How to determine the audience in different social networks. Research: the audience of social networks in Russia. Who will succeed

Focused on an active (writing) audience. The publication presents data on the audience, age, gender and regional distribution of authors of social networks in Russia. It also includes data on the most popular authors and groups of the most popular social networks.

Social media activity by source type

The number of "speaking" authors in November 2016 amounted to 35 million and generated 698 million messages. 71.8% of all public content comes from social media (504,940 posts). In 2nd place are video content sources (YouTube and Vimeo) - 12.7% of the total volume of public content, and Twitter moved to the third line, its share was 8.7%.

IN CONTACT WITH
VKontakte has 13,278,000 active authors, in November they published 317,508,100 posts.

INSTAGRAM
There are 4,645,700 active authors on Instagram, in November they posted 78,185,400 posts.

FACEBOOK
In the Russian segment of Facebook, 1,021,700 active authors, 50,909,500 messages were published per month.

LIVEJOURNAL
LiveJournal remains a platform for the production, but not the consumption of content. There are 196,200 active authors here, and 6,743,500 posts. Less than on other sites, but more viral and diverging far beyond the source.

Social media trends in Russia 2016
1. A significant increase in the activity of thematic (“club”) forums and public channels in instant messengers.
2. The growth of video content and broadcasts in almost all social networks. The activity of the Russian segment of Youtube has increased. On Instagram, the share of videos averaged 7%, and among viral content - more than 50%. On VKontakte, the most popular authors are video bloggers.
3. VKontakte and Instagram launched "smart feeds" that determine the interests of users based on their activity and adjust the news feed for them, similar to the Facebook feed. Such algorithms for the formation of the tape strengthened the effect of the “information bubble-shell” that locks people in their own beliefs.
4. The rapid growth of spam bot activity. It is indicative that growth is noted in several social networks at once - LiveJournal, VKontakte, Facebook, and the topics of spam in them correlate.
5. The prevalence of social media over the classical media in terms of the level of influence on public opinion. Brexit, the US elections, the referendum in Italy - these are cases showing the decisions of large communities of people in opposition to the "official information" of the media.
6. FakeNews and the need to verify information for authenticity. The desired speed of issuing information for the media and social networks is so high that there is no time left to check publications. In 2017, the industry must find a solution to counter this trend.
7. The Russian part of Facebook has become almost Moscow - 50% of the authors are in Moscow.

How the data was obtained:

Brand Analytics collects and indexes all public messages social networks in Russian, Tatar, Ukrainian, Kazakh and some other languages, as well as the data of their authors.

To highlight data around the country for each social network, the percentage of geo-location is taken into account: the number of posts that have geo-data is divided by the percentage of posts with geo-data. Likewise for authors.

For determining geography: data is taken from the profiles of authors, geo-tags of messages, as well as message texts. Geo-dictionaries for all social networks are unique and expanded with all spellings of toponyms, including "custom" ones.

For determining gender: data taken from the profiles of the authors and supplemented with gender data obtained using linguistic analysis of the author's first and last name.

For determining age: Data taken from the profiles of the authors.

Data on Odnoklassniki is not included, since the API of this social network does not allow such research.

Key research terms:

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

Engagement Index(EI) - an indicator of the audience's reaction to the author's publications. It is calculated as the sum of comments, likes and reposts to all publications of the author per month.

According to various sources, the social network VKontakte is either the first or the second most popular site in Russia. Be that as it may, no one gives the third place to the “living legend” VK.com. The monthly audience of the social network is approaching 54 million people, of which almost 22 million are authors, that is, they leave public messages at least once a month. Thus, the importance of being on this site from the point of view of SMM seems obvious and undeniable. But to whom do we address, to whom we offer goods and services, who do we mean by the phrase “VKontakte audience”? We will tell about all this.

"VKontakte" - a social network for schoolchildren?

If another popular Russian social network - "Odnoklassniki" - has a reputation as a site "for pensioners", then "VKontakte" suffers from the opposite stereotype - they say, "one shkolot hangs out" here. Because of this, the platform is often not taken seriously, because what can be taken from unreasonable children and adolescents who sit here from carelessness and insufficient study load?

