
of friends and watch music videos.
Do you CEE? Bulgaria
47
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 econ.bg 304 865 16 00:03:54 9%
2 odit.info 256 078 20 00:24:55 8%
3 investor.bg 214 850 24 00:39:36 7%
Table 6 Top 3 fnance sites in Bulgaria by reach level (gemiusAudience, March 2010)
1.6. TOP FINANCE SITES BY REACH
According to the gemiusAudience
study from March 2010, there
was no defnite leader among fnance
sites in Bulgaria. Although the reach
level of econ.bg gave it frst place,
the diference between it and the
reach levels of odit.info (2nd) and
investor.bg (3rd) was just 1 percentage
point. In terms of average tme spent
online per user, the leader is investor.bg
with almost 40 minutes a month per
user.
Econ.bg is a business portal with
over 300,000 real users. The site was
created through the cooperaton of
the Center for Economic Development
(CED) and the United States Agency
for Internatonal Development (USAID)
and was launched in April 2001. Apart
from presentng business news from
Bulgaria and the world, its users
can also fnd interviews, analyses,
classifed ads and a law secton here.
An additonal feature is the English
version of the site. Even though it
contains informaton which is ofen
2 months old, it is a useful source of
informaton for English-speaking users,
especially considering the fact that
econ.bg gives its users free access to
an archive of all informaton uploaded
on the site since its creaton in 2001.
The second signifcant player, odit.info,
had over 250,000 users in March 2010
and on average 20 page views per
visitor. It is a popular website owned
by Economedia, which publishes the
most current informaton especially
for accountants. There is a secton
with notces on courses and seminars
as well as a forum.
Another important fnance site in
Bulgaria was investor.bg with a reach
level of 7% in March 2010. It is a
site with business informaton from
Bulgaria and the world. Apart from
typical fnancial sectons such as
Exchange or Forex, it also has a secton
dedicated to lifestyle.
Do you CEE? Bulgaria
48
2. ONLINE AUDIENCE
The gender structure of the
Bulgarian internet populaton is quite
balanced and does not difer much
from those observed on other CEE
markets. In March 2010, women
consttuted 51.5% of the online
populaton, while men comprised
48.5%. However, what distnguishes
the Bulgarian online populaton from
other CEE countries is the fact that
men on average spent one hour more
than women surfng the web.
Undoubtedly, the Bulgarian online
market is dominated by young people.
According to the gemiusAudience
study, in March 2010 people aged
15-24 accounted for 29% of the online
populaton. Moreover, they spent
the greatest amount of tme surfng
the studied websites, i.e. 19 hours.
Increasingly more elder people have
become interested in the internet
during the last twelve months. In
March 2009 the share of people over
55 years old was 5%, and in March
2010 it was 9%.
The Bulgarian online populaton is
quite well-educated. In March 2010 a
mere 1% of internet users had primary
or no educaton. The majority had
graduated from secondary school and
27% had a degree. With regards to
average tme spent online per user, in
March 2010 the groups of users with
basic or lower educaton consistently
spent approximately 21.5 and 18.5
hours online, whereas users with
higher educaton spent only 10 hours
and 44 minutes online.
As it is the case in the majority
of CEE countries, the greatest
number of internet users in Bulgaria
live in big cites. According to the
gemiusAudience study from March
2010, 27% of the Bulgarian online
populaton lived in Sofa, the capital
of Bulgaria. Cumulatvely, users living
in cites with over 100,000 citzens
accounted for 60% of the online
populaton. Another signifcant group
of users (19%) lived in cites, in which
there are 20,000 – 99,999 people.
With regards to occupaton
the most numerous group among
Bulgarian internet users in March 2010
were specialists and ofce workers.
The second force on the internet was
the group made up of unemployed
internet users. The unskilled
workers accounted only for 1% of
the researched internet audience,
however this occupaton group was
the most actve and in March 2010 the
average user from this group spent
over 19 hours surfng the web.
Do you CEE? Bulgaria
50
Chart 2 Top operatng systems in Bulgaria by share of page views generated by internet users who
visit Bulgarian websites using gemiusTrafc (gemiusTrafc study 3Q 2007 – 1Q 2010)
3.2. OPERATING SYSTEMS
Chart 1 Top browsers in Bulgaria by share of page views generated by internet users who visit Bulga-
rian websites using gemiusTrafc (gemiusTrafc study 3Q 2007 – 1Q 2010)
3. TOOLS
3.1. BROWSERS
3.1. Browsers
There are two main players on the
Bulgarian browser market. Number
one is Firefox with a market share of
46%. At the end of 2009 it overtook
Microsof Internet Explorer, whose
popularity has been declining for some
tme already. Afer the frst quarter
of 2010 its market share was 42%
giving MSIE the second place among
the top browsers in Bulgaria. The
popularity of Opera and Chrome is
not of any signifcant value. However,
it is important to note that Chrome is
gaining popularity extremely quickly.
Also, while Opera’s market share grew
during the past year by 0.5 percentage
point, Chrome’s market share rose by
4 percentage points.
Do you CEE? Bulgaria
51
Chart 3 Top search engines in Bulgaria by share of visits made by internet users who visit Bulgarian
websites using gemiusTrafc (gemiusTrafc study 3Q 2007 – 1Q 2010)
3.3. SEARCH ENGINES
Chart 4 Screen resolutons in Bulgaria by share of page views generated by internet users who visit
Bulgarian websites using gemiusTrafc (gemiusTrafc study 3Q 2007 – 1Q 2010)
3.4. SCREEN RESOLUTIONS
3.5. MOBILE DEVICES
Chart 5 Mobile devices in Bulgaria by the website-averaged percentage share of page views genera-
ted by internet users from Bulgaria, who visit Bulgarian websites using gemiusTrafc (gemiusTrafc,
10.05.2010 - 25.07.2010, weighted average for months) *from 2010-05-10 **to 2010-07-25
3.2. Operatng systems
Like in the other markets in Central
and Eastern Europe, the most popular
operatng system in Bulgaria was
Windows XP with an 82% share in the
frst quarter of 2010. However, this was
9 percentage points less than a year
ago. This is mainly due to Windows 7,
Microsof’s newest operatng system
launched in the second quarter of
2009. Since then it has been constantly
gaining popularity, and in the frst
quarter of 2010 its market share
accounted for 9% overtaking Windows
Vista with its 8% share. The market
share of Linux is relatvely stable at the
level of 0.3%.
3.3. Search engines
Google is the leader of the Bulgarian
online search engine market. In the
frst quarter of 2010 its share of the
market accounted for almost 99%.
Second place belonged to MSN, and
third to Yahoo. However, their market
shares declined during 2009 and
according to the gemiusTrafc study
they did not even exceed 1% in the frst
quarter of 2010.
3.4. Screen resolutons
The market share of 1024 x 768
monitor screen resolutons has
been decreasing over the last years.
However, in the frst quarter of 2010
it was stll the most popular choice
among Bulgarians. Other popular
screen resolutons among internet
users who visit Bulgarian sites using
gemiusTrafc were 1280 x 1024 and
1280 x 800. Also, the screen resoluton
of 1440 x 900 has been gaining
popularity in recent years and afer the
frst quarter of 2010 its market share
was 6%. There is also a newcomer,
1366 x 768, whose popularity has
been growing and during one year this
resoluton gained a market share of 4%.
Do you CEE? Bulgaria
52
4. BRANCH ORGANIZATIONS
Interactve Associaton Bulgaria
www.iabulgaria.bg
Descripton: The mission of IAB
is to show the advantages and
possibilites of interactve marketng:
targetng, on-line measurement,
high efectveness, a great variety of
formats and diferent approaches
and to the internet as one of the
main channels of communicaton,
next to TV, radio, press and outdoor
advertsing.
Members: The greatest rivals and
leading internet players include:
Darik News, Dir.bg, Economedia,
Investor.bg, NetInfo.bg, mail.bg and
an associate member, ABC Design and
Communicaton.
Bulgarian e-commerce associaton
www.baet.bg
Descripton: The main objectve
of the Bulgarian e-commerce
associaton is to protect the interests
of its members with regard to the
development of e-commerce and
also to enhance public confdence
in it. Moreover, BEAT aims to create
professional ethical standards to
be followed by its members. BEAT
also concentrates on cooperaton
with public authorites in creatng
laws and regulatons relatng to
internet trade and in monitoring their
implementaton.
Members: BGPRINTER Ltd., JAR
Computers Ltd., Interminds Ltd., SILA
BG, Store Ltd., SuperHostng.BG, Bw
Time Ltd.
Bulgarian Web Associaton
www.bwa.bg
Descripton: The Bulgarian Web
Associaton (BWA) is an internet
industry associaton, representng
the interests of web companies and
professionals in Bulgaria. At present,
the Bulgarian Web Associaton
3.5. Mobile devices - models
A wide variety of mobile devices can
be found on the Bulgarian market.
The fve most popular tools consttute
less than 50%. However, like in
majority of CEE markets, Bulgaria’s
top mobile device is the iPhone,
which in July 2010 had a share of
over 17%. However, compared to the
previous month, it decreased slightly.
The next three positons were taken
by Nokia devices among which the
Nokia 5530 XpressMusic is the most
popular. During the same period,
Apple’s latest product, the iPad, has
been consistently gaining popularity,
increasing its share by 3 percentage
points from May 2010.
Do you CEE? Bulgaria
53
5. ADVERTISING NETWORKS
(BWA) is the only associaton with
actvites directed to the beneft
and protecton of legal enttes and
natural bodies, working on the design,
arrangement, organizaton, realizaton
and hostng of internet sites, web
design and internet advertsement.
All actvites of the Bulgarian Web
Associaton (BWA) are in the service
of the interests of the Bulgarian web
market operatng in the free economy
environment.
Members: associated web studios:
Studio 3B, Etaligent.Net, You Eye
Design Ltd, Blekbord Studio Ltd.,
By BG Ltd., DOTmedia DZZD, Dream
Studio Ltd., DriymMediya Ltd., Exsisto
Ltd., Leks.BG AD, MediaBasket OOD,
Need BG Ltd., Stenik Group Ltd.,
Studio IDA, associated web media:
Inteldey Solutons Ltd., Programme
Media Group Ltd., associated
web services: User Media Ltd.,
DIDZHITREYS Ltd., ESRI Bulgaria Ltd.,
ET-MarMaN Mario Mankov, Ripped
Ltd., Imaynd Ltd.
GENERAL CONTACT INFORMATION
FULL NAME HOMEPAGE URL
ADDRESS
MAIN OFFICE
ADDRESS
CONTACT
1 Htpool htpool.bg
61 Vitosha Blvd,
1000 Sofa, Bulgaria
Phone: +359-2-988-09-75
Email: info@htpool.bg
2 Easy Trader stat.easytrader.bg
Nikola Vaptzarov Blvd 29,
et. 2, foor B, ap.13,
1407 Sofa, Bulgaria
Phone: +359-2-962-29-94
Email: ivanchev@easytrader.bg
3 User Media - Student.forums usermedia.net
Solunska 59, et. 4,
1000 Sofa, Bulgaria
Phone: +359-2-954-29-70
Email: reklama@usermedia.net
4 User Media - Autoforums usermedia.net
Solunska 59, et. 4,
1000 Sofa, Bulgaria
Phone: +359-2-954-29-70
Email: reklama@usermedia.net
5 User Media - Sportorums usermedia.net
Solunska 59, et. 4,
1000 Sofa, Bulgaria
Phone: +359-2-954-29-70
Email: reklama@usermedia.net
6 Direct direct.dir.bg
7, Danail Dechev st.
1407 Sofa, Bulgaria
Phone: +359-2-969-45-33
7 E- target etarget.bg
70, Tsaribrodska Blvd,
ofce 3,
Sofa 1309, Bulgaria
Phone: +359-2-489-50-63
Email: business@etarget.bg
Do you CEE? Bulgaria
54
6. OPINIONS FROM THE MARKET
Hristo Ivanov
Market Research and Analyses specialist, Netnfo
Online advertsing market
What are the opportunites and obstacles for the Bulgarian online advertsing
market?
The economic environment has led to a serious decline in advertsing expenditure
in all types of media. Only the internet succeeded in keeping the same level as in
2008. The largest advertsers: automotve and fnance, brought their investments
in advertsing for the past year to a relatve standstll.
We believe that this situaton will remain unchanged for the next year or two.
Online video and social media advertsing together with rich media will lead
the development of the online market in Bulgaria. Advertsers will learn to use
diferent channels for diferent goals: e-mail and social media marketng for
customer loyalty, keyword search ads for direct responses and display ads for
building brand awareness.
Dominatng trends
What are the recent trends on your local online market? What areas are expected
to develop most in the future?
The fnancial crisis slowed down the development of the internet market in
Bulgaria during the last year and the market players were forced to focus on their
main and most proftable products. This led to ever increasing competton in
certain internet categories such as news and informaton (including sports), datng,
entertainment, and the suchlike. Internet penetraton in Bulgaria contnued to
increase but at a slower growth rate compared to previous years. Furthermore,
the largest publishers have invested tme and money in the mobile versions of
their websites following the latest trends on global markets.
Petar Simeonov
Head of Internet Department, Piero97
Online advertsing market
What are the opportunites and obstacles for the Bulgarian online advertsing
market?
The world economic crisis did not overlook Bulgaria in 2009. The growth of
internet advertsing budgets was 60% during the previous three years, but in 2009
this shrunk to a mere 4%. On the backdrop of a total ad market decline of about
Do you CEE? Bulgaria
55
14%, this is a good result, although expectatons were for at least 20% growth.
In 2008 the gross internet advertsing budgets in Bulgaria were 32.3 million Leva
(16.5 million Euro), and in 2009 they were 33.4 million Leva (17 million Euro). This
data do not contain the budgets spent on Google advertsing and other media
situated outside of the country, due to the fact that this data are unobtainable.
There were other positve results on the internet market in general, for instance
signifcant growth in the number of internet users: at the end of 2009 there were
already 3.413 million in Bulgaria (45% penetraton). The internet share in the total
media mix is also on the rise: in 2008 it was 2.7%, in 2009 3.4%, and a rise of 5% is
predicted for 2011.
The steepest decline in the advertsing budgets of 2009 was notced in the
telecommunicatons sector. Surprisingly, it was overtaken by the fnancial
and banking sector, which was also hit by the crisis, but tried to regain client
confdence via various marketng and advertsing incentves. A similar situaton
was observed in the constructon and automotve businesses.
News sites and portals drew the largest part of advertsing budgets, in third place
were social networking sites, followed by sport sites. Facebook atracted great
interest with 1.2 million subscribers at the end of 2009.
A signifcant growth in online advertsing (approximately 20%) is expected for
2010, as well as substantal growth in video advertsing on the internet.
The numbers used in the above text have been collected
by Piero97 Media Agency.
Plamen Kalinikov
Marketng Director, Argent media agency
Online advertsing market
What are the opportunites and obstacles for the Bulgarian online advertsing
market?
We had antcipated that the global fnancial crisis would lead to signifcant
budget allocaton on traditonal media channels: TV, radio, print as well as
OOH would face a major drop at the expense of digital advertsing. Alas, net
online investments for 2009 in Bulgaria retained the same levels as those from
the ‘extremely successful’ year of 2008. The growths of 50 to 100% from the
aforementoned 2008 would later become something to dream about over the
following years. The main players on the market decided not to take risks and
kept their investments allocated to the media channel that responded in the most
appropriate way to the economic realites and the fscal defcit. They stayed with
TV. The natonal TV channels lowered their prices and boosted bonuses, and thus
kept the lion’s share in the media mix. Digital advertsing comprises about 10% of
the Argent media agency portolio but the average for the market percentage does
Do you CEE? Bulgaria
56
not exceed 5%. The long-awaited arrival of the largest global advertsers like P&G,
Henkel, and Kraf Foods meant that the digital market has (again) been put on hold
for an uncertain period of tme. Most commited advertsers in the digital domain
are from the fnancial, automotve, as well as telecommunicatons sectors but they
also have the most experience in internet advertsing. Most companies diverted
about 10-20% of their online budgets to cheap CPC solutons and in consequence
they delivered millions of impressions.
Market specifcs
What makes your local online market unique? Are there any specifcs that make it
diferent from others in the CEE region?
internet usage
The combinaton of ADSL by Vivacom and cable internet furthered broadband
penetraton even in the smallest towns and villages. However, advertsers stll
have to understand that 95% of the most difcult-to-get audience in the 15-24 age
bracket is on the web.
publishers
Bulgaria is no excepton regarding the development of social networking and the
most popular site, Facebook, has more than 1.5 million users. Unfortunately,
the stability of the banking system and the great number of debit and credit
cards have not smoothed out the progress of e-commerce and e-shops. Bulgarian
publishers could well ofer advertsers anything their creatve agencies could
think of.

Gergana Marinova and Dilyan Velichkov
Marketng Director, Zed Digital Cybermark
Online advertsing market
What are the opportunites and obstacles for the Bulgarian online advertsing
market?
Despite the general upward trend during the last 10 years and the expectatons
for even faster growth during the recession, in 2009 and early 2010 the Bulgarian
online advertsing market experienced its frst year of an almost complete halt.
Instead of trying to optmize their budgets through the use of internet as a more
efectve medium, as foreseen by specialists in the feld in 2008, advertsers
preferred to ‘play it safe’, investng most of their budgets in the ‘good old media’,
such as press, radio and television. This led to the small growth of the online
advertsing market of 4%, as estmated by a leading Bulgarian media house.
In 2009 the online media in Bulgaria contnued their development of new forms
of online advertsing as well as the process of creatng beter opportunites for
advertsers. This trend is expected to contnue, following general technological
developments.
Do you CEE? Bulgaria
57
Moreover, many cost-efectve buying solutons in the online media were
introduced last year. This was a simple response to the unclear expectatons and
fears of advertsers, but it led to certain deviatons in general pricing and buying
models. Finally, it caused some chaos on the market. Buying banner positons
using both CPM and CPC is common practce for advertsers and for a short period
the cost-per-click model fourished. However, most media soon recognized that
selling ad space using CPC as a mistake and corrected this by either increasing
their prices per click, or returning to CPM.
The interest of advertsers in professional online measurement opportunites
contnued to grow. Precise advertsing tracking tools started to be treated not as
an extra opton but as both a common and essental part of online campaigns.
Despite the obstacles caused by the world recession, the Bulgarian online
advertsing market as a whole contnued its development and maintained an
upward trend, albeit at a slower pace.
Dominatng trends
What are the recent trends on your local online market? What areas are expected
to develop most in the future?
A contnued and natural trend in 2009 was the extremely fast growth of Facebook.
Its Bulgarian audience contnued to increase by over 100% on year to year. This
had a strong negatve impact on the local social media, which had so far also been
developing quickly. Although internet users keep spending more tme on social
networking sites, a relatvely small percentage of advertsing budgets is invested
therein. In 2009 and at the beginning of 2010, Bulgarian advertsers together
with agencies were stll unable to fnd the most suitable way to take advantage of
the increasing usage of social media. They rely mostly on traditonal advertsing
formats, while rarely trying to utlize social media in a more unconventonal and
creatve way.
Another trend contnued in 2009 was the growth of online search investments,
driven to a large extent by small advertsers entering this market for the frst tme.
Croatia
1.67m
internet users
1. MAINPLAYERS_
2. ONLINEAUDIENCE_
3. TOOLS_
4. BRANCHORGANIZATIONS_
5. ADVERTISINGNETWORKS_
6. OPINIONSFROMTHEMARKET_
59
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62
62
63
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66
66
66
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67
67
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1.1. Top10websitesbyreach_
1.2. Top10websitesbyaveragetimespent per user_
1.3. Topportals_
1.4. Social networks_
1.5. Onlineclassifiedadsbyreach_
1.6. Topfinancesitesbyreach_
3.1. Browsers_
3.2. Operatingsystems_
3.3. Searchengines_
3.4. Screenresolutions_
3.5. Mobiledevices_
Do you CEE? Croatia
59
WEBSITE’S CATEGORY NUMBER OF REAL
USERS
NUMBER OF PAGE
VIEW
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 net.hr horizontal portal 829 372 158 273 571 191 04:32:15 49%
2 index.hr horizontal portal 755 780 76 327 847 101 03:09:12 45%
3 tportal.hr horizontal portal 735 631 69 055 950 94 02:07:32 43%
4 forum.hr forum site 655 139 27 588 585 42 01:01:32 39%
5 24sata.hr news portal 631 918 89 223 037 141 02:02:18 37%
6 jutarnji.hr news portal 600 535 48 851 538 81 01:53:06 35%
7 njuskalo.hr classifed ads 548 991 72 245 870 132 01:15:26 32%
8 blog.hr blog site 536 094 4 896 194 9 00:12:55 32%
9 bloger.hr blog site 473 324 8 601 594 18 00:24:22 28%
10 vecernji.hr news portal 456 003 19 800 231 43 00:53:11 27%
Table 1 Top 10 websites in Croata by reach level (Gemius/Valicon gemiusAudience March 2010)
Majority on the Croatan online
market is made up of horizontal
portals and they lead in the ranking
taking the frst three positons.
Net.hr dominates the market reaching
almost every second Croatan internet
user. With a reach 4 percentage points
lower than the leader, second positon
is taken by index.hr, a portal which
has reinforced its positon within the
last year. The top 3 is propped up by
tportal.hr, which reaches 43% of the
audience. At the beginning of 2008,
this service headed the market. Afer
a signifcant decrease in 2009, it will
probably gain second place by the end
of 2010.
The second important group of players
includes news services. The frst,
24sata.hr, in ffh place, has a reach
level of 37%. In sixth place is jutarnji.hr
with a reach of 35%. Vecernji.hr,
1. MAIN PLAYERS
1.1. TOP 10 WEBSITES BY REACH
a news portal of one of the leading
newspapers Večernji List, owned by
Styria Media Group AG, comes in at
tenth in the ranking.
Apart from portals and news services
among the market leaders there is also
a forum site (forum.hr), classifed ads
service (njuskalo.hr) and two blogging
platorms (blog.hr and bloger.hr).
Forum.hr is the most popular, mult-
thematc forum site which like index.hr
does not belong to any large media
group. It reaches 39% of Croatan
online internet users who on average
spent 1 hour on this service monthly.
Njuskalo.hr, which ranks seventh,
owned by Styria, is the most popular
classifed ads service.
First among the blogging platorms,
blog.hr, was bought by NOVA (the
Croatan commercial television
Do you CEE? Croatia
60
NUMBER OF
REAL USERS
PAGE VIEWS PER
USER
AVERAGE TIME
PER USER
REACH
1 net.hr 829 372 191 04:32:15 49%
2 index.hr 755 780 101 03:09:12 45%
3 1klik.net 2 419 49 02:24:36 0,17%
4 business.hr 73 578 36 02:15:04 4%
5 tportal.hr 735 631 94 02:07:32 43%
6 igre123.net 175 810 98 02:03:35 10%
7 24sata.hr 631 918 141 02:02:18 37%
8 fotozine.org 12 527 219 01:57:36 1%
9 jutarnji.hr 600 535 81 01:53:06 35%
10
nogometni-maga-
zin.com
44 585 60 01:30:38 3%
Table 2 Top 10 websites in Croata by average tme spent per user
(Gemius/Valicon, gemiusAudience, March 2010)
1.2. TOP 10 WEBSITES BY AVERAGE TIME SPENT PER USER
Network) 2 years ago. At the beginning
of 2009, it reached almost 37% of the
Croatan online audience; however,
afer one year its reach has declined
by almost 5 percentage points.
A similar situaton can be observed in
The players that engage Croatan
internet users most are the popular
portals that take the lead in terms of
reach. Net.hr dominates in the ranking
with a result of 4.5 hours. At the same
tme, its main rival, Index, has over
one hour less than Net.hr. Tportal.hr
does not signifcantly lag behind its
two major rivals in terms of number of
users, but has two hours less than the
leader when average tme spent per
user is taken into account.
Third positon is taken by 1klik.net,
a website catalog and search domain
based on the Google engine. Though
the average tme spent per user equals
almost 2.5 hours, the service’s reach
is very limited, lower than 1%. The
next positon, with a result of 2 hours
15 minutes, is taken by a popular
business portal, business.hr.
What is interestng is that there are
hardly any entertainment websites
present in the ranking. The only
gaming service, igre123.net, comes in
6th place with a result of 2 hours.
Croatan users also devote much of
their tme online to news services and
two of them, 24sata.hr and jutarnji.hr,
are the listed in the ranking with
a result oscillatng around the 2 hours
mark.
case of the second player, blogger.hr,
which lost 3 percentage points in
March 2010 compared to March 2009.
Do you CEE? Croatia
61
Among the leaders in terms of average
tme spent per user, there is also
a service dedicated to photography,
fotozine.org, where its users spent on
the site almost 2 hours monthly on
average.
The ranking is propped up by
nogometni-magazin.com dedicated to
football. Though its audience is limited
to users interested in football they
spent on average of 1.5 hours on the
website monthly.
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 net.hr 829 372 191 04:32:15 49%
2 index.hr 755 780 101 03:09:12 45%
3 tportal.hr 735 631 94 02:07:32 43%
4 24sata.hr 631 918 141 02:02:18 37%
5
jutarnji.hr 600 535 81 01:53:06 35%
Table 3 Top 5 portals in Croata by reach level (Gemius/Valicon, gemiusAudience, March 2010)
1.3. TOP PORTALS
All of the portals and news services
are listed among the most popular
players on the market. The frst, net.hr,
was formerly known as iskon.hr, the
portal of the ISP provider. It has been
leading the market since the beginning
of 2008. This website, owned by
Centrum Holdings (75%) and Profcio
(25%), is operated by Adriatc Media.
Apart from news, the portal ofers
a wide variety of services such as free
mail, and chat.
The second is index.hr, a portal
with a tabloid character. Apart from
news, it ofers also a forum, nightlife
informaton, video content, a blog
platorm and more. Index does not
belong to any large media house and
Index promocija d.o.o. is the sole
owner of the portal.
Index’s main rival is tportal.hr,
a service which at the beginning
of 2008 used to lead the market.
It belongs to the largest ISP provider
T-com. Tportal provides its users
with news as well as entertainment.
Although the discrepancy in terms
of reach between Index and Tportal is
not that signifcant and accounts
for a mere 2 percentage points,
the later loses out in terms of average
tme per user with a result over one
hour worse than Index.
Do you CEE? Croatia
62
1.4. SOCIAL NETWORKS
Unlike other CEE online markets,
Croata has no strong local player that
would atract a wide group of internet
users. The most popular community
site is Iskrica. Even though it has been
present on the market for more than
10 years, its reach is estmated at only
a few percent. Currently, Facebook is
the strongest social networking site
on the Croatan online market and
its positon is stll growing. Due to its
dominaton, local players are losing
The last two services included in the
ranking are more news services than
horizontal portals. The frst, sata24.hr,
is a news portal run by a leading
daily tabloid. It belongs to Styria
Media Group AG and has a unique,
interactve design, which distnguishes
it from other services. 24sata.hr
reaches 37% of the Croatan audience
who on average spent 2 hours monthly
using this service.
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
tulumarka.com 57 152 9 00:05:53 3%
Table 4 Local social networking site measured by Gemius/Valicon, the gemiusAudience study by
reach level (Gemius/Valicon, gemiusAudience, March 2010)
The ranking is propped up by jutarnji.hr,
the news portal of a popular
newspaper “Jutarnji List”. It belongs
to Europapress Holding (EPH),
a media company operatng in Croata
and Southeastern Europe. It owns
5 daily newspapers and more than
30 magazines.
their market share. For example, the
share of the second important local
player, Tulumarka, fell by 1 percentage
point last year, losing almost 15,200
users from March 2009 to March
2010.
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 njuskalo.hr 548 991 132 01:15:26 32%
2 oglasnik.hr 232 790 48 00:33:03 14%
3 aut.hr 184 722 107 01:08:32 11%
Table 5 Top 3 online classifed ads in Croata by reach level (gemiusAudience, March 2010)
1.5. ONLINE CLASSIFIED ADS BY REACH
Do you CEE? Croatia
63
The unquestonable leader among
online classifeds is njuskalo.hr,
a service presentng itself as
a „marketplace”. It contains a wide
spectrum of categories beginning with
automotve to tourism. The service
is extremely popular among Croatan
internet users and comes in at 7th
place in the general reach ranking
with a reach level of 32%. The second
player is oglasnik.hr which also has
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 poslovni.hr 149 786 28 00:42:12 9%
2 limun.hr 81 728 24 00:55:38 5%
3 business.hr 73 578 36 02:15:04 4%
Table 6 Top 3 fnance sites in Croata by reach level (Gemius/Valicon, gemiusAudience,
March 2010)
1.6. TOP FINANCE SITES BY REACH
Among Croatan fnance websites, the
unquestonable leader is poslovni.hr,
the vertcal portal of the frst Croatan
daily business newspaper Poslovni
Dnevnik. The portal has a large online
community of users centered around
fnancial and business topics, along
with current afairs and analysis.
Poslovni.hr provides an overview
of trading on regional stock exchanges.
Moreover, it ofers many business
and professional ttles available
through an online bookstore.
The second site, limun.hr, belongs
to Raifeisen Consultng d.o.o.,
a company specializing in business
consultng and brand management.
This site is devoted to economic news
and advanced fnancial services.
According to Gemius/Valicon, the
gemiusAudience study, it reached 5%
of the Croatan online audience in
March 2010. Last in the ranking among
leading fnancial services is business.hr,
which seems to be most engaging
for its users who spent an average
of more than 2 hours monthly on
this website. Moreover, the portal is
supported by a printed newspaper.
a print version, Plavi Oglasnik, and
is the oldest site in this category.
It is owned by Trader Media East and
publishes more than 300,000 new ads
every month. However, the service is
not performing as well as njuskalo.hr
and gained a reach of 14%. Last place
is taken by the aut.hr, auto classifed
service with a reach level of 11%
which also belongs to TME.
Do you CEE? Croatia
64
2. ONLINE AUDIENCE
The Croatan gender structure
of the online populaton is quite
balanced, like on most other CEE
markets. In March 2010 men
accounted for 52% of the online
audience. Moreover, the average man
spent over 2 hours more online than
the average woman.
In terms of age, the most
signifcant group within the Croatan
online populaton are young people
aged 15-24. According to the Gemius/
Valicon gemiusAudience study
from March 2010, they consttuted
35% of the populaton. The second
largest group, users 35-44 years old,
accounted for 23% of the populaton.
People aged 25-34 accounted for
1 percentage points less of the online
populaton.
Croatan internet users are quite
well-educated. Majority of Croatan
internet users graduated from
secondary school. According to the
Gemius/Valicon gemiusAudience study
from March 2010, they accounted
for 48% of the online populaton in
Croata. The next signifcant group
consisted of users who were stll in
school or faculty (29%). Only 3% of the
Croatan online populaton had at best
primary educaton.
In March 2010, 27% of Croatan
internet users lived in cites with over
100,000 inhabitants. What is more,
these users were also the most actve
ones, spending over 14 hours online.
The second most important group of
internet users lived, according to the
Gemius/Valicon gemiusAudience study
from March 2010, in towns with 5,000
– 24,999 inhabitants (19%). 11% of
the online populaton lived in villages
and small towns with less than 1,000
inhabitants.
According to the Gemius/Valicon
gemiusAudience study from March
2010, the largest group among
Croatan internet users in terms
of occupaton consisted of people
employed in companies. They
accounted for 26% of the online
populaton. Second place belonged
to students, who accounted for 22%
of the online populaton. Another
signifcant group is users employed in
the public sector (18%).
Do you CEE? Croatia
66
Chart 1 Top browsers in Croata by share of page views generated by internet users who visit the
Croatan websites using gemiusTrafc (gemiusTrafc study 3Q 2007 – 1Q 2010)
3. TOOLS
3.1. BROWSERS
Chart 2 Top operatng systems in Croata by share of page views generated by internet users who visit
Croatan websites using gemiusTrafc (gemiusTrafc study 3Q 2007 – 1Q 2010)
3.2. OPERATING SYSTEMS
3.1. Browsers
For many years, the leader on Croatan
browsers market was Microsof
Internet Explorer. However, over the
past few years the MSIE’s share of
page views generated by internet
users who visit Croatan websites using
gemiusTrafc has been decreasing.
At the beginning of 2010 it reached
a level of 43% and was overtaken
by Firefox. Other browsers used
by Croatan internet users worth
mentoning are Chrome (6%) and
Opera (4%). They are gaining a larger
share of the market, though the
process is slow.
3.2. Operatng systems
Like on other CEE markets, the leader
among operatng systems in Croata
is Windows XP. Afer the frst quarter
of 2010, its share of the market as
Do you CEE? Croatia
67
analyzed by gemiusTrafc, consttuted
77%, and its positon does not seem to
be threatened in the nearest future.
However, Windows 7 gained almost
12% of the market in less than a year,
leaving Windows Vista behind.
3.3. Search engines
The Croatan search engine market
is as dominated by Google as other
CEE markets. Afer the frst quarter
of 2010, it accounted for 99% of the
visits made by internet users who visit
Croatan websites using gemiusTrafc,
leaving hardly any room for its rivals,
MSN and Yahoo.
3.4. Screen resolutons
The share of 1024 x 768 monitor
screen resolutons in Croata has been
decreasing for the last few years.
However, it is stll the most popular
choice among Croatans with a share
of 32%. Other popular ones in the frst
quarter of 2010 were 1280 x 1024,
1280 x 800 and 1680 x 1050.
3.5. Mobile devices - models
Among the mobile devices used to
connect to the network, leadership
on the Croatan market belongs to
the iPhone, which according to the
gemiusTrafc study, was responsible
for 54% of the page views generated
by mobile devices on an average
website in July. Despite such a high
result, its popularity is gradually
falling: a 2-percentage-point decrease
was observed over the past two
months. Like on other markets, this
loss is in favor of the iPad, Apple’s
latest product, which during the same
period improved its market share by
2 percentage points. The share gained
by other devices in the top 5 oscillates
around 2-3%.
Chart 3 Top search engines in Croata by share of visits made by internet users who visit Croatan
websites using gemiusTrafc (gemiusTrafc study 3Q 2007 – 1Q 2010)
3.3. SEARCH ENGINES
Chart 4 Screen resolutons in Croata by share of page views generated by internet users who visit
Croatan websites using gemiusTrafc (gemiusTrafc study 3Q 2007 – 1Q 2010)
3.4. SCREEN RESOLUTIONS
Chart 5 Top 5 mobile devices in Croata by the website-averaged percentage share of page views
generated by internet users from Croata who visit Croatan websites using gemiusTrafc (gemiusTraf-
fc, 10.05.2010 - 25.07.2010, weighted average for months) *from 2010-05-10 **to 2010-07-25
3.5. MOBILE DEVICES
Do you CEE? Croatia
68
6. OPINIONS FROM THE MARKET
GENERAL CONTACT INFORMATION
FULL NAME HOMEPAGE URL
ADDRESS
MAIN OFFICE
ADDRESS
CONTACT
1 E-Target etarget.hr
Boškovićeva 13A,
10 000 Zagreb, Croata
Phone: +385-1-30-30-430
Email: marketng@etarget.hr
2 Xclaim xclaim.hr
Livanjska 11,
10 000 Zagreb, Croata
Phone: +385-1-55-95-380
Fax: +385-1-38-40-700
Email: welcome@xclaim.hr
3 AdNet ad-net.hr
Livanjska 11,
10 000 Zagreb, Croata
Phone: +385-1-55-95-383
Fax: +385-1-38-40-700
Email: info@ad-net.hr
5. ADVERTISING NETWORKS
Jan Jilek
President of IAB Croata
Online advertsing market
What are the opportunites and obstacles for the online advertsing market on your
local market?
The economic situaton in the world and in Croata has decreased advertsing
expenditures in general, although the only medium that grew was the internet.
On the other hand, the crisis resulted in lower prices of other media, mostly TV,
which is already the most represented medium in total advertsing Adex (60%). In
conclusion, the greatest problem regarding online advertsing in Croata is the fact
4. BRANCH ORGANIZATIONS
IAB Croata (INAMA)
www.inama.hr
Descripton: IAB Croata is a local non-
proft, non-governmental organizaton
dedicated to interactve marketng.
It was founded with the objectve of
helping the development of interactve
marketng communicaton in Croata
by ofering stmulaton and guidance
for the industry. It was formerly known
as INAMA or ‘the associaton for
interactve marketng’. It received an
IAB license in 2008.
Members: publishers and agencies
(e.g. net.hr, tportal.hr, OMG)
Do you CEE? Croatia
69
that the global crisis is stll ongoing here. In short, it is hard for the online market
to be compettve in these conditons.
Dominatng trends
What are the recent trends on your local online market? What areas are expected
to develop most in the future?
As with many other markets, social media marketng had the highest growth in
Croata and this is expected to contnue. Many advertsers began using Facebook
and Twiter creatng applicatons, fan pages, etc.
Global vs. local players
Are the local players present on your local market strong enough to compete with
the global giants? What advantages and strategies do they use in this batle?
Google and Facebook are the most popular global players in Croata and have
more than 90% of the search and social media markets, respectvely. Croatan
companies cannot compete with this. Local players stck to news and portal
informaton as they have an advantage with regards to local current afairs. The
top three players in Croata are all horizontal portals.
Market specifcs
What makes your local online market unique? Are there any specifcs that make it
diferent from others in the CEE region?
The Croatan market is unique due to the extremely low price of TV advertsing
compared to other countries. This inhibits the growth of other media, including
the internet. Although the internet is the only medium that can compete with TV
and is growing, this is not happening as fast and as much as it could.
Saša Škorić
Director, OMG
Online advertsing market
What are the opportunites and obstacles for the online advertsing market on your
local market?
The lack of research on online advertsing investment is the main obstacle for the
greater growth of advertsing on the Croatan market. This is the main reason why
only 2% of the advertsing budget is online, although the real fgures are much
higher. Despite the fact that Croatans are a litle behind in the standardizaton of
advertsing formats and prices, Croatan users are fast in acceptng new trends that
come from so-called more ‘developed’ countries.
Do you CEE? Croatia
70
Dominatng trends
What are the recent trends on your local online market? What areas are expected
to develop most in the future?
Social networking sites have become the main subject of discussion with regard to
advertsing and almost all online campaigns include some forms of advertsing and
user engagement on social networking sites, primarily Facebook. Geo-targetng
services and mobile advertsing is expected to become more developed and
popular in the months to come.
Global vs. local players
Are the local players present on your local market strong enough to compete with
the global giants? What advantages and strategies do they use in this batle?
The strength and character of competton between global and local players
depends basically on the partcular business feld. Although local players have
strong positons in some segments like ‘classifeds’ or ‘publishing’ (horizontal
portals), in the ‘search’ or ‘social networking’ felds local players have almost
disappeared with the huge growth of Google and Facebook. Knowledge of the
local market and user habits as well as local sales forces are the main advantages
of local players, who stll hold the greatest shares within partcular segments.
Market specifcs
What makes your local online market unique? Are there any specifcs that make it
diferent from others in the CEE region?
Croatan users have embraced some global services on a larger scale and more
intensely than in the majority of other countries. On the other hand, fear of online
payment is stll relatvely high and the main reason why some online projects have
failed in Croata.
Czech Republic
5.29m
internet users
1. MAINPLAYERS_
2. ONLINEAUDIENCE_
3. TOOLS_
4. BRANCHORGANIZATIONS_
5. ADVERTISINGNETWORKS_
6. OPINIONSFROMTHEMARKET_
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80
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1.1. Top10websitesbyreach_
1.2. Top10websitesbyaveragetimespent per user_
1.3. Topportals_
1.4. Social networks_
1.5. Onlineclassifiedadsbyreach_
1.6. Topfinancesitesbyreach_
3.1. Browsers_
3.2. Operatingsystems_
3.3. Screenresolutions_
3.4. Mobiledevices_
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73
WEBSITE’S CATEGORY NUMBER OF REAL
USERS
NUMBER OF PAGE
VIEWS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 seznam.cz horizontal portal 4 779 928 2 924 611 713 612 18:47:51 84%
2 novinky.cz news portal 3 152 036 222 189 189 70 01:47:06 55%
3 centrum.cz horizontal portal 3 046 395 453 637 700 149 02:59:39 53%
4 idnes.cz news portal 3 021 952 306 990 826 102 01:56:20 53%
5 frmy.cz company catalogues 2 469 792 60 832 571 25 00:25:36 43%
6 super.cz news portal 2 430 318 140 331 585 58 00:50:33 42%
7 mapy.cz maps 2 298 139 51 914 825 23 00:25:01 40%
8 stream.cz video content portal 1 860 614 35 977 914 19 00:25:20 33%
9 sport.cz sports portal 1 758 540 59 189 200 34 00:40:40 31%
10 estranky.cz webhostng and web creaton 1 713 221 41 406 635 24 00:19:51 30%
Table 1 Top 10 websites in the Czech Republic by reach level (NetMonitor - SPIR/Mediaresearch/Gemius, March 2010)
According to the NetMonitor - SPIR/
Mediaresearch/Gemius study in March
2010 the top 10 ranking by reach was
dominated by a varied set of portals.
The unquestonable leader was
seznam.cz with a reach level of 84%,
1 percentage point more than a year
ago. This site is also top when it comes
to the number of page views per user,
with a result of 612. The following
three places were occupied by
websites with reach levels of around
50% - novinky.cz (55%), centrum.cz
(53%) and idnes.cz (53%). They are
all popular Czech portals and news
services.
The next group of sites reached
approximately 40% of the Czech
online audience. Among them, the
most popular one, Firmy.cz, a business
catalogue with a database of company
1. MAIN PLAYERS
1.1. TOP 10 WEBSITES BY REACH
contacts, ranked ffh and its reach
level amounted to 43%. The next
are: Super.cz, a news portal with
over 2.4 million real users, and mapy.
cz, the most popular map site in the
Czech Republic.
The last group includes websites
with an approximate 30% share of
the market. With 1.86 million users,
stream.cz ranked eighth and was the
number one Czech portal with audio
and video content as well as TV shows.
Its users are not only able to watch
available videos, but also upload their
own. Moreover, there is a special
secton for kids. Another portal in the
ranking was sport.cz (31%), an online
magazine with sports news from
Seznam.cz and a daily newspaper
Právo. The ranking was propped up
by estranky.cz, which is a site dealing
with web hostng and web creaton.
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74
NUMBER OF
REAL USERS
PAGE VIEWS PER
USER
AVERAGE TIME
PER USER
REACH
1 seznam.cz 4 779 928 612 18:47:51 84%
2 lide.cz 1 690 541 406 04:34:14 30%
3 onlajny.cz 109 019 148 04:30:56 2%
4 livesport.cz 126 363 80 03:31:53 2%
5 warforum.cz 94 749 125 03:18:57 2%
6 rande.cz 61 759 279 03:18:51 1%
7 geewa.cz 18 195 85 03:11:20 0.3%
8 centrum.cz 3 046 395 149 02:59:39 53%
9 seznamit.cz 52 868 212 02:53:39 1%
10 aukro.cz 1 566 095 327 02:46:34 27%
Table 2 Top 10 websites in the Czech Republic by average tme spent per user (NetMonitor - SPIR/
Mediaresearch/Gemius, March 2010)
1.2. TOP 10 WEBSITES BY AVERAGE TIME SPENT PER USER
It enables its users to create a website
in 5 minutes, easily and, what is more,
for free. In March 2010 it had a reach
level of 30%.
What is interestng about the websites
from the top 10 ranking list is the fact
that half of them: seznam.cz, novinky.cz,
frmy.cz, sport.cz and mapy.cz belong
to the same owner, Seznam.cz.
In March 2010 the ranking of the
top 10 websites by average tme
spent per user included sites that are
entertaining or enable their users
to stay in touch with their friends.
Not surprisingly the leader again
was seznam.cz. Its lead over other
websites seems to be unthreatened.
In March an average user spent there
almost 18 hours and 48 minutes.
In second place, but with much lower
result of 4 hours and 34 minutes spent
by its users monthly, was the social
networking service lide.cz. It was
followed by onlajny.cz, which provides
online results and commentary on
various sports events e.g. football, ice
hockey and handball. It had a reach
level of 2%, but its popularity is
growing regarding the Olympics and
football championships. A similar
Czech portal is livesport.cz, whose
users spent on average 3 hours and
32 minutes on the service. As with
onlajny.cz, it publishes sports news
and live match results. Moreover,
there is a chat room where visitors can
Do you CEE? Czech Republic
75
comment on current sports events or
simply share informaton with others.
The 5th and 6th positons were
occupied by warforum.cz and rande.cz
respectvely, sites where users spend
almost 3 hours and 19 minutes
a month. Warforum.cz is a forum
divided into various sectons such as
Movie Hall or Music Hall and they
are further subdivided into forums
and themes. In order to read or post
comments users have to register.
In March 2010 this forum had almost
94,750 users. Rande.cz, on the other
hand, is a website dedicated to
internet users who are searching for
a friend or a relatonship.
1.3. TOP PORTALS
Since portals and news services are
very popular among Czechs, the
services from the top 5 ranking also
occupy the leading positons in the
general ranking by reach. The most
signifcant one is seznam.cz, a market
leader on the Czech online market not
only in terms of reach (84%), but also
in average tme per user (18 hours
and 48 minutes). The portal ofers the
usual services to its users such as free
mail, current news, weather forecasts,
exchange rates, etc. This horizontal
With 3 hours and 11 minutes geewa.cz
ranked seventh. It contains a collecton
of online games grouped into
categories. However, it is not very
popular among Czechs and its reach
level in March 2010 amounted to only
0.3%.
The last three places were occupied by
sites where users spent litle less than
3 hours online a month. These were
centrum.cz, a popular Czech horizontal
portal, seznamit.cz, another datng site
(like rande.cz) and the aukro.cz online
aucton, whose popularity among the
Czech online populaton is growing.
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 seznam.cz 4 779 928 612 18:47:51 84%
2 novinky.cz 3 152 036 70 01:47:06 55%
3 centrum.cz 3 046 395 149 02:59:39 53%
4 idnes.cz 3 021 952 102 01:56:20 53%
5 super.cz 2 430 318 58 00:50:33 42%
Table 3 Top 5 portals in the Czech Republic by reach level (NetMonitor - SPIR/Mediaresearch/Ge-
mius, March 2010)
portal allows its users to personalize
the main page according to their
interests in a user-friendly way.
In March 2010 the second player
within the Czech online market was
the news portal novinky.cz with
a reach level of 55%. It is an online
magazine created in cooperaton
with a daily newspaper Právo and
Seznam.cz. It was launched in 2003
and instantly jumped to the top of the
popularity rankings. Thanks to its rich
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76
1.4. SOCIAL NETWORKS
The popularity of local social networks
measured by NetMonitor in the Czech
Republic is declining. Lide.cz and blog.cz
were, according to the NetMonitor
- SPIR/Mediaresearch/Gemius study,
the most popular ones. However, in
comparison to last year, their reach
level decreased by 5 percentage points
and in March 2010 accounted for 30%
and 29%, respectvely. Lide.cz is a part
of Seznam.cz, dedicated mainly to
content, it has a frm positon in the
Czech Republic with over 3.15 million
real users, who in March spent an
average of 1 hour and 47 minutes on
this service.
The third place was occupied by the
horizontal portal centrum.cz. In March
2010 its reach level amounted to
53%. In comparison to last year its
reach grew by 2 percentage points,
but it is stll far behind seznam.cz.
However, this portal is extremely user-
friendly and its users can fnd typical
services for this kind of site here i.e.
mail, news, a TV schedule, free SMS
gateway, horoscopes and much more.
Idnes.cz was ranked fourth with over
3 million users and almost 307 million
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 lide.cz 1 690 541 406 04:34:14 30%
2 blog.cz 1 664 116 40 00:34:54 29%
3 spoluzaci.cz 1 139 332 63 00:30:44 20%
4 idnes.cz|Rajce.net 822 533 25 00:19:43 14%
5 libimset.cz 634 750 173 02:23:01 11%
Table 4 Top 5 local social networks in the Czech Republic by reach level (NetMonitor - SPIR/Media-
research/Gemius, March 2010)
page views. It has been present on
the Czech online market since 1998,
when it published its frst news online.
24 hours a day its editorial team is
preparing reliable news from home
and abroad, culture, sport, economy
and fnance. Moreover, its users can
visit specialized sub-services dedicated
to partcular interest groups such as
the automotve industry, lifestyle,
health or travel.
The ranking from March 2010 was
propped up by super.cz, which had
a reach level of 42%. It is a joint
project of Seznam.cz and Stratosféra
and it contains artcles from magazines
of the Stratosféra publishing house.
the younger generaton – the average
age ranges from 12 to 19 years old.
It is divided into several categories,
including a popular instant messaging
service, discussion forums, datng
service and blogs. Blog.cz, on the
other hand, is a web applicaton for
creatng blogs. It was launched in 2005
and soon became the largest blog
service on the Czech online market.
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77
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 sbazar.cz 1 044 789 50 00:32:46 18%
2 hyperinzerce.cz 941 032 18 00:14:46 16%
3 bazos.cz 615 046 116 01:01:28 11%
Table 5 Top 3 online classifed ads in the Czech Republic by reach level (NetMonitor - SPIR/Media-
research/Gemius, March 2010)
1.5. ONLINE CLASSIFIED ADS BY REACH
The leader on the classifed ads
market in the Czech Republic in March
2010 was sbazar.cz with a reach level
of 18%. It is the largest Czech portal of
this kind. One can buy and sell as well
as partcipate in auctons on the site.
As many as 200,000 classifeds are
grouped into 20 categories. Moreover,
sbazar.cz allows an immediate
communicaton between buyer and
seller. It is a part of Seznam.cz.
Second place belonged to
hyperinzerce.cz, a classifed ads site
with over 1.2 million ofers.
The other player on the Czech social
networking market is spoluzaci.cz.
Its popularity is decreasing and over
the last twelve months its reach
declined by 8 percentage points, down
to 20%. The site enables its users to
stay in touch with their classmates.
Within the service, there is a database
of primary and secondary school
classes available in the Czech Republic.
The fourth place in the ranking was
occupied by rajce.net, part of MAFRA,
a.s. (which owns idnes.cz) dedicated to
sharing photos. Its users can create
a free account with unlimited space
for photos that can be easily uploaded
to the site with simple sofware.
In March 2010 its reach level
amounted to 14%.
Libmiset.cz, a community portal,
was ranked ffh and with a reach level
of 11% it is another signifcant player
on the Czech online market. It ofers
to its users custom profles, photo
albums, a chat and e-mail service,
compettons and much more.
In March 2010 its average user spent
2 hours and 23 minutes on
the website.
In comparison to March 2009 its reach
level increased by 3 percentage points
and in March 2010 accounted for
16%. The last website in the ranking,
bazos.cz, has also been gaining
popularity and its reach level grew
by 2 percentage points over the last
twelve months. Bazos.cz is trying to be
as simple and user friendly as possible
and this strategy seems to be working
very well: its users add around 11,000
new ads daily.
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78
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1
novinky.cz-rubrika
Ekonomika
1 330 776 7 00:10:21 23%
2
idnes.cz
Ekonomika
a Finance iDNES
724 322 18 00:24:21 13%
3
centrum.cz
Aktualne.cz
Ekonomika/
Finance
390 404 17 00:16:31 7%
Table 6 Top 3 fnance sites in the Czech Republic by reach level (NetMonitor - SPIR/Mediaresearch/
Gemius, March 2010)
1.6. TOP FINANCE SITES BY REACH
When it comes to fnance sites, there
is no signifcant independent player.
The popular sites are parts of the
leading Czech portals: novinky.cz,
idnes.cz and centrum.cz.
The frst place in the ranking, based on
the NetMonitor - SPIR/Mediaresearch/
Gemius study from March 2010,
belonged to Ekonomika (part of
novinky.cz) with a reach level of 23%.
It was followed by Ekonomika and
Finance of iDNES, whose reach level
amounted to 13%. The top 3 ranking
was propped up by fnance.aktualne.
cz, which is a part of centrum.cz and in
March 2010 it had over 390,400 real
users. It publishes business news on
the stock exchange, the RM system,
currency rates, commodites etc.
2. ONLINE AUDIENCE
The gender structure of the online
populaton in the Czech Republic
is quite balanced. According to the
NetMonitor - SPIR/Mediaresearch/
Gemius study from March 2010, men
consttuted 52% whereas women
48%. Also in terms of average tme
spent online per user there was no
major diference between the male
and female audience. On average
men were surfng the web for only 12
minutes longer than women.
In terms of age, the most
numerous group within the Czech
online populaton were people aged
25-34, with a share of 24%. They
were also the group of users who
spent most tme online, i.e. 32 hours
and 32 minutes a month. The second
largest group, users aged 15-24, who
in 2009 accounted for 28%, in March
2010 consttuted only 22%. At the
same tme the share of people over 55
increased by 2 percentage points.
In March 2010 the highest
percentage of the Czech online
populaton had completed secondary
educaton (the group also included
Do you CEE? Czech Republic
80
over 100,000 inhabitants, with 13%
in Prague alone. Another 23% of the
online populaton lived in cites with
20,000 – 99,999 inhabitants. 16% of
the online populaton lived in villages
and small towns with up to 999
inhabitants.
In the Czech Republic, the most
signifcant group in March 2010 in
terms of occupaton (37%) among
internet users were employees.
Second place belonged to pupils,
students and trainees, who accounted
for 24% of the online populaton.
Another major group of the online
audience were businessmen and sole
traders with 17%.
extension studies). This amounted to
39%. Moreover, they were the most
actve internet users and on average
spent almost 34 hours online per
user. The second signifcant group
within the Czech online audience were
people with secondary educaton but
without completng a ‘leaving exam’.
All in all, these two groups together
consttuted 61%.
Users with higher educaton amounted
to 16% in March 2010, 5% had
abachelor degree and 11% graduated
from university. According to the
NetMonitor - SPIR/Mediaresearch/
Gemius study, users aged 12-14
accounted for 7% of the online
populaton in the Czech Republic, thus
it comes as no surprise that there is
also a high percentage of internet
users with incomplete primary
educaton (11%).
According to the NetMonitor
- SPIR/Mediaresearch/Gemius study
from March 2010, 23% of Czech
internet users lived in cites with
Chart 1 Top browsers in the Czech Republic by share of page views generated by internet users who
visit Czech websites using gemiusTrafc (gemiusTrafc study 1Q 2007 – 1Q 2010)
3. TOOLS
3.1. BROWSERS
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81
Chart 2 Top operatng systems in the Czech Republic by share of page views generated by internet
users who visit Czech websites using gemiusTrafc (gemiusTrafc study 1Q 2007 – 1Q 2010)
3.2. OPERATING SYSTEMS
Chart 3 Screen resolutons in the Czech Republic by share of page views generated by internet users
who visit the Czech websites using gemiusTrafc (gemiusTrafc study 1Q 2007 – 1Q 2010)
Chart 4 Mobile devices in the Czech Republic by the website-averaged percentage share of
page views generated by internet users from the Czech Republic who visit Czech websites using
gemiusTrafc (gemiusTrafc, 10.05.2010 - 25.07.2010, weighted average for months)
*from 2010-05-10 **to 2010-07-25
3.3. SCREEN RESOLUTIONS
3.4. MOBILE DEVICES
3.1. Browsers
Microsof Internet Explorer has been
the leader on the Czech browser
market for many years. However, over
the past few years, MSIE’s share of
page views generated by internet users
who visit the Czech websites using
gemiusTrafc has been decreasing
(over the past twelve months it lost
7 percentage points) and its advantage
over other browsers declined. The
second player on the Czech market
with a market share of 35% in March
2010 was Firefox. Unlike MSIE, its
popularity has been growing for a long
tme now and soon a change in the
leader positon may be expected.
According to the gemiusTrafc study,
afer the frst quarter of 2010, Opera
had 6% of the market. The newcomer,
Chrome, already managed to gain 4%
of the Czech browser market.
3.2. Operatng systems
Similarly to other CEE markets,
the unquestonable leader among
operatng systems is Windows XP.
Afer the frst quarter of 2010 its share
of the market accounted for 71%. Yet,
its popularity has been declining for
some tme. Quite a signifcant share
of the market (18%) belonged to
Windows Vista. Windows 7, launched
in the Czech Republic in October 2009
gained in 1Q 2010 8% of the market in
less than a year.
3.3. Screen resolutons
The most popular choice among
Czechs when it comes to screen
resolutons has for a long tme been
1024 x 768. However, its popularity
has been declining for years. According
to the gemiusTrafc study its share of
the market went down 9 percentage
points over the last twelve months.
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82
4. BRANCH ORGANIZATIONS
SPIR
www.en.spir.cz
Descripton: SPIR is a professional
associaton actve in the feld of
internet advertsing since 2000. The
membership base of the associaton
currently accounts for 66 members.
Alongside operatng integrated,
widely respected research into visitor
numbers and sociodemographic
profling of internet visitors via
NetMonitor, it also implements an
internet advertsing monitoring
project, AdMonitoring, organizes
the IAC professional conference on
internet marketng, and provides
expert analysis of internet market
development in the Czech Republic.
Members: Internet Media (e.g.
ARBOinteractve, spol. s r.o.; Centrum
Holdings; CET 21, spol. s r.o.; Internet
Info, s.r.o.; MAFRA; Ringier ČR, a.s.;
Sanoma Magazines Praha, s.r.o.;
Seznam.cz, a.s.), Internet Advertsers
(e.g. Mediaedge:cia Czech Republic,
s.r.o.; MindShare, s.r.o.; OMD Czech,
a.s.; Starcom MediaVest Group, s.r.o.).
APEK
www.apek.cz
Descripton: The Associaton for
Electronic Commerce (APEK) is
an associaton of more than 200
companies, entrepreneurs and
experts in electronic commerce.
APEK’s main goal is the analysis
and study of electronic commerce.
Members include the largest internet
shops, leading sofware companies
and fnancial insttutons.
The associaton was founded in 1998
as an independent organizaton
that supports the development of
electronic commerce in the Czech
Republic.
Members: the biggest internet
retailers, e-marketplaces, IT service
providers, consultants, logistcs
companies, fnancial service providers
(e.g. kasa.cz; invia.cz; cedok.cz; datart.
cz; dhl.cz; InternetMall; Mironet;
Retail Info).
Afer the frst quarter of 2010 other
popular screen resolutons were 1280
x 1024 (18%) and 1280 x 800 (17.5%).
3.4. Mobile devices - models
The unquestonable leader on the
Czech market of internet mobile
devices is the iPhone. According to
the gemiusTrafc study, in July 2010
iPhone was responsible for 22% of
page views generated by mobile
devices on an average website. Second
positon was taken by Apple’s latest
product, the iPad. Even though in July
2010 its share equaled a mere 4%, it
grew by 2 percentage points during
the past two months. The next three
positons belong to Nokia and HTC
devices, all oscillatng around 3%.
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83
Associaton of Internet
Solutons Providers
www.asociace.biz
Descripton: Asociace.biz brings
together IT and web agencies
specializing in the development
of internet and intranet solutons.
Asociace.BIZ organizes seminars and
conferences, publishes professional
publicatons providing world news
and internet solutons. The aim of
Asociace.BIZ is to provide inspiraton
for advertsers and companies
as well as ideas on how to use
interactve media in e-commerce and
marketng campaigns, to streamline
work through corporate intranets
and systems built on modern web
technologies. The associaton was
established in 2002.
Members: IT companies and internet
agencies (e.g. AARON GROUP spol.
s r.o.; AMI Praha a.s.; ET NETERA
a.s.; FG Forrest, a.s.; Internet Projekt
a.s.; Lundegaard spol. s r.o.; Mather
Advertures, s.r.o.; MEDIA FACTORY
ČR a.s.; OgilvyInteractve, Onlio, a.s.;
První multmediální, s.r.o.; SYMBIO
Digital, s.r.o.; WDF - Web Design
Factory, spol. s r.o.).
UVDT Czech Publishers Associaton
www.uvdt.cz
Descripton: The Associaton is the
sole representatve associaton of
entrepreneurs and employers in the
sector of periodicals and the provision
of content via the internet in the
Czech Republic. The Associaton brings
together most publishers of natonal
and regional newspapers and a large
majority of publishers of relevant
magazines. It was founded in 1990
and has 43 members. The Associaton
has a special secton dedicated to
the internet – SVIT, which has run
as an independent operaton since
2002. Its mission is the creaton and
enforcement of standards for the
internet environment.
Members: members of SVIT secton:
Centrum Holdings, Epravo.cz,
Euronews, IDG Czech, MAFRA, Ringier
ČR, Sanoma Magazines Praha, Trade
& Leisure, Publicatons, Vltava Labe
Press.
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84
6. OPINIONS FROM THE MARKET
Tomáš Lauko
Digital & Business Development Manager, ZenithOptmedia – CEE
Tomáš Varga
Head of ZED Digital, Zed Digital (part of ZenithOptmedia)
Online advertsing market
What are the opportunites and obstacles for the Czech online advertsing
market?
The Czech market will most certainly grow. It has great potental (the 3rd largest
advertsing market in the CEE region) and is certainly one of the most developed
CEE markets. The latest Advertsing Expenditures forecast of ZenithOptmedia
5. ADVERTISING NETWORKS
GENERAL CONTACT INFORMATION
FULL NAME HOMEPAGE URL
ADDRESS
MAIN OFFICE
ADDRESS
CONTACT
1 Impression Media, s.r.o. impressionmedia.cz
Nad Petruskou 63/1,
120 00 Praha-Vinohrady
Phone: +420-224-409-270
Fax: +420-222-512-016
Email: info@impressionmedia.cz
2 AdActve s.r.o adactve.cz
U Hellady 697/4,
140 00 Praha 4
Phone: +420-234-676-410
Fax: +420-234-676-338
Email: info@adactve.cz
3 VISIBILITY s.r.o. visibility.cz
Lužná 716/2,
160 00 Praha-Vokovice
Phone: +420-235-358-508
Fax: +420-235-364-124
Email: obchod@visibility.cz
4 Admarket, a.s. admarket.cz
Hálkova 1629 / 11,
Praha 2, 120 00
Phone: +420-720-755-839
Email: reklama@admarket.cz
5 Best Online Media, s.r.o. online-media.cz
Vinohradská 2396/184,
130 00 Praha-Vinohrady
Phone: +420-270-005-076
Fax: +420-737-283-091
Email: zuzana@online-media.cz
6 ARBOinteractve, spol. s r.o. arbointeractve.cz
Janáčkovo nábřeží 51/39,
150 00 Praha 5
Phone: +420-277-775-670
Fax: +420-251-082-105
Email: internet@arbointeractve.cz
7 Media House, s.r.o.
outdoornet.cz
familynet.cz
Senovážné náměst 1984/10,
110 00 Praha-Nové Město
Phone: +420-608-745-533
Email: info@mediahouse.cz
8 AMEDIA media, s.r.o. amediamedia.cz
Vítězné náměst 576/1,
160 00 Praha 6
Phone: +420-724-317-131
Email: ib@amediamedia.cz
9 Internet BillBoard a.s. nternet.billboard.cz
Novoveská 1262/95,
709 00 Ostrava - Mariánské Hory
Phone: +420-553-615-555
Fax: +420-553-620-667
Email: info@billboard.cz
Do you CEE? Czech Republic
85
(July 2010) predicts increasing investment in the Czech internet from the current
11% (2009) to 14% in 2010 (prices from price list), which will ensure for the Czech
Republic a place in the top three countries in the CEE region, excluding Estonia
and Latvia.
The greatest obstacle for the Czech market is the lack of understanding as many
people pervceive the internet as a cheap medium.
The second greatest obstacle is that the total online Audio-Visual potental
cannot be fully measured (YouTube, Google and Facebook are missing here).
Regarding investments in the internet market, search marketng (as a type of
performance marketng) has the greatest potental in the short term with mainly
text, but also display, startng to develop its full potental. Thanks to the crisis,
also the small companies choose more ofen the CPC model, but on the other
hand the large companies stll choose the CPM model.
Dominatng trends
What are the recent trends on your local online market? What areas are expected
to develop most in the future?
To summarize in three points: The cost per acton payment model (ROI), social/
online listening and mobile marketng. We can already see the frst steps,
testng and a shif from TV to AV (Audio Visual) afer analyzing the frst report of
multmedia content measurement in the Czech Republic. It will be interestng
to look at the mobile marketng measurement in the second part of 2010.
Facebook, YouTube and performance marketng in general will contnue to
expand on the Czech online market. There is also great and stll untapped
potental in social/online listening. In most cases the brands do not realize their
potental and do not know how to embrace and take full advantage of it.
The most interestng work force in the nearest future will be analysts,
copywriters, and people with ‘sof’ social skills.
Global vs. local players
Are the local players present on your local market strong enough to compete with
the global giants? What advantages and strategies do they use in this batle?
The strength of global players is growing and the last important market baston
in the Czech Republic is Seznam with many users impatently waitng for its API.
Seznam is strong enough and will be able to compete with global companies, but
its weakness lays in relatvely slow implementaton of innovatons. On the other
hand, the cooperaton of Seznam with Microsof shows that the vision of how to
fght competton is clear.
Do you CEE? Czech Republic
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Another baston of the Czech internet are local social networking sites, whose
positon has become weak (for example, the popularity of the Czech portal
Libimset.cz has fallen) and these sites will have to fght hard with such social
networking sites as Facebook to regain ground.
Market specifcs
What makes your local online market unique? Are there any specifcs that make it
diferent from others in the CEE region?
One of the greatest advantages is the popularity of everything that is ‘Czech’.
Czech Google can even build its success on this. The great advantage of the
Czech online market is the high developed measurement here. We can see the
breakthrough in multmedia content monitoring in the Czech Republic and the
measurement of mobile marketng, in which the Czech Republic has a prominent
positon in the region.
What the Czech Republic stll lacks compared to other countries in the CEE region
is self-promoton. There are already a great number of talented people on the
market, as well as know-how, possibilites, tools for testng and implementng
innovatons in communicaton on the internet. However, unfortunately this is stll
not refected in reality and in the image of the Czech Republic in CEE markets.
Tomáš Búřil
Director of Sales and Marketng, Centrum Holdings
Online advertsing market
What are the opportunites and obstacles for the Czech online advertsing market?
We can see that the online market in the Czech Republic in 2010 is growing, mainly
due to direct clients. They are investng in the internet a larger part of their ad
budgets than the major clients by media agencies. We expect that the total online
advertsing market could reach its pre-crisis level in 2012, the level of 2008. At that
tme, we also expect a balanced level of ad spending to online and print media.
Currently, the biggest obstacle to fast growing investment is the great cauton
of the largest advertsers and their predilecton for traditonal media, although,
according to the surveys, the tme spent on the internet is growing compared with
declining print media and television.
Dominatng trends
What are the recent trends on your local online market? What areas are expected
to develop the most in future?
The main trends concern the following areas: media consolidaton (into larger
units), a greater emphasis on news quality and local content and the high use
Do you CEE? Czech Republic
87
of email, social media and instant messaging. In the future, search and PPC
advertsing will certainly be top of the list, but that does not mean that display
advertsing (banners) will lose their meaning, rather the opposite will happen.
These two things, in combinaton with specialized vertcals, will be the main source
of income on the internet in the future, where it will be not just ‘advertsing’ but
the entre business chain from addressing client to direct selling.
Global vs. local players
Are the local players present on your local market strong enough to compete with
the global giants? What advantages and strategies do they use in this batle?
The local players are certainly strong enough because of their local content and
more personal ‘Czech’ approach to clients and customers. However, those who
concentrate purely on the technological batle with the global players will not
succeed. It is just a mater of tme when users realize this and start demanding
a beter service. The successful combinaton of both the local approach and
content with global technologies and know-how is a strong possibility.
Market specifcs
What makes your local online market unique? Are there any specifcs that make
it difer from others in the CEE region?
The Czech market is the most developed market in Central and Eastern Europe,
due to the fact that all members of the local joint industry commitee SPIR
(the Czech Associaton for Internet Advertsing) have agreed on the same point of
view, how to develop the whole market in a transparent way and how to profle
online advertsing. Another specifc feature is Seznam and its strong positon,
which has a great infuence on the market, on business conditons and ‘user
standards’. What normally works in other countries may not necessarily work in
the Czech Republic.
Estonia
0.81m
internet users
1. MAINPLAYERS_
2. ONLINEAUDIENCE_
3. TOOLS_
4. BRANCHORGANIZATIONS_
5. ADVERTISINGNETWORKS_
6. OPINIONSFROMTHEMARKET_
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1.1. Top10websitesbyreach_
1.2. Top10websitesbyaveragetimespent per user_
1.3. Topportals_
1.4. Social networks_
1.5. Onlineclassifiedadsbyreach_
3.1. Browsers_
3.2. Operatingsystems_
3.3. Searchengines_
3.4. Screenresolutions_
3.5. Mobiledevices_
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WEBSITE’S CATEGORY NUMBER OF REAL
USERS
NUMBER OF PAGE
VIEWS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 delf.ee horizontal portal 511 230 92 743 974 181 04:15:31 63%
2 postmees.ee horizontal portal 372 864 39 573 318 106 03:15:39 46%
3 sloleht.ee horizontal portal 295 111 27 276 398 92 02:04:37 37%
4 elu24.ee horizontal portal 263 236 11 296 684 43 00:52:29 33%
5 rate.ee social network 222 082 157 172 820 708 06:48:28 28%
6 mail.ru horizontal portal 179 646 55 733 268 310 07:44:34 22%
7 ilm.ee weather portal 169 503 3 608 057 21 00:15:22 21%
8 everyday.com horizontal portal 155 634 6 012 955 39 01:14:13 19%
9 buduaar.ee portal 128 562 24 961 666 194 02:20:52 16%
10 fotoalbum.ee photo sharing website 125 826 23 176 640 184 00:46:41 16%
Table 1 Top 10 websites in Estonia by reach level (gemiusAudience, March 2010)
In March 2010 the top 10 ranking
of Estonian websites included in the
gemiusAudience study was dominated by
portals. The most popular one is delf.ee
with a reach level of 63%. It is the largest
internet portal in the Baltc States, which
popularity within the Estonian online
populaton is steadfast. In comparison
to March 2009, it increased its reach by
1 percentage point, which considering
the ever growing number of internet
users in Estonia means that it is
constantly gaining new audience.
The next three places are occupied
by portals belonging to Eest Media,
the largest media group in Estonia.
In March 2010, the most popular one:
postmees.ee had a reach level of 46%.
It used to be the online version of
a newspaper but with tme developed
into a successful independent portal.
Such huge discrepancy between the frst
two players may be due to diferences
1. MAIN PLAYERS
1.1. TOP 10 WEBSITES BY REACH
in the constructon of these sites. While
delf.ee develops each of their new
subsecton (women, motoring, etc.)
under one domain, postmees.ee builds
its services on separate domains. One of
its elements is elu24.ee, ranked fourth
with a reach level of 33%. They are both
very popular among the Estonian online
audience, as is the printed version of the
“Postmees” newspaper.
The other Eest Media Group portal
is sloleht.ee. According to the
gemiusAudience study from March
2010 it had almost 300,000 real users.
Similarly to postmees.ee it used to be
only an online version of the newspaper,
but now is probably more popular
than the original. In this day and age,
increasingly more people choose to take
advantage of new technologies instead
of traditonal media. Online newspapers
are not only handy, but also save money
and tme.
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90
NUMBER OF
REAL USERS
PAGE VIEWS PER
USER
AVERAGE TIME
PER USER
REACH
1 mail.ru 179 646 310 07:44:34 22%
2 rate.ee 222 082 708 06:48:28 28%
3 delf.ee 511 230 181 04:15:31 63%
4 postmees.ee 372 864 106 03:15:39 46%
5 perekool.ee 66 441 137 02:51:17 8%
6
mangukoobas.
lahendus.ee
65 723 166 02:26:30 8%
7 buduaar.ee 128 562 194 02:20:52 16%
8 lastekas.ee 44 917 118 02:12:50 6%
9 sloleht.ee 295 111 92 02:04:37 37%
10 gamefriik.ee 20 971 99 01:56:20 3%
Table 2 Top 10 websites in Estonia by average tme spent per user (gemiusAudience, March 2010)
1.2. TOP 10 WEBSITES BY AVERAGE TIME SPENT PER USER
The 6th place in the ranking belonged
to mail.ru, a Russian horizontal portal.
Although the site is only available in
Russian, it had almost 180,000 real users
in Estonia. This is due to the fact that the
Russian speaking part of the populaton
is very actve in Estonia. Mail.ru ofers
its users not only a mail service, but also
current news, weather informaton and
various entertaining content. In March
2010 an average user spent almost
7 hours and 45 minutes visitng the
website making it a leader in terms of
user actvity among Estonian websites.
With a 21% reach ilm.ee took 7th place
in the ranking. It is a popular weather
portal in Estonia. Thanks to its pleasant
design and user-friendliness, more than
3.6 million page views were generated
on this site in March 2010. The site
is available in Estonian, Russian and
English.
Everyday.com, a horizontal portal, came
8th , followed by buduaar.ee, a popular
women’s portal with lots of gossip,
lifestyle and diet advice, a forum and
useful links. Moreover, the site ofers
its users many contests with atractve
prizes. In March 2010 the site recorded
almost 25 million page views.
In the top 10 ranking from March 2010
there were only two non-portal sites.
One of them was the social networking
service rate.ee. It is the largest and only
important local social networking site
with a reach level of 28%. However,
because of strong competton from
global sites, it has been losing its
audience and in comparison to March
2009 decreased by 7 percentage points.
The ranking was propped up by
fotoalbum.ee, a photo sharing website
with a reach level of 16%. Registered
users can create profles and publish
their photos to show to their friends.
In spite of competton from global sites,
fotoalbum.ee is not losing popularity
and its number of real users remains
constant.
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91
In terms of average tme spent online
per user the leader on the Estonian
online market in March 2010 was
mail.ru with almost 7 hours and 45
minutes. Also, users of the social
networking service rate.ee were very
actve online (6 hours and 48 minutes).
The subsequent two places were
occupied by the horizontal portals
delf.ee and postmees.ee.
Perekool.ee came in 5th place in
the ranking. It is the most popular
Estonian family portal, where
users can fnd artcles dedicated to
pregnant women and parents of
small children. In the forum secton,
users can exchange views or ask other
parents for advice on raising children.
Moreover, there is a marketplace
for used children’s clothes, toys etc.
According to the gemiusAudience
study in March the site’s visitors spent
more than 2 hours and 50 minutes
online.
Mangukoobas.lahendus.ee was
ranked sixth with a result of 2 hours
and 26 minutes. It is the number one
entertainment platorm in Estonia with
mainly fash games for children and
young people. Games are available
for free and no registraton is needed.
Apart from games, there is also a
secton where children can fnd helpful
1.3. TOP PORTALS
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 delf.ee 511 230 181 04:15:31 63%
2 postmees.ee 372 864 106 03:15:39 46%
3 sloleht.ee 295 111 92 02:04:37 37%
4 elu24.ee 263 236 43 00:52:29 33%
5 mail.ru 179 646 310 07:44:34 22%
Table 3 Top 5 portals in Estonia by reach level (gemiusAudience, March 2010)
material to study diferent school
subjects. In order to gain access to this
material users have to ‘pay’ a certain
amount of points/stars.
7th place was occupied by buduaar.ee,
mentoned above, and followed by
an online-games site, lastekas.ee.
As opposed to Mangukoobas,
its target group is much younger (it is
the only website in Estonia dedicated
to such a young audience). In March
2010 its reach level amounted to 6%
and an average user spent almost
2 hours 13 minutes online here. There
are many interactve games that kids
can play not only in order to have fun
but also to learn.
Another horizontal portal in this
ranking, sloleht.ee, in March 2010
had over 295,000 real users
who on average spent 2 hours
and 5 minutes on this site. The 10th
ranking positon was occupied by
gamefriik.ee, a computer games portal
with almost 21,000 real users who
spent almost 2 hours online a month.
It is dedicated to an older audience
than Mangukoobas and Lastekas.
Apart from games there is also
a forum and a video secton.
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92
1.4. SOCIAL NETWORKS
Local social networking services are
losing popularity in Estonia. They are
not able to fght with global brands
such as Facebook. The reach level of
rate.ee decreased in comparison to
last year by 7 percentage points and
the 4% reach of keskus.ee makes it
hardly a non-marginal player on the
Estonian online market.
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 rate.ee 222 082 708 06:48:28 28%
2 keskus.ee 32 788 19 00:13:05 4%
Table 4 Top 2 social networks in Estonia by reach level (gemiusAudience, March 2010)
The most popular portals in Estonia
also occupy leading positons in the
general rankings by reach and by
average tme spent per user.
The leader in the Baltc States, delf.ee,
provides its users with the latest news
and what is more it contains a blog,
chat, webmail service and other
informaton related to entertainment
and lifestyle. Moreover, it has
a games secton, a forum and a video
secton, where users can either watch
available video content or upload
their own. Thanks to these features,
delf.ee has a devoted audience of
over 500,000 users, who according
to the gemiusAudience study,
generated more than 92.7 million
page views in March.
The second player on the Estonian
portals market is postmees.ee.
“Postmees” is the most popular daily
in Estonia. It is considered to have high
quality content and a rather serious
profle. Its users can fnd current
business, science and sports news,
informaton about cultural events
and much more on the site. Moreover,
it ofers a subscripton opton. The site
is also available in Russian, making
it popular among the Russian-speaking
Estonian online audience. Postmees.ee
is dedicated mainly to well-educated
users who visit the site in order to be
up-to-date. In turn, elu24.ee has
a more entertaining profle. It publishes
eye-catching news, gossip and info
about mass events taking place around
the world. It has a gallery and a video
secton. In March 2010, elu24.ee had
a reach level of 33%, which gave it the
4th positon in the top 5 portals by
reach ranking.
With a 37% reach sloleht.ee ranked
third. In terms of its content the portal
is somewhere between postmees.ee
and elu24.ee. 50% of it is owned by
Eest Meedia and 50% by the Ekspress
Group. It presents business news and
current afairs as well as light-hearted
photos and videos. Moreover, it has
a blog secton and a TV guide.
The ranking from March 2010 was
closed by mail.ru with a reach level
of 22%. In terms of number of page
views, mail.ru is the unquestonable
leader with 310 page views per user
a month.
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93
1.5. ONLINE CLASSIFIED ADS BY REACH
service is for free, whereas publishing
advertsements by employers is only
possible afer paying a fee. The job
ofers are classifed into categories to
enable its users to fnd the job they
are interested in quickly and easily.
There are two classifed ad sites in
gemiusAudience study from March
2010: kv.ee and cvonline.ee. The frst
one, with a 13% reach, contains over
30,000 real estate ads published by
private users as well as by companies.
Moreover, there is a news secton
with market overviews, analysis and
advice. From February 2008 users can
follow the kv.ee Index characterizing
the Estonian real estate market.
The website is available not only in
Estonian but also in Russian, Finnish
and English.
In March 2010 cvonline.ee had a reach
level of 12%, 1 percentage point more
than in March 2009. This classifed ads
site is dedicated to people searching
for jobs and employers looking for
employees. For job-seekers, the
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 kv.ee 107 239 52 00:54:21 13%
2 cvonline.ee 99 551 60 00:37:43 12%
Table 5 Top 2 online classifed ads in Estonia by reach level (gemiusAudience, March 2010)
Rate.ee is dedicated mainly to young
people, who want to stay in touch with
their friends or meet new ones. Users
can upload their photos and videos,
which can be commented on by their
friends. Moreover, they can join clubs
with people who have the same
interests or create a new one. There
are also games and tests accessible for
registered users only.
The second local social network in
Estonia, keskus.ee, enables its users
to create advanced profles with
a personalized webpage containing
gadgets and informaton from various
sources. Users can trace their friends’
actvites, upload photos or create and
partcipate in diferent interest groups.
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94
Specialists and ofce employees
consttuted the most numerous group
in terms of occupaton (23%) among
Estonian internet users in March 2010.
Second place belonged to students,
who accounted for 20% of the online
populaton. Workers also consttuted
a signifcant part of the Estonian
online populaton.
2. ONLINE AUDIENCE
In Estonia, the gender structure
of the online populaton is not as
balanced as in other CEE markets.
In March 2010, women consttuted
54% of the online populaton, while
men comprised 46%. Additonally, an
average man spent 16 minutes more
online than an average woman.
The age structure of the Estonian
online populaton is quite balanced.
The highest percentage of users (24%)
is in the group of people aged 15-
24. Yet the percentage diferences
between partcular age groups are not
very signifcant. In March 2010 the
group of users aged 25-34 accounted
for 23% of the online audience and
the group aged 35-44 years old 22%.
Even the group of internet users over
55 consttuted 15%, which is a large
proporton in comparison to other CEE
online populatons.
The majority of Estonian internet
users are high school graduates.
According to the gemiusAudience
study from March 2010, they
accounted for 38% of the online
populaton in Estonia. The next
signifcant group are users with
a university degree (25%). 15% of the
internet users in Estonia have only
elementary or unfnished high school
educaton. However, this is the group
that leads in terms of the average tme
spent online with almost 13.5 hours
a month.
The majority of Estonian internet
users (30%) live in Tallinn, the capital
of Estonia. In March 2010, the
countes with the largest share of the
internet populaton were Tartumaa
(14%), Harjumaa (11%), Pärnumaa
(8%) and Ida-Virumaa (7%).
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96
Chart 1 Top browsers in Estonia by share of page views generated by internet users who visit Esto-
nian websites using gemiusTrafc (gemiusTrafc study 1Q 2007 – 1Q 2010)
3. TOOLS
3.1. BROWSERS
Chart 2 Top operatng systems in Estonia by share of page views generated by internet users who visit
Estonian websites using gemiusTrafc (gemiusTrafc study 1Q 2007 – 1Q 2010)
3.2. OPERATING SYSTEMS
3.1. Browsers
For many years the leader on the
Estonian browser market has been
Microsof Internet Explorer. However,
the growing popularity of Firefox
seems to threaten its positon.
Over the last year MSIE’s share of
page views generated by internet
users who visit Estonian websites
using gemiusTrafc decreased by
12 percentage points, whereas
the Firefox’s share increased by
7.5 percentage points. The third
most popular browser is Chrome
followed by Opera. According to the
gemiusTrafc study, during 2009,
Chrome gained 4 percentage points
and this trend remains stable. Another
browser used by Estonian internet
users is Safari. Although, it may not
be the most popular browser, its
popularity is stll slowly growing. Afer
the frst quarter of 2010 its market
share amounted to 1.5%.
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97
Chart 3 Top search engines in Estonia by share of visits made by internet users who visit Estonian
websites using gemiusTrafc (gemiusTrafc study 1Q 2007 – 1Q 2010)
3.3. SEARCH ENGINES
3.2. Operatng systems
Similarly to other CEE markets, the
most popular operatng system in
Estonia is Windows XP. In spite of
the fact that its popularity has been
decreasing for the last few years, afer
the frst quarter of 2010 its market
share (as analyzed by gemiusTrafc)
consttuted 67%. The greatest threat
and Windows XP’s replacement is
deemed by some to be Windows
Vista. However, it did not meet
users’ expectatons and afer inital
growth has started to lose its share
to Windows 7. In less than a year this
newcomer has managed to grab
a market share of 9%.
Mac OS X and Linux are slowly gaining
popularity, however their respectve
market shares are not signifcant
(2% and 1%).
3.3. Search engines
There have been no signifcant
changes over the last 12 months on
the search engine market in Estonia.
Since the second quarter of 2008,
when Google overtook NETI, it has
been the unquestonable leader
with a market share of 72% afer the
frst quarter of 2010. However, NETI
is no longer losing its market share
and during the last three months
2009 it gained 2 percentage points
and reached a 22% share of the
market. Other search engines, i.e.
MSN, Yandex, Delf, Yahoo, are not
partcularly popular among Estonians
and therefore they do not pose any
threat to the two main players.
3.4. Screen resolutons
The market share of monitors with
a resoluton of 1024 x 768 has been
decreasing for the last few years.
However, it is stll the most popular
Chart 5 Top 5 mobile devices in Estonia by the website-averaged percentage share of page views
generated by internet users form Estonia who visit Estonian websites using gemiusTrafc
(gemiusTrafc, 10.05.2010 - 25.07.2010, weighted average for months) *from 2010-05-10
**to 2010-07-25
3.5. MOBILE DEVICES
Chart 4 Screen resolutons in Estonia by share of page views generated by internet users who visit
Estonian websites using gemiusTrafc (gemiusTrafc study 1Q 2007 – 1Q 2010)
3.4. SCREEN RESOLUTIONS
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98
choice among Estonians. Other
popular screen resolutons among
internet users who visit Estonian sites
using the gemiusTrafc in the frst
quarter of 2010 were 1280 x 800 and
1280 x 1024. Also screen resolutons
of 1440 x 900 and 1680 x 1050 have
been gaining popularity in recent
years. 1366 x 768 is a new screen
resoluton, which in one year has
managed to take 3% of the market.
3.5. Mobile devices - models
The most popular mobile device
used to connect to the internet on
the Estonian market is the iPhone.
However, it is visibly losing its share
and comparing the results from
May 2010 to July 2010, its share has
decreased by more than 8 percentage
points. The other Apple product that
has lost its market share is the iPod,
gaining nearly 9% in July 2010. During
the same period, the iPad consistently
gained the interest of users and its
share grew by more than 4 precentage
points within the past two months.
The last positons are taken by Nokia
devices, responsible for around 10%
of page views generated by mobile
devices on an average website.
4. BRANCH ORGANIZATIONS
Estonian E-commerce Union
www.e-kaubanduseliit.ee
Descripton: E-commerce Union’s
mission is to help develop the e-
commerce market in Estonia as well
as to work on unifying standards
and making the process of shopping
online easier and safer for customers.
E-commerce Union was established
in spring 2009 and currently has 44
members. It costs to join as a member.
Members: In June 2010 there were 44
members. CDMarket AS, Despal SJ Ltd,
Interbauen Ltd, Neolor Ltd, Kindershop
Ltd, Baltc IT Solutons Ltd, Onshop
AS, OX Estonia OÜ, Time Squared
Ltd, Internet Revoluton Ltd, Personal
Trade Ltd., Nordwise Ltd., Catwalkers
Ltd., Petsec Trading Ltd., Ratle Ltd.,
E Boutque Ltd., Helfors Trade Ltd.,
Riveante Ltd., Sopso.com Ltd., IS
Commercial Ltd., Nestng Project Ltd.,
Nature Mobilis Ltd., Finest Fashion
Group Ltd., Baumax Estonia OÜ,
Adelor Ltd., Kids First LLC, Autoladu.ee
Portal Ltd., Text Elle OÜ, Maronek Ltd.
Estonian advertsing agencies union
www.eral.ee
Descripton: The Estonian advertsing
agencies union was founded in 1998
and was formed to protect members’
interests, as well as to award the
best agencies annually with the
“Kuldmuna” awards. ERAL’s vision is of
a beter environment through beter
ideas.
Members: The Estonian advertsing
agencies union has very infuental
members (approximately 99% of
the largest players on the market).
In June 2010 it had 41 members.
These agencies include: AGE McCann,
AD Angels, Artwerk, Blumberg,
Brilliant, DDB Eest, Direct Group OÜ,
Do you CEE? Estonia
99
Ecwador, Euro RSCG Idea, Inorek &
Grey, TBWA\Guvatrak, Kala Ruudus,
Kontuur Leo Burnet, Plektrum Studio,
Refeks, SAN Korpus JWT, Smile Design
& Advertsing, Zavod BBDO, Taevas
5. ADVERTISING NETWORKS
GENERAL CONTACT INFORMATION
FULL NAME HOMEPAGE URL ADDRESS MAIN OFFICE
ADDRESS
CONTACT
1 Smartad smartad.ee
Roo 42-7,
Tallinn, Estonia
Phone: +372-51-27-125
Email: priit.kivinurm@smartad.ee
2 Adnet adnet.ee
Pärnu mnt 147,
Tallinn, Estonia
Phone: +372-66-17-970
Fax: +372-66-17-979
Email: adnet@adnet.ee
3 Klikivabrik klikivabrik.ee
Endla 69,
Tallinn, Estonia
Phone: +372-61-05-896
Email: info@klikivabrik.ee
6. OPINIONS FROM THE MARKET
Meelis Vill
Sales Director, Delf Estonia
Online advertsing market
What are the opportunites and obstacles for the Estonian online advertsing
market?
The advertsing market is liberal and fexible towards the needs of clients. The
majority of main publishers are fexible regarding specifc solutons. One obstacle
could be the high price of specialized solutons which limits the creatveness of
advertsements.
Dominatng trends
What are the recent trends on your local online market? What areas are expected
to develop most in the future?
Banners are getng larger. In additon to the day-based price model it is possible to
buy impressions from all major publishers.
Ogilvy, The Division AS, Tank, Vatson
Wunderman.
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100
Global vs. local players
Are the local players present on your local market strong enough to compete with
the global giants? What advantages and strategies do they use in this batle?
Most of the adspends of large internatonal companies are at the moment being
spent on television. It would be important to fnd possibilites and arguments to
show television commercials on the internet.
Igor Rõtov
CEO, Äripäev AS:
Online advertsing market
What are the opportunites and obstacles for the Estonian online advertsing
market on your local market?
We are expectng litle growth in internet advertsing, which will bring an increase
in its general share. The trend at the moment is to direct advertsements to exact
target groups. Those who have very general target groups will lose their market
share whereas those players who can gain smaller market segments or maintain
positons of niche leaders will win. The testng of innovatve solutons and
technical possibilites will contnue.
Dominatng trends
What are the recent trends on your local online market? What areas are expected
to develop most in the future?
News publishers will primarily try to ofer paid content. Mobile applicatons, iPad
and e-readers are set to become more popular. On the other hand, consumers will
stay conservatve and money will not be spent easily.
Global vs. local players
Are the local players present on your local market strong enough to compete with
the global giants? What advantages and strategies do they use in this batle?
Local players have a good positon to win this batle. Estonia is too small market
for Google, Microsof or other major global players to especially invest here. Local
players on the other hand have the substantve and technical expertse, resources
and motvaton to strengthen their positons.
Hungary
4,30m
internet users
1. MAINPLAYERS_
2. ONLINEAUDIENCE_
3. TOOLS_
4. BRANCHORGANIZATIONS_
5. ADVERTISINGNETWORKS_
6. OPINIONSFROMTHEMARKET_
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107
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111
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113
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1.1. Top10websitesbyreach_
1.2. Top10websitesbyaveragetimespent per user_
1.3. Topportals_
1.4. Social networks_
1.5. Onlineclassifiedadsbyreach_
1.6. Topfinancesitesbyreach_
3.1. Browsers_
3.2. Operatingsystems_
3.3. Searchengines_
3.4. Screenresolutions_
3.5. Mobiledevices_
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WEBSITE’S CATEGORY NUMBER OF REAL
USERS
NUMBER OF PAGE
VIEWS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 google.hu search engine 3 927 644 - - 08:10:01 91%
2 youtube.com video sharing 2 777 829 - - 03:10:32 65%
3 iwiw.hu social network 2 771 643 1 764 264 408 637 05:24:32 64%
4 startlap.hu
horizontal portal / web
directory
2 287 189 - - 03:00:52 53%
5 freemail.hu mail provider 1 948 731 136 630 017 70 01:54:35 45%
6 facebook.com social network 1 910 368 - - 04:40:15 44%
7 blog.hu blog site 1 902 768 36 799 044 19 00:34:31 44%
8 live.com
Microsof’s interactv
services platorm
1 668 642 - - 00:35:18 39%
9 origo.hu horizontal portal 1 630 868 55 484 691 34 02:00:06 38%
10 microsof.com company site 1 563 662 - - 00:10:11 36%
Table 1 Top 10 websites in Hungary by reach level (gemius/Ipsos Audience, March 2010)
The ranking of the most popular
websites in terms of the number
of real users in Hungary provides
an interestng picture of internet
users. Global websites, such as
google.hu (91%), youtube.com
(65%), facebook.com (44%), live.
com (39%) and microsof.com (36%)
are very popular among Hungarians.
Moreover, unlike on many other
CEE online markets, local horizontal
portals and news services are not
websites with the highest reach
level in Hungary.
A local site with the largest number
of real users is a social networking
service, iWiW.hu, with a reach level
of 64% in March 2010, which gave
it third place in the top 10 ranking
of websites. The second popular
service of this kind is the global
1. MAIN PLAYERS
1.1. TOP 10 WEBSITES BY REACH
service Facebook. Its reach level in
March 2009 amounted to only 10%
and this year it was 44%.
With a reach level of 53% startlap.
hu ranked fourth. It is the most
popular local web directory, which
includes links to social networking
websites, artcles and all kinds of
useful informaton. Fifh place in
the ranking belongs to the mail
provider, freemail.hu. Its reach
level amounted to 45% in March
2010, according to gemius/Ipsos
Audience. It is not only an e-mail
service, but also has a gallery where
users can upload photos.
In 7th place, in terms of reach level,
was blog.hu with 44%. Blog.hu, part
of the portolio of Central European
Media and Publishing, is the leading
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NUMBER OF
REAL USERS
PAGE VIEWS PER
USER
AVERAGE TIME
PER USER
REACH
1 tagged.com 52 464 - 12:07:07 1%
2 batleknight.hu 92 344 - 09:07:11 2%
3 google.hu 3 927 644 - 08:10:01 91%
4 hirlista.hu 31 791 - 07:49:00 1%
5 love.hu 137 860 848 07:36:10 3%
6 myvip.com 1 336 069 756 06:04:55 31%
7 freelove.hu 48 216 - 05:56:54 1%
8 kapu.hu 479 249 - 05:53:53 11%
9 iwiw.hu 2 771 643 637 05:24:32 64%
10 donna.hu 64 932 739 05:17:48 2%
Table 2 Top 10 websites in Hungary by average tme spent per user (gemius/Ipsos Audience,
March 2010)
1.2. TOP 10 WEBSITES BY AVERAGE TIME SPENT PER USER
Hungarian blogging platorm with
more than 70,000 actve blogs.
The 9th ranking positon was held
by origo.hu, the most popular
Hungarian portal with news and
services (the only one in the top
10 ranking). However, its popularity
is declining and in comparison
to March 2009 its reach level
decreased by 5 percentage points.
When describing the situaton on
the Hungarian internet market,
it is crucial to take into account
the ownership structure of the
top websites. From this point
of view it can be easily notced
that, apart from global players,
the undisputable leader in
terms of reach is Origo Média és
Kommunikációs Zrt., which
is a member of the Magyar Telekom
Group. This company owns 3 sites
in TOP10: iWiW.hu, freemail.hu and
origo.hu.
In terms of publisher-level reach of
media portolios, Sanoma Budapest
(startlap.hu, citromail.hu, nlcafe.hu
etc.) and Central European Media
and Publishing (blog.hu, index.hu,
velvet.hu etc.) are the next biggest
local online media players afer
Origo.
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105
In terms of average tme spent online,
the indisputable leaders are social
networking websites. According to
data from gemius/Ipsos Audience,
in March 2010 Hungarian internet
users spent more than 12 hours
visitng tagged.com. It is a diferent
kind of social networking website,
which enables its registered users
to meet new people through social
games, friend suggestons, browsing
profles and group interests. Its reach
level amounted to only 1%, which is
worrying considering the fact that in
March 2009 it was 3 percentage points
higher.
Second place, with over 9 hours,
belonged to batleknight.hu, a free
online game created by a German
company Gameforge AG. Users can
choose whether they want to play as
a paladin in a shining armor or a dark
robber knight. There are 33 versions
of this game available for people from
diferent countries.
An average google.hu visitor spent
over 8 hours on this serch engine site
in March 2010, and only litle less,
i.e. 7 hours 50 minutes, was spent by
visitors of hirlista.hu. It is a site which
collects news from several other
Hungarian news sites and provides
link to them. Thanks to the site,
users no longer need to visit many
diferent news portals, but click on the
most interestng links and are then
redirected to the original site where
the news was frst published.
The next three places are occupied by
social networking websites: love.hu,
myvip.com and freelove.hu. They give
users the opportunity not only to stay
in touch with old friends, but also meet
new people. Love.hu and freelove.hu
serve mainly as datng sites, whereas
myvip.com has a more entertaining
character with lots of media content.
In March 2010 their users visited
the site for almost 6 hours or more
(love.hu – 7 hours 36 minutes).
Other social networking websites in
the ranking were iwiw.hu, the most
popular one in Hungary with almost
5 hours and 25 minutes spent per user,
and donna.hu, for young women with
a result of almost 5 hours and
18 minutes. The later provides artcles
on women topics, forums with expert
advice and a chat room. Moreover,
visitors can browse the classifed ads.
One can join through an invitaton
from a member or by permission of
the community if he is a man. What is
interestng is the fact that Facebook
was not included in this ranking.
Although it is a very popular social
networking service on the Hungarian
online market, its users spent less tme
online here than the users of local
social networking websites.
In March 2010, one more Hungarian
site with users spending almost 6 hours
was kapu.hu. In this web directory
users can fnd links to social sites, news
services, and websites with diversifed
topics. According to the gemius/
Ipsos Audience study, its reach level
amounted to 11% in March 2010.
Do you CEE? Hungary
106
engaged audience in terms of tme
spent on the site (04:59:41 per
user). Apart from news on politcs,
economics, technology, culture and
sports Index also ofers direct access
to its community services (Inda) from
its front page, e.g. a blogging platorm
(blog.hu), video (indavideo.hu) and
photo sharing (indafoto.hu) sites.
The forth positon, with 31% reach
in the ranking, is taken by port.hu.
Established in 1996, the service aims
to provide culture-oriented content
programme and leisure informaton.
Port.hu presents data from ofcial
and primary sources such as TV
channels, cinemas, theatres, and its
own content: reviews of flms, photos
from concerts, etc. The company
belongs to PORT-network, a website
with subsidiaries in Romania, Slovakia,
Serbia and Croata. Their main
functon is providing internet and
other electronic content concerning
cultural ofer informaton.
Another signifcant player in Hungary
is nlcafe.hu, which ranked ffh in the
top 5 portals ranking. It is an online
magazine for women, which provides
many features typical for such portals,
The leader among portals on the
Hungarian online market is startlap.hu,
which in fact is a combinaton
of a web directory and a service
aggregator, but is recognized as the
most popular portal in Hungary with
a reach level of 53% in March 2010.
It enables users to access e-mails,
search engines, social networks, radio
programs as well as dictonaries.
The second player in the category is
origo.hu. It is the most popular news
portal in Hungary as far as the number
of users is concerned. In additon to
the facilites typical for such portals,
it contains a secton with holiday
ofers and, furthermore, it has its
own online store and sofware
download secton. Moreover, there
is a search engine that allows one to
browse through the yellow pages and
a telephone book. The reach level
of this service amounted to 38% in
March 2010 according to gemius/
Ipsos Audience.
With a 31% reach, index.hu was the
third most popular portal in Hungary.
It is owned by Central European
Media and Publishing. Among the
Hungarian portals, it has the most
1.3. TOP PORTALS
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 startlap.hu 2 287 189 - 03:00:52 53%
2 origo.hu 1 630 868 34 02:00:06 38%
3 index.hu 1 332 998 77 04:59:41 31%
4 port.hu 1 322 314 60 0:34:19 31%
5 nlcafe.hu 1 069 158 - 00:25:51 25%
Table 3 Top 5 portals in Hungary by reach level (gemius/Ipsos Audience, March 2010)
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107
1.4. SOCIAL NETWORKS
With regard to social network
communites, the leader is the local
website iWiW.hu, which dominated
websites partcipatng in the gemius/
Ipsos Audience study. In March 2010,
it atracted an audience of over 2.7
million real users, which is 100,000
more than a year ago. However,
the reach level fell by 8 percentage
points. Apart from the typical
networking features, it also provides
its users with classifed ads. A huge
advantage of iWiW.hu is easy access
from mobile devices.
Although there are many social
networking sites in Hungary, for
a long tme there was no signifcant
competton to iWiW.hu. However,
the past year has shown major
growth in the reach level of
Facebook. In March 2009, its market
share slightly exceeded 10%, but
a year later it reached a level of 44%.
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 iwiw.hu 2 771 643 637 05:24:32 64%
2 facebook.com 1 910 368 - 04:40:15 44%
3 myvip.com 1 336 069 756 06:04:55 31%
4 hotdog.hu 1 026 115 - 01:30:22 24%
5 network.hu 677 737 - 00:19:38 16%
Table 4 Top 5 social networks in Hungary by reach level (gemius/Ipsos Audience March 2010)
such as a blog platorm, online games,
multmedia galleries, online shopping
and a datng service. According to the
gemius/Ipsos Audience study, more
than 1,000,000 users visited the site in
March 2010.
Another important player is myvip.com,
with a reach level of 31%. In March
2010, the site was visited by over
1,300,000 real users. In comparison
to March 2009, its reach decreased
by 2 percentage points. Like iWiW.
hu, myvip.hu is an exclusive network
where users can only sign in when
they are invited by a member.
Myvip.hu is run by a company
specializing mainly in online
entertainment, Generál Média Kf.
Great atenton is paid to the site’s
media content, therefore, users are
able to share their photos and videos.
Moreover, the service publishes video
material itself, also in HD format. In
terms of monthly average tme spent
online per user, myvip.hu ranked frst
with more than 6 hours.
In 4th place we fnd hotdog.hu,
a Hungarian social networking
website for young people. Users are
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108
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME
PER USER
REACH
1 index.hu-Gazdaság 487 130 8 00:15:33 11%
2 vg.hu 318 474 8 00:08:54 7%
3 portolio.hu 315 414 34 01:45:16 7%
Table 6 Top 3 fnance sites in Hungary by reach level (gemius/Ipsos Audience, March 2010)
1.6. TOP FINANCE SITES BY REACH
able to communicate with each other,
play games, read news or search for a
job. Moreover, the site ofers a datng
service, forums and blogs.
The ranking is propped up by
network.hu, another Hungarian social
networking website, whose users can
join various communites and browse
through advertsements.
They can share photos, videos, links
and artcles. However, its market
share decreased by 8 percentage
points in comparison to March 2009.
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 expressz.hu 1 065 524 105 01:09:21 25%
2 apronet.hu 339 798 10 00:09:27 8%
3 onlineapro.hu 177 173 21 00:14:04 4%
Table 5 Top 3 online classifed ads in Hungary by reach level (gemius/Ipsos Audience, March 2010)
1.5. ONLINE CLASSIFIED ADS BY REACH
The main player on the classifed ads
market in Hungary is expressz.hu,
with a reach level of 25%. A year ago
its reach level was 1 percentage point
higher. Advertsements are grouped
into 31 categories e.g. games, clothes,
job ofers, cars, real estate. According
to the gemius/Ipsos Audience study,
the second most popular site with
classifed ads, with a reach of 8%, was
apronet.hu. Third place belonged to
onlineapro.hu with a reach level of 4%.
According to informaton on the site it
stores more than 300,000 ads. The site
ofers its users free registraton and
online ads.
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109
The online populaton in Hungary
is very balanced in terms of gender
structure. In March 2010 the majority
of Hungarian internet users were
men, but they consttuted only 50.2%
of the online populaton, so their
predominance is not impressive. Men,
however, spent an average of 6.5
hours more online than women (58
hours compared to 51.5).
Like in other CEE markets,
Hungarian internet users are very
young. According to the gemius/
Ipsos Audience study, in March 2010
individuals aged 15-24 were the
majority and consttuted 28%. 25%
consttuted users aged 25-34. People
over 55 years accounted for 13% of
the audience and the percentage
is growing, which means that the
internet is becoming an even more
atractve medium for more mature
persons.
Hungarian internet users are
relatvely well-educated. Although
only 7% had graduated from
a university, this is stll a good
result, especially afer taking into
consideraton the age structure,
which is dominated by young internet
users. People with at least secondary
school educaton consttuted 65%
of the Hungarian online populaton.
Only 1% of the internet audience
had incomplete elementary school
educaton in March 2010.
The majority of internet users in
Hungary live in big cites and larger
towns. According to the study carried
out by Gemius and Ipsos, Budapest
(the capital city) alone is home to as
The most popular service dedicated
to the economy in terms of reach
level is the subsecton of the famous
horizontal portal index.hu, owned
by Central European Media and
Publishing(CEMP). With almost
500,000 internet users it reaches 11%
of the online audience in Hungary.
Portolio.hu, also owned by CEMP,
reaches 7% of the audience who are
interested in fnance. They spend
an average of more than 1 hour
45 minutes on the site. Portolio.hu is
an economic portal with informaton
regarding, amongst others, fnance,
stocks and exchange rates. Although
third as far as the number of real users
is concerned, , the website leaves both
its compettors behind in the number
of page views per user.
Second place is taken by vg.hu, the
online version of the newspaper
Világgazdaság, covering economic
and fnancial news. In March 2010 the
service had more than 310,000 real
users which gave it a reach level of
7%. However, compared to last year
a drop of 1 percentage point has been
observed.
2. ONLINE AUDIENCE
Do you CEE? Hungary
111
much as 21% of Hungarian internet
users as of March 2010. A further 16%
live in cites with more than 100,000
citzens. A signifcant proporton of
the online audience come from small
towns and villages and accounted for
22% of the online populaton.
In March 2010, students
consttuted the largest group of
internet users (25%) in Hungary.
Another signifcant proporton
of internet users are specialists
(graduates) and qualifed workers who
3.1. Browsers
Mozilla Firefox has been the most
popular browser in Hungary since the
beginning of 2009, when it overtook
Microsof Internet Explorer. In the
frst quarter of 2010 its market share
consttuted 54%, whereas the MIE
consttuted 37%. The third most
popular browser is Chrome, which
has been gaining an advantage over
Opera since the end of 2009 and
Chart 1 Top browsers in Hungary by share of page views generated by internet users who visit Hunga-
rian websites using gemiusTrafc (gemiusTrafc study 1Q 2007 – 1Q 2010)
3. TOOLS
3.1. BROWSERS
during the frst three months of the
2010 has gained 2 percentage points.
This trend seems to be contnuing.
3.2. Operatng systems
The most popular operatng system in
Hungary was Windows XP, with a 76%
share in the frst quarter of 2010.
However, its popularity has been
decreasing with the introducton of
Windows 7, which since then has
together consttuted 31%. People who
are not professionally actve did not
consttute an important proporton of
the online market; however, they are
undoubtedly the most actve internet
users. In terms of average tme spent
online per user they were far ahead of
any other group.
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112
Chart 3 Top search engines in Hungary by share of visits made by internet users who visit Hungarian
websites using gemiusTrafc (gemiusTrafc study 1Q 2007 – 1Q 2010)
3.3. SEARCH ENGINES
been gaining an ever larger share
of the market and is catching up
with Windows Vista. Afer the frst
quarter of 2010, the market share
of Windows 7 amounted to 9.5%,
which ranked second among the top
operatng systems in Hungary. Mac OS
X and Linux have been slowly gaining
popularity, but neither of them cover
more than 1% of the market.
3.3. Search engines
Like in other CEE countries, the
indisputable leader of the search
engine market in Hungary was Google
winning a market share of 97% in
Chart 2 Top operatng systems in Hungary by share of page views generated by internet users who
visit Hungarian websites using gemiusTrafc (gemiusTrafc study 1Q 2007 – 1Q 2010)
3.2. OPERATING SYSTEMS
the frst quarter of 2010. Bing, which
ranked second, contributed to only
1.5%.
3.4. Screen resolutons
Although the market share of 1024 x
768 monitor screen resolutons has
decreased, it is stll the most popular
choice among Hungarians. Other
popular screen resolutons in the frst
quarter of 2010 were 1280 x 800 and
1280 x 1024. The screen resoluton
of 1440 x 900 as well as 1366 x 768
have become more popular in recent
years.
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113
3.5. MOBILE DEVICES
Chart 5 Top 5 mobile devices in Hungary by the website-averaged percentage share of page views
generated by internet users from Hungary, who visit Hungarian websites using gemiusTrafc
(gemiusTrafc, 10.05.2010 - 25.07.2010, weighted average for months) *from 2010-05-10
**to 2010-07-25
Chart 4 Screen resolutons in Hungary by share of page views generated by internet users who visit
Hungarian websites using gemiusTrafc (gemiusTrafc study 1Q 2007 – 1Q 2010)
3.4. SCREEN RESOLUTIONS
3.5. Mobile devices - models
According to the gemiusTrafc study,
the most popular mobile device
used to access the web in Hungary is
iPhone, which in July was responsible
for 36% of page views generated
by mobile devices on the average
website. Another Apple product,
iPad, had a 6% share, however, its
popularity is growing and from May
to July 2010 it gained 2 percentage
points. The third most popular mobile
device was Nokia 5800. Its users
generated 5% of the mobile trafc on
the average Hungarian website using
gemiusTrafc. Other devices in the
top 5 ranking were iPod and Nokia
E51.
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4. BRANCH ORGANIZATIONS
IAB Hungary
www.iab.hu
Descripton: IAB Hungary was
established in November 2008
as a division of the Hungarian
Advertsing Associaton. There are 48
founder members. The organizaton
is concentrated on: increasing the
awareness, usage and recogniton
of digital marketng and advertsing
solutons; assistng in the development
of the digital marketng and digital
media industries; lobbying at natonal
and internatonal forums for-proft,
non-proft and governmental
organizatons; creatng a common view
(platorm) in the industry by means of
constant and credible communicaton
with market players, various
organizatons, press and municipalites
connected to the industry.
Members: agencies and sales houses
(e.g., Adaptve Media, Carnaton,
EURO RSCG, Evomedia, Kirowski,
Onlinemarketng.hu, Fastbridge,
MEC Interacton), publishers (e.g.
Axel Springer, Central European
Media and Publishing, Expressz,
Google, Magyar Telekom, MTM-SBS
– TV2, Origo, Sanoma Budapest),
research agencies (e.g. AGB Nielsen
Médiakutató, Gemius Hungary, GFK
Hungária Piackutató Intézet, Medián,
NRC, Szonda Ipsos Piackutató),
advertsers (CIB Bank, MOL, Vodafone)
and technology service providers (e.g.
Advertcum).
Associaton of Hungarian Content
Providers (MTE)
www.mte.hu
Descripton: The Associaton of
Hungarian Content Providers (MTE),
a self-regulatng body, was founded
in 2001 by Hungarian internet
content providers, including Index
and [origo], in order for the content
providers to be able to partcipate in
the development of the Hungarian
internet business market with
verifed and professionally supported
commitments using the tools of self-
regulaton.
MTE’s aim is to ensure that the
internet is regulated with as litle
interventon as possible with emphasis
on self-regulaton. To this aim, MTE
has created a professional code of
internet content provision and a code
of ethics describing the generally
accepted system of ethical norms
for Hungarian content provision.
In order to decide about disputed
maters, the associaton established
a professional decision court, whose
decisions are accepted by members of
MTE as binding.
Members: publishers (e.g. T-Online
Magyarország Rt., Index.hu Zrt.,
Népszabadság Online, www.napi.hu
Online Kf., Kurt Lewin Alapítvány,
Menedzsment Fórum Kf., Colorplus
Kf.) service providers (e.g. Neumann
János Digitális Könyvtár és Multmédia
Központ Kht.)
Associaton of Communicatons
Agencies in Hungary (MAKSZ)
www.maksz.com
Descripton: The Associaton of
Communicatons Agencies in Hungary
(MAKSZ) was set up by 13 leading
advertsing agencies in Hungary in May
1995. The main objectve was to set
up an organizaton especially focused
on the interests of agencies.
The MAKSZ is member of
Do you CEE? Hungary
115
5. ADVERTISING NETWORKS
GENERAL CONTACT INFORMATION
FULL NAME HOMEPAGE URL
ADDRESS
REACH MAIN OFFICE
ADDRESS
CONTACT
1
Adaptve Media Sales
House
Sales Contact Kf.
adaptvemedia.hu 93%
1037 Budapest, Szépvölgyi
út 33.
Phone:+36-1-577-4050
Phone:+36-1-577-4051
2 Origo Zrt. corp.origo.hu 91%
1117 Budapest, Gábor Dé-
nes u. 2. „D”
Phone:+36-1-371-3500
Fax:+ 36-1-371-3805
Email: adhouse@origo.hu
3 Sanoma Budapest Zrt. sanomabp.hu 76%
1037 Budapest, Montevideo
u. 9.
Flórián Udvar
Phone:+36-1-437-1100
Fax:+36-1-437-3737
Email: sanomabp@sanomabp.hu
4
CEMP Sales House,
Index.hu Zrt.
cemp.hu 71% 1033 Budapest, Flórián tér 1.
Phone:+36-1-555-7000
Fax: +36-1-231-0862
Email: sales@cemp.hu
5 Evomedia evomedia.hu 68%
1097 Budapest,
Vaskapu utca 10-14. D
épület
Phone:+36-1-323-0360
Fax:+36-1-323-0361
Email: sales@evomedia.hu
6 GMedia - Habostorta habostorta.hu 58%
1094 Budapest, Tűzoltó u.
59.
Phone:+36-1-299-0318
Fax:+36-1-299-0319
7
Actual Media Sales
House
Actual 77 Media Kf
actualmedia.hu 56% 1201 Budapest Pacsirta u.77.
Phone: +36-1-998-0164
Email: info@actualmedia.hu
8 Generál Média Kf. ringier.hu 53%
1053 Budapest Ferenciek
tere 7-8. III. lh. I/8.
Email: sales@generalmedia.hu
9 Axel Springer Online axelspringer.hu 38%
1122 Budapest
Városmajor utca 11
Kolozs Krisztna
Phone: +36-1-488-5564
Email: krisztna.kolozs@axelspringer.hu
10 Lighthouse Média Kf.
www.lighthouse-
media.hu
34%
1024 Budapest Margit krt.
15-17.
Lazók Rómeó
Phone: +36-30-456-3907
Email: romeo.lazok@lighthousemedia.hu
the European Associaton of
Communicatons Agencies (EACA),
which is the highest level of agency
representaton in the world. It can
be assisted by a number of foreign
experiences in the domestc
processing industry, the development
of marketng communicaton.
Members: There are already
51 members and the number is
increasing. Agencies include: Euro
RSCG Budapest Zrt., Ogilvy&Mather
Reklámügynökség Budapest Zrt.,
Young & Rubicam Budapest, Createam
Promoton, HPS BTL Solutons, Human
Telex Kf., Lauritzen Marketng Kf.,
Café Group, eMission, Initatve Media
Hungary, Mediaedge:cia Hungary Kf.
Media Planning Group Hungary Kf.).
Do you CEE? Hungary
117
6. OPINIONS FROM THE MARKET
István Kürt
Director of Sales, Sanoma Budapest
Online advertsing market
What are the opportunites and obstacles for the Hungarian online advertsing
market?
The growth rate of internet penetraton has slowed down recently, thus it is not
the primary engine of the industry’s growth anymore. Nowadays the greatest
opportunites are in displaying new and creatve types of advertsements and
enhancing the efectveness of ads. To implement such changes the following
actons should be taken:
clients should provide creatves congruent with website themes
measurement standards should be developed efectvely
the potental of media convergence, e.g. ‘augmented reality’ should be used
more intensively
efectve targetng of video advertsements, sponsored videos and others
should be applied
Dominatng trends
What are the recent trends on your local online market? What areas are expected
to develop most in the future?
Development might be expected afer the fallof of the economic crisis mainly by
those market segments that have sufered from an economic downturn the most
(for example transport or real estate). Generally speaking, advertsers put more
emphasis than ever on measurability and return on investment, thereupon the
share of the internet in total advertsing expenditure is growing.
Global vs. local players
Are the local players present on your local market strong enough to compete with
the global giants? What advantages and strategies do they use in this batle?
Generally speaking, though globalizaton unequivocally supports large,
internatonal companies, local content is stll important for users. Due to this
fact, Hungarian users can be found through domestc media. Sales teams taking
this approach can provide the same level of services as the larger companies
represented by sales houses.
Péter Novák
Chairman, IAB Hungary
Online advertsing market
What are the opportunites and obstacles for the Hungarian online advertsing
market?




