Media Consumption in – 2020 Deloitte CIS Research Center, October 2020 Contents

01 Foreword

01 Foreword 3 06 Technology and media consumption 28 02 Research methodology Attitudes towards new gadgets 29 Russian household ownership of media devices 30 03 Key findings Popularity of smartphone features 33 02 Research methodology 4 Messengers 34 04 Media consumption in Russia Access to media channels by connection type 35 05 Data content and usage patterns Technology 03 Key findings 5 Attitudes towards 36 06 07 Tolerance and perceived usefulness of various advertising channels 37 and media consumption Advertising by product category 40 07 Attitudes towards advertising Ad blockers 41 Media consumption in Russia 11 04 08 Media consumption in figures Media consumption by category 12 Russians as media users 15 08 Media consumption in figures 42 Media usage throughout the day 16 Russian media consumption in figures 43 09 Contacts Media consumption practices 17 Changes in media consumption in 2016–2020 18 games 19 09 Contacts 44 Data content and usage patterns 20 05 News sources 21 Media source ranking by trust level 22 Attitudes towards the media: Russian or foreign source? 23 The most popular content for each media 24 Frequency of visits to resources 25 Popularity of Internet resources 26 Video content 27

02 Media Consumption in Russia – 2020

Foreword 01 Foreword

02 Research methodology We are proud to present the results We noted an increase in gaming, which of our annual comprehensive study garnered a media usage index of 11% this year 03 Key findings of media consumption in Russia. (+4 pp vs. 2019), even though the percentage of respondents who reported playing games While continuing to look at media trends decreased for all categories (to 39%). This was 04 Media consumption in Russia and content consumption across all key due to the fact that respondents are spending channels, this year’s report will focus more time gaming (+16 minutes on weekdays 05 Data content and usage patterns on how quarantine measures affected media and +46 minutes at weekends). Technology consumption in Russia, both during and after 06 and media consumption the lockdown. The use of both qualitative Russians have also changed in their attitudes Olga Tabakova (focus groups and interviews) and quantitative towards advertising. Focus group sessions 07 Attitudes towards advertising Partner (the nationwide survey) methods of data suggested oversaturation across various CIS TMT Industry Leader collection and analysis helped us gain a deeper advertising channels, and especially on the 09 Media consumption in figures Deloitte CIS understanding of the core trends and map out Internet. Bright and loud advertising in video potential benefits for market players. and audio content is perceived quite negatively, 09 Contacts while users find it distracting and annoying Lockdown measures had a significant impact when websites have a large number on how Russians consumed media. On the one of various banners ads. This is why almost hand, the media usage index1 demonstrated half of our respondents use or intend to use significant year-on-year growth (+23%) with ad blocking software on their devices. surges in usage for almost all types of online activity, most notably podcasts (+16 pp to 53%), You can find out more about the above streaming movies and (+20 pp to 70%), trends and the many others uncovered online shopping (+12 pp to 87%), music through our research in this report. and radio (+14 pp to 87%). While many media channels (television, print media, etc.) We hope that our findings will help companies saw their audience share decline compared develop strategies that will equip them to better to 2019, respondents’ engagement serve their existing and target customers. and time spent with their preferred media If you have any questions, please contact channel increased markedly in 2020. us by email at [email protected].

1 The media usage index is calculated as follows: [the percentage of respondents indicating higher usage minus the percentage indicating lower usage]

03 Media Consumption in Russia – 2020

Research methodology 01 Foreword

02 Research methodology Purpose Goals Data collection methods Legend To study Russian media consumption We used both qualitative and quantitative • Look into how Russians’ media Men 03 Key findings trends in 2020. data collection methods, namely: consumption has changed over the last Women five years (2016–2020); • An online survey of a representative Target group 04 Media consumption in Russia socio-demographic sample Russian Internet users aged 14 and over • Take a detailed look at Russians’ media High income of the Russian population. (as the survey was conducted online) behavior, the information channels they 05 Data content and usage patterns The survey was conducted in June 2020; Medium income [“Russians”]. use, what they are interested in, how Technology much time they spend consuming media • Focus group sessions, conducted Low income 06 and media consumption Limitations of research services, and how COVID-related online due to lockdown measures. Cities (over 1 million people) Considering the current level of Internet restrictions have changed consumption; Two focus groups involving 10 people 07 Attitudes towards advertising penetration among Russians1, our sample were conducted in September 2020; • Assess the Russians’ level of trust Cities (500,000–1 million people) tends to be biased towards Internet users. 08 Media consumption in figures in various information sources; • Interviews with industry leaders. Cities (less than 500,000 people) • Analyze what devices are used Research sample Secondary education or less 09 Contacts to consume media content; Research sample A multistage Higher education, university graduate • Assess the Russians’ tolerance for advertising, and stratified sample of the Russian including by type of media activity; population by gender, age and settlement type: 1,600 people from eight federal • Conduct a comparative analysis districts and at least 200 settlements. of the identified consumer profiles for various types of media activity.

1 According to Russian Public Opinion Research Center (VCIOM), Internet penetration among Russians over the age of 18 was 83% in June 2020.

04 Media Consumption in Russia – 2020

Key findings 01 Foreword

02 Research methodology Top five online video services, %* Trends

YouTube 92 • The gradual decline in the percentage of Russians using Most popular types of content 03 Key findings VKontakte 33 television is persisting. Our 2020 survey shows that 88%

Yandex 25 of respondents have watched TV in the last two weeks, 04 Media consumption in Russia which is the lowest result in the last five years (2015: 94%). 95% 86% 79% 71% 15 However, respondents who still watch TV indicated significantly Odnoklassniki 05 Data content and usage patterns 14 higher usage of television (+28%) in 2020. For comparison, * Films News TV series Science The majority of respondents TV’s media usage index was -4% in 2019. Technology 06 and educational use two or more online video services and media consumption content • The percentage of TV viewers who are switching to Internet Increase compared to 2019 TV continued to grow, while the popularity of other connection 07 Attitudes towards advertising types fell. The share of respondents who use Internet TV rose

to 43% (from 41% in 2019 and 38% in 2018), while the share 08 Media consumption in figures TV in the last +1 pp = 0 pp 5 pp +21 pp -3 pp who use personal cable and community antenna fell to 30% vs. 88% two weeks and 23% respectively (from 35% and 27% in 2019 respectively). 2019 09 Contacts • Moreover, the percentage of users using their smartphones and PCs to watch TV continues to rise. In 2020, 70% of respondents used their smartphones (+9 pp vs. 2019) and 65% of respondents watched TV on their PCs (+6 pp vs. 2019).

Connection TV watching behavior Devices used to watch • Films, news and TV series remain the most popular types on weekdays/weekends TV and change vs. 2019 of TV content. Of TV users, 95% watch movies (+1 pp vs. 2019), Internet TV 86% watch news content (the same as in 2019), and 79% watch I switch on the TV TV set TV series (+5% vs. 2019). Popular science and educational to find something to watch. 43% programs benefitted from the greatest increase in popularity 32/37 % If there is nothing interesting, +2 pp 97% among respondents in 2020 (71%, +21 pp vs. 2019). Personal cable I just leave it on in the background and/or watch the show Smartphone 30% that seems the most interesting 70% +9 pp Community antenna I turn on the TV to watch Desktop PC a specific program 23% % 24/22 65% +6 pp

05 Media Consumption in Russia – 2020

Key findings 01 Foreword

02 Research methodology Top five podcast categories, %, Trends and percentage point change vs. 2019 • The rapid decline in radio usage has 03 Key findings Movies, music, art 78 +4 slowed down since 2015, stabilizing at 56% News 73 +4 in 2019–2020 (59% in 2018 and 62% in 2017). 04 Media consumption in Russia Popular science and education 68 -1 • Foreign music and Russian music remain Politics and society 66 +2 the most popular types of radio content 05 Data content and usage patterns (89% and 87%, respectively). The popularity Theme programs 62 - Technology Top categories of radio as a source of news continues 06 and changes vs. 2019 and media consumption to decline as the importance of , Average podcast minutes blogs and online videos grows. 07 Attitudes towards advertising listening time per day • The most popular devices used to listen 89% 87% 76 % 44 to the radio on weekdays and at weekends 08 Media consumption in figures include car stereos (41%), radios at home Foreign Russian News Devices used to listen to the radio 09 Contacts music music (23%) and smartphones (16%). Car stereo Radio at home Smartphone • The average time respondents spent listening to podcasts increased by 4 minutes in 2020 +1 pp -2 pp -5 pp 41% 23% 16% (vs. 2019), rising to 44 minutes per day. The leading categories in terms of overall popularity and listenership expansion Radio listening behavior were podcasts about movies, music and art on weekdays/‌weekends (78% of listeners, +4 pp vs. 2019), and news (73% of listeners, +4 pp vs. 2019). I listen to the radio 42/36 % while driving have listened I listen to the radio to the radio at home 56% in the last 27/45 % two weeks I listen to the radio 20/2 % at work

06 Media Consumption in Russia – 2020

Key findings 01 Foreword

02 Research methodology Top five Internet resources, %, Trends and percentage point change vs. 2019 of respondents have expanded or intend to • The most popular reason for accessing 03 Key findings expand the service packages they purchase Youtube 49 % from providers during the lockdown 87 +1 the Internet remains unchanged from last VKontakte 85 +5 year. Respondents mainly go online to search 04 Media consumption in Russia for information (98% of Internet users, Top five reasons Instagram 59 +7 for using the Internet +2 pp vs. 2019). The share of respondents Odnoklassniki 55 -2 05 Data content and usage patterns 98% who use government services and Internet 46 +2 95% banking increased to 95% in 2020. 94% Technology 94% 93% 06 92% of respondents check for updates on their and media consumption social media accounts (+3.9 pp vs. 2019). 07 Attitudes towards advertising • YouTube and VKontakte are still the most Chatting, Movies Checking Personal Searching informal and and for updates needs: for own a laptop/PC popular Internet resources, attracting 08 Media consumption in figures communication videos on social government information 80% 87% and 85% of respondents respectively. services Instagram enjoyed the biggest growth 09 Contacts in popularity (+7 pp vs. 2019 to 59%).

