State of the Turkish Internet

November 2010

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Turkey in a Global Internet Economy


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 The US Is No Longer the Center of the Online Universe

US Internet Population VS Rest of the World Distribution of WW Internet Audience

Rest of the
World

US

population was in the US, yet today Asia Pacific is the largest region.
o bypass old modes, skipping dial-up to go straight to broadband, making multimedia, video, and collaborativ
dition to PC web will likely be popular in many of these high-growth areas.

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 Source: comScore World Metrix, September 2010
Asia Pacific Boasts the Largest Audience, While the Middle East and
Latin America Lead in Audience Growth
Worldwide Online Population
(Millions)
Growth is relatively low in North America
1,294.8 +10%
European growth mostly driven by Russia and Germany
Asia continues rapid growth on an already large base 1,179.3

Growth in LatAm expected to continue on the back of

September 2009 September 2010
increased residential broadband penetration region-wide

+7% OnlinePopulationbyRegion
(Millions) September 2009
517.2
484.2
September 2010
357.1 +9%
328.9

192.2 204.4
+6%
91.8 107.4 108.7
82.2
+17% +32%
AsiaPacific Europe North America LatinAmerica Middle East - Africa

© comScore, Inc. Proprietary and Confidential. 6 Source: comScore Media Metrix, September 2010
Extended Universe Reporting Is Important in Developing Markets:
Usage Driven by Locations Outside of Home & Work

§ The Extended Universe grows the online market in Turkey to almost 60% of people having
access to the internet
§ India has considerable room for growth; currently less than 9% of the population aged 15+ is online

Internet Penetration

36.7%
450,000
400,000 Reach of Extended Universe
350,000
115,058
300,000 Extended Universe Additions

250,000 comScore Defined Universe

200,000
150,000 279,380
100,000
50,000 30,230 32,588
10,25752.0%
0
40,357 8.8%44,669 43,146 22,375
58.4%
China India Russian 37.4%
Brazil Turkey
Federation

 Source: comScore World Metrix, September 2010, and CIA population estimates

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Turkey has moved from 14th place into 12th place in
just 1 year!!! China Surges Past the US

Internet Users Age 15+ (MM)

In terms of Home and work audience penetration has 34% penetration compared

© comScore, Inc. Proprietary and Confidential. 8 Source: comScore World Metrix, April 2010
 Online Engagement by Country ------ January 2010

Average Hours Per Visitor Per Month

nada is the most engaged country, in the last year its users have decreased their time online by
Turkey engagement stronger than US, UK & Fr

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Online Growth Rates ----- Aug 2009 to Aug 2010

More mature Online markets are seeing modest growth rates

whereas Russia and China are growing at 30% and 28% respectively
© comScore, Inc. Proprietary and Confidential. 10 Source: comScore World Metrix, August 2010
 The Majority of Top Properties’ Audiences are Coming
from Outside the US
Total Worldwide
US Audience Non-US Audience
Unique Visitors (MM)

Google Sites
84% 976
Microsoft Sites
82% 827
Yahoo! Sites

Facebook
74% 630

Wikimedia Foundation Sites 78% 620

Amazon Sites
82% 398
Apple Inc

69% 234
roperties attract a majority of Unique Visitors from outside the US; Google Sites and Microsoft S
CBS Interactive

xperienced aAskshift
Networkin visitor composition to a more international audience: non-US visitors now r
72% 226
eBay
65% 223

63% 222

71% 222

© comScore, Inc. Proprietary and Confidential. 11 Source: comScore World Metrix, September 2010
Turkish sites continue to attract a predominently
Turkish audience

Turkish audience Audience outside Turkey

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Heavy Users Most Visible In Developing Markets
§ In all of the largest developing markets, heavy internet users account for a higher volume of total pages
than in the UK
§ China has the highest page consumption disparity, with 65% of pages viewed by 20% of the population


Share of Page Views by User Segment

100%

80%
57% 59% 58% 62% 61%
65% Heavy Users
60%
Medium Users
40% Light Users
33% 31% 32% 28% 29%
20% 26%

