TNS measured monthly Runet audience

The TNS group of companies presented new results of the benchmarking study for the TNS Web Index project. The report for the measurement period from November 2005 to May 2006 provides information on the volume and structure of the Internet audience in Russia and Moscow. The purpose of the study is to measure the socio-demographic structure of the audience of sites.

According to the main results (PDF file), the monthly Internet audience in Russian cities is 15 million people, or 19% of the urban population aged 16 and older. As for Moscow, 3.6 million people go online here, or 38% of the population aged 12 years and older. At the same time, the main target group of the Internet is people aged 12 to 40 years old, most of whom are students, managers and specialists with incomes above the average.

The share of the active audience (those who use the Internet 5-7 days a week) is in Russia - about 40% of the monthly audience, in Moscow - about 60% of the monthly audience.
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The percentage of access to the network in the "broad band" from home is constantly growing, now it is 30% in Russia and 70% in Moscow.
For experts, the results of the TNS Web Index report raise some questions. “When receiving this kind of data, we must first ask ourselves three questions: 1) who was interviewed? 2) How many people were interviewed? 3) What is meant by Internet usage? - commented Leonid Delitsyn, a specialist in the analytical department of Rambler . - The TNS / Gallup report answers the first two questions, but the third question, “who does TNS call Internet users?”, Is no answer in the report. What is meant by using the Internet? Is this use “once a month or more”? Or is it “use in the last month”? These are different values, and the results of such surveys differ. Theoretically, in the second case, there should be more users. ”

According to Leonid, 19% of the TNS Web Index almost coincide with 18% obtained by POF (and POF, as we know, considers users to those who have used the Internet in the last month). “It seems logical that among the urban population of Russia (which TNS polls) Internet users are slightly more than among the rural ones, isn't it? Moreover, TNS polls and those who are 16-17 . Thus, so far no contradictions are observed. I repeat once again that the researchers may not measure the same thing, but there are no sharp contradictions yet. ”

“But there are significant differences between TNS and FOM in the case of the Moscow audience,” says Leonid. - According to TNS - this is 37.5%, and according to FOM - 50%. And this despite the fact that TNS has expanded the age range to 12 years. Here is a big mystery. At the same time, there are no changes in the FOM data on Muscovites already for 3 quarters, and a slight increase is seen in the TNS data. ”

According to another expert, Boris Ovchinnikov, director of analysis at J'son & Partners , the results of TNS do not contain any special sensations and confirm the data from other studies. "Estimates of the volume of the audience, in principle, close to the estimates of J & P," he said, "Habrahabru." “However, we prefer the more“ rigid ”parameter of the weekly audience - according to TNS, this is 12.2 million people.”