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Dmytro Lysiuk, Gemius Ukraine, presentation at BlogCamp, Kyiv, Ukraine, October, 2008
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Gemius UkraineDmytro Lysiuk, executive director
Central and Eastern Europeanmarkets review
22
Content
1. About Gemius
2. CEE markets general review
3. Adspends
4. Blogs
1. About Gemius
Gemius SA, Internet market research since 1999.
44
Gemius worldwideCountriesCountries::
• Poland, Czech Republic, Slovakia, Hungary• Lithuania, Latvia, Estonia, Norway• Russia, Ukraine, Belarus• Adriatic region• Romania, Bulgaria• Denmark, UK, Israel, Austria
PartnersPartners:: CATI, Media Research, Ipsos, Market Watch, UAIA, FOM
2. CEE markets general review
66
CEE countries
Central Europe:Poland, Czech Republic, Slovakia, HungaryAdriatic region:Croatia, SloveniaBaltic states:Latvia, Lithuania, EstoniaEastern Balkans:Bulgaria, RomaniaEastern Europe:Ukraine, Russia, Belarus, Moldova
77
Internet penetration - 2007
30%
71%
56%
50%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
CEE
Nordic Region
Western Europe
Southern Europe
Internet Penetration
SOURCE: gemiusAudience + structural studies, InternetWorldStats
43,6%2008
88
Internet in CEE - details
68%
66%
53%
53%
51%
50%
46%
45%
43%
39%
33%
26%
16%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Slovenia
Estonia
Romania
Latvia
Lithuania
Czech Republic
Slovakia
Bulgaria
Poland
Hungary
Croatia
Russia
Ukraine
Source: gemiusAudience + structural studies, 2008
Internet penetration
99
Broadband penetration 2007
26%
59%
35%
19%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
CEE
Nordic Region
Western Europe
Southern Europe
Broadband Penetration (% of Internet-using HHs)
SOURCE: gemiusAudience + structural studies, InternetWorldStats
33%2008
1010
Broadband in CEE - details
49%
48%
47%
44%
35%
34%
34%
32%
30%
29%
22%
18%
13%
0% 10% 20% 30% 40% 50% 60%
Russia
Estonia
Ukraine
Slovenia
Poland
Lithuania
Croatia
Latvia
Czech Republic
Hungary
Slovakia
Romania
Bulgaria
Source: Eurostat + Gemius, expert estimation for UA, 2008
3. Ad spends
1212
US-Europe comparative ad spends
http://www.marketingcharts.com/interactive/
1313
Source: Local media agencies, 2006-2008
Ad spends
1414
Online ad share in total ad spends
Source: local media agencies, 2007-2008
1515
Source: local media agencies + gemiusAudience, 2008
Average ad spends per one user (euro)
2,14 €
3,56 €
3,84 €
4,10 €
4,41 €
6,71 €
7,55 €
10,65 €
11,34 €
11,74 €
14,17 €
14,87 €
18,31 €
- € 2 € 4 € 6 € 8 € 10 € 12 € 14 € 16 € 18 € 20 €
Ukraine
Croatia
Romania
Lithuania
Bulgaria
Poland
Slovakia
Latvia
Slovenia
Estonia
Czech Republic
Russia
Hungary
1616
CEE statistics by regions (rate to population)
0%
10%
20%
30%
40%
50%
60%
Baltic states Eastern Balkans Adriatic Central Eastern (Russiaand Ukraine)
Internet Broadband Online ad
Source: local media agencies + gemiusAudience + IAB, 2008
1717
Russia and Ukraine …and Poland
Source: local media agencies + gemiusAudience + IAB, 2008
Ukraine Russia Poland
Internet penetration 16,00% 26% 42,64%
Broadband penetration 47% 49% 35,20%
Online adspends 13 600 000 € 455 000 000 € 101 788 148 €
Online adspends groth 59% 50% 12%
Euro/user 2,14 € 14,87 € 6,71 €
Online ad share 0,70% 3,60% 3,70%
1818
Mature markets – UK and Denmark
Denmark UK
Internet penetration 79% 63%
Broadband penetration 76% 90%
Online ad spends 410 000 000 € 3 376 600 000 €
Online ad spends growth 20% 29%
Euro/user 109,5 € 112,55 €
Online ad share 14,70%
BMRB Internet monitor
Source: local media agencies + gemiusAudience + IAB, 2008
4. Blogs
2020
Blogs
Bulgaria blog.bg local 11,20%
blogspot global
Croatia blog.hr local 32,42%
bloger.hr local 23,48%
Czech Republic blog.cz local 39,08%
Hungary blog.hu local 33,89%
blogter.hu local 19,51%
freeblog.hu local 17,07%
blogger.com global 9,44%
Source: gemiusAudience + expert estimations, 2008
2121
Blogs
Latvia klub.lv local
Lithuaniablogas.lt
local23.38%
Poland blog.onet.pl local 18,68%
blox.pl local 13,23%
blogger.com global 12,29%
Source: gemiusAudience + expert estimations, 2008
2222
Blogs
RussiaLivejournal.com global > local 18,64%
Liveinternet.ru
local
Blog.mail.ru local 12,57%
Ukraine Livejournal.com global
Source: gemiusAudience + expert estimations, 2008
2323
Blogs
The most popular type of UGC Tendencies
• Blog audience grows fast – up to 40% reach• Blog-services are getting closer to social networks• Social networks are used for blogging more often• Dominated mostly by local players
2424
Blogs
The most popular type of UGC But:
• Difficulties in audience measurement
• 1 person/ many browsers• 1 person/ many accounts• 1 account/several persons• etc.
Summary
2626
Main trends
- Online ad in CEE is growing faster- Markets develop indifferently- Internet becomes more and more popular- Broadband takes up
2727
Internet CEE
These markets soon will be discussed at Internet CEE conference
Warsaw, October, 28-29
www.internetcee.com
