Mobile Internet in Russia Prepared by J'son & Partners Consulting for Google Android and Mobile Marketing, Google Russia Android and Mobile Marketing, Google Russia Google Confidential and Proprietary
Table of Contents 1. Mobile Internet users 1.1. Number of active mobile Internet users 1.2. Number of active mobile Internet users by regions of Russia 1.3. User profile 2. Mobile Internet access devices 2.1. Overview of mobile Internet access devices 2.2. Tablet PCs 2.3. Smartphones 3. Mobile Internet usage on smartphones 3.1. Frequency of mobile Internet usage 3.2. Average duration of daily session 3.3. Mobile Internet usage experience 3.4. Places where smartphones are used 3.5. Incentivising smartphone usage 3.6. Mobile Internet advertising 3.7. Using a smartphone to make purchases 3.8. Purchases with a smartphone 3.9. Reasons for using mobile Internet: top 10 actions 3.9.1 Reasons for using mobile Internet: search applications 3.9.2 Reasons for using mobile Internet: video applications 3.9.3 Reasons for using mobile Internet: social networking sites 4. Technical parameters for mobile Internet usage 4.1. 3G network coverage map 4.2. Mobile Internet traffic 4.3. Average traffic for one subscriber 4.4. Cost of mobile Internet 5. Forecasts, trends and barriers for mobile Internet development in Russia 5.1. The dynamic of smartphone prices and forecast 5.2. Dynamic for 3G network coverage 5.3. Growth of sales market for smartphones and other mobile Internet access devices 2
1. Mobile Internet users 1.1. Number of active Internet users from mobile devices as of the first six months of 2011 Data traffic from smartphones accounts for about 75% of all data traffic from mobile devices* 1 452 250 121 381 75 27,2 0,3 14 12 3G tablets Mobile phones Smartphones Number of subscribers, Average traffic per 1 Total traffic per Traffic per month, TB million subscriber, MB month, TB 3G tablets 0.3 250 75 Number of subscribers, USB modems 10.3 1,430 14,729 Smartphones 12.0 121 1,452 million Mobile phones 27.2 14 381 МBOU *In this study, the term „mobile device‟ is understood as smartphones, mobile telephones and tablet PCs. 3
1. Mobile Internet users 1.2. Number and share of the population of active Internet users from mobile devices by region of Russia The development of the mobile Internet is rapidly eradicating the “digital divide” in the outlying regions of Russia. The share of active* data subscribers in Moscow and St Petersburg accounts for around 40% of the total population Subscribers for data Share of data subscribers in the total population by region of Russia, from mobile devices, million people as of the end of Q2 2011: 53 48 43 39 34 2009A 2010A 2011E 2012F 2013F 28% of the population of Russia who are active data 5-20% users** 20-25% 25-30% 30-35% more than 35% **as of Q2 2011 * An active data subscriber is a subscriber who has used a data service at least once in the last month 4
1. Mobile Internet users 1.3. Smartphone user profile General demographic characteristics 18 - 24 37% 25 - 34 31% 35 - 44 Age 20% 45 - 54 11% 55 + 2% Average age: 30.8 61% Men Gender 39% Women 4% Primary Education Secondary 36% Higher 60% 67% Full time 12% Employment status Part-time employment 11% Student 8% Unemployed/ Working from home High (more than RUB 50,000) 24% Monthly household Average (RUB 25,001 – 50,000) 42% income Low (RUB 25,000 and lower) 27% 5
1. Mobile Internet users 1.3. Smartphone user profile. Demographic characteristics by operating system Men are the principal users of smartphones. The majority of smartphone users are aged between 18 and 34. 28% 72% Symbian Windows 32% 68% Mobile/Phone Gender 40% 60% Android 41% 59% iOS Женщины Мужчины Women Men 27% 31% 29% 8% 5% Symbian Age Windows 42% 28% 17% 12% 1% Mobile/Phone 42% 28% 20% 8% 2% Android 49% 30% 14% 8% iOS 55 и старше 18-24 25-34 35-44 45-54 55 and older 6
1. Mobile Internet users 1.3. Smartphone user profile. Experience of smartphone usage by operating system Of smartphone owners on the Android platform, the greatest share is occupied by new users (with less than one year‟s experience of smartphone use). For many smartphone users on the Android platform, this is their first “smart telephone” How long have you been using smartphones? 24% 76% Symbian Symbian Windowa Windows Mobile/Phone 34% 66% Mobile/Phon e 44% 56% iOS iOS Android 61% 39% Android До года Более года Less than a year More than a year 7
2. Mobile Internet access devices 2.1. Overview of mobile Internet access devices: tablet PCs In 2010, the sales volume for tablet PCs in Russia came to around 400,000 devices – approximately 10 times less than smartphone sales. In 2011, we expect the size of the tablet PC market to double Sales volume for PC tablets in Russia, million items 8
