Facebook, Twitter, Instagram and YouTube top the rankings social networks in the world, but users from Russia (and other post-Soviet countries, such as Belarus, Kazakhstan and Ukraine) often prefer regional replacements for these platforms.
And this difference in popularity can be of great importance to companies that use such sites for advertising, since it can completely change the marketing strategy (which is used in other parts of the world). In addition, social networks, the rating of which in Russian-speaking countries differs from the global one, can provide enormous opportunities for international communication. Currently, eight social networks are the most popular.
"In contact with"
VK (formerly known as VKontakte) is the most widespread social network in Russia these days, with more than 46.6 million visitors per month. Undoubtedly, this resource tops the ranking of social networks in the post-Soviet space.
There are many interesting opinions about this site, but it can best be described as a combination between Facebook and a data sharing service. Similar to Facebook, each user has a profile and can search and add other users as friends to see their status updates, new photos and videos.
Along with these traditional functions, users can also download audio and video files of any kind and share these resources with other people. This has previously come under scrutiny as it has at times crossed legal lines, but recent reports indicate that VK is now working with major record labels. This made it possible to launch a subscription service that allows you to legally share media files. This is why VKontakte has been leading the ranking of social networks in Russia for several years.
"Classmates"
While VKontakte may be the most popular service among younger users (ages 18-35), OK (originally Odnoklassniki) is the more commonly preferred social network. This service has more than 31.5 million visitors per month, with a larger percentage (69%) being women. This platform, by the way, was the first in Russia and, one might say, gave rise to such a phenomenon as social networks. The ranking of sites in this category will always remain incomplete without mentioning it.
Like VK, OK allows users to create profiles, search for friends, and share status updates and images. The main purpose of creating the platform is to communicate with classmates and friends with whom users may have lost contact many years ago, so the search parameters are quite detailed.
Additionally, the site has a feature that provides information about who has visited your page (whether or not you are their friend). To view the profiles of other users, there is an anonymity feature for which you must pay (to enable “Invisibility Mode”).
"My world"
Perhaps the best generally accepted analogue of the Russian “My World” is Google+. Both of these services are extensions of the ISP Email(in the case of “My World” - mail.ru). "My World" has struggled to find its own unique niche on a broader level, but the network's popularity is not that great. However, more than 16.6 million people use this service every month to share images, music and videos, as well as to play games and meet new friends, which is why it is included in the ranking of social networks. The My World online search strategy contains several parameters that are not available in other platforms.
Social networks, which have a high rating all over the world, have not bypassed the post-Soviet space. Even though Facebook is not the most popular site in Russia, its popularity has definitely begun to grow - it now receives more than 21.6 million Russian-speaking visitors per month. This is not surprising, since Facebook is constantly changing its platform to better meet the needs of users.
Analysts believe that one of the reasons why Facebook is becoming increasingly popular in Russia is business communication. According to some sources, more than 30% of business discussions in Russia take place on Facebook. Therefore, it will not be surprising if this platform tops the ranking over time
"Livejournal"
Livejournal is a blogging platform that has been around since 1999, but has not been used in much of the world since then. This trend is far from true in Russia, where more than 15.1 million users visit LiveJournal every month. This figure is more than half of the site's total traffic.
Twitter is another classic social media site that works well in Russia. While it doesn't get as many unique monthly visitors as the other services on this list (about 7.7 million monthly visitors), it does boast a following of every user. So while Twitter may not be a mainstay for most Russian social media users, those who choose to use it do so on a large scale.
Rutube and YouTube
Rutube is essentially Russia's answer to YouTube - a social media platform focused on video sharing for content of all types. Although the service hasn't reached the same reach as YouTube, it has collected a lot of content from a variety of users.
Rutube hosts both licensed content and user uploads. The vast majority of downloads are in Russian. This high percentage of Russian content makes the platform an incredibly valuable resource for those trying to learn the language.
The first social media platform on this list, Instagram, has become extremely popular in the past few years, and its popularity in Russia is no exception. Instagram is quickly moving up the rankings, and today has 12.3 million monthly users (of which 77% are young women).
This shift in popularity is largely due to the crossover between Instagram and other platforms where users can use great photo editing tools. This allows you to enhance and capture a photo and then post it on both Instagram and other popular social media sites.
