Alexa Top 100 Analysis V0 6
- 1. Alexa Top 100 Analysis US, Turkey, Brazil and Poland A. Caner Türkmen
- 2. Agenda Agenda • Executive Summary • Detail Slides • More
- 3. Executive Summary Internet markets of three different developing countries resemble each other in some aspects, while key differences are also present. • Turkey, with over 26 million internet • 63% of websites in Turkey’s top 100 are users, 34.5% penetration rate and a locally provided, the same rate median internet user age of 26; is a transpires as 53% in Brazil, 74% in growing and dynamic market for Poland. internet businesses. • Some categories, especially social • Brazil, a regional leader in internet networks are international while news, sector and e-commerce, boasts a 65M reference, gaming categories are mostly strong access base. locally provided. • Polish internet users benefit from a • Some leading categories in US such as nearly 50% penetration rate. blogging, reference and tech companies • Turkish internet users choose from a are not as popular in developing diverse array of news networks and markets; seeing as many local sports news sites; placing 24 such sites counterparts have lower rankings. in the top 100. • Only 24 sites are on both US and • Brazilian internet users, on the other Turkish Top 100. hand, click frequently on tech companies’ sites.
- 4. Agenda Agenda • Executive Summary • Detail Slides • More
- 5. Top 100 Profile for US Tech companies are the leading category in US Alexa Top 100. While 11 News sites and 9 Reference sites follow • Tech companies including Apple, 10 Leading Categories in Top 100 Microsoft; telcos such as Verizon Company/Tech 12 News 11 constitute 12 of US’s Alexa Top 100. Reference 9 • News sites, not including sports, add Porn 7 up to 11. E-Commerce 7 Blogging 6 • Social networks, search engines and Search 5 portals such as Yahoo constitute 5 Social Network 5 Filesharing/Photo 5 each. Portal 5 Filesharing/ Portal; 5 Company/T Photo; 5 ech; 12 Social Network; 5 Search; 5 News; 11 Blogging; 6 E- Commerce; Reference; 7 Porn; 7 9 Source: Alexa
- 6. Top 20 Profile for US All of the 5 portals such as Yahoo, MSN, AOL however; are part of the US Top 20 most visited sites. Leading Categories in Top 20 Portal 5 News; 1 News/Sports Social Network 3 ;1 Video; 1 Blogging 2 Filesharing/ E-Commerce 2 Photo; 1 Portal; 5 Search 2 Reference; 1 Classifieds 1 Classifieds; 1 Reference 1 Social Search; 2 Network; 3 Filesharing/Photo 1 E- Video 1 Commerce; Blogging; 2 2 News 1 Source: Alexa
- 7. Agenda Agenda • Executive Summary • Detail Slides – Turkey – Brazil – Poland • More
- 8. Turkish Internet Trivia Turkish Internet Trivia • With 26.5mio users and 34.5 penetration Total Estimated Internet rate (European mean = 59%) the Turkish 26.5M internet market is promising for large- Users scale and fast future growth. • The number of Facebook users is a good indication of how Turkish internet users are effected by trends worldwide. 34.5% Internet Penetration Rate (Ranking 4th worldwide in #facebook users) • The Turkish e-government ranking is 46.5 compared to a 49.4 US rank. 13M # Facebook Accounts • Turkish e-commerce sector saw 60% YoY growth in 2009. • A young population with 26 mean age among internet users. • Internet access in Turkey is strictly 26 Average Age regulated. As a result, sites such as youtube, MySpace have been banned from time to time. Almost all porn access is also barred. Source: BKM, Brown University Study, Internet World stats
- 9. Top 100 Profile for Turkey News sites constitute a quarter of Turkey’s Top 100, while reference sites, portals and social networks are also naturally popular. • News sites and sports news sites 10 Leading Categories in Top 100 add up to 24; making up almost a News 16 Portal 9 quarter of the Turkish Top 100. News/Sports 8 • News themselves, and portals which Reference 6 could substitute for news sites Company/Tech 5 Social Network 5 attract the major portion of Turkish Filesharing/Photo 5 internet users’ clicks; most likely Gaming 5 due to: Video 4 Reviews 4 • Fervent nature of current Reviews; 4 happenings Video; 4 Gaming; 5 • Eventful political arena and Filesharing News; 16 history /Photo; 5 Social • Profound interest in sports, Network; Portal; 9 especially soccer. 5 Company/ Reference; News/Spo Tech; 5 6 rts; 8 Source: Alexa
