At Webrazzi Summit 2011, after the introductory speech by Arda Kutsal and the presentation by Tümay Asena, the floor was taken by Mike Read, the Senior Vice President of comScore, Europe. Mike Read shared quite interesting facts in his presentation titled Turkey in the Global Internet and the Future of Online Measurement.
The global figures he shared about the internet market are largely interesting as well as the special statistics on Turkey which are also crucial in terms of setting the trends for both the marketing world and the entrepreneurs.
According to the comScore figures by Mike, the market consisting of 15+ internet users showed 4% growth. When evaluating this market, Turkey has become the 13th greatest market in the world- and 6th in Europe, with a population of 23.1 million online users.
The amount of time spent by Turkish users on internet is also quite striking. The figures that Mike Read shared in his speech show us that Turkish users spend 32.7 hours on average on internet in a month.
Furthermore, Read allowed a separate part in his speech for the online video viewing habits in Turkey. Emphasizing that he sees great potential in this area, Read explained that total 4.3 billion videos are viewed per month and this figure increased by 65% in the last 12 months.
An average user views exactly 200 videos in a month according to this figure which means 54% increase and that Turkey ranks 3rd after the USA and Germany.
As much as Turkish users take great interest in online users, social media is of great importance for them, too. According to comScore figures, only 4% of Turkish internet users do not use social media. Needless to say, Facebook is hugely common in Turkey. After that follows Twitter, Windows Live Places and Ekşi Sözlük (which Mike finds hard to pronounce). What is more, the figures of Twitter and Ekşi Sözlük are quite parallel.
As for the Facebook pages, Coca Cola ranks the first and Starbucks the second. What Mike points out here is that the leading brands here are almost always USA-based. We wonder when European brands will appear in this list.
An interesting point about the marketing effect of Facebook, Mike explained, is that not only the fans who like pages but also their friends should be taken into consideration. In some way, the friends of the fans who share posts boost the marketing effect in this area.