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Russian Automotive Market Industry Report Q1 2016
01 Auto Category
02 Auto Brands
03 Auto Brands + New Cars
04 Auto Brands + Used Cars
05 Auto Brands + Test Drive
06 Auto Brands + Transaction
Contents
User Interest in Auto Category
Russia
01
740,065,927 766,090,487
+4%
1 2 0
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
60,000,000
70,000,000
80,000,000
90,000,000
Oct Nov Dec 2014 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2015 Feb Mar Apr May Jun Jul Aug Sep
Impressions
Auto Category Dynamics (Desktop and Mobile)
Russia
© Yandex 2015 4
Source: wordstat.yandex.ru
Oct 2013 – Sep 2014 Oct 2014 – Sep 2015
603,060,226 584,843,893
-3%
1 2 0
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
60,000,000
70,000,000
Oct Nov Dec 2014 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2015 Feb Mar Apr May Jun Jul Aug Sep
Impressions
Auto Category Dynamics (Desktop)
Russia
© Yandex 2015 5
Source: wordstat.yandex.ru
Oct 2013 – Sep 2014 Oct 2014 – Sep 2015
137,005,701 181,246,594
+32%
1 2 0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000
Oct Nov Dec 2014 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2015 Feb Mar Apr May Jun Jul Aug Sep
Impressions
Auto Category Dynamics (Mobile)
Russia
© Yandex 2015 6
Source: wordstat.yandex.ru
Oct 2013 – Sep 2014 Oct 2014 – Sep 2015
Desktop vs Mobile Split
Russia
© Yandex 2015 7
Source: wordstat.yandex.ru
13% 15% 15% 16% 16% 21% 20% 22% 24% 22% 22% 21% 22% 22% 25% 25% 23% 20% 21% 24% 29% 27% 25%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Oct Nov Dec 2014 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2015 Feb Mar Apr May Jun Jul Aug Sep
Impressions Desktop Mobile
User Interest in Auto Brands
Russia
02
User Interest in Brands (Desktop and Mobile)
Russia
© Yandex 2015 9
Source: wordstat.yandex.ru
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
Oct Nov Dec 2014 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2015 Feb Mar Apr May Jun Jul Aug Sep
Impressions LADA TOYOTA HYUNDAI VOLKSWAGEN CHEVROLET BMW MERCEDES-BENZ AUDI MAZDA SKODA PEUGEOT DAEWOO LEXUS CHERY FIAT
User Interest in Brands – YoY (Desktop and Mobile)
Russia
© Yandex 2015 10
Source: wordstat.yandex.ru
+14%
+1% +3% -3% -1% -1% 0% 0% -1% -8%
-11% -5% +18% +4% +4% 0
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000
140,000,000 Impressions
Oct 2013 – Sep 2014 Oct 2014 – Sep 2015
User Interest in Brands (Desktop)
Russia
© Yandex 2015 11
Source: wordstat.yandex.ru
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
Oct Nov Dec 2014 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2015 Feb Mar Apr May Jun Jul Aug Sep
Impressions LADA TOYOTA HYUNDAI VOLKSWAGEN CHEVROLET MERCEDES-BENZ BMW AUDI MAZDA SKODA PEUGEOT DAEWOO LEXUS CHERY FIAT
User Interest in Brands – YoY (Desktop)
Russia
© Yandex 2015 12
Source: wordstat.yandex.ru
+7%
-5%
-2% -9% -7% -9% -9% -6% -8% -14% -17% -10% +9% -1% -1%
0
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
Impressions Oct 2013 – Sep 2014 Oct 2014 – Sep 2015
User Interest in Brands (Mobile)
Russia
© Yandex 2015 13
Source: wordstat.yandex.ru
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
Oct Nov Dec 2014 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2015 Feb Mar Apr May Jun Jul Aug Sep
