What social networks prevails a male audience. Research: Audience of Social Networks in Russia

Who is experiencing more interest in social networks, and who is indifferent to them? As different from each other, the audience of each of the popular social networks? All this and a little more - in our new material dedicated to the published data of the sociological study of popular Internet sites.

The growth of popularity of social networks surprises its constancy. The willy-unilles are told about the thoughts that it may be interrupted, because only there is a "ceiling". But so far it does not threaten anyone. People cannot live without social sites. They spend on them a lot of time.

We have to deal with more details than those are busy users.

Let's talk about the statistics of the use of social sites!

Statistics Instagram.

• The most popular page in Instagram is the social network profile itself. It boasts 233 million Follovover;
• At a minimum of one business account, 80% of people are signed. Of these - 200 million actively follow the pages of the brand;
• "Stories" in Instagram is 2 times more popular with Snapchat;
• 85% of popular global brands have an account in the mentioned social network.

Statistics YouTube.

Twitter statistics

Statistics VKontakte

• 97 million users attend social network daily;
• 5 billion messages - briefly about the daily correspondence of user VK;
• 77% of users enter VK from mobile devices;
• VKontakte takes 2 place in activity among all social sites. 1st place went to YouTube (this statistic is taken in Russia and the CIS countries);
• 9 billion records are viewed by network users daily.

Statistics Odnoklassniki.

• Societary has 330 million users, and these figures are constantly growing;
• The overwhelming number of site users older than 25 years, and under 34 years;
• In small cities with population up to 100,000 people live 40% of the audience;
• For 1 month, the social network users give each other more than 1.5 billion gifts (their price tag varies from 1 to 60 rubles);
• Classmates record: 500 million views of videos in 24 hours.

It should be noted that annually on SMM is spent enormous money. This once again confirms the effectiveness of this tool. Moreover, these indicators constantly hit the mountain! It's time to draw conclusions.

Mail.Ru Group investigated and compared the audience of the most popular social networks in Russia - classmates, my world, Vkontakte, Facebook and Twitter.

The study affected the main demographic indicators, geography, identified similarities and differences in the behavior of users of social networks. For the most objective results, TNS, Comscore and Brand Analytics data were used.

Most significant monthly audience possess In contact with and Odnoklassniki.who visit more 52 and 42 million. users respectively. About 30 million. man come every month in My world, little less - in Facebook.. Russian audience Twitter. an order of magnitude less - 11.6 million.

The highest percentage of women - among classmates users (56%) , and the highest percentage of men among Twitter users ( 47%).

The average user of classmates spends on social network twice the time The average user of the VKontakte (20 minutes against 10). Hence almost a double advantage in the number of pages viewed in one month.

Users often have accounts in different social networks. Monthly audience My world most often intersects with VKontakte (87%) and Odnoklassniki (80%). 68% users In contact with Also visited Odnoklassniki.

Almost half of the audience Odnoklassniki (43%) Lives in small cities with a population of up to 100 thousand people. The opposite situation of W. Facebook.andTwitter., 34% and 35% Users of which live in large settlements (more than 800 thousand people).

What do socialmedia users write about?

• About myself: 15-20% of the flow make up the reports that they do, where they are, what they eat, think, feel.
• They are divided by news from the media and discuss them:40% Posts are repost to news, events, comments, discussions. During resonant events, the number of discussions increases sharply.
• Create news yourself.This type of information is gaining momentum due to the development of mobile Internet access, cameras and video recorders.
• Discussing goods, services, activities.
• Present entertainment content:memes, cats, beautiful pictures, etc.

Less: Discuss the hobby, publish creative work, advertise something, etc.

We present these regular research to an active audience of social networks in Russia for May 2017. The study includes data on social networks VKontakte, Facebook, Instagram, Twitter, Moirmir and LiveJournal. The focus focuses on the active (writing) audience, as we study social networks as a means of public communication and the influence of them on the formation of public opinion. The study presents data on the audience, age, sex and regional distribution of the authors of social networks of Russia.

Social media activity by source types

The number of "speakers" authors May 2017 amounted to 38 millionthey were generated 670 million messages. The prevailing share of the content is concentrated on social networks - 470,737 thousand publications, which is 70,2% from the cumulative volume of references to social media, the share of microblogging is 11,7% from the total, video resources - 10,8% .

