How to measure Internet in Russia

freshest audience research

How to measure Internet

14 июня 2009 г.

Runet in numbers

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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.

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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

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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


men women

< 16 y.o.16-2021-2425-3435-4445-60

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Income of mobil Internet users


Moscow

St. Petersburg

Small town/village



Unemployed

Above average income

Average income

Below average income

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Frequency of mobile Internet usage


Moscow

St. Petersburg

Small town/village



Once a monthOnce a week3-4 times a weekEvery day

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Objectives of mobile Internet usage


Moscow

St. Petersburg

Small town/village


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


Gender Education

Income

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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


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% 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.




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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%

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What information are you looking for in Internet?

% of the daily Internet audience


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

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What TV channels do you watch more than others?


do not use Internet

daily internet audience

live in cities

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“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?


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?

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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


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


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


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.)


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


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Women websites


Russia 100 000+ 7 632.9 17.3%Moscow 2 043.3 30.2%St. Petersburg 698.9 24.3%


TOP 5 PROJECTS(Daily reach, Россия 100 000+, 12-54 y.o.)


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


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Automobile and men websites


Russia 100 000+ 7 080.9 16.1%Moscow 2 165.9 32.1%St. Petersburg 708.7 24.7%


TOP 5 PROJECTS(Daily reach, Россия 100 000+, 12-54 y.o.)


Above average income 136

89

23

Average income

Below average income


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Communication Internet tools

How do they communicate in Internet

Where do they have profiles

% of the daily Internet audience


e-mail

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

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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

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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.


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The most numerous group in blogs is readers, there are 30 times as many of them as active bloggers


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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.


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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.


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

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% of teens and adults in Internet


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


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


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


Home At school/University Friends’ homes Mobile Internet Internet cafes

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Frequency of Internet use


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

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Teens’ interests


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

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Internet as marketing channel

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What sources do you use to find necessary information? Which ones are the most trustable?


live in cities daily Internet audience do not use Internet

trust more than otherschannels used

televisionInternetprint media

relatives and friends’ advicesradio

books



books



books

trust rating

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What sources of information are the most trustable for you?

Source: Media preferences. FOM. April 2009.

% of the total number of interviewees


televisionInternetbooksother

relatives and friends’ advicesprint mediaradio

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Everybody has different attitude towards advertising. Which of the following describes yours?



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)

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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


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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


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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


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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 [email protected]

14 июня 2009 г.

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How to measure Internet in Russia

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Transcript of How to measure Internet in Russia