While Instagram's core features continue to be easy to access and use, there are several options for tools and third party applications, which most users don’t even know about. It is expected that this platform will soon top the popularity ratings of social networks in most countries.
Concluding this review, it is worth noting that the success of such unique social networks as VK and OK in Russia and neighboring countries may surprise those who are accustomed to Facebook, Twitter and Instagram, which have a complete monopoly in the world.
There are definitely a number of advantages to sites targeting a specific user base, whether geographically (as in these examples) or based on demographics (age of users).
Social networks in Russia, winter 2015-2016 Figures, trends, forecasts
We present data from a regular study of the active audience of social networks in Russia, winter 2015-2016.
The study presents data on the audience, age, gender and regional distribution of authors of social networks in Russia. The study includes data on the most popular authors and groups for each social network.
The main focus of the study is on the active (writing) audience, as we study social networks as a means of public communication and their influence on the formation of public opinion.
Basic data is presented below, presentation full version research “Social networks in Russia, winter 2015-2016”, including the Top 20 authors and groups in social networks, is available at the link.
Social media activity
One of the key indicators of the “vital activity” of a social network is the number of “speaking” users who openly express their position through public messages on social media. There were about such active authors in Russia in December 2015 37 million man, they generated 588 million messages per month. Active authors creating public content make social networks a relevant indicator of public sentiment, allowing one to catch “living” social problems at the very beginning of the formation of significant trends.
VKontakte is the leader in the number of Russian authors writing. – 18.8 million unique authors. Instagram, which is next in second place, has incredible growth rates; in December, this network recorded 10.6 million authors, almost 5 times more than in the spring of 2015. Third place – Twitter – the number of active authors here continues to decline; in December, slightly more than 1 million people
When it comes to the number of messages posted on social media every day, there is no such drastic change. In first place, as before, is VKontakte, second is Twitter, then Instagram and Facebook.
* Odnoklassniki - data on Top 100,000 groups
Twitter traditionally leads in terms of engagement, although the average number of messages became slightly lower in the winter - there are an average of 90 messages per month per active author on this network. Second place - LiveJournal - on average, 49 messages per author, third - Facebook - 39 messages per author. VKontakte and Odnoklassniki are very close in this indicator - 15 and 14 messages per author, respectively.
Social media audience
According to TNS, the monthly audience of most social networks has decreased slightly, but there are also sources that have shown growth. Thus, the VKontakte audience stopped at 46.6 million people, second place – Odnoklassniki ( 31.5 million Human). The Facebook audience in December 2015 was 21.7 million people, My World is located nearby - 16.6 million people and LiveJournal, with an audience 15.2 million people By December 2015, the Instagram audience increased by 2 million and amounted to 12.3 million people The Twitter audience remained virtually unchanged and equal 7.7 million people
Statistics for Russia for each social network
Monthly audience - 46.6 million people, 40% of whom are 18,8 million - showed public activity.
As for the age structure of VKontakte authors, one can note an increase in the number of authors aged 25-34 years old, their share was 32.1%, a slightly higher share of authors aged 18-24 years old - 32.3%, authors under 18 years old - 24%, over 35 years, only 11.6% of active authors.
The geographical distribution of VKontakte authors is smoothly redistributed towards more uniform regional penetration - in first place is St. Petersburg with a network penetration level of 31,7%
, on the second - Moscow with 23%
registered population, then Murmansk and Kaliningrad region and Sevastopol - 19.4%, 19.3% and 18.8% population activity accordingly.
Instagram's monthly audience in November 2015 was 12.3 million people, and the number of active authors is 10.7 million Human.
Instagram remains the most feminine of all social networks in Russia; in the winter of 2015-16, 77.1% of active authors were representatives of the fair sex.
The penetration level on Instagram has remained virtually unchanged – they are still in the lead Leningrad region – 38% population, Moscow – 22,3% population and the Sakhalin region - 17,2%.
In the age structure of Facebook, the categories from 25 to 34 years old and 35-44 years old are still leading - their share was 35.3% and 32.6%, respectively. 6.1% of authors are under 24 years of age, and a total of 26.1% of authors are over 44.
It is worth noting that Facebook remains a unique social network in the Russian Federation both in terms of the age structure of its authors - more than 65% of whom are aged 25-44 years, and in terms of public content - it is a network focused primarily on business contacts and businesses.
The gender distribution of the Russian-speaking part of Facebook continues to shift towards the weaker sex ( 58 % of authors).
