The document presents a 2012 case study by Gemius and FOM analyzing the tourism business in the Russian internet market, focusing on 10 tourism portals. It highlights audience demographics, website performance, and user engagement patterns, particularly noting that women are more active on most of the analyzed websites. Key findings also indicate significant internet user interest in travel, with a substantial percentage having traveled abroad or by plane in the last two years.

1. Tourism business in
Runet
Case study by Gemius and
FOM*
March 2012
This is a test version of the study – the report is based on a
sample of 10 portals and does not cover all the market

2. Introduction
• As the beautiful weather is outside, Gemius, together with the
Public Opinion Foundation (FOM), decided to escape from the
everyday work for a moment and invite you for a little internet
trip.
• Taking the example of several tourism websites we would like to
show you the tourism market of Runet.
So, join us and feel the atmosphere of the
coming holidays!

3. Welcome in the
Runet world
DO YOU CEE
The internet and online advertising market in Central and Eastern Europe

4. Runet audience
Internet Websites
Audience audience
Source: Source:
• Weekly surveys of representative population of • Fusion Methodology
Russia, Age 18+ • Site-centric data (scripts)
• Quarterly research methodology Mega FOM. • User-centric data (software panelists and cookie
Representative survey in 79 federal subjects panel)
Data: Data:
• The proportion and number of the target group of • Detailed information about the popularity of the
the adult population (penetration rates) portal
• Soc-dem characteristics and the territorial aspect • Web portal soc-dem audience characteristics
of the groups • Analysis of specific target groups
• Key parameters for portal / competitors (the • A possibility to compare with competitors on the
knowledge, enjoyment, loyalty) necessary parameters (selection of the desired
target audience, the intersection of audience, etc.)

5. Gemius as the currency in online measurement
JIC Standard: Belarus, Bulgaria,
Czech Republic, Denmark,
Hungary, Israel, Moldova,
Poland, Slovakia, Slovenia,
Turkey
De facto currency: Bosnia,
Croatia, Estonia, Latvia,
Lithuania, Serbia, Ukraine
Start-up: Russia, MENA (Egypt,
Jordan, Kuwait, Lebanon,
Morocco, Oman, Saudi Arabia,
United Arab Emirates,
Syria, Qatar)

6. Websites analysis

7. Websites participated in the study
Exists since 1998, popular both in
Russia and the CIS
Hotels booking system, for both
leisure and business trips
Travelling section of Russian
most popular mail service
Website of the travelers community
The world's largest
website about travelling
Rating of worldwide hotels
Tourism website
Provides the holidays’ planning
service
Travel system
Tourist project of RBC Holding

8. Popularity of selected tourism websites in Russia
Gismeteo.ru has a
strong position on the
Russian market –
almost 75% of all visits
done on the analysed
portals in March 2012
happened on this
website.
Source: Gemius, gemiusAudience, March 2012

9. The websites audience composition
100%
90%
80% 35% In Russia women visit websites
59% 51% 51% 57% 54% 51% 47%
70% 63% related to travelling much
53% 65%
60% more often when compared to
men. Across all the analysed by
50% Gemius websites, female
40% audience prevails especially in
65% the case of travel system -
30% 49% 53%
47% 49% 46% tury.ru and votpusk.ru.
20% 41% 37% 43% 50%
35% Website where male part of
10% the audience plays the key role
0% is turist.ru.
Source: Gemius, gemiusAudience, March 2012

10. The websites audience composition
Page views made on the selected websites by men and women
Gismeteo.ru
Tophotels.ru
Tury.ru
Mail.ru -…
Booking.co…
Marshruty…
Tripadviso…
Votpusk.ru
Travel.ru
Turist.ru
0 20 40 60 80 100
Milions
Source: Gemius, gemiusAudience, March 2012

11. Time spent by internet users on the selected
tourism websites
90%
Men spend much more time
80% on tury.ru and gismeteo.ru.
70% These two portals are
exceptional, since on all of the
60%
other sites women are much
50% more engaged in browsing the
content. Especially on
40%
Men tripadvisor.ru and
30%
Women booking.com they are active
20%
around 4 times longer in
comparison with the male
10% internet users.
0%
Source: Gemius, gemiusAudience, March 2012

12. How old they are?
(Audience share by age groups, compared to the total internet audience)
turist.ru
tury.ru
tripadvisor.ru
marshruty.ru
55 and more
votpusk.ru 45-54
35-44
travel.ru
25-34
tophotels.ru 18-24
mail.ru - travel
booking.com
gismeteo.ru
0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%
Source: Gemius, gemiusAudience, March 2012

13. Audience duplication - example of booking.com
booking.com - V%*
Tophotels.ru *V% Duplication – share of the
12,12% audience of other analysed websites
Travel.ru
31,18% which visit also booking.com
17,65%
Tury.ru
Votpusk.ru
19,31%
29,54%
Turist.ru booking.com - H%*
2,76% Tophotels.ru
Travel.ru
8,19%
*H% Duplication – share of booking.com 16,37%
Tury.ru
audience, which visit also tophotels.ru,
travel.ru, tury.ru, votpusk.ru and turist.ru Votpusk.ru
10,24%
6,93%
Turist.ru
Source: Gemius, gemiusAudience, March 2012

14. Who visits tourism websites? - example of booking.com
Audience composition
25%
20% 19,21%
15%
11,78%
10,91%
10% 8,45%
7,42% 7,80% 7,40%
6,97% 6,44%
5% 3,31%
1,92%
0%
Source: Gemius, gemiusAudience, March 2012

15. Internet users in Russia
and their desire to travel

16. Internet users who have travelled abroad
within the last 2 years
Russian Federation Internet Audience
(within a month)
% Thousands % Thousands
Travelling abroad 8,18 9 480 13,7 8 284
By the level of education (%) By age groups (%)
Incomplete
secondary
1 18 - 24 17
Secondary 15 25 - 34 32
35 - 44 25
Vocational 28
45 - 54 18
Higher 56 55 and more 8
Source: FOM Runet study, March 2012 (Sample – 1 500 Respondents)

17. Internet users who have travelled by plane within the
last 2 years
Russian Federation Internet Audience
(within a month)
% Thousands % Thousands
Travelling by plane 8,41 9 748 14,1 8 512
By the level of education (%) By age groups (%)
Incomplete 18 - 24 16
secondary
1
25 - 34 32
Secondary 15
35 - 44 25
Vocational 28 45 - 54 19
Higher 57 55 and more 9
Source: FOM Runet study, March 2012 (Sample – 1 500 Respondents)

18. THANK YOU
Join us @: Contact:
Facebook.com/GemiusGroup Anton Melekhov
Twitter.com/Gemius Sales and Development Director at Gemius RU
Slideshare.net/Gemius_com
+7(926)166-7702
YouTube.com/WwwGemiusCom
anton.melekhov@gemius.com