If, however, we move away from “armchair sociology” and turn to professional sociologists, then a completely different picture will open up to our eyes. According to experts in the field of media, the audience of VKontakte today covers almost the entire population of Russia and some other countries of the former USSR. VK attracts users with ease, convenience and intuitiveness in use. It is noteworthy that the ranks of VKontakte continue to be replenished by users of other social networks. For example, in last years the so-called upper segment of the audience - educated, solvent city dwellers, who previously, as a rule, preferred Facebook, moved to the territory of VKontakte. The proportion of users in the 35+ age category, who were traditionally considered Odnoklassniki residents, also increased. At the same time, of course, different age groups presented in the social network heterogeneously.

Who makes up the core of the VKontakte audience? According to some estimates, these are people 18–24 years old, and there is a trend of gradual maturation of the audience. According to other estimates, these are people aged 25–34, which, by the way, coincides with the core of the Odnoklassniki audience. In any case, talking about VK.com as a social network for schoolchildren today is stupid. Apparently, this stereotype is rooted in 2007, when young people actually spent hours on VKontakte and produced relevant “youth” content. Since even today the most viral content begins to spread from old publics launched back in the era of “schoolchildren”, the site cannot completely free itself from its “school” image.

It is important to understand that schoolchildren who mastered the social network almost ten years ago have since grown up and become students, or even have already received crusts about higher education. Currently, VK users are quite mature, socially and economically active people.

It is interesting to look at the statistics on geography. According to representatives of VKontakte, the social network is used in all regions Russian Federation, as well as the countries of the Customs Union, near and far abroad. Among Runet users, the VKontakte social network is most loved by residents of large and medium-sized cities - as expected, you can see Moscow, St. Petersburg, Yekaterinburg, Novosibirsk, Nizhny Novgorod and other megacities as leaders. An interesting detail: on average, each user spends about 40 minutes daily on the social network, and spends this time very actively – reading news, creating content and chatting in dialogues.

Summarizing, we can say that the target audience of VKontakte is current or “yesterday's” students, young professionals and people of early middle age. As for geography, here the site practically knows no boundaries. The social network is slightly more interesting to Muscovites and St. Petersburg residents than the somewhat provincial Odnoklassniki, but it is also very popular in the regions.

What distinguishes VKontakte users from the regulars of other social networks?

Do VKontakte users have a certain uniformity, common identity, mentality, or is it a motley world of different people? Experts insist that certain features of perception and behavior are still characteristic of the vast majority of users.

So, the audience of VKontakte is mainly visuals, which souls do not like in collections, photo stories, infographics. Even in purely textual content, they appreciate the visibility, visualization of the main theses. Unlike Odnoklassniki users, who are more focused on personal communication, VK users actively read the news feed, which means that the frequency and volume of posting matter. It is necessary to maintain a balance: do not bother with constant flickering, but also regularly remind yourself of yourself with bright, meaningful posts.

When working with an audience on VKontakte, it is important to avoid a one-sided approach and take into account all relevant parameters - age, geography, wealth, user interests, and much more. Act in accordance with the objectives of your business and rely on real numbers. Speak with users in the same language, and you will definitely be heard!

Mail.Ru Group researched and compared the audiences of the most popular social networks in Russia - Odnoklassniki, Moi Mir, VKontakte, Facebook and Twitter.

The study touched upon the main demographic indicators, geography, identified similarities and differences in the behavior of social network users. To obtain the most objective results, TNS, comScore and Brand Analytics data were used.

The most significant monthly audience is In contact with and Classmates who visit more 52 and 42 million. users, respectively. Near 30 million. people come every month My world, slightly less in Facebook. Russian audience Twitter an order of magnitude less 11.6 million.

Most high percent women - among Odnoklassniki users (56%) , and the highest percentage of men among Twitter users ( 47%).

The average user of Odnoklassniki spends on the social network twice as long the average user of VKontakte (20 minutes versus 10). Hence the almost twofold 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 Classmates (80%). 68% users In contact with also visit Classmates.

Nearly half of the audience Odnoklassniki (43%) lives in small towns with a population of up to 100 thousand people. The opposite situation is FacebookandTwitter, 34% and 35% whose users live in large settlements (more than 800 thousand people).

What do social media users write about?

• About myself: 15-20% of the flow are messages about what they do, where they are, what they eat, think, feel.
• Share news from the media and discuss them: 40% posts are reposts to news, events, comments, discussions. During high-profile events, the number of discussions increases dramatically.
• They make their own news. This type of information is gaining momentum thanks to the development of mobile Internet access, cameras and video recorders.
• Discuss products, services, events.
• Post entertaining content: memes, cats, beautiful pictures, etc.

Less: discuss hobbies, post creative work, advertise something, etc.