• The percentage of wireless Internet users rose for the fifth year running, growing to 53% in 2020 (from 44% in 2015). The growth Internet connection1 Internet usage behavior Devices used to connect in the share of mobile Internet users and change vs. 2019 on PCs to the Internet and change vs. 2019 accelerated significantly in 2020 to 41% (from 29% in 2015). The fall in the popularity Wireless I go online often Smartphone Internet of direct cable connection has stalled, 53% and for extended periods of time (Wi-Fi) 63 % 92% +4 pp remaining at 42%–43% in recent years (down from 52% in 2015). Direct I go online often, Laptop cable +1 pp • Among devices used to access connection 43% % but only for short periods of time 15 the Internet, smartphones (+4 pp vs. 2019 +3 pp 77% to 92%) and laptops (+3 pp vs. 2019 to 77%) Mobile I rarely go online, but when I do, I stay Internet +6 pp enjoyed the biggest increase in 2020. 41% % online for extended periods of time Desktop PC 9 The share of users using PCs to go online has I rarely go online remained unchanged in recent years (at 70%). Modem 70% +2 pp connection 16% and only for short periods of time 13 %

1 The majority of respondents use more than one type of connection 07 Media Consumption in Russia – 2020

Key findings 01 Foreword

02 Research methodology Popularity of print media by type, %, Trends and percentage point change vs. 2019 Top news categories • The overall popularity of print media 03 Key findings and change vs. 2019 Magazines 54 -2 continues to decline, hitting its lowest Newspapers 53 -5 level for the past five years. Only 38% 04 Media consumption in Russia of respondents had read print media at least once in past two weeks in 2020 General 05 Data content and usage patterns news have read print (compared to 57% in 2015). Technology media in the last • The popularity of reading as a way 06 % two weeks -7 pp and media consumption 38 vs. of consuming media content has declined 87% +1.4 pp 2019 for all channels. In addition to print media, 07 Attitudes towards advertising the share of respondents reading printed books (36%, -6 pp vs. 2019) and E-books 08 Media consumption in figures Type of print media and change vs. 2019 (38%, -1 pp vs. 2019) also decreased in 2020.

Popular science Print media Printed books E-books 09 Contacts and educational content • The popularity of newspapers is decreasing faster than that of magazines. 38% 36% 38% 53% of respondents at least sometimes read 77% newspapers (-5 pp vs. 2019), while the figure +1.1 pp -7 pp -6 pp -1 pp for magazines was 54% (-2 pp vs. 2019).

• The share of respondents who read Reading habits free print media (28%, +1 pp vs. 2019)

Politics and purchase specific print media publication and society I read free print media on an irregular basis (22%, +4 pp vs. 2019) 28 % has increased due to a slight decrease 75% in other categories. +3.0 pp I buy specific print media 22 % publications, but not regularly I do not buy print media 15 % but I read what my friends buy

08 Media Consumption in Russia – 2020

Key findings 01 Foreword

02 Research methodology Top five instant messengers, %, Trends and percentage point change vs. 2019 • Smartphone penetration continued to rise in 2020, 03 Key findings Most popular WhatsApp 88 +5 with 95% of respondents owning smartphones smartphone functions Viber 62 +1 (compared to 91% in 2019 and 72% in 2015). 04 Media consumption in Russia Skype 52 -1 • Instant messengers were the number one smartphone feature Telegram 50 +10 for the third consecutive year, with 42% of respondents 05 Data content and usage patterns Instant messengers 42% Facebook Messenger indicating more frequent use. Social media apps (35%) 44 +6 Technology and Internet calls (33%) also continue to gain ground. 06 and media consumption • The most popular instant messengers remain the same Internet usage behavior on smartphones 07 Attitudes towards advertising Social for the third year in a row. Telegram recorded its highest media 35% spike in usage in 2020 (up to 50%, +10 pp vs 2019). apps I go online often 08 Media consumption in figures 64 % and for extended periods of time • Smartphones continue to surge in popularity and usage. In 2020, 92% of respondents used smartphones to access 09 Contacts Internet I go online often, the Internet (+4 pp vs. 2019). calls 33% but only for short periods of time 25 % • The majority of users go online on their smartphones often and for extended periods of time (64%) (+2 pp vs. 2019). I rarely go online, but when I do, I stay online for extended periods of time Mobile % % 3 banking 27 I rarely go online 8 % and only for short periods of time

Frequency of Internet usage on smartphones and time spent online over the last five years

2020 2019 2018 2017 2016 92% 88% 86% 82% 77% own Usage % a smartphone +4.0 pp Per day Per day Per day Per day Per day 95 vs. 2019 3 hrs 04 mins 2 hrs 57 mins 2 hrs 39 mins 2 hrs 25 mins 2 hrs 22 mins Average time per day 09 Media Consumption in Russia – 2020

Key findings 01 Foreword

02 Research methodology Usefulness of advertising channels1, % Trends

TV advertising 18% • Tablet penetration reached 60% in 2020. However, only 03 Key findings advertising 3% 51% of respondents use this device (-2 pp vs. 2019). Tablet uses The main reasons for using tablets include surfing the Internet Outdoor advertising -8% 04 Media consumption in Russia and watching TV (50% and 41% of respondents respectively). Print media advertising -11% This year’s biggest spike in tablet usage was for playing 05 Data content and usage patterns Website advertising -15% video games (44% of respondents, +26 pp vs. 2019). Social media advertising -18% Technology • Internet usage behavior on tablets remained almost 06 Connecting Watching Playing Radio advertising -29% and media consumption to the Internet TV video games unchanged this year. A third (33%) of respondents use Email advertising -30% tablets to go online often and for extended periods of time 07 Attitudes towards advertising Mobile advertising -39% (+1 pp) and a quarter (25%) use the device to go online rarely

50% 41% 44% Mobile app advertising -47% and for short periods of time (-2 pp). 08 Media consumption in figures Sponsorship-based advertising -51% • The popularity of ad blockers is growing steadily for all devices. Advertising in audio content -66% This is especially true for smartphones and tablets. In 2020, 09 Contacts

Increase vs. 2019 Cold calling -71% 40% of respondents said that they use ad blockers on their mobile devices (+12 pp vs. 2019) and 44% use ad blocking 1 Perceived advertising usefulness: [the share of respondents software on PCs and laptops (+2 pp vs. 2019). who found information from advertisements useful minus the share who did not find such information useful]. • Similarly to 2019, TV ads (18%) and search ads (3%) were perceived as the most useful. Cold calls (-71%), advertising +0.4 pp +3.3 pp +26.0 pp in audio content (-66%) and sponsorship-based ads (-51%) Internet usage behavior on tablets were perceived as the least useful sources of information.

I go online often and for extended periods of time 33 % Ad blocking and change vs. 2019 I go online often, on smartphones on laptops/PCs but only for short periods of time 29 % 40 % and tablets 44 % +12 pp +2 pp own I rarely go online, but when I do, I stay 60% a tablet 13 % online for extended periods of time I rarely go online 25 % and only for short periods of time 10 Media consumption 01 Foreword in Russia 02 Research methodology

03 Key findings

04 Media consumption in Russia Media consumption by category Russians as media users Media usage throughout the day Media consumption practices Changes in media consumption in 2016–2020 Video games

05 Data content and usage patterns

Technology 06 and media consumption 07 Attitudes towards advertising

08 Media consumption in figures

09 Contacts

11 Media Consumption in Russia – 2020 | Media consumption in Russia

Media consumption by category 01 Foreword

02 Research methodology Audience reach, % Trend

Which of the following media channels have you used in the last two weeks? • Audience reach dropped by 4 pp in 2020 (56%) compared to the average 03 Key findings level in 2019 (60% excluding cinema and theaters). 2020 2019 2018 2017 2016 • Television is much less popular this year among respondents aged 40–44 04 Media consumption in Russia 1 1 1 1 1 Internet 100 100 100 100 100 (-10 pp vs. 2019). Young people aged 14–19 (77%) and 20–24 (73%) are still Media consumption TV 88 91 93 92 92 the least active TV watchers (-4 pp and -2 pp vs. 2019 respectively). by category Radio 56 56 59 62 58 • In 2020, the audience reach for print media and books fell Russians as media users Video games 39 48 45 50 54 by 7 pp and 6 pp respectively. Print media 38 45 44 50 52 Media usage • The popularity of video games fell by -9 pp compared to 2019. However, throughout the day Printed books 36 42 42 45 41 respondents that do play video games, tend to play them for longer periods, Media consumption practices E-books 38 39 39 42 39 as demonstrated by the usage index for video games (+11% or 4 pp vs. 2019). Cinemas 0 32 34 36 33 Changes in media Theaters/concerts 0 12 17 15 13 Insights consumption in 2016–2020

• Media consumption in towns with a population of less than 500,000 people Video games 1 Due to the data collection method used (online survey) is 3 pp below the average. 05 Data content and usage patterns • The lowest level of media consumption (47%) is among respondents 57 59 58 58 54 58 55 47 57 53 50 51 59 52 60 who live alone. The media consumption of respondents who do not live alone Technology 56% is 57%. Employed respondents are slightly more active in using media content 06 and media consumption Average (8 pp higher than unemployed respondents). media 07 Attitudes towards advertising reach2, • Respondents with higher education are still more active media consumers % than those with secondary education (60% vs. 52%, or 8 pp higher). 08 Media consumption in figures • We conducted our survey while COVID-related quarantine measures were still in place. As the majority of public places were closed, we did not 09 Contacts

ask questions related to cinemas, theatrical events and concerts. Moscow Students Employed Pensioners Pensioners Respondents Unemployed St. PetersburgSt. who live alone do not live alone Respondents who

2 Average audience reach for the nine selected media channels

12 Television Radio Print media Video games

Insights Insights Insights Insights 01 Foreword Muscovites started watching TV more People living in St. Petersburg listened Print media is less popular with people living Our survey shows that the share of respondents frequently this year. This rise in popularity to the radio more often (65%) than those in St. Petersburg (42%) compared to 2019 (44%); who play video games decreased by 9 pp 02 Research methodology was likely pushed up by the lockdown. living in the Far East (42%) or North however, the popularity of print media this year. This is true for all categories. However, even despite this increase, Caucasian (38%) federal districts. is still 4 pp above the national average. The popularity of video games is similar across 03 Key findings the result for Moscow remained 3 pp all federal district, with the Central federal below the sample average. Respondents aged 30–44 are more active People living in cities with a population district leading at 3 pp above the average. 04 Media consumption in Russia radio listeners. Employed respondents (62%) of over 1 million read print media more often TV usage is almost the same across all Russian listen to the radio more often (by 16 pp) (by 10 pp) than those living in small towns Changes in consumption Media consumption federal districts (ranging from 85% to 89%). than unemployed respondents (46%). (less than 500,000 people). The gender gap in the popularity of video by category games narrowed from 17 pp to 11 pp. Russians as media users Only 73% of young people aged 20–24 watch Radio is much less popular with respondents Print media is most popular with respondents Nevertheless, video games are still more TV (15 pp below the average). TV is slightly who live alone (39%) than with those who aged 40–44 (10 pp above the average). popular with men (45%). Media usage more popular among respondents aged do not live alone (59%). Young respondents (under 29) are less interested throughout the day 14–19 (77% of respondents in this age group in print media (9 pp below the average). Residents of cities with 500,000 to one million Media consumption practices watch TV). The popularity of television tends Young people under the age of 24 are less inhabitants are most likely to play video games Changes in media to increase with the age of respondents active radio listeners. Changes in consumption (42%, -7 pp vs. 2019). The share of respondents consumption in 2016–2020 (to 97% for over 65s). In 2020, print media audience fell who reported playing video games in million- Changes in consumption in Moscow and the Central federal district plus cities decreased by 14 pp this year to 38%. Video games Changes in consumption The radio audience in St. Petersburg rose (by 14 pp in each). Television consumption declined by 6 pp by 9 pp in 2020 but remained unchanged 05 Data content and usage patterns “I don’t really play video games, but due this year in St. Petersburg, and by 4 pp in both in Moscow (at 60%). Readership of print media also fell to the coronavirus, I replayed video games the Volga and Far East federal districts. in all other Russian regions (by an average Technology from my childhood. I just wanted to bring back 06 The share of respondents who listen of 10 pp) with the exception of the Siberian and media consumption those nostalgic memories.” Women are less active TV watchers (-4 pp). to the radio fell in the Far East federal district and the Southern federal districts, where (by 9 pp), canceling out the rise in 2019. print media consumption remained unchanged “I played video games too much when 07 Attitudes towards advertising Television declined in popularity (by -6 pp) this Radio listenership also fell in the North from last year at an average of 38%. it all started, so now I am a bit tired of them year with respondents who live alone (81%). Caucasian federal district (by 15 pp). and don’t want to play as much anymore.” 08 Media consumption in figures

“Video games no longer help me relax after work. Radio consumption among respondents 09 Contacts You are already at home, looking at a screen all aged 25–29 fell by 13 pp. day, so to spend your free time sitting watching

a screen with a slightly different image, just doesn’t do it for me anymore. It’s much better to communicate with others.”

