Stay time is one of the most important metrics on a website and one that is often misunderstood. Many marketers focus too much on Time on Site when evaluating traffic. But this indicator is not entirely reliable and can be misleading.
In this article, we'll look at what time on site means, whether search engines use it as a ranking signal, and how to increase average time on site.
What does "stay time" mean?
Three years ago, Duane Foster wrote blog article how to create quality content. It was the first time that the concept of “stay time” was mentioned.
In other words, the residence time is is the amount of time (real time) a visitor spends on a page before returning to search results. Theoretically, the longer the dwell time, the better, as this indicates that the visitor absorbs most of the content on the page before returning to the search results or moving on to other actions on the site.
Failure Rates and Actual Failure Rates
Before continuing, it is worth noting that there is a difference between bounce rates andvalid
failure rates. The concept of "stay time" is closely related to them.
In analytical platforms, including Google Analytics , it takes two clicks to get the Time on site - click to go to the site and click to exit the page. Even if a visitor clicks on a link, stays on the page for 25 minutes, and then leaves, that time will be included in the bounce rate statistics. Although, in fact, visiting a page for such a long time is not, in fact, a “bounce”. This is why failure rates can differ from actual failure rates.
Obviously, a page visit that lasts for 6 seconds isreal"refusal". The visitor arrives, decides that the content doesn't match what they're looking for, and leaves. But if a visitor spends half an hour on the site browsing the page before leaving, then thisnotwill be a valid failure indicator. This is why some pages that rank well and have quality content have higher bounce rates.
This is why dwell time is a more reliable indicator of page quality than the bounce rate that most internet marketers mistakenly pay attention to. But what do search engines do with time spent?
Time of stay - a ranking signal?
Among SEOs, the question is very often discussed: is the time spent on the page a ranking factor or not. And although Google is silent about many of the components that affect rankings. The fact that this setting was first added and then removed from Google suggests that time spent is a ranking factor. This setting allowed you to block all results for a specific domain.
Google determines whether to block a domain in the SERPs or not based on the length of stay. If you visited a site and quickly left it, the next time for the same request, this site will be located much lower in the search results.
Another proof that time to stay is a ranking signal in Google is the presence of the “More by” option in the SERPs.
This feature is closely related to authorship. The blogs of the authors of verified content were encouraged by search engines — links to other articles of the author appeared under the main link. And while authorship remains one of the most important ranking signals, both “More by” and domain blocking have been removed from Google.
So, at the moment it is not known whether the time spent on the site is a ranking signal. But we think it is.
How to increase your time on site
We know what time of stay is and why it is so important. How to increase these figures?
In truth, you should be doing these things for the site anyway, whether you want to increase your time on site or not. There is no magic here, just the right methods at the right time.
Create quality content
Whether you're writing blog articles, creating infographics or videos, good content should be:
- Useful (this is a manual for practical actions or theoretical knowledge)
- Entertaining (funny, unusual, amazing)
- Accessible (easy to read, interactive, well designed)
If you're not sure you can blog, explore different sites. This will help you find ideas for creating killer content. The better your content, the more likely it is that visitors will stay on your site, which means longer stays.
Do a relink
Since the dwell time is calculated from the moment of visiting the page until returning to the search results, it makes sense to add some kind of button or link (i.e. goal) so that after reading the content the user takes some action. As a result, the usability of the site will improve.
Of course, internal linking is important for increasing SEO performance. Without strict and logical linking, your site may rank poorly, as search robots will not be able to index your entire site.
Use Effective Strategies
By offering relevant articles to readers, you encourage them to stay on your site. This method is very effective if done correctly. The closer the topic of the recommended article, the higher the chance that the user will follow the link to read it. If a user can learn more about a topic that interests them, why would they want to return to the search results page?
Use a scrolling site structure
Another way to increase dwell time is to develop a site on one page (to view the entire site, you just need to scroll down the page).
