1. Latest trends and facts.
Internet in Russia
Filip Pieczyński
Moscow, 04.2010

2. gemiusAudience
Key methodological points

3. Methodology
gemiusAudience – composition of three sources of data:
- Site centric part
- Panel of users with tracking software installed on their computers
- Structural data from FOM

4. Methodology
Population measured in February 2010: 40 963 530
Population is in the 18+ age group
Covering not only big cities but all city sizes and all regions.

5. Moscow’s domination
• More then quarter
of Russian internet
users come from
Moscow or Saint
Petersburg.
• Every two out of
ten lives in the
capital.
• Saint Petersburg’s
citizens account for
7,3% percent.
Source: gemiusAudience, February 2010
19,3%
13,8%
13,2%
11,8%
11,7%
11,2%
7,7%
7,3%
4,0%
Structure by region of living
Moscow
North-West
Siberia
South
Central
Volga
Ural
SaintPetersburg
Far East

6. Real power
• Not only Moscow -
almost 30 millions of
Runet users lives in
other regions of the
country.
Source: gemiusAudience, February 2010
7,9
5,6 5,4
4,8 4,8 4,6
3,1 3,0
1,6
0
1
2
3
4
5
6
7
8
9
Moscow North-
West
Siberia South Central Volga Ural Saint
Petersburg
Far East
Million
Number of real users by region of living

7. Small populated regions
• The great majority
-37,6% of Russian
internet users lives in
small cities, which
accounts for 15,3
million audience.
Source: gemiusAudience, February 2010
19,3%
7,3%
15,3%
20,5%
37,6%
Structure by region of living
Moscow
St.Petersburg
> 1 mln cities
0,5-1 mln cities
< 0,5 mln cities

8. LOCAL vs. GLOBAL

9. Reach
Visitors
(real users)
Page views
Avg. time
spent per
visitor
[hr:min:s]
1 Yandex 81% 33 043 787 6 986 153 029 06:28:17
2 Mail 74% 30 458 293 12 649 094 785 09:03:00
3 vkontakte.ru 53% 21 875 421 45 765 761 180 22:52:50
4 Google 47% 19 227 138 1 591 167 698 02:08:59
5 odnoklassniki.ru 41% 16 712 285 3 315 939 985 03:38:34
6 wikipedia.org 37% 15 176 166 344 179 924 00:29:45
7 Rambler 33% 13 456 662 1 179 837 208 02:07:12
8 mozilla.com 31% 12 760 019 96 333 988 00:12:37
9 microsoft.com 23% 9 396 419 75 027 784 00:06:17
10 Livejournal 22% 8 926 366 241 795 093 00:43:38
Top 10 players by reach
Source: gemiusAudience, February 2010
• Local players
constitute top 3 in
the reach ranking.
• Among top 10
websites half are
global players.
• The first global
player Google takes
the forth position.

10.
Avg. time
spent per
visitor
[hr:min:s]
Reach
Visitors
(real users)
Page views
1 vkontakte.ru 22:52:50 53% 21 875 421 45 765 761 180
2 Mail 09:03:00 74% 30 458 293 12 649 094 785
3 Yandex 06:28:17 81% 33 043 787 6 986 153 029
4 odnoklassniki.ru 03:38:34 41% 16 712 285 3 315 939 985
5 fotostrana.ru 02:58:33 6% 2 617 520 441 118 559
6 mamba.ru 02:51:08 3% 1 419 062 351 421 069
7 Google 02:08:59 47% 19 227 138 1 591 167 698
8 Rambler 02:07:12 33% 13 456 662 1 179 837 208
9 loveplanet.ru 02:04:09 6% 2 523 373 390 168 416
10 dating.ru 01:53:51 2% 968 389 186 787 690
Top 10 players by avg. time spent per visitor
Source: gemiusAudience, February 2010
• Social network –
Vkontakte – takes the
leading position and
outreaches the second
player by over 13
hours.
• Among these players
only one – Google – is
the global one.

