Internet Usage in Ukraine

September 2015

Factum Group Ukraine. Project overview

Internet usage in Ukraine: survey methodology

Project overview

RESEARCH OBJECTIVE: ongoing monitoring of internet usage in Ukraine

Survey is initiated by InAU: Internet Association of Ukraine

• Penetration• Users socio-demographic profile• Main devices used

Survey is conducted by Research Holding Factum Group Ukraine

Survey methodology

• Nationwide representative survey

• Data collection method : face to face in-home interviews

• Survey period: September 2015.

• Sample: • representative to Ukrainian population

aged 15+• 4-stage sample random at each step• N = 2113• Crimea was excluded from the survey

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• Door-to-door F2F (face-to-face) representative survey method was chosen as the most reliable approach nowadays to study internet usage among Ukrainian population both urban and rural

SURVEY METHODOLOGY THE APPROACH ADVANTAGES

The most accurate research data with the least controlled sample error that does not exceed 2.2%

No shifts towards more available respondents, e.g., elderly people who are often at home (several attempts are made to reach the selected respondent at home)

No influence of an interviewer on the respondent selection (minimization of a human factor)

Quantitative survey methodology

• Interviews are based on a 4-stage random sample* that provides the most accurate selection at each stage: selection of settlements, streets, houses and apartments of respondents, as well as the correct selection of the respondents among the household members for participation in the survey*The sampling approach was developed with the help of well-known American experts L. Kish and C.

Heeringa.

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• Our company pays special attention to ensure high level of research implementation

• Specifically, in quantitative research we apply a multi-stage quality control system, which includes :- careful selection and training of interviewers;- provision of detailed manuals to interviewers;- close supervision of data collection;- review of interviewer’s field documentation;- recontact with selected respondents by independent

Department of data quality control;- check of logical data consistency and data distribution.

QUALITY CONTROL STANDARDS

Quality control standards

ESTABLISHMENT SURVEY RESULTS

58% is the share of regular users

21,4 mln.

September 2015, Ukraine, Crimea excl., age15+, N=2113Regular users, question: «How often do you use Internet?» answer - «Once a month or more often».

60% have internet at home

22,1 mln.

Internet: users penetration

2010

I

2010

II

2010

III

2010 I

V20

11 I

2011

II

2011

III

2011

IV20

12 I

2012

II

2012 I

II

2012

IV20

13 I

2013

II

2013

III

2013

IV20

14 I

2014

II

2014

III

2014

IV20

15 I

2015

II

2015

III

28%32% 33% 33% 35% 35% 36% 39% 42% 45%

50% 50% 50% 51% 51% 53% 53% 55% 57% 57% 58% 59% 58%

QUARTERLY SURVEY

September 2015, N=2113, Ukraine, Crimea excl., age 15+. Up to the 3d quarter, 2014 data includes Crimea

Internet penetration dynamics: quarterly data

«Regular users»: reported internet usage more than 1 time per month

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

2015

12% 15% 18% 20% 22%25%

33%39%

50%53%

57% 58%

September 2015, N=2113, Ukraine, Crimea excl., age 15+. Up to the 3d quarter, 2014 data includes Crimea

Internet penetration dynamics: annual data

«Regular users»: reported internet usage more than 1 time per month

ANNUAL SURVEY

September 2015, Ukraine, Crimea excl., age 15+, Regular Internet users, N=1232

49% 51%

WestEast

Center-North

South

24% 31%

36%

10%

50%

26%

24%Cities with population 100+

Cities with population 100 тыс -

Villages

Socio-demographic profile of regular internet users

37%

35%

16%

9%3%15-29 years old30-44 years old45-54 years old55-64 years old

Villages

Cities with popula-tion 100.000 -

Cities with popula-tion 100.000 +

45%

61%

67%

September 2015, Ukraine without Crimea, age 15+, N=2113

The share of «regular» internet users by splits

65+ years old55-64 years old45-54 years old30-44 years old15-29 years old

10%32%

61%79%

91%

Regular users

Ukraine, Crimea excl., age 15+, Regular Internet users

The share of «regular» internet users by splits

2011 2012 2013 2014 20150%

10%

20%

30%

40%

50%

60%

70%

80%

18% 21%

36% 36%45%

34%39% 51%

56% 61%55% 56%65% 65% 67%

VillagesCities with population 100.000 -Cities with population 100.000 +

Ukraine, Crimea excl., age 15+, Regular Internet users

The share of «regular» internet users by splits

2011 2012 2013 2014 2015 0%

10%20%30%40%50%60%70%80%90%

100%

70% 74%85% 86%

91%

45%56%

68%74%

79%

24%32%

41%51%

61%

5% 7%17%

28% 32%

0% 0%7% 8% 10%

15-2930-4445-5455-6465+

27%

23%17%

15%

18%

Age Structure of the Population

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September 2015, Ukraine, Crimea excl., age 15+, Regular Internet users, N=1232 Question «What of the following have you been used in the past four weeks to access the Internet?» ALL ANSWERS

Home PC

Home notebook

Phone

Tablet

PC at workplace

Work notebook

Acquaintances' PC

Computer at the college

A computer in the Internet cafe

54%

44%

24%

10%

6%

5%

3%

1%

1%

Access types of «regular» internet users

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Ukraine, Crimea excl., age 15+, Regular Internet users Question «What of the following have you been used in the past four weeks to access the Internet?» ALL ANSWERS

