Alexa Top 100 Analysis V0 6

Alexa Top 100 AnalysisUS, Turkey, Brazil and Poland

A. Caner Türkmen

Agenda

• Executive Summary

• Detail Slides

• More

Agenda

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 users, 34.5% penetration rate and a median internet user age of 26; is a growing and dynamic market for internet businesses.

• Brazil, a regional leader in internet sector and e-commerce, boasts a 65M strong access base.

• Polish internet users benefit from a nearly 50% penetration rate.

• Turkish internet users choose from a diverse array of news networks and sports news sites; placing 24 such sites in the top 100.

• Brazilian internet users, on the other hand, click frequently on tech companies’ sites.

• 63% of websites in Turkey’s top 100 are locally provided, the same rate transpires as 53% in Brazil, 74% in Poland.

• Some categories, especially social networks are international while news, reference, gaming categories are mostly locally provided.

• Some leading categories in US such as blogging, reference and tech companies are not as popular in developing markets; seeing as many local counterparts have lower rankings.

• Only 24 sites are on both US and Turkish Top 100.

Executive Summary

Agenda


• Detail Slides

• More

Agenda

Tech companies are the leading category in US Alexa Top 100. While 11 News sites and 9 Reference sites follow

10 Leading Categories in Top 100Company/Tech 12News 11Reference 9Porn 7E-Commerce 7Blogging 6Search 5Social Network 5Filesharing/Photo 5Portal 5

Top 100 Profile for US

Company/Tech; 12

News; 11

Reference; 9Porn; 7

E-Commerce;

7

Blogging; 6

Search; 5

Social Network; 5

Filesharing/Photo; 5

Portal; 5

• Tech companies including Apple, Microsoft; telcos such as Verizon constitute 12 of US’s Alexa Top 100.

• News sites, not including sports, add up to 11.

• Social networks, search engines and portals such as Yahoo constitute 5 each.

Source: Alexa

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 20Portal 5Social Network 3Blogging 2E-Commerce 2Search 2Classifieds 1Reference 1Filesharing/Photo 1Video 1News 1

Top 20 Profile for US

Portal; 5

Social Network; 3

Blogging; 2

E-Commerce;

2

Search; 2

Classifieds; 1

Reference; 1


Video; 1

News; 1News/Sports

; 1

Source: Alexa

Agenda


• Detail Slides

– Turkey

– Brazil

– Poland

• More

Agenda

Turkish Internet Trivia

Total Estimated Internet Users

Internet Penetration Rate

# Facebook Accounts

Average Age

Turkish Internet Trivia

26.5M

34.5%

13M

• With 26.5mio users and 34.5 penetration rate (European mean = 59%) the Turkish internet market is promising for large-scale and fast future growth.

• The number of Facebook users is a good indication of how Turkish internet users are effected by trends worldwide. (Ranking 4th worldwide in #facebook users)

• The Turkish e-government ranking is 46.5 compared to a 49.4 US rank.

• 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 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

26

News sites constitute a quarter of Turkey’s Top 100, while reference sites, portals and social networks are also naturally popular.

10 Leading Categories in Top 100News 16Portal 9News/Sports 8Reference 6Company/Tech 5Social Network 5Filesharing/Photo 5Gaming 5Video 4Reviews 4

Top 100 Profile for Turkey

• News sites and sports news sites add up to 24; making up almost a quarter of the Turkish Top 100.

• News themselves, and portals which could substitute for news sites attract the major portion of Turkish internet users’ clicks; most likely due to:

• Fervent nature of current happenings

• Eventful political arena and history

• Profound interest in sports, especially soccer.

News; 16

Portal; 9

News/Sports; 8

Reference; 6

Company/Tech; 5

Social Network;

5


Gaming; 5

Video; 4Reviews; 4

Source: Alexa

The Top 20 in Turkey includes only Facebook as a social network, whereas 5 portals and 4 news networks are on the list.

Leading Categories in Top 20Portal 5News 4E-Commerce 2Search 2Reference 1Social Network 1Filesharing/Photo 1Video 1Blogging 1Webmaster Tools 1

Top 20 Profile for Turkey

Portal; 5

News; 4

E-Commerce; 2

Search; 2

Reference; 1

Social Network; 1


Video; 1

Blogging; 1

Webmaster Tools; 1

Filesharing; 1

Source: Alexa

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.

