17 Kasım 2009'da İstanbul Google Day

1. State of the Internet: Global Perspectives &
the Role of Turkey in the Digital World
Google Day - Istanbul, Turkey
Jack Flanagan, EVP, comScore, Inc.
November 17, 2009

2. Agenda
comScore Overview
– Who we are and what we do
Global Context
– Online trends by country & region
– Usage intensity, top categories
Turkey: In Focus
– Usage Intensity
– Penetration of Online Categories
– Demographic Composition
– Social Networking
– News and Information
© comScore, Inc. Proprietary and Confidential. 2

3. comScore Overview
© comScore, Inc. Proprietary and Confidential. 3

4. comScore Is The Leader In Online Measurement
We are the largest provider of digital
marketing intelligence, using a platform that °
360°View of Consumer Behaviour
helps our customers make better-informed
business decisions and implement more
effective digital business strategies Web Visiting
and Viewing
We measure the continuous online activity of
2 million people globally who have granted
us explicit permission to confidentially Demographics Online
Life Stages Transactions
measure their Internet usage patterns
Our products and solutions provide our
customers deep insights into consumer
behaviour, both online and offline
Streaming Search
Video Behaviour
Media
Exposure
© comScore, Inc. Proprietary and Confidential. 4

5. Recognized For Outstanding Growth And Innovation
2007 Technology Pioneer Fastest Growing Global
First market research firm to be Research Firm
named a 2007 Technology Pioneer by
the World Economic Forum. comScore is currently the fastest-
growing firm in the prestigious
December 2006 Honomichl Global Top 25 report,
ranked as the 20th largest global
research firm
High Tech Award August 2008
Recognized as a technology leader for
successfully developing innovative
products.
November 2004
America’s Fastest Growing
Private Companies
comScore was identified by Inc.
World’s Largest Magazine as one of the fastest-
Database growing private companies in the U.S.
from 2003 to 2006
Grand prize winner for
September 2007
developing the largest NT
decision support warehouse.
December 2001, 2003, 2005
Top 100 Innovative
Companies
Deloitte 2008
Named one of the 100 companies that
Technology Fast 500 will shape the next year in technology.
comScore recognised amongst December 2004
the Deloitte 2008 Technology
Fast 500
November 2008
© comScore, Inc. Proprietary and Confidential. 5

6. 1,200+ Clients Worldwide
Some of our European & Turkish customers
Agencies
© comScore, Inc. Proprietary and Confidential. 6

7. Data collected from more than 2M panelists in over 170 countries
© comScore, Inc. Proprietary and Confidential. 7

8. Almost 40 countries reported on each month
© comScore, Inc. Proprietary and Confidential. 8

9. Global Context
© comScore, Inc. Proprietary and Confidential. 9

10. The US is No Longer the Center of the Online Universe
US Internet Population vs. Rest of the World Distribution of Worldwide Internet Audience
Rest of the North
World America
Europe
Latin
America
Middle East
US - Africa
Asia Pacific
In 1996, 2/3 of the world’s Internet population was in the US, yet today Asia Pacific is the largest region.
Many emerging regions are likely to bypass old modes, skipping dial-up to go straight to broadband, making
multimedia, video, and collaborative content immediately accessible.
Early adoption of mobile web in addition to PC web will likely be popular in many of these high-growth areas.
© comScore, Inc. Proprietary and Confidential. 10 Source: comScore World Metrix, July 2009

11. Europe Continues Audience Growth
Growth is flat in North America Worldwide Online Population
(Millions)
European growth mostly driven by Russia
+4%
Asia continues rapid growth on a very 1,165.2
large base 960.2
Growth in LatAm expected to continue
on the back of increased residential
broadband penetration region-wide
August 2008 August 2009
Online Population by Region Aug 2008
+22% (Millions) Aug 2009
477.2
+20%
389.6
325.6 +4%
271.1
183.8 191.0 +28% +79%
70.3 90.2 81.2
45.4
Asia Pacific Europe North America Latin America Middle East - Africa
© comScore, Inc. Proprietary and Confidential. 11 Source: comScore Media Metrix, August 2008 to August 2009

12. China Surges Past the US
Internet Users Age 15+ (MM)
While US user growth has remained flat over
the past year, China, Russia, and Brazil have
experienced impressive growth rates of
31%, 26% and 23%, respectively.
Millions of Internet Users (15+, home & work locations)
Source: comScore World Metrix, July 2009
© comScore, Inc. Proprietary and Confidential. 12

13. Online Engagement by Country
Average Hours Per Visitor Per Month
Canada 43.1
United States 32.5
Turkey 29.7
Israel 29.5
United Kingdom 28.5
Mexico 28.3
Canada is the most engaged country,
South Korea 27.9
followed by the US, both of which
France 27.2
increased time online over the past
Venezuela 26.6
year (Canada +7%, US +17%)
Netherlands 26.4
Chile 25.2
Colombia 25.1
Spain 25.0
Brazil 24.9
Sweden 24.6
Source: comScore World Metrix, July 2009
© comScore, Inc. Proprietary and Confidential. 13

