Internet Audience in
Belarus




Lauris Lietavietis

27.02.2013.
Who we are?

 •   a global company and the no. 1 choice in EMEA, provides consultancy and
     expertise on consumer behaviour in the digital world
 •   ‘one stop shop’ for everyone who needs to measure the website, plan and
     deliver effective online campaigns or use the internet as a communication
     channel
Gemius as the currency in online measurement


     JIC Standard:
     Poland, Slovakia, Czech
     Republic, Hungary, Slovenia, Turk
     ey, Israel, Moldova
     Denmark, Ukraine, Belarus,
     De facto currency:
     Lithuania, Latvia, Bulgaria, Bosni
     a, Croatia, Serbia

     Start-up: Estonia, Russia,
     Romania, Kazakhstan, Portugal,
     MENA (UAE, KSI, Egypt,
     Lebanon, Jordan, Syria, Kuwait,
     Morocco, Tunisia),




                                               3
Internet Audience in Belarus
gemiusAudience methodologies

   Cookie Panel            Software Panel       Fusion Panel
  •   Slovakia             • Poland         •   Czech Republic
  •   Estonia                               •   Hungary
  •   Latvia                                •   Russia
  •   Lithuania                             •   Denmark
  •   Slovenia                              •   Israel
  •   Croatia                               •   Ukraine
  •   Bosnia&Hercegovina                    •   Turkey
  •   Bulgaria                              •   MENA (selected
  •   MENA (selected                            countries)
      countries)                            • Belarus
  •   Serbia
  •   Moldova
  •   Portugal
  •   Kazakhstan
Fusion panel methodology

SCRIPTED WEBSITES



                    Cookie Panel
                    (n=38 000+)



                                     Fusion Panel
ALL WEBSITES

                    Software Panel
                    (n=2300)
            …
Internet audience in Belarus
Lauris Lietavietis

27.02.2013.
74%


                      64%


                      57%



Source: gemiusAudience, January, 2013 (BY, LV); Gemius/Ipsos, gemiusAudience, December 2012 (HU)
Key characteristics




                                                                              4 786 120 Internet users



                      544 Page views per Internet user



                                                15h 13 min time spent by Internet user

Source: gemiusAudience, January, 2013; Inhabitants of Belarus, age 15 - 74 (audited sites only)
4 786 120                                1 269 138                              4 606 021

   544                                      1 919                                  2 289

   15hrs 13min                              29hrs 11min                            56hrs 36min




Source: gemiusAudience, January, 2013 (BY, LV); Gemius/Ipsos, gemiusAudience, December 2012 (HU)
Возраст:
                                                          Age:
                                                          15-18 лет – 10,05%
           69,25%                                         15-18 years – 10,15%
                                                          19-24 лет – 20,48%
                                                          19-24 years – 19,41%
           Используют                                     25-34 лет – 30,14%
                                                          25-34 years – 29,70%
           ШПД                                            35-44 лет – 19,50%
                                                          35-44 years – 21,12%
                                                          45-54 лет – 12,96%
                                                          45-54 years – 13,43%
                                                          55+ лет – 6,87%
                                                          55+ years – 6,19%



                                        50,88%   49,12%

                                                           33,65%   МИНСКАЯ
                                                           36,53%   MINSK
    39%                                                    15,01%
                                                           16,24%
                                                           14,55%
                                                                    БРЕСТСКАЯ
                                                                    BRESTSK
                                                                    ВИТЕБСКАЯ
    Высшее                                                 13,69%
                                                           13,90%   VITEBSK
                                                                    ГОМЕЛЬСКАЯ
                                                           12,45%
                                                           10,27%   GOMEL
                                                                    ГРОДНЕНСКАЯ
    образование и                                           9,57%   GRODNO
                                                           12,62%   МОГИЛЕВСКАЯ
    последипломное                                         11,52%   MOGILEV




Source: gemiusAudience, January, 2013
35.00%

30.00%

25.00%

20.00%

15.00%
                                        Состав аудитории, 01.2012.
10.00%                                  Состав аудитории, 01.2013.