Authors and messages

In the social network VKontakte for the month recorded 25,722 thousand authors and more 310 795 thousand posts. Instagram continued the growth trend - in May on the site recorded 7 143 thousand. Active authors. In terms of public content in the network of significant changes did not happen - 71 733 thousand posts. In Twitter - for the month it was published 78 372 thousand tweets from 1,171 thousand authors. In Facebook. 1,953 thousand authors and 53,413 thousand public communications.

Statistics for each social network

IN CONTACT WITH

Gender distribution on the network is traditionally: 58.4% of female authors, 41.6% - male. The main age group is 37% - authors aged 25-34 years. The second largest group is 18-24 years old (25.7%).

As for the geographical distribution of the authors of VKontakte, the greatest level of penetration was preserved for St. Petersburg - 44.9%, in second place - the Murmansk region (30.26%), on the third - Moscow (28.43%).

Instagram.

The greatest level of penetration was recorded in St. Petersburg - 13.66%, Moscow with an indicator of 10.91% in second place, on the third - Sakhalin region (10.14%).

Facebook.

Facebook 1.9 million authors and 53.4 million messages. 58.9% of authors - female. FB-authors older than active authors VKontakte. In the prevailing age group (25-34) on this moment 37% of authors, the second largest group - 35-44, it includes 30.6% of authors. Over 45 years old - 23.5% of authors.

In the first place in regional penetration - Moscow: 7.73% of Muscovites publish posts and comments in FB. At the same time, almost half of the authors of FB are residents of Moscow (953 417).

According to the geo-penetration in the first place, St. Petersburg (2.28%), on the second - with a slight lag - Moscow (2%), on the third - Republic of Sakha (1.5%).

MY WORLD

Gender distribution here is more uniform than in other networks: just over half - 54.4% of female authors. In Moemmar, only 8.7% of authors under 25 years old. The most numerous group is 55 years old and older (34.9%). The share of groups 35-44 and 45-54 - 21.1% and 21.4%, respectively.

Regional penetration is leading Moscow - 0.25%. Slightly behind Sevastopol, Chelyabinsk region and St. Petersburg - 0.23%.

LiveJournal

In a live magazine 81 thousand authors. Posts for May indexed a little less than 3 million 60.4% of authors - male. 39.7% of authors aged from 35 to 44 years - this is the main age group of LJ. 31% of authors - 25-34 years. Another 17.8% - 45-54 years.

Comparison of social networks on the floor and age of the authors

LiveJournal and Twitter are still the only sites on which the male authors prevail: here are 60.4% and 55.4%, respectively. VKontakte the most young authors. The main groups - 18-24 and 25-34 years - received 25.7% and 37%, respectively. The authors of the FB and LJ are as similar to age groups as much as possible: here the authors are active from 25 to 45 years, but the prevailing groups differ in Facebook it is 25-34 (37%), and in Live magazine - 35-44 (39.7%).

Trends of social media

"The main trend is that social media grow more actively outside social networks," says Ceo Brand Analytics Natalia Sokolova. - In Sotsmedia, there is a growing trend of user content due to the era of Mobile and Smarphones, as well as at the expense of new formats of communication - messengers and storage format. Plus, it is necessary to take into account the growth of media consumption by developing professional content distribution in social media channels. "

1. YouTube. Firmly entrenched as the main source of information for schoolchildren. But it was not stopped. There is a noticeable increase in high-quality channels for all age groups and interests. Recall, last week Brand Analytics released a pilot rating of YouTube-bloggers - the May Top 20 on the involvement. With the results can be found.
2. Mobile. Mobility as a head trend on the Internet gives acceleration and socialized - smartphone is ideal for creating different format custom content.
3. Messengers. Telegram takes over the media and forum role - dialing channels from media and bloggers, public chats in active target groups. Whatsapp - captured the place of folk household public chats. Viber - "Hike" in the youth and the task of introducing e-commerce into messengers.
4. Media. The media come in Sotsmedia - the rate is done on the Realtime-Distribution of the content right "in the hands" of users.
5. UGC platform. Thematic sites turned out to be the most convenient place to exchange user experience. Web 2.0 Live all alive.
6. Stori-format. The format of the stories, who came from Spepchat in almost all social networks, is gaining momentum and accumulates in itself the trends of video, life, mobile and ease of communication here and now. The fastest growing format.
7. Live magazine demonstrates non-oblivionable, but steady drop in activity on the site itself, but still often acts as a source of information distributed and consumed in social media outside LJ.

