The state and future trends of E-Commerce in Russia 2013.

1. E-COMMERCE IN RUSSIA
A lot of interesting facts gathered from the whole year till
OCTOBER 2013
We support business knowledge
driven decisions.com

2. E-COMMERCE in Russia. Content.
Market current situations and its prognosis
Data in general . October 12-13
Electronics
Classifieds / Market
Focus: Classifieds / Market: Local players VS International giants
Clothing
Children / Children clothes , Health, Cosmetic
On-line malls
DIY, For Home
Airline services, Hotels
Group buying sites
Chancery , Office, Books (+ Delivery-Club.ru)
Focus: Payment systems. Web money VS PayPal
Users by behavior
Focus: TA: Middle income / Upper middle income. Leaders by the Audience composition
Page. 3 - 4
Page. 6 - 9
Page. 10 - 15
Page. 16 - 21
Page. 22 - 23
Page. 24 - 29
Page. 30 - 34
Page. 35 - 39
Page. 40 - 42
Page. 43 - 45
Page. 46 - 48
Page. 49 - 51
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Page. 54 - 57
Page. 58 - 59
2

3. E-COMMERCE. Russia’s market
Market facts and prognosis
*
* - Prognosis of Russia’s online retailing
market size ($ milliard )
At present in Runet there are 2000 shops which has more than 10 completed orders by users per twenty
four hours and less than 100 shops which has more than 1000 completed orders by users per day.
* Data source: analytic agency “DataInsight”research
3

4. E-COMMERCE. Russia’s market
LEADERS IN RUSSIA’S MARKET BY REVENUE IN 2012
Changes : period of 2011 / 2012
years
Leader of last Center of Students Initiatives
rating – Ulmart (Юлмарт) - descended on
the third position (9,6 million. RUB / 14,3
million. RUB)
Currently the leader is Citilink (Ситилинк),
last year he was on the second position (8
million. RUB / 18,9 million. RUB)
* Source of data: Analysis by CSR Enter through SMI data
4

5. Sites, included in study in OCTOBER 2013
WEB-SITE
220-volt.ru
Aliexpress.com
Alloy.ru
Amazon.com
Aviasales.ru
Avito.ru
Avon.ru
Barahla.net
Bay.ru
Biglion.ru
Bonprix.ru
Booking.com
Butik.ru
Delivery-club.ru
Detmir.ru
Dmir.ru
Dns-shop.ru
Doska.com
E5.ru
Ebay.com
Eldorado.ru
Enter.ru
Euroset.ru
Exist.ru
CATEGORY
DIY, Home
Market
Classifieds
Market
Avia, Hotel
Classifieds
Cosmetics
Classifieds
Market
Group Buying
Clothes
Avia, Hotels
Clothes
Food delivery
Toys, Clothes, Children
Classifieds
Electronics
Classifieds
Online mall
Market
Electronics
Online mall
Electronics
Auto spares
WEB-SITE
Lamoda.ru
Laredoute.ru
Mail.ru - Torg
Mamsy.ru
Mediamarkt.ru
Mnogo.ru
Molotok.ru
Mvideo.ru
My-shop.ru
Nix.ru
Oriflame.com
Ozon.ru
Paypal.com
Piluli.ru
Price.ru
Pulscen.ru
Quelle.ru
Sapato.ru
Shoptime.ru
Skyscanner.ru
Softkey.ru
Sotmarket.ru
Sportmaster.ru
Svyaznoy.ru
CATEGORY
Clothes
Clothes
Market
Toys, Clothes, Children
Electronics
Bonus system
Market
Electronics
Online mall
Electronics
Cosmetics
Online mall
Payment system
Health
Classifieds
Classifieds
Clothes
Clothes
Clothes
Avia, Hotel
Software
Electronics
Clothes, Sport goods
Electronics
WEB-SITE
Webmoney.ru
Wikimart.ru
Wildberries.ru
Yandex.ru - Market
Yves-Rocher.ru
Metro-cc.ru
Farpost.ru
Groupon.ru
Holodilnik.ru
Ikea.com
Irr.ru
Komus.ru
Kipivip.ru
Kuponator.ru
Labirint.ru
Taobao.com
Technosila.ru
Tiu.ru
Top-shop.ru
Ulmart.ru
Unibo.ru
Vigoda.ru
Vseinstrumenti.ru
Vsemayki.ru
КАТЕГОCATEGORYРИЯ
Payment system
Online mall
Clothes
Market
Cosmetics
Online mall
Classifieds
Group buying
Electronics
DIY, Home
Classifieds
Chancery , Office, Books
Clothes
Group buying
Chancery , Office, Books
Market
Electronics
Classifieds
DIY, Home
Electronics
Classifieds
Group buying
DIY, Home
Clothes
*Source: gemiusAudience Fusion study. October 2013
5

6. Penetration of the Internet – Europe and Russia
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
94%
Penetration is increasing thanks to growth of the regions– mobile devises
90% 90%
86%
82% 80% 80%
77% 76% 76%
73% 71% 71% 70%
70% 69% 69% 69%
64% 62% 62%
57% 56% 54%
52% 51% 49%
46% 44%
IF YOUR SHOP DON’T HAVE ANY MOBILE APPLICATION – WE HARDLY RECOMMENDED YOU TO HAVE ONE

