How to measure Internet in Russia.

1. How to measure
Internet
freshest audience research
14 июня 2009 г.

2. Runet in
numbers
14 июня 2009 г.

3. 39,6 mln users,
32% of Russians, 14+, during the last 6 months
Source: Internet in Russia. FOM. Autumn 2008.
14 июня 2009 г.

4. Weekly audience:
29,7 mln users, 25%, 16+
Daily audience:
19,2 mln users, 16%, 16+
Source: Internet in Russia. FOM. Autumn 2008.
14 июня 2009 г.

5. Monthly audience:
27,2 mln users,
45% of Russians 100к+, 12+
Moscow: St. Petersburg: 1 mln+ cities: Others:
61% 55% 50% 37%
Source: Web Index. TNS. March 2009.
14 июня 2009 г.

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10. Regional
Internet
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11. 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.

12. Moscow 7680
St. Petersburg 6144
Vologda 640
Kaliningrad 384
Murmansk 200
Voronezh 384
Tambov 512
Tula 320
Krasnodar
The most popular Internet
128
Rostov-na-Donu 512 connection speed in 21 major
Stavropol’ 128
Russian cities is around 410
Nizhnii Novgorod
Perm
384
256
Kbit/sec, and around 7000
Samara 256 Kbit/sec in Moscow and St.
Ekaterinburg 1024 Petersburg.
Tumen’ 256
Chelyabinsk 512
Irkutsk 128
Krasnoyarsk 1024
Novosibirsk 1024
Blagoveschensk 128
Vladivostok 256
Khabarovsk 128
Average in regions - 410 Kbit/sec
Source: Regional Internet penetration in Russia. Yandex. Spring 2009.
14 июня 2009 г.

13. Mobile
Internet
14 июня 2009 г.

14. Number of mobile phones subscribes in
Russia, 1st quarter of 2009
Number of subscribers Increase of number of
by the end of 1st subscribers in 1st
quarter, 2009, mln quarter, 2009, mln
By number of SIM cards (data from operators)
By number of active SIM cards
By number of active subscribers
Source: Result for the 1st quarter of 2009. The increase of active subscribers has almost stopped, MForum Analytics, April 2009
14 июня 2009 г.

15. 14 июня 2009 г.

16. Active subscribers by access method
Dial-up
DLS, Ethernet
Mobile Internet
Wireless access
(WiFi, WiMAX)
Source: Year 2007 results - Mobile Internet is the primary access method for 10% of active Internet users in Russia, MForum Analytics, July 2008
14 июня 2009 г.

17. Mobile Internet geography
Moscow
St. Petersburg
Regional center town
District center town
Small town/village
men
women
Source: First Ruwap research. Wapstart. May 2009.
14 июня 2009 г.

18. Age of mobile Internet users
< 16 y.o.
16-20
21-24
25-34
35-44
45-60
men women
Source: First Ruwap research. Wapstart. May 2009.
14 июня 2009 г.

19. Income of mobil Internet users
Small town/village
District center town Above average income
Average income
Regional center town
Below average income
St. Petersburg Unemployed
Moscow
Source: First Ruwap research. Wapstart. May 2009.
14 июня 2009 г.

20. Frequency of mobile Internet usage
Small town/village
District center town
Once a month
Regional center town Once a week
3-4 times a week
Every day
St. Petersburg
Moscow
Source: First Ruwap research. Wapstart. May 2009.
14 июня 2009 г.

21. Objectives of mobile Internet usage
Small town/village
District center town Searching for goods, services
and digital content
Reading news and searching
Regional center town for information
Communication
St. Petersburg Entertainment
Moscow
Source: First Ruwap research. Wapstart. May 2009.
14 июня 2009 г.

22. Consumer
profile
14 июня 2009 г.

23. How are the
brands generally
used to think about
Internet users?
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34. Are they really like
that?
14 июня 2009 г.

35. Internet in Russia 2009
Gender Education
Women Men
97 104
Secondary and elementary
87 Higher
137
Below average
57
Above average
125
Average
12-54 y.o., 93
Monthly Reach,
Affinity Index
Income
Source: Web Index. TNS. March 2009.
14 июня 2009 г.

