ANALYTICAL REPORT ON VISITORS TO THE EXHIBITION

Transcription

1 Centre of Operational Excellence ANALYTICAL REPORT ON VISITORS TO THE EXHIBITION 21nd International exhibition of security and fire protection equipment and products MIPS April 13 16, 2015 Moscow VVC Moscow, 2015

2 CONTENTS Contents... 2 Research methodology... 3 Exhibition attendance... 6 Total number of exhibition visitors... 6 Exhibition attendance by day... 6 Channels to attract visitors... 8 Efficiency of offline and online channels... 8 Efficiency of attracting visitors to the exhibition website... 9 Conversion funnel for exhibition website visitors Channels for obtaining an e-ticket to the exhibition Details of traffic from search engines Details of traffic from mail-outs Details of traffic from referring sites Geographical analysis of visitors Breakdown of visitors by country Share of foreign visitors and visitors from the Russian regions Breakdown of visitors by gender Breakdown of visitors by their purpose of attendance Attendance at previous exhibition Profile of professional visitors Breakdown of visitors by job position Types of company business represented among visitors Products of interest to MIPS visitors Interest in products not represented at the exhibition Attendance at business programme events

3 RESEARCH METHODOLOGY Exhibition period From to Information gathering and analysis methods This report about visitors to MIPS 2015 was compiled on the basis of statistical research that included the following phases: Gathering primary information about the event the duration, presence of associated events, target audience, channels to attract visitors, ways of getting around the exhibition, and other information. Grouping and aggregating the data to obtain general estimated figures Processing the statistical data and analysing the results To get the most reliable results possible, the number of unique visitors was calculated by following ways: Checking the database of visitors for lack of test entries and incorrectly completed answers to questions on the registration form Checking the database of visitors for a lack of duplicate entries Using the general registration database to create a contact database of visitors with answers to the registration form questions Checking the reliability of the data achieved (see point degree of accuracy in the results'). Main sources of information VVC turnstile database Database of visitors who came to the registration desk to obtain an e-ticket Statistics from visitors who filled in an exhibition visitor form Qualitative make-up of visitors A Visitor (unique visitor) means a person visiting the exhibition during its official open days and hours, for the goal of learning about the exhibitors and/or participating in the exhibition programme. A visitor is only counted once for the entire exhibition time period, regardless of how many times he attends. Visitors to events associated with the exhibition, such as conferences, seminars, congresses, and festivals held as part of this exhibition at on the same topic, are considered specialist visitors and are included in the total number of visitors if they did attend the exhibition itself. In calculating the number of unique visitors, we did not include: Exhibition organiser employees (including temporary staff) Service staff at the exhibition venue Exhibition participant personnel Service provider staff Media representatives with official accreditation The quality of the make-up of exhibition visitors is evaluated by analysing the results of answers to questions on the registration form. The statistical analysis presents the following information about visitors: The share of professional visitors out of the total number of visitors (determined based on an analysis of the data on answers to questions on the registration form regarding goals of exhibition attendance) The share of foreign visitors (visitors who indicated their country as one outside of that in which the exhibition is being held), including breakdown of visitors by country 3

4 The share of national visitors (visitors who indicated their country as the one in which the exhibition is being held), including breakdown of visitors by Russian regions Breakdown of visitors by gender Breakdown of professional visitors by job position and by the type of company and area of business Types of questions on the registration form Questions with a single possible answer a question to which the respondent can select only one answer out of those offered. In the data, the total number of answers is 100%. Questions with multiple possible answers a question to which the respondent can select one or more than one answer out of those offered. In the data, the total number of answers exceeds 100%. Degree of accuracy of the results For the analysis of visitor answers, only correctly completed forms were used. Due to a lack of a ready database of hardcopy registration forms, the data from online registration was used. In order to extrapolate from the sample to general values (for all exhibition visitors), we calculated the degree of accuracy how reliably we can trust that any errors in selection (differences in the values between the selected sample and the general values) do not exceed a given value. The minimum recommended degree of accuracy of statistical results for market research is 95%. Report on online registration The report is based on data obtained with Google Analytics from to Only forms properly completed by MIPS 2015 visitors were used for this analysis, of which there were a total of 13,741. The data are presented in absolute values and have an error margin of 20% for 'Number of e-tickets received' and 12% for 'Number of visitors with an e-ticket'. The expanded report on online registration presents the following figures: The number of unique website visitors for a given period: each visitor to the website is counted one time regardless of how many times he visits the site The number of e-tickets received this figure reflects the number of online registrations on the exhibition website The number of exhibition visitors with an electronic ticket These figures, represented in one graph, reflect the conversion funnel the changes in the number of visitors to the website at all stages of the conversion process, from landing on the site to registration to visiting the exhibition with an electronic ticket. Analysis of each figure is represented in a breakdown by the main channels: Mail-outs: transition from the link posted in the Search engines: transition from search systems Advertising on websites: transition from banners and hyperlinks posted on the websites of exhibition partners and participants Direct traffic: direct transition to the exhibition website (bookmark or exhibition website URL in the browser). To evaluate the efficiency of separate channels to attract visitors to the exhibition, we use a conversion coefficient. The conversion coefficient is calculated as a percentage of completed targeted actions on the website (getting an e-ticket for the exhibition, and attending the exhibition using the e-ticket) of the total number of actions (the number of unique site visits) for the specified period. Traffic on each channel (with the exception of direct traffic) is detailed by source: 4

