Yandex Ads announced the preferences of navigation application users in Turkey. Yandex Navi stands out as a powerful advertising medium for brands.
Navigation applications have become a new advertising medium for many product and service providers, from fast-moving consumer cafe restaurant chains to textile brand stores, from car maintenance services to electric charging stations. The research conducted in July this year revealed the habits and tendencies of consumers using navigation applications across Turkey.
Navigation Apps Will Become Popular Marketing Channels for Brands
Speaking at the opening of the press conference where the research results were announced, Yandex Ads Regional Head of Growth Markets Veronika Zueva said that the research, which reveals the tendencies of consumers using navigation applications, will also constitute an important metric for the digital advertising sector. Zueva said, “We revealed many different characteristics of navigation application users in the research. We have no doubt that Yandex Navi will become a much more important and useful advertising medium for brands.”
81 million routes were drawn
Yandex Ads Turkey, Middle East and South Asia Agency Partnerships Leader Nejla Bilge Atila stated that Yandex Navi application is among the popular applications in Turkey. Atila said the following: “The research results enabled us to create a strategic route in terms of understanding the general consumer profile and habits. To date, 81 million monthly routes have been drawn from smartphones to all parts of Turkey with Yandex Navi. We also meet an important need of the advertising sector. With our widespread digital agency partner network in Turkey, it is now very easy for brands to convey their messages instantly and on-site to users who draw routes from the busy streets of cities to all holiday resorts of our country…”
The Ipsos Representative who presented the research stated that they conducted the research online with 1500 people.
The highlights of the research are as follows:
- The core audience of navigation app users consists of married men and women between the ages of 25-44, with an average of one child.
- 62 percent of users are university graduates. This rate is 67 percent for Yandex Navi users.
- 47 percent of users are in the high-income group, this rate is 53 percent among Yandex Navi users.
- The top 3 products purchased include food, clothing and ready-to-eat food. The service points most searched by users in the previous month were hairdressers, car or tire services.
- 41% of users order takeaway food, while 38% prefer to eat in restaurants. One in every two Yandex Navi users orders lunch or eats in restaurants.
- More than half of users (59 percent) have a pet. This rate is 68 percent for Yandex Navi users. The most popular pets among users were cats, birds and dogs, respectively.
Yandex Navi user base is ‘affluent’
- One in three navigation users has an investment account. Yandex Navi users have more investment accounts than other navigation users.
- About half of users plan to buy a new house or apartment. The majority of Yandex Navi users are real estate owners, with 47 percent planning to buy a house and 30 percent planning to buy land.
- 76% of users and 83% of Yandex Navi users own a vehicle. 71% of users and 80% of Yandex Navi users plan to change their vehicle. 44% of Yandex Navi users plan to change their vehicle within 1-2 years, 33% within 3-5 years.
- 30 percent of navigation users and 38 percent of Yandex Navi users also use vehicles such as motorcycles or bicycles.
The route was created for both domestic and international holiday destinations.
- 87 percent of navigation users stated that their last trip was in Turkey. The most preferred holiday activities of users included going to the beach, day trips and shopping.
- Navigation users travel abroad mostly for holiday purposes. 64 percent of users go on holiday abroad 3 or more times a year. This rate is 72 percent for Yandex Navi users.
- Yandex Navi users travel more often and prefer active holidays in more local areas.
- While 43 percent of navigation users go on holiday within Turkey three times a year or more, 48 percent of users go on holiday within the country once or twice a year.