The Digital Parenting Russia IHow Russian Parents View and Capitalize on Digital Media.Roman RavveMay 2012Anketki Research...
(c) Anketki Research, 2012. All rights reserved.For such digital products as mobile apps, video games, and interactive boo...
ANKETKI    Anketki Research – young people’s digital behavior data and           analysis focusing on the former USSR coun...
CONTENTSEXECUTIVE SUMMARYKEY FINDINGSDEVICESPARENTS VIEWDIGITAL BABYSITTINGSHARED ACTIVITYAPPSDIGITAL GAPMethodologyQuick ...
EXECUTIVE SUMMARYCurrently, 30 million children live in Russia. Although the Smartphone/tablet penetration remains low(and...
KEY FINDINGSSince inter-generational family life is highly widespread, for preschoolers much time is spent withboth grandm...
DEVICESAlmost 90% of children use cell phones while 80% use desktop computers on a regular basis.With the exception of cel...
PARENTS VIEWRussian fathers show more enthusiasm fordigital media usage with children as opposed toRussian mothers who pre...
DIGITAL BABYSITTERDigital media is doing a great job in keeping              Common situations of digital media usage inte...
SHARED ACTIVITY                                                      What media do you use together with the children?,Beg...
MOBILE APPS                                                                                    Smartphone        TabletAbo...
DIGITAL GAP                                                       Wealthy/Poor gap in digital parent-child time, % differe...
CREDITSThis report has been produced with a generous help of Articul Media Group.Our great thanks to Greg Zawazki for good...
MethodologyThe Digital Parenting Russia I report was prepared on the basis of the initiative survey conductedby Anketki Re...
QUICK FACTS ABOUT RUSSIACHILDREN POPULATION AND THE BIRTH RATEDEVICE PENETRATION IN A WHOLE COUNTRYINTERNET PENETRATION AN...
30 million of Russian inhabitants are under age 19. For every 1 child in Russiathere are 3 adults.                        ...
The birth rate in the post-Soviet Russia fell dramatically, but in the lastdecade we can see a kind of positive trend. Bir...
21 mln. of Russians access Internet on their mobile devices. “Smart”devices growing at the 3% a year.                     ...
With 60 mln. of Internet users, Russia is a second online population inEurope.                                            ...
Low and decreasing broadband rates along with the increase ofbroadband speed spur rapid growth of Internet penetration in ...
Still, the gap between country regions remains significant. Thebroadband speed and cost in the Central and Far Eastern Reg...
Russian retail is growing and evaluated in $650 bln. E-Commerce isgrowing rapidly but its share is remains 1,8%.          ...
40% of online shoppers and 60% of E-commerce revenuegenerates in Moscow and Saint-Petersburg.       . Saint Petersburg    ...
Kids products is the fastest growing category of Russian non-food retail    segment, up to 29% a year. But still, only 4% ...
DIGITAL PARENTING RUSSIA STUDYСhildren, parents, Internet and digital devices inRussia. Stats, facts and insight.FOLLOW UP...
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Digital parenting Russia 1

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The report shows the current state of rapidly expanded digital media practices among the families. What do they use and when? How parents view the digital media impact on the child’s development? What role does media play for shared parent-child activity? And how all of this vary with

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Digital parenting Russia 1

  1. 1. The Digital Parenting Russia IHow Russian Parents View and Capitalize on Digital Media.Roman RavveMay 2012Anketki Research DigitalParentingRussia.com
  2. 2. (c) Anketki Research, 2012. All rights reserved.For such digital products as mobile apps, video games, and interactive books, it iscrucial to understand what role they play in family life, which advantages they havefor parents and which for children. Do they pull families together or disunite them?Also, what impact do the traditional believes about parents’ roles and technologicalinfluence on the child’s development have on the use of digital products?This report shows potential opportunities that new media keeps for everydaypractices of parenting.For more information, visit http://www.digitalparentingrussia.comThe reproduction of this report or its parts is permitted and encouraged but only witha reference to the Digital Parenting Russia Study’s website. DigitalParentingRussia.com
  3. 3. ANKETKI Anketki Research – young people’s digital behavior data and analysis focusing on the former USSR countries. From socialRESEARCH networking to cellphone communication and other new media consumption – how this impact their identity, relationships and life. http://anketki.ru/research_eng The Digital Parenting Russia Study monitors how parents in Russia take advantage of digital media. What they think, what they buy and how they perceive the digital impact on their children’s development, education, social skills and family relationships. http://digitalparentingrussia.com DigitalParentingRussia.com
  4. 4. CONTENTSEXECUTIVE SUMMARYKEY FINDINGSDEVICESPARENTS VIEWDIGITAL BABYSITTINGSHARED ACTIVITYAPPSDIGITAL GAPMethodologyQuick facts about RussiaCredits DigitalParentingRussia.com