5 In mail-outs we show the dates of mail-outs in UTM-metric (a code of several parameters via the link) In search engines we detail the specific search engine In advertising on websites we detail the partner and exhibitor websites with links to the exhibition website In contextual advertising we detail the sites on which contextual advertising was placed 5

6 EXHIBITION ATTENDANCE Total number of exhibition visitors 16,922 people visited MIPS 2015 which is 5% less than in Fig. 1. Number of visitors to MIPS, * 20,000 18,000 16,000 14,000 12,000 12,103 9% 2% 13,242 13,571 15% 13% 15,539 2% 17,571 17,877-5% 16,922 20% 15% 10% 10,000 5% 8,000 6,000 0% 4,000 2,000-5% % Exhibition attendance by day The peak day of attendance at the 2015 exhibition fell on the second day, with 37% of all visitors. Compared to 2014, there was a decrease in the numbers of visitors by 16% in the last day of MIPS Table 1. Breakdown of the number of visitors to MIPS in by day Days Change Count Count Count 2014/ /2014 Day 1 4,119 23% 3,811 21% 3,935 23% -7% 3% Day 2 6,419 37% 6,896 39% 6,306 37% 7% -9% Day 3 5,350 30% 5,323 30% 5,137 30% -1% -3% Day 4 1,683 10% 1,847 10% 1,544 9% 10% -16% Total 17,571, 17,877, 16,922 2% -5% 6

7 Fig. 2. Breakdown of the number of visitors to MIPS in by day 8,000 7,000 6,000 5,000 4,000 3,000 6,896 6,419 6,306 5,350 5,323 5,137 4,119 3,811 3,935 Day 1 Day 2 Day 3 Day 4 2,000 1,683 1,847 1,544 1,

8 CHANNELS TO ATTRACT VISITORS Efficiency of offline and online channels In 2015 the share of visitors attending MIPS with an electronic ticket was 93% (89% in 2014). The total number of visitors attracted via the Internet dropped by 1% compared to Compared with the previous year, the number of visitors with an electronic ticket obtained as a result of clicking through from search engines increased by 39%, as a result of advertising on websites, by 28%. The number of visitors with an electronic ticket obtained as a result of mail-outs dropped by 12% compared to Table 2. Channels to attract visitors to MIPS in Channels Change,% dispatches 6,922 39% 6,120 36% -12% Search engines 3,888 22% 5,423 32% 39% Direct traffic 3,913 22% 2,551 15% -35% Referring sites 1,077 6% 1,376 8% 28% Contextual advertising 108 1% 225 1% 109% Offline 1,969 11% 1,227 7% -38% Total 17,877 16,922-5% Fig. 3. Channels to attract visitors to MIPS 2015* 15% 1% 8% 7% dispatches Search engines 36% Direct traffic Referring sites 32% Contextual advertising Offline * Details on channels to obtain e-tickets are presented in the report on online registration. The offline channel includes 'Complimentary tickets' and 'Advertising' (visitors with cash tickets). 36% of MIPS 2015 visitors attended it as a result of mail-outs (39% in 2014). The share of visitors who attended MIPS 2015 as a result of clicking through from search engines was 32% (22% in 2014). 15% of visitors obtained an e-ticket as a result of direct or unidentified traffic to the exhibition website (22% in 2014). 8% of visitors who attended MIPS 2015 as a result of clicking through from banners and hyperlinks placed on partners and exhibitors websites (6% in 2014). The share of visitors who attended MIPS 2015 a result of clicking through on a contextual advertising link was 1% (as in in 2014). The source of the contextual advertising was yandex.ru. 8