Do you CEE? Hungary
118
As a result of changes in consumer media usage online/digital communicaton
itself is seen to be increasing, and it is not possible to avoid the processes that the
economy and advertsing market is going through.
Considering the fact that communicaton spending has decreased signifcantly in
the last two years, it has also had a negatve infuence on online market growth
and also decelerated it. The dynamics over the last few years are in parallel
with the economic recovery and the visible growth of consumpton. Also, the
restructuring of the online market will not stop, so trends are infuenced by
measurability and efciency most.
Dominatng trends
What are the recent trends on your local online market? What areas are expected
to develop most in the future?
Advertsers are increasingly more interested in solutons that are capable of
generatng sales directly and this afects the growth of targetng needs and also
transforms pricing and fnancial accountng.
The expansion of both online shopping and e-commerce brings new advertsers to
the market. Besides diferent direct communicaton environments, the constant
development of online CRM solutons, the improvement of database constructon
and the growing appreciaton of the data obtained are the most important trends.
Furthermore, the signifcant strengthening of mobile media is expected.
Global vs. local players
Are the local players present on your local market strong enough to compete with
the global giants? What advantages and strategies do they use in this batle?
When considering the role of global market players it is worth notng that
nowadays those who provide services for domestc users without conductng any
signifcant local operatons form a great threat to Hungarian players in felds like
searching, video hostng and social media.
On the other hand, while the search market is dominated by the leading global
service provider, the positon of the local social media market leader has not been
really threatened. The video market has gone through remarkable changes, the
‘match’ has not fnished. Overall, global competton will cause more difcultes for
local market players during the next few years.
Market specifcs
What makes your local online market unique? Are there any specifcs that make it
diferent from others in the CEE region?
While comparing the Hungarian online market with other CEE countries many
similarites as well as diferences can be found. Online markets in this part of the
world are rather small, internet penetraton oscillates at a medium level and local
competton is strong.
Do you CEE? Hungary
119
Taking into consideraton the development of the online advertsing market,
Hungary belongs to the CEE leaders, but in a certain sense it is stll rather
conservatve.
Gabor Tóth
Head of Digital of Omnicom Media Group (OMG)
Online advertsing market
What are the opportunites and obstacles for the Hungarian online advertsing
market?
The biggest obstacle is the prolonged fnancial crisis and economic downturn.
However, this is also an opportunity, as investors are turning to efectve and cost
efcient channels to use their limited marketng budgets.
Dominatng trends
What are the recent trends on your local online market? What branches are
expected to develop most in the future?
The two main areas receiving a lot of atenton are search and social media.
Search is fnally getng the recogniton it deserved as advertsers are learning how
to use this channel best. Social media is at the stage of experimentaton: although
many companies feel the urge to use it, many mistakes are being made. The third
area which will experience intense growth is video advertsing.
Global vs. local players
Are your local market players strong enough to compete with the global giants?
What advantages and strategies do they have in this batle?
Local language in non-user generated content is the key, so global players are not a
signifcant threat in this area. However, in other felds it is clear that local players
are struggling to keep up with the pace of development dictated by the global
players: Google search, Facebook, YouTube are either already the undisputable
winners in their own segment or they are going to be one in the near future.
Market specifcs
What makes your local online market unique? Are there any specifcs that make it
diferent it from others in the CEE region?
The importance of social network sites and the way Hungarians use them.
We love to share photos, videos with our friends – and we do it with more
commitment than other countries in the region. It almost seems like we preferred
to meet up online.
Latvia
1.20m
internet users
1. MAINPLAYERS_
2. ONLINEAUDIENCE_
3. TOOLS_
4. BRANCHORGANIZATIONS_
5. ADVERTISINGNETWORKS_
6. OPINIONSFROMTHEMARKET_
121
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128
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133
1.1. Top10websitesbyreach_
1.2. Top10websitesbyaveragetimespent per user_
1.3. Topportals_
1.4. Social networks_
1.5. Onlineclassifiedadsbyreach_
1.6. Topfinancesitesbyreach_
3.1. Browsers_
3.2. Operatingsystems_
3.3. Searchengines_
3.4. Screenresolutions_
3.5. Mobiledevices_
Do you CEE? Latvia
121
WEBSITE’S CATEGORY NUMBER OF REAL
USERS
NUMBER OF PAGE
VIEWS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 inbox.lv horizontal portal 792 531 245 041 702 309 06:17:28 66%
2 draugiem.lv social network 739 786 1 249 803 404 1689 24:20:44 62%
3 delf.lv horizontal portal 665 600 98 698 672 148 03:33:09 55%
4 ss.lv classifed ads 598 001 241 360 669 404 03:21:33 50%
5 tvnet.lv horizontal portal 450 903 37 609 480 83 02:29:12 38%
6 apollo.lv horizontal portal 416 432 36 821 077 88 01:54:59 35%
7 one.lv social network 337 475 277 799 261 823 10:03:18 28%
8 1188.lv informaton service 296 934 3 852 033 13 00:10:42 25%
9 zip.lv classifed ads 289 721 18 423 529 64 00:43:20 24%
10 zl.lv informaton service 277 005 3 063 874 11 00:11:37 23%
Table 1 Top 10 websites in Latvia by reach level (gemiusAudience, March 2010)
The most popular websites in terms
of reach can be classifed into four
categories. Similarly to other CEE
markets, the leadership belongs to
horizontal portals. In March 2010,
number one in the ranking was inbox.lv,
a mail service that evolved into a
horizontal portal with a reach level
of 66%. However, in comparison to
March 2009, its reach decreased by 3
percentage points and this is not an
excepton; the same situaton applies
in case of other horizontal portals. The
reach level of delf.lv, which ranked
third, dropped by 2 percentage points
(from 57% to 55%) and tvnet.lv and
apollo.lv had reach levels 3 percentage
points lower than the previous year
(38% and 35%, respectvely).
The second signifcant group within
the Latvian internet market are social
networking services. Interestngly,
1. MAIN PLAYERS
1.1. TOP 10 WEBSITES BY REACH
despite strong competton from
global social networks, the positon
of the local ones remains very strong.
The unquestonable leader, with
a reach level of 62%, is draugiem.lv.
Its growing popularity can be
confrmed by the fact that its reach
level increased by 3 percentage points
during the last twelve months.
The other popular social network
in Latvia in March 2010 was one.lv.
It had a reach level of 28% (stll,
regarding one.lv this indicator has
dropped) and over 300,000 real users.
Unlike draugiem.lv, which is visited
mainly by Latvians, one.lv is more
popular with Russian users.
What is also characteristc about the
Latvian online market is the high
popularity of online classifed ads
services. With a reach level of 50%,
ss.lv occupied the fourth positon in
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122
NUMBER OF
REAL USERS
PAGE VIEWS PER
USER
AVERAGE TIME
PER USER
REACH
1 draugiem.lv 739 786 1,689 24:20:44 62%
2 one.lv 337 475 823 10:03:18 28%
3 inbox.lv 792 531 309 06:17:28 66%
4 boomtme.lv 150 902 285 04:05:33 13%
5 delf.lv 665 600 148 03:33:09 55%
6 ss.lv 598 001 404 03:21:33 50%
7 tvnet.lv 450 903 83 02:29:12 38%
8 sportacentrs.com 142 797 99 02:26:17 12%
9 mail.ru 246 811 93 02:17:16 21%
10 spoki.lv 211 600 120 01:59:51 18%
Table 2 Top 10 websites in Latvia by average tme spent per user (gemiusAudience, March 2010)
1.2. TOP 10 WEBSITES BY AVERAGE TIME SPENT PER USER
the ranking of top websites. Zip.lv,
whose introducton to the market in
June 2008 was a great success, comes
9th. However, its popularity seems
to have reached its peak and during
the last year, its reach level decreased
by 1%.
The fourth signifcant website category
in Latvia is the group of informaton
services, which enable users to search
for company services, shops or places
on a map. The most popular Latvian
informaton service is 1188.lv with
a reach level of 25% in March 2010
which gave it the 8th positon among
the most popular websites by
reach. Apart from the normal kinds
of services ofered by this sort of
websites, 1188.lv also contains useful
informaton on diferent means of
transport, an entertainment secton
and job ofers.
In August 2009 another informaton
service, zl.lv, was included in the
gemiusAudience study with a reach
level of 15%, which soon started to
grow. In March 2010 its reach level
amounted to a surprisingly high 23%.
The site is organized in a very simple
way, all available informaton is
divided into nine categories together
with an additonal “most wanted” one.
Apart from Latvian, its users can also
choose the Russian or English version
of the website.
The frst two places in the top 10
websites by average tme spent per
user are occupied by social networking
sites. Similarly to people from other
CEE countries, Latvians enjoy spending
long hours socializing with their
acquaintances online. An average user
of the most popular social networking
service in Latvia, draugiem.lv, spent
more than 24 hours visitng the
website in March 2010. Users of one.lv
are not so much actve online, but
Do you CEE? Latvia
123
stll spent more than 10 hours on
the site. Another social networking
service in the ranking, boomtme.lv,
occupied fourth place. However, in
terms of average tme spent per user
it was far behind the two leaders, with
approximately 4 hours spent visitng
the site in March 2010.
A relatvely strong positon in the
ranking is held by horizontal portals.
Inbox.lv, which has the greatest reach
level in Latvia, ranked third, with 6
hours and 17 minutes spent online
by an average user a month. The
users of the second portal, delf.lv,
spent more than 3.5 hours reading
the news published on the site in
March 2010. Only one hour less online
was spent by visitors of tvnet.lv and
sportacentrs.com. The later is a sports
portal ofering its users current news
concerning sports events and the
private lives of sportspeople. Apart
from artcles there are also a video
secton, a gallery and a forum.
It has already been mentoned that
classifed ads services are very popular
on the Latvian online market. As
can be seen in the top 10 ranking by
average tme spent per user, they
are not only visited by a large part of
the internet audience, but also their
visitors spend much tme online. In
March 2010 an average user of ss.lv
spent 3 hours and 22 minutes on the
website, placing it on the 6th positon
in the ranking.
The ninth place in the ranking was
occupied by mail.ru, which is a Russian
horizontal portal. The site is very
popular in all the Baltc states due to
the fact that the Russian minorites
account for a signifcant part of the
Baltc populaton. In Latvia, mail.
ru had almost 250,000 real users in
March 2010, who on average spent
over 2 hours there.
The ranking, based on the results
obtained with the gemiusAudience
study conducted in March 2010, was
propped up by spoki.lv, a Latvian
entertainment platorm with
humorous artcles, photos and
videos for young people seeking
entertainment. It had a reach level of
18% and an average user spent almost
2 hours on the site in March.
1.3. TOP PORTALS
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 inbox.lv 792 531 309 06:17:28 66%
2 delf.lv 665 600 148 03:33:09 55%
3 tvnet.lv 450 903 83 02:29:12 38%
4 apollo.lv 416 432 88 01:54:59 35%
5 diena.lv 218 093 22 00:34:49 18%
Table 3 Top 5 portals in Latvia by reach level (gemiusAudience March 2010)
Do you CEE? Latvia
124
1.4. SOCIAL NETWORKS
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 draugiem.lv 739 786 1689 24:20:44 62%
2 one.lv 337 475 823 10:03:18 28%
3 irc.lv 152 613 40 00:41:19 13%
4 boomtme.lv 150 902 285 04:05:33 13%
5 orb.lv 137 362 19 00:20:20 11%
Table 4 Top 5 social networks in Latvia by reach level (gemiusAudience, March 2010)
The top 5 portals on the Latvian
online market also occupy the leading
positons in the general rankings.
In March 2010, the leader was inbox.lv,
which is not a typical horizontal
portal and difers from similar sites in
neighboring countries. Usually, they
are news-oriented services, whereas
inbox.lv ofers a free e-mail service and
is an entertainment-style website with
a variety of games and jokes accessible
afer registraton. Also, it publishes
news from apollo.lv and has its own
social networking portal - amigos.lv.
The second player in this category
is delf.lv, which provides its users
with the latest news and in additon
has a blog, chat and webmail service
and info related to entertainment
and lifestyle. Moreover, it has an
entertainment channel with games
and a forum and a video secton,
where users can either watch available
video content or upload their own. It
was one of the frst portals to have its
own mobile versions: m.delf.lv, i.delf.lv.
Recently it has had a facelif, but this
did not stop its decreasing reach level,
which in March 2009 accounted for
57%, and a year later - 55%.
The third place belonged to tvnet.lv.
It is one of the best local news
providers, but it also has an online TV
service and co-operates with major
ofine statons in order to manage
the best video content. Similarly to
delf.lv, the portal underwent a facelif
last year and created a mobile version,
m.tvnet.lv. Tvnet.lv had, according to
the gemiusAudience study from March
2010, a reach level of 38%.
Another important player among
Latvian portals is apollo.lv with more
than 415,000 real users. The portal
is a typical news publishing site with
diversifed subdomains. Its strong side
is its video content with a possibility
to watch TV programs in real tme.
Apollo.lv collaborates with some of
the smallest sites within their media
group.
In the ffh place is diena.lv,
a horizontal portal with a reach level of
18%. Since it is an online version of the
respected daily newspaper, it focuses
mainly on high quality text content.
Moreover, it ofers paid content from
its daily newspaper where users can
fnd more analytcal artcles. Apart
from that, it develops user-generated
content. In comparison to March 2009
the number of its real users grew
by 30,000 and its popularity is stll
growing.
Do you CEE? Latvia
125
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 ss.lv 598 001 404 03:21:33 50%
2 zip.lv 289 721 64 00:43:20 24%
3 reklama.lv 197 237 58 00:31:41 16%
Table 4 Top 3 online classifed ads in Latvia by reach level (gemiusAudience, March 2010)
1.5. ONLINE CLASSIFIED ADS BY REACH
The most popular social networking
service in Latvia is draugiem.lv, the
second most popular Latvian website
in terms of reach. From March 2009
to March 2010 it gained over 70,000
new real users, thereby increasing its
reach level by 3 percentage points.
Moreover, as mentoned before,
draugiem.lv is also leading in the
ranking of websites by average tme
spent online. Its success can be put
down to a complex and well-managed
platorm, mixing the concepts and
functonalites of global brands such as
Facebook and Twiter. What is more,
it is stll developing and trying to reach
new audience for example by a recent
introducton of an opton to create
company profles.
Another important player is one.lv,
which is especially popular among
Russian-speaking users. According to
the gemiusAudience study in March
2010 its reach level accounted for
28%. In contrast to draugiem.lv, one.lv
is losing trafc. In comparison to
March 2009, its reach level declined by
5 percentage points.
The indisputable leader when it comes
to the classifed ads online market
in Latvia is ss.lv with a reach level
of 50%. The ads are classifed into
12 categories and are available
Amongst the services with the highest
reach level, there also are irc.lv and
boomtme.lv with a reach level of
13%. The frst, like one.lv, is popular
among Russian speaking internet
users. It is dedicated to internet users
aged 15-24, who can search for their
friends, use chat rooms or visit the
blog secton. Boomtme.lv has over
150,000 real users and although in the
ranking it claimed 4th place, in terms
of average tme spent online it was far
ahead of irc.lv.
The last site in the ranking is orb.lv,
a non-typical social networking site
with a reach level of 11%. Its users are
not so much into meetng their friends
online but they would rather listen
to music or visit the blog secton and
orb.lv gives them this possibility. Most
of its users are 18-25 years old.
in Latvian and Russian. The second
place among the classifed ads sites in
March 2010 belonged to zip.lv, a relatvely
new player with a reach level of 24%.
It started from the draugiem.lv
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126
NUMBER OF REAL
USERS
PAGE VIEWS PER
USERS
AVERAGE TIME PER
USER
REACH
1 fnancenet.lv 155 740 10 00:11:52 13%
2 db.lv 95 122 24 00:32:41 8%
Table 6 Top 2 fnance sites in Latvia by reach level (gemiusAudience, March 2010)
1.6. TOP FINANCE SITES BY REACH
According to the data from the
gemiusAudience study, the most
popular fnancial sites in Latvia are
fnancenet.lv and db.lv. The frst one
works as a part of tvnet.lv, a popular
Latvian horizontal portal that ranked
ffh in the top 10 websites by reach
ranking. However, fnancenet.lv
has its own logo and a separate
domain and its results are measured
independently. In March 2010 it
had a reach level of 13% and over
150,000 real users. Financenet.lv
publishes artcles concerning business
and fnance. It has a special secton
devoted to foreign fnancial markets.
In comparison to March 2009 its reach
level decreased by 3 percentage points
as did the number of users, by more
than 20,000.
The second signifcant player on the
fnance sites market in Latvia in March
2010 was db.lv with a reach level
of 8%. It is the digital version of the
business newspaper “Dienas Bizness”,
but its content is original. Users are
not only able to read online news,
but also subscribe and get the printed
version of the newspaper and gain
access to archives with older artcles in
PDF format. In terms of average tme
spent online per visitor, db.lv beats
fnancenet.lv. Its users on average
spent more than half an hour visitng
this site in March 2010.
hours and 20 minutes) than men, who
surfed the web for almost 30 hours
and 54 minutes.
Similarly to other CEE online
markets, Latvia is also dominated
According to the gemiusAudience
study in March 2010, women
consttuted 52% of the online
populaton, while men comprised
48%. Furthermore, women on average
spent more tme online (around 32
2. ONLINE AUDIENCE
platorm and in a short tme became
a successful player on the Latvian
internet market. In the third place
is reklama.lv with a 16% reach and
almost 200,000 real users.
Do you CEE? Latvia
128
Majority of internet users in
Latvia live in large cites (72%). In
March 2010, 39% of the Latvian online
populaton lived in the capital city
(Riga) and a further 10% in the Riga
region. 8% of Latvian internet users
live in small towns and 10% in villages.
People in Daugavpils spent the least
amount of tme online - on average
only 23 hours and 17 minutes per user
a month.
The most numerous group in
terms of occupaton (22%) among
Latvian internet users in March 2010
was ‘specialists and ofce employees’.
The second force within the internet
users were students, who were
also among the leaders in terms of
actvity per user, with 32 hours and
42 minutes. Another actve group was
farmers. In March 2010 they accounted
for only 1% of the researched internet
audience, however, during this month
each of these users spent over 36
hours surfng the web. Marginally less
tme was spent online by unemployed
people, who in March accounted for
9% of the internet audience in Latvia.
by young people. According to the
gemiusAudience study, in March 2010
people aged 15-34 accounted for 53%
of the online populaton. The highest
percentage of users (28%) are people
aged 15-24.
In comparison to March 2009 the
proporton of people over 55 years
old grew by 2 percentage points. It has
been observed that not only more
older people have become interested
in the internet, but also it can be
observed that the Latvian internet is
maturing together with its users.
Most Latvian internet users have
a higher educaton (29%) or have
fnished vocatonal schools (29%).
The next signifcant group includes
high school graduates and consttutes
19% of the Latvian online populaton.
A mere 13% of internet users in Latvia
have only elementary or incomplete
high school educaton. However,
this group leads in terms of average
tme spent online with almost 40 hours
a month.
Chart 1 Top browsers in Latvia by share of page views generated by internet users who visit Latvian
websites using gemiusTrafc (gemiusTrafc study 1Q 2007 – 1Q 2010)
3. TOOLS
3.1. BROWSERS
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Chart 4 Screen resolutons in Latvia by share of page views generated by internet users who visit
Latvian websites using gemiusTrafc (gemiusTrafc study 1Q 2007 – 1Q 2010)
3.4. SCREEN RESOLUTIONS
3.1. Browsers
The most popular browser in Latvia
is Firefox with a market share of 53%.
At the beginning of 2009 it overtook
Microsof Internet Explorer, whose
popularity has been declining and in
the frst quarter of 2010 had a market
share of 34%. The third most popular
browser is Chrome followed by Opera.
According to the gemiusTrafc study,
during the three frst months of 2010
Chrome gained 2 percentage points
and the trend is sustained.
3.2. Operatng systems
The leader of the operatng systems
market in Latvia is Windows XP with
a 76% share in the frst quarter of
2010. However, its popularity has
been decreasing since the introducton
of Windows Vista. Windows 7 was
launched in Latvia in the second
quarter of 2009 and since then it has
been gaining an ever larger share of
the market and is catching up with
Windows Vista. Afer the frst quarter
of 2010 its market share accounted
for 9%. Mac OS X and Linux are slowly
gaining popularity, but stll each of
them covers less than 1% of the
market.
3.3. Search engines
Similarly to other CEE online search
engines markets, the Latvian one is
dominated by Google with a market
share of 97% in the frst quarter of
2010. The second place belonged to
Yandex and the third to MSN, both
of them had a market share of only
about 1%.
3.4. Screen resolutons
Although the market share of 1024
x 768 monitor screen resolutons
has decreased in the last few years,
Chart 2 Top operatng systems in Latvia by share of page views generated by internet users who visit
Latvian websites using gemiusTrafc (gemiusTrafc study 1Q 2007 – 1Q 2010)
3.2. OPERATING SYSTEMS
Chart 3 Top search engines in Latvia by share of visits made by internet users who visit Latvian websi-
tes using gemiusTrafc (gemiusTrafc study 1Q 2007 – 1Q 2010)
3.3. SEARCH ENGINES
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4. BRANCH ORGANIZATIONS
LRA (Latvian Advertsing associaton)
www.lra.lv
Descripton: The Latvian Advertsing
associaton (LAA) is a public
organizaton, established in 1994
with the objectve to unite 3 partes
working in the advertsing industry:
advertsers, mass media and
advertsing agencies. From the very
start the main aim of the associaton
was to organize the advertsement
market by improving the quality of
advertsements, building up its positve
image in society and contending
against new legal regulatons regarding
the limits of advertsing distributon in
the mass media.
Chart 5 Top 5 mobile devices in Latvia by the website-averaged percentage share of page views
generated by internet users from Latvia, who visit Latvian websites using gemiusTrafc
(gemiusTrafc, 10.05.2010 - 25.07.2010, weighted average for months) *from 2010-05-10
**to 2010-07-25
3.5. MOBILE DEVICES
it is stll the most popular choice
among Latvians. Other popular screen
resolutons among those who visit
Latvian sites using the gemiusTrafc
in the frst quarter of 2010 were
1280 x 1024 and 1280 x 800. Also
the screen resoluton of 1440 x 900
has been gaining popularity over
the recent years.
3.5. Mobile devices - models
According to the gemiusTrafc study,
the most popular mobile device used
to access the web in Latvia is the
iPhone, which in July was responsible
for 27% of page views generated by
mobile devices on an average website.
Yet, its dominaton is gradually
diminishing and its share fell by
4 percentage points in two months.
As with other markets the loss is
in favor of the iPad, Apple’s latest
product, which in the same period
extended its share by 3 percentage
points. The other devices in the top
5 oscillate around 3%.
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Members: advertsing agencies,
mass media, mass media agencies,
advertsers, producton companies,
catalog publishers, research insttutes;
banks.
LADC (Latvian Artdirector Club)
www.ladc.lv
Descripton: The LADC (Latvian
Artdirector Club) is a non-proft
organizaton that represents
specialists from Latvia’s design and
advertsing sector as well as other
creatve professions. It was founded
by the main market players. LADC
holds regular workshops and lectures
invitng lecturers from the world’s
leading agencies and independent
artsts in order to exchange
experiences and improve the creatve
competence of the Latvian advertsing
market.
Members: Creatve, advertsing and
web agencies, their workers and
independent artsts.
Latvian Internet Associaton
www.lia.lv
Descripton: The Latvian Internet
Associaton brings together
companies connected with the
internet and online services;
it informs members about important
changes in legislaton, new public
online projects, global case studies,
and the suchlike. Its main aims are
the development of the Latvian
internet market and educatng market
members about various internet
issues. It was founded in 2000 by
15 internet market players with
the intenton of becoming the main
internet associaton in Latvia.
Members: internet providers,
sofware developers, web design
developers, programming companies,
internet research companies and
others (e.g. Izzi SIA, Microsof Latvia,
Latnet Serviss, Latvenergo , Euro Data,
Latelecom).
The Latvian Informaton Technology
and Telecommunicatons Associaton
www.likta.lv
Descripton: LIKTA is a non-
governmental associaton bringing
together ITTE product and
service providers and educatonal
insttutons, as well as over 150
individual professional members
of the ITTE industry sector in
Latvia. LIKTA is actvely involved in
discussing legislaton and monitoring
public procurement procedures for
ITTE products and services. It was
founded in 1998 by the major
market players. At the 2002 annual
meetng the members of LIKTA
adopted a declaraton on the need
to develop the ITTE sector listng
a number of concrete steps to be
taken into account. The declaraton
has been forwarded to top
government ofcials, politcal partes
and other competent authorites.
By 2007 almost all steps had been
accomplished.
Members: Computer hardware
and sofware developers, internet
providers, telecommunicatons
infrastructure and service providers
and developers, web developers,
electronics (e.g. Exigen Services
Latvia, LATTELECOM SIA, Insttute of
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5. ADVERTISING NETWORKS
GENERAL CONTACT INFORMATION
FULL NAME HOMEPAGE URL
ADDRESS
REACH MAIN OFFICE
ADDRESS
CONTACT
1 Adnet adnet.lv 55%
Caka str. 83/85 – 30,
Riga, Latvia
Phone: + 371 67 29 25 23
Fax: + 371 67 18 64 06
Email: info@adnet.lv
2 SmartAD smartad.lv -
Vienibas gatve 75A,
Riga, Latvia
Phone: + 371 28 36 40 65
Email: eduards.kampe@smartad.lv
3 Inspired Afliate inpired.lv -
Stabu str. 54,
Riga, Latvia
Phone: + 371 67 83 06 61
Fax: + 371 67 83 06 60
Email: inspired@inspired.lv
4
Latelecom
Afliate
afliate.latelecom.lv -
Dzirnavu str. 105,
Riga, Latvia
Fax: + 371 80 00 80 41
Email: afliate@latelecom.lv
Mathematcs and Computer Science
of UL, RIX Technologies, Tieto Enator
& Alise).
Associaton of Computer Technologies
of Latvia (LDTA)
www.itnet.lv
Descripton: Founded in 1997,
the Associaton of Computer
Technologies of Latvia (LDTA) is
a non-proft organizaton and
the oldest associaton on the Latvian
IT market. The founders and members
are the largest IT companies and
best known juridical individuals that
deal with IT soluton development
and implementaton together with
IT wholesale product enterprises.
At present members of LDTA are
involved in processes that support
the creaton of informaton
society infrastructure and are
actvely using and promotng New
Economy principles. In order to
provide a friendly environment
for the development of IT and
telecommunicatons development,
in 2000 LDTA became a founder
of ITTE ALLIANCE which unites
professional associatons that
represent Latvian-based enterprises
and scientfc and educatonal
insttutons whose work is connected
with electronics and electrical
engineering as well as informaton
technology and telecommunicatons.
Members: IT product sellers,
computer hardware developers and
sellers, IT infrastructure developers
(e.g. Capital Ltd, MicroLink Systems,
Lursof IT).
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6. OPINIONS FROM THE MARKET
Viktors Rožkalns
OMG Digital Manager, Omnicom Media Group
Online advertsing market
What are the opportunites and obstacles for the online advertsing market on
your local market?
It is easy to target potental customers because we have exact informaton
about all popular portals. However, we stll need to fnd the best ways to use
this space. Traditonal Giga banners are not working well so we need to fnd
new places, new kinds of banners. Portals also are developing new forms of
banners. A major obstacle is a lack of buying optons. In most cases there is only
one currency: price for days, but increasingly more clients are willing to buy
impressions or clicks.
Dominatng trends
What are the recent trends on your local online market? What areas are
expected to develop most in the future?
It is obvious that a lot of companies are willing to use creatve interactve web
solutons for their campaigns but not all of them are ready to pay for them.
Many companies are stll choosing to use standard banners but internet users
more ofen like interacton with a brand than just clicking on banners. There
are also ready platorms for interacton: the social portal draugiem.lv as well as
others. Many companies use also Google Adwords but stll this is only a small
part of the whole web budget. We predict that companies will contnue to
mainly buy traditonal banners but interactve web solutons will also grow. With
many risks come success stories which provoke other companies to take similar
risks and spend more on these solutons and receive in return more than using
traditonal formats.
Global vs. local players
Are the local players present on your local market strong enough to compete
with the global giants? What advantages and strategies do they use in this
batle?
Local players are much stronger than global ones because global players cannot
compete with the content that local players are providing. One excepton
of course is Google with its Adwords and display ads. Facebook is becoming
stronger in Latvia but the number of Facebook users is stll under 120,000 and it
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has stopped growing afer a rapid increase of users at the beginning of 2010.
Also, we do not have a great deal of informaton about Latvian web users who
visit global portals.
Market specifcs
What makes your local online market unique? Are there any specifcs that make it
diferent from others in the CEE region?
Latvia is one of few countries where the strongest social networking site is not
Facebook but draugiem.lv. This makes this partcular local market diferent among
other markets. What has become most important to brands of late is interacton
with its consumers, customers. Draugiem.lv contains many nonstandard features
available which would not be possible in Facebook.
In this small market there are fewer than 10 portals, the major players. Thus,
the largest part of web media budgets is spent on those portals.
Edgars Kalniņš
BiFri Brand Communicaton Manager, SIA BITE Latvija
Online advertsing market
What are the opportunites and obstacles for the online advertsing market on
your local market?
The techniques used are extremely blunt so there are a lot of opportunites
for innovatve solutons but on the other hand most marketers have a limited
understanding about online advertsing.
Dominatng trends
What are the recent trends on your local online market? What areas are expected
to develop most in the future?
Companies think more about a return on online investment so tracking and
measuring ad efciency should grow accordingly.
Global vs. local players
Are the local players present on your local market strong enough to compete with
the global giants? What advantages and strategies do they use in this batle?
Local players are stll strong but the foundaton of their positon is the local
language. This foundaton could quite easily be eroded if the global giants decide
to go for it.
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Market specifcs
What makes your local online market unique? Are there any specifcs that make it
diferent from others in the CEE region?
The market is small and also split into two languages.
Dmitry Gizhdevan
Marketng Director, SIA Inbokss (inbox.lv)
Online advertsing market
What are the opportunites and obstacles for the online advertsing market on your
local market?
With one of the highest indices in Eastern Europe (approx. 60%), the online
advertsing market in Latvia takes only a small part of the total advertsing market
(11% in 2009). The greatest opportunity and objectve for online media in the
upcoming years would be to enlarge the role of online advertsing in the total
media mix on account of traditonal and less efectve media. The predicton for
the upcoming years is that online advertsing will reach up to second place in
media channels and the greatest part of advertsing turnover will be shared by TV
and online advertsing.
Despite a decline in the advertsing market in total, at present a tangible increase
is visible in online advertsing. Major players have strengthened their positons
in the online advertsing market despite the fact that many market players have
implemented a chaotc, nontransparent and non-predictable sales model, which in
turn has had a negatve impact not only on the current situaton, but also on long
term market development.
An essental factor which is impeding the development of the advertsing market
is unequal stats data on measuring diferent advertsement channels. Due to the
fact that only two media channels in Latvia, TV and internet, are measured using
modern digital measure methods, advertsers have a feeling of non-transparency
of the whole advertsement market, which in its turn leads to more careful and
slower investment in advertsing.
Dominatng trends
What are the recent trends on your local online market? What areas are expected
to develop most in the future?
Almost all of the global trends have been observed in Latvia, albeit with a small
delay. They have had litle impact on the market since Latvian internet users are
relatvely conservatve. Only some residents follow the trends. It refects the
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Pareto Principle in that 80% of users do not follow trends whereas 20% of users
do. 5% of the total number of users are seen to use the possibilites of these new
trends.
For example, at present games on social networking sites are developing at an
extremely fast rate and the advertsement market has reacted to this by placing
advertsements on such sites. The mentoned advertsement model has not been
able to prove its efciency yet, however such a trend exists.
Using the internet for two-sided communicaton with the consumer has also
been observed. But unfortunately due to the lack of specialists and qualitatve
local stages it is developing slowly. Regardless of this, there are several
successful cases of consumer and brand correlaton.
Latvian online advertsing market players ofen try to force some trends onto
the market, which might be proftable for them. For example, in late 2009
a line of media introduced a CPC payment model for display advertsements,
but this trend passed very quickly. One more essental trend, which appeared
on the internet from the press was news media overproducton. Several years
ago there was a case on the press market where a large number of news media
were observed. The same trend is visible now in the internet, but it is also slowly
passing.
Various trends are likely to develop rapidly, including third party measuring
systems, which digital departments of media agencies lack at the moment.
Global vs. local players
Are the local players present on your local market strong enough to compete
with the global giants? What advantages and strategies do they use in this
batle?
Despite the fact that internet penetraton in Latvia is great, the Latvian market
is small and not interestng for global players. This situaton will contnue for
several more years. It is necessary to point out that this has created a chance for
local portals to become strong in almost all areas except in searching services.
Local portals were able to guarantee users the necessary internet tools, by
taking into account the specifcs of local users. Unlike global players, who when
entering a new market have tried to change it to their needs, local players
understand their own users much beter and are able to provide products by
taking into account user specifcs, which in turn is highly evaluated by local
users. This tendency can be seen by analyzing the latest brands (Latvia’s Most
Loved Brands htp://inx.lv/E0 ). The two most popular local internet media are
in 3rd and 4th places in the general brand top list, in turn as local brands these
internet media came 1st and 2nd. These results show that Latvian users highly
rate local products and this will help when competng with global players.
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It is also worth pointng out that most local portals are slightly diferent
technologically from the global players, since local portals switch basic
investments to product development, which is necessary for local users. The
number of services ofered by the local players is smaller than that of the global
players, however they are suited to local needs due to the fact that local players
understand local users much beter.
Market specifcs
What makes your local online market unique? Are there any specifcs that make
it diferent from others in the CEE region?
The Latvian online market is unique with regards to the level of penetraton.
Thanks to Latvia’s rural regions this contnues to grow. Regardless of penetraton
proportonal results, compared with other countries, the number of users in
total is extremely low because the number of residents is small. Most users are
conservatve and choose local resources instead of global ones on conditon that
such an analogous service exists on the local market. In the TOP fve Most Loved
brands there are 3 internet portals of which 1 is global and 2 are local.
Unique diferences exist also in the online advertsing market in total.
Unlike many other markets, on the Latvian online advertsing market display
advertsements have a stable positon, advertsements in searching services
make up a small proporton. In all probability, this is connected with the fact that
users rely less on advertsements in searching services, and on the other hand
there is litle pro-actve drive in searching services in order to provide this type
of advertsement to their partners. Due to the fact that the market is relatvely
small, investment requires a great deal of efort.
Another important factor is bilingualism in Latvia, which distnguishes the
country from other CEE markets. Most local portals have to deal only with one
part of the audience, the others have to consider language, ethnic and other
psychographic indexes to maintain two services simultaneously.
Lithuania
1.48m
internet users
1. MAINPLAYERS_
2. ONLINEAUDIENCE_
3. TOOLS_
4. BRANCHORGANIZATIONS_
5. ADVERTISINGNETWORKS_
6. OPINIONSFROMTHEMARKET_
139
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140
141
142
143
144
144
146
146
147
147
147
148
149
150
151
1.1. Top10websitesbyreach_
1.2. Top10websitesbyaveragetimespent per user_
1.3. Topportals_
1.4. Social networks_
1.5. Onlineclassifiedadsbyreach_
1.6. Topfinancesitesbyreach_
3.1. Browsers_
3.2. Operatingsystems_
3.3. Searchengines_
3.4. Screenresolutions_
3.5. Mobiledevices_
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WEBSITE’S CATEGORY NUMBER OF REAL
USERS
NUMBER OF PAGE
VIEWS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 delf.lt portal, news service 1 003 791 102 444 194 102 02:53:59 59%
2 one.lt social network 766 423 677 488 843 884 08:27:00 45%
3 lrytas.lt portal, news service 757 397 57 255 390 76 01:49:00 44%
4 balsas.lt portal, news service 665 740 8 051 562 12 00:16:24 39%
5 draugas.lt social network 609 752 299 279 202 491 04:24:15 36%
6 alfa.lt portal, news service 592 062 16 667 809 28 00:36:52 35%
7 skelbiu.lt classifed ads 589 169 58 681 601 100 01:01:42 34%
8 plius.lt classifed ads 561 033 68 780 425 123 01:40:21 33%
9 15min.lt portal, news service 548 557 17 871 519 33 01:07:47 32%
10 zebra.lt portal, news service 496 880 14 820 800 30 00:32:27 29%
Table 1 Top 10 websites in Lithuania by reach level (gemiusAudience, March 2010)
Portals and news services maintain
the leadership in the top 10 reach
ranking. The most popular service
among websites partcipatng in
the research in Lithuania is delf.lt,
a well-known horizontal portal, with
more than 1 million real users and
a reach level of almost 59%. In the
previous year, the portal launched
the subdomains auto.delf.lt,
dedicated to auto news and classifed
ads, and myep.delf.lt providing news
on the European Parliament. Other
popular news services are lrytas.lt,
balsas.lt and alfa.lt.
The runner-up in the top 10 websites
list is one.lt, a social networking site
with a reach of 45%. However, in
comparison to 2009 its number of
real users decreased by around 177
thousand. In turn, draugas.lt, also a
social networking service, extended its
1. MAIN PLAYERS
1.1. TOP 10 WEBSITES BY REACH
online audience. In March 2009
it had a reach level of 34%, whereas
in March 2010 this amounted to 36%.
In terms of average tme spent per
visitor the leader is one.lt with 8 hours
27 minutes, but the tendency is
decreasing; in March 2009 the average
visitor spent over 11 hours and 46
minutes on the site.
With a reach of over 30% the 7th
and 8th positons belong to classifed
ads portals skelbiu.lt and plius.lt. In
January 2009 plius.lt came in 4th place
in the ranking, but in March 2009 its
reach began to fall dramatcally and in
May 2009 it was overtaken by skelbiu.lt.
Although it made some atempts to
regain its former positon, for example
by updatng its design in November
2009 and adding new functonalites
as per users’ wishes, it did not manage
to achieve its former reach level.
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NUMBER OF
REAL USERS
PAGE VIEWS PER
USER
AVERAGE TIME
PER USER
REACH
1 one.lt 766 423 884 08:27:00 45%
2 draugas.lt 609 752 491 04:24:15 36%
3 pazintysxxx.lt (erotc) 43 650 304 03:43:47 3%
4 starchat.lt 7 577 231 03:09:26 0.44%
5 mail.ru 212 063 122 03:05:55 12%
6 inbox.lt 73 285 120 02:55:46 4%
7 delf.lt 1 003 791 102 02:53:59 59%
8 ieskok.lt 118 934 151 02:31:11 7%
9 supermama.lt 375 877 95 02:12:45 22%
10 autogidas.lt 411 933 148 01:54:06 24%
Table 2 Top 10 websites in Lithuania by average tme spent per user (gemiusAudience,
March 2010)
1.2. TOP 10 WEBSITES BY AVERAGE TIME SPENT PER USER
The top 10 websites list is propped
up by two horizontal portals 15min.lt
and zebra.lt. The frst noted a sudden
growth; in February it had a reach
level of 26% and in March this was
already over 6 percentage points
The top four places in the top 10
websites by average tme spent per
user are occupied by social networking
websites. Their dominaton is no
surprise. People tend to spend
long hours socializing with their
acquaintances online. One.lt is the
most popular social networking
website in Lithuania with a reach level
of 45%. On average its users spent
8 hours 27 minutes a month using the
service, while the users of draugas.lt,
which ranks second, spent 4 hours and
24 minutes. Pazintysxxx.lt, a service
with an erotc profle came in 3rd
place. Fourth place is occupied by
starchat.lt. Although its reach level
is less than 0.5%, its users spent an
average of more than 3 hours on the
website monthly. The site even runs
on its own ranking of its most devoted
users, and some of them spent more
than 15 hours online a day. In 8th
place, with 2 hours 31 minutes,
we fnd another social networking
website, ieskok.lt.
5th place belongs to mail.ru,
a Russian horizontal portal, which has
a reach level of 12%. Its popularity
is infuenced by the considerable
Russian minority in Lithuania. Inbox.
lt, a mailing service, ranks sixth and
has over 70,000 real users who spent
an average of almost 3 hours using the
service a month.
higher. If the trend contnues, it will
probably overtake the classifed ads
sites (plius.lt) in the ranking.
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141
The most popular news service in
Lithuania, delf.lt, takes 7th place in
the ranking. In March 2010 its users
spent an average of 2 hours and 54
minutes online. This means that every
day users spent around 10 minutes
reading the news here.
The last place is taken by supermama.lt,
a portal dedicated to parents, with
an average tme per user of 2 hours
13 minutes a month. The ranking is
propped up by a classifed ads portal
autogidas.lt.
1.3. TOP PORTALS
The top 5 portals on the Lithuanian
online market also occupy the leading
positons in the general rankings (all of
them belong to the top 10 websites).
The indisputable leader is delf.lt
which leads not only in terms of the
number of real users, but also in terms
of the average tme spent online by
each user. The portal provides the
latest news and in additon contains
a blog, chat and webmail service
as well as informaton related to
entertainment and lifestyle. Moreover,
it has a channel for young people with
games and a forum. As mentoned in
the previous secton, delf.lt launched
two new subdomains dedicated to the
European Parliament and cars. “Delf”
portals are available in fve languages:
Lithuanian, Russian, Latvian, Estonian
and Ukrainian.
The second player in the category is
lrytas.lt, which is the site of the daily
Lithuanian newspaper “Lietuvos rytas”
and it concentrates mostly on news.
However, it also contains subdomains
with a forum, photo secton, blog
service, a traditonal TV channel,
a magazine about lifestyle and
weather forecasts. In March 2010
its reach level amounted to 44%.
In August 2009 “Snoras Media
Investcijos” acquired 34% of “UAB
Lietuvos rytas” authorized capital
and in this way the AB BANK SNORAS
group became its largest shareholder.
Another important player among
portals is balsas.lt. It gained almost
11 percentage points in reach level
compared to March 2009 and
progressed to 3rd place in the top
5 list. The portal is a typical news
publishing site with diversifed
subdomains similar to those available
on the portals described above. There
are also special sectons for women
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 delf.lt 1 003 791 102 02:53:59 59%
2 lrytas.lt 757 397 76 01:49:00 44%
3 balsas.lt 665 740 12 00:16:24 39%
4 alfa.lt 592 062 28 00:36:52 35%
5 15min.lt 548 557 33 01:07:47 32%
Table 3 Top 5 portals in Lithuania by reach level (gemiusAudience March 2010)
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1.4. SOCIAL NETWORKS
In terms of social networking
communites, two domestc websites
dominate among services partcipatng
in the gemiusAudience research.
The leader is one. lt with a reach
level of 45%. However, as mentoned
before, its market share is declining.
Meanwhile, the number of real
users of the second largest social
networking website, draugas.lt, soared
in comparison to March 2009.
One.lt is dedicated to internet users
older than 14 years old. It ofers a
variety of social features enabling
which include recipes, parental advice,
greetngs and lyrics.
Alfa.lt ranks fourth in the top 5 portals
ranking. However, its number of real
users decreased in comparison to
March 2009 by 9.5% and its reach
level dropped by 4 percentage points.
In additon to the facilites typical for
such portals, it contains a travel search
engine and reservaton secton and,
furthermore, it has its own computers
and domestc electric appliances
e-shop. Moreover, its main news is
available not only in Lithuanian, but
also in English.
In 5th place is 15min.lt, a horizontal
portal of quickly growing popularity
in Lithuania. It is a result of the well-
planned marketng strategy with
regard to the use of social networking
sites such as Facebook. In terms of
average tme spent per user, 15min.
lt is located in third place; the same
applies when it comes to number of
page views and page views per user
according to gemiusAudience data
from March 2010.
NUMBER OF REAL
USERS
PAGE VIEWS PER
USERS
AVERAGE TIME PER
USER
REACH
1 one.lt 766 423 884 08:27:00 45%
2 draugas.lt 609 752 491 04:24:15 36%
3 klase.lt 293 415 29 00:21:04 17%
4 pazintys.lt 120 924 86 01:08:28 7%
5 ieskok.lt 118 934 151 02:31:11 7%
Table 4 Top 5 social networking websites in Lithuania by reach level (gemiusAudience,
March 2010)
people to express themselves and stay
in touch with both their real-life and
virtual friends. In order to gain access
to communicaton tools, exchange
photos and fles and partcipate in
contests and games, users have to
register on the website. Moreover,
the platorm ofers some non-typical
networking solutons, for example an
SMS service.
The transparent layout of draugas.lt
allows the user to identfy the fve
main sub-sites immediately. To
describe the two of them, one is
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NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 skelbiu.lt 589 169 100 01:01:42 34%
2 plius.lt 561 033 123 01:40:21 33%
3 skelbimai.lt 376 677 21 00:13:37 22%
Table 5 Top 3 online classifed ads in Lithuania by reach level (gemiusAudience, March 2010)
1.5. ONLINE CLASSIFIED ADS BY REACH
The two main players on the classifed
ads market are skelbiu.lt, with a reach
level of 34%, and plius.lt with 33%. A
year ago, in March 2009, the leader
was plius.lt reaching over 41% of
the market. However, since then its
popularity has declined and in March
2010 it is in second place between the
classifeds. In May 2009 skelbiu.lt took
the lead. It is a site of classifed ads
that are grouped, amongst others, into
transport, real estate, services and job
dedicated to maintaining contact
with acquaintances. It allows the
user to search for classmates, group
mates and the suchlike. The second
subdomain is devoted to games. What
is more, there is a forum, an e-mail
and classifed ads service.
Another important player is klase.lt,
though its reach level is signifcantly
smaller and accounts for only 17%.
It has a complex structure consistng
of fve main subsectons: classmates,
group mates, clubs, sites and
acquaintances. In comparison to the
data from March 2009, the number
of real users and the number of page
views of this website declined as did
the average tme spent per user.
Amongst services with the highest
reach level we also fnd pazintys.lt and
ieskok. lt. Similarly to the previously
described social networks, these also
allow their users to search for friends,
chat and play games. In additon,
ieskok.lt has a secton in which users
can listen to an online radio staton.
This may explain the fact that in terms
of average tme spent online, ieskok.lt
overtakes klase.lt and pazintys.lt.
Pazintys.lt provides its users with
informaton about entertainment and
events and has a hot line for instant
massages. The site is available in four
languages: Russian, Lithuanian, English
and Italian. Moreover, the company
owns the independent service
pazintysxxx.lt, which has an erotc
profle.
ofers. Skelbiu.lt makes money through
selling advertsing space, but also its
users have to pay for the publicaton
of ads.
Third place goes to skelbimai.lt, with
a reach level of 22%, which in turn
allows its users to place ads on the site
free of charge.
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NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 vz.lt 227 057 15 00:19:41 13%
2 tax.lt 164 995 13 00:17:22 10%
3 verslobanga.lt 91 268 3 00:03:41 5%
Table 6 Top 3 business and fnance sites in Lithuania by reach level (gemiusAudience, March 2010)
1.6. TOP BUSINESS AND FINANCE SITES BY REACH
The most popular fnance site in
Lithuania is vz.lt. It publishes business
news and artcles as it is an e-version
of a business newspaper. It has
separate subdomains dedicated to
searching for artcles and photos as
well as an e-shop, where users can
order the newspaper or buy artcles,
recommendatons, dictonaries, books,
etc. Vz.lt has a reach level of 13% and
the average tme per user is less than
20 minutes a month.
Tax.lt, which ranked second with
a 10% reach, is dedicated to
accountancy. In additon to a forum, it
gives its users the possibility to search
for or place job ads on the site related
to accountng. Moreover, it presents
legal acts, forms and other useful
pieces of informaton for accountants.
There is also a possibility to order the
weekly delivery of news artcles or to
use a system for invoice issuance and
management on the internet.
The third signifcant player on the
business sites market in Lithuania is
verslobanga.lt, which presents news
about companies and informaton
about events related to accountancy,
business or fnance. It allows its users
to publish their own informaton
about events or create any documents
related to various felds of business,
available to a broader audience. Its
reach level amounted to 5% in March
2010.
2. ONLINE AUDIENCE
Majority of Lithuanian internet
users are women. They consttute
51% of the online populaton, which
is not a surprise taking into account
the demographic structure of the
Lithuanian populaton with women
predominatng. Furthermore, women
on average spent more tme online (13
hours 39 minutes) than men (13 hours
01 minute).
Lithuanian internet users are
generally young. In March 2010
people aged 7-34 accounted for 62%
of the online populaton. The highest
percentage of users (28%) falls in the
group of people aged 15-24. People
over 55 years old consttute 7% of
internet audience.
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146
Lithuanian internet users are
well-educated. Only 17% of them
have only primary or lower educaton.
The greatest percentage of the online
populaton has secondary educaton,
i.e. 28%. There is also a signifcant
number of people with higher
educaton that use the web (26%).
The structure conforms to the general
educaton structure of Lithuanian
society.
Majority of internet users in
Lithuania live in large cites. 26% of
the whole internet populaton live in
Vilnius and in March 2010 the 7 largest
cites together consttuted 65% of
the online populaton. Only 10% of
internet users live in villages, but this
is 1 percentage point more than a year
ago.
3.1. Browsers
The most popular browser in Lithuania
used to be Microsof Internet Explorer.
However, at the beginning of 2010
Chart 1 Top browsers in Lithuania by share of page views generated by internet users who visit Lithu-
anian websites using gemiusTrafc (gemiusTrafc study 1Q 2007 – 1Q 2010)
3. TOOLS
3.1. BROWSERS
In March 2010 the most
numerous group (33%) on the
Lithuanian internet included students.
The second force were specialists
and ofce employees, however they
did not spend a great deal of tme
online. In terms of actvity per user,
the unquestonable leaders were
housewives, who spent an average
of more than 19 hours online a
month. Another actve group is small
businessmen. In March 2010 they only
accounted for 4% of the researched
internet audience, however, during
the same period each of them spent
16 hours surfng the web.
it was overtaken by Firefox with a
market share of 42%. The third most
popular browser is Opera followed by
Chrome, whose popularity has been
growing since the second quarter of
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147
2009. According to the gemiusTrafc
study, during the frst three months
of 2010 Chrome gained 2 percentage
points and the trend seems to be
contnuing.
3.2. Operatng systems
The indisputable leader of the
operatng systems market in Lithuania
was Windows XP with a 76% share in
the frst quarter of 2010. However,
its popularity has been decreasing
since the introducton of Windows
Vista. In the second quarter of 2009
MS Windows released its newest
operatng system, Windows 7. Since
then it has been gaining an ever larger
share of the market and is catching
up with Windows Vista. Afer the frst
quarter of 2010 its market share was
10%. The other Windows operatng
systems have lost users during the
past two years.
Mac OS X is slowly gaining popularity,
but stll it only covers less than 1% of
the market.
3.3. Search engines
Without queston, the most popular
search engine in Lithuania was Google
with a market share of 98% in the
frst quarter of 2010. MSN, which
ranked second, contributed to only
1% of visits made by internet users
who visit Lithuanian websites using
gemiusTrafc.
3.4. Screen resolutons
Although the market share of 1024 x
768 monitor screen resolutons has
decreased, it is stll the most popular
choice among Lithuanians. Other
popular screen resolutons in Lithuania
in the frst quarter of 2010 were 1280
x 800 and 1280 x 1024. Also, the
screen resoluton of 1440 x 900 has
become more popular in recent years.
Chart 2 Top operatng systems in Lithuania by share of page views generated by internet users who
visit Lithuanian websites using gemiusTrafc (gemiusTrafc study 1Q 2007 – 1Q 2010)
3.2. OPERATING SYSTEMS
Chart 3 Top search engines in Lithuania by share of visits made by internet users who visit Lithuanian
websites using gemiusTrafc (gemiusTrafc study 1Q 2007 – 1Q 2010)
3.3. SEARCH ENGINES
Chart 4 Screen resolutons in Lithuania by share of page views generated by internet users who visit
Lithuanian websites using gemiusTrafc (gemiusTrafc study 1Q 2007 – 1Q 2010)
3.4. SCREEN RESOLUTIONS
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148
3.5. Mobile devices - models
According to the gemiusTrafc study,
the most popular mobile device
used to access web in Lithuania
is the iPhone, which in July was
responsible for 14% of page views
generated by mobile devices on the
average website. However, like on
other markets its share is gradually
decreasing and a loss of almost 2.5
percentage points could be observed
within May and July 2010. In contrast,
the share of Apple’s latest product
the iPad has increased by almost 2
percentage points within these two
months. The three last positons
among the top 5 mobile devices on
the Lithuanian market are taken by
Nokia devices, including the Nokia
5130 XpressMusic which is the most
popular.
4. BRANCH ORGANIZATIONS
Associaton of Lithuanian
Communicaton Agencies (KOMAA)
www.komaa.lt
Descripton: KOMAA brings together
the largest and strongest creatve
media agencies and full service
companies operatng in Lithuania.
Members of the associaton accept
the Lithuanian Advertsing Ethics
Code, follow its provisions and
have established the “Lithuanian
Advertsing Bureau”. KOMAA’s mission
is to unite advertsing agencies,
develop the advertsing market,
raise the prestge of the industry and
make decisions which are of practcal
signifcance to the advertsing market.
KOMAA was established in 2002 and
now has 21 members.
Members: creatve agencies (Adell
Taivas Ogilvy, ADVISION, DDB Vilnius,
Chart 5 Top 5 mobile devices in Lithuania by the website-averaged percentage share of page views
generated by internet users from Lithuania who visit Lithuanian websites using gemiusTrafc
(gemiusTrafc, 10.05.2010 - 25.07.2010, weighted average for months) *from 2010-05-10
**to 2010-07-25
3.5. MOBILE DEVICES
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149
Grey Worldwide: Vilnius, Kredo R, Leo
Burnet Vilnius, Lowe Age, Milk, Not
Perfect Y&R, SAN Vilnius/JWT, TBWA\
Vilnius), full services agencies (Tarela,
VRS grupė) and media agencies
(Adcom, Carat, Creatve Media
Services, Media House, Mediapool,
Mindshare, Omnicom Media Group,
Starcom).
Lithuanian Advertsing Bureau
www.reklamosbiuras.lt
Descripton: The Lithuanian
Advertsing Bureau’s mission is to
develop respectable, fair and honest
advertsing practces in Lithuania,
basing on the Lithuanian Advertsing
Ethics Code. The goal is to develop
the advertsing sector in Lithuania,
to create and improve legally-binding
ethical self-regulaton control in
advertsing, honest competton,
which ensures the protecton of
users and helps improve the general
concern of society directed against
the negatve infuence of advertsing.
The Lithuanian Advertsing Bureau was
established in 2005.
Members: the arbitrage commitee
includes representatves of various
felds: advertsers, advertsing
agencies, TV, press, consumer rights
protecton, competton, equal
opportunites, child rights protecton.
Associaton of Internet Media
Descripton: The aim of the
Associaton of Internet Media is to
ensure the ethical and professional
work of internet media. It also
wants to guarantee readers ethical
expression of opinion in news portals.
The Associaton of Internet Media
was established in April 2009 by
Lithuanian’s largest eight news portals.
Members: The eight largest news
portals in Lithuania are Alfa.lt, Delf.lt,
Bernardinai.lt, 15min.lt, Balsas.lt, Lrt.lt,
Lrytas.lt, portal group of
“Diena Media” (vilniausdiena.lt,
kaunodiena.lt, klaipeda.diena.lt).
Lithuanian Marketng Associaton
(LiMA)
www.marketngas.org
Descripton: The Lithuanian Marketng
Associaton unites marketng
specialists and people interested in
this feld. It provides the possibility
for marketng specialists to exchange
knowledge and practcal experience
and in this way to augment their
value on the market and also to raise
the general worth of the Lithuanian
market. It aims to unite Lithuanian
marketng specialists, create space
and possibilites for their professional
improvement, to raise their
professional abilites and knowledge,
popularize and represent the
marketng profession in society, and
contribute to the welfare of society
using professional knowledge. The
associaton was established in 2004.
Members: The associaton brings
together natural and legal enttes.
At present, more than 200 marketng
specialists in various areas belong to
the associaton.
Associaton “LĮA” (“Langas į ateit”),
also called Alliance “Langas į ateit”
(Window into the Future)
www.langasiateit.lt
Descripton: This alliance established
a unique project aimed at businesses
supportng the development of the
informaton society in Lithuania.
The mission of the “Langas į ateit”
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GENERAL CONTACT INFORMATION
FULL NAME HOMEPAGE URL
ADDRESS
MAIN OFFICE
ADDRESS
CONTACT
1 AdClick adclick.lt
UAB ”Adnet”
Verkių str. 5
LT-08218 Vilnius
Lithuania
Phone: +370-5-273-00-65
Fax: +370-5-273-00-65
Email: info@adclick.lt
2 Adnet adnet.lt
UAB ”Adnet”
Verkių str. 5
LT-08218 Vilnius
Lithuania
Phone: +370-5-275-37-74
Fax: +370-5-275-66-50
Email: info@adnet.lt
3 Textads textads.lt
UAB ”Textads”
Verkių str. 5
LT-08218 Vilnius
Lithuania
Phone: +370-5-273-00-65
Fax: +370-5-273-00-65
Email: info@textads.lt
4 TradeDoubler tradedoubler.lt
UAB ”TradeDoubler”
Verkių str. 34
LT-08221 Vilnius
Lithuania
Phone: +370-5-236-01-76
Fax: +370-5-278-47-64
Email: info.lt@tradedoubler.com
5. ADVERTISING NETWORKS
alliance is to promote the use of
internet and e-Services in Lithuania
and thereby stmulate the growth of
living standards as well as Lithuania’s
compettveness within Europe and
other countries of the world. “Langas
į ateit” implements projects in three
main felds:
Establishment of public internet
access points (PIAPs)
Training of the populaton to use
informaton technologies
Encouragement to develop and
use e-services
It was established in May 2002.
Members: The founders and members
of the alliance are as follows: the
communicatons companies “Omnitel”
and “TEO” (2002-2005), “Swedbank”
and “SEB” banks, the IT companies
“Alna” (2002-2009) and “Atea”. As well
as the founders of the alliance and
the Ministry of the Interior of the
Republic of Lithuania, “Langas į ateit”
integrates the following companies as



