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THE POTENTIAL GROWTH OF INTERNET MEDIA Online in Russia Razova Yulia
INTERNET IN RUSSIA: MODERN HISTORY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
RUSSIAN DIGITAL POPULATION (18+) 37.5 mln  people online in Russia 28.5 mln  urban people online in Russia Every third person in Russia is INTERNET USER Every second person in Russia who live in 100 000+ city is INTERNET USER
TWO CAPITALS ONLINE (12+) Popular Dominant media Technological Accessable Internet penetration 60% 56% 12-24 Internet penetration 93% 91% Broadband share 86% 88% Web access from Home Office Wi-Fi points Home Office Wi-Fi points
RUSSIAN DIGITAL POPULATION (18+): REGIONAL SPLIT  Regions are the points of growth now since Moscow and St. Pete are highly digital Ural, 8% (2.7 mln ) The Far East, 4% (1.5 m ) Siberia, 11% (3.7 m ) Volga region, 18% (6.3 m ) South, 12% (3.9 m ) Central  (not incl.  Moscow), 18% (6.0 m) North-Western  region, 13% (4.5 m ) Moscow, 15% (5.2 m )
MEDIA CONSUMPTION: MINUTES PER WEEK ,[object Object],[object Object]
INTERNET IN RUSSIA (100 000+): TYPES OF ACCESS Dial Up Broadband WAP/GPRS Only 17% of Russian Internet users have dial up access at home 78% of users in Russia have broadband web access at home  27% use mobile phone to access web when they are out of computer. 5%  use mobile Internet every day  Will be almost gone till 2012 Dominant type of access Beardless media access (anytime anyplace)
RUSSIAN INTERNET USER PROFILE 51% men 49% women Active age groups (18-34 – core; 34-44 active growth ) White collars, specialists living in the cities 100 000+ Every day users Home access is dominant Have more than a 3 years of web experience
INTERNET: TOP 10 RU SITES (MONTHLY  REACH) Russia Moscow St. Petersburg
KEY ONLINE TRENDS ,[object Object],[object Object],[object Object],[object Object],New formats & video ad Long-term nego tactics New targeting options Online tracking
INTERNET IN RUSSIA: INFLUENCE OF RECESSION Internet is the only media that keeps growing at the moment in Russia ,[object Object],[object Object],[object Object],Traditional media players moved towards web starting to develop the digital projects ,[object Object],[object Object],Government focused on web development as the media ,[object Object],[object Object],[object Object],[object Object]
MARKET TRENDS AND FORECASTS 6/19/2009
INTERNET ADVERTISING   BILLINGS   – ACTUAL AND EXPECTED   * ,[object Object],[object Object]
INTERNET ADVERTISING: DISPLAY  VS.  SEARCH ,[object Object],[object Object],[object Object],[object Object]
INTERNET IN RUSSIA VS OTHER COUNTRIES:  ONLINE’ SHARE IN MEDIA MIX
INTERNET IN RUSSIA 1H’09: DISPLAY ADVERTISING SPENDS BY CATEGORIES (%) Automotive category has increased its display share up to 30% (2008 -1’H result – 24%)
SOCIAL MEDIA ,[object Object],6/19/2009
TOP 5 SOCIAL NETS WORLDWIDE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],USA USA Russia USA Brazil
SOCIAL NETWORKS IN RUSSIA Young and technology oriented Mature and services oriented Close to portal profile
SOCIAL NETWORKS IN RUSSIA: ADVERTISING OPPORTUNITIES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
MEDIA ADVERTISING
INTEGRATION
GROUPS Nokia group within Vkontakte.ru: More than 1 000 000 members
APPLICATIONS Nokia Photo application within Vkontakte.ru
THANK YOU!

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Развитие интернета как медиа, 5 курс, 7 группа (маркетинг)

  • 1. THE POTENTIAL GROWTH OF INTERNET MEDIA Online in Russia Razova Yulia
  • 2.
  • 3. RUSSIAN DIGITAL POPULATION (18+) 37.5 mln people online in Russia 28.5 mln urban people online in Russia Every third person in Russia is INTERNET USER Every second person in Russia who live in 100 000+ city is INTERNET USER
  • 4. TWO CAPITALS ONLINE (12+) Popular Dominant media Technological Accessable Internet penetration 60% 56% 12-24 Internet penetration 93% 91% Broadband share 86% 88% Web access from Home Office Wi-Fi points Home Office Wi-Fi points
  • 5. RUSSIAN DIGITAL POPULATION (18+): REGIONAL SPLIT Regions are the points of growth now since Moscow and St. Pete are highly digital Ural, 8% (2.7 mln ) The Far East, 4% (1.5 m ) Siberia, 11% (3.7 m ) Volga region, 18% (6.3 m ) South, 12% (3.9 m ) Central (not incl. Moscow), 18% (6.0 m) North-Western region, 13% (4.5 m ) Moscow, 15% (5.2 m )
  • 6.
  • 7. INTERNET IN RUSSIA (100 000+): TYPES OF ACCESS Dial Up Broadband WAP/GPRS Only 17% of Russian Internet users have dial up access at home 78% of users in Russia have broadband web access at home 27% use mobile phone to access web when they are out of computer. 5% use mobile Internet every day Will be almost gone till 2012 Dominant type of access Beardless media access (anytime anyplace)
  • 8. RUSSIAN INTERNET USER PROFILE 51% men 49% women Active age groups (18-34 – core; 34-44 active growth ) White collars, specialists living in the cities 100 000+ Every day users Home access is dominant Have more than a 3 years of web experience
  • 9. INTERNET: TOP 10 RU SITES (MONTHLY REACH) Russia Moscow St. Petersburg
  • 10.
  • 11.
  • 12. MARKET TRENDS AND FORECASTS 6/19/2009
  • 13.
  • 14.
  • 15. INTERNET IN RUSSIA VS OTHER COUNTRIES: ONLINE’ SHARE IN MEDIA MIX
  • 16. INTERNET IN RUSSIA 1H’09: DISPLAY ADVERTISING SPENDS BY CATEGORIES (%) Automotive category has increased its display share up to 30% (2008 -1’H result – 24%)
  • 17.
  • 18.
  • 19. SOCIAL NETWORKS IN RUSSIA Young and technology oriented Mature and services oriented Close to portal profile
  • 20.
  • 23. GROUPS Nokia group within Vkontakte.ru: More than 1 000 000 members
  • 24. APPLICATIONS Nokia Photo application within Vkontakte.ru