This report contains the Turkey overview of IAB digitalSCOPE 2014 Research Study. The digitalSCOPE 2014 Report enlightens media consumption and online habits in digital society. The report has been prepared with contribution of IAB Poland, IAB Bulgaria, IAB Macedonia, IAB Romania, IAB Serbia, IAB Slovakia, IAB Slovenia and IAB Turkey.

1. digitalSCOPE’2014
IAB Polska
June 2015
MEDIA CONSUMPTION
i n d i g i t a l s o c i e t y
Country report: Turkey
digitalSCOPE
2014

2. digitalSCOPE’2014
IAB Polska
Communication Local research institute
Project partners
Leadership
Media partners
Members of

3. digitalSCOPE’2014
IAB Polska
Executive summary
3
Betül Yavuzol
Director
Ipsos Connect
(Turkey)
digitalSCOPE shows that the internet is a medium touching consumers more than
once and for longer time periods. Even if the daily reach for TV and internet are at
the same level, it is the time spent that derives the difference.
As in all other countries, the internet gets its peak with mobile devices in Turkey as
well. digitalSCOPE confirms results of the internet usage and attitudes survey
conducted by Ipsos Turkey in 2013, showing that mobile devices usage is
consistently increasing in Turkey; thus mobile application usage peaks.
As a result of medium variety, as well as integrated communication models,
touching consumer by more than one medium gains value. Second screen is
actually another force for advertisers since mobile ads are remembered more in
Turkey compared to CEE and the viewers of TV are actually online while they
consume content from TV. So, to touch more to the consumers, social media ads
are the king since social networking & media is the number one action in second
screen. The usage of hashtags in TV series & shows & even ads increased in
Turkey as well since the TV ratings & engagement are especially followed up by
social media measurements. One out of three internet users follow special offers of
the brand they follow in social media.
Internet is also a trigger point to increase purchase intent. The credibility of online is
developing over the years.

4. digitalSCOPE’2014
IAB Polska
Participants
4
Central &
South-Eastern
Europe
(C/SEE)
Bulgaria
Macedonia
Poland
Romania
Serbia
Slovakia
Slovenia
Turkey
ABOUT THE STUDY

5. digitalSCOPE’2014
IAB Polska
Key results
5
63
59
41
26
15
66
62
28
38
13
0 25 50 75 100
Internet
TV
Newspapers
Radio
Magazines
Daily access to media
C/SEE
Multi-screening levels
72
59
46
26
21
17
9
5
5
69
63
45
22
24
21
13
5
8
0 25 50 75 100
smartphone
portable PC
stationary PC
TV device
tablet
traditional mobile phone
smart TV
e-reader
game console
Access to devices
Purchase (last 6 months)
88
74
73
87
65
75
0 25 50 75 100
TOTAL
WEB+WEB
TV+WEB
Turkey
65
58
72
61
0 10 20 30 40 50 60 70 80 90 100
Research Online, Purchase On/Off-line
Purchase Online (e-commerce)

6. digitalSCOPE’2014
IAB Polska
TABLE OF CONTENTS
6
Methodology and sample
Experts’ comments
DETAILED FINDINGS
Media usage
Online devices
Multi-screening
Activities online
Consumer Journey Online
Purchase potential

7. digitalSCOPE’2014
IAB Polska
Methodology
7
Technique: CAWI (Computer Assisted Web Interviewing)
Recruitment: Real Time Sampling, Run On Site: inventory of media partners
Reach in online population 16+: 71% (source: IAB Turkey Internet Audience Measurement Study)
Fieldwork: 17th Oct. – 29th Dec. 2014
Research institute: Ipsos Turkey
Researched population: Above 15 years old
Sample: N=896, representative, weighted
Weighting: Gender, age and internet usage frequency (basing on Eurostat)
Turkey

8. digitalSCOPE’2014
IAB Polska
Sample sizes
8
MAIN SAMPLE AND SUB-SAMPLES (unweighted) Turkey C/SEE
All internet users: 896 22 108
Device users:
– smartphone 748 16 348
– traditional mobile phone 159 5 500
– stationary PC 429 10 891
– portable PC 566 15 413
– tablet 312 6 273
– e-reader 51* 1 382
– game console 46* 1 028
– smartTV 134 3 799
– TV device (decoder, set-tup-box with online connection) 300 2 824
Traditional media users:
– TV 779 20 511
– newspapers 793 18 966
– magazines 711 18 572
– radio 593 18 029
* low sub-sample

9. digitalSCOPE’2014
IAB Polska
MEDIA USAGE
9
To guarantee representativeness of the
researched sample and comparability
between countries, digitalSCOPE data
were weighted with regard to internet
usage frequency. Eurostat data were
used as a point of reference.