- 10. Top 20 Profile for Turkey The Top 20 in Turkey includes only Facebook as a social network, whereas 5 portals and 4 news networks are on the list. Webmaster Filesharing; 1 Leading Categories in Top 20 Tools; 1 Portal 5 Blogging; 1 News 4 Video; 1 E-Commerce 2 Portal; 5 Filesharing/Ph Search 2 oto; 1 Reference 1 Social Social Network 1 Network; 1 News; 4 Filesharing/Photo 1 Reference; 1 Video 1 Blogging 1 Search; 2 Webmaster Tools 1 E-Commerce; 2 Source: Alexa
- 11. Turkey: Local vs Int’l Content With 63% of Top 100 local sites, and much greater share available in Turkish language; Turkish internet viewers prefer local content. • 63 of Turkish internet Top 100 are local websites. Intl; • However, the Top 20 includes 11 37 international websites against 9 Local; locals. 63 • However, all of the international sites in the Top20 either support Turkish as a language or can be used 20 easily without knowledge of English 15 language. 10 • It is obvious that language is an important barrier for the Turkish 5 internet users. 0 Top20 21-40 41-60 61-80 81-100 International Local Source: Alexa
- 12. Turkey: Local vs Int’l Content Turkish internet users rely on international social networks and filesharing sites where they read only local news • All news sites in the Top 100 are local content, and generally provide local news. Local Content % in Top100 • Two thirds of the reference sites 100% are local, however Wikipedia 90% 80% naturally makes the list as the top 70% reference site. 60% 50% • Interestingly, no local social 40% 30% networks, photo-sharing sites and 20% 10% search engines are on the Top 100 0% whatsoever. • Similarly, all e-commerce sites on the list are local; since not many international sites deliver to Turkey. Source: Alexa
- 13. Top 100: Turkey vs US A quick comparison of Turkish and US Top 100 lists points to a major difference in the two populations’ internet use. • News, portals are significantly more Turkey Reviews; 4 popular for the Turkish users. Video; 4 Gaming; 5 • Only 24 sites are present on both Filesharing News; 16 Top 100 lists. A 24% similarity rate /Photo; 5 between the two populations. Social Portal; 9 Network; • Sports news sites are also more 5 diverse and popular in Turkey. Company/ Reference; News/Spo Tech; 5 6 rts; 8 • Porn is absent in Turkish Top100 leading categories due to the fact US that pornographic content is banned Filesharing/ Portal; 5 Photo; 5 Company/T ech; 12 in Turkey. Social Network; 5 • Blogging sites do not appear as a News; 11 popular category in Turkey. Search; 5 Blogging; 6 E- Commerce; Reference; 7 Porn; 7 9 Source: Alexa
- 14. Agenda Agenda • Executive Summary • Detail Slides – Turkey – Brazil – Poland • More
- 15. Brazil Internet Trivia Brazil Internet Trivia • With 67.5 mio users and 34.4% Total Estimated Internet penetration rate (European mean = 59%) 67.5M the Brazilian internet market is promising Users for large-scale and fast future growth. • The significantly high percentage of social networking users, 85%, reflects how Brazilian users are effected by trends 34.4% Internet Penetration Rate worldwide. • Brazil boasts the largest e-commerce and internet sector in Latin America, as well as the world’s fifth largest telecoms network. 85% % Social Network Users • Brazil is considered a regional leader in internet marketing, internet sales, internet banking, service support. • Although not as harsh as Turkey, the internet is also censored in Brazil. The country’s courts have banned YouTube before. Source: ComScore, Internet World Stats, BBC, iBLS
