Turkey is a rapidly growing country in the digital landscape. With 96% smartphone ownership, mobile usage still is trending. The business world is also likely to increase its digital investments. According to TUSIAD’s (Turkish Industrialists' and Businessmen's Association) CEO’s Vision of Turkish Digital Transformation, digital advertising investments will rise from 84% to 95%, and e-commerce from 69% to 84% between 2016-2018. Digital Turkey 2016 - Turkey's Digital Marketing Statistics Report is an effort to reveal Turkey's digital landscape from a broad perspective covering issues from technology to demographics.

1. Digital Turkey 2016
Turkey’s Digital Market Statistics

2. Summary
Turkey is a rapidly growing country in
the digital landscape. With 96%
smartphone ownership, mobile usage
still is trending.
The business world is also likely to
increase its digital investments.
According to TUSIAD’s (Turkish
Industrialists' and Businessmen's
Association) CEO’s Vision of Turkish
Digital Transformation, digital
advertising investments will rise from
84% to 95%, and e-commerce from
69% to 84% between 2016-2018.

3. Internet Penetration

4. Population - Source: Turkish Statistical Institute, Address-Based Population Registration System results, 2015
Turkey’s Population
78.741.053

5. Turkey’s Internet Penetration - Source: GWI Turkey Market Report 2016 Q4
Internet Penetration
%54

6. Gender - Source: Turkish Statistical Institute, Address-Based Population Registration System results, 2015
Male
39.511.191
Female
39.229.862

7. Penetration by Gender - Source: GWI Turkey Market Report 2016 Q4
Male
%57.5
Female
%42.5

8. Age - Source: Turkish Statistical Institute, Address-Based Population Registration System results, 2015
0-14Y
18.886.220
15-64Y
53.359.594
65 +
6.495.239

9. Penetration by Age - Source: GWI Turkey Market Report 2016 Q4
16-24
%32.0
25-34
%31.0
35-44
%21.0
45-54
%12.0
55-64
%4.0

10. Level of Education - Source: Turkish Statistical Institute, Ulusal Eğitim İstatistikleri
Primary
30.553.426
High School
12.990.847
College/University
8.340.145
Graduate
809.421

11. Penetration by Level of Education - Source: GWI Turkey Market Report 2016 Q4
Primary
%2.4
High School
%28.2
College/University
%65
Graduate
%4.4

12. Technology Usage

13. Source: Turkish Statistical Institute Technology Usage in Households Survey, 2016
The rate of the information technologies in households
Desktop computer
%22.9
Laptop computer
%36.3
Tablet
%29.6
Smartphone
%96.9
Smart TV
%24.6

14. Source: Turkish Statistical Institute, Ministry of Transport, Maritime Affairs and Communication,
Information and Communication Technologies Aurhority
GSM and Internet subscribers
GSM
73,6M
Internet
55,3M

15. Purpose of personal use of Internet in last three months
%82.3
Creating profiles,
messaging and
content sharing via
social media
%74.4
Watching videos on
sharing sites
Source: Turkish Statistical Institute Technology Usage in Households Survey, 2016
%69.5
Reading news,
newspapers and
publications online
%65.9
Gathering information
about health issues
%65.5
Gathering information
about services or
products

16. Brand Engagement

17. Search engines are still the first source of
both brand discovery and research.
Brand/product websites, comparison
websites, and social media still keep their
importance in brand discovery and
research.

18. Brand discovery sources of Turkish users (%)
Search Engines
Television
Brand/product websites
Recommendation/comment on a social network
Word-of-mouth recommendation from a friend or family member
Product comparison websites
Online ads
Mobil ads
Source: GWI Turkey Market Report 2016 Q4

19. Brand research sources of Turkish users (%)
Search engines
Social networks
Brand/product websites
Consumer reviews
Product comparison websites
Mobile applications
Forums
Video sites
Source: GWI Turkey Market Report 2016 Q4

20. Digital Advertising

21. According to IAB Turkey, digital advertising
expenditures have increased 20% than last
year, with great increase of video and
native ad expenditures.
There has been a 50% rise in video
advertising expenditures. Video ads will
have more dominance as 93% watch online
videos monthly.

22. Digital advertising expenditures in Turkey according to formats
Search Ads
558.4M USD
Banner Ads
257.2M
Social Media Ads
79.2M
Video
Ads
70M
Classifieds
67M
Source: Statista, 2016

23. Digital advertising expenditure in Turkey according to devices
Desktop
%82.2
Source: Statista, 2016
Mobil
%17.8

24. Digital advertising expenditures in Turkey according to sectors
Source: Statista, 2016
FMCG
Media &
Entertainment
Retail Services
Automoti
ve
Medicin
e and
Health
Travel
Financ
e
Technolo
gy
Teleco
m
%17.5 %16.3 %13.4 %11.5 %9.1 %8.1 %6.7 %6.3 %5.8 %5.3

25. Digital advertising networks/technologies used in Turkish sites
Source: BuiltWith
Google Adsense %38.26
Google Adsense Async %14.7
DoubleClick.Net %12.48
Google Remarketing %10.45
Facebook Custom Audiences %6.29
Google Adsense for Search %3.05
BoomAds %2.36
Reklam Store %1.49
Yandex %1
Bumerang %0.95

26. Social Media

27. Social media usage in Turkey
%97 %100 %77
Have at least one
social media
account
Have visited/used a
social network in the
last month
Have engaged
with/contributed to
at least one social
network within the
past month
Source: GWI Turkey Market Report 2016 Q4

