DIGITAL RUSSIA

Technology enabling change

Methodologies……“horses for courses”

Base Sample

Universe

InternetUsers

% of Pop

32,50010yr+

62.5m

23m

37%

6,00012yr+

60.5m

29m

48%

42,00016yr+

110m

37.5m

33%

Cities 100k+ 100k+ All Cities

Period / Reach

Q1 09 3 months

May 09Monthly

Mar 09Quarterly

43% penetration forecast by 2012

Source: TGI Russia 2009 Q: Used…in last 3 months / emarketer

Russia & CIS status

Russia Ukraine Belarus

Population 142m 46m 10m

Internet Universe 38m 7m 3,4m

Penetration 32% 15% 29%

Mobile Subscriber 192m 56m 8,5m

Penetration 132% 121% 85%

Broadband 4m 800k 470k

Total Online $ $630m $14m $6m

Est. % share 6% <2% 5%

+27% +15% +15% +6%+12% +10% +9%+21%

Source: comScore World Metrix ; Age 15+ - Home & Work Locations*

We are the fastest growing internet population in

Europe

Spending 16 hours on average per month

YOY

Change

“Gen Y” established the internet base

Now the “boomers” are adopting

Source: TGI Russia 2008, 10+ Pop, 100k cities

35yrs+

+27%

18-34yrs

-11%

40% of .ru traffic comes from CIS or beyond!!

Source: Rambler RuMetrix

Moscow5.7m Net Pop

61% pen.

Internet penetration is reaching saturation

amongst young audiences

Internet audienceNet Universe

Russia29m Net Pop

48% pen.

12-17

10%34%53%70%86%87%

18-24 25-34 35-44 45-54 55+

54%

Age

18%94% 76%89%97%

Source: TNS Base Study 12+ May 2009

Monthly Reach

City penetration driven by broadband

Far East32%Siberian

31%

Ural34%

South36%

Privolzhskiy31%

CentralExcl. Moscow

31%

NW Excl. St. Petersburg

35%

St. Petersburg,

62%

Moscow 65%

Source: TGI Russia 2009

x2 more for mobile in the regions

Far East84%Siberian

79%

Ural80%

South83%

Privolzhskiy78%

CentralExcl. Moscow

80%

NW Excl. St. Petersburg

85%

St. Petersburg

91%

Moscow91%

Source: TGI Russia 2009

Russia is not far behind UK’s 13% mobile penetration

Source: Mforum Analytics April 09 / Nielsen

Russia in world context

Site Monthly

Reach

Google.com 190 086 398.49

Yahoo.com 142 912 418.61

Facebook.com 87 760 743.65

Youtube.com 66 144 804.09

MySpace.com 49 041 536.09

MSN.com 47 574 116.91

Live.com 36 605 442.64

Craigslist.org 22 021 025.02

Wikipedia.org 31 249 222.14

ebay.com 22 817 962.87

aol.com 29 785 123.20

blogger.com 28 302 539.45

Global giants have an uphill challenge

RussiaSite Monthly

Reach

Yandex.ru 26 382 386.14

Vkontakte.ru 17 425 906.11

Mail.ru 20 681 914.03

Odnoklassniki.ru 10 066 175.08

Google.ru 9 587 006.72

Rambler.ru 9 110 079.52

Google.com 6 099 028.83

Youtube.com 4 097 465.74

Narod.ru 4 968 390.71

Livejournal.com 3 872 423.58

Wikipedia.org 4 013 661.56

Torrents.ru 2 596 247.13

Source: Alexa.com

USASite Monthly

Reach

Google.co.uk 31 258 480.51

Facebook.com 19 602 915.25

Google.com 14 739 319.67

Youtube.com 11 121 692.72

Yahoo.com 13 103 717.47

Live.com 12 660 529.03

bbc.co.uk 10 199 782.89

ebay.co.uk 6 681 412.01

msn.com 8 629 723.53

wikipedia.org 5 877 147.28

blogger.com 3 846 947.11

amazon.co.uk 2 912 465.05

UK

Added Wave 1

Added Wave 2

Added Wave 3

“Thinking about using the Internet, which of the

following have you ever done?”……

29 markets

17,000 respondents

Australia

China

Singapore

Philippines

Taiwan

South Korea

USA

Mexico

Brazil

Japan

India

Pakistan

Hong Kong Canada

Turkey

UK

Denmark

GreeceRussia

Romania

France

Spain

Italy

Germany

Poland

Czech Republic

Hungary

Netherlands

Switzerland

Austria

Source: Mediabrands Social Media Tracker study

We are a nation….

“Upload my photos to a photo sharing website” Active Internet Universe

.... faces....

Source: Mediabrands Social Media Tracker study

….rising video fans….

0%

20%

40%

60%

80%

100%

68%

% W

atc

h V

ide

o C

lip

s

Wave 1 2006 Wave 2 2007 Wave 3 2008

Source: Mediabrands Social Media Tracker study

“Watching Video Clips” Active Internet Universe

….bloggers….

0%

10%

20%

30%

40%

50%

28%

% W

rite

a B

log

Wave 1 2006 Wave 2 2007 Wave 3 2008

“Write my own blog/weblog” Active Internet Universe

Source: Mediabrands Social Media Tracker study

….unbelievable networkers!

0%

20%

40%

60%

80%

74%

% C

rea

te a

pro

file

Wave 1 2006 Wave 2 2007 Wave 3 2008

“Create a profile on a new social network” Active Internet Universe

Source: Mediabrands Social Media Tracker study

SOCIAL NETWORKS

18m Russian “social networkers” (58% reach of internet population)

Source: European Social Networking Reach by CountryTotal Europe, Age 15+ - Home & Work Locations*Source: comScore World Metrix; December 2008

Most engaged networkers

Source: comScore World Metrix ; Age 15+ - Home & Work Locations*; Highest Engagement Social Networking Country Audiences May 2009

Facebook and myspace who?

Source: comScore World Metrix ; Age 15+ - Home & Work Locations* May 09

Introduction of paid-for services impacted Odnoklassniki’s

exclusive audience share

Source: TNS Web-Index, Audience 12-54, Cities 100k+

Creative…..NEWS CLIPPING….style

Russian firm buys stake in Facebook

27.05.2009

“The Russian investment group Digital Sky Technologies (DST) paid

$200m for a 1.9pc stake in the company

“…MySpace is going to shut down its Russian office on the 30th of

June…. expected to attract at least 1m Internet users