Impacts of Age & Sex on Russian Commercial Interests

Over 71 million people over 18 years-old use the Internet in Russia, and the daily audience of Yandex’s Advertising Network serves about 60 million users. Every day visitors to sites in the Yandex Advertising Network see about 4.3 billion ads, 8 millions of which convert. Yandex released research (in Russian) on the Russian commercial interests online as part of their regular research on the market to offer more insight for advertisers about users’ preferences and their engagement with ads. The research looks at the variation of online interests among Russian men and Russian women of different ages from the months of October 2016 to April 2017.

In this two-part blog series, Russian Search Marketing looks at the dynamics for the impacts of age and sex on Russian users’ onilne behavior, starting with ad engagement and then moving onto commercial interests.

Russian Online Advertisement Engagement

Online advertising has become a major part of the Internet ecoystem, with benefits for both advertisers and audiences; especially as more targeted ads serve users with the content that matches their demographic and search interests. Much can be said about the age of users and their engagement with ads.

Of all ad conversions, 55% are made by users 45 years and older. This is the largest and most loyal age group to advertising. According to Yandex’s research older users are more likely to click on ads in all areas. 28% of clicks come from users between the ages of 25 to 34 years old. Russian Internet users between the ages of 18 to 24 only make up 4% of all clicks.

 

The research offered a deeper dive into Yandex’s Advertising Network categories and the various products and services that fall under each category.  Categories are organized according to the content in the ad text. Most categories are fairly loical, for example, “passenger cars” and “off-road vehicles” would be found together in the auto category.

Yandex looked at 18 different thematic areas, which contain 247 categories. In the auto category, the largest audience is men over the age of 45 years old. They make up 41% of auto clicks. The second largest audience for the auto category is men between the ages of 25 to 34 years old, who make up 23% of clicks.

In the house and garden category the largest audience is women over 45 years old. They make up 43% of clicks. The second largest audience is men over the age of 45 years old, who make up 21% of house and garden category clicks.

In the entertainment category the largest audience is women over the age of 45 years old, who make up 30% of clicks. Followed by men over the age of 45 years old who make up 19% of clicks.

Russian Commercial Interests by sex

In addition to looking at ad engagement and various categories, the Yandex research analyzed users’ overall commercial interests online and compared them by sex without looking at age.

Among men, the most popular Russian commercial interest are business, electronics, and cars. For women, the most popular commercial interests are medicine, clothing, and real estate. General popular areas that do not depend on the sex of Internet users’ interest are legal services, entertainment, and education.

Overall there was a clear disparity among male and female interests online but a few categories in which users of both sexes showed a similar interest with certain topics.

In part two of this research we will look further at users’ interests based on their age and sex.