 5.00%

 0.00%




Source: gemiusAudience, January, 2013
35.00%

30.00%

25.00%

20.00%

15.00%                                                                                             BY
                                                                                                   HU
10.00%
                                                                                                   LV

 5.00%

 0.00%




Source: gemiusAudience, January, 2013 (BY, LV); Gemius/Ipsos, gemiusAudience, December 2012 (HU)
40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
                                         Состав просмотров страниц, 01.2012
10.00%
                                         Состав просмотров страниц, 01.2013.
 5.00%
 0.00%




40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
                                                    Состав времени, 01.2012.
10.00%
                                                    Состав времени, 01.2013.
 5.00%
 0.00%




 Source: gemiusAudience, January, 2013
Belarus: Top 20 websites by reach
              Google
               mail.ru
              vk.com
           yandex.by
                tut.by
       youtube.com
   odnoklassniki.ru
       wikipedia.org
      facebook.com
           onliner.by
       fotostrana.ru
    livejournal.com
          opera.com
           marketgid
              byfly.by
      beltelecom.by
              deal.by
   depositfiles.com
          letitbit.net
             kufar.by

                     0.00%   10.00%      20.00%   30.00%   40.00%   50.00%   60.00%   70.00%   80.00%
Source: gemiusAudience, February, 2012
Belarus: Top 20 websites by reach
            Google
            mail.ru
            vk.com
         yandex.by
              tut.by
      youtube.com
   odnoklassniki.ru
   ru.wikipedia.org
          onliner.by
     facebook.com
            ucoz.ru
      fotostrana.ru
            byfly.by
    marketgid.com
            deal.by
     beltelecom.by
          my-hit.ru
         zaycev.net
         opera.com
       kinopoisk.ru

                   0.00%       10.00%   20.00%   30.00%   40.00%   50.00%   60.00%   70.00%
Source: gemiusAudience, January, 2013
Belarus: top 20 audited websites by reach

              mail.ru
          yandex.by
               tut.by
   odnoklassniki.ru
           onliner.by
              deal.by
                irr.by
              abw.by
                av.by
             relax.by
    livejournal.com
              b2b.by
             shop.by
        gismeteo.by
          pogoda.by
                kp.by
        megogo.net
            by.all.biz
           naviny.by
       charter97.org

                     0.00%     10.00%   20.00%   30.00%   40.00%   50.00%   60.00%   70.00%
Source: gemiusAudience, January, 2013
Abw.by   Duplicated    Av.by
unique    299 400     unique
249567                211 316


         874 745
Gismeteo.by   Duplicated   Pogoda.by
   unique      114 926      unique
   272 934                  269 541


              657 401
Let’s talk about something…else
Enot
                       Win Accord
                       Kyocera
                       Sagem
                                            164
                       Casio
                                          mobile devices
                                       recognised in Belarus
                       Sharp
                       Haipad




Source: gemiusTraffic, January, 2013
Nokia




                          Samsung

                          Apple




Source: gemius Ranking, http://www.ranking.by/en/rankings/mobile-devices-producers.html
Weighted average share of mobile pageviews
            40.0%

            35.0%

            30.0%

            25.0%

            20.0%

            15.0%

            10.0%

              5.0%

              0.0%
                              BY             DK          LV           LT        HU



Source: gemiusTraffic, January, 2013
What is common with Latvia?
Latvia 2008 - 2009


                                                             Million USD
             200.0
                                   181.2
             180.0
             160.0
             140.0
                                                                                                   Market
             120.0
             100.0
                                                                     98.3                          -46%
                                                                                     LV-total
              80.0                                                                   LV-Internet
              60.0                                                                                 Internet
              40.0                                                                                 -29%
                                                 15.9                         11.2
              20.0
                0.0
                                          2008                             2009



Data source: Latvian Advertising Association, http://www.lra.lv/
Belarus 2010 - 2011


                                                     Million USD
         120.0

                               98.0
         100.0
                                                                                                        Market
           80.0
                                                                       67.0                             -32%
           60.0                                                                           BY-total
                                                                                          BY-Internet   Internet
           40.0
                                                                                                        -16%
           20.0
                                           7.3                                      6.1
            0.0
                                    2010                                    2011



Data source: Zenith Optimedia, http://marketing.by/main/market/analytics/0054998/
Latvia 2008 - 2011


                                                          Million USD
           200.0
                          181.2
           180.0
           160.0                                                                                             Market in 2011
           140.0                                                                                             +5%
           120.0
                                                98.3
           100.0                                                   85.6          90.3          LV-total      Internet in 2011
             80.0                                                                              LV-Internet   +17
             60.0
             40.0                                                                                            Still not back to 2008
                                 15.9                  11.2               11.0          12.9
             20.0
                                                                                                             levels
               0.0
                             2008                 2009              2010          2011



Data source: Latvian Advertising Association, http://www.lra.lv/
Belarus 2010 - 2012


