Key mobile advertising trends in Russia in 2018-2019

New insights into demographics and trends for mobile advertising in Russia

Data Insight, in partnership with IAB Russia, published a new report encompassing data provided by approximately 50 leading digital marketing agencies. The full text of this report is available here in Russian. Keep reading for a summary of key Data Insight findings about the state of the Russian mobile advertising market.

 

Mobile advertising audience in Russia: reach and demographics

According to Mediascope data, 69% of the Russian population uses mobile devices to go online. Out of these, 22.6% use exclusively mobile devices to be online. From 2018 to 2019 the share of mobile users grew by 13%, and of exclusively mobile users by 17%.

Young Russians are more active on mobile: 90% of Russians aged 12–24 use mobile devices to go online, and 24% of that age group does not use desktops at all. For Russians older than 45, the same stats are 45% and 18%, respectively.

In terms of location, 26.7% of Russians who live in towns with populations under 100K go online exclusively via their mobile devices. For towns with populations between 100K and 700K, and over 700K people, those numbers are 20.3% and 17.6%, respectively.

 

Mobile usage in Russia: the most popular resources

Perhaps unsurprisingly, more than half of Russians over 12 years old access Google, YouTube and WhatsApp on their mobile devices. Out of non-media platforms, Sberbank, a Russian banking and financial services company, is the leader with 44% of Russians accessing sberbank.ru at least once a month.

Top 20 most popular resources by mobile audience volume in Russia:

  • Google
  • YouTube
  • WhatsApp
  • Yandex
  • Sberbank
  • VKontakte
  • Instagram
  • Odnoklassniki
  • Viber
  • Avito
  • Facebook
  • Telegram
  • 2gis
  • Youla
  • Gosuslugi
  • Wikipedia
  • Joom
  • Smi2

Top mobile websites for Russians:

  • Yandex
  • YouTube
  • Odnoklassniki
  • Google
  • Instagram
  • Wikipedia
  • Facebook
  • AliExpress
  • Smi2
  • Mail
  • Gismeteo
  • Rambler
  • VKontakte
  • Lenta
  • Sberbank
  • Avito
  • Ozon
  • Accuweather
  • M-Video
  • Otzovik

 

Russians use mobile apps more frequently than they access mobile sites. The top 20 mobile apps in Russia are as follows:

  • WhatsApp
  • YouTube
  • Google search
  • Sberbank
  • VKontakte
  • Instagram
  • Viber
  • Yandex search
  • Google Maps
  • AliExpress
  • Odnoklassniki
  • Gmail
  • Google Drive
  • Mail.Ru email service
  • Avito
  • Google Photos
  • Telegram
  • Facebook
  • 2GIS
  • Youla

 

Mobile advertising in Russia: trends, spending and channels

According to the AKAP and IAB Russia data, mobile ads make up 20% of ads as a whole and 46% of interactive ads. Mobile ad market in Russia grew by 3.5 times between 2015 and 2018. In the interactive advertisement sector, the mobile ad segment grew from 21% in 2015 to 45% in 2018.

According to IAB Digital Advertising Barometer 2019 research, 12% of companies that took part in the IAB survey in Russia consider mobile ads to be a channel for experimentation, and 17% named it as their primary digital strategy channel.

 

 

This is how companies advertising on mobile spend their advertising budgets:

  • 32% on social media
  • 24% on mobile apps and websites
  • 22% on SERP ads
  • 18% on mobile videos
  • 4% on other mobile websites

Out of all the survey respondents, two thirds plan to spend more on mobile apps advertisements, 62% plan to invest in advertising on social media, half plan to spend more on search ads, and 41% on mobile videos. This shows that mobile advertising has a lot of growth potential in Russia.

As far as advertising of mobile websites and apps, spending on their promotion depends on the segment: mobile websites are promoted by companies in FMCG, telecommunications, automobiles, finance and insurance. For the e-commerce, gaming and online services industries, mobile apps are promoted much more often, and sometimes their mobile websites are not promoted at all.

Mobile website advertisers (% of respondents)

  • Finance and insurance – 34%
  • Food delivery or convenience food – 31%
  • Mobile communication services – 31%
  • Games – 21%
  • Cars – 21%
  • Clothes, footwear, accessories – 21%
  • Recreation – 21%
  • Services – 15%
  • Classifieds – 17%
  • Other – 21%

 

Mobile app advertisers (% of respondents)

  • Catalogues, shopping, e-commerce – 38%
  • Transportation – 38%
  • Games – 34%
  • Business and finance – 31%
  • Productivity, tools, utility – 28%
  • Other – 30%

 

Mobile advertising market in Russia: growth drivers and deterrents

According to the survey responses, the main driver of mobile advertising is audience growth (both numbers of mobile users and duration of mobile use). In addition, as mobile connection speeds increase, it’s becoming easier for mobile-only audiences to consume new types of content, such as videos.

The second reason for the growing popularity of mobile ads is the plethora of opportunities in terms of targeting, segmentation, conversion tracking and integration with offline marketing.

Among the growth deterrents named by the survey participants are lack of qualitative data on mobile markets, lack of trust from advertisers and difficulty of cross-platform measurements.

For additional information on mobile usage in Russia, refer to this Russian Search Marketing article. You can also follow news and trends concerning mobile advertising in Russia here.

Contact our team of advertising experts for help with setting up your mobile advertising campaigns targeting your Russian market.