Digital Marketers Specialized in Targeting Audiences in Hungary
A digital marketing agency with approximately 50 specialists - this is us, VISIBILITY. Everything we do is done with love. In 6 years of our work, we have gained invaluable experience in the market and we are happy to share it with you. Our mission is education. We are not afraid to share our know-how.
After a lot of endeavour, we have become a top-class Google partner agency with annual turnover
of 5 million Euros in on-line media. We speak the following languages:
Slovak ~ Czech ~ Polish ~ Hungarian ~ English ~ Russian
Pop in for a cup of coffee
We will be happy to welcome you in our offices. We are based right in the heart of Europe. You can find us in our office in Bratislava (Slovakia) and also in Prague (Czech Republic). Moreover, you can meet some of our specialists in other regions of Central and Eastern Europe.
We live and work in CEE region; we are familiar with the local market and have experience with clients from various business areas.
This is what we can do for you
SETUP of online business in CEE region:
SETUP a business with our local partners
Localization of your website and local content
Market research and online marketing strategy
Local contacts (authorities, distribution, resellers, law etc.)
Ongoing online marketing support:
Search engine marketing (SEO and PPC campaigns)
Price comparison and shopping sites
Content marketing and social media
Creativity, banners, landing pages
Local communication support
CEE and regions where we work
The red and blue colours mark the CEE (Central and Eastern Europe) region with a minimum of 15 online markets and online population of 200 million.
We focus on the following key markets:
Slovakia (4.5M vs. 3.5M online)
Czech Republic (10.5M vs. 9.3M online)
Poland (38.5M vs. 28M online)
Hungary (9.8M vs. 7.9M online)
Total of online inhabitants: 48.7M
Other markets we are planning to cover:
Ukraine (44.6M vs. 20M online)
Russia (143M vs. 102M online)
Bulgaria (7M vs. 4.2M online)
Romania (19.4M vs. 11.2M online)
Slovenia (2.1M vs. 1.5M online)
Croatia (4.2M vs. 3.1M online)
Belarus (9.5M vs. 5.8M online)
Total of online inhabitants: 147.8Ms
Online marketing in Hungary
Users in Hungary are very active and like buying goods online. The average value of one shopping basket is 36.6 Euros. Even though users buy online, they pay on delivery directly to the courier or at the post office. The possibility to use either a delivery service or personal pickup of goods is used most frequently. E-commerce in this country is improving from year to year. Last year, earnings exceeded the limit of 963 million Euros for the first time.
Hungary- internet market overview
Hungary is a country located in Central Europe and member of the European Union as well as the Schengen Area. Today Hungary is an upper-middle income country with a very high Human Development Index, which looks at life expectancy, education and the standard of living.read more
|Population||9.9 million people|
|GDP growth rate||2,9%|
|– % internet users||76%, 6.4 million|
|Number of eshoppers||36%, 3.0 million|
|Online sales||€1.02 billion (2015)|
A research made by the Ecommerce Europe Association in collaboration with the Hungarian Ecommerce Organization (SZEK) shows the Hungarian e-commerce in relation of the European and Central European regions. This study shows that the in 2015, after a slowing increase the e-commerce industry own 2,7% of the total retail. The macro numbers of Hungary shows that we can expect a faster increase of economy compared both to Europe or Central Europe:
But also it is necessary to keep in mind that the logistic infrastructure and the ease of create a new business is behind the European average:
1. Consumer behaviour- shopping and trends
The number of e-shoppers shows a constant growth in the last 3 years (2013-2016), and reached the previously mentioned 3 from 2,4 million. When we divide the e-shopping to product and service purchases, it is visible that there is a correlation with the other European markets.
The eNet study also shares some insights into the preferred payment methods in Hungary. It seems that Hungarian online consumers prefer to pay upon receiving the goods (58%) or to pay using a bank transfer (45%). When it comes to choosing a delivery method, it shows that most people (72%) want their goods being delivered at home, via a courier service. The study also claims 82% of the respondents say that shipping costs are the main consideration when choosing a delivery or pickup method. Half of all online buyers consider the delivery time as important when deciding on the delivery method, while easy access to the pickup point is deemed the least important.
Measured by the purchase value, delivery by courier service is the most popular, but more and more customers choose to collect the goods in a shop or at another delivery point. This is partly due to the fact that these are the three most frequent delivery methods offered in Hungarian online stores.Main payment providers:
- OTP bank (bank transfer)
- CIB bank (bank transfer)
- K&H bank (bank transfer)
- Barion (e-money)
- Borgun (e-money)
- GLS (parcel)
- DPD (parcel + pick up points)
- DHL (parcel)
- Pick Pack Pont (pick up point)
- Hungarian Post Office (letter + parcel +pick up points)
Mobile performance: More and more Hungarian webshops optimize their websites for mobile devices or develop mobile applications. The mobile platform is becoming increasingly important, both concerning the turnover and the number of visitors / purchasers. In the overall online retail market, the share of visitors arriving from the mobile platform (8.5%) grew by 50% in one year. As to the number of purchasers, this ratio is slightly lower (4.3%). And almost 5% of the entire online trade volume was effected from the mobile platform.
2. Search engines
Google has the major share of the search industry of Hungary. More than 95% of Hungarians use Google (source: rankings.hu) and only a small number of other search engines, such as Bing or Yahoo. Taking into account the statistics of recent years, there is no indicator suggesting that Google's share in Hungary would be significantly reduced.