10. digitalSCOPE’2014
IAB Polska
0
1
2
3
4
5
0 5 10 15 20 25 30
0
1
2
3
4
5
0 5 10 15 20 25 30
Media usage – summary
10
internet
radio
TV
(Y) Average number of hours per typical day
(X) Average number of days per month
Average time and frequency
estimated on the basis of
declarative questions: M3,
U5, O1, O3 (see: next
slides)
All internet users
%
magazines
newspapers
Turkey C/SEE


radio
newsp.

11. digitalSCOPE’2014
IAB Polska
Access to media – frequency
11
Qs:
M3. How often do you use the
internet?*
U5. How often do you use…
[LIST OF TRADITIONAL
MEDIA]?
All internet users
%
* Weighted according to
Eurostat data
63
59
41
26
15
20
15
17
16
17
2
11
8
20
18
8
12
14
14
16
19
36
35
0 25 50 75 100
internet
traditional TV
traditional newspapers
traditional radio
traditional magazines
Daily, almost daily Weekly Monthly Less often Never
Turkey

12. digitalSCOPE’2014
IAB Polska
Access to media – frequency
12
Qs:
M3. How often do you use the internet? (Weighted according to Eurostat data)
U5. How often do you use… [LIST OF TRADITIONAL MEDIA]?
All internet users
%
internet
traditional
TV
traditional
radio
traditional
newspapers
traditional magazines
A few times a day 59 35 17 9 17
Daily or almost daily 4 23 24 6 9
A few times a week 18 12 13 12 11
Once a week 2 4 4 5 5
A few times a month 0 2 7 9 7
Once a month 0 0 4 11 1
Less often 2 1 3 5 7
Hard to say 15 7 9 9 7
Never - 16 19 35 36

Turkey

13. digitalSCOPE’2014
IAB Polska
Daily access to media
13
Qs:
M3. How often do you use the
internet?* – ’a few times a day’
+ ’every day or almost every
day’
U5. How often do you use…
[LIST OF TRADITIONAL
MEDIA]? – ’a few times a day’
+ ’every day or almost every
day’
All internet users
%
* Weighted according to
Eurostat data
63
59
41
26
15
66
62
28
38
13
0 25 50 75 100
internet
traditional TV
print newspapers
traditional radio
print magazines
Turkey C/SEE

14. digitalSCOPE’2014
IAB Polska
Daily time spent per media
14
Qs:
O1. On an average day that
you use the internet, how
much time do you spend
online?
O3. On an average day that
you use the following media,
how much time do you spend
with: [LIST OF TRADITIONAL
MEDIA]
Filtered: media users
(excluding ’never’)
%
0 10 20 30 40 50 60 70 80 90 100
internet
traditional TV
traditional radio
traditional magazines
traditional newspapers
> 5 hrs 4-5 hrs 3-4 hrs 2-3 hrs
1-2 hrs 30-60 mins < 30 mins hard to say
Turkey

15. digitalSCOPE’2014
IAB Polska
Daily time spent per media
15
Qs: O1. On an average day that you use the internet, how much time do you spend online?
O3. On an average day that you use the following media, how much time do you spend with: [LIST OF
TRADITIONAL MEDIA]
Filtered: media users (excluding ’never’)
%
internet
traditional
TV
traditional
radio
traditional
newspapers
traditional magazines
More than 5 hours 21 7 3 1 2
4-5 Hours 10 5 2 3 2
3-4 Hours 11 10 2 1 2
2-3 Hours 16 17 7 5 3
1-2 Hours 10 34 22 12 10
30 minutes-1 Hour 10 14 13 29 18
Less than 30 minutes 8 11 26 31 38
Hard to say 14 2 26 17 26

