Russian Internet audience has been growing very rapidly for the last decade. In 2014 Russian online population reached 80 million users, and increased by another 4 million during 2015, reports Gfk [in Russian] in their recent research.
Internet penetration in Russia also became higher during 2015. Now 70.4% of people of 16+ age are Internet users.
The Russian Institute of Modern Media MOMRI conducted a nationwide survey the goal of which was to understand the attitudes of Russian consumers towards advertising, reports Vedomosti [in Russian].
One of the main findings of the survey was that 40% of the population living in cities with more than 100 000 inhabitants generally trust advertising and promotional messages.
6% of respondents said that they do not mind and sometimes even like advertising.
In my latest post I wrote about advertising expenditures in the Russian market and the affect of the economic crisis on the advertising industry. The turnover of the advertising market in Russia decreased by 14% so far this year in comparison to the same period of 2014 after showing constant growth for several years in a row. Advertisers started shifting budgets into more efficient and measurable channels, such as search advertising – SEM came out as the only medium that saw higher volumes this year.
But how did the crisis really affect your customers? Nielsen’s Consumer Confidence Index sheds some light on changes in Russians’ purchase behavior in 2015.
Expert commission of the Association of Communication Agencies of Russia summarized statistics on the latest development of advertising market in Russia.
The total turnover of the advertising market in Russia in the first three quarters of 2015 landed at 209 billion rubles (slightly over 3 billion Euro), which is 14% lower than in the same period of 2014.
The personal data localization law obliging foreign companies operating in Russia to process and store personal data they collect about Russian citizens and residents on the Russian territory goes into effect today.
A lot of large companies, such as Google, PayPal, eBay, and many others, started moving their servers to Russia already in the beginning of the year, however according to the Russian Association of Electronic Communications (RAEC), only 54% of all marker players are ready to comply with the new law at the moment.
RAEC created a portal [in Russian] where they accumulated a lot of information about the law, what it means for companies and consumers, as well as implications for non-compliance. If you haven’t moved your servers to Russia, we urge you to check it out in order to assess the risks.
Bonus: Russia Beyond the Headlines shared this useful inforgaphic that nicely summarizes the situation as of today.