9 Efficiency of attracting visitors to the exhibition website Fig. 4. Number of unique visitors to the MIPS website over 12 months 60,000 50,000 40,000 MIPS 2014 MIPS ,000 20,000 10,000 0 May June July August September October November December January February March April Table 3. Number of unique visitors to the MIPS website over 12 months Month 2013 / / 2015 Change, % May 8,089 5,974-26% June 3,599 3,557-1% July 3,220 3,032-6% August 3,192 3,341 5% September 3,355 3,886 16% October 5,535 4,388-21% November 4,220 5,098 21% December 6,120 4,873-20% January 7,682 7,472-3% February 11,437 10,574-8% March 21,231 24,884 17% April 50,564 46,143-9% Total 128, ,222-4% 9

10 Fig. 5. Number of unique visitors to the MIPS website 90 days before the exhibition 9,000 8,000 7,000 6,000 MIPS 2014 MIPS ,000 4,000 3,000 2,000 1, Table 4. Breakdown of visitors to the website by device Type of device Non-mobile device 105,854 89% 93,219 85% Mobile telephone 8,477 7% 12,099 11% Tablet 4,320 4% 4,028 4% Total 118, ,346 10

11 Conversion funnel for exhibition website visitors Fig. 6. Conversion funnel for visitors to the MIPS 2015 website by channel Number of unique site visitors 38,654 28,676 19,130 13,639 1,352 Number of e-tickets received Search engines dispatches Direct traffic Number of visitors with an e- ticket Referring sites Contextual advertising Table 5. Conversion funnel for visitors to the MIPS 2015 website by channel Channels Number of unique site visitors Number of e- tickets received Number of visitors with an e- ticket Conversion coefficient by number of e-tickets received by number of exhibition visitors with an e-ticket Search engines 38,654 7,795 4,748 20% 12% dispatches 28,676 11,196 5,358 39% 19% Direct traffic 19,130 4,093 2,233 21% 12% Referring sites 13,639 2,268 1,205 17% 9% Contextual advertising 1, % 15% Total 101,451 25,744 13,741 25% 14% The biggest conversion for website visitors was mail-outs (39% of registrations and 19% of visitors). 11

12 Channels for obtaining an e-ticket to the exhibition 53% of the total number of people who registered on the exhibition website, actually attended MIPS 2015 with an e-ticket (55% in 2014). In % fewer e-tickets were issued, compared to Table 6. Conversion of issued e-tickets to MIPS by channel Number of visitors Conversion Number of e-tickets received Channels with an e-ticket coefficient dispatches 13,815 11,196-19% 6,686 5,358-20% 48% 48% Search engines 5,756 7,795 35% 3,755 4,748 26% 65% 61% Direct traffic 6,185 4,093-34% 3,780 2,233-41% 61% 55% Referring sites 1,861 2,268 22% 1,040 1,205 16% 56% 53% Contextual advertising % % 62% 50% Total 27,784 25,744-7% 15,365 13,741-11% 55% 53% Details of traffic from search engines Out of visitors who attended MIPS 2015 as a result of clicking through from search engines (32% of all channels of online registration), the most used sources for searching for information were yandex (59% of visitors via this channel), and Google (37%). Table 7. Details of traffic from search engines* Search engines Number of unique site visitors Number of e- tickets received Number of visitors with an e- ticket Conversion coefficient by number of e-tickets received by number of exhibition visitors with an e-ticket yandex 18,711 4,606 2,799 59% 25% 15% google 18,284 2,867 1,746 37% 16% 10% go.mail.ru % 28% 17% bing % 17% 11% rambler % 20% 12% other* ,3% 5% 4% Total 38,654 7,795 4,748 20% 12% * Less than 1% of visitors with an e-ticket. 12

