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SOCIAL MEDIA
  LANDSCAPE OF
RUSSIAN FEDERATION
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
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%
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+
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
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
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
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.
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
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%
•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

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Social media landscape of Russia 2011

  • 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