According to latest research In the Russian-speaking segment of the Internet, about 90% of all network users regularly visit social networks. At the same time, many of them quite comfortably use not one, but several social networks at once. A correct understanding of what contingent of Internet users is focused on a particular resource is the main key to successful site promotion in social networks.

Who are we looking for?

To get started, pick up a pencil and try to characterize the people you see as potential visitors to your site and your future customers. This is your target audience. Designate a list of key parameters for it, for example:

Geographical position;

• The presence of children;

  Occupation;

  Social status;

  Interests;

Do not take this example as a template. Your criteria for determining the target audience may be fundamentally different from those proposed. The bottom line is to describe the circle of users you need as accurately as possible. Is the list ready? Then we sit down at the microscope and carefully look at what the user of a particular social network is like. Getting acquainted with the audience of social networks, we immediately compare it with our potential customers. We systematically compile for ourselves our own rating of "professional suitability" of social networks according to your criteria. Go!

In contact with

One of the most popular social networks covers the entire Russian-speaking segment of the Internet, while being fairly well represented in the regions. Contrary to the prevailing opinion about the childhood age of the average user, in recent times The audience of VKontakte has matured noticeably. The average age of the "backbone" is estimated at 20-30 years.

People come here mainly for communication, actively sharing music, photos and various links. Groups of various topics are created for communication “by interests”. The most promoted of them have over 5,000,000 subscribers, among which the number of regular visitors reaches 200,000.

By gender, VKontakte maintains an almost perfect balance, and the average time spent by a user on this resource is 30 minutes.

Classmates

No matter how Odnoklassniki tries to rejuvenate their users, the social network continues to be the main Runet platform for communication of “former” classmates, classmates, colleagues, etc. The audience is mostly female (70%), and average age users fluctuates around 30-40 years. It is this social network that is preferred by the most aged network users, and for many it is associated with a meeting place for housewives.

Of the more than 40 million Odnoklassniki army, more than half of the "fighters" are identified as Muscovites, and the rest, in approximately equal proportions, are foreigners or representatives of other Russian cities. Users are divided into groups (common interests) and communities (places of work, study, etc.), and the average time spent on the site by a user, according to various estimates, is about 25 minutes.

How to succeed?

Odnoklassniki, like VKontakte, is a fairly versatile platform, but here, constant contact with your audience is very important for successful promotion. More than anyone else, the promotion of services and goods that do not require high solvency from the audience, as well as services localized in a particular region, will be successful here. Provide up-to-date information, please with promotions, answer questions in a timely manner and respond to criticism and success is guaranteed to your company!

Facebook

The Facebook audience is basically the most professionally advanced part of the population. As a rule, these are serious specialists covering a wide field of professional activity. It is not difficult to meet individual entrepreneurs, Internet figures, IT specialists, as well as representatives of the creative class, designers, advertisers here ... The age of the main visitors to this network ranges from 25-50 years. And from the point of view of the geographical location of users, residents of large cities are more represented here. The main audience of Facebook is characterized by social status and wealth not lower than average. At the same time, despite the apparent seriousness of the average user, many of them are by no means alien to various tests, flash games and other entertainment that social networks often use to gain 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 (it’s not cheap, but if used correctly, very effective).

Who is going to be successful?

The most promising in terms of promotion here will be services and products targeted at a serious solvent audience. Conferences, business trainings and seminars will definitely be in demand here. Also, companies providing services in the field of design will feel at home. If you are planning to expand your activities outside of Russia, you should definitely focus on promotion on this social network. Read our tips on how not to go broke.

Twitter

Twitter has a special format that makes this resource more dynamic. The average Twitter user covers a wider age range from 20 to 40 years old, with the representation of the male part slightly prevailing over the fair half. Excellent social media integration mobile devices led to the fact that about 75% of its users come here through their gadgets. Here you will find many business people who know the value of their time and will not waste it. The 4 minutes a day that a Twitterer spends online is a perfect confirmation of this.

Lots of people have Twitter accounts. famous people, politicians, athletes, show business stars and public figures.

Who will suit?

YouTube

The popularity of YouTube in RuNet is steadily growing every year and today the monthly audience of this video hosting is estimated at no less than 50 million people. In general, this platform has localizations in 75 countries, which is incredibly wide opportunities to reach an international audience. However, in terms of getting visitors to your site, you should not expect outstanding achievements from YouTube. Even a hundred thousand views with ten thousand "likes" can bring a small number of visitors to your site.

How best to use?