13 Details of traffic from mail-outs Table 8. Information about campaigns for MIPS Change 2015 / 2014 Number of campaigns 28, 34 21% Total volume of distribution 815,215, 686,056-16% Number of unique site visitors 33,883 (4%) 28,676 (4%) -15% Number of e-tickets received 13,815 (2%) 11,196 (2%) -19% Number of visitors with an e-ticket 6,686 (1%) 5,358 (1%) -20% Conversion coefficient By number of e-tickets received 41% 39% By number of exhibition visitors with an e-ticket 20% 19% * the % of the total volume of mail-out is shown in brackets 4% of the total volume of mail-outs done before the exhibition (686,056), lead to a visit to the exhibition website, and 2% to the issue of an e-ticket. The overall efficiency of mail-outs attracting visitors to the exhibition was 1%. Details of traffic from referring sites Table 9. Details of the results of using referring sites, presented by number of visitors with e-tickets Websites Number of unique site visitors Number of e- tickets received Number of visitors with an e- ticket by number of e-tickets received Conversion coefficient by number of exhibition visitors with an e-ticket bolid.ru % 44% 23% vk.com % 48% 25% ite-expo.ru % 16% 10% yandex.ru % 30% 20% tinko.ru % 40% 23% sec.ru % 16% 9% luis.ru % 31% 27% novicam.ru % 54% 33% dssl.ru % 38% 21% sendsay.ru % 68% 28% satro-paladin.com % 65% 35% vektor-sbk.ru % 267% 127% dean.ru % 18% 12% rubezh.ru % 18% 10% visionpro.ru % 45% 26% camerussia.com % 45% 23% hiq-electronics.ru % 18% 16% mos-expo.com % 54% 54% rgsec.ru % 22% 15% google.ru % 16% 8% 13

14 integr.ru % 62% 50% m.vk.com % 37% 16% securtv.ru % 74% 37% visitor.ite-expo.ru % 77% 30% daily.sec.ru % 12% 9% hifinews.ru % 12% 12% kalancha.ru % 83% 52% mvk.ru % 20% 11% ami-com.ru % 17% 10% rvi-cctv.ru % 137% 31% other* % 10% 5% Total * Less than 1% of visitors with an e-ticket. Out of sites with banners and hyperlinks (8% of all channels of online registrations), the majority of transfers came from the website bolid.ru (11%), vk.com (7%) and ite-expo.ru (5%). Sites which attracted the largest number of visitors to the exhibition website with a conversion coefficient on numbers of visitors of less than 5%. vektor-sbk.ru hotspot-free.mos-expo.com kalancha.ru integr.ru securtv.ru satro-paladin.com novicam.ru rvi-cctv.ru visitor.ite-expo.ru aamsystems.link.sendsay.ru luis.ru visionpro.ru 14

15 GEOGRAPHICAL ANALYSIS OF VISITORS Breakdown of visitors by country For this analysis we only used correctly completed MIPS 2015 registration forms, of which there were a total of 14,581 (online registration forms only), which amounts to 86% of total number of visitors to MIPS The share of Russian visitors to MIPS 2015 was 96% of all visitors. The share of foreign visitors was 4% (4.7% in 2014). The number of countries represented among foreign visitors to MIPS in 2015 was 47 (43 in 2014). Table 10. The share of foreign visitors and the number of foreign countries represented * Share of foreign visitors, in % 5% (879) 4,7% (837) 4% (680) Number of foreign countries represented * Absolute figures are shown in brackets. Table 11. Breakdown of MIPS 2015 visitors by country* Country % Country % 1 Russia 95.98% (16 242) 25 India 0.02% (4) 2 Belarus 0.99% (168) 26 Netherlands 0.02% (4) 3 Kazakhstan 0.62% (106) 27 Finland 0.02% (4) 4 China 0.36% (62) 28 Spain 0.01% (3) 5 Ukraine 0.31% (52) 29 Lithuania 0.01% (3) 6 Azerbaijan 0.17% (29) 30 Serbia 0.01% (3) 7 Moldova 0.14% (24) 31 Abkhazia 0.01% (2) 8 Armenia 0.12% (21) 32 Bosnia and Herzegovina 0.01% (2) 9 Germany 0.11% (19) 33 Mexico 0.01% (2) 10 Italy 0.10% (17) 34 Mongolia 0.01% (2) 11 Uzbekistan 0.10% (17) 35 UAE 0.01% (2) 12 Korea, Republic of 0.09% (15) 36 Slovenia 0.01% (2) 13 France 0.09% (15) 37 Turkmenistan 0.01% (2) 14 Kyrgyzstan 0.08% (14) 38 Bulgaria 0.01% (1) 15 United Kingdom 0.08% (13) 39 Hungary 0.01% (1) 16 Japan 0.06% (10) 40 Georgia 0.01% (1) 17 Israel 0.05% (8) 41 Denmark 0.01% (1) 18 The Czech Republic 0.05% (8) 42 Canada 0.01% (1) 19 Latvia 0.04% (7) 43 Cyprus 0.01% (1) 20 Switzerland 0.04% (7) 44 Kuwait 0.01% (1) 21 Austria 0.03% (6) 45 Lebanon 0.01% (1) 22 Turkey 0.03% (6) 46 Norway 0.01% (1) 23 Tajikistan 0.03% (5) 47 Oman 0.01% (1) 24 Estonia 0.03% (5) 48 Poland 0.01% (1) * Absolute figures are shown in brackets. 15

