Digital Parenting Russia

The Digital Parenting Russia I
How Russian Parents View and Capitalize on Digital Media.
Roman Ravve May 2012 Anketki Research DigitalParentingRussia.com
(c) Anketki Research, 2012. All rights reserved.
For such digital products as mobile apps, video games, and interactive books, it is crucial to understand what role they play in family life, which advantages they have for parents and which for children. Do they pull families together or disunite them? Also, what impact do the traditional believes about parents roles and technological influence on the childs development have on the use of digital products? This report shows potential opportunities that new media keeps for everyday practices of parenting.
For more information, visit http://www.digitalparentingrussia.com

The reproduction of this report or its parts is permitted and encouraged but only with a reference to the Digital Parenting Russia Studys website.
DigitalParentingRussia.com
ANKETKI RESEARCH
Anketki Research young peoples digital behavior data and analysis focusing on the former USSR countries. From social networking to cellphone communication and other new media consumption how this impact their identity, relationships and life. http://anketki.ru/research_eng
The Digital Parenting Russia Study monitors how parents in Russia take advantage of digital media. What they think, what they buy and how they perceive the digital impact on their childrens development, education, social skills and family relationships. http://digitalparentingrussia.com
CONTENTS
EXECUTIVE SUMMARY KEY FINDINGS DEVICES PARENTS VIEW DIGITAL BABYSITTING SHARED ACTIVITY APPS DIGITAL GAP Methodology Quick facts about Russia Credits
EXECUTIVE SUMMARY
Currently, 30 million children live in Russia. Although the Smartphone/tablet penetration remains low (and is mostly concentrated in 2 capital cities), these digital devices rush into childrens life. Russian parenting has it's own unique pattern formed by traditional views on a parent-child relationships and by intergenerational family life. The significant amount of early childhood time is ruled by grandparents generation that is habitually the most reluctant to embrace technologies. In contrast, the young parents are usually eager users of new media, so the overall digital penetration in Russia is among the highest in the world reaching 80% in major cities. Because of Russias large geographical area, there is a huge regional gap in access to consumer electronics and broadband speed. There is more then 16 times difference in the broadband speed and rates difference between Central and Far Eastern regions, being faster and cheaper in Central*. With a high projection for both GDP dynamics, e-commerce growth and 3G coverage expansion, forecasts are advantageous. By 2014, the Internet penetration is expected to reach 70%* of the population; the childrens products market is expected to grow by 30%*.
*Go to Quick facts about Russia section
KEY FINDINGS
Since inter-generational family life is highly widespread, for preschoolers much time is spent with both grandmothers and mothers alike; this has significantly influenced the media usage. Older kids spend more time with their fathers and consequently, become exposed to the fathers media preferences. New media clearly becoming a Digital Babysitter with more then 65% of parents use the media for preoccupying their kids while doing their home chores, entertaining during trips or childs physician visits. Russian fathers show more enthusiasm for digital media usage with children as opposed to Russian mothers, who prefer traditional media (TV, books, spoken word, Music, etc). E-books, mobile apps and online games are more frequently used and popular among male parents who show real enthusiasm about digital potential in connection to childs development. The digital gap between poor and wealthy parents is significant in terms of both childrens access towards devices and attitudes towards technology. Higher income families see more positive impact of digital media and childhood development. Educational apps and creativity based mobile applications have more potential for shared time than gaming applications. Still, gaming applications rate higher on the popularity scale. Online Search has become the most popular shared activity for high school aged children and their parents. The search for content and information via the Internet has exceeded even watching of TV.
DEVICES
Almost 90% of children use cell phones while 80% use desktop computers on a regular basis. With the exception of cell phones and computers, all devices are less widespread in small cities. The gap between wealthy and poor families is as significant as city size. Specifically, children from more wealthy families have more access to gaming consoles. Fathers are more likely to indicate childrens technology usage. Men seem more likely to provide children with access to these devices.
What your child use regularly?, %

