The document presents findings from the Digital Parenting Russia study, analyzing how Russian parents perceive and utilize digital media with their children. It highlights generational differences in media usage, parental attitudes towards technology, and the digital divide between wealthy and poor families. The report notes an increasing trend of digital media as a 'digital babysitter,' with a growing preference for online educational tools among parents.

1. © Anketki Research, 2012. All rights reserved.
The Digital
Parenting Russia I
How Russian Parents
View and Capitalize
on Digital Media
Roman Ravve
May 2012
www.digitalparentingrussia.com Anketki Research

2. For such digital products as mobile The reproduction of this report or its
apps, video games, and interactive parts is permitted and encouraged
books, it is crucial to understand but only with a reference to the
what role they play in family life, Digital Parenting Russia Study’s
which advantages they have for website.
parents and which for children. Do
they pull families together or
disunite them? Also, what impact do
the traditional believes about
parents’ roles and technological
influence on the child’s development
have on the use of digital products?
This report shows potential
opportunities that new media keeps
for everyday practices of parenting.
For more information, visit
www.digitalparentingrussia.com
www.digitalparentingrussia.com 1

3. Anketki Research – young people’s digital behavior
data and analysis focusing on the former USSR
countries. From social 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
2

4. CONTENTS
Overview 4
Key Findings 6
Devices 8
Parents View 10
Digital Babysitting 12
Shared Activity 14
Mobile Apps 16
Digital Gap 18
Credits 20
Methodology 21
Quick facts about Russia 22
www.digitalparentingrussia.com 3

5. Overview
Currently, 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 it's own unique pattern formed by traditional views
on a parent-child relationships and by intergenerational family life.
The significant amount of early childhood time is ruled by grandparents
generation that is habitually the most reluctant to embrace technologies.
In contrast, the young parents are usually eager users of new media, so
the overall digital penetration in Russia is among the highest in the world
reaching 80% in major cities.
www.digitalparentingrussia.com 4

6. Overview
Because of Russia’s large geographical area, there is a huge regional gap
in access to consumer electronics and broadband speed. There is more
then 16 times difference in the broadband speed and rates difference
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, forecasts are advantageous. By 2014, the Internet
penetration is expected to reach 70%* of the population; the children’s
products market is expected to grow by 30%*.
*Go to Appendix
www.digitalparentingrussia.com 5

7. Key Findings
Since inter-generational family life is
highly widespread, for preschoolers
much time is spent with both
grandmothers and mothers alike; this
has significantly influenced the media
usage. Older kids spend more time
with their fathers and consequently,
become exposed to the fathers’
media preferences.
New media clearly becoming a Digital
Babysitter with more then 65% of
parents use the media for
preoccupying their kids while doing
their home chores, entertaining during
trips or child’s physician visits.
www.digitalparentingrussia.com 6

8. Key Findings
Russian fathers show more enthusiasm for digital media usage with children
as opposed to Russian mothers, who prefer traditional media (TV, books,
spoken word, Music, etc). E-books, mobile apps and online games are more
frequently used and popular among male parents who show real enthusiasm
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 access towards devices and attitudes towards technology.
Higher income families see more positive impact of digital media and
childhood development.
Educational apps and creativity based mobile applications have more
potential for shared time than gaming 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 their parents. The search for content and information via
the Internet has exceeded even watching of TV. 7

9. Devices
Almost 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 gap
between wealthy and poor families
is as significant as city size.
Specifically, children from more
wealthy families have more access
to gaming consoles.
Fathers are more likely to indicate
children’s technology usage. Men
seem more likely to provide children
www.digitalparentingrussia.com with access to these devices. 8

10. Devices
What your child use regularly?, %
94
90
89 87 89
Dumbphone 82
67
Computer
59
Game console
38 38
35 35
32
27 28
Smartphone 25
21
14 15 14
10 10 12
9
6
Tablet
0-3s 4-6s 7-10s 11-15s 16-18s
www.digitalparentingrussia.com 9

11. Parents View
Russian fathers show more enthusiasm for
digital media usage with children as
opposed to Russian mothers who prefer
traditional media (TV, books, spoken word,
Music, etc)
E-books, mobile apps and online games are
more frequently used and popular among
male parents, who show heightened
enthusiasm with digital potential in
connection to child’s development.
Men are more likely to use digital media
with children both for purposes of
entertaining them or keeping quiet.
www.digitalparentingrussia.com 10