Turkey

16. digitalSCOPE’2014
IAB Polska
Time slots online
16
Q:
O2. In which time slots do you
mostly access the internet on
the typical weekday/ weekend?
Multi-response question,
recalculated to 100%
Filtered: internet users
accessing the internet on
weekdays/weekends
%
0
10
20
30
40
50
07:00 - 9:00 9:00 - 12:00 12:00 - 16:00 16:00 - 19:00 19:00 - 24:00 24:00 - 07:00
typical weekday typical weekend
Turkey

17. digitalSCOPE’2014
IAB Polska
Time slots online: typical weekday
17
Q:
O2. In which time slots do you
mostly access the internet on
the typical weekday?
Multi-response question,
recalculated to 100%
Filtered: internet users
accessing the internet on
weekdays
%
0
10
20
30
40
50
07:00 - 9:00 9:00 - 12:00 12:00 - 16:00 16:00 - 19:00 19:00 - 24:00 24:00 - 07:00
Turkey C/SEE

18. digitalSCOPE’2014
IAB Polska
Time slots online: typical weekend
18
Q:
O2. In which time slots do you
mostly access the internet on
the typical weekend?
Multi-response question,
recalculated to 100%
Filtered: internet users
accessing the internet on
weekends
%
0
10
20
30
40
50
07:00 - 9:00 9:00 - 12:00 12:00 - 16:00 16:00 - 19:00 19:00 - 24:00 24:00 - 07:00
Turkey C/SEE

19. digitalSCOPE’2014
IAB Polska
ONLINE DEVICES
’Smartphone’ includes declarations prompted with
the following features:
• tactile screen or qwerty keyboard,
• ability to use:
• internet,
• navigation,
• applications,
• social networking services.
19

20. digitalSCOPE’2014
IAB Polska
0
2
4
6
8
10
12
14
16
18
20
0 10 20 30 40 50 60 70 80
0
2
4
6
8
10
12
14
16
18
20
0 10 20 30 40 50 60 70 80
E-media usage – summary
20
portable
PC
stationary
PC
tablet
(Y) Average number of days per month spent online
(X) Penetration of devices
Frequency estimated on the
basis of declarative
question: U3 (see: next
slides)
All internet users
%
smartTV
traditional mobile phone
Turkey C/SEE

smartphone
game console


21. digitalSCOPE’2014
IAB Polska
Access to devices
21
Q:
U1. What electronic devices do
you use at least from time to
time?
All internet users
%
* TV device = TV decoder, set-
top-box with online connection
(e.g. Blu-Ray)
72
59
46
26
21
17
9
5
5
69
63
45
22
24
21
13
5
8
0 25 50 75 100
smartphone
portable PC
stationary PC
TV device*
tablet
traditional mobile phone
smart TV
e-reader
game console
Turkey C/SEE

22. digitalSCOPE’2014
IAB Polska
Access to internet – frequency
22
Q:
U3. How often do you use the
internet via the following
devices?
Filtered: device users
%
82
73
70
57
43
34
10
0 25 50 75 100
smartphone
stationary PC
portable PC
tablet
smart TV
trad. mobile phone
game console
Daily, almost daily Weekly Monthly Less often Never
Turkey

23. digitalSCOPE’2014
IAB Polska
Access to internet – frequency
23
Q: U3. How often do you use the internet via the following devices?
Filtered: device users
%
stationary PC portable PC trad. mob. phone smartphone tablet smart TV game console
A few times a day 69 58 30 75 46 28 10
Daily or almost daily 5 12 5 7 12 15 0
A few times a week 13 11 1 6 16 24 19
Once a week 2 3 1 0 3 5 16
A few times a month 2 4 1 1 5 3 4
Once a month 0 0 0 0 5 0 8
Less often 0 2 2 0 0 5 4
Hard to say 5 7 2 5 4 9 10
Never 4 3 59 5 10 11 30
Turkey

24. digitalSCOPE’2014
IAB Polska
Daily access to internet
24
82
73
70
57
43
34
10
75
70
73
54
42
43
19
0 25 50 75 100
smartphone
stationary PC
portable PC
tablet
smartTV
traditional mobile phone
game console
Turkey C/SEE
Q:
U3. How often do you use the
internet via the following
devices? – ’a few times a day’
+ ’every day or almost every
day’
Filtered: device users
%