Focus group (aged 18–35)

13 Media Consumption in Russia – 2020 | Media consumption in Russia

E-books Printed books Social media Online videos 01 Foreword

Insights Insights Insights Insights 02 Research methodology E-books were most popular with residents Printed books are most popular with residents Residents of St. Petersburg are more Russians tend to spend their free time of St. Petersburg in 2020 (58%, +14 pp of St. Petersburg (46%), respondents aged active users of social media (+9 pp) watching online videos (85% of respondents). 03 Key findings vs. 2019), at a considerable 20 pp above 50–54 (41%) and people over 65 (42%). Printed compared to the sample average (90%). The results of all Russian regions are relatively the sample average. books are less popular in the Far East (29%) Women are 8 pp more likely to use social close to the average (± 5 pp). 04 Media consumption in Russia and North Caucasian (31%) federal districts. media than men (94% vs. 86%). E-books are also more popular with people Online videos are least popular with Media consumption aged 30–44 (42%). Employed people 41% of Russian respondents with higher Social media usage tends to decrease residents of the Far East federal district by category are 9 pp more likely to read e-books education and 27% with secondary as the age of respondents increases (81%) and most popular with residents Russians as media users than unemployed people (41% vs. 32%). education read printed books. (from 94% for the under 29 age group of the Northwestern federal district (87%). to 83% for the over 60s). Media usage The gap is greater among those with different Printed books are also more popular Based on the popularity of social media throughout the day levels of education. E-books are less popular with servicemen (50%) and government Employees of law enforcement agencies and online videos, it can be concluded that Media consumption practices with Russians with secondary education (29%). employees (41%). are less active social media users (10 pp lower) people living in the Northwestern federal district Changes in media Respondents with higher education are more than employees in other areas. are the most active Internet users in Russia. consumption in 2016–2020 active e-book users (43%). Changes in consumption Women are still significantly more likely to read Social media is also less popular Videos are popular with residents of all age Video games Changes in consumption printed books than men, though the gender gap with respondents who live alone than groups; however, those over 60 are somewhat The popularity of e-books among young has narrowed from 12 pp to 7 pp this year. those who do not live alone (by 4 pp). less likely to watch them (by 6 pp). 05 Data content and usage patterns people aged 20–24 plunged by 15 pp. The same trend is true for respondents Online videos are also less popular with Printed books are much less popular with secondary education (4 pp lower) residents who live alone (77%) compared Technology 06 E-books became less popular with business in Moscow (-19 pp). than those with higher education. to those who do not live alone (89%). and media consumption owners (-13 pp vs. 2019) and self-employed respondents (-10 pp vs. 2019). The popularity of printed books among 07 Attitudes towards advertising “I’ve recently started using , mostly for political news. I follow specific people I find interesting.” respondents aged 16–29 dropped by 13 pp, which more than double the rate “I have tended to use social media less actively during the pandemic as my eyes get extremely tired 08 Media consumption in figures of decline for all groups of respondents (6 pp). from working on a computer all day. I prefer using Zoom to connect with friends.” 09 Contacts “I’ve gotten into e-sports and video game streaming on .”

Focus group (aged 18–25)

14 Media Consumption in Russia – 2020 | Media consumption in Russia

Russians as media users 01 Foreword

02 Research methodology Would you describe yourself as an active media user who watches TV, reads printed Trend Insights and electronic media, listens to the radio and browses the Internet on a regular basis? There were no significant changes Older respondents are less likely 03 Key findings Please select the response that best describes you. in behavioral patterns of active media users to be active media users: 51% in 2020. The share of most active users of young people aged 14–29 are active media Yes, I am an active media user. I share news with friends/colleagues/acquaintances increased by just 1 pp and the percentage consumers (10 pp above the average). 04 Media consumption in Russia both in person and online (social media, blogs, forums, etc.), % of respondent who prefer to share news Media consumption 41 in person declined 1 pp. 44% of all respondents aged under 40 by category 43 44 were among the most active media users 40 84% of respondents fell into the category (3 pp above the average). Russians as media users 42 of the most active media users in 2020. Media usage Yes, I am an active media user. I prefer to share news with friends/colleagues/ The share of respondents throughout the day acquaintances in person, % “At university (where the respondent works), many in the 44 and over age group who prefer 33 Media consumption practices 34 employees have switch to using Internet platforms to share news in person (38%) or not 34 (Zoom, Skype). Internet resources make our lives to share news at all (23%) has increased. Changes in media 35 easier. Let’s use it more often!” consumption in 2016–2020 36 The percentage of respondents who prefer Yes, I am an active media user. I prefer to share news with friends/colleagues/ “I subscribed to a lot more Telegram channels Video games not to share news either in person or online acquaintances online (social media, blogs, forums, etc.), % in the first months of the lockdown. Now that is 4 pp lower in Moscow and St. Petersburg 10 quarantine measures have been lifted, I’m still 05 Data content and usage patterns 9 than in all other cities. 9 an active user of all Telegram channels.” 9 Technology Focus group (aged 25–59) Active media usage tends to increase 06 9 and media consumption Yes, I am an active media user. I prefer not to share news with friends/colleagues/ in line with income levels. More than half acquaintances either in person or online, % “I played video games more than usual of respondents (51%) who reported ‘high’ 07 Attitudes towards advertising 16 this summer. Not only because of the pandemic, income were among the most active 17 but also due to the summer holidays. media users, for ‘medium’ income — 41% 14 08 Media consumption in figures and for ‘low’ income — 32%. 16 Now, even though I am studying remotely, 13 I don’t have much time for playing video games.” 09 Contacts Women are more likely to be among the most 2020 Focus group (aged 18–35) active media users than men (by 7 pp). 2019 2018 2017 2016

15 Media Consumption in Russia – 2020 | Media consumption in Russia

Media usage throughout the day 01 Foreword

02 Research methodology What type of media do you prefer? Average media usage The Internet remains the dominant media channel for Russians in 2020. Average 03 Weekday usage on weekdays and at weekends Key findings 3 hrs 51 mins increased by more than one hour. Weekend 04 Media consumption in Russia 4 hrs 22 mins The share of Russians watching television Media consumption

TV Radio Internet Social media Online videos E-books mediaPrint Printed books Video games None of the above continues to decline (-3 pp vs. 2019); however, Weekday by category 3 hrs 33 mins those that still watch TV spend more time Weekend with this media channel on weekends Russians as media users

4 hrs 04 mins (by more than one hour on average), mainly Media usage On weekdays due to the lockdown. throughout the day Weekday 6am to 9am 19% 11% 12% 14% 1% 1% 1% 1% 1% 39% 2 hrs 36 mins Media consumption practices Russians play more video games on weekdays Weekend 9am to 12pm 16% 11% 28% 18% 4% 1% 1% 1% 1% 17% and at weekends (16 minutes and 46 minutes Changes in media 3 hrs 41 mins more respectively). The simultaneous consumption in 2016–2020 12pm to 6pm 11% 8% 30% 23% 9% 2% 1% 2% 2% 11% 9 pp drop in the share of respondents who Weekday Video games 6pm to 9pm 23% 4% 20% 22% 16% 2% 3% 2% 4% 4% 1 hr 46 mins play video games and increase in playing time likely means that people who stopped gaming 9pm to midnight 25% 2% 12% 18% 18% 2% 5% 4% 6% 8% Weekend 05 Data content and usage patterns 2 hrs 36 mins were casual gamers who did not spend much Midnight to 6am 5% 2% 6% 8% 7% 1% 2% 2% 2% 65% time playing. The popularity of video games Technology At weekends Weekday continues to rise, and the decline in audience 06 1 hr 42 mins and media consumption share is due to the loss of casual gamers who 6am to 9am 15% 5% 8% 9% 3% 1% 1% 1% 1% 56% Weekend were likely to play video games to pass the time, 1 hr 33 mins 07 Attitudes towards advertising 9am to 12pm 31% 7% 19% 18% 4% 2% 1% 1% 2% 15% for example, while commuting.

12pm to 6pm 19% 7% 27% 21% 13% 1% 1% 1% 3% 7% 08 Media consumption in figures

6pm to 9pm 22% 3% 20% 22% 17% 2% 2% 2% 5% 5% 09 Contacts 9pm to midnight 25% 2% 10% 17% 20% 2% 5% 3% 6% 10%

Midnight to 6am 6% 2% 5% 6% 7% 1% 3% 2% 4% 64%

Most active “I usually play video games for an hour or two in the morning Fairly active to my brain in gear for the working day ahead.” Least active Focus group (aged 18–25)

16 Media Consumption in Russia – 2020 | Media consumption in Russia

Media consumption practices 01 Foreword

02 Research methodology Television

03 Key findings I switch on the TV to find something to watch. If there is nothing I go online often and for extended periods of time, % I listen to the radio while driving, % interesting, I just leave it on in the background and/or watch 63 42 04 Media consumption in Russia the show that seems the most interesting, % 58 36 33 32 I listen to the radio at home, % Media consumption 37 64 43 27 by category I switch on the TV to watch a specific program, % 45 I go online often, but only for short periods of time, % Russians as media users 24 I listen to the radio at work,% 22 15 19 20 Media usage I switch on the TV to find something to watch. 29 2 throughout the day If there is nothing interesting, I turn it off,% 25 20 I listen to the radio on public transport, % 23 5 Media consumption practices 24 I rarely go online, but when I do, I stay online 2 Changes in media I leave the TV on in the background, % for extended periods of time, % I listen to the radio while walking, % consumption in 2016–2020 16 9 3 12 10 13 5 Video games I only watch TV when I have company, % 3 18 5 Weekday Weekend 05 Data content and usage patterns 5 I rarely go online and only for short periods of time, % 13 Weekday Weekend Technology 13 06 25 and media consumption 8 Print media TV viewing habits and radio listening behavior 19 07 Attitudes towards advertising and preferences have not changed significantly Desktop PC Tablet TV set compared to 2019. I read free print media, % Laptop Smartphone 08 Media consumption in figures 28 I buy specific print media publications, but not regularly, % Also, compared to 2019, haven`t changed respondents’ habits 09 Contacts 22 regarding places where they prefer to listen to the radio. In 2020, the percentage of respondents who use I do not buy print media but I read what my friends buy, % their TV sets to connect to the Internet increased 15 Respondents were more likely to listen to the radio while by 8 pp compared to 2019. I purchase specific print media publications on a regular basis, % driving (42%) on weekdays. At weekends, 45% of respondents 14 said that they prefer to listen to the radio at home. I purchase print media to pass the time, % 12 I have subscriptions to certain print media items, % 10