10% 10% 8% 10% 10% 10%

0%
United Turkey China Brazil India Russian
Kingdom Federation

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Source: comScore World Metrix, September 2010
Turkey: In Focus


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 Turkish market is growing

Aug 09 – Aug 10

Total Unique Visitors 15%

(000)
Average Daily Visitors 24%
(000)
Total Pages Viewed 4%
(MM)
Average Usage Days 7.8%
per Visitor
Total Visits (000) 12%

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But Demographic Composition Shows Turkey’s Online Development
to be Incomplete

§ Young males are typically the earliest adopters in emerging internet markets and digital platforms
§ The strong presence of these early adopters in Turkey – 70% of users are aged 15-34 and 58% are
male – implies that there is still room for further advancement

Percentage Composition of Unique Visitors by Age

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Source: comScore World Metrix, January 2010
Lardgest Properties are growing faster than the Overall Online Market

Total Market Average Growth

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High Category Penetrations are Further Evidence of Turkish
Development

§ The penetrations of key categories in Turkey are closest to those in the UK

§ Turkey is the country with the highest category penetration in 6 of the 8 categories selected, with
significantly higher reaches for the News/Information and Games categories

Selected Categories Turkey United Brazil China India Russian

Kingdom Federation
Search/Navigation 94% 93% 81% 64% 79% 65%

Conversational Media 92% 91% 81% 49% 77% 66%

Entertainment 87% 92% 77% 62% 71% 65%

Retail 68% 83% 65% 47% 45% 43%

Multimedia 79% 73% 63% 49% 53% 50%

News/Information 80% 78% 66% 47% 47% 47%

Games 71% 53% 54% 49% 28% 46%

Sports 50% 47% 39% 19% 28% 13%

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Source: comScore World Metrix, January 2010
Only 5% of Turkish online users do NOT use Social media

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Turkish Online Retail has risen by 22% YOY and Travel has risen by
40%

Use of online banking remains relatively low at just 34% of all internet users. This
compares to UK Online Banking of 45% and a European Average of 36%

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Top 10 Online Retail categories in Turkey

40% of all people online go to a Clothing(Apparel) store

online during the month!!!

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Does Conversational Media influence Retail Online

Not surprising that Retail-Music comes 1st when 95% of people

who go to retail music sites also Social network!

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7 out of the largest 10 Online retail businesses are Turkish!

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Video --- first results!


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Brief overview of Video Metrix for Turkish Market

2.6 billion
Videos
Videos per Viewer 130 / month
Minutes per Viewer 13 hrs/month
Minutes per Video 6 minutes

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 Source: comScore Video Metrix August 2010
Videos Per viewer – Turkish Video usage is higher than Italy and
significantly ahead of Brazil! US Video Consumption leading !

 Source: comScore Video Metrix August 2010

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
Top sites for Online Video – September 2010

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Advertising on the Internet


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AVERAGE C;LICK THROUGH RATES HAVE DECLINED BY 28% IN
JUST 1 YEAR!

*Click-through rates across Static Image, Flash, and Rich Media formats

Source: DoubleClick DART for Advertisers, a cross section of regions,



© comScore, Inc. Proprietary and Confidential. 29 January – December 2009

… Limiting The Branding Potential Of Online

Does this guy’s click effectively measure the

branding impact of exposing the other 999
users to the same ad?

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Video and Display Advertising Each Successfully Increase the
Number of Visitors to Advertisers’ Sites

Absolute Percentage Point Lift in Site Visitation

Exposed Group vs. Control

Campaign Breakout:
Video Only: Financial
Display Only: Travel, Utilities & Public Sector

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Site Visitation Climbs Steadily With Increased Display Exposures, While
Video Has a More Immediate Impact With Fewer Exposures

Absolute Percentage Point Lift in Site Visitation

Exposed Group vs. Control

Campaign Breakout:
Video Only: Financial
Display Only: Travel, Utilities & Public Sector

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In Conclusion

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Thank you!


Questions?


mread@comscore.com


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