View
1.282
Download
0
Embed Size (px)
DESCRIPTION
As the beautiful weather is outside, Gemius, together with the Public Opinion Foundation (FOM), decided to escape from the everyday work for a moment and invite you for a little internet trip. Enjoy :)Taking the example of several tourism websites we would like to show you the tourism market of Runet.
Citation preview
Tourism business in Runet
Case study by Gemius and FOM*
March 2012 This is a test version of the study – the report is based on a sample of 10 portals and does not cover all the market
2
Introduction
• As the beautiful weather is outside, Gemius, together with the Public Opinion Foundation (FOM), decided to escape from the everyday work for a moment and invite you for a little internet trip.
• Taking the example of several tourism websites we would like to show you the tourism market of Runet.
So, join us and feel the atmosphere of the
coming holidays!
DO YOU CEE The internet and online advertising market in Central and Eastern Europe
Welcome in the Runet world
4
Runet audience
Internet Audience
Websites audience
Source: • Weekly surveys of representative population of
Russia, Age 18+ • Quarterly research methodology Mega FOM.
Representative survey in 79 federal subjects
Data: • The proportion and number of the target group of
the adult population (penetration rates) • Soc-dem characteristics and the territorial aspect
of the groups • Key parameters for portal / competitors (the
knowledge, enjoyment, loyalty)
Source: • Fusion Methodology • Site-centric data (scripts) • User-centric data (software panelists and cookie
panel)
Data: • Detailed information about the popularity of the
portal • Web portal soc-dem audience characteristics • Analysis of specific target groups • A possibility to compare with competitors on the
necessary parameters (selection of the desired target audience, the intersection of audience, etc.)
5
Gemius as the currency in online measurement
JIC Standard: Belarus, Bulgaria, Czech Republic, Denmark, Hungary, Israel, Moldova, Poland, Slovakia, Slovenia, Turkey
De facto currency: Bosnia, Croatia, Estonia, Latvia, Lithuania, Serbia, Ukraine
Start-up: Russia, MENA (Egypt, Jordan, Kuwait, Lebanon, Morocco, Oman, Saudi Arabia, United Arab Emirates, Syria, Qatar)
Websites analysis
7
Websites participated in the study
Hotels booking system, for both leisure and business trips
Travelling section of Russian most popular mail service
Website of the travelers community
The world's largest website about travelling
Rating of worldwide hotels
Tourism website
Provides the holidays’ planning service
Travel system
Tourist project of RBC Holding
Exists since 1998, popular both in Russia and the CIS
8
Popularity of selected tourism websites in Russia
Source: Gemius, gemiusAudience, March 2012
Gismeteo.ru has a strong position on the Russian market – almost 75% of all visits done on the analysed portals in March 2012 happened on this website.
9
The websites audience composition
Source: Gemius, gemiusAudience, March 2012
47%
35%
65%
41%
49%
37%
49%43%
46%50%
53%
53% 65%
35%59% 51%
63%51% 57% 54% 51% 47%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
In Russia women visit websites related to travelling much more often when compared to men. Across all the analysed by Gemius websites, female audience prevails especially in the case of travel system - tury.ru and votpusk.ru. Website where male part of the audience plays the key role is turist.ru.
10
The websites audience composition Page views made on the selected websites by men and women
Source: Gemius, gemiusAudience, March 2012
0 20 40 60 80 100
Gismeteo.ru
Tophotels.ru
Tury.ru
Mail.ru - …
Booking.co…
Marshruty…
Tripadviso…
Votpusk.ru
Travel.ru
Turist.ru
Milions
11
Time spent by internet users on the selected tourism websites Men spend much more time
on tury.ru and gismeteo.ru. These two portals are exceptional, since on all of the other sites women are much more engaged in browsing the content. Especially on tripadvisor.ru and booking.com they are active around 4 times longer in comparison with the male internet users.
Source: Gemius, gemiusAudience, March 2012
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Men
Women
12
0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%
gismeteo.ru
booking.com
mail.ru - travel
tophotels.ru
travel.ru
votpusk.ru
marshruty.ru
tripadvisor.ru
tury.ru
turist.ru
55 and more
45-54
35-44
25-34
18-24
How old they are? (Audience share by age groups, compared to the total internet audience)
Source: Gemius, gemiusAudience, March 2012
13
Audience duplication - example of booking.com
31,18%
19,31% 29,54%
17,65%
12,12%
booking.com - V%* Tophotels.ru
Travel.ru
Tury.ru
Votpusk.ru
Turist.ru
16,37%
6,93%
10,24%
8,19%
2,76%
booking.com - H%*
Tophotels.ru
Travel.ru
Tury.ru
Votpusk.ru
Turist.ru
*V% Duplication – share of the audience of other analysed websites which visit also booking.com
*H% Duplication – share of booking.com audience, which visit also tophotels.ru, travel.ru, tury.ru, votpusk.ru and turist.ru
Source: Gemius, gemiusAudience, March 2012
14
Who visits tourism websites? - example of booking.com
Source: Gemius, gemiusAudience, March 2012
6,97%
10,91% 11,78%
1,92%
7,42%
19,21%
7,80%
3,31%
7,40% 6,44%
8,45%
0%
5%
10%
15%
20%
25%
Audience composition
Internet users in Russia and their desire to travel
16
Internet users who have travelled abroad within the last 2 years
Russian Federation Internet Audience (within a month)
% Thousands % Thousands
Travelling abroad 8,18 9 480 13,7 8 284
17
32
25
18
8
18 - 24
25 - 34
35 - 44
45 - 54
55 and more
By age groups (%) By the level of education (%)
Source: FOM Runet study, March 2012 (Sample – 1 500 Respondents)
1
15
28
56
Incomplete secondary
Secondary
Vocational
Higher
17
Internet users who have travelled by plane within the last 2 years
Russian Federation Internet Audience (within a month)
% Thousands % Thousands
Travelling by plane 8,41 9 748 14,1 8 512
16
32
25
19
9
18 - 24
25 - 34
35 - 44
45 - 54
55 and more
By age groups (%)
Source: FOM Runet study, March 2012 (Sample – 1 500 Respondents)
1
15
28
57
Incomplete secondary
Secondary
Vocational
Higher
By the level of education (%)
THANK YOU
Join us @: Facebook.com/GemiusGroup Twitter.com/Gemius Slideshare.net/Gemius_com YouTube.com/WwwGemiusCom
Contact:
Anton Melekhov Sales and Development Director at Gemius RU +7(926)166-7702 [email protected]