Impressions LADA TOYOTA BMW HYUNDAI MERCEDES-BENZ VOLKSWAGEN CHEVROLET AUDI MAZDA SKODA LEXUS PEUGEOT DAEWOO CHERY FIAT
User Interest in Brands – YoY (Mobile)
Russia
© Yandex 2015 14
Source: wordstat.yandex.ru
+37%
+29% +26% +37% +28% +25% +32% +24% +27%
+19% +17% +13% +53% +27% +31% 0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000 Impressions Oct 2013 – Sep 2014 Oct 2014 – Sep 2015
Desktop vs Mobile Split
Russia
© Yandex 2015 15
Source: wordstat.yandex.ru
Data for the last 12 months
26% 23% 22% 23% 21% 29% 28% 27% 26% 21% 22% 25% 28% 22% 20%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
100% Desktop Mobile
User Interest in Auto Brands + New Cars
Russia
03
User Interest in Brands – New Cars (Desktop and Mobile)
Russia
© Yandex 2015 17
Source: wordstat.yandex.ru
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
Oct Nov Dec 2014 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2015 Feb Mar Apr May Jun Jul Aug Sep
Impressions LADA HYUNDAI TOYOTA CHEVROLET VOLKSWAGEN MAZDA MERCEDES-BENZ BMW SKODA AUDI LEXUS PEUGEOT DAEWOO FIAT CHERY
User Interest in Brands – New Cars – YoY (Desktop and Mobile)
Russia
© Yandex 2015 18
Source: wordstat.yandex.ru
+28%
-13% +18%
-15%
+17% -12% -14% -45%
+2% -5% +40% -24% -14% -20% +31% 0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000 Impressions Oct 2013 – Sep 2014 Oct 2014 – Sep 2015
User Interest in Brands – New Cars (Desktop)
Russia
© Yandex 2015 19
Source: wordstat.yandex.ru
0
100,000
200,000
300,000
400,000
500,000
600,000
Oct Nov Dec 2014 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2015 Feb Mar Apr May Jun Jul Aug Sep
Impressions LADA HYUNDAI TOYOTA CHEVROLET VOLKSWAGEN MAZDA MERCEDES-BENZ BMW SKODA AUDI LEXUS PEUGEOT DAEWOO FIAT CHERY
User Interest in Brands – New Cars - YoY (Desktop)
Russia
© Yandex 2015 20
+27%
-19%
+13% -23%
+10% -18% -22% -50%
-9% -16% +31% -18% -25% -23% +27%
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000 Impressions
Source: wordstat.yandex.ru
Oct 2013 – Sep 2014 Oct 2014 – Sep 2015
User Interest in Brands – New Cars (Mobile)
Russia
© Yandex 2015 21
Source: wordstat.yandex.ru
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
Oct Nov Dec 2014 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2015 Feb Mar Apr May Jun Jul Aug Sep
Impressions
LADA TOYOTA HYUNDAI VOLKSWAGEN MAZDA CHEVROLET MERCEDES-BENZ BMW SKODA AUDI LEXUS DAEWOO PEUGEOT CHERY FIAT
User Interest in Brands – New Cars - YoY (Mobile)
Russia
© Yandex 2015 22
Source: wordstat.yandex.ru
+31%
+18% +44%
+43% +11% +13% +61% +39% -15%
+46% +68% -21% +10% -1% +74%
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
Impressions Oct 2013 – Sep 2014 Oct 2014 – Sep 2015
Desktop vs Mobile Split
Russia
© Yandex 2015 23
Source: wordstat.yandex.ru
Data for the last 12 months
19% 20% 19% 22% 19% 25% 28% 24% 32% 29% 28% 15% 18% 16% 13%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
100% Desktop Mobile
User Interest in Auto Brands + Used Cars
Russia
04
User Interest in Brands – Used Cars (Desktop and Mobile)
Russia
© Yandex 2015 25
Source: wordstat.yandex.ru
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
Oct Nov Dec 2014 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2015 Feb Mar Apr May Jun Jul Aug Sep
Impressions