Dumbphone Computer 89 82 67 59 38 38 27 14 10 15 6 4-6s 9 Game console Smartphone 87 89 Tablet 90 94
35 21 10
32
35 28 12 25 14
0-3s
7-10s
11-15s
16-18s
Source: Digital Parenting Russia Study, March 2012. 3833 online-parents with kids from 0 to 18 in cities 100000+
PARENTS VIEW
Russian fathers show more enthusiasm for digital media usage with children as opposed to Russian mothers who prefer traditional media (TV, books, spoken word, Music, etc)
E-books, mobile apps and online games are more frequently used and popular among male parents, who show heightened enthusiasm with digital potential in connection to childs development.
Men are more likely to use digital media with children both for purposes of entertaining them or keeping quiet.
Source: Digital Parenting Russia Study, March 2012. 3833 online-parents with kids from 0 and older in cities 100000+
DIGITAL BABYSITTER
Digital media is doing a great job in keeping children quiet & entertained while parents do home chores, for physician visits, etc. with 65% of parents admitting their use of some digital media for distracting their children. Fathers are more likely to distract children with digital media, as opposed to mothers, whom are more likely to use Television and Music. Babies and toddlers are mostly entertained with audio and video, and for older children games and educational apps are becoming more effective in holding their attention. Common situations of digital media usage intended to preoccupy children, %
While completing home chores
65
In a public transport
In child's physician office or barber shop In a supermarket, drug store, etc. On a playground or park
25
38 49
55
Source: Digital Parenting Russia Study, March 2012. 3833 onlineparents with kids from 0 and older in cities 100000+
SHARED ACTIVITY
Beginning in the middle school period, traditional media such as TV, board games and paper books are significantly less likely to be involved in a parent-child shared activity. In lieu of these traditional media, the proportional usage of E-Books, mobile apps and web search is increasing more and more. Exceeding even Television, searching the Internet has become the most popular shared activity for high-school children. What media do you use together with the children?, %
90% 80% 70% 60% 50% 40%
Internet Search Music Paper books Creativity software on PC E-Books PC or online games 4-6 7-10 11-15 16-18
30%
20% 10% 0%
Source: Digital Parenting Russia Study, March 2012. 3833 online-parents with kids from 0 and older in cities 100000+
MOBILE APPS
About 90% of children who use smartphones and tablets, have some experience with educational and creativity based applications and more then one third of these kids use them frequently. Still, games are way more popular with more then 70% of kids who use them often. But in the context of shared digital time, educational and creativity based mobile apps are more popular then games, even so the general popularity of mobile games are way too higher than educational.
Smartphone Games Often Sometimes 910 Tablet
72 71
Math, literacy, memory, etc. Often Sometimes 15 24 38
43
Painting, Music, etc. Often Sometimes 34 24
45
18
Source: Digital Parenting Russia Study, March 2012. 1458 onlineparents with kids from 0 to 18, that children use smartphone/tablet, in cities 100000+
DIGITAL GAP
Wealthy/Poor gap in digital parent-child time, % difference
The gap between wealthy and poor parents is significant not only in terms of childrens access to devices, but also in their attitudes towards technology. Higher income families tend to see more positive impact of the digital media on kids development. Except of cell phones and computers, all devices are less widespread in small cities.
Everything but the house
Everyting but the car
Meal and dress but nothing more
Meal but no dress

12.33
0.53 -4.7 -9.4 13.3 0.1 -5.5 -7.9
E-Books
Game console
The TV and Paper Book popularity is virtually equal among all income populations. Still the difference in E-Books and Game console ownership among wealthy and poor families is significant.
-1.42 2.38 -0.82 -0.12 3.33 -3.37 -0.87 0.93
Paper books
TV
Source Digital Parenting Russia Study, March 2012. 3833 onlineparents with kids from 0 and older in cities 100000+
CREDITS This report has been produced with a generous help of Articul Media Group. Our great thanks to Greg Zawazki for good advices. (c) Anketki Research, 2012. All rights reserved
Download a full-text PDF of this report on www.digitalparentingrussia.com
Methodology
The Digital Parenting Russia I report was prepared on the basis of the initiative survey conducted by Anketki Research and its partners in March, 2012. The survey involved 3833 parents between 18 and 55 years old, with kids from 0 and older in cities with more then 100,000 inhabitants. This survey was performed online and involved the members of predefined online-panel.
Online panels are the communities of people who agreed to participate in the regular online surveys.
QUICK FACTS ABOUT RUSSIA