The full version of the study, which includes the rating of authors and groups of social networks is presented in the presentation and is available for reference and download.

Reference:

Message - Any open (public) post - in status, on the wall, in groups, comments, etc. Messages in the personal correspondence or in the "Friends only" mode are not taken into account.

Russia in second place in the world in the involvement of the population in the social network

Russia is in second place among the countries of the world in the participation of the population in social networks - 78% of the Russian Internet users are present in some social network. Russia overtures Russia only Japan, where 88% of Internet users enjoy social networks. Russia follows and with an indicator of 75%, Sweden with an indicator of 74% and the Republic of Korea with an indicator of 72%.

Such data is contained in the publication "Digital Economics: a short statistical collection" of the Higher School of Economics (HSE) for 2019. Specifically, in terms of this indicator, Germany, Italy, Finland, France, Czech Republic and Estonia also included mentioned in the circle of studied countries. Information provided for 2017 or for the coming years for which there are data. Under the population of Russia is understood by persons aged 15 to 74 years.

Members of social networks in Russia published 1.8 billion posts for the month

We are talking about resources with the highest citement (under the cited experts understand the number of imposed short or complete hyperlinks). To identify the most popular resources, the experts analyzed 1.78 billion Russian-speaking messages, which were published in social media in August 2018, and rated the share of people under 18 among all authors.

According to this study in the top 25 of the most popular resources, users under 18 have entered the social network "VKontakte" (first place, citation of this segment of the audience - almost 492 thousand times), Instagram (third place, more than 274 thousand links) and Facebook (fourth place, quoted 85.3 thousand times), the video hosting Youtube took second place (363.1 thousand references), and the Telegram messenger is the fifth (almost 52 thousand links).

Aliexpress online store also got into the overall rankings (seventh place, almost 35 thousand times were quoted), entertainment community Pikabu.ru (18th place, 7.3 thousand links), RIA Novosti news agency (20th Place, 6.5 thousand links), WhatsApp messenger (24th place, a little more than 5.2 thousand links). In the last place of the rating - the service of personal recommendations Zen (about 4.3 thousand references).

Experts celebrate a strong margin of the first three leaders from Facebook: This platform is the most "adult" of all those in the top25, the share of youth authors is only 0.6% on it. Also, the attention of the specialists attracted the fifth place of the Telegram service, almost the causing Facebook. "It is unlikely that the interlocking of the messenger seriously influenced its use. And Telegram's public channels are also not all right about politics, "is noted in the study.

2017

VTsiom: about a third of adult Russians do not use social networks at all

The All-Russian Public Opinion Center (WTCIOM) presented these studies on the use of social networks by Russians. It turned out that 45% of those surveyed over 18 years old are at least one of the social networks almost every day, 62% - at least once a week. Fully excluded from social media about a third (20% due to the fact that they do not have access to the Internet and another 10% have no account).

The maximum level of involvement was expected to be among young people - in the 18-24 year group almost every day, 91% social networks, among those surveyed 25-34 years of such 69% (in the group over 60 years old - only 15%).

"VKontakte" and Instagram turned out to be the most "youth" platforms. The largest share of the audience of users of VKontakte is 40% - falls on people aged 25-34 years. Among users Instagram 38% - aged 18-24 years, 37% - aged 25-34 years. Among the daily audience "Odnoklassniki is the most common group - also 25-34 years (28%). At the same time, the distribution of classmates audience by age is the closest among all social networks to the overall distribution of the Internet audience in Russia. In social networks Facebook. And the "My World" prevails more adult audience. Among the Facebook audience is most of all people aged from 35 to 44 years (28%) and from 45 to 59 (26%), the kernel of the audience "My World" - 45-59 years (39%).