16 Share of foreign visitors and visitors from the Russian regions For this analysis we only used correctly completed MIPS 2015 registration forms, of which there were a total of 14,581 (online registration forms only), which amounts to 86% of total number of visitors to MIPS The share of visitors from Moscow and the Moscow region to MIPS 2015 was 67%; the share of visitors from other regions was 29% (30% in 2014). The total number of regions represented among visitors to the exhibition was 79 (78 in 2014). Table 12. Share of visitors from the regions and the total number of regions represented at MIPS* Share of regional visitors (excluding Moscow Region)* 29% (5,051) 30% (5,320) 29% (4,894) Total number of regions * Absolute figures are shown in brackets. Table 13. Share of foreign visitors and visitors from the Russian regions to MIPS 2015* Region % Region % Foreign visitors 4,02% (680) 40 Kaliningrad Region 0,24% (41) 1 Moscow Region 67,06% (11 348) 41 Omsk Region 0,24% (41) 2 St. Petersburg Region 3,18% (539) 42 Astrakhan Region 0,19% (31) 3 Nizhny Novgorod Region 1,74% (294) 43 Orenburg Region 0,19% (31) 4 Republic of Tatarstan 1,25% (211) 44 Kursk Region 0,18% (30) 5 Tula Region 1,09% (185) 45 Republic of Dagestan 0,16% (27) 6 Yaroslavl Region 1,06% (180) 46 Republic of Udmurtia 0,16% (27) 7 Kaluga Region 0,97% (164) 47 Primorsky Region 0,14% (23) 8 Ryazan Region 0,97% (164) 48 Tomsk Region 0,12% (20) 9 Tver Region 0,97% (164) 49 Khabarovsk Region 0,11% (19) 10 Sverdlovsk Region 0,94% (159) 50 Arkhangelsk Region 0,10% (17) 11 Vladimir Region 0,89% (151) 51 Republic of Karelia 0,10% (17) 12 Voronezh Region 0,81% (137) 52 Republic of Komi 0,10% (17) 13 Saratov Region 0,81% (137) 53 Kemerovo Region 0,10% (16) 14 Rostov Region 0,77% (131) 54 Murmansk Region 0,10% (16) 15 Bryansk Region 0,73% (124) 55 Novgorod Region 0,10% (16) 16 Samara Region 0,73% (123) 56 Republic of Mari El 0,10% (16) 17 Krasnodar Region 0,72% (122) 57 Republic of Mordovia 0,10% (16) 18 Perm Region 0,61% (103) 58 Republic of Sakha 0,10% (16) 19 Ivanovo Region 0,60% (101) 59 Yamalo-Nenets Aut.Region 0,10% (16) 20 Republic of Bashkortostan 0,47% (79) 60 Tambov Region 0,08% (13) 21 Vologda Region 0,43% (73) 61 Amur Region 0,05% (9) 22 Volgograd Region 0,42% (71) 62 Rep. of Karachaevo-Cherk. 0,05% (9) 23 Kirov Region 0,41% (70) 63 Chechen Republic 0,04% (7) 24 Republic of Crimea 0,40% (69) 64 Zabaykalsky Region 0,03% (6) 25 Chelyabinsk Region 0,40% (68) 65 Kamchatka Region 0,03% (6) 26 Orlov Region 0,38% (65) 66 Magadan Region 0,03% (6) 27 Smolensk Region 0,37% (63) 67 Pskov Region 0,03% (6) 28 Lipetsk Region 0,36% (62) 68 Republic of Buryatia 0,03% (6) 29 Tyumen Region 0,35% (59) 69 Altai Region 0,03% (5) 30 Penza Region 0,34% (58) 70 Sakhalin Region 0,03% (5) 31 Stavropol Region 0,32% (53) 71 Republic of Adygeya 0,02% (3) 32 Chuvash Republic 0,29% (50) 72 Republic of North. Ossetia 0,02% (3) 33 Kostroma Region 0,29% (49) 73 Jewish Autonomous Region 0,01% (2) 16

