DIGITAL RUSSIA




Technology enabling change
Methodologies……“horses for courses”




 Base            32,500        6,000        42,000
Sample           10yr+         ...
43% penetration forecast by 2012




Source: TGI Russia 2009 Q: Used…in last 3 months / emarketer
Russia & CIS status

                    Russia       Ukraine   Belarus

Population          142m         46m       10m

I...
We are the fastest growing internet population in
                             Europe

                Spending 16 hours o...
“Gen Y” established the internet base

                                 Now the “boomers” are adopting




               ...
40% of .ru traffic comes from CIS or beyond!!




Source: Rambler RuMetrix
Internet penetration is reaching saturation
                         amongst young audiences

Age                      12-...
City penetration driven by broadband


                                          St.                   NW
                ...
x2 more for mobile in the regions




                                          St.                  NW
                  ...
Russia is not far behind UK’s 13% mobile penetration




Source: Mforum Analytics April 09 / Nielsen
Russia in world context
Global giants have an uphill challenge
              Russia                              USA                              ...
“Thinking about using the Internet, which of the
                following have you ever done?”……

                       ...
We are a nation….
.... faces....

 “Upload my photos to a photo sharing website” Active Internet Universe




Source: Mediabrands Social Me...
….rising video fans….

 “Watching Video Clips” Active Internet Universe



                        100%   Wave 1 2006     ...
….bloggers….

 “Write my own blog/weblog” Active Internet Universe



                       50%   Wave 1 2006           W...
….unbelievable networkers!

 “Create a profile on a new social network” Active Internet Universe

                        ...
SOCIAL NETWORKS
18m Russian “social networkers”
                                              (58% reach of internet population)




Sourc...
Most engaged networkers




Source: comScore World Metrix ; Age 15+ - Home & Work Locations*; Highest
Engagement Social Ne...
Facebook and myspace who?




Source: comScore World Metrix ; Age 15+ - Home & Work Locations* May 09
Introduction of paid-for services impacted Odnoklassniki’s
                   exclusive audience share




Source: TNS Web...
Creative…..NEWS CLIPPING….style



       Russian firm buys stake in Facebook
       27.05.2009

       “The Russian inves...
Медиа-рынок
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Медиа-рынок

