internet audience in Russia by Gemius

Latest trends and facts.

Internet in Russia

Filip PieczyńskiMoscow, 04.2010

gemiusAudience

Key methodological points

Methodology

gemiusAudience – composition of three sources of data:

- Site centric part - Panel of users with tracking software installed on their computers

- Structural data from FOM

Methodology

Population measured in February 2010: 40 963 530

Population is in the 18+ age group

Covering not only big cities but all city sizes and all regions.

Moscow’s domination

• More then quarter of Russian internet users come from Moscow or Saint Petersburg.

• Every two out of ten lives in the capital.

• Saint Petersburg’s citizens account for 7,3% percent.

Source: gemiusAudience, February 2010

19,3%

13,8%

13,2%11,8%

11,7%

11,2%

7,7%

7,3%4,0%

Structure by region of living

Moscow

North-West

Siberia

South

Central

Volga

Ural

Saint Petersburg

Far East

Real power

• Not only Moscow - almost 30 millions of Runet users lives in other regions of the country.


7,9

5,6 5,44,8 4,8 4,6

3,1 3,0

1,6

0123456789

Moscow North-West

Siberia South Central Volga Ural Saint Petersburg

Far East

Mill

ion

Number of real users by region of living

Small populated regions

• The great majority -37,6% of Russian internet users lives in small cities, which accounts for 15,3 million audience.


19,3%

7,3%

15,3%

20,5%

37,6%

Structure by region of living

Moscow

St.Petersburg

> 1 mln cities

0,5-1 mln cities

< 0,5 mln cities

LOCAL vs. GLOBAL

Reach Visitors (real users) Page views

Avg. time spent per

visitor [hr:min:s]

1 Yandex 81% 33 043 787 6 986 153 029 06:28:17

2 Mail 74% 30 458 293 12 649 094 785 09:03:00

3 vkontakte.ru 53% 21 875 421 45 765 761 180 22:52:50

4 Google 47% 19 227 138 1 591 167 698 02:08:59

5 odnoklassniki.ru 41% 16 712 285 3 315 939 985 03:38:34

6 wikipedia.org 37% 15 176 166 344 179 924 00:29:45

7 Rambler 33% 13 456 662 1 179 837 208 02:07:12

8 mozilla.com 31% 12 760 019 96 333 988 00:12:37

9 microsoft.com 23% 9 396 419 75 027 784 00:06:17

10 Livejournal 22% 8 926 366 241 795 093 00:43:38

Top 10 players by reach


• Local players constitute top 3 in the reach ranking.

• Among top 10 websites half are global players.

• The first global player Google takes the forth position.

Avg. time spent per

visitor [hr:min:s]

Reach Visitors (real users) Page views

1 vkontakte.ru 22:52:50 53% 21 875 421 45 765 761 180

2 Mail 09:03:00 74% 30 458 293 12 649 094 785

3 Yandex 06:28:17 81% 33 043 787 6 986 153 029

4 odnoklassniki.ru 03:38:34 41% 16 712 285 3 315 939 985

5 fotostrana.ru 02:58:33 6% 2 617 520 441 118 559

6 mamba.ru 02:51:08 3% 1 419 062 351 421 069

7 Google 02:08:59 47% 19 227 138 1 591 167 698

8 Rambler 02:07:12 33% 13 456 662 1 179 837 208

9 loveplanet.ru 02:04:09 6% 2 523 373 390 168 416

10 dating.ru 01:53:51 2% 968 389 186 787 690

Top 10 players by avg. time spent per visitor


• Social network – Vkontakte – takes the leading position and outreaches the second player by over 13 hours.

• Among these players only one – Google – is the global one.

Yandex vs. Google: present

• In the Runet there is no much room left for the global giant: Google.

• Local player: Yandex significantly outperforms Google and reaches 80,7% of the audience.


33,0 19,2

80,7%

46,9%

0%

50%

100%

0

5

10

15

20

25

30

35

Yandex Google

Mili

on

Reach and number of real users

Visitors (real users) Reach-Internet

• Yandex’s position on the market is growing stronger and during one year time its reach increased by 5,3 percentage points.