partners: Microsof Lietuva, Lideika,
Petrauskas, Valiūnas ir partneriai/
LAWIN, PR Service/Edelman Afliate,
the Insttute of Public Policy and
Management.
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151
6. OPINIONS FROM THE MARKET
Egidijus Sirvydis
Director, UAB “Adnet”
Online advertsing market
What are the opportunites and obstacles for the online advertsing market on
your local market?
Every year online advertsing is used more frequently as a media tool.
However, according to budgets (in %), this media tool did not reach the level
of Western Europe, or even the level of our close neighbors such as Poland
and Estonia. Therefore, the use of online advertsing will certainly grow during
the upcoming years.
The main disadvantage of the whole Lithuanian advertsing market, as well
as the online advertsing market is that the market is extremely small. The
price of creatng more interestng solutons is similar to the one in other larger
markets, but a much smaller audience can be reached with the usage of these
solutons.
Another important issue on the Lithuanian market is its low conversion rate,
i. e. a small rato of the people having seen an advertsement or having visited
a site to fnd out something about goods, comparing to those people, who
have actually bought any product or service. However, the increasing number
of companies working in the e-commerce feld and the rising popularity of
online payments should cause an increase in the conversion rate. This would
allow the partcipants of the online advertsing market to achieve a beter
response and obtain maximum benefts from advertsing.
Dominatng trends
What are the recent trends on your local online market? What areas are
expected to develop most in the future?
Lots of small, specialized and even niche e-shops selling various goods
from ecological products to equipment for agriculture have appeared on
the market. However, many of them do not have support from investors,
therefore such projects ofen do not have money for advertsing, they cannot
advertse themselves to a wider audience and afer half a year of actvity they
simply disappear quietly. However, there are many successful examples where
companies slowly become more popular and then fnd opportunites to invest
in advertsing and expand their business successfully. Therefore, looking to the
future, the number of such small clients will grow and they will have a greater
impact on the online advertsing market in Lithuania.
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152
Global vs. local players
Are the local players present on your local market strong enough to compete with
the global giants? What advantages and strategies do they use in this batle?
The Lithuanian market and all three Baltc markets are too small for the global
players, therefore only some of them expressly develop their actvity in these
countries. In most cases it comes naturally due to the worldwide popularity
of these players. One of the most important examples could be the duel of
one.lt and facebook.com. Facebook manages to atract an increasing number
of visitors without any specifc strategies for the local market, while the
Lithuania’s most popular social network one.lt is unable to stop the decrease
in the number of users. However, even whilst being one of the most popular
webpages facebook.com does not actvely partcipate in the advertsing
market in Lithuania and has no signifcant efect on it. This ofen happens
with other internatonal websites. Despite being popular, they are not actvely
involved in the Lithuanian online advertsing market. This explains why,
despite difcultes in fghtng for the loyalty of users, there is no need for local
players to struggle with global giants for advertsing budgets as of yet.
Market specifcs
What makes your local online market unique? Are there any specifcs that
make it diferent from others in the CEE region?
The technical solutons and possibilites of the Lithuanian advertsing market
are very similar to other European markets. Both clients and websites use
technology that is popular in Europe, implement specifc solutons developed
all over the world, and create them in Lithuania (e.g. broadcastng video
advertsements online, etc.).
One of the unique features of the Lithuanian online advertsing market is that
the discount rate has a strong infuence on the market. However, it is possible
that the increasing number of advertsers on the internet and the shortage of
high-quality online advertsing space will reduce the infuence of discounts.
It should also be mentoned that afliate marketng has not become popular
in Lithuania yet. One reason for this might be the above-mentoned low
conversion rate. However, it is hard to say whether afliate marketng will
take a more signifcant chunk of online advertsing marketng in such a small
market like Lithuania, even if the situaton gets beter.
Ričardas Baltaduonis
Managing Director, UAB “Lrytas”
Online advertsing market
What are the opportunites and obstacles for the online advertsing market on
your local market?
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153
Last year was difcult for everyone. The internet as a media tool is not
fully developed yet and this especially refected in the massive decrease of
advertsing budgets in 2009.
When customers reduced their advertsing budgets, the positon and reacton
of online advertsing market players were clear: more advertsements were
displayed, but less money was made. So why should customers spend more
money if they receive the same and can plan smaller budgets?
Dominatng trends
What are the recent trends on your local online market? What areas are
expected to develop most in the future?
At this point it is important to distnguish two aspects: trend of website
popularity distributon and the trend of technological innovatons. With
regard to the frst, a very clear downward trend of one of the most popular
social networking sites is obvious. This trend shows, once again (the frst being
MySpace), that social networking sites do not have a strong niche among
users, therefore their future does not seem to be rosy and bright.
In terms of technological innovatons, mobile compatbility will be at the
forefront
Global vs. local players
Are the local players present on your local market strong enough to compete
with the global giants? What advantages and strategies do they use in this
batle?
Local portals/networks/websites will NEVER be able to compete with the
global giants. You cannot compare a fy to an elephant. It is unfortunate, but
the local players have no chance in competton with the global players. Only
so called ‘niche’ actvites remain. Any thoughts of becoming another Google,
Apple or Facebook is simply impossible here in our local and small countries.
This is determined both by the size of this market and other factors, such as
the fnancing of projects and domestc consumpton.
Elvijus Gudžiūnas
Director, UAB “Epasas.lt“
Online advertsing market
What are the opportunites and obstacles for the online advertsing market on
your local market?
With regards to technical possibilites websites have their own programmer
teams that can seemingly resolve any soluton. Due to the small market
(populaton rather than internet usage percent) the costs of producton
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154
and implementaton ofen use up large part of the advertsing budget and
an alternatve plan (based on more standard positons) can generate beter
results in advertsing campaign.
Dominatng trends
What are the recent trends on your local online market? What areas are
expected to develop most in the future?
The concentraton is notceable on the online market; there are almost no
small partcipants lef on the market and the ones that remain have a minor
infuence.
Both now and in the future, solving quanttatve issues (concentraton,
procurement of compettors, purchase of cheap advertsing), leads to a
greater concentraton of qualitatve factors (the improvement of content
quality, atempts to transfer self advertsing projects to press and TV). When
the market setles down, it is possible to entrench niche e-projects. However,
there might be more competton which will allow the quality of niche projects
to rise. Similar processes exist in online advertsing; concentraton is under
way. Customers have a wider choice among the larger market players; this
makes things more convenient and it is then possible to get a beter prices
and beter ofers. The demand for rich media formats is notceable on the
market.
Global vs. local players
Are the local players present on your local market strong enough to compete
with the global giants? What advantages and strategies do they use in this
batle?
Quality has not fallen, but local online business is not moving to foreign
business because:
There are no large turnovers that might allow players to obtain a large
return on their investments
Larger local investment companies in the meantme:
make a greater proft investng in other business areas
do not have a lot of knowledge about the internet, therefore there is no
great willingness to invest.
1.
2.
a)
b)
Poland
15.55m
internet users
1. MAINPLAYERS_
2. ONLINEAUDIENCE_
3. TOOLS_
4. BRANCHORGANIZATIONS_
5. OPINIONSFROMTHEMARKET_
157
157
158
159
161
162
163
164
166
166
166
167
167
167
168
169
1.1. Top10websitesbyreach_
1.2. Top10websitesbyaveragetimespent per user_
1.3. Topportals_
1.4. Social networks_
1.5. Onlineclassifiedadsbyreach_
1.6. Topfinancesitesbyreach_
3.1. Browsers_
3.2. Operatingsystems_
3.3. Searchengines_
3.4. Screenresolutions_
3.5. Mobiledevices_
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WEBSITE’S CATEGORY NUMBER OF REAL
USERS
NUMBER OF PAGE
VIEWS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 google.pl search engine 15 705 994 - - - 89%
2 onet.pl horizontal portal 12 364 940 3 416 046 567 276 05:51:42 70%
3 nasza-klasa.pl social network 11 810 889 - - - 67%
4 google.com search engine 11 451 490 - - - 65%
5 allegro.pl online auctons 10 831 038 5 198 862 613 480 04:51:33 61%
6 wp.pl horizontal portal 10 562 824 2 075 853 411 197 05:57:19 60%
7 youtube.com video sharing 10 442 867 - - - 59%
8 wikipedia.org online encyclopaedia 8 940 820 - - - 50%
9 interia.pl horizontal portal 8 341 410 916 745 046 110 03:02:10 47%
10 gazeta.pl horizontal portal 8 266 006 359 047 189 43 01:03:58 47%
Table 1 Top 10 websites in Poland by reach level (Megapanel PBI/Gemius, March 2010 ); the ranking includes both, audited and non-audited websites:
for non-audited websites, page views and tme are not shown
The year 2009 was a tme of many
signifcant changes within the ranking
of top 10 online players in Poland.
The three leading positons, similarly
to last year, are taken by the same
strongest brands: Google, Onet.pl and
nk (Nasza-Klasa). These three websites
have not only maintained their market
shares, but also strengthened their
reach, respectvely: google.pl from
83% to 89% (in case of google.com it
was from 58% to 65%), onet.pl from
62% to 70% and nasza-klasa.pl, the
star of last season, from 59% to 67%.
On the other hand, some players did
not manage to stay on the course. It is
extremely important to note, however,
that the most visible shifs within
the presented ranking of websites
for Poland are caused by the update
of the Megapanel PBI/Gemius study
methodology. The ranking of websites
1. MAIN PLAYERS
1.1. TOP 10 WEBSITES BY REACH
by their reach in March 2010 includes
only selected domains, not the whole
groups of sites operatng under the
wings of horizontal portals or online
publishers. In conjuncton with this
change, the greatest loss has been
sufered by O2, a local portal. Within
the ranking by reach for March 2010,
the o2.pl domain did not fnd its
place among the top 10 websites. O2
gained a litle more than 4.7 million
real users, which gave it less than 27%
reach among internet users in Poland.
The second loss has been noted by
one of the leading horizontal portals,
Gazeta.pl, whose reach dropped by
3 percentage points within last year.
Fortunately, the loss is only a result of
a general shake-up of market leaders.
Gazeta.pl achieved a reach of 47% and
atracted almost 8.3 millions of real
users. Yet, it is clear to see that this
result was not enough to retain its
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158
NUMBER OF
REAL USERS
PAGE VIEWS PER
USER
AVERAGE TIME
PER USER
REACH
1 miastomuzyki.pl 647 432 17 13:15:21 4%
2 kurnik.pl 1 040 024 156 11:50:09 6%
3 wp.pl 10 562 824 197 05:57:19 60%
4 onet.pl 12 364 940 276 05:51:42 70%
5 prisonwars.pl 249 712 1096 05:51:23 1%
6 stooq.pl 91 000 178 05:40:07 1%
7 fotka.pl 1 950 443 523 05:05:25 11%
8 allegro.pl 10 831 038 480 04:51:33 61%
9 radiozet.pl 416 989 12 04:42:01 2%
10 open.fm 339 995 8 04:18:55 2%
Table 2 Top 10 websites in Poland by average tme spent per user (Megapanel PBI/Gemius, March
2010); the ranking includes audited websites only
1.2. TOP 10 WEBSITES BY AVERAGE TIME SPENT PER USER
former positon. A similar loss has also
been experienced by another local
portal, interia.pl, which atracted
8.3 million real users in March 2010.
The spring of 2010 and the
improvement of the online audience
research methodology also brought
upward trends for almost every site.
One of the most signifcant ones is the
rise of allegro.pl, the biggest online
aucton platorm in Poland. Allegro.pl
is also a player actve on 10 other
European markets. This group of
countries (at the beginning of 2009
consistng of Belarus, Bulgaria, the
Czech Republic, Kazakhstan, Russia,
Romania, Slovakia, Ukraine and
Hungary) increased recently, when
Allegro launched its well-known online
service in Serbia. Yet, the success
of Allegro in Poland remains most
signifcant. In March 2010, allegro.pl
was visited by almost 11 million real
users in this country, which gave it
61% reach and 5th place within the
ranking of the top 10 websites on the
market. What is most important is that
this online aucton platorm overtook
Wirtualna Polska (wp.pl), one of the
leading horizontal portals in Poland.
When it comes to important increases
within the ranking of top players,
at the beginning of 2010 only few
other visible movements took place.
YouTube, gaining over 10 million real
users and 59% reach, took 7th place
in the ranking. A noncommercial
website, Wikipedia, atracted almost
9 million Poles and gained 50% reach
in March.
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159
1.3. TOP PORTALS
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 onet.pl 12 364 940 276 05:51:42 70%
2 wp.pl 10 562 824 197 05:57:19 60%
3 interia.pl 8 341 410 110 03:02:10 47%
4 gazeta.pl 8 266 006 43 01:03:58 47%
5 o2.pl 4 755 575 63 01:33:13 27%
Table 3 Top 5 portals in Poland by reach level (Megapanel PBI/Gemius, March 2010); all websites
presented in the table are audited
The general picture of Polish online
market leaders becomes diferent
if the variable of tme is taken into
account. It appears that in this
category the strongest horizontal
portal is wp.pl, which in March 2010
kept its users actve for the longest
tme (almost 6 hours). In the ranking
of top 10 websites by average tme
spent per user in Poland, there are
two visible leaders: miastomuzyki.pl,
a website gathering online RMF FM
radio statons as well as kurnik.pl, the
casual games platorm. In March 2010
average visitor of the later website
spent almost 12 hours playing board
and card games with other internet
users. All other websites included
in the ranking (even such a player as
wp.pl) were visited by Poles for no
longer than 6 hours.
The radio and gaming websites won
most of user tme. The number one
in March 2010 in this regard was
miastomuzyki.pl, the website of
all the online radio statons run by
RMF FM which operates within the
Interia Group. Both RMF FM (one of
the most popular traditonal radio
statons in Poland) and interia.pl (one
of the major horizontal portals) have
the same owner, Bauer Media Invest
GmbH. The 9th and 10th positons
in the ranking were also occupied by
radio-related websites, respectvely:
radiozet.pl (homepage of one of the
most popular ofine radio statons)
and open.fm (an online radio platorm
run by GG Network, owner of the most
popular instant messaging system in
Poland). Users of both websites spent
more than 4 hours in the analyzed
month surfng each of them.
On the other hand, the ranking also
covers two representatves of the
online gaming industry. In March 2010,
not including kurnik.pl, Poles spent
almost 6 hours playing Prison Wars,
an MMO game which is similar theme-
wise to the Prison Break TV series.
Excluding portals, games and online
radio statons, the websites which
engaged Polish users the most in
March were also the stock market
vertcal portal, stooq.pl, the social
networking service based on the
‘hot or not’ formula, fotka.pl and
the biggest online aucton platorm,
allegro.pl.
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160
The leader among horizontal portals
in Poland is onet.pl, which is also the
second player on the whole domestc
online market. It operates within the
TVN Capital Group (one of the biggest
multmedia players in Poland), which
is incidentally its sole owner. Onet.pl
is also part of the ITI Media Group
and an actve player, which (as well
as the portal) runs other interestng
business projects, for example zumi.pl
(a map-based localizaton online
service) or Dream Lab (a technological
company).
The second force on the Polish online
market is Wirtualna Polska (wp.pl),
the horizontal portal operatng within
the Telekomunikacja Polska Group
(the main landline telephone operator
and former monopolist). This business
group also covers such companies as
Polska Telefonia Komórkowa Centertel
(the mobile phone network, which
since 2005 has been operatng under
the Orange brand) or PayTel (an
electronic payment system provider).
Moreover, Wirtualna Polska runs
a successful online TV website (wp.tv),
which in March 2010 gained over 2.5
million real users and a reach of over
14%. Within the ranking by tme per
user it takes the positon of the most
engaging horizontal portal present
on the market (in the same period of
tme its average user surfed longer by
5 minutes than the average user of
onet.pl).
The general balance of power among
the top 3 horizontal portals in Poland
did not change a great deal since the
beginning of 2009. Third positon,
as before, is occupied by interia.pl,
a horizontal portal run by the
joint-stock company, INTERIA.PL S.A.
owned entrely by the Bauer Media
Group. Although launched in 2000,
the company’s origins date back to the
year 1999 when its frst online service
(email) was launched. In 2000, the
basic version of the portal, covering
six sectons, was introduced and afer
gaining signifcant popularity, it has
never been outside the top 5 market
leaders in its category.
However, it would be quite inaccurate
to think that the ranking of top
horizontal portals has not changed
at all since last year. An interestng
shif took place in the group of portals
closing the peloton. This is also related
to the update in the way of presentng
results of the Megapanel PBI/Gemius,
thanks to which horizontal portals
began to be presented not only as
whole groups of websites, but as the
precise domains of partcular players.
This change caused the signifcant
decline of O2 in favour of gazeta.pl,
which took fourth positon within
the ranking of top portals in Poland.
O2 uses a specifc business model
building its audience partly based on
its network of proprietary or partner
websites, for example wrzuta.pl
(the audio-video hostng service).
In March 2010 however, the O2
portal atracted less than 5 millions
real users, which gave it a reach of
only 27% and 5th positon within
the ranking of horizontal portals.
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161
The Polish online social networking
services market remains dominated by
one, very strong player: nasza-klasa.pl.
The “Do You CEE” report for 2009
describes the incredibly fast growth
of this website, which has conquered
the local market not only efectvely,
but also, apparently, permanently. In
March 2010, Nasza-Klasa, an online
service based on the ’classmates’
formula, was visited by almost 12
million real users. This result gave it
a reach of 67% and the positon of
unquestonable market leader, far
ahead of its compettors.
However, 2009 was the year of the
emergence of another very serious
player, Facebook. The growth of the
largest and best known global social
networking brand in Poland was not so
spectacular, however during the last
15 months, it has managed to enter
the group of top players and take
a strong second positon. In March
2010, Facebook was visited by more
than 5 million Poles and it gained
a reach level of 29%. The rapid growth
of this platorm in Poland may lead
to a situaton where in the future the
California-based player may well be
able to threaten Nasza-Klasa. However,
1.4. SOCIAL NETWORKS
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 nasza-klasa.pl 11 810 889 - - 67%
2 facebook.com 5 052 697 - - 29%
3 chomikuj.pl 4 116 695 34 00:46:25 23%
4 mojageneracja.pl 2 586 719 12 00:35:45 15%
5 fotka.pl 1 950 443 523 05:05:25 11%
Table 4 Top 5 social networking websites in Poland by reach level (Megapanel PBI/Gemius, March
2010); the ranking includes both, audited and non-audited websites: for non-audited websites,
page views and tme are not shown
at this point, such a possibility seems
unlikely.
Third positon in the ranking of social
networking platorms in Poland is
taken by chomikuj.pl. This service,
operatng within the Interia Group,
is another newcomer in the ranking,
but not because it has just appeared
on the market. Chomikuj.pl entered
the group of top social networking
sites in Poland due to two facts. The
frst is that it has almost doubled its
reach among Polish internet users
since March 2009 (from almost 13%
to 23%). The second fact is that this
website evolved from a typical fle-
sharing service (which it is ofen stll
identfed with) towards a partcular
kind of social networking service.
The positon of Chomikuj within the
ranking of top social networking
websites in Poland appears extremely
strong. The player snapping at its
heels, mojageneracja.pl (run by the GG
Network – owner of the most popular
instant messaging system in Poland),
atracted about 1.5 million real users
less than chomikuj.pl in March 2010
giving it a reach of 15%.
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162
Another interestng player among the
top 5 social portals is fotka.pl.
This website, based on the ‘hot or not’
formula, was visited by nearly 2 million
Poles in March 2010 (11% of reach),
but it is one of the most engaging
projects on the Polish web. In the
same period, its average visitor spent
more than 5 hours generatng a huge
number of page views – over 1 billion.
Fotka.pl is one of the oldest social
networking websites in Poland and it
markets its services generally to young
people, who publish their photos and
allow them to be evaluated by other
users.
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 otomoto.pl 4 254 227 101 01:11:32 24%
2 gratka.pl 2 214 490 43 00:31:47 12%
3 gazetapraca.pl 1 976 458 24 00:19:08 11%
Table 5 Top 3 online classifed ads in Poland by reach level (Megapanel PBI/Gemius, March 2010);
all websites presented in the table are audited
1.5. ONLINE CLASSIFIED ADS BY REACH
The most popular online classifed
ads service in Poland is otomoto.pl.
It is a website run by otoMoto
Sp. z o.o. from Poznań and it belongs
to the Allegro Group. OtoMoto is an
‘automotve’ service dedicated to
users who want to buy and sell a car
or motorcycle. In March 2010
it atracted 4.3 million real users
and gained a reach level of 24%.
Second place in this ranking is gratka.pl,
a service run by the Polskapresse
Publishing Group. The main set of
categories of classifed ads covered
on the website include: automotve,
real estate, jobs and tourism, however
gratka.pl ofers a great deal more
than just this. It cooperates with
automotve companies, as well as
real estate and HR agencies. The
main portal deals with professional
advertsements, however it provides
a subservice (ale.gratka.pl), which is
a database of solely classifed ads.
Gratka.pl is also quite a mature brand,
present on the market since 2000.
In March 2010 it gained a reach of
12%, which means that in this period
it was visited by more than 2.2 million
Polish internet users.
In third place is gazetapraca.pl,
an online service which operates using
the ‘job board’ model. Gazetapraca.pl
is a part of Gazeta.pl Group, which
belongs to Agora SA, one of the most
signifcant Polish publishers. The
website contains informaton on job
market and ofers advice helpful for
jobseekers. Gazetapraca.pl atracted
more than 1.9 million real users in
March 2010 gaining a reach of 11%.
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163
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1
wp.pl (fnance,
currencies, stocks,
pensions, fnancial
passage, funds,
fnancial calculator)
2 051 660 16 00:23:08 12%
2
money.pl
(fnance)
1 981 810 13 00:18:39 11%
3
gazeta.pl
(money, stocks)
1 616 079 26 00:28:00 9%
Table 6 Top 3 fnance sites in Poland by reach level (Megapanel PBI/Gemius, March 2010);
all websites presented in the table are audited
1.6. TOP FINANCE SITES BY REACH
The top fnancial websites in Poland
are dominated by services provided
by the largest horizontal portals. The
frst positon is held by wp.pl, whose
service focuses on economic issues
related to fnance. In March 2010
this service was visited by more than
2 million real users. Such a large
audience gave the WP’s fnancial
secton a reach of almost 12% and
the prime positon in the ranking. The
third positon in the ranking is taken
by a similar secton of Gazeta.pl, which
atracted over 1.6 million real users
and gained a reach of 9%. As far as
fnancial subsectons of portals are
concerned, another signifcant player
is the fnance secton of Onet.pl.
However, the dominaton of
horizontal portals is not total. The
second positon is held by money.pl.
This vertcal fnancial portal was
established in 2000 in Wrocław and
operates as an online magazine
devoted to fnancial and economic
issues. Since June 2009, the company’s
main shareholder has been the
German publishing house Handelsblat
(70%), which belongs to the
Verlagsgruppe Georg von Holtzbrinck.
In 2009 this stock was taken by
another company owned by VGH,
Holtzbrinck Networks. The remaining
30% is owned by Arkadiusz Osiak,
co-founder and president of money.pl.
This seems like a good investment and
forward-moving company, especially
when Megapanel PBI/Gemius data is
taken into account. According to the
study, in March this year money.pl
atracted almost 2 million Polish
internet users who consttuted 11%
of the whole online populaton and
generated more than 25 million page
views.
Beyond the top 3 ranking, there
are also such signifcant players
as eGospodarka.pl, bankier.pl or
gazetaprawna.pl.
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164
Unlike in many CEE markets,
majority of Polish internet users do
not live in the capital city or other
large metropolises. Exactly 31% of
the online populaton consists of
individuals who live in rural areas.
A comparable force within the online
area are individuals from small
towns and medium-sized cites (from
20,000 to 200,000 inhabitants), who
represent 30% of all internet users in
Poland. People from cites bigger than
200,000 inhabitants represent 25% of
the online populaton.
The majority of Polish internet
users are pupils and students. They
account for 31% of the whole online
populaton. The rest has a very fat
structure: almost all occupatonal
groups are represented equally (from
7% in the case of highly skilled workers
and freelancers, to 1% in the case of
unskilled workers). The last mentoned
group, as well as military and police
ofcers, are represented least
frequently on the internet.
2. ONLINE AUDIENCE
The Polish internet is the
second largest online market in the
CEE region; there are 17.7 million
internet users in this country. The
gender structure of this considerable
populaton remains extremely
balanced. In March 2010 there were
50.3% males and 49.7% females using
the internet in Poland. However, it is
worth remembering that this slight
diference in absolute numbers means
that Polish online area is populated by
almost 90,000 more men.
The majority of Polish internet
users are young or very young people.
More than half of the whole online
populaton in this country (exactly
52%) consists of individuals between
15 and 34 years old. On the other
hand, slow but constant growth is
characteristc of the oldest group of
internet users. The proporton of Poles
actve within the online area and older
than 55 years has increased from 7%
in March 2009 to 8% in March 2010.
The educaton structure of the
Polish internet users might look quite
diversifed, however a general patern
is easily found. The populaton of
Poles using the internet regularly
is divided equally into three major
groups: individuals who possess an
educaton level from incomplete
primary to basic vocatonal (31%),
individuals with incomplete or
complete secondary educaton
(34%) and those who graduated
from schools above post-secondary,
including universites (34%). When
precise criteria of educaton are taken
into consideraton, it appears that
the largest groups of Polish internet
users are secondary school graduates
(24%) and individuals with a higher
educaton (18%).
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166
2009, when those the two browsers
swapped positons.
The third most intensively used
browser in Poland is Opera, which
in the frst quarter of 2010 was
responsible for 11% of all page
views generated by internet users
on websites monitored in the
gemiusTrafc study. The newest player
on the market, Google Chrome, during
the same period managed to gain only
4.84% of all page views.
Chart 2 Top operatng systems in Poland by share of page views generated by internet users who visit
Polish websites that are using gemiusTrafc (gemiusTrafc1Q 2007 – 1Q 2010)
3.2. OPERATING SYSTEMS
Chart 1 Top browsers in Poland by share of page views generated by internet users who visit Polish
websites that are using gemiusTrafc (gemiusTrafc1Q 2007 – 1Q 2010)
3. TOOLS
3.1. BROWSERS
3.1. Browsers
The web browser most intensively
used in Poland is Mozilla Firefox. In the
frst quarter of 2010 the share of page
views generated by internet users
who visited websites monitored in the
gemiusTrafc study using this browser
was 52.27%, while the corresponding
share for Microsof Internet Explorer
was 31.18%. The most signifcant
period for this part of the online
market was the second quarter of
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167
Chart 5 Top 5 mobile devices in Poland by the website-averaged percentage share of page views
generated by internet users from Poland, who visit the Polish websites that are using gemiusTrafc
(gemiusTrafc, 10.05.2010 - 25.07.2010, weighted average for months) *from 2010-05-10
**to 2010-07-25
3.5. MOBILE DEVICES
Chart 3 Top search engines in Poland by share of visits generated by internet users who visit Polish
websites that are using gemiusTrafc (gemiusTrafc1Q 2007 – 1Q 2010)
3.3. SEARCH ENGINES
Chart 4 Screen resolutons in Poland by share of page views generated by internet users who visit
Polish websites that are using gemiusTrafc (gemiusTrafc1Q 2007 – 1Q 2010)
3.4. SCREEN RESOLUTIONS
3.2. Operatng systems
As with other CEE markets, the
unquestonable leader within the
ranking of operaton systems in
Poland is Microsof Windows. In the
frst quarter of 2010 the share of
page views generated by visitors
surfng websites monitored in the
gemiusTrafc study who were using
Windows XP was 72.71%. During the
last two years, the market share of
this version of the Microsof operatng
system has been slightly decreasing
in favour of Windows Vista. In the
frst quarter of 2010 its users were
responsible for almost 19% of all
page views generated on websites
monitored in the gemiusTrafc study.
3.3. Search engines
The online market in Poland is
dominated by the Google search
engine, which during the last three
years has not lost its leading positon.
In the frst quarter of 2010 exactly
97.05% of all visits made by Polish
internet users on Polish websites
monitored in the gemiusTrafc study
have their origins in Google search
results. During the same period, no
other search engine explored by
internet users in Poland (including
Microsof’s MSN and the local
soluton, NetSprint) was able to break
the barrier of a 1.3% share of all visits.
3.4. Screen resolutons
The most popular screen resoluton
in Poland stll remains 1024 x 768.
Nevertheless, it has lost its share since
the frst quarter of 2007. At the same
tme, 1280 x 800 resoluton (used in
notebooks) is becoming increasingly
more popular (from 4.89% in the frst
quarter of 2007 to 20.78% in the frst
quarter of 2010).
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168
4. BRANCH ORGANIZATIONS
IAB Poland
www.iabpolska.pl
Descripton: IAB Poland is an
organizaton dedicated to interactve
marketng in Poland. Its main goal
is further educaton of the internet
market regarding diferent methods
for using the internet. Members
include internet portals and
advertsing and interactve agencies.
The Internet Advertsing Bureau
Poland was established in 2000 and
has since been an important player on
the Polish internet market.
Members: internet portals, advertsing
agencies, interactve agencies,
research agencies (e.g. Internatonal
Data Group Poland S.A., Onet.pl
Group, nasza-klasa.pl, Agora S.A.).
Polish Internet Research
www.pbi.org.pl
Descripton: PBI is an organizaton
established by the main Polish
internet publishers and largest portal
owners. Its aim is to create standards
for internet research in Poland. PBI
promotes solid and reliable research
of the Polish internet as a vital tool for
companies that use online advertsing.
PBI’s mission is to develop the Polish
internet as a medium that would
be reliable for Polish advertsers,
advertsing agencies, investors and
other players who work with the
internet.
Members: leading Polish internet
publishers, internet portals owners
(Gazeta.pl, Interia.pl, Onet.pl,
Wirtualna Polska), PBI partners
(Gemius SA, IAB Polska, Internet
Standard, News Point, Grupa Cron,
MB SMG/KRC, Transmisje Online sp.
z.o.o.).
SMB – Polish Direct Marketng
Associaton
www.smb.pl
Descripton: SMB is an organizaton
that aims to create favorable
conditons for the development
of direct marketng in Poland in
accordance with regulatons and work
ethics. The Polish Direct Marketng
Associaton brings together around
100 companies and is a member
of the Federaton of European
Direct and Interactve Marketng
3.5. Mobile devices - models
The Polish market of internet-
dedicated mobile devices is dominated
by the iPhone, which has a 17% share
of page views generated by internet
users from Poland, who visit the Polish
websites partcipatng in gemiusTrafc.
However, what is interestng is that
among the top 5 most popular
devices, only one, the iPad, grew in
popularity and increased its share
by 3 percentage points. During the
same period iPhone’s share as well
as the popular Nokia devices’ share
decreased by around 2 percentage
points.
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169
5. OPINIONS FROM THE MARKET
Piotr Kowalczyk
Deputy Director of Advertsing Products, Onet.pl
Online advertsing market
What are the opportunites and obstacles for the online advertsing market on your
local market?
As far as the Polish online market is concerned, the same issues can be described
both as obstacles and opportunites. For instance, online penetraton and media
consumpton in Poland is stll relatvely low, which obviously is an obstacle. On the
other hand, this means that there is a lot of space for growth, which is a great
opportunity. There is also space for improvement in general advertsing processes,
which is ofen underestmated. However, it is one of the factors taken into account
by marketers when deciding whether to spend more money online or not.
Another obstacle is that also seen in other countries around the world: the lack
of confdence in the internet and everything that is online as a good branding
vehicle. This of course is a great opportunity for the online industry. All that needs
to be done is to provide enough evidence for online branding efectveness.
Another important issue is the necessity to learn new ways of managing brand
communicaton by marketers and breaking the routne in media planning based on
many years of ofine experience.
Global vs. local players
Are the local players present on your local market strong enough to compete with
the global giants? What advantages and strategies do they use in this batle?
The predominance of local players in Poland with respect to their global
competton is closely related to local support of business, which is stll a great
need. Horizontal portals are a good example of this phenomenon. Global portal
brands practcally do not exist on the Polish market, although a few of them have
atempted to enter the market and failed. However, from the perspectve of
and Internatonal Federaton of
Direct and Interactve Marketng.
The company plays a key role in the
identfcaton, planning and resoluton
of problems concerning the feld of
direct marketng in Poland. Its goal is
to implement and maintain standards
on the market and to actvely protect
companies and consumers.
Members: Companies dealing with
direct marketng, advertsing and
marketng communicatons agencies,
database brokers, telemarketng
companies, catalogue and mail-order
frms, fulfllment companies, service
and manufacturing enterprises and
companies from the internet and new
media sectors; together approximately
100 member enterprises.
Do you CEE? Poland
170
the end user, some services, such as search engines and social networking
sites, afer easy-to-conduct translaton and localizaton into the local language,
immediately consttute valuable products. This explains why partcular sectors tend
to be dominated by global players. The only excepton are the local players who
have had enough tme to dominate the market before the global players appeared
and who have had enough resources to develop services so that they can ofer
competton to what the global players ofer. This is the case with the Polish
e-commerce market.
Artur Waliszewski
Country Business Director, Google Poland
Online advertsing market
What are the opportunites and obstacles for the online advertsing market on your
local market?
The small and medium-sized Polish businesses have greatly profted from the
internet: it provides access to cheap yet efectve online advertsing. On the other
hand, large players can also beneft from web-based video by strengthening its role.
The perspectves for further development of both these felds are great.
A barrier hindering market growth is the insufcient quality of available research
services and the practcal non-existence of cross-media research. The lobby
interested in maintaining the status quo is very efectve in feeding negatve
stereotypes about online advertsing.
Global vs. local players
Are your local market players strong enough to compete with the global giants?
What advantages and strategies do they adopt in this batle?
Yes and no. An internet service is defned by three factors: technology, content and
community. The major compettve advantage of Polish online businesses over the
global players is the local content they feature, and in this respect they have the
edge on compettors. On the other hand, where technology starts to play a key
role, global players have the upper hand. Furthermore, communites contribute
an element of unpredictability to the market.
Dominatng trends
What are the recent trends on your local online market? What areas are expected
to develop most in future?
An increasing number of Polish companies, especially those operatng on the
e-commerce market, are the ones focussed on export. These companies will
discover the chances ofered by the free market (EU) and the internet, i.e. the
possibility to reach foreign clients quickly.
Do you CEE? Poland
171
What the future has in store for us is a rapid evoluton of mobile devices and cloud
computng as well as the emergence of innovatve apps and online services.
A combinaton of these two trends may give rise to interestng phenomena
on the market.
Market specifcs
What makes your local online market unique? Are there any specifcs that make it
diferent from others in the CEE region?
The Polish market is a relatvely well-measured one, although it is stll struggling
to face up to expectatons. It is large enough for local players to grow on a scale
that will allow them to develop and maintain viability, it is quick to implement new
trends and users are adventurous and open to noveltes.
Joanna Gajewska
Communicatons Director, nk.pl
Global vs. local players
Are the local players present on your local market strong enough to compete with
the global giants? What advantages and strategies do they use in this batle?
Local players are strong enough – this would be the simplest and probably
the most correct answer. Brands such as Allegro, GG or NK (former Nasza Klasa)
have shown that they are able to compete with global giants efectvely (i.e. eBay,
MSN, FB). Some of these above-mentoned batles are already fnished, some are
not, but basic strategies in case of Polish and foreign companies are prety much
the same. These things that make the diference are: beter understanding of the
local market, of its demanding customers and of client mood swings. These might
be our local advantages.
Dominatng trends
What are the recent trends on your local online market? What areas are expected
to develop most in the future?
Since last two years, social networking projects have been the fastest-growing
part of the online industry. Not only the number of new SNS projects present on
our market is constantly growing, but also the number of people engaged in using
them. According to the development paths that these enttes have chosen it is
reasonable suspicion that they will strengthen their positons.
The second strong trend is connected with marketng research run via the internet,
especially if it comes to qualitatve ones. The potental on this market is stll
untapped, but there are some prerequisites that let us assume that this situaton
will not last long.
Romania
7.58m
internet users
1. MAINPLAYERS_
2. ONLINEAUDIENCE_
3. TOOLS_
4. BRANCHORGANIZATIONS_
5. ADVERTISINGNETWORKS_
6. OPINIONSFROMTHEMARKET_
171
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177
178
179
179
180
182
182
182
183
183
184
184
186
187
1.1. Top10websitesbynumber of uniqueclients_
1.2. Top10websitesbyaudiencewithsocio-demographics_
1.3. Top10websitesbyaveragetimespent per uniqueclient_
1.4. Topportalsbynumber of uniqueclients_
1.5. Topsocial networkingsitesbynumber of uniqueclients_
1.6. Topfinancesitesbyreach_
1.7. Topfinancewebsitesbynumber of uniqueclients_
3.1. Browsers_
3.2. Operatingsystems_
3.3. Searchengines_
3.4. Screenresolutions_
3.5. Pageimpressionsper uniqueclient andaverageviewtimeper uniqueclient_
Do you CEE? Romania
173
WEBSITE’S CATEGORY NUMBER OF
UNIQUE CLIENTS
NUMBER OF
PAGE IMPRESSIONS
PAGE IMPRESSIONS
PER UNIQUE CLIENT
AVERAGE TIME PER
UNIQUE CLIENT
1 hi5.com social network 4 617 621 2 336 670 870 506.0 12,657
2 trilulilu.ro video sharing 3 009 029 72 343 109 24.0 2,219
3 forum.sofpedia.com forum 2 758 289 18 887 137 6.8 899
4 eva.ro women lifestyle 2 511 451 44 767 947 17.8 1,700
5 gsp.ro sports 1 759 471 42 498 615 24.1 3,570
6 realitatea.net general news 1 755 136 24 769 924 14.1 2,098
7 cancan.ro tabloid 1 692 567 42 484 069 25.1 2,500
8 acasa.ro portal/ search engine 1 673 830 12 184 065 7.2 493
9 bizoo.ro portal / search engine 1 672 231 21 157 708 12.6 664
10 libertatea.ro tabloid 1 664 521 48 054 953 28.8 3,191
Table 1 Top 10 websites in Romania by number of unique clients (SATI, by BRAT, Trafc measurement, March 2010)
1. MAIN PLAYERS
1.1. TOP 10 WEBSITES BY NUMBER OF UNIQUE CLIENTS
In order to provide a valuable and
complex analysis of the Romanian
online landscape, this chapter of the
report includes two rankings of the
top market players. The frst is the
ranking of top 10 websites by trafc
fgures (by the number of unique
clients, a cookie-based fgure). It
is based on SATI, by BRAT, trafc
measurement results. The second
ranking is based on the results of
SATI audience measurement, and
it represents the weekly number of
persons visitng websites and their
socio-demographic profles.
According to the SATI Trafc
measurement, the Romanian
secton of hi5.com (only Romanian
IPs are measured) is the leader of
the general ranking for Romanian
websites, with more than 2 billion
page impressions per month and
more than 4,5 million unique clients
per month. The service is a social
networking site which is American
in origin and is dedicated mainly to
young people.
Second place belongs to trilulilu.ro,
a video sharing website. This website
saw an explosive increase in its
audience over the last 2 years and
in March 2010 it had over 3 million
unique clients.
Sofpedia.com was established
nine years ago and through its
Forum, contnues its history of good
performance, remaining in the top
3 of Romanian websites.
Eva.ro is a site for women. It is
a lifestyle service, which
Do you CEE? Romania
174
unexpectedly appeared within
the top 10 Romanian websites.
This was mainly due to the launch of
lumeacafelei.eva.ro, an interactve
game, which turned out to be
a signifcant success in March and
April 2010, transforming eva.ro into
the leader in the women lifestyle’
category.
A contnuous presence in the Top 10
is maintained by gsp.ro in 5th place.
It is the most visited sports website.
In March 2010, gsp.ro had over
1,750,000 unique clients.
The leader in the ‘general news’
category is realitatea.net, on 6th
place among the top 10 Romanian
websites. It should be mentoned
that the ‘sports’ and ‘general news’
categories are some of the most
popular websites in Romania, all with
top quality content and increasing
competton.
Tabloids are represented by 2 websites:
cancan.ro and libertatea.ro, which
have over 1,650,000 unique clients.
Noteworthy is the performance of
the portals/search engines: acasa.ro
and bizoo.ro. Most recently acasa.ro
went through a re-branding process
and is now a lifestyle website.
Beside the trafc results (usually
technical metrics as page
impressions, visits, unique clients
- cookie based indicators), the results
of the audience for websites and
the socio-demographic profles of
the visitors are available. The trafc
results are delivered in real-tme,
while the audience and socio-
demographic results are provided
at six-month periods, representng
the audience values calculated for
the average week in a 6-month
period. The last delivery corresponds
to the period September 1st 2009
- February 28th 2010.
As presented in the above table,
the Romanian secton of hi5.com
maintains frst place, with almost
2 million persons visitng the website
in an average week. This corresponds
to a reach of 36.9% from the SATI
universe: 5.2 million persons.
The performances of trilulilu.ro,
forum.sofpedia.com, cancan.ro and
libertatea.ro, in terms of trafc are
confrmed by their audience results.
Ejobs.ro, with 10 years in the job
sector, took 3rd place, convincing
483,000 persons on average per
week to visit its pages. The leaders
of the sports and general news
categories (gsp.ro and realitatea.net)
respectvely took 7th and 8th places
in the top 10, followed closely by
their direct compettors, sport.ro and
strileprotv.ro.
The socio-demographic profles of
the visitors reveal a balance between
women and men for most of the
websites in the top 10, except the
1.2. TOP 10 WEBSITES BY AUDIENCE WITH SOCIO-DEMOGRAPHICS
GENDER
(% FROM TOTAL VISITORS
OF THE WEBSITE)
STE’S CATEGORY AVERAGE NUMBER
OF VISITORS PER
WEEK
VISITOR’S PAGE
IMPRESSIONS PER
WEEK
REACH
% OF VISITORS
(FROM THE
UNIVERSE)
WOMEN MEN
1 hi5.com social network 1 919 000 435 025 000 36.9% 49.1% 50.9%
2 trilulilu.ro video sharing 602 000 10 884 000 11.6% 49.0% 51.0%
3 ejobs.ro job-board service 483 000 7 481 000 9.3% 53.6% 46.4%
4 forum.sofpedia.com forum 472 000 3 238 000 9.1% 45.7% 54.3%
5 cancan.ro tabloid 436 000 6 552 000 8.4% 47.4% 52.6%
6 libertatea.ro tabloid 403 000 7 489 000 7.7% 48.7% 51.3%
7 gsp.ro sports 391 000 5 722 000 7.5% 32.6% 67.4%
8 realitatea.net general news 389 000 4 602 000 7.5% 46.6% 53.4%
9 sport.ro sports 358 000 5 294 000 6.9% 34.2% 65.8%
10 strileprotv.ro general news 350 000 2 898 000 6.7% 45.8% 54.2%
AGE (% FROM TOTAL VISITORS OF THE WEBSITE) SOCIAL STATUS ESOMAR
(% FROM TOTAL VISITORS OF THE WEBSITE)
14-24
YEARS
25-34
YEARS
35-44
YEARS
45-54
YEARS
55-64
YEARS
AB (HIGH) C (MIDDLE) DE (LOW)
1 hi5.com 42.6% 26.5% 18.6% 8.9% 3.5% 34.2% 45.3% 20.5%
2 trilulilu.ro 40.6% 25.8% 20.3% 9.2% 4.0% 33.1% 45.2% 21.7%
3 ejobs.ro 32.5% 30.2% 21.7% 11.4% 4.2% 38.0% 44.5% 17.5%
4 forum.sofpedia.com 39.7% 27.4% 19.5% 9.4% 4.1% 37.2% 44.8% 18.0%
5 cancan.ro 32.6% 29.2% 20.9% 11.5% 5.8% 40.6% 43.9% 15.5%
6 libertatea.ro 31.1% 28.5% 21.0% 12.7% 6.7% 41.0% 43.7% 15.3%
7 gsp.ro 33.9% 30.2% 19.9% 10.3% 5.7% 39.4% 45.4% 15.2%
8 realitatea.net 27.8% 27.6% 22.4% 13.9% 8.3% 46.2% 41.5% 12.3%
9 sport.ro 40.6% 27.4% 19.5% 8.3% 4.2% 34.9% 47.1% 18.0%
10 strileprotv.ro 41.7% 26.7% 19.0% 8.6% 4.0% 35.0% 46.2% 18.9%
Table 2 Top 10 websites in Romania by audience (SATI, by BRAT, Audience measurement, September 2009 - February 2010, universe: 14-64 yo, urban,
internet users)
TOP 10 WEBSITES BY AUDIENCE WITH SOCIO-DEMOGRAPHICS
Do you CEE? Romania
176
WEBSITE’S CATEGORY UNIQUE CLIENTS PAGE
IMPRESSIONS
PAGE
IMPRESSIONS
PER UNIQUE
CLIENT
VIEW TIME PER
UNIQUE CLIENT
(SECONDS)
1 agf.ro economy / fnance 9 856 1 139 929 115.7 14,669
2 hi5.com social network 4 617 621 2 336 670 870 506.1 12,659
3 neogen.ro social network 1 019 772 217 752 324 213.5 9,001
4 conquiztador.ro online game 586 213 22 992 936 39.2 4,734
5 prosport.ro sports 1 068 899 30 944 930 28.9 4,150
6 sport.ro sports 1 366 747 33 874 095 24.8 3,683
7 gsp.ro sports 1 759 471 42 498 615 24.2 3,572
8 libertatea.ro tabloid 1 664 521 48 054 953 28.9 3,189
9 pgl.ro online game 53 671 3 000 760 55.9 2,918
10 mobile.ro auto / moto 497 815 46 948 849 94.3 2,696
Table 3 Top 10 websites in Romania by average tme spent per unique client (SATI, by BRAT, Trafc measurement, March 2010)
sports websites, gsp.ro and sport.ro,
where men represent two-thirds of all
visitors.
Hi5.com has the youngest audience
in the ranking, with almost 69% of its
visitors between 14 and 34 years old.
The visitors of trilulilu.ro, ejobs.ro and
forum.sofpedia.com have a similar
profle. They are young people in the
14-24 year-old segment. Ejobs.ro also
has a good afnity with the segment
of 25-34 year olds.
The tabloids, cancan.ro and
libertatea.ro have an audience with
a higher afnity with the middle-
aged segment who have a high social
status.
The general news websites realitatea.
net and strileprotv.ro have similar
profles, but realitatea.net more
ofen has visitors from the middle-
aged segment and the high social
status category. Strileprotv.ro is more
popular among younger people.
It is of no surprise that the best
values in terms of viewtme per
client are reported for websites
recognized as forums, social networks
and sports websites. In March 2010
the best performance was noted for
1.3. TOP 10 WEBSITES BY AVERAGE TIME SPENT PER UNIQUE CLIENT
agf.ro, a forum of stock-exchange
players. Despite the fact that the total
audience is not partcularly high,
each unique client spends more than
4 hours each month on agf.ro.
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177
UNIQUE CLIENTS PAGE
IMPRESSIONS
PAGE
IMPRESSIONS
PER UNIQUE
CLIENT
VIEW TIME PER
UNIQUE CLIENT
(SECONDS)
1 acasa.ro 1 673 830 12 184 065 7.2 494
2 bizoo.ro 1 672 231 21 157 708 12.6 665
3 rol.ro 1 627 150 14 560 849 8.9 521
4 apropo.ro 1 123 537 6 999 492 6.2 550
5 roportal.ro 1 053 431 3 430 826 3.2 312
Table 4 Top 5 portals in Romania by number of unique clients (SATI, by BRAT, Trafc measurement,
March 2010)
1.4. TOP PORTALS BY NUMBER OF UNIQUE CLIENTS
Horizontal portals, which provide
a large variety of informaton,
have also atracted the interest of
Romanian visitors last year. Acasa.ro
confrmed its leading positon from
2009, gaining more than
1.5 million unique clients each
month. Recently, acasa.ro was
rebranded and is now re-positoning
itself as a lifestyle website. Its main
compettor is bizoo.ro, a portal
targeted to a business audience,
providing services to companies.
The struggle between these two
players is clearly visible and in March
2010 bizoo.ro lost 1,600 unique
clients compared to acasa.ro, but
it beat its rival as far as all other
indicators are concerned.
Rol.ro, in third place, is one of the
oldest portals in Romania. However,
The Romanian secton (only
Romanian IPs) of hi5.com takes
second place and in March 2010 its
users spent more than 3.5 hours on
this service. Next place is taken by
neogen.ro, whose unique clients
devote an average of around
2.4 hours per month for visitng
this service.
The results gained by the sports
websites on the metric viewtme per
user reveal strong competton among
the players in this category. Gsp.ro,
prosport.ro and sport.ro are of the
highest interest for the Romanian
online audience with regard to sports
content. The average value of about
1 hour per user for each of the sports
websites presented above speaks for
itself.
Other popular websites belong to
the ‘games’ category. First place
among them takes conquiztador.ro,
the online game where users conquer
virtual lands by answering questons.
10th place is taken by mobile.ro,
the internatonal automotve
classifed service.
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178
Romanian users are passionate
about social media, keen on
communicaton, and they like to
make friends and have fun. This
explains the tremendous success of
social networking sites in Romania.
These websites are well represented
by both internatonal (hi5.com and
netlog.com) and local brands (tpu.ro,
neogen.ro, mysport.ro).
Measuring only visitors with
Romanian IPs, the Romanian secton
of hi5.com manages to atract more
than 4 million unique clients each
month. Moreover its users generate
around 2 billion page impressions,
over 500 page impressions per
unique client and spent on average
3.5 hours per UC.
Tpu.ro is a queston and answer
website. Being a relatvely new
community, tpu.ro has grown
extremely quickly and sent neogen.ro
1.5. TOP SOCIAL NETWORKING SITES BY NUMBER OF UNIQUE CLIENTS
UNIQUE CLIENTS PAGE
IMPRESSIONS
PAGE
IMPRESSIONS
PER UNIQUE
CLIENT
VIEW TIME PER
UNIQUE CLIENT
(SECONDS)
1 hi5.com 4 617 621 2 336 670 870 506.0 12,659
2 tpu.ro 1 061 704 5 410 137 5.1 438
3 neogen.ro 1 019 772 217 752 324 213.5 9,001
4 netlog.com 887 181 37 146 597 41.8 2,274
5 mysport.ro 127 964 2 424 403 18.9 1,207
Table 5 Top 5 social networking sites in Romania by number of unique clients (SATI, by BRAT, Trafc
measurement, March 2010)
into third place. One of the oldest
social media brands in Romania,
neogen.ro, is not only a datng
platorm, but also has the integrated
services which include classifeds,
destnatons, events, and games.
the portal does not remain far behind
the leaders and in March 2010 its
unique clients amounted to 1,627,150
users.
The other two players apropo.ro and
roportal.ro, managed to exceed
1 million unique clients per month.
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179
Among the websites publishing small-
ads, those from the ‘jobs’ category
are visited most. Both ejobs.ro and
bestjobs.ro have over 1 million unique
clients each month.
The classifeds from the ‘auto’
category also generate signifcant
trafc. In March 2010, the leaders
in this category were auto.ro and
automarket.ro, with more than
600,000 unique clients.
Publi24.ro represents websites
publishing small-ads of all types (auto,
jobs, real estate, etc.), however it only
has about 286,000 unique clients each
month.
1.7. TOP FINANCE WEBSITES BY NUMBER OF UNIQUE CLIENTS
UNIQUE CLIENTS PAGE
IMPRESSIONS
PAGE
IMPRESSIONS
PER UNIQUE
CLIENT
VIEW TIME PER
UNIQUE CLIENT
(SECONDS)
1 wall-street.ro 948 715 4 884 262 5.1 386
2 zf.ro 874 223 7 430 477 8.4 1,143
3 money.ro 675 282 3 743 291 5.5 743
4 avocatnet.ro 632 521 4 614 248 7.2 888
5 capital.ro 579 314 2 899 750 4.9 750
Table 7 Top 5 fnance websites in Romania by number of unique clients (SATI by BRAT Trafc
measurement March 2010)
1.6. TOP ONLINE CLASSIFIED ADS BY NUMBER OF UNIQUE CLIENTS
UNIQUE CLIENTS PAGE
IMPRESSIONS
PAGE
IMPRESSIONS
PER UNIQUE
CLIENT
VIEW TIME PER
UNIQUE CLIENT
(SECONDS)
1 ejobs.ro 1 619 217 39 412 460 24.3 1,105
2 bestjobs.ro 1 076 429 37 458 490 34.8 1513
3 auto.ro 643 570 18 302 180 28.4 2052
4 automarket.ro 619 652 10 008 106 16.1 1050
5 publi24.ro 285 854 9 305 025 32.5 1 304
Table 6 Top 5 online classifed ads in Romania by number of unique clients (SATI by BRAT Trafc
measurement March 2010)
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180
accounted for 8%. School children of
grades 1 to 11 accounted for 15% of
the online populaton.
As in other CEE countries, the
majority of internet users in Romania
lives in the capital city (Bucharest)
or in other large cites (over 200,000
inhabitants); this amounts to
approximately 45% of all internet
users. 28% of the Romanian online
populaton live in cites with 50,000
– 200,000 people. The remaining
27% live in places with less than
50,000 inhabitants.
The managers or freelancers
with high level of educaton together
with students and pupils as well as
the entrepreneurs and independent
professionals with university degree
comprise 45.2% of Romanian
internet users.
2. ONLINE AUDIENCE
The gender structure of the
Romanian internet users is relatvely
balanced, refectng the general
structure of the populaton. Men
are only slightly beter represented
than women according to SATI, by
BRAT. Men accounted for 50.7% of
the online populaton, and women
49.3%.
According to SATI (Audience
measurement, September 2009
- February 2010, universe 14-64
yo, urban), the Romanian online
market is dominated by young and
very young people; 70% of them are
under 40 years old. The number of
internet users decreases with age
with almost 2% of users over 60
years old.
Graduates of high schools and
universites are extremely well
represented among Romanian
internet users. According to SATI
(Audience measurement, September
2009 - February 2010, universe 14-
64 yo, urban) they consttuted 77%
of the total number of the internet
users. Vocatonal school graduates
Providing fnancial news, artcles
about banks, business opportunites
as well as informaton about
Romanian funds, ‘Business and
Finance’ is one of the categories
where competton is strong, with
more than 20 websites competng.
Wall-street.ro was the leader in
March 2010, with almost 950,000
unique clients. It belongs to Internet
Corp, an independent Romanian
publisher.
Zf.ro is the online platorm of Ziarul
Financiar, one of the most successful
business newspapers in Romania.
Afer a year of its launch, the
business portal Money.ro came
third. With a loss of 43,000
compared to money.ro, avocanet.ro,
an online legal community, ranks
fourth. 5th place is taken by capital.ro.
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182
3. TOOLS
3.1. BROWSERS
Chart 1 Top browsers in Romania by share of visits made from each in total number of visits
(SATI, by BRAT, Trafc measurement, 2007 Q4 – 2010 H1)
Chart 2 Top operatng systems in Romania by share of visits made from each in total number of visits
(SATI, by BRAT, Trafc measurement, 2007 Q4 – 2010 H1)
3.2. OPERATING SYSTEMS
3.1. Browsers
For a long tme the Romanian browser
market was dominated by Microsof
Internet Explorer. However, MSIE’s
share has been decreasing over the
past few years. In the frst half of 2010
it consttuted only 43%. Moreover,
Firefox has been catching up with
MSIE and the distance between them
has been declining; in the frst half of
2010 Firefox’s share on the market
amounted to 42%. Other browsers
used by Romanian internet users are
Chrome and Opera. However, their
market shares are not signifcant and
amounted to only 7% in the frst half
of 2010.
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183
Chart 3 Top search engines in Romania by share of visits initated by each in total number of visits
(SATI, by BRAT, Trafc measurement, 2007 Q4 – 2010 H1)
3.3. SEARCH ENGINES
Chart 4 Top screen resolutons in Romania by share of visits with recognized resolutons used by
visitors in total number of visits (SATI, by BRAT, Trafc measurement, 2007 Q4 – 2010 H1)
3.4. SCREEN RESOLUTIONS
3.2. Operatng systems
As with other CEE markets, the
unquestonable leader among
operatng systems in Romania is
Windows XP. In the frst half of 2010
its market share accounted for 78%
of the online audience and the
situaton does not allow to predict
any changes in the nearest future. The
second player on the market is the
newcomer: Windows 7, which gained
more than 9% over the last twelve
months before the study.
3.3. Search engines
As in other CEE search engine
markets, the leader in Romania is
Google. In the frst half of 2010 it
was responsible for 96% of all visits
made on websites monitored by BRAT
and the situaton has been relatvely
constant over several years. The other
noteworthy search engine is Yahoo
consttutng 1.5% of the Romanian
search market.
3.4. Screen resolutons
The distributon of screen resolutons
has remained almost constant over
the years; 1024 x 768 comes in frst
place with a 31% share, followed by
1280 x 1024 (18%). Also, the 1280 x
800 screen resoluton is quite popular.
3.5. Page impressions and average
tme per user
In recent years, the Romanian
internet has grown not only in terms
of number of visitors, but also in
terms of number of page impressions
generated by users and average tme
spent by them on websites. Currently,
an average user (unique client) in
Romania generates about 523 page
impressions per month and at the
same tme he or she spends more
than 6.5 hours surfng the internet
each month. This visible change
occurred in the last trimester of 2009,
due to the Romanian branch of
hi5.com, which at that tme joined
the SATI study.
Note: The above fgures related to
viewtme and page impressions/client
are calculated only for Romanian
websites, measured by SATI. The
trafc on the large global websites
(such as Google) is not included in the
calculaton.
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4. BRANCH ORGANIZATIONS
BRAT
www.brat.ro
Descripton: The goal of the BRAT
associaton is to independently and
objectvely verify the performance
indicators of various media products
based on conventonal criteria,
standardized at the natonal level
and established by members of the
associaton. The informaton obtained
is intended for the advertsing
industry. BRAT was established on
20 February 1998 by 33 founding
members. As a result of the total
transparency of BRAT, the number of
members has increased to 238. From
2007 BRAT has implemented the SATI
study (internet audience and trafc
research)
Members: Publishing houses, online
publishing houses, advertsing
networks, advertsing agencies,
advertsing clients.
Asociata IAB Romania
www.iab-romania.ro
Descripton: IAB Romania brings
together the most important members
of the media and advertsing industry
in Romania. The goals of IAB are to
promote the interactve advertsing
industry, impose internatonal
standards, develop and promote
programs to educate advertsers and
publishers, IAB produces and supports
studies on the efciency and power of
online advertsing, as well as publishes
Chart 5 Page impressions and average tme spent per user (unique client) in Romania (SATI, by BRAT,
Trafc measurement, September 2007 - June 2010) of visits (SATI, by BRAT, Trafc measurement,
2007 Q4 – 2010 H1)
3.5. PAGE IMPRESSIONS PER UNIQUE CLIENT AND AVERAGE
VIEWTIME PER UNIQUE CLIENT
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market data and analysis. Last but
not least, the organizaton formulates
and promotes a code of ethics for the
online advertsing industry in Romania.
The IAB associaton in Romania was
established in 2006.
Members: Online publishing houses,
advertsing networks, advertsing
agencies, advertsing clients.
Internatonal Advertsing Associaton
www.iaa.ro
Descripton: The Internatonal
Advertsing Associaton is a unique
strategic partnership which defends
the common interests of all disciplines
in the whole spectrum of the
marketng communicatons industry
from advertsers to media companies,
agencies, direct marketng companies
and individual practtoners. The main
objectves of IAA are to promote
the role and benefts of advertsing,
to protect and promote freedom of
commercial speech and consumer
choice, to encourage self-regulaton
and practce of advertsing and to ofer
a forum for discussion of new topics
related to marketng communicatons.
IAA Romania was founded in 1993.
Members: Advertsers, media
companies, agencies, direct marketng
frms.
Romanian Council for Advertsing
www.rac.ro
Descripton: Romanian Advertsing
Council (RAC) is a professional,
non-governmental, non-proft and
independent organizaton. The actvity
of the Council is self-regulaton in
advertsing. At present, the Romanian
Advertsing Council is preparing to
ofer copy advice. RAC was established
in 1999. It was the initatve of a union
in support of the advertsing industry
in Romania which belonged to several
companies and to the Internatonal
Advertsing Associaton (IAA). The
actvity of the Romanian Advertsing
Council is based on the Code of
Advertsing Practce, developed by
its members. The Code is a set of
ethical rules to be respected by all
those involved in advertsing and any
form of commercial communicaton.
The document’s purpose is to
support the development of honest
and decent business in Romania
by ofering a guide to the form and
content of correct, honest and decent
informaton of the consumer and
the industry.
Members: RAC has 50 members:
companies, advertsing agencies,
media and associatons. In turn,
the Council is a member of other
European (EASA - European
Advertsing Standards Alliance) and
global (IAA - Internatonal Advertsing
Alliance) organizatons.
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5. ADVERTISING NETWORKS
GENERAL CONTACT INFORMATION
FULL NAME HOMEPAGE URL ADDRESS MAIN OFFICE
ADDRESS
CONTACT
1 Ad Evoluton adevoluton.ro
Str.Turturelelor, nr 11A, et.5,
corp C, sector 3, Bucurest
Fax: +40 (0) 31-815-67-52
Email: ofce@adevoluton.ro
2 Apropo Media apropomedia.ro
Str. Tudor Arghezi nr. 3B, sector
2, Bucurest
Phone: +40 (0)31-825-64-61
Fax: +40 (0) 31-825-61-55
Email: orlando.nicoara@mpinteractv.ro
3 ARBOinteractve arbointeractve.ro
Blv. Iuliu Maniu, nr. 7, cladirea B,
etaj 3, Sector 6, Bucurest
Phone: +40 (0) 372-111-777
Fax: +40 (0) 372-111-711
Email: calin.rotarus@arbointeractve.ro
4 Beyond Media beyond.ro
Str.Turturelelor, nr 11A, cladirea
Phoenicia Business Center, etaj
5, sector 3, Bucurest
Phone: +40 (0) 37-401-39-00
Email: suport@beyond.ro
5 Digital 4 People digital4.ro
Str. Nucsoara nr.13, bloc 32, sc.
A, ap. 2, Sector 6, Bucurest
Phone: +40 (0) 21-232-03-26
Fax: +40 (0) 21-232-03 -6
Email: ofce@digital4.ro
6 Digital Ads digital-ads.ro
Blv. Pierre de Coubertn 3-5, Of-
fce Building, Sector 2, Bucurest
Phone: +40 (0) 21-209-53-33/ ext. 132
Fax: +40 (0) 21-209-56-62
Email: oana.lupoaie@digital-ads.ro
7 F5/X Media f5xmedia.ro
P-ta Presei Libere nr 1 , Casa
Presei Libere Corp A3, et2, Sec-
tor 1, Bucurest
Phone: +40 (0) 21-549-37-90
Fax: +40 (0) 21-310-31-29
Email: ofce@f5xmedia.ro
8 HtPool htpool.ro
Str Av. Sanatescu 40, Sector 1,
Bucurest
Phone: +40 (0) 21-314-43-82
Email: info@htpool.ro
9 IBU Pro TV ibu.ro
Str. Pache Protopescu nr 109,
Bucurest
Phone: +40 (0) 31-825-02-65
Email: constantn.cocioaba@protv.ro
10 Inform Media Informmedia.ro
Calea Torontalului DN6 Km 5-
7,Cod postal – 300633,
Timisoara
Phone: +40 (0) 259-410-115
Fax: +40 (0) 259-436-639
Email: monica.trusca@informmedia.ro
11 Intact Interactve intactnteractve.ro
Blv. Ficusului nr. 44A, et. 3, corp
A, cam. 16, sector 1, Bucurest
Phone: +40 (0) 21-406-65-07
Fax: +40 (0) 21-406-65-84
Email: contact@intactnteractve.ro
12 Internet Corp Internetcorp.ro
Str. Putul lui Zamfr nr. 28, Sector
1, Bucurest
Phone: +40 (0) 31-228-66-09
Fax: +40 (0) 31-228-61-23
Email: mihai@internetcorp.ro
13 Splendid Interactve splendidmediagroup.ro
Str. Panait Istrat nr. 55, Sector 1,
Bucurest
Phone 1: +40 (0) 21-665-75-99
Phone 2: +40 (0) 21-665-75-55
Fax: +40 (0) 21-665-75-12
Email: ofce@splendidmediagroup.ro
14 ThinkDigital thinkdigital.gr/ro/
Str. Dr. Staicovici, nr. 14,
Bucurest
Phone: +40 (0) 21-410-10-38
Fax: +40 (0) 21-411-11-33
Email: brain@thinkdigital.ro
15 TradeAds tradeads.eu
Blv. Unirii nr. 19, bl. 4B, parter,
sector 5, Bucurest, postal code:
040103
Phone: +40 (0) 21-209-56-79
Fax: +40 (0) 21-209-56-79
Email: ofce@tradeads.eu
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6. OPINIONS FROM THE MARKET
Adina Vasilescu
New Media Publisher, Sanoma Hearst
Online advertsing market
What are the opportunites and obstacles for the online advertsing market on
your local market?
There are stll lots of opportunites for online services and transacton based
models in many segments of Romanian cyberspace. If we look at top 20 websites
in Romania there are a lot of brand extensions from print media, which are
mainly content websites making money from advertsing. The Romanian web is
stll in the 1.0 phase, with some exceptons. The main problem is that despite
a good internet penetraton rate, online advertsing spendings remain modest.
Advertsers need frst to understand the nature of online projects, then they will
learn to trust the web and began to spend real money online.
Dominatng trends
What are the recent trends on your local online market? What areas are
expected to develop most in the future?
On the one hand, social media, communites and all forms of user-generated
content are growing in popularity. On the other hand, the future of e-commerce
is promising and this will be key for both user and advertser behavior within the
next 3-5 years.
Global vs. local players
Are the local players present on your local market strong enough to compete
with the global giants? What advantages and strategies do they use in this
batle?
There is litle local strength compared to the large successes of internatonal
companies. A long path awaits Romania in order to reach a comparable level of
development of other countries of the region (e.g. the Czech Republic, Hungary,
and Poland). As long as most of the successful local websites copy internatonal
concepts, Romania will not be able to compete at the global level. What is
needed is more investment in innovaton and the creaton of models adapted to
the specifcs of the Romanian market in areas where internatonal concepts have
proved inefectve (e.g. online real estate).
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Market specifcs
What makes your local online market unique? Are there any specifcs that make
it diferent from others in the CEE region?
The Romanian online market cannot yet be termed fully ‘mature’ when
compared with other CEE countries and it stlls lacks the necessary know-
how and vision. More entrepreneurs as well as experienced managers are
needed for this market to contnue to develop. Fast and efectve growth in
the online business most certainly lies in the future which means there are stll
opportunites for investors in this market.
Alex Visa
Managing Partner, Hyperactve
Online advertsing market
What are the opportunites and obstacles for the online advertsing market on
your local market?
The global economic downturn has slowed down the Romanian advertsing
market as a whole, and this has also afected the internet advertsing market.
Compared to other European markets, which registered a 10% increase
compared to the previous year, Romania had a 5% to 10% decrease in 2009
compared to 2008. Even with this decrease, the internet has declined less than
other types of media, and may be considered the ‘winner’ among media types.
The share of spend dedicated to digital media has grown rapidly over previous
years, and is stll expected to grow in the upcoming years. For 2010 we estmate
a 5% budget share dedicated to online media. Even so, this is well below the
18% average of other European countries.
Dominatng trends
What are the recent trends on your local online market? What areas are
expected to develop most in the future?
The era of treatng online products as ‘add-ons’ to any campaign has already
peaked, and the growing trend is to have campaigns revolving around an ‘online
anchored 360 concept’. More major brands have started to take online seriously
and to develop campaigns and communicatons strategies around a well
rounded, online anchored concept. Social media usage is also growing rapidly
and will contnue to grow.
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Global vs. local players
Are the local players present on your local market strong enough to compete
with the global giants? What advantages and strategies do they use in this
batle?
The situaton is mixed in this mater. Medium- and small-sized local brands are,
in certain cases, more advanced than global giants. Nevertheless, global brands
are slower to start but faster to implement an integrated online anchored
campaign, and usually have larger budgets for such endeavors.
Laurentu Pop
Deputy Managing Director, Htpool
Online advertsing market
What are the opportunites and obstacles for the online advertsing market on
your local market?
The Romanian online advertsing market is blooming with opportunites at
the moment. There are new online advertsing products available on the
market and advertsers are ready to use them and try new things. One of the
biggest advantages of the Romanian market is, of course, its high broadband
penetraton and the increasing interest that Romanians of all ages have in
using the internet. The willingness and the necessity to communicate and
share informaton is characteristc for both users and advertsers, therefore it is
a positve environment for online advertsing.
However, there is stll some work to be done untl the internet reaches the level
of awareness and credibility that it has gained in western countries, and that can
only be achieved through constantly educatng of all the stakeholders involved
about the benefts online advertsing can bring.
Dominatng trends
What are the recent trends on your local online market? What areas are
expected to develop most in the future?
The trends on the local market are infuenced by the global climate and
economic environment. The frst trend is connected to the professionalizaton
of the market by requestng full reports, by optmizing campaigns as they run
and using all data available in order to become increasingly more efcient.
The second trend is highlighted by large global advertsers that are developing
branding campaigns in their fght to gain a market share in the tmes of the
recession.
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Global vs. local players
Are the local players present on your local market strong enough to compete
with the global giants? What advantages and strategies do they use in this
batle?
Local players developed extremely well during the frst years of the
implementaton of the Romanian internet infrastructure so it is difcult for
global players access the main sectors such as Sports, Auto or Jobs. This is why
global players enter the Romanian market through the purchase of Romanian
players (for example, in the Jobs and Auto sectors). Of course, there are
exceptons in areas like E-mail or Search where the global players are too strong.
Market specifcs
What makes your local online market unique? Are there any specifcs that make
it diferent from others in the CEE region?
The people and geopolitcal positon of Romania is in itself unique. Firstly,
Romanian users are modern and keen on testng new products. Secondly,
Romania is the only Latn-based linguistc area in the region and this has had
a great impact of the way the internet market has developed so far and will
contnue to infuence the way it will develop in the future.
Cezar Paraschiv
Account Manager, Starcom Romania
Silviu Toma
Online Media Planner, Starcom Romania
Online advertsing market
What are the opportunites and obstacles for the online advertsing market on
your local market?
It is inevitable that we take as a benchmark what happens in other so-
called more ‘mature’ online industries. The internet is the same for all of
us (not including countries in the Middle East or China where parts of it are
banned) thus we all functon on a level playing feld and have almost the
same opportunites in terms of developing complex projects leveraging the
partcularites of the medium. However, the ‘maturer’ countries are one step
ahead of Romania. This is because their marketng culture is some way ahead
of the Romanian one. One opportunity is the accessibility of online marketng
knowledge that is narrowing the gap between Romania and the West. Romania
will eventually move on from “intuitve online marketng” to “knowledge based
online marketng” but the lack of online professionals both in agencies and in
the marketng departments of clients is now the greatest obstacle. We must
not forget that we are functoning in a genuinely ‘idea’ feld and of course great
ideas only succeed if they are shared by people with common visions.
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Dominatng trends
What are the recent trends on your local online market? What areas are
expected to develop most in the future?
In the past 3 years, specialists have claimed that mobile marketng is the ‘next
big thing’. However, experience has shown us that the mobile channel was and
contnues to be poorly leveraged. This will change because of the smartphone
market boom. Smartphones are moving the internet to the streets. Once mobile
websites appear, mobile display advertsing will explode.
Another local trend is the growing use of social media. Increasingly more clients
are moving from outbound marketng to inbound marketng.
Global vs. local players
Are the local players present on your local market strong enough to compete
with the global giants? What advantages and strategies do they use in this
batle?
Global giants have money, local players have fexibility. Global giants come with
a set of rules, and most of the tme follow certain paterns when it comes to
online advertsing. Local players can counteratack with intelligent projects that
can be cheap but extremely efectve. Afer all, the internet is a medium which
ofers a whole variety of possibilites.
Market specifcs
What makes your local online market unique? Are there any specifcs that make
it diferent from others in the CEE region?
The market stll has many free niches for e-commerce or niches without a clear
leader in terms of volume of sales and brand percepton (books, clothes,
vouchers etc). The volume of online transactons has doubled every year from
2004 to 2009.The best-selling products are from IT&C, fashion, entertainment,
tourism (plane tckets and package holidays). Hi5 is stll the largest social
networking site in the country but Facebook is quickly growing (currently
1,500,000 users) and will probably overtake Hi5 (2,500,000 users) this year.
Twiter only has 30,000 users.
The Romanian market has more digital agencies than online success businesses.
There are several large investors like NCH and Naspers but they are only actve
in online media and services like job sites or second hand car sites. There have
been no major investors in e-commerce and research so far.
Russia
40.96m
internet users
1. MAINPLAYERS_
2. ONLINEAUDIENCE_
3. TOOLS_
4. BRANCHORGANIZATIONS_
5. ADVERTISINGNETWORKS_
6. OPINIONSFROMTHEMARKET_
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200
200
201
201
201
202
202
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1.1. Top10websitesbyreach_
1.2. Top10websitesbyaveragetimespent per user_
1.3. Topportals_
1.4. Social networks_
1.5. Onlineclassifiedadsbyreach_
1.6. Topfinancesitesbyreach_
3.1. Browsers_
3.2. Operatingsystems_
3.3. Searchengines_
3.4. Screenresolutions_
3.5. Mobiledevices_
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WEBSITE’S CATEGORY NUMBER OF REAL
USERS
NUMBER OF PAGE
VIEWS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 Yandex horizontal portal 33 990 064 6 157 314 817 181 05:36:42 83%
2 Mail horizontal portal 31 835 999 9 711 805 546 305 06:35:34 78%
3 vkontakte.ru social network 23 099 316 41 925 538 754 1815 17:11:46 56%
4 Google search engine 18 739 727 1 194 681 324 64 01:29:29 46%
5 odnoklassniki.ru social network 17 925 656 3 383 276 223 189 03:45:18 44%
6 wikipedia.org online encyclopedia 14 240 047 156 275 754 11 00:17:44 35%
7 Rambler horizontal portal 13 520 218 1 020 410 546 75 01:34:30 33%
8 mozilla.com Corporate website 11 881 588 61 423 784 5 00:12:45 29%
9 marketgid.com e-shop catalogue 10 401 793 63 321 810 6 00:22:35 25%
10 microsof.com corporate website 10 039 073 70 266 850 7 00:07:17 25%
Table 1 Top 10 websites in Russia by reach level (gemiusAudience, March 2010)
The division into three groups,
as observed in 2009, is gradually
diminishing. A year ago, the frst
group had a reach of around 70%
and included the websites Yandex
and Mail; the second group’s reach
oscillated around the 40% mark and
included Odnoklassniki, Google,
Rambler and Vkontakte and the third
group, which included Wikipedia,
Mozilla, Marketgid and Microsof with
a reach around 25% of the Russian
audience. In 2010, apart from Yandex
and Mail, which consistently lead the
market, the majority of other players
shifed their positons. However,
during the last year there was no new
entry in the top 10 ranking.
Yandex.ru, a local search engine
and horizontal portal, dominates
the market. Since last year, its reach
grew by almost 5 percentage points
1. MAIN PLAYERS
1.1. TOP 10 WEBSITES BY REACH
and amounted to 83% in March
2010. Due to this dominaton of
domestc leaders, there is not much
room lef for Google, which reaches
46% of the audience. Moreover, the
global giant lost almost 2 percentage
points last year. The sole feld where
Google manages to outreach its local
compettors is with online videos,
i.e. youtube.com, the Google-owned
service. It outperforms the analogous
platorms of Yandex and Mail in terms
of reach.
Mail.ru, the major rival of both Yandex
and Google, is a horizontal portal
acquired by Digital Sky Technologies.
The company is said to control
signifcant share of the page views
generated on the whole Runet mostly
via Mail, Odnoklassniki and Vkontakte.
Moreover, it owns 5% of the
worldwide giant Facebook and also
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194
NUMBER OF
REAL USERS
PAGE VIEWS PER
USER
AVERAGE TIME
PER USER
REACH
1 vkontakte.ru 23 099 316 1815 17:11:46 56%
2 Mail 31 835 999 305 06:35:34 78%
3 Yandex 33 990 064 181 05:36:42 83%
4 odnoklassniki.ru 17 925 656 189 03:45:18 44%
5 fotostrana.ru 4 163 547 137 02:48:30 10%
6 loveplanet.ru 2 701 523 159 02:07:50 7%
7 datng.ru 858 401 160 01:41:19 2%
8 Rambler 13 520 218 75 01:34:30 33%
9 rbc.ru 8 214 709 25 01:31:50 20%
10 Google 18 739 727 64 01:29:29 46%
Table 2 Top 10 websites in Russia by average tme spent per user (gemiusAudience, March 2010)
1.2. TOP 10 WEBSITES BY AVERAGE TIME SPENT PER USER
has some shares in the social network
games developer Zynga. Despite the
power of DST behind Mail.ru,
the service is stll unable to regain
the leading positon in the ranking
and catch up with Yandex. Although
its reach increased by almost
4 percentage points compared to
last year, the growth of Yandex was
1 percentage point higher.
The service that recorded the highest
increase (more than 10 percentage
points) over the past year was the
social networking site Vkontakte.
With a result of 56%, it now takes third
place in the reach ranking. At the same
tme, its main rival, Odnoklassniki.ru,
is stagnatng and its reach has
decreased by 1 percentage point from
March 2009. Competton between
these two social networking websites
is quite evident, despite the fact that
DST has a controlling interest in both.
The second most dynamic growth was
recorded by Wikipedia, whose reach
increased by 6 percentage points since
last year. It is now in 6th place in the
ranking.
The next positon in the ranking was
taken by Rambler, a horizontal portal
which at the beginning of 2009 was
among the top 5 players on the
market, but since May 2009 has been
gradually losing ground, ending up
with a reach of 33% in March 2010.
As it was last year, 9th place was
taken by marketgid.com, an e-shop
catalogue, price comparison service
and advertsing centre. Although the
service gathered more than 2,000,000
users last year, its reach remained
stable at 25%.
8th place was taken by mozilla.com.
Another global service, microsof.com,
came in 10th.
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195
When taking into consideraton ranking
by average tme per user, the leading
positon is taken by Vkontakte.ru
with a clear result exceeding 17 hours
monthly, giving each user more than
half an hour daily. Such a high score
is partly due to the applicatons
available on this service as well
as the large amount of streaming
audio and video content available
for network users. Streaming content
is considered one of the major trafc
drivers for Vkontakte.ru.
The second player in the ranking, Mail.ru,
has an incredible 11 hours less than
the leader. However, Mail outranks its
main rival Yandex by almost one hour.
4th place is taken by Odnoklassniki.ru,
but compared to last year its result is
lower by two hours.
1.3. TOP PORTALS
The leaders among horizontal portals
are services that dominate the whole
Russian online market: Yandex and
Mail. The frst was founded in 1997
and evolved into the largest Russian
search engine providing its users with
a targeted web search and informaton
retrieval services as well as an opton
of limitng searches only to websites
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 Yandex 33 990 064 181 05:36:42 83%
2 Mail 31 835 999 305 06:35:34 78%
3 Rambler 13 520 218 75 01:34:30 33%
4 rbc.ru 8 214 709 25 01:31:50 20%
5 qip.ru 3 270 639 17 00:39:30 8%
Table 3 Top 5 portals in Russia by reach level (gemiusAudience March 2010)
outside the domestc internet. The
company also runs a horizontal portal
providing a wide range of additonal
services including maps, trafc
informaton, images, a news and blog
search as well as a spam-free email.
Yandex’s main rival is Mail.ru, the
former market leader, which afer
Social networking websites are
over-represented in the top ranking
by average tme per user, where
half of the services belong to this
category. Apart from Vkontakte and
Odnoklassniki we also fnd Fotostrana,
another social networking website,
and the datng services loveplanet.ru
and datng.ru.
Rambler.ru, a horizontal portal (8th)
and RBC.ru, a business portal (9th) are
the next two sites in the ranking. Last
place is taken by Google with a result
of 1 hour and 29 minutes, which is
almost 1 hour less than the previous
year.
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1.4. SOCIAL NETWORKS
The Russian social networking market
saw great changes last year. The
former leader Odnoklassniki, the
local version of classmates.com, lost
its place in favor of vkontakte.ru, the
Russian Facebook clone. This loss was
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 vkontakte.ru 23 099 316 1815 17:11:46 56%
2 mail.ru - MoiMir 18 925 661 142 03:40:50 46%
3 odnoklassniki.ru 17 925 656 189 03:45:18 44%
4 moikrug.ru 1 968 640 5 00:03:59 5%
5 facebook.com 1 939 727 39 00:24:24 5%
Table 4 Top 5 social networks in Russia by reach level (gemiusAudience, March 2010)
losing its positon in September
2008 cannot catch up with Yandex.
On average Mail has around
a 5-percentage-point worse result
than Yandex each month. Mail was
created in 1998 as an e-mail web
service with an intenton to be sold to
western companies. However, afer
temporary open access for Russian
users, it grew in popularity. Afer a few
mergers and acquisitons, it is now
owned by Digital Sky Technologies.
It provides a wide spectrum of online
services such as the social networking
website moimir@mail.ru; a portal for
parents expectng a child kids@mail.ru;
mobile services mobile@mail.ru;
a women’s glossy online magazine
ledi@mail.ru; a payment system
dengi@mail.ru with new capabilites
allowing users to access their
electronic money as well as many
other services. Mail also runs the
instant messaging service Mail.Ru
Agent, however afer purchase of ICQ
by Digital Sky Technologies it is likely
that the third most popular messenger
on the Russian market will be merged
with this platorm.
The third force among horizontal
portals is Rambler, reaching 33%
of the Russian audience. However,
nowadays it is not very successful and
is gradually losing its market share
(a loss of 11 percentage points
compared to last year) and the interest
of users.
In contrast, 4th place is taken by
the RBC.ru business portal, which
reach grew by 8 percentage points
compared to last year. It belongs to
the RBC media group which also owns
a datng network, messenger and
online payment system as well as the
website in 5th place, qip.ru, which was
created as a default startng page for
users who had installed QIP as instant
messenger.
mainly caused by the implementaton
of paid services which discouraged
users. Even the ofine ad campaigns
run by this portal did not help
and during last year its reach fell by
1 percentage point, while Vkontakte
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NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 avito.ru 6 020 044 20 00:18:24 15%
2 mail.ru - avto 4 749 039 12 00:17:10 12%
3 mail.ru - job 4 317 592 7 00:08:24 11%
Table 5 Top 3 online classifed ads in Russia by reach level (gemiusAudience March 2010)
1.5. ONLINE CLASSIFIED ADS BY REACH
The most popular classifeds service
in Russia is avito.ru, owned by
Contact East holding whose largest
shareholder is the investment banking
concern Kinnevik. It was launched in
2007 and is a leading mult category
classifed ads service. The other two
services belong to mail.ru and are the
subdomains of this horizontal portal.
While the reach of both services is
almost equal, a huge discrepancy can
be observed in terms of user actvity,
grew by 10 percentage points. Its
success may be partly atributed to
the fact that it is free and provides the
majority of the functons also available
on Facebook such as applicatons,
groups as well as a great amount of
audio and video streaming content
available for network users. Streaming
content is considered one of the
major trafc drivers for vkontakte.ru
(even including the Vkontake torrent
tracker). The second force among
the social networking websites is
MoiMir, owned by Mail.ru. It also
grew over the past year and its reach
increased by 10 percentage points.
Such a dynamic increase was partly
the result of several strategic changes
in the rules for applicaton developers.
Now they can use links to external
resources, so they have additonal
opportunites to make money through
cross-linking and advertng with other
applicatons. MoiMir became the frst
project in RuNet to ofer applicaton
developers such functonalites.
What is characteristc about
the Russian market is the poor
performance of Facebook, which
neither gained a high reach level (5%),
nor grew dynamically (3 percentage
points year on year), while in some
other countries in the CEE region in
2009 it made it to the top 10 reach
rankings.
where auto.mail.ru is a great deal
more engaging. The average tme
spent on this website per user, per
month exceeds the job service by
almost 9 hours.
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198
As far as the educaton structure
is concerned, users with a higher
level of educaton (38%) as well as
vocatonal training (32%) dominate
the market. However, it should be
highlighted that only users over
18 years old were taken into account
in the study. Moreover, as shown
on the next chart, a large amount
(21%) of Russian internet users live in
Moscow, where the amount of well
educated people is proportonally
higher than in the wider populaton.
Majority of Russian internet users
(34%) live in cites with less inhabitants
than 500,000. However, the Russian
online market is stll capital-oriented
and the second most important group
2. ONLINE AUDIENCE
Males dominate the Russian
online market and account for
52%, which is characteristc of
less developed markets. However,
compared to last year, the gap is
gradually diminishing and the share of
females in the online populaton grew
by 1 percentage point.
Runet is stll dominated by young
people aged 18-34, who account
for 61% of the online populaton.
However, the Russian online
populaton is getng older. Compared
to last year the amount of young
internet users 18-34 decreased by
one percentage point in favor of the
oldest group aged 55+, whose share
increased by 2 percentage points.
The most popular fnance service
measured in the gemiusAudience
study is banki.ru. It was launched
in 2005 and aimed to establish
a permanent dialogue between
banks and their customers. It began
as a regular forum but is now
a ‘hotline’, where major Russian banks
communicate with their customers.
However, the service does not
atract a wide audience and its reach
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 banki.ru 692 380 14 00:16:21 2%
2 quote.ru 373 093 19 01:06:36 1%
Table 6 Top 2 fnance sites in Russia by reach level (gemiusAudience, March 2010)
1.6. TOP FINANCE SITES BY REACH
amounts to only 2%. Second place is
taken by the quote.ru vertcal portal
run by RBC, which has 1% of the
Russian online audience. However, its
users are highly engaged in the site
and devote an average of over 1 hour
per user on this website monthly.
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200
3.1. Browsers
In 2009 the crisis of Microsof’s
browser was gradually deepening and
since last year its reach has decreased
by 13 percentage points. Although it
stll leads the market, the diference
between its main rivals is diminishing.
During the same period, Opera as well
as Firefox have been growing and in
the frst quarter of 2010 gained 29%
and 25% of the market respectvely.
What is more, Google’s Chrome is
gradually gaining popularity with its
Chart 1 Top browsers in Russia by share of page views generated by internet users who visit Russian
websites using gemiusTrafc (gemiusTrafc study 1Q 2008 – 1Q 2010)
3. TOOLS
3.1. BROWSERS
consttutes Moscow’s inhabitants
(21%). The second most important
city is St. Petersburg, where 7% of the
Russian internet audience lives.
Students and Specialist/
Chief Specialist are the two most
represented groups among Russian
internet users. Together they account
for 30% of the online populaton.
The Middle level manager/Project
manager category comes third with
9%. However, except the frst two
occupaton categories, the occupaton
structure of Russian internet
populaton is rather fat.
market share growing by almost
3 percentage points within the last year.
3.2. Operatng systems
Windows XP is the most popular
operatng system in Russia. However,
its popularity is gradually decreasing.
In the frst quarter of 2010 74%
of page views generated in the
gemiusTrafc study were made by
users of this system, compared to
88% two years ago. Windows XP is
being replaced by Microsof’s latest
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Chart 2 Top operatng systems in Russia by share of page views generated by internet users who visit
Russian websites using gemiusTrafc (gemiusTrafc study 1Q 2008 – 1Q 2010)
3.2. OPERATING SYSTEMS
Chart 3 Top search engines in Russia by share of visits made by internet users who visit Russian webs-
ites using gemiusTrafc (gemiusTrafc study 1Q 2008 – 1Q 2010)
3.3. SEARCH ENGINES
Chart 4 Screen resolutons in Russia by share of page views generated by internet users who visit
Russian websites using gemiusTrafc (gemiusTrafc study 1Q 2008 – 1Q 2010)
3.4. SCREEN RESOLUTIONS
operatng system, Windows 7, which
in contrast to its older sister, Windows
Vista, gained more users and 9 months
afer its market debut now has 9% of
the market.
3.3. Search engines
The Russian search engines market
is unique compared to other CEE
markets, where Google dominates.
The real power on this market belongs
to the domestc player, Yandex. In
the frst quarter of 2010 its share
accounted for 67% of the market, and
this fgure is stll increasing. During the
same tme, apart from a small growth
period in 2008, Google has been losing
its market positon since the beginning
of 2009, with a fnal result of 24%.
3.4. Screen resolutons
The most popular screen resolutons
on the Russian online market used
to be 1024 x 768, however in the
frst quarter of 2009 it was overtaken
by 1280 x 1024, which now leads
the market with a share of 27%. All
other screen resolutons are of less
signifcance.
3.5. Mobile devices - models
The Russian mobile devices market is
unique compared to the CEE region
which is dominated by the iPhone.
According to the gemiusTrafc study,
the most popular mobile device used
to access the web in Russia is Nokia
6300, which in July was responsible
for 8% of page views generated
by mobile devices on the average
website. However, a wide variety of
mobile devices can be found on this
market and the fve most popular
tools consttute only 24%. The
iPhone’s share accounted for 6% of the
market and fell by 1 percentage point
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4. BRANCH ORGANIZATIONS
ROCIT
www.rocit.ru
Descripton: ROCIT is a public
organizaton whose primary mission
is to facilitate the inclusion of Russia
in the global internet community. It
was created to make the interacton
between suppliers and consumers
of informaton more efectve and to
establish an independent advisory
service. ROCIT was established in
1996.
Members: Private members and public
associatons.
ISDEF
www.isdef.ru
Descripton: ISDEF is an associaton
of e-shops. The primary aims of the
associaton are to support sofware
development and promoton; to
facilitate the growth and development
of the e-commerce industry in the
area of sofware and to strengthen the
positon of Russian developers in the
internatonal sofware market. ISDEF
was established in 2002.
Members: e-shops (e.g. Sofkey,
Alawar, Umisof, Elcomsof, Bitrix).
Chart 5 Top 5 mobile devices in Russia by the website-averaged percentage share of page views
generated by internet users from Russia, who visit Russian websites using gemiusTrafc
(gemiusTrafc, 10.05.2010 - 25.07.2010, weighted average for months) *from 2010-05-10
**to 2010-07-25
3.5. MOBILE DEVICES
compared to May 2010. However, the
popularity of the iPad is dynamically
growing and the share gained by this
device increased by 1 percentage
point over the past two months.
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GENERAL CONTACT INFORMATION
FULL NAME HOMEPAGE URL ADDRESS MAIN OFFICE
ADDRESS
CONTACT
1 Begun.ru begun.ru
2 Gamsonovsky sidestr., bldg.8,
Moscow, Russia
Phone: +7-495-956-90-07
Fax: +7-495-956-90-07
Email: pr@begun.ru
2 Yandex.ru yandex.ru
16, Leo Tolstoy St., Moscow,
119021, Russia
Phone: +7-495-739-70-00
Fax: +7-495-739-23-32
Email: pr@yandex-team.ru
3 RORER rorer.ru
1 Arkhangelsky sidestr.,
ofce 605, Moscow, Russia
Phone: +7-495-514-21-42
Fax: +7-495-514-21-42
4 Google google.ru
7 Balchug st., Moscow,
Russia
Phone: +7-495-644-14-00
Fax: +7-495-644-14-01
5 TBN tbn.ru
36\04 B.Novodmitrovskaya,
Moscow, Russia
Phone: +7-495-543-61-03
Email: adv@agava.com
6 RLE rle.ru
27 B, Kamennoostrovskiy str,
bldg 3H, St. Petersburg, Russia
Phone: +7-812-498-02-49
Email: sales@rle.ru
7 Soloway soloway.ru
24, entrance 2, ofce 8,
Radio str., Moscow, Russia
Phone: +7-495-981-44-00
Email: sales@soloway.ru
8 TradeDoubler tradedoubler.ru
2 Gamsonovsky sidestr.,
bldg.1, Moscow, Russia
Phone: +7-495-988-09-94
Fax: +7-495-988-09-94
9 iConText icontext.ru
16, Krasnoproletarskaya st,
Moscow, Russia
Phone: +7-499-929-85-95
10 Blondinka.Ru blondinka.ru
24, ofce 703, Radio str.,
Moscow, Russia
Phone: +7-495-980-71-10
Fax: +7-495-980-71-10
11 ARBOmedia
arbomedia.ru,
v2media.ru
6, proezd Serebryakova,
Moscow, Russia
Phone: +7-495-979-27-26
12 Kavanga kavanga.ru
16, B.Monetnaya,
ofce center #1, ofce 17,
St. Petersburg, Russia
Phone: +7-495-66-37-12
5. ADVERTISING NETWORKS
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204
6. OPINIONS FROM THE MARKET
Andrey Sebrant
Product Marketng Director, Yandex
Dominatng trends
What are the recent trends on your local online market? What areas are expected to
develop most in the future?
Video and SMM is on the rise, but are stll small in volume. We can expect their
growth rates will be well above average for online advertsing. More sophistcated
targetng will be used in traditonal display and search advertsing.
Global vs. local players
Are the local players present on your local market strong enough to compete with
the global giants? What advantages and strategies do they use in this batle?
Local players are extremely strong, their advantage is the large audience and large
customer base. Their products and technologies meet all expectatons of the clients,
therefore clients remain loyal even if they use global services.
Market specifcs
What makes your local online market unique? Are there any specifcs that make it
diferent from others in the CEE region?
In all the market segments of internet services (search, mail, social networks), the
local players are more popular than the global ones. Long term trends do not show
any great successes of the global players when competng with the local ones. The
Russian market is therefore much more self-sufcient than other markets, despite
the fact that it is open to internatonal competton.
Alexander Kim
Head of Interacton for Group M Russia
Online advertsing market
What are the opportunites and obstacles for the Russian online advertsing market?
Russian advertsing spending in measured media is expected to grow by nearly
16%, to 7.4 billion USD in 2010 compared to 2009, when spending was down 42.3%
according to full year data. At the same tme, internet spending (both in display
and contextual advertsing) is showing consistent growth of nearly 32.5% in 2010.
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205
We forecast contextual spending will advance 40% (USD 497 million) and display
29.1% (USD 315 million) in 2010. Investment through the internet has benefted
from its more measurable and potentally cost efcient status. In a long run, online
advertsing in Russia is also seen to be taking large sums of money from other
measurable media, especially TV and Print. According to the GroupM forecast,
online spending share is expected to grow up to 22% in 2020 – compared to 11%
in 2010.
Global vs. local players
Are your local market players strong enough to compete with the global giants?
What advantages and strategies do they have in this batle?
Local Russian sites are holding their top positons and seem strongly resistant to
the global challenge that is coming from Facebook, Google, Yahoo, MSN, etc. There
is a signifcant market queston if global sites can realistcally aspire to leadership
in Russia in such areas as search and social. Some local players are inclined to
believe this scenario could eventually happen but not in the short term, and that
it would require a long and “exhaustng war”, where the fnal winner will fnally
be determined by the online consumer. To earn a positon on the market, these
global players will have to innovate and adapt, thus helping to shape and drive
a developing interacton media scene. So as we look ahead, we see no slowdown in
the pace of innovaton of mobile, of ad networks, on-line video, devices, platorms,
applicatons or the myriad of other applicatons of data.
Slovakia
2.28m
internet users
1. MAINPLAYERS_
2. ONLINEAUDIENCE_
3. TOOLS_
4. BRANCHORGANIZATIONS_
5. ADVERTISINGNETWORKS_
6. OPINIONSFROMTHEMARKET_
207
207
208
209
210
211
211
212
214
214
214
215
215
215
216
216
217
1.1. Top10websitesbyreach_
1.2. Top10websitesbyaveragetimespent per user_
1.3. Topportals_
1.4. Social networks_
1.5. Onlineclassifiedadsbyreach_
1.6. Topfinancesitesbyreach_
3.1. Browsers_
3.2. Operatingsystems_
3.3. Searchengines_
3.4. Screenresolutions_
3.5. Mobiledevices_
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WEBSITE’S CATEGORY NUMBER OF REAL
USERS
NUMBER OF PAGE
VIEWS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 azet.sk horizontal portal 1 541 206 1 462 631 868 949 12:40:31 67%
2 zoznam.sk horizontal portal 1 384 194 161 269 044 117 02:04:26 60%
3 sme.sk horizontal portal 1 221 599 69 127 588 57 01:29:52 53%
4 atlas.sk horizontal portal 1 209 063 45 006 974 37 00:33:40 52%
5 topky.sk news service 821 863 48 711 826 59 01:14:37 36%
6 aktuality.sk news service 755 017 29 510 473 39 00:48:13 33%
7 centrum.sk horizontal portal 746 336 95 415 370 128 02:21:04 32%
8 pravda.sk news service 635 330 27 147 096 43 00:54:21 28%
9 cas.sk news service 544 884 33 905 579 62 01:04:20 24%
10 markiza.sk news service 530 208 15 431 631 29 00:37:21 23%
Table 1 Top 10 websites in Slovakia by reach level (AIMmonitor - AIM - Mediaresearch & Gemius, March 2010)
The Slovak internet market remained
stable last year and there was no new
entry in the top ten ranking by reach.
Like last year, this market is dominated
by horizontal portals and news
services. No other category is present
among the ten most popular websites.
The two unquestonable leaders on
the Slovak market are found in the
horizontal portal category. Like last
year, frst place was taken by Azet.
However, its share decreased by
1 percentage point compared to March
2009. Second place is taken by Zoznam,
which belongs to Slovak Telekom a.s.
The portal used to lead the market
but afer being overtaken by its main
rival, Azet, it has never regained
frst place. Moreover, its reach has
decreased by 2 percentage points year
on year. Azet.sk, afer defeatng its
rival, systematcally leads the market
1. MAIN PLAYERS
1.1. TOP 10 WEBSITES BY REACH
and keeps a constant (5-6 percentage
points) distance over Zoznam.
Sme.sk, the largest news portal in
Slovakia has recently developed by the
largest margin. Compared to March
2009, its reach grew by 4 percentage
points and since January 2010 it
remains in third positon in the reach
ranking. Sme.sk is an online version
of the infuental daily newspaper in
Slovakia run by the Pett Press a.s
publishing house which belongs to the
Rheinische Post Media Group.
One of SME’s strongest rivals is the
ofine Pravda, which also has an
online version that signifcantly grew
in size within the last year. Although
not as dynamic as in the case of
sme.sk, Pravda’s reach has increased
by 2 percentage points compared to
last year.
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WEBSITE’S
CATEGORY
NUMBER OF
REAL USERS
PAGE VIEWS
PER USER
AVERAGE TIME
PER USER
REACH
1 azet.sk
horizontal
portal
1 541 206 949 12:40:31 67%
2 centrum.sk
horizontal
portal
746 336 128 02:21:04 32%
3 zoznam.sk
horizontal
portal
1 384 194 117 02:04:26 60%
4 autobazar.eu classifeds 424 598 153 02:00:14 18%
5 sme.sk
horizontal
portal
1 221 599 57 01:29:52 53%
6 topky.sk news service 821 863 59 01:14:37 36%
7 f1.sk sport service 43 365 51 01:10:41 2%
8 ephoto.sk photo sharing 37 996 68 01:04:21 2%
9 cas.sk news service 544 884 62 01:04:20 24%
10 profutbal.sk sport service 53 186 50 01:00:30 2%
Table 2 Top 10 websites in Slovakia by average tme spent per user (AIMmonitor - AIM -
Mediaresearch & Gemius, March 2010)
1.2. TOP 10 WEBSITES BY AVERAGE TIME SPENT PER USER
Before January 2010, third positon
was taken by atlas.sk, a horizontal
portal owned by Centrum Holdings,
which also runs centrum.sk, another
portal which took seventh positon
in the ranking. In March 2010 these
services achieved reach of 53% and
32%, respectvely. These results were
relatvely stable during the last year.
Fifh place in the ranking is taken by
the topky.sk, a regular news service
owned by Zoznam s.r.o. Although
the number of its users increased
by more than 73,000 compared to
March 2009, the service’s reach
remained at the same level of 36%.
The next place is taken by aktuality.sk,
the news service belonging to
Azet.sk. Its reach increased by
1 percentage point year on year and
moved up from 7th to 6th place in
the ranking.
Cas.sk is an online version of the
most popular daily tabloid newspaper
in Slovakia run by Ringier AG, an
internatonal media company. Despite
eforts taken to beat its main rival,
topky.sk, it constantly stands around
9th place with a reach exceeding
20%. However, the service may
be placed among the players that
atained the most signifcant growth:
its reach grew by 2 percentage points
compared to March 2009.
Last place, with a result of 23%, is
taken by markiza.sk, a news service
belonging to the largest television
staton in Slovakia owned by Central
European Media Enterprises (CME).
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209
Azet.sk leads the market when ranking
by average tme per user is concerned,
gaining a result exceeding 12 hours.
However, it is mainly atributed to
Pokec, the social networking website
which is a part of the azet.sk node.
Compared to March 2009, Azet lost
around 5.5 hours, however, its lead
over other players is not under threat.
Apart from azet.sk, the other websites
do not achieve any spectacular results
with only centrum.sk and zoznam.sk,
popular horizontal portals, and
autobazar.eu, an online database
of used cars, register a tme of
approximately 2 hours.
F1.sk the best news service dedicated
to Formula 1 grand prix races comes
in 7th, with an average tme spent
1.3. TOP PORTALS
Portals and news services account
for the majority of the top ten Slovak
websites. All players of this category
occupy the leading places in the
general rankings. The most important
one is azet.sk, the largest horizontal
portal with a strong social networking
component (pokec.sk) and other
subservices such as zoznamka.sk
(datng community), videoalbumy.sk
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 azet.sk 1 541 206 949 12:40:31 67%
2 zoznam.sk 1 384 194 117 02:04:26 60%
3 sme.sk 1 221 599 57 01:29:52 53%
4 atlas.sk 1 209 063 37 00:33:40 52%
5 centrum.sk 746 336 128 02:21:04 32%
Table 3 Top 5 portals in Slovakia by reach level (AIMmonitor - AIM - Mediaresearch & Gemius,
March 2010)
(video hostng), minihry.sk (casual
games) as well as others.
Second place is taken by zoznam.sk,
which is awaitng possible changes in
order to reclaim frst place. The service
made some efort to launch a news
service for women, feminity.zoznam.sk,
however, this has not helped it to
reclaim frst place.
per user of 1 hour 11 minutes.
It belongs to Point Network, which
also owns other sport websites such
as profutbal.sk and hokej.sk.
Apart from horizontal portals and
news services that are found among
the leaders, in the ranking by average
tme per user there are also other
websites categories. For example,
ephoto.sk, dedicated to photography
with its own blogs and galleries, takes
8th positon with a result of over one
hour.
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210
1.4. SOCIAL NETWORKS
First place among social networking
websites monitored in the study was
taken by the Azet-owned service,
pokec.sk, which reaches 48% of the
Slovak online audience. Though it
has changed its layout to resemble
Facebook, the service is stagnatng.
The lack of further development is
partly caused by the strong entrance
of Facebook on the Slovakian market,
which took place in 2009.
The second force in this category is
a blog site belonging to sme.sk. It has
a stable positon and a result of 19%.
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 pokec.sk 1 103 701 1126 14:03:25 48%
2
sme.sk|
Citatelsky obsah|
blog.sme.sk
429 204 11 00:19:52 19%
3 birdz.sk 234 449 19 00:15:33 10%
4 zoznamka.sk 95 385 36 00:21:12 4%
5
etrend.sk|
blogy.etrend.sk
55 327 5 00:07:39 2%
Table 4 Top 5 social networking websites in Slovakia by reach level (AIMmonitor - AIM -
Mediaresearch & Gemius, March 2010)
Another player is birdz.sk (owned by
Perex a.s. with its main ttle Pravda.sk),
a community portal dedicated to
a young audience. It systematcally
gains a reach of 10%.
Another Azet-owned website,
zoznamka.sk, can be found among
the social networking services. It is
an online datng website with a reach
level accountng for 4% of the online
audience. Last place is taken by the
blog secton of etrend.sk, a horizontal
portal gaining a reach level of 16%.
Among the horizontal portals, two
players, i.e. altas.sk and centrum.sk,
belong to the same owner, Centrum
Holdings. The frst is more popular
with a reach of 52%, whereas
centrum.sk reaches 32% of the
audience. However, the later
dominates in terms of average tme
per visitor monthly with a fgure
exceeding two hours. It cooperates
with ICQ on the Slovakian market.
Both services have their counterparts
on the Czech market.
Sme.sk which used to be the most
visited online news service, afer
a number of acquisitons that took
place last year can now be defned
as horizontal portal. The service
developed very dynamically last year
and managed to gain more than
180,000 users from March 2009 to
March 2010.
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211
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 profesia.sk 478 526 86 01:00:29 21%
2 autobazar.eu 424 598 153 02:00:14 18%
3 najnakup.sk 358 950 13 00:11:36 16%
Table 5 Top 3 online classifed ads in Slovakia by reach level (AIMmonitor - AIM -
Mediaresearch & Gemius, March 2010)
1.5. ONLINE CLASSIFIED ADS BY REACH
Profesia.sk dominates among the
classifeds services with a reach of
21%. It is the largest job portal. The
second is autobazar.eu, an auto
classifeds service, which signifcantly
outperforms others in terms of
average tme spent per user with
a result of 2 hours. However, when
reach is taken into account, both
services are undergoing stagnaton,
although according to local experts,
the general trend is that job classifed
ads are moving from print to online
NUMBER OF
REAL USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 ekonomika.sme.sk 275 646 13 00:25:44 12%
2
oPeniazoch.
zoznam.sk
145 604 11 00:17:18 6%
3 peniaze.pravda.sk 98 341 5 00:06:59 4%
Table 6 Top 3 fnance sites in Slovakia by reach level (AIMmonitor - AIM -
Mediaresearch & Gemius, March 2010)
1.6. TOP FINANCE SITES BY REACH
The most popular websites belonging
to the fnance category are sectons of
the popular horizontal portals or news
versions. Najnakup.sk, a service which
allows users to compare online shops
ofers, takes last place among the
most popular classifed ads websites
with a reach of 16%.
services. The unquestonable leader
on this market is ekonomika.sme.sk
with a reach of 12%. Second place
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212
The largest share of Slovakian
internet users live in cites between
20,000 – 99,999 inhabitants and
these groups comprise 29% of the
online populaton. The second group
lives in towns with 1,000 – 4,999
inhabitants.
Almost every second (49%)
Slovakian internet user is not
employed, which is the result of the
signifcant number of young people
in the Slovakian online populaton.
Internet users working in the ofces
are the second most represented
group (12%), followed by qualifed
manual workers (11%) and highly
qualifed specialists (8%). The other
occupaton categories gain shares
oscillatng between 1% - 5%.
2. ONLINE AUDIENCE
The gender structure of the
Slovakian internet populaton is
balanced, with a slight dominance of
males (51%), which is one percentage
point less than a year ago. Men can
also be found more ofen among
internet users over the age of
25, apart from age group 45-54,
where the gender share is equal
and accounts for 6% of the online
populaton.
Young people consttute a
majority in the Slovakian online
populaton. Internet users under
the age of 35 account for 61% of
the populaton, however, Slovakian
online society is growing older. The
share atained by the 14-34 age
group is now by 3 percentage points
lower than in March 2009. This loss is
in favor of the oldest group (over 55)
which comprised 8% in March 2010,
compared to 6% a year ago.
The majority of Slovakian
internet users have secondary
educaton and this group comprises
63% of the online populaton.
However, 23% of them do not have
a school leaving exam. The highest
educated group, who have
a university degree, increased by
1 percentage point compared to last
year.
with 6 percentages points less than
the leader, is oPeniazoch.zoznam.sk,
the fnance secton of zoznam.sk.
Compared to last year, the number
of its users decreased by almost
80,000. The top three is propped up
by peniaze.pravda.sk reaching 4% of
Slovak online audience.
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Chart 1 Top browsers in Slovakia by share of page views generated by internet users who visit Slova-
kian websites using gemiusTrafc (gemiusTrafc study 1Q 2007 – 1Q 2010)
3. TOOLS
3.1. BROWSERS
Chart 2 Top operatng systems in Slovakia by share of page views generated by internet users who
visit Slovakian websites using gemiusTrafc (gemiusTrafc study 1Q 2007 – 1Q 2010)
3.2. OPERATING SYSTEMS
3.1. Browsers
Since the fourth quarter of 2008,
Firefox dominates the Slovakian
browser market. However, gaining
frst place was not followed by
dynamic growth and both Firefox
and MISE have been gradually losing
their share in favor of Google’s
new product, Chrome, which since
the beginning of 2009 grew by
7 percentage points. During the same
period, Opera’s market share remains
stable, oscillatng around 15%.
3.2. Operatng systems
Windows XP constantly dominates
the operatng systems used by
Slovakian users, however its share is
decreasing. It lost almost 11 percent
points in the frst quarter of 2010
compared to the frst quarter of 2009.
During the same period Windows
Vista stagnated, gaining a stable
result of 18% of page views generated
by internet users who visit Slovakian
websites using gemiusTrafc. Like
in other markets, the share of
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215
Chart 3 Top search engines in Slovakia by share of page views generated by internet users who visit
Slovakian websites using gemiusTrafc (gemiusTrafc study 1Q 2007 – 1Q 2010)
3.3. SEARCH ENGINES
Chart 4 Screen resolutons in Slovakia by share of page views generated by internet users who visit
Slovakian websites using gemiusTrafc (gemiusTrafc study 1Q 2007 – 1Q 2010)
3.4. SCREEN RESOLUTIONS
Microsof’s latest product, Windows
7, is increasing by the largest amount
i.e. by 8 percentage points year on
year.
3.3. Search engines
Google is undoubtedly the leader on
the Slovakian search engine market
and its share is stll increasing. In the
frst quarter of 2010, 99% of visits
which began with gemiusTrafc-
partcipatng websites via search
engines, started with Google.
3.4. Screen resolutons
The most popular screen resoluton
1024 x 768, which used to have
over 60% of the market share at the
beginning of 2007, is now decreasing.
In the frst quarter of 2010 only 28%
of page views generated by internet
users who visit Slovakian websites
using gemiusTrafc were made by
users with monitors of this screen
resoluton.
3.5. Mobile devices - models
According to the gemiusTrafc study,
the most popular mobile device
used to access the web in Slovakia
is the iPhone, which in July was
responsible for 27% of page views
generated by mobile devices on the
average website. However, compared
to May 2010 its share decreased
in July by 1.5 percentage points.
Unlike other CEE markets, the iPad
is not that popular in Slovakia and
the top 5 ranking is dominated by
Nokia devices, whose shares oscillate
around the 4-5% mark.
Chart 5 Top 5 mobile devices in Slovakia by the website-averaged percentage share of page
views generated by internet users form Slovakia who visit Slovakian websites using gemiusTrafc
(gemiusTrafc, 10.05.2010 - 25.07.2010, weighted average for months) *from 2010-05-10
**to 2010-07-25
3.5. MOBILE DEVICES
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216
4. BRANCH ORGANIZATIONS
AIM – Associaton of Internet Media
www.aimsr.sk
Descripton: The Associaton of
Internet Media is a partnership
of Slovakian companies operatng
in the Slovakian internet
and advertsing sector. The
establishment of AIM came from
the need to create a platorm for
interacton of those operatng in
Slovakian internet advertsing. The
Associaton aims to standardize
the ethical and legal rules for
internet advertsing, support the
development of the internet as an
advertsing medium and encourage
internet professionalizaton.
Members: Azet.sk, Inc., Centrum
Holdings - ATLAS.SK, Inc., Centrum
Holdings, Inc., CPress Media, LLC,
Creatve Solutons, LLC, ECOPRESS,
Inc., Educaton, LLC, ETARGET SE
- afliate member, EXPRES MEDIA,
LLC, Finance media, Inc., KONCEPT,
LLC, MAC TV, LLC, MARKÍZA -
SLOVAKIA, LLC, NARKS-INFOSERVIS,
Inc., Zoznam, LLC., PEREX, Inc., Pett
Press, LLC, POINT NETWORK, LLC,
Profesia, LLC, RINGIER SLOVAKIA,
Inc., Sanoma Magazines Slovakia,
LLC, SITA Slovenská tlačová agentúra,
Inc., SPOLOČNOSŤ 7 PLUS, LLC,
Travel.SK, LLC, TREND Holding, LLC.
5. ADVERTISING NETWORKS
GENERAL CONTACT INFORMATION
FULL NAME HOMEPAGE URL
ADDRESS
MAIN OFFICE
ADDRESS
CONTACT
1 Sitelement sitelement.sk
Kutuzovova 11,
831 03 Bratslava
Peter Štencl
Phone: +421-903-259-260
Email: peter.stencl@silelement.sk
2 web2media web2media.sk
Vlárska 48/a,
831 01 Bratslava
Phone: +421-2-321-990-45
Fax: +421-2-207-189-15
Email: info@web2media.sk
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6. OPINIONS FROM THE MARKET
Bc. Martn Kyncl
Sales Manager & New Business, SiteElement
Online advertsing market
What are the opportunites and obstacles for the online advertsing market on
your local market?
There are plenty of opportunites on the Slovakian local market. The most
common type of advertsement is the banner ad. We have also notced intext
and invideo ads coming onto this market. Another opportunity is predictve
behavioral targetng of all types of ad formats. An obstacle is outsourced
technology, which is relatvely expensive.
Global vs. local players
Are the local players present on your local market strong enough to compete
with the global giants? What advantages and strategies do they use in this
batle?
Local players are strong. Solely Slovakian local players are the largest media
representatves in Slovakia competng with foreign companies.
The opportunity is that foreign companies have is their experience from other
markets, verifed technologies and larger budgets to invest in Slovakia. On the
other hand, they cannot orientate themselves on the market as well as local
companies.
Slovenia
1.09m
internet users
1. MAINPLAYERS_
2. ONLINEAUDIENCE_
3. TOOLS_
4. BRANCHORGANIZATIONS_
5. ADVERTISINGNETWORKS_
6. OPINIONSFROMTHEMARKET_
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1.1. Top10websitesbyreach_
1.2. Top10websitesbyaveragetimespent per user_
1.3. Topportals_
1.4. Social networks_
1.5. Onlineclassifiedadsbyreach_
3.1. Browsers_
3.2. Operatingsystems_
3.3. Searchengines_
3.4. Screenresolutions_
3.5. Mobiledevices_
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WEBSITE’S CATEGORY NUMBER OF REAL
USERS
NUMBER OF PAGE
VIEWS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 24ur.com horizontal portal 658 705 110 611 008 168 06:27:22 55%
2 najdi.si search engine / horizontal portal 520 112 55 735 868 107 02:48:59 44%
3 siol.net horizontal portal 490 572 48 987 905 100 03:01:28 41%
4 rtvslo.si horizontal portal 445 388 39 388 972 88 02:58:22 37%
5 bolha.com classifed ads / auctons 421 330 39 017 842 93 00:56:09 35%
6 its.si telephone register 333 974 3 449 534 10 00:08:36 28%
7 zurnal24.si horizontal portal 320 472 33 109 562 103 01:45:46 27%
8 avto.net classifed ads 318 230 97 440 460 306 02:58:12 27%
9 zadovoljna.si women portal 274 986 3 647 456 13 00:14:06 23%
10 sl.netlog.com social network 258 208 38 028 693 147 02:22:54 22%
Table 1 Top 10 websites in Slovenia by reach level (Gemius/Valicon, gemiusAudience MOSS, March 2010)
The Slovenian online market is largely
dominated by horizontal portals
and their popularity is stll growing.
According to Gemius/Valicon, the
gemiusAudience MOSS study from
March 2010, the leader in the ranking
by reach level was 24ur.com. Over
the past twelve months its reach has
increased by 8 percentage points
(from 47%). The following three
places were occupied by najdi.si,
siol.net and rtvslo.si. All these
horizontal portals are also signifcant
players on the Slovenian online
market; their reach levels amounted
to 44%, 41% and 37%, respectvely.
Another horizontal portal in the study,
zurnal24.si, ranked seventh in March
2010 and had 320,472 real users
(27%) who generated more than
33.1 million page views.
Bolha.com and avto.net are two
classifed ads portals popular among
1. MAIN PLAYERS
1.1. TOP 10 WEBSITES BY REACH
Slovenian internet users. In March
2010, the frst had a reach of 35%
and the second gained 27%. Its.si,
a telephone and companies directory,
came in 6th place in the top 10
ranking by reach level with 333, 974
real users.
Positon 9 belonged to zadovoljna.si,
a portal dedicated to women.
Evidence of its growing popularity is
the fact that according to the Gemius/
Valicon, gemiusAudience MOSS study
conducted in March 2010, compared
with 2009 its reach level has increased
by 11 percentage points, i.e. from
12% to 23%. It publishes informaton
on fashion, beauty, ftness, etc.
Moreover, it contains a special secton
for men as well as a forum.
The ranking was propped up by
sl.netlog.com, a global social
networking service with a reach level
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220
NUMBER OF
REAL USERS
PAGE VIEWS PER
USER
AVERAGE TIME
PER USER
REACH
1 24ur.com 658 705 168 06:27:22 55%
2 siol.net 490 572 100 03:01:28 41%
3 rtvslo.si 445 388 88 02:58:22 37%
4 avto.net 318 230 306 02:58:12 27%
5 najdi.si 520 112 107 02:48:59 44%
6 igre123.com 157 008 103 02:24:17 13%
7 sl.netlog.com 258 208 147 02:22:54 22%
8 ona-on.com 23 680 153 02:07:40 2%
9 nogomania.com 36 218 81 02:02:55 3%
10 fnance.si 257 472 51 01:45:51 22%
Table 2 Top 10 websites in Slovenia by average tme spent per user (Gemius/Valicon,
gemiusAudience MOSS, March 2010)
1.2. TOP 10 WEBSITES BY AVERAGE TIME SPENT PER USER
of 22%. Its members can create their
own websites with blogs, photos,
videos, events, etc. and share them
with friends. It is currently available
The unquestonable leader on the
Slovenian online market in terms
of average tme spent on the site
in March 2010 was 24ur.com. The
average user of this popular horizontal
portal visited the website for 6 hours
and 27 minutes over a month. It was
followed by three websites: siol.net,
rtvslo.si and avto.net, with results of
around 3 hours. The frst one, siol.net,
is one of the leading Slovenian internet
portals, part of Planet 9, a Limited
liability company within the Telekom
Slovenia Group. In March 2010, its
average user spent there more than
3 hours. In the same period, users of
rtvslo.si which is a multmedia portal
of one of the natonal TV statons,
RTV Slovenia, and also avto.net - an
automotve classifed ads service,
spent 2 hours 58 minutes visitng these
websites. Only 10 minutes less was
spent online by the visitors of najdi.si,
another popular Slovenian horizontal
portal and search engine.
Around 2 hours 24 minutes was spent
visitng igre123.com, a games portal.
It is part of Popcom Ltd, a company
that also owns the largest online video
community in Slovenia mojvideo.com
and photo service mojalbum.com.
Igre123.com ofers its users free
games and a forum. According to the
Gemius/Valicon, gemiusAudience
MOSS study from March 2010, it had
a reach of 13%.
In the ranking there were 2 social
networking services: sl.netlog.com
in 20 languages and has millions of
members across Europe, in Slovenia
there are 258,208 members.
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221
(7th) and ona-on.com (8th).
Users of the former service spent
almost 2 hours 23 minutes online,
whereas users of the later 2 hours
and 8 minutes. Also visitors of
nogomania.com, a portal dedicated
to football fans, surfed this website
for over 2 hours in search of current
informaton on football events.
The top 10 ranking by average tme
spent per user was propped up by
fnance.si with a result of 1 hour
46 minutes. It publishes all kinds of
fnancial and business news and is
quite popular within the Slovenian
online populaton: in March 2010
its reach level amounted to 22%.
Finance.si is a part of Swedish Bonnier
Business Press.
1.3. TOP PORTALS
Horizontal portals have a strong
positon on the Slovenian online
market. The unquestonable leader
in March 2010 was 24ur.com with
a reach level of 55%. It is dedicated
to all kinds of users and has the
largest commercial TV background.
As mentoned above, its popularity
has been growing, so it comes as no
surprise that the website is constantly
developing its multmedia content as
well as opening new, special websites
for diferent kinds of content (health,
women, gossip, amongst others).
According to the Gemius/Valicon,
gemiusAudience MOSS study from
March 2010, the second most
signifcant player on the portals
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 24ur.com 658 705 168 06:27:22 55%
2 najdi.si 520 112 107 02:48:59 44%
3 siol.net 490 572 100 03:01:28 41%
4 rtvslo.si 445 388 88 02:58:22 37%
5 zurnal24.si 320 472 103 01:45:46 27%
Table 3 Top 5 portals in Slovenia by reach level (Gemius/Valicon, gemiusAudience MOSS,
March 2010)
market in Slovenia was najdi.si,
the largest local search engine
with a reach of 44%. It used to be
the leader on the Slovenian online
market and even its current second
place in the ranking is under threat
by siol.net (41%), another popular
horizontal portal. It publishes current
local and world news, business and
sports informaton and much more.
Moreover, it ofers the SiOL Services
which include internet, TV and
telephony.
Rtvslo.si ranked fourth in the ranking
with a reach level of 37%. It is a typical
horizontal portal with news divided
into sectons: news, sports, culture,
entertainment and travel. Since it is
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222
1.4. SOCIAL NETWORKS
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 bolha.com 421 330 93 00:56:09 35%
2 avto.net 318 230 306 02:58:12 27%
3 mojedelo.com 100 717 34 00:25:33 8%
Table 5 Top 3 online classifed ads in Slovenia by reach level (Gemius/Valicon,
gemiusAudience MOSS, March 2010)
1.5. ONLINE CLASSIFIED ADS BY REACH
Social networks are relatvely popular
amongst the Slovenian online audience.
Among the services included in the
Gemius/Valicon, gemiusAudience
MOSS study from March 2010, the
leader was sl.netlog.com with a reach
level of 22%. The service was followed
by genspot.com with a reach level
only 2 percentage points lower with
233,886 real users. It is mainly a blog
site where users can additonally
upload their videos and photos or chat
with friends.
a RTV portal, it concentrates largely
on developing its multmedia content.
The last place in the top 5 ranking was
occupied by zurnal24.si, an online
version of the free daily newspaper
delivering current news on a range of
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 sl.netlog.com 258 208 147 02:22:54 22%
2 genspot.com 233 886 23 00:13:42 20%
3 ona-on.net 59 369 21 00:17:21 5%
Table 4 Top 3 local social networking websites in Slovenia by reach level (Gemius/Valicon,
gemiusAudience MOSS, March 2010)
The ranking was propped up by
ona-on.net, a datng service dedicated
to adult internet users, reaching 5%
of the Slovenian online audience.
diverse subjects. In March 2010 it had
a reach level of 27%.
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223
The Slovenian online populaton
is especially fond of classifed ads
services. The most popular, bolha.com,
had a reach level of 35% in March
2010 and took 5th place in the general
ranking by reach. Its announcements
are classifed into four main
categories: auto-moto, real estate,
computer science and home. For the
majority of Slovenian internet users,
bolha.com is the frst choice to buy or
sell both new and used products as
well as to ofer or search for services.
The second player is avto.net,
a service specializing in automotve
classifeds. According to the Gemius/
Valicon, gemiusAudience MOSS study
from March 2010, it had 318,230 real
users.
Mojedelo.com is a leading Slovenian
employment portal dedicated to
people searching for a job and
employers who need new employees.
It not only contains job ofers, but also
has a Career Centre secton with tps
and advices on how to successfully
look for a job. In March 2010 it had
a reach level of 8%.
2. ONLINE AUDIENCE
The gender structure of the
Slovenian online populaton is
dominated by men. In March 2010,
according to the Gemius/Valicon,
gemiusAudience MOSS study, 56% of
Slovenian internet users were men;
women consttuted 44%. Moreover,
the average man spent 14 hours
16 minutes online, while a typical
woman spent less than 11 hours
online.
In terms of age, the most
signifcant group within the Slovenian
online populaton were people aged
25-34 who consttuted 24% in March
2010. They were also the most actve
individuals with 14 hours 8 minutes
spent online per user.
The second largest group, users
35-44 years old, accounted for 22%
of the online populaton. Also, young
people make up a signifcant group
of internet users in Slovenia; when
taken together, users aged 10-14 and
15-24 consttuted 28% of the online
populaton. What is interestng about
Slovenian internet users is the fact
that there are a lot of people over
55 years old (11%).
In terms of the educaton level,
the most numerous group in March
2010 within the Slovenian online
populaton was those who had
completed four years of high school.
They accounted for 27% of the online
populaton. With 25% of the online
audience, users that were stll in
school ranked second. Third place
belonged to users with three years of
high school completed(22%). Users
with a higher educaton consttuted
20%.
Internet users with elementary
educaton or lower accounted for only
6% of the online populaton. However,
they spent the most tme online with
an average of 14 hours and 18 minutes
a month.
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225
The majority of the Slovenian
internet populaton lives in cites. In
March 2010 18% lived in Ljubljana,
7% in Maribor and 15% in other cites
with 10,000 – 100,000 inhabitants.
Quite a large part of the online
audience lived in places with less than
500 inhabitants, (16%), which means
that the internet is not only common
in densely populated areas but also in
the countryside.
The occupaton structure of
the Slovenian online populaton
in March 2010 was dominated by
users employed in companies (40%).
Another signifcant group were those
Chart 1 Top browsers in Slovenia by share of page views generated by internet users who visit Slove-
nian websites using gemiusTrafc (gemiusTrafc study 3Q 2007 – 1Q 2010)
3. TOOLS
3.1. BROWSERS
3.1. Browsers
There seems to have been a ferce
batle between Mozilla Firefox and
Microsof Internet Explorer on the
Slovenian online market with regard
to leadership of the browsers market.
Since the third quarter of 2009 the
winner was Firefox, and afer the frst
employed in public sector (12%),
children in elementary schools
accounted for 9% as well as the
students. The later were also the
leaders in terms of average tme spent
online with over 15 hours 10 minutes.
quarter of 2010 it atained 50% of
the market. MSIE ranked second with
a 42% share. Another popular browser
that has been gaining popularity over
the last year is Chrome (5%). Less
signifcant were, according to the
gemiusTrafc study from March 2010,
such browsers as Opera (2%) and
Safari (1%).
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226
Chart 3 Top search engines in Slovenia by share of visits made by internet users who visit Slovenian
websites using gemiusTrafc (gemiusTrafc study 3Q 2007 – 1Q 2010)
3.3. SEARCH ENGINES
Chart 2 Top operatng systems in Slovenia by share of page views generated by internet users who
visit Slovenian websites using gemiusTrafc (gemiusTrafc study 3Q 2007 – 1Q 2010)
3.2. OPERATING SYSTEMS
3.2. Operatng systems
Like in other CEE markets, the leader
among operatng systems in Slovenia is
Windows XP. Afer the frst quarter of
2010 its share of the market, as studied
by gemiusTrafc, consttuted 70%.
However, over the last two years its
share has decreased by 20 percentage
points. The second player on the
market, Windows Vista, has already
started to lose popularity and will most
probably no longer be able to keep its
positon in the ranking. The newcomer
on the operatng systems market,
Windows 7, managed to gain over 13%
of the market in less than a year.
3.3. Search engines
Like in other CEE markets, the most
popular search engine in Slovenia
is Google. Afer the frst quarter of
2010 its share accounted for 87% of
the market and its popularity is stll
growing. The second player on the
Slovenian market is najdi.si, a local
search engine, which popularity has
been declining over the past few years
and afer the frst quarter of 2010 had
a market share of only 12% (afer the
frst quarter of 2007 it was 33%).
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227
Chart 4 Screen resolutons in Slovenia by share of page views generated by internet users who visit
Slovenian websites using gemiusTrafc (gemiusTrafc study 3Q 2007 – 1Q 2010)
3.4. SCREEN RESOLUTIONS
Chart 5 Top 5 mobile devices in Slovenia by the website-averaged percentage share of page
views generated by internet users from Slovenia who visit Slovenian websites using gemiusTrafc
(gemiusTrafc, 10.05.2010 - 25.07.2010, weighted average for months) *from 2010-05-10
**to 2010-07-25
3.5. MOBILE DEVICES
3.4. Screen resolutons
There is no major leader on the
screen resolutons market in Slovenia.
In terms of share of page views
generated by internet users who visit
Slovenian websites using gemiusTrafc
the most popular ones, within the
Slovenian online audience, were
1024 x 768 (25%), 1280 x 1024 (22%)
and 1280 x 800 (14%).
3.5. Mobile devices - models
A wide variety of mobile devices can
be found on the Slovenian market.
Five most popular tools have a share
of 35%. However, as with the majority
of the CEE markets, in Slovenia the
leadership of this market belongs to
iPhone. According to the gemiusTrafc
study, in July iPhone was responsible
for 13% of page views generated by
mobile devices on the average website
and its positon remains stable. At the
same tme, Apple’s latest product,
the iPad, is consistently gaining
popularity, and has increased its share
by 5 percentage points since May
2010. Slight growth might also be
observed for the iPod, whose share
grew by 0.5 percentage points during
this period. Three other positons are
taken by Nokia’s devices amongst
which the Nokia 5800 is the most
popular gaining a share of 5%.
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4. BRANCH ORGANIZATIONS
SOZ - Slovenian Advertsing Chamber
www.soz.si
Descripton: The Slovenian Advertsing
Chamber is a non-governmental
organizaton which protects the
interests of advertsers, advertsing
agencies and publishers. It is
a member of IAB Europe.
Members: publishers and agencies
(e.g. 24ur.com, najdi.si, siol.net, rtvslo.
si, htpool, media pool, bolha.com,
avto.net, genspot.com, zurnal24.si)
5. ADVERTISING NETWORKS
GENERAL CONTACT INFORMATION
FULL NAME HOMEPAGE URL
ADDRESS
MAIN OFFICE
ADDRESS
CONTACT
1 Htpool htpool.si
Cesta v Gorice 8,
1000 Ljubljana, Slovenia
Phone: +386-1-479-04-81
Email: info@htpool.si
2 Iprom iprom.si
Ulica Ivice Pirjevčeve 16,
1211 - Lj-Šmartno, Slovenia
Phone: +386-1-511-07-50
Fax: +386-1-511-07-83
Email: info@iprom.si
3 Adlink Meida adlinkmedia.si
Vojkova 63,
1000 Ljubljana, Slovenia
Phone: +386-1-565-60-06
Fax: +386-1-565-60-08
Email: info.si@adlinkmedia.net
4 Interactve.agency interactve-agency.si
Bravničarjeva ulica 13,
1000 Ljubljana, Slovenia
Phone: +386-1-620-32-50
Fax: +386-1-300-77-28
Email: hello.slo@interactve.ag
6. OPINIONS FROM THE MARKET
Radoš Skrt
Internet Project Director, Studio Moderna
Online advertsing market
What are the opportunites and obstacles for the online advertsing market on your
local market?
Several years ago having a presence on the internet was a must for all companies
and now if the company cannot be found among the frst hits given in a search
engine, we could say that it virtually doesn’t exist. The fact is that internet users
Do you CEE? Slovenia
229
search for products, services and businesses via search engines, and that about
80% of all clicks occur on the frst page of search results. Of course, companies
can also draw much atenton using other forms of online communicaton, but
we must be aware that banner blindness is more and more prevalent. People
are becoming less responsive to ads and the presence of users on the web is
extremely scatered.
Dominatng trends
What are the recent trends on your local online market? What areas are expected
to develop most in the future?
Those companies which want to be successful will have to fnd or carve out a place
on the market. This means that they will have to choose the appropriate (target)
media to be highlighted, and that they should be able to atract the atenton of
internet users with creatve solutons and innovatve approaches. It is more than
evident that the phenomenon of social media companies will not be able to avoid
two-way communicaton with customers (this is a necessity in this day and age)
and that they should also encourage interacton with customers.
The inclusion of both partes (advertsers and users), taking into account their
desires and needs as well as collectng databases and their efcient usage, will
most certainly be crucial factors and the main key to success in the near future.
Turkey
21.60m
internet users
1. MAINPLAYERS_
2. ONLINEAUDIENCE_
3. TOOLS_
4. BRANCHORGANIZATIONS_
5. ADVERTISINGNETWORKS_
6. OPINIONSFROMTHEMARKET_
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1.1. Top10websitesbyreach_
1.2. Top10websitesbyaveragetimespent per user_
1.3. Topportals_
1.4. Social networks_
1.5. Onlineclassifiedadsbyreach_
1.6. Topfinancesitesbyreach_
3.1. Browsers_
3.2. Operatingsystems_
3.3. Searchengines_
3.4. Screenresolutions_
3.5. Mobiledevices_
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WEBSITE’S CATEGORY NUMBER OF REAL
USERS
NUMBER OF PAGE
VIEWS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 blogcu.com blogging platorm 10 110 262 113 287 594 11 00:13:52 43%
2 mynet.com horizontal portal 8 325 109 1 455 728 525 175 02:01:10 36%
3 izlesene.com video hostng 8 305 237 269 004 160 32 00:45:47 36%
4 ekolay.net horizontal portal 7 173 983 315 354 463 44 01:04:30 31%
5 hurriyet.com.tr news service 6 844 277 864 751 686 126 01:57:09 29%
6 milliyet.com.tr news service 6 207 491 714 288 388 115 02:21:51 27%
7 antoloji.com
literary service /
online bookstore
3 725 207 27 801 789 7 00:06:50 16%
8 kraloyun.com casual games platorm 3 652 623 177 785 406 49 01:05:08 16%
9 haberler.com news service 3 509 221 55 715 690 16 00:16:02 15%
10 sabah.com.tr news service 3 125 297 170 728 985 55 00:47:05 13%
Table 1 Top 10 websites in Turkey by reach level (Gemius SA / Ipsos KMG: IAB Turkey’s Internet Audience Measurement, March 2010)
Given the large size of the Turkish
online market, the major internet
players in this country have relatvely
large audiences. Among the websites
partcipatng the IAB Turkey’s
Internet Audience Measurement
conducted by Gemius and Ipsos,
the most popular one is blogcu.com,
a blogging platorm created by Nokta,
a company established in 2002,
which operates both in Turkey and
the United States. Nokta specializes
in search services and search-
based advertsing solutons. Web
2.0 projects are its latest area of
business. According to IAB Turkey’s
Internet Audience Measurement
conducted by Gemius and Ipsos, in
March 2010 blogcu.com atracted
over 10 million real users, thereby
gaining a market reach of 43%.
1. MAIN PLAYERS
1.1. TOP 10 WEBSITES BY REACH
Over half of the websites included
in the ranking of the top 10 major
players on the market by reach are
portals and news services. The most
popular horizontal portal, mynet.com,
came second in March 2010 with
a reach of 36% and an audience of
over 8 million real users. Mynet.com
operates based on a horizontal
platorm model, as does ekolay.net
(4th place in the ranking with a reach
of 31%). Signifcant positons on the
market are also held by four popular
and well developed news services:
hurriyet.com.tr (5th place with
29% reach in March 2010),
milliyet.com.tr (6th place with 27%
reach), haberler.com (9th place with
15% reach) and sabah.com.tr (10th
place with 13% reach during the
same period).
Do you CEE? Turkey
232
The core business models used by
the above-mentoned players is the
sale of online advertsing, however
it is undertaken in several diferent
ways. One can identfy three basic
approaches. The frst is the self-
conducted sale of advertsing, which
is applied by Mynet and Sabah. The
second and most common practce
are sales conducted by a subsidiary
network or media house (belonging
to the same holding as the publisher).
Ekolay.net, milliyet.com.tr and
hurriyet.com.tr are good examples
of players working this way: all of
their sales actvites are operated by
one advertsing network, MedyaNet,
which is (as they also are) a company
owned by the Dogan Media Group.
Haberler is the only website among
the above-mentoned representng
the third approach. Its advertsing
actvites are operated by ReklamZ, an
independent company and one of the
largest internet advertsing networks
in Turkey. ReklamZ was established in
2002 and currently provides various
advertsing solutons for many large
and signifcant local players. Apart
from Haberler, among the websites
operated by ReklamZ and partcipatng
in IAB Turkey’s Internet Audience
Measurement in March 2010 one can
also fnd such players as komikler.com
(an aggregator of humorous content),
hastane.com.tr (a signifcant health/
medical website), ajansspor.com (one
of the leading sports news providers),
posta.com.tr (the website of Turkey’s
best-selling newspaper) and hi5.com
(a well-known social networking
service). ReklamZ also represents such
websites as eksisozluk.com (the oldest
online community in Turkey) and
fzy.com (a leading online music
provider).
Interestngly, the internet in Turkey
also contains very locally-specifc
online projects, which make it a very
interestng market. One of the best
examples of this is a website which
comes very high in the ranking of
Turkey’s top players. It is a video
hostng service named izlesene.com
which not only works like YouTube,
but also resembles this Google-
owned service. Izlesene is another
website released by Nokta. Its success
owes much to the fact that it flls
a tremendous market gap. In 2007,
following much media atenton
associated with movies available on
YouTube, the world famous video
website was banned in Turkey.
Izlesene, its local equivalent, is
therefore doing very well. According
to IAB Turkey’s Internet Audience
Measurement conducted by Gemius
and Ipsos, in March 2010 it gained an
audience of over 8 million real users
and has a reach level of 36%.
The second peculiar and rare website
(especially when it comes to close
leadership of local players) actve on
the Turkish market is antoloji.com.
It operates using a hybrid model
of a literary online service, head
ofine news aggregator and internet
bookstore. It is basically a website
devoted to the writen word. As its
creators themselves say, antoloji.
com is an art portal focused on the
cultural life of the country. Antoloji
publishes both poetry and prose
writen by professionals and amateurs.
It also provides a variety of Web
2.0 solutons, like groups, clubs and
message boards. The popularity
of this project is an interestng
phenomenon. While on most markets
informaton and entertainment
make up the backbone of online
mass-media websites, this partcular
cultural service in Turkey is able to
gain 7th place in the general ranking
of websites by reach. According
to IAB Turkey’s Internet Audience
Measurement conducted by Gemius
and Ipsos, in March 2010 Antoloji
had almost 4 million real users
interested in this niche topic, with
a reach of 16%.
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233
NUMBER OF
REAL USERS
PAGE VIEWS PER
USER
AVERAGE TIME
PER USER
REACH
1 webgazete.net 2 381 51 06:34:40 0.01%
2 80630.com 30 773 586 06:21:49 0.1%
3 gazeteoku.com 802 660 47 03:58:11 3%
4 pexu.com 17 077 166 03:07:02 0.1%
5 siberalem.com 653 468 111 02:29:29 3%
6 milliyet.com.tr 6 207 491 115 02:21:51 27%
7 gamyun.net 440 905 134 02:11:04 2%
8 mackolik.com 2 232 298 65 02:02:48 10%
9 mynet.com 8 325 109 175 02:01:10 36%
10 hurriyet.com.tr 6 844 277 126 01:57:09 29%
Table 2 Top 10 websites in Turkey by average tme spent per user (Gemius SA / Ipsos KMG:
IAB Turkey’s Internet Audience Measurement, March 2010)
1.2. TOP 10 WEBSITES BY AVERAGE TIME SPENT PER USER
If we look at the Turkish online
market from the perspectve of tme
spent per average internet user on
each website, the ranking of the
most signifcant websites takes on
a completely diferent perspectve
and the dominant roles are not played
(unlike in many markets) by the largest
players. Even such an engaging service
as izlesene.com (the local YouTube
equivalent) with almost 46 minutes
average tme spent per user does not
fnd its place among the most tme-
consuming websites in Turkey. In turn,
frst place in the presented ranking
is held by one of the less popular
websites, webgazete.net, an online
newspaper service run by Aktf Haber
Yayın Grubu. According to IAB Turkey’s
Internet Audience Measurement
conducted by Gemius and Ipsos, it
gained barely 0.01% of reach among
all internet users in March 2010, but
at the same tme its average visitor
(there were 2,400) spent more than
6.5 hours on the website. During the
same period a similar result (almost
6 hours 22 minutes average tme per
user) was obtained by 80630.com,
which is an exclusive social networking
platorm (not accessible for non-
registered users) similar to Facebook.
Majority of the most engaging
websites in Turkey keep their users
actve for 2-4 hours. Among them,
one can fnd such websites as a news
aggregator (gazeteoku.com), gaming
platorms (pexu.com and gamyun.net),
a social networking service (siberalem.
com) or a sport news service
(mackolik.com). The most ‘addictve’
websites in Turkey include three
portals, both horizontal and news-
based. The 6th ranking positon of top
10 websites by average tme spent
per user is held by milliyet.com.tr. The
whole list was propped up by the most
popular horizontal portal and most
popular news service, mentoned in
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234
1.3. TOP PORTALS
The Turkish online market is flled with
many well developed news services
and internet equivalents of traditonal
newspapers which, from a practcal
point of view, ofen play the role
of horizontal services. Despite this
fact, among the top 10 most popular
websites partcipatng in IAB Turkey’s
Internet Audience Measurement
conducted by Gemius and Ipsos, there
are only two pure horizontal portals:
mynet.com and ekolay.net.
According to the results of the above-
mentoned study for March 2010, the
leading horizontal portal in Turkey was
at the same tme the second most
popular website on the market with
36% reach among all internet users.
Mynet.com is run by the company of
the same name. It was established in
1999 by Emre Kurtepeli. Presently,
it is a private company employing
approximately 250 specialists, mainly
engineers. The mynet.com portal is
not only a very successful project as
regards the Turkish market, but also
because considering the size of the
local internet in this country, which
ensures that it has a constant monthly
audience of over 8 million real users,
the previous secton. The average user
of mynet.com, the portal which took 9th
place in the ranking, spent over 2 hours
on the website in March 2010 and the
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 mynet.com 8 325 109 175 02:01:10 36%
2 ekolay.net 7 173 983 44 01:04:30 31%
Table 3 The two most popular portals in Turkey by reach level (Gemius SA / Ipsos KMG:
IAB Turkey’s Internet Audience Measurement, March 2010)
this website also fgures highly in
internatonal rankings for the whole
region.
The second most popular portal
partcipatng in IAB Turkey’s Internet
Audience Measurement conducted
by Gemius and Ipsos is ekolay.net.
Its monthly audience oscillates around
7.2 million real users. Ekolay.net is run
by Doğan Elektronik İçerik Tasarım
Hizmetleri ve Yayıncılık A.Ş., a part of
Doğan Şirketler Grubu Holding A.Ş.
(Doğan Holding Group of Companies
Inc) founded in 1980 in Istanbul. Doğan
Holding is a large organizaton that
invests not only in media, but also
in energy, fnance and tourism.
The company owns many signifcant
Turkish newspapers which, incidentally,
have their own online versions,
for instance hurriyet.com.tr and
milliyet.com.tr. Ekolay is one of the
company’s most popular websites,
which in March 2010 had a reach
of 31%.
average user of hurriyet.com.tr spent
almost two hours reading current news
during the same period.
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235
1.4. SOCIAL NETWORKS
The unquestonable leader among all
websites partcipatng in IAB Turkey’s
Internet Audience Measurement
conducted by Gemius and Ipsos is
blogcu.com, a blogging platorm
which in March 2010 had over 10
million real users, gaining 43% reach
and dominatng all its compettors.
Blogcu is the most successful website
run by Nokta, one of the most actve
companies on the Turkish online
market. Among the top 5 social
networking websites in this country,
we can also fnd two natve players.
The frst is siberalem.com, a datng
service run by EBI (Elektronik Bilgi
İletşim Hizmetleri Reklamcılık ve Tic.
A.Ş.), a company established in 1998,
whose portolio covers such websites
as: idefx.com (an online media/book
store), itraf.com (a discussion board)
or evlilikmerkezi.com (a wedding
service). Siberalem gained over
650,000 real users in March 2010,
which gave it a reach level of 3%.
Another natve player which found
its place among the top 5 most
popular social networking websites
in Turkey monitored by Ipsos and
Gemius is hocam.com, an extended
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 blogcu.com 10 110 262 11 00:13:52 43%
2 tr.netlog.com 1 981 046 84 00:57:17 8%
3 siberalem.com 653 468 111 02:29:29 3%
4 hi5.com 587 895 106 00:36:34 3%
5 hocam.com 167 250 159 01:56:32 1%
Table 4 Top 5 social networks in Turkey by reach level (Gemius SA / Ipsos KMG: IAB Turkey’s Inter-
net Audience Measurement, March 2010)
and multpurpose social networking
platorm run by Hocam Interaktf.
Despite the quality of the website,
its popularity is stll low, as clearly
evidenced by the results of the study,
according to which Hocam atracted
less than 170,000 real users in March
2010 giving it a mere 1% reach.
According to IAB Turkey’s Internet
Audience Measurement conducted
by Gemius and Ipsos, internet users
in this country also visit internatonal
social networking websites. In the
top 5 ranking above we can fnd such
brands as Netlog and Hi5. The Turkish
secton of Netlog atracted almost
2 million real users in March 2010,
which ensured a safe 2nd place in the
ranking. Its market reach amounted
to 8%. In turn, Hi5 gained less than
600,000 real users in March 2010,
which gave it a reach of 3%.
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236
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1
fnans.mynet.
com
1 090 039 24 00:30:46 5%
2
bigpara.ekolay.
net
505 713 58 03:11:38 2%
3 doviz.com 464 460 9 00:57:25 2%
Table 6 Top 3 fnance sites in Turkey by reach level (Gemius SA / Ipsos KMG: IAB Turkey’s Internet
Audience Measurement, March 2010)
1.6. TOP FINANCE SITES BY REACH
NUMBER OF
REAL USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 arabam.com 1 836 519 60 00:25:21 8%
2 hurriyetemlak.com 1 213 832 66 00:53:46 5%
3 hurriyetoto.com 990 352 16 00:13:01 4%
Table 5 Top 3 online classifed ads in Turkey by reach level (Gemius SA / Ipsos KMG: IAB Turkey’s
Internet Audience Measurement, March 2010)
1.5. ONLINE CLASSIFIED ADS BY REACH
Online classifed advertsing seems
to be relatvely popular in Turkey.
According to IAB Turkey’s Internet
Audience Measurement conducted by
Gemius and Ipsos, the most frequently
visited website of this kind in March
2010 was arabam.com which atracted
over 1.8 million real users with
amarket reach of 8%. Arabam.com
is an extensive online database of car
sales announcements. In March its
visitors remained actve for an average
of 25 minutes.
In the same period 1.2 million real
users visited hurriyetemlak.com,
a classifed advertsing website
containing real estate announcements.
Users searched for homes on average
twice as long as those who were
interested in buying a car (almost
54 minutes per user). Hurriyetemlak.
com gained 5% reach, just one
percentage point more than the other
automotve online service included in
the ranking, hurriyetoto.com.
The later atracted just over 990,000
real users in March 2010 and took
3rd place with a reach of 4%.
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237
Furthermore, 75% of the whole online
populaton consisted of individuals
under 34 years old. Users aged
55 years old and more represent only
4% of the total online populaton. Such
distributon is characteristc for less
developed online markets, which are
not experiencing the phenomenon
of getng older along with their
users. However, compared to other
countries, the high increase of the
proporton of individuals over 45 and
55 years old may be expected.
Within the whole online
populaton of this country, there
are three major groups of users:
individuals with primary educaton or
less (30%), secondary school educaton
(25%) and those who graduated from
high school (31%). At the same tme
individuals with university educaton
The area of fnance on the Turkish
internet is dominated by the
horizontal portals Mynet and Ekolay.
The dedicated sectons of these two
players hold frst and second place,
respectvely in the ranking of fnance
websites partcipatng in IAB Turkey’s
Internet Audience Measurement
conducted by Gemius and Ipsos.
The fnancial secton of Mynet
(fnans.mynet.com) was visited by
more than one million real users in
March 2010, which gave it a reach of
5% among all internet users. During
the same period the equivalent
fnance secton of Ekolay (bigpara.
ekolay.net) was visited by over
500,000 real users, which gave it a
reach of 2%. Internet users visitng this
secton of Ekolay remained actve for
more than 3 hours.
The 3rd ranking positon among
fnance websites in Turkey is held
by doviz.com, a relatvely small and
simple website run by Nokta. Doviz
means “foreign exchange” and the
website actually focuses exclusively
on publishing current exchange rates
as well as the prices of gold and fuel.
In March 2010 it gained an audience
of over 460,000 real users, which gave
it a market reach of 2%.
2. ONLINE AUDIENCE
Unlike in the majority of CEE
markets, the gender structure of the
online populaton in Turkey is not
balanced. According to the Ipsos
KMG study for March 2010, 57% of
internet users in this country are
men and only 43% of the whole
online populaton are women. Such
a visible disproporton seems to be
caused by two factors. The frst is the
‘immaturity’ of the online market,
where men are usually the frst to
capture new technologies. The second
factor is related to certain cultural
specifcs which may have a signifcant
impact on the gender structure of
the Turkish online populaton.
Internet users in Turkey are very
young. According to the Ipsos KMG
study in March 2010 48% of users
were between 12 and 24 years old.
Do you CEE? Turkey
239
or scientfc degrees comprise only
14% of the whole online populaton.
Nevertheless, this fgure is impressive
compared to the general Turkish
populaton, where the proporton of
individuals with a university educaton
is 7 percentage points lower.
The largest group of Turkish
internet users lives in urban areas,
Chart 1 Top browsers in Turkey by share of page views generated by Internet users who visit Turkish
websites using gemiusTrafc (gemiusTrafc study 1Q 2007 – 1Q 2010)
3. TOOLS
3.1. BROWSERS
3.1. Browsers
In terms of web browsers popularity,
the Turkish online market is both
unique and interestng compared
to most CEE countries. It is
completely dominated by Microsof
Internet Explorer which holds the
consistently largest share. According
to gemiusTrafc, in the frst quarter
of 2010 this browser was used by
visitors responsible for almost 79%
of all page views generated on websites
monitored in the study. During the
same period Mozilla Firefox generated
only 15% of all page views. The third
most intensively used web browser in
Turkey is Google Chrome (4.9% of all
page views in the frst quarter of 2010).
Other solutons
do not enjoy signifcant interest
among Turkish internet users.
3.2. Operatng systems
The group of Turkish internet users
which generated the largest amount
of page views (74%) in the frst quarter
of 2010 used Windows XP. According
to the gemiusTrafc study, the second
most frequently indentfed operatng
system on the Turkish market is
Windows Vista. During the same period
its users were responsible for 17% of
which is congruent with the
distributon observed for the whole
populaton. However, compared
to the total populaton, the share
of individuals living in urban areas
among internet users is higher by 11
percentage points.
Do you CEE? Turkey
240
Chart 3 Top search engines in Turkey by share of visits generated by Internet users who visit Turkish
websites using gemiusTrafc (gemiusTrafc study 1Q 2007 – 1Q 2010)
3.3. SEARCH ENGINES
Chart 2 Top operatng systems in Turkey by share of page views generated by Internet users who visit
Turkish websites using gemiusTrafc (gemiusTrafc study 1Q 2007 – 1Q 2010)
3.2. OPERATING SYSTEMS
all page views generated on websites
monitored by Gemius. Microsof’s
newest product, Windows 7, comes
last. In the frst quarter of 2010 it was
installed on computers of internet
users who were responsible for almost
8% of all page views recorded in the
gemiusTrafc study. To compare, the
share of page views generated by Mac
OS X users equaled to only 0.5%.
3.3. Search engines
There is no doubt as to which search
engine dominates the Turkish market
– it is Google. In the frst quarter
of 2010, the world’s best known
search engine was a startng point
for almost 99% of all visits which
took place on websites monitored
in the gemiusTrafc study in Turkey.
The second player on the market,
Microsof MSN (an engine used by
MSN itself as well as live.com and
Bing), managed to gain a share of only
1.2% for the totality of visits during
the same period. The Yahoo search
engine and all other search engine
solutons have an insignifcant share
on the Turkish market.
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241
Chart 4 Screen resolutons in Turkey by share of page views generated by Internet users who visit
Turkish websites using gemiusTrafc (gemiusTrafc study 1Q 2007 – 1Q 2010)
3.4. SCREEN RESOLUTIONS
Chart 5 Top 5 mobile devices in Turkey by the website-averaged percentage share of page
views generated by internet users form Turkey who visit Turkish websites using gemiusTrafc
(gemiusTrafc, 10.05.2010 - 25.07.2010, weighted average for months) *from 2010-05-10
**to 2010-07-25
3.4. Screen resolutons
The most popular screen resoluton
in Turkey is 1280 x 1024. In the frst
quarter of 2010, it was recognized
on computers of users responsible
for almost 43% of all page views
made on websites monitored in the
gemiusTrafc study. Other top screen
resolutons on the market are less
popular. In the frst quarter of 2010
their shares oscillated between 18%
(for 1280 x 800) and 4.6% (for 1152
x 864).
3.5. Mobile devices - models
According to the gemiusTrafc study,
the most popular mobile device used
to access the web in Turkey is the
iPhone, which was responsible for 35%
of page views generated by mobile
devices on the average website in
July. The second most popular mobile
device was the Nokia 5800.
Its users generated 12% of the mobile
trafc on the average Turkish website
using gemiusTrafc. The other Apple
product, the iPad, had a 5% share.
However, its popularity is growing
and over two months has gained
2 percentage points.
3.5. MOBILE DEVICES
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242
4. BRANCH ORGANIZATIONS
IAB Turkey
www.iab-turkiye.org
Descripton: IAB Turkey was
established in 2007 and acts as
a reference center for interactve
advertsing and the digital marketng
industry in Turkey. Its mission is
to contribute to the development
and growth of the interactve
industry; by setng standards,
organizing networking initatves
and actvites, coordinatng internet
audience measurement research and
organizing educatonal programs.
Members: At present, IAB Turkey
has 109 members including media
agencies, publishers, interactve
agencies and advertsers.
Mobile Marketng Associaton
mmaglobal.com
Descripton: The Mobile Marketng
Associaton established its local
branch in Turkey in 2009. The
objectve of MMA Turkiye is to
foster the burgeoning mobile
marketng industry in Turkey through
local partcipaton from industry
stakeholders, driving the early
integraton of global standards and
industry guidelines across the mobile
channel in the country and providing
a powerful platorm for knowledge
sharing.
Members: At present MMA Turkiye
has 29 members.
Turkish IPTV Associaton
www.iptv-der.org
Descripton: The Turkish IPTV
Associaton represents the next
generaton of the TV broadcastng
platorm in Turkey. As a non-proft
organizaton, the associaton aims to
develop technologies and standards
that might help streamline and
accelerate deployments of IPTV,
which will help maximize the benefts
of IPTV for consumers, network
operators, content providers, service
providers, consumer electronics
manufacturers and home and
network infrastructure providers.
Online Media Associaton (OMA)
www.internetmedyasi.org
Descripton: The Online Media
Associaton (OMA) aims to establish
digital media as a respected and
reliable marketng channel. OMA
makes the efort to be the leading
and standard setng organizaton in
Turkey especially for online publishing
and journalism.
Members: The Associaton has
365 members, all online content
providers.
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243
5. ADVERTISING NETWORKS
GENERAL CONTACT INFORMATION
FULL NAME HOMEPAGE URL ADDRESS MAIN OFFICE
ADDRESS
CONTACT
1
MedyaNet İletşim
Reklam Pazarlama ve
Turizm A.Ş.
medyanet.com.tr
Eski Büyükdere Cad. Ayazağa
Ticaret Merkezi C Blok No:11 Giriş
Kat 34398 Maslak/İstanbul
Phone: +90-212-304-21-00 (01)
Fax: +90-212-328-05-84
Email: bilgi@medyanet.com.tr
2
Logaritma Internet ve
Bilgi Teknolojileri Tic.
Ltd. Şt.
logaritma.com.tr
Büyükdere Cad Tevfk Erdönmez
Sokak Gül Apt 2/23 Esentepe/
İstanbul
Phone: +90-212-273-10-27
Fax: +90-212-273-27-29
Email: logaritma@logaritma.com.tr
3
Medyaguru Reklam Hiz.
Ve Tic. A.Ş.
medyaguru.com
Barbaros Bulvarı Morbasan Sokak
Koza İş Merkezi B Blok No:12 Kat:3
Balmumcu - Beşiktaş / İstanbul
Phone: +90-212-266-96-96
Fax: +90-212-213-80-82
Email: info@medyaguru.com
4
Rgte İletşim Reklam Paz.
ve Tic. A.Ş.
netbookmedia.com
Esentepe Mah.Talatpaşa Cad.
No.5 Kat 3 Şişli / İstanbul
Phone: +90-212-324-00-60
Fax: +90-212-324-20-62
Email: info@ netbookmedia.com
5
Reklamz İnternet Reklam
Hiz. ve Bilişim Tekn. A.Ş.
reklamz.com
Leylak Sok. No: 26 Nursanlar
İş Merkezi A Blok K:7 No:26
Mecidiyeköy-Şişli-İstanbul
Phone: +90-212-213-70-05
Email: bilgi@reklamz.com
6 Turkuvaz turkuvazyayin.com.tr
Barbaros Bulvarı No:153 34349,
Beşiktaş-İstanbul
Phone: +90-212-354-30-00
7 Yeni Medya yenimedya.com.tr
İsmail Paşa Sk. No:27 Koşuyolu
İstanbul
Phone: +90-216-339-09-98
Fax: +90-216-339-09-58
8
Nokta Medya İnternet
Hizmetleri San. ve Tic.
A.Ş.
nokta.com
Gökırmak Sokak No:2 Beysukent
ANKARA 06800
Phone: +90-312-236-16-69
Fax: +90-312-236-16-79
Email: medya@nokta.com
9
Linkz Internet Reklam
Hiz. Ve Bilişim Tekn. A.Ş.
linkz.net
Kuştepe Mah. Leylak Sok.
Nursanlar İş Mrk. K:1 N:6 Şişli,
İstanbul
Phone: +90-212-444-54-65
Fax: +90-212-213-70-07
Email: bilgi@linkz.net
10
Magnet Bilgi
Teknolojileri ve
Sistemleri A.Ş.
magnetdijital.com
Eski Üsküdar Cad. Çayıryolu Sok.
Partaş Center No: 1/16 İçerenköy-
İstanbul
Phone: +90-216-577-33-11
11
Maksimum İletşim
Hizmetleri A.Ş.
maksimum.net
Meclis-i Mebusan Cad. No:23
Dursun Han Kat:1
34433 Tophane-İstanbul
Phone: +90-212-243-45-28
Fax: +90-212-243-45-29
6. OPINIONS FROM THE MARKET
Orkun Tekin
Chairman, reklamz.com, semtr.com, linkz.net, fzy.com
Online advertsing market
What are the opportunites and obstacles for online advertsing on your local
market?
We can observe many opportunites for the online advertsing market in Turkey.
This is mainly because of the rapid growth of internet advertsing spending since
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244
2002. According to the Advertsers Associaton, in the frst quarter of 2010 internet
advertsing spending grew by 63% compared with total advertsing budgets.
We predict that this acceleraton will contnue for at least the next fve years.
What is more, as the majority of the Turkish populaton is between the ages of
1-24, we assume that internet usage will contnue to grow. The reason for this is
that the young generaton is becoming more accustomed to using the internet for
everyday actvites. The same can be observed in all digital sectors.
The greatest opportunity in the Turkish online internet advertsing sector is its
tendency to bring together all advertsing means under one digital platorm. All
ofine advertsing products are becoming more digitalized every day. Publicatons
are becoming internet advertorials, TV content is becoming digital video
broadcasts, audio products, and radio broadcasts are being digitalized. On the fip
side, there is a gap in educaton and the experience of human resources who are
employed both in media planning agencies and in the advertsing departments
of major brands. This causes problems in understanding the efectveness,
advantages and new trends by both agencies and brands.
Dominatng trends
What are the recent trends on your local online market? What areas are expected
to develop most in the future?
We can observe three main periods in the trends on the Turkish market. Prior
to 2007, an era of standard banner display based on impressions was evident.
Following this, in 2008, there was an era of rich and interactve media products
as well as performance advertsing. From 2009 agencies have tended to focus on
special projects capturing users beyond base advertsing means.
When we look at the frst quarter of 2010 such special projects have contnued to
grow. Brands are interested in unique, interactve ideas connectng them to their
target audience. Also, advertsers’ concerns have switched from basic banner
display to seeing beyond performance. Display to diversion and from diversion
to conversion has gained major importance. The urge of advertsers to take ROI
measures into account has forced Ad networks to include performance targets into
their calculatons. CPX ad models become more and more economically feasible
thus creatng a necessity in the evolving Turkish internet usage practces.
In general, there are 3 main trends that drive the internet advertsing sector.
The frst of them is video advertsing. Brands see video advertsing to be an
efectve way to reach their target audience as a result of usage in TV advertsing
habits. Every day, increasingly more people watch video content on the internet.
Video content is more valuable on digital platorms since it is more precisely
measurable, it is easier to segment the audience and also report outcomes
in terms of ROI. Digital video content (which is diferent from TV advertsing)
is interactve and contnues to capture the target audience even afer video
content is presented. Through clickable video content, users are diverted to the
advertser’s website to contnue interactng with the brand.
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245
Another trend which drives the internet advertsing sector is social media
advertsing. Many global and local brands interact with users in Turkey through
social media accounts. Facebook users originatng from Turkish IPs have
reached a level of 4 million a day. As a result, more than 5 agencies have ofered
professional services on social media like account management and seeding.
Brands have started to employ social media specialists. From another perspectve,
social media platorms have started to ofer a complete interactve package
including image, video and audio content. Digital sharing, idea creaton and social
movement have all become hot topics. Informaton sharing and branding has
followed naturally.
Another trend is mobile advertsing. With the launch of smart phones and more
advanced mobile devices capable of high speed internet connecton, internet
users have started to use the mobile internet in their everyday life. Today there are
11.4 million 3G users in Turkey. Therefore, display budgets in the ‘mobile’ category
have reached to $150,000 per month. What is more, several mobile agencies are
trying to expand this market. Reklamz launched a new set of products under a new
company called “MobileZ“ to respond to this demand.
Regarding the future, it should be said that trendy products in the video, social
media and mobile categories will contnue to grow, as they will become the new
hot spots in informaton sharing. Most importantly, digital advertsing is becoming
increasingly more independent of ofine advertsing with its own methodology,
vision and technology.
In general, products that are structured on the basis of audience targetng will
contnue to grow. Identfying, capturing, tracking and interactng with the target
audience and the technological capabilites thereof will be a necessity rather than
a demand in the upcoming years.
Global vs. local players
Are the local players present on your local market strong enough to compete with
the global giants? What advantages and strategies do they use in this batle?
The strongest global players are Facebook and MSN. Dailymoton is another media
giant that has entered the Turkish market. All these publishers supply specifc
content, which competes and, in most cases, dominates the felds they enter. Their
edge usually lies in the technology they use and the new methodologies that are
extremely well constructed and tailored to the audience. Their products are well
designed as a result of well-evolved user segmentaton abroad.
Internet search is completely dominated by Google and there is no competton
in SEM. In mobile advertsing, local sales houses dominate the market. There are
several reasons for this. First of all, inventory is restricted, so that publishers do
not use blind basis mobile display networks. Secondly, agencies are in the learning
phase. This means that salespeople in the dominant sales houses are convincing
media planners to move to mobile display therefore budgets are dividing inside
these sales houses.
Ukraine
8.92m
internet users
1. MAINPLAYERS_
2. ONLINEAUDIENCE_
3. TOOLS_
4. BRANCHORGANIZATIONS_
5. OPINIONSFROMTHEMARKET_
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1.1. Top10websitesbyreach_
1.2. Top10websitesbyaveragetimespent per user_
1.3. Topportals_
1.4. Social networks_
1.5. Onlineclassifiedadsbyreach_
1.6. Topfinancesitesbyreach_
3.1. Browsers_
3.2. Operatingsystems_
3.3. Searchengines_
3.4. Screenresolutions_
3.5. Mobiledevices_
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247
WEBSITE’S CATEGORY NUMBER OF REAL
USERS
NUMBER OF PAGE
VIEWS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 mail.ru horizontal portal 5 170 428 804 602 875 156 03:56:17 58%
2 yandex.ua
(
*
)
horizontal portal 4 350 184 365 007 925 84 03:52:58 49%
3 marketgid.com e-shop catalogue 3 217 384 39 277 914 12 00:50:12 36%
4 meta.ua horizontal portal 2 586 042 69 090 816 27 00:37:01 29%
5 i.ua horizontal portal 2 341 812 119 043 456 51 01:02:53 26%
6 tochka.net horizontal portal 1 818 973 17 419 775 10 00:09:14 20%
7 bigmir.net horizontal portal 1 673 814 67 863 776 41 01:07:28 19%
8 gismeteo.ua weather portal 1 658 453 37 326 182 23 00:20:01 19%
9 redtram.com.ua news service 1 472 170 12 430 345 8 00:37:58 17%
10 online.ua horizontal portal 1 433 729 32 761 772 23 00:31:38 16%
Table 1 Top 10 websites in Ukraine by reach level (gemiusAudience, March 2010)
In March 2010 the ranking of the most
popular websites by reach in Ukraine
was dominated by horizontal portals.
They occupied 7 out of the top 10
places and together generated almost
1.5 billion page views. Mail.ru
(58%) and yandex.ua (49%) are the
leaders on the Ukrainian online
market. What is interestng is that
they both originate from Russia. Other
popular horizontal portals among
the Ukrainian online populaton are
meta.ua with a reach of 29%, i.ua with
26% and tochka.net with 20%. They
are described in detail in the table 1.3
Top portals.
One of the non-portal sites in
the gemiusAudience ranking was
marketgid.com. In March 2010 its
reach amounted to 36%. It is an
e-shop catalogue operatng in Russia,
Germany, Poland and Romania. There
1. MAIN PLAYERS
1.1. TOP 10 WEBSITES BY REACH
is no Ukrainian language version, but
as with the horizontal portals, the
Russian version is popular among
internet users in Ukraine. Yet its
popularity, in comparison to March
2009, fell by 2 percentage points.
The 7th ranking positon was occupied
by bigmir.net, a horizontal portal
owned by the number one media
holding in Ukraine, KP Media. It
ofers services typical for this kind of
site, i.e. news, a mail service, blogs,
photo and video sectons as well as
a datng service. In March 2010 it
gained a reach level of 19% (it has
lost 4 percentage points of its reach
level over the last twelve months)
and has only a slightly advantage
over gismeteo.ua, which is a popular
weather portal that belongs to
the Russian company Map Maker
(www.mapmakers.ru). It ranked eighth
(
*
)
In March 2010 on the Ukrainian market the
node yandex.ua consisted of the portals’ main
page and search page only.
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248
NUMBER OF
REAL USERS
PAGE VIEWS PER
USER
AVERAGE TIME
PER USER
REACH
1 football.ua 305 634 175 04:17:26 3%
2 mail.ru 5 170 428 156 03:56:17 58%
3 yandex.ua 4 350 184 84 03:52:58 49%
4 connect.ua 247 857 216 02:26:53 3%
5 ria.ua 996 942 115 01:59:00 11%
6 quest.ua 11 647 61 01:49:47 0.1%
7 minfn.com.ua 26 688 55 01:47:23 0.3%
8 basket.com.ua 17 058 66 01:42:28 0.2%
9 photographers.com.ua 22 900 109 01:22:52 0.3%
10 bigmir.net 1 673 814 41 01:07:28 19%
Table 2 Top 10 websites in Ukraine by average tme spent per user (gemiusAudience, March 2010)
1.2. TOP 10 WEBSITES BY AVERAGE TIME SPENT PER USER
and had over 1.6 million real users,
who on average spent 20 minutes on
the service in March 2010.
The last two positons in the ranking
belonged to a news aggregator,
redtram.com.ua (17%) and another
horizontal portal, online.ua (16%). The
frst enables its users to fnd the latest
news they are interested in thanks to
a variety of searching criteria available.
Moreover, redtram.com aggregates
news in English, French, German,
Spanish, Italian, Polish, Chinese,
Russian and Ukrainian.
In March 2010 online.ua had over
1.4 million real users. The portal
includes such services as mail, a search
engine, a catalogue of websites,
an online TV schedule amongst others.
It is slowly gaining popularity and
compared to March 2009 its level of
reach increased by 1 percentage point.
The sites included in the top 10
ranking by average tme spent
per user, on the basis of the
gemiusAudience study from March
2010, are diversifed in terms of site
categories. The leader with 4 hours
17 minutes was football.ua, a sports
portal dedicated to football fans. Its
owner is Ukrainian Media Holding,
whose portolio of internet projects
also includes the news portals kp.ua
and focus.ua as well as dengi.ua,
a business and fnance service.
In March 2010 second and third
positons were occupied by Russian
horizontal portals mail.ru (3 hours and
56 minutes) and yandex.ua (3 hours
53 minutes). They are both successful
in Ukraine.
Connect.ua is a local social network
whose popularity is on the decline. In
March 2010 its reach level amounted
to 3%, yet, in terms of average tme
spent per user it ranked fourth with
a result of 2 hours 27 minutes.
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249
5th place belonged to the classifed
ads website ria.ua, with an average
user spending almost 2 hours on
this service in March 2010. Only 10
minutes less was spent by the average
user of quest.ua, i.e. 1 hour 50
minutes. This site is dedicated to the
community of Quest players, which is
an ofine game where players need
to use their wit and creatvity to fnd
a hidden code hidden somewhere in
their city. Quest.ua had over 11,600
real users in March 2010.
There was also a place for a fnancial
portal in the ranking, namely
minfn.com.ua. It publishes news
concerning fnances, banks, currencies
and the stock exchange. According to
the gemiusAudience study from March
2010, it had 26,688 real users and
the average viewer spent 1 hour and
1.3. TOP PORTALS
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 mail.ru 5 170 428 156 03:56:17 58%
2 yandex.ua 4 350 184 84 03:52:58 49%
3 meta.ua 2 586 042 27 00:37:01 29%
4 i.ua 2 341 812 51 01:02:53 26%
5 tochka.net 1 818 973 10 00:09:14 20%
Table 3 Top 5 portals in Ukraine by reach level (gemiusAudience, March 2010)
Horizontal portals are very popular
among Ukrainians. According to the
gemiusAudience study from March
2010, the leader, with a reach level
of 58%, was mail.ru. It is a Russian-
based horizontal portal, once a free
email service that evolved into one
of the biggest players on the post-
Soviet online markets. Although the
47 minutes online there. The average
user of basket.com.ua, which occupied
the next positon in the ranking,
spent only 5 minutes less online.
Basket.com.ua is a service dedicated
to basketball with a forum where
fans can exchange their views and
comments on current sports events.
With a result of 1 hour and 23 minutes
photographers.com.ua came 9th in the
ranking. It is a network of professional
photographers. They can upload their
photos to a gallery and let others
comment on them. In March 2010 it
had 22,900 real users, however, its
popularity has been growing (in March
2009 it was 11,371). The ranking was
propped up by the above-mentoned
bigmir.net, whose average user spent
1 hour 7 minutes there.
Ukrainian ofce was opened in 2008, it
did not become very actve untl 2009,
when the head of the Ukrainian ofce
changed. Mail.ru has from that point
been taking an ever larger proporton
of the market.
Second place was occupied by
yandex.ua, another Russian-based
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250
1.4. SOCIAL NETWORKS
The only local social network in
Ukraine worth mentoning is
connect.ua. According to the
gemiusAudience study, in March
2010 its reach level amounted to
3%, 2 percentage points less than a
year before. However, this does not
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
connect.ua 247 857 216 02:26:53 3%
Table 4 Local social network measured in the gemiusAudience study
(gemiusAudience, March 2010)
portal popular in the post-Soviet
countries. Yandex.ru started its career
as a search engine in September 1997
and has since been constantly gaining
new audience. Today it is the only
real compettor to Google in Ukraine
and Russia. Though the ranking from
March 2010 presents statstcs for
home page and search page only, its
reach level amounted to 49%, i.e. more
than 4.35 million users. Moreover,
it is no longer simply a search engine.
On the home page users can fnd
news, weather and trafc informaton,
exchange rates and much more.
Meta.ua (29%) is a Ukrainian
horizontal portal and search engine.
It became infuental on the Ukrainian
online market despite the fact
that its head ofce was in Kharkiv,
not in Kyiv (which is quite unusual
among Ukrainian online publishers).
It ofers its users basic services
such as a searching system on the
Ukrainian segment of the internet and
a catalogue of sites, search engine
for e-shops and pricelists, a system
for news monitoring, informaton
services amongst others. Moreover,
there is a communicaton secton with
a postal system, a forum, blogs and
the suchlike.
With a 26% reach i.ua ranked fourth
in the top 5 portals in the Ukraine
ranking. The developer of this
internet portal is the internet agency
Mi[6], which ofers a wide range of
advertsing services on the internet.
The horizontal portal includes a mail
service, a website catalogue, weather
forecasts, a translator, photos, blogs,
datng services and much more.
The ranking was propped up by
tochka.net, which in March 2010
had a reach level of 20%. It seems
to be a very promising player on the
Ukrainian online market. It is owned
by digital ventures, an online media
holding, which launched several
websites in 2008, then bought some
more in 2008-2009 and by the end of
2009 restructured them and created
one portal, tochka.net.
mean that Ukrainians are not fond
of social networking services. Two
Russian social networking websites
are quite popular: vkontakte.ru
and odnoklassniki.ru. Due to the
shared history of both countries as
well as tght business and cultural
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251
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 ua.all-biz.info 1 124 647 10 00:09:15 13%
2 prom.ua 1 083 169 11 00:10:36 12%
3 ria.ua 996 942 115 01:59:00 11%
Table 5 Top 3 online classifed ads in Ukraine by reach level (gemiusAudience, March 2010)
1.5. ONLINE CLASSIFIED ADS BY REACH
The leader in the top 3 online
classifed ads in Ukraine by reach
ranking was, in March 2010,
ua.all-biz.info with a reach level of
13%. It is a business directory for
companies, which provides free
profle registraton and paid profles
with more advanced optons.
Moreover, it allows its users to
upload their price lists, announce
tenders and helps to fnd contractors
or business partners. This Ukrainian
site has mirrors in several other
countries, including Russia, Poland,
Moldova, Kazakhstan, Spain and
Turkey.
The other signifcant player
on the Ukrainian classifed ads
market is prom.ua. According to
the gemiusAudience study from
March 2010, it had over 1 million
real users and a reach level of only
1 percentage point lower than the
leader’s. Like ua.all-biz.info, prom.ua
is a business directory for companies
with practcally the same scope of
services.
The ranking was propped up by
ria.ua with an 11% reach. It contains
free ofers classifed into three main
categories: automotve, real estate
and job announcements.
The service belongs to Aukro
(Allegro Group), which during
2008-2009 bought most of
the largest online auctons,
e-commerce websites, free
classifed websites and industrial
catalogues.
or even family connectons, Russian
and Ukrainian markets are closely
interconnected.
What is more, Facebook’s popularity
is growing in Ukraine. According to
Facebook Statstcs, it had 425,680
users (July 2010) in Ukraine. Its success
stemmed from its internatonality and
technological advances, in partcular
its integraton with Twiter, YouTube,
etc.
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252
NUMBER OF REAL
USERS
PAGE VIEWS PER
USER
AVERAGE TIME PER
USER
REACH
1 liga.net 1 154 514 9 00:14:32 13%
2 fnance.ua 526 025 19 00:32:18 6%
3 ligazakon.ua 249 941 5 00:06:22 3%
Table 6 Top 3 fnance sites in Ukraine by reach level (gemiusAudience, March 2010)
1.6. TOP FINANCE SITES BY REACH
According to the gemiusAudience
study from March 2010, there was one
leading fnance site in Ukraine, liga.net.
Its reach level amounted to 13% that
is over 1.1 million real users. The site
belongs to LigaBusinessInform, one of
the largest Ukrainian news agencies.
It is a respected source of informaton
for Ukrainians. It ofers its users with
news and up-to-date fnancial market
informaton. Moreover, they can visit
a forum and exchange their views
or ask for advice from other visitors.
Liga’s main source of income is
advertsements.
In second place of the top 3 ranking is
fnance.ua, owned by the Infnservice
Agency (www.ifs.kiev.ua), which
specializes in collectng and difusion
of operatonal informaton for
fnancial market operators. Finance.
ua is a respected business news
service with an online audience of
over 526,000 users. Since it is one
of the oldest sites in this category,
its positon is well established and
therefore has one of the most
expensive online ad venues in Ukraine.
In March 2010, another popular
fnance site among the Ukrainian
populaton was ligazakon.ua.
Like liga.net, it is owned by
LigaBusinessInform. Its reach level
amounted to 3% and the average
user spent 6 minutes on the service.
The site has an online database
of documents, laws and analyses
available on demand, afer a payment.
2. ONLINE AUDIENCE
The Ukrainian gender structure of
the online populaton is dominated by
men. Although women consttute the
majority of the Ukrainian populaton,
in March 2010 men accounted for
56% of the online audience. However,
the average woman spent around 20
minutes more online than the average
man.
In terms of age the most
signifcant group within the Ukrainian
online populaton was young people
aged 15-24, who in March 2010
consttuted 37%. The second largest
group, users aged 25-34, accounted
for 28% of the online populaton. The
share of successively older groups falls
with age and users over 55 consttutes
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254
62% of Ukrainian internet users
live in cites with over 500,000
inhabitants. This was 3 percentage
points less than in March 2009.
Only 7% of the online populaton
(2 percentage points more than a year
before) lived in villages. When it
comes to average tme spent online,
internet users from cites with 101,000
– 500,000 inhabitants came top.
In March 2010 the most
numerous group in terms of
occupaton (26%) among Ukrainian
internet users were highly qualifed
specialists. Second place belonged to
students, who accounted for 23% of
the online populaton.
only 3% of the market. However, what
is interestng is that the oldest internet
users in Ukraine spent the most tme
per user online, i.e. almost 10 hours
on averange.
Ukrainian internet users are well-
educated. The majority of Ukrainian
internet users have higher educaton.
According to the gemiusAudience
study from March 2010 they accounted
for 47% of the online populaton in
Ukraine. The next signifcant group
were users with incomplete higher
educaton (28%). Together they
accounted for 75% of the online
audience. Bearing in mind that
Ukrainian internet users are young,
the fact that 17% of them graduated
from secondary school bodes well for
the future educatonal structure of the
Ukrainian online populaton.
Chart 1 Top browsers in Ukraine by share of page views generated by internet users who visit Ukrai-
nian websites using gemiusTrafc (gemiusTrafc study 1Q 2007 – 1Q 2010)
3. TOOLS
3.1. BROWSERS
3.1. Browsers
For many years the leader on the
Ukrainian browsers market was
Microsof Internet Explorer. However,
recently MSIE’s share of page views
generated by internet users who visit
Ukrainian websites using gemiusTrafc
is decreasing. At the end of 2009 it
was overtaken by Opera. Moreover,
Do you CEE? Ukraine
255
Chart 4 Screen resolutons in Ukraine by share of page views generated by internet users who visit
Ukrainian websites using gemiusTrafc (gemiusTrafc study 1Q 2007 – 1Q 2010)
3.4. SCREEN RESOLUTIONS
MSIE’s 2nd positon is threatened
by the growing popularity of Firefox.
During the past twelve months its
share of the market has increased by
4 percentage points, while during the
same period MSIE’s has decreased by
13.
Another browser used by Ukrainian
internet users is Chrome, whose
market share afer the frst quarter of
2010 amounted to 4%.
3.2. Operatng systems
As on the other CEE markets, the
leader among operatng systems in
Ukraine is Windows XP. Afer the
frst quarter of 2010 its share of the
market, studied by gemiusTrafc,
consttuted 83% and its positon
seems to be unthreatened. However,
the newcomer, Windows 7, gained
almost 9% of the market in less than
a year. Windows Vista did not meet
the Ukrainian online audience’s
expectatons and afer a short period
of growth its market share is now
declining. Afer the frst quarter of
2010 it amounted to 6%.
3.3. Search engines
What is interestng about the
Ukrainian search engine market is
that it is not as dominated by Google
as are the markets in other CEE
countries (except Russia). Afer the
frst quarter of 2010 it accounted for
62% of the visits made by internet
users who visit Ukrainian websites
using gemiusTrafc. The second force
was Yandex with a market share of
34%. Other search engines, i.e. Meta,
Rambler and MSN, were not popular
among Ukrainians (2%, 2% and 1%,
respectvely) and therefore do not
pose any threat to the two main
players.
Chart 2 Top operatng systems in Ukraine by share of page views generated by internet users who
visit Ukrainian websites using gemiusTrafc (gemiusTrafc study 1Q 2007 – 1Q 2010)
3.2. OPERATING SYSTEMS
Chart 3 Top search engines in Ukraine by share of visits made by internet users who visit Ukrainian
websites using gemiusTrafc (gemiusTrafc study 1Q 2007 – 1Q 2010)
3.3. SEARCH ENGINES
Do you CEE? Ukraine
256
Chart 5 Top 5 mobile devices in Ukraine by the website-averaged percentage share of page views
generated by internet users from Ukraine, who visit Ukrainian websites using gemiusTrafc
(gemiusTrafc, 10.05.2010 - 25.07.2010, weighted average for months) *from 2010-05-10
**to 2010-07-25
3.5. MOBILE DEVICES
3.4. Screen resolutons
Like other CEE online markets,
the market share of 1024 x 768
monitor screen resolutons has been
decreasing over the past few years.
However, unlike the other markets,
it is no longer the most popular
choice among Ukrainians. Afer the
frst quarter of 2010 the leader was
a screen resoluton of 1280 x 1024.
Other popular ones in the frst quarter
of 2010 were 1280 x 800 and
1440 x 900.
3.5. Mobile devices - models
The most popular mobile device used
to connect the web on the Ukrainian
market is the iPhone, which has
a market share of more than 7%.
However, it is gradually losing its
positon in favor of the iPad, which is
constantly becoming more popular,
increasing its share by 2 percentage
points within the past two months.
The growth within these last two
months could be observed also for
Nokia 5130 XpressMusic, which takes
second positon and according to the
gemiusTrafc study was responsible
for 6% of page views generated by
mobile devices on an average website
in July 2010.
Do you CEE? Ukraine
257
4. BRANCH ORGANIZATIONS
Ukrainian Associaton Of Internet
Advertsing (UAIR)
htp://uair.org.ua/
Descripton: The mission of the
Ukrainian Associaton Of Internet
Advertsing is to create conditons
for efectve development of the
advertsing market in Ukraine in order
to meet the needs of advertsers,
consumers and users of internet
resources on a global level, as well
as to increase the share of advertser
budgets. To achieve this, UAIR has
begun a full study of the Ukrainian
internet. UAIR was established in
2007. In the autumn of 2010 the
associaton will be expanding and
changing its structure and it is planned
that it will fulfll a wider range of
regulatory tasks on the market.
Members: Portals, internatonal
marketng and advertsement
networks representatves (e.g.
LigaBusinessInform, Bigmir-Internet,
META, GoupM, Initatve, Publicis).
Associaton of Partcipants of
Electronic Business of Ukraine
htp://uelbu.org/
Descripton: The public organizaton
„Associaton of Partcipants of
Electronic Business of Ukraine”
(UELBU) was founded in May 2008
in Kyiv. The associaton operates
as a non-state noncommercial
organizaton, and is a voluntarily
associaton of businesses and
other legal enttes conductng
their business in the sector of
informaton technologies. The
aim of UELBU is to form a healthy
social, economic, technological and
politcal environment in Ukraine,
which supports development of the
Ukrainian internet.
The Associaton carries out rule-
making functons and supports the
development of modern IT products
and technologies; it assists in the
organizaton of a dialog between
representatves of business and
state structures with the aim of the
development of the natonal electronic
market as one of priority industries of
economy of Ukraine.
Members: Unicom Systems Ltd;
Monexy Ltd; OSMP Ltd; Payment
Systems Ltd; Private entrepreneur
physical person Kurshynov V.V. Project:
myEshop; UnIT Ltd; Interkassa Ltd;
Dizex Company Limited; Private
Enterprise NeoVen; Private Enterprise
2pay; Private Enterprises Grushetski
D.A Projekt: HostService; Private
entrepreneur-physical person Kirilov
S.O. Platorm for Internet shops:
Shopium.ua.
Do you CEE? Ukraine
258
5. OPINIONS FROM THE MARKET
Dmytro Sholomko
Director of Google Ukraine
Online advertsing market
What are the opportunites and obstacles for the online advertsing market on your
local market?
Ukraine is one of the fastest growing online markets in Europe; there are stll many
opportunites for everyone involved in online business. Services, even basic ones,
are not yet professionally developed, so there is much room for growth. However,
there are many obstacles: frst of all, there is the lack of e-commerce mechanisms
on the market (like payment solutons) and also an absence of support from the
government on the legislatve level.
Dominatng trends
What are the recent trends on your local online market? What areas are expected
to develop most in the future?
E-commerce projects and SMBs are segments that are growing fastest in the
online advertsing market in Ukraine. There are no signs that the pace of growth
will fall in the nearest future.
Global vs. local players
Are the local players present on your local market strong enough to compete with
the global giants? What advantages and strategies do they use in this batle?
There are no strong local players on the market, growth is mostly driven by
internatonal companies and foreign investment.
Market specifcs
What makes your local online market unique? Are there any specifcs that make it
diferent from others in the CEE region?
Ukraine is a bilingual market, with both Ukrainian and Russian languages freely
used in online actvites (with Ukrainian usage growing slightly faster). The market
is also infuenced by diferent trends:
in content, Ukrainian users spend much tme on Russian websites, while
in business practces, they follow the Polish model, with Polish companies
being one of the top market players developing e-commerce in Ukraine.


