RESEARCH ON ROAMING IN RUSSIA DURING THE SUMMER
Thursday, September 29, 2016
This summer season, tourists travelling within Russia increased their usage of mobile data by 2.5x compared to the previous year. Mapping services became the most popular apps.
Tourism within Russia became more popular this summer: Russian tourists travelled outside their home region 5% more often than during the previous summer, while the average stay in other regions increased from seven to eight days. In autumn, average trips outside of one’s home region usually last between 3-5 days.
Every second traveler in Russia is an active mobile internet user, while 90% of those users browse using a smartphone. Only 7% of tourists use a tablet for this purpose. The average number of roaming mobile data users increased 15% over last summer. Total data consumption by tourists increased by 2.5x.
In summer 2016, the profile of internet consumption during vacations changed. For the first time, mapping services became the content category with the highest demand; traffic to these servers tripled y-o-y and reached up to 7.2 petabytes. Social networks were the second most popular content category, as measured by the volume of traffic consumption, followed by video content.
Access to mapping services via a smartphone has become a fundamental requirement for travelers. Smartphones now serve as a navigator during road trips in Russian provinces and are used as a tool to explore urban areas in search of local sights. Some maps, such as those provided by Yandex and Wikimapia, even contain unique content created by local residents.
Traditional mobile services were also in demand: the total amount of outgoing calls increased 1.3x y-o-y, while the number of outgoing SMS messages rose by 10%.