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.
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
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
.
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