1. THE REALLY BIG
RUSSIAN SOCIAL MEDIA
Spring 2010
пятница, 1 октября 2010 г.
2. Contents
INTRODUCTION 3 OBJECTIVES 5
METHODOLOGY 7 HIGHLIGHTS 9 SURVEY
RESULTS 11 CONCLUSIONS 32 ABOUT ROSE
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3. Introduction
THE ROSE REALLY BIG RUSSIAN SOCIAL
MEDIA SURVEY SPRING 2010 REPORT
EXAMINES THE RAPID EVOLUTION OF
SOCIAL MEDIA IN RUSSIA AND QUANTIFIES
THE ROLE OF SOCIAL MEDIA IN THE LIVES
OF RUSSIAN INTERNET USERS. IT ASSESSES
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4. ON THE SOCIAL NETWORKING TREND AND
FOCUSES ON PROFITING FROM THE DIGITAL
ERA. IT IS TRULY A “REALLY BIG” SURVEY IN
TERMS OF SCOPE AND SCALE - WITH THE
PARTICIPATION OF MORE THAN 5,300
RUSSIAN INTERNET USERS - MAKING IT ONE
OF THE FIRST SIGNIFICANT SURVEYS IN
RUSSIA ON THE SUBJECT. AND IT WILL BE
USED AS A BENCHMARK FOR FURTHER
RESEARCH. THE SURVEY HAS BEEN
CONDUCTED WITH THE ASSISTANCE OF
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5. Objectives
THE PURPOSE OF THIS SURVEY WAS TO
OBTAIN OBJECTIVE INFORMATION
REGARDING HOW SOCIAL MEDIA EFFECTS
CONSUMERS’ BRAND PERCEPTION AND
PREFERENCES. WE PRIMARILY WANTED TO
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6. IN SOCIAL NETWORKING, INCLUDING THE
IMPACT OF SOCIAL MEDIA ON PURCHASE
DECISIONS.
NOTE: WE DEFINE “SOCIAL MEDIA” AS TOOLS FOR SHARING
AND DISCUSSING INFORMATION AND “SOCIAL
NETWORKING” AS THE USE OF COMMUNITIES OF INTEREST
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7. Methodology
THIS QUANTITATIVE SURVEY WAS
CONDUCTED IN MARCH AND APRIL 2010.
5,364 RUSSIAN INTERNET USERS WERE
POLLED ONLINE - MAINLY VIA THE
HEADHUNTER INTERNET DATABASE. THE
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8. Age Gender
57%
34% 55%
43%
4% 8%
18-24 25-36
37-44 45-55 Male Female
OPINION FOUNDATION) AND MASMI
RESEARCH GROUP OF LEADING RUSSIAN
RESEARCH COMPANIES. THE DOMINATING
NUMBER OF WOMEN ROUGHLY
CORRELATES WITH THE LATEST MASMI
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9. Highlights
OUR SURVEY CONFIRMED THAT RUSSIANS
ARE THE MOST ENGAGED SOCIAL MEDIA
AUDIENCE: 89% OF RUSSIAN INTERNET
USERS HAVE ACCOUNTS ON SOCIAL
NETWORKS; 49% OF USERS SPEND OVER 5
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10. AN AVERAGE OF 4.5 HOURS EACH FOR USA,
GERMANY AND THE UNITED KINGDOM.
RAPID GROWTH OF ON-LINE NETWORKING
HAS BEEN TRADITIONALLY CATALYZED BY
YOUNGER AGE GROUPS, AND IT STILL
REMAINS POPULAR AMONG USERS AGE
18-28. AT THE SAME TIME, SOCIAL MEDIA
HAS BECOME MORE AND MORE POPULAR
AMONG OLDER DEMOGRAPHIC -- WITH A
RATHER HIGH LEVEL OF WOMEN USERS.
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12. 14%
14% 23%
13%
14% 22%
up to 1 hour 1-3 hours
3-5 hours 5-10 hours
10-20 hours 20 hours or more
1. HOW MUCH TIME DO YOU SPEND IN
SOCIAL NETWORKS & MEDIA MONTHLY?