17 Media Consumption in Russia – 2020 | Media consumption in Russia

Changes in media consumption in 2016–2020 01 Foreword

02 Research methodology The media usage index1, pp 03 Key findings Trends How has your media usage changed? (%) Russians’ subjective assessment of how It’s a similar story with video games. 2020 2019 2018 2017 2016 they consumed media changed significantly Our survey shows that while the share 04 Media consumption in Russia

2 in 2020 due to the lockdown: 96% of respondents who play video games fell this Internet +96 +62 +59 +66 +62 Higher usage Media consumption of respondents said that they are using year, respondents reported an increase in video Television +28 -4 -7 -11 -8 by category the Internet (social media/videos/search game usage (+11%), which is also affirmed Average index +23 +9 +7 +5 +6 requests) more extensively. by an increase in the time spent gaming Russians as media users Video games +11 +7 +4 +6 +4 (by an average of 30 minutes vs. 2019). Radio +10 +2 0 -3 -4 Media usage Although the television audience declined throughout the day E-books +9 +27 +29 +29 +31 by 3 pp compared to 2019, those who The rise in the use of e-books has also slowed Media consumption practices still watch television increased their down considerably (-18 pp vs. 2019). This may Printed books +6 -9 -12 -18 -16 consumption considerably (+28 pp vs. 2019). be due to the impact of remote working Print media +4 -20 -26 -22 -24 Changes in media - +4 +4 +3 0 consumption in 2016–2020 This is evidenced by the overall increase as access to public transport networks Cinema Lower in the time spent watching TV (by an average (the most popular place for reading e-books) Theaters/concerts - +2 +6 -2 0 usage Video games of 1 hour vs. 2019). was restricted because of COVID-19.

Insights 05 Data content and usage patterns Russians are reading more printed books The Urals and Volga federal districts Video games usage is growing at a similar pace and print media. The media usage index recorded the highest increases in TV usage across all federal districts, with the exception Technology for printed books and print media increased 06 (33% each). The rise in radio usage was of the North Caucasian federal district, and media consumption by an average of 6% and 4% respectively. 4 pp above the average in the Volga federal where growth was lower at +5%. Russians 07 Attitudes towards advertising district (at +14%). The Central federal district aged 14–29 reported the highest increase also saw an above average growth in radio in video game usage (+14%). 08 Media consumption in figures listenership (at +13%). The most significant increase in social media usage was recorded Respondents aged 14–29 also indicated in the North Caucasus and Siberian federal the largest increase in TV usage (+30%) 09 Contacts districts with +34% and +32% respectively of all the age groups. (the average increase in Russia was +27%).

1 The media usage index is calculated as follows: [the percentage of respondents who indicated higher usage minus the percentage indicating lower usage] 2 To search for information, communicate on social media, and watch videos online

18 Media Consumption in Russia – 2020 | Media consumption in Russia

Video games 01 Foreword

02 Research methodology Popularity of video games

03 Key findings 31 31 31 42 35 35 32 28 36 36 36 38 38 30 34 34 34 40 40 34 40 37 Trends Insights A significant percentage of respondents 82% of respondents play video games 04 Media consumption in Russia 36% 34% aged under 44 play both online and offline for entertainment, which is similar to last year. Online games. However, the older respondents get, Offline Media consumption games games the more likely they are to express a preference Just like last year, about one third of respondents by category for either online or offline games. play online games to relax, while the share of respondents who play offline games Russians as media users Muscovites continue to be the most active for this purpose has increased by 10 pp. Media usage players of online games (40%), while throughout the day the popularity of offline games declined “Personally, I rarely play video games, Media consumption practices in the capital (-12 pp vs. 2019). but I played a couple of times during the lockdown Moscow Aged 60+ Aged Changes in media Aged 16–29 when I was bored. However, my little brother Aged 30–44 Aged Aged 45–59 Aged Online games St. PetersburgSt. Offline games are still more popular in small played online games nonstop for twenty-four consumption in 2016–2020 Offline games towns with a population of less than 500,000 hours a day in the summer.” Video games people (42%). Older generations reported “I generally commuted to work by car during a substantial growth in the popularity of offline the lockdown. I sometimes used to play games 05 Data content and usage patterns Reasons for playing video games, % and online games (from 27% and 31% on my mobile on public transport, but now that respectively in 2019 to 40% for both in 2020). Entertainment/leisure I’m driving, I obviously can’t do that anymore.” Technology 06 82 Online games and media consumption 82 Though men are more likely than women “During the lockdown, my friends played Offline games Relaxation to play video games for entertainment, there nonstop for weeks. They are gamers and it’s like 07 Attitudes towards advertising 34 is only a minor difference in the preferences their hobby or something.” 38 of male and female gamers: women are slightly 08 Media consumption in figures Way to pass time “At the beginning of the quarantine, video games more inclined to play offline games (by 2 pp) 19 were virtually the only way I could communicate and men slightly more likely to play online 28 with my friends. We used to sit and play together 09 Contacts games (by 2 pp). Socializing/communication while chatting on Skype. When the situation 14 7 began to improve, we spent considerably Self-development/education less time playing games.” 8 Focus group (aged 18–55) 6 Earning income 3 2

19 Data content 01 Foreword and usage patterns 02 Research methodology

03 Key findings

04 Media consumption in Russia

05 Data content and usage patterns

News sources News source ranking by trust level

Attitudes towards the media: Russian or foreign source? The most popular content for each media Frequency of visits to Internet resources Popularity of Internet resources

Video content

Technology 06 and media consumption 07 Attitudes towards advertising

08 Media consumption in figures

09 Contacts

20 Media Consumption in Russia – 2020 | Data content and usage patterns

News sources 01 Foreword

02 Research methodology Top three news Respondents of all ages, including young Please select the top two sources you go to for the news (%) sources in Russia people (14–24) and older generations (over 79 79 03 Key findings 65), named official news websites (analytical 75 Internet (news, analytical, 75 official websites) 69 69

and news websites) as a key news source. 68 67 67 72% However, the older the audience, the higher 62 04 Media consumption in Russia 2020 the engagement with this type of news source. 55 Television still ranks in second place. The Internet 50 50 05 Data content and usage patterns Television is a more important news source than television 35 34 for young people (under 34), while older 34 News sources 29 28 58% generations actively consume television news. 2020 News source ranking

12 by trust level 10 9 10 8 Social media and blogs is a popular source 9 5 4 Internet (social media and blogs) 4 3 3 of information for younger audiences aged 2 Attitudes towards the media: 40% 14–24 and 25–34. Interest in this type of news Russian or foreign source? Internet Internet Print media Radio Television 2020 decreases as the age of respondents rises. (official (social media The most popular content websites) and blogs) for each media Change in the importance 14–24 25–34 35–44 45–54 55–64 65+ of news sources Frequency of visits The importance of social media and blogs to Internet resources is increasing every year. For example, it has “It is worth noting that people’s interest has returned “I use to just have the news on in the background, now I am interested Popularity of Internet resources increased by 10 pp compared to 2018 (and to traditional media outlets, especially Russian in actively following it.” by 3 pp compared to 2019). However, while outlets―volatility in the currency markets, various “I listened to a podcast for the first time during the pandemic and liked Video content the highest increase in 2019 was among younger macroeconomic events, up-to-date and verified it. Podcasts give you the chance to delve into a topic you don’t know respondents (aged under 34); the most notable information about the epidemiological situation― Technology much about for quite a short period of time and in sufficient detail.” 06 increase this year was among people over 65. all these helped boost the user base for outlets and media consumption such as Lenta, Gazeta and RBC.” “I still listen to the news each morning before going to work. 07 Attitudes towards advertising In contrast, the importance of news portals Usually, I watch TV news but lately I’ve started using more news websites.” Rafael Abramyan and websites declined for all age groups. CEO, Rambler Group Focus group (aged 18–55) 08 Media consumption in figures

09 Contacts

21 Media Consumption in Russia – 2020 | Data content and usage patterns

Media source ranking by trust level 01 Foreword

02 Research methodology If different news sources report on the same event differently, which source would you believe? Which news source do you trust the most?

03 Key findings Internet (news, analytical, official websites), % Magazines, % Insights 39 1 Muscovites (20%), residents of other large cities (21%), 42 1 and students (15%) have the lowest levels of trust in television. 04 Media consumption in Russia 42 0 40 1 People living in the North Caucasian federal district (28%) 35 1 reported the highest level of trust in television. Respondents 05 Data content and usage patterns Television, % aged 55–59 (32%) and over 65s (36%), servicemen and civil 23 Trends servants (36%), and pensioners (32%) have had the highest News sources 28 30 The Internet, and specifically news, analytical and level of trust in television in previous years. News source ranking 30 official websites, is the most trusted news source 28 by trust level (trusted by 39% of respondents). Respondents Respondents aged 14–29 have significantly less trust in online Internet (social media and blogs), % aged 35–39 and 45–49 expressed the greatest trust news and analytical websites (36%) than those aged 45–59 (43%). Attitudes towards the media: 16 Russian or foreign source? 13 in information from new, analytical and official websites. 10 Residents of the Far East federal district have the lowest The most popular content 11 Television is the second most trusted new sources. Although level of trust in online new, analytical and official websites 13 for each media television continued to loose trust in 2020 (-5 pp vs. last year), (29%). Employed respondents have more trust in online Word of mouth, % it is still more trusted than social media, radio and newspapers. news and analytical articles (by 4 pp) than unemployed Frequency of visits 8 to Internet resources 6 respondents (41% vs. 37%). 6 “The Internet is the main source of information for me, especially Popularity of Internet resources 6 Residents of small towns (less than 500,000 people) 8 social media, Twitter and Telegram. However, these days, I have more trust in western media.” are more trusting of news from social media than residents Video content Radio, % of large cities (17%). 20% of respondents aged 14–29 have 3 “I used to read magazine articles just because they had exclusive more trust in news from social media. Technology 3 information not available elsewhere. I don’t generally read 06 3 and media consumption 3 newspapers or magazines now as each outlet has its own Respondents with higher education have less trust in news 2 website where you can find anything you want.” 07 Attitudes towards advertising from social media (by 2 pp) than those with secondary Newspapers, % Focus group (aged 18–35) education (15% vs. 17%). 3 08 Media consumption in figures 2 1 1 09 Contacts 3