17 34 Novosibirsk Region 0,29% (49) 74 Kabardino-Balkaria Rep. 0,01% (2) 35 Belgorod Region 0,27% (45) 75 Kurgan Region 0,01% (2) 36 Krasnoyarsk Region 0,27% (45) 76 Republic of Kalmykia 0,01% (1) 37 Ulyanovsk Region 0,26% (44) 77 Republic of Tyva 0,01% (1) 38 Irkutsk Region 0,25% (43) 78 Republic of Khakassia 0,01% (1) 39 Khanty-Mansiysk Aut.Reg. 0,25% (43) 79 Chukotka Region 0,01% (1) * Absolute figures are shown in brackets. The Russian regions with the largest representation (excluding Moscow region): St. Petersburg Region 3% (as in 2014) Nizhny Novgorod Region 1.7% (1.4% в 2014) Republic of Tatarstan 1.2% (as in 2014) Tula Region 1.1% (as in 2014) Yaroslavl Region 1.1% (1.2% в 2014) 17

18 BREAKDOWN OF VISITORS BY GENDER For this analysis we only used correctly completed MIPS 2015 registration forms, of which there were a total of 14,581 (online registration forms only), which amounts to 86% of total number of visitors to MIPS Men made up 86% of MIPS 2015 visitors, with 14% of visitors being women. Table 14. Breakdown of MIPS visitors by gender in * Gender Male 86% (15,107) 86% (15,370) 86% (14,603) Female 14% (2,464) 14% (2,507) 14% (2,319) * Absolute figures are shown in brackets. Fig. 7. Breakdown of MIPS 2015 visitors by gender 14% 86% male female 18

19 BREAKDOWN OF VISITORS BY THEIR PURPOSE OF ATTENDANCE For this analysis we only used correctly completed MIPS 2015 registration forms, of which there were a total of 14,581 (online registration forms only), which amounts to 86% of total number of visitors to MIPS % of visitors to MIPS 2015 attended the exhibition with the aim of obtaining information about the sector, 35% of visitors attended MIPS 2015 with the aim of looking for products and services for business, 10% came to the exhibition to promote their goods and services. 10% of visitors to MIPS 2015 came out of personal interest, 6% came for educational purposes. Table 15. Breakdown of MIPS 2015 visitors by their purpose of attendance* Purpose Share, % Search for products and services for business 35% (5,990) Gathering general industry Information 39% (6,674) Promotion of products and services 10% (1,627) Personal interest 10% (1,649) Educational purposes 6% (982) * Absolute figures are shown in brackets. Fig. 8. Breakdown of MIPS 2015 visitors by their purpose of attendance 10% 10% 6% Sourcing products and services for business Gathering general industry Information 35% Promotion of products and services Personal interest 39% Educational purposes 19

20 ATTENDANCE AT PREVIOUS EXHIBITION For this analysis we only used correctly completed MIPS 2015 registration forms, of which there were a total of 14,581 (online registration forms only), which amounts to 86% of total number of visitors to MIPS % of visitors to MIPS 2015 had attended the previous exhibition. Table 16. Attendance at previous exhibition by visitors to MIPS 2015 Attendance at previous exhibition Share, % Yes 54% (9,053) No 46% (7,869) * Absolute figures are shown in brackets. Fig. 9. Attendance at previous exhibition by visitors to MIPS % 54% Yes No 20

21 PROFILE OF PROFESSIONAL VISITORS Breakdown of visitors by job position For this analysis only correctly completed MIPS 2015 attendee online registration questionnaires were used. They totalled to 12,314 86% of the total number of specialist attendees (14,291). This question was only put to those who attended the exhibition with the aim of looking for products and services for business, with the aim of obtaining information about the sector, or with the aim of promoting their own goods and services. The share of heads of companies (including sole traders) out of those who attended MIPS 2015 with the aim of searching for goods and services for business was 32%, out of those with the aim of obtaining information about the sector, 14%, and out of those with the aim of promoting their own goods and services, 16%. Table 17. Breakdown of MIPS 2015 visitors by job position* Job position Search for products and services for business Gathering general industry Information Promotion of own products and services General Manager / Owner 30% (1,813) 13% (873) 16% (253) Deputy Head of the Company 14% (861) 10% (668) 9% (139) Head of Department / Division 25% (1,511) 30% (1,995) 25% (410) Manager / Specialist 28% (1,699) 46% (3,064) 50% (820) Individual Entrepreneur 2% (106) 1% (74) 0,3% (5) * Absolute figures are shown in brackets. Fig. 10. Breakdown of MIPS 2015 visitors by job position Sourcing products and services for business 30% 14% 25% 28% 2% Gathering general industry Information 13% 10% 30% 46% 1% Promotion of products and services 16% 9% 25% 50% 0.3% General Manager / Owner Deputy Head of the Company Head of Department / Division Manager / Specialist Individual Entrepreneur 21

