1. Internet and Internet
audience in Belarus
and the region
Lauris Lietavietis
22.03.2012.

2. Who we are?
• a global company and the no. 1 choice in EMEA, provides consultancy and
expertise on consumer behaviour in the digital world
• ‘one stop shop’ for everyone who needs to measure the website, plan and
deliver effective online campaigns or use the internet as a communication
channel

3. Gemius as the currency in online measurement
JIC Standard: Poland, Czech
Republic, Slovakia, Hungary,
Slovenia, Turkey, Israel,
Denmark, Ukraine, Belarus,
Moldova.
De facto currency: Lithuania,
,
Latvia, Estonia, Bulgaria, Bosnia,
Croatia
Start-up: Russia, Serbia, MENA
(UAE, KSI, Egypt, Lebanon,
Jordan, Syria, Kuwait, Morocco,
Tunisia)
3

4. What is special about
Belarus?

5. gemiusAudience methodologies
Cookie Panel Software Panel Fusion Panel
• Slovakia • Poland • Czech Republic
• Estonia • Hungary
• Latvia • Russia
• Lithuania • Denmark
• Ukraine • Israel
• Slovenia • Ukraine
• Croatia • Turkey
• Bosnia&Hercegovina • MENA (test)
• Bulgaria • Belarus
• MENA (17 countries)
• Serbia
• Moldova

6. What does it mean?

7. From methodological
perspective

8. Fusion panel methodology
SCRIPTED WEBSITES
Cookie Panel
(n=38 000+)
Fusion Panel
ALL WEBSITES
Software Panel
(n=1500)
…

9. And in practice

10. Data about local websites

11. Data about international websites

12. Data about commercial websites
Much more
than media
planning
data

13. Internet audience in Belarus

14. Internet audience in Belarus
Internet audience in February, 2012 - 4,24 million
people (real users, 15+).
Reach of gemiusAudience study – 99,91%.
More than 200 websites in the study at the moment.
Socio demographical data are produced basing on
1454 software panelists and 37 504 cookie panelists.

15. Рост интернет-аудитории в Беларуси February, 2012
4 240 011
Penetration
4200000 52%
4100000
Growth– 17%
4000000
Daily growth– 79,32%
3900000
3800000
3700000
3600000
3500000
Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11

16. Белорусская интернет-аудитория
Age:
15-18 years – 10,15%
19-24 years – 19,41%
66,22% 25-34 years – 29,70%
Broadband 35-44 years – 21,12%
users 45-54 years – 13,43%
55+ years – 6,19%
50,82% 49,18%
36,53% MINSK
38,32% 16,24%
13,69%
BRESTSK
VITEBSK
Higher education 12,45% GOMEL
9,57% GRODNO
11,52% MOGILEV

17. Belarus: Top 20 websites based on reach
Google
mail.ru
vk.com
yandex.by
tut.by
youtube.com
odnoklassniki.ru
wikipedia.org
facebook.com
onliner.by
fotostrana.ru
livejournal.com
opera.com
marketgid
byfly.by
beltelecom.by
deal.by
depositfiles.com
letitbit.net
kufar.by
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00%
Синим цветом – показаны нескриптованные сайты
Красным цветом – показаны скриптованные сайты

18. Websites for women – examples from top 50
Reach: 9,71%
Women: 61,49%
Pageviews by women: 63,59%
Time spent by women: 65,37%
Reach: 5,23%
Women: 65,08%
Pageviews by women: 78,9%
Time spent by women : 79,97%

19. Websites for men – examples from top 50
Reach: 24,39%
Men: 61,70%
Pageviews by men: 75,77%
Time spent by men: 78,07%
Reach: 11,11%
Men: 65,48%
Pageviews by men : 67,05%
Time spent by men: 64,69%
Reach: 13,43%
Men: 63,20%
Page views by men: 69,64%
Time spent by men: 70,43%

20. More than just media planning data
Reach: 16,89%
Women: 51,14%
Men: 48,86%
Reach: 15,80%
Women: 55,87%
Men: 44,13%

21. Belarus among other countries of the
region

22. Internet Population (mm internet users / 2011)
60
Milions
50
Russia
40 (54,9 million internet
30
users)
20 Belarus
10 (4,1 million internet
users)
0
Latvia
(1,3 million internet
users)
December 2010 December 2011

23. Internet Penetration (2010-2011 change)
90% Smallest markets
80% the highest penetration
70% level
60%
50% Eastern markets
40%
2010 the lowest penetration
30% 2011
level
20%
10%
Belarus
0%
fastest growing market
(+16%)

24. Online adspend per Internet User
ONLINE ADSPENDS PER INTERNET USER (€ / 2010) Within the ranking of
60 online adspends per
user the Belarus also
50
before crisis was still
40
among countries
30 with lowest adspend
20
levels with 2,3 € per
user .
10
0
the least money per
average user last
year was spent in
Serbia (2,04€)

25. Online adspend as share of total
ONLINE AS SHARE OF TOTAL The share of online in
35% total adspend in
30% Belarus is higher
25% than in… Italy .
20%
15%
.
10%
5%
0%

26. What is common with Latvia?

27. Adspend in 2011
Million USD
100
90
80
70 Belarus
60 (4,1 million internet
50 BY users)
40 LV
30
20
Latvia
10
(1,3 million internet
0 users)
TV Press Outdoors Internet Radio Total

28. Distribution among media channels
Advertising market in Belarus, 2011
Radio
Internet 6%
9%
Outdoors
13%
Advertising market in Latvia, 2011 TV
Cinema 58%
0% Magazines Press
10% 14%
Newspapers
Internet 11%
14%
Outdoors
9%
Radio
11%
TV
45%

29. Latvia 2008 - 2009
Million USD
200.0
181.2
180.0
160.0
140.0
Market
120.0
100.0
98.3 -46%
LV-total
80.0 LV-Internet
60.0 Internet
40.0 -29%
15.9 11.2
20.0
0.0
2008 2009

30. Belarus 2010 - 2011
Million USD
120.0
98.0
100.0
Market
80.0
67.0 -32%
60.0 BY-total
BY-Internet Internet
40.0
-16%
20.0
7.3 6.1
0.0
2010 2011

31. Latvia 2008 - 2011
Million USD
200.0
181.2
180.0
160.0 Market in 2011
140.0 +5%
120.0
98.3
100.0 85.6 90.3 LV-total Internet
80.0 LV-Internet +17
60.0
40.0 Still not back to 2008
15.9 11.2 11.0 12.9
20.0
levels
0.0
2008 2009 2010 2011

32. Final remarks
• Audience research (fusion panel) methodology in Belarus is very unique and
rare for such relatively small market
• Full coverage audience data are available on the market, which is
important precondition for Internet to compete with other media channels
• In terms of penetration Belarus is reasonably well developed
market, significant growth was seen in 2011
• Considering Internet penetration growth during the last year, this should
reflect positively soon also on the Internet adspend
• Crisis in 2011 had huge negative effect on advertising industry, still it is
much lower than it was in Latvia in 2009

33. THANK YOU
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