3. Social networks
Facebook is used by 5.4 million Hungarians actively according to the platform's own data.
Instagram is used by 1.1 million users, which platform is also owned by Facebook. According to MediaQ's research, Messenger chat has 4.671 million Hungarian messages with each other.
The biggest video portal, that is YouTube, was 3.894 million Hungarians who said they were using it. Young people are mostly listening to music and watching funny videos. Pinterest is widespread among women and is used by 946,000. LinkedIn is widespread among users with tertiary education, it is apparent from research that 715,000 Hungarians use numerically. While Twitter is very popular in America and Great Britain, in Hungary, although 582,000 people are registered, but only 2% use it actively. The number of registered Snapchat user is 493,000, and they are mainly under the age of 25. On the Google+ site, mostly companies registered due to search engine optimization criteria, 196,000 Hungarians are on the platform.
The Z generation (6-19 years) spend 348 minutes daily online, the Y generation (20-35 years) 243 minutes. Interestingly, age 50+ spend at least 120 minutes a day online.
When we look at how online time spent on sharing social sites and browsing web pages, we get the following numbers:
This is accounted for by 30.6% of Facebook, 9.6% of YouTube, 8.5% of some chat programs (primarily Messenger), 6.3% of Instagram, 25% of Web sites Browsing, 13% e-mail, 7% other.
It is typical for the Hungarians that they spend more time with Facebooking (and social networking sites) than browsing websites.
4. Main advertising platforms and systems
In Hungary, online advertising platforms can be divided into 3 distinct groups.
- Google: The most commonly used interface is Google where agencies use AdWords to build campaigns for Display, Search, and Youtube networks. With low interaction costs and good reporting opportunities, it's no wonder that this platform is the most common.
- Social networks: In recent years there has been a huge increase in social network advertising activity. Primarily, Facebook is used by advertisers, but the use of Instagram and LinkedIn is also widespread. With the more personalizable targeting and advanced optimization abilities, it's no surprise that more and more advertisers see tremendous potential.
- Ad servers: The third interface is made up of ad servers. Since this channel can buy impressions at a fixed price and its price is relatively high, 90% of the cases larger agencies use it to build branding campaigns. The most popular ad servers in Hungary are Adverticum, Gemius, Google DoubleClick.
Main price comparison sites
Hungarian market is highly price-sensitive, therefore the price comparison sites has a high relevance for those products are easy to be compared. Mainly these products are the electronics, computers and home appliances.
It was apparent from the 2012 eNET and Produktereső.hu joint research that 21% of webshop sales came from price comparison pages, and this proportion has only increased since then. The most visited price comparison sites are:
In addition, there are also:
6. Main news sites and internet portals
The main Hungarian internet portals in 2016 february was:
- Origo.hu - News site
- Index.hu - News site
- Blog.hu - Blog site
- Startlap.hu - News and tabloid aggregator
- Freemail.hu - Online emailing
- Jofogas.hu - Second hand market place
- 24.hu - News Site
- Blikk.hu - Tabloid news (also available printed)
- Nlcafe.hu - Women lifestyle magazin
- News site (also available printed)
- Idokep.hu - Weather forecast
- Hasznaltauto.hu - Used vehicle marketplace
- Life.hu - Women lifestyle magazin
- Nemzetisport.hu - Sport magazin (also available printed)
- Femina.hu - Women lifestyle magazin
- Indavideo.hu - Video streaming site
- Velvet.hu - Women lifestyle magazin
- Mindenegybenblog.hu - News aggregator
- Port.hu - Entertainment search and advice site. Cinema, Tv, Theatre and Concerts
- Hazipatika.hu - Healtcare
As it is visible, next to the news portals, classified ads portals, tabloid news, women’s and sport magazines, and aggregator sites are in the top 20.
4 of the main news portals are in the top 20 sites, only one was not mentioned in the previous list:
7. Main e-commerce players
According to a research from 2016 the 10 biggest webshop in Hungary are:
- Extreme Digital (Hungarian owned company)
- Media Markt
- iPon (Hungarian owned company)
- Bónusz Brigád (Hungarian owned company)
(According to turnover, only companies which are Hungarian owned or have official representation, subsidiary in Hungary)
8. Customers and foreign ecommerce brands
Hungarian buyers are becoming more aware and more receptive to online shopping, but they are giving their orders more courageously with a well-known, large selection, mature and fast-selling webshop.
Extreme Digital is the largest online store in the country. The second and third actors are about the same size. They are the Mall.hu, which belongs to Czech interest, and the eMAG.hu which is a Romanian affiliate. Other major players include Media Markt, Tesco, Libri-Bookline, iPon.
Large international stores such as Ebay, Amazon and AliExpress are becoming more and more known, but few are still using it because of the low proportion of foreign language knowledge in Hungary. In a Eurobarometer statistic only 12% of the population can read news in English.
Hungarian online market is with its total population of around 10 million people smaller, however in terms of recent e-commerce evolution it represents a very important piece of central European puzzle. Many Hungarian eshops have a chance to attract a portion of neighbouring Slovak population, which makes it even more attractive.Special thanks to:
Drive Online Marketing is a Premier Google Partner in Hungary, working with mainly mid-sized national and international e-commerce partners. They are a team of 13 talented and enthusiastic online marketer with a great ROI focus and deep understanding of the Hungarian e-business market. They are managing mainly Google AdWords, Facebook campaigns with SEO support. Their goal is to deliver growing results based on data-driven analysis with Google Analytics and continuous AB testing.