Do you CEE? Ukraine
259
It is important to consider these factors while planning business development
in Ukraine, as many market players fnd them confusing and cannot operate
efectvely.
Sergey Petrenko
General Director of Yandex.Ukraine
Online advertsing market
What are the opportunites and obstacles for the online advertsing market on your
local market?
The online market in Ukraine is stll not fully developed and small. According to
the assumptons of the Ukrainian Advertsing Coaliton (UAC), the share of online
advertsing will account for 3.4% of total adspends in Ukraine. However, at the
same tme, online ads are growing faster than other media in Ukraine: a 58%
increase in 2009 vs. 2010. In 2010, the UAC expects 230 million hryvnas to be
spent on online advertsing, where 130 million will be spent on display ads and
100 million on context and classifeds advertsing. In general, the online market in
Ukraine is developing, and increasingly more key advertsers use the internet as an
important and efcient media channel.
Market specifcs
What makes your local online market unique? Are there any specifcs that make it
diferent from others in the CEE region?
At present, internet penetraton on the Ukrainian internet market is one of the
lowest in Europe. However, this makes the market unique, because the number of
internet users in the upcoming years will grow and new users will not necessarily
behave the same way as current ones. Even now, according to the latest research,
new internet users behave diferently than old UAnet users: they prefer other
resources, use other services; therefore those market players, who manage to
guess the desires of these novices will score a considerable advantage in
the future.
Do you CEE? METHODOLOGICAL NOTE
260
SOURCE DATE NUMBER OF WEBSITES
INCLUDED
AGE GROUP
Belarus gemiusAudience March 2010 124 15+
Bulgaria gemiusAudience March 2010 306 15+
Croata Gemius/Valicon, gemiusAudience March 2010 285 12+
Czech Republic NetMonitor – SPIR/Mediaresearch/Gemius March 2010 483 10+
Estonia gemiusAudience March 2010 37 15+
Hungary gemius/Ipsos Audience March 2010 2161 15+
Latvia gemiusAudience March 2010 189 15+
Lithuania gemiusAudience March 2010 125 7-74
Poland Megapanel PBI/Gemius March 2010 13954 7+
Romania SATI, by BRAT Trafc measurement March 2010 over 300 14-64
Russia gemiusAudience March 2010 266 18+
Slovakia AIMmonitor – AIM – Mediaresearch & Gemius March 2010 95 14+
Slovenia Gemius/Valicon, gemiusAudience MOSS March 2010 117 10+
Turkey gemiusAudience March 2010 154 12+
Ukraine gemiusAudience March 2010 296 14+
The general market descriptons provided in the report are based upon data
acquired by the gemiusAudience study. For each country, reach rankings of the
top ten websites included in this study are presented. Additonal statstcs from
gemiusAudience study further enrich the informaton in the rankings. Romania
consttutes the only excepton, where the ranking according to SATI, by BRAT
Trafc measurement was presented.
METHODOLOGICAL NOTE
DATA SOURCES
Another type of data presented in the report originates from gemiusTrafc. This
concerns informaton on browsers, operatng systems, search engines, screen
resolutons and mobile devices. Data for web browsers and operatng systems
of low popularity is aggregated in groups consistng of all versions of a partcular
browser or operatng system.
The descripton of each market was supported with the experience and knowledge
of Gemius local representatves present in each of the countries included in the
report.
Do you CEE? METHODOLOGICAL NOTE
261
Gemius sets the standard for online audience and internet applicaton
measurement (gemiusAudience) in almost half of all European countries.
The gemiusAudience study integrates ofine research, site-centric measurement,
on-site questonnaire surveying and user-centric measurement to provide media
sellers, planners and buyers with online media planning data. The data is provided
once per month, reportng on a weekly or monthly basis.
The cookie fles are recorded for a user upon a frst page view generated in
a measured month. The fles present data for cookies that have been ascribed
to a partcular country untl the end of the month. Panellists who are enrolled
in a sofware panel (where such is available, i.e. Hungary, Poland and Russia),
are recruited from a partcular country only, based on their geolocaton details.
More informaton on this study can be found on www.gemius.com and
www.audience.gemius.pl.
ABOUT gemiusAudience
The gemiusTrafc study provides informaton on internet users’ web site behaviour
and technical characteristcs of their computers. The data is gathered with the use
of countng scripts, which are embedded in the code of sites included in the study.
For more informaton go to www.gemius.com and www.rankingcee.com websites.
Rankings concerning web browsers, operatng systems and screen resolutons are
based on the number of page views generated on the monitored sites. For each
browser, operatng system and screen resoluton we calculate the total number of
page views on all sites, so that we can obtain the percentage share of page views
from this browser, operatng system and screen resoluton relatve to all page views
identfed in the study.
Search engine ranking is calculated using the percentage of visits made from search
engines on a given country’s sites included in gemiusTrafc. An average from the
percentage of visits made on the measured websites is calculated for each search
engine. The outcome is the positon a search engine takes in the ranking.
A ranking of mobile devices that are used by persons connectng from Poland
with Polish web sites. The ranking is created on the basis of the website-averaged
percentage share of page views on sites partcipatng in gemiusTrafc.
ABOUT gemiusTrafc
The “Opinions from the market” secton, which contains forecasts concerning the
future of the internet in the researched countries, consists of direct citatons of
the opinions expressed by local market experts.
Data on the overall number of internet users presented at the beginning of each
country chapter is for March 2010. Further reference can be found below Charts
1,2 and 3 in Online Landscape chapter.
Do you CEE? METHODOLOGICAL NOTE
262
Real users – the number of individuals in a given month who visited a selected
web site at least once. This number represents the reach of a researched website
and shows the actual number of people – not computers or cookies, which are
ofen understand as visitors – that visited the web site. The socio-demographic
profle of these people can be determined too.
Page View – loading of a WWW document of a given internet web site. When
an internet user views a web page, this generates a page view. The page view is
recorded through a special tracking script that has been placed in the code of
the relevant web page.
Reach – the indicator is expressed as a percentage and consttutes the rato of
the number of visitors (real users) who generated at least one page view on
the selected web site within the given tme period, to the total number of internet
users within that tme period.
Average Time Spent per Real User – the total tme spent by the average real user
from the given target group on the selected web site or web sites.
Average Number of Page Views per Real User – the number of page views on
the selected web site generated by the average Visitor from the given target group
within a given tme period.
Horizontal portal
[1]
– an internet portal site (not a group of owners) ofering
a broad range of publisher generated content and services. Essentally, a horizontal
portal contains informaton and links to websites featuring diverse subjects,
contrary to a vertcal portal, which is focused on a partcular topic. Moreover,
a horizontal portal should provide access to an email service, as well as community
features such as: a forum, chat or social networking tools. The term “portal”
as used in the report, refers to the horizontal portal.
Social networking service
[2]
– is an online platorm focused on building networks
connectng people, e.g. persons who share interests or are involved in similar
actvites. A social network service essentally consists of a representaton of each
user (profle), his/her social links, and a variety of additonal services. Most social
network services provide means for users to interact with each other, such as
messengers or chats.
GLOSSARY
[1]
The conditons of choosing players presented
in secton devoted to portals may vary slightly
depending on the ofcial categorizaton
implemented in gemiusAudience study in given
country as well as on the market standards.
[2]
The conditons of choosing players presented
in the secton devoted to social-networking
services may vary slightly depending on
the ofcial categorizaton implemented in
gemiusAudience study in given country as well
as on the market standards.
Do you CEE? METHODOLOGICAL NOTE
263
Gemius - an internatonal research agency, the leader and forerunner in the
feld of research of the internet and on the internet in Europe. The Company
ofers professional research solutons, analytcal and advisory services, from
site-centric and user-centric studies to technologically-advanced tools for
studying internet user behaviour on chosen websites (gemiusTrafc), internet
user socio-demographic profles (gemiusProfle), the quality of WWW page
usage (gemiusUsability) and the efectveness of internet advertsing campaigns
(gemiusEfect). Gemius also conducts research related to subjects submited by
customers (gemiusAdHoc). Apart from the above mentoned research services,
Gemius ofers a study on the behaviour of users who view online multmedia
content (gemiusStream) and a research tool for immediate measurement and
presentaton of all clicks made by internet users on a website (gemiusHeatMap).
Gemius sets the standard for online audience and internet applicaton
measurement (gemiusAudience) in almost half of all European countries.
Gemius, established in Poland in 1999, is actve on over 20 markets in Europe
and the Middle East.
For more informaton, please see www.gemius.com
ABOUT GEMIUS
IAB Europe exists to support and promote the growth of the European digital
and interactve marketng industry.
Representng 21 country members across Europe and over 5000 companies,
the Interactve Advertsing Bureau (IAB) Europe is the trade associaton of
the European digital and interactve marketng industry. Supported by every
major advertser, media group, agency, portal, technology and service provider,
the power of IAB Europe comes from its extensive membership.
IAB Europe exists to promote the growth of Europe’s interactve advertsing
markets, to protect the interest of the industry, to regulate practces on the
market and to educate the stakeholders in the digital landscape. To achieve these
goals, IAB Europe coordinates actvites across the region including public afairs,
benchmarking, research, setng standards and best practces.
The member countries are Austria, Belgium, Croata, Denmark, Finland, France,
Germany, Greece, Hungary, Italy, Netherlands, Norway, Poland, Portugal, Romania,
Russia, Slovenia, Spain, Sweden, Switzerland, Turkey and the UK. Our corporate
members include Adobe, Alcatel-Lucent, BBC.com, comScore Europe,
Ernst & Young, Fox Interactve Media, Gemius, Goldbach Media Group, Google,
Hi-Media-AdLink, InSites Consultng, Koan, Microsof Europe, Netlog, News
Corporaton, Nugg.ad, Nielsen Online, Orange Advertsing Network, Publicitas
Europe, Sonnenschein, Truvo, Turner/CNN and United Internet Media and zanox.
For more informaton, please see www.iabeurope.eu
ABOUT IAB
Do you CEE? SATI Methodology
264
SATI Universe is composed of 5.203.000 persons represented by Romanian
populaton aged between 14 and 64 who live in urban areas and used the internet.
The methodology used for SATI was chosen by BRAT and belongs to the German
company Spring GmbH. It comprises several stages: trafc measurement,
collectng data necessary to defne the audience and the profles of the visitors,
a complex mathematcal algorithm defning the persons visitng a website in
a given period of tme. The key phases of the methodology are described below.
SATI Methodology
The data used to calculate the audience and the socio-demographic profles of
the visitors are resulted by mixed methods of data collecton, in an atempt to
take the best advantage of each method. The results of the trafc measurement
and of the online survey are combined in order to size the number of visitors of
a website:
a technical measurement of each website’s trafc, providing essental data for
determining unique clients. A database will store each monthly set of Unique
Clients for all the websites measured in SATI,
a survey is carried out on each website, by postng an invitaton to take part
in the online survey and displaying an online questonnaire in order to get
informaton about the websites’ visitors, the persons who have already used
the computers/browsers assessed before,
the data revealing the dimension of the universe and the structure used
to weigh the data collected through the online survey are measured by
SNA FOCUS - a face-to-face survey, carried out on a representatve sample
for urban populaton aged 14-64 years in Romania.



DATA COLLECTING
The technical measurement of the trafc serves as a basis for audience sizing.
The Unique Clients measured by the trafc measurement system is the basic
informaton for further identfcaton of single visitors. The Unique Clients are
the browsers/computers used by a visitor to see a partcular website. The data
about the Unique Clients are obtained using cookies, as well as other combinaton
of variables. To reduce the risk of double measurement of a Unique Client due to
inaccurate identfcaton (for instance due to cookie deleton,), the Unique Clients
obtained from the measurement are then fltered through a specifc statstcal
procedure, resultng a number of unique qualifed clients.
TRAFFIC MEASUREMENT
Do you CEE? SATI Methodology
265
The sample for the online research is randomly drawn out from the group of the
unique qualifed clients on a monthly basis. If a user selected in the sample returns
to any of the websites in the study, an invitaton to take part to the online survey is
sent to him/her.
A complex system of sample administraton allows for displaying invitatons to
complete the online questonnaire to the same single client on many diferent
websites, at diferent hours, so that an optmal response rate can be obtained.
The esponses collected from that unique client will be then atributed to the
entre list of websites he/she visited during the research period.
A complex process of data-mining and transformaton will compensate
the distorton occurred due to ‘heavy’ users and will also solve the mult-client
and ult-user issues.
ONLINE SURVEY
Number of Visitors per week – the average number of visitors (persons,
not browsers) visitng a website per week in the measured period.
Number of Unique Clients – the number of Unique Clients visitng a website at
least once in the reportng tme period, calculated on the basis of cookies or other
variables in case of a cookie-disabled browser (IP, user-agent, etc). A Unique Client
basically translates into a browser.
Number of Page Impressions – the number of pages of a website, displayed in
a browser at the request of a visitor.
Number of Visits – the number of series of one or more page impressions sent to
the visitor’s browser, as a result of a visitor’s request. A visit ends when the period
between 2 page impressions is longer than 30 minutes.
MAIN INDICATORS AND THEIR DEFINITIONS

COUNSELORS:
Alain Heureux, Filip Pieczyński, Jarosław Sobolewski

AUTHORS:
Małgorzata Dudko, Michalina Pelc, Bartosz Wardziński

CONTRIBUTORS:
Tamás Ács, Vesselin Angelov, Mikhail Doroshevich, Catalin Emilian, Tomáš Gregor, Vladimir Houba, Vlad Ionescu, Ľuboš Ivanič, Vibor Kalogjera, Marta Klepka, Alexander Levshin, Dmytro Lysiuk, Gökhan Mertay, Gregor Nišavič, Toms Panders, Jolita Reidman, Natalia Szymańska, Judit Völgyesi, Paap Peterson, Ieva Knāķe

SUPPORT:
Marcin Dukat, Dawid Fillmann, Łukasz Urbański, Katarzyna Zagórska

The authors of „Do you CEE? The Internet Market of Central and Eastern Europe in 2010” wish to thank Romanian Audit Bureau of Circulations (BRAT) for providing  access to data concerning the Romanian internet and for preparing the chapter  on the online market in Romania.

WITH SPECIAL THANKS TO:
Ričardas Baltaduonis, Tomáš Búřil, Joanna Gajewska, Dmitry Gizhdevan, Elvijus Gudžiūnas, Hristo Ivanov, Jan Jilek, Plamen Kalinikov, Edgars Kalniņš, Alexander Kim, Piotr Kowalczyk, István Kürti, Martin Kyncl, Tomáš Lauko, Gergana Marinova, Péter Novák, Cezar Paraschiv, Sergey Petrenko, Laurentiu Pop, Igor Rõtov, Viktors Rožkalns, Andrey Sebrant, Dmytro Sholomko, Petar Simeonov, Egidijus Sirvydis, Saša Škorić, Radoš Skrt, Aleksander Stelmakh, Orkun Tekin, Silviu Toma, Gabor Tóth, Tomáš Varga, Adina Vasilescu, Dilyan Velichkov, Meelis Vill, Alex Visa, Artur Waliszewski, Jurij Ziccer Anatoljewicz

ALAIN HEUREUX
IAB Europe President and CEO

After the enormous success of the first Do you CEE? report produced in collaboration with Gemius, I’m delighted to get back to the industry with  a second report explaining the dynamics of the CEE region in 2010. Other  regional reports will be provided by IAB Europe in response to the positive  feedback from the members. CEE remains a special region for us, as we can feel the energy, innovation,  creativity and strong growth of these markets. Jarosław Sobolewski (Manager  of IAB Poland, Board member IAB Europe and Regional Manager on the CEE  Region) and Martin Radelfinger (International Business Director Goldbach  Media-Adconion) are working closely with the European team, the Board as  well as partners like Gemius in supporting the growth, training local IABs and  Partner associations and providing information to the industry. This report  serves as a source of valuable information not only for marketers, media houses  and advertisers who are looking for new areas for expansion, but also for  the younger markets to measure their own progress and identify areas where  they can continue to develop and grow. 

FILIP PIECZYŃSKI
Gemius Management Board Vice President

Gemius has the great pleasure to present you Do you CEE? The Internet Market of Central and Eastern Europe in 2010. This is already our second compendium of knowledge on the CEE online reality. The last year’s report proved to be  immensely popular and revealed the scale of demand for credible and unbiased  compilation of data concerning the entire region. The report has also become  one of the most eminent and prestigious projects carried out by Gemius. Like in 2009, this year’s report presents a landscape of the region and  an overview of each CEE market, discussing its main players, online audience  and most popular tools. Those familiar with the 2009 version of the report  will appreciate the inclusion of interesting data from two more markets into  the analysis: Belarus and Turkey. It is in these countries that Gemius successfully  started its operations in the years 2009 and 2010.   I would like to thank our partner in this and last year’s project, IAB Europe,  as well as all those whose effort made the creation of the report possible.  I cordially invite you to join us in analysing the online reality of Anno Domini 2010  – a year marked by the growing importance of video content, invariable  popularity of social networking websites and a battle of web browsers.

Do you CEE?

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TABLE OF CONTENTS 10 CEE Online Landscape 24 40 58 72 88 102 120 138 156 172 192 206 218 230 246 Belarus Bulgaria Croatia Czech Republic Estonia Hungary Latvia Lithuania Poland Romania Russia Slovakia Slovenia Turkey Ukraine 260 264 Methodological Note SATI Methodology .

1 million internet users) and Estonia (0. According to the gemiusAudience study. In this respect. Despite the fact that differences in the development of the internet in various CEE countries are visible. All other markets are proportionately smaller and the size of each online population in most cases reflects the actual size of each particular country. MARKET SIZE Central and Eastern Europe is a market of over 300 million people. The comprehensive description of the online area in Central and Eastern Europe should focus on three basic and interrelated elements: size of market.1 million individuals were using the internet on a regular basis.2 million.2 million internet users). At the beginning of 2010 there were over 45 million people in the country and less than 8. the CEE region also covers such small online markets as Latvia (1. the Central and Eastern European online market is growing from strength to strength and appears to be a forward-moving and extremely promising business sector. In this chapter all three approaches will be presented and discussed.6 million. its level of development and its business potential. Do you CEE? Online Landscape . It is extremely important to note that what makes the online markets interesting is also the dynamics of their growth. However.8 million internet users).4 million internet users. The largest market is Russia. At the same time the online population in Romania was 7. therefore the online area has tremendous opportunities for growth.2 million and in Hungary almost 4. the absolute number of internet users is only the first step in an exhaustive description of the market. The second largest and attentiondrawing online market is Turkey (almost 22 million internet users). Such uncertainty does not concern Poland. In contrast. let us look at the data describing the landscape of this fertile online land. To better understand its nature and general characteristics. therefore the dynamics of its growth is still one of the key factors indicating its great potential. this region is extremely diverse and the differences in sizes of these markets are great. however. an increase in the number of new users in the whole region is not losing momentum. where almost 15 million people regularly use the internet. it is often not counted among the relevant CEE markets. Ukraine is one of the exceptions. at the beginning of 2010 in all CEE countries (plus Turkey) there were over 117 million internet users. where in January 2010 exactly 40.10 ONLINE LANDSCAPE The online market in Central and Eastern Europe is developing. However. in the Czech Republic it was slightly over 5. Slovenia (1.

Russia: 18+.11 Internet population Milions of users Chart 1 Internet population in the CEE region (January 2010). source of data: Ukraine: gemiusAudience. Estonia: gemiusAudience (data collected using TURU-UURINGUTE AS research). Czech Republic: NetMonitor . Turkey: gemiusAudience. Poland: Megapanel PBI/Gemius. Bulgaria: gemiusAudience (data collected using Synovate research). Slovakia: AIMmonitor . Latvia: gemiusAudience.Mediaresearch & Gemius. Lithuania: 15-74] . Slovenia: gemiusAudience.Mediaresearch & Gemius. Russia: Gemius estimation based on FOM statistics/gemiusAudience Data. Belarus: gemiusAudience.AIM . Croatia: gemiusAudience [age groups – CEE: 15+. Hungary: gemius/Ipsos Fusion Data. Lithuania: gemiusAudience. Romania: 14-64. Romania: Mercury Research.SPIR .

 Croatia: gemiusAudience [age groups – CEE: 15+. relatively speaking.63 to 1. In 2009. Estonia: gemiusAudience (data collected using TURUUURINGUTE AS research). Hungary: gemius/Ipsos Fusion Data. source of data: Ukraine: gemiusAudience. respectively. Czech  Republic: NetMonitor - SPIR - Mediaresearch & Gemius. The slowest online population growth in 2009 was observed in Lithuania and Croatia. Slovakia: AIMmonitor - AIM - Mediaresearch &  Gemius. Bulgaria: gemiusAudience (data collected using Synovate research).45 to 1. In both countries the number of regular internet users increased by 3% (from 1. Internet users 2009-2010 Milions of users Growth 2009 - 2010 Chart 2 Internet population in the CEE region – growth (January 2009 – January 2010).66 million). the greatest increase in the number of internet users (15%). It is worth noting that the Latvian market is one of the smallest in the whole CEE region. Even more important is the fact that when growth dynamics are taken into consideration. Latvia: gemiusAudience.12 Since the beginning of 2009 the general online population in the whole region of Central and Eastern Europe (together with Turkey) grew by over 9 million new internet users. As for the largest markets. as in the previous year. Turkey: gemiusAudience. Lithuania: gemiusAudience.  Russia: Gemius estimation based on FOM statistics / gemiusAudience Data. That is more than the entire population of Slovakia. it becomes obvious that the largest internet markets are not those which develop fastest.49 million) and 2% (from 1.  Lithuania: 15-74] Do you CEE? Online Landscape . From January 2009 to January 2010 the number of internet users in Poland increased by 8% and in Russia by barely 6%. Romania: Mercury Research. Slovenia: gemiusAudience. Poland: Megapanel PBI/Gemius. the dynamics of their development seem to be inversely proportional to their size. During the same period the online population of Hungary increased by 13% and in Latvia by 12%. Russia: 18+. Ukraine was the country which experienced. Romania: 14-64.

still faces many obstacles to the development of its internet infrastructure. However. recorded an internet penetration level of 40% at he beginning of 2010. If one takes into account the differences in the size of CEE countries. Turkey. According to the gemiusAudience study. Similarly. This is the case in Ukraine. a quite low internet penetration level is also found in Belarus (35%) and Russia (36%).13 MARKET DEVELOPMENT The size and speed of growth attest to the potential of the CEE online market. The general observation does not refer directly to the data. as in other equally promising parts of the world. as a large and extremely diverse market. it becomes possible to determine the real level and diversification of the development of the internet infrastructure in the region. When comparing the CEE online market as a whole with its western counterpart. it becomes evident that this region still does not display a penetration level similar to that found in more ‘mature’ economies. another indicator may be useful. one of the newest markets participating in the gemiusAudience study. the situation is improving fast. However. in answer to the question of the state of its development. which. which for several years has been the most dynamically developing online market and in the following comparison holds the last position with its internet penetration level at a mere 21%. . internet penetration.e. i.