  5. 5. EXECUTIVE SUMMARYCurrently, 30 million children live in Russia. Although the Smartphone/tablet penetration remains low(and is mostly concentrated in 2 capital cities), these digital devices rush into children’s life.Russian parenting has its own unique pattern formed by traditional views on a parent-child relationshipsand by intergenerational family life.The significant amount of early childhood time is ruled by grandparents generation that is habitually themost reluctant to embrace technologies. In contrast, the young parents are usually eager users of newmedia, so the overall digital penetration in Russia is among the highest in the world reaching 80% in majorcities.Because of Russia’s large geographical area, there is a huge regional gap in access to consumer electronicsand broadband speed. There is more then 16 times difference in the broadband speed and ratesdifference between Central and Far Eastern regions, being faster and cheaper in Central*.With a high projection for both GDP dynamics, e-commerce growth and 3G coverage expansion, forecastsare advantageous. By 2014, the Internet penetration is expected to reach 70%* of the population; thechildren’s products market is expected to grow by 30%*.*Go to “Quick facts about Russia” section DigitalParentingRussia.com
  6. 6. KEY FINDINGSSince inter-generational family life is highly widespread, for preschoolers much time is spent withboth grandmothers and mothers alike; this has significantly influenced the media usage. Older kidsspend more time with their fathers and consequently, become exposed to the fathers’ mediapreferences.New media clearly becoming a Digital Babysitter with more then 65% of parents use the media forpreoccupying their kids while doing their home chores, entertaining during trips or child’s physicianvisits.Russian fathers show more enthusiasm for digital media usage with children as opposed to Russianmothers, who prefer traditional media (TV, books, spoken word, Music, etc). E-books, mobile appsand online games are more frequently used and popular among male parents who show realenthusiasm about digital potential in connection to child’s development.The digital gap between poor and wealthy parents is significant in terms of both children’s accesstowards devices and attitudes towards technology. Higher income families see more positive impactof digital media and childhood development.Educational apps and creativity based mobile applications have more potential for shared time thangaming applications. Still, gaming applications rate higher on the popularity scale.Online Search has become the most popular shared activity for high school aged children and theirparents. The search for content and information via the Internet has exceeded even watching of TV. DigitalParentingRussia.com
  7. 7. DEVICESAlmost 90% of children use cell phones while 80% use desktop computers on a regular basis.With the exception of cell phones and computers, all devices are less widespread in small cities. The gapbetween wealthy and poor families is as significant as city size. Specifically, children from more wealthyfamilies have more access to gaming consoles.Fathers are more likely to indicate children’s technology usage. Men seem more likely to provide childrenwith access to these devices. What your child use regularly?, % Dumbphone Computer Game console Smartphone Tablet 94 89 87 89 90 82 67 59 38 38 35 35 32 27 28 25 21 14 15 12 14 10 9 10 6 0-3s 4-6s 7-10s 11-15s 16-18s Source: Digital Parenting Russia Study, March 2012. 3833 online-parents with kids from 0 to 18 in cities 100000+ DigitalParentingRussia.com
  8. 8. PARENTS VIEWRussian fathers show more enthusiasm fordigital media usage with children as opposed toRussian mothers who prefer traditional media(TV, books, spoken word, Music, etc)E-books, mobile apps and online games are morefrequently used and popular among maleparents, who show heightened enthusiasm withdigital potential in connection to child’sdevelopment.Men are more likely to use digital media withchildren both for purposes of entertaining themor keeping quiet. Source: Digital Parenting Russia Study, March 2012. 3833 online-parents with kids from 0 and older in cities 100000+ DigitalParentingRussia.com
  9. 9. DIGITAL BABYSITTERDigital media is doing a great job in keeping Common situations of digital media usage intended tochildren quiet & entertained while parents do preoccupy children, %home chores, for physician visits, etc. with65% of parents admitting their use of some While completing home chores 65digital media for distracting their children.Fathers are more likely to distract children In a public transport 55with digital media, as opposed to mothers,whom are more likely to use Television and In childs physician office or barber shop 49Music. In a supermarket, drug store, etc. 38Babies and toddlers are mostly entertainedwith audio and video, and for older children On a playground or park 25games and educational apps are becomingmore effective in holding their attention. Source: Digital Parenting Russia Study, March 2012. 3833 online- parents with kids from 0 and older in cities 100000+ DigitalParentingRussia.com
  10. 10. SHARED ACTIVITY What media do you use together with the children?,Beginning in the middle school period, %traditional media such as TV, board gamesand paper books are significantly less 90%likely to be involved in a parent-child 80% Internet Searchshared activity. In lieu of these traditionalmedia, the proportional usage of E-Books, 70% Musicmobile apps and web search is increasing 60%more and more. Paper books 50%Exceeding even Television, searching the 40% CreativityInternet has become the most popular software on PC 30%shared activity for high-school children. E-Books 20% 10% PC or online 0% games 4-6 7-10 11-15 16-18 Source: Digital Parenting Russia Study, March 2012. 3833 online-parents with kids from 0 and older in cities 100000+ DigitalParentingRussia.com
