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Summer side of the Adria internet
2011-07-27
“It’s summer – let’s go south!” - a Gemius report on the condition of the Croatian, Slovenian, Serbian and Bosnian and Herzegovinian markets.
Issues such as internet audience characteristics, key publishers rankings and technical aspects of Web browsing are the subject of the latest Gemius publication. The report portrays the situation of the internet in Adria, which is a fascinating and dynamically developing region, an online landscape full of sharp contrasts and intriguing similarities.
The diversity of the Adrian markets makes this region an absorbing subject to observe the growth of the internet. Slovenia, leading in the markets’ “maturity” ranking, prides itself in the largest share of 45-55 and 55+ years old users in the online population: 13% and 14% respectively, compared to 13% and 5% in Croatia (based on gemiusAudience data). In Bosnia and Herzegovina, just as Slovenia, the predominance of men is more profound than in Croatia, where both sexes are represented equally.
As far as the key players on these markets are concerned, the Bosnian leader, a horizontal portal called sarajevo-x.com (51.18% reach on the market), won its current position by cooperating with a local blogging site coming third in the ranks. A strong number 2 is pik.ba, a classified ads site. The top 3 ranking on both Croatian and Slovenian market is more homogenous and consists of horizontal portals only. Regarding the tools used by Adria internet users, it is the Microsoft Windows range that holds all leading positions in the operating systems ranking, with a visibly growing popularity of Windows 7. While no spectacular reshuffles among the most popular browsers (Firefox and MSIE) may be observed, the percentage share of page views made with the use of Chrome increases with a simultaneous growth in the that of mobile browsers – this is due to a rise in local mobile web usage.
As far as the mobile devices producers are concerned, in Croatia Apple is the unquestioned number one with almost 68% share of page views generated on the market and is still gaining ground at Nokia’s expense. In Slovenia, on the other hand, it is the beginning of 2010 when the victory of Apple over the hitherto leader, Nokia, was observed. From then on, the Cupertino company’s share on this market has been steadily increasing.
The basis for the analyses presented in the report is the data delivered by Gemius and the partner company Valicon (Croatia and Slovenia), and the following organizations: ABC Srbija (Serbia) and SOZZ (Slovenia). The information on the socio-demographical profile of local internet users are derived from Gemius online measurement study called gemiusAudience (in Slovenia locally known as MOSS-SOZZ). The data regarding the current online trends are taken from Gemius web analytic research, gemiusTraffic. This up-to-date information on the tools used on the Croatian and Slovenian market will be presented on dedicated gemiusRanking websites, which will be launched in the upcoming months.
Read the complete version of the “It’s summer – let’s go south!” report.
Download the complete version of the press release in the Word format
Contact:
Marta Klepka, International Marketing Director, marta.klepka@gemius.com
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