In terms of usability, infinite scrolling of the page is good. But from an SEO standpoint, this can be harmful if not done well enough. Search robots are not very smart and they cannot always reproduce user behavior: clicks or scrolls. Dumb robots.
Fortunately, there is a solution to this problem, which does not involve complex actions. To help robots index content on a scrolling page, the page must be broken up into several "pages" - sections. Each section must have the same tag
with rel=”next” and rel=”prev” values written in the tag <head>.
</p><p>To learn more about how to split an infinite scrolling page, read</span><span>official blog</span> <span>Google for the topic.</p><h2><span>Why don't you stay?</span></h2><p>Whether time spent is a ranking signal or not, increasing the time users spend on your site is always beneficial. By following the instructions above, you can make your site more attractive, increase usability and conversion rates.</p>
<p>"Are you surfing the Internet again? How much can you do? - And I'm not for myself, I'm at work!" An eternal dialogue in which the percentage of truth usually tends to zero. Sociologists from the Public Opinion Foundation (FOM) were able to bring to light citizens who are overly passionate about online life to the detriment of direct official duties or quiet family joys.</p> <p>Judging by the data of their survey, Russians have finally moved into the category of Internet addicts. More than a third of Internet users (36%) admit that they spend too much time on the Web (and for personal rather than work needs). More often than others, users living in rural areas complained about this (46%). More than half (52%) say that, they say, "we sit as long as we need." And only 7% complain that they do not have enough time for the Internet.</p>
<p>For the purity of the experiment, FOM sociologists conducted their research not by the online method, but in the usual way - they interviewed one and a half thousand respondents with questionnaires in their hands in one hundred settlements of 43 constituent entities of the Russian Federation. Along the way, it turned out that half of Russians use the Internet, albeit with a different frequency: 37% - daily, the rest from once a month to several times a week. And among respondents from the so-called daily Internet audience, almost a third of acquaintances and friends are clearly, according to the respondents, experiencing a serious dependence on the Internet. There are even more "network addicts" in the ranks of young users - 40%.</p>
<p>Among Russian Internet users, 38% use the World Wide Web several times a day not for work or study, but for their own needs and for the sake of interest. Approximately the same number - 37% - make such a "spacewalk for personal reasons" at least once a day. One in five makes the Internet work for them several times a week. The number of those who do this only once a week or a month is extremely small - 1-3%. And only two out of a hundred resolutely said that they do not spend Internet traffic for personal needs. They, apparently, follow the logic of Cat Matroskin, only in a new way: "I won't download anything, I'll save money." Including your own time.</p>
<p>More often than others, the so-called "XXI people" (advanced, active, well-to-do and striving for various kinds of innovations at home and at work) use the Internet several times a day for personal needs - in 43% of cases, as well as Muscovites (44% ), young people with higher education (46%). By the way, it is vain to think that the Internet is a "toy for the rich". On the contrary: the highest number of people who use the Internet purely for themselves is among respondents with an income of less than 4 thousand per month and young people from 18 to 30 years old (49%).</p>
<p>For how long can a Russian hang out on the Internet on his own initiative and need? For a very long time. As a rule, on weekdays people spend from half an hour to three hours on the Web (64%). Every tenth surfs the Internet from 3 to 6 hours daily (the whole working day, only the work is free and purely "for oneself"!) There are also unknown heroes with red eyes and a chair-shaped back. 4% spend on the Internet from 6 to 15 hours. And the “sleepless patrol” closes the chain, which does not get out of the network for more than 15 hours daily, interrupting, apparently, only for short nightmares.</p>