OUR SURVEY INDICATES THAT RUSSIANS
ARE AMONG THE MOST ENGAGED SOCIAL
MEDIA USERS. ALMOST HALF SPEND OVER
5 HOURS PER MONTH12ON SOCIAL
пятница, 1 октября 2010 г.
13. 90
67,5
89% 45
22,5
11% 0
Yes No
2. DO YOU HAVE A SOCIAL NETWORK
ACCOUNT? APPROXIMATELY 89% OF
RUSSIAN INTERNET USERS HAVE ACCOUNTS
ON SOCIAL NETWORKS. THE HIGH
PERCENTAGE OF SOCIAL NETWORK
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14. 43 MILLION INTERNET USERS IN RUSSIA
(VISITING INTERNET AT LEAST ONCE
WITHIN A 6 MONTH PERIOD), AND 25
MILLION ACTIVE INTERNET USERS
(VISITING INTERNET AT LEAST ONCE PER
DAY), AS WELL AS ABOUT 75 MILLION
ACCOUNTS ON VKONTAKTE, 45 MILLION
ON ODNOKLASSNIKI AND OVER 1 MILLION
RUSSIAN ACCOUNTS ON FACEBOOK.
ADDITIONAL SOURCE: FOM (PUBLIC OPINION FOUNDATION)
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15. 80
60
72%
40
45%
31% 20
13% 0
Vkontakte Odnoklassniki
Facebook Other
3. WHICH SOCIAL NETWORK ACCOUNTS DO
YOU HAVE? VKONTAKTE IS RUSSIA’S MOST
POPULAR SOCIAL NETWORK WITH 72% OF
RUSSIAN INTERNET USERS. THIS ROUGHLY
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16. 31% OF RESPONDENTS CLAIM TO HAVE
FACEBOOK ACCOUNTS. THIS IS
SIGNIFICANTLY HIGHER THAN FACEBOOK’S
RUSSIAN MARKET SHARE WOULD SUGGEST.
THIS COULD BE DUE TO THE COMPOSITION
OF OUR SAMPLE, WHICH MAY INCLUDE
MORE ACTIVE INTERNET USERS.
ADDITIONAL SOURCE: FOM, 2009
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17. 25%
21%
13% 26%
15%
several times p/day once p/day
once p/week once p/month
never
4. HOW OFTEN DO YOU VISIT BLOGS?
MORE THAN 66% OF RUSSIAN INTERNET
USERS VISIT BLOGS AT LEAST ONCE PER
WEEK AND MORE THAN 25% VISIT BLOGS
SEVERAL TIMES PER DAY. BLOGS ARE
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18. 7% 6%
7%
9%
71%
several times p/day once p/day
once p/week once p/month
never
5. HOW OFTEN DO YOU VISIT MICROBLOGS
(LIKE TWITTER)? 29% VISIT MICROBLOGS,
AND 7% VISIT THEM SEVERAL TIMES PER
DAY. MICROBLOGGING, A FAST GROWING
TREND GLOBALLY, IS JUST BEGINNING TO
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19. 90
67,5
84% 45
22,5
16%
0
No Yes
6. DO YOU FOLLOW/ARE YOU A MEMBER OF
ANY BRAND SOCIAL NETWORKS/
COMMUNITIES? APPROXIMATELY 16% OF
RUSSIAN INTERNET USERS FOLLOW OR
BEFRIEND CORPORATE BRAND PAGES AND
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20. SUITABLE FOR BRAND SUPPORT AND
PROMOTION (I.E. FACEBOOK, TWITTER,
ETC.) AND THE INCREASE IN ACTIVITY BY
BRANDS THEMSELVES. IN FACT, THE TOP
10 BRANDS ON VKONTAKTE HAVE A
MEDIAN AVERAGE OF JUST OVER 41,000
FOLLOWERS, WITH MOST BRANDS HAVING
FAR FEWER THAN 18,000. THE TOP 10
BRANDS ON FACEBOOK HAVE A MEDIAN
AVERAGE OF JUST OVER 4,300 FOLLOWERS,
WITH MOST BRANDS HAVING FEWER THAN
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21. 72%
28%
Yes No
7. DO YOU FOLLOW BRANDS ON SOCIAL
NETWORKS BEFORE YOU MAKE PURCHASE
DECISIONS? NEARLY 28% OF RUSSIAN
INTERNET USERS SEARCH FOR INFORMATION
ABOUT BRANDS VIA SOCIAL MEDIA BEFORE
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22. -- MUCH HIGHER THAN THE LEVEL OF
TRUST ASSOCIATED WITH ADVERTISING
(14%).
