digital turkey 2016 - turkey's digital marketing statistics
TRANSCRIPT
Digital Turkey 2016Turkey’s Digital Market Statistics
SummaryTurkey is a rapidly growing country in the digital landscape. With 96% smartphone ownership, mobile usage still is trending.
The business world is also likely to increase its digital investments. According to TUSIAD’s (Turkish Industrialists' and Businessmen's Association) CEO’s Vision of Turkish Digital Transformation, digital advertising investments will rise from 84% to 95%, and e-commerce from 69% to 84% between 2016-2018.
Internet Penetration
Population - Source: Turkish Statistical Institute, Address-Based Population Registration System results, 2015
Turkey’s Population
78.741.053
Turkey’s Internet Penetration - Source: GWI Turkey Market Report 2016 Q4
Internet Penetration
%54
Gender - Source: Turkish Statistical Institute, Address-Based Population Registration System results, 2015
Male
39.511.191Female
39.229.862
Penetration by Gender - Source: GWI Turkey Market Report 2016 Q4
Male
%57.5Female
%42.5
Age - Source: Turkish Statistical Institute, Address-Based Population Registration System results, 2015
0-14Y
18.886.22015-64Y
53.359.59465 +
6.495.239
Penetration by Age - Source: GWI Turkey Market Report 2016 Q4
16-24
%32.0
25-34
%31.0
35-44
%21.0
45-54
%12.0
55-64
%4.0
Level of Education - Source: Turkish Statistical Institute, Ulusal Eğitim İstatistikleri
Primary
30.553.426High School
12.990.847College/University
8.340.145Graduate
809.421
Penetration by Level of Education - Source: GWI Turkey Market Report 2016 Q4
Primary
%2.4High School
%28.2College/University
%65Graduate
%4.4
Technology Usage
Source: Turkish Statistical Institute Technology Usage in Households Survey, 2016
The rate of the information technologies in households
Desktop computer
%22.9Laptop computer
%36.3Tablet
%29.6Smartphone
%96.9Smart TV
%24.6
Source: Turkish Statistical Institute, Ministry of Transport, Maritime Affairs and Communication, Information and Communication Technologies Aurhority
GSM and Internet subscribers
GSM
73,6M Internet
55,3M
Purpose of personal use of Internet in last three months
%82.3Creating profiles, messaging and
content sharing via social media
%74.4Watching videos on
sharing sites
Source: Turkish Statistical Institute Technology Usage in Households Survey, 2016
%69.5Reading news,
newspapers and publications online
%65.9Gathering information
about health issues
%65.5Gathering information
about services or products
Brand Engagement
Search engines are still the first source of both brand discovery and research.
Brand/product websites, comparison websites, and social media still keep their importance in brand discovery and research.
Brand discovery sources of Turkish users (%)
Search Engines
Television
Brand/product websites
Recommendation/comment on a social network
Word-of-mouth recommendation from a friend or family member
Product comparison websites
Online ads
Mobil adsSource: GWI Turkey Market Report 2016 Q4
Brand research sources of Turkish users (%)
Search engines
Social networks
Brand/product websites
Consumer reviews
Product comparison websites
Mobile applications
Forums
Video sitesSource: GWI Turkey Market Report 2016 Q4
Digital Advertising
According to IAB Turkey, digital advertising expenditures have increased 20% than last year, with great increase of video and native ad expenditures.
There has been a 50% rise in video advertising expenditures. Video ads will have more dominance as 93% watch online videos monthly.
