Social networks in Russia, spring 2015. Figures, trends, forecasts

    We present new data from the study of the series “Social Networks in Russia Today: Figures, Trends, Forecasts,” for the first half of 2015. The sixth regular publication contains up-to-date data on the penetration of social media by Russian regions, demographic analysis of the audience, as well as the dynamics of publication activity in social networks.


    Number of public posts and authors


    One of the key indicators of the “vital activity” of a social network is the number of “talking” users who openly express their position by public messages on social media. In April 2015, there were about 35 million such active authors in Russia , who generated nearly 620 million posts per month. Active authors creating public content make social networks an actual indicator of public moods, allowing them to catch “live” social problems at the very beginning of the formation of significant trends.

    VKontakte leads in the number of “writing” Russian authors, almost an order of magnitude ahead of competitors - 21.6 million unique authors. The next in second place Instagram has just 2.4 million.authors (the decrease in relation to the data of the previous half year was 11%, New Year’s activity remained an insurmountable peak height). Third place - Twitter - showed a significant drop (-24% compared to November 2014), only 1.6 million people were recorded by speaking authors in April 2015 .



    * Data on the Odnoklassniki social network is based on statistics from the TOP 100,000 groups.

    Regarding the volume of content posted daily on social networks, the first place belongs to the VKontakte social network, and the second is Twitter.

    It is worth noting that, compared to the winter trends, where Twitter dominated, in the spring VKontakte took revenge, overtaking microblogging by 42%! This is explained by the greater universality of the VKontakte publication format - users not only record current moods on their pages in the form of short statuses (similar to tweets), but also write detailed reports with photos and videos, share interesting news and useful tips.



    * Odnoklassniki social network data is based on statistics from the TOP-100,000 groups

    Twitter is traditionally the leader in terms of engagement - a machine-gun queue of 127 messages per month falls on one active author in this network. The second place - LiveJournal - lags behind in this indicator by more than 3 times (on average, 40 messages per author): this is exactly the case when the quantity goes into quality. It is worth noting the explosive growth in Facebook engagement (a three-fold increase compared to winter data), which took 3rd place with 32 posts per month per author. The level of involvement in other social networks ranges from 13.4 (VKontakte) to 6.3 (My World).



    * Data on the social network Odnoklassniki is based on statistics of the TOP-100,000 groups

    Monthly audience of social networks

    According to TNS, the monthly audience of most social networks has stabilized. So, the VKontakte audience stopped at 53.6 million people, the second place - at Odnoklassniki ( 38.8 million people). The Facebook audience in April amounted to 24.5 million people, My World was located close to it - 23.7 million people, the Instagram audience in April amounted to 10.7 million people. Twitter showed a decline of 13% - its audience in April is 7.4 million people.



    * Twitter and Instagram data are extrapolated based on daily audience and monthly visits

    Social Network User Portrait


    In contact with


    The monthly audience * - 53.6 million people , 40% of which - 21.6 million - showed public activity.



    The gender structure of VKontakte authors is quite stable, 41.9% of authors are men, the proportion of the weaker sex is 58.1% .



    Compared with December data, the age structure of the VKontakte audience has been smoothed out - although the main backbone of users is also included in the category “from 18 to 24 years old,” their share decreased by 2.5 percentage points, while groups of teenagers replenished (+2.8 percentage points). .p.) and a mature contingent over 45 years old (+1.4 p.p.).


    No.RegionAuthors% of the population
    Total in Russia21 558 78614.80%
    1St. Petersburg1 809 58635.99%
    2Moscow3 142 91726.24%
    3Murmansk region181 41923.25%
    4Sevastopol88 00222.92%
    5Kaliningrad region215,77922.60%
    6Republic of Karelia142,60322.39%
    7Vologda Region244 98420.48%
    8Republic of Tatarstan (Tatarstan)772 32520.21%
    9Arhangelsk region233,76520.16%
    10Chelyabinsk region641,44118.40%

    In general, the geographic section of the VKontakte audience in the spring of 2015 follows the contours of winter - in the first place is St. Petersburg with a network penetration rate of 36%, in the second - Moscow with 26% of the registered population. However, in most regions, there has been an alarming decline in the penetration rate of the most popular Russian-language network. It should be noted that Sevastopol also appeared in the top five most “developed” regions (4th place with 23% of the registered population).

    Classmates


    Classmates, as before, remain mainly a platform for interpersonal communication. The monthly audience * of the network is 39 million people , while only 1.4 million authors
    demonstrate public activity in groups .


