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

3http://insidevk.com/

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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 i.manukovskaya@spnogilvy.com

John H. Bell

Global Managing Director | 360° Digital InfluenceOgilvy

EMAIL john.bell@ogilvypr.com

BLOG http://johnbell.typepad.com

TWITTER @jbell99