Tourism_business in_runet

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As the beautiful weather is outside, Gemius, together with the Public Opinion Foundation (FOM), decided to escape from the everyday work for a moment and invite you for a little internet trip. Enjoy :)

Taking the example of several tourism websites we would like to show you the tourism market of Runet.

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Tourism_business in_runet

  1. 1. Tourism business inRunetCase study by Gemius andFOM*March 2012This is a test version of the study – the report is based on asample of 10 portals and does not cover all the market
  2. 2. Introduction • As the beautiful weather is outside, Gemius, together with the Public Opinion Foundation (FOM), decided to escape from the everyday work for a moment and invite you for a little internet trip. • Taking the example of several tourism websites we would like to show you the tourism market of Runet. So, join us and feel the atmosphere of the coming holidays!
  3. 3. Welcome in theRunet world DO YOU CEE The internet and online advertising market in Central and Eastern Europe
  4. 4. Runet audience Internet Websites Audience audience Source: Source: • Weekly surveys of representative population of • Fusion Methodology Russia, Age 18+ • Site-centric data (scripts) • Quarterly research methodology Mega FOM. • User-centric data (software panelists and cookie Representative survey in 79 federal subjects panel) Data: Data: • The proportion and number of the target group of • Detailed information about the popularity of the the adult population (penetration rates) portal • Soc-dem characteristics and the territorial aspect • Web portal soc-dem audience characteristics of the groups • Analysis of specific target groups • Key parameters for portal / competitors (the • A possibility to compare with competitors on the knowledge, enjoyment, loyalty) necessary parameters (selection of the desired target audience, the intersection of audience, etc.)
  5. 5. Gemius as the currency in online measurement JIC Standard: Belarus, Bulgaria, Czech Republic, Denmark, Hungary, Israel, Moldova, Poland, Slovakia, Slovenia, Turkey De facto currency: Bosnia, Croatia, Estonia, Latvia, Lithuania, Serbia, Ukraine Start-up: Russia, MENA (Egypt, Jordan, Kuwait, Lebanon, Morocco, Oman, Saudi Arabia, United Arab Emirates, Syria, Qatar)
  6. 6. Websites analysis
  7. 7. Websites participated in the study Exists since 1998, popular both in Russia and the CIS Hotels booking system, for both leisure and business trips Travelling section of Russian most popular mail service Website of the travelers community The worlds largest website about travelling Rating of worldwide hotels Tourism website Provides the holidays’ planning service Travel system Tourist project of RBC Holding
  8. 8. Popularity of selected tourism websites in Russia Gismeteo.ru has a strong position on the Russian market – almost 75% of all visits done on the analysed portals in March 2012 happened on this website. Source: Gemius, gemiusAudience, March 2012
  9. 9. The websites audience composition100%90%80% 35% In Russia women visit websites 59% 51% 51% 57% 54% 51% 47%70% 63% related to travelling much 53% 65%60% more often when compared to men. Across all the analysed by50% Gemius websites, female40% audience prevails especially in 65% the case of travel system -30% 49% 53% 47% 49% 46% tury.ru and votpusk.ru.20% 41% 37% 43% 50% 35% Website where male part of10% the audience plays the key role 0% is turist.ru. Source: Gemius, gemiusAudience, March 2012
  10. 10. The websites audience compositionPage views made on the selected websites by men and women Gismeteo.ru Tophotels.ru Tury.ru Mail.ru -… Booking.co… Marshruty… Tripadviso… Votpusk.ru Travel.ru Turist.ru 0 20 40 60 80 100 Milions Source: Gemius, gemiusAudience, March 2012
  11. 11. Time spent by internet users on the selectedtourism websites 90% Men spend much more time 80% on tury.ru and gismeteo.ru. 70% These two portals are exceptional, since on all of the 60% other sites women are much 50% more engaged in browsing the content. Especially on 40% Men tripadvisor.ru and 30% Women booking.com they are active 20% around 4 times longer in comparison with the male 10% internet users. 0% Source: Gemius, gemiusAudience, March 2012
  12. 12. How old they are?(Audience share by age groups, compared to the total internet audience) turist.ru tury.ru tripadvisor.ru marshruty.ru 55 and more votpusk.ru 45-54 35-44 travel.ru 25-34 tophotels.ru 18-24 mail.ru - travel booking.com gismeteo.ru 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% Source: Gemius, gemiusAudience, March 2012
  13. 13. Audience duplication - example of booking.com booking.com - V%* Tophotels.ru *V% Duplication – share of the 12,12% audience of other analysed websites Travel.ru 31,18% which visit also booking.com 17,65% Tury.ru Votpusk.ru 19,31% 29,54% Turist.ru booking.com - H%* 2,76% Tophotels.ru Travel.ru 8,19% *H% Duplication – share of booking.com 16,37% Tury.ru audience, which visit also tophotels.ru, travel.ru, tury.ru, votpusk.ru and turist.ru Votpusk.ru 10,24% 6,93% Turist.ru Source: Gemius, gemiusAudience, March 2012
  14. 14. Who visits tourism websites? - example of booking.com Audience composition 25% 20% 19,21% 15% 11,78% 10,91% 10% 8,45% 7,42% 7,80% 7,40% 6,97% 6,44% 5% 3,31% 1,92% 0% Source: Gemius, gemiusAudience, March 2012
  15. 15. Internet users in Russiaand their desire to travel
  16. 16. Internet users who have travelled abroadwithin the last 2 years Russian Federation Internet Audience (within a month) % Thousands % ThousandsTravelling abroad 8,18 9 480 13,7 8 284By the level of education (%) By age groups (%) Incomplete secondary 1 18 - 24 17 Secondary 15 25 - 34 32 35 - 44 25 Vocational 28 45 - 54 18 Higher 56 55 and more 8 Source: FOM Runet study, March 2012 (Sample – 1 500 Respondents)
  17. 17. Internet users who have travelled by plane within thelast 2 years Russian Federation Internet Audience (within a month) % Thousands % ThousandsTravelling by plane 8,41 9 748 14,1 8 512By the level of education (%) By age groups (%) Incomplete 18 - 24 16 secondary 1 25 - 34 32 Secondary 15 35 - 44 25 Vocational 28 45 - 54 19 Higher 57 55 and more 9 Source: FOM Runet study, March 2012 (Sample – 1 500 Respondents)
  18. 18. THANK YOUJoin us @: Contact:Facebook.com/GemiusGroup Anton MelekhovTwitter.com/Gemius Sales and Development Director at Gemius RUSlideshare.net/Gemius_com +7(926)166-7702YouTube.com/WwwGemiusCom anton.melekhov@gemius.com

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