    Compared to the winter in April, the share of women in Odnoklassniki’s gender structure decreased slightly - nevertheless, the predominance of the weaker sex is still large (69.2% of women versus 20.8% of men).



    In the spring, Odnoklassniki retains the trend of “growing” the audience: the share of authors over 55 in April 2015 increased by 2.1 percentage points, the category “from 45 to 54 years old” increased by 0.8 percentage points, and the group “ from 35 to 44 years old ”added 1.2 pp Users under 24 years old decreased by 4 pp in the age structure of the network.


    No.RegionAuthors% of the population
    Total in Russia1,390,4120.95%
    1Sakhalin Oblast11 7642.38%
    2Jewish Autonomous Region3 4041.97%
    3Khabarovsk region23,5221.75%
    4Sevastopol6 2071.62%
    5Transbaikal region17 7921.62%
    6Khanty-Mansiysk Autonomous Okrug - Ugra24,5421.55%
    7Yamal-Nenets Autonomous Okrug8 0681.49%
    8Amurskaya Oblast12 1591.49%
    9Kaliningrad region13 9801.46%
    10Irkutsk region33,7461.39%

    Classmates remain Russia's “regional” social network: the first place in terms of network penetration, as before, belongs to the Sakhalin Oblast. Following are the Jewish Autonomous Region and the Khabarovsk Territory.

    My world


    The monthly audience of the network * was 23.6 million people , and the number of active authors was 1 million people .



    The gender structure of My World has practically not changed, 39.9% of men and 60.1% of women.



    In the age distribution of the authors of the My Mir network, middle age groups strengthened: the share of the category “25 to 34 years old” increased by 1.7 percentage points. , and the share of the category “from 35 to 44 years old” grew by 3.8 percentage points .



    The Chelyabinsk region (1.67% of the population), as before, is the leader in the ranking of regions in terms of penetration of the My World network, but Sevastopol (1.32%) pushed Moscow from second place in the spring.
    No.RegionAuthors% of the population
    Total in Russia1 904 7091.31%
    1Chelyabinsk region108 6723.12%
    2Sevastopol9,4672.47%
    3Moscow288,4402.41%
    4Autonomous Republic of Crimea45 4072.32%
    5Khabarovsk region27,7072.06%
    6Krasnoyarsk region57 3182.01%
    7Primorsky Krai38 9132.00%
    8St. Petersburg99,7471.98%
    9Kaliningrad region18 8561.97%
    10Omsk region37,4651.90%

    Facebook


    On Facebook, the share of writing authors in the general audience is consistently low: according to April, the monthly audience * of the network amounted to 24.5 million people , of which 1.1 million people showed publication activity . The engagement of an active audience showed unprecedented growth in the spring.



    Spring shifted the gender distribution of the Russian-speaking part of Facebook towards the weaker sex ( 56.3% of authors ).



    In the age structure of Facebook, the positions of the category “from 25 to 34 years” strengthened - their share grew by another 2.2 percentage points. In general, the distribution of Russian-speaking authors of the network is quite stable in age.



    The geographic section demonstrates stability - most regions retained their positions in December: the only striking exception here is Altai, which rose to second place in terms of Facebook penetration in Russia (3% of the population).
    No.RegionAuthors% of the population
    Total in Russia1 117 5480.77%
    1Moscow593 5474.95%
    2Altai Republic6,2752.98%
    3Yaroslavskaya oblast29,7782.34%
    4St. Petersburg88 1541.75%
    5Kaliningrad region10 8461.14%
    6Republic of North Ossetia - Alania5,4260.77%
    7Tomsk region7 3460.69%
    8Sverdlovsk region28 9860.67%
    9Primorsky Krai11 7410.60%
    10Novosibirsk region15 9810.59%

    Livejournal


    LiveJournal remains a platform for fans to “read, not talk”: out of 16.4 million people a monthly audience *, only 123 thousand authors are active .



    The male audience continues to grow in LiveJournal - compared to winter figures, the proportion of the stronger sex increased by 1.4 percentage points. LiveJournal can rightfully be called the most male social network in Russia: the blogs also have the highest percentage of meaningful discussions.



    LJ age structure has stabilized and “settled down” a little - the most popular category “from 25 to 34 years old” reduced its presence by 0.5 percentage points. The older groups, on the contrary, grew up: “from 35 to 44 years old” - by 2.1 percentage points, “from 44 to 54 years old” by 1.6 percentage points, and “older than 55 years old” added 0.7 p.p.

