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freshest audience research
How to measure Internet
14 июня 2009 г.
Runet in numbers
14 июня 2009 г.
39,6mln users,
32% of Russians, 14+, during the last 6 months
Source: Internet in Russia. FOM. Autumn 2008.
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Weekly audience:
29,7mln users, 25%, 16+
Daily audience:
19,2 mln users, 16%, 16+
Source: Internet in Russia. FOM. Autumn 2008.
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Monthly audience:
27,2 mln users,
45% of Russians 100к+, 12+
Source: Web Index. TNS. March 2009.
Moscow:
61%St. Petersburg:
55%1 mln+ cities:
50%Others:
37%
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Regional Internet
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In 2008 general Internet penetration in Russia increased by 4% due mostly to the regional penetration.
Source: Regional Internet penetration in Russia. Yandex. Spring 2009.
14 июня 2009 г.
The most popular Internet connection speed in 21 major Russian cities is around 410 Kbit/sec, and around 7000 Kbit/sec in Moscow and St. Petersburg.
Source: Regional Internet penetration in Russia. Yandex. Spring 2009.
Average in regions - 410 Kbit/sec
MoscowSt. Petersburg
VologdaKaliningradMurmansk
VoronezhTambov
Tula
KrasnodarRostov-na-Donu
Stavropol’
Nizhnii NovgorodPerm
Samara
EkaterinburgTumen’
Chelyabinsk
IrkutskKrasnoyarskNovosibirsk
BlagoveschenskVladivostokKhabarovsk
76806144
640384200
384512320
128512128
384256256
1024256512
12810241024
128256128
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Mobile Internet
14 июня 2009 г.
Number of mobile phones subscribes in Russia, 1st quarter of 2009
Source: Result for the 1st quarter of 2009. The increase of active subscribers has almost stopped, MForum Analytics, April 2009
By number of SIM cards (data from operators)
By number of active SIM cards
By number of active subscribers
Number of subscribers by the end of 1st quarter, 2009, mln
Increase of number of subscribers in 1st quarter, 2009, mln
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Active subscribers by access method
Source: Year 2007 results - Mobile Internet is the primary access method for 10% of active Internet users in Russia, MForum Analytics, July 2008
Dial-up
DLS, Ethernet
Mobile Internet
Wireless access (WiFi, WiMAX)
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Mobile Internet geography
Source: First Ruwap research. Wapstart. May 2009.
menwomen
Moscow
St. Petersburg
Regional center town
District center town
Small town/village
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Age of mobile Internet users
Source: First Ruwap research. Wapstart. May 2009.
men women
< 16 y.o.16-2021-2425-3435-4445-60
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Income of mobil Internet users
Source: First Ruwap research. Wapstart. May 2009.
Moscow
St. Petersburg
Small town/village
Regional center town
District center town
Unemployed
Above average income
Average income
Below average income
14 июня 2009 г.
Frequency of mobile Internet usage
Source: First Ruwap research. Wapstart. May 2009.
Moscow
St. Petersburg
Small town/village
Regional center town
District center town
Once a monthOnce a week3-4 times a weekEvery day
14 июня 2009 г.
Objectives of mobile Internet usage
Source: First Ruwap research. Wapstart. May 2009.
Moscow
St. Petersburg
Small town/village
Regional center town
District center town Searching for goods, services and digital content
Reading news and searching for information
Communication
Entertainment
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Consumerprofile
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How are the brands generally used to think about Internet users?
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Are they really like that?
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Men104
Women97
Below average57
Average93
Above average125
Higher137
Secondary and elementary87
Internet in Russia 2009
12-54 y.o., Monthly Reach, Affinity Index
Source: Web Index. TNS. March 2009.
Gender Education
Income
14 июня 2009 г.
Men102
Women98
Below average74
Average94
Above average114
Higher117
Secondary and elementary91
Internet in Moscow 2009
12-54 y.o., Monthly Reach, Affinity Index
Gender Education
Income
Source: Web Index. TNS. March 2009.
14 июня 2009 г.
% of users in different ages
12+ y.o., Monthly Reach
123456789
10111213141516171819 12%
19%8%
47%53%
33%
74%78%
53%
82%90%
65%
94%95%
81%12-24 y.o.
25-34 y.o.
