The social media landscape in Russia is dominated by local networks. Vkontakte is the most popular social network with over 30 million users, followed by Odnoklassniki with nearly 19 million users. Russians spend more time on social media than any other country, averaging 9.8 hours per month compared to the global average of 4.5 hours. While Facebook and Twitter are growing in popularity, especially among advanced users, local players like Vkontakte, Odnoklassniki, and the search engine Yandex still dominate social media usage in Russia.

1. SOCIAL MEDIA
LANDSCAPE OF
RUSSIAN FEDERATION

2. Social Media Landscape Russia
Multimedia
Blogs WiKi
Social
E-commerce Networks
Social
Media
Microblogs Forums
Social News IM
bookmarking 2.0
2 8/22/2011 HP Confidential

3. Most of the users are located in the Western
part of the country
4 mln. 2,3 mln.
6,3 mln. +44%
+13%
+15%
14,6 mln.
+15%
7,1 mln. 9,8 mln. 6,4 mln.
+35% +22% +35%

4. we’ve actually got the largest share of young
audience among European countries
Users (mln.)
Germany 18 16 37 29 GR - 49,3
Russian Federation 30 32 19 20 RU - 46,1
France 21 19 32 28 FR - 41,9
United Kingdom 21 19 31 30 UK - 38,6
Italy 21 19 35 25 IT - 22,7
Turkey 40 30 19 12 TU - 22,6
Spain 23 20 34 23 SP - 21,1
Poland 28 29 21 22 PO - 18,0
Netherlands 18 17 34 31 NE - 11,9
Male 15-34 Female 15-34 Male 35+ Female 35+

5. Russian users spend more time in social
networks than anyone else in the world
average
9,8 ‘social’
hours
compared to
worldwide
4,5 average

6. User’s monthly online time spend:
World, online total Russia, online total
23.6 hours 21.2 hours
Blogs; Forums Forums
Messan 0,42 / Chats;
gers; / Chats;
0,34 0,17 Other;
4,45 8,91
Blogs;
Other; 0,24
E-mail; 11,32
2,45 Messan
Social gers; Social
Media; 1,04 Media;
4,62 9,89
E-mail;
0,73
Source: comScore World Metrix, April 2010
The time Russian users spend in social Networks grew
more than 2 hours during the last year

7. Unique users of major social networks in
Russia
30 009
18720
16078
8571
5574
4230 3704
2899 2634 2283 2217
Source: comScore World Metrix, April 2010
Followed by over 350 social media with an audience over 25 thousand monthly unique users

8. Social Networks
The most popular social network in Russia. Was created as a
Facebook clone — now is a solid spot competitor. Over 20 million
monthly unique visitors. Showed significant growth from 30% to
73% for last two years
The second-largest local social network with 16
million monthly audience, which is more older than
the audience in Vkontakte
The local social network that belongs to the most
popular e-mail service Mail.ru, also well known for
Mail Agent (ICQ analogue)
Active users in Russia 5 mln. Facebook shows active growth in
Russia and is very popular among advanced users

9. Social Networks
In just three weeks Google + welcomed more than 10 million
users, who are sharing more than 1 billion pieces of content
daily. It’s become a hotbed for early adopters, tech luminaries,
marketing specialists and businessmen globally and in
Russia, as well.

10. Social Networks
Is largely popular among geeks and celebs
But not quite as much among common users
Twitter audience is divided into several major groups:
1. Internet marketing specialists
2. geeks (professionals of IT companies and start-ups)
3. journalists, especially from the sphere of technology
4. Internet entrepreneurs
5. celebrities and their followers
6. political leaders and their followers
Percentage of active blogs on Twitter at 80 % is much higher than on any
other blog hosting service
10 8/22/2011 HP Confidential

11. Facebook’s Share of the Market in Europe
% - Reach of Social Networking Sites % - Reach of Facebook.com
Europe 63,60% 84,40%
Turkey 90,40% 92,20%
United Kindm 81,70% 87,90%
Finland 81,20% 86,50%
Norway 79,70% 85,60%
Sweden 78,50% 83,10%
Italy 78,10% 82,50%
Denmark 77,50% 81,30%
Irelnald 77,00% 84,20%
Portugal 74,20% 85,00%
Belgium 74,00% 82,00%
France 73,50% 80,60%
Spain 69,10% 84,60%
Austria 68,30% 74,50%
Switzerland 67,30% 75,20%
Germany 58,10% 79,40%
Poland 55,50% 90,60%
Netherlands 48,00% 85,10%
Russia Federation 18,80% 83,40%

12. •LOCAL SOCIAL NETWORKS
AND SEARCH ENGINES STILL
DOMINANT IN RUSSIA
•LOCAL PLAYER YANDEX.RU
(66%) SIGNIFICANTLY
OUTPERFORMS GOOGLE (23%
OF VISITS FROM SEARCH
ENGINES TO RUNET SITES)
•VKONTAKTE.RU ATTRACTS
YOUTH, ODNOKLASSNIKI.RU
ATTRACTS SENIORS FROM
REGIONS
•FACEBOOK SHOWS ACTIVE
GROWTH AND IS VERY
POPULAR AMONG ADVANCED
AUDIENCE
•LIVEJOURNAL.COM HAS
INTEGRATED ACCOUNTS
WITH FB AND TWITTER