2020 2019 2018 2017 2016

22 Media Consumption in Russia – 2020 | Data content and usage patterns

Attitudes towards the media: Russian or foreign source? 01 Foreword

02 Research methodology Is it important whether information comes from a foreign or Russian source? Trends Insights Similarly to the results of 2019, Respondents aged over 65 prefer Russian 03 Key findings I prefer Russian sources, % 64% of respondents say it matters online news sources (67%). 56 2020 where information comes from. 56 2019 Respondents from small cities had 04 Media consumption in Russia 59 • Despite a steady decline over the past five 58 2018 the highest preference for Russian television 62 years (-6 pp since 2015), the majority (56%) 2017 (2 pp above the average). 38% of Muscovites 05 Data content and usage patterns still prefer Russian sources. The most popular I prefer foreign sources, % 2016 said that it didn’t matter whether news Russian news sources are newspapers (60%) 8 sources are Russian or foreign. News sources 8 and television (57%). 7 News source ranking 6 • The share of respondents who prefer foreign Higher income respondents have a greater by trust level 6 sources remains relatively small at 8% preference for foreign television channels It doesn’t matter, % for the second year running. (5 pp above the average). Attitudes towards the media: 36 Russian or foreign source? 36 • 10% of respondents prefer foreign news Women are more likely to trust Russian 34 and analytical websites and 8% prefer The most popular content 36 magazines and newspapers (by 2 pp) than men. for each media 32 foreign social media networks.

“I only prefer western media if I want to know Frequency of visits something about their internal events. to Internet resources Preferred Russian and foreign news sources in 2020, % However, I prefer our (Russian) sources for any Popularity of Internet resources news about Russia as western sources do not Average 56 8 36 always have full and reliable information Video content TV 57 10 33 about what is really going on here.” Radio Technology 55 7 38 Focus group (aged 18–35) 06 and media consumption Newspapers 60 6 34 Magazines 52 8 40 07 Attitudes towards advertising News and analytical websites 57 10 33

Social media, blogs 57 8 35 08 Media consumption in figures

Public opinion 55 6 39 09 Contacts

I prefer Russian sources I prefer foreign sources It doesn’t matter

23 Media Consumption in Russia – 2020 | Data content and usage patterns

The most popular content for each media 01 Foreword

02 Research methodology What content do you prefer? How often do you access it? How long do you listen/watch/read the content you specified each day? 03 Key findings Television Annual change Annual change Print media Annual change Annual change 04 Media consumption in Russia TV series 3.1 times1 +0.2 2 hrs 12 mins2 7 mins Popular science 1.8 times1 +0.2 32 mins2 1 mins Movies 3.9 times1 0 2 hrs 10 mins2 6 mins and educational content General news (daily news) 4.0 times1 0 58 mins2 3 mins Politics and society 1.9 times1 +0.1 29 mins2 1 mins 05 Data content and usage patterns News sources General news 2.3 times1 +0.1 27 mins2 1 mins News source ranking by trust level

Radio Annual change Annual change Online podcasts Annual change Annual change Attitudes towards the media: Russian or foreign source? Foreign music 3.6 times1 +0.2 1 hrs 07 mins2 2 mins Movies, music, art 2.2 times1 0 49 mins2 4 mins 1 2 1 2 The most popular content Russian music 3.5 times -0.1 1 hrs 06 mins 2 mins Popular science and educational content 1.9 times 0 45 mins 1 mins for each media Newscasts (news, weather) 3.5 times1 -0.2 33 mins2 12 mins General news (daily news) 2.4 times1 0 37 mins2 4 mins Frequency of visits to Internet resources

TV series are more popular with residents Residents of the Far East federal district are most Russian music is more popular with residents Respondents spent more time listening Popularity of Internet resources of cities with 500,000 to one million active movie watchers in Russia (4.4 times of the Far East federal district (4.1 times a week) to podcasts this year (4 minutes more Video content inhabitants (who watch them 3.3 times a week a week). Respondents aged 14–29 watch and less popular with young people aged than last year). However, the average listening on average). Residents of the Volga and Siberian movies on TV less frequently (3.2 times a week 14–29 (2.8 times a week). time for the top categories (news, movies, Technology federal districts have the highest interest 06 vs. 3.9 times for the average respondent). music and art) decreased by 4 minutes. and media consumption in TV series (watching them 3.3 times a week). Only 5% of respondents read newspapers The higher a respondent’s income, the more and 3% of respondents read magazines 07 Attitudes towards advertising Women tend to watch TV series more often likely they are to listen to Russian music almost every day (6–7 times a week). than men (3.3 times a week vs. 3 times). on the radio (lower income respondents Newspapers are most popular with residents 08 Media consumption in figures Unemployed and employed watch TV series listen 3.1 times a week while those with higher of St. Petersburg. 3.4 times and 3 times a week respectively. incomes tuned in 4.1 times a week). 09 Contacts

1 Average frequency per week 2 Average time spent per day

24 Media Consumption in Russia – 2020 | Data content and usage patterns

Frequency of visits to Internet resources 01 Foreword

02 Research methodology How often do you perform the following online activities? Trends “The 2020 coronavirus pandemic has acted In Russia, the main reasons for using as a catalyst for the key Internet consumption 03 Key findings Percentage of users the Internet are to search for specific trends of the last several years. Categories such information and check for updates on personal as online shopping, online learning, movie streaming (%) 6–7 days 3–5 days 1–2 days Less than 04 Media consumption in Russia per week per week per week 3 days per social media accounts. 34% of respondents and online food ordering have been major points month go online for work purposes on weekends. on web analysts’ radars for quite some time I search for information, including 98% 53% 23% 16% 6% now due to the rapid penetration of the mobile 05 Data content and usage patterns information I need for work/education Insights Internet (4G or even 5G), easier online payment

I search for information I need 95% 10% 18% 33% 34% People aged 16–29 represent the highest share options, and cheaper, high-quality devices that let News sources for personal needs (government of respondents who go online for work (88%). people access these services. Moreover, the wave News source ranking services, Internet banking, etc.) of global quarantine and social distancing by trust level I check for updates on my personal 94% 54% 17% 12% 7% The share of users increased for almost measures has spurred the intensive growth social media accounts all types of Internet activity. Podcasts of these categories, both in terms of the usage Attitudes towards the media: Russian or foreign source? I watch movies/videos 93% 28% 24% 26% 15% (from 37% to 53%), watching movies/ metrics and investment attractiveness of the top videos (from 50% to 70%), online shopping services in these categories. However, this year I use the Internet for social/ 92% 38% 24% 19% 11% The most popular content informal communication1 (from 74% to 86%) and music/radio has also brought a set of unexpected “winners” for each media (from 73% to 87%) saw the biggest growth. and “losers” that do not correspond with the I use the Internet for business/ 90% 39% 24% 17% 10% trends of previous years. The losers obviously Frequency of visits formal communication1 include all services related to mobility: taxis, to Internet resources I listen to the radio/music 87% 24% 21% 24% 18% car sharing and tourism. The winners include Popularity of Internet resources I make purchases online 86% 6% 9% 23% 48% teleconferencing and remote access services.”

I read news, newspapers, books, blogs 86% 31% 21% 20% 14% Rafael Abramyan Video content 84% 34% 24% 16% 10% CEO, Rambler Group I use the Internet for work, Technology earning income 06 and media consumption No specific purpose 72% 26% 15% 17% 14% 07 Attitudes towards advertising I download movies and videos 70% 10% 11% 21% 28%

I download music 68% 8% 9% 18% 33% 08 Media consumption in figures I download books 58% 5% 7% 14% 32%

I listen to podcasts 53% 7% 10% 17% 19% 09 Contacts

I only browse the web with 24% 5% 6% 7% 6% my friends/colleagues/acquaintances

1 Skype, email, blogs, forums, social media

25 Media Consumption in Russia – 2020 | Data content and usage patterns

Popularity of Internet resources 01 Foreword

02 Research methodology Please specify which Internet resources you use How much time do you spend online on weekdays and at weekends?

Usage Change Age groups Percentage of users 03 Key findings vs. 2019 Aged Aged Aged 60+ Weekday Weekend 14–29 30–44 45–59 04 Media consumption in Russia Less than 30 mins 4% 2% YouTube 87% 2 pp 85% 87% 87% 87% From 30 mins to 1 hr 8% 6% 05 Data content and usage patterns VKontakte 85% 5 pp 93% 87% 79% 73% 1–2 hrs 20% 13% Instagram 59% 7 pp 73% 58% 53% 45% News sources 3–4 hrs 27% 26% Odnoklassniki 55% -2 pp 34% 55% 66% 72% News source ranking 5–6 hrs 17% 21% Facebook 46% 2 pp 26% 43% 58% 64% by trust level Over 6 hrs 24% 30% Telegram 36% 11 pp 48% 36% 31% 26% Attitudes towards the media: News websites 33% -1 pp 20% 33% 42% 36% Russian or foreign source? Insights Twitter 22% 4 pp 19% 20% 25% 29% The most popular content YouTube and VKontakte are still the most popular Internet resources, for each media TikTok 21% 17 pp 28% 23% 15% 11% attracting 87% and 85% of respondents respectively, followed by Instagram 14% 2 pp 16% 11% 16% 10% (+7 pp vs. 2019), Odnoklassniki (-2 pp) and Facebook (+2 pp). Frequency of visits to Internet resources LiveJournal 8% 1 pp 4% 8% 10% 12% Telegram has retained its popularity among Russians (36%). The number Popularity of Internet resources 7% 1 pp 13% 7% 3% 2% of Telegram users continues to rise every year, with a particular boost LinkedIn 6% 0 pp 4% 5% 7% 7% this year after the Russian government officially unblocked it in June 2020. Video content Moi Krug 6% 1 pp 3% 5% 8% 8% VKontakte is most popular with respondents aged 14–29, while Facebook Technology Stream (Twitch, GoodGame) 6% 1 pp 10% 6% 4% 3% 06 is most popular with respondents aged over 60. and media consumption 2% - 3% 3% 1% 1% 07 Attitudes towards advertising 2% - 3% 3% 2% 1% The various resources boosted their user share by an average of 3.4 pp compared to 2019. TikTok and Telegram saw significant growth (+17 pp Other 1% - 0% 1% 2% 3% Media consumption in figures and +11 pp, respectively). 08

