Runet: the sex perspective
Media consumption

Runet: the sex perspective

Russian men are attracted to military subjects, and the women like to shop online. Gemius has checked what websites in the Russian-speaking part of the internet, called “Runet”, are tailored to suit men, and which are more to the taste and needs of w

Women like shopping online

In June 2014, a Russian woman was most likely to be found on: the website of the Russian Federation Pension Fund - Pfrf.ru (88 per cent of users were female), the clothes shop Bonprix.ru (85 per cent) and the website offering clothes for children and pregnant women – Mamsy.ru (84 per cent).

Why such interest in the Russian Federation Pension Fund website among the online women in Russia?[nbsp]Jadwiga Rogoża, an analyst at the Centre for Eastern Studies (OSW), who deals with the Russian issues explains this with the fact that it is women that are the hearth goddesses and home budgets keepers. “The increased interest of women in the fund website may stem from the fact that the institution has been tampering with the contributions in the recent months, in cooperation with the government. First the public was informed that the so-called secondpillar contributions were temporarily frozen, and then that all contributions for 2013 were earmarked towards the needs of the Crimea annexed in March 2014, “the analyst adds.

Russian women are also interested in websites related to motherhood, shopping, lifestyle, education and self-education, as well as entertainment.

In the analogous period of the previous year (June 2013), the most feminized website on Runet was the online store Yves-rocher.ru (88 per cent of users were women). Next came the online shop Bonprix.ru (87 per cent) and the platform with educational materials Alleng.ru (79 per cent).

The data quoted originates from an international project (gemiusAudience) conducted by Gemius in more than 30 countries. It aims to research into the number and demographic profile of internet users and the manner in which they utilize the web. The study is performed according to Gemius proprietary hybrid methodology and in accordance with the ICC/ESOMAR international code of conduct.