Russian internet market and yandex overview iss london.18 may 2011
Yandex | Russian search engine marketing overview for computers
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Russian Search Engine Marketing Overview for Computers
LiveInternet.ru Stat, September 2011 2
Search market share in Russia
Share % (Yandex share is approx. 61%)
3
Internet users in Russia who use the Internet at least once…
Source: TNS
a week a month
Sept’11, mln.ppl. And % of people aged 12+
35,8 млн.ч.
6,3 млн.ч.
2,7 млн.ч.
33,3 млн.ч.
6,0 млн.ч.
2,4 млн.ч. 0,7 млн.ч. 0,8 млн.ч. 0,7 млн.ч. 0,8 млн.ч.
60%66% 65% 62%
59% 60%63%
59%64%
55%
0 млн.ч.
5 млн.ч.
10 млн.ч.
15 млн.ч.
20 млн.ч.
25 млн.ч.
30 млн.ч.
35 млн.ч.
40 млн.ч.
Россия 100
000+
Москва СПб Екб Нск Россия 100
000+
Москва СПб Екб Нск0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Cities w/pop.
100 000+
Moscow St.Peters-bourg
Ekaterin- bourg
Novosibirsk Cities w/pop.
100 000+
Moscow St.Peters-bourg
Ekaterin- bourg
Novosibirsk
mln.ppl
mln.ppl
mln.ppl mln.ppl mln.ppl
mln.ppl
mln.ppl
mln.ppl mln.ppl mln.ppl
4
Russian Internet audience dynamics (2005 - 2011)
Source:TNS Sept’11, mln.ppl. And % of people aged 12+
66
54
59
6059 58
605959
56
4141
3938
39
56
41
45
4847
3939 383839
4243
444545
4748 49
50
58
555655
53
46
52
58
5456
5152
60606160
66
5857
5655
5453
50
6767
52
616262
58
53
676665
67666565646464
6361 60
60606161
6062
6160
57
59
54
43
38373738373637
3535 35
6566
606060
5251
464543
41
62
6868
36
6869
6768
6465
5658
6265
56
5250
63
6061 61
58
55
53 53
6362
6361
59
6261
545656
6666 65
6465
63
646564
6163
59
62
6363
63
6061
56
58 5860
63
61
58
54
66
67 67
6563
65
636262
61
6358
58
626363
6263
62
30
35
40
45
50
55
60
65
70
Ноя'05
Янв'06
Мар'06
Май'06
Июл'06
Сен'06
Ноя'06
Янв'07
Мар'07
Май'07
Июл'07
Сен'07
Ноя'07
Янв'08
Март'08
Май'08
Июл'08
Сен'08
Ноя'08
Янв'09
Мар'09
Май'09
Июл'09
Сен'09
Ноя'09
Янв'10
Мар'10
Май'10
Июл'10
Сен'10
Ноя'10
Янв'11
Мар'11
Май'11
Июл'11
Сен'11
Россия 100 000+МоскваC.-ПетербургЕкатеринбург Новосибирск
Cities w/pop. 100 000+
Moscow
St.Petersbourg
Ekaterinbourg
Novosibirsk
Internet penetration in age groups
5
Age 18-24 25-34 35-44 45-54 55+
Moscow 2010
Russia 2010
All people of this age= 100% Internet users of this age
• AKAR, MindShare Interaction, Yandex data, (billion rub.) • The overall budgets in Internet Context Advertising in 2010 grew up 46% in
comparison to 2009. 6
Annual growth of advertising budgets in Russia (billion. RUR)
TV Radio Press Outdoor Internet media banners, etc.
Internet context ads. New Media
2009 113.7 10.6 42 27.3 7.7 11.4 2.6
2010 130.7 11.8 44.8 32.2 9.8 16.85 3.7
2011 (Jan-‐Sept) 89 8 28.2 25.7 9.5 18 2.1
0
20
40
60
80
100
120
140
2009
2010
2011 (Jan-‐Sept) 63%
+44%
In Q1-Q3’2011 the budgets in the Internet Context Advertising grew up 63% in comparison to the Q1-Q3’2010.