25. digitalSCOPE’2014
IAB Polska
MULTI-SCREENING
Multi-screening index is a synthetic indicator
based on questions covering various simultaneous
behaviors – both between internet and traditional
TV (TV+WEB) and between various devices
connected to the web (WEB+WEB).
25

26. digitalSCOPE’2014
IAB Polska
Multi-screening
26
Qs:
MS1. How often – when using
the internet – do you watch
traditional television (without
access to the internet), e.g. TV is
in the background?
MS2. How often do you use the
internet via a few devices at the
same time (e.g. you are surfing
the computer and checking your
email via your phone)?
MS3. How often - when watching
traditional television (without
access to the internet) – do you
use the internet in the following
devices?
All internet users
%
88
74
73
87
65
75
0 25 50 75 100
TOTAL
internet in a few devices
TV + internet
Turkey C/SEE

27. digitalSCOPE’2014
IAB Polska
Multi-screening by devices
27
MS1. MS2. MS3: traditional
mobile phone
MS3:
smartphone
MS3:
PC (any)
MS3:
tablet
MS3:
smart TV
A few times a day 27 35 6 58 32 28 19
Daily or almost daily 12 5 6 8 8 11 15
A few times a week 12 13 2 4 12 12 12
Once a week 2 1 0 3 5 3 0
A few times a month 4 3 2 3 6 5 9
Once a month 4 1 1 1 1 3 2
Less often 4 3 1 2 3 6 5
Hard to say 12 13 6 4 4 4 7
Never 23 27 77 16 29 29 31
Qs:
MS1. How often – when using
the internet – do you watch
traditional television (without
access to the internet), e.g. TV is
in the background?
MS2. How often do you use the
internet via a few devices at the
same time (e.g. you are surfing
the computer and checking your
email via your phone)?
MS3. How often - when watching
traditional television (without
access to the internet) – do you
use the internet in the following
devices?
Filtered: MS1, MS3: TV/device
users; MS2: all internet users
%
Turkey

28. digitalSCOPE’2014
IAB Polska
Activities online when watching TV
28
Q:
MS4. Which of the following
activities do you perform on
the internet while watching a
TV program (e.g. TV series,
documentaries, news etc.) on
traditional television (without
access to the internet)? Please
mark the activity even if you
perform it occasionally.
Filtered: multi-screeners
(TV+WEB)
%
47
38
34
28
22
22
21
19
15
13
11
6
0 20 40 60
using social networking services
checking, answering e-mails
browsing websites, surfing
messaging online (SMS)
reading comments on social media
job, school related activities
searching info about people on TV
searching a product seen on TV
sharing comments on social media
playing games online
visiting program website
checking TV critics about the program
Turkey

29. digitalSCOPE’2014
IAB Polska
ACTIVITIES ONLINE
29
Analyses of online activities are based on
the most typical activities, performed
most frequently on particular devices.

30. digitalSCOPE’2014
IAB Polska
Typical activities online – devices
30
Q:
U4. What do you usually do on
the internet via particular
devices? Choose the most
frequent activities.
All internet users
Cumulative %
30
26
24
26
18
21
23
15
9
21
10
20
17
12
13
9
3
0 20 40 60 80 100 120 140
searching web pages
reading articles on portals
using social networks
banking online
using maps, locations
using communicators
visiting forums, blogs
writing blogs, reviews
job, education related
PC stationary PC portable smartphone tablet
Turkey

31. digitalSCOPE’2014
IAB Polska
Typical activities – stationary PC
31
Q:
U4. What do you usually do on
the internet via particular
devices? Choose the most
frequent activities.
Filtered: stationary PC users
%
83
72
71
67
65
58
57
56
49
48
43
37
34
29
25
24
9
0 20 40 60 80 100
searching web pages
using e-mail
banking online
using price comparison sites
using social networks
listening to music online
playing games
using maps, locations
job, education related
Turkey

32. digitalSCOPE’2014
IAB Polska
Typical activities – portable PC
32
Q:
U4. What do you usually do on
the internet via particular
devices? Choose the most
frequent activities.
Filtered: portable PC users
%
76
72
69
67
66
57
54
51
47
47
43
41
31
27
23
18
7
0 20 40 60 80 100
searching web pages
reading about brands
reading articles on portals
using price comparison sites
visiting forums, blogs
listening to music online
playing games
using maps, locations
job, education related
Turkey