09 Contacts

26 Media Consumption in Russia – 2020 | Data content and usage patterns

Video content 01 Foreword

02 Research methodology Which of the following resources do you use to watch video content?

Usage Age groups Trend Insights 03 Key findings 1 in 2020 The top three online video resources remained Young respondents are far more likely Aged 14–29 Aged 30–44 Aged 45–59 60+ unchanged in 2020. Instagram overtook to use TikTok than older generations. 17% 04 Media consumption in Russia YouTube 92% 95% 92% 91% 88% Odnoklassniki to become the fourth most of respondents aged 14–29 use this platform popular resource for video content. to watch videos, compared to only 5% VKontakte 33% 45% 38% 23% 16% 05 Data content and usage patterns of respondents aged 45–59. 25% 19% 22% 28% 44% Users have begun to use TikTok much more News sources Instagram 15% 26% 15% 9% 7% often this year (3% in 2019 vs. 9% in 2020). Older respondents tend to use resources that News source ranking Odnoklassniki 14% 8% 14% 19% 19% they are already familiar with, such as Yandex “I don’t usually watch videos online like young (44% for those aged over 60), Odnoklassniki by trust level Movie streaming services 14% 10% 18% 15% 9% people do. I only watch movies, and sometimes (19% for those aged over 45), KinoPoisk Attitudes towards the media: Other websites interviews online. If I need some background noise, and Rutube (14% and 11% respectively with TV series and movies 11% 12% 11% 13% 10% Russian or foreign source? I switch on the TV.” for respondents aged over 60). Kinopoisk 11% 7% 12% 13% 14% The most popular content “I started watching more TV series during for each media TikTok 9% 17% 9% 5% 3% the pandemic and decided to try out a paid Facebook 4% 5% 4% 5% 2% subscription. It is quite convenient and offers Frequency of visits to Internet resources RuTube 4% 1% 2% 7% 11% various user advantages.” Popularity of Internet resources Twitch 2% 4% 2% 1% 1% Focus group (aged 18–55) Video content

Technology 06 and media consumption 07 Attitudes towards advertising

08 Media consumption in figures

09 Contacts

1 Due to changes in the data collection method, we are not able to provide a comparison against last year’s results.

27 Technology 01 Foreword and media consumption 02 Research methodology

03 Key findings

04 Media consumption in Russia

05 Data content and usage patterns

Technology 06 and media consumption Attitudes towards new gadgets

Russian household ownership of media devices

Popularity of smartphone features Messengers Access to media by connection type

07 Attitudes towards advertising

08 Media consumption in figures

09 Contacts

28 Media Consumption in Russia – 2020 | Technology and media consumption

Attitudes towards new gadgets 01 Foreword

02 Research methodology Would you describe yourself as a gadget enthusiast? Please select the statement that most applies to you.

I will only buy a new device once it has gone mainstream 03 Key findings I prefer tried-and-tested, market-proven devices to the latest trends, % and all other devices are completely obsolete, % 32 9 2020 04 Media consumption in Russia 39 7 2019 35 9 39 6 2018 05 Data content and usage patterns 40 10 2017 35 8 2016 I conduct extensive research before buying new gadgets I do not typically buy devices myself. It is usually a gift, Technology 2015 06 to select the best one, % a company‑provided device or other, % and media consumption 28 7 28 8 Attitudes towards new gadgets 30 6 30 5 Russian household ownership 29 4 31 4 of media devices I buy new gadgets as soon as they appear on the market. Popularity of smartphone I like to buy new gadgets before they go mainstream, % I like to be one of the first adopters, % features 18 6 13 4 Messengers 14 5 14 5 Access to media 11 5 16 5 by connection type

Trend Insights 07 Attitudes towards advertising The majority of respondents still preferring Moreover, the number of respondents As in previous years, most early adopters live Thus, for example, this year, people with higher tried-and-tested devices (32%) to new products. who like to buy new gadgets before in million-plus cities. The share of early adopters incomes were 16 pp more likely to identify 08 Media consumption in figures However, the share of respondents taking they go mainstream has increased falls from 10% in the largest cities to 2% as first adopters of new gadgets than last this approach decreased by 7 pp compared (18% vs. 13% in 2019). in smaller cities. 19% of business owners said year, whereas for less well-off respondents, 09 Contacts to 2019 and is now just 4 pp higher than that they often buy the latest devices. the increase was just 2 pp. the share who conduct extensive research The share of those who like to buy new before buying new gadgets. gadgets as soon as they appear on the market Men tend to buy more new gadgets than Residents of small towns, pensioners, also increased by 2 pp but still accounts women. Enthusiasm for gadgets also tends homemakers and those with low incomes prefer for only 5–6% of all respondents. to increase in line with income levels. tried-and-tested devices (2, 4, 12, and 8 pp above the average respectively).

29 Media Consumption in Russia – 2020 | Technology and media consumption

Russian household ownership of media devices 01 Foreword

02 Research methodology Do you own any of the devices listed below? If yes, do you use it? Trend Insights The most common devices in Russian TV became more popular with young 03 Key findings 3 5 20 20 22 37 37 40 43 59 62 66 households remain unchanged. These include: people aged 14–19 this year (the usage 76 index increased by 12 pp). Television usage 92 • Television remains the most commonly 86 04 Media consumption in Russia owned device (97%). TV ownership increased is also higher among respondents who live 69 1 with children (by 10 pp) compared to those 70 by 2 pp this year and the usage index 63 was 86% (+4 pp vs. last year). Unlike last year, who live alone. This growth in TV usage may 05 Data content and usage patterns TV usage did not decline in 2020. Importantly, be have been driven by the long lockdown. 48 Russians are increasingly using their TV sets Technology 37 42 06 to access the Internet (+12 pp) and watch Similarly to last year, smartphone usage and media consumption online videos. increased most among pensioners (by 9 pp). 25 24 12 Attitudes towards new gadgets 19 • Smartphone are still the most widely Muscovites, respondents aged 30–34 12 used device in Russia. 95% of respondents Russian household ownership and those with higher incomes are still 97 95 80 80 78 63 63 60 58 41 38 34 24 reported owning this device. Smartphone of media devices the most active users of game consoles penetration on the Russian market increased +4 +3 -1 +1 +4 +6 -1 -1 +3 +2 -1 +8 n. a. (10–20 pp above the average). Men use game Popularity of smartphone 1 by 4 pp in 2020, while the smartphone Annual change in the usage index , pp consoles almost twice as often as women. features usage index gained 3 pp (up to 92%), making

smartphones the most popular device. Messengers Respondents on higher incomes reported TV set Tablet E-book Laptop

Desktop • PCs (80%) и laptops (80%) round higher usage of Smart Home systems Access to media

Car stereo by connection type Smartphone out the top three. The usage index for these (+22 pp compared to those on lower incomes). Audio systemAudio Mobile phone Mobile Radio at home Portable player devices is 69% and 70% respectively.

Smart home (Alice) Smart (Alice) home 07 Attitudes towards advertising Video game console Video game Yes, % No, % Usage index1, % 08 Media consumption in figures

09 Contacts

1 The usage index: [the share of respondents who own and use a device minus the share of those who own a device without using it]

30 Media Consumption in Russia – 2020 | Technology and media consumption

01 Foreword

02 Research methodology Which device do you use to watch TV? How often? Which device do you use to surf the Internet? How often? 03 Key findings TV set Smartphone Desktop PC Laptop Tablet Smartphone Laptop Desktop PC Tablet TV set

97% 70% 65% 64% 41% 92% 77% 70% 50% 59% 04 Media consumption in Russia

05 Data content and usage patterns 5.5 days per 3.6 days per 2.9 days per 2.8 days per 1.5 days per 5.5 days per 3.9 days per 3.7 days per 2.0 days per 2.8 days per week week week week week week week week week week Technology Time per day: Time per day: Time per day: Time per day: Time per day: Time per day: Time per day: Time per day: Time per day: Time per day: 06 and media consumption Attitudes towards new gadgets 2 hrs 51 mins 1 hr 58 mins 1 hr 43 mins 1 hr 39 mins 1 hr 11 mins 3 hrs 04 mins 2 hrs 53 mins 2 hrs 55 mins 1 hr 39 mins 2 hrs 18 mins Russian household ownership of media devices

Which devices do you use to play video games? How often? Which devices do you use to listen to the radio? Popularity of smartphone features Smartphone Desktop PC Laptop Tablet Game console Car stereo Radio at home Mobile phone / Desktop PC Portable player Smartphone (Pod, etc.) Messengers 30% 27% 24% 17% 15% 41% 23% 16% 14% 6% Access to media by connection type

4.3 days per 4.1 days per 4.0 days per 3.3 days per 3.2 days per 07 Attitudes towards advertising week week week week week

08 Media consumption in figures

09 Contacts

31 Media Consumption in Russia – 2020 | Technology and media consumption

01 Foreword

02 Research methodology Devices used to watch videos Insights Only half (50%) of respondents from Moscow In 2019, 29% of respondents aged 35–39 03 Key findings Which devices do you use to watch videos online? and St. Petersburg use their smartphones used their tablets to watch online videos. to watch videos (8 pp below the average). This age group is still watches online videos 04 Media consumption in Russia Smartphone PC/Laptop Tablet TV set Residents of the Far East federal district on tablets more than any other, though 58% 63% 17% 19% are least likely to use laptops and/or PCs usage decreased slightly in 2020 to 23%. to watch videos (57%, 6 pp below the average). 05 Data content and usage patterns In 2020, older age categories (people Residents of the Northwestern federal aged 45 and over) were still more likely Technology 06 district are more likely to use tablets to watch to watch videos using PCs and/or laptops. and media consumption Trend videos (23%) than any other region, while The percentage doing so soared to 70% PCs and laptops became the most popular “My TV is not connected to a community antenna. residents of the North Caucasian federal this year from 52% in 2019. Attitudes towards new gadgets devices for watching videos online this year I only use it to hook up my laptop and watch district are the most prolific watchers Russian household ownership (63%), pushing smartphones down into movies and videos on a larger screen.” on smartphones (71%). PCs and/or laptops are also popular of media devices second place (63% in 2019, -5 pp this year). with respondents with higher education Focus group (aged 18–35) Women are 7 pp more likely to watch online (65%). Other respondents prefer using Popularity of smartphone The share of respondents who use videos on smartphones than men (61%), their smartphones (62%). features tablets and TVs for watching online videos but are less likely to watch them on PCs Messengers decreased compared to 2019 (-7 pp and laptops (9 pp less vs. men). for tablets and -3 pp for TVs/Smart TVs). Access to media Smartphones are the most popular by connection type devices for watching online videos among respondents aged 20–24 (85%). 07 Attitudes towards advertising This is up 3 pp from 82% in 2019. 08 Media consumption in figures