36. Internet in Moscow 2009
Gender Education
Women Men
98 102
Secondary and elementary
91 Higher
117
Below average
Above average 74
114
Average
12-54 y.o.,
94
Monthly Reach,
Affinity Index
Income
Source: Web Index. TNS. March 2009.
14 июня 2009 г.

37. % of users in different ages
1 81% 100к +
12-24 y.o. 2 95% Moscow
3 94% St.Peter.
4
5 65% 100к +
25-34 y.o. 6 90% Moscow
7 82% St.Peter
8
9 53% 100к +
35-44 y.o.10 78% Moscow
11 74% St.Peter.
12
13 33% 100к +
45-54 y.o.14 53% Moscow
15 47% St.Peter
16
17 8% 100к +
55+ y.o. 18 19% Moscow
19 12% St.Peter
12+ y.o., Monthly Reach Source: Web Index. TNS. March 2009.
14 июня 2009 г.

38. live in cities daily Internet trust Internet
audience
Men 45% 55% 63%
Average age 42 y.o. 30 y.o. 29 y.o.
Monthly income 28% 38%
> 7000 rub 41%
Daily 23% 100%
audience 68%
“Wide” channel 25% 67%
at home 72%
No negative
attitude towards 29% 40% 46%
advertising
Source: Social-Internet-Monitoring. FOM. March 2009.
14 июня 2009 г.

39. What information are you looking for in Internet?
news
entertainment, games, humor
references and information
computers and programs
cars and vehicles
science and technology
health, medical information
education
travel
sport
art and culture
goods and services
life and society
politics and authorities
lawmaking
jobs
economy and business
housekeeping
finance, banks and insurance
manufacturing and production % of the daily Internet audience
Source: Social-Internet-Monitoring. FOM. March 2009.
14 июня 2009 г.

40. What TV channels do you watch more than others?
do not use Internet
daily internet audience
live in cities
Source: Social-Internet-Monitoring. FOM. March 2009.
14 июня 2009 г.

41. “Heavy” more than 6 hours on weekdays
TV viewers more than 6 hours on weekends
do not use Internet / do not watch TV
less than an hour
live in cities daily internet audience do not use Internet 1-6 hours
more than 6 hours
do not know
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?
TV Internet TV Internet
weekdays weekends
Source: Social-Internet-Monitoring. FOM. March 2009.
14 июня 2009 г.

42. What are users
interested in?
14 июня 2009 г.

43. Top search requests
№ 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
Source: Search in the Internet: what and how they search for.Yandex. Autumn 2008.
14 июня 2009 г.

44. Top 15 website of Runet
8 694 ths users
19.7%
8 479 ths users
19.2%
7 144 ths users
16.2%
5 068 ths users
11.5%
3 387 ths users
7.7%
1 032 ths users
2.3%
2.3% 1 015 ths users
1.3% 576 ths users
1.3% 571 ths users
1.3% 560 ths users
1.2% 541 ths users
1.1% 494 ths users
0.9% 410 ths users
0.8% 366 ths users
0.8% 359 ths users
Russia 100к+, 12-54 y.o., Average Daily Reach Source: Web Index. TNS. March 2009.
14 июня 2009 г.

45. Total audience of main websites groups
91%
Blogs and social networks 90%
Search
90%
Mail
Info website 73%
Photo / video / audio websites
69%
Entertainment
Events 51%
Market
45%
Dating
Women 38%
Auto+men
37%
Games
Mailings 36%
Job
32%
E-cards
31%
27%
26%
22%
Russia 100к+, 12-54 y.o., Average Daily Reach Source: Web Index. TNS. March 2009.
14 июня 2009 г.

46. Blogs and social networks
TOTAL MONTHLY AUDIENCE TYPICAL USERS
(Affinity Index)
ths users among 12-54 y.o.
Top managers 141
Russia 100 000+ 20 040.8 45.5%
Middle level managers
Moscow 4 570.6 67.6% and specialists
154
St. Petersburg 1 738.7 60.5%
Low level
managers 102
TOP 5 PROJECTS
(Daily reach, Russia 100 000+, 12-54 y.o.) 45 Workers
High school and
University students
138
55 Housewives
25 Unemployed
research of 13 projects Source: Web Index. TNS. March 2009.
14 июня 2009 г.

