Social networks in Russia 2014: numbers and trends

SOCIAL NETWORKS IN RUSSIA 2014

Numbers and trends

Brand Analytics(с) 2014

Usually the audience of VISITORS (number of “READERS”) is counted for social networks. This data is essential for selling advertising.

Social networks are a means of public communication as well as an instrument of influencing the public opinion.

Active, “TALKING” users are more important – they express their attitude towards the researched themes and shares his/her opinion by posting public content in social media.

We have concluded the research of russian social networks in this perspective: “talking” authors, their age and gender, amount of content, geographical location etc.

GO ON TALKING! YOUR OPINION WILL BE NOTED

AUDIENCE OF SOCIAL NETWORKS IN RUSSIA

INTERNET PENETRATION

57% of russian population older than 18 use internet (66,5 mln. ppl) 1

SOCIAL NETWORK PENETRATION AMONG INTERNET USERS

82% of russian internet users have accounts in social networks 2

80% of daytime internet audience in Russia use social networks 3

1. Public Opinion Foundation, Autumn 2013 2. VCIOM, February 20123. TNS Web Index, February 2013

SOCIAL MEDIA AUDIENCE

In the context of public opinion research it would be more correct to use the term “social media” instead of “social networks”. Social media is a broader concept than social networks. As social media we understand any public user-generated content.

SOCIAL MEDIA

• Social networks (VKontakte, Facebook, Odnoklassniki, YouTube, Instagram, ...)

• Blogs and microblogs (Twitter, LiveJournal, Blogger.com, …)

• Forums (Babyblog.ru, Auto.ru,…)

• Reviews (Yandex.Market, iRecommend.ru, Yell.ru,...)

• Comments to online mass media publications

Audience of social media exceeds the audience of social networks. A person does not need an account in social networks to read or to write a comment on a news site. The same goes for sites with reviews, which show an explosive growth: monthly audience of the major review sites reaches tens of millions of visitors.

Social media audience: 90-100% of internet users

INFORMATION EXPLOSION –PUBLIC USER-GENERATED CONTENT

INFORMATION EXPLOSION – GENERATION OF CONTENT IN THE WORLD:

“Traditional” Mass Media - 1 mln. documents in 24 hours;

User content (tweets, posts in social networks, forums, blogs, reviews, comments) – more than

1 billion in 24 hours; Annual increase: 25%.

Russia*:

30 mln. posts in 24 hours (350 posts per second);

«Talking» audience (at least 1 post per month) -

35 mln. people.

* Brand Analytics, January 2014

POPULAR SOCIAL NETWORKS IN RUSSIA BASED ON THEIR AUDIENCE

* TNS Web Index, December 2013г.

Twitter data were extrapolated according to the audience for a day and for a week

AUDIENCE FOR MONTH (IN THOUSANDS)Russia, 12-64 years, December 2013

9 480

19 427

25 418

30 281

41 453

43 777

51 202

0 10 000 20 000 30 000 40 000 50 000 60 000

Twitter

LiveJournal

Facebook

Moy Mir

Odnoklassniki

Youtube

Vkontakte

ACTIVE SOCIAL NETWORKS IN RUSSIA BASED ON THE NUMBER OF POSTS

* Brand Analytics, February 2014.

NUMBER OF PUBLIC POSTS PER MONTH (IN THOUSANDS) Russia, February 2014

Odnoklassniki, Youtube, Facebook – no data

11 250

66 800

208 400

247 200

0 50 000 100 000 150 000 200 000 250 000 300 000

LiveJournal

Moy Mir

Vkontakte

Twitter

MONTHLY AUDIENCE*

(number of people who visited the site at least once a month)

51 201 500

ACTIVE AUTHORS**

(number of authors who have posted at least once in a month)

17 866 700

NUMBER OF POSTS**

(number of posts per month)

208 400 000

* TNS Web Index, December 2013

** Brand Analytics, January 2014

VKONTAKTE (russian data)

AUTHORS’ GENDER** 46,7% 53,3%

AUTHORS’ AGE**

(age was stated by 40,2% authors)

VKONTAKTE (russian data)

DISTRIBUTION OF ACTIVE AUTHORS IN REGARD TO RUSSIAN REGIONS

Procent of active authors – number of authors divided into the number of residents. Unique authors who wrote at least one public message in a month were also included


