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decelerated from -29% y/y in 2015 to -16%, as consumers continue to shift to the internet. At the same time, there was consolidation among players on the paper market.
AKAR applied a new methodology to estimate the size of the internet ad market, as suggested by IAB Russia.
Internet showed the highest growth among segments , at 21% y/y in 2016, and reached RUB 136bn. The share of the internet segment on the Russian media market increased from 35% in 2015 to 38% in 2016.
IAB Russia also estimated ads in classifieds at RUB25bn in Russia, but did not include this figure in the whole market estimate. IAB Russia representatives think that the internet segment will continue to see sustainable growth in 2017, particularly given the development of the video and mobile formats, expanding inventory, new advertisers and the increased engagement of internet users.
Mobile Internet traffic in Russia year-to-year increased by half (48%) in 2016 to approximately 3.8bn GB , according to the Ministry of Communications. This traffic is about 7 times less than on fixed networks, however, mobile data traffic is growing much faster. In 2016, traffic on fixed line connections increased by a more modest 15% y/y.
Over the last two years the cost of mobile/internet packet for users in Moscow packet fell by half . Voice-only packages, on the other hand, have become more expensive.
Revenues from mobile Internet are growing more slowly than the traffic:
in 2016 in Russia, they have increased by 12%, said CEO TMT-Consulting Konstantin Ankilov, reports Vedomosti . But due to the decline in revenues from voice services and increased competition between the leading operators the the total revenue from mobile communications is decreasing.
106 RUSSIA Country Report April 2017 www.intellinews.com