This document summarizes social media usage trends in Belarus based on data from 2009 to 2015. It finds that the number of internet users in Belarus grew 65.5% over this period to over 5 million users currently. Social networks like VKontakte and Odnoklassniki are most popular with over 1.7 million and 1.2 million daily users respectively. Younger age groups between 15-34 make up over 50% of social network audiences. Regions outside the capital Minsk have lower social media penetration rates.

1. Users of Social Media in Belarus
and their behavior
Mikhail Doroshevich

2. 2
Poland, Slovakia, Czech
Republic,
Hungary, Slovenia, Turkey,
Denmark,
Moldova, Belgium, Luxembourg
JIC Standard:
Lithuania, Latvia, Bulgaria,
Bosnia, Croatia, Serbia,
Ukraine,
Belarus
De facto currency:
Estonia, Russia, Romania,
Portugal, Macedonia,
MENA (UAE, KSA, Egypt, Syria,
Lebanon, Jordan, Oman, Qatar,
Iraq, Kuwait, Morocco)
Start-up:
Gemius as the currency in online measurement

3. 3

4. 4
Key Number in Belarus
• Source: Mikhail Doroshevich, gemiusAudience, 01/2009-04/2015, 15-74 age
➜ More 5 mil
➜Internet-users

5. 5
Growth internet audience:
• Source: Mikhail Doroshevich, gemiusAudience, 01/2009-12/2014, 15-74 age
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
4500000
5000000
Dec-09 Dec-2010 Dec-2011 Dec-2012 Dec-2013 Dec-2014
65,5%

6. 6
Social-Demographic Change
Source: Mikhail Doroshevich, gemiusAudience, 01/2009-12/2014, 15-74 age
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
15-18 19-24 25-34 35-44 45-54 55-74
Dec-2009 Dec-2014

7. 7
Daily Audience
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
4,500,000
5,000,000
10.2011 10.2012 10.2013 10.2014
Месячная аудитория Средняя дневная аудитория
• Source: Mikhail Doroshevich, gemiusAudience, 10/2011-10/2014, 15-74 age
+26%
+90%

8. 8
Social Media Audience
Total
Reach
74,42%
• Source: Mikhail Doroshevich, gemiusAudience, 04/2015, 15-74 age
398,647
413,994
484,353
534,870
570,842
1,029,056
1,216,831
1,231,435
2,209,811
2,768,343
0 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000
l
m
a
t
i
f
o
w
y
v

9. 9
Social Media Audience / Daily
Total
Reach
70%
• Source: Mikhail Doroshevich, gemiusAudience, 04/2015, 15-74 age
53,101
89,754
124,446
146,389
160,633
230,718
299,499
716,888
819,806
1,711,495
0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 1,600,000 1,800,000
my.mail.ru
livejournal.com
instagram.com
twitter.com
ask.fm
wikipedia.org
facebook.com
youtube.com
odnoklassniki.ru
vk.com

10. 10
Social Media Audience / Daily
• Source: Mikhail Doroshevich, gemiusAudience, 04/2015, 15-74 age
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
2,000,000
1
Wed
2
Thu
3
Fri
4
Sat
5
Sun
6
Mon
7
Tue
8
Wed
9
Thu
10
Fri
11
Sat
12
Sun
13
Mon
14
Tue
15
Wed
16
Thu
17
Fri
18
Sat
19
Sun
20
Mon
21
Tue
22
Wed
23
Thu
24
Fri
25
Sat
26
Sun
27
Mon
28
Tue
29
Wed
30
Thu
Vk.com Facebook.com Youtube.com Ok.ru

11. 11
Social Media Audience / Gender
• Source: Mikhail Doroshevich, gemiusAudience, 04/2015, 15-74 age
47.88%
50.61%
52.62%
62.74%
44.86%
44.90%
38.81%
52.82%
57.50%
50.59%
52.12%
49.39%
47.38%
37.26%
55.14%
55.10%
61.19%
47.18%
42.50%
49.41%
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% 100.00%
l
my.mail.ru
ask.fm
t
i
f
o
w
y
vk.com
Men
Women

12. 12
Social Media Audience / Age Distribution
• Source: Mikhail Doroshevich, gemiusAudience, 04/2015, 15-74 age
6.72%
5.39%
15.96%
11.96%
12.28%
3.63%
4.11%
9.66%
5.78%
6.85%
7.66%
14.59%
51.04%
22.92%
40.56%
16.62%
12.34%
27.54%
22.79%
27.79%
39.42%
26.73%
18.86%
27.66%
19.03%
26.45%
30.75%
28.00%
31.93%
33.06%
20.33%
24.71%
7.88%
15.60%
10.66%
14.31%
24.16%
18.49%
19.16%
14.59%
13.16%
17.46%
5.88%
12.85%
5.57%
20.36%
16.48%
10.66%
11.22%
10.85%
12.72%
11.12%
0.37%
9.01%
11.91%
18.64%
12.16%
5.65%
9.11%
6.87%
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% 100.00%
livejournal.com
my.mail.ru
ask.fm
twitter.com
instagram.com
facebook.com
odnoklassniki.ru
wikipedia.org
youtube.com
vk.com
15-18
19-24
25-34
35-44
45-54
55-74

13. 13
Social Media Audience / Education
• Source: Mikhail Doroshevich, gemiusAudience, 04/2015, 15-74 age
2.61%
5.20%
15.09%
10.62%
13.02%
6.15%
4.25%
6.92%
5.11%
6.38%
25.33%
51.55%
46.59%
30.20%
44.69%
33.60%
57.54%
31.90%
40.18%
42.22%
60.60%
28.08%
12.53%
33.47%
18.90%
44.95%
22.34%
39.28%
34.43%
28.32%
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% 100.00%
livejournal.com
my.mail.ru
ask.fm
twitter.com
instagram.com
facebook.com
odnoklassniki.ru
wikipedia.org
youtube.com
vk.com
incomplete secondary education
finished secondary education
vocational
incomplete high
high

14. 14
Social Media Audience / “White Collars”
• Source: Mikhail Doroshevich, gemiusAudience, 04/2015, 15-74 age

15. 15
Social Media Audience / Regions
• Source: Mikhail Doroshevich, gemiusAudience, 04/2015, 15-74 age
49.11%
21.55%
24.02%
37.18%
36.31%
41.62%
17.76%
43.21%
35.42%
32.29%
18.00%
19.40%
15.89%
12.48%
13.35%
15.38%
23.55%
12.84%
13.61%
18.30%
9.38%
27.87%
21.22%
12.93%
11.78%
10.54%
24.95%
12.50%
16.92%
13.27%
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% 100.00%
livejournal.com
my.mail.ru
ask.fm
twitter.com
instagram.com
facebook.com
odnoklassniki.ru
wikipedia.org
youtube.com
vk.com
Minsk
Brest
Vitebsk
Gomel
Grodno
Mogilev
50 000+
<50 000

16. 16
Social Media Audience / Duplication
• Source: Mikhail Doroshevich, gemiusAudience, 04/2015, 15-74 age

17. 17
Social Media Audience / Social Networks Duplication
• Source: Mikhail Doroshevich, gemiusAudience, 04/2015, 15-74 age
0,3
2,77
1,22 1,03
0,820,81
0,82

18. 18
Behaviorial Target Group / Livejournal.com
• Source: Mikhail Doroshevich, gemiusAudience, 04/2015, 15-74 age

19. 19
Monthly Subscribers gemiusAudience in 2015