Yandex | Russian search engine marketing overview for computers

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Overview of search queries for the computer (PC, Laptop and tablets) category on Yandex.

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Yandex | Russian search engine marketing overview for computers

  1. 1. Russian Search Engine Marketing Overview for Computers
  2. 2. Search market share in RussiaShare  %  (Yandex  share  is  approx.  61%)   LiveInternet.ru  Stat,  September  2011   2
  3. 3. Internet users in Russia who use the Internet at least once… a month a week 40 млн.ч. 100% 35,8 mln.ppl   млн.ч. 90% 35 млн.ч. 33,3 mln.ppl   млн.ч. 80% 30 млн.ч. 70% 66% 64% 65% 25 млн.ч. 62% 63% 60% 59% 60% 59% 60% 55% 20 млн.ч. 50% 40% 15 млн.ч. 30% 10 млн.ч. 6,3 mln.ppl   млн.ч. 6,0 mln.ppl   млн.ч. 20% 2,7 mln.ppl   2,4 mln.ppl   5 млн.ч. млн.ч. млн.ч. 10% 0,8 mln.ppl   mln.ppl   млн.ч. 0,8 млн.ч. 0,7 mln.ppl   mln.ppl   млн.ч. 0,7 млн.ч. 0 млн.ч. 0% Россия Moscow   St.Peters- Ekaterin- Novosibirsk   Cities w/ Москва СПб Екб Нск Россия Москва СПб Екб Нск Cities w/ Moscow   St.Peters- Ekaterin- Novosibirsk   100 pop. bourg   bourg   100 pop. bourg   bourg   000+ 100 000+   000+ 100 000+   Source: TNS Sept’11, mln.ppl. And % of people aged 12+ 3
  4. 4. Russian Internet audience dynamics (2005 - 2011)70 6868 696867 Россия 100 000+ Cities w/pop. 100 000+   6767 68 66 Москва 66 67 66 67 67 67 66 66 65 66 65 Moscow   65 66 65 C.-Петербург St.Petersbourg   6464 64 65 65 65 65 6465 62 62 66 63 64 Екатеринбург Ekaterinbourg   62 63 6363 6363 65 65 62 62 61 61 61 62 62 64 65 64 Новосибирск Novosibirsk   60 61 60 61 60 61 61 61 63 61 63 63 6363 63 60 60 60 60 63 59 63 63 59 60 60 59 62 58 62 62 63 62 6260 58 6162 58 58 58 61 61 57 57 60 61 60 61 60 60 60 60 56 56 56 56 56 60 55 59 58 58 585959 59 55 58 58 58 58 54 5455 5453 54 56 56 56 53 53 56 52 52 53 55 56 55 52 54 51 50 54 50 53 5250 52 51 50 46 49 48 45 4845 4747 43 43 46 4545 45 41 44 4340 38 41 42 373837 37 41 41 37 36 36 3939 3939 38 39 35 38 38 35 353530 Ноя Янв Мар Май Июл Сен Ноя Янв Мар Май Июл Сен Ноя Янв Март Май Июл Сен Ноя Янв Мар Май Июл Сен Ноя Янв Мар Май Июл Сен Ноя Янв Мар Май Июл Сен 05 06 06 06 06 06 06 07 07 07 07 07 07 08 08 08 08 08 08 09 09 09 09 09 09 10 10 10 10 10 10 11 11 11 11 11 Source:TNS Sept’11, mln.ppl. And % of people aged 12+ 4
  5. 5. Internet penetration in age groupsAge 18-24 25-34 35-44 45-54 55+Moscow 2010 Russia 2010 All people of this age= 100% Internet users of this age 5
  6. 6. Annual growth of advertising budgets in Russia (billion. RUR) 140   +13%     In Q1-Q3’2011 the budgets in the Internet Context Advertising grew up 63% in comparison 120   to the Q1-Q3’2010. 100  2009   80  2010   60   +7% 2011  (Jan-­‐ 40   +18%  Sept)   63% 20   +46%   +11%   +28%   +44%   0   Internet  media   Internet   TV   Radio   Press   Outdoor   New  Media   banners,  etc.   context  ads.   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   •  AKAR, MindShare Interaction, Yandex data, (billion rub.) •  The overall budgets in Internet Context Advertising in 2010 grew up 46% in comparison to 2009.   6  
