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SOCIAL MEDIA
LANDSCAPE OF
RUSSIAN FEDERATION
2 8/22/2011 HP Confidential
Blogs
Multimedia
WiKi
Social
Networks
Forums
IMNews
2.0
Social
bookmarking
Microblogs
E-commerce
Social Media Landscape Russia
Social
Media
Most of the users are located in the Western
part of the country
6,3 mln.
+15%
2,3 mln.
+44%
6,4 mln.
+35%
9,8 mln.
+22%7,1 mln.
+35%
14,6 mln.
+15%
4 mln.
+13%
we’ve actually got the largest share of young
audience among European countries
18
30
21
21
21
40
23
28
18
16
32
19
19
19
30
20
29
17
37
19
32
31
35
19
34
21
34
29
20
28
30
25
12
23
22
31
Germany
Russian Federation
France
United Kingdom
Italy
Turkey
Spain
Poland
Netherlands
Male 15-34 Female 15-34 Male 35+ Female 35+
Users (mln.)
GR - 49,3
RU - 46,1
FR - 41,9
UK - 38,6
IT - 22,7
TU - 22,6
SP - 21,1
PO - 18,0
NE - 11,9
worldwide
average4,5
9,8compared to
average
‘social’
hours
Russian users spend more time in social
networks than anyone else in the world
Other; 11,32
Social Media; 4,62
E-mail; 2,45
Messangers; 4,45
Blogs; 0,42
Forums / Chats;
0,34
User’s monthly online time spend:
World, online total
23.6 hours
Source: comScore World Metrix, April 2010
The time Russian users spend in social Networks grew
more than 2 hours during the last year
Other; 8,91
Social Media; 9,89
E-mail; 0,73
Messangers; 1,04
Blogs; 0,24
Forums / Chats;
0,17
Russia, online total
21.2 hours
Unique users of major social networks in
Russia
Source: comScore World Metrix, April 2010
Followed by over 350 social media with an audience over 25 thousand monthly unique users
30 009
1872016078
85715574
4230 3704 2899 2634 2283 2217
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
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 8/22/2011 HP Confidential
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
Social Networks
Facebook’s Share of the Market in Europe
63,60%
90,40%
81,70%
81,20%
79,70%
78,50%
78,10%
77,50%
77,00%
74,20%
74,00%
73,50%
69,10%
68,30%
67,30%
58,10%
55,50%
48,00%
18,80%
84,40%
92,20%
87,90%
86,50%
85,60%
83,10%
82,50%
81,30%
84,20%
85,00%
82,00%
80,60%
84,60%
74,50%
75,20%
79,40%
90,60%
85,10%
83,40%
EuropeTurkey
United KindmFinlandNorwaySweden
ItalyDenmark
IrelnaldPortugalBelgiumFrance
SpainAustria
SwitzerlandGermany
PolandNetherlands
Russia Federation
% - Reach of Social Networking Sites % - Reach of Facebook.com
•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