A report dated November 2010 by ComScore involving rich market data related to Turkish Internet Industry. For more, you can visit: http://ideointernet.com/blog/2011/turkey-interne…ket-statistics/ ‎

1. State of the Turkish Internet
November 2010
Michael Read
SVP/Managing Director, comScore Europe

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4. Turkey in a Global Internet Economy
© comScore, Inc. Proprietary and Confidential. 4

5. The US Is No Longer the Center of the Online Universe
US Internet Population VS Rest of the World Distribution of WW Internet Audience
Rest of the
World
US
 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. 5 Source: comScore World Metrix, September 2010

6. Asia Pacific Boasts the Largest Audience, While the Middle East and
Latin America Lead in Audience Growth
Worldwide Online Population
(Millions)
• Growth is relatively low in North America
+10%
• European growth mostly driven by Russia and Germany 1,294.8
• Asia continues rapid growth on an already large base
1,179.3
• Growth in LatAm expected to continue on the back of
increased residential broadband penetration region-wide
September 2009 September 2010
+7%
Online Population by Region
(Millions) September 2009
517.2
484.2
+9% September 2010
357.1
328.9 +6%
192.2 204.4 +17% +32%
91.8 107.4 108.7
82.2
Asia Pacific Europe North America Latin America Middle East - Africa
© comScore, Inc. Proprietary and Confidential. 6 Source: comScore Media Metrix, September 2010

7. Extended Universe Reporting Is Important in Developing Markets:
Usage Driven by Locations Outside of Home & Work
 The Extended Universe grows the online market in Turkey to almost 60% of people having access
to the internet
 India has considerable room for growth; currently less than 9% of the population aged 15+ is online
Internet Penetration
36.7%
450,000 Reach of Extended
Universe
400,000
350,000
115,058
300,000 Extended Universe Additions
250,000 comScore Defined Universe
200,000
150,000 52.0%
279,380 8.8% 58.4%
100,000 37.4%
50,000 30,230 32,588
10,257
40,357 44,669 43,146 22,375
0
China India Russian Brazil Turkey
Federation
Source: comScore World Metrix, September 2010, and CIA population estimates
© comScore, Inc. Proprietary and Confidential. 7

8. Turkey has moved from 14th place into 12th place in
just 1 year!!! China Surges Past the US
Internet Users Age 15+ (MM)
China 259.4
United States 181.7
Japan 72.2
Germany 49.0
Russia 41.0
France 40.8
India 38.4
United Kingdom 38.2 In terms of Home and work audience
Brazil 35.3 penetration has 34% penetration
compared to 24% in China, 74% in
South Korea 29.8
USA
Canada 23.0
Turkey 22.2
Italy 21.5
Spain 20.4
Mexico 15.7
© comScore, Inc. Proprietary and Confidential. 8 Source: comScore World Metrix, April 2010

9. Online Engagement by Country ------ January 2010
Average Hours Per Visitor Per Month
Although Canada is the most
engaged country, in the last
year its users have decreased
their time online by 5%. In
addition, the US’ growth has
remained flat over the last
year.
Turkey engagement stronger
than US, UK & France.
© comScore, Inc. Proprietary and Confidential. 9 Source: comScore World Metrix, January 2010

10. Online Growth Rates ----- Aug 2009 to Aug 2010
140
120
100
80
60
40
20
0
More mature Online markets are seeing modest growth rates
whereas Russia and China are growing at 30% and 28% respectively
© comScore, Inc. Proprietary and Confidential. 10 Source: comScore World Metrix, August 2010

11. The Majority of Top Properties’ Audiences are Coming
from Outside the US
Total Worldwide
US Audience Non-US Audience
Unique Visitors (MM)
Google Sites 84% 976
Microsoft Sites 82% 827
Yahoo! Sites 74% 630
 The top 10 Global Properties
78%
attract a majority of Unique
Facebook 620
Visitors from outside the US;
Wikimedia Foundation Sites 82% 398
Google Sites and Microsoft
Sites attain 84% and 82% of
Amazon Sites 69% 234 their audience from non-US
countries, respectively.
Apple Inc 72% 226
 All top sites have
65%
experienced a shift in visitor
CBS Interactive 223
composition to a more
63%
international audience: non-
Ask Network 222
US visitors now represent
eBay 71% 78% of Facebook’s visitors.
222
© comScore, Inc. Proprietary and Confidential. 11 Source: comScore World Metrix, September 2010