28. Source: GWI Turkey Market Report 2016 Q4
2h53m
Daily average time
Turkish users spent on
social networks

29. Members Visitors/Users
%94%92 %40
Source: GWI Turkey Market Report 2016 Q4
Facebook
Engagers/Contributers

30. Members Visitors/Users Engagers/Contributers
%94%85 %36
Source: GWI Turkey Market Report 2016 Q4
YouTube

31. Members Visitors/Users
%76%80 %33
Source: GWI Turkey Market Report 2016 Q4
Twitter
Engagers/Contributers

32. Members Visitors/Users
%73%73 %30
Source: GWI Turkey Market Report 2016 Q4
Instagram
Engagers/Contributers

33. Members Visitors/Users
%56%60 %21
Source: GWI Turkey Market Report 2016 Q4
Google Plus
Engagers/Contributers

34. Members Visitors/Users
%45%57 %26
Source: GWI Turkey Market Report 2016 Q4
Linkedin
Engagers/Contributers

35. Members Visitors/Users
%32%48 %21
Source: GWI Turkey Market Report 2016 Q4
Snapchat
Engagers/Contributers

36. E-Commerce

37. E-commerce revenues in Turkey according to sectors (Top 5)
Electronics and media
2,045.9M
USD
Fashion
1,004.4M
USD
Furniture and
Appliance
994.3M
USD
Toys and Hobby
675.2M
USD
Food and Personal
Care
376.1M
USD
Source: Statista, 2016

38. Medium Income
%49.3
Distribution of e-commerce expenditures in Turkey according to income situation
Source: Statista, 2016
Low Income
%26.7
High Income
%24

39. The average revenue per user (ARPU)
170.33USD
Source: Statista, 2016

40. The infrastructure used in e-commerce sites in Turkey
Source: BuiltWith
WooCommerce %46.47
OpenCart %33.57
Magento %4.02
PrestaShop %3.61
Ticimax %2.4
VirtueMart %2.12
nopCommerce %1.19
CS Cart %0.93
Ecwid %0.59
Shopify %0.52

41. Web

42. Most used browsers in Turkey (%)
Diğer
Source: StatCounter

43. Most used search engines n Turkey
Google
%97.29
Yandex
%2.08
Bing
%0.36
Source: StatCounter

44. .com.tr domain count.
4,599
Source: NetTrack

45. Wordpress is used in 55% of Turkish websites
Source: BuiltWith

46. Top 10 sites with the highest traffic in Turkey
Source: SimilarWeb
1 google.com.tr %11.63
2 facebook.com %6.97
3 youtube.com %5.80
4 google.com %3.67
5 yandex.com.tr %1.45
6 hurriyet.com.tr %1.06
7 twitter.com %1.02
8 sahibinden.com %0.93
9 milliyet.com.tr %0.88
10 live.com %0.84

47. Shopping sites with the highest traffic in Turkey
Source: SimilarWeb
1 sahibinden.com %13.43
2 hepsiburada.com %7.18
3 gittigidiyor.com %6.85
4 n11.com %6.26
5 aliexpress.com %3.03

48. Arts and entertainment sites with the highest traffic in Turkey
Source: SimilarWeb
1 youtube.com %38.74
2 eksisozluk.com %4.95
3 youtube-mp3.org %1.48
4 kanald.com.tr %1.42
5 dizibox.com %1.28

49. Finance sites with the highest traffic in Turkey
Source: SimilarWeb
1 garanti.com.tr %18.41
2 isbank.com.tr %12.09
3 yapikredi.com.tr %10.23
4 ziraat.com.tr %8.36
5 akbank.com.tr %7.88

50. News sites with the highest traffic in Turkey
Source: SimilarWeb
1 hurriyet.com.tr %8.51
2 milliyet.com.tr %7.05
3 mynet.com %4.55
4 onedio.com %3.93
5 sozcu.com.tr %3.83

51. Career and education sites with the highest traffic in Turkey
Source: SimilarWeb
1 osym.gov.tr %4.96
2 kyk.gov.tr %3.40
3 eba.gov.tr %2.84
4 anadolu.edu.tr %2.84
5 kariyer.net %2.32

52. Travel sites with the highest traffic in Turkey
Source: SimilarWeb
1 turkishairlines.com %7.69
2 flypgs.com %7.13
3 booking.com %6.80
4 enuygun.com %5.32
5 thy.com %2.88

53. Community sites with the highest traffic in Turkey
Source: SimilarWeb
1 blogcu.com %5.68
2 kizlarsoruyor.com %5.05
3 ruyatabirleri.com %2.88
4 ihya.org %1.78
5 change.org %1.62

54. Epilogue

55. Considering the trends, mobile
and video will continue to rise in
the following years.
According to Facebook VP
Nicola Mendelsohn, social
network would "definitely" be
mobile, and would "probably" be
"all video."*
Virtual (VR) and augmented
reality (AR), and internet of things
will also be used widespread in
the marketing landscape.
* Fortune Most Powerful Women International
Summit interview.

56. To catch the Turkish users -who
like to follow global trends-
brands have to increase their
digital investments and deploy
innovative marketing tools.
Brands who invest will be sure
winners.
The future will be those who can
seize the technology ...

57. If your business is not on the Internet,
then your business will be out of business.
-Bill Gates

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