<p>On weekends, Internet addiction gives way to household chores and entertainment, but still blooms luxuriantly. As many as 16% of Russians on the weekends also do not come off the screen and keyboard. From half an hour to an hour of precious time, one in five (21%) donates to the Network, a third (35%) sits at a computer on weekends from 1 to 3 hours. And two and a hundred devote more than 15 hours to this occupation, even on holidays and non-working days.</p>
<p>Moreover, Russians do not see anything particularly terrible in such a pastime: as already mentioned, only a third complain that the Internet steals too much of their time. Muscovites are the least concerned about this: in the capital, only one in five (19%) is ready to admit that they suffer from Internet addiction. In million-plus cities, there are already a quarter of them (26%). Those who feel most acutely that “something is wrong” with them, and that they need to visit the Internet less often, are residents of cities with a population of 50 thousand to a million. 43% of the inhabitants of such settlements suffer from excessive Internet addiction. But the villagers feel the worst, for whom the Internet cable sometimes becomes the only means of communication with the outside world. 46% would like to spend less time online, but are unable to do so. Even for your own good.</p>
<p>A third of Russian users are sure that the rejection of the Internet would dramatically and significantly change their lives. 36% think that the changes, if they were finally “cut off” access to the Internet, would not be too significant: they would continue as they lived. A quarter of Russians said that turning off the Internet would not change their daily lives in any way. By the way, our men are much more dependent on the Internet than women. Among the stronger sex, 38%, in the absence of the Internet, would feel serious changes in the style and rhythm of life. Ladies gave such an answer 10% less often. Young people under 30 would be very sensitive to such changes. Respondents of the older generation would almost not feel the difference.</p>
<p>What we don’t keep, having lost, we cry. What would the Russians lose if their familiar and convenient access to the Net suddenly disappeared - that's right, completely and completely? It would be sad for our fellow citizens then. 30% said that without the Internet, they would have lost their most important source of information on literally everything from traffic jams to top international news. 27% would lose the opportunity to communicate with friends and acquaintances, especially those living in other cities. These are the heaviest possible losses. But the others are also not the most pleasant. 7% would be without the usual entertainment and hobbies - movies, music, other leisure activities. The same number would not be able to study and work without the Internet, write essays and get good grades for them. Worst of all would be for those who, through the Internet, earn extra money in their free time. 3% would regret the wasted time, because everything would have to be done for a long time and "inefficiently". A quarter of the surveyed users would not be able to pay for the phone and other bills, make purchases. Those who, without the Internet, would have been forced to "spend money on books" and not download them for free, especially grieved. "Pirate, forget about your native side," - I want to say to such users. But every twentieth is, apparently, to regret with all my heart. His or her life is so enmeshed in the Web that without the Internet "life would be meaningless", "it's the same as losing loved ones", etc. It’s scary to read: how did people live before, in the pre-Internet ice age?</p>
<p>But if suddenly the Internet in Russia disappeared overnight, many users would see pluses in such a "catastrophe". There is no bad without good. 6% of Russians would have immediately acquired "a lot of free time" and would have found where to properly spend it. Every twentieth would begin to communicate more often with real living friends, the same number would remember that they can read not only from the screen and, perhaps, would even purchase a subscription to the library, would finally devote time to their own family and children.</p>
