This presentations summarizes key features of current Russian digital marketing landscape based on recent data sources.

1. Russian Digital Marketing
Landscape 2013

2. Agenda
1. Outline of Russian Demographics
2. Internet Penetration in Russia
3. Mobile Internet Usage in Russia
4. Runet’s most popular Sites
5. Top Email Providers in Russia
6. Top Search Engines in Russia
7. Online Safety in Russia
8. E-payment in Russia
9. Internet: Credible Source of Information
10. Popular Social Networks in Russia
11. Russian E-Commerce

3. Outline of Russia’s current
Demographics
• Russia’s population – 143,37 million
• EU total population is – 503,7 million
• Russian population alone represents more than a 3d
of the whole population of EU consisting of 27
countries
• Russian population is expected to continue to grow
• There are more women in Russia, than man. In 2014
the male population is predicted to be 65 million and
female 76 million.
(Source: Russian Central Statistics Office, 2012)

4. Online Presence in Russi@
• 50,1 million Russian internet users browse online on daily basis (Ria
Novosti, 2013)
• In Russian cities (>100,000 people) 94% of them have access to
Internet, even broadband
• Number of Russian online users continues to grow.
• Between autumn 2010 and 2011 the growth was 17%, between 2011
and 2012 it accounted towards 12%
• The broadband speed has been increasing and the price for internet
has been declining.
• Between 2011 and 2012 the broadband speed has doubled in
Moscow and tripled in St Petersburg.

6. Mobile Internet Usage in Russia
• December 2012 – 16,7 million access internet via mobile devices in
Russian cities (smartphones and tablets) (TNS, 2012)
• Between 2011 and 2012 the number of Mobile internet users has
increased by 35%
Mobile internet users distribution across various Mobile Operation Systems, %
Other Platforms
Source: Yandex Metrics, 2013

8. Source: TNS Web Index
What are the most Popular Sites in Runet?

9. Top Email Providers in Russia
• The usage of email services
has increased by 20%
between 2011 and 2012
• It is the biggest share in
Europe
• Monthly email services
users are 40,9million users
• The increase in usage of
Mail.ru increased by 22%
(42,7milliom)
• And Yandex Email by 37%
(25,1 million)
Source: LiveInternet
Other

10. Top Search Engines in
Russia
• Yandex and Google continue taking the
lead.
• Yandex within three quarters in 2012
had a profit of 2,3 trillion of Russian
roubles, which is higher by a third
comparing to the same period of time in
2011.
• 90% of profit comes from Display text
advertisement (AdWords)
• 8% came from banner and
dynamic, interactive ads.
Jan Dec

11. Online Safety in Russia
• 59% of Runet users at least once have been
under danger of getting a virus, while browsing
websites
• The rise of online banking has increased the level
of cyber attacks
• The mobile internet attacks increased by 6 times
according to Kaspersky
• the amount of email spam in 2012 has
decreased by 72%
• Source (Kaspersky Lab, 2012)

12. Electronic Payments in Russia
• The revenue from electronic
payment systems in Russian
in 2012 was estimated to
reach 45billion euros (J’son &
Partners Consulting, 2011)
• Which is 24% greater that the
number in 2011.
Revenue of Electronic Payment Systems Market,
(billions Russian Roubles)
Source:

13. E-Payment in Russia
• Electronic money payment platforms
have shown the greatest increase by
72% comparing to 2011 (281 billion
roubles)
• The 90% of electronic money share is
owned by three players – Visa QIWI
Wallet, Web Money and Yandex
Money
• Yandex Money within 3 quarters has
enjoyed a profit of 374 million roubles
(9,2 million euros)
• Yandex Money holds 12 million
registered account and 9,000 new
accounts are registered on daily basis.

14. Internet as a source of Credible
information for Russians
• Internet is the top 3d source of credible information after TV and
Press (Wcion, 2012 Survey)
• 64% of the sample study this information is perceived as trustworthy
• Russian people use internet primarily to look for information
(Levada,2012)
• The Russian searchers are
- 77% of them tend to be man
- Age range 25-40 (77%)
- Managers and seniors (90%)
- Specialists and students (82%)

15. Popularity of Social Networks in
Russia
• Most popular social networking
platforms in Russia are: Social
Networks Sites, Blogs, And
Forums, according to 75% (IPSOS
Survey, 2012)
• At the start of Feb 2012 according to
the survey 82% of Runet users have
been registered at least with one
social network. Highest level in the
world.
• Typical Social network user is:
- 18-24 years old (96%)
- Middle or upper class (87%)
- Lives in Moscow or St. Petersburg
(87%) (Wcion.ru)
Social Network Users (mill)
Growth %
% of Internet users
% of population
*Use Social Networks at least once a month

16. Popular Social networks and Hosted Blogs, user %
(2012)
Other
Mamba
Moi Krug
VKontakte
Odnoklanniki
Source: WCIOM, 2012

17. Average Amount of Time spent by Runet Users hours per month
(Apr, 2012)

18. Major Players in Russian E-Market
(Forbes, 2013)
• Utkonos – $300 million (230.6 million euro) – Geared towards Moscow and the surrounding
region, this company allows customers to buy food and other products online and have
them delivered.
• Wildberries – $290 million (223 million euro) – An online clothing store
• Ozon.ru – $270 million (207.6 million euro) – Basically a Russian version of Amazon. An
online “megamart”.
• Holodilnik – $262 million (201.4 million euro) – The company’s name means “refridgerator”
in Russian and, as the name suggests, it’s a store which sell home appliances.
• KupiVIP – $256 million (197 million euro) – An online fashion retailer which we first
mentioned last June when it raised $38 million (29.2 million euro). They’ve recently
announced that they’re seeking a $145 million (111.6 million euro) IPO in 2014.
• Biglion – $175 million (135 million euro) – Offers a variety of products and services for large
discounts.