Internet has long entered into life and firmly established itself in it. Runet audience statistics is 57 users. There are almost 36 million people on the territory of Russia who are active. In one month, 588 million messages were sent.

Social media statistics

Analysts regularly conduct research on the audience of social networks. still ranks first in terms of the number of active users. More than 36 million people visit the social network monthly. Of these, 18.8 million users post unique content.

Shows that 80% of people aged 12 to 64 have a personal account in .

Users are attracted by a clear interface, interesting topics, a wide variety of groups and a wide selection of browser games. Thanks to this, the audience of the social network Vkontakte continues to increase monthly.

Social networking shows an increase in popularity among the Russian speakers. For example, Odnoklassnikirushed to an honorable second place. The audience of the social network in Russia is 31.5 million people. The basic direction of the platform is interpersonal communication among friends. Network users are a little older than in VK. The main topics are gardening, posts about inexpensive family, baking recipes.

Facebook recorded 21.7 million active users. On the territory of Russia, the resource is not in such demand as other social networks. However, it is also used for placement. The platform allows you to establish contacts abroad and bring goods to the international market.

Recorded 10.5 million active users in December 2015. The network is rapidly gaining momentum and is popular with advertisers. Most of the accounts belong to women. ATIn 2016, the application increased the number of its users by 2 million people.

Average user age

Users spend an average of 4 hours on the mode. As audience statistics show, the main time for visits is business hours. The purpose of accessing the Internet is to communicate with colleagues and visit thematic groups. Vkontakte audience statistics also include more than half of users over 45 who spend online no more than an hour a day.

The target audience of social networks is divided into two groups - teenagers and young people under 30 years old. It is for their interests that most of the content is written. They spend up to 6 hours a day studying the material and promoting it.User statistics show that the attention of teenagers is best kept by short videos and games.

Not far behind them are users over 35 years old who prefer to spend time chatting with colleagues and watching short videos.The need for communication is the main reason that affects audience engagement in social networks. Viral content serves as a key tool for keeping people connected.

The audience of social networks in Russia

To fully analyze the indicators, it is necessary to compare existing resources with each other.

More than 36 million people visit the social network monthly. Of these, almost half are active users. The audience statistics are distributed as follows - 43.7% are men, and 56.3% are women. The number of active authors in the Russian Federation is 13.2 million. The age structure of the resource:

In terms of regional distribution, the statistics of the VK audience takes the first place in St. Petersburg (31.7%). In Moscow, the share of activity is 23%. Next on the list is:

1. Murmansk region - 19.4%.
2. Kaliningrad region - 19.3%.
3. Sevastopol - 18.8%

Instagram.Audience statistics show that 12.5 million people visit Instagram every month. Of these, 10.5 million are active users. The number of active authors in the territory of the Russian Federation is 4.6 million people. The percentage is dominated by women (77.1%). Regional distribution:

1. Leningrad region - 38%.
2. Moscow - 22.3%.
3. Sakhalin Territory - 17.2%.

Facebook.In 2015 maximum amount users in Russia amounted to 21.7 million people. Of these, only 1.5 million are considered active users. There is also a quantitative advantage of women (58%). Facebook is more focused on business contacts and leads. Target audience statistics show that 64% of users are aged 25–44. Geographical activity of the authors:

1. Moscow - 6.4%.
2. Altai - 3.75%.
3. Yaroslavl region - 3.2%.

How to view audience statistics on Facebook? Data can be found on a specific page - attendance, Likes, viewing ads. The user needs to go to the social page. network and in the upper corner click on the "Statistics" tab. The following sections will appear:

• review;
• stock;
• "like" marks;
• coverage;
• page views;
• actions on the page;
• publications;
• Events;
• users

Odnoklassniki audience statistics show that 31.5 million people visit the resource every month. Of these, only 1.1 million are engaged in the publication of posts. There is also a quantitative advantage of women (69%). The majority of active users are between the ages of 24 and 34.

The audience of social networks in the world

Independent analytical companies annually conduct research into the dynamics of Internet users. It also affects the audience of social networks in the world. Facebook is still the most visited network. Today, 79% of the adult population use this resource. Of these, 50% are active at least once a day.

Statistics The audience also demonstrates high rates (87%). The main reason is the lack of a specific link to the page. Youtube channel audience statistics:

• visit one channel more than once a day - 28%;
• daily - 30%;
• once a week - 25%;
• often - 17%.

1. Vkontakte - 2.5 million accounts.