Source: : IAB Europe, Adex Benchmark 2011 & 2012, 7+, EE: TURU-UURINGUTE AS research, 15-74, LV: SKDS, 15-74. LT: RAIT, 7-74, SI: Valicon, 10-75, BY: National Statistical Committee of the Republic of Belarus, 15-74, BG:
IPSOS, 15-69, SK: Gemius & Mediaresearch, 12+, CZ: Gemius & Mediaresearch, 10+, PL: Net Track Millward Brown SMG/KRC, 7+, HU: IPSOS, 15+, RU: FOM, 18+, HR: FOM, 18+, UK: GFK, 14-69, TR: Ipsos, 12+
6

7. Average number of E-commerce sites’ users per day, million people
Comparing with last year we can see that number of users is increased
8
7,5
7
6,81
2012
6,79
6,5
2013
6
5,5
Average number of visitors per day. 2012 - 6,39 million people/ 2013 – 6,99 million people
5
January
February
March
April
May
June
July
August
September
October
Source: gemiusAudience Fusion research. January 2012 – October 2013
7

8. E-COMMERCE in RUSSIA. Over all data.
OCTOBER 2012
OCTOBER 2013
NUMBER OF VISITORS (REAL USERS)
39 625 214 Users
44 862 307 Users
13,21%
AVERAGE NUMBER OF VIEWS BY ONE VISITOR
109,24 Page views
149,60 Page views
36,94%
2 hour 07 min. 31 sek.
29,91%
AVERAGE TIME BY VISITOR
1 hour 32 min. 42 sec.
The number of visitors has increased on 5 237 093 people. Users’ interest to the content is also
increased – you can notice the growth of average number of views and amount of time spending by
the users.
Source: gemiusAudience Fusion research, October2012- October2013. Based on data gathered from the e-commerce web-sites, that were included to this research.
8

9. Audience composition, by Regions. October 2012 – October 2013
Moscow: October 2012 – 17,94%. October 2013 – 11,35%
Saint-Petersburg: October 2012 – 4,92%. October 2013 – 5,21%
Oct. 12: 13,59%
Oct. 13: 16,38%
Oct. 12: 10,44%
Oct. 13: 11,16%
Oct. 12: 8,78%
Oct. 13: 9,09%
Oct. 12: 3,22%
Oct. 13: 4,34%
Oct. 12: 12,54%
Oct 13: 13,79%
Oct. 12: 13,87%
Oct. 13: 14,94%
Oct. 12: 14,69%
Oct. 13: 13,75%
Almost all regions are showing the positive growth dynamics. Big fall of Moscow in composition
9

10. E-COMMERCE in Russia. By Category. October 12 - 13
ELECTRONICS
10

11. E-COMMERCE in Russia. Electronics, in mln. Real Users. October 12 - 13
18
16
Dynamic of growth through all market players, except Sotmarket.
Good growth for Mvideo and Eldorado
16,31
19,8%
14
12
10
8
6
4
Oct 12
Oct 13
5,68
5,02
3,59
4,08
2,64
2
3,07
1,5
0,96
0,86
0,85
0,84
0,86
0
*Source: gemiusAudience Fusion study. October 2012 - October 2013
11

12. E-COMMERCE in Russia. Electronics,
By Gender, in % from Audience composition. October 13
Men
Women
100,00%
16,99%
90,00%
80,00%
45,79%
47,29%
46,81%
70,00%
39,64%
39,29%
42,99%
44,41%
44,69%
53,54%
49,68%
58,92%
60,00%
50,00%
83,01%
40,00%
30,00%
20,00%
54,21%
52,71%
53,19%
60,36%
46,46%
60,71%
57,01%
55,59%
55,31%
50,32%
41,08%
10,00%
0,00%
*Source: gemiusAudience Fusion study. October 2013
12

13. E-COMMERCE in Russia. Electronics,
By Age, in % from Audience composition. October 13
18-24
25-34
30,86%
Mediamarkt.ru
Softkey.ru
34,77%
9,93%
Nix.ru
14,33%
Mvideo.ru
Svyaznoy.ru
0%
10%
30%
40%
60%
6,20%
5,34%
17,71%
70%
80%
3,88%
14,22%
21,72%
50%
7,04%
8,27%
12,60%
25,48%
39,75%
20%
14,50%
26,58%
35,93%
19,76%
9,36%
20,96%
34,71%
17,01%
9,22%
12,70%
24,17%
37,07%
7,58%
5,59% 3,27%
28,42%
38,19%
20,76%
Sotmarket.ru
13,55%
35,86%
37,50%
19,19%
9,12%
8,74%
27,57%
22,08%
Eldorado.ru
21,34%
35,22%
5,00%
20,83%
13,42%
50,83%
46,88%
7,03%
9,75%
24,36%
20,06%
Dns-shop.ru
16,90%
43,17%
Holodilnik.ru 2,79%
Ulmart.ru
55+
24,03%
11,51%
Euroset.ru
45-54
40,20%
10,62%
Technosila.ru
35-44
4,55%
90%
*Source: gemiusAudience Fusion study. October 2013
100%
13