  7. 7. Context advertising market share in Russia Q1-Q3 2011 35%   65%   Yandex.Direct   Google  Adwords+Begun   *  AKAR  data  +  Yandex  stat.   7  
  8. 8. Category volume overview (October 2011) •  Pads •  Laptops •  PCs 8  
  9. 9. Categories volume was estimated by following groups of queries: 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-targetenclosed inquiries. Taking into account YAN and additional relevant phrases. Geo: Russia 9  
  10. 10. The potential of the concerned categories is not less than 14,78 million inquiries per month.9,000,000 7,820,6978,000,0007,000,0006,000,000 5,332,6185,000,0004,000,0003,000,0002,000,000 1,630,7861,000,000 0 Pads Laptops PCs wordstat.yandex.ru statistics, October 2011 Taking into account YAN and additional relevant phrases. 10  
  11. 11. The potential of the concerned categories is not less than 524 600 clicks per month.300,000 277,281250,000200,000 185,072150,000100,000 62,322 50,000 0 Pads Laptops PCs wordstat.yandex.ru statistics, October 2011 Taking into account YAN and additional relevant phrases «Special  placement»  posiJon    selecJon   11   .
  12. 12. Users’ interest dynamics 12  
  13. 13. Users’ search dynamics 7,000,000 6,000,000 5,000,000 4,000,000 PCs 3,000,000 Laptops Pads 2,000,000 1,000,000 0 Aug09 Jun10 May11 Sep09 Oct09 Nov09 Dec09 Jan10 Feb10 Mar10 Apr10 May10 Jul10 Aug10 Jun11 Sep10 Oct10 Nov10 Dec10 Jan11 Feb11 Mar11 Apr11 Jul11 Aug11 Sep11 Oct11The overall users’ interest in these categories is growing constantly. We see seasonalvariations: interest decreases in Summer and grows in Winter. Always be aware of theseasonal variations. But remember – when the season is low people are still searchingfor your product. Your audience is always out there, work with it all year long. wordstat.yandex.ru  staJsJcs    August  2009  –  October  2011   13  
  14. 14. Users’ search dynamics (Laptops)300,000  250,000   Ноутбуки  Lenovo   Vaio  200,000   Macbook   Ноутбуки  Asus  150,000   Ноутбуки  HP   Ноутбуки  Acer   Ноутбуки  Samsung  100,000   Ноутбуки  Sony   Ноутбуки  Dell   50,000   Ноутбуки  Apple   Ноутбуки  LG   0   Nov09 Dec09 Jan10 Feb10 Mar10 Apr10 May10 Jun10 May11 Jul10 Aug10 Sep10 Oct10 Nov10 Dec10 Jan11 Feb11 Mar11 Apr11 Jun11 Jul11 Aug11 Sep11 Oct11 wordstat.yandex.ru  staJsJcs    November  2009  –  October  2011   *  Search  request  :  laptop+Brand   14  
  15. 15. Users’ search dynamics (Pads)1,400,000 iPad1,200,0001,000,000 Samsung Tab 800,000 Планшетный ПК Acer 10,000 600,000 Планшетный ПК Acer 9,000 Планшетный ПК 400,000 Samsung 8,000 Планшетный ПК Samsung 200,000 Планшетный ПК Apple 7,000 Планшетный ПК Apple 0 6,000 Планшетный ПК Asus Jan10 Mar10 May10 Jul10 Sep10 Jan11 Mar11 May11 Jul11 Sep11 Nov09 Nov10 5,000 Планшетный ПК Asus 4,000 Планшетный ПК Sony 3,000 2,000 Планшетный ПК HTC 1,000 Планшетный ПК HP 0 Jan10 Mar10 May10 Jul10 Sep10 Jan11 Mar11 May11 Jul11 Sep11 Nov09 Nov10 Планшетный ПК Lenovo wordstat.yandex.ru  staJsJcs    November  2009  –  October  2011   *translaJon:  Планшетный  ПК  =  Pad  PC     15  

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