12. Turkish sites continue to attract a predominently
Turkish audience
Turkish audience Audience outside Turkey
Nokta.com MEDYA 12,015 2,121
Mynet A.S. 10,230 1,084
Hurriyet Internet Group 10,100 1,219
Dogan Gazetecilik 10,046 1,184
Dogan Online 7,431 356
SAHIBINDEN.COM 7,003 189
Turkuvaz Yayin 5,081 732
SABAH.COM.TR 3,102 353
0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000
© comScore, Inc. Proprietary and Confidential. 12

13. 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
 China has the highest page consumption disparity, with 65% of pages viewed by 20% of the population
Share of Page Views by User Segment
100%
80%
57% 59% 58% 62% 61%
65% Heavy Users
60%
Medium Users
40% Light Users
33% 31% 32% 28% 29%
20% 26%
10% 10% 8% 10% 10% 10%
0%
United Turkey China Brazil India Russian
Kingdom Federation
© comScore, Inc. Proprietary and Confidential. 13 Source: comScore World Metrix, September 2010

14. Turkey: In Focus
© comScore, Inc. Proprietary and Confidential. 14

15. Turkish market is growing
Aug 09 – Aug 10
Total Unique Visitors
15%
(000)
Average Daily Visitors
24%
(000)
Total Pages Viewed
4%
(MM)
Average Usage Days
7.8%
per Visitor
Total Visits (000) 12%
© comScore, Inc. Proprietary and Confidential. 15

16. 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 – 70% 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
© comScore, Inc. Proprietary and Confidential. 16 Source: comScore World Metrix, January 2010

17. Lardgest Properties are growing faster than the Overall Online Market
% Change Unique Visitors
DAILYMOTION.COM
Nokta.com MEDYA
VIDIVODO.COM
HABERTURK.COM
SAHIBINDEN.COM
Hurriyet Internet Group
FACEBOOK.COM
Mynet A.S.
Microsoft Sites
Turkuvaz Yayin
Google Sites
DONANIMHABER.COM
Dogan Gazetecilik
Total Market Average Growth
0 10 20 30 40 50 60 70 80 90
© comScore, Inc. Proprietary and Confidential. 17

18. 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 6 of the 8 categories selected, with
significantly higher reaches for the News/Information and Games categories
United Russian
Selected Categories Turkey Brazil China India
Kingdom Federation
Search/Navigation 94% 93% 81% 64% 79% 65%
Conversational Media 92% 91% 81% 49% 77% 66%
Entertainment 87% 92% 77% 62% 71% 65%
Retail 68% 83% 65% 47% 45% 43%
Multimedia 79% 73% 63% 49% 53% 50%
News/Information 80% 78% 66% 47% 47% 47%
Games 71% 53% 54% 49% 28% 46%
Sports 50% 47% 39% 19% 28% 13%
© comScore, Inc. Proprietary and Confidential. 18 Source: comScore World Metrix, January 2010

19. Only 5% of Turkish online users do NOT use Social media
% Reach of Social Networks
Mexico 100.0
Brazil 99.0
Canada 96.9
Spain 95.2
Turkey 94.9
Italy 94.3
United States 94.2
United Kingdom 93.6
Europe 88.3
India 86.7
South Korea 83.6
Germany 81.6
France 81.3
Russian Federation 80.8
China 34.6
0.0 20.0 40.0 60.0 80.0 100.0 120.0
© comScore, Inc. Proprietary and Confidential. 19

20. Turkish Online Retail has risen by 22% YOY and Travel has risen by
40%
Use of online banking remains relatively low at just 34% of all internet users. This
compares to UK Online Banking of 45% and a European Average of 36%
© comScore, Inc. Proprietary and Confidential. 20

21. Top 10 Online Retail categories in Turkey
18,000
40% of all people online go to a Clothing(Apparel) store
16,000
online during the month!!!
14,000
12,000
10,000
8,000
6,000
4,000
2,000
0
© comScore, Inc. Proprietary and Confidential. 21