<p>Other positive outcomes of giving up Internet binge people called that they could have new hobbies, time for sports, outdoor activities and household chores. It is also important that it would be possible to "preserve vision" and "sleep more": you certainly cannot buy or improve health on the Internet. Someone would immediately find time to "clean up the house", otherwise everything was overgrown with dust. But one in a hundred would persist in their addiction to consumer electronics. They will take away his computer and Internet cable - he will sit down at the TV or at the game console, and he will chat on the phone.</p>
<p>But addiction is addiction. A quarter of the surveyed users (24%) see only disadvantages in giving up the Internet and are sure that they would not have gained anything good in this way: "You can't even imagine - a disaster. I would have to learn to live differently."</p>
<p>Any analytics system collects polygamy of site parameters, one of the most basic is the average visit time, but should it be taken literally? Let's look at the example of Yandex.Metrica.</p>
<p>Definition of this parameter in NM: <i>“Time on site is the average time (in HH:MM:SS format) spent on the site by visitors. It is calculated as the difference between the time of the last and first registered page view by the visitor within one visit.”</i></p>
<p>The key word is "between". Few people understand the real meaning! This is not the average time a user spends on the site, but the time between (!) The first and last pages viewed. The more pages a user views in one session, the closer this time is to real time, but what if the site usually has 1-2 views per visit? Just forget about the existence of these statistics.</p>
<p>If you have a site on which the user gets to the landing page - reads the necessary information, calls the phone, fills out an AJAX form, clicks-clicks, but does not reload the page (counter) and ... leaves, then the average time of stay will be very far from the real . I'll give you an example. The average time according to Yandex.Metrica of users from search engines was 31 seconds.</p>
<p>Now let's go to Webvisor and see how things really were:</p>
<p><img src='https://i1.wp.com/web-optimizator.com/wp-content/uploads/2014/08/yandex-metrika-webvizor.png' width="100%" loading=lazy loading=lazy></p>
<p>Those. the average residence time was actually 5 minutes 52 seconds. The reason for this difference lies in the different approach to collecting statistics.</p>
<p> <i>The reason for this situation lies in the way the duration of the user's visit is determined. It is defined as the time difference between downloading the Metrica counter code on one page and downloading the Metrica counter code on another page. Thus, if the user was only on one page, then we cannot accurately determine the visit time in a regular report. Webvisor reports record the user's entire visit, so the time of the visit is accurately determined in such records.</i></p>
<p>Enabling the option to collect an “accurate bounce rate” in the counter settings will help reduce the bounce rate - by eliminating visits longer than 15 seconds and one hit, but not increasing the accuracy of the “watch time”.</p>
<p>Yandex.Metrica support service: <i>When this option is set, an additional hit is sent after the first 15 seconds of stay. Further hits are not sent.</i></p>
<h2>What to do?</h2>
<p>If you need to fight for an increase in viewing time, then you need to motivate the user to walk around the site as much as possible, but if there is no such task, then just forget about this metric.</p>
<p>Analytical agency We Are Social and the largest SMM platform Hootsuite have jointly prepared a package of reports on the global digital market Global Digital 2018. According to the data presented in the reports, today more than 4 billion people use the Internet worldwide.</p> <p>More than half of the world's population is now online, and about a quarter of a billion of them went online for the first time in 2017. The highest growth rates are observed in Africa - the number of Internet users on the continent increased by more than 20% compared to the same period last year.</p> <p>Affordable smartphones and low-cost mobile Internet tariffs have become one of the key factors in the growth of the Internet audience this year. In 2017, more than 200 million people became mobile device owners for the first time, and now two-thirds of the world's 7.6 billion people have a mobile phone.</p> <p>More than half of the mobile devices in use today are smart, making it increasingly easy for people to access all the possibilities that the Internet has to offer, wherever they are.