Agent 007 business online intelligence. INTERNET ROYALE. The landscape after the recession and the benchmarks for CEE markets.

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2 Agent 007 business online intelligence. The landscape after the recession and the benchmarks for CEE markets Filip Pieczyński

3 Millions // CEE: Market size & potential INTERNET POPULATION (mm internet users / 2011) June 2010 June 2011 The biggest pure CEE markets are: Russia (53.7 million internet users) Poland (18.9 million internet users) Turkey takes the second place in this ranking (24.5 million internet users) 3 internet population in the CEE region (June 2011); 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: gemusaudience; Turkey: IpsosKMG (data for July 2011); Russia: Gemius estimation based on FOM statistics/gemiusfusion Data; Estonia: gemiusaudience (data collected using TURU-UURINGUTE AS research); Lithuania: gemiusaudience; Croatia: Gemius/Valicon; Belarus: gemiusaudience; Romania: Euromonitor; Bosnia: gemiusaudience; Serbia: (June 2010) [age groups Lithuania, Poland: 7+; Czech Rep.: 10+; Croatia, Turkey: 12+; Estonia, Latvia,Hungary: 15+; Ukraine: 16+ Russia: 18+; Slovenia: 10-75; Slovakia: 14-79;Bosnia: 15-65; Bulgaria: 15-69; Belarus: 15-74]

4 CEE: Market size & potential INTERNET POPULATION ( growth) 50% 40% the whole CEE +16 million new internet users 30% 20% 10% Ukraine= fastest growing market: 44% increase in the number of internet users 0% internet population in the CEE region growth (June 2010 June 2011); source of data: 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 estimation based on FOM statistics/gemiusfusion Data;Estonia: gemiusaudience (data collected using TURU-UURINGUTE AS research); Lithuania: gemiusaudience; Croatia: Gemius/Valicon; Belarus: gemiusaudience; Romania: Euromonitor; Bosnia: gemiusaudience; [age groups Lithuania, Poland: 7+; Czech Rep.: 10+; Croatia, Turkey: 12+; Estonia, Latvia, Hungary: 15+; Ukraine: 16+ Russia: 18+; Slovenia: 10-75; Slovakia: 14-79;Bosnia: 15-65; Bulgaria: 15-69; Belarus: 15-74] 4

5 CEE: Market size & potential INTERNET PENETRATION ( change) 90% 80% Smallest markets the highest penetration level 70% 60% 50% 40% 30% 20% 10% 0% Eastern markets the lowest penetration level Belarus the greatest improvement: +16 percentage points 5 Internet penetration in the CEE region ( ); 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 estimation based on FOM statistics/gemiusfusion Data; Estonia: gemiusaudience (data collected using TURU-UURINGUTE AS research); Lithuania: gemiusaudience; Croatia: Gemius/Valicon; Belarus: gemiusaudience; Romania: Euromonitor; Bosnia: gemiusaudience; Serbia: (June 2010) [age groups Lithuania, Poland: 7+; Czech Rep.: 10+; Croatia, Turkey: 12+; Estonia, Latvia, Hungary: 15+; Ukraine: 16+ Russia: 18+; Slovenia: 10-75; Slovakia: 14-79;Bosnia: 15-65; Bulgaria: 15-69; Belarus: 15-74]

6 Brodband connections per 100 inhabitants // CEE: Market size & potential BROADBAND PENETRATION Broadband penetration 2010 Only a few CEE markets match the EU average when it comes to broadband penetration. Still there are CEE markets much worse in these terms than the worst Western markets. 6 Data source: Eurostat

7 CEE: Market size & potential ONLINE AS SHARE OF TOTAL 35% 30% 25% 20% 15% 10% 5% 0% The share of online in total adspend in CEE countries is much lower than in most countries of Western Europe. Still, it is comparable or higher than Meditteranean markets, with Portugal as the best example. 7 Source of data: ZenithOptimedia Group, AEF July 2011

