Russian Internet is developing astonishingly fast! 2011 was a great year full of important events and big changes. Russia became the fastest growing online advertising market in Europe. But even the key players, like Yandex, underestimated the tempo Russian Internet usage grew in 2011!
In his latest presentation at SES San-Francisco (August 2011) Preston Carey, Yandex Business Developer in the US & Europe, presented a forecast that suggested that Russian Internet audience will reach 80 million users by 2014:
In September 2011 Yandex processed over 3 billion search queries, reports comScore. This allowed Yandex to climb 2 positions up passing South Korean NHN Corporation (Naver) and eBay.
The leader is, obviously, Google with 118 billion queries (globally), followed by Chinese Baidu with 11 billion queries.
Mobile has been a hot topic in the Western Internet marketing circles for the last few years, and although it is still in a very immature state, there is a lot of room to play. ComScore reported that in the US 7% of digital traffic comes from mobile devices, and this percentage will only increase.
Mobile Internet in Russia
In Russia the situation is rather different. TNS Gallup Web-Index in their report showed that only 1% of Russian population uses mobile Internet. This is astonishingly low number! According to the same report:
55% of all mobile Internet users in Russia, and 42% in Moscow, surf with old-school feature phones.
Only 3% of Russians (7% of Moscow’s population) use tablets.
25% of mobile Internet users admitted that the only purpose of connecting to the Internet from their phones is reading/ sending emails.
IAB Europe reported that expenditures on online advertizing in Europe in 2010 grew by 15,4% (from 15,3 billion Euro in 2009 to 17,7 billion Euro in 2010). The largest contributors to this grows became developing Eastern and Central European economies. Russia tops the ranking with incredible 37% increase in Internet advertizing spend, followed by Turkey, Romania and Slovenia:
For almost a year now Yandex is using machine learning technology aka Matrixnet. Until recently, the “learnings” were used for improving the SERPs: eliminating spam, understanding users’ intents in cases when search queries are too generic or have multiple possible meanings etc. etc. Opinions differ, but all in all the quality of search results is much better than when I started writing RussianSearchTips.
A week ago Yandex launched yet another search algorithm Reykjavík. They call it their first step towards personalized search. Reykjavík aims to adapt to users’ language preferences, i.e. shows more results in English to those who likes (and clicks on) results in English and the other way around. Continue reading…