22. Does Conversational Media influence Retail Online
Affinity Index
109
109
108
108
107
107
106
106
105
105
Not surprising that Retail-Music comes 1st when 95% of people
who go to retail music sites also Social network!
© comScore, Inc. Proprietary and Confidential. 22

23. 7 out of the largest 10 Online retail businesses are Turkish!
4,000
3,500
3,000
2,500
2,000
1,500
1,000
500
0
© comScore, Inc. Proprietary and Confidential. 23

24. Video --- first results!
© comScore, Inc. Proprietary and Confidential. 24

25. Brief overview of Video Metrix for Turkish Market
Videos 2.6 billion
Videos per Viewer 130 / month
Minutes per Viewer 13 hrs/month
Minutes per Video 6 minutes
© comScore, Inc. Proprietary and Confidential. 25
Source: comScore Video Metrix August 2010

26. Videos Per viewer – Turkish Video usage is higher than Italy and
significantly ahead of Brazil! US Video Consumption leading !
Videos per Viewer/month
250
200
150
130
100
50
0
USA UK Japan Poland Russia Turkey Italy Mexico Brazil S Korea India
© comScore, Inc. Proprietary and Confidential. 26
Source: comScore Video Metrix August 2010

27. Top sites for Online Video – September 2010
Total Unique Viewers (000)
FACEBOOK.COM 17,392
DAILYMOTION.COM 11,504
IZLESENE.COM 8,432
YOUTUBE.COM 7,693
MYNET.COM 5,231
VIDIVODO.COM 4,688
TIMSAH.COM 2,819
VIMEO.COM 2,433
ALAPLAYA.EU 2,411
XVIDEOS.COM 1,762
UZMANTV.COM 1,741
0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 18,000 20,000
© comScore, Inc. Proprietary and Confidential. 27

28. Advertising on the Internet
© comScore, Inc. Proprietary and Confidential. 28

29. AVERAGE C;LICK THROUGH RATES HAVE DECLINED BY 28% IN
JUST 1 YEAR!
India
China
Netherlands
Turkey
Spain
Germany
2009
Italy 2008
France
US
Canada
Australia
uk
0 0.05 0.1 0.15 0.2 0.25
*Click-through rates across Static Image, Flash, and Rich Media formats
Source: DoubleClick DART for Advertisers, a cross section of regions,
© comScore, Inc. Proprietary and Confidential. 29 January – December 2009

30. … Limiting The Branding Potential Of Online
Does this guy’s click effectively measure the
branding impact of exposing the other 999
users to the same ad?
© comScore, Inc. Proprietary and Confidential. 30

31. Video and Display Advertising Each Successfully Increase the
Number of Visitors to Advertisers’ Sites
Absolute Percentage Point Lift in Site Visitation
Exposed Group vs. Control
Video only Display only
3.3%
2.9% 1.6%
2.5% 1.4%
1.9% 1.1%
0.7%
Wk 1 Wks 1-2 Wks 1-3 Wks 1-4 Wk 1 Wks 1-2 Wks 1-3 Wks 1-4
Campaign Breakout:
Video Only: Financial
Display Only: Travel, Utilities & Public Sector
© comScore, Inc. Proprietary and Confidential. 31

32. Site Visitation Climbs Steadily With Increased Display Exposures, While
Video Has a More Immediate Impact With Fewer Exposures
Absolute Percentage Point Lift in Site Visitation
Exposed Group vs. Control
Video only Display only
4.3% 3.8%
3.3%
2.9%
2.4%
1.2%
1-5 exposures 6-9 exposures 10+ exposures 1-5 exposures 6-9 exposures 10+ exposures
Campaign Breakout:
Video Only: Financial
Display Only: Travel, Utilities & Public Sector
© comScore, Inc. Proprietary and Confidential. 32

33. In Conclusion
 Online Engagement in Turkey is amongst the highest in the world!
 Larger Turkish sites are beginning to grow larger audiences outside Turkey
 Online Travel and Retail are both growing faster than the Internet
 Social Networking impacts the online retail category but not all sectors are
equal
 Video Mesurement has arrived in Turkey!
 Judging the performance of your advertising on the “click” alone is
undervaluing the medium!
© comScore, Inc. Proprietary and Confidential. 33

34. Thank you!
Questions?
mread@comscore.com
© comScore, Inc. Proprietary and Confidential. 34