Russia Takes the Twentieth Spot
// In Spending on Marketing Research
Kommersant has seen the final report from the European Society for Opinion and Marketing Research (ESOMAR) regarding conditions in the worldwide marketing research market for 2005. ESOMAR valued the Russian market at $144 million, placing the country in twentieth place. In terms of growth rate, however, which was 28.5% in 2005 and which has already hit 20% for 2006, Russia is tied with Ukraine in the second spot, behind only Turkey. In terms of per-capita spending, Russia makes it into the sixth spot, with $1.01 per person being spent on advertising; the leader in that category, Great Britain, spends almost $40 per person.
According to the report, five countries make up two-thirds of the world market: America ($7.7 billion), Great Britain ($2.4 billion), France ($2.2 billion), Germany ($2.1 billion), and Japan ($1.35 billion).
The Russian side is in general agreement with ESOMAR's figures. Experts expressed surprise at only one indicator: the share of fast-moving consumer goods (FMCG) among the clients of the market researchers, which was 24% instead of the expected 50% or more.
In the opinion of market participants, the basic reason for the growth in the market is active consumer demand from the population. "The quality of life is going up, and manufacturers are putting new products and services on the market. That, in turn, naturally suggests additional expenditures on research," says GfK-Rus general director Alexander Demidov.
Another reason cited by the researchers is a growing interest in Russia from the side of foreign countries who do not already have representation in the country. The share of orders from international clients was 70% of the total activity in the market, meaning that only 30% is from local companies. In Turkey, the proportions are reversed: 20% versus 80%.
"International companies introduced the culture of marketing research into our market," notes KOMKON communications director Maria Vakatova. "Russian market players thus far have not been eager to work with [advertising] researchers."
Sergey Sobolev
All the Article in Russian as of Sep. 26, 2006
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