2. Mobile Internet access devices 2.2. Overview of mobile Internet access devices: smartphones The volume of smartphone sales* in Russia will double in 2011 compared with that of 2010 Share of smartphones in total sales of mobile Sales volume for smartphones in Russia, million items terminals in Russia, % 36% 29% 22% 15 11,8 11% 8,6 6% 3,9 1,9 2009A 2010A 2011E 2012F 2013F 2009A 2010A 2011E 2012F 2013F * The smartphone is defined as a multi-functional mobile communication device. The following main criteria identify a device as a smartphone: • the operating system that manages the device and enables the installation of additional applications, including those from external developers (Java2Me applications are not included): Symbian (version 6 and higher), Windows OS for mobile devices, Palm OS, Linux, Android, Maemo; Bada • advanced communication features – email, HTML page viewing, data synchronisation with PC, etc.; • support for standard business applications. 9
2. Mobile Internet access devices 2.2.1 Smartphones by operating system In Q4 2011 in Russia, sales of Android smartphones will for the first time exceed sales of Symbian smartphones Smartphone sales by operating systems: 2008-2011 2,4% 8,3% 15,4% 5,0% 4,5% 26,3% 2,8% 13,5% 3,8% 6,0% 11,4% 0,8% 33,9% 81,2% 71,6% 66,7% Smartphone sales by operating 45,1% system: 2011 3% 2% 3% 2% 4% 5% 4% 6% 10% 11% 2008A 2009A 2010A 2011E 15% 16% 17% 25% 37% Other WM Apple Bada Android Symbian 45% 67% 58% 42% 30% 1Q2011A 2Q2011A 3Q2011E 4Q2011F Other WM Apple Bada Android Symbian 10
2. Mobile Internet access devices 2.2.2 Average price of smartphones Over the last 3 years, the average price for a smartphone has fallen by 33%. There has been a significant increase in the share of sales of smartphones costing less than 200 USD Average price of a smartphone, USD 518 452 377 331 305 285 2008A 2009A 2010A 2011E 2012F 2013F Market structure for smartphone sales by price segment more than 500 USD 350-500 USD The average price of a smartphone 200-350 USD at the end of the first six months of less than 200 USD 2011 was 350 USD 11
2. Mobile Internet access devices 2.2.3 Average price of smartphones by operating system The average price of an Apple smartphone during the last 2 years has increased by 70%, prices for smartphones on Android, Symbian and WM platforms have fallen Dynamic of the average smartphone price by operating system, USD Android 744 637 497 483 462 415 415 393 Symbian Windows Mobile 399 437 488 402 391 352 306 237 300 293 414 492 472 472 475 435 434 404 462 351 12
2. Mobile Internet access devices 2.2.4 Average retail price for smartphones by region The highest prices for smartphones – are in the outlying regions of Russia and the Moscow Region. The high cost for a smartphone in Moscow of around 390 USD is explained by Russia‟s highest share of sales in this region for Apple and Android smartphones The average retail price for a smartphone by region of Russia as at the end of the first six months of 2011: Average cost of a smartphone in the first six months of 2011, USD On average for Russia 350 Moscow 390 St Petersburg 361 More than 350 USD 330-350 USD 324-330 USD 13
2. Mobile Internet access devices 2.2.5 Regional structure of smartphone sales The Top 10 regions of Russia currently account for around a half of all smartphone sales Regional sales structure for smartphones, first six months of 2011: Smartphone sales structure, Top 10 regions, first six months of 2011 Region Share Moscow region, Moscow 22.4% Leningrad Region 6.5% Krasnodar Krai 4.2% Sverdlovsk Region 3.5% Rostov Region 2.7% Tatarstan Republic 2.7% Chelyabinsk Region 2.5% Nizhniy Novgorod Region 2.5% Samara Region 2.5% Republic of Bashkortostan 2.4% Over 5% 3 – 5% 2 – 3% 1 – 2% 0 – 1% Around 50% of all smartphones are sold in the Top 10 Russian regions 14
2. Mobile Internet access devices 2.2.6 Specific sales of smartphones by region The highest specific sales of smartphones - at more than 5 devices per 1000 people per month - are recorded in Moscow and the Moscow Region. Specific sales of smartphones: number of devices per 1000 people per month Specific sales of smartphones, Top 10 regions, first six months of 2011 Region Share Moscow region, Moscow 5.50 Khabarovsk Krai 4.61 Kaluga region 4.35 Krasnodar Krai 4.18 Tyumen Region 4.15 Sverdlovsk Region 4.09 Leningrad Region 4.00 Samara Region 3.97 Nizhniy Novgorod Region 3.79 Sakhalin Oblast 3.72 5 – 5.5 4 - 5 3 - 4 0 - 3 15
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