12. Parents View
Spoken Words Audio 14 Moms and Dads attitudes
Moms
Board games 11 difference towards the positive
impact of digital media
Music 8
on children’s development, %
Paper books 4
2 Mobile games
Dads 3 Game console
6 Computer games
7 Web Search
8 E-Books
8 Computer (except of games and Internet)
9 Mobile apps (except of games and video)
www.digitalparentingrussia.com 11

13. Digital Babysitter
Digital media is doing a great job in keeping
children quiet & entertained while parents do
home chores, for physician visits, etc. with
65% of parents admitting their use of some
digital media for distracting their children.
Fathers are more likely to distract children
with digital media, as opposed to mothers,
whom are more likely to use Television and
Music.
Babies and toddlers are mostly entertained
with audio and video, and for older children
games and educational apps are becoming
more effective in holding their attention.
www.digitalparentingrussia.com 12

14. Digital Babysitter
Common situations of digital media usage
intended to preoccupy children, %
While completing home shores
In a public transport
65 In child's physician office or barber shop
55 In a supermarket, drug store, etc.
49 On a playground or park
38
25
www.digitalparentingrussia.com 13

15. Shared Activity
Beginning in the middle school
period, traditional media such as TV,
board games and paper books are
significantly less likely to be
involved in a parent-child shared
activity. In lieu of these traditional
media, the proportional usage of
E-Books, mobile apps and web
search is increasing more and more.
Exceeding even Television, searching
the Internet has become the most
popular shared activity for
high-school children.
www.digitalparentingrussia.com 14

16. What media do you use together
Shared Activity with the children?, %
90% Internet Search 90% Music 90% Paper books
60% 60% 60%
30% 30% 30%
0% 0% 0%
4-6s 7-10s 11-15s 16-18s 4-6s 7-10s 11-15s 16-18s 4-6s 7-10s 11-15s 16-18s
90% Creativity software 90% E-Books 90% PC or online games
on PC
60% 60% 60%
30% 30% 30%
0% 0% 0%
4-6s 7-10s 11-15s 16-18s 4-6s 7-10s 11-15s 16-18s 4-6s 7-10s 11-15s 16-18s
www.digitalparentingrussia.com 15

17. Mobile Apps
About 90% of children who use
smartphones and tablets, have some
experience with educational and
creativity based applications and more
then one third of these kids use them
frequently.
Still, games are way more popular
with more then 70% of kids who use
them often.
But in the context of shared digital
time, educational and creativity based
mobile apps are more popular then
games, even so the general popularity
of mobile games are way too higher
www.digitalparentingrussia.com than educational. 16

18. Mobile Apps
Games
Math, literacy,
memory, etc.
71%
72%
Painting,
10% 9% Music, etc.
43%
38%
24%
15%
Often
Sometimes 45%
34%
18% 24%
www.digitalparentingrussia.com 17

19. Digital Gap
The gap between wealthy and poor
parents is significant not only in terms of
children’s access to devices, but also in
their attitudes towards technology.
Higher income families tend to see more
positive impact of the digital media on
kids development.
Except of cell phones and computers, all
devices are less widespread in small cities.
The TV and Paper Book popularity is
virtually equal among all income
populations. Still the difference in
E-Books and Game console ownership
among wealthy and poor families is
www.digitalparentingrussia.com significant. 18

20. Digital Gap
Wealthy/Poor gap in digital parent-child time, % difference
13.3
12.33
E-Books Game console Paper books TV
3.33
2.38
0.53 0.93
0.1
-0.12
-0.82 -0.87
-1.42
-3.37
-4.7
-5.5 Everything but the house
Everyting but the car
-7.9 Meal and dress but nothing more
-9.4 Meal but no dress
www.digitalparentingrussia.com 19

21. Credits
This report has been produced with
a generous help of Articul Media Group.
Our great thanks to Greg Zawazki
for good advices.
© Anketki Research, 2012.
All rights reserved
Download a full-text PDF of this report
on www.digitalparentingrussia.com
www.digitalparentingrussia.com 20