</p> <p>Growth is also noted in the audience of social networks. In the past 12 months, the number of people on the most popular social platforms has increased daily by almost 1 million new users. More than 3 billion people interact with social networks every month, and 9 out of 10 go there from mobile devices.</p> <p>The main findings of the reports are discussed in detail below, but for now, here is a brief overview of the most significant digital metrics in 2018:</p> <ul><li>The number of Internet users in 2018 reached 4.021 billion people, up 7% compared to the same period last year.</li> <li>The audience of social networks in 2018 totals 3.196 billion people, which is an increase of 13% compared to last year.</li> <li>Mobile phones in 2018 are used by 5.135 billion people - 4% more than a year ago.</li>
</ul><p>So, what does all this valuable information say?</p> <h2>1. Billion years</h2> <p>This year, not only the number of Internet users has increased. The time people spend online has also increased over the past 12 months.</p> <p>According to the latest data from GlobalWebIndex, the average Internet user today spends about 6 hours a day using devices and services that depend on an Internet connection. This is, roughly speaking, a third of the total waking time.</p> <p>If you multiply this time by 4 billion of all Internet users, you get a staggering figure - in 2018 we will spend 1 billion years online in total.</p> <p><img src='https://i1.wp.com/web-canape.ru/files/352/time-spent-on-the-interne.jpg' width="100%" loading=lazy loading=lazy></p> <h2>2. Distribution of the future</h2> <p>As noted in last year's report, Internet access is unevenly distributed in different parts of the world. In 2018, the situation is almost the same, but there are some shifts.</p> <p><img src='https://i0.wp.com/web-canape.ru/files/352/internet-penetration-by-r.jpg' width="100%" loading=lazy loading=lazy></p> <p>While much of Central Africa and South Asia still have low Internet penetration, these regions are showing the most impressive growth in online audiences.</p> <p>The number of Internet users in Africa has increased by 20 percent compared to last year's data. In Mali, the number of people with internet access has increased almost 6-fold since January 2017. Online audiences in Benin, Sierra Leone, Niger and Mozambique have doubled in the past year.</p> <p><img src='https://i1.wp.com/web-canape.ru/files/352/internet-penetration-rank.jpg' width="100%" loading=lazy loading=lazy></p> <p>It's not just another billion connected.</p> <p>The spread of the Internet in developing countries will change the way people around the world use the Internet. This is because companies like Google, Facebook, Alibaba and Tencent are looking to offer scalable global products that meet the needs of these new users and the environment in which they go online. These changes will definitely have a significant impact on the future of the internet.</p> <h2>3. Communication on the move</h2> <p>More than two-thirds of the people in the world today have a mobile phone, most of them smartphone owners.</p> <p>Over the year, the number of unique mobile users increased by more than 4 percent, although penetration remains below 50 percent in much of Central Africa.</p> <p><img src='https://i0.wp.com/web-canape.ru/files/352/mobile-users-vs-mobile-co.jpg' width="100%" loading=lazy loading=lazy></p> <p>People around the world prefer to access the Internet from smartphones. They generate more web traffic than all other devices combined.</p> <p><img src='https://i0.wp.com/web-canape.ru/files/352/share-of-web-traffic-by-d.jpg' width="100%" loading=lazy loading=lazy></p> <p>Moreover, this data only relates to web usage. According to recent data from App Annie, a mobile app market research company, people today spend 7 times more time in mobile apps than in mobile versions of browsers. This suggests that the share of mobile devices on the Internet is most likely even higher than the above figure.</p> <p>The latest information from Facebook only confirms this assumption: only 5% of the social network's global audience use the platform exclusively from the desktop.</p> <p><img src='https://i2.wp.com/web-canape.ru/files/352/share-of-facebook-use-by-.jpg' width="100%" loading=lazy loading=lazy></p> <h2>4. Eleven new users per second</h2> <p>Over the past year, a little less than one million people discovered social media for the first time every day - that's more than 11 new users per second.</p> <p>Saudi Arabia posted the highest growth rate among the 40 countries surveyed, at 32 percent. India lagged slightly behind the leader, the number of social media users increased by 31 percent in a year here.