11. Yandex vs. Google: present
• In the Runet there is
no much room left for
the global giant:
Google.
• Local player: Yandex
significantly
outperforms Google
and reaches 80,7% of
the audience.
Source: gemiusAudience, February 2010
33,0 19,2
80,7%
46,9%
0%
50%
100%
0
5
10
15
20
25
30
35
Yandex Google
Milion
Reach and number of real users
Visitors (real users) Reach-Internet

12. • Yandex’s position on
the market is growing
stronger and during
one year time its reach
increased by 5,3
percentage points.
• In the same time
Goole is losing its
position and its reach
decreased by 3,3
percentage points.
Source: gemiusAudience, February 2009; June
2009; October 2009, February 2010
Yandex vs. Google: past
75,4% 74,9%
79,4% 80,7%
50,2% 50,6% 50,1%
46,9%
0%
20%
40%
60%
80%
100%
02.2009 06.2009 10.2009 02.2010
Reach
Yandex Google

13. • Google does not
seem to have much
chances in this
challenge.
• During one year
Yandex gained 7,5
million users, which is
47% percent year to
year growth.
• Google’s audience
increased by 4,2
millions.
Source: gemiusAudience, February 2009;
February 2010
Yandex vs. Google: future?
22,5 15,033,0 19,2
0
5
10
15
20
25
30
35
Yandex Google
Milion
02.2009 - 02.2010 growth (number of real users)
02.2009 growth 02.2009-02.2010 02.2010
47%
28%

14. Source: gemiusAudience, February 2010
•
Yandex vs. Google audience distribution by region
• Yandex outperforms
Goole in all regions,
but in smaller cities
the distance between
these two players is
more significant
(around 35 percentage
points) than in
Moscow or Saint
Petersburg.
88,1% 90,3%
82,5%
78,1% 75,4%
58,5%
63,0%
47,3% 43,6%
39,2%
0%
20%
40%
60%
80%
100%
Moscow St.Petersburg > 1 mln cities 0,5-1 mln cities < 0,5 mln cities
Region of living - reach
Yandex Google

15. • Last year was not
very successful for
Google.
• Not only it has not
significantly improved
the results among any
of the age groups but
also lost some of the
oldest audience.
Source: gemiusAudience, February 2009;
February 2010
Yandex vs. Google audience distribution by age
75%
51%
79%
47%
73%
47%
73%
54%
75%
68%
82%
52%
82%
48%
78%
49%
80%
35%
79%
39%
0%
20%
40%
60%
80%
100%
Yandex
Google
Yandex
Google
Yandex
Google
Yandex
Google
Yandex
Google
[18-24] [25-34] [35-44] [45-54] [55+]
Age groups – reach (02.2009 - 02.2010)
02.2009 02.2010

16. Ukrainian search engines market
• Unlike the Russian
search engines market
Ukrainian one is
dominated by Google.
Source: gemiusTreffic, 2008-2010 quarterly data
26,1% 23,3% 24,7% 26,1% 25,8% 26,6% 28,5%
32,1% 34,1% 34,8%
57,1%
61,2% 62,6% 65,2% 66,0% 66,1% 64,7% 62,4% 61,6% 61,4%
0%
20%
40%
60%
80%
Search engines
Yandex Google

17. Video online – reach
Source: gemiusAudience, February 2010
• During last year
Google owned service
– Youtube – had the
largest dynamics of
growth and now leads
among video services
on Russian market.
0%
20%
40%
02.2009 06.2009 10.2009 02.2010
Reach
Google-YouTube Mail - video Yandex - video

18. Source: gemiusAudience, February 2010
• Russian internet
users spent on average
more than one hour
on the video service –
Youtube, which is over
30 minutes more than
a year before.
Video online – avg. time spent per visitor
00:35:50 00:34:56
00:12:23
01:08:10
00:41:37
00:22:02
00:00:00
00:07:12
00:14:24
00:21:36
00:28:48
00:36:00
00:43:12
00:50:24
00:57:36
01:04:48
01:12:00
Google-YouTube Mail - video Yandex - video
Avg. time spent per visitor [hr:min:ss]

19. 3 4SOCIAL NETWORKS

20. Significant players – trends
• Two groups of
players might be
observed on the
Russian social network
market.
•Vkontakte, takes the
leading position and
gains 53% reach.
• Former leader
Odnoklassniki lost with
Vkontakte and
MoiMir.
• Facebook’s reach is
lower than 5%.
Source: gemiusAudience, February 2009;
June 2009; October 2009, February 2010
0%
20%
40%
60%
02.2009 06. 2009 10.2009 02.2010
Reach
vkontakte.ru mail.ru - MoiMir odnoklassniki.ru
moikrug.ru mirtesen.ru facebook.com

21. Top 5 social networks – hourly distribution
Source: gemiusAudience, February 2010
• The majority of the
users visit social
networks in the
evening (18:00– 20:00)
during the weekdays.
• Apart from early
morning and evening
hours social networks
usage patterns are
similar on working days
and weekends.
0,0
0,5
1,0
1,5
2,0
2,5
3,0
3,5
4,0
4,5
Million
Hourly distribution for working days vs. weekends
Working days Weekends