Latvia: gemiusAudience. Poland: Megapanel PBI/Gemius. Belarus: gemiusAudience (February 2009.AIM . In January 2010 internet penetration in this country reached a level of 71%. Turkey: Ipsos KMG.Mediaresearch & Gemius. Slovakia: AIMmonitor . In turn. Should this result be regarded as satisfactory? Yes. which have already managed to cope with a host of challenges associated with infrastructural and business development. Lithuania: 15-74] Interestingly. especially seeing that no country in this part of the world is sluggish when it comes to internet penetration growth. In this respect. [age groups – CEE: 15+. Estonia appears to be the undisputed leader of the whole region. At the forefront of the list are the other Baltic countries: Latvia (65%) and Lithuania (57%). Czech Republic: NetMonitor . Croatia: gemiusAudience. Romania: Mercury Research. Significant growth of internet penetration in 2009 has also been observed in Poland (7 percentage points) and Latvia (6 percentage points). Estonia: gemiusAudience (data collected using TURU-UURINGUTE AS research). Russia: 18+. for the Czech Republic. January 2010).Mediaresearch & Gemius. the highest level of internet penetration in Central and Eastern Europe is the domain of small and very small countries. Russia: Gemius estimation based on FOM statistics/gemiusAudience Data. the average internet penetration for the whole region at the beginning of 2010 equaled 49%. Hungary and Romania 2009 was a year of moderate development. The greatest growth took place in Belarus. Do you CEE? Online Landscape . Romania: Mercury Research. Hungary: gemius/Ipsos Fusion Data. Between January 2009 and January 2010 internet penetration in this country increased by astounding 9 percentage points.SPIR . Croatia. In turn. Romania: 14-64. Bulgaria: gemiusAudience (data collected using Synovate research). Since last year this indicator has increased in all CEE markets.14 Internet penetration Internet penetration [%] Chart 3 Internet penetration in the CEE region (January 2009 – January 2010) source of data: Ukraine: gemiusAudience. Lithuania: gemiusAudience. as well as Slovenia (62%) and the Czech Republic (58%). Slovenia: gemiusAudience.

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The leading position in Europe in this respect belongs to the Nordic markets (Iceland. National Statistical Committee of the Republic of Belarus and ANCOM (National Authority for Administration and Ruling in Communications of Romania) Do you CEE? Online Landscape . Sweden. where broadband internet penetration per household amounted to 62% in 2009. appears to have a virtually brand new internet infrastructure. broadband.2009 Broadband penetration [%] Chart 4 Broadband internet penetration per households in the CEE region and Western Europe. It is worth remembering that the share of modern. Norway. In the CEE region there is one small. Broadband penetration . the share of high speed internet connections on other CEE markets is much lower than in Western European countries. While considering the problem of internet development in Central and Eastern Europe.ua. the issue of broadband internet penetration cannot go unnoticed. The ‘online boom’ on that market began suddenly and caused a massive flood of completely new technologies. as well as ‘mature’ economies such as the United Kingdom. Croatia. Apart from Estonia. Denmark.16 as internet penetration grew on these markets by 5 percentage points. and Finland). Turkey census. Incidentally. but also a key foundation for its future development. Croatia did not have time to develop the infrastructure of the internet gradually. Gemius calculations based on ITU. sources of data: Eurostat. small countries like the Netherlands or Luxembourg. yet very interesting and stigmatic market. it began with the introduction of the newest possible solutions available. which is in question. Russian census. the average increase of internet penetration for the entire region was also exactly 5 percentage points. Ipsos. high-speed internet connections on the market is not only a precise illustration of its status.

it is crucial to remember that the whole online industry in CEE began to develop later than in western economies. does not apply to most countries in this part of Europe. it shows clearly one of the most important characteristics of the whole region. Despite the fact that the penetration of broadband internet remains lower than in Western Europe. The CEE online market is something akin to a half-written book. Due to this fact.17 This is rather an extreme example. practically speaking. the natural process of improving and exchanging old internet technologies. In the near future it will be filled only with the newest content. however. This is one of the features which make this region a place with extraordinary potential. .

Slovakia. In 2009 on all CEE markets included in this summary over 1. For years the ultimate indicator of its development has been . It is important to note at this point that the interpretation of data for online adspends must precede awareness that the methodology used to measure it differs from country to country and depends on the research company. Currently. advertisers spend more money on the internet. Croatia. it immediately becomes a huge industry.and still is . there is no need to convince anybody in the CEE region that online advertising is the future and the basis for commercial operations within digital media. And whenever money met the internet. Belarus. SPIR (Admonitor). Gemius. (Bulgaria.by. TNS Emor. Ukraine: net values) Do you CEE? Online Landscape . IAB Europe. Czech Republic. often making significant shifts within general budgets for all types of media. Hungary.money. the overall picture of online adspends in this region appears to be quite clear.lv. online advertising always triumphed. Year on year. Estonia. Romania.3 billion Euro Online adspends Chart 5 Online adspends in the CEE region (2008-2009). the general trend has been maintained. Slovenia. Poland.18 MARKET POTENTIAL When a new medium creates a space for lucrative business activities. PricewaterhouseCoopers. AKAR. Russia. TNSMI. marketing. BG Piero & Argent. Although the global economic crisis has led to a slowdown in the dynamics of online adspending on some CEE markets. lra. This stage of development has already taken place for the internet in Central and Eastern Europe. However. Latvia. Lithuania. Turkey: gross values. Ukrainian Advertisement Coalition. source of data: TNS Gallup.

This market recorded the second largest increase in online advertising expenditures. the juxtaposition of CEE markets leaders changes profoundly. When the total volume of online adspends is compared with the number of internet users living in each country.19 was spent for various kinds of online advertising. like Russia. The largest amount of online ad-money is found on the largest markets. During the same period in Poland the volume of online advertising expenditures equaled slightly more than 296 million Euro. 32% to be exact. while in the Czech Republic almost 250 million Euro was spent. For example. Latvia (-32%) and Estonia (-22%). absolute values represent only a half of the truth. a 15% increase in Romania and a 16% increase in Lithuania are expected within the next year. As it is the case with describing online market size. the prognosis for 2010 is very promising. Due to the global economic collapse. This equates to a 11% increase of online adspends compared to the previous year. The most rapid increase of online adspends in the period between 2008 and 2009 was observed in Ukraine. 2009 was also a year of significant declines in online advertising spends. where in 2009 advertisers spent almost 494 million Euros. . Thankfully. In 2009 almost 15 million Euro was spent on this market. which is an increase of 45%. The greatest falls were observed in Lithuania (-33%). one should remember that in estimating business potential.

the industry fights for the average internet user most fiercely in the Czech Republic. A similar amount of money for online advertising is spent in Slovakia (11 Euro). Belarus. lra. SPIR (Admonitor). Hungary. advertisers in Poland and Hungary spent 20 Euro to attract and acquire one customer on the internet. Great hopes are pinned on the recent campaign aiming to activate the Belarusian internet industry. (Bulgaria. Estonia. BG Piero & Argent. Turkey: gross values. It is noteworthy that advertisers spent barely one Euro per average Belarusian internet user last year. Romania.lv. Latvia. where 48 Euro was spent on this purpose in 2009.3 million Euro was spent on online advertising in this country. Finally. marketing. the weakest market in the CEE region is Belarus. Gemius. In the same period. Russia.20 Online adspends per internet user Chart 6 Online adspends per internet user in the CEE region (2009). Lithuania. Slovenia. Ukrainian Advertisement Coalition. Croatia. One thing is certain: this market is definitely worth fighting for. IAB Europe. The rapid increase in the number of internet users has caused the amount of money available to shrink in a relatively constant manner. In 2009 only 4. PricewaterhouseCoopers. Ukraine: net values) Although the largest amount of money on online advertising is spent in Russia.by. Czech Republic. source of data: TNS Gallup. TNS Emor. Slovakia. Do you CEE? Online Landscape . Russia comes fifth among all CEE markets with a result of 12 Euro per average internet user. Poland. AKAR.

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practical and useful. Thus. To summarize. the most significant online industry organizations operating in the region and much. it is hard to understate the value of the present report. Do you CEE? Online Landscape . This market not only has much more room for new media and is a fertile ground for new investments. The internet industry in this part of the world is already relatively strong and year on year is becoming larger. We hope that this year’s Do You CEE? report will be absorbing. colorful and unique.22 A STEP FORWARD It is easy to demonstrate that the online market in Central and Eastern Europe is a very interesting and promising area of business. but one simple need is common: it is worth knowing as much as possible about the CEE online market because in the near future it will most certainly play one of the most significant roles in the global network which we know as the internet. the online audiences. In this document one can find the detailed characteristics of the major internet players. but is also a perfect field to conduct complex and valuable research studies. more developed and more affluent. Moreover. It is also one of the fastest-growing markets. It includes a detailed description of the online industry in all CEE countries. the objectives can differ. the most important feature of the CEE online market is that it is extremely diverse. much more.

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1.5. ADVERTISINGNETWORKS_36 5. Topportals_28 1. Topfinancesitesbyreach_30 2. Onlineclassifiedadsbyreach_30 1.2.6. Search engines_35 3.4.Belarus 3. OPINIONSFROMTHEMARKET_37 . Top10websitesbyreach_25 1. ONLINEAUDIENCE_32 3. Browsers_34 3. Social networks_29 1. Screen resolutions_35 3.3.3. Top10websitesbyaveragetimespentperuser_26 1. Operatingsystems_34 3.1.09m internet users 1. TOOLS_34 3.4. Mobiledevices_35 4. MAINPLAYERS_25 1.2.5.

which is a vertical portal and extended discussion forum focused on new technologies and lifestyle. in March 2010 the greatest number of Belarusian internet users visited mail. which takes second place on its own domestic market. 50% of the top 10 most popular places on the web visited by local internet users are Russian websites. the third place was taken by kp.by horizontal portal new technologies portal news portal classified ads news aggregator news portal news portal dating service news portal entertainment directory 37% 11% 8% 7% 7% 5% 5% 4% 4% 3% Table 1 Top 10 websites in Belarus by reach level (gemiusAudience. the most popular classical news service.ru onliner. The second website in Belarus is onliner.by kp. The first is that.25 1. In turn. However. TOP 10 WEBSITES BY REACH WEBSITE’S CATEGORY NUMBER OF REAL USERS 1 155 292 351 367 242 600 226 648 201 415 160 206 146 605 111 857 110 218 103 822 NUMBER OF PAGE PAGE VIEWS PER VIEWS USER 203 421 963 30 300 784 2 310 352 15 174 480 1 626 006 1 052 255 2 384 651 17 789 718 512 713 1 620 685 176 86 10 67 8 7 16 159 5 16 AVERAGE TIME PER USER 04:23:36 01:41:32 00:20:27 00:51:12 00:20:31 00:09:23 00:48:33 02:21:29 00:06:51 00:16:20 REACH 1 2 3 4 5 6 7 8 9 10 mail. however the great popularity of news services may be especially symptomatic for the Belarusian online area.1. the other places on the ranking are occupied by local players.ru relax. The website irr.by rbc. This internet database of classified ads took fourth place among the most Do you CEE? Belarus .by. MAIN PLAYERS 1.ru. one of the leading Russian horizontal portals.ru naviny. according to the gemiusAudience study. In March 2010 it gained a reach level among Belarusian internet users of 11%. According to the gemiusAudience study results.by heads the group of most popular online sites in Belarus outside the top three in March 2010. The strong market position of horizontal platforms is a common phenomenon observed in many CEE countries. March 2010) Two of the most significant features illustrating the Belarusian online market can be easily revealed by analyzing the above ranking of top online market players. where free and objective information seems to be of great value and is sought after by many internet users.ru loveplanet. The second characteristic is that only two websites covered in the above ranking are something other than portal or news services.by readme.ru utro.by irr.by.

a distinction given by the Russian Federal Agency for Press and Mass Communications. a private local information agency providing political.by 19 645 Table 2 Top 10 websites in Belarus by average time spent per user (gemiusAudience.000 real users and gaining a reach of 7%.org 60 696 football.ru. Finally. cinemas. However. Belarusians seem to trust their own local solutions.by.by. At the same time. what kind of internet activities are popular among Belarusian internet users? They most certainly read news on Russian websites. when it comes to fun and entertainment. clubs. and two Russian news portals: rbc. This website is an extended online directory of places to go out in Minsk (related to cultural and entertainment activities). 7th and 9th place in the ranking of websites by reach are respectively: a Russian news aggregator.ru onliner. established by Ales Lipai.2. casinos and much more. attracting over 220.by charter97. readme. TOP 10 WEBSITES BY AVERAGE TIME SPENT PER USER NUMBER OF REAL USERS 1 2 3 4 5 6 7 8 9 10 mail.by borda.ru (7% reach). its users spent an average of more than 16 minutes on the site. The 5th.26 popular websites.by sng.ru (4% reach).2% 3% 2% 1% belaruspartisan.ru torrents. This website seems to maintain a visible interest of the online audience.by is owned by BELPRONTO. According to the gemiusAudience study. was in 2006 the first Belarusian website to win the Runet prize.ru (5% reach) and utro. a news portal run by BelaPAN. hotels. This site. One of the most interesting top websites in Belarus is naviny. it cannot be considered as a purely local project. commercial and financial news.org 1 155 292 58 905 111 857 57 455 26 090 351 367 4 739 100 646 PAGE VIEWS PER AVERAGE TIME USER PER USER 176 143 159 85 72 86 50 48 40 41 04:23:36 02:30:01 02:21:29 01:52:45 01:46:54 01:41:32 01:33:33 01:18:27 01:14:47 00:56:45 REACH 37% 2% 4% 2% 1% 11% 0. which is the Belarusian branch of the famous Russian media holding. 1. Despite the fact that this website is dedicated to a local audience and has a . economic. bowling centers. Although 4% use the Russian dating service loveplanet. March 2010) Do you CEE? Belarus .by domain. Irr. Its database includes information on cafes. the ranking of top 10 websites on the market is propped up by the local website relax. Pronto-Moscow.by loveplanet. restaurants. in March 2010 it gained a reach of 3%.ru semeistvo.

Despite the fact that this website enjoys only a 4% reach among Belarusian internet users. Let us begin with Onliner. According to the results of the above-mentioned research for March 2010. The last six months in Belarus were an extremely successful period for this brand. It is owned by a private unitary enterprise „Onliner”. there is also one very interesting player from Russia. However. such sites as: semeistvo.ru. In this top ten. Mail.4 hours and generated over 170 page views using a Russian horizontal portal. especially mothers.by was created almost one year ago and it is a file exchange database dedicated to Belarusian internet users only. Torrent.by (a vertical portal devoted to football with only 1% reach) can be defined as the most engaging ones. to some extent. Considering the fact that the Belarusian market is still undeveloped but is growing extremely fast. borda. sng. the telecommunications market in Belarus is still dominated by Beltelecom. although most of them use very simple business models. which holds second place in the above ranking. three of the top ten most popular ones are Russian. As its administrators explain.ru is not the only Russian website which Belarusian internet users seem to love. How about Belarusian websites which presently engage local internet users most often? They seem to be developing at a rapid rate and look and operate more professionally.27 Among the websites participating in the gemiusAudience study in Belarus. but because of the cost ($3 per 1GB transmitted outside Belarus).by (a small but strong online community of gamers) and football.ru. The most ‘engaging’ Belarusian website. the outbound traffic of this website is closed not because of legal issues or internal regulations. those individuals spent an average of almost 2 hours chatting and exchanging information with others during this period. This example is an excellent illustration of the problems local online developers and publishers in Belarus must continue to struggle with. mail. the position of this player cannot be deemed strong or enduring. a Belarusian portal devoted to lifestyle and new technologies. However. This website is not particularly popular in Belarus – only 1% of the general audience (slightly more than 26. natural. is a torrent tracker. the inflow of capital and the development of infrastructure and local initiatives will certainly lead to a situation where native products and solutions will take over from foreign players. loveplanet. which is a government-controlled monopoly. run by a private individual). Among all the websites monitored in the gemiusAudience study in Belarus. the similarity of both languages (Russian and Belarusian) and a lack of local alternatives have made its development possible and. which experienced over 10% growth without bearing any significant costs. ’Love’ is the apt word here because the website in 3rd place is a Russian dating platform.ru.000 real users) visited it in March 2010. Indeed. The revival of local forces. the average internet user in Belarus spent almost 4. Do you CEE? Belarus . The high quality of this product. those who used it in March 2010 remained active for over two hours while looking for ‘love’ or casual acquaintances.by (an online forum for parents. the ranking of the top 10 websites by average time spent per user also includes three other significant and interesting players.

Yandex announced last year its intention to open an office in Minsk and run a dedicated search engine in the . Yandex enjoys more than half of all visits which are begun (with gemiusTraffic-participating websites) using any search engine. Do you CEE? Belarus .ru.28 This website was established in 2001 and was initially an online forum. Tut.by 1 155 792 351 367 160 206 PAGE VIEWS PER USER 176 86 7 3 AVERAGE TIME PER USER 04:23:36 01:41:32 00:09:23 00:03:00 REACH 37% 11% 5% 3% myminsk.by is a typical information portal. then.by has not lost its lifestyle character. From its beginnings. after the implementation of ICT-News.ru onliner.by. Russia plays a significant role on the Belarusian online market. according to some estimates. The 8th and 9th places in the above ranking belong to particularly interesting players. They operate as an opposition.by domain. to other sources of information on the Belarusian internet. which. therefore (despite the high quality of information and engagement of users) advertisers are afraid to use these websites as placements for their online campaigns. charter97. the largest horizontal platform on the market is tut.ru. According to the results of gemiusTraffic. partisan in some manner. What is most interesting is that the high interest in Yandex’s search services in Belarus has caused the Moscow-based service to prepare full entry into this market. It is a pity. but has grown and gained significant popularity. March 2010) Among all the portals participating in the gemiusAudience study in Belarus.org. considering that the results of the gemiusAudience study indicate that in March 2010 the average internet user spent more than an hour on each of these two websites. 1. which in March 2010 gained a reach of 37%. in particular Russia’s greatest player. According to the gemiusAudience study. This would be a particularly long exposure time for any potential piece of advertising. These two news websites have very specific characteristics (at least in terms of the local market). it is currently the second largest website in Belarus with a reach among internet users of 11%.by naviny. It is no secret that independent media in Belarus is still a thorny issue. Yandex. the unquestionable leader is mail. However. a directory and many other subservices. onliner. is said to attract around 2 million users (understood as unique visitors) each month. became more of a regular horizontal platform. TOP PORTALS NUMBER OF REAL USERS 1 2 3 4 mail.3.com 77 447 Table 3 Top 4 portals and news services in Belarus by reach level (gemiusAudience.org and belaruspartisan.

the owner of the largest Belarusian e-commerce platform.ru). a small website for Minsk citizens.mail..ru and second place is held by another Russian service. they successfully compete with Belarusian community websites. the Kommersant Publishing House and the management. classified advertising as well as cultural and entertainment information. However. SOCIAL NETWORKS The social networking sector in Belarus does not differ from other parts of online market in this country in terms of the major players. Based on the reliable estimates. a media company founded in Moscow in 2006 by Andrew Paulson and Alexander Mamut. the most popular social networking website in Belarus is vkontakte. at present they do not have any chance to compete with the Russian brands. rambler. The leaders are. Russian. odnoklassniki. but licensed and operating in Russia by SUP.4.tut. Do you CEE? Belarus . Like the whole online area.ru. YouTube and Twitter. Its ownership is split between Mamut. habrahabr. Therefore. In March 2010 it attracted almost 80. At this point in time. the blogging platform owned by LiveJournal.by portal) and vceti. which is the top global player on this developing online market. Inc. of course. Apart from onliner. also has a relatively strong market position.by (the online community run by tut. such as i. Yandex must hurry. another service from Russia is also found on the Belarusian market.by) and interfax.ru is less popular than these two sites. The communitybased subservice of the mail. the third major player on the Belarusian social networking market is livejournal. attracts more Belarusian internet users than the most popular social networking platform in the world.com. In turn.by (a news portal of the well-known information agency). foreign services also visibly dominate here.000 real users with a reach of 3%. This city portal covers mainly local news.com.ru horizontal portal (my.by and naviny. Facebook.by. Despite the worldwide popularity of services such as Facebook. Another Russian portal.by. the sector of internet portals in Belarus also includes sites such as open.29 However. shop. only one Russian online community service. this excellent result is decreasing year on year in favor of Google. Apart from these three social networking websites.by (the oldest Belarusian portal run by the Open Group. 1. The ranking of top portals measured in the gemiusAudience study is propped up by myminsk.ru.

March 2010) Do you CEE? Belarus . ONLINE CLASSIFIED ADS BY REACH NUMBER OF REAL PAGE VIEWS PER USERS USER 1 2 3 irr. respectively during the same period.by.onliner. taken by slanet.5.30 1.4% Table 5 Top 3 finance sites in Belarus by reach level (gemiusAudience.by 226 648 71 350 65 902 67 9 13 AVERAGE TIME PER USER 00:51:12 00:06:43 00:11:29 REACH 7% 2% 2% Table 4 Top 3 online classified ads in Belarus by reach level (gemiusAudience. which on its site runs a section devoted to this kind of advertising. which gave them identical reach levels of 2%.by ej. It is worth noting that a significant part of the internet classified advertising market belongs to the second most popular horizontal portal in Belarus.000 real users in March 2010 gaining slightly more than 2% reach.by and migrom.by. the leading classified advertising service is irr. March 2010) Classified advertising seems to be a perfect activity for local players in Belarus. The Belarusian online market is also filled with well performing thematic classified advertising services.6.by slanet.by.by migom. 1. According to gemiusAudience.000 users.by. catalog.by 60 634 30 651 12 926 21 9 6 AVERAGE TIME PER USER 00:35:14 00:13:05 00:07:06 REACH 2% 1% 0. it attracted almost 68.by belmarket. TOP FINANCE SITES BY REACH NUMBER OF REAL PAGE VIEWS PER USERS USER 1 2 3 afn.com. which aggregates computer hardware announcements. which is also generally one of the most popular websites in Belarus (it takes fourth place in the ranking of top 10 websites by reach). The best example of this is kosht. Among the three most popular websites of this kind there are no Russian or global sites. Second and third place. onliner. gained over 71.000 and almost 66. According to the gemiusAudience study results for March 2010.

there are also much more successful and better performing financial services on the Belarusian online market.by and select. which holds a strong position on the market. afn. It promotes democratic institutions within society. Among the finance websites participating in the gemiusAudience study in Belarus there is yet another player worth mentioning: belmarket. Another interesting website in Belarus is rbcard. problems in the country.by. in March 2010 it attracted slightly more than 7. but during the last eight years did not manage to gain any significant popularity.31 The area of finance seems to be an unfilled niche on the Belarusian internet.by attracted just under 13. Ej. both operating since 2007. it is devoted to banking and dedicated primarily to individuals owning various kinds of payment and credit cards.5% market reach. The greatest one measured in the gemiusAudience study. Apart from the journalistic activity of rbc.ru.by. in March 2010 belmarket. however. However. formerly “Belarusian Market” (“Белорусский рынок”). established in 1990. AFN (АФН) has been operating on the information market since 1995 providing financial news regarding the Belarusian. which started to deal with complex economic analyses. at the same time its users were active for an average of over 35 minutes. which gave it less than 0. The second most popular financial website participating in the gemiusAudience study in Belarus is ej.by. which in March 2010 gained only a reach of 1%.com.000 real users and kept them active for an average of 4 minutes. RBCARD was established in 2002. an online version of the economic newspaper „Belarusians and the Market” (“Белорусы и рынок”). Its creators claim that it is the first e-press project in Belarus and is a response to the huge gap in the market.by (Ежедневник) basically operates as an internet-based economic magazine (available in PDF) and extended economic news service. This weekly magazine is considered the first independent newspaper in Belarus. namely infobank. Russian and Ukrainian economy. According to the gemiusAudience study results. gained a reach of barely 2% in March 2010. new businesses.000 real users.by. the popularity of websites devoted to these topics is still very low. Do you CEE? Belarus . According to the results of the gemiusAudience study.

almost 68% of the whole online population consists of individuals younger than 34 years old. The least represented group of internet users in Belarus are individuals with an MBA degree. Internet users in Belarus are very young. which is not yet experiencing the phenomenon of aging (along with its users).6% of the all internet users. specialist/chief specialists and engineers/technical workers. According to the gemiusAudience study for March 2010. almost 40% are aged between 15 and 24 years. According to the gemiusAudience study for March 2010. that is from 16% in the case of Gomelsky region to a mere 9% in the case of Mogilevsky region. The largest group of Belarusian internet users (exactly 38. almost 33% of the whole online population of this country consists of individuals who live in Minsk. when broader categories are taken into account. The educational structure of Belarusian internet users does not differ a great deal from those characteristic of other CEE markets. vocational education (26%) and those who have graduated from a secondary school (22%).34% of the whole online population. Within the whole online population of this country there are three major groups of users: individuals with a high education (32%). The high density of users in this region is due to the fact that in Belarus the majority of people who are active on the internet live in the capital city (as with other young and underdeveloped markets). from students with incomplete higher education to individuals with science degrees (together making up 46% of the total).3%) live in the Minsky region.32 2. Internet use in Belarus remains equally distributed among both genders and no significant fluctuations within this area are being observed. the gender structure of the online population of Belarus is also very balanced. It is highly probable that in the near future the share of individuals older than 45 and 55 years will rise year on year. As on most other CEE markets. users aged 55 years or over represent only 1. According to the gemiusAudience study for March 2010 almost 51% of internet users are men and just over 49% of the whole online population are women. Three biggest groups of Belarusian online population are students. This visible disproportion is caused mainly by the immaturity of the Belarusian online market. However. They constitute nearly 50% of internet users in this country. Individuals from other regions of Belarus represent a proportionally smaller share within the internet user population. On the other hand. ONLINE AUDIENCE the academic environment. The other half consists of other occupations with almost equal shares. Moreover. making up only 0. it becomes very clear that the dominant group of internet users in Belarus consists of people connected with Do you CEE? Belarus .

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in the first quarter of 2010 almost 49% of all page views generated by Belarusian users on websites monitored in the study have been made using this browser.2. BROWSERS Chart 1 Top browsers in Belarus by share of page views generated by internet users who visit the Belarussian websites using gemiusTraffic (gemiusTraffic study 1Q 2009 – 1Q 2010) 3.1.34 3. The third force on the market is Microsoft Internet Explorer. where Opera is also the dominant software used for web browsing.4% of all page views recorded in the gemiusTraffic study. Browsers The web browser most intensively used in Belarus is Opera. TOOLS 3.2. when it beat off its rival Mozilla Firefox. In Belarus. 3. Operating systems Internet users in Belarus are not an exception when it comes to the usage 3. OPERATING SYSTEMS Chart 2 Top operating systems in Belarus by share of page views generated by internet users who visit the Belarussian websites using gemiusTraffic (gemiusTraffic study 1Q 2009 – 1Q 2010) Do you CEE? Belarus . In the first quarter of 2010 its users were responsible for 19. In this regard the Belarusian online market is similar to Ukraine. Opera won the market at the end of first quarter of 2009.1. According to gemiusTraffic.

5. What is most 3. Other engines. Screen resolutions The most popular screen resolution in Belarus is 1280x1024. Windows XP head the list and the whole market is dominated by Microsoft products (non-MS Windows operating systems hold less than a 3% share). At the beginning of 2009 it was completely absent in Belarus. weighted average for months) *from 2010-05-10 **to 2010-07-25 Do you CEE? Belarus . SCREEN RESOLUTIONS Chart 4 Screen resolutions in Belarus by share of page views generated by internet users who visit the Belarussian websites using gemiusTraffic (gemiusTraffic study 1Q 2009 – 1Q 2010) 3. 3.4.3. 10. The second search engine most frequently used by Belarusians is Google. Windows 7.67% of all page views and by the first quarter of 2010 its market share had increased more than 15 times. the visitors of which generated nearly 28% of all page views on websites monitored in the gemiusTraffic study in the first quarter of 2010. 3. was responsible for slightly more than 10% of all page views.35 of operating systems. which accounts for more than 41% of all visits on websites monitored by gemiusTraffic.05. Search engines The search engine most frequently used in Belarus is Russian-based Yandex. in first quarter of 2010 more than 56% of all visits on websites monitored by Gemius in this study have their origins in Yandex search results.3.07. SEARCH ENGINES Chart 3 Top search engines in Belarus by share of visits made by internet users who visit the Belarussian websites using gemiusTraffic (gemiusTraffic study 1Q 2009 – 1Q 2010) 3.25. the latter is experiencing dynamic growth on the Belarusian market. Interestingly.4. MOBILE DEVICES Chart 5 Top 5 mobile devices in Belarus by the website-averaged percentage share of page views generated by internet users form Belarus who visit the Belarusian websites using gemiusTraffic (gemiusTraffic. while the second most intensively used operating system. According to the gemiusTraffic study. have a negligible market share and are single-handedly unable to break the 1% barrier. in the first quarter of 2010. in the second quarter of 2009 it gained 0. According to gemiusTraffic.2010 .2010. Windows XP was responsible for almost 83% of all page views monitored in the study. including Microsoft MSN.

by Phone: +375-17-296-62-62 Fax: +375-17-296-62-62 Email: welcome@activemedia. Oktaybrskaya Street. Pervomaiskaya Street. In July 2010 it was responsible for 8% of page views generated by mobile devices on the average website.5. 3. Minsk Phone: +375-17-222-3204 Fax: +375-17-222-3204 Email: manager@mediacode.24/2 Pervomaiskaya Street 3 Webody webody. Mobile devices .by N/A 214-5. the popularity of both market leaders is gradually decreasing and over two months both products lost approximately 1 percentage point.by Phone: +375-17-217-02-42 Fax: +375-17-217-02-42 Email: admin@red. However.by N/A 109 .by 2 Red red. Apple’s iPod had a 5% share which gave it second place in the ranking.36 important is the fact that at the beginning of 2010 there was no screen resolution which could be identified as strongly dominant on the Belarusian market (the shares of the most popular ones are distributed in a very balanced manner). The other devices in the top 5 ranking were SonyEricsson products and each gained around a 3% share. the most popular mobile tool used to access the web in Belarus is Nokia 6300. Its users generated 4% of the mobile traffic on the average Belarusian website using gemiusTraffic. Minsk Do you CEE? Belarus .by 24% 416-14.models Unlike the majority of CEE countries where the iPhone dominates the mobile devices market. ADVERTISING NETWORKS GENERAL CONTACT INFORMATION FULL NAME HOMEPAGE URL ADDRESS REACH MAIN OFFICE ADDRESS CONTACT 1 Mediacode mediacode. according to the gemiusTraffic study. 4. The third most popular mobile device was Nokia 5800.

but Do you CEE? Belarus . Minsk. In Belarus most companies depend on the government in some form or another. for example. local players Are the local players present on your local market strong enough to compete with the global giants? What advantages and strategies do they use in this battle? The local players do not have much chance to compete unless they provide the services that are truly demanded. The portal then tried to create their own content.37 5. radio „Outdoor” advertising amongst others) compared to. One well-known site in Belarus formerly positioned as a search portal with a mail service and various subsites. The main problem of the local market is a fixation on media advertising. Banners. are at the level of the past decade and publishers forget that there are more efficient ways to direct monetization than banners. we should not have any illusions about the purchasing power of the population even in the capital. OPINIONS FROM THE MARKET Aleksander Stelmakh Director. the Ukrainian market. Global vs. Advertising is a sign of activity in the economy. worth only about $3 million in 2009. This is partly due to the tardiness of the whole advertising market (including TV. rapid growth is not expected in 2010. Onliner. The market faces many difficulties and not all of them are related directly to the online sphere. Moreover. even if the discrepancy in population sizes is taken into account. also became popular as a content aggregator. the advertising market is still at a low level and no changes in the short term are expected. In addition.by Online advertising market What are the opportunities and obstacles for the Belarusian online advertising market? The online market is still extremely small. However. which (with a few exceptions) promotes products and services using „kuplyay Belarusian” methods (national products don’t need advertisement). which are sold daily. gathering news from other services. The average household here operates with a budget of approximately $673 (2 million BYR) per month.

ru and mail. technology will improve. the lack of small. Market will grow.ru.5% in 2008 to a surprising 7% in 2009 (the entire media market fell by 21.by Online advertising market What are the opportunities and obstacles for the Belarusian online advertising market? Share of internet advertising in total advertising is growing each year. have not as yet been successful. contextual and video advertising and advertising with possibility of targeting using sociodemographic profiles will grow. local players Are the local players present on your local market strong enough to compete with the global giants? What advantages and strategies do they use in this battle? Successful local players use brand strategy to create powerful local brands. Tut. even when compared to Belarusian counterparts. mostly Russian. Global brand expansion in Belarus has not happened and will not come soon due to the small capacity of the Belarusian market.38 its quality was low.and medium-sized businesses.4% while the internet grew by 16%). Do you CEE? Belarus . Yury Zisser Founder and co-owner. The lion’s share of advertising sales is held by Belarusian players. This could lead to greater losses in user numbers unless the portal changes its development strategy. Role of mobile. All the efforts of foreign players. sales houses which form a professional market using clear rules. Global vs. The service has lost users in favour of Russian sites like vkontakte. Position of sales houses will strengthen in the future. Dominating trends What are the recent trends on your local online market? What areas are expected to develop most in the future? In 2009 a new trend appeared on the market: the transfer of ads sales to specialized structures. In the crisis period this share rose from 4. Another serious obstacle to dynamic growth is the modest size of the private sector.

search advertising is not well developed in Belarus. Its share in Belarusian internet advertising does not exceed 20% and over the last years there has been slow increase.39 Market specifics What makes your local online market unique? Are there any specifics that make it different from others in the CEE region? Due to the above mentioned weakness of small. There is a concentration of advertising budgets around the main players: the Belarusian portal tut.and medium-sized business. Do you CEE? Belarus .by which accounts for one third of all the budgets of banner advertising or about half the budgets of all media advertising on the Belarusian internet.

Top10websitesbyreach_41 1.1.5. Screen resolutions_51 3.2.6.28m internet users 1. Top10websitesbyaveragetimespentperuser_42 1.3. Operatingsystems_51 3.4. ONLINEAUDIENCE_48 3.5.4. Mobiledevices_51 4. Search engines_51 3. Topportals_44 1.Bulgaria 3. Onlineclassifiedadsbyreach_46 1. BRANCHORGANIZATIONS_52 5.1. MAINPLAYERS_41 1.2. ADVERTISINGNETWORKS_53 6. OPINIONSFROMTHEMARKET_54 . Topfinancesitesbyreach_47 2.3. Social networks_45 1. TOOLS_50 3. Browsers_50 3.

000 selected sites and their number is constantly increasing. the international media company.bg gathers over 47. dir. with a result of over 2. the largest and trusted Bulgarian portal.bg start. start. March 2010) The most popular website in Bulgaria measured by gemiusAudience is abv. which ranked 6th in March 2010. With a 41% reach.bg and vesti.net.5 hours spent by average user monthly. Among the market leaders there are also two news services: btv. vesti. The next player. The last site is svejo. The top 3 is propped up by the web directory gbg.net vesti. but also outnumbers other players in terms of user engagement. The first is the site of the most popular private TV station in Bulgaria. The second. TOP 10 WEBSITES BY REACH WEBSITE’S CATEGORY NUMBER OF REAL USERS 1 954 947 1 340 402 945 424 893 066 777 131 761 397 745 950 674 676 669 052 659 510 NUMBER OF PAGE PAGE VIEWS PER VIEWS USER 335 065 970 89 431 095 15 177 123 7 247 182 20 184 745 5 547 144 14 796 523 26 259 938 149 438 163 47 819 851 171 67 16 8 26 7 20 39 223 73 AVERAGE TIME PER USER 02:34:07 01:18:54 00:25:48 00:09:41 00:21:54 00:09:45 00:29:02 01:00:44 01:57:50 01:49:03 REACH 1 2 3 4 5 6 7 8 9 10 abv. Do you CEE? Bulgaria .bg. which in turn belongs to Sanoma Media International.bg. The site.bg svejo.bg sportal.bg bg-mamma. Apart from the mail service it also provides its users with a search option. the digital media company. which reaches 29% of the Bulgarian online audience. created in 1997.bg mail service horizontal portal horizontal portal horizontal portal horizontal portal social bookmarking news portal lifestyle portal auto classified ads sports portal 60% 41% 29% 27% 24% 23% 23% 21% 20% 20% Table 1 Top 10 websites in Bulgaria by reach level (gemiusAudience. The service is owned by NetInfo. belongs to the same owner as abv.bg btv.41 1. It is a social bookmarking portal reaching 23% of the audience.1.bg. It not only reaches 60% of the audience. news. and at the beginning of 2010 it was bought by CME.bg. MAIN PLAYERS 1.bg that gained reach levels of 24% and 23% respectively in March 2010.bg.com mobile.bg dir.bg gbg. The website offers its users a complete package of searching options including a huge bank of images as well as video content. Gbg. a free web mail service.bg is third among the four players present in the ranking owned by NetInfo. takes second place. weather forecasts and entertainment. had a reach level of 27%.

bg. It had almost 670. com and sportal. beauty and lifestyle.bg.levski.com focus-news.bg prodavalnik. Like in other CEE online markets.bg.bg.bg abv. In March 2010. March 2010) Three major groups can be distinguished in the ranking of top 10 websites by average time spent per user. In March 2009 its reach level amounted to 11% but in March 2010 this grew to 20%. a classified ads service specializing in automotive advertisements. These are sites on which the average user spent more than 7 hours in March 2010. 1.bg mobile. especially popular among the male online audience. The second website.bg aha. came second among the top 10 websites by reach level with almost 2 hours a month spent per user.2.net conquiztador. health.000 real users and the number is growing. bg. In terms of average time spent per user.bg novsport. The strongest part of the site is its forum.005 483 239 259 81 472 171 223 47 07:13:40 07:03:59 07:03:56 04:40:30 04:10:04 03:29:48 03:17:56 02:34:07 01:57:50 01:52:04 REACH 4% 11% 18% 1% 0. sportal. where women can exchange views and ask other users for their opinion. Its rising popularity makes it a preferable site for advertisers. The site offers detailed information about different sports events as well as the Sportal TV service with a large amount of HD videos. The first one includes ladypopular. Another popular site on the Bulgarian online market in March 2010 was mobile.com forum.bg and impulse. who constituted a reach level of 20%. is a portal containing sports news. TOP 10 WEBSITES BY AVERAGE TIME SPENT PER USER NUMBER OF REAL USERS 1 2 3 4 5 6 7 8 9 10 ladypopular.com 132 271 374 559 598 852 47 095 5 289 224 209 68 653 1 954 947 669 052 111 604 PAGE VIEWS PER AVERAGE TIME USER PER USER 602 1. The first is mainly dedicated to women and contains a great deal of useful information related to children. the website had almost 660. aha.42 The second significant group within the Bulgarian online market includes specific portals such as bg-mamma.bg. people in Bulgaria tend to spend most of their online time making friends Do you CEE? Bulgaria .000 real users.2% 7% 2% 60% 20% 3% Table 2 Top 10 websites in Bulgaria by average time spent per user (gemiusAudience. mobile.bg impulse.

The next website in this group is forum levski.bg and impulse. it ranked fifth in the ranking presented above. Moreover. covers live games and contains many helpful links for sports fans. there are direct links to other websites with the same theme: clothes. are social networking sites with reach levels of 11% and 18%. Ladypopular. Moreover. meet other fans and be up-to-date with news concerning their favorite football team. teams and players. Although in March 2010 its reach level amounted to only 0.43 and having fun. One of them is mobile.com. does not dominate as far as the average time spent per user is concerned and ranks 8th with a result of just over 2.com. The last group of sites includes ones with an average time spent online per user of around 2 hours. follow her career. home and family.2%. where users have to answer questions to conquer new territories on a virtual map. with a result of 3 hours 18 minutes spent on average on this website by users. Abv.bg. the previously-mentioned automotive classified ads website. The last player in this group is conquiztador. etc. This is mainly due to the fact that abv. which is very popular in Bulgaria. The game has a pleasant design and is available after free registration. In March 2010 its reach level amounted to 7%. with a great deal of information about babies. with 4 hours and 10 minutes spent by the average user. analysis and comments not only in Bulgarian but also in English 24 hours a day.bg. baby toys. The second group consists of sites with average online time per user of 3-5 hours a month. Prodavalnik. The other two sites with an average time per user of over 7 hours.5 hours. the site is available in 25 languages. In March 2010 this site had on average 239 page views generated by each of the more than 47. A news service can also be found in this group: focus-news. Users create a ‘lady’. It is an online game.bg.bg is an online game for girls who dream of becoming popular.bg. it keeps statistics of match results. Do you CEE? Bulgaria . One of the greatest advantages of focus-news. It is a part of the first Bulgarian private information agency FOCUS. where they can exchange views. the market leader in terms of reach.net is the fact that it offers news. aha. It is a forum for FC Levski supporters. It presents news concerning sports events.com is an online auction mainly for women. The last website is a sport site: novsport. Moreover.bg is primarily a mail service. take care of her pet and organize virtual garden parties. gardening.000 real users.net.

it also includes communication tools.900 topics. dnes. classifieds. it has a huge bank of images and videos and its directory contains over 47. a horizontal portal and the largest online catalog.bg btv. the leading position belonged to dir.bg ranked second with a reach level of 29%.bg.bg 1 340 402 945 424 893 066 777 131 745 950 67 16 8 26 20 01:18:54 00:25:48 00:09:41 00:21:54 00:29:02 REACH 41% 29% 27% 24% 23% Table 3 Top 5 portals and news services in Bulgaria by reach level (gemiusAudience. one of the leading radio and television groups in Central and Eastern Europe.bg gbg.bg. In March 2010 its reach level amounted to 27% (in March 2009 it was 32%).bg. which enables its users to search for any information they may need. a leading internet media company in Bulgaria with 14 websites including blog.bg is a website run by the most popular private TV station in Bulgaria. In March 2010. March 2010) The importance of horizontal portals and news services in Bulgaria can be demonstrated by the fact that the five most popular ones were also included in the top 10 websites by reach. According to the gemiusAudience study. In 2004 it was listed on the Bulgarian Stock Exchange and is said to have a market share of almost 10%.000 selected sites. TOP PORTALS NUMBER OF REAL PAGE VIEWS PER AVERAGE TIME PER USERS USER USER 1 2 3 4 5 dir. The 3rd player in this category is start. discussion forums. In February 2010 an agreement for its sale was reached. gbg. Btv. owned by Investor.3.bg and snimka. Over the years it has established its position as the most watched TV channel in Bulgaria.BG AD. its reach level amounted to 24% in March 2010 giving it the third place in the top 5 portals ranking.44 1. bTV has been present on the market for almost two years.bg has links classified into 22 categories and approximately 1. This portal was created in 1997 and since that time has been offering a wide range of options enabling its users to search for online content. Do you CEE? Bulgaria . Start. It is seen as a trustworthy portal containing a variety of information and catering for the needs of visitors in terms of entertainment.bg vesti.bg. which is just like the year before. According to the gemiusAudience study. It was bought by Central European Media Enterprises (CME).bg start. Moreover. On the 1st June 2000 bTV broadcasted for the first time thus breaking the monopoly of the national public TV station.

measured in the gemiusAudience study in March 2010 were teenproblem.bg is a typical social networking site offering its users the possibility to make new friends or retain old ones. It also includes a section devoted to classified ads.bg teenproblem.net aha.bg. Do you CEE? Bulgaria . the site offers a section with the most popular news for busy users.dir.bg is undoubtedly the leader when it comes to number of page views per user.005 AVERAGE TIME PER USER 07:03:56 00:10:59 00:10:32 00:15:45 07:03:59 REACH 18% 15% 13% 12% 11% Table 4 Top 5 social networking sites in Bulgaria by reach level (gemiusAudience.bg dir. which ranked second.bg.dir.4. Glog. blog. They both belong to Investor Group (start.bg.45 The last place in the ranking is taken by vesti. However. March 2010) There is no dominant leader on the local social networking market in Bulgaria.bg enables its users to create their own profile and use it to stay in touch with friends or make new ones. Moreover. formerly known as Netinfo. impulse.bg.bg had the greatest reach level (18%).bg-GLOG.dir. Impulse. The site provides its users with current news from Bulgaria and the world.dir. as mentioned before.bg-CLUBS. Although in March 2010 impulse. In March 2010.bg. Thanks to a modern and user-friendly design. 1. in which people with the same interests are grouped together.bg.bg had almost 500.bg.bg 598 852 493 509 420 138 404 388 374 559 PAGE VIEWS PER USER 483 15 15 17 1. The first includes clubs.dir. visitors can quickly find everything they are searching for.dir. The last two most popular Bulgarian social networks. clubs. it was only 3 percentage points higher than clubs. Clubs. which in March 2010 had a reach level of 23%.net (12%) and aha.bg and glog. SOCIAL NETWORKS NUMBER OF REAL USERS 1 2 3 4 5 impulse. clubs with users grouped together by interest with access to almost 60.bg both belong to dir.bg dir. right after aha.000 real users who spent an average of 11 minutes online a month.000 topics as well as a games section. Its reach level of 13% gave this social networking site 3rd place in the top 5 ranking. In terms of average time per user it took second position.bg (11%).dir.

has a more diversified user structure with users aged 19-35 predominating. ONLINE CLASSIFIED ADS BY REACH NUMBER OF REAL PAGE VIEWS PER USERS USER 1 2 3 mobile. Like other sites of this kind. It is the most popular Bulgarian site where people can buy or sell a car. Users and dealers publish ads related to buying and selling real estate. The site is very user-friendly and is designed to attract young online audience.net is popular with young people. The second site. March 2010) Each of the top 3 online classified ads in Bulgaria specializes in a different field. there are also offers of training sessions. Beside regular job advertisements. Do you CEE? Bulgaria . It had over 200. On the website they can find answers to their questions and problems. The second player on the Bulgarian classified ads market is imot.bg. whose reach level amounted to 7%. create list of friends and watch music videos.bg karieri. This popular social networking website gives its users a chance to meet new people.5. exchange messages. Number one in March 2010 with a reach level of 20% was mobile. The site also contains many other automotive advertisements of different kinds. Teenproblem.bg.bg.bg imot.46 etc. The third place belonged to karieri. as well as general info about anything that can be of any interest to a teenager.000 real users interested in job offers. there are various kinds of advertisements and their prices depend on what options are used. educational courses and the like. including some embarrassing ones. from VIP to regular. The price is related to the ad’s type. aha. 1.bg.bg 669 052 219 376 202 899 223 104 6 AVERAGE TIME PER USER 01:57:50 01:12:24 00:06:35 REACH 20% 7% 6% Table 5 Top 3 online classified ads in Bulgaria by reach level (gemiusAudience.).

6.bg is a business portal with over 300. The second significant player. it is a useful source of information for English-speaking users.info (2nd) and investor. which publishes the most current information especially for accountants.47 1. TOP FINANCE SITES BY REACH NUMBER OF REAL PAGE VIEWS PER USERS USER 1 2 3 econ.bg (3rd) was just 1 percentage point. Although the reach level of econ. It is a site with business information from Bulgaria and the world.info investor.bg gave it first place. There is a section with notices on courses and seminars as well as a forum. An additional feature is the English version of the site. classified ads and a law section here. it also has a section dedicated to lifestyle. Do you CEE? Bulgaria . its users can also find interviews. the difference between it and the reach levels of odit. there was no definite leader among finance sites in Bulgaria. Even though it contains information which is often 2 months old. Apart from typical financial sections such as Exchange or Forex.bg with a reach level of 7% in March 2010.info. Econ. In terms of average time spent online per user. analyses. Apart from presenting business news from Bulgaria and the world.000 users in March 2010 and on average 20 page views per visitor.000 real users. odit. especially considering the fact that econ. the leader is investor. It is a popular website owned by Economedia. Another important finance site in Bulgaria was investor.bg 304 865 256 078 214 850 16 20 24 AVERAGE TIME PER USER 00:03:54 00:24:55 00:39:36 REACH 9% 8% 7% Table 6 Top 3 finance sites in Bulgaria by reach level (gemiusAudience.bg odit. The site was created through the cooperation of the Center for Economic Development (CED) and the United States Agency for International Development (USAID) and was launched in April 2001.bg gives its users free access to an archive of all information uploaded on the site since its creation in 2001. had over 250.bg with almost 40 minutes a month per user. March 2010) According to the gemiusAudience study from March 2010.

In March 2010 a mere 1% of internet users had primary or no education. 27% of the Bulgarian online population lived in Sofia.5 hours online.999 people. users living in cities with over 100. however this occupation group was the most active and in March 2010 the average user from this group spent over 19 hours surfing the web. Another significant group of users (19%) lived in cities.000 – 99. in March 2010 people aged 15-24 accounted for 29% of the online population.48 2. the capital of Bulgaria. According to the gemiusAudience study from March Do you CEE? Bulgaria . However. As it is the case in the majority of CEE countries. and in March 2010 it was 9%.000 citizens accounted for 60% of the online population. the Bulgarian online market is dominated by young people.5 and 18. The unskilled workers accounted only for 1% of the researched internet audience. Increasingly more elder people have become interested in the internet during the last twelve months. they spent the greatest amount of time surfing the studied websites. With regards to average time spent online per user. The majority had graduated from secondary school and 27% had a degree. The second force on the internet was the group made up of unemployed internet users. In March 2009 the share of people over 55 years old was 5%. In March 2010. i. Moreover. 19 hours. whereas users with higher education spent only 10 hours and 44 minutes online. women constituted 51. Undoubtedly. According to the gemiusAudience study. With regards to occupation the most numerous group among Bulgarian internet users in March 2010 were specialists and office workers. The Bulgarian online population is quite well-educated. in March 2010 the groups of users with basic or lower education consistently spent approximately 21.5%.e. Cumulatively. in which there are 20. the greatest number of internet users in Bulgaria live in big cities.5% of the online population. while men comprised 48. ONLINE AUDIENCE 2010. what distinguishes the Bulgarian online population from other CEE countries is the fact that men on average spent one hour more than women surfing the web. The gender structure of the Bulgarian internet population is quite balanced and does not differ much from those observed on other CEE markets.

.

At the end of 2009 it overtook Microsoft Internet Explorer. Chrome’s market share rose by 4 percentage points. However. TOOLS 3. Also. Browsers There are two main players on the Bulgarian browser market. OPERATING SYSTEMS Chart 2 Top operating systems in Bulgaria by share of page views generated by internet users who visit Bulgarian websites using gemiusTraffic (gemiusTraffic study 3Q 2007 – 1Q 2010) Do you CEE? Bulgaria . After the first quarter of 2010 its market share was 42% giving MSIE the second place among the top browsers in Bulgaria. 3. BROWSERS Chart 1 Top browsers in Bulgaria by share of page views generated by internet users who visit Bulgarian websites using gemiusTraffic (gemiusTraffic study 3Q 2007 – 1Q 2010) 3.2. while Opera’s market share grew during the past year by 0.1.50 3. The popularity of Opera and Chrome is not of any significant value.5 percentage point. it is important to note that Chrome is gaining popularity extremely quickly.1. Number one is Firefox with a market share of 46%. whose popularity has been declining for some time already.

SEARCH ENGINES Chart 3 Top search engines in Bulgaria by share of visits made by internet users who visit Bulgarian websites using gemiusTraffic (gemiusTraffic study 3Q 2007 – 1Q 2010) 3.4. However. 10. SCREEN RESOLUTIONS 3. Second place belonged to MSN. 3. and in the first quarter of 2010 its market share accounted for 9% overtaking Windows Vista with its 8% share. The market share of Linux is relatively stable at the level of 0. This is mainly due to Windows 7. who visit Bulgarian websites using gemiusTraffic (gemiusTraffic. 3. the screen resolution of 1440 x 900 has been gaining popularity in recent years and after the first quarter of 2010 its market share was 6%.05.4. Other popular screen resolutions among internet users who visit Bulgarian sites using gemiusTraffic were 1280 x 1024 and 1280 x 800. and third to Yahoo.3%. Also. their market shares declined during 2009 and according to the gemiusTraffic study they did not even exceed 1% in the first quarter of 2010. in the first quarter of 2010 it was still the most popular choice among Bulgarians.51 3. However. weighted average for months) *from 2010-05-10 **to 2010-07-25 Do you CEE? Bulgaria .2. Chart 4 Screen resolutions in Bulgaria by share of page views generated by internet users who visit Bulgarian websites using gemiusTraffic (gemiusTraffic study 3Q 2007 – 1Q 2010) 3.2010.3.25. 1366 x 768.5. MOBILE DEVICES Chart 5 Mobile devices in Bulgaria by the website-averaged percentage share of page views generated by internet users from Bulgaria. Since then it has been constantly gaining popularity. whose popularity has been growing and during one year this resolution gained a market share of 4%. this was 9 percentage points less than a year ago. the most popular operating system in Bulgaria was Windows XP with an 82% share in the first quarter of 2010. In the first quarter of 2010 its share of the market accounted for almost 99%.07.3. However.2010 . Microsoft’s newest operating system launched in the second quarter of 2009. There is also a newcomer. Search engines Google is the leader of the Bulgarian online search engine market. Screen resolutions The market share of 1024 x 768 monitor screen resolutions has been decreasing over the last years. Operating systems Like in the other markets in Central and Eastern Europe.

the iPad. Members: BGPRINTER Ltd. a great variety of formats and different approaches and to the internet as one of the main channels of communication. Apple’s latest product.bg. During the same period. it decreased slightly.BG. 4. Dir. on-line measurement. SILA BG. BEAT also concentrates on cooperation with public authorities in creating laws and regulations relating to internet trade and in monitoring their implementation. At present. next to TV. Bw Time Ltd. Economedia. Mobile devices . The next three positions were taken by Nokia devices among which the Nokia 5530 XpressMusic is the most popular. Bulgaria’s top mobile device is the iPhone. increasing its share by 3 percentage points from May 2010. However.baet.bg Description: The main objective of the Bulgarian e-commerce Description: The Bulgarian Web Association (BWA) is an internet industry association. SuperHosting..52 3.bg. radio. representing the interests of web companies and professionals in Bulgaria.models A wide variety of mobile devices can be found on the Bulgarian market. Store Ltd. ABC Design and Communication. compared to the previous month. JAR Computers Ltd.bg Bulgarian e-commerce association www.bg and an associate member.. Moreover. Bulgarian Web Association www. Interactive Association Bulgaria www. Interminds Ltd. which in July 2010 had a share of over 17%. like in majority of CEE markets.bwa. However.5. the Bulgarian Web Association Do you CEE? Bulgaria . high effectiveness. press and outdoor advertising..bg Description: The mission of IAB is to show the advantages and possibilities of interactive marketing: targeting..iabulgaria. The five most popular tools constitute less than 50%.bg. BRANCH ORGANIZATIONS association is to protect the interests of its members with regard to the development of e-commerce and also to enhance public confidence in it. has been consistently gaining popularity. Investor. BEAT aims to create professional ethical standards to be followed by its members. NetInfo. mail. Members: The greatest rivals and leading internet players include: Darik News.

Bulgaria CONTACT Phone: +359-2-988-09-75 Email: info@httpool.dir.bg 3 4 5 6 7 User Media .. 1000 Sofia..net Phone: +359-2-969-45-33 Phone: +359-2-489-50-63 Email: business@etarget. ESRI Bulgaria Ltd.net usermedia. You Eye Design Ltd. Dream Studio Ltd.. DriymMediya Ltd.. 4. et. 5. working on the design. Bulgaria 7.net direct. et. Blekbord Studio Ltd.53 (BWA) is the only association with activities directed to the benefit and protection of legal entities and natural bodies.. arrangement. office 3. associated web services: User Media Ltd.bg MAIN OFFICE ADDRESS 61 Vitosha Blvd. Bulgaria Solunska 59. 4.easytrader. Need BG Ltd.Sportforums Direct E. et.. Leks.bg Do you CEE? Bulgaria . ADVERTISING NETWORKS GENERAL CONTACT INFORMATION FULL NAME HOMEPAGE URL ADDRESS httpool.BG AD. All activities of the Bulgarian Web Association (BWA) are in the service of the interests of the Bulgarian web market operating in the free economy environment.forums User Media . ap. ET-MarMaN Mario Mankov.. 1000 Sofia. MediaBasket OOD. 1407 Sofia. Tsaribrodska Blvd. Bulgaria 70. Bulgaria Nikola Vaptzarov Blvd 29. Members: associated web studios: Studio 3B. By BG Ltd.Autoforums User Media . 2. et.. associated web media: Inteldey Solutions Ltd.bg 1 Httpool 2 Easy Trader stat. organization. realization and hosting of internet sites.13.. DIDZHITREYS Ltd. Stenik Group Ltd.net Phone: +359-2-954-29-70 Email: reklama@usermedia. 1000 Sofia. Programme Media Group Ltd.. floor B..bg Phone: +359-2-954-29-70 Email: reklama@usermedia. Ripped Ltd...bg etarget. Imaynd Ltd. Bulgaria Solunska 59. 1000 Sofia.Student. 4.bg Phone: +359-2-962-29-94 Email: ivanchev@easytrader. 1407 Sofia. DOTmedia DZZD. Danail Dechev st. web design and internet advertisement. Exsisto Ltd.target usermedia.net Phone: +359-2-954-29-70 Email: reklama@usermedia. Etaligent.Net. Bulgaria Solunska 59.net usermedia. Studio IDA. Sofia 1309.

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6.

OPINIONS FROM THE MARKET

Hristo Ivanov Market Research and Analyses specialist, Netinfo Online advertising market What are the opportunities and obstacles for the Bulgarian online advertising market? The economic environment has led to a serious decline in advertising expenditure in all types of media. Only the internet succeeded in keeping the same level as in 2008. The largest advertisers: automotive and finance, brought their investments in advertising for the past year to a relative standstill. We believe that this situation will remain unchanged for the next year or two. Online video and social media advertising together with rich media will lead the development of the online market in Bulgaria. Advertisers will learn to use different channels for different goals: e-mail and social media marketing for customer loyalty, keyword search ads for direct responses and display ads for building brand awareness.

Dominating trends What are the recent trends on your local online market? What areas are expected to develop most in the future? The financial crisis slowed down the development of the internet market in Bulgaria during the last year and the market players were forced to focus on their main and most profitable products. This led to ever increasing competition in certain internet categories such as news and information (including sports), dating, entertainment, and the suchlike. Internet penetration in Bulgaria continued to increase but at a slower growth rate compared to previous years. Furthermore, the largest publishers have invested time and money in the mobile versions of their websites following the latest trends on global markets.

Petar Simeonov Head of Internet Department, Piero97 Online advertising market What are the opportunities and obstacles for the Bulgarian online advertising market? The world economic crisis did not overlook Bulgaria in 2009. The growth of internet advertising budgets was 60% during the previous three years, but in 2009 this shrunk to a mere 4%. On the backdrop of a total ad market decline of about

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55
14%, this is a good result, although expectations were for at least 20% growth. In 2008 the gross internet advertising budgets in Bulgaria were 32.3 million Leva (16.5 million Euro), and in 2009 they were 33.4 million Leva (17 million Euro). This data do not contain the budgets spent on Google advertising and other media situated outside of the country, due to the fact that this data are unobtainable. There were other positive results on the internet market in general, for instance significant growth in the number of internet users: at the end of 2009 there were already 3.413 million in Bulgaria (45% penetration). The internet share in the total media mix is also on the rise: in 2008 it was 2.7%, in 2009 3.4%, and a rise of 5% is predicted for 2011. The steepest decline in the advertising budgets of 2009 was noticed in the telecommunications sector. Surprisingly, it was overtaken by the financial and banking sector, which was also hit by the crisis, but tried to regain client confidence via various marketing and advertising incentives. A similar situation was observed in the construction and automotive businesses. News sites and portals drew the largest part of advertising budgets, in third place were social networking sites, followed by sport sites. Facebook attracted great interest with 1.2 million subscribers at the end of 2009. A significant growth in online advertising (approximately 20%) is expected for 2010, as well as substantial growth in video advertising on the internet. The numbers used in the above text have been collected by Piero97 Media Agency.

Plamen Kalinikov Marketing Director, Argent media agency Online advertising market What are the opportunities and obstacles for the Bulgarian online advertising market? We had anticipated that the global financial crisis would lead to significant budget allocation on traditional media channels: TV, radio, print as well as OOH would face a major drop at the expense of digital advertising. Alas, net online investments for 2009 in Bulgaria retained the same levels as those from the ‘extremely successful’ year of 2008. The growths of 50 to 100% from the aforementioned 2008 would later become something to dream about over the following years. The main players on the market decided not to take risks and kept their investments allocated to the media channel that responded in the most appropriate way to the economic realities and the fiscal deficit. They stayed with TV. The national TV channels lowered their prices and boosted bonuses, and thus kept the lion’s share in the media mix. Digital advertising comprises about 10% of the Argent media agency portfolio but the average for the market percentage does

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not exceed 5%. The long-awaited arrival of the largest global advertisers like P&G, Henkel, and Kraft Foods meant that the digital market has (again) been put on hold for an uncertain period of time. Most committed advertisers in the digital domain are from the financial, automotive, as well as telecommunications sectors but they also have the most experience in internet advertising. Most companies diverted about 10-20% of their online budgets to cheap CPC solutions and in consequence they delivered millions of impressions.

Market specifics What makes your local online market unique? Are there any specifics that make it different from others in the CEE region? internet usage The combination of ADSL by Vivacom and cable internet furthered broadband penetration even in the smallest towns and villages. However, advertisers still have to understand that 95% of the most difficult-to-get audience in the 15-24 age bracket is on the web. publishers Bulgaria is no exception regarding the development of social networking and the most popular site, Facebook, has more than 1.5 million users. Unfortunately, the stability of the banking system and the great number of debit and credit cards have not smoothed out the progress of e-commerce and e-shops. Bulgarian publishers could well offer advertisers anything their creative agencies could think of.

Gergana Marinova and Dilyan Velichkov Marketing Director, Zed Digital Cybermark Online advertising market What are the opportunities and obstacles for the Bulgarian online advertising market? Despite the general upward trend during the last 10 years and the expectations for even faster growth during the recession, in 2009 and early 2010 the Bulgarian online advertising market experienced its first year of an almost complete halt. Instead of trying to optimize their budgets through the use of internet as a more effective medium, as foreseen by specialists in the field in 2008, advertisers preferred to ‘play it safe’, investing most of their budgets in the ‘good old media’, such as press, radio and television. This led to the small growth of the online advertising market of 4%, as estimated by a leading Bulgarian media house. In 2009 the online media in Bulgaria continued their development of new forms of online advertising as well as the process of creating better opportunities for advertisers. This trend is expected to continue, following general technological developments.

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Moreover, many cost-effective buying solutions in the online media were introduced last year. This was a simple response to the unclear expectations and fears of advertisers, but it led to certain deviations in general pricing and buying models. Finally, it caused some chaos on the market. Buying banner positions using both CPM and CPC is common practice for advertisers and for a short period the cost-per-click model flourished. However, most media soon recognized that selling ad space using CPC as a mistake and corrected this by either increasing their prices per click, or returning to CPM. The interest of advertisers in professional online measurement opportunities continued to grow. Precise advertising tracking tools started to be treated not as an extra option but as both a common and essential part of online campaigns. Despite the obstacles caused by the world recession, the Bulgarian online advertising market as a whole continued its development and maintained an upward trend, albeit at a slower pace.

Dominating trends What are the recent trends on your local online market? What areas are expected to develop most in the future? A continued and natural trend in 2009 was the extremely fast growth of Facebook. Its Bulgarian audience continued to increase by over 100% on year to year. This had a strong negative impact on the local social media, which had so far also been developing quickly. Although internet users keep spending more time on social networking sites, a relatively small percentage of advertising budgets is invested therein. In 2009 and at the beginning of 2010, Bulgarian advertisers together with agencies were still unable to find the most suitable way to take advantage of the increasing usage of social media. They rely mostly on traditional advertising formats, while rarely trying to utilize social media in a more unconventional and creative way. Another trend continued in 2009 was the growth of online search investments, driven to a large extent by small advertisers entering this market for the first time.

Do you CEE? Bulgaria

Croatia 1.67m
internet users

1. MAINPLAYERS_59 1.1. Top10websitesbyreach_59 1.2. Top10websitesbyaveragetimespentperuser_60 1.3. Topportals_61 1.4. Social networks_62 1.5. Onlineclassifiedadsbyreach_62 1.6. Topfinancesitesbyreach_63 2. ONLINEAUDIENCE_64 3. TOOLS_66 3.1. Browsers_66 3.2. Operatingsystems_66 3.3. Search engines_67 3.4. Screen resolutions_67 3.5. Mobiledevices_67 4. BRANCHORGANIZATIONS_68 5. ADVERTISINGNETWORKS_68 6. OPINIONSFROMTHEMARKET_68

hr 24sata. The top 3 is propped up by tportal. it will probably gain second place by the end of 2010.hr.hr jutarnji. TOP 10 WEBSITES BY REACH WEBSITE’S CATEGORY NUMBER OF REAL USERS 829 372 755 780 735 631 655 139 631 918 600 535 548 991 536 094 473 324 456 003 NUMBER OF PAGE PAGE VIEWS PER VIEW USER 158 273 571 76 327 847 69 055 950 27 588 585 89 223 037 48 851 538 72 245 870 4 896 194 8 601 594 19 800 231 191 101 94 42 141 81 132 9 18 43 AVERAGE TIME PER USER 04:32:15 03:09:12 02:07:32 01:01:32 02:02:18 01:53:06 01:15:26 00:12:55 00:24:22 00:53:11 REACH 1 2 3 4 5 6 7 8 9 10 net. Net.hr with a reach of 35%. a news portal of one of the leading newspapers Večernji List.hr).1.hr. comes in at tenth in the ranking. It reaches 39% of Croatian online internet users who on average spent 1 hour on this service monthly.hr bloger. The second important group of players includes news services.hr forum.hr. owned by Styria Media Group AG. In sixth place is jutarnji. Apart from portals and news services among the market leaders there is also a forum site (forum. classified ads service (njuskalo. this service headed the market.hr does not belong to any large media group.hr tportal.hr blog. After a significant decrease in 2009. a portal which has reinforced its position within the last year. With a reach 4 percentage points lower than the leader.hr njuskalo. Forum. is the most popular classified ads service. 24sata. in fifth place.hr horizontal portal horizontal portal horizontal portal forum site news portal news portal classified ads blog site blog site news portal 49% 45% 43% 39% 37% 35% 32% 32% 28% 27% Table 1 Top 10 websites in Croatia by reach level (Gemius/Valicon gemiusAudience March 2010) Majority on the Croatian online market is made up of horizontal portals and they lead in the ranking taking the first three positions. has a reach level of 37%. Njuskalo.hr).hr.hr vecernji.hr index. which ranks seventh. second position is taken by index. was bought by NOVA (the Croatian commercial television Do you CEE? Croatia .hr and bloger. blog. which reaches 43% of the audience.hr. multithematic forum site which like index. MAIN PLAYERS 1. At the beginning of 2008.hr) and two blogging platforms (blog.hr dominates the market reaching almost every second Croatian internet user.hr. The first. Vecernji. First among the blogging platforms.59 1. owned by Styria.hr is the most popular.

the service’s reach is very limited. The next position. Though the average time spent per user equals almost 2. TOP 10 WEBSITES BY AVERAGE TIME SPENT PER USER NUMBER OF REAL USERS 1 2 3 4 5 6 7 8 9 10 net.hr.hr 1klik. with a result of 2 hours 15 minutes. March 2010) The players that engage Croatian internet users most are the popular portals that take the lead in terms of reach.60 Network) 2 years ago. a website catalog and search domain based on the Google engine. 24sata. Tportal.hr nogometni-magazin. lower than 1%.5 hours.hr dominates in the ranking with a result of 4.hr.5 hours.net 24sata. What is interesting is that there are hardly any entertainment websites present in the ranking.17% 4% 43% 10% 37% 1% 35% 3% Table 2 Top 10 websites in Croatia by average time spent per user (Gemius/Valicon.hr igre123.2. but has two hours less than the leader when average time spent per user is taken into account.hr fotozine.hr does not significantly lag behind its two major rivals in terms of number of users.net.com 829 372 755 780 2 419 73 578 735 631 175 810 631 918 12 527 600 535 44 585 PAGE VIEWS PER AVERAGE TIME USER PER USER 191 101 49 36 94 98 141 219 81 60 04:32:15 03:09:12 02:24:36 02:15:04 02:07:32 02:03:35 02:02:18 01:57:36 01:53:06 01:30:38 REACH 49% 45% 0.hr tportal. its main rival. Croatian users also devote much of their time online to news services and two of them. comes in 6th place with a result of 2 hours. At the beginning of 2009. igre123. Third position is taken by 1klik. Do you CEE? Croatia . The only gaming service. it reached almost 37% of the Croatian online audience. are the listed in the ranking with a result oscillating around the 2 hours mark. Index. however.hr.net.org jutarnji. At the same time. has over one hour less than Net. 1.hr index. which lost 3 percentage points in March 2010 compared to March 2009. business.net business. A similar situation can be observed in case of the second player. is taken by a popular business portal. gemiusAudience.hr. Net. after one year its reach has declined by almost 5 percentage points.hr and jutarnji. blogger.

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Among the leaders in terms of average time spent per user, there is also a service dedicated to photography, fotozine.org, where its users spent on the site almost 2 hours monthly on average. The ranking is propped up by nogometni-magazin.com dedicated to football. Though its audience is limited to users interested in football they spent on average of 1.5 hours on the website monthly.

1.3. TOP PORTALS
NUMBER OF REAL PAGE VIEWS PER USERS USER
1 2 3 4 5 net.hr index.hr tportal.hr 24sata.hr jutarnji.hr 829 372 755 780 735 631 631 918 600 535 191 101 94 141 81

AVERAGE TIME PER USER
04:32:15 03:09:12 02:07:32 02:02:18 01:53:06

REACH

49% 45% 43% 37% 35%

Table 3 Top 5 portals in Croatia by reach level (Gemius/Valicon, gemiusAudience, March 2010)

All of the portals and news services are listed among the most popular players on the market. The first, net.hr, was formerly known as iskon.hr, the portal of the ISP provider. It has been leading the market since the beginning of 2008. This website, owned by Centrum Holdings (75%) and Proficio (25%), is operated by Adriatic Media. Apart from news, the portal offers a wide variety of services such as free mail, and chat. The second is index.hr, a portal with a tabloid character. Apart from news, it offers also a forum, nightlife information, video content, a blog platform and more. Index does not

belong to any large media house and Index promocija d.o.o. is the sole owner of the portal. Index’s main rival is tportal.hr, a service which at the beginning of 2008 used to lead the market. It belongs to the largest ISP provider T-com. Tportal provides its users with news as well as entertainment. Although the discrepancy in terms of reach between Index and Tportal is not that significant and accounts for a mere 2 percentage points, the latter loses out in terms of average time per user with a result over one hour worse than Index.

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The last two services included in the ranking are more news services than horizontal portals. The first, sata24.hr, is a news portal run by a leading daily tabloid. It belongs to Styria Media Group AG and has a unique, interactive design, which distinguishes it from other services. 24sata.hr reaches 37% of the Croatian audience who on average spent 2 hours monthly using this service. The ranking is propped up by jutarnji.hr, the news portal of a popular newspaper “Jutarnji List”. It belongs to Europapress Holding (EPH), a media company operating in Croatia and Southeastern Europe. It owns 5 daily newspapers and more than 30 magazines.

1.4. SOCIAL NETWORKS
NUMBER OF REAL USERS
tulumarka.com 57 152

PAGE VIEWS PER USER
9

AVERAGE TIME PER USER
00:05:53

REACH

3%

Table 4 Local social networking site measured by Gemius/Valicon, the gemiusAudience study by reach level (Gemius/Valicon, gemiusAudience, March 2010)

Unlike other CEE online markets, Croatia has no strong local player that would attract a wide group of internet users. The most popular community site is Iskrica. Even though it has been present on the market for more than 10 years, its reach is estimated at only a few percent. Currently, Facebook is the strongest social networking site on the Croatian online market and its position is still growing. Due to its domination, local players are losing

their market share. For example, the share of the second important local player, Tulumarka, fell by 1 percentage point last year, losing almost 15,200 users from March 2009 to March 2010.

1.5. ONLINE CLASSIFIED ADS BY REACH
NUMBER OF REAL PAGE VIEWS PER USERS USER
1 2 3 njuskalo.hr oglasnik.hr auti.hr 548 991 232 790 184 722 132 48 107

AVERAGE TIME PER USER
01:15:26 00:33:03 01:08:32

REACH

32% 14% 11%

Table 5 Top 3 online classified ads in Croatia by reach level (gemiusAudience, March 2010)

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The unquestionable leader among online classifieds is njuskalo.hr, a service presenting itself as a „marketplace”. It contains a wide spectrum of categories beginning with automotive to tourism. The service is extremely popular among Croatian internet users and comes in at 7th place in the general reach ranking with a reach level of 32%. The second player is oglasnik.hr which also has a print version, Plavi Oglasnik, and is the oldest site in this category. It is owned by Trader Media East and publishes more than 300,000 new ads every month. However, the service is not performing as well as njuskalo.hr and gained a reach of 14%. Last place is taken by the auti.hr, auto classified service with a reach level of 11% which also belongs to TME.

1.6. TOP FINANCE SITES BY REACH
NUMBER OF REAL PAGE VIEWS PER USERS USER
1 2 3 poslovni.hr limun.hr business.hr 149 786 81 728 73 578 28 24 36

AVERAGE TIME PER USER
00:42:12 00:55:38 02:15:04

REACH

9% 5% 4%

Table 6 Top 3 finance sites in Croatia by reach level (Gemius/Valicon, gemiusAudience, March 2010)

Among Croatian finance websites, the unquestionable leader is poslovni.hr, the vertical portal of the first Croatian daily business newspaper Poslovni Dnevnik. The portal has a large online community of users centered around financial and business topics, along with current affairs and analysis. Poslovni.hr provides an overview of trading on regional stock exchanges. Moreover, it offers many business and professional titles available through an online bookstore. The second site, limun.hr, belongs to Raiffeisen Consulting d.o.o., a company specializing in business consulting and brand management. This site is devoted to economic news and advanced financial services. According to Gemius/Valicon, the gemiusAudience study, it reached 5% of the Croatian online audience in March 2010. Last in the ranking among

leading financial services is business.hr, which seems to be most engaging for its users who spent an average of more than 2 hours monthly on this website. Moreover, the portal is supported by a printed newspaper.

Do you CEE? Croatia

64

2.

ONLINE AUDIENCE
– 24,999 inhabitants (19%). 11% of the online population lived in villages and small towns with less than 1,000 inhabitants. According to the Gemius/Valicon gemiusAudience study from March 2010, the largest group among Croatian internet users in terms of occupation consisted of people employed in companies. They accounted for 26% of the online population. Second place belonged to students, who accounted for 22% of the online population. Another significant group is users employed in the public sector (18%).

The Croatian gender structure of the online population is quite balanced, like on most other CEE markets. In March 2010 men accounted for 52% of the online audience. Moreover, the average man spent over 2 hours more online than the average woman. In terms of age, the most significant group within the Croatian online population are young people aged 15-24. According to the Gemius/ Valicon gemiusAudience study from March 2010, they constituted 35% of the population. The second largest group, users 35-44 years old, accounted for 23% of the population. People aged 25-34 accounted for 1 percentage points less of the online population. Croatian internet users are quite well-educated. Majority of Croatian internet users graduated from secondary school. According to the Gemius/Valicon gemiusAudience study from March 2010, they accounted for 48% of the online population in Croatia. The next significant group consisted of users who were still in school or faculty (29%). Only 3% of the Croatian online population had at best primary education. In March 2010, 27% of Croatian internet users lived in cities with over 100,000 inhabitants. What is more, these users were also the most active ones, spending over 14 hours online. The second most important group of internet users lived, according to the Gemius/Valicon gemiusAudience study from March 2010, in towns with 5,000

Do you CEE? Croatia

the leader among operating systems in Croatia is Windows XP. 3. Other browsers used by Croatian internet users worth mentioning are Chrome (6%) and Opera (4%). the leader on Croatian browsers market was Microsoft Internet Explorer. OPERATING SYSTEMS Chart 2 Top operating systems in Croatia by share of page views generated by internet users who visit Croatian websites using gemiusTraffic (gemiusTraffic study 3Q 2007 – 1Q 2010) Do you CEE? Croatia . They are gaining a larger share of the market.2. Operating systems Like on other CEE markets. After the first quarter of 2010. At the beginning of 2010 it reached a level of 43% and was overtaken by Firefox. BROWSERS Chart 1 Top browsers in Croatia by share of page views generated by internet users who visit the Croatian websites using gemiusTraffic (gemiusTraffic study 3Q 2007 – 1Q 2010) 3. However. though the process is slow. its share of the market as 3.1.1. Browsers For many years.2. over the past few years the MSIE’s share of page views generated by internet users who visit Croatian websites using gemiusTraffic has been decreasing.66 3. TOOLS 3.

SCREEN RESOLUTIONS 3. it is still the most popular choice among Croatians with a share of 32%.4. However.25.07.2010 . SEARCH ENGINES Chart 3 Top search engines in Croatia by share of visits made by internet users who visit Croatian websites using gemiusTraffic (gemiusTraffic study 3Q 2007 – 1Q 2010) 3. 3. was responsible for 54% of the page views generated by mobile devices on an average website in July. which according to the gemiusTraffic study. Windows 7 gained almost 12% of the market in less than a year. However. this loss is in favor of the iPad. leaving hardly any room for its rivals. Like on other markets. Screen resolutions The share of 1024 x 768 monitor screen resolutions in Croatia has been decreasing for the last few years. MOBILE DEVICES Chart 5 Top 5 mobile devices in Croatia by the website-averaged percentage share of page views generated by internet users from Croatia who visit Croatian websites using gemiusTraffic (gemiusTraffic. which during the same period improved its market share by 2 percentage points. and its position does not seem to be threatened in the nearest future.05. constituted 77%. 3. Mobile devices . After the first quarter of 2010.models Among the mobile devices used to connect to the network. The share gained by other devices in the top 5 oscillates around 2-3%. its popularity is gradually falling: a 2-percentage-point decrease was observed over the past two months. MSN and Yahoo. Despite such a high result.5. 3. it accounted for 99% of the visits made by internet users who visit Croatian websites using gemiusTraffic. Chart 4 Screen resolutions in Croatia by share of page views generated by internet users who visit Croatian websites using gemiusTraffic (gemiusTraffic study 3Q 2007 – 1Q 2010) 3. leaving Windows Vista behind. Search engines The Croatian search engine market is as dominated by Google as other CEE markets.3. Apple’s latest product. weighted average for months) *from 2010-05-10 **to 2010-07-25 Do you CEE? Croatia .3.2010. leadership on the Croatian market belongs to the iPhone. 10.67 analyzed by gemiusTraffic.4.5. Other popular ones in the first quarter of 2010 were 1280 x 1024. 1280 x 800 and 1680 x 1050.

BRANCH ORGANIZATIONS by offering stimulation and guidance for the industry. the greatest problem regarding online advertising in Croatia is the fact Do you CEE? Croatia . although the only medium that grew was the internet. 10 000 Zagreb. Members: publishers and agencies (e. On the other hand.hr xclaim. mostly TV. the crisis resulted in lower prices of other media. Croatia CONTACT Phone: +385-1-30-30-430 Email: marketing@etarget. which is already the most represented medium in total advertising Adex (60%). It was founded with the objective of helping the development of interactive marketing communication in Croatia 5. Croatia Livanjska 11. 10 000 Zagreb. 10 000 Zagreb. OPINIONS FROM THE MARKET Jan Jilek President of IAB Croatia Online advertising market What are the opportunities and obstacles for the online advertising market on your local market? The economic situation in the world and in Croatia has decreased advertising expenditures in general. non-governmental organization dedicated to interactive marketing.hr.hr 6. It received an IAB license in 2008.hr Description: IAB Croatia is a local nonprofit.hr.hr MAIN OFFICE ADDRESS Boškovićeva 13A. In conclusion.hr 1 2 E-Target Xclaim 3 AdNet ad-net.hr Phone: +385-1-55-95-383 Fax: +385-1-38-40-700 Email: info@ad-net. tportal. net. It was formerly known as INAMA or ‘the association for interactive marketing’. OMG) IAB Croatia (INAMA) www.hr Phone: +385-1-55-95-380 Fax: +385-1-38-40-700 Email: welcome@xclaim. ADVERTISING NETWORKS GENERAL CONTACT INFORMATION FULL NAME HOMEPAGE URL ADDRESS etarget.68 4. Croatia Livanjska 11.g.inama.

Croatian users are fast in accepting new trends that come from so-called more ‘developed’ countries. local players Are the local players present on your local market strong enough to compete with the global giants? What advantages and strategies do they use in this battle? Google and Facebook are the most popular global players in Croatia and have more than 90% of the search and social media markets. including the internet. etc. respectively. Market specifics What makes your local online market unique? Are there any specifics that make it different from others in the CEE region? The Croatian market is unique due to the extremely low price of TV advertising compared to other countries. In short. Many advertisers began using Facebook and Twitter creating applications. this is not happening as fast and as much as it could. Although the internet is the only medium that can compete with TV and is growing. The top three players in Croatia are all horizontal portals.69 that the global crisis is still ongoing here. social media marketing had the highest growth in Croatia and this is expected to continue. it is hard for the online market to be competitive in these conditions. fan pages. Global vs. Croatian companies cannot compete with this. Do you CEE? Croatia . Saša Škorić Director. although the real figures are much higher. Despite the fact that Croatians are a little behind in the standardization of advertising formats and prices. OMG Online advertising market What are the opportunities and obstacles for the online advertising market on your local market? The lack of research on online advertising investment is the main obstacle for the greater growth of advertising on the Croatian market. This inhibits the growth of other media. This is the main reason why only 2% of the advertising budget is online. Dominating trends What are the recent trends on your local online market? What areas are expected to develop most in the future? As with many other markets. Local players stick to news and portal information as they have an advantage with regards to local current affairs.

who still hold the greatest shares within particular segments. On the other hand.70 Dominating trends What are the recent trends on your local online market? What areas are expected to develop most in the future? Social networking sites have become the main subject of discussion with regard to advertising and almost all online campaigns include some forms of advertising and user engagement on social networking sites. Although local players have strong positions in some segments like ‘classifieds’ or ‘publishing’ (horizontal portals). fear of online payment is still relatively high and the main reason why some online projects have failed in Croatia. in the ‘search’ or ‘social networking’ fields local players have almost disappeared with the huge growth of Google and Facebook. Market specifics What makes your local online market unique? Are there any specifics that make it different from others in the CEE region? Croatian users have embraced some global services on a larger scale and more intensely than in the majority of other countries. Geo-targeting services and mobile advertising is expected to become more developed and popular in the months to come. Knowledge of the local market and user habits as well as local sales forces are the main advantages of local players. Do you CEE? Croatia . local players Are the local players present on your local market strong enough to compete with the global giants? What advantages and strategies do they use in this battle? The strength and character of competition between global and local players depends basically on the particular business field. primarily Facebook. Global vs.

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TOOLS_80 3.2. OPINIONSFROMTHEMARKET_84 . Browsers_80 3. Topportals_75 1. Mobiledevices_81 4. MAINPLAYERS_73 1. Top10websitesbyreach_73 1. Topfinancesitesbyreach_78 2. Social networks_76 1. ONLINEAUDIENCE_78 3.2. BRANCHORGANIZATIONS_82 5.1.Czech Republic 5.6.5. Top10websitesbyaveragetimespentperuser_74 1.3.1. Onlineclassifiedadsbyreach_77 1.4. Operatingsystems_81 3. ADVERTISINGNETWORKS_84 6.4.3.29m internet users 1. Screen resolutions_81 3.

March 2010) According to the NetMonitor .cz and a daily newspaper Právo. but also upload their own. centrum.cz with a reach level of 84%.cz (53%).cz super.73 1.cz novinky.cz mapy.novinky.cz (31%). and mapy. MAIN PLAYERS 1. Its users are not only able to watch available videos. an online magazine with sports news from Seznam. Among them.cz stream.cz horizontal portal news portal horizontal portal news portal company catalogues news portal maps video content portal sports portal 84% 55% 53% 53% 43% 42% 40% 33% 31% 30% webhosting and web creation 1 713 221 Table 1 Top 10 websites in the Czech Republic by reach level (NetMonitor .cz sport. a business catalogue with a database of company contacts. cz.cz firmy.SPIR/ Mediaresearch/Gemius study in March 2010 the top 10 ranking by reach was dominated by a varied set of portals. The following three places were occupied by websites with reach levels of around 50% . The unquestionable leader was seznam. This site is also top when it comes to the number of page views per user. which is a site dealing with web hosting and web creation.cz. The next group of sites reached approximately 40% of the Czech online audience.cz.86 million users.cz estranky. The next are: Super. ranked fifth and its reach level amounted to 43%. stream. Another portal in the ranking was sport.cz ranked eighth and was the number one Czech portal with audio and video content as well as TV shows. The last group includes websites with an approximate 30% share of the market. the most popular one. They are all popular Czech portals and news services.cz centrum.cz (53%) and idnes.1. Moreover. TOP 10 WEBSITES BY REACH WEBSITE’S CATEGORY NUMBER OF REAL USERS 4 779 928 3 152 036 3 046 395 3 021 952 2 469 792 2 430 318 2 298 139 1 860 614 1 758 540 NUMBER OF PAGE PAGE VIEWS PER VIEWS USER 2 924 611 713 222 189 189 453 637 700 306 990 826 60 832 571 140 331 585 51 914 825 35 977 914 59 189 200 41 406 635 612 70 149 102 25 58 23 19 34 24 AVERAGE TIME PER USER 18:47:51 01:47:06 02:59:39 01:56:20 00:25:36 00:50:33 00:25:01 00:25:20 00:40:40 00:19:51 REACH 1 2 3 4 5 6 7 8 9 10 seznam. Firmy. The ranking was propped up by estranky.4 million real users. 1 percentage point more than a year ago. a news portal with over 2. Do you CEE? Czech Republic . the most popular map site in the Czech Republic.cz idnes.SPIR/Mediaresearch/Gemius.cz. with a result of 612. there is a special section for kids. With 1.cz (55%).

It was followed by onlajny.74 It enables its users to create a website in 5 minutes.cz belong to the same owner.cz centrum. A similar Czech portal is livesport. ice hockey and handball.cz 4 779 928 1 690 541 109 019 126 363 94 749 61 759 18 195 3 046 395 52 868 1 566 095 PAGE VIEWS PER AVERAGE TIME USER PER USER 612 406 148 80 125 279 85 149 212 327 18:47:51 04:34:14 04:30:56 03:31:53 03:18:57 03:18:51 03:11:20 02:59:39 02:53:39 02:46:34 REACH 84% 30% 2% 2% 2% 1% 0. sport. novinky.cz rande.g. In March an average user spent there almost 18 hours and 48 minutes.cz.cz.cz seznamit.3% 53% 1% 27% Table 2 Top 10 websites in the Czech Republic by average time spent per user (NetMonitor . firmy. Seznam.cz livesport.cz geewa. whose users spent on average 3 hours and 32 minutes on the service. was the social networking service lide. 1.cz.cz onlajny. Its lead over other websites seems to be unthreatened.cz warforum. In second place. What is interesting about the websites from the top 10 ranking list is the fact that half of them: seznam.cz. it publishes sports news and live match results. but its popularity is growing regarding the Olympics and football championships. easily and. football.cz. for free.cz. but with much lower result of 4 hours and 34 minutes spent by its users monthly. Moreover.cz and mapy. As with onlajny. In March 2010 it had a reach level of 30%.cz aukro.cz. March 2010) In March 2010 the ranking of the top 10 websites by average time spent per user included sites that are entertaining or enable their users to stay in touch with their friends. there is a chat room where visitors can Do you CEE? Czech Republic . TOP 10 WEBSITES BY AVERAGE TIME SPENT PER USER NUMBER OF REAL USERS 1 2 3 4 5 6 7 8 9 10 seznam.SPIR/ Mediaresearch/Gemius. Not surprisingly the leader again was seznam. which provides online results and commentary on various sports events e. what is more. It had a reach level of 2%.cz.cz lide.cz.2.

The most significant one is seznam. a popular Czech horizontal portal.cz online auction.cz is a forum divided into various sections such as Movie Hall or Music Hall and they are further subdivided into forums and themes. However.cz super. This horizontal portal allows its users to personalize the main page according to their interests in a user-friendly way. sites where users spend almost 3 hours and 19 minutes a month. but also in average time per user (18 hours and 48 minutes). is a website dedicated to internet users who are searching for a friend or a relationship.SPIR/Mediaresearch/Gemius. it is not very popular among Czechs and its reach level in March 2010 amounted to only 0.cz. 1.75 comment on current sports events or simply share information with others. With 3 hours and 11 minutes geewa.cz 4 779 928 3 152 036 3 046 395 3 021 952 2 430 318 612 70 149 102 58 AVERAGE TIME PER USER 18:47:51 01:47:06 02:59:39 01:56:20 00:50:33 REACH 84% 55% 53% 53% 42% Table 3 Top 5 portals in the Czech Republic by reach level (NetMonitor . The 5th and 6th positions were occupied by warforum. These were centrum.3. The last three places were occupied by sites where users spent little less than 3 hours online a month. The portal offers the usual services to its users such as free mail. In March 2010 this forum had almost 94. It contains a collection of online games grouped into categories. seznamit. Rande. the services from the top 5 ranking also occupy the leading positions in the general ranking by reach. exchange rates. etc. weather forecasts. It was launched in 2003 and instantly jumped to the top of the popularity rankings.cz) and the aukro.cz.cz.cz idnes.750 users.cz ranked seventh. on the other hand. TOP PORTALS NUMBER OF REAL PAGE VIEWS PER USERS USER 1 2 3 4 5 seznam. March 2010) Since portals and news services are very popular among Czechs. another dating site (like rande. Thanks to its rich Do you CEE? Czech Republic .3%. In order to read or post comments users have to register.cz and rande.cz respectively.cz with a reach level of 55%.cz.cz centrum. whose popularity among the Czech online population is growing. In March 2010 the second player within the Czech online market was the news portal novinky.cz novinky. a market leader on the Czech online market not only in terms of reach (84%). It is an online magazine created in cooperation with a daily newspaper Právo and Seznam. current news.cz. Warforum.

it has a firm position in the Czech Republic with over 3.SPIR/Mediaresearch/Gemius study.e. SOCIAL NETWORKS NUMBER OF REAL PAGE VIEWS PER AVERAGE TIME PER USERS USER USER 1 2 3 4 5 lide.cz were.SPIR/Mediaresearch/Gemius.cz and blog. this portal is extremely userfriendly and its users can find typical services for this kind of site here i. but it is still far behind seznam. sport. However. However. the most popular ones.cz 1 690 541 1 664 116 1 139 332 822 533 634 750 406 40 63 25 173 04:34:14 00:34:54 00:30:44 00:19:43 02:23:01 REACH 30% 29% 20% 14% 11% Table 4 Top 5 local social networks in the Czech Republic by reach level (NetMonitor . 24 hours a day its editorial team is preparing reliable news from home and abroad.15 million real users. Lide. dedicated mainly to the younger generation – the average age ranges from 12 to 19 years old.cz. Do you CEE? Czech Republic . their reach level decreased by 5 percentage points and in March 2010 accounted for 30% and 29%. culture. mail.cz and Stratosféra and it contains articles from magazines of the Stratosféra publishing house.net libimseti. In comparison to last year its reach grew by 2 percentage points. The ranking from March 2010 was propped up by super. Lide. on the other hand.cz was ranked fourth with over 3 million users and almost 307 million page views.4. economy and finance.cz. It is a joint project of Seznam. its users can visit specialized sub-services dedicated to particular interest groups such as the automotive industry.76 content.cz|Rajce. Moreover.cz. in comparison to last year.cz spoluzaci. March 2010) The popularity of local social networks measured by NetMonitor in the Czech Republic is declining. according to the NetMonitor . dating service and blogs. Idnes. It has been present on the Czech online market since 1998. It was launched in 2005 and soon became the largest blog service on the Czech online market. health or travel. including a popular instant messaging service. 1.cz.cz idnes. news. The third place was occupied by the horizontal portal centrum.cz is a part of Seznam. Blog. In March 2010 its reach level amounted to 53%. when it published its first news online. which had a reach level of 42%. lifestyle.cz blog.cz. free SMS gateway. respectively. who in March spent an average of 1 hour and 47 minutes on this service. It is divided into several categories. horoscopes and much more. discussion forums. a TV schedule. is a web application for creating blogs.

Second place belonged to hyperinzerce. In March 2010 its reach level amounted to 14%. has also been gaining popularity and its reach level grew by 2 percentage points over the last twelve months. sbazar. down to 20%.cz hyperinzerce.77 The other player on the Czech social networking market is spoluzaci.cz. a classified ads site with over 1. In comparison to March 2009 its reach level increased by 3 percentage points and in March 2010 accounted for 16%.cz) dedicated to sharing photos. Moreover. part of MAFRA. Bazos. It is a part of Seznam.cz. Do you CEE? Czech Republic .SPIR/Mediaresearch/Gemius. ONLINE CLASSIFIED ADS BY REACH NUMBER OF REAL PAGE VIEWS PER USERS USER 1 2 3 sbazar. The site enables its users to stay in touch with their classmates. March 2010) The leader on the classified ads market in the Czech Republic in March 2010 was sbazar. 1.cz bazos.cz is trying to be as simple and user friendly as possible and this strategy seems to be working very well: its users add around 11. It is the largest Czech portal of this kind. was ranked fifth and with a reach level of 11% it is another significant player on the Czech online market. The last website in the ranking.s. Within the service. Its popularity is decreasing and over the last twelve months its reach declined by 8 percentage points.cz. As many as 200.000 new ads daily. Libmiseti. The fourth place in the ranking was occupied by rajce. One can buy and sell as well as participate in auctions on the site. a chat and e-mail service.cz. Its users can create a free account with unlimited space for photos that can be easily uploaded to the site with simple software. a.net.cz with a reach level of 18%. bazos.cz. competitions and much more. In March 2010 its average user spent 2 hours and 23 minutes on the website. It offers to its users custom profiles.cz allows an immediate communication between buyer and seller.000 classifieds are grouped into 20 categories. a community portal.2 million offers.5. there is a database of primary and secondary school classes available in the Czech Republic. photo albums. (which owns idnes.cz 1 044 789 941 032 615 046 50 18 116 AVERAGE TIME PER USER 00:32:46 00:14:46 01:01:28 REACH 18% 16% 11% Table 5 Top 3 online classified ads in the Czech Republic by reach level (NetMonitor .