Digital advertising expenditures in Turkey according to formats
Search Ads558.4M USD
Banner Ads257.2M
Social Media Ads79.2M
VideoAds70M
Classifieds67M
Source: Statista, 2016
Digital advertising expenditure in Turkey according to devices
Desktop%82.2
Source: Statista, 2016
Mobil%17.8
Digital advertising expenditures in Turkey according to sectors
Source: Statista, 2016
FMCG Media & Entertainment Retail Services Automoti
ve
Medicine and Health
Travel Finance
Technology
Telecom
%17.5 %16.3 %13.4 %11.5 %9.1 %8.1 %6.7 %6.3 %5.8 %5.3
Digital advertising networks/technologies used in Turkish sites
Source: BuiltWith
Google Adsense %38.26
Google Adsense Async %14.7
DoubleClick.Net %12.48
Google Remarketing %10.45
Facebook Custom Audiences %6.29
Google Adsense for Search %3.05
BoomAds %2.36
Reklam Store %1.49
Yandex %1
Bumerang %0.95
Social Media
Social media usage in Turkey
%97 %100 %77
Have at least one social media
account
Have visited/used a social network in the
last month
Have engaged with/contributed to at least one social network within the
past month
Source: GWI Turkey Market Report 2016 Q4
Source: GWI Turkey Market Report 2016 Q4
2h53mDaily average time Turkish users spent on social networks
Members Visitors/Users
%94%92 %40
Source: GWI Turkey Market Report 2016 Q4
Engagers/Contributers
Members Visitors/Users Engagers/Contributers
%94%85 %36
Source: GWI Turkey Market Report 2016 Q4
YouTube
Members Visitors/Users
%76%80 %33
Source: GWI Turkey Market Report 2016 Q4
Engagers/Contributers
Members Visitors/Users
%73%73 %30
Source: GWI Turkey Market Report 2016 Q4
Engagers/Contributers
Members Visitors/Users
%56%60 %21
Source: GWI Turkey Market Report 2016 Q4
Google Plus
Engagers/Contributers
Members Visitors/Users
%45%57 %26
Source: GWI Turkey Market Report 2016 Q4
Engagers/Contributers
Members Visitors/Users
%32%48 %21
Source: GWI Turkey Market Report 2016 Q4
Snapchat
Engagers/Contributers
E-Commerce
E-commerce revenues in Turkey according to sectors (Top 5)
Electronics and media
2,045.9M USD
Fashion
1,004.4M USD
Furniture and Appliance
994.3M USD
Toys and Hobby
675.2M USD
Food and Personal Care
376.1M USD
Source: Statista, 2016
Medium Income
%49.3
Distribution of e-commerce expenditures in Turkey according to income situation
Source: Statista, 2016
Low Income
%26.7High Income
%24
The average revenue per user (ARPU)
170.33USDSource: Statista, 2016
The infrastructure used in e-commerce sites in Turkey
Source: BuiltWith
WooCommerce %46.47
OpenCart %33.57
Magento %4.02
PrestaShop %3.61
Ticimax %2.4
VirtueMart %2.12
nopCommerce %1.19
CS Cart %0.93
Ecwid %0.59
Shopify %0.52
Web
Most used browsers in Turkey (%)
Diğer
Source: StatCounter
Most used search engines n Turkey
Google%97.29
Yandex%2.08
Bing%0.36
Source: StatCounter
.com.tr domain count.
4,599
Source: NetTrack
Wordpress is used in 55% of Turkish websites
Source: BuiltWith
Top 10 sites with the highest traffic in Turkey
Source: SimilarWeb
1 google.com.tr %11.63
2 facebook.com %6.97
3 youtube.com %5.80
4 google.com %3.67
5 yandex.com.tr %1.45
6 hurriyet.com.tr %1.06
7 twitter.com %1.02
8 sahibinden.com %0.93
9 milliyet.com.tr %0.88
10 live.com %0.84
Shopping sites with the highest traffic in Turkey
Source: SimilarWeb
1 sahibinden.com %13.43
2 hepsiburada.com %7.18
3 gittigidiyor.com %6.85
4 n11.com %6.26
5 aliexpress.com %3.03
Arts and entertainment sites with the highest traffic in Turkey
Source: SimilarWeb
1 youtube.com %38.74
2 eksisozluk.com %4.95
3 youtube-mp3.org %1.48
4 kanald.com.tr %1.42
5 dizibox.com %1.28
Finance sites with the highest traffic in Turkey
Source: SimilarWeb
1 garanti.com.tr %18.41
2 isbank.com.tr %12.09
3 yapikredi.com.tr %10.23
4 ziraat.com.tr %8.36
5 akbank.com.tr %7.88
News sites with the highest traffic in Turkey
Source: SimilarWeb
1 hurriyet.com.tr %8.51
2 milliyet.com.tr %7.05
3 mynet.com %4.55
4 onedio.com %3.93
5 sozcu.com.tr %3.83
Career and education sites with the highest traffic in Turkey
Source: SimilarWeb
1 osym.gov.tr %4.96
2 kyk.gov.tr %3.40
3 eba.gov.tr %2.84
4 anadolu.edu.tr %2.84
5 kariyer.net %2.32
Travel sites with the highest traffic in Turkey
Source: SimilarWeb
1 turkishairlines.com %7.69
2 flypgs.com %7.13
3 booking.com %6.80
4 enuygun.com %5.32
5 thy.com %2.88
Community sites with the highest traffic in Turkey
Source: SimilarWeb
1 blogcu.com %5.68
2 kizlarsoruyor.com %5.05
3 ruyatabirleri.com %2.88
4 ihya.org %1.78
5 change.org %1.62
Epilogue
Considering the trends, mobile and video will continue to rise in the following years.
According to Facebook VP Nicola Mendelsohn, social network would "definitely" be mobile, and would "probably" be "all video."*
Virtual (VR) and augmented reality (AR), and internet of things will also be used widespread in the marketing landscape.
* Fortune Most Powerful Women International Summit interview.
To catch the Turkish users -who like to follow global trends- brands have to increase their digital investments and deploy innovative marketing tools.
Brands who invest will be sure winners.
The future will be those who can seize the technology ...
If your business is not on the Internet, then your business will be out of business.
-Bill Gates
Thank you