33. digitalSCOPE’2014
IAB Polska
Typical activities – smartphone
33
Q:
U4. What do you usually do on
the internet via particular
devices? Choose the most
frequent activities.
Filtered: smartphone users
%
64
64
64
62
58
51
44
43
38
37
34
28
27
27
24
17
11
0 10 20 30 40 50 60 70
using maps, locations
searching web pages
using communicators
listening to music online
watching video
banking online
visiting forums, blogs
buying online
job, education related
Turkey

34. digitalSCOPE’2014
IAB Polska
Typical activities – tablet
34
49
39
38
36
35
33
32
29
29
25
23
19
18
18
14
11
1
0 10 20 30 40 50 60
searching web pages
watching video
using social networks
playing games
visiting forums, blogs
using maps, locations
banking online
writing blogs, reviews
job, education related
Q:
U4. What do you usually do on
the internet via particular
devices? Choose the most
frequent activities.
Filtered: tablet users
%
Turkey

35. digitalSCOPE’2014
IAB Polska
Typical activities online – summary
Communication
35
Q:
U4. What do you usually do on
the internet via particular
devices? Choose the most
frequent activities.
Filtered: devices users
Correspondence
analysis
Activities on the same side of
axis as a device are relatively
more typical for the device.
The closer to the intersection
of the axes’, the smaller the
difference.
Turkey
social networks
e-mail
communicators

36. digitalSCOPE’2014
IAB Polska
Typical activities online – summary
Entertainment
36
Q:
U4. What do you usually do on
the internet via particular
devices? Choose the most
frequent activities.
Filtered: devices users
Correspondence
analysis
Activities on the same side of
axis as a device are relatively
more typical for the device.
The closer to the intersection
of the axes’, the smaller the
difference.
Turkey
watching
video
online
listening to
music online
playing
games

37. digitalSCOPE’2014
IAB Polska
Typical activities online – summary
Information
37
Q:
U4. What do you usually do on
the internet via particular
devices? Choose the most
frequent activities.
Filtered: devices users
Correspondence
analysis
Activities on the same side of
axis as a device are relatively
more typical for the device.
The closer to the intersection
of the axes’, the smaller the
difference.
Turkey
writing blogs,
comments,
reviews
location,
maps
reading
articles
writing blogs,
comments,
reviews
job,
education
related
searching

38. digitalSCOPE’2014
IAB Polska
Typical activities online – summary
Purchase process, finances
38
Q:
U4. What do you usually do on
the internet via particular
devices? Choose the most
frequent activities.
Filtered: devices users
Correspondence
analysis
Activities on the same side of
axis as a device are relatively
more typical for the device.
The closer to the intersection
of the axes’, the smaller the
difference.
Turkey
banking
buying products
or services
visiting price
comparison
sites
reading
about
brands
investing

39. digitalSCOPE’2014
IAB Polska
writing
in SM
Typical activities online – summary
39
COMMUNICATION
ENTERTAINMENT
PURCHASE PROCESS, FINANCES
INFORMATION
location
banking
buying
checking prices reading
articles
visiting SM
brands
video
music
games
SN
e-mail
communicators
investing
job/edu.
searching
Q:
U4. What do you usually do on
the internet via particular
devices? Choose the most
frequent activities.
Filtered: devices users
Acronyms
•Brands – reading about
brands
•SM – Social Media (blogs,
forums etc.), excluding SN
•SN – Social Networks
Correspondence
analysis
Activities on the same side of
axis as a device are relatively
more typical for the device.
The closer to the intersection
of the axes’, the smaller the
difference.
Turkey

40. digitalSCOPE’2014
IAB Polska
CONSUMER JOURNEY ONLINE
40
Consumer Journey Online focuses on 'e-
consumers' – internet users who spent
money (online or offline) on any product
or service during 'last 6 months'. Each
respondent described one category
randomly chosen from those purchased
(see: ’Purchase Potential’).