</p> <p><img src='https://i0.wp.com/web-canape.ru/files/352/annual-growth-of-social-m.jpg' width="100%" loading=lazy loading=lazy></p> <p>Growth was partly facilitated by the fact that people of the older generation began to join social networks. On Facebook alone, the number of users aged 65 and over has increased by almost 20 percent in the past 12 months.</p> <p>Teenagers (from 13 to 17 years old) among the audience of Facebook also increased, but only by 5% since January 2017.</p> <p><img src='https://i1.wp.com/web-canape.ru/files/352/profile-of-facebook-users.jpg' width="100%" loading=lazy loading=lazy></p> <p>The gender balance among Internet users is still uneven. Thus, the latest data provided by Facebook suggests that there are still significantly fewer women online in much of Central Africa, the Middle East and South Asia.</p> <p><img src='https://i0.wp.com/web-canape.ru/files/352/facebook-gender-balance-r.jpg' width="100%" loading=lazy loading=lazy></p> <h2>5. The Philippines hold the lead</h2> <p>True, the Brazilians are already breathing down their necks. The Indonesians and Thais overtook the Argentines for third and fourth in this year's rankings.</p> <p><img src='https://i2.wp.com/web-canape.ru/files/352/time-spent-on-social-medi.jpg' width="100%" loading=lazy loading=lazy></p> <h2>6. Facebook still dominates</h2> <p>For Mark Zuckerberg and his team, 2017 has been another great year with impressive growth across all platforms owned by Facebook Inc.</p> <p>Facebook's main group space continues to dominate social media, growing its user base by 15% in a year. At the beginning of the year, there were almost 2.17 billion profiles on the social network.</p> <p><img src='https://i0.wp.com/web-canape.ru/files/352/active-users-of-key-globa.jpg' width="100%" loading=lazy loading=lazy></p> <p>Messengers WhatsApp and Facebook Messenger last year grew twice as fast as the main Facebook platform. During the year, the number of users in each of the applications increased by 30 percent.</p> <p>Although the audiences for these apps are roughly equal, according to recent data from SimilarWeb, WhatsApp has come out ahead in terms of geographic coverage. Today, WhatsApp is the top messaging app in 128 countries, while Facebook Messenger leads in 72.</p> <p>In only 25 countries around the world, the most popular messaging app is not the messenger owned by Facebook.</p> <p><img src='https://i0.wp.com/web-canape.ru/files/352/top-messenger-apps-by-cou.jpg' width="100%" loading=lazy loading=lazy></p> <p>Despite these impressive statistics, Instagram has managed to surpass all Facebook apps in terms of growth over the past 12 months. The number of users here has increased by a third.</p> <h2>7. Organic Reach Continues to Drop</h2> <p>Facebook organic reach and engagement (according to data from 179 countries) has declined over the past year, with average reach rates down more than 10 percent from the previous year. Despite the depressing dynamics, these numbers will be valuable benchmarks for marketers around the world.</p> <p><img src='https://i2.wp.com/web-canape.ru/files/352/global-facebook-reach-and.jpg' width="100%" loading=lazy loading=lazy></p> <h2>8. Increasing the speed of mobile Internet</h2> <p>The speed of data transfer in mobile communication networks is growing, this trend can be traced on a global scale. Analytical agency GSMA Intelligence reports that more than 60% of mobile connections today are classified as broadband.</p> <p><img src='https://i0.wp.com/web-canape.ru/files/352/broadband-mobile-connecti.png' width="100%" loading=lazy loading=lazy></p> <p>However, there are significant differences in the speed of mobile communication in different countries. In Norway, the average download speed for mobile networks is 60 Mbps, almost three times faster than the global average.</p> <p>Mobile Internet users in 6 countries, including the Netherlands, Singapore and the UAE, can boast an average connection speed of over 50 Mbps. At the other end of the ranking are 18 countries, including India and Indonesia, where the average data transfer rate in mobile networks does not exceed 10 Mbps.</p> <p><img src='https://i1.wp.com/web-canape.ru/files/352/mobile-internet-connectio.jpg' width="100%" loading=lazy loading=lazy></p> <p>The good news is that average mobile data speeds have increased by 30 percent over the past year.