22. Methodology
The Digital Parenting Russia I report was
prepared on the basis of the initiative survey
conducted by 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
in cities 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
online surveys.
www.digitalparentingrussia.com 21

23. Quick Facts About Russia
• Children population
and the birth rate
• Device penetration
in a whole country
• Internet penetration
and broadband access
• E-coomerce and retail
www.digitalparentingrussia.com 22

24. Population
Children/adults population in Russia, 2010 30 million of Russian
inhabitants are under
age 19. For every 1
s child in Russia there
r les
1o are 3 adults.
1-4
Adults Kids 5-9
113 mln 30 mln
10-14
15-
19 Source: Federal State
Statistics Service of the
Russian Federation
(Goskomstat)
www.digitalparentingrussia.com 23

25. The birth rate in the post-Soviet Russia
fell dramatically, but in the last decade Birth Rate
we can see a kind of positive trend.
Birth rate in Russia, 2011
Soviet Union Collapse (newborns on 1000 inhabitants)
15.9
14.6
13.4
12.4 12.5 12.6
12.1
11.3
10.2 10.4
9.3
8.7
1970 1980 1990 1995 2000 2005 2006 2007 2008 2009 2010 2011
Source: Federal State Statistics Service of the Russian Federation (Goskomstat)
www.digitalparentingrussia.com 24

26. Mobile Devices
Mobile devices in Russia, 2011, % 21 mln. of Russians access Internet on
their mobile devices. “Smart” devices
growing at the 3% a year.
21% Small screen dumbphone
11%
Large screen dumbphone
68% +3%
Smartphone, tablet
Source: Public Opinion Foundation (FOM),
2011 August, Russian population 12+
www.digitalparentingrussia.com 25

27. Internet Users
Top Internet countries in Europe, December 2011, mln
Germany 67
Russia 62 With 60 mln. of Internet
users, Russia is a second
UK 53
online population in
France 50
Europe.
Italy 36
Source: Internet World Stats -
Spain 31
www.internetworldstats.com/stats4.html
www.digitalparentingrussia.com 26

28. Internet Penetration
71%
Russia Internet penetration, general population, % 65%
57%
Low and decreasing 49%
broadband rates
along with the 40%
increase of 34%
broadband speed 28%
spur rapid growth of
Internet penetration
in Russia.
Source: Public Opinion
Foundation (FOM)
2008 2009 2010 2011 2012F 2013F 2014F
www.digitalparentingrussia.com 27

29. Broadband Gap
Still, the gap between country regions remains significant. The broadband
speed and cost in the Central and Far Eastern Regions differ more
then 10 times…
Broadband Speed in Russia, Broadband Tariffs in Russia,
2012, Mbps 2012, $
St. Petersburg 17 St. Petersburg 1
Moscow 16 Moscow 1
FER 1 FER 17
Source: Yandex Analytics Team, company.yandex.ru/researches/reports
www.digitalparentingrussia.com 28

30. Retail Market
Russian retail market growth, % Russian retail is growing and evaluated
50%
in $650 bln. E-Commerce is growing
E-commerce
rapidly but its share is remains 1,8%.
Brick & Mortar
35%
30% 30%
25%
16%
14%
6% 7%
2007 2008 2009 2010 2011
-5%
Source: Enter Research Center, March 2012, www.enter.ru/pdf/research_enter.pdf
www.digitalparentingrussia.com 29

31. E-commerce
40% of online shoppers and
40% 60% of E-commerce revenue
60% generates in Moscow and
Saint-Petersburg.
www.digitalparentingrussia.com 30

32. Kids Products
Non-food segment of Russian retail Kids products is the fastest growing
growth potential for 2012, % 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.
Consumer Electronics
Sport & Recreation
Jewelry & Watches
Home & DIY
Furniture
Kids
%
%
%
%
%
%
29
18
15
15
12
17
Source: Enter Research Center, March 2012, www.enter.ru/pdf/research_enter.pdf
www.digitalparentingrussia.com 31

33. DIGITAL PARENTING RUSSIA STUDY
Сhildren, parents, Internet and digital
devices in Russia. Stats, facts and
insight.
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