Tourism_business in_runet

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

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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.)

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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

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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

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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.

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The websites audience composition


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.

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The websites audience composition Page views made on the selected websites by men and women


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

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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.


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Men

Women

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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)


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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


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Who visits tourism websites? - example of booking.com


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

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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

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Contact:

Anton Melekhov Sales and Development Director at Gemius RU +7(926)166-7702 [email protected]

mailto:[email protected]

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Tourism_business in_runet