1. SOCIAL NETWORKS IN RUSSIA
2014
Numbers and trends
Brand Analytics
(с) 2014

2. Usually the audience of VISITORS (number of “READERS”) is
counted for social networks. This data is essential for selling
advertising.
Social networks are a means of public communication as well
as an instrument of influencing the public opinion.
Active, “TALKING” users are more important – they express
their attitude towards the researched themes and shares his/her
opinion by posting public content in social media.
We have concluded the research of russian social networks in
this perspective: “talking” authors, their age and gender, amount
of content, geographical location etc.
GO ON TALKING! YOUR OPINION WILL BE NOTED

3. AUDIENCE OF SOCIAL NETWORKS IN RUSSIA
INTERNET PENETRATION
57% of russian population older than 18 use internet
(66,5 mln. ppl) 1
SOCIAL NETWORK PENETRATION AMONG
INTERNET USERS
82% of russian internet users have accounts in
social networks 2
80% of daytime internet audience in Russia use
social networks 3
1. Public Opinion Foundation, Autumn 2013
2. VCIOM, February 2012
3. TNS Web Index, February 2013

4. SOCIAL MEDIA AUDIENCE
In the context of public opinion research it would be more correct to use the term “social media” instead
of “social networks”. Social media is a broader concept than social networks. As social media we
understand any public user-generated content.
SOCIAL MEDIA
• Social networks (VKontakte, Facebook, Odnoklassniki, YouTube, Instagram, ...)
• Blogs and microblogs (Twitter, LiveJournal, Blogger.com, …)
• Forums (Babyblog.ru, Auto.ru,…)
• Reviews (Yandex.Market, iRecommend.ru, Yell.ru,...)
• Comments to online mass media publications
Audience of social media exceeds the audience of social networks. A person does not need an account
in social networks to read or to write a comment on a news site. The same goes for sites with reviews,
which show an explosive growth: monthly audience of the major review sites reaches tens of millions of
visitors.
Social media audience: 90-100% of internet users

5. INFORMATION EXPLOSION –
PUBLIC USER-GENERATED CONTENT
INFORMATION EXPLOSION –
GENERATION OF CONTENT IN THE
WORLD:
 “Traditional” Mass Media - 1 mln. documents
in 24 hours;
 User content (tweets, posts in social networks,
forums, blogs, reviews, comments) – more than
1 billion in 24 hours;
 Annual increase: 25%.
Russia*
:
 30 mln. posts in 24 hours (350 posts per
second);
 «Talking» audience (at least 1 post per month) -
35 mln. people.
* Brand Analytics, January 2014

6. POPULAR SOCIAL NETWORKS IN RUSSIA
BASED ON THEIR AUDIENCE
* TNS Web Index, December 2013г.
Twitter data were extrapolated according to the audience for a day and for a week
AUDIENCE FOR MONTH (IN THOUSANDS)
Russia, 12-64 years, December 2013
9 480
19 427
25 418
30 281
41 453
43 777
51 202
0 10 000 20 000 30 000 40 000 50 000 60 000
Twitter
LiveJournal
Facebook
Moy Mir
Odnoklassniki
Youtube
Vkontakte

7. ACTIVE SOCIAL NETWORKS IN RUSSIA
BASED ON THE NUMBER OF POSTS
* Brand Analytics, February 2014.
NUMBER OF PUBLIC POSTS PER MONTH (IN THOUSANDS)
Russia, February 2014
Odnoklassniki, Youtube, Facebook – no data
11 250
66 800
208 400
247 200
0 50 000 100 000 150 000 200 000 250 000 300 000
LiveJournal
Moy Mir
Vkontakte
Twitter

8. MONTHLY AUDIENCE*
(number of people who visited the site at least once a month)
51 201 500
ACTIVE AUTHORS**
(number of authors who have posted at least once in a month)
17 866 700
NUMBER OF POSTS**
(number of posts per month)
208 400 000
* TNS Web Index, December 2013
** Brand Analytics, January 2014
VKONTAKTE (russian data)
AUTHORS’ GENDER**
46,7% 53,3%
AUTHORS’ AGE**
(age was stated by 40,2% authors)

9. VKONTAKTE (russian data)
DISTRIBUTION OF ACTIVE AUTHORS IN REGARD TO RUSSIAN REGIONS
Procent of active authors – number of authors divided into the number of
residents. Unique authors who wrote at least one public message in a month
were also included
* Brand Analytics, January 2014
№ Region Authors
% of
populati
on
Total 17 866 712 12.46 %
1 Saint-Petersburg 1 734 319 34.49 %
2 Moscow 2 849 889 23.79 %
3 Republic of Karelia 127 420 20.01 %
4 Murmansk Region 156 197 20.01 %
5 Kaliningrad Region 183 197 19.19 %
…
79
Jewish Autonomous
Region 5 558 3.22 %
80
Karachai-Cherkes
Republic 11 771 2.49 %
81 Republic Dagestan 56 980 1.93 %
82 Chechen Republic 18 403 1.39 %
83 Republic Ingushetiya 5 072 1.15 %