The geographical cross-section demonstrates stability - most regions retained their positions: Moscow - 6.4% of the population, Altai - 3.75%, Yaroslavl region - 3.2%.
Data on Odnoklassniki is presented for Russian authors in the Top 100,000 groups.
Odnoklassniki, as before, remains primarily a platform for interpersonal communication. The network's monthly audience is 31.5 million people, while public activity in groups is demonstrated by only 1.1 million authors.
In Odnoklassniki, as before, the bulk of active authors are in the age group of 24-34 years old – 26.6%. Almost equal shares fall on the groups 35-44 and 55 and older – 20.7% and 20.9%, respectively. There are only 15.8% of active authors under 24 years of age.
In November 2015, the Twitter audience was 7.7 million people, and the number of active authors is 1 million people.
On Twitter, the share of men among authors continues to grow; in December 2015, the share was already 51.6%. A year ago, in December 2014, men on Twitter were 45.6%, and in the spring of 2015 - already 50.6%.
In terms of Twitter penetration, the leadership remained with St. Petersburg - 2.1%. Almost the same penetration was recorded in Moscow – 2% of the population. The third place was taken by the Novosibirsk region, penetration there was 1%.
The network's monthly audience decreased by 10 million people and amounted to 16.6 million, and the number of active authors is 830 thousand people.
The gender structure of My World has practically not changed, 41,8 % of men and 58,2 % women.
LiveJournal remains a platform for those who like to “read, not talk”: from 15 million people monthly audience, only active 111 thousand authors.
The age structure of LiveJournal is stable, the largest share of authors falls in the groups of 18-24 years old - 37.2% and 25-34 years old - 35.8%.
Comparison of socio-demographic characteristics of authors
Over the past six months, social media has managed to mature, the proportion of authors under 18 years of age has decreased, authors aged 18-24 and 25-24 years predominate in LiveJournal and VKontakte, in other networks - authors aged 25-34 and 35-44 years.
For Twitter and Instagram, there is no data on the age of active creators.
Trends and Forecasts
- There is a significant increase in activity in the Russian segment Instagram. Moreover, most Instagram authors are active users other social networks - the share of cross-posting from Instagram to other social networks exceeds 50% of messages.
- The Russian part continues to grow Facebook. Moreover, this growth is observed primarily in the field of business contacts and business. Facebook's share in analyzing business topics often accounts for more than 30% of the total volume of social media data on the topic.
- Active growth continues review sites- both in terms of the number of new reviews and traffic.
- The Russian part is slowly losing activity Twitter. At the same time, the activity of spam bots on Twitter is also decreasing, but nevertheless it still accounts for more than 30% of the flow.
Basic research terms:
Message - any open (public) post - in status, on the wall, in groups, comments, etc. Messages in personal correspondence or in the “friends only” mode are not taken into account.
Audience - the number of people who visited the site at least once a month.
All-Russian Center for the Study of Public Opinion (VTsIOM), in December 2017, social networks used almost daily 45% surveyed Russians aged 18 years and older. Another 25% log into their accounts, but not that often.
About a third are completely excluded from social media (20% due to the fact that they do not have access to the Internet and another 10% do not have a single account).
The maximum level of involvement is among young people - in the group of 18-24 years old, 91% use social networks almost daily, among respondents 25-34 years old, 69%, 35-44 years old - 50%, 45-59 years old - 31%, in the older group 60 years old - only 15%.
The most popular network is VKontakte - among all respondents, 28% said they visit it daily, second place is Odnoklassniki (19%), third is Instagram (14%); the share of the daily Google+ audience is 7%, Facebook and My World got 4% each, Twitter and LiveJournal got 1% each.
Any number of answers could be given to this question; the question was asked only to those using the Internet.
VKontakte and Instagram can be classified primarily as youth communities. VKontakte - 40% of the audience are people aged 25–34 years. Among Instagram users, 38% are aged 18-24 years, 37% are aged 25-34 years.
Among the daily audience of Odnoklassniki, the most common group is 25-34 years old (28%). In social Facebook networks and My World predominantly has an older audience. Facebook is most often used by Russians aged 35 to 44 years (28%) and from 45 to 59 (26%), the core of the My World audience is 45-59 year olds (39%).
According to a GfK study, in August 2017, 93% of Russian Internet users aged 14 years and older used social networks. This amounts to more than 78 million people. Communication on social networks accounts for 32% of all time spent online.