  1. 1. DIGITAL RUSSIA Technology enabling change
  2. 2. Methodologies……“horses for courses” Base 32,500 6,000 42,000 Sample 10yr+ 12yr+ 16yr+ Cities 100k+ 100k+ All Cities Universe 62.5m 60.5m 110m Period / Q1 09 May 09 Mar 09 Reach 3 months Monthly Quarterly Internet 23m 29m 37.5m Users % of Pop 37% 48% 33%
  3. 3. 43% penetration forecast by 2012 Source: TGI Russia 2009 Q: Used…in last 3 months / emarketer
  4. 4. Russia & CIS status Russia Ukraine Belarus Population 142m 46m 10m Internet Universe 38m 7m 3,4m Penetration 32% 15% 29% Mobile Subscriber 192m 56m 8,5m Penetration 132% 121% 85% Broadband 4m 800k 470k Total Online $ $630m $14m $6m Est. % share 6% <2% 5%
  5. 5. We are the fastest growing internet population in Europe Spending 16 hours on average per month YOY Change +27% +21% +15% +15% +12% +10% +9% +6% Source: comScore World Metrix ; Age 15+ - Home & Work Locations*
  6. 6. “Gen Y” established the internet base Now the “boomers” are adopting 35yrs+ +27% 18-34yrs -11% Source: TGI Russia 2008, 10+ Pop, 100k cities
  7. 7. 40% of .ru traffic comes from CIS or beyond!! Source: Rambler RuMetrix
  8. 8. Internet penetration is reaching saturation amongst young audiences Age 12-17 18-24 25-34 35-44 45-54 55+ Moscow 5.7m Net Pop 94% 97% 89% 76% 54% 18% 61% pen. Monthly Reach Russia 29m Net Pop 87% 86% 70% 53% 34% 10% 48% pen. Net Universe Internet audience Source: TNS Base Study 12+ May 2009
  9. 9. City penetration driven by broadband St. NW Moscow Petersburg, Excl. St. Petersburg 65% 62% 35% Central Excl. Moscow 31% South 36% Privolzhskiy Far East 31% Ural Siberian 32% 34% 31% Source: TGI Russia 2009
  10. 10. x2 more for mobile in the regions St. NW Moscow Petersburg Excl. St. Petersburg 91% 91% 85% Central Excl. Moscow 80% South 83% Privolzhskiy Far East 78% Ural Siberian 84% 80% 79% Source: TGI Russia 2009
  11. 11. Russia is not far behind UK’s 13% mobile penetration Source: Mforum Analytics April 09 / Nielsen
  12. 12. Russia in world context
  13. 13. Global giants have an uphill challenge Russia USA UK Site Monthly Site Monthly Site Monthly Reach Reach Reach Yandex.ru 26 382 386.14 Google.com 190 086 398.49 Google.co.uk 31 258 480.51 Vkontakte.ru 17 425 906.11 Yahoo.com 142 912 418.61 Facebook.com 19 602 915.25 Mail.ru 20 681 914.03 Facebook.com 87 760 743.65 Google.com 14 739 319.67 Odnoklassniki.ru 10 066 175.08 Youtube.com 66 144 804.09 Youtube.com 11 121 692.72 Google.ru 9 587 006.72 MySpace.com 49 041 536.09 Yahoo.com 13 103 717.47 Rambler.ru 9 110 079.52 MSN.com 47 574 116.91 Live.com 12 660 529.03 Google.com 6 099 028.83 Live.com 36 605 442.64 bbc.co.uk 10 199 782.89 Youtube.com 4 097 465.74 Craigslist.org 22 021 025.02 ebay.co.uk 6 681 412.01 Narod.ru 4 968 390.71 Wikipedia.org 31 249 222.14 msn.com 8 629 723.53 Livejournal.com 3 872 423.58 ebay.com 22 817 962.87 wikipedia.org 5 877 147.28 Wikipedia.org 4 013 661.56 aol.com 29 785 123.20 blogger.com 3 846 947.11 Torrents.ru 2 596 247.13 blogger.com 28 302 539.45 amazon.co.uk 2 912 465.05 Source: Alexa.com
  14. 14. “Thinking about using the Internet, which of the following have you ever done?”…… 29 markets 17,000 respondents Australia China France Germany Austria Hong Kong Canada Italy Czech Republic Philippines Brazil Denmark Russia Greece Hungary Singapore India Netherlands South Korea Japan Poland Spain Mexico Romania Added Wave 1 UK Pakistan Switzerland Added Wave 2 USA Taiwan Turkey Added Wave 3 Source: Mediabrands Social Media Tracker study
  15. 15. We are a nation….
  16. 16. .... faces.... “Upload my photos to a photo sharing website” Active Internet Universe Source: Mediabrands Social Media Tracker study
  17. 17. ….rising video fans…. “Watching Video Clips” Active Internet Universe 100% Wave 1 2006 Wave 2 2007 Wave 3 2008 80% % Watch Video Clips 68% 60% 40% 20% 0% Source: Mediabrands Social Media Tracker study
  18. 18. ….bloggers…. “Write my own blog/weblog” Active Internet Universe 50% Wave 1 2006 Wave 2 2007 Wave 3 2008 40% % Write a Blog 30% 28% 20% 10% 0% Source: Mediabrands Social Media Tracker study
  19. 19. ….unbelievable networkers! “Create a profile on a new social network” Active Internet Universe 80% Wave 1 2006 Wave 2 2007 Wave 3 2008 74% 60% % Create a profile 40% 20% 0% Source: Mediabrands Social Media Tracker study
  20. 20. SOCIAL NETWORKS
  21. 21. 18m Russian “social networkers” (58% reach of internet population) Source: European Social Networking Reach by Country Total Europe, Age 15+ - Home & Work Locations* Source: comScore World Metrix; December 2008
  22. 22. Most engaged networkers Source: comScore World Metrix ; Age 15+ - Home & Work Locations*; Highest Engagement Social Networking Country Audiences May 2009
  23. 23. Facebook and myspace who? Source: comScore World Metrix ; Age 15+ - Home & Work Locations* May 09
  24. 24. Introduction of paid-for services impacted Odnoklassniki’s exclusive audience share Source: TNS Web-Index, Audience 12-54, Cities 100k+
  25. 25. Creative…..NEWS CLIPPING….style Russian firm buys stake in Facebook 27.05.2009 “The Russian investment group Digital Sky Technologies (DST) paid $200m for a 1.9pc stake in the company “…MySpace is going to shut down its Russian office on the 30th of June…. expected to attract at least 1m Internet users
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