14. E-COMMERCE in Russia. Electronics,
By Age and Income, in % from audience composition. October 13
0 - 15 000 Rub
Mediamarkt.ru
15 001 - 30 000 Rub
30 001 - 60 000 Rub
30,86%
Softkey.ru
16,69%
30,90%
Nix.ru
Euroset.ru
34,95%
23,86%
20,00%
42,23%
35,62%
32,50%
Mvideo.ru
32,13%
Sotmarket.ru
32,38%
Svyaznoy.ru
31,15%
0%
10%
20%
6,73%
13,41%
37,96%
Eldorado.ru
10,89%
39,11%
25,21%
Dns-shop.ru
10,86%
25,31%
36,43%
Ulmart.ru
9,03%
17,02%
36,46%
30,73%
3,95%
17,34%
18,37%
25,55%
Holodilnik.ru
18,27%
20,84%
47,46%
Technosila.ru
More than 60 000 Rub
18,52%
34,13%
50%
4,33%
20,41%
35,41%
6,51%
16,24%
60%
70%
80%
0,76%
5,60%
16,42%
29,69%
40%
5,72%
14,27%
31,17%
30%
3,27%
3,87%
90%
Source: gemiusAudience Fusion study. October 2013. In table we don’t present data about users, who haven’t filled their Income level or marked the answer like: “No Income”
100%
14

15. E-COMMERCE in Russia. Electronics,
Leaders by Regions, in % from audience composition. October 13
Moscow:
Saint-Petersburg:
25,03%
19,40%
Окт. 12: 10,44%
16,09%
26,38%
5,70%
12,73%
24,53%
14,76%
35,98%
*Source: gemiusAudience Fusion study. October 2013
15

16. E-COMMERCE in Russia. By Category. October 12 - 13
CLASSIFIEDS / MARKET
16

17. E-COMMERCE in Russia. Classifieds / Market, in mln. Real Users.
October 12 - 13
40
35
35,72
Market segment is growing, No change for TOP-3. BUT we can see a growth for
international market players – Ebay.com, Amazon.com, Taobao.com, Aliexpress.com
30
18,04%
25
20
15
10
5
18,69
Oct 12
14,68
Oct 13
10,07
9,33
5,2
4,91
1,04
1,14
0
*Source: gemiusAudience Fusion study. October 2012 - October 2013
17

18. E-COMMERCE in Russia. Classifieds / Market,
By Gender, in % from Audience composition. October 13
100,00%
90,00%
40,69%
80,00%
70,00%
53,49%
46,34%
44,60%
41,47%
45,07%
52,85%
50,54%
60,00%
51,46%
58,60%
59,99%
59,31%
50,00%
51,49%
53,25%
55,66%
53,87%
48,20%
52,66%
62,24%
51,80%
40,00%
55,40%
53,66%
47,15%
30,00%
20,00%
46,51%
46,13%
49,46%
54,93%
48,54%
46,75%
40,01%
10,00%
Men
75,54%
47,34%
58,53%
44,34%
Women
48,51%
41,40%
24,46%
37,76%
0,00%
*Source: gemiusAudience Fusion study. October 2013
18

19. E-COMMERCE in Russia. Classifieds / Market,
By Age, in % from Audience composition. October 13
18-24
Aliexpress.com
23,21%
14,47%
15,03%
18,20%
29,48%
25,15%
24,63%
Unibo.ru
Farpost.ru
Barahla.net
Taobao.com
Bay.ru
Doska.com
45,42%
42,21%
22,28%
38,29%
35,97%
40,30%
32,15%
Mail.ru - Torg
22,63%
29,25%
33,59%
24,96%
23,38%
Ebay.com
Dmir.ru
14,22%
12,24%
21,62%
17,06%
22,13%
25,77%
Pulscen.ru
Tiu.ru
Irr.ru
Yandex - Market
Avito.ru
0%
10%
32,99%
42,47%
39,12%
37,96%
32,09%
38,82%
20%
30%
40%
55+
19,22%
69,31%
Molotok.ru
45-54
40,18%
10,30%
16,43%
Amazon.com
35-44
38,98%
58,21%
Alloy 3,56%
Price.ru
25-34
50%
14,54%
4,05%
12,23%
9,67%
5,42%
20,97%
18,63%
5,20%
25,44%
5,48% 5,47%
14,43%
8,56%
5,32%
13,84%
7,51%
31,22%
20,80%
12,36%
3,91%
13,22%
10,24%
3,67%
22,58%
9,80%
21,35%
17,98%
17,80%
7,50%
19,80%
14,20%
11,22%
19,40%
18,28%
8,11%
24,75%
11,58%
6,70%
22,82%
17,43%
12,53%
27,34%
11,90%
6,04%
20,28%
14,06%
4,92%
20,21%
17,13%
7,65%
20,42%
18,49%
6,87%
18,03%
13,11%
4,27%
60%
70%
80%
90%
*Source: gemiusAudience Fusion study. October 2013
100%
19

