The document provides an overview of the Russian search engine marketing landscape and key consumer trends related to computers. It finds that Yandex has the largest search market share in Russia at approximately 61%. Internet penetration in Russia has grown steadily over the past decade and now over 100 million people use the internet at least once a month. Interest in tablets, laptops, and PCs has also increased steadily since 2009, with seasonal variations where interest is lower in summer months. Major brands like Apple, Samsung, and Lenovo are among the most frequently searched terms within those product categories.

1. Russian Search Engine Marketing Overview
for Computers

2. Search market share in Russia
Share
%
(Yandex
share
is
approx.
61%)
LiveInternet.ru
Stat,
September
2011
2

3. Internet users in Russia who use the Internet at least once…
a month a week
40 млн.ч. 100%
35,8 mln.ppl
млн.ч.
90%
35 млн.ч. 33,3 mln.ppl
млн.ч.
80%
30 млн.ч.
70%
66% 64% 65%
25 млн.ч. 62% 63%
60% 59% 60% 59% 60%
55%
20 млн.ч. 50%
40%
15 млн.ч.
30%
10 млн.ч.
6,3 mln.ppl
млн.ч. 6,0 mln.ppl
млн.ч. 20%
2,7 mln.ppl
2,4 mln.ppl
5 млн.ч.
млн.ч. млн.ч. 10%
0,8 mln.ppl
mln.ppl
млн.ч. 0,8 млн.ч. 0,7 mln.ppl
mln.ppl
млн.ч. 0,7 млн.ч.
0 млн.ч. 0%
Россия Moscow
St.Peters- Ekaterin- Novosibirsk
Cities w/
Москва СПб Екб Нск Россия Москва СПб Екб Нск
Cities w/ Moscow
St.Peters- Ekaterin- Novosibirsk
100
pop. bourg
bourg
100
pop. bourg
bourg
000+
100 000+
000+
100 000+
Source: TNS
Sept’11, mln.ppl. And % of people
aged 12+ 3

4. Russian Internet audience dynamics (2005 - 2011)
70
6868 696867
Россия 100 000+
Cities w/pop. 100 000+
6767 68
66
Москва 66 67 66 67 67 67
66
66
65 66 65
Moscow
65 66 65
C.-Петербург
St.Petersbourg
6464 64 65 65 65 65 64
65 62 62 66 63 64
Екатеринбург
Ekaterinbourg
62 63 6363 6363 65 65
62 62 61 61 61 62 62 64 65
64
Новосибирск
Novosibirsk
60 61 60
61
60
61 61 61 63 61 63 63 6363 63
60 60 60 60 63 59 63 63
59 60 60 59 62 58 62 62 63 62
62
60 58 6162
58 58 58 61 61
57 57 60 61 60 61
60 60 60 60
56 56 56 56 56 60
55 59 58 58 585959 59
55 58 58 58 58
54 54
55 5453 54 56 56 56
53 53 56
52 52 53 55 56 55
52 54
51 50 54
50 53
52
50 52 51
50
46 49
48
45 48
45 4747
43 43 46 4545
45
41 44
43
40 38 41 42
373837 37 41 41
37
36 36 3939 3939 38 39
35 38 38
35 35
35
30
Ноя Янв Мар Май Июл Сен Ноя Янв Мар Май Июл Сен Ноя Янв Март
Май Июл Сен Ноя Янв Мар Май Июл Сен Ноя Янв Мар Май Июл Сен Ноя Янв Мар Май Июл Сен
'05 '06 '06 '06 '06 '06 '06 '07 '07 '07 '07 '07 '07 '08 '08 '08 '08 '08 '08 '09 '09 '09 '09 '09 '09 '10 '10 '10 '10 '10 '10 '11 '11 '11 '11 '11
Source:TNS
Sept’11, mln.ppl. And % of people
aged 12+ 4

5. Internet penetration in age groups
Age 18-24 25-34 35-44 45-54 55+
Moscow
2010
Russia
2010
All people of this age= 100%
Internet users of this age
5

6. Annual growth of advertising budgets in Russia
(billion. RUR)
140
+13%
In Q1-Q3’2011 the budgets in the Internet
Context Advertising grew up 63% in comparison
120
to the Q1-Q3’2010.
100
2009
80
2010
60
+7%
2011
(Jan-­‐ 40
+18%
Sept)
63%
20
+46%
+11%
+28%
+44%
0
Internet
media
Internet
TV
Radio
Press
Outdoor
New
Media
banners,
etc.
context
ads.
2009
113.7
10.6
42
27.3
7.7
11.4
2.6
2010
130.7
11.8
44.8
32.2
9.8
16.85
3.7
2011
(Jan-­‐Sept)
89
8
28.2
25.7
9.5
18
2.1
• AKAR, MindShare Interaction, Yandex data, (billion rub.)
• The overall budgets in Internet Context Advertising in 2010 grew up 46% in
comparison to 2009.
6