8 Millions // CEE: Market size & potential ONLINE ADSPENDS (mm / change) Russians, Poles and Czechs spend the biggest amount of money on internet advertising Slovakia opens the group of small markets online adpends in the CEE region ( ); source of data: IAB Europe, TNS LT, SPIR, ZenithOptimedia, Gemius. All countries except for Ukraine, Belarus and Serbia: gross values 8

9 CEE: Market size & potential ONLINE ADSPENDS PER INTERNET USER ( / 2010) Within the ranking of online adspends per user the Czech Republic is the undisputed leader the least money per average user last year was spent in Serbia (2.04 ) online adpends per internet user in the CEE region (2010); source of data: IAB Europe, TNS LT, SPIR, ZenithOptimedia, Gemius. All countries except Ukraine, Belarus and Serbia: gross values 9

10 CEE: Market size & potential VIDEO ADSPENDS Video spend increase % 100% 200% 300% 400% 500% Norway Sweden Poland Spain UK Video spend as % of online display Romania Spain Norway Poland Netherlands Slovakia UK Sweden 0% 2% 4% 6% 8% 10% Scandinavian countries have experienced the biggest development when it comes to online video ads. Nevertheless, Poland and Slovakia as typical CEE countries are not left behind in terms of online video market size. 10 Source of data: IAB Europe, AdEx 2010

11 CEE: Market size & potential ADSPENDS IN THE CZECH REPUBLIC Online adspend split: Czech Republic % 6.7% 12.5% 24.5% % 6.1% 12.3% 24.8% 0% 20% 40% 60% 80% 100% standard display non-standard display directories search & context According to SPIR and IAB Europe, the online adspends in this market have experienced a big growth of over 24.2% and now account to over 300 mio., which is 21 % of overall adspend. 11 Data source: IAB Europe, SPIR

12 CEE: Market size & potential MARKET HIGHLIGHTS 12

13 % // BROWSERS 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Browsers in CEE Firefox MSIE Chrome Opera Safari The increase in Chrome s popularity is apparent in the CEE region. Firefox is still holding a stable good position with 1/3 share of the market Browsers in Czech Republic MSIE Opera Firefox Chrome SafariMobile Chrome is similarly popular in Czech Republic, but the decrease pace of leading browsers (MSIE and Firefox) is slower than average. 13 Data source: gemiustraffic

14 % // SEARCH ENGINES DOMINATION? Search engines in: Hungary Poland Lithuania Google MSN Yahoo 0 Google NetSprint MSN 0 Google MSN Yandex Boring 14 Data source: gemiustraffic

15 % // MEANWHILE IN RUSSIA Yandex from Russia with love Search engines in: Belarus Russia With large fundings acquired thanks to former successful stock investments, Yandex is now entering CEE markets as a strong player and a possible threat to Google Yandex Google MSN Yandex Google Rambler Among other markets, only in Czech Republic has a local player long remained successful Seznam is now in the middle of its struggle against Google. 15 Data source: gemiustraffic

16 MOBILE DEVICES % of pageviews from mobile devices 0% 1% 2% 3% 4% 5% 6% 7% 8% Denmark Slovakia Poland Russia Czech Republic Ukraine Slovenia Hungary Bulgaria Mobile sector is still under development when compared to Western markets, but it is developing rapidly. The mobile boom is still yet to come in some of the CEE markets (e.g. Bulgaria). 16 Data source: gemiustraffic,

17 TOP 5 MOBILE DEVICES IN CZECH REPUBLIC Apple iphone 14.8% ipad is the most popular mobile device in Czech Republic Apple ipad 22% Samsung Galaxy S II 3.45% Samsung Galaxy S 2.5% Samsung Galaxy Ace 2.5% but market share of Samsung products is getting bigger 17 top 5 mobile devices in Czech Republic by the website-averaged percentage share of page views generated by internet users from Czech Republic, who visit the Hungarian websites using gemiustraffic (gemiustraffic, October 2010)

