Who are all these people? A new study of the active audience of VK, Fb, Twi, Inst, OK, MM and LJ
Brand Analytics presented data from a regular survey of the active audience of social networks in Russia, winter 2015-2016.
The study presents data on the audience, age, sex and regional distribution of the authors of social networks in Russia. The study includes data on the most popular authors and groups for each social network.
The focus of the research is focused on the active (writing) audience, since we study social networks as a means of public communication and their influence on the formation of public opinion.
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The basic data is presented below, the presentation of the full version of the study Social Networks in Russia, Winter 2015-2016, including the Top 20 authors and groups in social networks, is available here .
One of the key indicators of the “vital activity” of a social network is the number of “talking” users who openly express their position with public messages in social media. There were about 37 million such active authors in Russia in December 2015, they generated 588 million messages per month. Active authors who create public content make social networks a relevant indicator of public sentiment, allowing you to catch "live" social problems at the very beginning of the formation of significant trends.
By the number of “writing” Russian authors, VKontakte leads - 18.8 million unique authors. The next on the second place is Instagram - an incredible growth rate, in December this network recorded 10.6 million authors, almost 5 times more than in the spring of 2015. The third place - Twitter - the number of active authors continues to decline here, in December a little over 1 million people were recorded.
As for the number of messages posted daily in social networks, there are no such drastic changes. In the first place, as before, on Vkontakte, in the second - Twitter, then - Instagram and Facebook.
Twitter is traditionally leading in terms of engagement, although the average number of posts has been slightly lower in the winter period - an average of 90 posts per month are generated by one active author. Second place - LiveJournal - on average, 49 messages per author, third - Facebook - 39 messages per author. VKontakte and Odnoklassniki are very close on this indicator - 15 and 14 messages per author, respectively.
According to TNS, the monthly audience of most social networks has declined slightly, but there are also sources that have shown growth. So, the VKontakte audience stopped at 46.6 million people, the second place went to Odnoklassniki ( 31.5 million people). The Facebook audience in December 2015 was 21.7 million people, My World was closely located - 16.6 million people and LiveJournal, with an audience of 15.2 million people. Instagram audience by December 2015 increased by 2 million and amounted to 12.3 million people. Twitter audience has remained virtually unchanged and is equal to 7.7 million people.
The monthly audience - 46.6 million people, 40% of which - 18.8 million - showed public activity.
The gender structure of the VKontakte authors is fairly stable, 43.7 % of the authors are male, the proportion of the weaker sex was 56.3 %.
As for the age structure of VKontakte authors, we can note the growth in the number of authors 25-34 years old, their share was 32.1%, slightly higher the proportion of authors aged 18-24 years old - 32.3%, authors younger than 18 years old - 24%, older than 35 years only 11.6% of active authors.
The geographical distribution of VKontakte authors is gradually redistributed towards more uniform regional penetration - St. Petersburg ranks first with a network penetration rate of 31.7% , Moscow is second with 23% of the registered population, then Murmansk and Kaliningrad regions and Sevastopol - 19.4 %, 19.3% and 18.8% of the population activity, respectively.
The monthly Instagram audience in November 2015 was 12.3 million people , and the number of active authors was 10.7 million people.
Instagram remains the most feminine of all social networks in Russia, in the winter of 2015-16 among active authors, 77.1% are women.
The penetration rate on Instagram has not changed - Leningrad Oblast is still leading - 38% of the population, Moscow - 22.3% of the population and Sakhalin Oblast - 17.2%.
On Facebook, the share of writing authors in the general audience continues to grow: in November 2015, the monthly audience of the network was 21.7 million people , of which 1.5 million people showed publication activity .
In the age structure of Facebook, categories from 25 to 34 years old and 35-44 years old still lead - their share was 35.3% and 32.6%, respectively. 6.1% of authors are younger than 24 years old, and authors over 44 total 26.1%.
It is worth noting that Facebook remains a unique social network in the Russian Federation, both in terms of the age structure of the authors - more than 65% of whom are between 25 and 44 years old, and in terms of public content - this is a network focused primarily on business contacts and business.
The gender distribution of the Russian part of Facebook continues to shift towards the weaker sex ( 58 % of the authors).
The geographical cut demonstrates stability - most regions retain their positions: Moscow - 6.4% of the population, Altai - 3.75%, Yaroslavl Oblast - 3.2%.
Classmates, as before, remain primarily a platform for interpersonal communication. The monthly audience of the network is 31.5 million people , while only 1.1 million authors demonstrate public activity in groups.
Gender distribution in the social network is also stable - 69% of the authors of female Odnoklassniki.
In Odnoklassniki, as before, the main share of active authors is in the age group of 24-34 years old - 26.6%. Practically equal shares fall into groups 35-44 and 55 and older - 20.7% and 20.9%, respectively. Active authors under the age of 24 are only 15.8%.
Classmates remain the “regional” social network of Russia: the first place in terms of network penetration is the Jewish Autonomous Region - 2% of the population, then the Sakhalin Region and the Trans-Baikal Territory - 1.88% and 1.86%.