LADA TOYOTA HYUNDAI VOLKSWAGEN MERCEDES-BENZ CHEVROLET BMW AUDI SKODA MAZDA PEUGEOT DAEWOO LEXUS FIAT CHERY
User Interest in Brands – Used Cars – YoY (Desktop and Mobile)
Russia
© Yandex 2015 26
Source: wordstat.yandex.ru
+29% +26% +19% +22% +16% +25% +13%
+10% +22% +19% +7% +15% +37% +16% 0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
Impressions Oct 2013 – Sep 2014 Oct 2014 – Sep 2015
User Interest in Brands – Used Cars (Desktop)
Russia
© Yandex 2015 27
Source: wordstat.yandex.ru
0
50,000
100,000
150,000
200,000
250,000
300,000
Oct Nov Dec 2014 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2015 Feb Mar Apr May Jun Jul Aug Sep
Impressions LADA TOYOTA HYUNDAI VOLKSWAGEN MERCEDES-BENZ CHEVROLET BMW AUDI SKODA MAZDA PEUGEOT DAEWOO FIAT LEXUS CHERY
User Interest in Brands – Used Cars – YoY (Desktop)
Russia
© Yandex 2015 28
Source: wordstat.yandex.ru
+31%
+26%
+24% +15% +18% +11% +26% +10% +19% +5% +2% +10% +33% +7% +13%
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
Impressions Oct 2013 – Sep 2014 Oct 2014 – Sep 2015
User Interest in Brands – Used Cars (Mobile)
Russia
© Yandex 2015 29
Source: wordstat.yandex.ru
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
Oct Nov Dec 2014 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2015 Feb Mar Apr May Jun Jul Aug Sep
Impressions
LADA TOYOTA HYUNDAI MERCEDES-BENZ VOLKSWAGEN CHEVROLET BMW AUDI MAZDA SKODA DAEWOO PEUGEOT LEXUS FIAT CHERY
User Interest in Brands – Used Cars – YoY (Mobile)
Russia
© Yandex 2015 30
Source: wordstat.yandex.ru
+56%
+43% +33% +38% +38% +39% +22% +21% +27% +49% +37% +34% +55% +27% +68%
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
Impressions Oct 2013 – Sep 2014 Oct 2014 – Sep 2015
Desktop vs Mobile Split
Russia
© Yandex 2015 31
Source: wordstat.yandex.ru
Data for the last 12 months
31% 18% 22% 19% 23% 22% 24% 26% 19% 25% 22% 29% 15% 22% 21%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
100% Desktop Mobile
User Interest in Auto Brands + Test Drive
Russia
05
User Interest in Brands – Test Drive (Desktop and Mobile)
Russia
© Yandex 2015 33
Source: wordstat.yandex.ru
0
5,000
10,000
15,000
20,000
25,000
30,000
Oct Nov Dec 2014 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2015 Feb Mar Apr May Jun Jul Aug Sep
Impressions
LADA
BMW
TOYOTA
MERCEDES-BENZ
AUDI
HYUNDAI
VOLKSWAGEN
SKODA
MAZDA
CHEVROLET
LEXUS
CHERY
PEUGEOT
DAEWOO
FIAT
User Interest in Brands – Test Drive – YoY (Desktop and Mobile)
Russia
© Yandex 2015 34
Source: wordstat.yandex.ru
Oct 2013 – Sep 2014 Oct 2014 – Sep 2015
+33%
-27%
-5% -13% -27%
+2% -22%
-41% -42% -30%
+11% +15% -39% -53%
-17% 0
50,000
100,000
150,000
200,000
250,000
Impressions
User Interest in Brands – Test Drive (Desktop)
Russia
© Yandex 2015 35
0
5,000
10,000
15,000
20,000
25,000
Oct Nov Dec 2014 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2015 Feb Mar Apr May Jun Jul Aug Sep
Impressions
LADA TOYOTA BMW MERCEDES-BENZ AUDI VOLKSWAGEN SKODA HYUNDAI MAZDA CHEVROLET CHERY LEXUS DAEWOO PEUGEOT FIAT
Source: wordstat.yandex.ru
User Interest in Brands – Test Drive – YoY (Desktop)
Russia
© Yandex 2015 36
Source: wordstat.yandex.ru
+26%
-32%
-12% -20% -27% -37%
-5%
-45% -50%
-39%
+5% +10% -39% -59%
-23%
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
200,000 Impressions Oct 2013 – Sep 2014 Oct 2014 – Sep 2015
User Interest in Brands – Test Drive (Mobile)