At the same time the share of people over 55 increased by 2 percentage points.cz-rubrika Ekonomika idnes. It was followed by Ekonomika and Finance of iDNES.cz) with a reach level of 23%.cz. According to the NetMonitor .cz and in March 2010 it had over 390. who in 2009 accounted for 28%. ONLINE AUDIENCE online population were people aged 25-34.SPIR/Mediaresearch/ Gemius study from March 2010. The first place in the ranking. The second largest group.aktualne.e. The popular sites are parts of the leading Czech portals: novinky. 32 hours and 32 minutes a month. cz.SPIR/Mediaresearch/ Gemius. whose reach level amounted to 13%. belonged to Ekonomika (part of novinky.cz Ekonomika/ Finance 1 330 776 724 322 7 18 00:10:21 00:24:21 REACH 23% 13% 3 390 404 17 00:16:31 7% Table 6 Top 3 finance sites in the Czech Republic by reach level (NetMonitor .SPIR/Mediaresearch/ Gemius study from March 2010. Also in terms of average time spent online per user there was no major difference between the male and female audience. In March 2010 the highest percentage of the Czech online population had completed secondary education (the group also included The gender structure of the online population in the Czech Republic is quite balanced. 2. March 2010) When it comes to finance sites. commodities etc. currency rates.cz Aktualne. The top 3 ranking was propped up by finance. On average men were surfing the web for only 12 minutes longer than women. users aged 15-24. In terms of age.cz Ekonomika a Finance iDNES centrum. with a share of 24%.78 1.cz and centrum. They were also the group of users who spent most time online.6. i. men constituted 52% whereas women 48%. the most numerous group within the Czech Do you CEE? Czech Republic . the RM system. TOP FINANCE SITES BY REACH NUMBER OF REAL PAGE VIEWS PER AVERAGE TIME PER USERS USER USER 1 2 novinky. in March 2010 constituted only 22%.cz. there is no significant independent player. It publishes business news on the stock exchange. based on the NetMonitor .400 real users. idnes. which is a part of centrum.

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Another 23% of the online population lived in cities with 20. 3. In the Czech Republic. they were the most active internet users and on average spent almost 34 hours online per user. with 13% in Prague alone. BROWSERS Chart 1 Top browsers in the Czech Republic by share of page views generated by internet users who visit Czech websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010) Do you CEE? Czech Republic .000 – 99.1. 5% had abachelor degree and 11% graduated from university. This amounted to 39%. users aged 12-14 accounted for 7% of the online population in the Czech Republic. Second place belonged to pupils. Users with higher education amounted to 16% in March 2010. the most significant group in March 2010 in terms of occupation (37%) among internet users were employees. Another major group of the online audience were businessmen and sole traders with 17%. According to the NetMonitor .999 inhabitants. thus it comes as no surprise that there is also a high percentage of internet users with incomplete primary education (11%). All in all. who accounted for 24% of the online population.80 extension studies). Moreover. The second significant group within the Czech online audience were people with secondary education but without completing a ‘leaving exam’. 16% of the online population lived in villages and small towns with up to 999 inhabitants.SPIR/Mediaresearch/Gemius study from March 2010.SPIR/Mediaresearch/ Gemius study. these two groups together constituted 61%. students and trainees. TOOLS 3. 23% of Czech internet users lived in cities with over 100. According to the NetMonitor .000 inhabitants.

Windows 7.81 3. SCREEN RESOLUTIONS Chart 3 Screen resolutions in the Czech Republic by share of page views generated by internet users who visit the Czech websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010) 3. MOBILE DEVICES Chart 4 Mobile devices in the Czech Republic by the website-averaged percentage share of page views generated by internet users from the Czech Republic who visit Czech websites using gemiusTraffic (gemiusTraffic. weighted average for months) *from 2010-05-10 **to 2010-07-25 Do you CEE? Czech Republic . According to the gemiusTraffic study its share of the market went down 9 percentage points over the last twelve months. Quite a significant share of the market (18%) belonged to Windows Vista.2010 . The second player on the Czech market with a market share of 35% in March 2010 was Firefox. Unlike MSIE.3. already managed to gain 4% of the Czech browser market. 3. 3. Opera had 6% of the market. its popularity has been declining for years. Chrome.4.25. After the first quarter of 2010 its share of the market accounted for 71%. Operating systems Similarly to other CEE markets. after the first quarter of 2010. MSIE’s share of page views generated by internet users who visit the Czech websites using gemiusTraffic has been decreasing (over the past twelve months it lost 7 percentage points) and its advantage over other browsers declined. launched in the Czech Republic in October 2009 gained in 1Q 2010 8% of the market in less than a year. According to the gemiusTraffic study.3. Yet. the unquestionable leader among operating systems is Windows XP.2. over the past few years. The newcomer.2010. However. OPERATING SYSTEMS Chart 2 Top operating systems in the Czech Republic by share of page views generated by internet users who visit Czech websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010) 3.2. Screen resolutions The most popular choice among Czechs when it comes to screen resolutions has for a long time been 1024 x 768.1.07. 10. Browsers Microsoft Internet Explorer has been the leader on the Czech browser market for many years. its popularity has been growing for a long time now and soon a change in the leader position may be expected.05. its popularity has been declining for some time. However. 3.

Second position was taken by Apple’s latest product. The association was founded in 1998 as an independent organization that supports the development of electronic commerce in the Czech Republic. SPIR BRANCH ORGANIZATIONS APEK www.).cz.s.cz.. s r.).o. Even though in July 2010 its share equaled a mere 4%..o. IT service providers.apek. and provides expert analysis of internet market development in the Czech Republic. kasa. The membership base of the association currently accounts for 66 members.g. 3.en. spol. Centrum Holdings. leading software companies and financial institutions. Retail Info). a. s. e-marketplaces.5%).. CET 21. InternetMall.g. Members include the largest internet shops. Seznam.o. all oscillating around 3%.s. Sanoma Magazines Praha. Members: the biggest internet retailers. Internet Advertisers (e.o.4. s.o. Mironet. Alongside operating integrated. a. the iPad. MAFRA. ARBOinteractive.models The unquestionable leader on the Czech market of internet mobile devices is the iPhone. consultants..r. s.r.o. 4. dhl..r. in July 2010 iPhone was responsible for 22% of page views generated by mobile devices on an average website. a. widely respected research into visitor numbers and sociodemographic profiling of internet visitors via NetMonitor.cz. cedok. invia..r. The next three positions belong to Nokia and HTC devices. APEK’s main goal is the analysis and study of electronic commerce.82 After the first quarter of 2010 other popular screen resolutions were 1280 x 1024 (18%) and 1280 x 800 (17. organizes the IAC professional conference on internet marketing. MindShare. OMD Czech.cz Description: SPIR is a professional association active in the field of internet advertising since 2000. AdMonitoring. datart. entrepreneurs and experts in electronic commerce. Internet Info.g.spir.. Starcom MediaVest Group. Ringier ČR. According to the gemiusTraffic study.cz. s r. spol. financial service providers (e. cz. Do you CEE? Czech Republic .. Members: Internet Media (e. it grew by 2 percentage points during the past two months.o.cz Description: The Association for Electronic Commerce (APEK) is an association of more than 200 companies.cz. it also implements an internet advertising monitoring project. Mobile devices . Mediaedge:cia Czech Republic.s. logistics companies. s. s. www.r.

ET NETERA a.cz Description: The Association is the sole representative association of entrepreneurs and employers in the sector of periodicals and the provision of content via the internet in the Czech Republic. Lundegaard spol. s r.o. Its mission is the creation and enforcement of standards for the internet environment..s. a.. Asociace.o. spol. publishes professional publications providing world news and internet solutions. FG Forrest. První multimediální.asociace. AARON GROUP spol. AMI Praha a.o.s. Sanoma Magazines Praha.uvdt. MAFRA. IDG Czech..s. s..o.r. Trade & Leisure.. The association was established in 2002. s r.BIZ is to provide inspiration for advertisers and companies as well as ideas on how to use interactive media in e-commerce and marketing campaigns. s. OgilvyInteractive..o. Onlio.s. s. Euronews.BIZ organizes seminars and conferences.s. Mather Advertures. Vltava Labe Press. Internet Projekt a. Members: IT companies and internet agencies (e.cz. The aim of Asociace. and has 43 members. which has run as an independent operation since 2002.s.. The Association brings together most publishers of national and regional newspapers and a large majority of publishers of relevant magazines. WDF . SYMBIO Digital.biz brings together IT and web agencies specializing in the development of internet and intranet solutions. It was founded in 1990 Do you CEE? Czech Republic .. Members: members of SVIT section: Centrum Holdings.83 Association of Internet Solutions Providers www.Web Design Factory. Publications..g. a.biz Description: Asociace. MEDIA FACTORY ČR a. Epravo.r.. Ringier ČR. s r. UVDT Czech Publishers Association www. to streamline work through corporate intranets and systems built on modern web technologies. The Association has a special section dedicated to the internet – SVIT.r..).o.

o.r.cz Phone: +420-234-676-410 Fax: +420-234-676-338 Email: info@adactive.r.o.cz outdoornet.r. s.r. The latest Advertising Expenditures forecast of ZenithOptimedia Do you CEE? Czech Republic . 120 00 Praha-Vinohrady U Hellady 697/4. Praha 2. s.s. arbointeractive.cz 3 VISIBILITY s.cz Phone: +420-553-615-555 Novoveská 1262/95.cz 1 Impression Media. It has great potential (the 3rd largest advertising market in the CEE region) and is certainly one of the most developed CEE markets.cz Phone: +420-608-745-533 Email: info@mediahouse.r. s r. 130 00 Praha-Vinohrady Janáčkovo nábřeží 51/39.o. Fax: +420-553-620-667 709 00 Ostrava .cz MAIN OFFICE ADDRESS Nad Petruskou 63/1.cz 5 Best Online Media.cz 6.cz Phone: +420-724-317-131 Email: ib@amediamedia.cz Phone: +420-270-005-076 Fax: +420-737-283-091 Email: zuzana@online-media. ZenithOptimedia – CEE Tomáš Varga Head of ZED Digital. 140 00 Praha 4 Lužná 716/2. OPINIONS FROM THE MARKET Tomáš Lauko Digital & Business Development Manager. s.cz amediamedia. 160 00 Praha-Vokovice Hálkova 1629 / 11. Zed Digital (part of ZenithOptimedia) Online advertising market What are the opportunities and obstacles for the Czech online advertising market? The Czech market will most certainly grow. visibility. 150 00 Praha 5 Senovážné náměstí 1984/10.cz Phone: +420-277-775-670 Fax: +420-251-082-105 Email: internet@arbointeractive. 110 00 Praha-Nové Město Vítězné náměstí 576/1.r.cz Phone: +420-235-358-508 Fax: +420-235-364-124 Email: obchod@visibility.s.o. a. admarket.cz 4 Admarket. 9 Internet BillBoard a. ADVERTISING NETWORKS GENERAL CONTACT INFORMATION FULL NAME HOMEPAGE URL ADDRESS impressionmedia. online-media. 120 00 Vinohradská 2396/184.cz 7 Media House.billboard.cz familynet.84 5.o. 2 AdActive s.cz 6 ARBOinteractive. s.o.o adactive. 8 AMEDIA media.Mariánské Hory Email: info@billboard.cz Phone: +420-720-755-839 Email: reklama@admarket. nternet. 160 00 Praha 6 CONTACT Phone: +420-224-409-270 Fax: +420-222-512-016 Email: info@impressionmedia. spol.

but also display. starting to develop its full potential. Global vs. search marketing (as a type of performance marketing) has the greatest potential in the short term with mainly text. We can already see the first steps. which will ensure for the Czech Republic a place in the top three countries in the CEE region. The greatest obstacle for the Czech market is the lack of understanding as many people pervceive the internet as a cheap medium. Google and Facebook are missing here). The most interesting work force in the nearest future will be analysts. Thanks to the crisis. also the small companies choose more often the CPC model. In most cases the brands do not realize their potential and do not know how to embrace and take full advantage of it. Seznam is strong enough and will be able to compete with global companies.85 (July 2010) predicts increasing investment in the Czech internet from the current 11% (2009) to 14% in 2010 (prices from price list). but on the other hand the large companies still choose the CPM model. Do you CEE? Czech Republic . The second greatest obstacle is that the total online Audio-Visual potential cannot be fully measured (YouTube. Dominating trends What are the recent trends on your local online market? What areas are expected to develop most in the future? To summarize in three points: The cost per action payment model (ROI). excluding Estonia and Latvia. and people with ‘soft’ social skills. Facebook. Regarding investments in the internet market. the cooperation of Seznam with Microsoft shows that the vision of how to fight competition is clear. local players Are the local players present on your local market strong enough to compete with the global giants? What advantages and strategies do they use in this battle? The strength of global players is growing and the last important market bastion in the Czech Republic is Seznam with many users impatiently waiting for its API. testing and a shift from TV to AV (Audio Visual) after analyzing the first report of multimedia content measurement in the Czech Republic. On the other hand. copywriters. There is also great and still untapped potential in social/online listening. It will be interesting to look at the mobile marketing measurement in the second part of 2010. social/ online listening and mobile marketing. YouTube and performance marketing in general will continue to expand on the Czech online market. but its weakness lays in relatively slow implementation of innovations.

we also expect a balanced level of ad spending to online and print media. We can see the breakthrough in multimedia content monitoring in the Czech Republic and the measurement of mobile marketing. Market specifics What makes your local online market unique? Are there any specifics that make it different from others in the CEE region? One of the greatest advantages is the popularity of everything that is ‘Czech’. a greater emphasis on news quality and local content and the high use Do you CEE? Czech Republic . Centrum Holdings Online advertising market What are the opportunities and obstacles for the Czech online advertising market? We can see that the online market in the Czech Republic in 2010 is growing. What the Czech Republic still lacks compared to other countries in the CEE region is self-promotion.86 Another bastion of the Czech internet are local social networking sites. The great advantage of the Czech online market is the high developed measurement here. possibilities. There are already a great number of talented people on the market. They are investing in the internet a larger part of their ad budgets than the major clients by media agencies.cz has fallen) and these sites will have to fight hard with such social networking sites as Facebook to regain ground. according to the surveys. the time spent on the internet is growing compared with declining print media and television. At that time. Currently. whose position has become weak (for example. the biggest obstacle to fast growing investment is the great caution of the largest advertisers and their predilection for traditional media. However. We expect that the total online advertising market could reach its pre-crisis level in 2012. the level of 2008. as well as know-how. the popularity of the Czech portal Libimseti. Tomáš Búřil Director of Sales and Marketing. although. tools for testing and implementing innovations in communication on the internet. mainly due to direct clients. unfortunately this is still not reflected in reality and in the image of the Czech Republic in CEE markets. in which the Czech Republic has a prominent position in the region. Czech Google can even build its success on this. Dominating trends What are the recent trends on your local online market? What areas are expected to develop the most in future? The main trends concern the following areas: media consolidation (into larger units).

local players Are the local players present on your local market strong enough to compete with the global giants? What advantages and strategies do they use in this battle? The local players are certainly strong enough because of their local content and more personal ‘Czech’ approach to clients and customers. It is just a matter of time when users realize this and start demanding a better service. What normally works in other countries may not necessarily work in the Czech Republic. However. These two things. which has a great influence on the market. In the future. due to the fact that all members of the local joint industry committee SPIR (the Czech Association for Internet Advertising) have agreed on the same point of view. rather the opposite will happen.87 of email. The successful combination of both the local approach and content with global technologies and know-how is a strong possibility. where it will be not just ‘advertising’ but the entire business chain from addressing client to direct selling. Do you CEE? Czech Republic . but that does not mean that display advertising (banners) will lose their meaning. Another specific feature is Seznam and its strong position. those who concentrate purely on the technological battle with the global players will not succeed. Global vs. how to develop the whole market in a transparent way and how to profile online advertising. on business conditions and ‘user standards’. search and PPC advertising will certainly be top of the list. Market specifics What makes your local online market unique? Are there any specifics that make it differ from others in the CEE region? The Czech market is the most developed market in Central and Eastern Europe. in combination with specialized verticals. social media and instant messaging. will be the main source of income on the internet in the future.

Operatingsystems_96 3. Social networks_92 1.2. Screen resolutions_97 3. ADVERTISINGNETWORKS_99 6. Top10websitesbyaveragetimespentperuser_90 1.81m internet users 1.2.3. OPINIONSFROMTHEMARKET_99 .3. ONLINEAUDIENCE_94 3. Top10websitesbyreach_89 1.Estonia 0.5. Topportals_91 1. BRANCHORGANIZATIONS_98 5.4.1. Mobiledevices_97 4.1. MAINPLAYERS_89 1.5. Search engines_97 3.4. Onlineclassifiedadsbyreach_93 2. Browsers_96 3. TOOLS_96 3.

ee horizontal portal horizontal portal horizontal portal horizontal portal social network horizontal portal weather portal horizontal portal portal photo sharing website 63% 46% 37% 33% 28% 22% 21% 19% 16% 16% Table 1 Top 10 websites in Estonia by reach level (gemiusAudience. motoring.89 1. as is the printed version of the “Postimees” newspaper. March 2010) In March 2010 the top 10 ranking of Estonian websites included in the gemiusAudience study was dominated by portals.ee postimees. In comparison to March 2009. TOP 10 WEBSITES BY REACH WEBSITE’S CATEGORY NUMBER OF REAL USERS 511 230 372 864 295 111 263 236 222 082 179 646 169 503 155 634 128 562 125 826 NUMBER OF PAGE PAGE VIEWS PER VIEWS USER 92 743 974 39 573 318 27 276 398 11 296 684 157 172 820 55 733 268 3 608 057 6 012 955 24 961 666 23 176 640 181 106 92 43 708 310 21 39 194 184 AVERAGE TIME PER USER 04:15:31 03:15:39 02:04:37 00:52:29 06:48:28 07:44:34 00:15:22 01:14:13 02:20:52 00:46:41 REACH 1 2 3 4 5 6 7 8 9 10 delfi.ee fotoalbum.ee builds its services on separate domains. postimees. The most popular one is delfi.ee with a reach level of 63%.ee mail. it increased its reach by 1 percentage point. It is the largest internet portal in the Baltic States. Do you CEE? Estonia . They are both very popular among the Estonian online audience.ee.1.ee develops each of their new subsection (women. One of its elements is elu24. the most popular one: postimees.com buduaar. which popularity within the Estonian online population is steadfast.ee everyday. which considering the ever growing number of internet users in Estonia means that it is constantly gaining new audience.ru ilm.ee rate.ee sloleht. the largest media group in Estonia. In this day and age.ee it used to be only an online version of the newspaper.ee. Similarly to postimees. According to the gemiusAudience study from March 2010 it had almost 300. Such huge discrepancy between the first two players may be due to differences in the construction of these sites. In March 2010. increasingly more people choose to take advantage of new technologies instead of traditional media.ee had a reach level of 46%.ee elu24. While delfi. but also save money and time.) under one domain. ranked fourth with a reach level of 33%. The next three places are occupied by portals belonging to Eesti Media. MAIN PLAYERS 1. The other Eesti Media Group portal is sloleht. Online newspapers are not only handy.000 real users. etc. but now is probably more popular than the original. It used to be the online version of a newspaper but with time developed into a successful independent portal.

Everyday.ee.ee buduaar.ee is not losing popularity and its number of real users remains constant.ee lastekas. but also current news.com. In the top 10 ranking from March 2010 there were only two non-portal sites. weather information and various entertaining content. a horizontal portal. Moreover. In March 2010 the site recorded almost 25 million page views.ee delfi. One of them was the social networking service rate. lahendus. This is due to the fact that the Russian speaking part of the population is very active in Estonia. With a 21% reach ilm.ru offers its users not only a mail service.ee took 7th place in the ranking.ru rate. Russian and English. followed by buduaar. the site offers its users many contests with attractive prizes. it has been losing its audience and in comparison to March 2009 decreased by 7 percentage points. a photo sharing website with a reach level of 16%. In spite of competition from global sites. March 2010) Do you CEE? Estonia .2. It is the largest and only important local social networking site with a reach level of 28%. However.ee. Thanks to its pleasant design and user-friendliness.ru. came 8th .ee perekool. a popular women’s portal with lots of gossip. because of strong competition from global sites. The ranking was propped up by fotoalbum. Registered users can create profiles and publish their photos to show to their friends. lifestyle and diet advice. fotoalbum.ee 179 646 222 082 511 230 372 864 66 441 65 723 128 562 44 917 295 111 20 971 PAGE VIEWS PER AVERAGE TIME USER PER USER 310 708 181 106 137 166 194 118 92 99 07:44:34 06:48:28 04:15:31 03:15:39 02:51:17 02:26:30 02:20:52 02:12:50 02:04:37 01:56:20 REACH 22% 28% 63% 46% 8% 8% 16% 6% 37% 3% Table 2 Top 10 websites in Estonia by average time spent per user (gemiusAudience.ee sloleht. Mail.ee. a forum and useful links. In March 2010 an average user spent almost 7 hours and 45 minutes visiting the website making it a leader in terms of user activity among Estonian websites.ee gamefriik.6 million page views were generated on this site in March 2010.ee postimees. Although the site is only available in Russian. It is a popular weather portal in Estonia. it had almost 180.90 The 6th place in the ranking belonged to mail. a Russian horizontal portal. The site is available in Estonian. TOP 10 WEBSITES BY AVERAGE TIME SPENT PER USER NUMBER OF REAL USERS 1 2 3 4 5 6 7 8 9 10 mail. 1. more than 3.ee mangukoobas.000 real users in Estonia.

It is the most popular Estonian family portal.lahendus. 7th place was occupied by buduaar.ee and postimees. 1.3. where users can find articles dedicated to pregnant women and parents of small children.ee were very active online (6 hours and 48 minutes). Mangukoobas.ru with almost 7 hours and 45 minutes. Apart from games there is also a forum and a video section. there is also a section where children can find helpful material to study different school subjects. According to the gemiusAudience study in March the site’s visitors spent more than 2 hours and 50 minutes online.ee. The 10th ranking position was occupied by gamefriik. In March 2010 its reach level amounted to 6% and an average user spent almost 2 hours 13 minutes online here. Also. a computer games portal with almost 21. mentioned above.ee.ee elu24.ee. users can exchange views or ask other parents for advice on raising children. Games are available for free and no registration is needed.91 In terms of average time spent online per user the leader on the Estonian online market in March 2010 was mail. It is dedicated to an older audience than Mangukoobas and Lastekas.ru 511 230 372 864 295 111 263 236 179 646 181 106 92 43 310 AVERAGE TIME PER USER 04:15:31 03:15:39 02:04:37 00:52:29 07:44:34 REACH 63% 46% 37% 33% 22% Table 3 Top 5 portals in Estonia by reach level (gemiusAudience.ee postimees.000 real users who on average spent 2 hours and 5 minutes on this site. in March 2010 had over 295. TOP PORTALS NUMBER OF REAL PAGE VIEWS PER USERS USER 1 2 3 4 5 delfi. Moreover. The subsequent two places were occupied by the horizontal portals delfi. its target group is much younger (it is the only website in Estonia dedicated to such a young audience). and followed by an online-games site. In the forum section.ee was ranked sixth with a result of 2 hours and 26 minutes. Apart from games. March 2010) Do you CEE? Estonia . there is a marketplace for used children’s clothes.ee mail. users of the social networking service rate.000 real users who spent almost 2 hours online a month.ee. It is the number one entertainment platform in Estonia with mainly flash games for children and young people. sloleht.ee sloleht.ee came in 5th place in the ranking. toys etc. Another horizontal portal in this ranking. lastekas. In order to gain access to this material users have to ‘pay’ a certain amount of points/stars. There are many interactive games that kids can play not only in order to have fun but also to learn.ee. Perekool. As opposed to Mangukoobas.

mail. With a 37% reach sloleht. It has a gallery and a video section. It publishes eye-catching news. In terms of its content the portal is somewhere between postimees. elu24.ee and elu24.ee is dedicated mainly to well-educated users who visit the site in order to be up-to-date. generated more than 92. In March 2010. which gave it the 4th position in the top 5 portals by reach ranking. The leader in the Baltic States.ee decreased in comparison to last year by 7 percentage points and the 4% reach of keskus. science and sports news.ee. it offers a subscription option. 50% of it is owned by Eesti Meedia and 50% by the Ekspress Group. making it popular among the Russian-speaking Estonian online audience.ee. gossip and info about mass events taking place around the world. information about cultural events and much more on the site. It is considered to have high quality content and a rather serious profile. SOCIAL NETWORKS NUMBER OF REAL PAGE VIEWS PER USERS USER 1 2 rate.ee had a reach level of 33%.000 users.7 million page views in March. “Postimees” is the most popular daily in Estonia. In terms of number of page views. Postimees. provides its users with the latest news and what is more it contains a blog. The second player on the Estonian portals market is postimees. delfi. chat.ee makes it hardly a non-marginal player on the Estonian online market. who according to the gemiusAudience study. elu24. it has a blog section and a TV guide. Moreover.ee ranked third. Thanks to these features.ee keskus. it has a games section.ee. The site is also available in Russian. a forum and a video section. Do you CEE? Estonia . In turn.ru with a reach level of 22%. Moreover. The ranking from March 2010 was closed by mail.4. It presents business news and current affairs as well as light-hearted photos and videos.ee has a devoted audience of over 500. March 2010) Local social networking services are losing popularity in Estonia.ee 222 082 32 788 708 19 AVERAGE TIME PER USER 06:48:28 00:13:05 REACH 28% 4% Table 4 Top 2 social networks in Estonia by reach level (gemiusAudience.92 The most popular portals in Estonia also occupy leading positions in the general rankings by reach and by average time spent per user.ee has a more entertaining profile. Moreover. The reach level of rate. Its users can find current business. webmail service and other information related to entertainment and lifestyle. They are not able to fight with global brands such as Facebook. 1. delfi. where users can either watch available video content or upload their own.ru is the unquestionable leader with 310 page views per user a month.

ee.ee and cvonline. which can be commented on by their friends. with a 13% reach.000 real estate ads published by private users as well as by companies. 1.ee cvonline. ONLINE CLASSIFIED ADS BY REACH NUMBER OF REAL PAGE VIEWS PER USERS USER 1 2 kv. From February 2008 users can follow the kv.ee 107 239 99 551 52 60 AVERAGE TIME PER USER 00:54:21 00:37:43 REACH 13% 12% Table 5 Top 2 online classified ads in Estonia by reach level (gemiusAudience. For job-seekers. Do you CEE? Estonia .93 Rate. Users can trace their friends’ activities. the service is for free.ee is dedicated mainly to young people. Moreover. In March 2010 cvonline. keskus. 1 percentage point more than in March 2009. This classified ads site is dedicated to people searching for jobs and employers looking for employees.5. there is a news section with market overviews. The website is available not only in Estonian but also in Russian.ee. The second local social network in Estonia. Finnish and English. The job offers are classified into categories to enable its users to find the job they are interested in quickly and easily. The first one.ee Index characterizing the Estonian real estate market. upload photos or create and participate in different interest groups. analysis and advice. whereas publishing advertisements by employers is only possible after paying a fee. There are also games and tests accessible for registered users only. they can join clubs with people who have the same interests or create a new one. contains over 30. March 2010) There are two classified ad sites in gemiusAudience study from March 2010: kv. who want to stay in touch with their friends or meet new ones.ee had a reach level of 12%. Moreover. enables its users to create advanced profiles with a personalized webpage containing gadgets and information from various sources. Users can upload their photos and videos.

who accounted for 20% of the online population. Second place belonged to students. while men comprised 46%. the counties with the largest share of the internet population were Tartumaa (14%). the gender structure of the online population is not as balanced as in other CEE markets. Workers also constituted a significant part of the Estonian online population. The next significant group are users with a university degree (25%). Yet the percentage differences between particular age groups are not very significant. they accounted for 38% of the online population in Estonia. The majority of Estonian internet users (30%) live in Tallinn. In March 2010. ONLINE AUDIENCE Specialists and office employees constituted the most numerous group in terms of occupation (23%) among Estonian internet users in March 2010. Harjumaa (11%). an average man spent 16 minutes more online than an average woman.5 hours a month. Do you CEE? Estonia . this is the group that leads in terms of the average time spent online with almost 13. 15% of the internet users in Estonia have only elementary or unfinished high school education.94 2. women constituted 54% of the online population. The highest percentage of users (24%) is in the group of people aged 1524. However. which is a large proportion in comparison to other CEE online populations. Even the group of internet users over 55 constituted 15%. Pärnumaa (8%) and Ida-Virumaa (7%). The majority of Estonian internet users are high school graduates. According to the gemiusAudience study from March 2010. In March 2010. In Estonia. Additionally. the capital of Estonia. The age structure of the Estonian online population is quite balanced. In March 2010 the group of users aged 25-34 accounted for 23% of the online audience and the group aged 35-44 years old 22%.

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its popularity is still slowly growing.1. Over the last year MSIE’s share of page views generated by internet users who visit Estonian websites using gemiusTraffic decreased by 12 percentage points. OPERATING SYSTEMS Chart 2 Top operating systems in Estonia by share of page views generated by internet users who visit Estonian websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010) Do you CEE? Estonia .5 percentage points.2. However. Although. the growing popularity of Firefox seems to threaten its position. According to the gemiusTraffic study. whereas the Firefox’s share increased by 7. After the first quarter of 2010 its market share amounted to 1. BROWSERS Chart 1 Top browsers in Estonia by share of page views generated by internet users who visit Estonian websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010) 3. Browsers For many years the leader on the Estonian browser market has been Microsoft Internet Explorer. The third most popular browser is Chrome followed by Opera.96 3.5%. Chrome gained 4 percentage points and this trend remains stable.1. it may not be the most popular browser. 3. Another browser used by Estonian internet users is Safari. during 2009. TOOLS 3.

are not particularly popular among Estonians and therefore they do not pose any threat to the two main players. Screen resolutions The market share of monitors with a resolution of 1024 x 768 has been decreasing for the last few years. it is still the most popular 3. The greatest threat and Windows XP’s replacement is deemed by some to be Windows Vista. the most popular operating system in Estonia is Windows XP. it has been the unquestionable leader with a market share of 72% after the first quarter of 2010. MSN. SCREEN RESOLUTIONS Chart 4 Screen resolutions in Estonia by share of page views generated by internet users who visit Estonian websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010) 3.05. Yahoo. NETI is no longer losing its market share and during the last three months 2009 it gained 2 percentage points and reached a 22% share of the market.2. MOBILE DEVICES Chart 5 Top 5 mobile devices in Estonia by the website-averaged percentage share of page views generated by internet users form Estonia who visit Estonian websites using gemiusTraffic (gemiusTraffic. when Google overtook NETI.4. after the first quarter of 2010 its market share (as analyzed by gemiusTraffic) constituted 67%.5.3. 3. i. Other search engines.07. 3. Yandex.25. In less than a year this newcomer has managed to grab a market share of 9%.e.3. Delfi. SEARCH ENGINES Chart 3 Top search engines in Estonia by share of visits made by internet users who visit Estonian websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010) 3. however their respective market shares are not significant (2% and 1%).97 3. In spite of the fact that its popularity has been decreasing for the last few years. Operating systems Similarly to other CEE markets. However. Since the second quarter of 2008. However. it did not meet users’ expectations and after initial growth has started to lose its share to Windows 7.4.2010. weighted average for months) *from 2010-05-10 **to 2010-07-25 Do you CEE? Estonia . Mac OS X and Linux are slowly gaining popularity. However. Search engines There have been no significant changes over the last 12 months on the search engine market in Estonia.2010 . 10.

Baumax Estonia OÜ.. Also screen resolutions of 1440 x 900 and 1680 x 1050 have been gaining popularity in recent years. Do you CEE? Estonia . Members: In June 2010 there were 44 members... 3. Nature Mobilis Ltd. 4..ee Description: The Estonian advertising agencies union was founded in 1998 and was formed to protect members’ interests. Onshop AS.com Ltd.. Kids First LLC. Blumberg. Nordwise Ltd. Finest Fashion Estonian advertising agencies union www. gaining nearly 9% in July 2010. Autoladu. Neolor Ltd. Interbauen Ltd.. Baltic IT Solutions Ltd. which in one year has managed to take 3% of the market.models The most popular mobile device used to connect to the internet on the Estonian market is the iPhone.e-kaubanduseliit. Personal Trade Ltd.. During the same period. Text Elle OÜ. Petsec Trading Ltd... AD Angels. E-commerce Union was established in spring 2009 and currently has 44 members. It costs to join as a member.. These agencies include: AGE McCann. Catwalkers Ltd. 1366 x 768 is a new screen resolution. Riveante Ltd. Direct Group OÜ.. Time Squared Ltd. Sopso. it is visibly losing its share and comparing the results from May 2010 to July 2010. Despal SJ Ltd.98 choice among Estonians. E Boutique Ltd.eral. Other popular screen resolutions among internet users who visit Estonian sites using the gemiusTraffic in the first quarter of 2010 were 1280 x 800 and 1280 x 1024. Internet Revolution Ltd. Rattle Ltd.5. The last positions are taken by Nokia devices.. In June 2010 it had 41 members. its share has decreased by more than 8 percentage points.. as well as to award the best agencies annually with the “Kuldmuna” awards. The other Apple product that has lost its market share is the iPod. DDB Eesti. Members: The Estonian advertising agencies union has very influential members (approximately 99% of the largest players on the market).. Kindershop Ltd. Maronek Ltd. ERAL’s vision is of a better environment through better ideas.ee Portal Ltd. Brilliant. Artwerk. CDMarket AS. Helfors Trade Ltd. BRANCH ORGANIZATIONS Group Ltd. Mobile devices . the iPad consistently gained the interest of users and its share grew by more than 4 precentage points within the past two months.. OX Estonia OÜ. Estonian E-commerce Union www. responsible for around 10% of page views generated by mobile devices on an average website. IS Commercial Ltd. However. Adelor Ltd.ee Description: E-commerce Union’s mission is to help develop the ecommerce market in Estonia as well as to work on unifying standards and making the process of shopping online easier and safer for customers. Nesting Project Ltd.

ee 6. The majority of main publishers are flexible regarding specific solutions. ADVERTISING NETWORKS GENERAL CONTACT INFORMATION FULL NAME HOMEPAGE URL ADDRESS MAIN OFFICE ADDRESS Roo 42-7. One obstacle could be the high price of specialized solutions which limits the creativeness of advertisements. Kontuur Leo Burnett. Tallinn. Estonia CONTACT 1 Smartad smartad. Inorek & Grey. Kala Ruudus. Do you CEE? Estonia . Tank. 5. Euro RSCG Idea. Zavod BBDO. In addition to the day-based price model it is possible to buy impressions from all major publishers.kivinurm@smartad. Plektrum Studio. Dominating trends What are the recent trends on your local online market? What areas are expected to develop most in the future? Banners are getting larger. The Division AS.ee Phone: +372-51-27-125 Email: priit. Tallinn.99 Ecwador. Tallinn. Smile Design & Advertising. Vatson Wunderman. Delfi Estonia Online advertising market What are the opportunities and obstacles for the Estonian online advertising market? The advertising market is liberal and flexible towards the needs of clients. SAN Korpus JWT. Refleks. Taevas Ogilvy. Estonia Pärnu mnt 147.ee Phone: +372-61-05-896 Email: info@klikivabrik.ee 3 Klikivabrik klikivabrik. TBWA\Guvatrak.ee 2 Adnet adnet. Estonia Endla 69. OPINIONS FROM THE MARKET Meelis Vill Sales Director.ee Phone: +372-66-17-970 Fax: +372-66-17-979 Email: adnet@adnet.

Äripäev AS: Online advertising market What are the opportunities and obstacles for the Estonian online advertising market on your local market? We are expecting little growth in internet advertising. Mobile applications. Those who have very general target groups will lose their market share whereas those players who can gain smaller market segments or maintain positions of niche leaders will win. Microsoft or other major global players to especially invest here. which will bring an increase in its general share. It would be important to find possibilities and arguments to show television commercials on the internet. Do you CEE? Estonia . The trend at the moment is to direct advertisements to exact target groups.100 Global vs. consumers will stay conservative and money will not be spent easily. On the other hand. Global vs. The testing of innovative solutions and technical possibilities will continue. resources and motivation to strengthen their positions. local players Are the local players present on your local market strong enough to compete with the global giants? What advantages and strategies do they use in this battle? Most of the adspends of large international companies are at the moment being spent on television. Estonia is too small market for Google. Local players on the other hand have the substantive and technical expertise. Igor Rõtov CEO. local players Are the local players present on your local market strong enough to compete with the global giants? What advantages and strategies do they use in this battle? Local players have a good position to win this battle. Dominating trends What are the recent trends on your local online market? What areas are expected to develop most in the future? News publishers will primarily try to offer paid content. iPad and e-readers are set to become more popular.

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30m internet users 2.1. Operatingsystems_112 3. Top10websitesbyreach_103 1. Mobiledevices_113 4. Top10websitesbyaveragetimespentperuser_104 1. MAINPLAYERS_103 1.6.1. Onlineclassifiedadsbyreach_108 1. Browsers_111 3.2. Topfinancesitesbyreach_108 .3.Hungary 4.4.5. ONLINEAUDIENCE_109 3. Searchengines_112 3. Social networks_107 1.2. OPINIONSFROMTHEMARKET_117 1.4. Topportals_106 1. ADVERTISINGNETWORKS_115 6. Screenresolutions_113 3.3.5. TOOLS_111 3. BRANCHORGANIZATIONS_114 5.

hu with 44%.com (44%). Its reach level in March 2009 amounted to only 10% and this year it was 44%.com blog. Fifth place in the ranking belongs to the mail provider. iWiW. youtube. facebook. in terms of reach level. It is the most popular local web directory. With a reach level of 53% startlap.com origo.hu. Moreover.hu. Its reach level amounted to 45% in March 2010. Global websites. which gave it third place in the top 10 ranking of websites. A local site with the largest number of real users is a social networking service. is the leading Do you CEE? Hungary . such as google.hu facebook.com (65%). but also has a gallery where users can upload photos. com (39%) and microsoft. freemail. with a reach level of 64% in March 2010. unlike on many other CEE online markets.com (36%) are very popular among Hungarians.hu.com iwiw. In 7th place. which includes links to social networking websites. Blog.hu (91%).hu microsoft. live.hu startlap. The second popular service of this kind is the global service Facebook.1. March 2010) The ranking of the most popular websites in terms of the number of real users in Hungary provides an interesting picture of internet users. part of the portfolio of Central European Media and Publishing. was blog. hu ranked fourth. articles and all kinds of useful information.hu live. MAIN PLAYERS 1. according to gemius/Ipsos Audience.103 1.com search engine video sharing social network horizontal portal / web directory mail provider social network blog site Microsoft’s interactiv services platform horizontal portal company site 91% 65% 64% 53% 45% 44% 44% 39% 38% 36% Table 1 Top 10 websites in Hungary by reach level (gemius/Ipsos Audience. TOP 10 WEBSITES BY REACH WEBSITE’S CATEGORY NUMBER OF REAL USERS 3 927 644 2 777 829 2 771 643 2 287 189 1 948 731 1 910 368 1 902 768 1 668 642 1 630 868 1 563 662 NUMBER OF PAGE PAGE VIEWS PER VIEWS USER 1 764 264 408 136 630 017 36 799 044 55 484 691 637 70 19 34 - AVERAGE TIME PER USER 08:10:01 03:10:32 05:24:32 03:00:52 01:54:35 04:40:15 00:34:31 00:35:18 02:00:06 00:10:11 REACH 1 2 3 4 5 6 7 8 9 10 google.hu freemail. It is not only an e-mail service.hu youtube. local horizontal portals and news services are not websites with the highest reach level in Hungary.

The 9th ranking position was held by origo.hu and origo.) are the next biggest local online media players after Origo. which is a member of the Magyar Telekom Group. apart from global players. March 2010) Do you CEE? Hungary .hu 52 464 92 344 3 927 644 31 791 137 860 1 336 069 48 216 479 249 2 771 643 64 932 PAGE VIEWS PER AVERAGE TIME USER PER USER 848 756 637 739 12:07:07 09:07:11 08:10:01 07:49:00 07:36:10 06:04:55 05:56:54 05:53:53 05:24:32 05:17:48 REACH 1% 2% 91% 1% 3% 31% 1% 11% 64% 2% Table 2 Top 10 websites in Hungary by average time spent per user (gemius/Ipsos Audience. From this point of view it can be easily noticed that.hu.hu.com freelove.hu. the undisputable leader in terms of reach is Origo Média és Kommunikációs Zrt.hu hirlista.hu.hu etc. TOP 10 WEBSITES BY AVERAGE TIME SPENT PER USER NUMBER OF REAL USERS 1 2 3 4 5 6 7 8 9 10 tagged. it is crucial to take into account the ownership structure of the top websites..000 active blogs. 1.hu kapu. Sanoma Budapest (startlap.hu.hu. index. This company owns 3 sites in TOP10: iWiW.hu donna.com battleknight. When describing the situation on the Hungarian internet market. citromail.104 Hungarian blogging platform with more than 70.) and Central European Media and Publishing (blog.hu google.2.hu myvip. the most popular Hungarian portal with news and services (the only one in the top 10 ranking). nlcafe. its popularity is declining and in comparison to March 2009 its reach level decreased by 5 percentage points. velvet. freemail.hu etc.hu love. However.hu iwiw.hu. In terms of publisher-level reach of media portfolios.

One can join through an invitation from a member or by permission of the community if he is a man. Thanks to the site. the indisputable leaders are social networking websites.hu. In March 2010 their users visited the site for almost 6 hours or more (love.e. The next three places are occupied by social networking websites: love. forums with expert advice and a chat room.com. Love. In March 2010. and websites with diversified topics.com has a more entertaining character with lots of media content. friend suggestions.hu serve mainly as dating sites.hu – 7 hours 36 minutes). visitors can browse the classified ads.hu. but also meet new people. In this web directory users can find links to social sites. which is worrying considering the fact that in March 2009 it was 3 percentage points higher. in March 2010 Hungarian internet users spent more than 12 hours visiting tagged.105 In terms of average time spent online. 7 hours 50 minutes. Although it is a very popular social networking service on the Hungarian online market. was spent by visitors of hirlista. whereas myvip. belonged to battleknight. myvip. users no longer need to visit many different news portals. the most popular one in Hungary with almost 5 hours and 25 minutes spent per user. There are 33 versions of this game available for people from different countries.hu. It is a site which collects news from several other Hungarian news sites and provides link to them. According to the gemius/ Ipsos Audience study. with over 9 hours. but click on the most interesting links and are then redirected to the original site where the news was first published.hu. They give users the opportunity not only to stay in touch with old friends. Its reach level amounted to only 1%. and only little less. its reach level amounted to 11% in March 2010. for young women with a result of almost 5 hours and 18 minutes.hu and freelove. one more Hungarian site with users spending almost 6 hours was kapu. Second place. and donna. The latter provides articles on women topics. An average google. It is a different kind of social networking website. What is interesting is the fact that Facebook was not included in this ranking. a free online game created by a German company Gameforge AG. which enables its registered users to meet new people through social games. browsing profiles and group interests. Moreover. Other social networking websites in the ranking were iwiw. its users spent less time online here than the users of local social networking websites. Users can choose whether they want to play as a paladin in a shining armor or a dark robber knight.hu. news services.com and freelove. Do you CEE? Hungary . i.hu.hu visitor spent over 8 hours on this serch engine site in March 2010. According to data from gemius/Ipsos Audience.hu.

which ranked fifth in the top 5 portals ranking. and its own content: reviews of films. furthermore. radio programs as well as dictionaries.g. The second player in the category is origo. index. it has the most engaged audience in terms of time spent on the site (04:59:41 per user). technology. etc.hu) sites. Apart from news on politics. economics. culture and sports Index also offers direct access to its community services (Inda) from its front page.hu index. video (indavideo. Slovakia. TOP PORTALS NUMBER OF REAL PAGE VIEWS PER USERS USER 1 2 3 4 5 startlap. but is recognized as the most popular portal in Hungary with a reach level of 53% in March 2010. It is owned by Central European Media and Publishing. It is an online magazine for women. theatres. March 2010) The leader among portals on the Hungarian online market is startlap. The company belongs to PORT-network. search engines. there is a search engine that allows one to browse through the yellow pages and a telephone book. Moreover. Another significant player in Hungary is nlcafe. photos from concerts. the service aims to provide culture-oriented content programme and leisure information. is taken by port.hu nlcafe. a website with subsidiaries in Romania.hu port. it contains a section with holiday offers and. Port.hu). In addition to the facilities typical for such portals. Serbia and Croatia. which provides many features typical for such portals. Their main function is providing internet and other electronic content concerning cultural offer information.hu was the third most popular portal in Hungary. The forth position.3. Established in 1996.hu) and photo sharing (indafoto.hu. e. a blogging platform (blog.hu origo. It is the most popular news portal in Hungary as far as the number of users is concerned. which in fact is a combination of a web directory and a service aggregator.hu. it has its own online store and software download section.hu 2 287 189 1 630 868 1 332 998 1 322 314 1 069 158 34 77 60 - AVERAGE TIME PER USER 03:00:52 02:00:06 04:59:41 0:34:19 00:25:51 REACH 53% 38% 31% 31% 25% Table 3 Top 5 portals in Hungary by reach level (gemius/Ipsos Audience. Do you CEE? Hungary . The reach level of this service amounted to 38% in March 2010 according to gemius/ Ipsos Audience.hu. with 31% reach in the ranking. cinemas.hu. social networks. Among the Hungarian portals. With a 31% reach.106 1.hu presents data from official and primary sources such as TV channels. It enables users to access e-mails.

Great attention is paid to the site’s media content. However. Myvip. Generál Média Kft.hu is easy access from mobile devices. the service publishes video material itself. In terms of monthly average time spent online per user.hu is run by a company specializing mainly in online entertainment. multimedia galleries.hu. myvip. it attracted an audience of over 2.com. the leader is the local website iWiW. which dominated websites participating in the gemius/ Ipsos Audience study. Like iWiW. it also provides its users with classified ads. the past year has shown major growth in the reach level of Facebook.4. online games. but a year later it reached a level of 44%. A huge advantage of iWiW.000 real users.com hotdog.000 more than a year ago. for a long time there was no significant competition to iWiW. SOCIAL NETWORKS NUMBER OF REAL PAGE VIEWS PER USERS USER 1 2 3 4 5 iwiw.hu 2 771 643 1 910 368 1 336 069 1 026 115 677 737 637 756 - AVERAGE TIME PER USER 05:24:32 04:40:15 06:04:55 01:30:22 00:19:38 REACH 64% 44% 31% 24% 16% Table 4 Top 5 social networks in Hungary by reach level (gemius/Ipsos Audience March 2010) With regard to social network communities. According to the gemius/Ipsos Audience study.7 million real users. Another important player is myvip. the reach level fell by 8 percentage points.000. a Hungarian social networking website for young people. Apart from the typical networking features. In 4th place we find hotdog. However. In comparison to March 2009.107 such as a blog platform.com myvip. with a reach level of 31%.hu facebook. therefore.300. which is 100. Moreover.hu is an exclusive network where users can only sign in when they are invited by a member. 1. more than 1. myvip.hu. In March 2010.hu ranked first with more than 6 hours. its reach decreased by 2 percentage points. the site was visited by over 1. hu. Users are Do you CEE? Hungary .hu. In March 2009. Although there are many social networking sites in Hungary. its market share slightly exceeded 10%. users are able to share their photos and videos.000 users visited the site in March 2010. also in HD format. online shopping and a dating service.hu network. In March 2010.

real estate. clothes. The ranking is propped up by network.000 ads.hu-Gazdaság 487 130 vg. A year ago its reach level was 1 percentage point higher.108 able to communicate with each other. Advertisements are grouped into 31 categories e.g. March 2010) Do you CEE? Hungary . read news or search for a job. forums and blogs. with a reach of 8%. another Hungarian social networking website.hu onlineapro. the second most popular site with classified ads.hu portfolio. with a reach level of 25%. They can share photos.6. ONLINE CLASSIFIED ADS BY REACH NUMBER OF REAL PAGE VIEWS PER USERS USER 1 2 3 expressz.hu. March 2010) The main player on the classified ads market in Hungary is expressz. the site offers a dating service. The site offers its users free registration and online ads.hu with a reach level of 4%. cars. games. videos.5.hu.hu. Third place belonged to onlineapro.hu 1 065 524 339 798 177 173 105 10 21 AVERAGE TIME PER USER 01:09:21 00:09:27 00:14:04 REACH 25% 8% 4% Table 5 Top 3 online classified ads in Hungary by reach level (gemius/Ipsos Audience. job offers.hu 318 474 315 414 8 8 34 00:15:33 00:08:54 01:45:16 REACH 11% 7% 7% Table 6 Top 3 finance sites in Hungary by reach level (gemius/Ipsos Audience. TOP FINANCE SITES BY REACH NUMBER OF REAL PAGE VIEWS PER AVERAGE TIME USERS USER PER USER 1 2 3 index.hu apronet. play games. links and articles. However. 1. whose users can join various communities and browse through advertisements. Moreover. 1. was apronet. According to information on the site it stores more than 300. its market share decreased by 8 percentage points in comparison to March 2009. According to the gemius/Ipsos Audience study.

hu. However. the website leaves both its competitors behind in the number of page views per user. covering economic and financial news. owned by Central European Media and Publishing(CEMP). Men.5 hours more online than women (58 hours compared to 51. In March 2010 the service had more than 310.000 real users which gave it a reach level of 7%. which means that the internet is becoming an even more Do you CEE? Hungary . compared to last year a drop of 1 percentage point has been observed.2% of the online population. With almost 500. finance. Budapest (the capital city) alone is home to as The online population in Hungary is very balanced in terms of gender structure. in March 2010 individuals aged 15-24 were the majority and constituted 28%. so their predominance is not impressive. Although third as far as the number of real users is concerned. ONLINE AUDIENCE attractive medium for more mature persons. reaches 7% of the audience who are interested in finance. this is still a good result. . Hungarian internet users are relatively well-educated. According to the study carried out by Gemius and Ipsos. 25% constituted users aged 25-34. Like in other CEE markets. spent an average of 6. Only 1% of the internet audience had incomplete elementary school education in March 2010. The majority of internet users in Hungary live in big cities and larger towns. Portfolio. amongst others. In March 2010 the majority of Hungarian internet users were men. People with at least secondary school education constituted 65% of the Hungarian online population. Second place is taken by vg. Hungarian internet users are very young.109 The most popular service dedicated to the economy in terms of reach level is the subsection of the famous horizontal portal index. 2.hu is an economic portal with information regarding. however.5).hu.000 internet users it reaches 11% of the online audience in Hungary. also owned by CEMP. They spend an average of more than 1 hour 45 minutes on the site. but they constituted only 50.hu. Although only 7% had graduated from a university. Portfolio. According to the gemius/ Ipsos Audience study. especially after taking into consideration the age structure. which is dominated by young internet users. stocks and exchange rates. People over 55 years accounted for 13% of the audience and the percentage is growing. the online version of the newspaper Világgazdaság.

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they are undoubtedly the most active internet users.1. whereas the MIE constituted 37%. A further 16% live in cities with more than 100. This trend seems to be continuing. with a 76% share in the first quarter of 2010.111 much as 21% of Hungarian internet users as of March 2010. however. 3. In the first quarter of 2010 its market share constituted 54%. TOOLS 3. when it overtook Microsoft Internet Explorer. BROWSERS Chart 1 Top browsers in Hungary by share of page views generated by internet users who visit Hungarian websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010) 3. students constituted the largest group of internet users (25%) in Hungary. Browsers Mozilla Firefox has been the most popular browser in Hungary since the beginning of 2009. People who are not professionally active did not constitute an important proportion of the online market. In terms of average time spent online per user they were far ahead of any other group. Operating systems The most popular operating system in Hungary was Windows XP.1. The third most popular browser is Chrome. Another significant proportion of internet users are specialists (graduates) and qualified workers who together constituted 31%.000 citizens. which since then has Do you CEE? Hungary .2. 3. A significant proportion of the online audience come from small towns and villages and accounted for 22% of the online population. its popularity has been decreasing with the introduction of Windows 7. which has been gaining an advantage over Opera since the end of 2009 and during the first three months of the 2010 has gained 2 percentage points. In March 2010. However.

but neither of them cover more than 1% of the market. 3.5%.5%. the indisputable leader of the search engine market in Hungary was Google winning a market share of 97% in the first quarter of 2010. which ranked second among the top operating systems in Hungary. which ranked second. The screen resolution of 1440 x 900 as well as 1366 x 768 have become more popular in recent years. it is still the most popular choice among Hungarians.2. Search engines Like in other CEE countries.3.4. 3.3. 3. the market share of Windows 7 amounted to 9. contributed to only 1. SEARCH ENGINES Chart 3 Top search engines in Hungary by share of visits made by internet users who visit Hungarian websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010) Do you CEE? Hungary .112 3. Screen resolutions Although the market share of 1024 x 768 monitor screen resolutions has decreased. Mac OS X and Linux have been slowly gaining popularity. Other popular screen resolutions in the first quarter of 2010 were 1280 x 800 and 1280 x 1024. After the first quarter of 2010. OPERATING SYSTEMS Chart 2 Top operating systems in Hungary by share of page views generated by internet users who visit Hungarian websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010) been gaining an ever larger share of the market and is catching up with Windows Vista. Bing.

05. however.5. MOBILE DEVICES Chart 5 Top 5 mobile devices in Hungary by the website-averaged percentage share of page views generated by internet users from Hungary. had a 6% share. Other devices in the top 5 ranking were iPod and Nokia E51. The third most popular mobile device was Nokia 5800. its popularity is growing and from May to July 2010 it gained 2 percentage points. Another Apple product. the most popular mobile device used to access the web in Hungary is iPhone. weighted average for months) *from 2010-05-10 **to 2010-07-25 Do you CEE? Hungary .07.4. Mobile devices . 10.5.25.models According to the gemiusTraffic study. Its users generated 5% of the mobile traffic on the average Hungarian website using gemiusTraffic.113 3. which in July was responsible for 36% of page views generated by mobile devices on the average website. who visit Hungarian websites using gemiusTraffic (gemiusTraffic. 3.2010.2010 . iPad. SCREEN RESOLUTIONS Chart 4 Screen resolutions in Hungary by share of page views generated by internet users who visit Hungarian websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010) 3.

hu.hu Description: IAB Hungary was established in November 2008 as a division of the Hungarian Advertising Association.114 4. Index. was founded in 2001 by Hungarian internet content providers. Evomedia. GFK Hungária Piackutató Intézet. Medián.g.g. creating a common view (platform) in the industry by means of constant and credible communication with market players. Kirowski. The organization is concentrated on: increasing the awareness. Sanoma Budapest).hu Online Kft. Carnation. Magyar Telekom. Gemius Hungary.) service providers (e. press and municipalities connected to the industry. the association established a professional decision court. whose decisions are accepted by members of MTE as binding.. In order to decide about disputed matters. www.g. BRANCH ORGANIZATIONS a self-regulating body. Colorplus Kft. assisting in the development of the digital marketing and digital media industries. usage and recognition of digital marketing and advertising solutions.g. MEC Interaction).iab. various organizations. Fastbridge. Association of Communications Agencies in Hungary (MAKSZ) www. MTE has created a professional code of internet content provision and a code of ethics describing the generally accepted system of ethical norms for Hungarian content provision. Népszabadság Online.napi. Expressz. Members: agencies and sales houses (e.com Description: The Association of Communications Agencies in Hungary (MAKSZ) was set up by 13 leading advertising agencies in Hungary in May 1995. Menedzsment Fórum Kft. Members: publishers (e.g.. lobbying at national and international forums for-profit. in order for the content providers to be able to participate in the development of the Hungarian internet business market with verified and professionally supported commitments using the tools of selfregulation. To this aim. EURO RSCG. NRC.maksz.hu Zrt. Central European Media and Publishing.. publishers (e. Do you CEE? Hungary . Vodafone) and technology service providers (e. T-Online Magyarország Rt. Axel Springer.) IAB Hungary www. Szonda Ipsos Piackutató). advertisers (CIB Bank. Origo. including Index and [origo]. MTE’s aim is to ensure that the internet is regulated with as little intervention as possible with emphasis on self-regulation. Adaptive Media. Neumann János Digitális Könyvtár és Multimédia Központ Kht. MOL.. The main objective was to set up an organization especially focused on the interests of agencies.hu Description: The Association of Hungarian Content Providers (MTE). Onlinemarketing. Adverticum).mte. MTM-SBS – TV2. Google. Kurt Lewin Alapítvány. AGB Nielsen Médiakutató. research agencies (e. non-profit and governmental organizations. There are 48 founder members. The MAKSZ is member of Association of Hungarian Content Providers (MTE) www.g..

Mediaedge:cia Hungary Kft.hu 2 corp.hu actualmedia. I/8.hu Lazók Rómeó Phone: +36-30-456-3907 Email: romeo.hu 76% 4 cemp.lazok@lighthousemedia. 1053 Budapest Ferenciek tere 7-8. Flórián Udvar CONTACT 1 Adaptive Media Sales House Sales Contact Kft. 2.115 the European Association of Communications Agencies (EACA). Fax: +36-1-231-0862 Email: sales@cemp.hu ringier. Szépvölgyi út 33. It can be assisted by a number of foreign experiences in the domestic processing industry.. Human Telex Kft. Young & Rubicam Budapest..hu Phone:+36-1-437-1100 Fax:+36-1-437-3737 Email: sanomabp@sanomabp. CEMP Sales House.hu 5 6 7 8 9 evomedia. Tűzoltó u.kolozs@axelspringer. Gábor Dénes u. Media Planning Group Hungary Kft. Index. 59. Vaskapu utca 10-14. 15-17.origo. Axel Springer Online sanomabp. eMission..Habostorta Actual Media Sales House Actual 77 Media Kft Generál Média Kft. D épület 1094 Budapest. Phone:+36-1-323-0360 Fax:+36-1-323-0361 Email: sales@evomedia. Members: There are already 51 members and the number is increasing.hu Phone:+36-1-299-0318 Fax:+36-1-299-0319 Phone: +36-1-998-0164 Email: info@actualmedia. Café Group.hu 93% Phone:+36-1-577-4050 Phone:+36-1-577-4051 Phone:+36-1-371-3500 Fax:+ 36-1-371-3805 Email: adhouse@origo.. 5. 1201 Budapest Pacsirta u. Origo Zrt. 1122 Budapest Városmajor utca 11 1024 Budapest Margit krt. HPS BTL Solutions. Lauritzen Marketing Kft.lighthousemedia.hu axelspringer.hu Zrt.).hu Email: sales@generalmedia. Montevideo u. adaptivemedia.hu www. lh.hu habostorta. Initiative Media Hungary.77. Createam Promotion. ADVERTISING NETWORKS GENERAL CONTACT INFORMATION FULL NAME HOMEPAGE URL ADDRESS REACH MAIN OFFICE ADDRESS 1037 Budapest.hu 68% 58% 56% 53% 38% 10 Lighthouse Média Kft. 1117 Budapest. 9. 34% Do you CEE? Hungary .hu 91% 3 Sanoma Budapest Zrt. III.hu 1097 Budapest. Ogilvy&Mather Reklámügynökség Budapest Zrt. which is the highest level of agency representation in the world.hu Kolozs Krisztina Phone: +36-1-488-5564 Email: krisztina.hu 71% Phone:+36-1-555-7000 1033 Budapest. the development of marketing communication. Evomedia GMedia . Flórián tér 1. Agencies include: Euro RSCG Budapest Zrt. „D” 1037 Budapest.

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Generally speaking. e.117 6. Hungarian users can be found through domestic media. international companies. OPINIONS FROM THE MARKET István Kürti Director of Sales. ‘augmented reality’ should be used more intensively • effective targeting of video advertisements. local content is still important for users. Global vs.g. local players Are the local players present on your local market strong enough to compete with the global giants? What advantages and strategies do they use in this battle? Generally speaking. sponsored videos and others should be applied Dominating trends What are the recent trends on your local online market? What areas are expected to develop most in the future? Development might be expected after the falloff of the economic crisis mainly by those market segments that have suffered from an economic downturn the most (for example transport or real estate). To implement such changes the following actions should be taken: • clients should provide creatives congruent with website themes • measurement standards should be developed effectively • the potential of media convergence. IAB Hungary Online advertising market What are the opportunities and obstacles for the Hungarian online advertising market? Do you CEE? Hungary . thereupon the share of the internet in total advertising expenditure is growing. Sales teams taking this approach can provide the same level of services as the larger companies represented by sales houses. Péter Novák Chairman. Sanoma Budapest Online advertising market What are the opportunities and obstacles for the Hungarian online advertising market? The growth rate of internet penetration has slowed down recently. Due to this fact. though globalization unequivocally supports large. thus it is not the primary engine of the industry’s growth anymore. advertisers put more emphasis than ever on measurability and return on investment. Nowadays the greatest opportunities are in displaying new and creative types of advertisements and enhancing the effectiveness of ads.

Market specifics What makes your local online market unique? Are there any specifics that make it different from others in the CEE region? While comparing the Hungarian online market with other CEE countries many similarities as well as differences can be found. the ‘match’ has not finished. Do you CEE? Hungary . the restructuring of the online market will not stop. the constant development of online CRM solutions. the significant strengthening of mobile media is expected. The dynamics over the last few years are in parallel with the economic recovery and the visible growth of consumption.118 As a result of changes in consumer media usage online/digital communication itself is seen to be increasing. internet penetration oscillates at a medium level and local competition is strong. video hosting and social media. The expansion of both online shopping and e-commerce brings new advertisers to the market. Overall. it has also had a negative influence on online market growth and also decelerated it. Besides different direct communication environments. Dominating trends What are the recent trends on your local online market? What areas are expected to develop most in the future? Advertisers are increasingly more interested in solutions that are capable of generating sales directly and this affects the growth of targeting needs and also transforms pricing and financial accounting. Furthermore. and it is not possible to avoid the processes that the economy and advertising market is going through. so trends are influenced by measurability and efficiency most. On the other hand. The video market has gone through remarkable changes. the position of the local social media market leader has not been really threatened. the improvement of database construction and the growing appreciation of the data obtained are the most important trends. Global vs. while the search market is dominated by the leading global service provider. Considering the fact that communication spending has decreased significantly in the last two years. local players Are the local players present on your local market strong enough to compete with the global giants? What advantages and strategies do they use in this battle? When considering the role of global market players it is worth noting that nowadays those who provide services for domestic users without conducting any significant local operations form a great threat to Hungarian players in fields like searching. Also. Online markets in this part of the world are rather small. global competition will cause more difficulties for local market players during the next few years.

Facebook. videos with our friends – and we do it with more commitment than other countries in the region. Gabor Tóth Head of Digital of Omnicom Media Group (OMG) Online advertising market What are the opportunities and obstacles for the Hungarian online advertising market? The biggest obstacle is the prolonged financial crisis and economic downturn. Social media is at the stage of experimentation: although many companies feel the urge to use it. but in a certain sense it is still rather conservative. local players Are your local market players strong enough to compete with the global giants? What advantages and strategies do they have in this battle? Local language in non-user generated content is the key. Dominating trends What are the recent trends on your local online market? What branches are expected to develop most in the future? The two main areas receiving a lot of attention are search and social media. It almost seems like we preferred to meet up online.119 Taking into consideration the development of the online advertising market. Hungary belongs to the CEE leaders. Global vs. as investors are turning to effective and cost efficient channels to use their limited marketing budgets. The third area which will experience intense growth is video advertising. in other fields it is clear that local players are struggling to keep up with the pace of development dictated by the global players: Google search. Do you CEE? Hungary . Search is finally getting the recognition it deserved as advertisers are learning how to use this channel best. We love to share photos. However. so global players are not a significant threat in this area. Market specifics What makes your local online market unique? Are there any specifics that make it different it from others in the CEE region? The importance of social network sites and the way Hungarians use them. However. YouTube are either already the undisputable winners in their own segment or they are going to be one in the near future. this is also an opportunity. many mistakes are being made.

ONLINEAUDIENCE_126 3.6. Mobiledevices_130 4. ADVERTISINGNETWORKS_132 6.3.5.2. Topportals_123 1.Latvia 1. Browsers_128 3. Top10websitesbyaveragetimespentperuser_122 1. BRANCHORGANIZATIONS_130 5. OPINIONSFROMTHEMARKET_133 .5. MAINPLAYERS_121 1.4. Operatingsystems_129 3.20m internet users 1. Search engines_129 3.2.4.1. Topfinancesitesbyreach_126 2.3.1. TOOLS_128 3. Screen resolutions_129 3. Top10websitesbyreach_121 1. Onlineclassifiedadsbyreach_125 1. Social networks_124 1.

lv draugiem.lv ss.lv this indicator has dropped) and over 300. a mail service that evolved into a horizontal portal with a reach level of 66%. TOP 10 WEBSITES BY REACH WEBSITE’S CATEGORY NUMBER OF REAL USERS 792 531 739 786 665 600 598 001 450 903 416 432 337 475 296 934 289 721 277 005 NUMBER OF PAGE PAGE VIEWS PER VIEWS USER 245 041 702 1 249 803 404 98 698 672 241 360 669 37 609 480 36 821 077 277 799 261 3 852 033 18 423 529 3 063 874 309 1689 148 404 83 88 823 13 64 11 AVERAGE TIME PER USER 06:17:28 24:20:44 03:33:09 03:21:33 02:29:12 01:54:59 10:03:18 00:10:42 00:43:20 00:11:37 REACH 1 2 3 4 5 6 7 8 9 10 inbox. with a reach level of 62%. The reach level of delfi.lv.lv zl.lv horizontal portal social network horizontal portal classified ads horizontal portal horizontal portal social network information service classified ads information service 66% 62% 55% 50% 38% 35% 28% 25% 24% 23% Table 1 Top 10 websites in Latvia by reach level (gemiusAudience. Similarly to other CEE markets.000 real users.121 1. March 2010) The most popular websites in terms of reach can be classified into four categories.lv. regarding one. The second significant group within the Latvian internet market are social networking services.lv tvnet.lv and apollo.lv 1188. ss. despite strong competition from global social networks. respectively).lv had reach levels 3 percentage points lower than the previous year (38% and 35%.lv delfi.lv.lv zip. It had a reach level of 28% (still. the same situation applies in case of other horizontal portals. the leadership belongs to horizontal portals. the position of the local ones remains very strong. is draugiem. Its growing popularity can be confirmed by the fact that its reach level increased by 3 percentage points during the last twelve months. Interestingly.lv. which is visited mainly by Latvians. one. which ranked third. In March 2010.lv occupied the fourth position in Do you CEE? Latvia .lv apollo. What is also characteristic about the Latvian online market is the high popularity of online classified ads services. However. MAIN PLAYERS 1. number one in the ranking was inbox. its reach decreased by 3 percentage points and this is not an exception. dropped by 2 percentage points (from 57% to 55%) and tvnet. in comparison to March 2009. The unquestionable leader. Unlike draugiem.lv one. The other popular social network in Latvia in March 2010 was one.lv is more popular with Russian users. With a reach level of 50%.lv.1.

Apart from Latvian. The fourth significant website category in Latvia is the group of information services. whose introduction to the market in June 2008 was a great success.lv also contains useful information on different means of transport. shops or places on a map. However. The most popular Latvian information service is 1188.122 the ranking of top websites. its reach level decreased by 1%. An average user of the most popular social networking service in Latvia. its users can also choose the Russian or English version of the website. Zip. zl. TOP 10 WEBSITES BY AVERAGE TIME SPENT PER USER NUMBER OF REAL USERS 1 2 3 4 5 6 7 8 9 10 draugiem. comes 9th. all available information is divided into nine categories together with an additional “most wanted” one.lv boomtime. Users of one. but Do you CEE? Latvia .com mail.lv. In March 2010 its reach level amounted to a surprisingly high 23%.lv tvnet. March 2010) The first two places in the top 10 websites by average time spent per user are occupied by social networking sites.2. was included in the gemiusAudience study with a reach level of 15%.lv.lv ss.lv are not so much active online. draugiem. The site is organized in a very simple way.lv 739 786 337 475 792 531 150 902 665 600 598 001 450 903 142 797 246 811 211 600 PAGE VIEWS PER AVERAGE TIME USER PER USER 1. 1.lv. In August 2009 another information service.lv inbox.ru spoki.lv with a reach level of 25% in March 2010 which gave it the 8th position among the most popular websites by reach. 1188. Latvians enjoy spending long hours socializing with their acquaintances online.lv delfi. spent more than 24 hours visiting the website in March 2010.689 823 309 285 148 404 83 99 93 120 24:20:44 10:03:18 06:17:28 04:05:33 03:33:09 03:21:33 02:29:12 02:26:17 02:17:16 01:59:51 REACH 62% 28% 66% 13% 55% 50% 38% 12% 21% 18% Table 2 Top 10 websites in Latvia by average time spent per user (gemiusAudience. its popularity seems to have reached its peak and during the last year. an entertainment section and job offers. which soon started to grow.lv one.lv sportacentrs. which enable users to search for company services. Apart from the normal kinds of services offered by this sort of websites. Similarly to people from other CEE countries.

5 hours reading the news published on the site in March 2010. In March 2010 an average user of ss. delfi.lv.com.lv spent 3 hours and 22 minutes on the website.ru.lv apollo. who on average spent over 2 hours there. ru had almost 250. occupied fourth place. was propped up by spoki. In Latvia. a Latvian entertainment platform with humorous articles. a gallery and a forum. they are not only visited by a large part of the internet audience. mail. Another social networking service in the ranking. However. Only one hour less online was spent by visitors of tvnet. As can be seen in the top 10 ranking by average time spent per user. The latter is a sports portal offering its users current news concerning sports events and the private lives of sportspeople. based on the results obtained with the gemiusAudience study conducted in March 2010. It had a reach level of 18% and an average user spent almost 2 hours on the site in March.lv and sportacentrs. with 6 hours and 17 minutes spent online by an average user a month. The users of the second portal.lv.lv 792 531 665 600 450 903 416 432 218 093 309 148 83 88 22 AVERAGE TIME PER USER 06:17:28 03:33:09 02:29:12 01:54:59 00:34:49 REACH 66% 55% 38% 35% 18% Table 3 Top 5 portals in Latvia by reach level (gemiusAudience March 2010) Do you CEE? Latvia .lv. in terms of average time spent per user it was far behind the two leaders. The ninth place in the ranking was occupied by mail.3. which has the greatest reach level in Latvia.lv diena. which is a Russian horizontal portal.lv delfi. The ranking. The site is very popular in all the Baltic states due to the fact that the Russian minorities account for a significant part of the Baltic population. spent more than 3.123 still spent more than 10 hours on the site.lv. Inbox. Apart from articles there are also a video section. It has already been mentioned that classified ads services are very popular on the Latvian online market. 1.000 real users in March 2010. TOP PORTALS NUMBER OF REAL PAGE VIEWS PER USERS USER 1 2 3 4 5 inbox.lv tvnet. but also their visitors spend much time online. ranked third. boomtime. photos and videos for young people seeking entertainment. placing it on the 6th position in the ranking. A relatively strong position in the ranking is held by horizontal portals. with approximately 4 hours spent visiting the site in March 2010.

it has an entertainment channel with games and a forum and a video section. It is one of the best local news providers.lv orb.lv offers a free e-mail service and is an entertainment-style website with a variety of games and jokes accessible after registration. Similarly to delfi. Recently it has had a facelift. they are news-oriented services.000 real users. In the fifth place is diena. whereas inbox. but it also has an online TV service and co-operates with major offline stations in order to manage the best video content. The third place belonged to tvnet. it focuses mainly on high quality text content.lv. Apart from that. Another important player among Latvian portals is apollo.lv one.lv. Also. SOCIAL NETWORKS NUMBER OF REAL PAGE VIEWS PER USERS USER 1 2 3 4 5 draugiem. The second player in this category is delfi.lv collaborates with some of the smallest sites within their media group. Moreover. but this did not stop its decreasing reach level.lv. the portal underwent a facelift last year and created a mobile version. according to the gemiusAudience study from March 2010. Usually.lv. which is not a typical horizontal portal and differs from similar sites in neighboring countries. it offers paid content from its daily newspaper where users can find more analytical articles. Tvnet.lv.delfi.lv boomtime. Since it is an online version of the respected daily newspaper. Moreover. the leader was inbox.lv and has its own social networking portal . which provides its users with the latest news and in addition has a blog.amigos. a reach level of 38%. it publishes news from apollo. chat and webmail service and info related to entertainment and lifestyle.000 and its popularity is still growing.lv had. In March 2010. It was one of the first portals to have its own mobile versions: m.lv irc. The portal is a typical news publishing site with diversified subdomains.delfi.lv. m. March 2010) Do you CEE? Latvia .55%. 1. Its strong side is its video content with a possibility to watch TV programs in real time. it develops user-generated content. and a year later .4.lv. where users can either watch available video content or upload their own. In comparison to March 2009 the number of its real users grew by 30.tvnet. Apollo.lv. which in March 2009 accounted for 57%. a horizontal portal with a reach level of 18%.lv 739 786 337 475 152 613 150 902 137 362 1689 823 40 285 19 AVERAGE TIME PER USER 24:20:44 10:03:18 00:41:19 04:05:33 00:20:20 REACH 62% 28% 13% 13% 11% Table 4 Top 5 social networks in Latvia by reach level (gemiusAudience. i.lv with more than 415.124 The top 5 portals on the Latvian online market also occupy the leading positions in the general rankings.lv.

lv is losing traffic. ONLINE CLASSIFIED ADS BY REACH NUMBER OF REAL PAGE VIEWS PER USERS USER 1 2 3 ss. its reach level declined by 5 percentage points.lv Do you CEE? Latvia .125 The most popular social networking service in Latvia is draugiem.lv. The second place among the classified ads sites in March 2010 belonged to zip. Amongst the services with the highest reach level.lv.lv.5. draugiem. According to the gemiusAudience study in March 2010 its reach level accounted for 28%. a relatively new player with a reach level of 24%. one. 1. as mentioned before. which is especially popular among Russian-speaking users. Its users are not so much into meeting their friends online but they would rather listen to music or visit the blog section and orb.000 new real users.000 real users and although in the ranking it claimed 4th place. who can search for their friends. thereby increasing its reach level by 3 percentage points. Most of its users are 18-25 years old.lv. the second most popular Latvian website in terms of reach.lv with a reach level of 50%. It started from the draugiem. it is still developing and trying to reach new audience for example by a recent introduction of an option to create company profiles. It is dedicated to internet users aged 15-24. In comparison to March 2009. The first. In contrast to draugiem. From March 2009 to March 2010 it gained over 70.lv with a reach level of 13%.lv and boomtime. use chat rooms or visit the blog section. The last site in the ranking is orb. mixing the concepts and functionalities of global brands such as Facebook and Twitter. like one. March 2010) The indisputable leader when it comes to the classified ads online market in Latvia is ss.lv gives them this possibility. Its success can be put down to a complex and well-managed platform. a non-typical social networking site with a reach level of 11%. Boomtime.lv. Another important player is one.lv has over 150.lv 598 001 289 721 197 237 404 64 58 AVERAGE TIME PER USER 03:21:33 00:43:20 00:31:41 REACH 50% 24% 16% Table 4 Top 3 online classified ads in Latvia by reach level (gemiusAudience.lv. Moreover.lv is also leading in the ranking of websites by average time spent online. there also are irc.lv reklama.lv.lv zip. in terms of average time spent online it was far ahead of irc. What is more. The ads are classified into 12 categories and are available in Latvian and Russian. is popular among Russian speaking internet users.

a popular Latvian horizontal portal that ranked fifth in the top 10 websites by reach ranking. the most popular financial sites in Latvia are financenet. In the third place is reklama. The second significant player on the finance sites market in Latvia in March 2010 was db. However. The first one works as a part of tvnet.lv beats financenet. Latvia is also dominated According to the gemiusAudience study in March 2010.lv 155 740 95 122 10 24 AVERAGE TIME PER USER 00:11:52 00:32:41 REACH 13% 8% Table 6 Top 2 finance sites in Latvia by reach level (gemiusAudience.lv db. db. women on average spent more time online (around 32 Do you CEE? Latvia .lv has its own logo and a separate domain and its results are measured independently. It is the digital version of the business newspaper “Dienas Bizness”.lv. financenet. Similarly to other CEE online markets.6. women constituted 52% of the online population. March 2010) According to the data from the gemiusAudience study. TOP FINANCE SITES BY REACH NUMBER OF REAL PAGE VIEWS PER USERS USERS 1 2 financenet. In terms of average time spent online per visitor.000 real users.lv with a reach level of 8%. while men comprised 48%. Users are not only able to read online news. by more than 20. who surfed the web for almost 30 hours and 54 minutes.lv publishes articles concerning business and finance.000 real users.000. but also subscribe and get the printed version of the newspaper and gain access to archives with older articles in PDF format.lv. In comparison to March 2009 its reach level decreased by 3 percentage points as did the number of users. but its content is original. Furthermore. ONLINE AUDIENCE hours and 20 minutes) than men. In March 2010 it had a reach level of 13% and over 150. Financenet. It has a special section devoted to foreign financial markets. Its users on average spent more than half an hour visiting this site in March 2010.lv and db.lv. 1. 2.lv with a 16% reach and almost 200.126 platform and in a short time became a successful player on the Latvian internet market.

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with 32 hours and 42 minutes.128 by young people. Majority of internet users in Latvia live in large cities (72%). In March 2010. however.1. A mere 13% of internet users in Latvia have only elementary or incomplete high school education. However. According to the gemiusAudience study. People in Daugavpils spent the least amount of time online . during this month each of these users spent over 36 hours surfing the web. TOOLS 3. who in March accounted for 9% of the internet audience in Latvia. Marginally less time was spent online by unemployed people. The most numerous group in terms of occupation (22%) among Latvian internet users in March 2010 was ‘specialists and office employees’. The highest percentage of users (28%) are people aged 15-24.on average only 23 hours and 17 minutes per user a month. In comparison to March 2009 the proportion of people over 55 years old grew by 2 percentage points. The next significant group includes high school graduates and constitutes 19% of the Latvian online population. 8% of Latvian internet users live in small towns and 10% in villages. this group leads in terms of average time spent online with almost 40 hours a month. in March 2010 people aged 15-34 accounted for 53% of the online population. It has been observed that not only more older people have become interested in the internet. In March 2010 they accounted for only 1% of the researched internet audience. Another active group was farmers. BROWSERS Chart 1 Top browsers in Latvia by share of page views generated by internet users who visit Latvian websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010) Do you CEE? Latvia . who were also among the leaders in terms of activity per user. but also it can be observed that the Latvian internet is maturing together with its users. 3. 39% of the Latvian online population lived in the capital city (Riga) and a further 10% in the Riga region. The second force within the internet users were students. Most Latvian internet users have a higher education (29%) or have finished vocational schools (29%).

whose popularity has been declining and in the first quarter of 2010 had a market share of 34%. 3. the Latvian one is dominated by Google with a market share of 97% in the first quarter of 2010. Browsers The most popular browser in Latvia is Firefox with a market share of 53%. Windows 7 was launched in Latvia in the second quarter of 2009 and since then it has been gaining an ever larger share of the market and is catching up with Windows Vista. According to the gemiusTraffic study.4.2. The second place belonged to Yandex and the third to MSN. The third most popular browser is Chrome followed by Opera. After the first quarter of 2010 its market share accounted for 9%. both of them had a market share of only about 1%. 3. 3. 3. Operating systems The leader of the operating systems market in Latvia is Windows XP with a 76% share in the first quarter of 2010.3. but still each of them covers less than 1% of the market.4.129 3. Search engines Similarly to other CEE online search engines markets. its popularity has been decreasing since the introduction of Windows Vista. At the beginning of 2009 it overtook Microsoft Internet Explorer. OPERATING SYSTEMS Chart 2 Top operating systems in Latvia by share of page views generated by internet users who visit Latvian websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010) 3. Mac OS X and Linux are slowly gaining popularity. Screen resolutions Although the market share of 1024 x 768 monitor screen resolutions has decreased in the last few years. However. during the three first months of 2010 Chrome gained 2 percentage points and the trend is sustained. SCREEN RESOLUTIONS Chart 4 Screen resolutions in Latvia by share of page views generated by internet users who visit Latvian websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010) Do you CEE? Latvia .2.1. SEARCH ENGINES Chart 3 Top search engines in Latvia by share of visits made by internet users who visit Latvian websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010) 3.3.

Also the screen resolution of 1440 x 900 has been gaining popularity over the recent years. Mobile devices . which in the same period extended its share by 3 percentage points. mass media and Do you CEE? Latvia .25. MOBILE DEVICES Chart 5 Top 5 mobile devices in Latvia by the website-averaged percentage share of page views generated by internet users from Latvia. Other popular screen resolutions among those who visit Latvian sites using the gemiusTraffic in the first quarter of 2010 were 1280 x 1024 and 1280 x 800. As with other markets the loss is in favor of the iPad. which in July was responsible for 27% of page views generated by mobile devices on an average website.07. Yet. established in 1994 with the objective to unite 3 parties working in the advertising industry: advertisers. 10. From the very start the main aim of the association was to organize the advertisement market by improving the quality of advertisements. 4.lra. Apple’s latest product.2010 . its domination is gradually diminishing and its share fell by 4 percentage points in two months.05. 3. building up its positive image in society and contending against new legal regulations regarding the limits of advertising distribution in the mass media.models According to the gemiusTraffic study. the most popular mobile device used to access the web in Latvia is the iPhone. LRA (Latvian Advertising association) www.130 3. BRANCH ORGANIZATIONS advertising agencies.2010.lv Description: The Latvian Advertising association (LAA) is a public organization. who visit Latvian websites using gemiusTraffic (gemiusTraffic. weighted average for months) *from 2010-05-10 **to 2010-07-25 it is still the most popular choice among Latvians. The other devices in the top 5 oscillate around 3%.5.5.

electronics (e. mass media. software developers. research institutes. Latnet Serviss. web developers. web design developers. the intention of becoming the main internet association in Latvia.g. Members: internet providers. Latvenergo .lv Description: The Latvian Internet Association brings together companies connected with the internet and online services. Exigen Services Latvia. It was founded in 2000 by 15 internet market players with Members: Computer hardware and software developers. Description: LIKTA is a nongovernmental association bringing together ITTE product and service providers and educational institutions. It was founded by the main market players. By 2007 almost all steps had been accomplished. new public online projects. LADC holds regular workshops and lectures inviting lecturers from the world’s leading agencies and independent artists in order to exchange experiences and improve the creative competence of the Latvian advertising market.lia. telecommunications infrastructure and service providers and developers. as well as over 150 individual professional members of the ITTE industry sector in Latvia. LATTELECOM SIA. Do you CEE? Latvia . Members: Creative.ladc. Izzi SIA. political parties and other competent authorities. Microsoft Latvia. programming companies. and the suchlike. advertisers. internet research companies and LADC (Latvian Artdirector Club) www.likta. global case studies. LIKTA is actively involved in discussing legislation and monitoring public procurement procedures for ITTE products and services.g. The declaration has been forwarded to top government officials.lv The Latvian Information Technology and Telecommunications Association others (e. Its main aims are the development of the Latvian internet market and educating market members about various internet issues. it informs members about important changes in legislation. www. internet providers. It was founded in 1998 by the major market players.131 Members: advertising agencies.lv Description: The LADC (Latvian Artdirector Club) is a non-profit organization that represents specialists from Latvia’s design and advertising sector as well as other creative professions. mass media agencies. banks. Lattelecom). their workers and independent artists. At the 2002 annual meeting the members of LIKTA Latvian Internet Association www. catalog publishers. production companies. advertising and web agencies. Euro Data. Institute of adopted a declaration on the need to develop the ITTE sector listing a number of concrete steps to be taken into account.

IT infrastructure developers (e. 105.lv 1 Adnet 55% 2 SmartAD smartad. Tieto Enator & Alise).itnet.lv - 4 affiliate. 5. Latvia Stabu str. 54. Latvia Dzirnavu str.lv - 3 Inspired Affiliate Lattelecom Affiliate inpired. In order to provide a friendly environment for the development of IT and telecommunications development. the Association of Computer Technologies of Latvia (LDTA) is a non-profit organization and the oldest association on the Latvian IT market.lv Fax: + 371 80 00 80 41 Email: affiliate@lattelecom. Lursoft IT). in 2000 LDTA became a founder of ITTE ALLIANCE which unites professional associations that represent Latvian-based enterprises and scientific and educational institutions whose work is connected with electronics and electrical engineering as well as information technology and telecommunications. Members: IT product sellers. MicroLink Systems.lv REACH MAIN OFFICE ADDRESS Caka str. At present members of LDTA are involved in processes that support the creation of information society infrastructure and are actively using and promoting New Economy principles. Riga. ADVERTISING NETWORKS GENERAL CONTACT INFORMATION FULL NAME HOMEPAGE URL ADDRESS adnet. RIX Technologies. Latvia CONTACT Phone: + 371 67 29 25 23 Fax: + 371 67 18 64 06 Email: info@adnet. computer hardware developers and sellers. Riga. Riga.lv Phone: + 371 67 83 06 61 Fax: + 371 67 83 06 60 Email: inspired@inspired.132 Mathematics and Computer Science of UL.lv Phone: + 371 28 36 40 65 Email: eduards. Riga.g.lattelecom.kampe@smartad.lv - Do you CEE? Latvia . Capital Ltd. Latvia Vienibas gatve 75A. The founders and members are the largest IT companies and best known juridical individuals that deal with IT solution development and implementation together with IT wholesale product enterprises.lv Description: Founded in 1997. 83/85 – 30. Association of Computer Technologies of Latvia (LDTA) www.

Facebook is becoming stronger in Latvia but the number of Facebook users is still under 120. but increasingly more clients are willing to buy impressions or clicks. With many risks come success stories which provoke other companies to take similar risks and spend more on these solutions and receive in return more than using traditional formats. There are also ready platforms for interaction: the social portal draugiem. We predict that companies will continue to mainly buy traditional banners but interactive web solutions will also grow. In most cases there is only one currency: price for days. One exception of course is Google with its Adwords and display ads. Omnicom Media Group Online advertising market What are the opportunities and obstacles for the online advertising market on your local market? It is easy to target potential customers because we have exact information about all popular portals. Many companies use also Google Adwords but still this is only a small part of the whole web budget. Global vs. local players Are the local players present on your local market strong enough to compete with the global giants? What advantages and strategies do they use in this battle? Local players are much stronger than global ones because global players cannot compete with the content that local players are providing. Dominating trends What are the recent trends on your local online market? What areas are expected to develop most in the future? It is obvious that a lot of companies are willing to use creative interactive web solutions for their campaigns but not all of them are ready to pay for them. new kinds of banners.lv as well as others.133 6. However. OPINIONS FROM THE MARKET Viktors Rožkalns OMG Digital Manager. A major obstacle is a lack of buying options. we still need to find the best ways to use this space.000 and it Do you CEE? Latvia . Traditional Giga banners are not working well so we need to find new places. Many companies are still choosing to use standard banners but internet users more often like interaction with a brand than just clicking on banners. Portals also are developing new forms of banners.

the largest part of web media budgets is spent on those portals. Do you CEE? Latvia .lv. This makes this particular local market different among other markets. customers. we do not have a great deal of information about Latvian web users who visit global portals. Global vs. In this small market there are fewer than 10 portals. the major players. Also. local players Are the local players present on your local market strong enough to compete with the global giants? What advantages and strategies do they use in this battle? Local players are still strong but the foundation of their position is the local language. Market specifics What makes your local online market unique? Are there any specifics that make it different from others in the CEE region? Latvia is one of few countries where the strongest social networking site is not Facebook but draugiem. Draugiem.134 has stopped growing after a rapid increase of users at the beginning of 2010. This foundation could quite easily be eroded if the global giants decide to go for it. Edgars Kalniņš BiFri Brand Communication Manager. Thus.lv contains many nonstandard features available which would not be possible in Facebook. Dominating trends What are the recent trends on your local online market? What areas are expected to develop most in the future? Companies think more about a return on online investment so tracking and measuring ad efficiency should grow accordingly. What has become most important to brands of late is interaction with its consumers. SIA BITE Latvija Online advertising market What are the opportunities and obstacles for the online advertising market on your local market? The techniques used are extremely blunt so there are a lot of opportunities for innovative solutions but on the other hand most marketers have a limited understanding about online advertising.

The prediction for the upcoming years is that online advertising will reach up to second place in media channels and the greatest part of advertising turnover will be shared by TV and online advertising. nontransparent and non-predictable sales model. 60%). Major players have strengthened their positions in the online advertising market despite the fact that many market players have implemented a chaotic. at present a tangible increase is visible in online advertising.135 Market specifics What makes your local online market unique? Are there any specifics that make it different from others in the CEE region? The market is small and also split into two languages. Due to the fact that only two media channels in Latvia. Only some residents follow the trends. TV and internet. which in its turn leads to more careful and slower investment in advertising. SIA Inbokss (inbox. the online advertising market in Latvia takes only a small part of the total advertising market (11% in 2009). advertisers have a feeling of non-transparency of the whole advertisement market. They have had little impact on the market since Latvian internet users are relatively conservative. The greatest opportunity and objective for online media in the upcoming years would be to enlarge the role of online advertising in the total media mix on account of traditional and less effective media. An essential factor which is impeding the development of the advertising market is unequal stats data on measuring different advertisement channels. Despite a decline in the advertising market in total. which in turn has had a negative impact not only on the current situation. It reflects the Do you CEE? Latvia . but also on long term market development.lv) Online advertising market What are the opportunities and obstacles for the online advertising market on your local market? With one of the highest indices in Eastern Europe (approx. Dominating trends What are the recent trends on your local online market? What areas are expected to develop most in the future? Almost all of the global trends have been observed in Latvia. Dmitry Gizhdevan Marketing Director. are measured using modern digital measure methods. albeit with a small delay.

Using the internet for two-sided communication with the consumer has also been observed. These results show that Latvian users highly rate local products and this will help when competing with global players. Unlike global players. Several years ago there was a case on the press market where a large number of news media were observed. which appeared on the internet from the press was news media overproduction. This situation will continue for several more years. But unfortunately due to the lack of specialists and qualitative local stages it is developing slowly. Various trends are likely to develop rapidly. For example.lv/E0 ). Latvian online advertising market players often try to force some trends onto the market. which might be profitable for them. in turn as local brands these internet media came 1st and 2nd. at present games on social networking sites are developing at an extremely fast rate and the advertisement market has reacted to this by placing advertisements on such sites. local players understand their own users much better and are able to provide products by taking into account user specifics. Global vs. but this trend passed very quickly. who when entering a new market have tried to change it to their needs.136 Pareto Principle in that 80% of users do not follow trends whereas 20% of users do. This tendency can be seen by analyzing the latest brands (Latvia’s Most Loved Brands http://inx. there are several successful cases of consumer and brand correlation. however such a trend exists. For example. but it is also slowly passing. by taking into account the specifics of local users. The same trend is visible now in the internet. Do you CEE? Latvia . 5% of the total number of users are seen to use the possibilities of these new trends. The two most popular local internet media are in 3rd and 4th places in the general brand top list. the Latvian market is small and not interesting for global players. It is necessary to point out that this has created a chance for local portals to become strong in almost all areas except in searching services. which digital departments of media agencies lack at the moment. Regardless of this. in late 2009 a line of media introduced a CPC payment model for display advertisements. which in turn is highly evaluated by local users. One more essential trend. including third party measuring systems. The mentioned advertisement model has not been able to prove its efficiency yet. Local portals were able to guarantee users the necessary internet tools. local players Are the local players present on your local market strong enough to compete with the global giants? What advantages and strategies do they use in this battle? Despite the fact that internet penetration in Latvia is great.

Most users are conservative and choose local resources instead of global ones on condition that such an analogous service exists on the local market. and on the other hand there is little pro-active drive in searching services in order to provide this type of advertisement to their partners. Unique differences exist also in the online advertising market in total. the number of users in total is extremely low because the number of residents is small. on the Latvian online advertising market display advertisements have a stable position. Thanks to Latvia’s rural regions this continues to grow. In the TOP five Most Loved brands there are 3 internet portals of which 1 is global and 2 are local. however they are suited to local needs due to the fact that local players understand local users much better. Most local portals have to deal only with one part of the audience. Do you CEE? Latvia . Due to the fact that the market is relatively small. advertisements in searching services make up a small proportion. In all probability. which distinguishes the country from other CEE markets. since local portals switch basic investments to product development. investment requires a great deal of effort. this is connected with the fact that users rely less on advertisements in searching services. ethnic and other psychographic indexes to maintain two services simultaneously. Another important factor is bilingualism in Latvia. compared with other countries. Regardless of penetration proportional results. Unlike many other markets. Market specifics What makes your local online market unique? Are there any specifics that make it different from others in the CEE region? The Latvian online market is unique with regards to the level of penetration.137 It is also worth pointing out that most local portals are slightly different technologically from the global players. The number of services offered by the local players is smaller than that of the global players. the others have to consider language. which is necessary for local users.

4.Lithuania 1. Social networks_142 1. BRANCHORGANIZATIONS_149 5. Screen resolutions_147 3. Mobiledevices_148 4.2.48m internet users 1. Topportals_141 1. Operatingsystems_147 3. Onlineclassifiedadsbyreach_143 1. Top10websitesbyreach_139 1. ADVERTISINGNETWORKS_150 6.3. MAINPLAYERS_139 1.5.6. Topfinancesitesbyreach_144 2.1.1. Browsers_146 3. Top10websitesbyaveragetimespentperuser_140 1.5.2.4. ONLINEAUDIENCE_144 3.3. TOOLS_146 3. Search engines_147 3. OPINIONSFROMTHEMARKET_151 .

