Research on the Russian mobile market
TNS Russia has conducted an analysis of the mobile Internet user audience in Russia, along with the primary categories of advertisers in this segment.
Based on the study, it was found that the computer remains the primary device for accessing the Internet among the population aged 12 years and above, with a usage rate of 67%. While 74% of the population are regular Internet users, only 50% utilize mobile internet. This figure has more than doubled since 2011, encompassing the usage of smartphones (reaching 39% of the population), tablets (25%), Smart TVs (10%), gaming consoles (4%), and regular phones (10%).
Based on the TNS Web Index data for cities in Russia with a population of 100 or more, there have been changes in the use of communication channels between December 2011 and December 2014 among the population aged 12 and above.
The choice of communication channels varies based on the age group. Among individuals aged 12-24, 76% of the population in this age bracket prefer mobile Internet, whereas for the age group of 25-44, this figure is 52%. In contrast, only 11% of the audience aged 45 and above utilize mobile Internet. In the same age groups, 78%, 68%, and 34% respectively, opt for desktop Internet.
Television continues to maintain its popularity. It is favored by 53% of the audience in the age group of 12-24, 68% in the age group of 25-44, and 80% among individuals aged 45 and above.
Based on the data from TNS TV Index (May 2014) and Web Index UI for Russia’s cities with a population of 100,000 or more in December 2014, among individuals aged 12 and above, the following average daily reach percentages were observed:
For desktops, 81% of the monthly audience accessed the Internet every day, while the remaining 19% used it less frequently, at least once a month but not on a daily basis. In comparison, the audience of mobile Internet was more active, with 83% going online every day. Additionally, 60% of the population used tablets to access the Internet.
According to the TNS Web Index data for Russia’s cities with a population of 100,000 or more in December 2014, when considering the percentage of the daily audience compared to the monthly audience on different devices among individuals aged 12 and above, the age structure of mobile Internet users aligns with that of the broader Internet audience, albeit with a slight skew towards younger users. This trend is reminiscent of what occurred in 2009, where the Internet experienced an increase in its share among older age groups over the previous five years.
Based on the TNS Web Index data for Russia’s cities with a population of 100,000 or more in August 2009, November 2011, and December 2014, encompassing individuals aged 12 and above, the following trends are observed in the mobile Internet audience, both overall and specifically on mobile devices, segmented by age groups.
In terms of the overall mobile Internet audience, there has been a significant growth over the years. As for the breakdown by age groups, the data reveals that a quarter of the population (24%) exclusively uses desktop devices to access the Internet. However, the majority of individuals (74%) utilize multiple devices simultaneously to go online. This indicates a shift towards multi-device usage among the population.
Based on the TNS Web Index data for Russia’s cities with a population of 100,000 or more from 2008 to 2014, encompassing individuals aged 12 and above, the following trends can be observed regarding the monthly mobile Internet audience, both overall and specifically on mobile devices, as a percentage of the population.
When considering Internet users exclusively, it is found that 32% of the audience solely utilize desktop devices to access the Internet. On the other hand, 9% of the audience rely solely on mobile Internet. Interestingly, the majority of Internet users (59%) employ multiple devices to go online, demonstrating a preference for a combination of desktop and mobile access.
The TNS Web Index UI for Russia reveals that the number of Internet users aged 12 and above has exceeded 100,000. Within this context, desktop internet usage has experienced a gradual decline. Compared to 2013, the audience in this segment has decreased by 1%, with a significant loss of 5% observed in the summer of 2014. On the other hand, mobile Internet usage has witnessed a growth of 12%, while tablet usage has increased by 6%. Despite these trends, desktop computers will continue to play a vital role in certain occupations and activities for the foreseeable future. These professions and tasks require the use of a personal computer or laptop, ensuring that desktops will remain indispensable in these contexts over the next decade.
The TNS Web Index UI for Russia in December 2014 revealed that the user base exceeded 100,000 individuals aged 12 and above. The reach for that month was measured as a percentage of the population. Compared to December 2013, there was an increase in connectivity. Experts predict that by 2017, mobile Internet usage will surpass desktop usage, with a projected rate of 65% versus 60%. However, by the end of 2014, the dominance of desktop Internet was evident, with a usage rate of 65% compared to 46% for mobile Internet. It is expected that overall Internet connectivity will reach approximately 77% by 2017.
Based on the TNS Web Index UI data for Russia, the user base exceeded 100,000 individuals aged 12 and above. In the United States, there was a significant milestone in April 2014, where mobile Internet usage surpassed desktop Internet usage for daily pastime. According to Marketer, the average person spent nearly three hours per day using mobile devices to access the Internet.
According to eMarketer’s report from April 2014, the average daily media consumption in the USA was as follows: People spent approximately 1.5 hours on desktop internet usage and around 1 hour on mobile devices. Television had the highest consumption rate with nearly 4 hours.
In Russia, the media consumption rates were comparatively lower. Currently, individuals in Russia spent 1.5 hours per day on desktop internet usage and 1 hour on mobile devices. TV consumption remained high, with an average of nearly 4 hours.
The information provided is sourced from eMarketer’s report in April 2014 for the USA and TNS TV Index and Web Index in December 2014 for Russia.
The availability of various desktop activities on mobile internet has expanded significantly. This growth is particularly evident in the areas of video downloading and the use of messaging applications.
In December 2014, the TNS Mobile Index for Russia’s cities with populations of 100 or more revealed the percentage of Internet users aged 12 and above who utilized mobile devices. This data represents the change in mobile device usage compared to December 2013.
In January 2015, the TNS Mobile Index analyzed mobile usage in Russia’s cities with populations of 700 or more, including Moscow and St. Petersburg. The study focused on individuals aged 12 to 64. The data provided includes the Monthly Reach Col %, representing the percentage of the total mobile Internet audience, the Monthly Reach % and ADR% indicating the percentage of the population reached, and the Days Reached, which denotes the average number of visit days per month.
According to Dentsu Aegis Network, not all mobile advertising is driven by intentional advertiser demand. Out of the total amount spent, only 1.8 billion rubles are effectively utilized, taking into account user follow-up actions. On the other hand, 2-6 billion rubles are spent inefficiently, with an example being that only 50% of advertisers had a mobile version of their website at the time of the research, yet they invested in mobile advertising that yielded no results.
The assessment of the mobile advertising market potential falls within the range of 5-10 billion rubles.
Based on Densu Aegis AdWatch Isobar’s findings from October 2014, the primary categories of advertisers in Russia encompass telecommunication, automobiles, consumer goods, audio-visual equipment, finance, entertainment, and media. However, it’s important to note that the advertising monetization model is not the sole survival strategy employed by businesses.
According to data from Vision Mobile, direct sales via application stores generate approximately $40.5 billion in revenue for developers worldwide. This model is utilized by 37% of respondents, consisting of over 8,000 individuals across 143 countries. The most profitable segment, valued at $300 billion, is e-commerce, yet only 9% of developers prefer this approach. On the other hand, the advertising model is favored by 36% of developers, accounting for $34.5 billion in revenue.
Vision Mobile, Developer Economics Q1 2015, profits of developers worldwide of mobile applications (the company’s forecast for 2015) + share of mobile developers (n>8000, 143 countries)
Source: adindex.ru