Last Update: 30.10.2012

Western Balkans Internet Facts & Figures

Serbia

    • 7,276,6041

      population

    • 2,700,0002

      internet users

    • internet
      penetration

    • €12.2m3

      online ad spend

    • 7.30%4

      online ad spend as %
      of total media spend

    • €1.705

      online spend per capita

    • 3,351,9006

      facebook users

    • facebook
      penetration

    • $4,9177

      GDP per capita

Croatia

    • 4,480,0431

      population

    • 1,955,8772

      internet users

    • internet
      penetration

    • €26.0m3

      online ad spend

    • 13.00%4

      online ad spend as %
      of total media spend

    • €6.005

      online spend per capita

    • 1,574,0406

      facebook users

    • facebook
      penetration

    • $13,0617

      GDP per capita

slovenia

    • 1,996,6171

      population

    • 1,281,7202

      internet users

    • internet
      penetration

    • €32.0m3

      online ad spend

    • 18.10%4

      online ad spend as %
      of total media spend

    • €15.605

      online spend per capita

    • 724,5006

      facebook users

    • facebook
      penetration

    • $22,4617

      GDP per capita

Bosnia and Herzegovina

    • 3,879,2961

      population

    • 1,955,2772

      internet users

    • internet
      penetration

    • /3

      online ad spend

    • /4

      online ad spend as %
      of total media spend

    • /5

      online spend per capita

    • 1,291,8406

      facebook users

    • facebook
      penetration

    • $4,2627

      GDP per capita

montenegro

    • 657,3941

      population

    • 328,3752

      internet users

    • internet
      penetration

    • /3

      online ad spend

    • /4

      online ad spend as %
      of total media spend

    • /5

      online spend per capita

    • 283,0206

      facebook users

    • facebook
      penetration

    • $6,9667

      GDP per capita

Comparison

Online Ad Spend
per capita

Online advertising spend per capita shows huge difference between Scandinavian countries and the rest of the EU. It goes as high as 113.4 € in Norway, compared to the EU average of 33.5 €. Czech still leads CEE region with 25.6 € online spend per capita, and small Balkan countries go as low as 1 € in Romania. It would appear that online advertising budgets in peripheral markets haven't kept up with the significant increase in internet users they've witnessed in recent years. But the fast growing trend of market growth leaves an opportunity that these figures will go up in the following years.

Online Ad Spend as a Proportion of Total Media Spend

The share of online advertising in the total advertising spend of CEE countries lags significantly behind Western Europe, but continues to grow strongly from a low base. Ongoing progress with transparency and measurement will support and reinforce this shift.