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April 11, 2008 8:45 AM
Posted by Benjamin J. Romano
We often focus on the U.S. metrics for Internet search share and Web site traffic. But there's a whole world out there. And in Russia, at least, AOL reaches more of the population than Google, Yahoo or Microsoft.
Internet measurer comScore didn't give a total size of the Russian audience, but it did note that the online population there is growing.
"[T]he average Russian Internet user went online 13 days in February, spent an average of 82 minutes per day online, and consumed 2,322 pages of content during the month," comScore reported. That's still less than the typical user in the rest of Europe, but as comScore notes, the Russian Internet audience grew 25 percent last year.
Russian properties are the market leaders, but AOL -- one of the five online giants involved in the merger and acquisition match game this week -- manages to reach 42 percent of the Russian audience.
Google sites reach 40.5 percent. Microsoft sites reach 33.3 percent. Yahoo and News Corp. don't crack the top 13.
In search, Russian site Yandex dominated with 47.4 of the market in February, followed by:
Google sites, 31.2 percent
Rambler Media, 9.7
Mail.Ru sites, 7.0
Yahoo sites, 1.3
Microsoft sites, 0.6