10. MONTHLY AUDIENCE *
(number of people who visited the site at least once a month)
9 484 600
ACTIVE AUTHORS **
(number of authors who have posted at least once in a month)
1 608 500
NUMBER OF POSTS **
(number of posts per month)
247 200 000
TWITTER (russian data)
AUTHORS’ AGE
There is no such information in
Twitter.
AUTHORS’ GENDER **
46,9% 53,1%
* Data extrapolated according to the audience for a day and for a week
based on report of TNS Web Index, December 2013
** Brand Analytics, January 2014

11. TWITTER (russian data)
DISTRIBUTION OF ACTIVE AUTHORS IN REGARD TO RUSSIAN REGIONS*
* Brand Analytics, January 2014
№ Region Authors
%of
populati
on
Total 1 608 483 1.12 %
1 Moscow 344 217 2.87 %
2 Saint-Petersburg 141 738 2.82 %
3 Kaliningrad Region 17 011 1.78 %
4 Yaroslavl Region 22 084 1.74 %
5 Sakhalin Region 7 976 1.62 %
…
79
Kabarda-Balkar
Republic 2 100 0.24 %
80
Karachai-Cherkes
Republic 948 0.20 %
81 Republic Dagestan 4 920 0.17 %
82 Chechen Republic 2 086 0.16 %
83 Republic Ingushetiya 688 0.16 %
Procent of active authors – number of authors divided into the number of
residents. Unique authors who wrote at least one public message in a month
were also included.

12. MONTHLY AUDIENCE*
(number of people who visited the site at least once a month)
19 427 300
ACTIVE AUTHORS **
(number of authors who have posted at least once in a month)
202 849
NUMBER OF POSTS **
(number of posts per month)
11 250 000
* TNS Web Index, December 2013
** Brand Analytics, January 2014
LIVEJOURNAL (russian data)
AUTHORS’ GENDER **
54,8% 45,2%
AUTHORS’ AGE **
(age stated by 23,8% authors)

13. MONTHLY AUDIENCE*
(number of people who visited the site at least once a month)
30 281 000
ACTIVE AUTHORS **
(number of authors who have posted at least once in a month)
2 380 000
NUMBER OF POSTS**
(number of posts per month)
41 270 000
* TNS Web Index, December 2013
** Brand Analytics, January 2014
MOY MIR (russian data)
AUTHORS’ GENDER **
37,0% 63,0%
AUTHORS’ AGE **
(age stated by 37,2% authors)

14. * Brand Analytics, February 2014
FACEBOOK (russian data)
AUTHORS’ AGE *
(age stated by 4,6% authors)
AUTHORS’ GENDER*
54,7% 45,3%

15. 8 230
19 232
25 332
31 471
37 743
36 545
46 421
9 480
19 427
25 418
30 281
41 453
43 777
51 202
0 10 000 20 000 30 000 40 000 50 000 60 000
Twitter
LiveJournal
Facebook
Moy Mir
Odnoklassniki
Youtube
Vkontakte
dec.2012 dec.2013
SOCIAL NETWORKS IN RUSSIA – CHANGES IN AUDIENCE
DURING THE YEAR
* TNS Web Index, December 2013г, December 2012, January 2013
Twitter data extrapolated according to the audience for a day and for a week .
CHANGES OF A MONTHLY AUDIENCE DURING THE YEAR (IN THOUSANDS)
Russia, 12-64 years, December 2013 and December 2012
Stable growth: VKontakte, Youtube, Twitter. Other networks – dynamic changes during the year.

16. About themselves
About what they do, where they are, what they eat, what they think, what they feel. The total amount of
such messages is about 15 - 20% of the overall amount
Share news from mass media and discuss them
Repost news, comment on them, discuss major public events. Usually the number of such messages is
about 40% of the overall, but during the discussion of resonant events (like an opening ceremony of the
Olympics, Maidan events) the amount of discussion skyrockets.
Create their own news
Transmit information, on-the-spot photos and videos – from sporting events, trips, emergencies, etc. This
type of information picks up speed due to the development of mobile means of Internet access as well as
the development of cameras and dashboard cams.
Discuss goods, services, events
Share their consumer experience, impressions of movies, give recommendations to other users.
Post entertaining content
Tricks, photos of cats, dogs and other cute stuff.
To a lesser degree they discuss hobbies, publish creative work, advertise smth, etc.
WHAT DO USERS OF SOCIAL MEDIA WRITE ABOUT?

17. Brand Analytics
http://br-analytics.ru
THANK YOU FOR ATTENTION