The most popular Internet access tool is mobile phone/ Smartphone - it was named as a regular device 52% of users. Access via Mobile Phone Maxued Among the daily Instagram users (92%) and "VKontakte" (84%), for the rest of the networks - about 70%.

In addition, almost three quarters of respondents noted that they use messengers: 62% sent at least one message per day on the eve of the survey. Whatsapp (44%), Messenger "VKontakte" (32%), SMS (32%) and Viber (30%). The selection of a program for sharing short messages is also closely related to age - among those respondents over 60 years most often use SMS (43%), and in the group of 18-24 - Messenger "VKontakte" (69%).

Levada Center: Sudden Recession

The number of users of social networks among Russians sharply went to the decline. Back in March 2017, 66% of adult users enjoyed social networks in Russia, now 59%. The decline became a surprise, since this indicator continuously grew from August 2011 to 2017, with the only minor sediment in July 2014, analysts came to such conclusions " Levada Center", Published a relevant study.

Earlier, in March 2017, the number of Russian users in social networks remained at 66% of respondents. In August 2016, it was 63%, in February 2016 - 62%, in August 2015 - 61%, in July 2014 - 57%, in March 2014 - 60%, in July 2013 . - 56%, in October 2012 - 47%, in August 2011 - 35% of respondents.

During the current study, 37% of respondents admitted that almost every day enter the social networks. Another 15% are there several times a week, 4% - once a week, and 3% attend the social networks a couple of times a month. Compared to the previous study conducted in August 2017, the share of daily users has not changed, but the number of respondents visiting the social networks several times a week decreased from 17% to 15%, and the number of weekly users fell from 7% to 4%.

The survey of respondents was conducted by Levada-Center specialists from 1 to 5 December 2017. It covered 1.6 thousand representatives of urban and rural population aged 18 and older. The survey was conducted in 137 settlements 48 of the regions of Russia by personal interviewing respondents at home.

In the course of the study, it turned out that 65% of Russians using social networks, spend time in Vkontakte, 63% - in Odnoklassniki, 23% - in Instagram, 20% - on Facebook, 14% - on Google +, 9% - In the "My World" on Mail.Ru, 7% - in Twitter, 3% - in the "Living Journal", and 1% - in other social networks.

Over the past six months, the number of users preferring "VKontakte" - in August 2017, there was a time of 60%, and not 65% of social network users, notes "Levada Center". Also during this period, 1% of the indicator lost "classmates" and Instagram, "My World" reduced the result from 13% to 9%, and twitter - from 10% to 7%. At the same time, there is an increase in the interest of Russians to Facebook (from 18% to 20% of all social network users) and Google+ (from 10% to 14%).

The study also showed that 33% of Russians in general using the Internet are carried out in social networks and messengers from half an hour to an hour per day, 26% spend on it from one to 4 hours, 21% - less than half an hour, 3% - from 4 to 8 hours , and 3% use social networks and messengers throughout the day. 11% of Internet users do not use them at all, and 3% find it difficult to answer the question about the number of time spent there.

2016

Facebook is most often mentioned by the Russian media in 2016

Domestic media mentioned Facebook more than 559 thousand times (against more than 430 thousand in 2015), VKontakte - more than 528 thousand times (against more than 330 thousand in 2015), Twitter - more than 479 thousand times ( against more than 410 thousand in 2015), follows from the data system of the media analysis "Scan Interfax".

Thus, VKontakte and Twitter in the new rating were changed in places.

The fourth line is in Instagram more than 221 thousand mentions. On the fifth position of YouTube, which was mentioned more than 214 thousand times.

"Kaspersky Lab" predict a massive outcome of users from social networks

Kaspersky (previously Kaspersky Lab) "specializing in cybersecurity issues preposed in 2017 the beginning of the mass outcome of users from social networks associated with the reluctance of people to put up with the leaks of their private information.

Speaking at the traditional event of the company dedicated to the outcome of the year, the main antivirus expert "Lab Kaspersky" guests Alexander Noted that in Russia and a number of other countries, a public discussion relating to user data becomes increasingly active. For example, the statements of some representatives of the industry are heard that "your personal data is actually not yours, but the ownership of the state." "And at the same time, we see that the same social networks and global services are not able to protect our data," says guests.