Do you CEE? Lithuania . but in March 2009 its reach began to fall dramatically and in May 2009 it was overtaken by skelbiu.lt portal. news service portal. a well-known horizontal portal.lt alfa.lt skelbiu. The runner-up in the top 10 websites list is one.lt providing news on the European Parliament. also a social networking service. news service classified ads classified ads portal.1. TOP 10 WEBSITES BY REACH WEBSITE’S CATEGORY NUMBER OF REAL USERS 1 003 791 766 423 757 397 665 740 609 752 592 062 589 169 561 033 548 557 496 880 NUMBER OF PAGE PAGE VIEWS PER VIEWS USER 102 444 194 677 488 843 57 255 390 8 051 562 299 279 202 16 667 809 58 681 601 68 780 425 17 871 519 14 820 800 102 884 76 12 491 28 100 123 33 30 AVERAGE TIME PER USER 02:53:59 08:27:00 01:49:00 00:16:24 04:24:15 00:36:52 01:01:42 01:40:21 01:07:47 00:32:27 REACH 1 2 3 4 5 6 7 8 9 10 delfi.lt.lt.lt draugas. However.lt 15min.lt with 8 hours 27 minutes. news service 59% 45% 44% 39% 36% 35% 34% 33% 32% 29% Table 1 Top 10 websites in Lithuania by reach level (gemiusAudience. with more than 1 million real users and a reach level of almost 59%.lt and plius.lt came in 4th place in the ranking.lt. news service social network portal.lt one.delfi.lt.139 1. in March 2009 the average visitor spent over 11 hours and 46 minutes on the site. and myep.delfi.lt lrytas. balsas. extended its online audience. draugas. in comparison to 2009 its number of real users decreased by around 177 thousand. In March 2009 it had a reach level of 34%. In terms of average time spent per visitor the leader is one. In the previous year. In January 2009 plius. news service portal.lt and alfa. Although it made some attempts to regain its former position. but the tendency is decreasing.lt. The most popular service among websites participating in the research in Lithuania is delfi. MAIN PLAYERS 1.lt balsas. Other popular news services are lrytas. the portal launched the subdomains auto. whereas in March 2010 this amounted to 36%. In turn.lt.lt plius. a social networking site with a reach of 45%.lt zebra. for example by updating its design in November 2009 and adding new functionalities as per users’ wishes.lt. March 2010) Portals and news services maintain the leadership in the top 10 reach ranking. With a reach of over 30% the 7th and 8th positions belong to classified ads portals skelbiu. dedicated to auto news and classified ads.lt. news service social network portal. it did not manage to achieve its former reach level.

The site even runs on its own ranking of its most devoted users. March 2010) The top four places in the top 10 websites by average time spent per user are occupied by social networking websites.lt supermama.lt. a Russian horizontal portal. If the trend continues.ru.140 The top 10 websites list is propped up by two horizontal portals 15min. TOP 10 WEBSITES BY AVERAGE TIME SPENT PER USER NUMBER OF REAL USERS 1 2 3 4 5 6 7 8 9 10 one. lt.lt.000 real users who spent an average of almost 3 hours using the service a month.5%. which has a reach level of 12%. Inbox. Its popularity is influenced by the considerable Russian minority in Lithuania. ranks sixth and has over 70. Pazintysxxx.2.lt) in the ranking. while the users of draugas. spent 4 hours and 24 minutes. we find another social networking website. a service with an erotic profile came in 3rd place. Although its reach level is less than 0. Their domination is no surprise.ru inbox. its users spent an average of more than 3 hours on the website monthly.lt delfi. a mailing service.lt. People tend to spend long hours socializing with their acquaintances online.lt pazintysxxx. with 2 hours 31 minutes.lt. ieskok. it will probably overtake the classified ads sites (plius. One. Do you CEE? Lithuania . and some of them spent more than 15 hours online a day. The first noted a sudden growth.lt draugas. Fourth place is occupied by starchat.lt (erotic) starchat. 1. 5th place belongs to mail. In 8th place.lt autogidas.lt 766 423 609 752 43 650 7 577 212 063 73 285 1 003 791 118 934 375 877 411 933 PAGE VIEWS PER AVERAGE TIME USER PER USER 884 491 304 231 122 120 102 151 95 148 08:27:00 04:24:15 03:43:47 03:09:26 03:05:55 02:55:46 02:53:59 02:31:11 02:12:45 01:54:06 REACH 45% 36% 3% 0.44% 12% 4% 59% 7% 22% 24% Table 2 Top 10 websites in Lithuania by average time spent per user (gemiusAudience.lt and zebra. which ranks second.lt is the most popular social networking website in Lithuania with a reach level of 45%.lt ieskok.lt.lt mail. in February it had a reach level of 26% and in March this was already over 6 percentage points higher. On average its users spent 8 hours 27 minutes a month using the service.

photo section.lt. but also in terms of the average time spent online by each user. it has a channel for young people with games and a forum.lt 1 003 791 757 397 665 740 592 062 548 557 102 76 12 28 33 AVERAGE TIME PER USER 02:53:59 01:49:00 00:16:24 00:36:52 01:07:47 REACH 59% 44% 39% 35% 32% Table 3 Top 5 portals in Lithuania by reach level (gemiusAudience March 2010) The top 5 portals on the Lithuanian online market also occupy the leading positions in the general rankings (all of them belong to the top 10 websites). Another important player among portals is balsas. chat and webmail service as well as information related to entertainment and lifestyle. a traditional TV channel. There are also special sections for women Do you CEE? Lithuania . As mentioned in the previous section. Russian. a portal dedicated to parents.lt alfa. delfi.lt. In August 2009 “Snoras Media Investicijos” acquired 34% of “UAB Lietuvos rytas” authorized capital and in this way the AB BANK SNORAS group became its largest shareholder.lt launched two new subdomains dedicated to the European Parliament and cars.lt which leads not only in terms of the number of real users. The portal is a typical news publishing site with diversified subdomains similar to those available on the portals described above. In March 2010 its reach level amounted to 44%. blog service.lt 15min. delfi. 1. a magazine about lifestyle and weather forecasts. Estonian and Ukrainian. which is the site of the daily Lithuanian newspaper “Lietuvos rytas” and it concentrates mostly on news. Latvian.lt lrytas. The second player in the category is lrytas. TOP PORTALS NUMBER OF REAL PAGE VIEWS PER USERS USER 1 2 3 4 5 delfi.lt. In March 2010 its users spent an average of 2 hours and 54 minutes online.lt. The ranking is propped up by a classified ads portal autogidas. It gained almost 11 percentage points in reach level compared to March 2009 and progressed to 3rd place in the top 5 list. with an average time per user of 2 hours 13 minutes a month.lt balsas. Moreover. The indisputable leader is delfi. The last place is taken by supermama.lt.141 The most popular news service in Lithuania. The portal provides the latest news and in addition contains a blog. it also contains subdomains with a forum. takes 7th place in the ranking. However.3. This means that every day users spent around 10 minutes reading the news here. “Delfi” portals are available in five languages: Lithuanian.

However. the number of real users of the second largest social networking website. 15min.lt. March 2010) In terms of social networking communities.lt. One.lt is dedicated to internet users older than 14 years old. 1. exchange photos and files and participate in contests and games. In 5th place is 15min. Meanwhile. However.lt allows the user to identify the five main sub-sites immediately.lt klase. Moreover.4. In addition to the facilities typical for such portals. the platform offers some non-typical networking solutions. its number of real users decreased in comparison to March 2009 by 9. as mentioned before. it has its own computers and domestic electric appliances e-shop. Alfa.lt pazintys. one is Do you CEE? Lithuania . The leader is one.lt ranks fourth in the top 5 portals ranking. but also in English. To describe the two of them.lt ieskok. draugas. In order to gain access to communication tools. lt with a reach level of 45%.lt draugas. a horizontal portal of quickly growing popularity in Lithuania.142 which include recipes. It offers a variety of social features enabling people to express themselves and stay in touch with both their real-life and virtual friends. users have to register on the website. its market share is declining. its main news is available not only in Lithuanian. the same applies when it comes to number of page views and page views per user according to gemiusAudience data from March 2010. The transparent layout of draugas. lt is located in third place. In terms of average time spent per user.lt 766 423 609 752 293 415 120 924 118 934 884 491 29 86 151 AVERAGE TIME PER USER 08:27:00 04:24:15 00:21:04 01:08:28 02:31:11 REACH 45% 36% 17% 7% 7% Table 4 Top 5 social networking websites in Lithuania by reach level (gemiusAudience. soared in comparison to March 2009. two domestic websites dominate among services participating in the gemiusAudience research. greetings and lyrics. it contains a travel search engine and reservation section and. Moreover. for example an SMS service. furthermore. parental advice. It is a result of the wellplanned marketing strategy with regard to the use of social networking sites such as Facebook.5% and its reach level dropped by 4 percentage points. SOCIAL NETWORKS NUMBER OF REAL PAGE VIEWS PER USERS USERS 1 2 3 4 5 one.

lt 589 169 561 033 376 677 100 123 21 AVERAGE TIME PER USER 01:01:42 01:40:21 00:13:37 REACH 34% 33% 22% Table 5 Top 3 online classified ads in Lithuania by reach level (gemiusAudience. The site is available in four languages: Russian. the number of real users and the number of page views of this website declined as did the average time spent per user.lt. This may explain the fact that in terms of average time spent online.lt with 33%. ieskok. It is a site of classified ads that are grouped.lt and pazintys. Skelbiu.143 dedicated to maintaining contact with acquaintances. with a reach level of 22%.lt.5. in March 2009. What is more. services and job offers. into transport. However. Amongst services with the highest reach level we also find pazintys.lt skelbimai.lt.lt and ieskok. It allows the user to search for classmates. Similarly to the previously described social networks. the leader was plius. clubs. ONLINE CLASSIFIED ADS BY REACH NUMBER OF REAL PAGE VIEWS PER USERS USER 1 2 3 skelbiu.lt took the lead. Third place goes to skelbimai.lt overtakes klase.lt has a section in which users can listen to an online radio station.lt reaching over 41% of the market. since then its popularity has declined and in March 2010 it is in second place between the classifieds. these also allow their users to search for friends. an e-mail and classified ads service.lt provides its users with information about entertainment and events and has a hot line for instant massages. English and Italian. group mates and the suchlike. The second subdomain is devoted to games.lt. though its reach level is significantly smaller and accounts for only 17%. sites and acquaintances. In May 2009 skelbiu. group mates. In comparison to the data from March 2009. ieskok. but also its users have to pay for the publication of ads. Moreover. 1. the company owns the independent service pazintysxxx. It has a complex structure consisting of five main subsections: classmates. real estate. Do you CEE? Lithuania . amongst others. and plius.lt plius. Another important player is klase. with a reach level of 34%. lt. chat and play games.lt makes money through selling advertising space. there is a forum. which in turn allows its users to place ads on the site free of charge. A year ago. Pazintys. which has an erotic profile.lt. Lithuanian. In addition. March 2010) The two main players on the classified ads market are skelbiu.

144 1.6. TOP BUSINESS AND FINANCE SITES BY REACH
NUMBER OF REAL PAGE VIEWS PER USERS USER
1 2 3 vz.lt tax.lt verslobanga.lt 227 057 164 995 91 268 15 13 3

AVERAGE TIME PER USER
00:19:41 00:17:22 00:03:41

REACH

13% 10% 5%

Table 6 Top 3 business and finance sites in Lithuania by reach level (gemiusAudience, March 2010)

The most popular finance site in Lithuania is vz.lt. It publishes business news and articles as it is an e-version of a business newspaper. It has separate subdomains dedicated to searching for articles and photos as well as an e-shop, where users can order the newspaper or buy articles, recommendations, dictionaries, books, etc. Vz.lt has a reach level of 13% and the average time per user is less than 20 minutes a month. Tax.lt, which ranked second with a 10% reach, is dedicated to accountancy. In addition to a forum, it gives its users the possibility to search for or place job ads on the site related to accounting. Moreover, it presents

legal acts, forms and other useful pieces of information for accountants. There is also a possibility to order the weekly delivery of news articles or to use a system for invoice issuance and management on the internet. The third significant player on the business sites market in Lithuania is verslobanga.lt, which presents news about companies and information about events related to accountancy, business or finance. It allows its users to publish their own information about events or create any documents related to various fields of business, available to a broader audience. Its reach level amounted to 5% in March 2010.

2.

ONLINE AUDIENCE
Lithuanian internet users are generally young. In March 2010 people aged 7-34 accounted for 62% of the online population. The highest percentage of users (28%) falls in the group of people aged 15-24. People over 55 years old constitute 7% of internet audience.

Majority of Lithuanian internet users are women. They constitute 51% of the online population, which is not a surprise taking into account the demographic structure of the Lithuanian population with women predominating. Furthermore, women on average spent more time online (13 hours 39 minutes) than men (13 hours 01 minute).

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Lithuanian internet users are well-educated. Only 17% of them have only primary or lower education. The greatest percentage of the online population has secondary education, i.e. 28%. There is also a significant number of people with higher education that use the web (26%). The structure conforms to the general education structure of Lithuanian society. Majority of internet users in Lithuania live in large cities. 26% of the whole internet population live in Vilnius and in March 2010 the 7 largest cities together constituted 65% of the online population. Only 10% of internet users live in villages, but this is 1 percentage point more than a year ago. In March 2010 the most numerous group (33%) on the Lithuanian internet included students. The second force were specialists and office employees, however they did not spend a great deal of time online. In terms of activity per user, the unquestionable leaders were housewives, who spent an average of more than 19 hours online a month. Another active group is small businessmen. In March 2010 they only accounted for 4% of the researched internet audience, however, during the same period each of them spent 16 hours surfing the web.

3.

TOOLS

3.1. BROWSERS

Chart 1 Top browsers in Lithuania by share of page views generated by internet users who visit Lithuanian websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010)

3.1. Browsers The most popular browser in Lithuania used to be Microsoft Internet Explorer. However, at the beginning of 2010

it was overtaken by Firefox with a market share of 42%. The third most popular browser is Opera followed by Chrome, whose popularity has been growing since the second quarter of

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2009. According to the gemiusTraffic study, during the first three months of 2010 Chrome gained 2 percentage points and the trend seems to be continuing. 3.2. Operating systems The indisputable leader of the operating systems market in Lithuania was Windows XP with a 76% share in the first quarter of 2010. However, its popularity has been decreasing since the introduction of Windows Vista. In the second quarter of 2009 MS Windows released its newest operating system, Windows 7. Since then it has been gaining an ever larger share of the market and is catching up with Windows Vista. After the first quarter of 2010 its market share was 10%. The other Windows operating systems have lost users during the past two years. Mac OS X is slowly gaining popularity, but still it only covers less than 1% of the market. 3.3. Search engines Without question, the most popular search engine in Lithuania was Google with a market share of 98% in the first quarter of 2010. MSN, which ranked second, contributed to only 1% of visits made by internet users who visit Lithuanian websites using gemiusTraffic. 3.4. Screen resolutions Although the market share of 1024 x 768 monitor screen resolutions has decreased, it is still the most popular choice among Lithuanians. Other popular screen resolutions in Lithuania in the first quarter of 2010 were 1280 x 800 and 1280 x 1024. Also, the screen resolution of 1440 x 900 has become more popular in recent years.
Chart 3 Top search engines in Lithuania by share of visits made by internet users who visit Lithuanian websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010)

3.2. OPERATING SYSTEMS

Chart 2 Top operating systems in Lithuania by share of page views generated by internet users who visit Lithuanian websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010)

3.3. SEARCH ENGINES

3.4. SCREEN RESOLUTIONS

Chart 4 Screen resolutions in Lithuania by share of page views generated by internet users who visit Lithuanian websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010)

Do you CEE? Lithuania

148 3.5. MOBILE DEVICES

Chart 5 Top 5 mobile devices in Lithuania by the website-averaged percentage share of page views generated by internet users from Lithuania who visit Lithuanian websites using gemiusTraffic (gemiusTraffic, 10.05.2010 - 25.07.2010, weighted average for months) *from 2010-05-10 **to 2010-07-25

3.5. Mobile devices - models According to the gemiusTraffic study, the most popular mobile device used to access web in Lithuania is the iPhone, which in July was responsible for 14% of page views generated by mobile devices on the average website. However, like on other markets its share is gradually decreasing and a loss of almost 2.5 percentage points could be observed

within May and July 2010. In contrast, the share of Apple’s latest product the iPad has increased by almost 2 percentage points within these two months. The three last positions among the top 5 mobile devices on the Lithuanian market are taken by Nokia devices, including the Nokia 5130 XpressMusic which is the most popular.

4.

BRANCH ORGANIZATIONS
have established the “Lithuanian Advertising Bureau”. KOMAA’s mission is to unite advertising agencies, develop the advertising market, raise the prestige of the industry and make decisions which are of practical significance to the advertising market. KOMAA was established in 2002 and now has 21 members. Members: creative agencies (Adell Taivas Ogilvy, ADVISION, DDB Vilnius,

Association of Lithuanian Communication Agencies (KOMAA) www.komaa.lt Description: KOMAA brings together the largest and strongest creative media agencies and full service companies operating in Lithuania. Members of the association accept the Lithuanian Advertising Ethics Code, follow its provisions and

Do you CEE? Lithuania

portal group of “Diena Media” (vilniausdiena. consumer rights protection. press. Leo Burnett Vilnius. also called Alliance “Langas į ateitį” (Window into the Future) www. Association of Internet Media Description: The aim of the Association of Internet Media is to ensure the ethical and professional work of internet media. Delfi. child rights protection. to raise their professional abilities and knowledge. Media House. Not Perfect Y&R.lt. At present. Starcom). The association was established in 2004.marketingas.lt Description: This alliance established a unique project aimed at businesses supporting the development of the information society in Lithuania. to create and improve legally-binding ethical self-regulation control in advertising. Carat.149 Grey Worldwide: Vilnius. popularize and represent the marketing profession in society. Members: The association brings together natural and legal entities. Kredo R. It also wants to guarantee readers ethical expression of opinion in news portals. Association “LĮA” (“Langas į ateitį”). and contribute to the welfare of society using professional knowledge.langasiateiti. 15min.lt.lt.lt.lt. Lrt. Mediapool. SAN Vilnius/JWT. full services agencies (Tarela. Bernardinai.lt. more than 200 marketing specialists in various areas belong to the association. Milk. The Lithuanian Advertising Bureau was established in 2005. honest competition. The goal is to develop the advertising sector in Lithuania. TV. Lithuanian Advertising Bureau www.reklamosbiuras.lt). klaipeda.lt. Creative Media Services. Members: the arbitrage committee includes representatives of various fields: advertisers. VRS grupė) and media agencies (Adcom. kaunodiena. create space and possibilities for their professional improvement. TBWA\ Vilnius). Balsas. Members: The eight largest news portals in Lithuania are Alfa. basing on the Lithuanian Advertising Ethics Code. The Association of Internet Media was established in April 2009 by Lithuanian’s largest eight news portals. Omnicom Media Group. which ensures the protection of users and helps improve the general concern of society directed against the negative influence of advertising.lt Description: The Lithuanian Advertising Bureau’s mission is to develop respectable.org Description: The Lithuanian Marketing Association unites marketing specialists and people interested in this field.lt. Lithuanian Marketing Association (LiMA) www. fair and honest advertising practices in Lithuania.lt. competition.diena. It provides the possibility for marketing specialists to exchange knowledge and practical experience and in this way to augment their value on the market and also to raise the general worth of the Lithuanian market. Mindshare. It aims to unite Lithuanian marketing specialists. equal opportunities. Lrytas. advertising agencies. Lowe Age. The mission of the “Langas į ateitį” Do you CEE? Lithuania .

lt Phone: +370-5-273-00-65 Fax: +370-5-273-00-65 Email: info@adclick. Valiūnas ir partneriai/ LAWIN. 5 LT-08218 Vilnius Lithuania UAB ”Textads” Verkių str.lt 4 TradeDoubler tradedoubler. PR Service/Edelman Affiliate.lt@tradedoubler. Lideika.com 2 Adnet adnet. “Langas į ateitį” implements projects in three main fields: • Establishment of public internet access points (PIAPs) • Training of the population to use information technologies • Encouragement to develop and use e-services It was established in May 2002. 34 LT-08221 Vilnius Lithuania CONTACT 1 AdClick adclick.lt Phone: +370-5-236-01-76 Fax: +370-5-278-47-64 Email: info. ADVERTISING NETWORKS GENERAL CONTACT INFORMATION FULL NAME HOMEPAGE URL ADDRESS MAIN OFFICE ADDRESS UAB ”Adnet” Verkių str. “Swedbank” and “SEB” banks. Members: The founders and members of the alliance are as follows: the communications companies “Omnitel” and “TEO” (2002-2005). Petrauskas. 5 LT-08218 Vilnius Lithuania UAB ”TradeDoubler” Verkių str. the Institute of Public Policy and Management.lt Do you CEE? Lithuania . “Langas į ateitį” integrates the following companies as partners: Microsoft Lietuva. As well as the founders of the alliance and the Ministry of the Interior of the Republic of Lithuania.lt Phone: +370-5-273-00-65 Fax: +370-5-273-00-65 Email: info@textads. 5.150 alliance is to promote the use of internet and e-Services in Lithuania and thereby stimulate the growth of living standards as well as Lithuania’s competitiveness within Europe and other countries of the world.lt Phone: +370-5-275-37-74 Fax: +370-5-275-66-50 Email: info@adnet. 5 LT-08218 Vilnius Lithuania UAB ”Adnet” Verkių str.lt 3 Textads textads. the IT companies “Alna” (2002-2009) and “Atea”.

UAB “Adnet” Online advertising market What are the opportunities and obstacles for the online advertising market on your local market? Every year online advertising is used more frequently as a media tool. who have actually bought any product or service. comparing to those people. but a much smaller audience can be reached with the usage of these solutions. Another important issue on the Lithuanian market is its low conversion rate. Dominating trends What are the recent trends on your local online market? What areas are expected to develop most in the future? Lots of small. or even the level of our close neighbors such as Poland and Estonia. they cannot advertise themselves to a wider audience and after half a year of activity they simply disappear quietly. OPINIONS FROM THE MARKET Egidijus Sirvydis Director. according to budgets (in %). therefore such projects often do not have money for advertising. this media tool did not reach the level of Western Europe. the use of online advertising will certainly grow during the upcoming years. Do you CEE? Lithuania . looking to the future. Therefore. The price of creating more interesting solutions is similar to the one in other larger markets. However. the number of such small clients will grow and they will have a greater impact on the online advertising market in Lithuania. e. However. However. The main disadvantage of the whole Lithuanian advertising market. specialized and even niche e-shops selling various goods from ecological products to equipment for agriculture have appeared on the market.151 6. Therefore. as well as the online advertising market is that the market is extremely small. there are many successful examples where companies slowly become more popular and then find opportunities to invest in advertising and expand their business successfully. i. the increasing number of companies working in the e-commerce field and the rising popularity of online payments should cause an increase in the conversion rate. This would allow the participants of the online advertising market to achieve a better response and obtain maximum benefits from advertising. many of them do not have support from investors. a small ratio of the people having seen an advertisement or having visited a site to find out something about goods. However.

Both clients and websites use technology that is popular in Europe.com. while the Lithuania’s most popular social network one.g. This explains why. In most cases it comes naturally due to the worldwide popularity of these players. One reason for this might be the above-mentioned low conversion rate. It should also be mentioned that affiliate marketing has not become popular in Lithuania yet. etc. This often happens with other international websites. However. Facebook manages to attract an increasing number of visitors without any specific strategies for the local market. Market specifics What makes your local online market unique? Are there any specifics that make it different from others in the CEE region? The technical solutions and possibilities of the Lithuanian advertising market are very similar to other European markets. therefore only some of them expressly develop their activity in these countries. even whilst being one of the most popular webpages facebook. Ričardas Baltaduonis Managing Director.). they are not actively involved in the Lithuanian online advertising market. it is hard to say whether affiliate marketing will take a more significant chunk of online advertising marketing in such a small market like Lithuania. broadcasting video advertisements online.lt and facebook. UAB “Lrytas” Online advertising market What are the opportunities and obstacles for the online advertising market on your local market? Do you CEE? Lithuania . implement specific solutions developed all over the world.com does not actively participate in the advertising market in Lithuania and has no significant effect on it. Despite being popular. even if the situation gets better. and create them in Lithuania (e. One of the unique features of the Lithuanian online advertising market is that the discount rate has a strong influence on the market. One of the most important examples could be the duel of one. However.lt is unable to stop the decrease in the number of users.152 Global vs. However. there is no need for local players to struggle with global giants for advertising budgets as of yet. despite difficulties in fighting for the loyalty of users. it is possible that the increasing number of advertisers on the internet and the shortage of high-quality online advertising space will reduce the influence of discounts. local players Are the local players present on your local market strong enough to compete with the global giants? What advantages and strategies do they use in this battle? The Lithuanian market and all three Baltic markets are too small for the global players.

but less money was made. but the local players have no chance in competition with the global players. UAB “Epasas.153 Last year was difficult for everyone. Any thoughts of becoming another Google. local players Are the local players present on your local market strong enough to compete with the global giants? What advantages and strategies do they use in this battle? Local portals/networks/websites will NEVER be able to compete with the global giants. Only so called ‘niche’ activities remain. that social networking sites do not have a strong niche among users. once again (the first being MySpace). When customers reduced their advertising budgets. It is unfortunate. Elvijus Gudžiūnas Director. Apple or Facebook is simply impossible here in our local and small countries. This is determined both by the size of this market and other factors. a very clear downward trend of one of the most popular social networking sites is obvious. In terms of technological innovations. So why should customers spend more money if they receive the same and can plan smaller budgets? Dominating trends What are the recent trends on your local online market? What areas are expected to develop most in the future? At this point it is important to distinguish two aspects: trend of website popularity distribution and the trend of technological innovations.lt“ Online advertising market What are the opportunities and obstacles for the online advertising market on your local market? With regards to technical possibilities websites have their own programmer teams that can seemingly resolve any solution. Due to the small market (population rather than internet usage percent) the costs of production Do you CEE? Lithuania . You cannot compare a fly to an elephant. This trend shows. such as the financing of projects and domestic consumption. The internet as a media tool is not fully developed yet and this especially reflected in the massive decrease of advertising budgets in 2009. mobile compatibility will be at the forefront Global vs. With regard to the first. the position and reaction of online advertising market players were clear: more advertisements were displayed. therefore their future does not seem to be rosy and bright.

154 and implementation often use up large part of the advertising budget and an alternative plan (based on more standard positions) can generate better results in advertising campaign. Larger local investment companies in the meantime: a) make a greater profit investing in other business areas b) do not have a lot of knowledge about the internet. purchase of cheap advertising). However. therefore there is no great willingness to invest. solving quantitative issues (concentration. When the market settles down. concentration is under way. Similar processes exist in online advertising. There are no large turnovers that might allow players to obtain a large return on their investments 2. it is possible to entrench niche e-projects. local players Are the local players present on your local market strong enough to compete with the global giants? What advantages and strategies do they use in this battle? Quality has not fallen. Do you CEE? Lithuania . this makes things more convenient and it is then possible to get a better prices and better offers. there are almost no small participants left on the market and the ones that remain have a minor influence. procurement of competitors. Both now and in the future. Global vs. The demand for rich media formats is noticeable on the market. but local online business is not moving to foreign business because: 1. leads to a greater concentration of qualitative factors (the improvement of content quality. Dominating trends What are the recent trends on your local online market? What areas are expected to develop most in the future? The concentration is noticeable on the online market. Customers have a wider choice among the larger market players. attempts to transfer self advertising projects to press and TV). there might be more competition which will allow the quality of niche projects to rise.

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4.1. OPINIONSFROMTHEMARKET_169 . BRANCHORGANIZATIONS_168 5. Topfinancesitesbyreach_163 2.5. Screen resolutions_167 3. Top10websitesbyaveragetimespentperuser_158 1.1.3. TOOLS_166 3.2.2.4.55m internet users 1.5. Browsers_166 3. Mobiledevices_167 4.3. Top10websitesbyreach_157 1.Poland 15. Operatingsystems_166 3. Social networks_161 1.6. MAINPLAYERS_157 1. Onlineclassifiedadsbyreach_162 1. Topportals_159 1. Search engines_167 3. ONLINEAUDIENCE_164 3.

page views and time are not shown The year 2009 was a time of many significant changes within the ranking of top 10 online players in Poland.pl nasza-klasa. respectively: google. On the other hand. not the whole groups of sites operating under the wings of horizontal portals or online publishers. audited and non-audited websites: for non-audited websites.pl search engine horizontal portal social network search engine online auctions horizontal portal video sharing online encyclopaedia horizontal portal horizontal portal 89% 70% 67% 65% 61% 60% 59% 50% 47% 47% Table 1 Top 10 websites in Poland by reach level (Megapanel PBI/Gemius. March 2010 ).com allegro. The ranking of websites by their reach in March 2010 includes only selected domains. Onet. however.3 millions of real users.pl from 62% to 70% and nasza-klasa. In conjunction with this change. are taken by the same strongest brands: Google. the star of last season. whose reach dropped by 3 percentage points within last year. that the most visible shifts within the presented ranking of websites for Poland are caused by the update of the Megapanel PBI/Gemius study methodology. Within the ranking by reach for March 2010. Gazeta. but also strengthened their reach.157 1. the loss is only a result of a general shake-up of market leaders. it is clear to see that this result was not enough to retain its Do you CEE? Poland . a local portal. which gave it less than 27% reach among internet users in Poland. Fortunately. some players did not manage to stay on the course. the o2. MAIN PLAYERS 1. from 59% to 67%. Gazeta.pl gazeta. O2 gained a little more than 4.pl. These three websites have not only maintained their market shares. TOP 10 WEBSITES BY REACH WEBSITE’S CATEGORY NUMBER OF REAL USERS 15 705 994 12 364 940 11 810 889 11 451 490 10 831 038 10 562 824 10 442 867 8 940 820 8 341 410 8 266 006 NUMBER OF PAGE PAGE VIEWS PER VIEWS USER 3 416 046 567 5 198 862 613 2 075 853 411 916 745 046 359 047 189 276 480 197 110 43 AVERAGE TIME PER USER 05:51:42 04:51:33 05:57:19 03:02:10 01:03:58 REACH 1 2 3 4 5 6 7 8 9 10 google. similarly to last year.pl youtube. The second loss has been noted by one of the leading horizontal portals.pl.7 million real users. The three leading positions. onet.pl onet.pl wp.pl achieved a reach of 47% and attracted almost 8. the greatest loss has been suffered by O2.com it was from 58% to 65%). the ranking includes both.1. It is extremely important to note.com wikipedia.org interia.pl and nk (Nasza-Klasa).pl from 83% to 89% (in case of google.pl google. Yet.pl domain did not find its place among the top 10 websites.

pl radiozet. YouTube.158 former position. This group of countries (at the beginning of 2009 consisting of Belarus.pl prisonwars. one of the leading horizontal portals in Poland. the biggest online auction platform in Poland.pl is also a player active on 10 other European markets.pl. Slovakia.fm 647 432 1 040 024 10 562 824 12 364 940 249 712 91 000 1 950 443 10 831 038 416 989 339 995 PAGE VIEWS PER AVERAGE TIME USER PER USER 17 156 197 276 1096 178 523 480 12 8 13:15:21 11:50:09 05:57:19 05:51:42 05:51:23 05:40:07 05:05:25 04:51:33 04:42:01 04:18:55 REACH 4% 6% 60% 70% 1% 1% 11% 61% 2% 2% Table 2 Top 10 websites in Poland by average time spent per user (Megapanel PBI/Gemius. Allegro. TOP 10 WEBSITES BY AVERAGE TIME SPENT PER USER NUMBER OF REAL USERS 1 2 3 4 5 6 7 8 9 10 miastomuzyki. the Czech Republic. Kazakhstan. 1.pl allegro.pl). the ranking includes audited websites only Do you CEE? Poland . In March 2010.pl stooq. gaining over 10 million real users and 59% reach.pl wp. interia. when Allegro launched its well-known online service in Serbia. Yet.3 million real users in March 2010. at the beginning of 2010 only few other visible movements took place. Romania. Ukraine and Hungary) increased recently.2. took 7th place in the ranking. March 2010).pl onet. What is most important is that this online auction platform overtook Wirtualna Polska (wp. which gave it 61% reach and 5th place within the ranking of the top 10 websites on the market. A noncommercial website. allegro. which attracted 8. A similar loss has also been experienced by another local portal.pl fotka. attracted almost 9 million Poles and gained 50% reach in March. Russia.pl kurnik. When it comes to important increases within the ranking of top players.pl was visited by almost 11 million real users in this country. Bulgaria.pl open. the success of Allegro in Poland remains most significant.pl. The spring of 2010 and the improvement of the online audience research methodology also brought upward trends for almost every site. Wikipedia. One of the most significant ones is the rise of allegro.

pl.pl. In the ranking of top 10 websites by average time spent per user in Poland.pl. allegro.pl. which in March 2010 kept its users active for the longest time (almost 6 hours).pl o2. an MMO game which is similar themewise to the Prison Break TV series. owner of the most popular instant messaging system in Poland).pl wp.pl and the biggest online auction platform. On the other hand. not including kurnik. Both RMF FM (one of the most popular traditional radio stations in Poland) and interia. March 2010). the casual games platform. The 9th and 10th positions in the ranking were also occupied by radio-related websites. The radio and gaming websites won most of user time.fm (an online radio platform run by GG Network. games and online radio stations.pl (one of the major horizontal portals) have the same owner. Bauer Media Invest GmbH. the social networking service based on the ‘hot or not’ formula. Excluding portals. All other websites included in the ranking (even such a player as wp. TOP PORTALS NUMBER OF REAL PAGE VIEWS PER USERS USER 1 2 3 4 5 onet.pl 12 364 940 10 562 824 8 341 410 8 266 006 4 755 575 276 197 110 43 63 AVERAGE TIME PER USER 05:51:42 05:57:19 03:02:10 01:03:58 01:33:13 REACH 70% 60% 47% 47% 27% Table 3 Top 5 portals in Poland by reach level (Megapanel PBI/Gemius. Users of both websites spent more than 4 hours in the analyzed month surfing each of them. In March 2010. In March 2010 average visitor of the latter website spent almost 12 hours playing board and card games with other internet users. fotka.pl gazeta.pl. stooq. The number one in March 2010 in this regard was miastomuzyki. respectively: radiozet. It appears that in this category the strongest horizontal portal is wp.pl.159 The general picture of Polish online market leaders becomes different if the variable of time is taken into account. there are two visible leaders: miastomuzyki. 1.pl. the website of all the online radio stations run by RMF FM which operates within the Interia Group. Poles spent almost 6 hours playing Prison Wars. the ranking also covers two representatives of the online gaming industry.pl) were visited by Poles for no longer than 6 hours.pl (homepage of one of the most popular offline radio stations) and open. a website gathering online RMF FM radio stations as well as kurnik.pl interia.3. the websites which engaged Polish users the most in March were also the stock market vertical portal. all websites presented in the table are audited Do you CEE? Poland .

This change caused the significant decline of O2 in favour of gazeta. Onet. which gave it a reach of only 27% and 5th position within the ranking of horizontal portals. thanks to which horizontal portals began to be presented not only as whole groups of websites.160 The leader among horizontal portals in Poland is onet. This business group also covers such companies as Polska Telefonia Komórkowa Centertel (the mobile phone network. An interesting shift took place in the group of portals closing the peloton. Although launched in 2000. for example zumi. for example wrzuta. This is also related to the update in the way of presenting results of the Megapanel PBI/Gemius.pl (the audio-video hosting service). the company’s origins date back to the year 1999 when its first online service (email) was launched. In March 2010 however. which (as well as the portal) runs other interesting business projects. The general balance of power among the top 3 horizontal portals in Poland did not change a great deal since the beginning of 2009. O2 uses a specific business model building its audience partly based on its network of proprietary or partner websites. was introduced and after gaining significant popularity. It operates within the TVN Capital Group (one of the biggest multimedia players in Poland). The second force on the Polish online market is Wirtualna Polska (wp. a horizontal portal run by the joint-stock company. Wirtualna Polska runs a successful online TV website (wp. INTERIA. it would be quite inaccurate to think that the ranking of top horizontal portals has not changed at all since last year. the horizontal portal operating within the Telekomunikacja Polska Group (the main landline telephone operator and former monopolist).pl. which took fourth position within the ranking of top portals in Poland.pl. which is also the second player on the whole domestic online market.pl (a map-based localization online service) or Dream Lab (a technological company). Within the ranking by time per user it takes the position of the most engaging horizontal portal present on the market (in the same period of time its average user surfed longer by 5 minutes than the average user of onet.5 million real users and a reach of over 14%.pl). the basic version of the portal. Third position.pl). covering six sections.pl is also part of the ITI Media Group and an active player. Moreover. which since 2005 has been operating under the Orange brand) or PayTel (an electronic payment system provider).A.PL S. owned entirely by the Bauer Media Group. Do you CEE? Poland . the O2 portal attracted less than 5 millions real users.tv).pl. but as the precise domains of particular players. However. is occupied by interia. In 2000. as before. which is incidentally its sole owner. it has never been outside the top 5 market leaders in its category. which in March 2010 gained over 2.

The “Do You CEE” report for 2009 describes the incredibly fast growth of this website. was visited by almost 12 million real users. The first is that it has almost doubled its reach among Polish internet users since March 2009 (from almost 13% to 23%). Facebook was visited by more than 5 million Poles and it gained a reach level of 29%.pl in March 2010 giving it a reach of 15%. permanently. The player snapping at its heels. far ahead of its competitors. 2009 was the year of the emergence of another very serious player. mojageneracja. SOCIAL NETWORKS NUMBER OF REAL PAGE VIEWS PER USERS USER 1 2 3 4 5 nasza-klasa. it has managed to enter the group of top players and take a strong second position. very strong player: nasza-klasa. but also. Third position in the ranking of social networking platforms in Poland is taken by chomikuj. However.4.5 million real users less than chomikuj.pl entered the group of top social networking sites in Poland due to two facts. The growth of the largest and best known global social networking brand in Poland was not so spectacular. however during the last 15 months. The rapid growth of this platform in Poland may lead to a situation where in the future the California-based player may well be able to threaten Nasza-Klasa. operating within the Interia Group. which has conquered the local market not only effectively. is another newcomer in the ranking.com chomikuj. However.pl. apparently.pl 2 586 719 fotka. March 2010). Chomikuj. an online service based on the ’classmates’ formula.pl facebook. but not because it has just appeared on the market. This service. at this point. page views and time are not shown The Polish online social networking services market remains dominated by one. audited and non-audited websites: for non-audited websites. attracted about 1. such a possibility seems unlikely. Do you CEE? Poland . This result gave it a reach of 67% and the position of unquestionable market leader. the ranking includes both. Facebook. The position of Chomikuj within the ranking of top social networking websites in Poland appears extremely strong. In March 2010. The second fact is that this website evolved from a typical filesharing service (which it is often still identified with) towards a particular kind of social networking service. Nasza-Klasa.pl.161 1.pl 11 810 889 5 052 697 4 116 695 34 12 523 AVERAGE TIME PER USER 00:46:25 00:35:45 05:05:25 REACH 67% 29% 23% 15% 11% mojageneracja.pl (run by the GG Network – owner of the most popular instant messaging system in Poland).pl 1 950 443 Table 4 Top 5 social networking websites in Poland by reach level (Megapanel PBI/Gemius. In March 2010.

jobs and tourism. ONLINE CLASSIFIED ADS BY REACH NUMBER OF REAL PAGE VIEWS PER USERS USER 1 2 3 otomoto.pl gratka. all websites presented in the table are audited The most popular online classified ads service in Poland is otomoto.pl is one of the oldest social networking websites in Poland and it markets its services generally to young people. Fotka.pl attracted more than 1. from Poznań and it belongs to the Allegro Group. which belongs to Agora SA.3 million real users and gained a reach level of 24%. The main portal deals with professional advertisements.9 million real users in March 2010 gaining a reach of 11%. a service run by the Polskapresse Publishing Group.o. z o. The website contains information on job market and offers advice helpful for jobseekers.pl is a part of Gazeta. March 2010).pl Group. It cooperates with automotive companies.pl gazetapraca.gratka. one of the most significant Polish publishers.162 Another interesting player among the top 5 social portals is fotka. In March 2010 it gained a reach of 12%. however gratka.5. who publish their photos and allow them to be evaluated by other users. an online service which operates using the ‘job board’ model. its average visitor spent more than 5 hours generating a huge number of page views – over 1 billion. was visited by nearly 2 million Poles in March 2010 (11% of reach).pl. Do you CEE? Poland . Gratka. present on the market since 2000. Gazetapraca. In third place is gazetapraca. 1. This website.pl). The main set of categories of classified ads covered on the website include: automotive. Gazetapraca. but it is one of the most engaging projects on the Polish web.pl. which is a database of solely classified ads.pl. as well as real estate and HR agencies. Second place in this ranking is gratka. In March 2010 it attracted 4.pl.pl 4 254 227 2 214 490 1 976 458 101 43 24 AVERAGE TIME PER USER 01:11:32 00:31:47 00:19:08 REACH 24% 12% 11% Table 5 Top 3 online classified ads in Poland by reach level (Megapanel PBI/Gemius. which means that in this period it was visited by more than 2.pl is also quite a mature brand. It is a website run by otoMoto Sp. real estate.2 million Polish internet users. OtoMoto is an ‘automotive’ service dedicated to users who want to buy and sell a car or motorcycle. In the same period. based on the ‘hot or not’ formula. however it provides a subservice (ale.pl offers a great deal more than just this.

The third position in the ranking is taken by a similar section of Gazeta.pl or gazetaprawna.pl (money. especially when Megapanel PBI/Gemius data is taken into account. the company’s main shareholder has been the German publishing house Handelsblatt (70%). The second position is held by money.6.pl attracted almost 2 million Polish internet users who constituted 11% of the whole online population and generated more than 25 million page views. TOP FINANCE SITES BY REACH NUMBER OF REAL PAGE VIEWS PER USERS USER wp.6 million real users and gained a reach of 9%. Since June 2009. In March 2010 this service was visited by more than 2 million real users.pl. The remaining 30% is owned by Arkadiusz Osiak. In 2009 this stock was taken by another company owned by VGH.pl (finance) gazeta. funds. which belongs to the Verlagsgruppe Georg von Holtzbrinck. stocks. another significant player is the finance section of Onet. This vertical financial portal was established in 2000 in Wrocław and operates as an online magazine devoted to financial and economic issues. currencies. According to the study. co-founder and president of money. there are also such significant players as eGospodarka. This seems like a good investment and forward-moving company. Do you CEE? Poland . Such a large audience gave the WP’s financial section a reach of almost 12% and the prime position in the ranking. bankier. financial 2 051 660 passage. all websites presented in the table are audited The top financial websites in Poland are dominated by services provided by the largest horizontal portals. March 2010).pl.pl. However. financial calculator) money.pl (finance.pl.pl. Holtzbrinck Networks. pensions. stocks) 1 981 810 1 616 079 AVERAGE TIME PER USER REACH 1 16 00:23:08 12% 2 3 13 26 00:18:39 00:28:00 11% 9% Table 6 Top 3 finance sites in Poland by reach level (Megapanel PBI/Gemius.pl. Beyond the top 3 ranking. which attracted over 1. whose service focuses on economic issues related to finance. The first position is held by wp. As far as financial subsections of portals are concerned.163 1. the domination of horizontal portals is not total.pl. in March this year money.

as well as military and police officers. The education structure of the Polish internet users might look quite diversified. The rest has a very flat structure: almost all occupational groups are represented equally (from 7% in the case of highly skilled workers and freelancers. People from cities bigger than 200. In March 2010 there were 50. However. The proportion of Poles active within the online area and older than 55 years has increased from 7% in March 2009 to 8% in March 2010. it is worth remembering that this slight difference in absolute numbers means that Polish online area is populated by almost 90. are represented least frequently on the internet.164 2.000 inhabitants represent 25% of the online population. including universities (34%).3% males and 49. The last mentioned group. The majority of Polish internet users are pupils and students. Do you CEE? Poland . On the other hand. there are 17.7 million internet users in this country.7% females using the internet in Poland. individuals with incomplete or complete secondary education (34%) and those who graduated from schools above post-secondary. The gender structure of this considerable population remains extremely balanced. A comparable force within the online area are individuals from small towns and medium-sized cities (from 20. Exactly 31% of the online population consists of individuals who live in rural areas. however a general pattern is easily found. it appears that the largest groups of Polish internet users are secondary school graduates (24%) and individuals with a higher education (18%). When precise criteria of education are taken into consideration. More than half of the whole online population in this country (exactly 52%) consists of individuals between 15 and 34 years old. ONLINE AUDIENCE Unlike in many CEE markets. They account for 31% of the whole online population. slow but constant growth is characteristic of the oldest group of internet users.000 inhabitants).000 to 200. to 1% in the case of unskilled workers). The population of Poles using the internet regularly is divided equally into three major groups: individuals who possess an education level from incomplete primary to basic vocational (31%). The majority of Polish internet users are young or very young people.000 more men. majority of Polish internet users do not live in the capital city or other large metropolises. The Polish internet is the second largest online market in the CEE region. who represent 30% of all internet users in Poland.

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2. which in the first quarter of 2010 was responsible for 11% of all page views generated by internet users on websites monitored in the gemiusTraffic study.1. The most significant period for this part of the online market was the second quarter of 2009. BROWSERS Chart 1 Top browsers in Poland by share of page views generated by internet users who visit Polish websites that are using gemiusTraffic (gemiusTraffic1Q 2007 – 1Q 2010) 3.166 3. while the corresponding share for Microsoft Internet Explorer was 31.18%.27%. when those the two browsers swapped positions.1. Google Chrome. during the same period managed to gain only 4. The newest player on the market. Browsers The web browser most intensively used in Poland is Mozilla Firefox.84% of all page views. The third most intensively used browser in Poland is Opera. TOOLS 3. In the first quarter of 2010 the share of page views generated by internet users who visited websites monitored in the gemiusTraffic study using this browser was 52. OPERATING SYSTEMS Chart 2 Top operating systems in Poland by share of page views generated by internet users who visit Polish websites that are using gemiusTraffic (gemiusTraffic1Q 2007 – 1Q 2010) Do you CEE? Poland . 3.

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3.2. Operating systems

3.3. SEARCH ENGINES
As with other CEE markets, the unquestionable leader within the ranking of operation systems in Poland is Microsoft Windows. In the first quarter of 2010 the share of page views generated by visitors surfing websites monitored in the gemiusTraffic study who were using Windows XP was 72.71%. During the last two years, the market share of this version of the Microsoft operating system has been slightly decreasing in favour of Windows Vista. In the first quarter of 2010 its users were responsible for almost 19% of all page views generated on websites monitored in the gemiusTraffic study. 3.3. Search engines The online market in Poland is dominated by the Google search engine, which during the last three years has not lost its leading position. In the first quarter of 2010 exactly 97.05% of all visits made by Polish internet users on Polish websites monitored in the gemiusTraffic study have their origins in Google search results. During the same period, no other search engine explored by internet users in Poland (including Microsoft’s MSN and the local solution, NetSprint) was able to break the barrier of a 1.3% share of all visits. 3.4. Screen resolutions The most popular screen resolution in Poland still remains 1024 x 768. Nevertheless, it has lost its share since the first quarter of 2007. At the same time, 1280 x 800 resolution (used in notebooks) is becoming increasingly more popular (from 4.89% in the first quarter of 2007 to 20.78% in the first quarter of 2010).

Chart 3 Top search engines in Poland by share of visits generated by internet users who visit Polish websites that are using gemiusTraffic (gemiusTraffic1Q 2007 – 1Q 2010)

3.4. SCREEN RESOLUTIONS

Chart 4 Screen resolutions in Poland by share of page views generated by internet users who visit Polish websites that are using gemiusTraffic (gemiusTraffic1Q 2007 – 1Q 2010)

3.5. MOBILE DEVICES

Chart 5 Top 5 mobile devices in Poland by the website-averaged percentage share of page views generated by internet users from Poland, who visit the Polish websites that are using gemiusTraffic (gemiusTraffic, 10.05.2010 - 25.07.2010, weighted average for months) *from 2010-05-10 **to 2010-07-25

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3.5. Mobile devices - models The Polish market of internetdedicated mobile devices is dominated by the iPhone, which has a 17% share of page views generated by internet users from Poland, who visit the Polish websites participating in gemiusTraffic. However, what is interesting is that among the top 5 most popular devices, only one, the iPad, grew in popularity and increased its share by 3 percentage points. During the same period iPhone’s share as well as the popular Nokia devices’ share decreased by around 2 percentage points.

4.

BRANCH ORGANIZATIONS
of the Polish internet as a vital tool for companies that use online advertising. PBI’s mission is to develop the Polish internet as a medium that would be reliable for Polish advertisers, advertising agencies, investors and other players who work with the internet. Members: leading Polish internet publishers, internet portals owners (Gazeta.pl, Interia.pl, Onet.pl, Wirtualna Polska), PBI partners (Gemius SA, IAB Polska, Internet Standard, News Point, Grupa Cron, MB SMG/KRC, Transmisje Online sp. z.o.o.).

IAB Poland www.iabpolska.pl Description: IAB Poland is an organization dedicated to interactive marketing in Poland. Its main goal is further education of the internet market regarding different methods for using the internet. Members include internet portals and advertising and interactive agencies. The Internet Advertising Bureau Poland was established in 2000 and has since been an important player on the Polish internet market. Members: internet portals, advertising agencies, interactive agencies, research agencies (e.g. International Data Group Poland S.A., Onet.pl Group, nasza-klasa.pl, Agora S.A.).

SMB – Polish Direct Marketing Association www.smb.pl

Polish Internet Research www.pbi.org.pl Description: PBI is an organization established by the main Polish internet publishers and largest portal owners. Its aim is to create standards for internet research in Poland. PBI promotes solid and reliable research

Description: SMB is an organization that aims to create favorable conditions for the development of direct marketing in Poland in accordance with regulations and work ethics. The Polish Direct Marketing Association brings together around 100 companies and is a member of the Federation of European Direct and Interactive Marketing

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and International Federation of Direct and Interactive Marketing. The company plays a key role in the identification, planning and resolution of problems concerning the field of direct marketing in Poland. Its goal is to implement and maintain standards on the market and to actively protect companies and consumers. Members: Companies dealing with direct marketing, advertising and marketing communications agencies, database brokers, telemarketing companies, catalogue and mail-order firms, fulfillment companies, service and manufacturing enterprises and companies from the internet and new media sectors; together approximately 100 member enterprises.

5.

OPINIONS FROM THE MARKET

Piotr Kowalczyk Deputy Director of Advertising Products, Onet.pl Online advertising market What are the opportunities and obstacles for the online advertising market on your local market? As far as the Polish online market is concerned, the same issues can be described both as obstacles and opportunities. For instance, online penetration and media consumption in Poland is still relatively low, which obviously is an obstacle. On the other hand, this means that there is a lot of space for growth, which is a great opportunity. There is also space for improvement in general advertising processes, which is often underestimated. However, it is one of the factors taken into account by marketers when deciding whether to spend more money online or not. Another obstacle is that also seen in other countries around the world: the lack of confidence in the internet and everything that is online as a good branding vehicle. This of course is a great opportunity for the online industry. All that needs to be done is to provide enough evidence for online branding effectiveness. Another important issue is the necessity to learn new ways of managing brand communication by marketers and breaking the routine in media planning based on many years of offline experience.

Global vs. local players Are the local players present on your local market strong enough to compete with the global giants? What advantages and strategies do they use in this battle? The predominance of local players in Poland with respect to their global competition is closely related to local support of business, which is still a great need. Horizontal portals are a good example of this phenomenon. Global portal brands practically do not exist on the Polish market, although a few of them have attempted to enter the market and failed. However, from the perspective of

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the end user, some services, such as search engines and social networking sites, after easy-to-conduct translation and localization into the local language, immediately constitute valuable products. This explains why particular sectors tend to be dominated by global players. The only exception are the local players who have had enough time to dominate the market before the global players appeared and who have had enough resources to develop services so that they can offer competition to what the global players offer. This is the case with the Polish e-commerce market.

Artur Waliszewski Country Business Director, Google Poland Online advertising market What are the opportunities and obstacles for the online advertising market on your local market? The small and medium-sized Polish businesses have greatly profited from the internet: it provides access to cheap yet effective online advertising. On the other hand, large players can also benefit from web-based video by strengthening its role. The perspectives for further development of both these fields are great. A barrier hindering market growth is the insufficient quality of available research services and the practical non-existence of cross-media research. The lobby interested in maintaining the status quo is very effective in feeding negative stereotypes about online advertising.

Global vs. local players Are your local market players strong enough to compete with the global giants? What advantages and strategies do they adopt in this battle? Yes and no. An internet service is defined by three factors: technology, content and community. The major competitive advantage of Polish online businesses over the global players is the local content they feature, and in this respect they have the edge on competitors. On the other hand, where technology starts to play a key role, global players have the upper hand. Furthermore, communities contribute an element of unpredictability to the market.

Dominating trends What are the recent trends on your local online market? What areas are expected to develop most in future? An increasing number of Polish companies, especially those operating on the e-commerce market, are the ones focussed on export. These companies will discover the chances offered by the free market (EU) and the internet, i.e. the possibility to reach foreign clients quickly.

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What the future has in store for us is a rapid evolution of mobile devices and cloud computing as well as the emergence of innovative apps and online services. A combination of these two trends may give rise to interesting phenomena on the market.

Market specifics What makes your local online market unique? Are there any specifics that make it different from others in the CEE region? The Polish market is a relatively well-measured one, although it is still struggling to face up to expectations. It is large enough for local players to grow on a scale that will allow them to develop and maintain viability, it is quick to implement new trends and users are adventurous and open to novelties.

Joanna Gajewska Communications Director, nk.pl Global vs. local players Are the local players present on your local market strong enough to compete with the global giants? What advantages and strategies do they use in this battle? Local players are strong enough – this would be the simplest and probably the most correct answer. Brands such as Allegro, GG or NK (former Nasza Klasa) have shown that they are able to compete with global giants effectively (i.e. eBay, MSN, FB). Some of these above-mentioned battles are already finished, some are not, but basic strategies in case of Polish and foreign companies are pretty much the same. These things that make the difference are: better understanding of the local market, of its demanding customers and of client mood swings. These might be our local advantages.

Dominating trends What are the recent trends on your local online market? What areas are expected to develop most in the future? Since last two years, social networking projects have been the fastest-growing part of the online industry. Not only the number of new SNS projects present on our market is constantly growing, but also the number of people engaged in using them. According to the development paths that these entities have chosen it is reasonable suspicion that they will strengthen their positions. The second strong trend is connected with marketing research run via the internet, especially if it comes to qualitative ones. The potential on this market is still untapped, but there are some prerequisites that let us assume that this situation will not last long.

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3. Screen resolutions_183 3. OPINIONSFROMTHEMARKET_187 .7. Top10websitesbyaveragetimespentperuniqueclient_176 1. Operatingsystems_182 3. Top10websitesbynumberofuniqueclients_171 1. Pageimpressionsperuniqueclientandaverageviewtimeperuniqueclient_184 4. Topportalsbynumberofuniqueclients_177 1. Browsers_182 3.1. ADVERTISINGNETWORKS_186 6.6.2. TOOLS_182 3.4. BRANCHORGANIZATIONS_184 5.Romania 7.4.1. Topfinancesitesbyreach_179 1. Topsocialnetworkingsitesbynumberofuniqueclients_178 1. Top10websitesbyaudiencewithsocio-demographics_172 1.5. Search engines_183 3. ONLINEAUDIENCE_180 3.58m internet users 1.3.5.2. MAINPLAYERS_171 1. Topfinancewebsitesbynumberofuniqueclients_179 2.

657 2. a video sharing website. traffic measurement results.ro acasa. It is based on SATI.8 24. this chapter of the report includes two rankings of the top market players. Eva.ro libertatea.1. the Romanian section of hi5.570 2. The service is a social networking site which is American in origin and is dedicated mainly to young people.ro forum.1 25.191 1 2 3 4 5 6 7 8 9 10 hi5.6 28. The second ranking is based on the results of SATI audience measurement. According to the SATI Traffic measurement. by BRAT. and it represents the weekly number of persons visiting websites and their socio-demographic profiles.ro realitatea.098 2.0 24.com was established nine years ago and through its Forum. continues its history of good performance.1 7.com eva.softpedia.ro bizoo.ro social network video sharing forum women lifestyle sports general news tabloid portal/ search engine portal / search engine tabloid Table 1 Top 10 websites in Romania by number of unique clients (SATI. TOP 10 WEBSITES BY NUMBER OF UNIQUE CLIENTS WEBSITE’S CATEGORY NUMBER OF UNIQUE CLIENTS 4 617 621 3 009 029 2 758 289 2 511 451 1 759 471 1 755 136 1 692 567 1 673 830 1 672 231 1 664 521 NUMBER OF PAGE IMPRESSIONS 2 336 670 870 72 343 109 18 887 137 44 767 947 42 498 615 24 769 924 42 484 069 12 184 065 21 157 708 48 054 953 PAGE IMPRESSIONS PER UNIQUE CLIENT 506.ro is a site for women.5 million unique clients per month. The first is the ranking of top 10 websites by traffic figures (by the number of unique clients.8 AVERAGE TIME PER UNIQUE CLIENT 12. March 2010) In order to provide a valuable and complex analysis of the Romanian online landscape.1 14.com trilulilu. This website saw an explosive increase in its audience over the last 2 years and in March 2010 it had over 3 million unique clients. Softpedia.700 3.173 1. Second place belongs to trilulilu. which Do you CEE? Romania .8 17. MAIN PLAYERS 1.ro gsp. Traffic measurement.500 493 664 3.net cancan.0 6. It is a lifestyle service.ro.com (only Romanian IPs are measured) is the leader of the general ranking for Romanian websites.219 899 1. by BRAT. with more than 2 billion page impressions per month and more than 4. remaining in the top 3 of Romanian websites.2 12. a cookie-based figure).

The leaders of the sports and general news categories (gsp. The leader in the ‘general news’ category is realitatea.com.ro.February 28th 2010.ro and libertatea. representing the audience values calculated for the average week in a 6-month period.ro.000 unique clients. except the Do you CEE? Romania . Tabloids are represented by 2 websites: cancan. took 3rd place. It is the most visited sports website. A continuous presence in the Top 10 is maintained by gsp. The traffic results are delivered in real-time. while the audience and sociodemographic results are provided at six-month periods.ro and realitatea. which turned out to be a significant success in March and April 2010. followed closely by their direct competitors.650. which have over 1. The socio-demographic profiles of the visitors reveal a balance between women and men for most of the websites in the top 10.ro. The performances of trilulilu. In March 2010. Most recently acasa.net) respectively took 7th and 8th places in the top 10.com maintains first place. an interactive game.750.2.ro and bizoo. cancan.174 unexpectedly appeared within the top 10 Romanian websites. with 10 years in the job sector.ro had over 1.ro and stirileprotv.9% from the SATI universe: 5.net.ro.ro. Ejobs.ro and libertatea.softpedia. This was mainly due to the launch of lumeacafelei.ro went through a re-branding process and is now a lifestyle website.eva. visits. unique clients . 1. in terms of traffic are confirmed by their audience results.ro.ro.2 million persons. It should be mentioned that the ‘sports’ and ‘general news’ categories are some of the most popular websites in Romania. This corresponds to a reach of 36. sport. with almost 2 million persons visiting the website in an average week. As presented in the above table. forum. transforming eva.000 persons on average per week to visit its pages.cookie based indicators). Noteworthy is the performance of the portals/search engines: acasa.000 unique clients. The last delivery corresponds to the period September 1st 2009 . gsp. the results of the audience for websites and the socio-demographic profiles of the visitors are available. TOP 10 WEBSITES BY AUDIENCE WITH SOCIO-DEMOGRAPHICS Beside the traffic results (usually technical metrics as page impressions. the Romanian section of hi5.ro in 5th place. on 6th place among the top 10 Romanian websites. convincing 483. all with top quality content and increasing competition.ro into the leader in the women lifestyle’ category.

net sport.0% 19.8% 50.7% 8.4% 48.7% 45.6% 34.3% 18.2% AGE (% FROM TOTAL VISITORS OF THE WEBSITE) SOCIAL STATUS ESOMAR (% FROM TOTAL VISITORS OF THE WEBSITE) 55-64 YEARS 3.ro realitatea.softpedia.7% 25-34 YEARS 26.5% 6.6% 41.6% 41.2% 4.0% 53.TOP 10 WEBSITES BY AUDIENCE WITH SOCIO-DEMOGRAPHICS GENDER (% FROM TOTAL VISITORS OF THE WEBSITE) STE’S CATEGORY AVERAGE NUMBER OF VISITORS PER WEEK VISITOR’S PAGE REACH IMPRESSIONS PER % OF VISITORS WEEK (FROM THE UNIVERSE) 435 025 000 10 884 000 7 481 000 3 238 000 6 552 000 7 489 000 5 722 000 4 602 000 5 294 000 2 898 000 36.7% 35-44 YEARS 18.9% Table 2 Top 10 websites in Romania by audience (SATI.5% 25.9% 11.ro libertatea.1% 46.8% 30.8% 54.5% 20.5% 12.3% 52.6% 40.7% WOMEN MEN 1 2 3 4 5 6 7 8 9 10 hi5.5% 44.2% 34.0% 46.7% 47.6% 9.net sport.5% 18.2% 33.3% 9.7% 5.5% 39.9% 22.5% 4.9% 51.4% 65.6% 45.2% 20.1% 8.1% 49.4% 19.4% 29.4% 54.1% 38.8% 43.3% 67.7% 32.4% 7.ro forum.2% 44.6% 31.ro 42.0% 4.0% 18.2% 40.7% 10.3% 21.5% 7.3% 4.4% 53. universe: 14-64 yo. Audience measurement.2% 28.3% 15.6% 27.9% 6.com cancan. urban.ro gsp.2% 45.5% 19. September 2009 .5% 21.ro libertatea.4% 11.ro gsp.0% 37. by BRAT.ro forum.3% 13.2% 11.2% 27.4% 46.softpedia.February 2010.5% 30.6% 46.0% 14-24 YEARS 1 2 3 4 5 6 7 8 9 10 hi5.9% 21.3% 45.2% 27.com trilulilu.1% 5.6% 32.9% 8.6% AB (HIGH) C (MIDDLE) DE (LOW) 34.7% 7.7% 17.2% 4.5% 47. internet users) .3% 8.0% 15.7% 19.ro stirileprotv.9% 35.ro ejobs.2% 12.9% 27.7% 32.4% 26.ro social network video sharing job-board service forum tabloid tabloid sports general news sports general news 1 919 000 602 000 483 000 472 000 436 000 403 000 391 000 389 000 358 000 350 000 49.9% 9.6% 51.6% 20.8% 40.0% 39.4% 9.1% 33.8% 6.ro realitatea.com trilulilu.ro ejobs.9% 43.0% 45.0% 45-54 YEARS 8.com cancan.ro stirileprotv.4% 41.5% 15.

176 sports websites. with almost 69% of its visitors between 14 and 34 years old. The general news websites realitatea. a forum of stock-exchange players.734 4. The tabloids.7 506.9 94. social networks and sports websites.ro. by BRAT. Stirileprotv. 1. March 2010) Do you CEE? Romania .ro and sport. Traffic measurement.572 3.ro libertatea.9 55.3 VIEW TIME PER UNIQUE CLIENT (SECONDS) 1 2 3 4 5 6 7 8 9 10 agf.ro. Despite the fact that the total audience is not particularly high. cancan.9 24.659 9.ro and forum.ro pgl.com have a similar profile.001 4.696 Table 3 Top 10 websites in Romania by average time spent per unique client (SATI.2 28.3.669 12. each unique client spends more than 4 hours each month on agf.ro is more popular among younger people. but realitatea. Hi5.ro sport.ro have an audience with a higher affinity with the middleaged segment who have a high social status.ro and libertatea.ro mobile. TOP 10 WEBSITES BY AVERAGE TIME SPENT PER UNIQUE CLIENT It is of no surprise that the best values in terms of viewtime per client are reported for websites recognized as forums.net more often has visitors from the middleaged segment and the high social status category.ro conquiztador. The visitors of trilulilu.8 24.com has the youngest audience in the ranking.ro have similar profiles.ro economy / finance social network social network online game sports sports sports tabloid online game auto / moto 9 856 4 617 621 1 019 772 586 213 1 068 899 1 366 747 1 759 471 1 664 521 53 671 497 815 1 139 929 2 336 670 870 217 752 324 22 992 936 30 944 930 33 874 095 42 498 615 48 054 953 3 000 760 46 948 849 14.150 3. In March 2010 the best performance was noted for agf.ro. They are young people in the 14-24 year-old segment.189 2. WEBSITE’S CATEGORY UNIQUE CLIENTS PAGE IMPRESSIONS PAGE IMPRESSIONS PER UNIQUE CLIENT 115.918 2. Ejobs.ro also has a good affinity with the segment of 25-34 year olds.683 3.1 213.5 39. net and stirileprotv. where men represent two-thirds of all visitors.2 28. ejobs.softpedia.com neogen. gsp.ro prosport.ro gsp.ro hi5.ro.

2 VIEW TIME PER UNIQUE CLIENT (SECONDS) 1 2 3 4 5 acasa. Recently.177 The Romanian section (only Romanian IPs) of hi5. Other popular websites belong to the ‘games’ category.ro apropo. whose unique clients devote an average of around 2. acasa. Next place is taken by neogen.ro. 1.ro bizoo.com takes second place and in March 2010 its users spent more than 3. Its main competitor is bizoo.ro.ro. The results gained by the sports websites on the metric viewtime per user reveal strong competition among the players in this category.5 million unique clients each month.ro. a portal targeted to a business audience.600 unique clients compared to acasa. but it beat its rival as far as all other indicators are concerned. is one of the oldest portals in Romania. which provide a large variety of information.ro lost 1.ro confirmed its leading position from 2009. in third place.ro was rebranded and is now re-positioning itself as a lifestyle website. However. prosport.ro.5 hours on this service. have also attracted the interest of Romanian visitors last year. content. TOP PORTALS BY NUMBER OF UNIQUE CLIENTS UNIQUE CLIENTS PAGE IMPRESSIONS PAGE IMPRESSIONS PER UNIQUE CLIENT 7. the international automotive classified service. Do you CEE? Romania . the online game where users conquer virtual lands by answering questions. First place among them takes conquiztador. March 2010) Horizontal portals. gaining more than 1.ro are of the highest interest for the Romanian online audience with regard to sports 10th place is taken by mobile. The struggle between these two players is clearly visible and in March 2010 bizoo.ro. Rol.ro.ro rol.2 3. providing services to companies. by BRAT.2 12.ro 1 673 830 1 672 231 1 627 150 1 123 537 1 053 431 12 184 065 21 157 708 14 560 849 6 999 492 3 430 826 494 665 521 550 312 Table 4 Top 5 portals in Romania by number of unique clients (SATI. The average value of about 1 hour per user for each of the sports websites presented above speaks for itself.6 8.9 6.4. Gsp. Traffic measurement.ro and sport. Acasa.ro roportal.4 hours per month for visiting this service.

627. Moreover its users generate around 2 billion page impressions. This explains the tremendous success of social networking sites in Romania.ro neogen.com) and local brands (tpu. over 500 page impressions per unique client and spent on average 3. March 2010) Romanian users are passionate about social media.com and netlog. destinations.ro). the Romanian section of hi5. neogen.ro has grown extremely quickly and sent neogen. events. and games.659 438 9.5.8 18. managed to exceed 1 million unique clients per month.5 hours per UC.274 1. keen on communication.178 the portal does not remain far behind the leaders and in March 2010 its unique clients amounted to 1. One of the oldest social media brands in Romania. and they like to make friends and have fun.ro.150 users. Tpu.ro. Being a relatively new community.com mysport. is not only a dating platform. tpu. Measuring only visitors with Romanian IPs.ro.207 Table 5 Top 5 social networking sites in Romania by number of unique clients (SATI.5 41.ro and roportal.ro is a question and answer website.9 VIEW TIME PER UNIQUE CLIENT (SECONDS) 1 2 3 4 5 hi5. neogen. mysport. 1. Do you CEE? Romania . Traffic measurement.com manages to attract more than 4 million unique clients each month. by BRAT. These websites are well represented by both international (hi5.001 2.ro 4 617 621 1 061 704 1 019 772 887 181 127 964 2 336 670 870 5 410 137 217 752 324 37 146 597 2 424 403 12.com tpu.0 5. TOP SOCIAL NETWORKING SITES BY NUMBER OF UNIQUE CLIENTS UNIQUE CLIENTS PAGE IMPRESSIONS PAGE IMPRESSIONS PER UNIQUE CLIENT 506. The other two players apropo.ro into third place.ro netlog.ro.1 213. but also has the integrated services which include classifieds.

000 unique clients each month. TOP FINANCE WEBSITES BY NUMBER OF UNIQUE CLIENTS UNIQUE CLIENTS PAGE IMPRESSIONS PAGE IMPRESSIONS PER UNIQUE CLIENT 5.9 VIEW TIME PER UNIQUE CLIENT (SECONDS) 1 2 3 4 5 wall-street.ro and automarket. In March 2010.ro capital. Both ejobs.8 28.ro.ro represents websites publishing small-ads of all types (auto. however it only has about 286. the leaders in this category were auto. The classifieds from the ‘auto’ category also generate significant traffic. jobs.143 743 888 750 Table 7 Top 5 finance websites in Romania by number of unique clients (SATI by BRAT Traffic measurement March 2010) Do you CEE? Romania .ro 1 619 217 1 076 429 643 570 619 652 285 854 39 412 460 37 458 490 18 302 180 10 008 106 9 305 025 1.179 1.).3 34.ro bestjobs. real estate.7.ro avocatnet. TOP ONLINE CLASSIFIED ADS BY NUMBER OF UNIQUE CLIENTS UNIQUE CLIENTS PAGE IMPRESSIONS PAGE IMPRESSIONS PER UNIQUE CLIENT 24.5 VIEW TIME PER UNIQUE CLIENT (SECONDS) 1 2 3 4 5 ejobs. with more than 600.ro auto.ro 948 715 874 223 675 282 632 521 579 314 4 884 262 7 430 477 3 743 291 4 614 248 2 899 750 386 1.2 4.1 8.ro and bestjobs. those from the ‘jobs’ category are visited most.1 32.105 1513 2052 1050 1 304 Table 6 Top 5 online classified ads in Romania by number of unique clients (SATI by BRAT Traffic measurement March 2010) Among the websites publishing smallads. etc.ro publi24.4 5.ro automarket. 1.5 7.ro have over 1 million unique clients each month. Publi24.ro money.6.ro zf.000 unique clients.4 16.

urban).000 inhabitants). with almost 950. avocanet.ro. one of the most successful business newspapers in Romania.ro is the online platform of Ziarul Financiar. As in other CEE countries. ranks fourth.000 people. articles about banks. The remaining 27% live in places with less than 50. 5th place is taken by capital.000 – 200.ro came third.180 Providing financial news. September 2009 . an online legal community. With a loss of 43. an independent Romanian publisher. universe 1464 yo. this amounts to approximately 45% of all internet users.ro was the leader in March 2010. Men accounted for 50.2% of Romanian internet users. 70% of them are under 40 years old. universe 14-64 yo.000 compared to money. Wall-street.ro. with more than 20 websites competing.February 2010.7% of the online population.000 inhabitants. the majority of internet users in Romania lives in the capital city (Bucharest) or in other large cities (over 200.3%.February 2010. Graduates of high schools and universities are extremely well represented among Romanian internet users.000 unique clients. the Romanian online market is dominated by young and very young people.ro. ONLINE AUDIENCE accounted for 8%. business opportunities as well as information about Romanian funds. The number of internet users decreases with age with almost 2% of users over 60 years old. Zf. It belongs to Internet Corp. Vocational school graduates Do you CEE? Romania . by BRAT. The gender structure of the Romanian internet users is relatively balanced. September 2009 . ‘Business and Finance’ is one of the categories where competition is strong. The managers or freelancers with high level of education together with students and pupils as well as the entrepreneurs and independent professionals with university degree comprise 45. 28% of the Romanian online population live in cities with 50. School children of grades 1 to 11 accounted for 15% of the online population. reflecting the general structure of the population. the business portal Money. According to SATI (Audience measurement. urban) they constituted 77% of the total number of the internet users. According to SATI (Audience measurement. and women 49. 2. Men are only slightly better represented than women according to SATI. After a year of its launch.

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Traffic measurement. by BRAT. Traffic measurement. However. Firefox has been catching up with MSIE and the distance between them has been declining. Other browsers used by Romanian internet users are Chrome and Opera.182 3. BROWSERS Chart 1 Top browsers in Romania by share of visits made from each in total number of visits (SATI. Moreover. 2007 Q4 – 2010 H1) 3. Browsers For a long time the Romanian browser market was dominated by Microsoft Internet Explorer. 2007 Q4 – 2010 H1) Do you CEE? Romania .1. 3. In the first half of 2010 it constituted only 43%. in the first half of 2010 Firefox’s share on the market amounted to 42%. TOOLS 3. OPERATING SYSTEMS Chart 2 Top operating systems in Romania by share of visits made from each in total number of visits (SATI. MSIE’s share has been decreasing over the past few years. by BRAT. their market shares are not significant and amounted to only 7% in the first half of 2010.2.1. However.

by BRAT. Page impressions and average time per user In recent years.3. by BRAT. Currently. the 1280 x 800 screen resolution is quite popular. The second player on the market is the newcomer: Windows 7. In the first half of 2010 its market share accounted for 78% of the online audience and the situation does not allow to predict any changes in the nearest future. Also. Screen resolutions The distribution of screen resolutions has remained almost constant over the years. 2007 Q4 – 2010 H1) each month. Traffic measurement.3.5 hours surfing the internet 3. followed by 1280 x 1024 (18%). due to the Romanian branch of hi5. Note: The above figures related to viewtime and page impressions/client are calculated only for Romanian websites. In the first half of 2010 it was responsible for 96% of all visits made on websites monitored by BRAT and the situation has been relatively constant over several years. Traffic measurement. the Romanian internet has grown not only in terms of number of visitors.4. which at that time joined the SATI study. 3.5% of the Romanian search market. 1024 x 768 comes in first place with a 31% share. 2007 Q4 – 2010 H1) Do you CEE? Romania . an average user (unique client) in Romania generates about 523 page impressions per month and at the same time he or she spends more than 6.2. 3. This visible change occurred in the last trimester of 2009.183 3. the leader in Romania is Google. SEARCH ENGINES Chart 3 Top search engines in Romania by share of visits initiated by each in total number of visits (SATI. the unquestionable leader among operating systems in Romania is Windows XP.com. but also in terms of number of page impressions generated by users and average time spent by them on websites. Search engines As in other CEE search engine markets. The other noteworthy search engine is Yahoo constituting 1. which gained more than 9% over the last twelve months before the study. 3. SCREEN RESOLUTIONS Chart 4 Top screen resolutions in Romania by share of visits with recognized resolutions used by visitors in total number of visits (SATI.5. measured by SATI. 3.4. Operating systems As with other CEE markets. The traffic on the large global websites (such as Google) is not included in the calculation.

advertising networks. advertising clients. IAB produces and supports studies on the efficiency and power of online advertising. www. online publishing houses.iab-romania. The goals of IAB are to promote the interactive advertising industry.5. From 2007 BRAT has implemented the SATI study (internet audience and traffic research) Asociatia IAB Romania www. 2007 Q4 – 2010 H1) 4.June 2010) of visits (SATI. BRAT was established on 20 February 1998 by 33 founding members. the number of members has increased to 238.ro Description: The goal of the BRAT association is to independently and objectively verify the performance indicators of various media products based on conventional criteria. develop and promote programs to educate advertisers and publishers. by BRAT. by BRAT. impose international standards. advertising agencies. Traffic measurement.brat. PAGE IMPRESSIONS PER UNIQUE CLIENT AND AVERAGE VIEWTIME PER UNIQUE CLIENT Chart 5 Page impressions and average time spent per user (unique client) in Romania (SATI. September 2007 . Traffic measurement.184 3. as well as publishes Do you CEE? Romania . The information obtained is intended for the advertising industry. As a result of the total transparency of BRAT. BRAT BRANCH ORGANIZATIONS Members: Publishing houses. standardized at the national level and established by members of the association.ro Description: IAB Romania brings together the most important members of the media and advertising industry in Romania.

In turn. non-profit and independent organization. Members: RAC has 50 members: companies. IAA Romania was founded in 1993.ro Description: The International Advertising Association is a unique strategic partnership which defends the common interests of all disciplines in the whole spectrum of the marketing communications industry from advertisers to media companies. media and associations. Advertising Council is preparing to offer copy advice.rac.European Advertising Standards Alliance) and global (IAA .iaa. to protect and promote freedom of commercial speech and consumer choice. the organization formulates and promotes a code of ethics for the online advertising industry in Romania. direct marketing companies and individual practitioners. The IAB association in Romania was established in 2006. media companies. the Council is a member of other European (EASA .ro Description: Romanian Advertising Council (RAC) is a professional.185 market data and analysis. advertising clients. The activity of the Council is self-regulation in advertising. The Code is a set of ethical rules to be respected by all those involved in advertising and any form of commercial communication. Last but not least. The document’s purpose is to support the development of honest and decent business in Romania by offering a guide to the form and content of correct. the Romanian Do you CEE? Romania .International Advertising Alliance) organizations. The activity of the Romanian Advertising Council is based on the Code of Advertising Practice. developed by its members. It was the initiative of a union in support of the advertising industry in Romania which belonged to several companies and to the International Advertising Association (IAA). Romanian Council for Advertising www. At present. direct marketing firms. advertising agencies. to encourage self-regulation and practice of advertising and to offer a forum for discussion of new topics related to marketing communications. Members: Online publishing houses. International Advertising Association www. RAC was established in 1999. agencies. non-governmental. honest and decent information of the consumer and the industry. The main objectives of IAA are to promote the role and benefits of advertising. Members: Advertisers. advertising agencies. advertising networks. agencies.

Sector 1.lupoaie@digital-ads. sector 5. Office Building. 44A.ro Phone: +40 (0) 21-549-37-90 Fax: +40 (0) 21-310-31-29 Email: office@f5xmedia.ro Phone: +40 (0) 31-825-02-65 Email: constantin. 28. bloc 32. nr. 4B. Bucuresti Blv. Bucuresti Blv.ro Phone: +40 (0) 31-228-66-09 Str. 14. Sector 6. A. et2.ro 9 IBU Pro TV ibu. 2.Turturelelor. sector 3.ro 12 Internet Corp Internetcorp. Panait Istrati nr.ro 6 Digital Ads digital-ads.ro 8 HttPool httpool. corp A.186 5.ro Phone: +40 (0) 21-209-56-79 Fax: +40 (0) 21-209-56-79 Email: office@tradeads. Pierre de Coubertin 3-5.rotarus@arbointeractive. cam. et. Casa Presei Libere Corp A3.ro Phone: +40 (0) 372-111-777 Fax: +40 (0) 372-111-711 Email: calin. Sector Fax: +40 (0) 31-228-61-23 1. Bucuresti Calea Torontalului DN6 Km 57.ro Phone: +40 (0)31-825-64-61 Fax: +40 (0) 31-825-61-55 Email: orlando. 132 Fax: +40 (0) 21-209-56-62 Email: oana.ro Phone: +40 (0) 21-209-53-33/ ext. Unirii nr. Bucuresti Str Av.ro 10 Inform Media Informmedia. sector 3.ro Phone: +40 (0) 259-410-115 Fax: +40 (0) 259-436-639 Email: monica. Bucuresti P-ta Presei Libere nr 1 . 3B. Sanatescu 40. cladirea Phoenicia Business Center. postal code: 040103 15 TradeAds tradeads. Sector 1. et.ro Phone: +40 (0) 21-410-10-38 Fax: +40 (0) 21-411-11-33 Email: brain@thinkdigital. Sector 2. Bucuresti Str. Iuliu Maniu.gr/ro/ Str. ap. 55. Putul lui Zamfir nr. Ficusului nr. 19.13.eu Do you CEE? Romania . Bucuresti Email: mihai@internetcorp. Timisoara Blv.ro 4 Beyond Media beyond. Nucsoara nr. sector 1. Sector 6. 16.5. Tudor Arghezi nr. parter. 3. nr. sc.ro Str. Bucuresti Str. etaj 5. Dr. Sector 1. cladirea B. ADVERTISING NETWORKS GENERAL CONTACT INFORMATION FULL NAME HOMEPAGE URL ADDRESS MAIN OFFICE ADDRESS Str. Pache Protopescu nr 109.ro 3 ARBOinteractive arbointeractive. sector 2.ro 7 F5/X Media f5xmedia. Bucuresti. Bucuresti CONTACT 1 Ad Evolution adevolution.Turturelelor.trusca@informmedia.ro Phone: +40 (0) 21-314-43-82 Email: info@httpool.nicoara@mpinteractiv. etaj 3.eu 13 Splendid Interactive splendidmediagroup.ro Phone: +40 (0) 21-232-03-26 Fax: +40 (0) 21-232-03 -6 Email: office@digital4.ro 5 Digital 4 People digital4. 7. Staicovici. corp C. nr 11A.Cod postal – 300633.ro 11 Intact Interactive intactinteractive. Bucuresti Str.ro 2 Apropo Media apropomedia.ro Phone: +40 (0) 21-406-65-07 Fax: +40 (0) 21-406-65-84 Email: contact@intactinteractive.cocioaba@protv. Bucuresti Str.ro 14 ThinkDigital thinkdigital. Bucuresti Phone 1: +40 (0) 21-665-75-99 Phone 2: +40 (0) 21-665-75-55 Fax: +40 (0) 21-665-75-12 Email: office@splendidmediagroup. nr 11A. bl.ro Phone: +40 (0) 37-401-39-00 Email: suport@beyond.ro Fax: +40 (0) 31-815-67-52 Email: office@adevolution. Bucuresti Blv.

187 6. Dominating trends What are the recent trends on your local online market? What areas are expected to develop most in the future? On the one hand.g. which are mainly content websites making money from advertising. A long path awaits Romania in order to reach a comparable level of development of other countries of the region (e. the Czech Republic. The main problem is that despite a good internet penetration rate. and Poland). If we look at top 20 websites in Romania there are a lot of brand extensions from print media. Hungary. online real estate). social media. The Romanian web is still in the 1. Global vs. What is needed is more investment in innovation and the creation of models adapted to the specifics of the Romanian market in areas where international concepts have proved ineffective (e.0 phase. OPINIONS FROM THE MARKET Adina Vasilescu New Media Publisher. online advertising spendings remain modest. then they will learn to trust the web and began to spend real money online. Romania will not be able to compete at the global level.g. Advertisers need first to understand the nature of online projects. Do you CEE? Romania . with some exceptions. communities and all forms of user-generated content are growing in popularity. As long as most of the successful local websites copy international concepts. the future of e-commerce is promising and this will be key for both user and advertiser behavior within the next 3-5 years. On the other hand. local players Are the local players present on your local market strong enough to compete with the global giants? What advantages and strategies do they use in this battle? There is little local strength compared to the large successes of international companies. Sanoma Hearst Online advertising market What are the opportunities and obstacles for the online advertising market on your local market? There are still lots of opportunities for online services and transaction based models in many segments of Romanian cyberspace.

For 2010 we estimate a 5% budget share dedicated to online media.188 Market specifics What makes your local online market unique? Are there any specifics that make it different from others in the CEE region? The Romanian online market cannot yet be termed fully ‘mature’ when compared with other CEE countries and it stills lacks the necessary knowhow and vision. Even with this decrease. and the growing trend is to have campaigns revolving around an ‘online anchored 360 concept’. online anchored concept. Hyperactive Online advertising market What are the opportunities and obstacles for the online advertising market on your local market? The global economic downturn has slowed down the Romanian advertising market as a whole. Compared to other European markets. Even so. and is still expected to grow in the upcoming years. Fast and effective growth in the online business most certainly lies in the future which means there are still opportunities for investors in this market. and this has also affected the internet advertising market. More major brands have started to take online seriously and to develop campaigns and communications strategies around a well rounded. The share of spend dedicated to digital media has grown rapidly over previous years. the internet has declined less than other types of media. Romania had a 5% to 10% decrease in 2009 compared to 2008. Do you CEE? Romania . this is well below the 18% average of other European countries. Dominating trends What are the recent trends on your local online market? What areas are expected to develop most in the future? The era of treating online products as ‘add-ons’ to any campaign has already peaked. and may be considered the ‘winner’ among media types. Alex Visa Managing Partner. Social media usage is also growing rapidly and will continue to grow. which registered a 10% increase compared to the previous year. More entrepreneurs as well as experienced managers are needed for this market to continue to develop.

Do you CEE? Romania . However. in certain cases. Nevertheless. One of the biggest advantages of the Romanian market is. Laurentiu Pop Deputy Managing Director. more advanced than global giants.189 Global vs. and usually have larger budgets for such endeavors. global brands are slower to start but faster to implement an integrated online anchored campaign.and small-sized local brands are. there is still some work to be done until the internet reaches the level of awareness and credibility that it has gained in western countries. its high broadband penetration and the increasing interest that Romanians of all ages have in using the internet. therefore it is a positive environment for online advertising. There are new online advertising products available on the market and advertisers are ready to use them and try new things. local players Are the local players present on your local market strong enough to compete with the global giants? What advantages and strategies do they use in this battle? The situation is mixed in this matter. Dominating trends What are the recent trends on your local online market? What areas are expected to develop most in the future? The trends on the local market are influenced by the global climate and economic environment. The second trend is highlighted by large global advertisers that are developing branding campaigns in their fight to gain a market share in the times of the recession. The first trend is connected to the professionalization of the market by requesting full reports. of course. and that can only be achieved through constantly educating of all the stakeholders involved about the benefits online advertising can bring. Medium. Httpool Online advertising market What are the opportunities and obstacles for the online advertising market on your local market? The Romanian online advertising market is blooming with opportunities at the moment. by optimizing campaigns as they run and using all data available in order to become increasingly more efficient. The willingness and the necessity to communicate and share information is characteristic for both users and advertisers.

the ‘maturer’ countries are one step ahead of Romania. in the Jobs and Auto sectors). Auto or Jobs. there are exceptions in areas like E-mail or Search where the global players are too strong. Romanian users are modern and keen on testing new products. Romania will eventually move on from “intuitive online marketing” to “knowledge based online marketing” but the lack of online professionals both in agencies and in the marketing departments of clients is now the greatest obstacle. Market specifics What makes your local online market unique? Are there any specifics that make it different from others in the CEE region? The people and geopolitical position of Romania is in itself unique. Secondly. Do you CEE? Romania . Cezar Paraschiv Account Manager. Starcom Romania Online advertising market What are the opportunities and obstacles for the online advertising market on your local market? It is inevitable that we take as a benchmark what happens in other socalled more ‘mature’ online industries. Romania is the only Latin-based linguistic area in the region and this has had a great impact of the way the internet market has developed so far and will continue to influence the way it will develop in the future. Of course.190 Global vs. One opportunity is the accessibility of online marketing knowledge that is narrowing the gap between Romania and the West. This is because their marketing culture is some way ahead of the Romanian one. Starcom Romania Silviu Toma Online Media Planner. This is why global players enter the Romanian market through the purchase of Romanian players (for example. However. local players Are the local players present on your local market strong enough to compete with the global giants? What advantages and strategies do they use in this battle? Local players developed extremely well during the first years of the implementation of the Romanian internet infrastructure so it is difficult for global players access the main sectors such as Sports. Firstly. The internet is the same for all of us (not including countries in the Middle East or China where parts of it are banned) thus we all function on a level playing field and have almost the same opportunities in terms of developing complex projects leveraging the particularities of the medium. We must not forget that we are functioning in a genuinely ‘idea’ field and of course great ideas only succeed if they are shared by people with common visions.

This will change because of the smartphone market boom. local players Are the local players present on your local market strong enough to compete with the global giants? What advantages and strategies do they use in this battle? Global giants have money. and most of the time follow certain patterns when it comes to online advertising. fashion. The Romanian market has more digital agencies than online success businesses. Global giants come with a set of rules. Hi5 is still the largest social networking site in the country but Facebook is quickly growing (currently 1. Increasingly more clients are moving from outbound marketing to inbound marketing.The best-selling products are from IT&C. The volume of online transactions has doubled every year from 2004 to 2009.000 users) this year. Do you CEE? Romania . However. Market specifics What makes your local online market unique? Are there any specifics that make it different from others in the CEE region? The market still has many free niches for e-commerce or niches without a clear leader in terms of volume of sales and brand perception (books. tourism (plane tickets and package holidays). entertainment. specialists have claimed that mobile marketing is the ‘next big thing’. Smartphones are moving the internet to the streets. Another local trend is the growing use of social media. experience has shown us that the mobile channel was and continues to be poorly leveraged. clothes. Global vs.000 users) and will probably overtake Hi5 (2. After all.500. mobile display advertising will explode. There are several large investors like NCH and Naspers but they are only active in online media and services like job sites or second hand car sites.191 Dominating trends What are the recent trends on your local online market? What areas are expected to develop most in the future? In the past 3 years.500.000 users. There have been no major investors in e-commerce and research so far. the internet is a medium which offers a whole variety of possibilities. Once mobile websites appear. Local players can counterattack with intelligent projects that can be cheap but extremely effective. local players have flexibility. Twitter only has 30. vouchers etc).

Top10websitesbyaveragetimespentperuser_194 1.5.3.96m internet users 1. Mobiledevices_202 4.2.3. Screen resolutions_201 3. MAINPLAYERS_193 1. Topportals_195 1. OPINIONSFROMTHEMARKET_204 . ADVERTISINGNETWORKS_203 6. Top10websitesbyreach_193 1.Russia 40.1. Operatingsystems_201 3. Onlineclassifiedadsbyreach_197 1. Topfinancesitesbyreach_198 2. ONLINEAUDIENCE_198 3.6. Search engines_201 3. Social networks_196 1.4.2.1. TOOLS_200 3. Browsers_200 3. BRANCHORGANIZATIONS_202 5.4.5.

ru Google odnoklassniki. the first group had a reach of around 70% and included the websites Yandex and Mail. Odnoklassniki and Vkontakte. youtube. Mail.ru. the major rival of both Yandex and Google. its reach grew by almost 5 percentage points and amounted to 83% in March 2010.com. a local search engine and horizontal portal. The company is said to control significant share of the page views generated on the whole Runet mostly via Mail.ru. is a horizontal portal acquired by Digital Sky Technologies. However. there is not much room left for Google. it owns 5% of the worldwide giant Facebook and also Do you CEE? Russia . The sole field where Google manages to outreach its local competitors is with online videos. MAIN PLAYERS 1. is gradually diminishing. A year ago.193 1. which included Wikipedia. It outperforms the analogous platforms of Yandex and Mail in terms of reach.e.com horizontal portal horizontal portal social network search engine social network online encyclopedia horizontal portal Corporate website e-shop catalogue corporate website 83% 78% 56% 46% 44% 35% 33% 29% 25% 25% Table 1 Top 10 websites in Russia by reach level (gemiusAudience.com microsoft. i. Google.com marketgid. which consistently lead the market.org Rambler mozilla. Rambler and Vkontakte and the third group. dominates the market. Mozilla. apart from Yandex and Mail. Since last year. In 2010. which reaches 46% of the audience. Due to this domination of domestic leaders.1. the majority of other players shifted their positions. as observed in 2009. the Google-owned service. the second group’s reach oscillated around the 40% mark and included Odnoklassniki. Yandex.ru wikipedia. March 2010) The division into three groups. during the last year there was no new entry in the top 10 ranking. TOP 10 WEBSITES BY REACH WEBSITE’S CATEGORY NUMBER OF REAL USERS 33 990 064 31 835 999 23 099 316 18 739 727 17 925 656 14 240 047 13 520 218 11 881 588 10 401 793 10 039 073 NUMBER OF PAGE PAGE VIEWS PER VIEWS USER 6 157 314 817 9 711 805 546 41 925 538 754 1 194 681 324 3 383 276 223 156 275 754 1 020 410 546 61 423 784 63 321 810 70 266 850 181 305 1815 64 189 11 75 5 6 7 AVERAGE TIME PER USER 05:36:42 06:35:34 17:11:46 01:29:29 03:45:18 00:17:44 01:34:30 00:12:45 00:22:35 00:07:17 REACH 1 2 3 4 5 6 7 8 9 10 Yandex Mail vkontakte. Moreover. the global giant lost almost 2 percentage points last year. Moreover. Marketgid and Microsoft with a reach around 25% of the Russian audience.

The next position in the ranking was taken by Rambler.ru Mail Yandex odnoklassniki.ru. Odnoklassniki. At the same time.com.000 users last year. As it was last year. price comparison service and advertising centre. With a result of 56%.ru fotostrana.ru dating.000.2. Competition between these two social networking websites is quite evident.ru Google 23 099 316 31 835 999 33 990 064 17 925 656 4 163 547 2 701 523 858 401 13 520 218 8 214 709 18 739 727 PAGE VIEWS PER AVERAGE TIME USER PER USER 1815 305 181 189 137 159 160 75 25 64 17:11:46 06:35:34 05:36:42 03:45:18 02:48:30 02:07:50 01:41:19 01:34:30 01:31:50 01:29:29 REACH 56% 78% 83% 44% 10% 7% 2% 33% 20% 46% Table 2 Top 10 websites in Russia by average time spent per user (gemiusAudience.com. whose reach increased by 6 percentage points since last year. 8th place was taken by mozilla. despite the fact that DST has a controlling interest in both. 9th place was taken by marketgid. Although its reach increased by almost 4 percentage points compared to last year. The second most dynamic growth was recorded by Wikipedia.ru loveplanet. it now takes third place in the reach ranking.com. its main rival. 1.ru Rambler rbc. is stagnating and its reach has decreased by 1 percentage point from March 2009. Although the service gathered more than 2.ru. ending up with a reach of 33% in March 2010. It is now in 6th place in the ranking. came in 10th. TOP 10 WEBSITES BY AVERAGE TIME SPENT PER USER NUMBER OF REAL USERS 1 2 3 4 5 6 7 8 9 10 vkontakte. the growth of Yandex was 1 percentage point higher. Another global service. microsoft. The service that recorded the highest increase (more than 10 percentage points) over the past year was the social networking site Vkontakte.194 has some shares in the social network games developer Zynga. an e-shop catalogue. a horizontal portal which at the beginning of 2009 was among the top 5 players on the market. its reach remained stable at 25%. Despite the power of DST behind Mail. but since May 2009 has been gradually losing ground. March 2010) Do you CEE? Russia . the service is still unable to regain the leading position in the ranking and catch up with Yandex.