20. E-COMMERCE in Russia. Classifieds / Market,
By Age and Income, in % from audience composition. October 13
0 - 15 000 Rub
Aliexpress.com
15 001 - 30 000 Rub
30 001 - 60 000 Rub
31,43%
Unibo.ru
More than 60 000 Rub
35,58%
39,12%
Farpost.ru
33,68%
43,50%
19,05%
Barahla.net
37,10%
23,83%
Taobao.com*
Bay.ru
37,49%
29,66%
12,56%
Doska.com
39,22%
27,82%
39,23%
33,40%
32,72%
Alloy
Price.ru
Amazon.com
27,68%
18,89%
Mail.ru - Torg
38,12%
26,84%
Dmir.ru
26,33%
29,87%
31,90%
29,90%
33,79%
Tiu.ru
Irr.ru
Yandex - Market
Avito.ru
0%
10%
20%
30%
40%
50%
60%
70%
3,72%
3,71%
4,86%
4,73%
3,13%
4,80%
3,49%
14,26%
15,15%
17,03%
20,41%
14,15%
17,78%
17,58%
19,85%
17,49%
15,70%
19,15%
14,40%
37,01%
27,99%
35,11%
30,83%
33,82%
30,93%
31,79%
38,20%
Pulscen.ru
21,14%
33,47%
37,75%
32,21%
27,88%
43,35%
Molotok.ru
Ebay.com
18,33%
11,45%
18,80%
11,28%
8,90%
17,06%
20,06%
80%
4,58%
2,75%
3,50%
4,53%
4,77%
8,37%
9,10%
4,96%
4,23%
6,78%
4,38%
90%
*Taobao.com: + 34,48% in category of answer: «No Income» / «Don’t Know, Refuse to answer»
Source: gemiusAudience Fusion study. October 2013. In table we don’t present data about users, who haven’t filled their Income level or marked the answer like: “No Income”
100%
20

21. E-COMMERCE in Russia. Classifieds / Market,
Leaders by Regions, in % from audience composition. October 13
Moscow:
Saint-Petersburg:
22,04%
10,22%
Окт. 12: 10,44%
26,58%
19,34%
39,72%
15,79%
20,19%
29,95%
28,72%
*Source: gemiusAudience Fusion study. October 2013
21

22. E-COMMERCE in Russia. Local Players VS International Giants
October 2012 - 2013
Do we need any consolidation in fight from
International giants?
22

23. E-COMMERCE in Russia. Local Players VS International Giants
October 2012 - 2013
LOCAL PLAYERS, ТOP-4
INTERNATIONAL GIANTS, TOP-4
The total audience coverage:
OCTOBER 2012 – 47,66%
OCTOBER 2013 - 46,87%
The total audience coverage:
VS
OCTOBER 2012 – 4,57%
OCTOBER 2013 - 15,20%
International Players – growth of audience reach more than for 300%!!. What will be next?
GRROWTH OF THE NUMBER OF REAL USERS from 2,69 mln. to 10 mln.
*Source: gemiusAudience Fusion study. October 2012 - October 2013
23

24. E-COMMERCE in Russia. By Category. October 12 - 13
CLOTHES
24

25. E-COMMERCE in Russia. Clothes, in mln. Real Users. October 12 - 13
18
16
Fall in the number of Real Users, and change of the Leader.
Wildberries is giving the First Place to Lamoda, great loss of audience
14,19
14
16,04%
12
10
8
Oct 12
Oct 13
6
5,34
4,47
4
2
3,22
2,74
1,95
1,18
1,88
1,01
0,99
0,37
0,9
0
*Source: gemiusAudience Fusion study. October 2012 - October 2013
25

26. E-COMMERCE in Russia. Clothes,
By Gender, in % from Audience composition. October 13
100,00%
90,00%
80,00%
70,00%
46,55%
53,17%
64,92%
60,10%
65,77%
78,70%
60,00%
75,54%
79,00%
78,26%
79,66%
89,00%
50,00%
Women
40,00%
Men
30,00%
20,00%
10,00%
53,45%
46,83%
35,08%
39,90%
34,23%
21,30%
24,46%
21,00%
21,74%
20,34%
11,00%
0,00%
*Source: gemiusAudience Fusion study. October 2013
26

27. E-COMMERCE in Russia. Clothes
By Age, in % from Audience composition. October 13
18-24
Butik.ru
18,05%
Shoptime.ru
25-34
22,29%
Quelle.ru
14,37%
Kupivip.ru
12,78%
Lamoda.ru
39,31%
0%
10%
20%
30%
50%
6,75%
27,28%
25,93%
40%
9,36%
16,40%
19,26%
33,21%
60%
7,16%
16,11%
6,55%
25,49%
70%
80%
7,08%
7,24%
12,06%
31,26%
36,97%
15,96%
25,49%
23,17%
21,53%
2,34%
6,90%
10,75%
34,02%
21,10%
Wildberries.ru
33,47%
21,00%
35,45%
6,34%
19,10%
18,60%
29,84%
9,11%
Bonprix.ru
12,86%
45,41%
16,43%
Sapato.ru
21,89%
23,45%
18,16%
11,11%
10,54%
25,81%
31,38%
13,89%
Sportmaster.ru
55+
22,38%
30,76%
34,32%
Laredoute.ru
45-54
37,92%
15,21%
Vsemayki.ru
35-44
8,74%
90%
*Source: gemiusAudience Fusion study. October 2013
100%
27