In November 2015, the Twitter audience was 7.7 million , and the number of active authors was 1 million .
Twitter continues to increase the proportion of men among the authors, in December 2015 the share is already 51.6%. A year ago, in December 2014, there were 45.6% of men on Twitter, and in the spring of 2015 - already 50.6%.
In terms of Twitter penetration, St. Petersburg has a leadership position of -2.1%. Almost the same penetration was recorded in Moscow - 2% of the population. The third line was occupied by the Novosibirsk region, the penetration in it was 1%.
The network’s monthly audience dropped by 10 million people to 16.6 million , and the number of active authors was 830,000 .
The gender structure of My World has practically not changed, 41.8 % of men and 58.2 % of women.
In the age distribution of the authors of the My World network, the strengthening of middle age groups continued: the share of the category from 35 to 44 years old was 25.4%, and 25-23 - 23.9%.
The leader of the rating of regions by the penetration of the network "My World", as before, is the Chelyabinsk region - 1.5% of the population, second place - Sevastopol - 1.1%, then - Moscow - 1% of the population.
LiveJournal remains a platform for fans to “read, not talk”: out of 15 million people of a monthly audience, only 111 thousand authors are active.
LiveJournal preserves the predominance of male authors - 55.9%. Live Magazine can rightly be called the most male social network in Russia: blogs also mark the highest proportion of substantive discussions.
The age structure of LiveJournal is stable, the largest share of authors falls on the groups of 18-24 years old - 37.2% and 25-34 years old - 35.8%.
Over the past half-year, social media managed to mature, the share of authors younger than 18 years has decreased, authors aged 18-24 and 25-24 years dominate in LiveJournal and VKontakte, in other networks authors are 25-34 and 35-44 years old.
For Twitter and Instagram data on the age of active authors are missing.
The gender structure of social networks is dominated by women, especially their role on Instagram (77.1% of the active audience) and Odnoklassniki (69.1% of the authors) is especially large. The predominance of men among active authors is observed only on LiveJournal and Twitter.
Author is a user who has written at least 1 public message per month.
Message - any open (public) post - in status, on the wall, in groups, comments, etc. Messages in personal correspondence or in the “only for friends” mode are not taken into account.
Audience - the number of people who visited the site at least once a month.
The study presents data on the audience, age, sex and regional distribution of the authors of social networks in Russia. The study includes data on the most popular authors and groups for each social network.
The focus of the research is focused on the active (writing) audience, since we study social networks as a means of public communication and their influence on the formation of public opinion.
')
The basic data is presented below, the presentation of the full version of the study Social Networks in Russia, Winter 2015-2016, including the Top 20 authors and groups in social networks, is available here .
Social networking activity
One of the key indicators of the “vital activity” of a social network is the number of “talking” users who openly express their position with public messages in social media. There were about 37 million such active authors in Russia in December 2015, they generated 588 million messages per month. Active authors who create public content make social networks a relevant indicator of public sentiment, allowing you to catch "live" social problems at the very beginning of the formation of significant trends.
By the number of “writing” Russian authors, VKontakte leads - 18.8 million unique authors. The next on the second place is Instagram - an incredible growth rate, in December this network recorded 10.6 million authors, almost 5 times more than in the spring of 2015. The third place - Twitter - the number of active authors continues to decline here, in December a little over 1 million people were recorded.
As for the number of messages posted daily in social networks, there are no such drastic changes. In the first place, as before, on Vkontakte, in the second - Twitter, then - Instagram and Facebook.
Twitter is traditionally leading in terms of engagement, although the average number of posts has been slightly lower in the winter period - an average of 90 posts per month are generated by one active author. Second place - LiveJournal - on average, 49 messages per author, third - Facebook - 39 messages per author. VKontakte and Odnoklassniki are very close on this indicator - 15 and 14 messages per author, respectively.
Social media audience
According to TNS, the monthly audience of most social networks has declined slightly, but there are also sources that have shown growth. So, the VKontakte audience stopped at 46.6 million people, the second place went to Odnoklassniki ( 31.5 million people). The Facebook audience in December 2015 was 21.7 million people, My World was closely located - 16.6 million people and LiveJournal, with an audience of 15.2 million people. Instagram audience by December 2015 increased by 2 million and amounted to 12.3 million people. Twitter audience has remained virtually unchanged and is equal to 7.7 million people.
Statistics in Russia for each social network
The monthly audience - 46.6 million people, 40% of which - 18.8 million - showed public activity.
The gender structure of the VKontakte authors is fairly stable, 43.7 % of the authors are male, the proportion of the weaker sex was 56.3 %.
As for the age structure of VKontakte authors, we can note the growth in the number of authors 25-34 years old, their share was 32.1%, slightly higher the proportion of authors aged 18-24 years old - 32.3%, authors younger than 18 years old - 24%, older than 35 years only 11.6% of active authors.
The geographical distribution of VKontakte authors is gradually redistributed towards more uniform regional penetration - St. Petersburg ranks first with a network penetration rate of 31.7% , Moscow is second with 23% of the registered population, then Murmansk and Kaliningrad regions and Sevastopol - 19.4 %, 19.3% and 18.8% of the population activity, respectively.The monthly Instagram audience in November 2015 was 12.3 million people , and the number of active authors was 10.7 million people.
