Social networks in Russia today: numbers, trends, forecasts
We present a new study " Social networks in Russia today: numbers, trends, forecasts ." This is the third regular publication of current data on the penetration of social media in the regions of Russia, socio-demographic characteristics of users of social networks and their activity, according to the results of the first quarter of 2014.
We study social networks as a means of public communication between people, as a tool to influence public opinion. In the light of this approach, active users are important for us - those who obviously manifest their position and express their opinions by posting open content (public messages) in social media.
57% of Russia's population over 18 use the Internet (66.5 million people). The annual growth of Russian Internet users who go online at least once a month was 9%, while for a daily audience this figure is 14% [1] .
80% of the Internet audience in Russia daily uses social networks [2] .
')
The most popular social network is vk.com, its attendance in December 2013 was about 51.2 million people, and in January 2014 the social network itself announced 60 million per day . Odnoklassniki is in second place with 41.5 million monthly visitors.
This data is important for advertisers, but they do not say anything about the activity of social media users. Whereas, for conducting marketing and sociological research, it is the active users who place public content that are important, opinions, reviews — that is, those who influence public opinion, including the sphere of making purchasing decisions and shaping the reputation of companies and brands.
About 30 million posts, comments, tweets and other public messages are published daily in Russian-language social media. The “speaking” audience (at least 1 public message per month) is 35 million people.
Brand Analytics data for Russia for February 2014. Authors are users who have written at least 1 public message per month.
Number of public messages for February 2014: 208 400 000
Active authors from Russia: 17 866 700
Gender of authors: Male - 46.7%, female - 53.3%
Age of authors:
Distribution of active authors by regions of Russia [4] :
Twitter
Number of public messages for February 2014: 247.2 million
Active authors from Russia: 1 608 500
Gender of the authors: Male - 46.9%, female - 53.1%
Age of authors: On Twitter, data on the age of authors is missing. Conducted research using linguistic algorithms.
Distribution of active authors by regions of Russia [5] :
Number of public messages for February 2014: 11 250 000
Active authors from Russia: 202 849
Gender of authors: Male - 54.8%, female - 45.2%
Age of authors:
Number of public messages for February 2014: 41 270 000
Active authors from Russia: 2 380 000
Gender of authors: Male - 37%, female - 63%
Age of authors:
About me : About what they do, where they are, what they eat, what they think, what they feel. The number of such messages is about 15 - 20% of the flow.
Share news from the media and discuss them : Repost news, comment on them, discuss socially significant events. In the usual time it is about 40% of the flow, during the resonant events (for example, the opening of the Olympics, the events on the Maidan) the number of discussions increases dramatically.
They create news themselves : They transmit information, photos and videos from the scene - about sports events, incidents, emergencies, etc. This type of information is gaining momentum due to the development of mobile Internet access tools, cameras and DVRs.
Discuss goods, services, events : Share their consumer experience, impressions from watched movies, give recommendations to other users.
Will post entertainment content : This group of messages includes jokes, pictures of cats and other cute animals, so loved by users, beautiful pictures and so on.
To a lesser extent: they discuss hobbies, publish creative works, advertise something, etc.
We are waiting for the implementation of forecasts in the Russian market.
Research in the presentation format: http://www.slideshare.net/Taylli01/c-2014-32306771
All studies of the cycle “Social Networks in Figures” can be found in our blog: http://br-analytics.ru/blog/
[1] POF, January 2014
[2] TNS Web Index, February 2013
[3] Brand Analytics, February 2014
[4] Percentage of active authors is the number of authors divided by the number of inhabitants in the region. Unique authors who wrote at least 1 public message per month were taken into account.
[5] Percentage of active authors is the number of authors divided by the number of inhabitants of the region. Unique authors who wrote at least 1 public message per month were taken into account.
We study social networks as a means of public communication between people, as a tool to influence public opinion. In the light of this approach, active users are important for us - those who obviously manifest their position and express their opinions by posting open content (public messages) in social media.
57% of Russia's population over 18 use the Internet (66.5 million people). The annual growth of Russian Internet users who go online at least once a month was 9%, while for a daily audience this figure is 14% [1] .
80% of the Internet audience in Russia daily uses social networks [2] .
')
The most popular social network is vk.com, its attendance in December 2013 was about 51.2 million people, and in January 2014 the social network itself announced 60 million per day . Odnoklassniki is in second place with 41.5 million monthly visitors.
This data is important for advertisers, but they do not say anything about the activity of social media users. Whereas, for conducting marketing and sociological research, it is the active users who place public content that are important, opinions, reviews — that is, those who influence public opinion, including the sphere of making purchasing decisions and shaping the reputation of companies and brands.
About 30 million posts, comments, tweets and other public messages are published daily in Russian-language social media. The “speaking” audience (at least 1 public message per month) is 35 million people.
The results of the study of social networks
Brand Analytics data for Russia for February 2014. Authors are users who have written at least 1 public message per month.