14. The Majority of Top Properties’ Audiences Coming from Outside US
Total Worldwide
US Audience Non-US Audience
Unique Visitors (MM)
84% 854
84% 702
77% 592
77% 370
The top 10 Global Properties attract a
81% 295 majority of Unique Visitors from outside
the US; Google Sites and Microsoft Sites
66% 268 attain 84% of their audience from non-US
countries.
73% 237
All top sites have experienced a shift in
70% 197
visitor composition to a more international
audience: non-US visitors now represent
76% 196
77% and 66% of Facebook’s and AOL’s
visitors, respectively.
64% 192
Source: comScore World Metrix, July 2009
© comScore, Inc. Proprietary and Confidential. 14

15. Extended Universe Reporting Is Important in Developing Markets:
Usage Driven by Locations Outside of Home & Work
The Extended Universe has the most impact in Brazil, where over 50% of the online population is
outside of the ‘aged 15+, online from home or work’ definition
India has considerable room for growth; currently only 7% of the population aged 15+ is online
Internet Penetration
30.8%
350,000
Reach of Extended
Universe
300,000
109,948
250,000 Extended Universe Additions
200,000 comScore Defined Universe
150,000
100,000 220,834 48.1%
7.0% 51.3%
28.9%
50,000 20,170 38,111
8,937
35,810 34,711 31,933 19,745
0
China India Russian Brazil Turkey
Federation
© comScore, Inc. Proprietary and Confidential. 15 Source: comScore World Metrix, September 2009, and CIA population estimates

16. Global Search Market Thriving
Online Searches (bn) by Country
August 2008 – August 2009
August 2008 August 2009
United States 21.8
China 11.5
Japan 7.9
United Kingdom 5.7
France 5.0
Germany 4.6
Korea 3.5 A total of 117.3 billion online searches were
conducted globally in August 2009 – 42%
Canada 3.4
more than in August 2008
Brazil 3.3
Turkey
81.4% of these searches were carried out
2.7
outside of the US
Russian Federation 2.5
India 2.5 More searches are conducted in Turkey than
in Italy or Spain, despite having a smaller
Italy 2.5
online population
Spain 2.1
Mexico 2.0
© comScore, Inc. Proprietary and Confidential. 16 Source: comScore qSearch, August 2009

17. Google Dominates Search in Turkey, But Not Everywhere
Google dominates many search markets, especially where there is no established local alternative; in
Turkey, 98% of search engine searches are conducted on Google
However, Yandex accounts for over half of search engine searches in Russia, and Baidu is the clear
search leader in China
Share of Search Engine Searches
100%
90%
80%
70% 55% Baidu
60%
72% Yandex
50% 98% 94% 92% 87% Google
40%
30%
20% 34%
10% 15%
0%
Turkey Brazil India United Russian China
Kingdom Federation
© comScore, Inc. Proprietary and Confidential. 17 Source: comScore qSearch, August 2009

18. Users In Less Developed Markets Are Less Active Online
Average time spent online is an indicator of the state of development of internet markets, and Turkish
users spending more time online than UK users shows the Turkish market to be highly developed
The average user in Turkey is online for over 31 hours per month, compared to 11 hours in India
Average Time Spent and Pages Viewed per Unique Visitor per Month
3,500
3,000
2,500
2,000
1,500
1,000
500
0
Turkey United Brazil China Russian India
Kingdom Federation
Time Spent (mins) Pages Viewed
© comScore, Inc. Proprietary and Confidential. 18 Source: comScore World Metrix, September 2009

19. Heavy Users Most Visible In Developing Markets
In all of the largest developing markets, heavy internet users account for a higher volume of total pages
than in the UK
Russia has the highest page consumption disparity, with 73% of pages viewed by 20% of the population
Share of Page Views by User Segment
100%
80%
57% 57% 59% 60%
69% 73% Heavy Users
60%
Medium Users
40% Light Users
34% 31% 30% 30%
20% 24%
23%
9% 11% 11% 10% 7%
0% 4%
United Turkey China Brazil India Russian
Kingdom Federation
© comScore, Inc. Proprietary and Confidential. 19 Source: comScore World Metrix, August 2009

20. Turkey: In Focus
© comScore, Inc. Proprietary and Confidential. 20

21. Profile of the Internet Audience in Turkey
Internet users in Turkey skew young: nearly 40% of the Internet audience is
under the age of 24, and nearly 70 percent are under the age of 34
In comparison, only 54 percent of the global online population is under 34
Distribution of Internet Users 15+
Turkey 38% 31% 18% 10% 3%
Europe 26% 23% 21% 16% 14%
Worldwide 28% 26% 22% 14% 10%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Persons: 15-24 Persons: 25-34 Persons: 35-44 Persons: 45-54 Persons: 55+
© comScore, Inc. Proprietary and Confidential. 21 Source: comScore Media Metrix, September 2009