• However, the Top 20 includes 11 international websites against 9 locals.

• However, all of the international sites in the Top20 either support Turkish as a language or can be used easily without knowledge of English language.

• It is obvious that language is an important barrier for the Turkish internet users.

Turkey: Local vs Int’l Content

Intl; 37

Local; 63

0

5

10

15

20

Top20 21-40 41-60 61-80 81-100

International Local

Source: Alexa

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.

• Two thirds of the reference sites are local, however Wikipedia naturally makes the list as the top reference site.

• Interestingly, no local social networks, photo-sharing sites and search engines are on the Top 100 whatsoever.

• Similarly, all e-commerce sites on the list are local; since not many international sites deliver to Turkey.

Turkey: Local vs Int’l Content

0%10%20%30%40%50%60%70%80%90%

100%

Local Content % in Top100

Source: Alexa

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 popular for the Turkish users.

• Only 24 sites are present on both Top 100 lists. A 24% similarity rate between the two populations.

• Sports news sites are also more diverse and popular in Turkey.

• Porn is absent in Turkish Top100 leading categories due to the fact that pornographic content is banned in Turkey.

• Blogging sites do not appear as a popular category in Turkey.

Top 100: Turkey vs US

Company/Tech; 12

News; 11

Reference; 9Porn; 7

E-Commerce;

7

Blogging; 6

Search; 5

Social Network; 5


Portal; 5

News; 16

Portal; 9

News/Sports; 8

Reference; 6

Company/Tech; 5

Social Network;

5


Gaming; 5

Video; 4Reviews; 4Turkey

US

Source: Alexa

Agenda


• Detail Slides

– Turkey

– Brazil

– Poland

• More

Agenda

Brazil Internet Trivia



% Social Network Users

Brazil Internet Trivia

67.5M

34.4%

85%

• With 67.5 mio users and 34.4% penetration rate (European mean = 59%) the Brazilian internet market is promising for large-scale and fast future growth.

• The significantly high percentage of social networking users, 85%, reflects how Brazilian users are effected by trends worldwide.

• Brazil boasts the largest e-commerce and internet sector in Latin America, as well as the world’s fifth largest telecoms network.

• 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

Portals, filesharing and tech companies alone make up about half of the Brazilian AlexaTop 100 list.

Top 10 in Top 100Company/Tech 12Portal 10Filesharing 9E-Commerce 8Porn 7Social Network 6Government 6Reference 4Blogging 4

Top 100 Profile for Brazil

• Brazil has a somewhat balanced distribution among different categories.

• Various tech companies, especially ICT operators dominate the Top 100.

• Filesharing and E-commerce are comparably more popular than other countries in this study.

• 10 internet portals also show up on the Top 100 list.

Source: Alexa

Company/Tech; 12

Portal; 10

Filesharing; 9

E-Commerce; 8

Porn; 7

Social Network; 6

Government; 6

Reference; 4

Blogging; 4


Top 20 includes 8 internet portals, along with three social networks; the most important of which is Orkut.

Top 20 Profile for Brazil

Source: Alexa

Portal; 8

Social Network; 3

Search; 2

Filesharing; 2

Blogging; 2

E-Commerce; 1

Video; 1 Reference; 1Top 8 in Top 20

Portal 8

Social Network 3

Search 2

Filesharing 2

Blogging 2

E-Commerce 1

Video 1

Reference 1

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.

• The strong presence of international websites on Brazilian Top 100 may point to the following:

– That language is not an important barrier for Brazilian users.

– Portugese language support is widespread among intl sites.

– Brazilian local Internet ventures cannot offer services to match those of international sites.

Brazil: Local vs Int’l Content

Source: Alexa

0

5

10

15

Top20 21-40 41-60 61-80 81-100

International Local

International47%

Local53%

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.

• As visible, all of Brazil’s social networks are international as in other examples.

• Dedicated news sites are not common, and only local content is preferred.

• Out of 10 internet portals, only 5 are local.

Brazil: Local vs Int’l Content

Source: Alexa

International Local Grand Total

Company/Tech 2 10 12

Portal 5 5 10

Filesharing 8 1 9

E-Commerce 8 8

Porn 5 2 7

Social Network 6 6

News 4 4

Agenda


• Detail Slides

– Turkey

– Brazil

– Poland

• More

Agenda

Poland: Internet Trivia



Median Age

Poland: Internet Trivia

18.6M

44%

• Poland has a comparably developed internet user base, with 44% of the population having access.