09 Contacts

32 Media Consumption in Russia – 2020 | Technology and media consumption

Popularity of smartphone features 01 Foreword

02 Research methodology Which smartphone features do you use more often and which do you use less often? Insights Annual change, Mobile calls are more popular with Russians Social media apps are most 03 Key findings pp aged 30–34 and less so with young people popular with young people aged Instant messengers 42 5 37 -10 (-8%). 14–24 (18–36 pp above the average). 04 Media consumption in Russia Social media apps 35 6 29 +10 The popularity of these apps declines Internet calls 33 7 26 -5 Residents of Moscow and St. Petersburg as the age of the respondents increases. make mobile calls more frequently The usage index for social media apps Mobile banking 27 5 21 n. a. 05 Data content and usage patterns (the feature usage index increased is just 11% for people aged over 65. Mobile calls 19 12 7 +1 by 11 pp and 13 pp respectively). Last year, Technology Text messages 06 17 14 4 +42 mobile calls were less popular among residents Internet calls and mobile calls are more and media consumption Video game 17 9 8 +31 of Moscow and St. Petersburg and remained popular among respondents with higher unchanged in other cities. This year, it was incomes (feature usage index of 29% Attitudes towards new gadgets More frequent use, % residents of small towns who made fewer and 13% respectively). Instant messengers Russian household ownership Less frequent use, % calls, but his numbers are rising as before are popular with both high and medium of media devices Feature usage index1, % (+3 pp or +9 pp in different cities). income respondents (41%). Popularity of smartphone Women are still more likely to use social features Trend media apps (by 18 pp) than men. The usage index for Internet calls Messengers Instant messengers were the number one decreased by 5 pp to 26%. smartphone feature for the third consecutive Access to media year, with 42% of respondents indicating by connection type Text messages, video games and mobile more frequent use compared to last year. calls are the least popular features, even However, the feature usage index decreased 07 Attitudes towards advertising though the usage index for video games by 10 pp to 37%. Social media apps (29%) and text messages increased significantly and banking apps (21%) also continue 08 Media consumption in figures over the last year. to gain ground. 09 Contacts

1 The feature usage index: [the percentage of respondents indicating more frequent use, minus the percentage indicating less frequent use]

33 Media Consumption in Russia – 2020 | Technology and media consumption

Messengers 01 Foreword

02 Research methodology Which instant messengers do you have installed on your smartphone? Trend Insights Which ones do you actually use? Russians still have an average of four Last year, Muscovites were most likely 03 messengers installed on their phones. to use Telegram. The messenger grew Key findings 12 38 48 50 56 78 80 83 85 86 89 91 91 in popularity with residents of St. Petersburg WhatsApp (88%), Viber (62%), Skype (52%), in the period under review (4 pp above 04 Media consumption in Russia 84 and Telegram (50%) are the most popular. the average). Telegram is also more popular It’s worth noting that Telegram with young people aged 14–24 and students 05 Data content and usage patterns recorded the highest spike in popularity (both 8 pp above the average). The popularity (+10 pp) this year, while the popularity of the messenger tends to decline Technology 55 06 of Skype decreased by 1 pp vs. 2019. with the age of respondents. For example, and media consumption 41 Telegram’s usage index among respondents WhatsApp is the most popular messaging aged over 60 is 24 pp below the national average. Attitudes towards new gadgets 34 30 app. Its usage index is 84%, much higher Russian household ownership 11 13 than that of any of its closest competitors. WhatsApp is most popular in the Far East 12 8 of media devices 10 7 6 8 The usage indexes of Viber and Telegram and North Caucasian federal districts. 88 62 52 50 44 22 20 17 15 14 11 9 9 are considerably lower at 55% and 41%, This popularity of this messenger in these Popularity of smartphone

respectively. regions is 4 pp higher than the national average. features

ICQ Viber Signal Skype Messengers Другое Discord WeChat Google Hangouts and Apple iMessage Men are more likely to use Skype and Discord Telegram Snapchat Facebook Facebook Hangouts WhatsАpp Messenger are messaging apps with relatively low than women (two and three times respectively), Access to media by connection type Apple iMessage iMessage Apple usage indexes despite a significant share while women prefer Snapchat (by 3 pp). Installed, % of respondents having them preinstalled on their Not installed, % smartphones (depending on the operating Facebook Messenger is popular with people 07 Attitudes towards advertising Usage index1, % system). 11% of respondents use Google on high incomes and its popularity grows in line Hangouts and 12% use Apple iMessage. with rising income levels (from 10% to 25%). 08 Media consumption in figures

09 Contacts

1 The usage index: [the percentage of respondents who have installed a messenger and use it, minus the percentage who have installed a messenger but do not use it]

34 Media Consumption in Russia – 2020 | Technology and media consumption

Access to media channels by connection type 01 Foreword

02 Research methodology Internet connection TV connection Radio connection 03 Key findings Wireless Internet (Wi-Fi), % Online TV (%): most often used in the Far East and Urals federal Car stereo, % 53 district (54% and 47% respectively) 41 04 Media consumption in Russia 53 43 49 51 41 50 47 38 51 47 36 48 05 Data content and usage patterns 35 Dedicated line (direct cable connection), % Radio at home, % 43 23 Technology Personal cable (%): most often used in the Volga federal district (38%). 06 42 29 and media consumption 42 Least often used in the North Caucasian federal district (15%) 32 48 30 36 Attitudes towards new gadgets 46 35 35 34 Mobile Internet (via smartphone, GSM-modem, LTE/4G), % 35 Mobile device, % Russian household ownership 41 35 16 of media devices 35 21 36 22 31 Community antenna (%): most often used in the Northwestern, 16 Popularity of smartphone 27 Southern and North Caucasian federal districts (26%) 16 features 23 Modem connection (via telephone line), % Internet (PC users), % 23 Messengers 16 27 14 14 32 20 Access to media 13 28 19 by connection type 13 21 14 14 Satellite TV (%): most often used in the North Caucasian ADSL connection (high bit rate access via modem), % and Southern federal district (30% and 25% respectively) Portable player, % 07 Attitudes towards advertising 8 19 6 11 24 6 08 Media consumption in figures 10 24 7 11 26 6 12 24 6 09 Contacts

2020 2019 2018 2017 2016

35 Attitudes 01 Foreword towards advertising 02 Research methodology

03 Key findings

04 Media consumption in Russia

05 Data content and usage patterns

Technology 06 and media consumption 07 Attitudes towards advertising Advertising tolerance and perceived usefulness of various advertising channels Advertising by product category Ad blockers

08 Media consumption in figures

09 Contacts

36 Media Consumption in Russia – 2020 | Attitudes towards advertising

Tolerance and perceived usefulness of various advertising channels 01 Foreword

02 Research methodology What is your attitude towards various advertising channels? Tolerance Usefulness Have you received useful information from adverts? Russians are generally positive towards ads TV advertising was perceived as the most 03 Key findings that do not invade their personal space. useful (18%) (last year, online advertising Tolerance1 Perceived usefulness2 Respondents were therefore generally was perceived as the most useful and TV Outdoor ads 11% -8% positive towards outdoor ads (11%), search ads were rated second). Search advertising 04 Media consumption in Russia Ads in print media 6% -11% ads (6%) and ads in print media (6%). Social was also rated as more useful (3%). Russians

3 media ads (-3%), website ads (-4%), mobile had a negative view of the usefulness Search ads 6% 3% 05 Data content and usage patterns ads (-9%), and e-mail ads (-6%) are viewed of other types of advertising in 2020. Sponsorship-based ads 2% -51% more negatively, turning very negative Technology TV ads Radio ads 0% 18% 06 when it comes to cold calling (-26%). “I don’t like when advertising takes up a lot of and media consumption Реклама по Radio -2% -29% my time, unskippable ads (on YouTube, for example) Social media ads -3% -18% or ads that are not clear.” 07 Attitudes towards advertising

4 Website ads -4% -15% “I like short and concise ads that grab you attention Advertising tolerance Email ads -6% -30% from the very beginning. Once I understand and perceived usefulness Mobile ads -9% -39% that I’m not interested in goods being advertised, of various advertising channels I won’t waste my time on the ad.” Mobile app ads -12% -47% Advertising by product Audio content ads -15% -66% “I like that advertising is getting more personalized. category Cold calling -26% -71% I like to see ads for categories of goods that I need.” Ad blockers “It’s very irritating when what is advertised Advertising tolerance index1, % Perceived advertising usefulness2, % on social media does not correspond to the real 08 Media consumption in figures thing (note: quote during a conversation about ads for mobile games on social media.” 09 Contacts

Focus group (aged 18–35)

1 The advertising tolerance index: [the percentage of respondents who favor ads minus the percentage who disapprove of them] 2 Perceived advertising usefulness is assessed based on whether respondents’ perceive ads as a source of useful information: [the percentage of respondents who found ads useful minus the percentage who did not] 3 Hereinafter search advertising refers to contextual advertising used by search engines 4 Hereinafter website advertising refers to banners ads, native ads and push notifications

37 Media Consumption in Russia – 2020 | Attitudes towards advertising

01 Foreword

02 Research methodology Tolerance towards various advertising channels Trend The overall advertising tolerance index has increased slightly (+1 pp) to 3%. 03 Key findings What is your attitude towards various advertising channels?

Insights 04 Media consumption in Russia Men generally have lower tolerance Respondents aged 45–59 were the most for advertising, especially website, radio tolerant audience; however, they are and TV advertising; however, they are more nonetheless negative towards website ads (-1%). 05 Data content and usage patterns tolerant of outdoor ads and ads in print media. Technology Women also demonstrate negative Russians were slightly more tolerant of online 06 perceptions of the above types of advertising advertising (+3 pp to +1%) compared to 2019 2. and media consumption 4 2 6 but are more tolerant than men. 3 1 2 3 2 3 2 07 Attitudes towards advertising 1 People living in cities with a population -2 of over one million (other than Moscow Advertising tolerance and St. Petersburg) are more tolerant and perceived usefulness to all types of ads (2–3 pp higher than of various advertising channels in Moscow and St. Petersburg). Advertising by product category

Change in the tolerance index1, % Change Ad blockers

Russia 2020 2019 2018 2017 2016 in five years Moscow Aged 60+ Aged 08 Media consumption in figures Aged 14–29

Aged 30–44 Aged Outdoor advertising +11 +12 +13 +12 +10 +1 pp Aged 45–59 Aged

St. PetersburgSt. Ads in print media +6 +8 +9 +7 +7 -1 pp 09 Contacts 2 Online ads +1 -2 0 -5 -2 +3 pp Outdoor ads Average tolerance level +3 +2 +4 +2 +2 +1 pp Ads in print media TV ads 0 -2 -1 0 -3 +3 pp TV ads Radio ads Radio ads -2 -2 -1 -2 -2 0 pp Website ads Average tolerance index1, %

2 This year, unlike previously, online ads were split into two categories. These methodological changes 1 The advertising tolerance index: [the percentage of respondents who favor ads could have an effect on the tolerance index. Online advertising includes an averaged tolerance index value minus the percentage who disapprove] for the following categories: search ads (+6%) and website ads (-4%).

38 Media Consumption in Russia – 2020 | Attitudes towards advertising

01 Foreword

02 Research methodology Perceived usefulness of advertising media Trend The overall advertising usefulness index declined by 5 pp in 2020 to -7%. 03 Key findings Have you received useful information from adverts?

