Structure of Online vs Total population in Macedonia

Structure of Online vs. Total population in Macedonia Vesselin Angelov 13. 12. 2012

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

Online penetration: where is Macedonia in the CEE region? 80% 55% online penetration in Macedonia 76% 2010 68% 66% 63% 62% 70% 55% 54% 53% 51% 60% 50% 2011 45% 40% 33% 30% 20% 10% ine Ukra ey Turk ania Rom sia Rus rus Bela tia Croa nd Pola gary Hun kia Slov a aria Bulg enia Slov blic Cze ch R epu ia Latv ania Lithu Esto nia 0% Source: of data: Macedonia: BRIMA DOO - Skopje Estonia: Turu-uuringute AS; Lithuania: SKDS; Czech Republic: Mediaresearch; Latvia: RAIT; Slovenia: Valicon; Bulgaria: Synovate; Slovakia: Mediaresearch; Hungary: gemius/Ipsos Fusion Data; Poland: Megapanel PBI/Gemius & net. Track Millward Brown; Croatia: Valicon; Belarus: Factum Bel; Russia: FOM; Turkey: Ipsos KMG - Gemius SA: Internet Audience Measurement, 2011 -12; Ukraine: gfk, [age groups - CEE: 15+; Lithuania: 1574; Bulgaria: 15 -69; Slovakia: 14+; Croatia: 12+; Belarus: 16+; Russia 18+; Romania: 14 -64; Ukraine: 14+]

Macedonia: Gender of the online population 56 60 50 50 50 44 40 Male 30 Female 20 10 Considerable difference which is not typical of any of the countries in CEE region 0 % Population % Internet Source: BRIMA DOO - Skopje

Macedonia: Age groups 35 30 29 30 25 25 21 20 19 18 18 16 % Population 15 % Internet 15 9 10 5 0 15 - 24 y. o. 25 - 34 y. o. 35 - 44 y. o. 45 - 54 y. o. 55+ y. o. Source: BRIMA DOO - Skopje

Macedonia: Education 45 41 40 38 35 30 23 25 19 20 % Population 17 16 15 % Internet 15 10 10 10 5 3 1 3 2 3 0 No education Elementary or uncompleted education elementary Vocational secondary education Secondary education Higher education University Postgraduated, Ph. D Source: BRIMA DOO - Skopje

66 Macedonia: Nationalities and Religions 70 60 50 40 30 20 10 0 65 70 66 26 27 7 6 Christian 65 Sunni Muslim 1 Muslim Atheist 1 % Internet % Population 60 50 27 25 40 30 1 4 20 5 10 2 2 1 1 2 % Internet 0 Macedonian Albanian Turk Roma Serb Other % Population Source: BRIMA DOO - Skopje

Macedonia: Working status 45 40 % Population 40 Employed full time + Students: 35 28 28 30 27 25 20 40% of population 17 15 12 10 5 60% of online users 20 12 6 3 4 3 0 Working full time Working parttime/ working occasionally Unemployed/ retrenchment worker/ technological surplus Housewife Student/ pupil Retired Source: BRIMA DOO - Skopje

Macedonia: Income 12 11 10 10 9 8 11 % Population 10 10 % Internet 9 9 8 8 7 7 7 6 6 5 5 6 6 6 4 4 3 4 4 4 2 0 Refuse to Do not answer know 0 - 3000 3001 6001 - 9001 den 6000 den 9000 den 12001 - 15001 - 18001 - 21001 - 24001 - 27001 - 30001 15000 18000 21000 24000 27000 30000 45000 den den 45001 den + Source: BRIMA DOO - Skopje

Online adspends as % of total 30% 25% 20% 15% 10% 5% 0% ia ry sia tia ia ia us ria ia ia ne pe lic nd ia ey ro pub ola ston urk Latv nga Rus roa ven uan elar lga vak man krai u T P E Re C Slo ith B Bu Slo Ro E U Hu L ch e z C UK ark way nds den any land ance nm Nor erla Swe erm Fin Fr De G th Ne y e ain nd Ital ium land eec stria Sp erla lg Ire Gr Au e z B it Sw Source of data: IAB Europe/IHS Screen Digest/Warc, Ukrainian Advertisement Coalition, TNS LT, 2010

Online adspends (m €/ 2009 -2010 change) Why ? ? ? Bulgaria € 24 mln. online adspends € 687 700 ( 7. 3 mln. population – 600 2009 2010 500 € 393 average wage) € 368 400 € 272 300 Romania € 17 mln. € 186 200 online adspends € 96 100 € 27 € 24 € 17 y pu bl Hu ic ng ar y Sl ov ak ia Uk ra in e Sl ov en i Bu a lg ar ia Cr oa t Ro ia m an ia Es to ni a La tv Lit ia hu an ia Be la ru s rk e € 464 average wage) ec h Re nd Tu ( 21. 4 mln. population – Cz Po la ss ia 0 Ru Millions 800 Source of data: IAB Europe: ADEX 2010. European Online Advertising Expenditure; Ukrainian Advertisement Coalition;

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