    Instagram


    Instagram, although it maintains its superiority over Twitter, in April gives up a little in terms of audience and number of authors compared to winter performance. The network’s monthly audience * amounted to 10.6 million people , and the number of active authors was 2.4 million .



    In April, the predominance of the weaker sex on Instagram increased by almost 7 percentage points. Thus, this network can rightfully be called the most female among Russian-speaking social media.

    There are no data on the age of active authors on Instagram.



    The penetration rate on Instagram has not changed much - the Leningrad region, Moscow, Sakhalin and Moscow regions are still leading.
    No.RegionAuthors% of the population
    Total in Russia2 372 4221.63%
    1Leningrad region104 1615.95%
    2Moscow675 1555.64%
    3Sakhalin Oblast22,2414.51%
    4Moscow region200 9132.85%
    5Yaroslavskaya oblast31,7092.49%
    6St. Petersburg120,4962.40%
    7Krasnodar region124 9892.34%
    8Kaliningrad region21,6852.27%
    9Khabarovsk region30,3742.26%
    10Primorsky Krai43,9352.26%

    Twitter


    Compared to December, in the spring of Twitter lost ground in Russia. In April, the audience * of the resource amounted to 7.4 million people , and the number of active authors was 1.6 million people .



    It is interesting that in April 2015, compared to winter data, the palm switched to the stronger sex (the share of the male audience increased to 50.6%).

    There are no age data for active authors on Twitter.



    In terms of Twitter penetration, leadership has returned to St. Petersburg. Also in the current ranking, the Novosibirsk and Novgorod Regions broke into the top three, and Moscow did not even get into the TOP-5.
    No.RegionAuthors% of the population
    Total in Russia1 596 4711.10%
    1St. Petersburg147 6112.94%
    2Novosibirsk region52,7891.95%
    3Novgorod region11 6741.87%
    4Chukotka Autonomous Okrug8751.72%
    5Сахалинская область8 2671.68 %
    6Самарская область54 0451.68 %
    7Калининградская область15 9141.67 %
    8Омская область32 6971.66 %
    9Москва194 6271.62 %
    10Ярославская область19 3471.52 %

    Сравнение социально-демографических характеристик авторов


    Возраст авторов


    VKontakte remains the youngest and most dynamic social network: almost 2/3 of the authors of this network are under 25 years old. The mature contingent “45 and older” accounts for only 1.4% of the active audience, authors from 35 to 44 years old make up only 6% of the “writing” users. The core of this social network is the age group “from 18 to 24 years old” - 35.3% of the authors.

    Traditionally, the most adult network of Odnoklassniki has become even older: authors under 25 are only 15%, the core of the active audience is 24-44 years old and already 22% of the active audience are in the category “55 and older”.



    For Twitter and Instagram, age data for active authors is not available.

    Authors gender


    Women dominate in the gender structure of social networks, their role is especially great on Instagram (77.4% of the active audience) and Odnoklassniki (69.2% of the authors). The only "male" network is LiveJournal (male share = 57.2%), Twitter came to gender equality in spring.



    Trends and forecasts


    The main trend of the first half of 2015 is a decrease in the speaking audience of Twitter by more than 20%.

    The age structure of the active audience has stabilized: in most social networks there is a strengthening of the core position “from 25 to 34 years old.” Odnoklassniki over the past six months have become much older.

    The gender distribution of the social media audience is biased towards women, and this bias is constantly deepening. The predominance of men is saved in LiveJournal, Twitter is pulling towards it.

    Indicative ratings of TOP authors and groups as a reflection of the interests of the audience of social networks. If VKontakte record involvement was noted on the pages of teenage video bloggers and in entertainment communities (jokes, life hacks and secret revelations), then on Facebook the most popular pages are much more serious - here are both the personal accounts of deputies and journalists of the “Ukrainian theme” and corporate pages (for example, Dolce & Gabbana and Skyscanner).

    In conclusion, we note the active development of alternative forms of social media - the volume of specialized thematic forums and reviews (banking and tourism resources, telecom, insurance, etc.) is growing significantly. Social media is constantly expanding its boundaries, going beyond the boundaries of traditional social networks - for example, more and more user-generated content can be seen in the comments of online media.

    ** TNS Web Index, March 2015
    *** Brand Analytics, April 2015

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