At home, Skype is still untapped, at least in terms of advertising

Despite the fact that the ads running on Skype are extremely effective and are very popular among media buyers worldwide, we are still familiar with the possibility in Hungary. Yet in Hungary, Skype is currently the most popular computer chat program, where about 36 percent of users regularly make video phone calls. Ads running in the conversation window produce impressive results and even double-digit growth in metrics that are hardest to change, such as referral or purchase intent.

According to a survey conducted by Sanoma Media Budapest in June 2013, Hungarian users use the chat program for video telephony in the majority of cases (36%), while traditional chat is typical in 31 percent and voice calls in 22 percent. In terms of the nature of communication, Skype is mostly a platform for family (73%) and friends (84%) communication, used by 30% of respondents for workplace communication. Another interesting feature is the geographical distribution, with the majority of users (53%) using Skype mainly domestically, 24 per cent preferring abroad, and 23 per cent using both abroad and domestically.