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Dijital Ekonomi ETicaret Zirvesi - 8-9 Kasm 2012

Trkiye ve Dnya: Elektronik PazaryeriTrendleri

dil Kesten, i Gelitirme Mdr, comScore

ikesten@comscore.com, @comScoreEMEA

mailto:dgatignol@comscore.commailto:dgatignol@comscore.com

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2 comScore, Inc. Proprietary and Confidential.

2

Balklar

E- Ticaret : Trendlere Bak

Mobil Ticaret

comScore Digital Analytics

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3 comScore, Inc. Proprietary and Confidential.

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E- Ticaret : Trendlere Bak

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4 comScore, Inc. Proprietary and Confidential.

4

Perakendenin Lideri Asyallar! Dnya perakende kullanclarnn%38ini Asyallar oluturuyor, Avrupa 2. srada

World-Wide: 1.078 MM UV

38%

Source: comScore Media Metrix, September 2012 Worldwide

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5 comScore, Inc. Proprietary and Confidential.

5

Tekil Ziyareti rakamna gre Perekende Kategorisi Dnya Sralamas :Lider in, Trkiye 13 srada yer alyor.

Source: comScore Media Metrix, September 2012 Worldwide

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6 comScore, Inc. Proprietary and Confidential.

6

E-perakendeye en merakl millet %90 penetrasyonla ngilizler. Hemenarkasndan Brezilya geliyor, Trkiye ise 10 srada. nternet kullancs her100 Trkten 80i bir e-perakende sitesini ziyaret etmi.

Source: comScore Media Metrix, September 2012 Worldwide

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7 comScore, Inc. Proprietary and Confidential.

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Amazon Avrupada ve Dnyada parekende kategorisinin lideri!

+8%

Source: comScore Media Metrix, September 2012 Worldwide

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8 comScore, Inc. Proprietary and Confidential.

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Trkiye E- Perakende Gruplar : Top 10

Source: comScore Media Metrix, September 2012 Turkey

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9 comScore, Inc. Proprietary and Confidential.

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Amerikan Perakende, auction, ilan ve frsat sitelerinin 3 yllk trendi.

Source: comScore Media Metrix, September 2012 Worldwide

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10 comScore, Inc. Proprietary and Confidential.

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Trkiyede parekende ve ilan bymeye devam ediyor!

Source: comScore Media Metrix, September 2012 Turkey

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11 comScore, Inc. Proprietary and Confidential.

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Dnyada en hzl byyen perakende alt kategorisi e-yemek siparii!

TOP 10 FASTEST GROWING RETAIL CATEGORIES RANKED BY GROWTH IN VISITORS (000)

Source: comScore Media Metrix, September 2012 Worldwide

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12 comScore, Inc. Proprietary and Confidential.

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Trkiyede ampiyon Parfm / Kozmetik!

Source: comScore Media Metrix, September 2012 Turkey

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13 comScore, Inc. Proprietary and Confidential.

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Perakende hem Trkiyede, hem dnyada erkek arlkl. Trkiyedee-perakende ziyaretilerinin %60n erkekler oluturuyor.

Source: comScore Media Metrix, September 2012 Worldwide, Turkey

Dnya Trkiye

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14 comScore, Inc. Proprietary and Confidential.

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Dnyada e-perakendeyi en fazla ziyaret eden ya grubu : 25-34 ya

Source: comScore Media Metrix, September 2012 Worldwide

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15 comScore, Inc. Proprietary and Confidential.

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Rusya ve Brazilyada e-perakande dnyayla benzer ekilde 25-34arlkl, Trkiyede ise 15-24 ya en arlkl grup.

Trkiye Rusya Brezilya

Source: comScore Media Metrix, September 2012 Turkey, Rusia, Brazi

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16 comScore, Inc. Proprietary and Confidential.

14

2011 ile kyaslandnda, e-ticaretin her nemli verilerinde ykseligryoruz.

Metric Q2 2011 Q2 2012 % change

Dolar Sat (Milyar $) $38 $43 +15%

Kii bana den harcama $221 $242 +10%

Kii (Milyon) 170 178 +5%

Ortalama Sipari Deeri $70 $74 +6%

Transaksiyon (Milyon) 539 584 +8%

Kii Bana Transaksiyon 3.2 3.3 +3%

Kii Penetrasyonu (Toplam Internet) 70% 72% +3%

Key e-Commerce Buyer and Transaction MeasuresQ2 2012 vs. YA

Source: comScore e-Commerce Measurement

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17 comScore, Inc. Proprietary and Confidential.

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Tm rn kategorileri en az %10 byme gsterdi.En fazla ykseleniki kategori dijital ierik ve tketici elektronii !

