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REGULARITIES IN THE BEHAVIOUR OF THE RUSSIAN INTERNET AUDIENCE Alexander SHARIKOV, Professor of the National Research University «Higher School of Economics»,

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Presentation on theme: "REGULARITIES IN THE BEHAVIOUR OF THE RUSSIAN INTERNET AUDIENCE Alexander SHARIKOV, Professor of the National Research University «Higher School of Economics»,"— Presentation transcript:

1 REGULARITIES IN THE BEHAVIOUR OF THE RUSSIAN INTERNET AUDIENCE Alexander SHARIKOV, Professor of the National Research University «Higher School of Economics», Moscow, Russia International Conference Internet and Socio-Cultural Transformations in Information Society. Yuzhno-Sakhalinsk, September 7-12, International Conference Internet and Socio-Cultural Transformations in Information Society. Yuzhno-Sakhalinsk, September 7-12, 201 3

2 CONTENT 1.A few figures on Russian Internet 2. A brief history of the Russian Internet audience research 3. Contemporary results of the Russian Internet audience research

3 .RU – 4,8 mln.РФ – 0,8 mln.SU – 0,1 mln At September 7, 2013 in Russia there were around 5,7 mln registered second-level domains: A few figures on Russian Internet Source: StatDom.ru

4 In 2012 the number of Internet users in Russia took the 6 th place in the world and the 1 st place in Europe Source: World Bank, 2012 RankCountry Number of users (mln) 1China 571,3 2USA 254,3 3 India155,6 4Japan 100,8 5Brazil 99,0 6Russia 76,5 7Germany 68,8 8 Nigeria55,5

5 Source: Institute Fonda Obshchestvennoye Mnenie (FOM Public Opinion Foundation Institute), 2013 Q1 55% of Russian population aged 18 and elder use Internet, at least, once per month 43% use Internet daily 53% use Internet, at least, once per week

6 A brief history of the Russian Internet audience research

7 The Internet audience research in Russia began in 1995 (WCIOM, COMCON-2 et al.). The number of Internet users were under 1%, i.e. at the level of statistical error. This process was initiated by advertising actors because in USA in 1994 the first Internet banner appeared. It was the advertisement placed by AT&T company.

8 In 1996 automatic Internet counters were introduced in Russia. The company «Stack» introduced in Russia the search engine «Rambler» and counters. But information about audience produced by internet counter was not enough for advertising actors because it was impossible to reveal demographic structure of the audience.

9 In 1998 the Russian company InfoArt organized the first Russian Internet Population Census. The number of Russian Internet users was estimated at 2,2 mln. male age higher (university) education IT specialist using the Internet from his office A conventional portrait of average Russian Internet user was compiled:

10 1998 is the beginning of the Internet audience monitoring measurements in Russia. Among first research centers started these kind of measurement were : COMCON-2 Gallup Media Data obtained both with Ramblers counters and monitoring polls revealed some regularities in Russian Internet audience behavior.

11 In particular, they discovered that: number of users entering into cyberspace depends on time of day number of users varies periodically day by day Data by «Rambler», 1998.

12 The minimum of audience size was observed at 5:00 the maximum of audience size was observed during working day time (12:00- 18:00) In particular, they discovered that: Data by «Rambler», 1998.

13 Contemporary results of the Russian Internet audience research

14 In modern situation some different tendencies are observed although the conclusion about periodicity is true. Data by TNS-Russia Jul-Dec 2012, Russian cities , age 12+

15 The shape of the audience size day part distribution has been changed. Data by TNS-Russia Jul-Dec 2012, Russian cities , age 12+

16 The audience size has markedly increased in leisure-time (19:00-01:00).

17 Now they observe the level of weekly cycling of the Russian Internet audience size. Data by TNS-Russia Jul-Dec 2012, Russian cities , age 12+

18 There is one more level of cycling that could be characterized as seasonal one. Data by TNS-Russia Jul-Dec 2012, Russian cities , age 12+

19 It is interesting to compare day part distributions of Russian Internet audience versus to both TV and radio audiences. Data by TNS-Russia Jul-Dec 2012, Russian cities , age 12+

20 Will the Internet be a serious competitor of traditional television ? Percent of respondents The Internet is not a serious competitor for the traditional television 23,5 % The Internet is (or will be) a competitor for commercial TV operator 17,6 % The Internet can be a competitor for all traditional television 18,6 % The further technological development will lead to convergence of traditional TV and Internet-TV 14,4 % Difficult to say 25, 9 % Data by the Institute of Sociology, Russian Academy of Sciences, December 2012, Russian population aged 18+

21 The «portrait of an average Internet user» in Russia in 2012 г: female aged high school education using Internet at home Data by TNS-Russia Jul-Dec 2012, Russian cities , age 12+

22 The transformation of the «portrait of an average Internet user» in Russia 2012 vs 1998: MaleFemale Aged 25-30Aged Higher education OfficeHome

23 Data by TNS-Russia Jan-Jun 2012, Russian cities , age 12+ The age distribution of weekly Internet audience in Russia in 2012 (Q1) 18

24 The age distribution of weekly audience for Internet, TV and radio in Russia in 2012 (Q1) TV Radio Internet 1870

25 Conclusions: 1.The Russian Internet which was formed in early 1990s, initially, was developing as an professional cyber-environment for specialists in the field of information technology until the end of 1990s. 2. The growth of the audience during last 18 years modified Russian Internets functions. At 2013 the most spread functions seem to be entertainment and interpersonal communication via Internet. 3. During 18 years of Internet research in Russia some specific regularities in behavior of the total Russian Internet audience have been discovered.

26 4. The total Russian Internet audience demonstrates, at least, three levels of periodicity: daily, weekly and yearly. These regularities could be used to predict the total Russian Internet audience size in the nearest future. Conclusions: 5. Comparisons of the total Russian Internet audience day part distribution versus, on the one hand, the total Russian TV audience day part distribution and, on the other hand, the total Russian radio audience day part distribution lead to the conclusion that the Internet is not a strong competitor for both radio and television in the nearest future.

27 6. The interesting tendency in the demographic structure of the Russian Internet audience is observed. In 1998 it was, mainly, men of years old, specialists in IT technology who used Internet in their office. In 2013 it is, mainly, women of years old, working in very different areas who use Internet at home. Conclusions: 7. Such transformation could be explained by new communicative forms (as for example, social networks) and a very large number of entertainments existing in the modern Internet.

28 Thank you!


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