41. digitalSCOPE’2014
IAB Polska
Sources of information – summary
41
Qs:
CJO4. Mark all sources of
information you learn about
[SELECTED
PRODUCT/SERVICE
CATEGORY] from.
CJO8. To what extent are the
following sources of
information on [SELECTED
PRODUCT/SERVICE
CATEGORY] credible for you?
Filtered: e-consumers
Average % for all categories
Intersection of the axes
represents means of all
researched media 0
10
20
30
40
50
60
70
80
0 10 20 30 40 50 60 70 80
(Y) Usefulness
(X) Credibility (top-2 boxes)
internet
friends, family
TV
advertising
expert, specialist
brand's info
newspapers
magazines
radio


Turkey

42. digitalSCOPE’2014
IAB Polska
Sources of information – usefulness
42
Q:
CJO4. Mark all sources of
information you learn about
[SELECTED
PRODUCT/SERVICE
CATEGORY] from.
Filtered: e-consumers
Average % for all categories
68
47
29
26
25
24
14
13
9
73
50
18
32
18
19
17
12
8
0 25 50 75 100
internet
friends, family
expert, specialist
TV
advertising
brand's info
print - newspapers
print - magazines
radio
Turkey C/SEE

43. digitalSCOPE’2014
IAB Polska
Sources of information – credibility
43
Q:
CJO8. To what extent are the
following sources of
information on [SELECTED
PRODUCT/SERVICE
CATEGORY] credible for you?
Top 2 boxes =
’definitely credible’ +
’rather credible’
[5-POINT LIKERT SCALE
WITH ’HARD TO SAY’
OPTION]
Filtered: e-consumers
Average % for all categories
67
60
43
35
32
32
28
20
18
62
70
49
53
35
33
31
27
24
0 25 50 75 100
expert, specialist
friends, family
brand's info
internet
print - magazines
print - newspapers
TV
radio
advertising
Turkey C/SEE

44. digitalSCOPE’2014
IAB Polska
Credibility – details
44
Q:
CJO8. To what extent are
the following sources of
information on [SELECTED
PRODUCT/SERVICE
CATEGORY] credible for
you?
Filtered: e-consumers
Average % for all categories
17
15
8
6
8
8
6
4
5
50
45
35
29
24
24
23
16
13
20
22
33
36
34
33
42
39
37
7
5
9
11
12
15
10
17
18
6
9
10
13
13
13
14
15
16
11
11
10
13
14
0 20 40 60 80 100
expert, specialist
friends, family
brand's info
internet
print - magazines
print - newspapers
TV
radio
advertising
definitely credible (5) 4 3 2 definitely not credible (1) hard to say
Turkey

45. digitalSCOPE’2014
IAB Polska
Internet VS offline triggers
45
69
52
48
30
25
72
50
40
35
28
0 25 50 75 100
private talks
TV
press
outdoor
radio
Qs:
CJO9. Does it happen that you
read, watch or search internet
to find information on
[SELECTED
PRODUCT/SERVICE
CATEGORY] under the
influence of [LIST OF MEDIA]
CJO10. Are there any
[SELECTED
PRODUCT/SERVICE
CATEGORY] you found out
about for the first time from the
internet?
Filtered: e-consumers
Average % for all categories
56
55
0 25 50 75 100
internet
Turkey C/SEE
Offline triggers to consumer journey online
Internet as the first touchpoint with a brand

46. digitalSCOPE’2014
IAB Polska
Online advertising triggers
46
24
22
19
18
17
13
12
9
7
21
23
22
22
18
8
18
9
9
0 10 20 30 40
presence of brands in SNS*
links in search engines
display advertising*
e-mail advertising
links in articles
mobile advertising
video advertising*
advertising in apps*
pop-up windows *
Turkey C/SEE
Q:
CJO6. Mark all types of
internet advertising you find
out about [SELECTED
PRODUCT/SERVICE
CATEGORY] from.
Filtered: e-consumers
Average % for all categories
40
48
* Display
(aggregated)

47. digitalSCOPE’2014
IAB Polska
Research online
47
Q:
CJO5. Mark all internet
sources of information you
learn about [SELECTED
PRODUCT/SERVICE
CATEGORY] from.
Filtered: e-consumers
Average % for all categories
35
31
29
28
26
21
18
7
6
30
22
39
26
20
28
15
17
8
0 10 20 30 40 50
web pages of brands
price comparison sites
internet shops
social networking services
specialist www sites
forums, opinion services
blogs, video-blogs
portals
auctions
Turkey C/SEE