In contact with
Number of public messages for February 2014: 208 400 000
Active authors from Russia: 17 866 700
Gender of authors: Male - 46.7%, female - 53.3%
Age of authors:
Distribution of active authors by regions of Russia [4] :
| No | Region | Authors | % of population |
| Total in Russia | 17,866,712 | 12.46% | |
| one | St. Petersburg | 1,734,319 | 34.49% |
| 2 | Moscow | 2,849,889 | 23.79% |
| 3 | Republic of Karelia | 127 420 | 20.01% |
| four | Murmansk region | 156,197 | 20.01% |
| five | Kaliningrad region | 183,197 | 19.19% |
| ... | |||
| 79 | Jewish Autonomous Region | 5,558 | 3.22% |
| 80 | Karachay-Cherkess Republic | 11,771 | 2.49% |
| 81 | The Republic of Dagestan | 56,980 | 1.93% |
| 82 | Chechen Republic | 18,403 | 1.39% |
| 83 | The Republic of Ingushetia | 5,072 | 1.15% |
Number of public messages for February 2014: 247.2 million
Active authors from Russia: 1 608 500
Gender of the authors: Male - 46.9%, female - 53.1%
Age of authors: On Twitter, data on the age of authors is missing. Conducted research using linguistic algorithms.
Distribution of active authors by regions of Russia [5] :
| No | Region | Authors | % of population |
| Total in Russia | 1 608 483 | 1.12% | |
| one | Moscow | 344 217 | 2.87% |
| 2 | St. Petersburg | 141,738 | 2.82% |
| 3 | Kaliningrad region | 17,011 | 1.78% |
| four | Yaroslavskaya oblast | 22,084 | 1.74% |
| five | Sakhalin region | 7,976 | 1.62% |
| ... | |||
| 79 | Kabardino-Balkaria | 2 100 | 0.24% |
| 80 | Karachay-Cherkess Republic | 948 | 0.20% |
| 81 | The Republic of Dagestan | 4,920 | 0.17% |
| 82 | Chechen Republic | 2,086 | 0.16% |
| 83 | The Republic of Ingushetia | 688 | 0.16% |
Livejournal
Number of public messages for February 2014: 11 250 000
Active authors from Russia: 202 849
Gender of authors: Male - 54.8%, female - 45.2%
Age of authors:
My world
Number of public messages for February 2014: 41 270 000
Active authors from Russia: 2 380 000
Gender of authors: Male - 37%, female - 63%
Age of authors:
What do social media users write about?
About me : About what they do, where they are, what they eat, what they think, what they feel. The number of such messages is about 15 - 20% of the flow.
Share news from the media and discuss them : Repost news, comment on them, discuss socially significant events. In the usual time it is about 40% of the flow, during the resonant events (for example, the opening of the Olympics, the events on the Maidan) the number of discussions increases dramatically.
They create news themselves : They transmit information, photos and videos from the scene - about sports events, incidents, emergencies, etc. This type of information is gaining momentum due to the development of mobile Internet access tools, cameras and DVRs.
Discuss goods, services, events : Share their consumer experience, impressions from watched movies, give recommendations to other users.
Will post entertainment content : This group of messages includes jokes, pictures of cats and other cute animals, so loved by users, beautiful pictures and so on.
To a lesser extent: they discuss hobbies, publish creative works, advertise something, etc.
Trends and forecasts
- The past year confirmed our forecasts - assimilation of news portals and social networks has reached almost 100%, the word “media” is now understood not only by the media, but also by the site with user content.
- Residents of Runet not only comment on the news, but also create it, and the amount of this news is much higher than that of traditional sources of information. Moreover, information explosions in social media are increasingly affecting off-line events not only in business, but even in the international political environment.
- The number and themes of the published user content on, unequivocally indicate the end of the social media market development phase and the beginning of the formation of market niches - narrowly focused social media are becoming increasingly popular. The development of social portals for doctors, bankers, IT professionals clearly confirm this trend. We look forward to increasing the amount of user content in niche social media sites, reviews, thematic forms, professional networks.
- This year we are also waiting for the further growth of the influence of social media on offline: events, companies and products, and as a result of the increasing appeal of brands "face" to consumers. Companies that have not learned to "listen" to the views of users and work with them will be at a disadvantage.
- With the growing influence of social media, the importance of monitoring and analyzing user-generated content is growing. Research companies today put social media research on a par with classic tools. The trends voiced in this study cannot but inspire: “ The brand’s new information screen, which can show the smallest details and huge data arrays, literally at your fingertips, replaces the once-existing multi-kilometer reports, and this can inspire amazing insights. So maybe it is time to rethink the true role of marketing research . ”
We are waiting for the implementation of forecasts in the Russian market.
Research in the presentation format: http://www.slideshare.net/Taylli01/c-2014-32306771
All studies of the cycle “Social Networks in Figures” can be found in our blog: http://br-analytics.ru/blog/
[1] POF, January 2014
[2] TNS Web Index, February 2013
[3] Brand Analytics, February 2014
[4] Percentage of active authors is the number of authors divided by the number of inhabitants in the region. Unique authors who wrote at least 1 public message per month were taken into account.
[5] Percentage of active authors is the number of authors divided by the number of inhabitants of the region. Unique authors who wrote at least 1 public message per month were taken into account.
Source: https://habr.com/ru/post/217923/
All Articles