№ Region Authors% of

population

Total 17 866 712 12.46 %

1 Saint-Petersburg 1 734 319 34.49 %

2 Moscow 2 849 889 23.79 %

3 Republic of Karelia 127 420 20.01 %

4 Murmansk Region 156 197 20.01 %

5 Kaliningrad Region 183 197 19.19 %

…

79Jewish Autonomous Region 5 558 3.22 %

80Karachai-Cherkes Republic 11 771 2.49 %

81 Republic Dagestan 56 980 1.93 %

82 Chechen Republic 18 403 1.39 %

83 Republic Ingushetiya 5 072 1.15 %

MONTHLY AUDIENCE *


9 484 600

ACTIVE AUTHORS **


1 608 500

NUMBER OF POSTS **


247 200 000

TWITTER (russian data)

AUTHORS’ AGE

There is no such information in Twitter.

AUTHORS’ GENDER **

46,9% 53,1%

* Data extrapolated according to the audience for a day and for a week based on report of TNS Web Index, December 2013


TWITTER (russian data)

DISTRIBUTION OF ACTIVE AUTHORS IN REGARD TO RUSSIAN REGIONS*


№ Region Authors%of

population

Total 1 608 483 1.12 %

1 Moscow 344 217 2.87 %

2 Saint-Petersburg 141 738 2.82 %

3 Kaliningrad Region 17 011 1.78 %

4 Yaroslavl Region 22 084 1.74 %

5 Sakhalin Region 7 976 1.62 %

…

79Kabarda-Balkar Republic 2 100 0.24 %

80Karachai-Cherkes Republic 948 0.20 %

81 Republic Dagestan 4 920 0.17 %

82 Chechen Republic 2 086 0.16 %

83 Republic Ingushetiya 688 0.16 %

Procent of active authors – number of authors divided into the number of residents. Unique authors who wrote at least one public message in a month were also included.

MONTHLY AUDIENCE*


19 427 300

ACTIVE AUTHORS **


202 849

NUMBER OF POSTS **


11 250 000



LIVEJOURNAL (russian data)

AUTHORS’ GENDER ** 54,8% 45,2%

AUTHORS’ AGE **

(age stated by 23,8% authors)

MONTHLY AUDIENCE*


30 281 000

ACTIVE AUTHORS **


2 380 000

NUMBER OF POSTS**


41 270 000



MOY MIR (russian data)

AUTHORS’ GENDER ** 37,0% 63,0%

AUTHORS’ AGE **

(age stated by 37,2% authors)

* Brand Analytics, February 2014

FACEBOOK (russian data)

AUTHORS’ AGE *

(age stated by 4,6% authors)AUTHORS’ GENDER* 54,7% 45,3%

8 230

19 232

25 332

31 471

37 743

36 545

46 421

9 480

19 427

25 418

30 281

41 453

43 777

51 202

0 10 000 20 000 30 000 40 000 50 000 60 000

Twitter

LiveJournal

Facebook

Moy Mir

Odnoklassniki

Youtube

Vkontakte

dec.2012 dec.2013

SOCIAL NETWORKS IN RUSSIA – CHANGES IN AUDIENCE DURING THE YEAR

* TNS Web Index, December 2013г, December 2012, January 2013

Twitter data extrapolated according to the audience for a day and for a week .

CHANGES OF A MONTHLY AUDIENCE DURING THE YEAR (IN THOUSANDS)Russia, 12-64 years, December 2013 and December 2012

Stable growth: VKontakte, Youtube, Twitter. Other networks – dynamic changes during the year.

About themselves About what they do, where they are, what they eat, what they think, what they feel. The total amount of such messages is about 15 - 20% of the overall amount

Share news from mass media and discuss them Repost news, comment on them, discuss major public events. Usually the number of such messages is about 40% of the overall, but during the discussion of resonant events (like an opening ceremony of the Olympics, Maidan events) the amount of discussion skyrockets.

Create their own newsTransmit information, on-the-spot photos and videos – from sporting events, trips, emergencies, etc. This type of information picks up speed due to the development of mobile means of Internet access as well as the development of cameras and dashboard cams.

Discuss goods, services, eventsShare their consumer experience, impressions of movies, give recommendations to other users.

Post entertaining contentTricks, photos of cats, dogs and other cute stuff.

To a lesser degree they discuss hobbies, publish creative work, advertise smth, etc.

WHAT DO USERS OF SOCIAL MEDIA WRITE ABOUT?

Brand Analyticshttp://br-analytics.ru

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Social networks in Russia 2014: numbers and trends