1. We support knowledge driven
business decissions.com
We support knowledge driven
business decissions.com
Internet Users and the e-commerce
environment

2. 2
Business challenge
E-commerce marketing = performance.
Tech =
PEOPLE =
Focus is on technical solutions rather than
understanding who are the PEOPLE behind the
cookie.
Why does it matter? We should know with whom
are we speaking.

3. 33
Solution
To answer those needs, Gemius developed its unique service to measure audience of online
sites and understand their socio-demographical profile.
=
Site monitoring
with tracking
scripts
Information
on all the
websites
visited by
Romanian
users*
Internet
audience
measurement
panel
Panelists’ profile
+
Hard analytics data
*as long as a minimum of 50 panelists visit a given site within 1 month

4. 44
Study that goes beyond technical metrics (cookie visitors, browsers, etc)
Internet users are more than cookies, are potential CUSTOMERS with specific profile and behavior
About gemiusAudience

5. 55
Overall User profile
4.530.919 e-commerce Users
50,88 %
reach out of total population

6. 66
Overall User profile
32 %
rural
68 %
urban
Rural
13,5 % - income between 700 – 1500 lei
4,5 % - are frequent buyers (more than once a
month)
Urban
29,5 % - income between 1000 – 2000 lei
12,5 % - income over 2000 lei
19,5 % - are frequent buyers (more than once a
month)

7. 77
Overall User profile – .com e-commerce
16% of internet users access .com e-commerce shops
40% of them make an online buy at least once a
month
Duplication
Average duplication between .ro and .com sites is
13% but there are sites with up to 30% or 40%.

8. 88
Overall User profile – Frequent buyers
25%
26%
27%
28%
29%
30%
31%
32%
33%
34%
35%
Audience composition for frequent buyers – more than 1 buy per month users

9. 99
34%
31%
22%
13%
Responsibility for shopping
Equal measure
Almost all
All
Less than other
members
Overall User profile – Responsibility & Internet usage
0%
5%
10%
15%
20%
25%
30%
35%
Daily or
almost daily
A few times
a week
A few times
a month
Once a
month or
more rarely
Never
Frequency of online shopping (> 5 years of
internet usage)

10. 1010
Black Friday 2013
Even split in main age
groups – Everyone is
interested!
female
49%
male
51%
25%
24%
23%
28%
Age Groups
18-24
25-34
35-44
Other
33% - income between 1000 -2000
lei, a 10% increase vs regular period

11. 1111
Black Friday 2013
Black Friday 1 – 22. Nov
19% reach within Internet
Top 4
1. eMag
2. Altex
3. evoMag
4. Flanco
13% reach within Internet
Top 4
1. eMag
2. Clickshop
3. Domo
4. evoMag
Black Friday 2 – 29 Nov

12. 1212
Loyal users of shops
0%
5%
10%
15%
20%
25%
30%
Top 10 shops by captive users

13. 1313
Categories: Fashion, Electro / IT, Home & Deco, Travel
0%
5%
10%
15%
20%
25%
30%
35%
40%
fashion home/deco it&c travel
Income more than 1500 RON
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
fashion home/deco itc travel
Captive users/categories

14. 1414
Categories: Fashion, Electro / IT, Home & Deco, Travel
0%
10%
20%
30%
40%
50%
60%
70%
80%
fashion home/deco Electro IT travel
Males & females per category
feminin
masculin

15. 1515
Typical user of (top characteristics)
Fashion
- Women
- Over 5 years on internet
- Daily usage of internet
- Daily usage of Social Media
- No kids under 14 years
- Info most accessed: Recipes
- Paying by card: Never
Electro / IT
- Men
- Over 5 years on internet
- Daily usage of internet
- No kids under 14 years
- Info most accessed:
Personal Development
- Age: 30-55
Home & Deco
- Over 5 years on internet
- Daily usage of internet
- Employed
- Info most accessed: Health
- Age: 30-55
- Married

16. 1616
Gemius Sequence
sport.pl – 19%
sport.onet.pl – 17%
sport.wp.pl – 11%
sportowefakty.pl – 8%
fcbarca.com – 7%
What sport websites were visited the most often in sessions passing through Eurosport.pl?
- Top 5 sport websites appearing in sessions

17. 1717
Ranking of Eurosport in a given session
1 2 3
% of
sessions
… 10,3%
… 13,3%
… 6,0%
4 - 5 11,4%
6 - 10 16,8%
> 10 42,3%
1 2 3
% of
sessions
… 9,7%
… 14,9%
… 7,6%
4 - 5 14,1%
6 - 10 19,9%
> 10 33,9%
Sessions involving Eurosport.pl, N = 1 996
Average position of the first visit: 20th position
Average length of session: 54
Sessions involving SportoweFakty, N = 3 349
Average position of the first visit: 14th position
Average length of session: 42
• In 10,3% of sessions passing through Eurosport.pl, the Eurosport.pl website was visited first. Analogically, this percentage share of
sessions is very close to SportoweFakty.pl.
• The percentage of sessions in which the analysed website occurred later than at the 10th position is 8,4 percentage points less in
case of the SportoweFakty.pl website. However, it is worth noting that the sessions passing through Eurosport.pl were longer.

18. 1818
Conclusions
 It is always important to check where you stand in comparison with the average or with a
certain competitor
 Digging into data could provide valuable insights that can be translated into actionable
marketing processes
 Selling is the main activity of any commerce, but understanding and tracking of audiences can
lead to increase in sales and to better and smarter brand positioning.
 The importance of data! Information is available to be analyzed and it can prove very important
for advertisers to make the most out of the socio-demographical data they could possess.

19. Poland, Slovakia, Czech Republic,
Hungary, Slovenia, Turkey, Isreal,
Denmark, Ukraine, Belarus,
Republic of Moldova
JIC Standard:
Lithuania, Latvia, Bulgaria,
Bosnia, Croatia, Serbia
De facto currency:
Estonia, Russia, Romania,
Kazakhstan, Portugal, Macedonia,
MENA (UAE, KSA, Egypt, Syria,
Lebanon, Jordan, Oman, Qatar,
Iraq, Kuwait, Morocco )
Start-up:
19
Solution provider: Gemius, currency in online audience measurement

20. Measure your sites with Us!
Andrei Teșcan
Digital Marketing Consultant
Gemius Romania
e-mail: andrei.tescan@gemius.com
0745.160.708
www.gemius.com