19. What is purchased online in Russia?
Source: PWC, 2012
Tourism/ Bookings
Video and Audio
Children goods
Garden equipment
Groceries
Medicine
Sports Wear
Other
Appliances
Computers
Mobile phones
Make-up and Perfumes
Concerts/Booking
Clothes and Shoes
Books

20. Mobile Shopping
• Amongst Surveyed Russians
60% used smartphones or
tablets for purchasing
online
• Only 8% did it on the
regular basis (PWC, 2012)
Total Online Purchases % Purchases From Mobile Devices %
Kitchen and Home Appliances 47 Books 38
Books 46 Bookings (concerts) 34
Mobile Phones 38 Computers and PDAs 32
Computers and PDA 37 Travel Booking 31
Clothes and Shoe wear 36 Video and Audio 27

21. “Today, Russian users place an order on
eBay every 3 seconds”
Wendy Jones, eBay’s Vice President of
Geographic Expansion and Cross Border trade
More than $400 million Russians spend on eBay
is 54% more than the year before (2012-2013)

22. Russian Digital Market Future Forecast
• According February 2013 report by the Russian bank Sberbank
- by 2020, Russia will be Europe’s largest consumer market
- as well as the world’s 4th biggest market
- Online shopping is dramatically increasing in Russia and is the new
oil behind the economy as
- Middle class in Russia is growing
- And internet access amongst Russian regions is expected to
continue increasing

23. To
Conclude
• Russian Digital Marketing Landscape comes across as a robust one and will continue to expand as internet access is
expanding and its quality continues to improve
• There is a potential for email marketing growth, as there is a high reliance on email amongst Russian and there is less
spam
• Social media marketing in the view of popularity of Social networks also comes across as good platform for online
advertisement
• E-payments are becoming more popular and e-commerce is expanding
• In the view of Yandex’s revenue, Text advertisement seems more effective than the banner advertisement. However the
second is also profitable.
• In Russia, unlike China, internet users rely on Russian ones as well as non-Russian (for example Vkontakte and
Facebook)
• In the view of the above companies and organisation who intend to expand internationally within online arena should
consider Russia as a # 1 target

24. References
• Forbes. 2012. Top 30 Russian Internet Companies. [Online] Available from http://www.forbes.ru/investitsii-
slideshow/nedvizhimost/79474-30/slide/1 [ Accessed: 25 May 2013]
• Quartz. 2013. The new force behind the Russian economy is online shopping. [Online] Available from http://qz.com/78442/the-new-
force-behind-the-russian-economy-is-online-shopping/ [Accessed: 25 May 2013]
• Ria Novosi. 2013. 43% Russian Use Internet Every Day – Study. [Online] Date published 16.03.2013. Date Accessed 25.05.2013
Available from http://en.rian.ru/russia/20130316/180057375.html [Accessed: 25 May 2013]
• Russian Federal Agency for Mass Media and Press. 2012. Internet in Russia: Current State Trends and Prospects. [Online] Available
from http://www.fapmc.ru/rospechat/activities/reports/2013/internet_in_Russia.html. Moscow: 2013 [Accessed: 25 May 2013]
• Russian Federal State Statistics Service. 2013. [Online] Available from
http://www.gks.ru/free_doc/new_site/perepis2010/croc/perepis_itogi1612.htm [Accessed: 24 May 2013]
• Yandex. 2013. Development of Internet with Russian Regions. [Online] Available from
http://company.yandex.ru/researches/reports/2013/ya_internet_regions_2013.xml [Accessed: 24 May 2013]
The sources below were featured in the above Russian Federal Agency for Mass Media and Press Report.
• TNS. 2012 [Online] Available from http://www.tns-global.ru/rus/index.wbp
• Kaspersky Lab. 2012. [Online] Available from http://www.kaspersky.ru/threats
• J’son & Partners Consulting. 2011 [Online] Available from http://www.json.ru/en/
• Levada-center. 2012. [Online] Available from http://www.levada.ru/eng/
• LiveInternet. 2012. [Online] Available from http://www.liveinternet.ru/corp/statistika.html
• Price Water House Coopers, 2013. [Online] Available from http://www.pwc.ru/ru
• Wcion,ru. 2012. [Online] Available from http://wciom.ru/research/

25. Contact Details:
Presentation done by:
Daria Voronina, Digital Marketing Masters Student, Dublin City College, Ireland.
Email: daria.voronina2@mail.dcu.ie
Twitter: @voronina_d
LinkedIn: ie.linkedin.com/in/dariavoronina