ADDITIONAL SOURCE: NIELSEN GLOBAL ONLINE CONSUMER
SURVEY, 2009
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23. 90
67,5
87% 45
22,5
13%
0
No Yes
8. IF YES (YOU READ ABOUT BRANDS ON
SOCIAL NETWORKS BEFORE YOU MAKE
PURCHASE DECISIONS), HAS THIS
INFORMATION INFLUENCED YOUR
PURCHASE? NEARLY 90% OF THOSE WHO
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24. IT INFLUENCED THEIR PREFERENCE. IF WE
PROJECT THIS NUMBER OF PEOPLE TO THE
WHOLE SURVEY SAMPLE, 24%, OR NEARLY 1
IN 4, RUSSIAN INTERNET USERS RELY UPON
SOCIAL MEDIA BEFORE MAKING A
PURCHASE.
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25. 30%
63% 7%
Never participate
Participate in discussions
Participate & comment on products/services
9. DO YOU PARTICIPATE IN DISCUSSIONS
ABOUT PRODUCTS AND SERVICES IN
SOCIAL NETWORKS? APPROXIMATELY 37%
OF RUSSIAN INTERNET USERS PARTICIPATE
IN DISCUSSIONS ABOUT PRODUCTS &
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26. 37%
17%
4%
42%
Never Rarely Occasionally
Frequently
10. HOW OFTEN DO YOU WATCH
COMMERCIALS OR VIDEO
ADVERTISEMENTS ON THE INTERNET? 58%
OF RUSSIAN INTERNET USERS WATCH
BRANDED VIDEO CONTENT ONLINE. THIS
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27. 60
45
52%
30
39%
30%
15
21%
0
Do not use E-mail
Social Media News
11. HOW DO YOU ACCESS THE INTERNET
ON YOUR MOBILE DEVICE?
APPROXIMATELY 48% OF RUSSIAN
INTERNET USERS ACCESS THE INTERNET
ON MOBILE DEVICES, WITH NEARLY 31%
USING THEIR MOBILE DEVICES TO ACCESS
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28. 70
52,5
63%
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19% 17,5
18%
0
Social Networks Micro Blogs
Blogs
BECAUSE IT IS INCONVENIENT TO BROWSE
THE INTERNET VIA CONVENTIONAL MOBILE
PHONES. THIS NUMBER MAY INCREASE
DRAMATICALLY OVER THE NEXT SEVERAL
YEARS DUE TO THE GROWING POPULARITY
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29. 96% 100
75
50
25
4%
0
No Yes
12. DO YOU FOLLOW MASS MEDIA ON
MICROBLOGS (LIKE TWITTER)? ONLY 4% OF
USERS FOLLOW MASS MEDIA ON
MICROBLOGS. THIS CORRELATES WITH THE
RELATIVELY LOW POPULARITY OF TWITTER
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30. 50
41%
37,5
22%
21% 21% 25
11% 12,5
9%
3% 0
Vedomosti Kommersant Money
Cosmopolitan Men’s Health Sekret Firmy
Forbes
13. WHICH MASS MEDIA DO YOU FOLLOW
ON TWITTER? AMONGST THOSE WHO
FOLLOW MASS MEDIA ON MICRO BLOGS,
THE MOST POPULAR ARE BUSINESS AND
NEWS.