- 16. Top 100 Profile for Brazil Portals, filesharing and tech companies alone make up about half of the Brazilian AlexaTop 100 list. • Brazil has a somewhat balanced Top 10 in Top 100 distribution among different Company/Tech 12 Portal 10 categories. Filesharing 9 • Various tech companies, especially E-Commerce 8 ICT operators dominate the Top 100. Porn 7 Social Network 6 • Filesharing and E-commerce are Government 6 comparably more popular than Reference 4 Blogging 4 other countries in this study. • 10 internet portals also show up on Filesharing/P Company/Te the Top 100 list. Blogging; 4 hoto; 4 ch; 12 Reference; 4 Government; 6 Portal; 10 Social Network; 6 Source: Alexa Filesharing; 9 Porn; 7 E-Commerce; 8
- 17. Top 20 Profile for Brazil Top 20 includes 8 internet portals, along with three social networks; the most important of which is Orkut. Top 8 in Top 20 Video; 1 Reference; 1 Portal 8 E-Commerce; Social Network 3 1 Search 2 Blogging; 2 Filesharing 2 Portal; 8 Blogging 2 E-Commerce 1 Filesharing; 2 Video 1 Reference 1 Search; 2 Social Network; 3 Source: Alexa
- 18. Brazil: Local vs Int’l Content With 53% of Top 100 local sites, Brazilian internet users barely favor international sites over local content. • 53 of Brazilian internet Top 100 are local websites. • The Top 20 includes 14 Int’l sites against 6 local. Internat ional Local • The strong presence of international 53% 47% websites on Brazilian Top 100 may point to the following: – That language is not an important 15 barrier for Brazilian users. – Portugese language support is 10 widespread among intl sites. 5 – Brazilian local Internet ventures cannot offer services to match those 0 of international sites. Top20 21-40 41-60 61-80 81-100 International Local Source: Alexa
- 19. Brazil: Local vs Int’l Content As in other examples, news sites, e-commerce and tech companies are mostly local whereas social networks, porn and filesharing sites are international. • The abundance of tech companies is mostly due to various telecoms operators offering services under different names in different states. International Local Grand Total • As visible, all of Brazil’s social Company/Tech 2 10 12 networks are international as in Portal 5 5 10 other examples. Filesharing 8 1 9 • Dedicated news sites are not E-Commerce 8 8 Porn 5 2 7 common, and only local content is Social Network 6 6 preferred. News 4 4 • Out of 10 internet portals, only 5 are local. Source: Alexa
- 20. Agenda Agenda • Executive Summary • Detail Slides – Turkey – Brazil – Poland • More
- 21. Poland: Internet Trivia Poland: Internet Trivia • Poland has a comparably developed Total Estimated Internet 18.6M internet user base, with 44% of the Users population having access. • A relatively small market with 18.6M consumers having access to 44% Internet Penetration Rate the net. • The age of the internet consumer is relatively old, with median age standing around 30. 30 Median Age • A recent study registered a decline in number of internet users. • A 2007 study indicated the vast majority of users have access via broadband / cable. Source: CIA Factbook, Internet World Stats, PAP News, Eurobarometer
- 22. Top 100 Profile for Poland Social networks, reference sites, portals and gaming sites alone constitute half of the Polish Top 100. • Reference and gaming sites are Top 10 in Top 100 significantly more popular than Portal 10 Reference 9 other developing markets in Poland. Social Network 8 • E-commerce sites are very rare, with Filesharing 7 only 2 sites in the Top 100. Gaming 7 News 6 • Dedicated celebrity news sites are Porn 6 very popular in the country. News/Celebs 5 Blogging 5 • 10 internet portals also show up on the Top 100 list. Company/Te ch; 4 Blogging; 5 Portal; News/Celebs 10 ;5 Reference; 9 Porn; 6 News; 6 Social Source: Alexa Network; 8 Gaming; 7 Filesharing; 7
- 23. Top 20 Profile for Poland Top 20 includes 6 internet portals, however the only international portal, Yahoo, appears last on the list. Top 10 in Top20 Music; 1 Portal 6 Video; 1 Social Network 3 Filesharing; 1 Search 2 Reference; 1 Portal; 6 News/Celebs 1 Forum 1 Classifieds; 1 Classifieds 1 Forum; 1 Reference 1 Filesharing 1 News/Celebs Video 1 ;1 Social Music 1 Search; 2 Network; 3 Source: Alexa