22. Top Properties in Turkey
Google ranks as #1 property in Turkey
– 18.3 million unique visitors, 93% reach
40% of top properties are US sites
Dogan Online top Turkish property with 11.1 million unique visitors
Total Unique Visitors* (000) % Reach
Total Internet 19,745 100.0
1 Google Sites 18,361 93.0
2 Microsoft Sites 17,597 89.1
3 FACEBOOK.COM 16,050 81.3
4 Dogan Online 11,148 56.5
5 Milliyet Group 8,785 44.5
6 Mynet A.S. 8,321 42.1
7 BLOGCU.COM 8,239 41.7
8 Hurriyet Internet Group 7,471 37.8
9 Nokta Internet Teknolojileri 7,072 35.8
10 Yahoo! Sites 6,448 32.7
* Persons 15+ Home & Work – does not include shared internet access
© comScore, Inc. Proprietary and Confidential. 22

23. High Category Penetrations are Further Evidence of Turkish
Development
The penetrations of key categories in Turkey are closest to those in the UK
Turkey is the country with the highest category penetration in 5 of the 8 categories selected, with
significantly higher reach for the News/Information and Games categories
United Russian
Selected Categories Turkey Brazil China India
Kingdom Federation
Search/Navigation 92% 91% 79% 66% 72% 64%
Conversational Media 89% 90% 79% 52% 71% 65%
Entertainment 83% 86% 74% 64% 66% 65%
Retail 61% 76% 62% 50% 40% 42%
Multimedia 75% 72% 61% 51% 49% 50%
News/Information 76% 67% 56% 50% 43% 46%
Games 68% 57% 50% 49% 28% 44%
Sports 48% 44% 40% 22% 22% 14%
© comScore, Inc. Proprietary and Confidential. 23 Source: comScore World Metrix, September 2009

24. But Demographic Composition Shows Turkey’s Online Development
to be Incomplete
Young males are typically the earliest adopters in emerging internet markets and digital platforms
The strong presence of these early adopters in Turkey – 71% of users are aged 15-34 and 58% are
male – implies that there is still room for further advancement
Percentage Composition of Unique Visitors by Age
UK Turkey
3
19 10
21
15-24
18 40
25-34
35-44
19 19 45-54
55+
21 31
© comScore, Inc. Proprietary and Confidential. 24 Source: comScore World Metrix, September 2009

25. Facebook Leads Turkish Social Networking, but Less Developed
Markets Prefer Local Players
The surge of Social Networking giant Facebook - accessed by 81% of the Turkish online population –
has not been a truly global phenomenon. Of the 214 million people 15+ online in Brazil, Russia, India
and China, only 5.7% visited the site in September
China has a particularly fragmented Social Networking market, still in it’s infancy, where Facebook
reaches only 0.1% of the online population
Social Networking Share of Total Pages
50%
40% Leading
Country Social Reach
30% Network
Turkey 81.3%
20% 43% 40%
United Kingdom 74.1%
10% 20% 19% 18%
12% Brazil 71.5%
0% Russian Federation 46.8%
India 44.0%
China 24.0%
© comScore, Inc. Proprietary and Confidential. 25 Source: comScore World Metrix, September 2009

26. Online A Major Platform for News & Information Content in Turkey
While half (25.4m) of the UK population 15+ visited a site in the News and Information category in
August, the 109 million who did so in China makes up only 10% of the Chinese population 15+
In Turkey, 76% of the online population and 27% of the total population 15+ access News/Information
sites – almost as many individuals as in India
Total Population
Online Reach of Unique Visitors to
15+ Reach of
Countries News/Information News/Information
News/Information
Sites Site
Sites
Turkey 76.0% 15,016 26.9%
United Kingdom 68.1% 25,387 49.9%
Brazil 56.2% 17,948 12.3%
China 49.6% 109,480 10.2%
Russian
46.2% 16,025 13.3%
Federation
India 42.8% 15,339 1.9%
© comScore, Inc. Proprietary and Confidential. 26 Source: comScore World Metrix, September 2009

27. Top News & Information sites in Turkey
76% of the Turkey online population visited News & Information web sites
– 15 million unique visitors
Milliyet.com.tr ranked as the number 1 site in the category with 8 million
unique visitors
Unique Visitors
News/Information
MILLIYET.COM.TR
HURRIYET.COM.TR
Mynet News
HABERLER.COM
Ekolay News
TUMGAZETELER.COM
HABERTURK.COM
SABAH.COM.TR
NTVMSNBC.COM
ENSONHABER.COM
0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000
© comScore, Inc. Proprietary and Confidential. 27

28. Summary
Internet growth will continue to come from outside the US
– Asia Pacific best poised for continued growth
Extended universes very important in developing markets
– More than 50% in some markets (i.e. Brazil, China, India)
Turkey shares many characteristics with the most developed internet markets;
– Strong presence of Search and key categories
– Dominance of Western supersites (Google, Facebook)
– High usage intensity of those online and visibility of ‘lighter’ internet users
But there are signs that there is still ground to make up
– Internet penetration lower than Western European
– Current high rate of growth in internet users
– Demographic composition characterised by early adopters and young users
© comScore, Inc. Proprietary and Confidential. 28

29. Thank You
jflanagan@comscore.com
© comScore, Inc. Proprietary and Confidential. 29