28. E-COMMERCE in Russia. Clothes,
By Age and Income, in % from audience composition*. October 13
0 - 15 000 Rub
Butik.ru
15 001 - 30 000 Rub
30 001 - 60 000 Rub
29,50%
Shoptime.ru
27,92%
20,83%
Laredoute.ru
22,13%
39,17%
Sapato.ru
16,71%
30,35%
Quelle.ru
30,56%
34,73%
3,87%
15,58%
45,68%
21,62%
4,49%
15,23%
32,95%
25,63%
Sportmaster.ru
23,04%
31,46%
31,01%
Vsemayki.ru
More than 60 000 Rub
1,66%
5,80%
13,44%
32,54%
1,00%
3,75%
7,29%
21,38%
Bonprix.ru
37,51%
31,49%
15,02%
3,82%
Kupivip.ru
36,47%
30,56%
14,08%
3,65%
Lamoda.ru
29,81%
Wildberries.ru
27,15%
26,87%
0%
10%
16,87%
32,67%
20%
30%
40%
50%
7,02%
18,74%
60%
70%
80%
6,08%
90%
*A big % of Audience in category: «No Income» / «Don’t Know, Refuse to answer»
Source: gemiusAudience Fusion study. October 2013. In table we don’t present data about users, who haven’t filled their Income level or marked the answer like: “No Income”
100%
28

29. E-COMMERCE in Russia. Clothes,
Leaders by Regions, in % from audience composition. October 13
Moscow:
Saint-Petersburg:
21,33%
10,73%
Окт. 12: 10,44%
13,46%
24,40%
5,48%
13,99%
21,47%
29,84%
25,20%
*Source: gemiusAudience Fusion study. October 2013
29

30. E-COMMERCE in Russia. By Category. October 12 - 13
KIDS and KIDS CLOTHES, HEALTH, COSMETICS
30

31. E-COMMERCE in Russia. Kids / Kids Clothes, Health Cosmetics
in mln. Real Users. October 12 - 13
8
Extremely positive growth - 50,84%
7,15
7
6
50,84%
5
Oct 12
4
Oct 13
3
2
2
1,97
1,44
1,3
0,95
1
0,83
0
Piluli.ru
Yves-Rocher.ru
Oriflame.com
Avon.ru
Mamsy.ru
Detmir.ru
Total
*Source: gemiusAudience Fusion study. October 2012 - October 2013
31

32. E-COMMERCE in Russia. Kids / Kids Clothes, Health Cosmetics
By Gender, in % from Audience composition. October 13
100,00%
90,00%
80,00%
70,00%
65,74%
68,81%
64,12%
77,25%
60,00%
91,36%
87,13%
Women
50,00%
Men
40,00%
30,00%
20,00%
34,26%
31,19%
35,88%
22,75%
10,00%
8,64%
12,87%
0,00%
Piluli.ru
Yves-Rocher.ru
Oriflame.com
Avon.ru
Mamsy.ru
Detmir.ru
*Source: gemiusAudience Fusion study. October 2012 - October 2013
32

33. E-COMMERCE in Russia. Kids / Kids Clothes, Health Cosmetics
By Age and Income, in % from audience composition. October 13
AGE
18-24
Detmir.ru
17,97%
Mamsy.ru
25-34
27,41%
32,72%
25,24%
24,46%
0%
20%
INCOME
30%
0 - 15 000 Rub
Detmir.ru
40%
15 001 - 30 000 Rub
24,55%
Mamsy.ru
30 001 - 60 000 Rub
Oriflame.com
10%
20%
60%
1,44%
2,15%
11,41%
33,74%
50%
3,54%
8,52%
0,95%
14,54%
20,75%
40%
100%
Более 60 000 Rub
26,22%
30%
90%
18,72%
53,06%
0%
80%
29,17%
34,75%
6,99%
24,10%
35,63%
Yves-Rocher.ru
6,55%
15,25%
40,32%
23,75%
Piluli.ru
70%
28,43%
30,96%
Avon.ru
60%
1,83%
7,51%
15,32%
50%
0,74%
19,55%
19,97%
41,57%
4,35%
19,42%
18,66%
44,29%
10%
7,51%
13,97%
34,71%
20,86%
9,19% 0,08%
17,36%
33,15%
Piluli.ru
55+
51,46%
Avon.ru
Yves-Rocher.ru
45-54
45,35%
6,39%
Oriflame.com
35-44
0,97%
9,50%
13,02%
70%
80%
90%
Source: gemiusAudience Fusion study. October 2013. In table we don’t present data about users, who haven’t filled their Income level or marked the answer like: “No Income”
100%
33