• A relatively small market with 18.6M consumers having access to the net.

• The age of the internet consumer is relatively old, with median age standing around 30.

• 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

30

Social networks, reference sites, portals and gaming sites alone constitute half of the Polish Top 100.

Top 10 in Top 100Portal 10Reference 9Social Network 8Filesharing 7Gaming 7News 6Porn 6News/Celebs 5Blogging 5

Top 100 Profile for Poland

• Reference and gaming sites are significantly more popular than other developing markets in Poland.

• E-commerce sites are very rare, with only 2 sites in the Top 100.

• Dedicated celebrity news sites are very popular in the country.

• 10 internet portals also show up on the Top 100 list.

Source: Alexa

Portal; 10

Reference; 9

Social Network; 8

Filesharing; 7Gaming; 7

News; 6

Porn; 6

News/Celebs; 5

Blogging; 5

Company/Tech; 4

Top 20 includes 6 internet portals, however the only international portal, Yahoo, appears last on the list.

Top 20 Profile for Poland

Source: Alexa

Top 10 in Top20

Portal 6

Social Network 3

Search 2

News/Celebs 1

Forum 1

Classifieds 1

Reference 1

Filesharing 1

Video 1

Music 1

Portal; 6

Social Network; 3

Search; 2

News/Celebs; 1

Forum; 1

Classifieds; 1

Reference; 1

Filesharing; 1

Video; 1Music; 1

Polish internet users obviously prefer local content to international websites.

• 74 of Polish internet Top 100 are local websites.

• Google, Youtube, Wikipedia, Rapidshare and Yahoo are the only international brands on the Top 20 list.

• Other than porn, almost all other categories are dominated by local websites.

• As most sites exclusively provide local news, reference content; one may conclude the Polish consumer demands content focused locally rather than globally.

Poland: Local vs Int’l Content

Source: Alexa

International;

26

Local; 74

0

5

10

15

20

Top20 21-40 41-60 61-80 81-100

International Local

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.

• Popular filesharing, reference sites and also portals are surprisingly locally managed.

• The large number of gaming sites are all local.

Poland: Local vs Int’l Content

Source: Alexa

International Local Grand Total

Portal 3 7 10

Reference 2 7 9

Social Network 2 6 8

Filesharing 3 4 7

Gaming 7 7

News 6 6

Porn 6 6

Agenda


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Agenda

Source: Alexa

US Top 20

More

Rank Website Geography Category

1 Google.com International Search

2 Yahoo International Portal

3 Facebook International Social Network

4 YouTube International Video5 MySpace International Social Network

6 Wikipedia International Reference7 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 BloggingSource: Alexa

Turkish Top 20

More


1 Google.com.tr International Search


3 Google.com International Search

4 Live.com International Portal5 YouTube International Video

6 Hurriyet Local News7 Milliyet Local News


9 Mynet Local Portal

10 RapidShare International Filesharing

11 Ekolay Local Portal


13 Sahibinden Local E-Commerce


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 NewsSource: Alexa

Brazil Top 20

More

Rank Website Geography Category1 Google.com.br International Search

2 Orkut.com.br International Social Network

3 Google International Search

4 Live.com International Portal5 Universo Online Local Portal

6 YouTube International Video7 Globo.com Local Portal




11 Terra Local Portal

12 i G Local Portal

13 MercadoLivre Local E-Commerce


15 4shared International Filesharing


17 Twitter International Social Network

18 Wordpress International Blogging


20 Abril Local PortalSource: Alexa

Poland Top 20

More


1 Google Polska International Search

2 Nasza-klasa.pl Local Social Network

3 Onet.pl Local Portal

4 Allegro Local Portal5 Youtube International Video

6 Wirtualna Polska Local Portal7 Google International Search

8 Interia.pl Local Portal


10 Gazeta.pl Local News


12 O2 Local Portal

13 demotywatory.pl Local Blogging

14 Wrzuta.pl Local Music

15 otoMoto Local Classifieds

16 Pudelek.pl Local News/Celebs


18 Fotka.pl Local Social Network

19 PEB Local Forum

20 Yahoo International PortalSource: Alexa

Thank You

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

Technology

Alexa Top 100 Analysis V0 6