2011 2013 2014

Home PC Home notebook

PC at workplace

Work notebook Computer at the college

A computer in the Internet

cafe

Tablet Acquaintances' PC

Phone

75%

19% 16%

3% 3% 2% 0%4%

7%

73%

23%14%

3% 3% 1% 0%4% 6%

69%

28%

12%

4% 3% 1% 0%5%

14%

57%

41%

8%5%

1% 1%8%

3%

21%

54%

44%

6% 5%1% 1%

10%3%

24%

Access types of «regular» internet users

2012 2015

17

Mobile internet

Mobile phone

Tablet

54%

44%

24%

10%

6%

5%

3%

1%

1%

September 2015, Ukraine, Crimea excl., age 15+, Regular Internet users, N=1232 Question «What of the following have you been used in the past four weeks to access the Internet?» ALL ANSWERS

30% is the share of mobile device users among the "regular" Internet users

Types of access5% is the share of users who use ONLY mobile devices among the "regular" Internet users

30% 5%

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Number of devices per Regular Internet users

September 2015, Ukraine, Crimea excl., age 15+, Regular Internet users, N=1232 Question «What of the following have you been used in the past four weeks to access the Internet?» ALL ANSWERS

65%

24%

11%123+

Average number of devices per Regular Internet users

1,5

2011 2012 2013 2014 20150%

10%20%30%40%50%60%70%80% 74% 73% 74% 74%

65%

21% 22% 21% 19%24%

5% 5% 5% 7%11%

123+

FACTUM GROUP UKRAINE

Research Holding FACTUM GROUP UKRAINE

is one of the leading providersof top quality professional research, bothmarketing and sociological ones, as well as

cutting edge know-how, IT&T solutions, means,

field networks, and all necessary premises for various data collection methods

The HOLDING has over 20 years of experience in marketing research and is one of

the Network co-founder in Central & Eastern Europe

Factum Group Ukraine is the Research Holding

Factum Group Ukraine: subsidiaries

methodology, research solutions and customized techniques

All types of fieldwork for qualitative and quantitativeoffline surveys

Full-service Research Agencyand the central structure of the Group

• Research • Analysis• Business Intelligence

• Internet Mediasurveys

• Web-sites rating

• Ukrainian internet audience structure and media preferences

online & offline advertisingeffectiveness

Fulll media online advertising monitoring systems

All types of online surveys based on samples that are verified offline:access panel 250.000+

U&ACHECK UP

Brand or category basic diagnostics

•awareness•attitude•usage• intents

VALUE

Barriers and stimuli for behavior changes evaluation

BRANDCORE

Brand health assessment

•brand attributes•benefits•value & image•positioning

VALUE

Positioning evaluation & recommendations on its correction

BRANDTRACKING

Brand main KPIs and its image monitoring

•markers dynamics for the brand and its competitors•advertising campaigns evaluation

VALUE

Marketing goals achievement effectiveness: tracking study

AdOPINIONRECALL

Add pre-test & post-test

•attractiveness• interest•understanding• recall• intents

VALUE

Ad materials correction before the launch & ad campaigns audit

TOUCHPOINTSURVEY

Point of interaction between brands & consumers

• frequency• significance• satisfaction• intents

VALUE

Customer touchpoint system management: recommendations

Factum Group research solutions

MEDIA RESEARCH AND ONLINE PRODUCTS

Factum Group Ukraine online research products

Industrial media survey of Ukrainian internet users Opinion Software

Media AdOpinion: advertising effectiveness evaluation

Media online advertising monitoring

AdvertTrack

The first Ukrainian project of public opinion & marketing online surveys:Opinion

Over 250.000 panelists,

recruited offline

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Types and sizes of the panels

User-centric design Opinion Software Media (N=5000)

Ukrainians of age 15 and older, that represent the users of permanent devices (home and work PCs). Product base of OSM, AdvertTrack

User-centric design Opinion

(N=250.000+)

Ukrainians of all ages with socio-demographic characteristics' profile validation. Product base of AdOpinion Recall, adHoc pollsAD-HOC

SURVEYS

MEDIA SURVEYS

Adaptive software is one of the important advantages of Opinion panel

OPINION© SPECIALIZED SOFTWARE

• The possibility to develop and create any customized module as soon as possible

• A special opportunity to combine Web features to survey respondents, questionnaires of any logical complexity

• Any content is available (visuals, films, video, 3D-model, virtual stores, click-tests)

FACTUM GROUP UKRAINE:• Resources• Standards

Factum Group Ukraine Resources

Research Holding Factum Group Ukraine prompt and professional implementation of full service research and business analysis is based on the following own resources:

National network of F2F interviewers, specially trained to implement the most reliable 4-stage stochastic sampling covers all Ukraine and ensures top-quality national representative surveys with the guarantees of professional data collection

34 CATI-station included options of online supervision and listening, full audio-recording and other technical facilities in the central office of Factum Group Ukraine in Kyiv

Own online access panel Opinion©, included over 250.000 participants, is the first and the largest Ukrainian access panel that is recruited offline

Own FGD-studio in the central office of Factum Group Ukraine in Kyiv in the downtown and the network of FGD studios in major Ukrainian cities

International quality standards compliance

Holdings’ Key Personaities - Vladimir Paniotto, Aldis Paulins, Ivan Dubinskiy are the personal members of ESOMAR.

Factum Group Ukraine is a corporate member of ESOMAR

ESOMAR standards compliance:

Internal protection of information: multistage system of IT structure protection from external attacks

Internal system of data security: personal confidentiality agreements with the Research Holding employees

Project security: project managers working for the projects of competing customers do not overlap in the project teams

http://factum-ua.comhttp://factum-group.com +380 44 569 720632-G, Schorsa Str. 01133, Kyiv, Ukraine