                                                      Million USD
        120.0

                        98.0
        100.0


                                                                                    76.2
         80.0
                                                      67.0
                                                                                                                                Belarus suffered less
         60.0
                                                                                                                                and is recovering
                                                                                                                BY-total
                                                                                                                BY-Internet
                                                                                                                                faster
         40.0


         20.0
                                   7.3                           6.1                           7.2

          0.0
                            2010                          2011                          2012




Data source: Zenith
Optimedia, http://marketing.by/main/market/analytics/0054998/, http://marketing.by/main/market/analytics/0059307/, http://marketing.by/main/market/analytics/0060208
/
Final remarks


  •   Internet penetration has reached high levels, audience structure is stable
      and relatively mature


  •   Potential for new Internet users is among older age groups


  •   Usage intensity will be growing


  •   Market leaders have stable postitions, tougher competition expected below
      top 5


  •   Look forward towards mobile


  •   Crisis effect was lower than in LV – 1 year instead of 2
THANK YOU




Join us @:                  Contact:

Facebook.com/GemiusGroup    Lauris Lietavietis
Twitter.com/Gemius          Regional Audience Research Director
Slideshare.net/Gemius_com   lauris.lietavietis@gemius.com
YouTube.com/WwwGemiusCom

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Internet Audience in Belarus