Instagram remains the most feminine of all social networks in Russia, in the winter of 2015-16 among active authors, 77.1% are women.
The penetration rate on Instagram has not changed - Leningrad Oblast is still leading - 38% of the population, Moscow - 22.3% of the population and Sakhalin Oblast - 17.2%.
On Facebook, the share of writing authors in the general audience continues to grow: in November 2015, the monthly audience of the network was 21.7 million people , of which 1.5 million people showed publication activity .
In the age structure of Facebook, categories from 25 to 34 years old and 35-44 years old still lead - their share was 35.3% and 32.6%, respectively. 6.1% of authors are younger than 24 years old, and authors over 44 total 26.1%.
It is worth noting that Facebook remains a unique social network in the Russian Federation, both in terms of the age structure of the authors - more than 65% of whom are between 25 and 44 years old, and in terms of public content - this is a network focused primarily on business contacts and business.
The gender distribution of the Russian part of Facebook continues to shift towards the weaker sex ( 58 % of the authors).
The geographical cut demonstrates stability - most regions retain their positions: Moscow - 6.4% of the population, Altai - 3.75%, Yaroslavl Oblast - 3.2%.
Classmates, as before, remain primarily a platform for interpersonal communication. The monthly audience of the network is 31.5 million people , while only 1.1 million authors demonstrate public activity in groups.
Gender distribution in the social network is also stable - 69% of the authors of female Odnoklassniki.
In Odnoklassniki, as before, the main share of active authors is in the age group of 24-34 years old - 26.6%. Practically equal shares fall into groups 35-44 and 55 and older - 20.7% and 20.9%, respectively. Active authors under the age of 24 are only 15.8%.
Classmates remain the “regional” social network of Russia: the first place in terms of network penetration is the Jewish Autonomous Region - 2% of the population, then the Sakhalin Region and the Trans-Baikal Territory - 1.88% and 1.86%.
In November 2015, the Twitter audience was 7.7 million , and the number of active authors was 1 million .
Twitter continues to increase the proportion of men among the authors, in December 2015 the share is already 51.6%. A year ago, in December 2014, there were 45.6% of men on Twitter, and in the spring of 2015 - already 50.6%.
In terms of Twitter penetration, St. Petersburg has a leadership position of -2.1%. Almost the same penetration was recorded in Moscow - 2% of the population. The third line was occupied by the Novosibirsk region, the penetration in it was 1%.The network’s monthly audience dropped by 10 million people to 16.6 million , and the number of active authors was 830,000 .
The gender structure of My World has practically not changed, 41.8 % of men and 58.2 % of women.
In the age distribution of the authors of the My World network, the strengthening of middle age groups continued: the share of the category from 35 to 44 years old was 25.4%, and 25-23 - 23.9%.
The leader of the rating of regions by the penetration of the network "My World", as before, is the Chelyabinsk region - 1.5% of the population, second place - Sevastopol - 1.1%, then - Moscow - 1% of the population.
LiveJournal remains a platform for fans to “read, not talk”: out of 15 million people of a monthly audience, only 111 thousand authors are active.
LiveJournal preserves the predominance of male authors - 55.9%. Live Magazine can rightly be called the most male social network in Russia: blogs also mark the highest proportion of substantive discussions.
The age structure of LiveJournal is stable, the largest share of authors falls on the groups of 18-24 years old - 37.2% and 25-34 years old - 35.8%.
Comparison of socio-demographic characteristics of the authors
Over the past half-year, social media managed to mature, the share of authors younger than 18 years has decreased, authors aged 18-24 and 25-24 years dominate in LiveJournal and VKontakte, in other networks authors are 25-34 and 35-44 years old.
For Twitter and Instagram data on the age of active authors are missing.
The gender structure of social networks is dominated by women, especially their role on Instagram (77.1% of the active audience) and Odnoklassniki (69.1% of the authors) is especially large. The predominance of men among active authors is observed only on LiveJournal and Twitter.
Trends and forecasts
- There is a significant increase in the activity of the Russian Instagram segment. And most of the authors of Instagram are active users of other social networks - the share of cross-posting from Instagram to other social networks exceeds 50% of messages.
- The growth of the Russian part of Facebook continues. Moreover, this growth is observed primarily in the field of business contacts and business. The share of Facebook in the analysis of business topics often makes up more than 30% of the total volume of social media data on a topic.
- Active growth of sites with reviews continues, both by the number of new reviews and by attendance.
- The Russian part of Twitter is slowly losing activity . At the same time, the activity of spam bots is reduced on Twitter, but nevertheless it still accounts for more than 30% of the stream.
Basic research terms:
Author is a user who has written at least 1 public message per month.
Message - any open (public) post - in status, on the wall, in groups, comments, etc. Messages in personal correspondence or in the “only for friends” mode are not taken into account.
Audience - the number of people who visited the site at least once a month.
Source: https://habr.com/ru/post/297880/
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