digital turkey 2016 - turkey's digital marketing statistics

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  • Digital Turkey 2016Turkeys 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 TUSIADs (Turkish Industrialists' and Businessmen's Association) CEOs 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

    Turkeys Population

    78.741.053

  • Turkeys 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 Eitim statistikleri

    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 ServicesAutomoti

    ve

    Medicine and Health

    Travel FinanceTechnolo

    gyTeleco

    m

    %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

    Facebook

    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

    Twitter

    Engagers/Contributers

  • Members Visitors/Users

    %73%73 %30

    Source: GWI Turkey Market Report 2016 Q4

    Instagram

    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

    Linkedin

    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 (%)

    Dier

    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 kizlarso