22 Types of company business represented among visitors For this analysis only correctly completed MIPS 2015 attendee online registration questionnaires were used. They totalled to 12,314 86% of the total number of specialist attendees (14,291). This question was only put to those who attended the exhibition with the aim of looking for products and services for business, with the aim of obtaining information about the sector, or with the aim of promoting their own goods and services. The majority of specialist visitors to MIPS 2015 were representing companies which provide services in installing security systems (38%), and companies selling security-related products (20%). 14% of specialist visitors to MIPS 2015 were representatives whose work was not connected with security provision. These mostly included representatives of construction and planning organisations, banks, retails groups, educational institutions, transport and logistics companies, manufacturing companies, telecommunications and IT companies, exhibition companies, museums, representatives of oil and gas and power companies, companies engaged in supplying electronic components, science and research and developments, systems integration, the hospitality industry, advertising and consulting, insurance and certification, representatives of development companies, machine-building companies, and the food industry. There were relatively more representatives of companies providing services in installing security systems among visitors coming with the aim of looking for products and services for business (51%) and with the aim of obtaining information about the sector (35%). Out of those who attended with the aim of promoting their own goods and services, the main share were representatives of retail companies (39%) and companies engaged in making security products (31%). Table 18. Types of company business represented among MIPS 2015 visitors* Types Search for products and services for business Gathering general industry Information Promotion of own products and services As a whole Security system installation services 51% (3,033) 35% (2,342) 7% (120) 38% (5,495) Security-related products wholesale and retail trade 21% (1,269) 13% (888) 39% (630) 20% (2,787) Our business is not connected with provision of security 12% (700) 17% (1,147) 10% (167) 14% (2,014) Manufacture of security-related products 5% (319) 12% (801) 7% (118) 9% (1,238) Fire safety 5% (299) 6% (413) 1% (19) 5% (731) Security activities, enforcement of law 3% (202) 11% (718) 31% (510) 10% (1,430) Information security services 2% (150) 4% (239) 2% (32) 3% (421) Mass media 0,3% (18) 2% (126) 2% (31) 1% (175) * Absolute figures are shown in brackets. 22

23 Fig. 11. Types of company business represented among MIPS 2015 visitors* Sourcing products and services for business 51% 21% 12% 3% 5% 5% 2% Gathering general industry Information 35% 13% 17% 11% 12% 6% 4% 2% Promotion of products and services 7% 39% 10% 31% 2% 7% 1% 2% Security system installation services Security-related products wholesale and retail trade Our business is not connected with provision of security Manufacture of security-related products Fire safety Security activities, enforcement of law Information security services 23

24 PRODUCTS OF INTEREST TO MIPS VISITORS For this analysis we only used correctly completed MIPS 2015 registration forms, of which there were a total of 14,581 (online registration forms only), which amounts to 86% of total number of visitors to MIPS The majority of visitors to MIPS 2015 were interested in Video Surveillance Systems (74%), Security alarms (66%), and Access Control and Management / Identification Systems (65%). Table 19. Products of interest to MIPS visitors in * Products Video surveillance systems 72% 74% Security alarm systems 68% 66% Access control systems / Identification systems 68% 65% Fire alarm systems 62% 56% Integrated security systems 55% 54% Perimeter security systems 54% 51% Fire-extinguishing equipment and systems 47% 48% Electrical equipment, power supplies, cables 34% 44% Information protection / IT security 29% 31% Antitheft systems - 25% Search and inspection equipment 16% 18% Safe boxes / Locks / Vaults / Armoured windows and doors 12% 15% * Respondents were allowed to tick more than one answer. Fig. 12. Products of interest to MIPS 2015 visitors* Video surveillance systems 74% Security alarm systems Access control systems / Identification systems 66% 65% Fire alarm systems Integrated security systems Perimeter security systems Fire-extinguishing equipment and systems Electrical equipment, power supplies, cables 56% 54% 51% 48% 44% Information protection / IT security 31% Antitheft systems 25% Search and inspection equipment Safe boxes / Locks / Vaults / Armoured windows and 15% 18% * Respondents were allowed to tick more than one answer. 24