48. digitalSCOPE’2014
IAB Polska
Usefulness of the internet in purchase
48
22
28
29
24
31
23
22
22
44
48
46
42
43
49
43
49
13
9
7
12
8
11
12
11
7
6
10
6
8
4
6
4
9
9
10
10
8
8
10
10
11
0 20 40 60 80 100
planning purchase
looking for new products, services
looking for information, opinions
choosing an offer, a product
finding the best price
finding the best supplier
shopping
sharing opinion
definitely yes (5) 4 3 2 definitely no (1) hard to say
Q:
CJO7. For the matter of
[SELECTED
PRODUCT/SERVICE
CATEGORY], in your opinion
is the internet useful in:
Filtered: e-consumers
Average % for all categories
Turkey

49. digitalSCOPE’2014
IAB Polska
Usability of internet in purchase
49
66
76
75
66
75
72
65
71
54
69
71
67
70
63
58
61
0 20 40 60 80 100
planning purchase
looking for new products, services
looking for information, opinions
choosing an offer, a product
finding the best price
finding the best supplier
shopping
sharing opinion
Turkey C/SEE
Q:
CJO7. For the matter of
[SELECTED
PRODUCT/SERVICE
CATEGORY], in your opinion
is the internet useful in:
Top 2 boxes =
’definitely yes’ +
’rather yes’
Filtered: e-consumers
Average % for all categories

50. digitalSCOPE’2014
IAB Polska
PURCHASE POTENTIAL
50
Purchase Potential covers two purchase
indicators:
• ROPO – purchase made online or
offline basing on information found
online,
• Purchase Online (e-commerce).
The indicators are based on 'last 6
months' purchase declarations.

51. digitalSCOPE’2014
IAB Polska
Purchase indicators (last 6 months)
51
65
58
72
61
0 10 20 30 40 50 60 70 80
Research Online, Purchase On/Off-line
Purchase Online (e-commerce)
Turkey C/SEE
Qs:
CJO2. Which of the following
products or services did you
buy during last six months
basing on information found on
the internet?
CJO3. Which of the following
products or services did you
buy during last six months on
the internet (payments,
purchases, auctions etc.)?
All internet users
%

52. digitalSCOPE’2014
IAB Polska
Research Online Purchase On/Off-line
52
30
21
19
13
13
13
12
10
8
6
6
6
5
5
5
4
4
0 10 20 30 40
clothing
telecom
books
hygiene
home
electronics
tourism
parenting
software
sport
pharmacy
subscriptions
automotive
food
repair
finances
AV records
Turkey C/SEE
Q:
CJO2. Which of the following
products or services did you
buy during last six months
basing on information found on
the internet?
All internet users
%
ROPO = Research Online,
Purchase Online or Offline

53. digitalSCOPE’2014
IAB Polska
Purchase online
53
25
17
17
14
12
10
9
7
7
6
5
5
4
4
4
4
3
0 10 20 30
clothing
books
telecom
hygiene
tourism
parenting
electronics
subscriptions
home
sport
automotive
software
food
AV records
finances
pharmacy
repair
Turkey C/SEE
Q:
CJO3. Which of the following
products or services did you
buy during last six months on
the internet (payments,
purchases, auctions etc.)?
All internet users
%

54. digitalSCOPE’2014
IAB Polska
Conversion: research online
54
70
64
59
56
55
54
53
48
47
46
44
40
36
31
29
25
15
0 20 40 60 80
software
books
home
clothing
parenting
repair
automotive
AV records
food
Qs:
CJO1. Which of the following
products did you spend money
on during last six months – as
well online as offline?
CJO2. Which of the following
products or services did you
buy during last six months
basing on information found on
the internet?
Conversion = the share of
internet users purchasing
particular goods basing on
research online among those
who purchase these goods
(online or offline)
%
Turkey

55. digitalSCOPE’2014
IAB Polska
Conversion: purchase online
55
58
54
54
52
46
45
44
44
43
41
34
33
30
29
28
15
13
0 20 40 60 80
subscriptions
tourism
sport
parenting
hygiene
automotive
repair
finances
food
Qs:
CJO1. Which of the following
products did you spend money
on during last six months – as
well online as offline?
CJO3. Which of the following
products or services did you
buy during last six months on
the internet (payments,
purchases, auctions etc.)?
Conversion = the share of
internet users purchasing
particular goods online among
those who purchase these
goods (online or offline)
%
Turkey