18 MORE MOBILE FACTS 2 out of 3 users access mobile internet on a regular basis there is almost 2.5 mio. mobile internet users in Czech Republic, which amounts to appr. 20% of population most mobile users (40%) are in T-Mobile web 18 Source of data: apms

19 Millions // FOR YOUR EYES ONLY STREAM MEASUREMENT Opened streams Average time spent per user, :00:00 01:12:00 02:24:00 03:36:00 04:48:00 06:00:00 07:12:00 08:24:00 09:36:00 10:48:00 Nova 01:50:00 Stream 00:40:11 Idnes 00:23:17 Sport 00:06:20 Geewa 10:09:53 The number of monthly opened streams has significantly risen throughout the year. Time spent per user is much bigger in gaming though than in video. 19 Source: gemiusstream, SPIR MEDIARESEARCH&Gemius. Opened streams: Geewa, Idnes, Nova, Stream taken into analysis.

20 Thousands // FOR YOUR EYES ONLY NOT FOR YOUR BOSS Stream users, Apparently, streaming attracts more users during a regular weekday than on weekends. Any troubles with concentration at work? Average weekday Average weekend day 20 Source: gemiusstream, SPIR MEDIARESEARCH&Gemius

21 SOCIAL MEDIA FACEBOOK USERS IN EUROPE (mm users / 2011) April 2011 October 2011 Surprisingly Turkey is Facebook s biggest European market according to Social Bakers. Former East-block markets still have a growth potential for Facebook but local players hold strong positions. 21

22 FACEBOOK USERS GROWTH IN THE LAST 6 MONTHS (%) Facebook s growth pace is way stronger in the east than in the west. In Russia domestic social networks are prevailing. 22

23 Millions RU // SOCIAL NETWORKS Czech Republic 2,0 1,8 1,6 1,4 Social networks in Czech Republic In Czech Republic, the popularity of domestic social networks is on a decrease. 1,2 1,0 0,8 0,6 0,4 0,2 0,0 blog.cz lide.cz spoluzaci.cz idnes.cz-rajce.net libimseti.cz According to Socialbakers, Facebook gained more than 200,000 Czech users in 5 months and is now reaching 3.5 mio. users. 23 Source of data: NetMonitor SPIR/Mediaresearch/Gemius

24 Millions RU // SOCIAL NETWORKS - Poland Poland - clash of the social titans nk.pl facebook.com Different situation in Poland. The Polish giant, nk.pl, has managed to keep a stable position for a year. On the other hand, Facebook is rapidly gaining popularity in a year it gained almost 50% users. The winner will be for sure known in Source of data: Megapanel PBI/Gemius

25 GOOGLE+ Cost to build Google+: 585 million USD 500 employees working to build 50 million users in 88 days Mark Zuckerberg is the most popular person on Google + (almost 600,000 contacts) 25 Source of data: Identyme.com

26 Thousands Millions RU // ONLINE GAMING 11,6 11,4 11,2 11,0 10,8 10,6 10,4 10,2 10, Online gaming in Poland Online gaming in Czech Republic In Poland, the online gaming sector has retained a stable strong position. Interestingly, despite very optimistic forecasts, no visible further growth was observed. The Czech gaming sector seems to have obtained more dynamics. 26 Source of data: NetMonitor SPIR/Mediaresearch/Gemius, Megapanel PBI/Gemius

27 ANGRY BIRDS 350 million downloads 300 million combined minutes each day playing on mobile platforms short film series about Angry Birds was viewed over 170 million times on YouTube It all happened in just 23 months first release of Angry Birds was in December Source of data: rovio.com

28 LICENCE TO KILL GAMING INFORMATION SHARING 130 MM + monthly active users +15% Y/Y 253 MM Unique visitors +85% Y/Y COMMERCE 51 MM Subscribers +25% Y/Y 28 Source of data: Grupon, Tweeter, Zynga

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