22. Vkontakte reinforces its position
• The most popular
social network
Vkontakte , reaches
53,4% of the audience.
Its reach grew by 11,4
percentage points
comparing to the last
year.
• The last year leader
lost its position and its
reach decreased by 5,3
percentage points
during the year.
• Facebook’s reach is
growing, but the
dynamics is lower than
for Vkontakte.
Source: gemiusAudience, February 2009;
February 2010
42,0% 46,1% 2,4%53,4% 40,8%
4,8%
0%
20%
40%
60%
vkontakte.ru odnoklassniki.ru facebook.com
Growth 02.2009 - 02.2010 (reach)
02.2009 growth 02.2009-02.2010 02.2010
+11,4 p.p.
-5,3 p.p.
+2,5 p.p.

23. Facebook’s big city orientation
Source: gemiusAudience, February 2010
• The majority of
vkontakte.ru audience
lives in the small
cities. The second
important group is
constituted by
internet users from
Moscow.
• 60,8% of Facebook’s
users lives either in
Moscow (43,3%) or in
St. Petersburg (17,5%).
43,3%
23,5%
21,1%
17,5%
5,0%
10,3%
21,5%
33,2%
37,2%
8,6%
21,0%
16,6%
9,2%
17,2%
14,8%
0% 20% 40% 60% 80% 100%
facebook.com
odnoklassniki.ru
vkontakte.ru
Region of living
Moscow St.Petersburg < 0,5 mln cities
0,5-1 mln cities > 1 mln cities

24. APPLICATIONS

25. Messengers – the most significant players
• Among messengers
Skype has the leading
position.
• It gains 33,3% reach,
which means 13,6
million users monthly.
• The second place is
taken by ICQ with
reach equal 24,2%.
Source: gemiusAudience, February 2010
13,6 9,9 4,6 1,7 1,7
33,3%
24,2%
11,2%
4,2% 4,1%
0%
20%
40%
0
2
4
6
8
10
12
14
16
Skype ICQ QIP Infium Yahoo
Messenger
MSN
Messenger
Million
Reach and number of real users
Visitors (real users) Reach

26. Working days and weekends – hourly distribution
Source: gemiusAudience, February 2010
45%
26%
14%
9%
6%
Share in time
Skype
ICQ
QIP Infium
Yahoo Messenger
MSN Messenger
39%
35%
15%
6%
5%
Share in accounts
Skype
ICQ
QIP Infium
Yahoo Messenger
MSN Messenger

27. Working days and weekends – hourly distribution
Source: gemiusAudience, February 2010
0,0
1,0
2,0
3,0
4,0
Million
Horizontal portals – hourly distribution for working days vs. weekends
Working days Weekends
0,0
1,0
2,0
3,0
4,0
5,0
Million
Messengers – hourly distributionfor working days vs.Weekends
Working days Weekends

28. THE POWER OF THE BRAND

29. Corporate websites: telecomunication [1/2]
Source: gemiusAudience, February 2010
• Three most popular
players gain relatively
big audience.
4,4 4,0 3,7 0,6 0,6
10,8%
9,8%
9,1%
1,4% 1,4%
0%
10%
20%
0
1
2
3
4
5
mts.ru megafon.ru beeline.ru akado.ru corbina.ru
Milion
Reach and number of real users
Visitors (real users) Reach

30. • Leading websites are
slowly increasing their
audience.
Source: gemiusAudience, February 2009;
February 2010
Corporate websites: telecomunication [2/2]
6,6%
5,3%
6,5%
2,1% 2,2%
10,8%
9,8% 9,1%
1,4% 1,4%
0%
10%
20%
mts.ru megafon.ru beeline.ru akado.ru corbina.ru
Reach growth 02.2009 - 02.2010
02.2009 growth 02.2009 - 02. 2010 02.2010
+4,2 p.p.
+4,5 p.p.
-0,8 p.p.-0,7 p.p.
+2,7 p.p.

31. Corporate websites: computers and IT
Source: gemiusAudience, February 2010
• Most popular are
global corporate
website.
• Local website takes
5th position with 1,7
million users.
12,8 9,4 3,8 3,2 1,7 1,5 1,2 0,5
31,2%
22,9%
9,3% 7,8%
4,1% 3,7% 3,0% 1,3%
0%
20%
40%
0
2
4
6
8
10
12
14
Milion
Reach and number of real users
Visitors (real users) Reach

32. Thank You!