In his opinion, to the information that a person is forced to report himself, registering in the social network or intending, for example, to see online the movie, other countries, third companies and hackers have access to practice. She, in understanding the guest, is not protected, as clearly evidenced by the recent leaks from Yahoo and Linkedin.

He notes that before the removal from this social network was mostly a form of protest of American adolescents, painfully perceived the acquisition for Facebook of their parents. "Now we see that there are more and more people from social networks, because those who want to impose their hand to your data have become so much that it is simple to use social networks," says guests. - And next year, the number of these refusers will grow significantly. "

Two of the three inhabitants of Russian cities enjoy VKontakte

According to the updated Web Index of MediaScope by cities of 100 thousand +, more than 65% of Russian cities are used by Vkontakte. At the same time, almost 40% of the audience prefers a mobile application as the main way of everyday access to the social network.

Expanding the measurement of the Auditorium of mobile applications Web Index in cities with a population of 100-700k + thousand led to an increase in the indicators of the measured audience of the application OK almost 3 times, from 3 to 8.8 million. The total measured audience of the desktop version of OK and mobile applications increased 2.5 times. With this number of users mobile application The social network in the cities of 100-699k is almost twice as high as in the cities of 700k +. Each second resident of these cities enters ok at least once a month.

Russian officials must provide personal data on accounts in social networks

According to April 1, 2017, Russian officials obliged to report their accounts in social networks or blogs to the Ministry of Agriculture of Russia. Such measures are being taken to ensure compliance with the rules of professional ethics by civil servants.

The Ministry of Labor of the Russian Federation before April 1, 2017 should conduct survey and collect data on the availability of accounts from accounts in social networks or blogs. Information should provide all civil servants, while it will not be public.

In Russia, about 1.5 million officials are involved in the public service, 70% of them use social networks, blogs lead. The purpose of the innovation is to ensure compliance by civil servants of the rules of professional ethics.

Experts also adhere to the opinions that the prohibition of the use of social networks for personal purposes of officials will not bring results. To solve the working issues, it is necessary to apply applications with certified encryption tools.

Data from MegaFon

Social networks are becoming the most efficient and influential channel of information distribution, bypassing the classical media audience: newspapers, radio and television. MegaFon comprised the popularity rating of social networks and messengers for October 2016, and also analyzed their average daily audience and the amount of traffic transmitted through them.

Rapidly growing. ", In the Russian-speaking segment

According to the latest studies of the Russian-speaking Internet segment, about 90% of all network users regularly attend social networks. At the same time, many of them are quite comfortable using one, but at once several social networks. The correct understanding of which contingent of Internet users is concentrated on a particular resource, is the main key to the successful website promotion on social networks.

Who are we looking for?

To start, take a pencil in the hands and try to characterize those people you see as potential visitors to your site and your future customers. This is your target audience. Indicate a list of key parameters for it, for example:

Geographical position;

• The presence of children;

  Occupation;

  Social status;

  Interests;

Do not perceive this example as a pattern. Your criteria for definition target audience They may differ in the root from the proposed. The point is to make the range of users you need as accurately as possible. List ready? Then they sit behind the microscope and look carefully, which is a user of a particular social network. Getting acquainted with the audience of social networks, immediately compare it with your potential customers. Systematically compile a private rating of "professional benefits" of social skins according to your criteria. Go!

In contact with

One of the most popular social network covers the expanses of the entire Russian-speaking Internet segment, while quite well presented in the regions. Contrary to the established opinion on childhood of the average user, recently the audience of VKontakte has matured noticeably. The average age of "bone" is estimated for 20-30 years.

People come here mainly to communicate, are actively divided by music, photographs and various references. For communication "For Interest", groups of various topics are created. The most promoted of them are over 5,000,000 subscribers, among which the number of permanent visitors reaches 200,000.

By sexuality, VKontakte retains almost the perfect balance, and the average time spent on this resource is 30 minutes.

Odnoklassniki.

How classmates do not try to rejuvenate their users, but the social network continues to remain the main platform of the Runet to communicate "former" classmates, one-laugure, colleagues, etc. The audience is more feminine (70%), and the average age of users fluctuates around 30-40 years. It is this social network that the most age network users of the network prefer, and many it is associated with the place of meeting housewives.