47. Info websites
TOTAL MONTHLY AUDIENCE TYPICAL USERS
(Affinity Index)
ths users among 12-54 y.o.
60 Elem. / secondary education
Russia 100 000+ 15 876.0 36.0%
Higher education 167
Moscow 4 188.0 62.0%
St. Petersburg 1 417.7 49.3%
Top managers 163
TOP 5 PROJECTS Middle level managers
(Daily reach, Russia 100 000+, 12-54 y.o.) and specialists 160
Low level
managers 107
42 Workers
High school and
University students 116
53 Housewives
research of 31 projects Source: Web Index. TNS. March 2009.
14 июня 2009 г.

48. Women websites
TOTAL MONTHLY AUDIENCE TYPICAL USERS
(Affinity Index)
ths users among 12-54 y.o. Men 12-17 111
Russia 100 000+ 7 632.9 17.3% Men 18-24 105
Moscow 2 043.3 30.2%
87 Men 25-34
St. Petersburg 698.9 24.3%
84 Men 35-44
47
TOP 5 PROJECTS Men 45-54
(Daily reach, Россия 100 000+, 12-54 y.o.)
Women 12-17 143
Women 18-24 172
Women 25-34 135
97 Women 35-44
65 Women 45-54
research of 12 projects Source: Web Index. TNS. March 2009.
14 июня 2009 г.

49. Automobile and men websites
TOTAL MONTHLY AUDIENCE TYPICAL USERS
(Affinity Index)
ths users among 12-54 y.o.
Russia 100 000+ 7 080.9 16.1% Below
average 23
Moscow 2 165.9 32.1% income
St. Petersburg 708.7 24.7%
TOP 5 PROJECTS Average
89
(Daily reach, Россия 100 000+, 12-54 y.o.) income
Above average income 136
research of 11 projects Source: Web Index. TNS. March 2009.
14 июня 2009 г.

50. Communication Internet tools
How do they communicate in Internet
% of the daily Internet audience
e-mail
social
networks
forums, chats
instant
messengers
ip-phones
blogs social forums, dating photo video other neither do not
networks chats sites hosting blogs hosting know
other
do not use
Internet for
Where do they have profiles
communication
Source: Social-Internet-Monitoring. FOM. March 2009.
14 июня 2009 г.

51. Blogosphere
position
14 июня 2009 г.

52. 14 июня 2009 г.

53. Major blog-hostings
super-active active
were updated during have at least 5 posts and were updated
the last week during the last three months total
Total number of Russia blogs on Twitter.com
1st quarter
of 2009
number of blogs, ths
There are 80% of the active users on Twitter.com which is
much more than in all other blogs
Source: Blogosphere in Runet. Yandex. Spring 2009.
14 июня 2009 г.

54. 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.
14 июня 2009 г.

55. 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.
14 июня 2009 г.

56. 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.
14 июня 2009 г.

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59. Teenagers in
Internet
14 июня 2009 г.

60. 5,9 mln users,
14-17 y.o., during the last 6 months
Source: Teens and the Internet. FOM. October 2008.
14 июня 2009 г.

61. 75,5% teens 14-17 y.o.
Never
22,4 During the last 24 hours
28,0
More than 6 months ago
2,1
During the last 6 months
5,5
During the last week
13,0
During the last 3 months
15,3
During the last month
13,7
Source: Teens and the Internet. FOM. October 2008.
14 июня 2009 г.

62. % of teens and adults in
Internet
Adults, y.o.
Internet Teens
audience 14-17 y.o. 55 and
All 18-24 25-34 35-44 45-54 older
Daily
Weekly
Monthly
For 3 months
For 6 months
Source: Teens and the Internet. FOM. October 2008.
14 июня 2009 г.

63. Number of teens in different
groups
All teens 16-17 y.o. 14-15 y.o.
Moscow Large cities Small towns Villages
Source: Teens and the Internet. FOM. October 2008.
14 июня 2009 г.