Rambler.3. a business portal (9th) are the next two sites in the ranking. the leading position is taken by Vkontakte.ru. Yandex’s main rival is Mail. The company also runs a horizontal portal providing a wide range of additional services including maps.195 When taking into consideration ranking by average time per user. Apart from Vkontakte and Odnoklassniki we also find Fotostrana. where half of the services belong to this category.ru and dating.ru 33 990 064 31 835 999 13 520 218 8 214 709 3 270 639 181 305 75 25 17 AVERAGE TIME PER USER 05:36:42 06:35:34 01:34:30 01:31:50 00:39:30 REACH 83% 78% 33% 20% 8% Table 3 Top 5 portals in Russia by reach level (gemiusAudience March 2010) The leaders among horizontal portals are services that dominate the whole Russian online market: Yandex and Mail. Social networking websites are over-represented in the top ranking by average time per user. The first was founded in 1997 and evolved into the largest Russian search engine providing its users with a targeted web search and information retrieval services as well as an option of limiting searches only to websites outside the domestic internet. which after Do you CEE? Russia . Streaming content is considered one of the major traffic drivers for Vkontakte.ru. and the dating services loveplanet.ru.ru. the former market leader. another social networking website.ru with a clear result exceeding 17 hours monthly. has an incredible 11 hours less than the leader.ru. Last place is taken by Google with a result of 1 hour and 29 minutes. images. Mail.ru qip. 4th place is taken by Odnoklassniki. However. TOP PORTALS NUMBER OF REAL PAGE VIEWS PER USERS USER 1 2 3 4 5 Yandex Mail Rambler rbc. which is almost 1 hour less than the previous year. but compared to last year its result is lower by two hours. The second player in the ranking. traffic information. a news and blog search as well as a spam-free email. 1. giving each user more than half an hour daily.ru. Such a high score is partly due to the applications available on this service as well as the large amount of streaming audio and video content available for network users. a horizontal portal (8th) and RBC.ru. Mail outranks its main rival Yandex by almost one hour.

it is now owned by Digital Sky Technologies.ru facebook. the Russian Facebook clone. while Vkontakte Do you CEE? Russia . It provides a wide spectrum of online services such as the social networking website moimir@mail.196 losing its position in September 2008 cannot catch up with Yandex.ru with new capabilities allowing users to access their electronic money as well as many other services. which reach grew by 8 percentage points compared to last year.ru. nowadays it is not very successful and is gradually losing its market share (a loss of 11 percentage points compared to last year) and the interest of users.ru. The third force among horizontal portals is Rambler. qip. 4th place is taken by the RBC. however after purchase of ICQ by Digital Sky Technologies it is likely that the third most popular messenger on the Russian market will be merged with this platform. This loss was mainly caused by the implementation of paid services which discouraged users. March 2010) The Russian social networking market saw great changes last year.ru mail. Even the offline ad campaigns run by this portal did not help and during last year its reach fell by 1 percentage point. messenger and online payment system as well as the website in 5th place.ru. a women’s glossy online magazine ledi@mail. However. SOCIAL NETWORKS NUMBER OF REAL PAGE VIEWS PER USERS USER 1 2 3 4 5 vkontakte. On average Mail has around a 5-percentage-point worse result than Yandex each month. It belongs to the RBC media group which also owns a dating network.ru. lost its place in favor of vkontakte.Ru Agent. reaching 33% of the Russian audience. After a few mergers and acquisitions.com 23 099 316 18 925 661 17 925 656 1 968 640 1 939 727 1815 142 189 5 39 AVERAGE TIME PER USER 17:11:46 03:40:50 03:45:18 00:03:59 00:24:24 REACH 56% 46% 44% 5% 5% Table 4 Top 5 social networks in Russia by reach level (gemiusAudience. However.ru. a payment system dengi@mail. 1.4. Mail also runs the instant messaging service Mail. after temporary open access for Russian users. a portal for parents expecting a child kids@mail. which was created as a default starting page for users who had installed QIP as instant messenger.ru business portal. Mail was created in 1998 as an e-mail web service with an intention to be sold to western companies. The former leader Odnoklassniki.ru moikrug.MoiMir odnoklassniki.ru . the local version of classmates.com.ru. In contrast. mobile services mobile@mail. it grew in popularity.

avto mail. Do you CEE? Russia . owned by Contact East holding whose largest shareholder is the investment banking concern Kinnevik.5.ru.ru is a great deal more engaging. groups as well as a great amount of audio and video streaming content available for network users. MoiMir became the first project in RuNet to offer application developers such functionalities. Its success may be partly attributed to the fact that it is free and provides the majority of the functions also available on Facebook such as applications. which neither gained a high reach level (5%). Now they can use links to external resources. where auto. nor grew dynamically (3 percentage points year on year). It also grew over the past year and its reach increased by 10 percentage points. ONLINE CLASSIFIED ADS BY REACH NUMBER OF REAL PAGE VIEWS PER USERS USER 1 2 3 avito.ru and are the subdomains of this horizontal portal.ru (even including the Vkontake torrent tracker). It was launched in 2007 and is a leading multi category classified ads service.ru.mail. Streaming content is considered one of the major traffic drivers for vkontakte.ru mail.197 grew by 10 percentage points. Such a dynamic increase was partly the result of several strategic changes in the rules for application developers. owned by Mail. The other two services belong to mail. so they have additional opportunities to make money through cross-linking and adverting with other applications.job 6 020 044 4 749 039 4 317 592 20 12 7 AVERAGE TIME PER USER 00:18:24 00:17:10 00:08:24 REACH 15% 12% 11% Table 5 Top 3 online classified ads in Russia by reach level (gemiusAudience March 2010) The most popular classifieds service in Russia is avito. a huge discrepancy can be observed in terms of user activity. 1.ru . per month exceeds the job service by almost 9 hours. The second force among the social networking websites is MoiMir. While the reach of both services is almost equal. What is characteristic about the Russian market is the poor performance of Facebook.ru . while in some other countries in the CEE region in 2009 it made it to the top 10 reach rankings. The average time spent on this website per user.

2. it should be highlighted that only users over 18 years old were taken into account in the study. However. TOP FINANCE SITES BY REACH NUMBER OF REAL PAGE VIEWS PER USERS USER 1 2 banki.198 1. However. the gap is gradually diminishing and the share of females in the online population grew by 1 percentage point. Moreover. which is characteristic of less developed markets.ru quote. It began as a regular forum but is now a ‘hotline’. However. Compared to last year the amount of young internet users 18-34 decreased by one percentage point in favor of the oldest group aged 55+. the Russian online population is getting older. However. ONLINE AUDIENCE As far as the education structure is concerned. where the amount of well educated people is proportionally higher than in the wider population. as shown on the next chart.ru 692 380 373 093 14 19 AVERAGE TIME PER USER 00:16:21 01:06:36 REACH 2% 1% Table 6 Top 2 finance sites in Russia by reach level (gemiusAudience.000. However. It was launched in 2005 and aimed to establish a permanent dialogue between banks and their customers. a large amount (21%) of Russian internet users live in Moscow. compared to last year. users with a higher level of education (38%) as well as vocational training (32%) dominate the market. whose share increased by 2 percentage points. who account for 61% of the online population. Second place is taken by the quote. its users are highly engaged in the site and devote an average of over 1 hour per user on this website monthly. which has 1% of the Russian online audience.ru vertical portal run by RBC. the service does not attract a wide audience and its reach amounts to only 2%.ru. However. where major Russian banks communicate with their customers. Runet is still dominated by young people aged 18-34. Majority of Russian internet users (34%) live in cities with less inhabitants than 500. March 2010) The most popular finance service measured in the gemiusAudience study is banki. the Russian online market is still capital-oriented and the second most important group Males dominate the Russian online market and account for 52%.6. Do you CEE? Russia .

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Petersburg. Operating systems Windows XP is the most popular operating system in Russia. BROWSERS Chart 1 Top browsers in Russia by share of page views generated by internet users who visit Russian websites using gemiusTraffic (gemiusTraffic study 1Q 2008 – 1Q 2010) 3. In the first quarter of 2010 74% of page views generated in the gemiusTraffic study were made by users of this system. compared to 88% two years ago. The Middle level manager/Project manager category comes third with 9%. Windows XP is being replaced by Microsoft’s latest Do you CEE? Russia .1. 3. Browsers In 2009 the crisis of Microsoft’s browser was gradually deepening and since last year its reach has decreased by 13 percentage points. Although it still leads the market. the difference between its main rivals is diminishing. except the first two occupation categories. Google’s Chrome is gradually gaining popularity with its market share growing by almost 3 percentage points within the last year. However. Students and Specialist/ Chief Specialist are the two most represented groups among Russian internet users.200 constitutes Moscow’s inhabitants (21%). TOOLS 3.1. Opera as well as Firefox have been growing and in the first quarter of 2010 gained 29% and 25% of the market respectively.2. What is more. where 7% of the Russian internet audience lives. the occupation structure of Russian internet population is rather flat. Together they account for 30% of the online population. its popularity is gradually decreasing. The second most important city is St. However. 3. During the same period.

During the same time. SCREEN RESOLUTIONS Chart 4 Screen resolutions in Russia by share of page views generated by internet users who visit Russian websites using gemiusTraffic (gemiusTraffic study 1Q 2008 – 1Q 2010) Do you CEE? Russia . Mobile devices . Windows Vista.models The Russian mobile devices market is unique compared to the CEE region which is dominated by the iPhone. apart from a small growth period in 2008. which in July was responsible for 8% of page views generated by mobile devices on the average website. a wide variety of mobile devices can be found on this market and the five most popular tools constitute only 24%. In the first quarter of 2010 its share accounted for 67% of the market. OPERATING SYSTEMS Chart 2 Top operating systems in Russia by share of page views generated by internet users who visit Russian websites using gemiusTraffic (gemiusTraffic study 1Q 2008 – 1Q 2010) 3.3. The iPhone’s share accounted for 6% of the market and fell by 1 percentage point 3. however in the first quarter of 2009 it was overtaken by 1280 x 1024.4. which in contrast to its older sister. 3. Screen resolutions The most popular screen resolutions on the Russian online market used to be 1024 x 768. Search engines The Russian search engines market is unique compared to other CEE markets. Windows 7. 3. Google has been losing its market position since the beginning of 2009. with a final result of 24%.201 operating system.2. The real power on this market belongs to the domestic player.3.4. However. and this figure is still increasing. which now leads the market with a share of 27%. SEARCH ENGINES Chart 3 Top search engines in Russia by share of visits made by internet users who visit Russian websites using gemiusTraffic (gemiusTraffic study 1Q 2008 – 1Q 2010) 3. 3. According to the gemiusTraffic study. Yandex. gained more users and 9 months after its market debut now has 9% of the market. the most popular mobile device used to access the web in Russia is Nokia 6300. All other screen resolutions are of less significance.5. where Google dominates.

10.07. Softkey. to facilitate the growth and development of the e-commerce industry in the area of software and to strengthen the position of Russian developers in the international software market.ru Description: ROCIT is a public organization whose primary mission is to facilitate the inclusion of Russia in the global internet community. who visit Russian websites using gemiusTraffic (gemiusTraffic. weighted average for months) *from 2010-05-10 **to 2010-07-25 compared to May 2010. the popularity of the iPad is dynamically growing and the share gained by this device increased by 1 percentage point over the past two months. 4.ru Description: ISDEF is an association of e-shops. However. Elcomsoft. Umisoft. Members: e-shops (e.202 3.2010. ROCIT BRANCH ORGANIZATIONS ISDEF www.25.rocit. ROCIT was established in 1996.isdef. Bitrix). Alawar.g.2010 .05.5. www. It was created to make the interaction between suppliers and consumers of information more effective and to establish an independent advisory service. ISDEF was established in 2002. The primary aims of the association are to support software development and promotion. MOBILE DEVICES Chart 5 Top 5 mobile devices in Russia by the website-averaged percentage share of page views generated by internet users from Russia. Members: Private members and public associations. Do you CEE? Russia .

ru 16.1. Russia Phone: +7-495-66-37-12 Do you CEE? Russia . Moscow.ru 2 Yandex. Russia Phone: +7-499-929-85-95 10 Blondinka.Novodmitrovskaya.. Moscow. Moscow. Russia 3 RORER rorer. St..ru 36\04 B. office 8. Russia Phone: +7-812-498-02-49 Email: sales@rle. Leo Tolstoy St.Monetnaya. Radio str.ru.ru 24.ru 1 Arkhangelsky sidestr.ru begun.com 6 RLE rle. Moscow. Krasnoproletarskaya st.. office center #1. Petersburg. Moscow.Ru blondinka. office 703.ru 6. Moscow. proezd Serebryakova.ru yandex. Radio str. Russia Phone: +7-495-979-27-26 12 Kavanga kavanga. Russia Phone: +7-495-543-61-03 Email: adv@agava. bldg 3H.ru 8 TradeDoubler tradedoubler. Moscow.ru Phone: +7-495-739-70-00 Fax: +7-495-739-23-32 Email: pr@yandex-team. Russia Phone: +7-495-980-71-10 Fax: +7-495-980-71-10 11 ARBOmedia arbomedia..ru 16. Russia Phone: +7-495-514-21-42 Fax: +7-495-514-21-42 4 Google google. Russia Phone: +7-495-956-90-07 Fax: +7-495-956-90-07 Email: pr@begun. office 605. Moscow. Russia Phone: +7-495-988-09-94 Fax: +7-495-988-09-94 9 iConText icontext. Moscow.ru 2 Gamsonovsky sidestr.ru 2 Gamsonovsky sidestr. v2media.. Russia Phone: +7-495-644-14-00 Fax: +7-495-644-14-01 5 TBN tbn. entrance 2..ru 27 B. Moscow. St. bldg.203 5..ru 24. Russia Phone: +7-495-981-44-00 Email: sales@soloway. 119021. ADVERTISING NETWORKS GENERAL CONTACT INFORMATION FULL NAME HOMEPAGE URL ADDRESS MAIN OFFICE ADDRESS CONTACT 1 Begun. Kamennoostrovskiy str.ru 16. Petersburg.ru 7 Soloway soloway. bldg.8.ru 7 Balchug st. office 17. B.

At the same time. but are still small in volume. Market specifics What makes your local online market unique? Are there any specifics that make it different from others in the CEE region? In all the market segments of internet services (search. mail. their advantage is the large audience and large customer base. the local players are more popular than the global ones. The Russian market is therefore much more self-sufficient than other markets.4 billion USD in 2010 compared to 2009.3% according to full year data. Yandex Dominating trends What are the recent trends on your local online market? What areas are expected to develop most in the future? Video and SMM is on the rise. local players Are the local players present on your local market strong enough to compete with the global giants? What advantages and strategies do they use in this battle? Local players are extremely strong. internet spending (both in display and contextual advertising) is showing consistent growth of nearly 32. We can expect their growth rates will be well above average for online advertising. Their products and technologies meet all expectations of the clients. Alexander Kim Head of Interaction for Group M Russia Online advertising market What are the opportunities and obstacles for the Russian online advertising market? Russian advertising spending in measured media is expected to grow by nearly 16%. when spending was down 42. therefore clients remain loyal even if they use global services. Long term trends do not show any great successes of the global players when competing with the local ones.5% in 2010. to 7. Global vs. Do you CEE? Russia . More sophisticated targeting will be used in traditional display and search advertising. despite the fact that it is open to international competition. OPINIONS FROM THE MARKET Andrey Sebrant Product Marketing Director. social networks).204 6.

Yahoo. online spending share is expected to grow up to 22% in 2020 – compared to 11% in 2010. So as we look ahead. In a long run. There is a significant market question if global sites can realistically aspire to leadership in Russia in such areas as search and social.1% (USD 315 million) in 2010. Investment through the internet has benefited from its more measurable and potentially cost efficient status. thus helping to shape and drive a developing interaction media scene. According to the GroupM forecast. etc. platforms. and that it would require a long and “exhausting war”. Google. especially TV and Print. on-line video. Global vs.205 We forecast contextual spending will advance 40% (USD 497 million) and display 29. we see no slowdown in the pace of innovation of mobile. where the final winner will finally be determined by the online consumer. To earn a position on the market. applications or the myriad of other applications of data. MSN. online advertising in Russia is also seen to be taking large sums of money from other measurable media. Do you CEE? Russia . these global players will have to innovate and adapt. Some local players are inclined to believe this scenario could eventually happen but not in the short term. of ad networks. local players Are your local market players strong enough to compete with the global giants? What advantages and strategies do they have in this battle? Local Russian sites are holding their top positions and seem strongly resistant to the global challenge that is coming from Facebook. devices.

2. Operatingsystems_214 3. BRANCHORGANIZATIONS_216 5.4. MAINPLAYERS_207 1.1. OPINIONSFROMTHEMARKET_217 .28m internet users 1.4.3. Search engines_215 3.5. Browsers_214 3. Onlineclassifiedadsbyreach_211 1. Mobiledevices_215 4.3.6.5. Top10websitesbyreach_207 1. Social networks_210 1.Slovakia 2. Topfinancesitesbyreach_211 2.1. ADVERTISINGNETWORKS_216 6. Top10websitesbyaveragetimespentperuser_208 1. ONLINEAUDIENCE_212 3.2. TOOLS_214 3. Screen resolutions_215 3. Topportals_209 1.

Like last year. the largest news portal in Slovakia has recently developed by the largest margin.s.sk. The two unquestionable leaders on the Slovak market are found in the horizontal portal category. The portal used to lead the market but after being overtaken by its main rival.1. Azet. its reach grew by 4 percentage points and since January 2010 it remains in third position in the reach ranking. it has never regained first place. its share decreased by 1 percentage point compared to March 2009.sk zoznam. One of SME’s strongest rivals is the offline Pravda. Do you CEE? Slovakia .sk. March 2010) The Slovak internet market remained stable last year and there was no new entry in the top ten ranking by reach. systematically leads the market and keeps a constant (5-6 percentage points) distance over Zoznam.sk sme. first place was taken by Azet.sk cas.sk.sk topky. its reach has decreased by 2 percentage points year on year. Compared to March 2009.sk markiza. Azet. Sme. No other category is present among the ten most popular websites. TOP 10 WEBSITES BY REACH WEBSITE’S CATEGORY NUMBER OF REAL USERS 1 541 206 1 384 194 1 221 599 1 209 063 821 863 755 017 746 336 635 330 544 884 530 208 NUMBER OF PAGE PAGE VIEWS PER VIEWS USER 1 462 631 868 161 269 044 69 127 588 45 006 974 48 711 826 29 510 473 95 415 370 27 147 096 33 905 579 15 431 631 949 117 57 37 59 39 128 43 62 29 AVERAGE TIME PER USER 12:40:31 02:04:26 01:29:52 00:33:40 01:14:37 00:48:13 02:21:04 00:54:21 01:04:20 00:37:21 REACH 1 2 3 4 5 6 7 8 9 10 azet.sk horizontal portal horizontal portal horizontal portal horizontal portal news service news service horizontal portal news service news service news service 67% 60% 53% 52% 36% 33% 32% 28% 24% 23% Table 1 Top 10 websites in Slovakia by reach level (AIMmonitor . Moreover.AIM .sk centrum. Sme. this market is dominated by horizontal portals and news services. which belongs to Slovak Telekom a. Pravda’s reach has increased by 2 percentage points compared to last year.sk aktuality. Second place is taken by Zoznam. However.Mediaresearch & Gemius. which also has an online version that significantly grew in size within the last year. Like last year.207 1.sk is an online version of the influential daily newspaper in Slovakia run by the Pettit Press a.sk atlas. Although not as dynamic as in the case of sme.sk pravda. after defeating its rival. MAIN PLAYERS 1.s publishing house which belongs to the Rheinische Post Media Group.

Its reach increased by 1 percentage point year on year and moved up from 7th to 6th place in the ranking.AIM Mediaresearch & Gemius. respectively.sk zoznam.o.sk cas.sk ephoto. Fifth place in the ranking is taken by the topky. third position was taken by atlas. March 2010) Do you CEE? Slovakia .sk. 1. which also runs centrum. the news service belonging to Azet. another portal which took seventh position in the ranking.sk autobazar. TOP 10 WEBSITES BY AVERAGE TIME SPENT PER USER WEBSITE’S CATEGORY 1 2 3 4 5 6 7 8 9 10 azet.sk topky.sk. Last place. Although the number of its users increased by more than 73.r.208 Before January 2010. In March 2010 these services achieved reach of 53% and 32%. the service’s reach remained at the same level of 36%.sk.2. a news service belonging to the largest television station in Slovakia owned by Central European Media Enterprises (CME). is taken by markiza. a horizontal portal owned by Centrum Holdings. the service may be placed among the players that attained the most significant growth: its reach grew by 2 percentage points compared to March 2009.sk centrum.sk f1. an international media company.sk profutbal. The next place is taken by aktuality. topky.sk is an online version of the most popular daily tabloid newspaper in Slovakia run by Ringier AG. Cas.000 compared to March 2009.sk. Despite efforts taken to beat its main rival. However.sk horizontal portal horizontal portal horizontal portal classifieds horizontal portal news service sport service photo sharing news service sport service NUMBER OF REAL USERS 1 541 206 746 336 1 384 194 424 598 1 221 599 821 863 43 365 37 996 544 884 53 186 PAGE VIEWS PER USER 949 128 117 153 57 59 51 68 62 50 AVERAGE TIME REACH PER USER 12:40:31 02:21:04 02:04:26 02:00:14 01:29:52 01:14:37 01:10:41 01:04:21 01:04:20 01:00:30 67% 32% 60% 18% 53% 36% 2% 2% 24% 2% Table 2 Top 10 websites in Slovakia by average time spent per user (AIMmonitor . These results were relatively stable during the last year. it constantly stands around 9th place with a reach exceeding 20%. with a result of 23%.sk. a regular news service owned by Zoznam s.sk.sk.eu sme.

F1.sk (dating community).sk leads the market when ranking by average time per user is concerned.sk and zoznam. March 2010) Portals and news services account for the majority of the top ten Slovak websites.sk. minihry.eu. and autobazar. The most important one is azet. the largest horizontal portal with a strong social networking component (pokec. this has not helped it to reclaim first place. however. For example.sk the best news service dedicated to Formula 1 grand prix races comes in 7th. an online database of used cars.sk) and other subservices such as zoznamka. It belongs to Point Network. All players of this category occupy the leading places in the general rankings. the other websites do not achieve any spectacular results with only centrum. The service made some effort to launch a news service for women. register a time of approximately 2 hours.AIM . However.Mediaresearch & Gemius. gaining a result exceeding 12 hours. its lead over other players is not under threat.sk.sk node.sk (video hosting).sk centrum. which also owns other sport websites such as profutbal.209 Azet. Second place is taken by zoznam. feminity.sk. Compared to March 2009. which is awaiting possible changes in order to reclaim first place.sk zoznam.sk. dedicated to photography with its own blogs and galleries.sk atlas.sk and hokej.sk. in the ranking by average time per user there are also other websites categories. Apart from horizontal portals and news services that are found among the leaders. videoalbumy. popular horizontal portals. Apart from azet.zoznam.5 hours. Do you CEE? Slovakia .sk 1 541 206 1 384 194 1 221 599 1 209 063 746 336 949 117 57 37 128 AVERAGE TIME PER USER 12:40:31 02:04:26 01:29:52 00:33:40 02:21:04 REACH 67% 60% 53% 52% 32% Table 3 Top 5 portals in Slovakia by reach level (AIMmonitor . Azet lost around 5. TOP PORTALS NUMBER OF REAL PAGE VIEWS PER USERS USER 1 2 3 4 5 azet. ephoto. 1. takes 8th position with a result of over one hour. with an average time spent per user of 1 hour 11 minutes.sk (casual games) as well as others.3.sk. the social networking website which is a part of the azet.sk sme. it is mainly attributed to Pokec. however.sk.

with its main title Pravda. March 2010) First place among social networking websites monitored in the study was taken by the Azet-owned service.000 users from March 2009 to March 2010.sk which used to be the most visited online news service.sk.sk). altas.sk and centrum.210 Among the horizontal portals.sk. The lack of further development is partly caused by the strong entrance of Facebook on the Slovakian market. Sme. after a number of acquisitions that took place last year can now be defined as horizontal portal. pokec. i. can be found among the social networking services. The service developed very dynamically last year and managed to gain more than 180.sk. zoznamka. whereas centrum. the service is stagnating. two players.sk| blogy. Another Azet-owned website. which took place in 2009. the latter dominates in terms of average time per visitor monthly with a figure exceeding two hours.sk. However. a community portal dedicated to a young audience. Both services have their counterparts on the Czech market.sk zoznamka.4.sk| Citatelsky obsah| blog.e.AIM Mediaresearch & Gemius. which reaches 48% of the Slovak online audience. Though it has changed its layout to resemble Facebook.sk etrend.sk sme. Another player is birdz. Centrum Holdings. The second force in this category is a blog site belonging to sme.s. 1.etrend. SOCIAL NETWORKS NUMBER OF REAL PAGE VIEWS PER USERS USER 1 2 3 4 5 pokec. It cooperates with ICQ on the Slovakian market. The first is more popular with a reach of 52%.sk.sk (owned by Perex a.sk 1 103 701 429 204 234 449 95 385 55 327 1126 11 19 36 5 AVERAGE TIME PER USER 14:03:25 00:19:52 00:15:33 00:21:12 00:07:39 REACH 48% 19% 10% 4% 2% Table 4 Top 5 social networking websites in Slovakia by reach level (AIMmonitor .sk reaches 32% of the audience. It has a stable position and a result of 19%. It is an online dating website with a reach level accounting for 4% of the online audience. Do you CEE? Slovakia . a horizontal portal gaining a reach level of 16%. belong to the same owner.sk birdz. Last place is taken by the blog section of etrend. It systematically gains a reach of 10%.sme.

1. which significantly outperforms others in terms of average time spent per user with a result of 2 hours. both services are undergoing stagnation. The second is autobazar.sme. although according to local experts. when reach is taken into account. ONLINE CLASSIFIED ADS BY REACH NUMBER OF REAL PAGE VIEWS PER USERS USER 1 2 3 profesia.sk dominates among the classifieds services with a reach of 21%. However. an auto classifieds service.eu. It is the largest job portal.sk with a reach of 12%.sk 275 646 145 604 98 341 PAGE VIEWS PER USER 13 11 5 AVERAGE TIME PER USER 00:25:44 00:17:18 00:06:59 REACH 12% 6% 4% Table 6 Top 3 finance sites in Slovakia by reach level (AIMmonitor . Second place Do you CEE? Slovakia .eu najnakup.sk 478 526 424 598 358 950 86 153 13 AVERAGE TIME PER USER 01:00:29 02:00:14 00:11:36 REACH 21% 18% 16% Table 5 Top 3 online classified ads in Slovakia by reach level (AIMmonitor . zoznam. takes last place among the most popular classified ads websites with a reach of 16%.6. a service which allows users to compare online shops offers.pravda. Najnakup.sk oPeniazoch.211 1. the general trend is that job classified ads are moving from print to online versions.AIM Mediaresearch & Gemius. March 2010) Profesia.sk autobazar.sme.AIM Mediaresearch & Gemius. TOP FINANCE SITES BY REACH NUMBER OF REAL USERS 1 2 3 ekonomika.sk. March 2010) The most popular websites belonging to the finance category are sections of the popular horizontal portals or news services.sk peniaze.5. The unquestionable leader on this market is ekonomika.

The second group lives in towns with 1.000 – 4.zoznam. is oPeniazoch. apart from age group 45-54. Young people constitute a majority in the Slovakian online population. The share attained by the 14-34 age group is now by 3 percentage points lower than in March 2009. ONLINE AUDIENCE The largest share of Slovakian internet users live in cities between 20.sk. which is one percentage point less than a year ago.5%. This loss is in favor of the oldest group (over 55) which comprised 8% in March 2010.sk reaching 4% of Slovak online audience. However. Do you CEE? Slovakia . 2. Compared to last year.pravda. Almost every second (49%) Slovakian internet user is not employed. The highest educated group. 23% of them do not have a school leaving exam.sk.999 inhabitants.999 inhabitants and these groups comprise 29% of the online population. increased by 1 percentage point compared to last year. Slovakian online society is growing older. The majority of Slovakian internet users have secondary education and this group comprises 63% of the online population.000. Internet users under the age of 35 account for 61% of the population. Internet users working in the offices are the second most represented group (12%). the finance section of zoznam. The top three is propped up by peniaze.212 with 6 percentages points less than the leader. with a slight dominance of males (51%). who have a university degree. The gender structure of the Slovakian internet population is balanced. compared to 6% a year ago. which is the result of the significant number of young people in the Slovakian online population.000 – 99. however. Men can also be found more often among internet users over the age of 25. the number of its users decreased by almost 80. The other occupation categories gain shares oscillating between 1% . where the gender share is equal and accounts for 6% of the online population. followed by qualified manual workers (11%) and highly qualified specialists (8%).

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OPERATING SYSTEMS Chart 2 Top operating systems in Slovakia by share of page views generated by internet users who visit Slovakian websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010) Do you CEE? Slovakia . Chrome. which since the beginning of 2009 grew by 7 percentage points.2.2. During the same period. Like in other markets. During the same period Windows Vista stagnated. the share of 3.1. Opera’s market share remains stable. oscillating around 15%. It lost almost 11 percent points in the first quarter of 2010 compared to the first quarter of 2009.214 3. Firefox dominates the Slovakian browser market. however its share is decreasing. Browsers Since the fourth quarter of 2008. gaining first place was not followed by dynamic growth and both Firefox and MISE have been gradually losing their share in favor of Google’s new product. However. Operating systems Windows XP constantly dominates the operating systems used by Slovakian users. BROWSERS Chart 1 Top browsers in Slovakia by share of page views generated by internet users who visit Slovakian websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010) 3.1. 3. gaining a stable result of 18% of page views generated by internet users who visit Slovakian websites using gemiusTraffic. TOOLS 3.

In the first quarter of 2010 only 28% of page views generated by internet users who visit Slovakian websites using gemiusTraffic were made by users with monitors of this screen resolution.2010. compared to May 2010 its share decreased in July by 1.5 percentage points. Search engines Google is undoubtedly the leader on the Slovakian search engine market and its share is still increasing. by 8 percentage points year on year. SEARCH ENGINES Chart 3 Top search engines in Slovakia by share of page views generated by internet users who visit Slovakian websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010) 3.4. MOBILE DEVICES Chart 5 Top 5 mobile devices in Slovakia by the website-averaged percentage share of page views generated by internet users form Slovakia who visit Slovakian websites using gemiusTraffic (gemiusTraffic. Mobile devices .25.2010 .3.e. whose shares oscillate around the 4-5% mark. weighted average for months) *from 2010-05-10 **to 2010-07-25 Do you CEE? Slovakia .5. Chart 4 Screen resolutions in Slovakia by share of page views generated by internet users who visit Slovakian websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010) 3. 3. Screen resolutions The most popular screen resolution 1024 x 768.215 Microsoft’s latest product. started with Google.07.models According to the gemiusTraffic study. the most popular mobile device used to access the web in Slovakia is the iPhone. Unlike other CEE markets.3. 10. In the first quarter of 2010. is now decreasing. SCREEN RESOLUTIONS 3. Windows 7.5. the iPad is not that popular in Slovakia and the top 5 ranking is dominated by Nokia devices.4.05. 3. which in July was responsible for 27% of page views generated by mobile devices on the average website. However. 3. 99% of visits which began with gemiusTrafficparticipating websites via search engines. is increasing by the largest amount i. which used to have over 60% of the market share at the beginning of 2007.

Travel. Centrum Holdings. support the development of the internet as an advertising medium and encourage internet professionalization.. LLC. LLC. BRANCH ORGANIZATIONS SLOVAKIA. ETARGET SE .sk Description: The Association of Internet Media is a partnership of Slovakian companies operating in the Slovakian internet and advertising sector. Inc. LLC..ATLAS.. Inc. LLC. Inc.. MAC TV. LLC. Finance media.SK. The establishment of AIM came from the need to create a platform for interaction of those operating in Slovakian internet advertising.sk Kutuzovova 11. The Association aims to standardize the ethical and legal rules for internet advertising.aimsr. Petit Press. Inc. LLC. MARKÍZA - 5.. TREND Holding. SITA Slovenská tlačová agentúra. Inc. LLC. 831 01 Bratislava Do you CEE? Slovakia . LLC. ECOPRESS. Zoznam. AIM – Association of Internet Media www. LLC. LLC. EXPRES MEDIA. Sanoma Magazines Slovakia. Inc. LLC. RINGIER SLOVAKIA.SK. 831 03 Bratislava Peter Štencl Phone: +421-903-259-260 Email: peter. SPOLOČNOSŤ 7 PLUS.sk 2 web2media web2media.affiliate member. Members: Azet. Centrum Holdings . POINT NETWORK. LLC. Inc..sk. Inc. Creative Solutions.sk Phone: +421-2-321-990-45 Fax: +421-2-207-189-15 Email: info@web2media. NARKS-INFOSERVIS. CPress Media. LLC.sk Vlárska 48/a. Education. LLC.. Profesia..216 4. KONCEPT.stencl@silelement. ADVERTISING NETWORKS GENERAL CONTACT INFORMATION FULL NAME HOMEPAGE URL ADDRESS MAIN OFFICE ADDRESS CONTACT 1 Sitelement sitelement. Inc. LLC.. PEREX..

which is relatively expensive. local players Are the local players present on your local market strong enough to compete with the global giants? What advantages and strategies do they use in this battle? Local players are strong. An obstacle is outsourced technology. The opportunity is that foreign companies have is their experience from other markets. On the other hand. verified technologies and larger budgets to invest in Slovakia. Martin Kyncl Sales Manager & New Business. Solely Slovakian local players are the largest media representatives in Slovakia competing with foreign companies. Another opportunity is predictive behavioral targeting of all types of ad formats. SiteElement Online advertising market What are the opportunities and obstacles for the online advertising market on your local market? There are plenty of opportunities on the Slovakian local market. The most common type of advertisement is the banner ad. OPINIONS FROM THE MARKET Bc. Do you CEE? Slovakia .217 6. We have also noticed intext and invideo ads coming onto this market. they cannot orientate themselves on the market as well as local companies. Global vs.

Mobiledevices_225 4.1. Search engines_226 3.Slovenia 1.4.5. MAINPLAYERS_219 1. Top10websitesbyaveragetimespentperuser_220 1. BRANCHORGANIZATIONS_228 5.1. Social networks_222 1.3. Operatingsystems_226 3.2.3. Onlineclassifiedadsbyreach_222 2. TOOLS_225 3. Screen resolutions_227 3.2.09m internet users 1. Top10websitesbyreach_219 1. ONLINEAUDIENCE_223 3. Topportals_221 1.4.5. OPINIONSFROMTHEMARKET_228 . ADVERTISINGNETWORKS_228 6. Browsers_225 3.

from 12% to 23%.si. gemiusAudience MOSS.com itis.e.netlog.com najdi. Itis.si avto. It publishes information on fashion. ranked seventh in March 2010 and had 320. respectively. 41% and 37%. gemiusAudience MOSS study conducted in March 2010.com and avto.net are two classified ads portals popular among Slovenian internet users.com. Moreover.si zurnal24.net and rtvslo.472 real users (27%) who generated more than 33. a telephone and companies directory.si. All these horizontal portals are also significant players on the Slovenian online market. 974 real users. Another horizontal portal in the study.net zadovoljna. it contains a special section for men as well as a forum. In March 2010. their reach levels amounted to 44%. MAIN PLAYERS 1. the leader in the ranking by reach level was 24ur.si. Evidence of its growing popularity is the fact that according to the Gemius/ Valicon.219 1. The ranking was propped up by sl. zurnal24. According to Gemius/Valicon.si sl. the first had a reach of 35% and the second gained 27%.1.com horizontal portal 55% 44% 41% 37% 35% 28% 27% 27% 23% 22% search engine / horizontal portal 520 112 horizontal portal horizontal portal classified ads / auctions telephone register horizontal portal classified ads women portal social network 490 572 445 388 421 330 333 974 320 472 318 230 274 986 258 208 Table 1 Top 10 websites in Slovenia by reach level (Gemius/Valicon.si bolha. i. beauty.si siol. Position 9 belonged to zadovoljna. came in 6th place in the top 10 ranking by reach level with 333. TOP 10 WEBSITES BY REACH WEBSITE’S CATEGORY NUMBER OF REAL NUMBER OF PAGE PAGE VIEWS PER AVERAGE TIME PER USERS VIEWS USER USER 658 705 110 611 008 55 735 868 48 987 905 39 388 972 39 017 842 3 449 534 33 109 562 97 440 460 3 647 456 38 028 693 168 107 100 88 93 10 103 306 13 147 06:27:22 02:48:59 03:01:28 02:58:22 00:56:09 00:08:36 01:45:46 02:58:12 00:14:06 02:22:54 REACH 1 2 3 4 5 6 7 8 9 10 24ur. a global social networking service with a reach level Do you CEE? Slovenia . compared with 2009 its reach level has increased by 11 percentage points. The following three places were occupied by najdi.si.com. fitness. Bolha.1 million page views.netlog. etc. the gemiusAudience MOSS study from March 2010.net rtvslo. Over the past twelve months its reach has increased by 8 percentage points (from 47%).si. a portal dedicated to women. siol. March 2010) The Slovenian online market is largely dominated by horizontal portals and their popularity is still growing.

com finance. In the ranking there were 2 social networking services: sl.208 members. It was followed by three websites: siol.2.net.com sl. siol.com offers its users free games and a forum.netlog.com ona-on. part of Planet 9. photos. with results of around 3 hours.si. TOP 10 WEBSITES BY AVERAGE TIME SPENT PER USER NUMBER OF REAL USERS 1 2 3 4 5 6 7 8 9 10 24ur.net.com. gemiusAudience MOSS. It is currently available in 20 languages and has millions of members across Europe.si igre123. Around 2 hours 24 minutes was spent visiting igre123. a company that also owns the largest online video community in Slovenia mojvideo.net najdi. it had a reach of 13%. rtvslo.si avto.com Do you CEE? Slovenia . spent 2 hours 58 minutes visiting these websites.an automotive classified ads service. Igre123. Only 10 minutes less was spent online by the visitors of najdi. The first one. Its members can create their own websites with blogs. videos.com siol. users of rtvslo.com and photo service mojalbum. In March 2010.com. 1.si 658 705 490 572 445 388 318 230 520 112 157 008 258 208 23 680 36 218 257 472 PAGE VIEWS PER AVERAGE TIME USER PER USER 168 100 88 306 107 103 147 153 81 51 06:27:22 03:01:28 02:58:22 02:58:12 02:48:59 02:24:17 02:22:54 02:07:40 02:02:55 01:45:51 REACH 55% 41% 37% 27% 44% 13% 22% 2% 3% 22% Table 2 Top 10 websites in Slovenia by average time spent per user (Gemius/Valicon. a Limited liability company within the Telekom Slovenia Group.net . In the same period. The average user of this popular horizontal portal visited the website for 6 hours and 27 minutes over a month. March 2010) The unquestionable leader on the Slovenian online market in terms of average time spent on the site in March 2010 was 24ur. etc. and share them with friends. gemiusAudience MOSS study from March 2010.220 of 22%.com. in Slovenia there are 258. events.si which is a multimedia portal of one of the national TV stations.si and avto. RTV Slovenia. and also avto.com nogomania.netlog.net rtvslo. It is part of Popcom Ltd. a games portal. According to the Gemius/Valicon. is one of the leading Slovenian internet portals. its average user spent there more than 3 hours.net. another popular Slovenian horizontal portal and search engine.

special websites for different kinds of content (health.si with a result of 1 hour 46 minutes.3.si siol. entertainment and travel. the largest local search engine with a reach of 44%. another popular horizontal portal.si ranked fourth in the ranking with a reach level of 37%.com with a reach level of 55%. it offers the SiOL Services which include internet.si.si 658 705 520 112 490 572 445 388 320 472 168 107 100 88 103 AVERAGE TIME PER USER 06:27:22 02:48:59 03:01:28 02:58:22 01:45:46 REACH 55% 44% 41% 37% 27% Table 3 Top 5 portals in Slovenia by reach level (Gemius/Valicon.si zurnal24. March 2010) Horizontal portals have a strong position on the Slovenian online market.net rtvslo. Finance.com (8th).221 (7th) and ona-on. Moreover.com. its popularity has been growing. amongst others).com najdi. Also visitors of nogomania.net (41%). The unquestionable leader in March 2010 was 24ur. It publishes all kinds of financial and business news and is quite popular within the Slovenian online population: in March 2010 its reach level amounted to 22%. Rtvslo.si is a part of Swedish Bonnier Business Press. It is dedicated to all kinds of users and has the largest commercial TV background. The top 10 ranking by average time spent per user was propped up by finance. TOP PORTALS NUMBER OF REAL PAGE VIEWS PER USERS USER 1 2 3 4 5 24ur. whereas users of the latter 2 hours and 8 minutes. culture. TV and telephony. women. Users of the former service spent almost 2 hours 23 minutes online. so it comes as no surprise that the website is constantly developing its multimedia content as well as opening new. gemiusAudience MOSS. gemiusAudience MOSS study from March 2010. a portal dedicated to football fans. According to the Gemius/Valicon. It used to be the leader on the Slovenian online market and even its current second place in the ranking is under threat by siol. gossip. business and sports information and much more. It is a typical horizontal portal with news divided into sections: news. surfed this website for over 2 hours in search of current information on football events. As mentioned above. 1. It publishes current local and world news. sports. Since it is Do you CEE? Slovenia . the second most significant player on the portals market in Slovenia was najdi.

the leader was sl.886 real users. 1. SOCIAL NETWORKS NUMBER OF REAL PAGE VIEWS PER USERS USER 1 2 3 sl.222 a RTV portal. It is mainly a blog site where users can additionally upload their videos and photos or chat with friends. gemiusAudience MOSS study from March 2010. it concentrates largely on developing its multimedia content. a dating service dedicated to adult internet users.5.si. gemiusAudience MOSS.com avto. March 2010) Social networks are relatively popular amongst the Slovenian online audience. The ranking was propped up by ona-on.com with a reach level only 2 percentage points lower with 233. March 2010) Do you CEE? Slovenia . ONLINE CLASSIFIED ADS BY REACH NUMBER OF REAL PAGE VIEWS PER USERS USER 1 2 3 bolha.net.com with a reach level of 22%. gemiusAudience MOSS.netlog.com genspot. The service was followed by genspot.net mojedelo. The last place in the top 5 ranking was occupied by zurnal24. reaching 5% of the Slovenian online audience. In March 2010 it had a reach level of 27%. an online version of the free daily newspaper delivering current news on a range of diverse subjects.netlog. 1.net 258 208 233 886 59 369 147 23 21 AVERAGE TIME PER USER 02:22:54 00:13:42 00:17:21 REACH 22% 20% 5% Table 4 Top 3 local social networking websites in Slovenia by reach level (Gemius/Valicon.4.com ona-on.com 421 330 318 230 100 717 93 306 34 AVERAGE TIME PER USER 00:56:09 02:58:12 00:25:33 REACH 35% 27% 8% Table 5 Top 3 online classified ads in Slovenia by reach level (Gemius/Valicon. Among the services included in the Gemius/Valicon.

gemiusAudience MOSS study. In terms of age. bolha. In March 2010. Its announcements are classified into four main categories: auto-moto. accounted for 22% of the online population. The most popular. In terms of the education level. while a typical woman spent less than 11 hours online. 56% of Slovenian internet users were men. the average man spent 14 hours 16 minutes online. according to the Gemius/Valicon. real estate. It not only contains job offers. gemiusAudience MOSS study from March 2010. when taken together. bolha.230 real users. a service specializing in automotive classifieds. With 25% of the online audience. users 35-44 years old. women constituted 44%.223 The Slovenian online population is especially fond of classified ads services. Moreover. Also. computer science and home.com is a leading Slovenian employment portal dedicated to people searching for a job and employers who need new employees. They accounted for 27% of the online population. In March 2010 it had a reach level of 8%. For the majority of Slovenian internet users. What is interesting about Slovenian internet users is the fact that there are a lot of people over 55 years old (11%). it had 318. users that were still in school ranked second. However. Third place belonged to users with three years of high school completed(22%). users aged 10-14 and Do you CEE? Slovenia . they spent the most time online with an average of 14 hours and 18 minutes a month. They were also the most active individuals with 14 hours 8 minutes spent online per user. The second largest group. but also has a Career Centre section with tips and advices on how to successfully look for a job.com. The second player is avto. Internet users with elementary education or lower accounted for only 6% of the online population.net. Users with a higher education constituted 20%. ONLINE AUDIENCE 15-24 constituted 28% of the online population. Mojedelo. the most significant group within the Slovenian online population were people aged 25-34 who constituted 24% in March 2010. 2. the most numerous group in March 2010 within the Slovenian online population was those who had completed four years of high school. had a reach level of 35% in March 2010 and took 5th place in the general ranking by reach.com is the first choice to buy or sell both new and used products as well as to offer or search for services. According to the Gemius/ Valicon. young people make up a significant group of internet users in Slovenia. The gender structure of the Slovenian online population is dominated by men.

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MSIE ranked second with a 42% share.000 inhabitants. Quite a large part of the online audience lived in places with less than 500 inhabitants. Since the third quarter of 2009 the winner was Firefox. such browsers as Opera (2%) and Safari (1%). according to the gemiusTraffic study from March 2010. In March 2010 18% lived in Ljubljana. The latter were also the leaders in terms of average time spent online with over 15 hours 10 minutes. Do you CEE? Slovenia . TOOLS 3. BROWSERS Chart 1 Top browsers in Slovenia by share of page views generated by internet users who visit Slovenian websites using gemiusTraffic (gemiusTraffic study 3Q 2007 – 1Q 2010) 3. 3. Another significant group were those employed in public sector (12%). Browsers There seems to have been a fierce battle between Mozilla Firefox and Microsoft Internet Explorer on the Slovenian online market with regard to leadership of the browsers market.1. and after the first quarter of 2010 it attained 50% of the market. The occupation structure of the Slovenian online population in March 2010 was dominated by users employed in companies (40%). which means that the internet is not only common in densely populated areas but also in the countryside.000 – 100. children in elementary schools accounted for 9% as well as the students. 7% in Maribor and 15% in other cities with 10. (16%). Another popular browser that has been gaining popularity over the last year is Chrome (5%). Less significant were.225 The majority of the Slovenian internet population lives in cities.1.

Search engines Like in other CEE markets.3.2. The second player on the Slovenian market is najdi. The newcomer on the operating systems market. the leader among operating systems in Slovenia is Windows XP. However. a local search engine.si. 3. 3. After the first quarter of 2010 its share accounted for 87% of the market and its popularity is still growing. which popularity has been declining over the past few years and after the first quarter of 2010 had a market share of only 12% (after the first quarter of 2007 it was 33%). After the first quarter of 2010 its share of the market. the most popular search engine in Slovenia is Google. SEARCH ENGINES Chart 3 Top search engines in Slovenia by share of visits made by internet users who visit Slovenian websites using gemiusTraffic (gemiusTraffic study 3Q 2007 – 1Q 2010) Do you CEE? Slovenia . OPERATING SYSTEMS Chart 2 Top operating systems in Slovenia by share of page views generated by internet users who visit Slovenian websites using gemiusTraffic (gemiusTraffic study 3Q 2007 – 1Q 2010) 3.226 3. as studied by gemiusTraffic.2. constituted 70%. managed to gain over 13% of the market in less than a year.3. Operating systems Like in other CEE markets. over the last two years its share has decreased by 20 percentage points. has already started to lose popularity and will most probably no longer be able to keep its position in the ranking. Windows 7. The second player on the market. Windows Vista.

5. weighted average for months) *from 2010-05-10 **to 2010-07-25 Do you CEE? Slovenia .4. in Slovenia the leadership of this market belongs to iPhone. Slight growth might also be observed for the iPod. is consistently gaining popularity. MOBILE DEVICES Chart 5 Top 5 mobile devices in Slovenia by the website-averaged percentage share of page views generated by internet users from Slovenia who visit Slovenian websites using gemiusTraffic (gemiusTraffic. 3.models A wide variety of mobile devices can be found on the Slovenian market. Mobile devices . were 1024 x 768 (25%). in July iPhone was responsible for 13% of page views generated by mobile devices on the average website and its position remains stable. Three other positions are taken by Nokia’s devices amongst which the Nokia 5800 is the most popular gaining a share of 5%. 3. as with the majority of the CEE markets. Apple’s latest product. At the same time.5 percentage points during this period. SCREEN RESOLUTIONS Chart 4 Screen resolutions in Slovenia by share of page views generated by internet users who visit Slovenian websites using gemiusTraffic (gemiusTraffic study 3Q 2007 – 1Q 2010) 3.25. In terms of share of page views generated by internet users who visit Slovenian websites using gemiusTraffic the most popular ones. the iPad.4. 1280 x 1024 (22%) and 1280 x 800 (14%). Five most popular tools have a share of 35%.227 3. within the Slovenian online audience. However.05. 10. and has increased its share by 5 percentage points since May 2010.07. Screen resolutions There is no major leader on the screen resolutions market in Slovenia.2010.2010 . According to the gemiusTraffic study.5. whose share grew by 0.

Slovenian Advertising Chamber www. Slovenia Bravničarjeva ulica 13. genspot.228 4.si MAIN OFFICE ADDRESS Cesta v Gorice 8. zurnal24. BRANCH ORGANIZATIONS Members: publishers and agencies (e. 24ur.si. OPINIONS FROM THE MARKET Radoš Skrt Internet Project Director.Lj-Šmartno.si Phone: +386-1-511-07-50 Fax: +386-1-511-07-83 Email: info@iprom.si) SOZ . It is a member of IAB Europe. rtvslo.com. Slovenia CONTACT Phone: +386-1-479-04-81 Email: info@httpool. 1000 Ljubljana. we could say that it virtually doesn’t exist. httpool.soz.net. bolha.net. avto.si@adlinkmedia.agency interactive-agency. 1000 Ljubljana. 1000 Ljubljana.si 4 Interactive.si Phone: +386-1-565-60-06 Fax: +386-1-565-60-08 Email: info. 1211 . advertising agencies and publishers. The fact is that internet users Do you CEE? Slovenia . Slovenia Vojkova 63. Studio Moderna Online advertising market What are the opportunities and obstacles for the online advertising market on your local market? Several years ago having a presence on the internet was a must for all companies and now if the company cannot be found among the first hits given in a search engine.si iprom.com.g.slo@interactive. najdi.com.si Description: The Slovenian Advertising Chamber is a non-governmental organization which protects the interests of advertisers. Slovenia Ulica Ivice Pirjevčeve 16.si 6. siol.net Phone: +386-1-620-32-50 Fax: +386-1-300-77-28 Email: hello. si. 5. ADVERTISING NETWORKS GENERAL CONTACT INFORMATION FULL NAME HOMEPAGE URL ADDRESS httpool.ag 1 2 Httpool Iprom 3 Adlink Meida adlinkmedia. media pool.

taking into account their desires and needs as well as collecting databases and their efficient usage. services and businesses via search engines. and that about 80% of all clicks occur on the first page of search results. but we must be aware that banner blindness is more and more prevalent. and that they should be able to attract the attention of internet users with creative solutions and innovative approaches. Do you CEE? Slovenia . The inclusion of both parties (advertisers and users). It is more than evident that the phenomenon of social media companies will not be able to avoid two-way communication with customers (this is a necessity in this day and age) and that they should also encourage interaction with customers. People are becoming less responsive to ads and the presence of users on the web is extremely scattered. companies can also draw much attention using other forms of online communication. Dominating trends What are the recent trends on your local online market? What areas are expected to develop most in the future? Those companies which want to be successful will have to find or carve out a place on the market. Of course.229 search for products. will most certainly be crucial factors and the main key to success in the near future. This means that they will have to choose the appropriate (target) media to be highlighted.

1. Topfinancesitesbyreach_236 2. Operatingsystems_240 3. Top10websitesbyreach_231 1. TOOLS_239 3. OPINIONSFROMTHEMARKET_243 . Browsers_239 3. Topportals_234 1.4. MAINPLAYERS_231 1.3.5. Social networks_235 1. Screen resolutions_241 3. ONLINEAUDIENCE_237 3. ADVERTISINGNETWORKS_243 6. Onlineclassifiedadsbyreach_236 1.3.4. Search engines_240 3. BRANCHORGANIZATIONS_242 5.2.5. Top10websitesbyaveragetimespentperuser_233 1.2.Turkey 21.1.6. Mobiledevices_241 4.60m internet users 1.

com.tr (6th place with 27% reach).1.com kraloyun. the most popular one is blogcu. a blogging platform created by Nokta.com izlesene. TOP 10 WEBSITES BY REACH WEBSITE’S CATEGORY NUMBER OF REAL USERS 10 110 262 8 325 109 8 305 237 7 173 983 6 844 277 6 207 491 3 725 207 3 652 623 3 509 221 3 125 297 NUMBER OF PAGE PAGE VIEWS PER VIEWS USER 113 287 594 1 455 728 525 269 004 160 315 354 463 864 751 686 714 288 388 27 801 789 177 785 406 55 715 690 170 728 985 11 175 32 44 126 115 7 49 16 55 AVERAGE TIME PER USER 00:13:52 02:01:10 00:45:47 01:04:30 01:57:09 02:21:51 00:06:50 01:05:08 00:16:02 00:47:05 REACH 1 2 3 4 5 6 7 8 9 10 blogcu.231 1.tr (5th place with 29% reach in March 2010). mynet.com operates based on a horizontal platform model.tr (10th place with 13% reach during the same period).com haberler.tr antoloji. milliyet.com mynet. The most popular horizontal portal. MAIN PLAYERS 1.net hurriyet. which operates both in Turkey and the United States. the major internet players in this country have relatively large audiences.tr blogging platform horizontal portal video hosting horizontal portal news service news service literary service / online bookstore casual games platform news service news service 43% 36% 36% 31% 29% 27% 16% 16% 15% 13% Table 1 Top 10 websites in Turkey by reach level (Gemius SA / Ipsos KMG: IAB Turkey’s Internet Audience Measurement.tr milliyet.com. Over half of the websites included in the ranking of the top 10 major players on the market by reach are portals and news services.com (9th place with 15% reach) and sabah. Significant positions on the market are also held by four popular and well developed news services: hurriyet.com ekolay.com. Web 2.com attracted over 10 million real users. Among the websites participating the IAB Turkey’s Internet Audience Measurement conducted by Gemius and Ipsos. thereby gaining a market reach of 43%. Mynet.com sabah.com. Do you CEE? Turkey . in March 2010 blogcu.com.com. Nokta specializes in search services and searchbased advertising solutions. According to IAB Turkey’s Internet Audience Measurement conducted by Gemius and Ipsos.0 projects are its latest area of business. a company established in 2002.com. March 2010) Given the large size of the Turkish online market. as does ekolay. came second in March 2010 with a reach of 36% and an audience of over 8 million real users. haberler.com.net (4th place in the ranking with a reach of 31%).

hastane. It also provides a variety of Web 2. clubs and message boards. The first is the selfconducted sale of advertising. Interestingly. in March 2010 Antoloji had almost 4 million real users interested in this niche topic. It is a video hosting service named izlesene. which is (as they also are) a company owned by the Dogan Media Group.com (the oldest online community in Turkey) and fizy.tr (the website of Turkey’s best-selling newspaper) and hi5.com (an aggregator of humorous content). Ekolay.com. Apart from Haberler. following much media attention associated with movies available on YouTube. milliyet. ReklamZ was established in 2002 and currently provides various advertising solutions for many large and significant local players. posta. One of the best examples of this is a website which comes very high in the ranking of Turkey’s top players. which make it a very interesting market. Its success owes much to the fact that it fills a tremendous market gap. but also resembles this Googleowned service.com (a leading online music provider). As its creators themselves say. The second and most common practice are sales conducted by a subsidiary network or media house (belonging to the same holding as the publisher).com. antoloji. Izlesene is another website released by Nokta. While on most markets information and entertainment make up the backbone of online mass-media websites. is therefore doing very well.232 The core business models used by the above-mentioned players is the sale of online advertising. Its advertising activities are operated by ReklamZ. this particular cultural service in Turkey is able to gain 7th place in the general ranking of websites by reach.com.com which not only works like YouTube. with a reach of 16%. however it is undertaken in several different ways. One can identify three basic approaches. The popularity of this project is an interesting phenomenon. Izlesene. Antoloji publishes both poetry and prose written by professionals and amateurs. ReklamZ also represents such websites as eksisozluk. In 2007. Haberler is the only website among the above-mentioned representing the third approach. It is basically a website devoted to the written word. the world famous video website was banned in Turkey. ajansspor. its local equivalent. Do you CEE? Turkey . head offline news aggregator and internet bookstore.tr and hurriyet. like groups.0 solutions. According to IAB Turkey’s Internet Audience Measurement conducted by Gemius and Ipsos. The second peculiar and rare website (especially when it comes to close leadership of local players) active on the Turkish market is antoloji.com. MedyaNet.com (one of the leading sports news providers). which is applied by Mynet and Sabah. According to IAB Turkey’s Internet Audience Measurement conducted by Gemius and Ipsos. com is an art portal focused on the cultural life of the country.com (a well-known social networking service). It operates using a hybrid model of a literary online service. an independent company and one of the largest internet advertising networks in Turkey. among the websites operated by ReklamZ and participating in IAB Turkey’s Internet Audience Measurement in March 2010 one can also find such players as komikler. in March 2010 it gained an audience of over 8 million real users and has a reach level of 36%.com.tr are good examples of players working this way: all of their sales activities are operated by one advertising network. the internet in Turkey also contains very locally-specific online projects.net.tr (a significant health/ medical website).

tr gamyun.com.tr.com milliyet. The most ‘addictive’ websites in Turkey include three portals.net. a social networking service (siberalem. webgazete. which is an exclusive social networking platform (not accessible for nonregistered users) similar to Facebook. it gained barely 0.tr 2 381 30 773 802 660 17 077 653 468 6 207 491 440 905 2 232 298 8 325 109 6 844 277 PAGE VIEWS PER AVERAGE TIME USER PER USER 51 586 47 166 111 115 134 65 175 126 06:34:40 06:21:49 03:58:11 03:07:02 02:29:29 02:21:51 02:11:04 02:02:48 02:01:10 01:57:09 REACH 0. During the same period a similar result (almost 6 hours 22 minutes average time per user) was obtained by 80630.400) spent more than 6. an online newspaper service run by Aktif Haber Yayın Grubu.com).com hurriyet.233 1. Among them.net mackolik. but at the same time its average visitor (there were 2. first place in the presented ranking is held by one of the less popular websites.com pexu.com).com. the ranking of the most significant websites takes on a completely different perspective and the dominant roles are not played (unlike in many markets) by the largest players. mentioned in Do you CEE? Turkey .1% 3% 27% 2% 10% 36% 29% Table 2 Top 10 websites in Turkey by average time spent per user (Gemius SA / Ipsos KMG: IAB Turkey’s Internet Audience Measurement. The 6th ranking position of top 10 websites by average time spent per user is held by milliyet.com gazeteoku. According to IAB Turkey’s Internet Audience Measurement conducted by Gemius and Ipsos. In turn.net). TOP 10 WEBSITES BY AVERAGE TIME SPENT PER USER NUMBER OF REAL USERS 1 2 3 4 5 6 7 8 9 10 webgazete.5 hours on the website. both horizontal and newsbased. Majority of the most engaging websites in Turkey keep their users active for 2-4 hours.1% 3% 0.01% of reach among all internet users in March 2010.2.com. com) or a sport news service (mackolik. gaming platforms (pexu. March 2010) If we look at the Turkish online market from the perspective of time spent per average internet user on each website.com and gamyun. Even such an engaging service as izlesene. The whole list was propped up by the most popular horizontal portal and most popular news service. one can find such websites as a news aggregator (gazeteoku.net 80630.com (the local YouTube equivalent) with almost 46 minutes average time spent per user does not find its place among the most timeconsuming websites in Turkey.com mynet.com siberalem.01% 0.com.

the leading horizontal portal in Turkey was at the same time the second most popular website on the market with 36% reach among all internet users. Despite this fact.Ş. among the top 10 most popular websites participating in IAB Turkey’s Internet Audience Measurement conducted by Gemius and Ipsos. Ekolay is one of the company’s most popular websites. 1.com.2 million real users. but also in energy. Do you CEE? Turkey .com and ekolay. for instance hurriyet.234 the previous section..tr.com. (Doğan Holding Group of Companies Inc) founded in 1980 in Istanbul. The second most popular portal participating in IAB Turkey’s Internet Audience Measurement conducted by Gemius and Ipsos is ekolay. finance and tourism. from a practical point of view. Presently. incidentally. there are only two pure horizontal portals: mynet.com portal is not only a very successful project as regards the Turkish market.Ş. March 2010) The Turkish online market is filled with many well developed news services and internet equivalents of traditional newspapers which. The mynet.com.net is run by Doğan Elektronik İçerik Tasarım Hizmetleri ve Yayıncılık A. which in March 2010 had a reach of 31%. The average user of mynet. it is a private company employing approximately 250 specialists. spent over 2 hours on the website in March 2010 and the average user of hurriyet. Its monthly audience oscillates around 7.net 8 325 109 7 173 983 175 44 AVERAGE TIME PER USER 02:01:10 01:04:30 REACH 36% 31% Table 3 The two most popular portals in Turkey by reach level (Gemius SA / Ipsos KMG: IAB Turkey’s Internet Audience Measurement.tr and milliyet.net. the portal which took 9th place in the ranking.com is run by the company of the same name.net. It was established in 1999 by Emre Kurttepeli.com ekolay. this website also figures highly in international rankings for the whole region. TOP PORTALS NUMBER OF REAL PAGE VIEWS PER USERS USER 1 2 mynet. Mynet. often play the role of horizontal services.3. mainly engineers. According to the results of the abovementioned study for March 2010. Ekolay.com.tr spent almost two hours reading current news during the same period. a part of Doğan Şirketler Grubu Holding A. The company owns many significant Turkish newspapers which. have their own online versions. but also because considering the size of the local internet in this country. which ensures that it has a constant monthly audience of over 8 million real users. Doğan Holding is a large organization that invests not only in media.

according to which Hocam attracted less than 170. March 2010) The unquestionable leader among all websites participating in IAB Turkey’s Internet Audience Measurement conducted by Gemius and Ipsos is blogcu.com.com. In turn. Its market reach amounted to 8%.4. which gave it a reach of 3%. one of the most active companies on the Turkish online market. which ensured a safe 2nd place in the ranking.com tr. According to IAB Turkey’s Internet Audience Measurement conducted by Gemius and Ipsos.000 real users in March 2010. Siberalem gained over 650. Do you CEE? Turkey . Among the top 5 social networking websites in this country.com. whose portfolio covers such websites as: idefix. a company established in 1998.235 1. a blogging platform which in March 2010 had over 10 million real users. Blogcu is the most successful website run by Nokta.com (an online media/book store). an extended and multipurpose social networking platform run by Hocam Interaktif. Another native player which found its place among the top 5 most popular social networking websites in Turkey monitored by Ipsos and Gemius is hocam.com hi5. In the top 5 ranking above we can find such brands as Netlog and Hi5.com (a wedding service).).netlog. Despite the quality of the website.com (a discussion board) or evlilikmerkezi. A. we can also find two native players. a dating service run by EBI (Elektronik Bilgi İletişim Hizmetleri Reklamcılık ve Tic.com 10 110 262 1 981 046 653 468 587 895 167 250 11 84 111 106 159 AVERAGE TIME PER USER 00:13:52 00:57:17 02:29:29 00:36:34 01:56:32 REACH 43% 8% 3% 3% 1% Table 4 Top 5 social networks in Turkey by reach level (Gemius SA / Ipsos KMG: IAB Turkey’s Internet Audience Measurement. as clearly evidenced by the results of the study.000 real users in March 2010 giving it a mere 1% reach. which gave it a reach level of 3%. gaining 43% reach and dominating all its competitors.Ş. internet users in this country also visit international social networking websites. The Turkish section of Netlog attracted almost 2 million real users in March 2010.com siberalem. its popularity is still low.com hocam.000 real users in March 2010. itiraf. SOCIAL NETWORKS NUMBER OF REAL PAGE VIEWS PER USERS USER 1 2 3 4 5 blogcu. The first is siberalem. Hi5 gained less than 600.

March 2010) Online classified advertising seems to be relatively popular in Turkey.000 real users in March 2010 and took 3rd place with a reach of 4%.com.com 1 836 519 1 213 832 990 352 PAGE VIEWS PER AVERAGE TIME PER USER USER 60 66 16 00:25:21 00:53:46 00:13:01 REACH 8% 5% 4% Table 5 Top 3 online classified ads in Turkey by reach level (Gemius SA / Ipsos KMG: IAB Turkey’s Internet Audience Measurement. According to IAB Turkey’s Internet Audience Measurement conducted by Gemius and Ipsos. TOP FINANCE SITES BY REACH NUMBER OF REAL PAGE VIEWS PER USERS USER 1 2 3 finans. Arabam.com hurriyetoto. the most frequently visited website of this kind in March 2010 was arabam. com gained 5% reach.mynet. com bigpara. The latter attracted just over 990. just one percentage point more than the other automotive online service included in the ranking. net doviz.2 million real users visited hurriyetemlak.8 million real users with amarket reach of 8%.5. In March its visitors remained active for an average of 25 minutes. ONLINE CLASSIFIED ADS BY REACH NUMBER OF REAL USERS 1 2 3 arabam. Hurriyetemlak. a classified advertising website containing real estate announcements.6. hurriyetoto.com hurriyetemlak.ekolay. March 2010) Do you CEE? Turkey .236 1.com 1 090 039 505 713 464 460 24 58 9 AVERAGE TIME PER USER 00:30:46 03:11:38 00:57:25 REACH 5% 2% 2% Table 6 Top 3 finance sites in Turkey by reach level (Gemius SA / Ipsos KMG: IAB Turkey’s Internet Audience Measurement. 1. In the same period 1.com which attracted over 1. Users searched for homes on average twice as long as those who were interested in buying a car (almost 54 minutes per user).com is an extensive online database of car sales announcements.com.

Within the whole online population of this country. In March 2010 it gained an audience of over 460.000 real users. compared to other countries. Do you CEE? Turkey . which gave it a market reach of 2%. Internet users visiting this section of Ekolay remained active for more than 3 hours. which gave it a reach of 2%. However. During the same period the equivalent finance section of Ekolay (bigpara. 2. respectively in the ranking of finance websites participating in IAB Turkey’s Internet Audience Measurement conducted by Gemius and Ipsos. Such distribution is characteristic for less developed online markets. According to the Ipsos KMG study in March 2010 48% of users were between 12 and 24 years old. the gender structure of the online population in Turkey is not balanced. which gave it a reach of 5% among all internet users. ekolay.237 The area of finance on the Turkish internet is dominated by the horizontal portals Mynet and Ekolay. which are not experiencing the phenomenon of getting older along with their users. 75% of the whole online population consisted of individuals under 34 years old. there are three major groups of users: individuals with primary education or less (30%).com) was visited by more than one million real users in March 2010. According to the Ipsos KMG study for March 2010. Such a visible disproportion seems to be caused by two factors.com. The 3rd ranking position among finance websites in Turkey is held by doviz. The first is the ‘immaturity’ of the online market.mynet. secondary school education (25%) and those who graduated from high school (31%). Doviz means “foreign exchange” and the website actually focuses exclusively on publishing current exchange rates as well as the prices of gold and fuel. a relatively small and simple website run by Nokta. the high increase of the proportion of individuals over 45 and 55 years old may be expected.000 real users. At the same time individuals with university education Unlike in the majority of CEE markets. 57% of internet users in this country are men and only 43% of the whole online population are women. The dedicated sections of these two players hold first and second place. The second factor is related to certain cultural specifics which may have a significant impact on the gender structure of the Turkish online population. The financial section of Mynet (finans. where men are usually the first to capture new technologies. Internet users in Turkey are very young.net) was visited by over 500. Users aged 55 years old and more represent only 4% of the total online population. ONLINE AUDIENCE Furthermore.

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which is congruent with the distribution observed for the whole population. During the same period its users were responsible for 17% of Do you CEE? Turkey . compared to the total population. Browsers In terms of web browsers popularity.2. 3. According to the gemiusTraffic study. During the same period Mozilla Firefox generated only 15% of all page views. the Turkish online market is both unique and interesting compared to most CEE countries. BROWSERS Chart 1 Top browsers in Turkey by share of page views generated by Internet users who visit Turkish websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010) 3. Other solutions do not enjoy significant interest among Turkish internet users. The third most intensively used web browser in Turkey is Google Chrome (4. 3. However. the share of individuals living in urban areas among internet users is higher by 11 percentage points. Operating systems The group of Turkish internet users which generated the largest amount of page views (74%) in the first quarter of 2010 used Windows XP. According to gemiusTraffic.1. the second most frequently indentified operating system on the Turkish market is Windows Vista.1. It is completely dominated by Microsoft Internet Explorer which holds the consistently largest share. Nevertheless. TOOLS 3. where the proportion of individuals with a university education is 7 percentage points lower.239 or scientific degrees comprise only 14% of the whole online population. in the first quarter of 2010 this browser was used by visitors responsible for almost 79% of all page views generated on websites monitored in the study. The largest group of Turkish internet users lives in urban areas. this figure is impressive compared to the general Turkish population.9% of all page views in the first quarter of 2010).

the share of page views generated by Mac OS X users equaled to only 0. the world’s best known search engine was a starting point for almost 99% of all visits which took place on websites monitored in the gemiusTraffic study in Turkey. managed to gain a share of only 1. OPERATING SYSTEMS Chart 2 Top operating systems in Turkey by share of page views generated by Internet users who visit Turkish websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010) all page views generated on websites monitored by Gemius. In the first quarter of 2010 it was installed on computers of internet users who were responsible for almost 8% of all page views recorded in the gemiusTraffic study. SEARCH ENGINES Chart 3 Top search engines in Turkey by share of visits generated by Internet users who visit Turkish websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010) Do you CEE? Turkey . Search engines There is no doubt as to which search engine dominates the Turkish market – it is Google.com and Bing).2. To compare.5%. Microsoft MSN (an engine used by MSN itself as well as live. comes last.3.2% for the totality of visits during the same period. 3. Windows 7.240 3. 3. The second player on the market. The Yahoo search engine and all other search engine solutions have an insignificant share on the Turkish market. In the first quarter of 2010.3. Microsoft’s newest product.

Mobile devices .2010 .25.241 3.2010.5. which was responsible for 35% of page views generated by mobile devices on the average website in July.6% (for 1152 x 864). The other Apple product.models According to the gemiusTraffic study. Other top screen resolutions on the market are less popular. the most popular mobile device used to access the web in Turkey is the iPhone. SCREEN RESOLUTIONS Chart 4 Screen resolutions in Turkey by share of page views generated by Internet users who visit Turkish websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010) 3. 10. its popularity is growing and over two months has gained 2 percentage points.4. MOBILE DEVICES Chart 5 Top 5 mobile devices in Turkey by the website-averaged percentage share of page views generated by internet users form Turkey who visit Turkish websites using gemiusTraffic (gemiusTraffic. In the first quarter of 2010 their shares oscillated between 18% (for 1280 x 800) and 4.05.07.5. In the first quarter of 2010. However. 3. the iPad. Screen resolutions The most popular screen resolution in Turkey is 1280 x 1024. The second most popular mobile device was the Nokia 5800.4. Its users generated 12% of the mobile traffic on the average Turkish website using gemiusTraffic. it was recognized on computers of users responsible for almost 43% of all page views made on websites monitored in the gemiusTraffic study. had a 5% share. weighted average for months) *from 2010-05-10 **to 2010-07-25 Do you CEE? Turkey . 3.

coordinating internet audience measurement research and organizing educational programs.org Description: IAB Turkey was established in 2007 and acts as a reference center for interactive advertising and the digital marketing industry in Turkey. Online Media Association (OMA) www. content providers. all online content providers. Members: At present. As a non-profit organization. driving the early integration of global standards and industry guidelines across the mobile channel in the country and providing a powerful platform for knowledge sharing. OMA makes the effort to be the leading and standard setting organization in Turkey especially for online publishing and journalism. Members: At present MMA Turkiye has 29 members. The objective of MMA Turkiye is to foster the burgeoning mobile marketing industry in Turkey through local participation from industry stakeholders. Do you CEE? Turkey .internetmedyasi. by setting standards.iab-turkiye. Description: The Online Media Association (OMA) aims to establish digital media as a respected and reliable marketing channel. consumer electronics manufacturers and home and network infrastructure providers. which will help maximize the benefits of IPTV for consumers. Members: The Association has 365 members. organizing networking initiatives and activities. interactive agencies and advertisers. publishers.org Description: The Turkish IPTV Association represents the next generation of the TV broadcasting platform in Turkey. service providers. the association aims to develop technologies and standards that might help streamline and accelerate deployments of IPTV. IAB Turkey has 109 members including media agencies. Mobile Marketing Association mmaglobal.242 4. Its mission is to contribute to the development and growth of the interactive industry.com Description: The Mobile Marketing Association established its local branch in Turkey in 2009. BRANCH ORGANIZATIONS Turkish IPTV Association www.org IAB Turkey www. network operators.iptv-der.

Beşiktaş-İstanbul İsmail Paşa Sk.com. A. OPINIONS FROM THE MARKET Orkun Tekin Chairman. Partaş Center No: 1/16 İçerenköyİstanbul Meclis-i Mebusan Cad. Linkz Internet Reklam Hiz.243 5.com Barbaros Bulvarı Morbasan Sokak Phone: +90-212-266-96-96 Koza İş Merkezi B Blok No:12 Kat:3 Fax: +90-212-213-80-82 Balmumcu . medyanet.com. Reklamz İnternet Reklam reklamz. fizy.com Phone: +90-212-213-70-05 Email: bilgi@reklamz.com. reklamz. A. Medyaguru Reklam Hiz. ve Bilişim Tekn. Çayıryolu Sok. Turkuvaz Yeni Medya Nokta Medya İnternet Hizmetleri San. A. This is mainly because of the rapid growth of internet advertising spending since Do you CEE? Turkey . Ve Tic. Logaritma Internet ve Bilgi Teknolojileri Tic. Ve Bilişim Tekn. Maksimum İletişim Hizmetleri A.com 5 6 7 8 9 linkz.com.com Hiz. A.com 11 maksimum.tr 3 medyaguru. A.com Phone: +90-212-444-54-65 Fax: +90-212-213-70-07 Email: bilgi@linkz.tr Phone: +90-212-304-21-00 (01) Fax: +90-212-328-05-84 Email: bilgi@medyanet.net Phone: +90-216-577-33-11 Phone: +90-212-243-45-28 Fax: +90-212-243-45-29 4 Rgte İletişim Reklam Paz. linkz.com. Şti.Ş. Nursanlar İş Mrk.com Phone: +90-212-354-30-00 Phone: +90-216-339-09-98 Fax: +90-216-339-09-58 Phone: +90-312-236-16-69 Fax: +90-312-236-16-79 Email: medya@nokta.Talatpaşa Cad. İstanbul Eski Üsküdar Cad.Ş. ve Tic. Magnet Bilgi Teknolojileri ve Sistemleri A. semtr. No. K:1 N:6 Şişli.tr 2 logaritma.com.tr nokta. Ltd.Ş.com Esentepe Mah.com. Leylak Sok. netbookmedia.tr yenimedya.Ş.Ş. No:27 Koşuyolu İstanbul Gökırmak Sokak No:2 Beysukent ANKARA 06800 Kuştepe Mah.Ş.5 Kat 3 Şişli / İstanbul Leylak Sok.com. No:23 Dursun Han Kat:1 34433 Tophane-İstanbul Phone: +90-212-324-00-60 Fax: +90-212-324-20-62 Email: info@ netbookmedia.Ş. No: 26 Nursanlar İş Merkezi A Blok K:7 No:26 Mecidiyeköy-Şişli-İstanbul Barbaros Bulvarı No:153 34349.net 10 magnetdijital.Ş. ADVERTISING NETWORKS GENERAL CONTACT INFORMATION FULL NAME HOMEPAGE URL ADDRESS MAIN OFFICE ADDRESS Eski Büyükdere Cad.net.net 6. turkuvazyayin.Beşiktaş / İstanbul Email: info@medyaguru.tr Phone: +90-212-273-10-27 Fax: +90-212-273-27-29 Email: logaritma@logaritma. Ayazağa Ticaret Merkezi C Blok No:11 Giriş Kat 34398 Maslak/İstanbul Büyükdere Cad Tevfik Erdönmez Sokak Gül Apt 2/23 Esentepe/ İstanbul CONTACT 1 MedyaNet İletişim Reklam Pazarlama ve Turizm A.com ve Tic.com Online advertising market What are the opportunities and obstacles for online advertising on your local market? We can observe many opportunities for the online advertising market in Turkey.

Video content is more valuable on digital platforms since it is more precisely measurable. From 2009 agencies have tended to focus on special projects capturing users beyond base advertising means. We predict that this acceleration will continue for at least the next five years. The first of them is video advertising. The same can be observed in all digital sectors. there are 3 main trends that drive the internet advertising sector. advertisers’ concerns have switched from basic banner display to seeing beyond performance. in 2008. CPX ad models become more and more economically feasible thus creating a necessity in the evolving Turkish internet usage practices. Do you CEE? Turkey . When we look at the first quarter of 2010 such special projects have continued to grow. there was an era of rich and interactive media products as well as performance advertising. and radio broadcasts are being digitalized. Following this. interactive ideas connecting them to their target audience. Dominating trends What are the recent trends on your local online market? What areas are expected to develop most in the future? We can observe three main periods in the trends on the Turkish market. The urge of advertisers to take ROI measures into account has forced Ad networks to include performance targets into their calculations. Brands see video advertising to be an effective way to reach their target audience as a result of usage in TV advertising habits. TV content is becoming digital video broadcasts. All offline advertising products are becoming more digitalized every day. On the flip side. What is more. in the first quarter of 2010 internet advertising spending grew by 63% compared with total advertising budgets. increasingly more people watch video content on the internet. as the majority of the Turkish population is between the ages of 1-24. Every day. there is a gap in education and the experience of human resources who are employed both in media planning agencies and in the advertising departments of major brands. users are diverted to the advertiser’s website to continue interacting with the brand. it is easier to segment the audience and also report outcomes in terms of ROI. Also. In general.244 2002. Through clickable video content. The greatest opportunity in the Turkish online internet advertising sector is its tendency to bring together all advertising means under one digital platform. Display to diversion and from diversion to conversion has gained major importance. According to the Advertisers Association. Publications are becoming internet advertorials. an era of standard banner display based on impressions was evident. Digital video content (which is different from TV advertising) is interactive and continues to capture the target audience even after video content is presented. Brands are interested in unique. we assume that internet usage will continue to grow. audio products. The reason for this is that the young generation is becoming more accustomed to using the internet for everyday activities. Prior to 2007. This causes problems in understanding the effectiveness. advantages and new trends by both agencies and brands.

which competes and. Facebook users originating from Turkish IPs have reached a level of 4 million a day. Internet search is completely dominated by Google and there is no competition in SEM. Therefore. vision and technology. social media and mobile categories will continue to grow. Most importantly. Information sharing and branding has followed naturally.000 per month. tracking and interacting with the target audience and the technological capabilities thereof will be a necessity rather than a demand in the upcoming years. From another perspective. Digital sharing. What is more. internet users have started to use the mobile internet in their everyday life. in most cases. This means that salespeople in the dominant sales houses are convincing media planners to move to mobile display therefore budgets are dividing inside these sales houses. more than 5 agencies have offered professional services on social media like account management and seeding. agencies are in the learning phase. digital advertising is becoming increasingly more independent of offline advertising with its own methodology. social media platforms have started to offer a complete interactive package including image. inventory is restricted. Regarding the future. video and audio content. it should be said that trendy products in the video. so that publishers do not use blind basis mobile display networks. Many global and local brands interact with users in Turkey through social media accounts. First of all. There are several reasons for this.245 Another trend which drives the internet advertising sector is social media advertising. Today there are 11. products that are structured on the basis of audience targeting will continue to grow. display budgets in the ‘mobile’ category have reached to $150. In mobile advertising. Secondly. Another trend is mobile advertising. Do you CEE? Turkey . local sales houses dominate the market. several mobile agencies are trying to expand this market. With the launch of smart phones and more advanced mobile devices capable of high speed internet connection. Identifying. capturing. Their edge usually lies in the technology they use and the new methodologies that are extremely well constructed and tailored to the audience. Brands have started to employ social media specialists. In general. All these publishers supply specific content. local players Are the local players present on your local market strong enough to compete with the global giants? What advantages and strategies do they use in this battle? The strongest global players are Facebook and MSN.4 million 3G users in Turkey. as they will become the new hot spots in information sharing. dominates the fields they enter. Reklamz launched a new set of products under a new company called “MobileZ“ to respond to this demand. Their products are well designed as a result of well-evolved user segmentation abroad. As a result. Global vs. idea creation and social movement have all become hot topics. Dailymotion is another media giant that has entered the Turkish market.

92m internet users 1. BRANCHORGANIZATIONS_257 5.1. OPINIONSFROMTHEMARKET_258 .5. Top10websitesbyaveragetimespentperuser_248 1. Social networks_250 1. MAINPLAYERS_247 1.Ukraine 8.6. Search engines_255 3. Onlineclassifiedadsbyreach_251 1. Mobiledevices_256 4.3. ONLINEAUDIENCE_252 3.4. Top10websitesbyreach_247 1. Topfinancesitesbyreach_252 2. TOOLS_254 3. Screen resolutions_255 3. Operatingsystems_255 3. Topportals_249 1. Browsers_254 3.4.5.1.2.3.2.

in comparison to March 2009.ua online. There is no Ukrainian language version. fell by 2 percentage points. the Russian version is popular among internet users in Ukraine.3 Top portals. i. photo and video sections as well as a dating service. In March 2010 it gained a reach level of 19% (it has lost 4 percentage points of its reach level over the last twelve months) and has only a slightly advantage over gismeteo.ua with a reach of 29%.ua i.ru (58%) and yandex.ua with 26% and tochka.ua. Do you CEE? Ukraine . Mail.net bigmir.ua horizontal portal horizontal portal e-shop catalogue horizontal portal horizontal portal horizontal portal horizontal portal weather portal news service horizontal portal 58% 49% 36% 29% 26% 20% 19% 19% 17% 16% Table 1 Top 10 websites in Ukraine by reach level (gemiusAudience.ru). It is an e-shop catalogue operating in Russia.ua redtram. which is a popular weather portal that belongs to the Russian company Map Maker (www. The 7th ranking position was occupied by bigmir. Other popular horizontal portals among the Ukrainian online population are meta. but as with the horizontal portals. i. Germany.ua tochka. a mail service. news. Poland and Romania.mapmakers. KP Media. blogs. It ranked eighth (*) In March 2010 on the Ukrainian market the node yandex.ua (*) marketgid.e.ua (49%) are the leaders on the Ukrainian online market.247 1. What is interesting is that they both originate from Russia. In March 2010 its reach amounted to 36%. a horizontal portal owned by the number one media holding in Ukraine.ru yandex. TOP 10 WEBSITES BY REACH WEBSITE’S CATEGORY NUMBER OF REAL USERS 5 170 428 4 350 184 3 217 384 2 586 042 2 341 812 1 818 973 1 673 814 1 658 453 1 472 170 1 433 729 NUMBER OF PAGE PAGE VIEWS PER VIEWS USER 804 602 875 365 007 925 39 277 914 69 090 816 119 043 456 17 419 775 67 863 776 37 326 182 12 430 345 32 761 772 156 84 12 27 51 10 41 23 8 23 AVERAGE TIME PER USER 03:56:17 03:52:58 00:50:12 00:37:01 01:02:53 00:09:14 01:07:28 00:20:01 00:37:58 00:31:38 REACH 1 2 3 4 5 6 7 8 9 10 mail. They are described in detail in the table 1. March 2010) In March 2010 the ranking of the most popular websites by reach in Ukraine was dominated by horizontal portals.net gismeteo.net with 20%.com meta.net.ua consisted of the portals’ main page and search page only.1.com. One of the non-portal sites in the gemiusAudience ranking was marketgid.com. It offers services typical for this kind of site. They occupied 7 out of the top 10 places and together generated almost 1. MAIN PLAYERS 1.5 billion page views. Yet its popularity.

com.3% 19% Table 2 Top 10 websites in Ukraine by average time spent per user (gemiusAudience. online. on the basis of the gemiusAudience study from March 2010.ua had over 1. Connect. The leader with 4 hours 17 minutes was football.ua (16%).ua connect.ua basket. who on average spent 20 minutes on the service in March 2010.ua quest.ua mail. In March 2010 its reach level amounted to 3%.ua bigmir.ua (17%) and another horizontal portal. The first enables its users to find the latest news they are interested in thanks to a variety of searching criteria available.2% 0. redtram. in terms of average time spent per user it ranked fourth with a result of 2 hours 27 minutes.4 million real users.ru (3 hours and 56 minutes) and yandex.com.ua.net 305 634 5 170 428 4 350 184 247 857 996 942 11 647 26 688 17 058 22 900 1 673 814 PAGE VIEWS PER AVERAGE TIME USER PER USER 175 156 84 216 115 61 55 66 109 41 04:17:26 03:56:17 03:52:58 02:26:53 01:59:00 01:49:47 01:47:23 01:42:28 01:22:52 01:07:28 REACH 3% 58% 49% 3% 11% 0. Do you CEE? Ukraine .3% 0.ua and focus.ua (3 hours 53 minutes). In March 2010 second and third positions were occupied by Russian horizontal portals mail.6 million real users. Chinese. a business and finance service.2.com.ua. It is slowly gaining popularity and compared to March 2009 its level of reach increased by 1 percentage point. whose portfolio of internet projects also includes the news portals kp. yet. Russian and Ukrainian. French. Its owner is Ukrainian Media Holding. Spanish. Moreover. a search engine. They are both successful in Ukraine.248 and had over 1. an online TV schedule amongst others.ua photographers.com aggregates news in English.ua is a local social network whose popularity is on the decline. a sports portal dedicated to football fans. Polish.ru yandex. Italian. The last two positions in the ranking belonged to a news aggregator. March 2010) The sites included in the top 10 ranking by average time spent per user. redtram. a catalogue of websites. 1.com.ua as well as dengi. German.ua ria. are diversified in terms of site categories. TOP 10 WEBSITES BY AVERAGE TIME SPENT PER USER NUMBER OF REAL USERS 1 2 3 4 5 6 7 8 9 10 football. The portal includes such services as mail. In March 2010 online.1% 0.ua minfin.

ua had over 11. Basket.ua meta.com.ru. Although the Ukrainian office was opened in 2008.net 5 170 428 4 350 184 2 586 042 2 341 812 1 818 973 156 84 27 51 10 AVERAGE TIME PER USER 03:56:17 03:52:58 00:37:01 01:02:53 00:09:14 REACH 58% 49% 29% 26% 20% Table 3 Top 5 portals in Ukraine by reach level (gemiusAudience.com. 1 hour 50 minutes. 1.net.ru has from that point been taking an ever larger proportion of the market.ua. It is a network of professional photographers. whose average user spent 1 hour 7 minutes there.ua.ua. In March 2010 it had 22. The average user of basket. when the head of the Ukrainian office changed.688 real users and the average viewer spent 1 hour and 47 minutes online there.900 real users. with an average user spending almost 2 hours on this service in March 2010. however. it did not become very active until 2009.600 real users in March 2010.371). There was also a place for a financial portal in the ranking.ua came 9th in the ranking.249 5th place belonged to the classified ads website ria. namely minfin. According to the gemiusAudience study from March 2010.ru yandex. once a free email service that evolved into one of the biggest players on the postSoviet online markets. Only 10 minutes less was spent by the average user of quest.3. i. currencies and the stock exchange.ua. According to the gemiusAudience study from March 2010. was mail. with a reach level of 58%.ua. which is an offline game where players need to use their wit and creativity to find a hidden code hidden somewhere in their city. TOP PORTALS NUMBER OF REAL PAGE VIEWS PER USERS USER 1 2 3 4 5 mail. With a result of 1 hour and 23 minutes photographers. They can upload their photos to a gallery and let others comment on them. it had 26.ua i. which occupied the next position in the ranking. Quest. The ranking was propped up by the above-mentioned bigmir.com. spent only 5 minutes less online. Mail. March 2010) Horizontal portals are very popular among Ukrainians.ua tochka.ua is a service dedicated to basketball with a forum where fans can exchange their views and comments on current sports events. This site is dedicated to the community of Quest players. its popularity has been growing (in March 2009 it was 11.com. Second place was occupied by yandex. the leader. banks. It publishes news concerning finances. It is a Russianbased horizontal portal. another Russian-based Do you CEE? Ukraine .e.

ua 247 857 PAGE VIEWS PER USER 216 AVERAGE TIME PER USER 02:26:53 REACH 3% Table 4 Local social network measured in the gemiusAudience study (gemiusAudience.net. It seems to be a very promising player on the Ukrainian online market. exchange rates and much more. a translator.e. weather forecasts. Moreover. The ranking was propped up by tochka. dating services and much more. March 2010) The only local social network in Ukraine worth mentioning is connect. photos. search engine for e-shops and pricelists. which offers a wide range of advertising services on the internet. 2 percentage points less than a year before. there is a communication section with a postal system. more than 4. However. a forum. it is no longer simply a search engine. Moreover. not in Kyiv (which is quite unusual among Ukrainian online publishers). i. weather and traffic information. in March 2010 its reach level amounted to 3%. Yandex. information services amongst others.ua ranked fourth in the top 5 portals in the Ukraine ranking. which in March 2010 had a reach level of 20%.ru and odnoklassniki. this does not mean that Ukrainians are not fond of social networking services. The developer of this internet portal is the internet agency Mi[6]. It offers its users basic services such as a searching system on the Ukrainian segment of the internet and a catalogue of sites. then bought some more in 2008-2009 and by the end of 2009 restructured them and created one portal. blogs. Meta.35 million users. 1. Though the ranking from March 2010 presents statistics for home page and search page only. With a 26% reach i. its reach level amounted to 49%.ru.ua (29%) is a Ukrainian horizontal portal and search engine.net. It is owned by digital ventures. On the home page users can find news.ua.250 portal popular in the post-Soviet countries. a system for news monitoring. SOCIAL NETWORKS NUMBER OF REAL USERS connect. Two Russian social networking websites are quite popular: vkontakte. which launched several websites in 2008. blogs and the suchlike. The horizontal portal includes a mail service. an online media holding.4. tochka. Today it is the only real competitor to Google in Ukraine and Russia. It became influential on the Ukrainian online market despite the fact that its head office was in Kharkiv. Due to the shared history of both countries as well as tight business and cultural Do you CEE? Ukraine .ru started its career as a search engine in September 1997 and has since been constantly gaining new audience. a website catalogue. According to the gemiusAudience study.

announce tenders and helps to find contractors or business partners. The other significant player on the Ukrainian classified ads market is prom. prom. ua. etc. including Russia. It is a business directory for companies. e-commerce websites. Like ua. It contains free offers classified into three main categories: automotive.all-biz.info. which provides free profile registration and paid profiles with more advanced options. 1.5. Do you CEE? Ukraine . it allows its users to upload their price lists.ua ria. What is more.680 users (July 2010) in Ukraine.ua. The ranking was propped up by ria. Moreover. free classified websites and industrial catalogues. According to Facebook Statistics. in March 2010. real estate and job announcements.ua with an 11% reach. in particular its integration with Twitter. March 2010) The leader in the top 3 online classified ads in Ukraine by reach ranking was. According to the gemiusAudience study from March 2010. ONLINE CLASSIFIED ADS BY REACH NUMBER OF REAL PAGE VIEWS PER USERS USER 1 2 3 ua. Poland.all-biz. it had 425. Facebook’s popularity is growing in Ukraine. Its success stemmed from its internationality and technological advances.ua 1 124 647 1 083 169 996 942 10 11 115 AVERAGE TIME PER USER 00:09:15 00:10:36 01:59:00 REACH 13% 12% 11% Table 5 Top 3 online classified ads in Ukraine by reach level (gemiusAudience. Kazakhstan.info with a reach level of 13%. YouTube.ua is a business directory for companies with practically the same scope of services. which during 2008-2009 bought most of the largest online auctions. Russian and Ukrainian markets are closely interconnected. Spain and Turkey. it had over 1 million real users and a reach level of only 1 percentage point lower than the leader’s. The service belongs to Aukro (Allegro Group). This Ukrainian site has mirrors in several other countries.251 or even family connections. Moldova.all-biz.info prom.

Finance. owned by the Infinservice Agency (www.ua). in March 2010 men accounted for 56% of the online audience. The site has an online database of documents. Since it is one of the oldest sites in this category. Although women constitute the majority of the Ukrainian population.kiev. In second place of the top 3 ranking is finance. Like liga. there was one leading finance site in Ukraine. after a payment. ONLINE AUDIENCE In terms of age the most significant group within the Ukrainian online population was young people aged 15-24. it is owned by LigaBusinessInform. they can visit a forum and exchange their views or ask for advice from other visitors. another popular finance site among the Ukrainian population was ligazakon.1 million real users. However.ua 1 154 514 526 025 249 941 9 19 5 AVERAGE TIME PER USER 00:14:32 00:32:18 00:06:22 REACH 13% 6% 3% Table 6 Top 3 finance sites in Ukraine by reach level (gemiusAudience. It is a respected source of information for Ukrainians. one of the largest Ukrainian news agencies. which specializes in collecting and diffusion of operational information for financial market operators. liga. users aged 25-34. Liga’s main source of income is advertisements. In March 2010.net. 2. It offers its users with news and up-to-date financial market information. the average woman spent around 20 minutes more online than the average man. TOP FINANCE SITES BY REACH NUMBER OF REAL PAGE VIEWS PER USERS USER 1 2 3 liga.252 1. laws and analyses available on demand. accounted for 28% of the online population. Its reach level amounted to 3% and the average user spent 6 minutes on the service. Do you CEE? Ukraine . The second largest group.ua.ua ligazakon. The site belongs to LigaBusinessInform. The share of successively older groups falls with age and users over 55 constitutes The Ukrainian gender structure of the online population is dominated by men. Its reach level amounted to 13% that is over 1. ua is a respected business news service with an online audience of over 526.6. its position is well established and therefore has one of the most expensive online ad venues in Ukraine.net finance.ua. Moreover.net.ifs. who in March 2010 constituted 37%.000 users. March 2010) According to the gemiusAudience study from March 2010.

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Do you CEE? Ukraine . internet users from cities with 101. the fact that 17% of them graduated from secondary school bodes well for the future educational structure of the Ukrainian online population.000 inhabitants.000 – 500. According to the gemiusAudience study from March 2010 they accounted for 47% of the online population in Ukraine. Together they accounted for 75% of the online audience. i.254 only 3% of the market. BROWSERS Chart 1 Top browsers in Ukraine by share of page views generated by internet users who visit Ukrainian websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010) 3.000 inhabitants came top.1. almost 10 hours on averange.e. Second place belonged to students. who accounted for 23% of the online population. Moreover. Browsers For many years the leader on the Ukrainian browsers market was Microsoft Internet Explorer. The next significant group were users with incomplete higher education (28%). 62% of Ukrainian internet users live in cities with over 500. However. what is interesting is that the oldest internet users in Ukraine spent the most time per user online. Bearing in mind that Ukrainian internet users are young. TOOLS 3. Ukrainian internet users are welleducated. However. Only 7% of the online population (2 percentage points more than a year before) lived in villages. recently MSIE’s share of page views generated by internet users who visit Ukrainian websites using gemiusTraffic is decreasing. 3. This was 3 percentage points less than in March 2009. In March 2010 the most numerous group in terms of occupation (26%) among Ukrainian internet users were highly qualified specialists.1. At the end of 2009 it was overtaken by Opera. When it comes to average time spent online. The majority of Ukrainian internet users have higher education.

However. gained almost 9% of the market in less than a year. SEARCH ENGINES Chart 3 Top search engines in Ukraine by share of visits made by internet users who visit Ukrainian websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010) 3. Operating systems As on the other CEE markets. OPERATING SYSTEMS 3. After the first quarter of 2010 it accounted for 62% of the visits made by internet users who visit Ukrainian websites using gemiusTraffic. studied by gemiusTraffic.255 MSIE’s 2nd position is threatened by the growing popularity of Firefox. constituted 83% and its position seems to be unthreatened. 3. Chart 2 Top operating systems in Ukraine by share of page views generated by internet users who visit Ukrainian websites using gemiusTraffic (gemiusTraffic study 1Q 2007 – 1Q 2010) 3. After the first quarter of 2010 its share of the market. The second force was Yandex with a market share of 34%. Windows Vista did not meet the Ukrainian online audience’s expectations and after a short period of growth its market share is now declining. i. Search engines What is interesting about the Ukrainian search engine market is that it is not as dominated by Google as are the markets in other CEE countries (except Russia). Windows 7. 3. After the first quarter of 2010 it amounted to 6%. respectively)