34. E-COMMERCE in Russia. Kids / Kids Clothes, Health Cosmetics
Leaders by Regions, in % from audience composition. October 13
Moscow:
Saint-Petersburg:
23,45%
8,26%
Окт. 12: 10,44%
19,19%
29,61%
14,21%
9,74%
20,63%
28,85%
18,53%
*Source: gemiusAudience Fusion study. October 2013
34

35. E-COMMERCE in Russia. By Category. October 12 - 13
ONLINE MALLS
35

36. E-COMMERCE in Russia. Online Malls, in mln. Real Users.
October 12 - 13
14
Market segment has grown for 42,07%. Enter.ru – very high temp of growth
12,9
12
42,07%
10
8
6,82
Oct 12
Oct 13
6
4,33
4
2,36
1,97
2
0,79
0,75
0
Ozon.ru
E5.ru
Enter.ru
My-Shop.ru
Wikimart.ru
Metro-cc.ru
Total
*Source: gemiusAudience Fusion study. October 2012 - October 2013
36

37. E-COMMERCE in Russia. Online Malls,
By Gender, in % from audience composition. October 13
100,00%
90,00%
80,00%
70,00%
43,13%
55,98%
61,39%
53,61%
53,44%
62,92%
60,00%
Women
50,00%
Men
40,00%
30,00%
20,00%
56,87%
44,02%
46,56%
38,61%
46,39%
37,08%
10,00%
0,00%
Ozon.ru
E5.ru
Enter.ru
My-Shop.ru
Wikimart.ru
Metro-cc.ru
*Source: gemiusAudience Fusion study. October 2013
37

38. E-COMMERCE in Russia. Online Malls
By Age and Income, in % from audience composition. October 13
AGE
18-24
Metro-cc.ru
17,40%
Wikimart.ru
0%
20%
INCOME
30%
0 - 15 000 Rub
15 001 - 30 000 Rub
30,83%
Metro-cc.ru
Wikimart.ru
30 001 - 60 000 Rub
10%
6,74%
40%
50%
5,46%
18,72%
5,03%
19,34%
36,59%
30%
5,53%
19,83%
60%
100%
1,74%
21,52%
34,79%
20%
90%
25,87%
30,13%
30,68%
0%
80%
More than 60 000 Rub
33,42%
25,85%
Ozon.ru
70%
7,69%
8,69%
28,26%
32,00%
E5.ru
60%
30,50%
25,87%
Enter.ru
16,73%
28,76%
19,15%
My-Shop.ru
50%
11,55%
10,85%
27,03%
40%
6,75%
14,66%
32,46%
3,71%
8,07%
15,58%
17,46%
33,60%
10%
15,05%
37,03%
31,22%
13,95%
14,03%
29,95%
40,05%
17,78%
Ozon.ru
55+
34,47%
32,29%
16,28%
E5.ru
45-54
30,71%
8,34%
Enter.ru
35-44
30,40%
16,22%
My-Shop.ru
25-34
70%
80%
4,80%
90%
Source: gemiusAudience Fusion study. October 2013. In table we don’t present data about users, who haven’t filled their Income level or marked the answer like:“No Income”
100%
38

39. E-COMMERCE in Russia. Online Malls
Leaders by Regions, in % from audience composition. October 13
Moscow:
Saint-Petersburg:
30,79%
18,08%
Окт. 12: 10,44%
11,68%
23,35%
5,63%
8,55%
19,95%
18,21%
15,43%
*Source: gemiusAudience Fusion study. October 2013
39

40. E-COMMERCE in Russia. By Category. October 12 - 13
DIY, HOME
40

41. E-COMMERCE in Russia. DIY / Home, in mln. Real Users and Gender,
in % from Audience Composition. October 12 - 13
Oct 12
Oct 13
Men
4,5
Women
100,00%
4,05
4
6,14%
90,00%
30,54%
80,00%
26,16%
3,5
55,73%
70,00%
68,19%
3
60,00%
50,00%
2,5
93,86%
40,00%
69,46%
2
30,00%
1,66
1,5
44,27%
20,00%
31,81%
1,15
0,94
1
10,00%
0,85
0,00%
0,5
0
Ikea.com
Vseinstrumenti.ru
Top-shop.ru
220-volt.ru
Total
*Source: gemiusAudience Fusion study. October 2012 - October 2013
41

42. E-COMMERCE in Russia. DIY / Home
By Age and Income, in % from audience composition. October 13
AGE
220-volt.ru
18-24
1,12%
Top-shop.ru
20%
22,52%
0 - 15 000 Rub
30%
40%
15 001 - 30 000 Rub
19,05%
Ikea.com
50%
10%
60%
30 001 - 60 000 Rub
70%
10,08%
80%
40%
50%
100%
9,59%
24,10%
2,17%
16,55%
38,82%
30%
90%
29,34%
46,73%
20%
4,63%
More than 60 000 Rub
29,00%
20,60%
0%
14,81%
20,69%
33,38%
26,98%
16,60%
18,77%
39,84%
Top-shop.ru
6,96%
11,69%
46,51%
10%
Vseinstrumenti.ru
29,11%
25,42%
37,61%
INCOME
220-volt.ru
55+
19,48%
18,10%
0%
45-54
37,71%
6,29%
Ikea.com
35-44
43,32%
8,58%
Vseinstrumenti.ru
25-34
5,52%
17,94%
60%
70%
80%
4,29%
90%
Source: gemiusAudience Fusion study. October 2013. In table we don’t present data about users, who haven’t filled their Income level or marked the answer like:“No Income”
100%
42