25 Table 20. Products of interest to MIPS 2015 visitors representing companies engaged in installing security systems, making and selling security products* Products Security system installation services Security-related products wholesale and retail trade Manufacture of security-related products Video surveillance systems 88% (4,817) 80% (2,228) 57% (821) Security alarm systems 85% (4,651) 59% (1,638) 41% (585) Access control systems / Identification systems 82% (4,498) 64% (1,796) 52% (741) Fire alarm systems 71% (3,908) 46% (1,293) 32% (461) Integrated security systems 68% (3,720) 48% (1,330) 51% (724) Perimeter security systems 66% (3,623) 45% (1,252) 38% (536) Electrical equipment, power supplies, cables 59% (3,237) 42% (1,182) 28% (399) Fire-extinguishing equipment and systems 57% (3,143) 37% (1,026) 25% (354) Information protection / IT security 33% (1,801) 23% (651) 22% (312) Antitheft systems 32% (1,732) 25% (696) 10% (140) Search and inspection equipment 19% (1,024) 18% (512) 14% (197) Safe boxes / Locks / Vaults / Armoured windows and doors 15% (815) 15% (432) 11% (152) * Respondents were allowed to tick more than one answer. Table 21. Products of interest to MIPS 2015 visitors representing companies providing security services, and providing information and fire safety and security* Products Fire safety Security activities, enforcement of law Information security services Video surveillance systems 47% (578) 80% (584) 69% (292) Security alarm systems 49% (606) 85% (622) 47% (199) Access control systems / Identification 41% (512) 74% (543) 63% (267) systems Fire alarm systems 78% (963) 52% (378) 32% (133) Integrated security systems 40% (499) 61% (443) 61% (257) Perimeter security systems 32% (392) 70% (513) 42% (176) Electrical equipment, power supplies, cables 40% (490) 43% (316) 34% (144) Fire-extinguishing equipment and systems 86% (1,069) 39% (285) 25% (104) Information protection / IT security 14% (179) 42% (310) 68% (288) Antitheft systems 11% (135) 38% (278) 16% (66) Search and inspection equipment 7% (86) 34% (246) 19% (79) Safe boxes / Locks / Vaults / Armoured windows and doors * Respondents were allowed to tick more than one answer. 7% (86) 23% (171) 15% (63) 25

26 Table 22. Products of interest to MIPS 2015 visitors whose work was not connected with security provision* Products % of respondent Video surveillance systems 74% (1,486) Security alarm systems 63% (1,277) Access control systems / Identification systems 65% (1,308) Fire alarm systems 51% (1,019) Integrated security systems 53% (1,069) Perimeter security systems 49% (995) Electrical equipment, power supplies, cables 41% (823) Fire-extinguishing equipment and systems 46% (930) Information protection / IT security 38% (774) Antitheft systems 26% (525) Search and inspection equipment 21% (416) Safe boxes / Locks / Vaults / Armoured windows and doors 19% (381) * Respondents were allowed to tick more than one answer. 26

27 INTEREST IN PRODUCTS NOT REPRESENTED AT THE EXHIBITION For this analysis we only used correctly completed MIPS 2015 registration forms, of which there were a total of 14,581 (online registration forms only), which amounts to 86% of total number of visitors to MIPS % of MIPS 2015 visitors were interested in products that were presented at the exhibition 38% of visitors were interested in the Smart House system, 33% in data transfer systems, 28% in consumable materials and tools, and 20% in lighting equipment. Table 23. Interest in products not represented at MIPS 2015* Products % of respondents I am interested only in products that are already present at MIPS 43% (7,270) "Smart house" system, automation equipment, software 38% (6,497) Data transmission systems / Communication equipment 33% (5,604) Consumables and installation materials, tools 28% (4,756) Lighting equipment 20% (3,376) Other 0,4% (66) * Absolute figures are shown in brackets. Fig. 13. Interest in products not represented at MIPS 2015* I am interested only in products that are already present at MIPS 43% "Smart house" system, automation equipment, software 38% Data transmission systems / Communication equipment 33% Consumables and installation materials, tools 28% Lighting equipment 20% Other 0.4% 27

28 ATTENDANCE AT BUSINESS PROGRAMME EVENTS At the MIPS Forum as part of MIPS 2015, visitors were counted with the aid of special scanners set up at the entrance to the halls. The total number of unique visitors to MIPS Forum was 614 (3.6% of exhibition visitors). Each of them could have attended several events within MIPS Forum. The table below shows the number of visitors to each event and the share of the total number of unique visitors in the business programme. Table 24. Attendance at business programme events within MIPS 2015* Events Date Number of participants Safety of warehouse complexes and logistic terminals Museum security Cloud technologies in monitoring and security industry Current issues of fire safety in the Russian Federation * The data in this table are presented based on scanners (which were set up at the entrance to the conference hall and scanned the badges of everyone who entered, with the exception of exhibitors). 28