35-44 y.o.
45-54 y.o.
55+ y.o.
100к +MoscowSt.Peter.
100к +MoscowSt.Peter
100к +MoscowSt.Peter.
100к +MoscowSt.Peter
100к +MoscowSt.Peter
Source: Web Index. TNS. March 2009.
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Source: Social-Internet-Monitoring. FOM. March 2009.
live in cities daily Internet audience trust Internet
Men
Average age
Monthly income > 7000 rub
Daily audience
“Wide” channel at home
No negative attitude towards
advertising
45%
42 y.o.
28%
23%
25%
29%
55%
30 y.o.
38%
100%
72%
63%
29 y.o.
41%
68%
67%
40% 46%
14 июня 2009 г.
What information are you looking for in Internet?
% of the daily Internet audience
Source: Social-Internet-Monitoring. FOM. March 2009.
newsentertainment, games, humor
references and informationcomputers and programs
cars and vehiclesscience and technology
health, medical informationeducation
travelsport
art and culturegoods and services
life and society politics and authorities
lawmaking jobs
economy and businesshousekeeping
finance, banks and insurancemanufacturing and production
14 июня 2009 г.
What TV channels do you watch more than others?
Source: Social-Internet-Monitoring. FOM. March 2009.
do not use Internet
daily internet audience
live in cities
14 июня 2009 г.
“Heavy” TV viewers
Daily Internet audience
1) For how long do you usually watch TV during the week? 2) For how long do you usually watch TV during weekends? 3) For how long do you use Internet during the week?4) For how long do you use Internet during the weekends?
Source: Social-Internet-Monitoring. FOM. March 2009.
more than 6 hours on weekdays
more than 6 hours on weekends
do not use Internetdaily internet audiencelive in cities
do not use Internet / do not watch TVless than an hour1-6 hoursmore than 6 hoursdo not know
TVTV Internet Internet
weekdays weekends
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What are users interested in?
14 июня 2009 г.
Top search requests
Source: Search in the Internet: what and how they search for. Yandex. Autumn 2008.
№ January 2007 August 2008
1 porno odnoklassniki
2 pogoda (weather) v kontake
3 znakomstva (dating) porno
4 mail.ru pogoda (weather)
5 skachat’ (download) mail.ru
6 rabota (jobs) vkontake
7 sonnik (dream-book) kontakt
8 vaz odnoklasniki
9 iz ruk v ruki mail
10 goroskop (horoscope) zaitsev net
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Top 15 website of Runet
Russia 100к+, 12-54 y.o., Average Daily Reach Source: Web Index. TNS. March 2009.
19.7%
19.2%
16.2%
11.5%
7.7%
2.3%
2.3%
1.3%
1.3%
1.3%
1.2%
1.1%
0.9%
0.8%
0.8%
8 694 ths users8 479 ths users
7 144 ths users
5 068 ths users
3 387 ths users
1 032 ths users
1 015 ths users
576 ths users
571 ths users
560 ths users
541 ths users
494 ths users
410 ths users
366 ths users
359 ths users
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Total audience of main websites groups
Source: Web Index. TNS. March 2009.
22%
26%
27%
31%
32%
36%
37%
38%
45%
51%
69%
73%
90%
90%
91%
Blogs and social networksSearchMailInfo websitePhoto / video / audio websitesEntertainmentEventsMarketDatingWomenAuto+menGamesMailingsJobE-cards
Russia 100к+, 12-54 y.o., Average Daily Reach
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Blogs and social networks
Source: Web Index. TNS. March 2009.
ths users among 12-54 y.o.
Russia 100 000+ 20 040.8 45.5%Moscow 4 570.6 67.6%St. Petersburg 1 738.7 60.5%
TOTAL MONTHLY AUDIENCE
25
55
138
45
102
154
141
Unemployed
Workers
Top managers
Housewives
Middle level managers and specialists
Low level managers
High school and University students
TYPICAL USERS(Affinity Index)
TOP 5 PROJECTS(Daily reach, Russia 100 000+, 12-54 y.o.)
research of 13 projects
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Info websites
ths users among 12-54 y.o.