Q2 2012 e-Commerce Sales Growth

vs. YA by Retail CategorySource: comScore e-Commerce Measurement

Q2 growth rates of 15% orhigher

Q2 growth rates of 10-14%

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18 comScore, Inc. Proprietary and Confidential.

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Factors Influencing

Total Purchasing ExperienceSource: comScore Custom Survey

Online alveriin tercih edilmesinde en etkili neden ak ara ilecretsiz kargo

Q29. Thinking of factors that would influence your total purchasing

experience with a retailer, how influential is each of the following

factors? Please distribute 100 points across these factors, allocating more

points to factors that are more influential and fewer points to factors that are

less influential.

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19 comScore, Inc. Proprietary and Confidential.

18

Facebookun Avrupada en fazla apraz ziyaretinin olduu perakendekategorileri konfeksiyon, Tketici elektronii ve yazlm

Facebook:

262 Milyon

Tekil Kullanc

Apparel:

121.4 Milyon

Tekil Kullanc

Ortak Kullanc:96.2 Milyon Tekil

Kullanc

Source: comScore Media Metrix, September 2012 Europe

Trkiyede Facebook ve parekende alt kategorileri arasnda en fazla

http://www.comscore.com/Press_Events/Presentations_Whitepapers/2012/The_Power_of_Like_Europe_How_Social_Marketing_Works_for_Retail_Brands

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20 comScore, Inc. Proprietary and Confidential.

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Trkiyede Facebook ve parekende alt kategorileri arasnda en fazlaapraz ziyaret fiyat karlatrma, Konfesiyon ve tketici elektroniiarasnda gerekleiyor.

Facebook:

22 Milyon

Tekil Kullanc

Apparel:

8.2 Milyon

Tekil Kullanc

Ortak Kullanc:8 Milyon Tekil

Kullanc

Source: comScore Media Metrix, September 2012 Europe

http://www.comscore.com/Press_Events/Presentations_Whitepapers/2012/The_Power_of_Like_Europe_How_Social_Marketing_Works_for_Retail_Brands

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21 comScore, Inc. Proprietary and Confidential.

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E-Perakende Sosyal Paylam Siteleri apraz Ziyaret Oranlar

Source: comScore Media Metrix, September 2012 Turkey

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22 comScore, Inc. Proprietary and Confidential.

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Mobil Ticaret

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23 comScore, Inc. Proprietary and Confidential.

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Akll telefonlarmzla neler yapyoruz? En hzl byyen kategori :Yer bildirimi!

Source: comScore, MobiLens, 3 month average June 2012; Country: EU5, N= 67,650

+153%

+93%

+90%

+88%

+83%

+83%

+81%

+79%

+78%

+77%

#

Unique

Users

(000)

% YoYGrowth

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24 comScore, Inc. Proprietary and Confidential.

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Birok AB5 telefon sahi iin akll telefonlar nemli bir alverirefakatisi haline geldi.

Source: comScore, MobiLens, 3 month average June 2012; Country: EU5, N= 67,650

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25 comScore, Inc. Proprietary and Confidential.

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AB5N 15.4 milyon akll telefon tketicisi, en az bir kere giyim ya daaksesuar satn aldklarn belirtiyorlar.

Source: comScore, MobiLens, 3 month average June 2012; Country: EU5, N= 67,650

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26 comScore, Inc. Proprietary and Confidential.

22

comScore Digital Analytics

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27 comScore, Inc. Proprietary.

E-Ticaret iin En Baarl Web Analytix Uygulamalarmz

Cross domain tracking: cost effective solution totrack browsers across multiple brand websites

Multi currencies: calculate realized revenue to

required currency on daily exchange rates

Event ingest: integrate historical data (returned

orders are deducted from online sales)

Aggregated measurements: cost effective,

shopping basket status is captured through 1

measurement

Real time data for real time decision-making

Built-in 10 different conversion attribution most

advanced in industry

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28 comScore, Inc. Proprietary and Confidential.

28

Bilgiye sahip olan gce sahip olur. FRDEVS, AHNAME

Ekomomik kriz E/F/M ticaretin bymesini etkilemiyor.

Bilgiye annda eriim ve fiyatlar evde ya da dkkann ierisindekyaslama imkan dijital ticaretin bymesinde katalizr

cretsiz kargo imkan ABD ve Avrupada tketicileri dijital ticareteeken bir mknats grevi grm.

Mobil ve App gelitiricilerinin maaza lokasyonu, rn zellikleri vern fiyatlarn n plana kartmalarnda fayda var. Bu ve benzeriierie tketici kolay ulamal.

Facebook ve sosyal medyann markalarn sat grafiklerinesalayaca pozitif katk kmsenmemelidir.

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Teekkrler!

Sorusu olan?

dil Kestenikesten@comscore.com

@comScoreEMEA