Insights 04 Media consumption in Russia TV ads have the highest usefulness rating. Muscovites and residents of small towns 3 with less than 500,000 inhabitants also consider -1 05 Data content and usage patterns -4 -3 Respondents aged over 60 tend to find ads less almost all types of advertising to be of low -7 -9 -5 -12 -14 -13 useful (22 pp below the average). This age group usefulness (with the exception of TV ads). -12 -29 Technology has negative perceptions of almost all types 06 of advertising, with the exception of TV Despite the overall negative usefulness and media consumption as well as search ads and outdoor ads, favored rating for outdoor ads, women, respondents 07 Attitudes towards advertising by selected categories of respondents. aged 30–44 and residents of large cities (from 500,000 to one million inhabitants) Advertising tolerance generally find outdoor ads useful. and perceived usefulness of various advertising channels Advertising by product Change in the usefulness index1, % Change category 2020 2019 2018 2017 2016 over five

TV advertising +18 +15 +17 +17 +7 +11 pp Ad blockers Russia

Moscow Average usefulness level -7 -2 +2 -9 -6 -1 pp Aged 60+ Aged 08 Media consumption in figures

Aged 14–29 2 Aged 30–44 Aged Aged 45–59 Aged Online advertising -6 +28 +26 ‑19 +5 ‑11 pp St. PetersburgSt. Outdoor advertising -8 -3 +1 -4 -7 -1 pp 09 Contacts Ads in print media -11 -12 -4 -9 -6 -5 pp Outdoor ads Ads in print media Radio ads -29 -36 -30 -29 -28 -1 pp TV ads Radio ads Online ads Average usefulness index1, %

2 This year, unlike previously, online ads were split into two categories. These methodological changes 1 Perceived advertising usefulness is assessed based on whether respondents’ perceive ads as a source of useful could have an effect on the tolerance index. Online advertising includes an averaged tolerance index value information: [the percentage of respondents who found ads useful minus the percentage who did not] for the following categories: search ads (+3%) and website ads (-15%).

39 Media Consumption in Russia – 2020 | Attitudes towards advertising

Advertising by product category 01 Foreword

02 Research methodology Please specify the category of the product for which you obtained Product categories with Trend useful information from advertising? the perceived usefulness: Although the overall advertising usefulness rating declined to -7%, in 2020, respondents 03 Key findings TV advertising: Outdoor Search Ads In print Website TV indicated that advertising for health care advertising advertising media ads ads • Services — 56% products and electronic appliances were useful 04 Media consumption in Russia • Drugs — 41% and effective for almost all types of ads. Average 20% 23% 19% 22% 28% • Clothes — 39% Cars 16% 16% 14% 17% 16% 05 Data content and usage patterns Advertising in print media: Almost all Russians continue to perceive ads Beverages 17% 11% 13% 15% 16% • Electronics — 37% for games, movies and software as the least Technology Household appliances 32% 34% 26% 29% 34% • Drugs — 29% effective. The share of respondents who find 06 and media consumption • Services — 29% them useful has decreased to 2% in the last Household chemicals 20% 21% 20% 21% 37% two years across all media channels. 07 Attitudes towards advertising Products and toys for children 10% 12% 7% 12% 16% Outdoor advertising: • Services — 39% Video games, movies 2% 2% 2% 2% 2% Advertising tolerance • Household appliances — 32% and software and perceived usefulness • Electronics — 29% of various advertising channels Cosmetics and perfumes 10% 19% 10% 19% 22% Search advertising: Drugs 25% 29% 29% 32% 41% Advertising by product • Household goods — 35% category Clothes 14% 28% 22% 23% 39% • Household appliances — 34% Ad blockers Household goods 23% 35% 23% 36% 32% • Electronics — 32% Foods 11% 18% 13% 15% 16% Website advertising: “I like perfume ads as they are usually beautiful 08 Media consumption in figures • Household goods — 36% and high-quality. They are memorable Services 39% 26% 29% 25% 56% • Drugs — 32% and I always want to try the fragrance.” 09 Contacts Electronics 29% 32% 37% 31% 30% • Electronics — 31% “I often go to concerts and exhibitions that I see advertised in the subway.” “There is definitely a connection between For example, there a number of subtleties to take Effective influencer marketing is always “Though ads on Instagram and TikTok the advertising channel and success into account with influencer marketing. Followers the result of hands-on teamwork. Various are very obtrusive, I sometimes actually of an advertising campaign for certain products; are quite loyal to their favorite bloggers and, products have various goals. Therefore, it is buy the goods advertised on them.” however, it is hard to say whether there is any if the ad placement is done correctly, their loyalty will rather difficult to say which goals are best specific “one-size-fits-all” channel. Therefore, it is be transferred onto the product being advertised. served by using influencer marketing. “Advertising will be successful if it is corresponds important to select channels based on various The bad news is that it is not that easy or quick At Aviasales, we buy advertising from influencers to your needs. For example, I started criteria, such as purpose, price and target audience. to scale ads using influencer marketing. to increase brand awareness.” using a scooter rental service when I saw it advertised on social media.” Daria Patyutko Aviasales, Marketing Director Focus group (aged 18–35)

40 Media Consumption in Russia – 2020 | Блокирование рекламы в Интернете

Ad blockers 01 Foreword

02 Research methodology Do you use ad blockers (software that blocks website and app ads)? Which ad blockers do you use? 03 PC/laptop users Smartphone/tablet users Key findings

Average 44 14 24 18 Average 32 19 30 19 “The sheer amount of clutter is reducing the 04 Media consumption in Russia Men 54 12 23 11 Men 41 17 31 11 impact of adverts. We are seeing a consistent trend Women 36 16 25 23 Women 25 21 30 24 towards the use of ad blockers. Our Digital Society Index survey shows that the popularity of these 05 Data content and usage patterns Aged 14−19 46 18 18 18 Aged 14−19 34 14 29 23 services is continuing to rise year-on-year. Aged 20−24 55 19 14 12 Aged 20−24 35 24 26 15 Technology 06 Aged 25−29 49 11 22 18 Aged 25−29 35 20 26 19 The desire to reduce the amount of exposure and media consumption to advertising means that we need for more native Aged 30−34 38 11 27 24 Aged 30−34 31 14 28 27 (in content) and personalized (target‑focused) 07 Attitudes towards advertising Aged 35−39 45 18 23 14 Aged 35−39 36 21 30 13 communication channels that are adapted Aged 40−44 40 21 24 15 Aged 40−44 31 23 29 17 for users and their current needs. One of the most Advertising tolerance and perceived usefulness Aged 45−49 45 9 28 18 Aged 45−49 35 15 32 18 important factors is audience attention of various advertising channels Aged 50−54 41 17 25 17 Aged 50−54 26 24 32 18 management. This parameter can increase engagement and tolerance for advertising. Advertising by product Aged 55−59 41 14 29 16 Aged 55−59 28 15 35 22 For example, according to our research, category Aged 60−64 41 10 32 17 Aged 60−64 30 19 33 18 the main factor determining whether people Ad blockers Aged 65+ 50 16 18 16 Aged 65+ 31 19 32 18 watch TV ads until the end is the type of content the ad is attached to: TV ads played during 08 Media consumption in figures I have installed an ad blocker, % Trend Insights movies and TV series attract more attention.” I use my browser’s ad blocking function, % Almost half of PC and laptop users (44%) The overwhelming majority of men use Alexander Zakharov 09 Contacts I plan to start blocking ads, % have installed an ad blocker, of which 26% ad blockers. Women are a third less likely dentsu Russia, COO I neither block nor plan to block ads, % use Adblocker and 18% use their browsers’ to use ad blocking software on their PCs I am not aware of ad blocking technology, % ad-blocking functions. 24% of respondents and smartphones than men. Young do not intend to start blocking ads and another people aged 20–29 are more likely 18% of Russians are not aware of ad blocking to use ad blockers (almost half of respondents technology. Smartphone users tend to block in this age group have installed ad blockers ads less often than PC and laptop users. on their PCs and 35% on smartphones). Respondents aged 30–34 are largely unaware of availability of ad blocking.

41 Media consumption 01 Foreword in figures 02 Research methodology

03 Key findings

04 Media consumption in Russia

05 Data content and usage patterns

Technology 06 and media consumption 07 Attitudes towards advertising

08 Media consumption in figures

09 Contacts

42 Media Consumption in Russia – 2020 | Media consumption in figures

Russian media consumption in figures 01 Foreword

02 Research methodology Size of target audience Time spent on media channels Change in media consumption due to COVID-19 (in the three months prior to the survey2) 03 Key findings 100% 88% 56% 38% Weekday Weekend 3 hrs 51 mins 4 hrs 22 mins 43% Television 47% 32% 04 Media consumption in Russia 10% Weekday Weekend 3 hrs 33 mins 4 hrs 04 mins 31% Change vs. 2019 Radio 57% 19% 05 Data content and usage patterns 0 pp -3 pp 0 pp -7 pp Weekday Weekend 12% 2 hrs 36 mins 3 hrs 41 mins 46% Technology Usage frequency of media channels 06 Weekday Weekend Internet 47% 39% and media consumption 7% 1 hr 46 mins 2 hrs 36 mins 5.5 days per 6.3 days per 4.2 days per 0.9 days per 07 Attitudes towards advertising week week week week 40% Weekday Weekend Social media 52% 32% 1 hr 42 mins 1 hr 33 mins 8% 08 Media consumption in figures Weekday Weekend 44% Russian media consumption Change vs. 2019 Online videos 47% 36% 0 hrs 39 mins 0 hrs 46 mins in figures -0.5 -0.1 0 -0.3 9% 25% 09 Contacts Have you changed the Internet service package Print media 60% 10% 1 15% you purchase from providers? 38% E-books 49% 25% Yes, I have expanded 13% 23% the list of services No, but I plan to expand 34% 52% the list of services Printed books 50% 18% 16% 25% No, I have no intention to change anything 40% Video games 49% 28% 11%

I spend more time on this type of activity I spend the same time on this type of activity 1 We asked only respondents who reported an increase in the frequency of their Internet, social media and online video usage. I spend less time on this type of activity

2 3 The survey was conducted in June 2020 Media consumption change index 3 The media consumption change index was calculated as follows: the percentage of respondents who indicated more time spent on media channels minus the percentage indicating less time spent.

43 Media Consumption in Russia – 2020

Contacts 01 Foreword

02 Research methodology

03 Key findings Olga Tabakova Ekaterina Trofimova Partner Partner Risk Advisory 04 Media consumption in Russia CIS TMT Industry Leader Deputy CEO for Deloitte Insights Deloitte CIS Financial Services Industry Leader 05 Data content and usage patterns [email protected]

Technology 06 and media consumption Mikhail Sokolov 07 Attitudes towards advertising Anton Shulga Junior Deloitte CIS Partner Research Centre Specialist 08 Media consumption in figures CIS Telecom Leader [email protected] Deloitte CIS 09 Contacts

Ekaterina Lukianova TMT Industry Development Coordinator Deloitte CIS [email protected]

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