SOCIAL MEDIA

LANDSCAPE OF

RUSSIAN FEDERATION

2 8/22/2011 HP Confidential

Blogs

Multimedia

WiKi

Social

Networks

Forums

IMNews

2.0

Social

bookmarking

Microblogs

E-commerce

Social Media Landscape Russia

Social

Media

Most of the users are located in the Western

part of the country

6,3 mln.

+15%

2,3 mln.

+44%

6,4 mln.

+35%

9,8 mln.

+22%7,1 mln.

+35%

14,6 mln.

+15%

4 mln.

+13%

we’ve actually got the largest share of young

audience among European countries

18

30

21

21

21

40

23

28

18

16

32

19

19

19

30

20

29

17

37

19

32

31

35

19

34

21

34

29

20

28

30

25

12

23

22

31

Germany

Russian Federation

France

United Kingdom

Italy

Turkey

Spain

Poland

Netherlands

Male 15-34 Female 15-34 Male 35+ Female 35+

Users (mln.)

GR - 49,3

RU - 46,1

FR - 41,9

UK - 38,6

IT - 22,7

TU - 22,6

SP - 21,1

PO - 18,0

NE - 11,9

worldwide

average4,5

9,8compared to

average

‘social’

hours

Russian users spend more time in social

networks than anyone else in the world

Other; 11,32

Social Media; 4,62

E-mail; 2,45

Messangers; 4,45

Blogs; 0,42

Forums / Chats;

0,34

User’s monthly online time spend:

World, online total

23.6 hours

Source: comScore World Metrix, April 2010

The time Russian users spend in social Networks grew

more than 2 hours during the last year

Other; 8,91

Social Media; 9,89

E-mail; 0,73

Messangers; 1,04

Blogs; 0,24

Forums / Chats;

0,17

Russia, online total

21.2 hours

Unique users of major social networks in

Russia

Source: comScore World Metrix, April 2010

Followed by over 350 social media with an audience over 25 thousand monthly unique users

30 009

1872016078

85715574

4230 3704 2899 2634 2283 2217

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.

10 8/22/2011 HP Confidential

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

Social Networks

Facebook’s Share of the Market in Europe

63,60%

90,40%

81,70%

81,20%

79,70%

78,50%

78,10%

77,50%

77,00%

74,20%

74,00%

73,50%

69,10%

68,30%

67,30%

58,10%

55,50%

48,00%

18,80%

84,40%

92,20%

87,90%

86,50%

85,60%

83,10%

82,50%

81,30%

84,20%

85,00%

82,00%

80,60%

84,60%

74,50%

75,20%

79,40%

90,60%

85,10%

83,40%

EuropeTurkey

United KindmFinlandNorwaySweden

ItalyDenmark

IrelnaldPortugalBelgiumFrance

SpainAustria

SwitzerlandGermany

PolandNetherlands

Russia Federation

% - Reach of Social Networking Sites % - Reach of Facebook.com

•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