Serbia under a Magnifying Glass

The Serbia under a magnifying glass report provides an overview of the current economic and demographic shape of the country, the changing advertising sector, shopping habits and Serbs’ relationship with the digital world.

Additionally, the report looks at what Serbia thinks on key geopolitical questions and how this compares with the rest of the world.

This summary report presents a selection of the key findings from the study, including:

  • Four in five (80%) of Serbs think Russia’s influence on world affairs will increase. This is more than other country and significantly greater than the global average of 50%.
  • More Serbs think global temperatures will rise than any other country. 87% said they think this will happen, much higher than the global average of 71%.
  • The country’s population is falling, with Serbia estimated to see a decline in population from 7.1m in 2016 to 6.2m in 2041.
  • Spending within the advertising market in Serbia grew to €178m in 2017, the highest it has been since 2008. TV advertising still dominates the market, but digital is growing at the expense of print.

Online shopping is growing in Serbia with an increase of 22% in the number of transactions in 2017. Almost two-thirds (65%) of online purchases are paid by cash on delivery, with clothing being the most popular item bought online.

Consumer & Shopper