Russia 100 000+ 15 876.0 36.0%Moscow 4 188.0 62.0%St. Petersburg 1 417.7 49.3%
TOTAL MONTHLY AUDIENCE TYPICAL USERS(Affinity Index)
TOP 5 PROJECTS(Daily reach, Russia 100 000+, 12-54 y.o.)
research of 31 projects
53
116
42
107
160
163
167
60 Elem. / secondary education
Workers
Top managers
Housewives
Middle level managers and specialists
Low level managers
High school and University students
Higher education
Source: Web Index. TNS. March 2009.
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Women websites
ths users among 12-54 y.o.
Russia 100 000+ 7 632.9 17.3%Moscow 2 043.3 30.2%St. Petersburg 698.9 24.3%
TOTAL MONTHLY AUDIENCE TYPICAL USERS(Affinity Index)
TOP 5 PROJECTS(Daily reach, Россия 100 000+, 12-54 y.o.)
research of 12 projects
Men 12-17
Men 18-24
Women 12-17
Women 18-24
Women 25-34
65
97
135
172
143
47
84
87
105
111
Women 45-54
Men 45-54
Men 35-44
Men 25-34
Women 35-44
Source: Web Index. TNS. March 2009.
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Automobile and men websites
ths users among 12-54 y.o.
Russia 100 000+ 7 080.9 16.1%Moscow 2 165.9 32.1%St. Petersburg 708.7 24.7%
TOTAL MONTHLY AUDIENCE TYPICAL USERS(Affinity Index)
TOP 5 PROJECTS(Daily reach, Россия 100 000+, 12-54 y.o.)
research of 11 projects
Above average income 136
89
23
Average income
Below average income
Source: Web Index. TNS. March 2009.
14 июня 2009 г.
Communication Internet tools
How do they communicate in Internet
Where do they have profiles
% of the daily Internet audience
Source: Social-Internet-Monitoring. FOM. March 2009.
social networks
forums, chats
instant messengers
ip-phones
blogs
other
do not use Internet for
communication
social networks
forums,chats
dating sites
photo hosting blogs video
hostingother neither do not
know
14 июня 2009 г.
Blogosphere position
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Source: Blogosphere in Runet. Yandex. Spring 2009.
Major blog-hostings
There are 80% of the active users on Twitter.com which is much more than in all other blogs
super-activewere updated duringthe last week
activehave at least 5 posts and were updated during the last three months
number of blogs, ths
total
1st quarter of 2009
Total number of Russia blogs on Twitter.com
14 июня 2009 г.
Average blogger is a 22 y.o. girl living in Moscow. She has 18 friends (13 of them are mutual), she is a members of 10 communities and writes in her blog for a year and ten months. Average user of Ya.ru or LiveJournal is a 26 y.o. man.
Source: Blogosphere in Runet. Yandex. Spring 2009.
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The most numerous group in blogs is readers, there are 30 times as many of them as active bloggers
Source: Blogosphere in Runet. Yandex. Spring 2009.
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Average private blog is read by 18 users, average community involves 112 members. 2% of bloggers have more than 100 friends and only 0,2 % - more than 500 friends.
Most popular blogs (more than 5000 friends) are views by more than 558 ths users. This is 8% out of all blogosphere users.
Source: Blogosphere in Runet. Yandex. Spring 2009.
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Teenagers in Internet
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Source: Teens and the Internet. FOM. October 2008.
5,9mln users,
14-17 y.o., during the last 6 months
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75,5% teens 14-17 y.o.
Source: Teens and the Internet. FOM. October 2008.
Never22,4
During the last 6 months5,5
More than 6 months ago2,1
During the last 3 months15,3
During the last month13,7
During the last 24 hours28,0
During the last week13,0
14 июня 2009 г.
% of teens and adults in Internet
Source: Teens and the Internet. FOM. October 2008.
Adults, y.o.Teens
14-17 y.o.Internetaudience All 18-24 25-34 35-44 45-54 55 and
older
DailyWeeklyMonthly
For 3 monthsFor 6 months
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Number of teens in different groups
Source: Teens and the Internet. FOM. October 2008.
All teens
Moscow Large cities Small towns
16-17 y.o. 14-15 y.o.
Villages
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Age when Internet was used for first time
Source: Teens and the Internet. FOM. October 2008.
MoscowMoscow
14 15 16 17
Interviewees’ age, y.o.
12
13
15
14Average age
when Internet was used for first time, y.o.