64. Age when Internet was used
for first time
15
14
Average age
when Internet
was used for
first time, y.o.
13
12
14 15 16 17
Interviewees’ age, y.o.
Source: Teens and the Internet. FOM. October 2008.
14 июня 2009 г. Moscow
Moscow

65. Place of Internet use
Home At school/University Friends’ homes Mobile Internet Internet cafes
Source: Teens and the Internet. FOM. October 2008.
14 июня 2009 г.

66. Frequency of Internet use
Weekdays
Weekends
Do not < 30 30 min - 1-3 hours 3-6 hours 6-9 hours 9-15 > 15
use at all minutes 1 hour hours hours
Source: Teens and the Internet. FOM. October 2008.
14 июня 2009 г.

67. 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
Visited at least ones during last 6 months
other
Spend more time than on others
do not know
Source: Teens and the Internet. FOM. October 2008.
14 июня 2009 г.

68. Internet as
marketing channel
14 июня 2009 г.

69. What sources do you use to find necessary information? Which ones are
the most trustable?
channels used
trust more than others
print media Internet books print media Internet books
television radio print media Internet books
television radio television radio
relatives and friends’ advices relatives and friends’ advices relatives and friends’ advices
live in cities daily Internet audience do not use Internet
trust rating
Source: Social-Internet-Monitoring. FOM. March 2009.
14 июня 2009 г.

70. What sources of information are the most trustable for you?
% of the total number of interviewees
television relatives and friends’ advices
Internet print media
books radio
other
live in cities daily Internet audience do not use Internet
Source: Media preferences. FOM. April 2009.
14 июня 2009 г.

71. 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
live in cities daily Internet audience do not use Internet
Source: Social-Internet-Monitoring. FOM. March 2009.
14 июня 2009 г.

72. Attitude towards advertising
Like it Do not pay attention It annoys me
Internet 28% 53% 19%
Outdoor 28% 59% 13%
Print media 18% 69% 13%
Radio 10% 46% 44%
TV 10% 25% 65%
Source: Web-rating, Comcon. 2008/4 (November)
14 июня 2009 г.

73. Attitude towards advertising
When I need some information I look it up in Internet before anything else
Since I have been using Internet I watch TV less than before
I trust information from Internet
Advertising on Internet is much less annoying than on TV
89
68
64
55
26 26
16 19 16
10
5 6
Agree Neutral Disagree
Source: Web-rating, Comcon. 2008/4 (November)
14 июня 2009 г.

74. Attitude towards advertising
Agree Neutral Disagree
48
Internet advertising tells me about new products and services 19
33
37
I always pay attention to advertising on website 19
44
32
Usually I use Internet advertising when searching for information 18
50
Source: Web-rating, Comcon. 2008/4 (November)
14 июня 2009 г.

75. Attitude towards advertising
Like it Do not pay attention It annoys me
Monthly Internet audience
16-55 y.o. 28% 53% 19%
Vision.rambler.ru 47% 42% 12%
Vision.yandex.ru 44% 43% 13%
Russia.ru 40% 45% 16%
Tvigle.ru 40% 43% 18%
Video.mail.ru 40% 47% 13%
Source: Web-rating, Comcon. 2008/4 (November)
14 июня 2009 г.

76. Interview among loyal AXE
users
Ladies, wouldn’t it be great How many AXE sprays do
to have our own AXE? you use every month?
1) Yes, it would be wonderful! - 445 1) One! - 285
2) No, AXE is a men-only sort of 2) Two! - 49
thing! - 577 3) Yeah, I’m sweaty! More than two! -
14
4) None :( - 437
What is your favorite sсent? Do you like the smell of leather
things?
1) Chocolate - 570
2) Shock - 34 6) Touch - 40 1) Like it - 717
3) Jet - 25 7) Pulse - 40 2) It turns me on - 179
4) Instinct - 92 8) Click - 26 3) Don’t care much - 912
5) Vise - 41 9) Other - 114
Source: Loyalty building report for Axeeffect.ru community, GRAPE. April 2009
14 июня 2009 г.

77. List of
references
14 июня 2009 г.

78. 14 июня 2009 г.

79. How to measure Internet
freshest audience research
Call us
+7 495 789 4527
info@grape.ru
14 июня 2009 г.