43. E-COMMERCE in Russia. By Category. October 12 - 13
AVIA, HOTELS
43

44. E-COMMERCE в России. Avia / Hotels, in mln. Real Users and Gender,
in % from Audience Composition. October 12 - 13
Oct 12
Oct 13
Men
4,5
Women
100,00%
4,15
90,00%
4
196,6%
80,00%
3,5
70,00%
3
2,5
58,73%
53,72%
63,03%
60,00%
2,49
50,00%
2
40,00%
1,5
1,31
1,23
30,00%
1
20,00%
0,5
46,28%
36,97%
10,00%
0
41,27%
0,00%
Booking.com
Aviasales.ru
Skyscanner.ru
Total
Booking.com
Aviasales.ru
Skyscanner.ru
*Source: gemiusAudience Fusion study. October 2012 - October 2013
44

45. E-COMMERCE in Russia. Avia / Hotels
By Age and Income, in % from audience composition. October 13
AGE
18-24
Skyscanner.ru
15,54%
0%
10%
INCOME
Skyscanner.ru
20%
30%
0 - 15 000 Rub
24,25%
40%
15 001 - 30 000 Rub
50%
60%
30 001 - 60 000 Rub
30%
70%
80%
90%
18,49%
4,64%
27,53%
50%
100%
27,98%
21,28%
40%
9,60%
More than 60 000 Rub
32,05%
20%
7,14%
17,40%
25,83%
15,84%
5,41%
17,66%
20,17%
45,85%
10%
31,22%
6,08%
26,06%
Aviasales.ru
0%
55+
30,64%
21,50%
Booking.com
45-54
39,09%
22,20%
Booking.com
35-44
41,74%
11,87%
Aviasales.ru
25-34
60%
70%
9,60%
80%
90%
Source: gemiusAudience Fusion study. October 2013. In table we don’t present data about users, who haven’t filled their Income level or marked the answer like:“No Income”
100%
45

46. E-COMMERCE in Russia. By Category. October 12 - 13
GROUP BUYING
46

47. E-COMMERCE in Russia. Group Buying sites, in mln. Real Users and by
Age, in % from Audience Composition. October 12 - 13
Oct 12
Oct 13
Men
12
Women
100,00%
Fall for all web sites, except Kuponator.ru
90,00%
10
80,00%
70,00%
8
54,99%
57,14%
65,98%
7,52
70,51%
60,00%
6
50,00%
4,71
40,00%
25,77%
4
30,00%
20,00%
1,99
2
1,41
1,12
45,01%
42,86%
34,02%
29,49%
10,00%
0
0,00%
Biglion.ru
Groupon.ru
Vigoda.ru
Kuponator.ru
Total
Biglion.ru
Groupon.ru
Vigoda.ru
Kuponator.ru
*Source: gemiusAudience Fusion study. October 2012 - October 2013
47

48. E-COMMERCE in Russia. Group Buying sites
By Age and Income, in % from audience composition. October 13
AGE
18-24
25-34
29,72%
Kuponator.ru
Vigoda.ru
24,86%
20%
INCOME
0 - 15 000 Rub
30%
40%
15 001 - 30 000 Rub
50%
60%
30 001 - 60 000 Rub
41,22%
Kuponator.ru
Vigoda.ru
10%
20%
80%
40%
90%
16,96%
4,27%
3,64%
28,53%
50%
10,76%
18,62%
60%
100%
More than 60 000 Rub
33,99%
30%
5,01%
6,60%
20,55%
26,69%
28,88%
0%
70%
30,88%
27,21%
Biglion.ru
15,72%
25,79%
33,61%
Groupon.ru
16,69%
20,84%
6,57%
8,12%
13,84%
22,84%
35,64%
10%
9,72%
21,64%
37,70%
21,21%
0%
55+
33,70%
17,76%
Biglion.ru
45-54
29,13%
22,70%
Groupon.ru
35-44
70%
80%
3,02%
90%
Source: gemiusAudience Fusion study. October 2013. In table we don’t present data about users, who haven’t filled their Income level or marked the answer like:“No Income”
100%
48

49. E-COMMERCE in Russia. By Category. October 12 - 13
CHANCERY, OFFICE, BOOKS + FOOD DELIVERY
49

50. E-COMMERCE in Russia. Chancery, Office, Books + Food Delivery, in mln.
Real Users and by Gender, in % from audience composition Оctober 12 - 13
Men
oct.13
Women
100,00%
oct.13
5
90,00%
4,5
80,00%
4
70,00%
59,03%
62,34%
60,16%
37,66%
39,84%
Komus.ru
Delivery-club.ru
3,5
60,00%
3
50,00%
2,5
40,00%
2
30,00%
1,5
1
20,00%
0,5
10,00%
0
40,97%
0,00%
Labirint.ru
Komus.ru
Delivery-club.ru
Total
Labirint.ru
*Source: gemiusAudience Fusion study. October 2013
50