Of the more than 40 millionth army of classmates, more than half of the "fighters" are identified as Muscovites, and the remaining approximately equal proportions are foreigners or representatives of other cities of Russia. Users are divided into groups (common interests) and community (jobs, study, etc.), and the average user held on the site by different estimates is about 25 minutes.

How to succeed?

Classmates, like Vkontakte, are a fairly universal platform, but here for successful promotion is very important to contact with its audience. More than anyone else, here will be successful promotion of services and goods that do not require high solvency from the audience, as well as services localized in a specific region. Provide topical information, plead to promotions, answer the questions in a timely manner and react to criticism and success to your company is guaranteed!

Facebook.

The Facebook audience is mainly the most advanced part of the population. As a rule, these are serious specialists covering a wide field of professional activities. It's not difficult to meet here. individual entrepreneurs, Internet figures, IT specialists, as well as representatives of the creative class, designers, advertisers ... The age of basic visitors to this network ranges in the range of 25-50 years. And from the point of view of the geographical location of users, residents of large cities are presented here to a greater extent. The main audience of Facebook is characterized by social status and nonsense is not lower than the average. At the same time, despite the seeming seriousness of the average user, many of them are not alien to various tests, flash games and other entertainment that social networks are often used to conquer popularity.

Unlike domestic VK and OK, Facebook has access to an international audience, as well as a list of tools for promoting business pages, including finely targeted advertising (the case is not cheap, but with proper use, very effective).

Who is waiting for success?

The most promising from the point of view of promotion here will be services and goods focused on a serious solvent audience. Conferences, business trainings and seminars here will definitely have demand. Also companies that provide services in the design of the design will feel at home. If you plan to expand your activity outside Russia, you definitely be focused on promoting in this social network. Read our advice on how not to scatter.

Twitter.

Twitter is characterized by a special format that makes this resource more dynamic. The average twitter user covers a wider age range from 20 to 40 years, while the representation of the male part slightly prevails over the beautiful half. Excellent social network integration with mobile devices He led to the fact that about 75% of its users come here through their gadgets. Here you will find a lot of business people who know the price of their time and will not spend his backup. 4 minutes per day, which spends twitterin on the network are an excellent confirmation of this.

TWITTER accounts have many famous people, politicians, athletes, show business stars and public figures.

Who will fit?

YouTube.

The popularity of YouTube in RuNet is invariably growing every year and today the monthly audience of this video hosting is estimated at least 50 million people. In general, this platform has localization in 75 countries, which represents incredibly ambitious opportunities to conquer the audience at the international level. However, in terms of receiving visitors to your site, you should not expect from YouTube outstanding achievements. Even a hundred thousand views with a tent of thousands of "Likes" can lead to your site a small number of visitors.

How best to use?

Considering high the popularity of YouTubeThe search engines simply cannot ignore its multimillion audience. Therefore, the rollers placed on your channel will certainly have a positive effect on the ranking of your brand in search engines (From similar considerations, by the way, you should not forget about). This is a great tool for promoting the brand, including in the international arena. And with some secrets, you can raise the effectiveness of video marketing to a professional level.

Instagram & Pinterest

These photoservices were able to gain high popularity with us not so recently. While installing mobile gadgets, Pinterest is more widely open in Instagram, Pinterest is more oriented to the stationary PC user. Despite this, the audience of these social networks is quite close. A characteristic user is a young man (girl) under the age of 24. As a rule, these are the most advanced users predominantly representing major cities. By analogy with Twitter, Instagram offers convenient opportunities for the effective use of hashtegov.

Who will fit?

Observing the principles of the proverb "It is better to see 1 time than 100 to hear", Instagram and Pinterest give great opportunities to promote brands that easily visualize. This is an excellent way to declare yourself if your product or service is visually aesthetic and attractive. Professional photographers, organizers of events, hand-held masters and home confectionery here will easily find their audience.

At the same time, it is more adapted to the decor and handmade, and is a more versatile tool.

Do not forget:

The above description of the most common resources in the Russian-speaking Internet characterizes only their main audience, the so-called "backbone". The number of social network users is huge, and who knows what an atypically representative you will find in a particular community.