  11. 11. MOBILE APPS Smartphone TabletAbout 90% of children who use smartphones Gamesand tablets, have some experience witheducational and creativity based applications Often 72 71and more then one third of these kids use Sometimes 910them frequently. Math, literacy, memory, etc.Still, games are way more popular with morethen 70% of kids who use them often. 38 Often 43But in the context of shared digital time, Sometimes 24 15educational and creativity based mobile appsare more popular then games, even so thegeneral popularity of mobile games are way Painting, Music, etc.too higher than educational. Often 34 45 Sometimes 24 18 Source: Digital Parenting Russia Study, March 2012. 1458 online- parents with kids from 0 to 18, that children use smartphone/tablet, in cities 100000+ DigitalParentingRussia.com
  12. 12. DIGITAL GAP Wealthy/Poor gap in digital parent-child time, % differenceThe gap between wealthy and poor parents Everything but the house Everyting but the caris significant not only in terms of children’s Meal and dress but nothing more Meal but no dressaccess to devices, but also in their attitudestowards technology. Higher income families 12.33tend to see more positive impact of the 0.53 E-Booksdigital media on kids development. -4.7 -9.4Except of cell phones and computers, all 13.3devices are less widespread in small cities. 0.1 -5.5 Game console -7.9The TV and Paper Book popularity is virtuallyequal among all income populations. Still -1.42 2.38the difference in E-Books and Game console -0.82 Paper booksownership among wealthy and poor families -0.12is significant. 3.33 -3.37 -0.87 TV 0.93 Source Digital Parenting Russia Study, March 2012. 3833 online- parents with kids from 0 and older in cities 100000+ DigitalParentingRussia.com
  13. 13. CREDITSThis report has been produced with a generous help of Articul Media Group.Our great thanks to Greg Zawazki for good advices.(c) Anketki Research, 2012. All rights reservedDownload a full-text PDF of this report on www.digitalparentingrussia.com DigitalParentingRussia.com
  14. 14. MethodologyThe Digital Parenting Russia I report was prepared on the basis of the initiative survey conductedby Anketki Research and its partners in March, 2012.The survey involved 3833 parents between 18 and 55 years old, with kids from 0 and older incities with more then 100,000 inhabitants.This survey was performed online and involved the members of predefined online-panel.Online panels are the communities of people who agreed to participate in the regular onlinesurveys. DigitalParentingRussia.com
  15. 15. QUICK FACTS ABOUT RUSSIACHILDREN POPULATION AND THE BIRTH RATEDEVICE PENETRATION IN A WHOLE COUNTRYINTERNET PENETRATION AND BROADBAND ACCESSE-COMMERCE AND RETAIL DigitalParentingRussia.com
  16. 16. 30 million of Russian inhabitants are under age 19. For every 1 child in Russiathere are 3 adults. DigitalParentingRussia.com
  17. 17. The birth rate in the post-Soviet Russia fell dramatically, but in the lastdecade we can see a kind of positive trend. Birth rate in Russia, 2011 (newborns on 1000 inhabitants) 15.9 Soviet Union Collapse14.6 13.4 12.1 12.4 12.5 12.6 11.3 10.2 10.4 9.3 8.71970 1980 1990 1995 2000 2005 2006 2007 2008 2009 2010 2011Source: Federal State Statistics Service of the Russian Federation (Goskomstat) DigitalParentingRussia.com
  18. 18. 21 mln. of Russians access Internet on their mobile devices. “Smart”devices growing at the 3% a year. DigitalParentingRussia.com
  19. 19. With 60 mln. of Internet users, Russia is a second online population inEurope. DigitalParentingRussia.com
  20. 20. Low and decreasing broadband rates along with the increase ofbroadband speed spur rapid growth of Internet penetration in Russia. DigitalParentingRussia.com
  21. 21. Still, the gap between country regions remains significant. Thebroadband speed and cost in the Central and Far Eastern Regionsdiffer more then 10 times… DigitalParentingRussia.com
  22. 22. Russian retail is growing and evaluated in $650 bln. E-Commerce isgrowing rapidly but its share is remains 1,8%. Russian retail market growth, % 50% 35% 30% 30% 25% 16% 14% 6% 7% -5% 2007 2008 2009 2010 2011 Brick & Mortar E-commerce DigitalParentingRussia.com
  23. 23. 40% of online shoppers and 60% of E-commerce revenuegenerates in Moscow and Saint-Petersburg. . Saint Petersburg .Moscow DigitalParentingRussia.com
  24. 24. Kids products is the fastest growing category of Russian non-food retail segment, up to 29% a year. But still, only 4% of the Kids products was sold online in 2011. Non-food segment of Russian retail growth potential for 2012, % Kids 29% Sport & Recreation 18%Consumer Electronics 17% Jewelry & Watches 15% Furniture 15% Home & DIY 12% DigitalParentingRussia.com
  25. 25. DIGITAL PARENTING RUSSIA STUDYСhildren, parents, Internet and digital devices inRussia. Stats, facts and insight.FOLLOW UPTwitter: @digitalparentrufacebook: DigitalParentingRussiaSlideshare: digitalparentingrussiaCONTACTcontact@digitalparentingrussia.com+1(587)336.33.96 DigitalParentingRussia.com

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