Social Media in Russia and Ukraine 2011
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Transcript of Social Media in Russia and Ukraine 2011
Social Media in the Ukraine and Russia
A 2011 Snapshot from Ogilvy’s 360°Digital Influence
Irina Manukovskayaand John Bell
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Vkontakte is purely Russian. What started as an
unabashed ‘hijack’ of Facebook’s dna has turned into
a service that uniquely meets the user needs of most
Russians. It’s a source of some national pride. But
“global Russians” prefer Facebook – where they can
connect with like-minded people around the world.
But now that Vkontakte is vk.com, they may have
global plans…
Q: How fast is VKontakte growing in different
parts of Russia?
A: We grow exactly in proportion to the level of
internet penetration in the country. As in Moscow
and St. Petersburg lives most people and the
highest level of internet penetration, we have
more users from these cities. At the same
time the share of the two capitals have no more
than 20-25% of all our active users. About 60% of
our audience are over 25 years, contrary to
popular opinion, it consists not of school and
university students.
Vkontakte – VP Ilya Perekopskyi
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There are 7.4 million Russian speaking
blogs with a readership of approximately
23 million, according to the Russian
Association of Electronic Communications.
Livejournal, the most popular blogging service
has almost five million registered accounts….
Internet penetration
RUSSIA
• Population 138 M
• About 43% or about 60
million people use
Internet
UKRAINE
• Population: 45.1M
• About 34% or 15.3 million
people use Internet*
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* InternetWorldStats
Russia has the 7th largest audience of Internet users; 2nd largest in Europe
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Internetworldstats 2010
Russian Internet penetration is growing fast
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Internet Telecommunications Union
Yandex dominates in the market
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Live Internet.ru
Social-demographic
Men53%
Women47%
Sex
Men51%Women
49%
Sex
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14-2436%
25-3429%
35-4419%
45-5412%
55+4%
Age
14-2442%
25-3424%
35-4442%
45-5415%
55+10%
Age
RUSSIA
UKRAINE
What users do on-line
• 87% of users spend their time in information services, 61% -entertainment, 46% - social networks and -17% finance online
• The most popular types of network activity: news (77,4%), e-mail (62,3%) and check weather (60.5%)*
• 69% of users spend their time in information services, 59% - social networks
• The most popular types of network activity: news (65%), e-mail (85%) on-line games (26%)**
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•(Rumetrika)•**((InMind)
RUSSIA UKRAINE
Mobile Internet
• 26% or 22M people used mobile Internet at least once
• Daily audience is about 8% of Russia, who all older than 12 years old*
• Mobile penetration is 151+%***
• 23% or 7,5 M used mobile Internet at least once**
• Mobile penetration is 117%***
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RUSSIA UKRAINE
*Rumetrika**InMind***Reuters
Structure of Internet use
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30%
22%17%
15%
8%
5%
3%
Media Social networksBlogsForumsMicroblogsHostingsGeolocation services
Social networks
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17,9M (9.2011) 8 M (4.2011) 1,48 M (9.2011)
• Main audience – teenagers
• The main advantage –free music and video sharing
• Users are ready to tell the whole world about all minute changes in their life
35M (6.2011) 4,48 M (9.2011)64,4 M (9.2011)
• Main network for office workers
• Main fun – to get the highest point for photo
• Users are hunting for former mates to check how they look now
• Successful audience
• Everybody uses applications or check-ins
• User “likes” brands in order to emphasize their status
Vkontakte FacebookOdnoklassniki
Social networks
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80 ths. (1.2011)
1 M (7. 2011)2,37 M (9.2011)2,3 M (6.2011)
0.4 M (9.2011)1.5 M (6.2010)
• Children is the main audience
• Mostly they write about teenagers troubles and play games
• Sweet pictures are chip of the platform
• LJ users are the elder Internet users
• Favorite activities are to public half-professional notes and to “troll’ popular authors
• Most users gradually move to other platforms
• Twitter users are "advanced", they never leave mobile phone or laptop
• The goal of any author -to be retweeted(cited) most
Mail.ru TwitterLive Journal
Local trends
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• Global socialization
• Information overload
• On-line integrates into off-line
• Geo-location services gradually come into use among the trendsetters
• “Gamefication”
• Mobile Internet becomes BIG source of traffic
• More and more brands go social
• Public people have become opinion leaders
• Popularization of online-shopping and coupons for discounts
Brands are activating in Vkontakte
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Clearasil used
Vkontakte to engage
Russian teens and
encourage them to
use the face-cleansing
product on a regular
basis.
See the case >
CONTACT
Irina Manukovskaya
Digital Strategist| 360° Digital InfluenceSPN Ogilvy
EMAIL [email protected]
John H. Bell
Global Managing Director | 360° Digital InfluenceOgilvy
EMAIL [email protected]
BLOG http://johnbell.typepad.com
TWITTER @jbell99