Russia
© Yandex 2015 37
Source: wordstat.yandex.ru
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
5,000
Oct Nov Dec 2014 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2015 Feb Mar Apr May Jun Jul Aug Sep
Impressions LADA
BMW
HYUNDAI
TOYOTA
MERCEDES-BENZ
AUDI
MAZDA
CHEVROLET
VOLKSWAGEN
SKODA
LEXUS
PEUGEOT
CHERY
FIAT
DAEWOO
User Interest in Brands – Test Drive – YoY (Mobile)
Russia
© Yandex 2015 38
+89%
+33% +40%
+25% -3% +20% +49% +50%
-6% +27%
+44% +49% -16%
+13% -35% 0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000 Impressions
Source: wordstat.yandex.ru
Oct 2013 – Sep 2014 Oct 2014 – Sep 2015
Desktop vs Mobile Split
Russia
© Yandex 2015 39
Source: wordstat.yandex.ru
Data for the last 12 months
17% 15% 21% 16% 13% 28% 20% 16% 27% 26% 16% 19% 4% 26% 22%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100% Desktop Mobile
User Interest in Auto Brands + Transaction
Russia
06
User Interest in Brands – Transaction (Desktop and Mobile)
Russia
© Yandex 2015 41
Source: wordstat.yandex.ru
0
500,000
1,000,000
1,500,000
2,000,000
Oct Nov Dec 2014 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2015 Feb Mar Apr May Jun Jul Aug Sep
Impressions
LADA TOYOTA HYUNDAI CHEVROLET VOLKSWAGEN MERCEDES-BENZ SKODA MAZDA BMW AUDI DAEWOO PEUGEOT LEXUS CHERY FIAT
User Interest in Brands – Transaction – YoY (Desktop and Mobile)
Russia
© Yandex 2015 42
Source: wordstat.yandex.ru
Oct 2013 – Sep 2014 Oct 2014 – Sep 2015
+18% +21% +11% +14%
+12% +8% +9% +12% +9% +4% -9% +41% +13% +14%
0
5,000,000
10,000,000
15,000,000
20,000,000
Impressions
User Interest in Brands – Transaction (Desktop)
Russia
© Yandex 2015 43
Source: wordstat.yandex.ru
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
Oct Nov Dec 2014 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2015 Feb Mar Apr May Jun Jul Aug Sep
Impressions
LADA TOYOTA HYUNDAI CHEVROLET VOLKSWAGEN SKODA MERCEDES-BENZ MAZDA BMW AUDI DAEWOO PEUGEOT LEXUS CHERY FIAT
User Interest in Brands – Transaction – YoY (Desktop)
Russia
© Yandex 2015 44
Source: wordstat.yandex.ru
Oct 2013 – Sep 2014 Oct 2014 – Sep 2015 +34%
+14% +18% +7% +9%
+4% +6% +8% +4% +6% 0% -14% +34% +11% +10%
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000 Impressions
User Interest in Brands – Transaction (Mobile)
Russia
© Yandex 2015 45
Source: wordstat.yandex.ru
0
100,000
200,000
300,000
400,000
500,000
Oct Nov Dec 2014 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2015 Feb Mar Apr May Jun Jul Aug Sep
Impressions LADA
TOYOTA
HYUNDAI
CHEVROLET
VOLKSWAGEN
MERCEDES-BENZ
BMW
MAZDA
SKODA
AUDI
LEXUS
DAEWOO
PEUGEOT
CHERY
FIAT
User Interest in Brands – Transaction – YoY (Mobile)
Russia
© Yandex 2015 46
Source: wordstat.yandex.ru
+52%
+36% +39% +32% +44% +38% +27% +31% +21% +28%
+20% +18% +70% +20% +37% 0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
Impressions Oct 2013 – Sep 2014 Oct 2014 – Sep 2015
Desktop vs Mobile Split
Russia
© Yandex 2015 47
Source: wordstat.yandex.ru
Data for the last 12 months
23% 20% 19% 19% 19% 18% 25% 22% 27% 26% 23% 20% 23% 18% 18%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
100% Desktop Mobile
16, Leo Tolstoy St., Moscow 119021, Russia tel. +7 495 739-70-00, fax +7 495 739-70-70
Thank You!
Yandex International Business Development
+1.617.398.7870