7. Context advertising market share in Russia
Q1-Q3 2011
35%
65%
Yandex.Direct
Google
Adwords+Begun
*
AKAR
data
+
Yandex
stat.
7

8. Category volume overview
(October 2011)
• Pads
• Laptops
• PCs
8

9. Categories volume was estimated by
following groups of queries:
Pads: tablet, ipad, планшеты, планшетные компьютеры, айпед,
планшетник, планшетный ПК;
Laptops: ноутбуки, нетбуки, ноут буки;
PCs: компьютер, моноблок;
Including transliterations, mistakes, jargon, enclosed inquiries, non-target
enclosed inquiries.
Taking into account YAN and additional relevant phrases.
Geo: Russia
9

10. The potential of the concerned categories is not less than
14,78 million inquiries per month.
9,000,000
7,820,697
8,000,000
7,000,000
6,000,000
5,332,618
5,000,000
4,000,000
3,000,000
2,000,000 1,630,786
1,000,000
0
Pads Laptops PCs
wordstat.yandex.ru statistics, October 2011
Taking into account YAN and additional relevant phrases.
10

11. The potential of the concerned categories is not less than
524 600 clicks per month.
300,000
277,281
250,000
200,000 185,072
150,000
100,000
62,322
50,000
0
Pads Laptops PCs
wordstat.yandex.ru statistics, October 2011
Taking into account YAN and additional relevant phrases
«Special
placement»
posiJon
selecJon
11
.

12. Users’ interest dynamics
12

13. Users’ search dynamics
7,000,000
6,000,000
5,000,000
4,000,000
PCs
3,000,000 Laptops
Pads
2,000,000
1,000,000
0
Aug'09
Jun'10
May'11
Sep'09
Oct'09
Nov'09
Dec'09
Jan'10
Feb'10
Mar'10
Apr'10
May'10
Jul'10
Aug'10
Jun'11
Sep'10
Oct'10
Nov'10
Dec'10
Jan'11
Feb'11
Mar'11
Apr'11
Jul'11
Aug'11
Sep'11
Oct'11
The overall users’ interest in these categories is growing constantly. We see seasonal
variations: interest decreases in Summer and grows in Winter. Always be aware of the
seasonal variations. But remember – when the season is low people are still searching
for your product. Your audience is always out there, work with it all year long.
wordstat.yandex.ru
staJsJcs
August
2009
–
October
2011
13

14. Users’ search dynamics (Laptops)
300,000
250,000
Ноутбуки
Lenovo
Vaio
200,000
Macbook
Ноутбуки
Asus
150,000
Ноутбуки
HP
Ноутбуки
Acer
Ноутбуки
Samsung
100,000
Ноутбуки
Sony
Ноутбуки
Dell
50,000
Ноутбуки
Apple
Ноутбуки
LG
0
Nov'09
Dec'09
Jan'10
Feb'10
Mar'10
Apr'10
May'10
Jun'10
May'11
Jul'10
Aug'10
Sep'10
Oct'10
Nov'10
Dec'10
Jan'11
Feb'11
Mar'11
Apr'11
Jun'11
Jul'11
Aug'11
Sep'11
Oct'11
wordstat.yandex.ru
staJsJcs
November
2009
–
October
2011
*
Search
request
:
laptop+Brand
14

15. Users’ search dynamics (Pads)
1,400,000
iPad
1,200,000
1,000,000 Samsung Tab
800,000
Планшетный ПК Acer
10,000
600,000 Планшетный ПК Acer
9,000
Планшетный ПК
400,000
Samsung
8,000 Планшетный ПК
Samsung
200,000 Планшетный ПК Apple
7,000
Планшетный ПК Apple
0 6,000
Планшетный ПК Asus
Jan'10
Mar'10
May'10
Jul'10
Sep'10
Jan'11
Mar'11
May'11
Jul'11
Sep'11
Nov'09
Nov'10
5,000 Планшетный ПК Asus
4,000
Планшетный ПК Sony
3,000
2,000 Планшетный ПК HTC
1,000 Планшетный ПК HP
0
Jan'10
Mar'10
May'10
Jul'10
Sep'10
Jan'11
Mar'11
May'11
Jul'11
Sep'11
Nov'09
Nov'10
Планшетный ПК Lenovo
wordstat.yandex.ru
staJsJcs
November
2009
–
October
2011
*translaJon:
Планшетный
ПК
=
Pad
PC
15