The document analyzes social media usage in Belarus based on Affinity Index data from June 2015. It shows that Facebook has higher affinity among women, younger people aged 15-24, those with incomplete secondary education or high education, singles, households with 1-2 people, students, and those earning less than $120 per month. VK has higher affinity in most other demographic groups. Ok.ru's affinity is generally between Facebook and VK and highest for older age groups over 55. Affinity is highest in Minsk and lowest in smaller towns.

1. Social Media in Belarus
Affinity Index
Mikhail Doroshevich

2. 2
Affinity Index
• Source: https://audience.gemius.com/en/methodology/metrics/
➜ Affinity Index – Internet
➜ The ratio of the value of the audience composition for a
given target group for the selected node(s) in a specified
time period to the value of the audience composition for a
given target group, for the whole Internet (all websites
covered by the research) in the specified time period. This
indicator is expressed as a percentage.

3. 3
Social Media in Belarus / Affinity Index / Gender
• Source: Mikhail Doroshevich, gemiusAudience, 06/2015, 15-74 age
100.43
99.59
74.58
124.26
109.89
90.57
70.00
80.00
90.00
100.00
110.00
120.00
130.00
Men Women
facebook.com ok.ru vk.com

4. 4
Social Media in Belarus / Affinity Index / Age
• Source: Mikhail Doroshevich, gemiusAudience, 06/2015, 15-74 age
167
94
109
93
84
104
87
68
103
114
93
142
146
154
118
85
56
3730.00
50.00
70.00
90.00
110.00
130.00
150.00
170.00
15-18 19-24 25-34 35-44 45-54 55-74
facebook.com ok.ru vk.com

5. 5
Social Media in Belarus / Affinity Index / Age
• Source: Mikhail Doroshevich, gemiusAudience, 06/2015, 15-74 age
167
94
109
93
84
104
87
68
103
114
93
142
146
154
118
85
56
3730.00
50.00
70.00
90.00
110.00
130.00
150.00
170.00
15-18 19-24 25-34 35-44 45-54 55-74
facebook.com ok.ru vk.com

6. 6
Social Media in Belarus / Affinity Index / Education
• Source: Mikhail Doroshevich, gemiusAudience, 06/2015, 15-74 age
83
95
74
160
129
110
130
121
52
68
105
102
96
148
95
50.00
70.00
90.00
110.00
130.00
150.00
incomplete secondary education finished secondary education vocational incomplete high high
facebook.com ok.ru vk.com

7. 7
Social Media in Belarus / Affinity Index / Martial Status
• Source: Mikhail Doroshevich, gemiusAudience, 06/2015, 15-74 age
127
88
80
119
62
70
103
113
146 146
130
101
82 82
3430.00
50.00
70.00
90.00
110.00
130.00
150.00
single not married but live together married divorced widow, widower
facebook.com ok.ru vk.com

8. 8
Social Media in Belarus / Affinity Index / Households
• Source: Mikhail Doroshevich, gemiusAudience, 06/2015, 15-74 age
159
103
100
84
57
102
112
83
93
151
106
89
113
87
114
50.00
70.00
90.00
110.00
130.00
150.00
Number of persons in the
household=1
Number of persons in the
household=2
Number of persons in the
household=3
Number of persons in the
household=4
Number of persons in the
household=5 and more
facebook.com ok.ru vk.com

9. 9
Social Media in Belarus / Affinity Index / Occupation
• Source: Mikhail Doroshevich, gemiusAudience, 06/2015, 15-74 age
138
155
95
140
122
159
31
129
58
158
24
138
35
61
98
48
67 66
127
62
121
61
117
163
105
96
49
239
213
120
95
135
83
91
114 120
71
103
123
110
128
142
36
114
95
20.00
70.00
120.00
170.00
220.00
facebook.com ok.ru vk.com

10. 10
Social Media in Belarus / Affinity Index / Income
• Source: Mikhail Doroshevich, gemiusAudience, 06/2015, 15-74 age
72
68
141
59
93
107
112 110
181
185
88
123
158
212
92
97
55 56
102
52
120
112
139
99
113
87 89
97 96
137
107
147
93
50.00
70.00
90.00
110.00
130.00
150.00
170.00
190.00
210.00
up to 60 USD from 61 to 120
USD
from 121 to
180 USD
from 181 to
250 USD
from 251 to
400 USD
from 401 to
600 USD
from 601 to
1000 USD
from 1001 to
1500 USD
more than
1500 USD
no income I don't know/
don't want to
answer
facebook.com ok.ru vk.com

11. 11
Social Media in Belarus / Affinity Index / Cities
• Source: Mikhail Doroshevich, gemiusAudience, 06/2015, 15-74 age
149
62
100
141
100
65
67
58
66
62
123
79
92
149
164
118
96
79
110
115
69
90 91
50.00
70.00
90.00
110.00
130.00
150.00
170.00
Minsk Brest Vitebsk Gomel Grodno Mogilev Place with a
population of more
than 50 000
Place with a
population less than
50 000
facebook.com ok.ru vk.com

12. Contact:
Mikhail.Doroshevich@gemius.com