• In the same time Goole is losing its position and its reach decreased by 3,3 percentage points.

Source: gemiusAudience, February 2009; June 2009; October 2009, February 2010

Yandex vs. Google: past

75,4% 74,9%79,4% 80,7%

50,2% 50,6% 50,1% 46,9%

0%

20%

40%

60%

80%

100%

02.2009 06.2009 10.2009 02.2010

Reach

Yandex Google

• Google does not seem to have much chances in this challenge.

• During one year Yandex gained 7,5 million users, which is 47% percent year to year growth.

• Google’s audience increased by 4,2 millions.

Source: gemiusAudience, February 2009; February 2010

Yandex vs. Google: future?

22,5 15,033,0 19,20

5

10

15

20

25

30

35

Yandex Google

Mili

on

02.2009 - 02.2010 growth (number of real users)

02.2009 growth 02.2009-02.2010 02.2010

47%

28%


•

Yandex vs. Google audience distribution by region

• Yandex outperforms Goole in all regions, but in smaller cities the distance between these two players is more significant (around 35 percentage points) than in Moscow or Saint Petersburg.

88,1% 90,3%82,5% 78,1% 75,4%

58,5%63,0%

47,3% 43,6% 39,2%

0%

20%

40%

60%

80%

100%

Moscow St.Petersburg > 1 mln cities 0,5-1 mln cities < 0,5 mln cities

Region of living - reach

Yandex Google

• Last year was not very successful for Google.

• Not only it has not significantly improved the results among any of the age groups but also lost some of the oldest audience.


Yandex vs. Google audience distribution by age

75%

51%

79%

47%

73%

47%

73%

54%

75%68%

82%

52%

82%

48%

78%

49%

80%

35%

79%

39%

0%

20%

40%

60%

80%

100%

Yand

ex

Goog

le

Yand

ex

Goog

le

Yand

ex

Goog

le

Yand

ex

Goog

le

Yand

ex

Goog

le

[18-24] [25-34] [35-44] [45-54] [55+]

Age groups – reach (02.2009 - 02.2010)

02.2009 02.2010

Ukrainian search engines market

• Unlike the Russian search engines market Ukrainian one is dominated by Google.

Source: gemiusTreffic, 2008-2010 quarterly data

26,1% 23,3% 24,7% 26,1% 25,8% 26,6% 28,5% 32,1% 34,1% 34,8%

57,1%61,2% 62,6% 65,2% 66,0% 66,1% 64,7% 62,4% 61,6% 61,4%

0%

20%

40%

60%

80%

Search engines

Yandex Google

Video online – reach


• During last year Google owned service – Youtube – had the largest dynamics of growth and now leads among video services on Russian market.

0%

20%

40%

02.2009 06.2009 10.2009 02.2010

Reach

Google-YouTube Mail - video Yandex - video


• Russian internet users spent on average more than one hour on the video service – Youtube, which is over 30 minutes more than a year before.

Video online – avg. time spent per visitor

00:35:50 00:34:56

00:12:23

01:08:10

00:41:37

00:22:02

00:00:0000:07:1200:14:2400:21:3600:28:4800:36:0000:43:1200:50:2400:57:36

01:04:4801:12:00

Google-YouTube Mail - video Yandex - video

Avg. time spent per visitor [hr:min:ss]

3 4SOCIAL NETWORKS

Significant players – trends

• Two groups of players might be observed on the Russian social network market.

•Vkontakte, takes the leading position and gains 53% reach.

• Former leader Odnoklassniki lost with Vkontakte and MoiMir.

• Facebook’s reach is lower than 5%.

Source: gemiusAudience, February 2009; June 2009; October 2009, February 2010

0%

20%

40%

60%

02.2009 06. 2009 10.2009 02.2010

Reach

vkontakte.ru mail.ru - MoiMir odnoklassniki.rumoikrug.ru mirtesen.ru facebook.com

Top 5 social networks – hourly distribution


• The majority of the users visit social networks in the evening (18:00– 20:00) during the weekdays.