- 24. Poland: Local vs Int’l Content Polish internet users obviously prefer local content to international websites. Internat • 74 of Polish internet Top 100 are ional; 26 local websites. • Google, Youtube, Wikipedia, Rapidshare and Yahoo are the only international brands on the Top 20 Local; 74 list. • Other than porn, almost all other categories are dominated by local websites. 20 • As most sites exclusively provide 15 local news, reference content; one may conclude the Polish consumer 10 demands content focused locally 5 rather than globally. 0 Top20 21-40 41-60 61-80 81-100 International Local Source: Alexa
- 25. Poland: Local vs Int’l Content Save for purposes such as search, porn or portals; Polish users almost never log on to international websites. • Surprisingly, compared to other markets, Polish users prefer local social networks to international ones. International Local Grand Total • Popular filesharing, reference Portal 3 7 10 sites and also portals are Reference 2 7 9 surprisingly locally managed. Social Network 2 6 8 • The large number of gaming sites Filesharing 3 4 7 are all local. Gaming 7 7 News 6 6 Porn 6 6 Source: Alexa
- 26. Agenda Agenda • Executive Summary • Detail Slides • More Source: Alexa
- 27. More US Top 20 Rank Website Geography Category 1 Google.com International Search 2 Yahoo International Portal 3 Facebook International Social Network 4 YouTube International Video 5 MySpace International Social Network 6 Wikipedia International Reference 7 Live.com International Portal 8 Craigslist.org International Classifieds 9 Blogger International Blogging 10 eBay International E-Commerce 11 MSN International Portal 12 Twitter International Social Network 13 Amazon.com International E-Commerce 14 AOL International Portal 15 Go International Portal 16 ESPN Sportzone International News/Sports 17 Bing International Search 18 CNN International News 19 Flickr International Filesharing/Photo 20 Wordpress International Blogging Source: Alexa
- 28. More Turkish Top 20 Rank Website Geography Category 1 Google.com.tr International Search 2 Facebook International Social Network 3 Google.com International Search 4 Live.com International Portal 5 YouTube International Video 6 Hurriyet Local News 7 Milliyet Local News 8 Blogger International Blogging 9 Mynet Local Portal 10 RapidShare International Filesharing 11 Ekolay Local Portal 12 Yahoo International Portal 13 Sahibinden Local E-Commerce 14 MSN International Portal 15 R10.net Local Webmaster Tools 16 GittiGidiyor Local E-Commerce 17 ImageShack International Filesharing/Photo 18 Wikipedia International Reference 19 Sabah Local News 20 HaberTurk Local News Source: Alexa
- 29. More Brazil Top 20 Rank Website Geography Category 1 Google.com.br International Search 2 Orkut.com.br International Social Network 3 Google International Search 4 Live.com International Portal 5 Universo Online Local Portal 6 YouTube International Video 7 Globo.com Local Portal 8 MSN International Portal 9 Yahoo International Portal 10 Blogger International Blogging 11 Terra Local Portal 12 iG Local Portal 13 MercadoLivre Local E-Commerce 14 Wikipedia International Reference 15 4shared International Filesharing 16 RapidShare International Filesharing 17 Twitter International Social Network 18 Wordpress International Blogging 19 Facebook International Social Network 20 Abril Local Portal Source: Alexa
- 30. More Poland Top 20 Rank Website Geography Category 1 Google Polska International Search 2 Nasza-klasa.pl Local Social Network 3 Onet.pl Local Portal 4 Allegro Local Portal 5 Youtube International Video 6 Wirtualna Polska Local Portal 7 Google International Search 8 Interia.pl Local Portal 9 Wikipedia International Reference 10 Gazeta.pl Local News 11 Facebook International Social Network 12 O2 Local Portal 13 demotywatory.pl Local Blogging 14 Wrzuta.pl Local Music 15 otoMoto Local Classifieds 16 Pudelek.pl Local News/Celebs 17 RapidShare International Filesharing 18 Fotka.pl Local Social Network 19 PEB Local Forum 20 Yahoo International Portal Source: Alexa
- 31. Caner Türkmen – This is my email address: turkmen.ac @gmail.com I tweet here: canerturkmen And this is my linkedin profile: linkedin.com/in/acturkmen Thank You