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31. 50
37,5
43% 25
42%
12,5
15%
0
No Yes Do not know
14. DOES SOCIAL NETWORKING BRING
PEOPLE CLOSER? MORE THAN 42% OF
RUSSIAN INTERNET USERS BELIEVE THAT
SOCIAL MEDIA BRING PEOPLE CLOSER.
MOST PEOPLE ADMIT THAT IT GREATLY
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32. Conclusions
RUSSIA IS ONE OF THE FASTEST GROWING
SOCIAL MEDIA MARKETS IN EUROPE --
WITH 89% OF INTERNET USERS HAVING AT
LEAST ONE SOCIAL MEDIA ACCOUNT.
WHEN WE EXTRAPOLATE THIS
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33. RUSSIANS ARE AT LEAST SOMEWHAT
ENGAGED IN SOCIAL MEDIA. THOUGH
RELATIVELY NEW, RUSSIAN ONLINE SOCIAL
NETWORKS AND MEDIA ARE GROWING
RAPIDLY -- BOTH IN TERMS OF USERS AND
IN THE NUMBER OF PLAYERS ENTERING
THE SPHERE (OGOROD.RU,
REGIONALACHKA.RU, ETC.). RUSSIAN
INTERNET USERS ARE ALSO AMONG THE
MOST ENGAGED SOCIAL MEDIA USERS IN
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34. INTERNET USERS FOLLOW BRANDS
(GROUPS, PAGES, BLOGS) IN SOCIAL
NETWORKS IN SPITE OF THE RATHER LOW
NUMBER OF BRANDS PRESENT AND ACTIVE
IN RUSSIAN SOCIAL MEDIA. YET, ALREADY
MORE THAN 24%, OR APPROXIMATELY 1 IN
4 RUSSIAN INTERNET USERS CLAIM THEY
RELIED UPON SOCIAL MEDIA BEFORE
MAKING A PURCHASE DECISION.
APPROXIMATELY 48% OF CONSUMERS
POLLED USE THEIR MOBILE PHONES TO
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35. OF THOSE POLLED FOLLOW MASS MEDIA
ON TWITTER, THIS MAY BE DUE TO THE
INSIGNIFICANT NUMBER OF MASS MEDIA
PRESENT IN RUSSIAN SOCIAL MEDIA. IT IS
EASY TO CONCLUDE THAT THESE
NUMBERS WILL CONTINUE TO INCREASE
SOCIAL MEDIA AUDIENCES GROWTH AS
MORE MEDIA ESTABLISH THEIR PRESENCE
ONLINE, AND AS THE IPAD, E-READERS
AND OTHER MOBILE DEVICES GAIN IN
POPULARITY. IT IS ALSO LIKELY THAT
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36. THAT THERE ARE IMMEDIATE
OPPORTUNITIES AND ADVANTAGES FOR
MARKETERS IN RUSSIA FOR CUSTOMER
ENGAGEMENT VIA SOCIAL MEDIA TO
INCREASE BRAND LOYALTY AND IMPACT
PURCHASE DECISIONS.
ADDITIONAL SOURCE: FOM (PUBLIC OPINION FOUNDATION),
2009
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37. About Rose
WE'RE MARKETING
SPECIALISTS...PROFESSIONAL STORYTELLERS,
REALLY...WHO HAVE WORKED WITH SOME OF
THE WORLD'S BEST-KNOWN BRANDS.
COMPANIES LIKE BRISTOL-MYERS
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38. MILLE, RICHEMONT GROUP, SAMSUNG,
TUNISIAN TOURISM BOARD AND VOLVO HAVE
COME TO RELY UPON OUR CREATIVITY,
KNOWLEDGE AND OVER 25 YEARS OF
EXPERIENCE TO HELP THEM TELL THEIR
STORIES.
WHAT'S YOUR STORY?
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39. ROSE CREATIVE STRATEGIES 7
DERBENEVSKAYA EMBANKMENT, BUILDING
10, NOVOSPASSKY DVOR, PO BOX 68,
MOSCOW 115114 RUSSIA
+7-495-783-7303; MARKETING@ROSE.RU
HTTP://FACEBOOK.COM/ROSERUSSIA; HTTP://TWITTER.COM/
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