51. E-COMMERCE in Russia. Chancery, Office, Books + Food Delivery
By Age and Income, in % from Audience Composition. October 13
AGE
18-24
Delivery-club.ru
25-34
35-44
38,23%
Komus.ru
10%
INCOME
21,49%
31,80%
20%
30%
0 - 15 000 Rub
Delivery-club.ru
40%
15 001 - 30 000 Rub
50%
30 001 - 60 000 Rub
34,18%
10%
20%
80%
40%
90%
50%
60%
100%
More 60 000 Rub
17,39%
5,50%
11,54%
26,62%
30%
6,09%
25,89%
40,30%
0%
70%
5,41%
7,58%
16,90%
21,55%
20,16%
Labirint.ru
60%
9,42%
14,93%
26,24%
33,05%
Komus.ru
10,10%
42,84%
18,97%
0%
55+
36,85%
13,16%
Labirint.ru
45-54
17,92%
70%
80%
3,49%
90%
Source: gemiusAudience Fusion study. October 2013. In table we don’t present data about users, who haven’t filled their Income level or marked the answer like:“No Income”
100%
51

52. E-COMMERCE in Russia. Payment Systems
VS
52

53. E-COMMERCE in Russia. Payment Systems
Audience Duplication: 86 192 Real Users
October 2013
Real Users: 1,97 mln.
Average time per visitor: 24 min
Depth of view: 31,16
Max. % from audience composition:
GENDER: WOMEN, 51.44%
AGE: 25 – 34, 32.56%
INCOME: 15 001 – 30 000 RUB, 31.83%
OCCUPATION: Student, 22.88%
October 2013
Real Users: 0,75 mln.
Average time per visitor: 12 min
Depth of view: 14,11
Max. % from audience composition:
59.44%, MEN :GENDER
27.67%, 25-34 :AGE
38,69%, 15 001 – 30 000 RUB :INCOME
29,14%. Specialist / Chief Specialist:OCCUPATION
*Source: gemiusAudience Fusion study. October 2013
53

54. E-COMMERCE in Russia. Real Users by Job Position.TOP-3, in % from
Audience Composition. October 2013
54

55. E-COMMERCE in Russia. Real Users by Job Position.TOP-3, in % from
Audience Composition. October 2013
TOP-MANAGEMENT (Including owners of small business)
26,25%
20,46%
20,16%
MIDDLE-MANAGEMENT / HEAD OF DEPARTMENTS
36,51%
22,55%
20,71%
SPECIALISTS / CHIEF SPECIALISTS
40,85%
30,97%
30,64%
*Source: gemiusAudience Fusion study. October 2013
55

56. E-COMMERCE in Russia. Real Users by Job Position.TOP-3, in % from
Audience Composition. October 2013
OFFICE WORKERS / ASSISTANTS
18,48%
10,77%
10,54%
«BLUE COLLARS»
32,12%
29,75%
29,45%
WORKERS OF GOVERNMENTAL STRUCTURES
16,29%
16,18%
14,90%
*Source: gemiusAudience Fusion study. October 2013
56

57. E-COMMERCE in Russia. Real Users by Job Position.TOP-3, in % from
Audience Composition. October 2013
HOUSEWIFES
33,48%
21,87%
21,69%
STUDENTS
27,88%
22,88%
21,60%
PENSIONERS
20,09%
12,79%
9,76%
*Source: gemiusAudience Fusion study. October 2013
57

58. TG - Income Average / More than Average*. October 13
(*from 29,811 RUB due to the data from Roskomstat, All Russia)
Runet, Women
Runet, Men
Real Users number: 4 033 947
Real Users number: 8 690 120
TG in Runet: 6,09%
TG in Runet: 13,13%
Page Views: 7 560 273 729
Average time per Visit: 09 min 14 sec
Page Views: 14 392 681 097
Average time per Visit: 09 min 50 sec
E-commerce, Women
E-commerce, Men
Real Users number: 3 189 475
Audience composition: 7,11%
Real Users number: 5 934 385
Audience composition: 13,23%
Runet, Reach: 72,74%
Runet, Reach: 70,10%
We can see a really big interest through the audience with good income level to online-shops
*Source: gemiusAudience Fusion study. October 2013
58

59. E-commerce. October 13. Top by Audience composition, by Gender
(TG – Income Average / Upper Average*from 29,811 RUB due to Roskomstat data, All Russia)
TOP-10 Rankings
36,20%
21,88%
35,99%
19,53%
32,98%
18,44%
31,81%
16,69%
24,40%
16,49%
23,59%
14,76%
23,51%
14,58%
21,58%
13,75%
21,49%
13,26%
21,26%
13,24%
*Source: gemiusAudience Fusion study. October 2013
59

60. THANK YOU FOR ATTENTION!
Contact:
Anton Melekhov
anton.melekhov@gemius.com
+7(926)166-77-02
60