Study: Runet 2014-2015

    The Federal Press and Mass Media Agency conducted a study on the Russian Internet industry. How the audience of the Runet, the online advertising and e-commerce market has changed, how many Russian users write on social networks and what significant events in the Russian IT business have occurred over the past year - read under the cat.

    Lecture hall


    More than half of the country's population go online - in Russia 73.8 million users. 60.8 million people go online every day.
    Internet penetration among adult users by 2020 may be up to 82% while maintaining growth rates.

    The share of mobile traffic has grown one and a half times, the mobile Internet audience has grown by a third - now half of the citizens use it. 9% of the audience goes online exclusively from mobile devices. On average, users spend 126 minutes a day on the Internet, and 86 minutes on mobile devices.







    E-commerce


    In Russia, there are 25 million online shoppers. 55% of users make purchases in Russian stores, 31% - in foreign online stores. In 2015, they forecast an increase in the number of online orders and a decline in the fourth quarter. 63% of online shoppers pay for purchases online.

    Social networks


    Twitter has up to two million active Russian accounts, which issue up to fourteen million tweets daily. Eight hundred active authors of Livejournal produce three hundred thousand entries a day, seventeen million posts publish fifty-five million Vk.com accounts. One to two million popular Facebook accounts post four to five million posts daily. Odnoklassniki counts one hundred thousand thematic groups with sixty million subscribers. On Instagram, seven and a half Russian-language accounts publish from one to two million posts. Up to fifty million messages per day are created in the Russian-language segment of the Internet.



    Internet advertising


    The Runet advertising market in 2014 reached 84.6 billion rubles, but it slowed down due to a fall in the display advertising market. In 2014, display advertising brought 19.1 billion rubles, contextual advertising - 65.5 billion rubles, social media marketing brought 7.3 billion rubles and grew by 17%. The video advertising market was estimated at 4.8 billion, of which 2.1 billion accounted for online cinemas.

    A decrease in the advertising market and a decrease in the rate of growth of video advertising on the network resulted in a deterioration in the economic situation in the second half of 2014. The revenue received from subscriptions and paid movie watching, while continuing to maintain high growth rates - this is due to the spread of smart-TV applications online movie theaters.

    Video market revenue from the advertising model was 1.67 billion rubles, and from the paid model it was 0.93 billion. Users began to pay more: the share of income from their payments increased from 22% in 2013 to 36% in 2014.

    89% of Russia's largest advertisers use mobile advertising, giving them an average of 26% of their budgets.

    Legislation and business


    In September 2014, Mail.ru Group announced the purchase of the remaining 48.01% stake in VKontakte for $ 1.47 billion and became the sole shareholder of the social network.

    Yandex in 2014-2015 made several major purchases, including Auto.ru , whose editors were immediately fired, Kinopoisk and AdFox . The company acquired the MultiShip logistics services aggregator, a startup with the low-energy smartphone geolocation technology KitLocate6 Any Void application development studio, and several other startups and services.

    The Law on Personal Data entered into force on September 1, 2015, a number of foreign companies announced their readiness in the last yeartransfer data of Russian users to physical servers in the country. Measures to protect privacy reduce the investment attractiveness and effectiveness of new advertising models on the Internet and the cross-border nature of cloud services, the researchers note. In September, it became known that Roskomnadzor had no opportunity to verify the implementation of the law by foreign companies.

    Large Chinese players came to Russia, including JD.com and Alibaba. Only about ten Chinese software and hardware developers entered the Russian market over the past year.

    Based on AdIndex.

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