</p> <p>This news can please not only the impatient. A faster connection helps reduce stress levels. Studies show that delaying just a few seconds while uploading a video can spike your anxiety levels in the same way as watching a horror movie or solving a complex math problem.</p> <p>Thanks in part to increased data transfer speeds, the average smartphone owner, regardless of geography, consumes almost 3 GB of data every month, which is 50% more than last year.</p> <p><img src='https://i0.wp.com/web-canape.ru/files/352/global-mobile-data-growth.jpg' width="100%" loading=lazy loading=lazy></p> <h2>9. A sharp increase in spending in online stores</h2> <p>According to the latest figures from Statista, a digital market survey, the total e-commerce market in the consumer goods sector grew by 16% last year. Annual spending reached $1.5 trillion in 2017, with fashion as the largest single category.</p> <p><img src='https://i2.wp.com/web-canape.ru/files/352/e-commerce-retail-consume.jpg' width="100%" loading=lazy loading=lazy></p> <p>Globally, the number of people using e-commerce platforms to buy consumer goods (such as fashion, food, electronics and toys) has grown by 8 percent. Nearly 1.8 billion people around the world shop online today.</p> <p>Approximately 45 percent of all internet users shop on e-commerce sites, but e-commerce penetration varies by country.</p> <p><img src='https://i2.wp.com/web-canape.ru/files/352/e-commerce-penetration.jpg' width="100%" loading=lazy loading=lazy></p> <p>The check of each buyer in the online trading segment is also growing. Compared to last year, the average revenue per user increased by 7 percent to $833. The British spend the most on online purchases - according to current data, in the UK, more than 2,000 US dollars are spent annually per user.</p> <p><img src='https://i1.wp.com/web-canape.ru/files/352/e-commerce-arpu-consumer-.jpg' width="100%" loading=lazy loading=lazy></p> <p>It is worth emphasizing that these figures are for consumer goods only. If we add spending in other categories, such as travel, digital content, and mobile apps, the global e-commerce market is likely to be around $2 trillion.</p> <h2>Internet in Russia 2018: key figures</h2> <p>The Russian digital market echoes global trends.</p> <p><img src='https://i2.wp.com/web-canape.ru/files/352/share-of-web-traffic0.jpg' width="100%" loading=lazy loading=lazy></p> <ul><li>The most popular mobile app in Russia (both in terms of audience and number of downloads) is WhatsApp, followed by Viber, VK and Sberbank Online. Instagram ranks fifth in the ranking in terms of the number of users and sixth in terms of the number of downloads (here it was ahead of the Yula service from Mail.RU Group).</li> <li>63% of domestic Internet users are looking for goods and services online, but only 46% make purchases. The top spenders are on travel and hotels ($7.903 billion, up 24% from last year), toys and hobbies ($4.175 billion) and fashion and beauty products ($4.783 billion).</li>
</ul><h2>Top Internet Trends 2018</h2> <p>In 2018, the digital market will continue to gain momentum, and despite the unprecedented pace of growth this year, we see that access to the opportunities that the global network offers is unevenly distributed. This creates a good foundation for development and suggests that the digital market has definitely not yet reached the ceiling.</p> <p>However, this development cannot be called linear. There is a transformation of online consumption: Internet users are becoming more mobile, desktops are gradually being replaced by more convenient devices that can be carried around. As a result, purchases are smoothly flowing online, the web is losing ground, yielding part of the traffic to applications, and social networks play a more significant role - this is valuable information for business.</p> <p>These are the main results of the research conducted by We Are Social and Hootsuite. It is difficult to say for sure what awaits us in a year, but it is obvious that the Internet will become even more firmly integrated into our daily lives, changing the structure and ways of consuming information.</p>
<p><i>"If we want to understand the information society, we must measure it. Without measurement, we will not be able to track progress or identify gaps that require our attention."</i></p>
<p>Director of the Telecommunication Development Bureau of the International Telecommunication Union, Brahima Sanou</p>
<h2>Internet audience</h2>