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Place of Internet use
Source: Teens and the Internet. FOM. October 2008.
Home At school/University Friends’ homes Mobile Internet Internet cafes
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Frequency of Internet use
Source: Teens and the Internet. FOM. October 2008.
Do not use at all
WeekdaysWeekends
< 30 minutes
30 min - 1 hour 1-3 hours 3-6 hours 6-9 hours 9-15
hours> 15 hours
14 июня 2009 г.
Teens’ interests
Source: Teens and the Internet. FOM. October 2008.
entertainment, games, humor
communication (forums, chats, blogs, communities
education and science
references and information
sport
leisure
new technology, computers and programs
news
Internet-shops and shopping
culture
jobs
politics and society
health
erotics
business, , finance, production
housekeeping and family
other
do not know
Visited at least ones during last 6 months
Spend more time than on others
14 июня 2009 г.
Internet as marketing channel
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What sources do you use to find necessary information? Which ones are the most trustable?
Source: Social-Internet-Monitoring. FOM. March 2009.
live in cities daily Internet audience do not use Internet
trust more than otherschannels used
televisionInternetprint media
relatives and friends’ advicesradio
books
televisionInternetprint media
relatives and friends’ advicesradio
books
televisionInternetprint media
relatives and friends’ advicesradio
books
trust rating
14 июня 2009 г.
What sources of information are the most trustable for you?
Source: Media preferences. FOM. April 2009.
% of the total number of interviewees
live in cities daily Internet audience do not use Internet
televisionInternetbooksother
relatives and friends’ advicesprint mediaradio
14 июня 2009 г.
Everybody has different attitude towards advertising. Which of the following describes yours?
Source: Social-Internet-Monitoring. FOM. March 2009.
live in cities daily Internet audience do not use Internet
advertising influences my needs, draws my attention to new goods and ideas
advertising is good way to learn about goods and quality
i do not trust advertising, it is always makes things seem better than they are
i do not know
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Attitude towards advertising
Internet
Outdoor
Print media
Radio
TV 65%
44%
13%
13%
19%
25%
46%
69%
59%
53%
10%
10%
18%
28%
28%
Like it Do not pay attention It annoys me
Source: Web-rating, Comcon. 2008/4 (November)
14 июня 2009 г.
Attitude towards advertising
Agree Neutral Disagree
2619
55
10
26
64
1616
68
65
89
When I need some information I look it up in Internet before anything elseSince I have been using Internet I watch TV less than beforeI trust information from InternetAdvertising on Internet is much less annoying than on TV
Source: Web-rating, Comcon. 2008/4 (November)
14 июня 2009 г.
Attitude towards advertising
Internet advertising tells me about new products and services
I always pay attention to advertising on website
Usually I use Internet advertising when searching for information
50
44
33
18
19
19
32
37
48
Agree Neutral Disagree
Source: Web-rating, Comcon. 2008/4 (November)
14 июня 2009 г.
Attitude towards advertisingLike it Do not pay attention It annoys me
13%
18%
16%
13%
12%
19%
47%
43%
45%
43%
42%
53%
40%
40%
40%
44%
47%
28%Monthly Internet audience
16-55 y.o.
Vision.rambler.ru
Vision.yandex.ru
Russia.ru
Tvigle.ru
Video.mail.ru
Source: Web-rating, Comcon. 2008/4 (November)
14 июня 2009 г.
Interview among loyal AXE users
Source: Loyalty building report for Axeeffect.ru community, GRAPE. April 2009
Ladies, wouldn’t it be great to have our own AXE?
1) Yes, it would be wonderful! - 4452) No, AXE is a men-only sort of thing! - 577
How many AXE sprays do you use every month?
1) One! - 2852) Two! - 493) Yeah, I’m sweaty! More than two! - 144) None :( - 437
What is your favorite sсent?
1) Chocolate - 5702) Shock - 343) Jet - 254) Instinct - 925) Vise - 41
6) Touch - 407) Pulse - 408) Click - 269) Other - 114
Do you like the smell of leather things?
1) Like it - 7172) It turns me on - 1793) Don’t care much - 912
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List of references
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How to measure Internetfreshest audience research
Call us+7 495 789 4527info@grape.ru
14 июня 2009 г.