  • 1. Internet Audience in Belarus Lauris Lietavietis 27.02.2013.
  • 2. Who we are? • a global company and the no. 1 choice in EMEA, provides consultancy and expertise on consumer behaviour in the digital world • ‘one stop shop’ for everyone who needs to measure the website, plan and deliver effective online campaigns or use the internet as a communication channel
  • 3. Gemius as the currency in online measurement JIC Standard: Poland, Slovakia, Czech Republic, Hungary, Slovenia, Turk ey, Israel, Moldova Denmark, Ukraine, Belarus, De facto currency: Lithuania, Latvia, Bulgaria, Bosni a, Croatia, Serbia Start-up: Estonia, Russia, Romania, Kazakhstan, Portugal, MENA (UAE, KSI, Egypt, Lebanon, Jordan, Syria, Kuwait, Morocco, Tunisia), 3
  • 5. gemiusAudience methodologies Cookie Panel Software Panel Fusion Panel • Slovakia • Poland • Czech Republic • Estonia • Hungary • Latvia • Russia • Lithuania • Denmark • Slovenia • Israel • Croatia • Ukraine • Bosnia&Hercegovina • Turkey • Bulgaria • MENA (selected • MENA (selected countries) countries) • Belarus • Serbia • Moldova • Portugal • Kazakhstan
  • 6. Fusion panel methodology SCRIPTED WEBSITES Cookie Panel (n=38 000+) Fusion Panel ALL WEBSITES Software Panel (n=2300) …
  • 9. 74% 64% 57% Source: gemiusAudience, January, 2013 (BY, LV); Gemius/Ipsos, gemiusAudience, December 2012 (HU)
  • 10. Key characteristics 4 786 120 Internet users 544 Page views per Internet user 15h 13 min time spent by Internet user Source: gemiusAudience, January, 2013; Inhabitants of Belarus, age 15 - 74 (audited sites only)
  • 11. 4 786 120 1 269 138 4 606 021 544 1 919 2 289 15hrs 13min 29hrs 11min 56hrs 36min Source: gemiusAudience, January, 2013 (BY, LV); Gemius/Ipsos, gemiusAudience, December 2012 (HU)
  • 12. Возраст: Age: 15-18 лет – 10,05% 69,25% 15-18 years – 10,15% 19-24 лет – 20,48% 19-24 years – 19,41% Используют 25-34 лет – 30,14% 25-34 years – 29,70% ШПД 35-44 лет – 19,50% 35-44 years – 21,12% 45-54 лет – 12,96% 45-54 years – 13,43% 55+ лет – 6,87% 55+ years – 6,19% 50,88% 49,12% 33,65% МИНСКАЯ 36,53% MINSK 39% 15,01% 16,24% 14,55% БРЕСТСКАЯ BRESTSK ВИТЕБСКАЯ Высшее 13,69% 13,90% VITEBSK ГОМЕЛЬСКАЯ 12,45% 10,27% GOMEL ГРОДНЕНСКАЯ образование и 9,57% GRODNO 12,62% МОГИЛЕВСКАЯ последипломное 11,52% MOGILEV Source: gemiusAudience, January, 2013
  • 13. 35.00% 30.00% 25.00% 20.00% 15.00% Состав аудитории, 01.2012. 10.00% Состав аудитории, 01.2013. 5.00% 0.00% Source: gemiusAudience, January, 2013
  • 14. 35.00% 30.00% 25.00% 20.00% 15.00% BY HU 10.00% LV 5.00% 0.00% Source: gemiusAudience, January, 2013 (BY, LV); Gemius/Ipsos, gemiusAudience, December 2012 (HU)
  • 15. 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% Состав просмотров страниц, 01.2012 10.00% Состав просмотров страниц, 01.2013. 5.00% 0.00% 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% Состав времени, 01.2012. 10.00% Состав времени, 01.2013. 5.00% 0.00% Source: gemiusAudience, January, 2013
  • 16. Belarus: Top 20 websites by reach Google mail.ru vk.com yandex.by tut.by youtube.com odnoklassniki.ru wikipedia.org facebook.com onliner.by fotostrana.ru livejournal.com opera.com marketgid byfly.by beltelecom.by deal.by depositfiles.com letitbit.net kufar.by 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% Source: gemiusAudience, February, 2012
  • 17. Belarus: Top 20 websites by reach Google mail.ru vk.com yandex.by tut.by youtube.com odnoklassniki.ru ru.wikipedia.org onliner.by facebook.com ucoz.ru fotostrana.ru byfly.by marketgid.com deal.by beltelecom.by my-hit.ru zaycev.net opera.com kinopoisk.ru 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% Source: gemiusAudience, January, 2013
  • 18. Belarus: top 20 audited websites by reach mail.ru yandex.by tut.by odnoklassniki.ru onliner.by deal.by irr.by abw.by av.by relax.by livejournal.com b2b.by shop.by gismeteo.by pogoda.by kp.by megogo.net by.all.biz naviny.by charter97.org 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% Source: gemiusAudience, January, 2013
  • 19. Abw.by Duplicated Av.by unique 299 400 unique 249567 211 316 874 745
  • 20. Gismeteo.by Duplicated Pogoda.by unique 114 926 unique 272 934 269 541 657 401
  • 21. Let’s talk about something…else
  • 22. Enot Win Accord Kyocera Sagem 164 Casio mobile devices recognised in Belarus Sharp Haipad Source: gemiusTraffic, January, 2013
  • 23. Nokia Samsung Apple Source: gemius Ranking, http://www.ranking.by/en/rankings/mobile-devices-producers.html
  • 24. Weighted average share of mobile pageviews 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% BY DK LV LT HU Source: gemiusTraffic, January, 2013
  • 25. What is common with Latvia?
  • 26. Latvia 2008 - 2009 Million USD 200.0 181.2 180.0 160.0 140.0 Market 120.0 100.0 98.3 -46% LV-total 80.0 LV-Internet 60.0 Internet 40.0 -29% 15.9 11.2 20.0 0.0 2008 2009 Data source: Latvian Advertising Association, http://www.lra.lv/
  • 27. Belarus 2010 - 2011 Million USD 120.0 98.0 100.0 Market 80.0 67.0 -32% 60.0 BY-total BY-Internet Internet 40.0 -16% 20.0 7.3 6.1 0.0 2010 2011 Data source: Zenith Optimedia, http://marketing.by/main/market/analytics/0054998/
  • 28. Latvia 2008 - 2011 Million USD 200.0 181.2 180.0 160.0 Market in 2011 140.0 +5% 120.0 98.3 100.0 85.6 90.3 LV-total Internet in 2011 80.0 LV-Internet +17 60.0 40.0 Still not back to 2008 15.9 11.2 11.0 12.9 20.0 levels 0.0 2008 2009 2010 2011 Data source: Latvian Advertising Association, http://www.lra.lv/
  • 29. Belarus 2010 - 2012 Million USD 120.0 98.0 100.0 76.2 80.0 67.0 Belarus suffered less 60.0 and is recovering BY-total BY-Internet faster 40.0 20.0 7.3 6.1 7.2 0.0 2010 2011 2012 Data source: Zenith Optimedia, http://marketing.by/main/market/analytics/0054998/, http://marketing.by/main/market/analytics/0059307/, http://marketing.by/main/market/analytics/0060208 /
  • 30. Final remarks • Internet penetration has reached high levels, audience structure is stable and relatively mature • Potential for new Internet users is among older age groups • Usage intensity will be growing • Market leaders have stable postitions, tougher competition expected below top 5 • Look forward towards mobile • Crisis effect was lower than in LV – 1 year instead of 2
  • 31. THANK YOU Join us @: Contact: Facebook.com/GemiusGroup Lauris Lietavietis Twitter.com/Gemius Regional Audience Research Director Slideshare.net/Gemius_com lauris.lietavietis@gemius.com YouTube.com/WwwGemiusCom