+13%
+11%
+7%
+18%
+28% +46%
Context advertising market share in Russia Q1-Q3 2011
7 * AKAR data + Yandex stat.
Yandex.Direct Google Adwords+Begun
65%
35%
8
Category volume overview
(October 2011)
• Pads
• Laptops
• PCs
Categories volume was estimated by following groups of queries:
9
Pads: tablet, ipad, планшеты, планшетные компьютеры, айпед, планшетник, планшетный ПК;
Laptops: ноутбуки, нетбуки, ноут буки;
PCs: компьютер, моноблок; Including transliterations, mistakes, jargon, enclosed inquiries, non-target enclosed inquiries. Taking into account YAN and additional relevant phrases. Geo: Russia
The potential of the concerned categories is not less than 14,78 million inquiries per month.
10
7,820,697
5,332,618
1,630,786
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
9,000,000
Pads Laptops PCs
wordstat.yandex.ru statistics, October 2011 Taking into account YAN and additional relevant phrases.
The potential of the concerned categories is not less than 524 600 clicks per month.
11
277,281
185,072
62,322
0
50,000
100,000
150,000
200,000
250,000
300,000
Pads Laptops PCs
wordstat.yandex.ru statistics, October 2011 Taking into account YAN and additional relevant phrases
«Special placement» posiJon selecJon .
12
Users’ interest dynamics
Users’ search dynamics
13
The overall users’ interest in these categories is growing constantly. We see seasonal variations: interest decreases in Summer and grows in Winter. Always be aware of the seasonal variations. But remember – when the season is low people are still searching for your product. Your audience is always out there, work with it all year long.
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
Aug
'09
Sep'
09
Oct
'09
Nov
'09
Dec
'09
Jan'
10
Feb'
10
Mar
'10
Apr
'10
May
'10
Jun'
10
Jul'1
0 A
ug'1
0 Se
p'10
O
ct'1
0 N
ov'1
0 D
ec'1
0 Ja
n'11
Fe
b'11
M
ar'1
1 A
pr'1
1 M
ay'1
1 Ju
n'11
Ju
l'11
Aug
'11
Sep'
11
Oct
'11
PCs
Laptops
Pads
wordstat.yandex.ru staJsJcs August 2009 – October 2011
14
Users’ search dynamics (Laptops)
0
50,000
100,000
150,000
200,000
250,000
300,000
Nov
'09
Dec
'09
Jan'
10
Feb'
10
Mar
'10
Apr
'10
May
'10
Jun'
10
Jul'1
0 A
ug'1
0 Se
p'10
O
ct'1
0 N
ov'1
0 D
ec'1
0 Ja
n'11
Fe
b'11
M
ar'1
1 A
pr'1
1 M
ay'1
1 Ju
n'11
Ju
l'11
Aug
'11
Sep'
11
Oct
'11
Ноутбуки Lenovo
Vaio
Macbook
Ноутбуки Asus
Ноутбуки HP
Ноутбуки Acer
Ноутбуки Samsung
Ноутбуки Sony
Ноутбуки Dell
Ноутбуки Apple
Ноутбуки LG
wordstat.yandex.ru staJsJcs November 2009 – October 2011 * Search request : laptop+Brand
15 wordstat.yandex.ru staJsJcs November 2009 – October 2011 *translaJon: Планшетный ПК = Pad PC
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
Nov
'09
Jan'
10
Mar
'10
May
'10
Jul'1
0 Se
p'10
N
ov'1
0 Ja
n'11
M
ar'1
1 M
ay'1
1 Ju
l'11
Sep'
11
iPad
Samsung Tab
Планшетный ПК Acer
Планшетный ПК Samsung
Планшетный ПК Apple
Планшетный ПК Asus
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
10,000
Nov
'09
Jan'
10
Mar
'10
May
'10
Jul'1
0 Se
p'10
N
ov'1
0 Ja
n'11
M
ar'1
1 M
ay'1
1 Ju
l'11
Sep'
11
Планшетный ПК Acer
Планшетный ПК Samsung
Планшетный ПК Apple
Планшетный ПК Asus
Планшетный ПК Sony
Планшетный ПК HTC
Планшетный ПК HP
Планшетный ПК Lenovo
Users’ search dynamics (Pads)