CHILDREN POPULATION AND THE BIRTH RATE DEVICE PENETRATION IN A WHOLE COUNTRY INTERNET PENETRATION AND BROADBAND ACCESS E-COMMERCE AND RETAIL
30 million of Russian inhabitants are under age 19. For every 1 child in Russia there are 3 adults.
The birth rate in the post-Soviet Russia fell dramatically, but in the last decade we can see a kind of positive trend.
14.6
Birth rate in Russia, 2011 (newborns on 1000 inhabitants) Soviet Union Collapse 15.9
13.4 9.3 10.2 10.4 8.7 11.3 12.1 12.4 12.5 12.6
1970 1980 1990 1995 2000 2005 2006 2007 2008 2009 2010 2011 Source: Federal State Statistics Service of the Russian Federation (Goskomstat)
21 mln. of Russians access Internet on their mobile devices. Smart devices growing at the 3% a year.
With 60 mln. of Internet users, Russia is a second online population in Europe.
Low and decreasing broadband rates along with the increase of broadband speed spur rapid growth of Internet penetration in Russia.
Still, the gap between country regions remains significant. The broadband speed and cost in the Central and Far Eastern Regions differ more then 10 times
Russian retail is growing and evaluated in $650 bln. E-Commerce is growing rapidly but its share is remains 1,8%.
Russian retail market growth, %

50% 35%
30%
16% 14%
25%
7%
30%
6% -5% 2007 2008 2009 2010
2011
Brick & Mortar
E-commerce
40% of online shoppers and 60% of E-commerce revenue generates in Moscow and Saint-Petersburg.
. Saint Petersburg .Moscow
Kids products is the fastest growing category of Russian non-food retail segment, up to 29% a year. But still, only 4% of the Kids products was sold online in 2011.
Non-food segment of Russian retail growth potential for 2012, %

Kids
29% 18% 17% 15% 15%
Sport & Recreation

Consumer Electronics Jewelry & Watches
Furniture
Home & DIY
12%
DIGITAL PARENTING RUSSIA STUDY

hildren, parents, Internet and digital devices in Russia. Stats, facts and insight.
FOLLOW UP Twitter: @digitalparentru facebook: DigitalParentingRussia Slideshare: digitalparentingrussia
CONTACT contact@digitalparentingrussia.com +1(587)336.33.96

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The Digital Parenting Russia I

How Russian Parents View and Capitalize on Digital Media.

Roman Ravve May 2012 Anketki Research DigitalParentingRussia.com

(c) Anketki Research, 2012. All rights reserved.

For more information, visit http://www.digitalparentingrussia.com

*Go to Quick facts about Russia section

What your child use regularly?, %

Math, literacy, memory, etc. Often Sometimes 15 24 38

Painting, Music, etc. Often Sometimes 34 24

Everything but the house

Everyting but the car

Meal and dress but nothing more

Meal but no dress

0.53 -4.7 -9.4 13.3 0.1 -5.5 -7.9

-1.42 2.38 -0.82 -0.12 3.33 -3.37 -0.87 0.93

Download a full-text PDF of this report on www.digitalparentingrussia.com

QUICK FACTS ABOUT RUSSIA

With 60 mln. of Internet users, Russia is a second online population in Europe.

Russian retail market growth, %

6% -5% 2007 2008 2009 2010

Brick & Mortar

. Saint Petersburg .Moscow

Non-food segment of Russian retail growth potential for 2012, %

Sport & Recreation

DIGITAL PARENTING RUSSIA STUDY

FOLLOW UP Twitter: @digitalparentru facebook: DigitalParentingRussia Slideshare: digitalparentingrussia

CONTACT contact@digitalparentingrussia.com +1(587)336.33.96

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