• Apart from early morning and evening hours social networks usage patterns are similar on working days and weekends.

0,00,51,01,52,02,53,03,54,04,5

Mill

ion

Hourly distribution for working days vs. weekends

Working days Weekends

Vkontakte reinforces its position

• The most popular social network Vkontakte , reaches 53,4% of the audience. Its reach grew by 11,4 percentage points comparing to the last year.

• The last year leader lost its position and its reach decreased by 5,3 percentage points during the year.

• Facebook’s reach is growing, but the dynamics is lower than for Vkontakte.


42,0% 46,1% 2,4%53,4% 40,8%4,8%

0%

20%

40%

60%

vkontakte.ru odnoklassniki.ru facebook.com

Growth 02.2009 - 02.2010 (reach)

02.2009 growth 02.2009-02.2010 02.2010

+11,4 p.p.-5,3 p.p.

+2,5 p.p.

Facebook’s big city orientation


• The majority of vkontakte.ru audience lives in the small cities. The second important group is constituted by internet users from Moscow.

• 60,8% of Facebook’s users lives either in Moscow (43,3%) or in St. Petersburg (17,5%).

43,3%

23,5%

21,1%

17,5%

5,0%

10,3%

21,5%

33,2%

37,2%

8,6%

21,0%

16,6%

9,2%

17,2%

14,8%

0% 20% 40% 60% 80% 100%

facebook.com

odnoklassniki.ru

vkontakte.ru

Region of living

Moscow St.Petersburg < 0,5 mln cities0,5-1 mln cities > 1 mln cities

APPLICATIONS

Messengers – the most significant players

• Among messengers Skype has the leading position.

• It gains 33,3% reach, which means 13,6 million users monthly.

• The second place is taken by ICQ with reach equal 24,2%.


13,6 9,9 4,6 1,7 1,7

33,3%

24,2%

11,2%

4,2% 4,1%

0%

20%

40%

0

2

4

6

8

10

12

14

16

Skype ICQ QIP Infium Yahoo Messenger

MSN Messenger

Mill

ion


Visitors (real users) Reach

Working days and weekends – hourly distribution


45%

26%

14%

9%6%

Share in time

Skype

ICQ

QIP Infium

Yahoo Messenger

MSN Messenger

39%

35%

15%

6%5%

Share in accounts

Skype

ICQ

QIP Infium

Yahoo Messenger

MSN Messenger

Working days and weekends – hourly distribution


0,01,02,03,04,0

Mill

ion

Horizontal portals – hourly distribution for working days vs. weekends


0,01,02,03,04,05,0

Mill

ion

Messengers – hourly distribution for working days vs. Weekends


THE POWER OF THE BRAND

Corporate websites: telecomunication [1/2]


• Three most popular players gain relatively big audience.

4,4 4,0 3,7 0,6 0,6

10,8%9,8%

9,1%

1,4% 1,4%

0%

10%

20%

0

1

2

3

4

5

mts.ru megafon.ru beeline.ru akado.ru corbina.ru

Mili

on



• Leading websites are slowly increasing their audience.


Corporate websites: telecomunication [2/2]

6,6%5,3%

6,5%

2,1% 2,2%

10,8%9,8% 9,1%

1,4% 1,4%

0%

10%

20%

mts.ru megafon.ru beeline.ru akado.ru corbina.ru

Reach growth 02.2009 - 02.2010

02.2009 growth 02.2009 - 02. 2010 02.2010

+4,2 p.p.+4,5 p.p.

-0,8 p.p.-0,7 p.p.

+2,7 p.p.

Corporate websites: computers and IT


• Most popular are global corporate website.

• Local website takes 5th position with 1,7 million users.

12,8 9,4 3,8 3,2 1,7 1,5 1,2 0,5

31,2%

22,9%

9,3% 7,8%4,1% 3,7% 3,0% 1,3%

0%

20%

40%

0

2

4

6

8

10

12

14

Mili

on



Thank You!

internet audience in Russia by Gemius

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