<p>“We rank first in Europe today in terms of the number of global network users. There are already more than 90 million of them in Russia.” (from the speech of the President of the Russian Federation V. Putin at the International Cybersecurity Congress in Moscow, 07/06/2018)</p>
<p>18 years and older</p>
<p>On September 17, 2018, the All-Russian Public Opinion Research Center (VTsIOM) conducted a survey about "Do you use the Internet, and if so, how often?"</p>
<p><b>The share of Internet users in Russia - 81% of citizens</b>. Including <b>65% go online daily</b>. Among Russians aged 18 to 24, this figure is 97%.</p>
<p>Also, among the most active audience (using the Internet daily) are highly educated (78%) and financially secure (72%) Muscovites and Petersburgers (76%).</p>
<p><img src='https://i1.wp.com/bizhit.ru/img/users/wciom/170918_1.jpg' width="100%" loading=lazy loading=lazy></p>
<p><img src='https://i2.wp.com/bizhit.ru/img/users/wciom/170918_2.jpg' width="100%" loading=lazy loading=lazy></p>
<p><img src='https://i1.wp.com/bizhit.ru/img/users/wciom/170918_3.jpg' width="100%" loading=lazy loading=lazy></p>
<p>1,600 Russians aged 18 and over took part in the survey. The data are weighted by probability of selection and by socio-demographic parameters. For this sample, the maximum size of the error with a probability of 95% does not exceed 2.5%.</p><p>According to the Public Opinion Foundation (December 2017 - February 2018), the total number of users (surfed the Web at least once a month) was 83.8 million people (72%). 74.7 million people (63.8%) use the Internet daily.</p>
<p>Data in million people</p>
<p><img src='https://i0.wp.com/bizhit.ru/img/users/fom_zima/fo_mes.jpg' width="100%" loading=lazy loading=lazy></p>
<ul><li>General population - 72</li><br><li>Central Federal District - 72</li>
<li><b>Northwestern Federal District - 77</b></li>
<li>Southern and North Caucasian Federal District - 71</li>
<li>Privolzhsky Federal District - 68</li>
<li>Ural Federal District - 70</li>
<li>Siberian Federal District - 72</li>
<li>Far Eastern Federal District - 75</li>
</ul><p>Data in million people</p>
<p><img src='https://i1.wp.com/bizhit.ru/img/users/fom_zima/np_mes.jpg' width="100%" loading=lazy loading=lazy></p>
<p>Data in million people</p>
<p><img src='https://i1.wp.com/bizhit.ru/img/users/fom_zima/fo_sut.jpg' width="100%" loading=lazy loading=lazy></p>
<p>Winter 2017-2018, percentage data</p>
<ul><li>General population - 64</li><br><li>Central Federal District - 64</li>
<li><b>Northwestern Federal District - 71</b></li>
<li>Southern and North Caucasian Federal District - 63</li>
<li>Privolzhsky Federal District - 60</li>
<li>Ural Federal District - 62</li>
<li>Siberian Federal District - 64</li>
<li>Far Eastern Federal District - 68</li>
</ul><p>Data in million people</p>
<p><img src='https://i1.wp.com/bizhit.ru/img/users/fom_zima/np_sut.jpg' width="100%" loading=lazy loading=lazy></p>
<p><i>Data source: Leaked data from FOMnibus weekly surveys of Russian citizens aged 18 and over. The surveys were conducted from December 2017 to February 2018, 24,000 respondents.</i></p>
<p>16 years and older</p>
<p>The Russian branch of the research concern GfK (Gesellschaft fur Konsumforschung) Group, on January 15, 2019, published the report "Internet Penetration in Russia".</p>
<p>The audience of Internet users aged 16 years and older was <b>90 million</b> people (75.4% of the adult population of the country), which is 3 million more than a year ago.</p>
<p><img src='https://i0.wp.com/bizhit.ru/img_page/151/gfk1.jpg' width="100%" loading=lazy loading=lazy></p>
<br><p><b>73 million</b>(61% of the adult population) go online on mobile devices.</p>
<p><img src='https://i0.wp.com/bizhit.ru/img_page/151/gfk2.jpg' width="100%" loading=lazy loading=lazy></p>
<p>Of them, <b>32 million</b> Russians use the Internet only on mobile devices.</p>
<p><img src='https://i2.wp.com/bizhit.ru/img_page/151/gfk3.jpg' width="100%" loading=lazy loading=lazy></p>
<p>13% of Internet traffic in Russia falls on mobile devices (smartphones generate 10% of traffic, tablets - 3%). This is reported by "The World of Apple in one site" with reference to the data of the analytical company StatCounter.</p>
<p>In October 2016, for the first time in history, global mobile internet traffic outpaced desktop traffic. Tablets and smartphones accounted for 51.3% of global Internet traffic, while desktop PCs and laptops accounted for 48.7%.</p>
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