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Social networks in Russia 2014: numbers and trends
Social networks in Russia 2014: numbers and trends
Social networks in Russia 2014: numbers and trends
Social networks in Russia 2014: numbers and trends
Social networks in Russia 2014: numbers and trends
Social networks in Russia 2014: numbers and trends
Social networks in Russia 2014: numbers and trends
Social networks in Russia 2014: numbers and trends
Social networks in Russia 2014: numbers and trends
Social networks in Russia 2014: numbers and trends
Social networks in Russia 2014: numbers and trends
Social networks in Russia 2014: numbers and trends
Social networks in Russia 2014: numbers and trends
Social networks in Russia 2014: numbers and trends
Social networks in Russia 2014: numbers and trends
Social networks in Russia 2014: numbers and trends
Social networks in Russia 2014: numbers and trends
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Social networks in Russia 2014: numbers and trends

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  • 1. SOCIAL NETWORKS IN RUSSIA 2014 Numbers and trends Brand Analytics (с) 2014
  • 2. 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
  • 3. 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 2012 3. TNS Web Index, February 2013
  • 4. 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
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. 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)
  • 9. 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 * Brand Analytics, January 2014 № Region Authors % of populati on   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 % … 79 Jewish Autonomous Region 5 558 3.22 % 80 Karachai-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 %
  • 10. MONTHLY AUDIENCE * (number of people who visited the site at least once a month) 9 484 600 ACTIVE AUTHORS ** (number of authors who have posted at least once in a month) 1 608 500 NUMBER OF POSTS ** (number of posts per month) 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 ** Brand Analytics, January 2014
  • 11. TWITTER (russian data) DISTRIBUTION OF ACTIVE AUTHORS IN REGARD TO RUSSIAN REGIONS* * Brand Analytics, January 2014 № Region Authors %of populati on   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 % … 79 Kabarda-Balkar Republic 2 100 0.24 % 80 Karachai-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.
  • 12. MONTHLY AUDIENCE* (number of people who visited the site at least once a month) 19 427 300 ACTIVE AUTHORS ** (number of authors who have posted at least once in a month) 202 849 NUMBER OF POSTS ** (number of posts per month) 11 250 000 * TNS Web Index, December 2013 ** Brand Analytics, January 2014 LIVEJOURNAL (russian data) AUTHORS’ GENDER ** 54,8% 45,2% AUTHORS’ AGE ** (age stated by 23,8% authors)
  • 13. MONTHLY AUDIENCE* (number of people who visited the site at least once a month) 30 281 000 ACTIVE AUTHORS ** (number of authors who have posted at least once in a month) 2 380 000 NUMBER OF POSTS** (number of posts per month) 41 270 000 * TNS Web Index, December 2013 ** Brand Analytics, January 2014 MOY MIR (russian data) AUTHORS’ GENDER ** 37,0% 63,0% AUTHORS’ AGE ** (age stated by 37,2% authors)
  • 14. * Brand Analytics, February 2014 FACEBOOK (russian data) AUTHORS’ AGE * (age stated by 4,6% authors) AUTHORS’ GENDER* 54,7% 45,3%
  • 15. 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.
  • 16. 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 news Transmit 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, events Share their consumer experience, impressions of movies, give recommendations to other users. Post entertaining content Tricks, 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?
  • 17. Brand Analytics http://br-analytics.ru THANK YOU FOR ATTENTION

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