According to a survey by the Public Opinion Foundation (FOM) *, in January 2016, 87% of Internet users use social networks, of which 51% have accounts in several online communities. 13% do not use social networks, only 2% among 18-24 year olds, and 28% among people aged 50 and older.
66% of Internet users (of those who use social networks) access social networking sites daily. 12% of respondents admitted that almost all of their time online is spent only on social networks (87% of respondents answered, one answer).
The Top 3 for the use of social networks, in all age groups, included the following activities: communicating with friends and acquaintances, learning news and events, and it turned out that this topic is more in demand among the youngest age group (18 - 24 years old), watching videos and listen to audio files.
* Survey of a weekly audience of Internet users. January 15–19, 2016. 104 settlements, 53 subjects of the Russian Federation, 1000 respondents. Interview at the place of residence. The statistical error does not exceed 4.3%.
The social network turned 11 years old on October 10, 2017 "In contact with". Its founder is Pavel Durov. At the end of January 2014, he sold his share of the social network and started working on the Telegram messenger. Now VKontakte belongs to Mail.Ru.Group.
78% of small business entrepreneurs in the Russian Federation consider social networks to be an effective channel for attracting customers, and 50% of companies already have their own pages.
Almost half of entrepreneurs use VKontakte in their work. Second place is occupied by Odnoklassniki - 22% of surveyed companies maintain their accounts there; Facebook is in third place with a share of 11%. (Adindex.ru, July 2015)
According to a VTsIOM survey conducted in March and June 2015, the most visited online services for communication are VKontakte - 55% (in 2012 - 51%) and Odnoklassniki - 54% (in 2012 - 61%).
At the same time, VKontakte can be called more likely a youth resource (85% of those aged 18-24 use it, and only 30% of those aged 45-59), while Odnoklassniki is more often preferred by middle-aged people (59% - from 35 to 44 years old) than the student audience (48% - from 18 to 24 years old).
19% go to “My World”, 16% have accounts on Facebook, 8% post and view photos on Instagram, and 7% write and read messages on Twitter. They visit Livejournal (3%), Mamba.ru (3%), LiveInternet (2%), “My Circle”, etc. less often.
70 million - the number of users per day on VKontakte. “These are people of all ages. We do not have a target audience. More and more users are moving to mobile. Now they are 50%,” said social network press secretary Georgy Lobushkin on April 15, 2015 on the radio station
The growth in popularity of social networks is surprising in its consistency. Willy-nilly, thoughts creep in that this might be interrupted, because everything has a “ceiling.” But so far this does not threaten anyone. People cannot live without social platforms. They spend a lot of time on them.
We need to take a closer look at what users are doing here.
Let's talk about statistics on the use of social platforms!
Instagram Statistics
- The most popular page on Instagram is the social network profile itself. It boasts 233 million followers;
- 80% of people follow at least one business account. Of these, 200 million actively follow the brand’s pages;
- “Stories” on Instagram are 2 times more popular than Snapchat;
- 85% of the world's popular brands have an account on the mentioned social network.
YouTube Statistics
Twitter Statistics
VKontakte statistics
- 97 million users visit the social network daily;
- 5 billion messages – briefly about the daily correspondence of VK users;
- 77% of users access VK from mobile devices;
- VKontakte ranks 2nd in activity among all social platforms. 1st place went to YouTube (this statistics is taken for Russia and the CIS countries);
- 9 billion records are viewed by network users every day.
Odnoklassniki statistics
- The social network has 330 million users, and these numbers are constantly growing;
- The overwhelming number of site users are over 25 years old and under 34 years old;
- 40% of the audience lives in small cities with a population of up to 100,000 people;
- In 1 month, social network users give each other more than 1.5 billion gifts (their price tag varies from 1 to 60 rubles);
- Odnoklassniki record: 500 million video views in 24 hours.
It should be noted that enormous amounts of money are spent on SMM every year. This once again confirms the effectiveness of this tool. Moreover, these indicators are constantly rising! It's time to draw conclusions.
Today, with the help of search engines, you can find almost any information in. The main task of the software is a simple interface and providing users with information that meets their needs. Statistics search engines allows you to make a rating of popular services and determine the share of each of them in different countries peace.
Operating principle of the PS
The first search engines appeared in early 1990. At that time, the number of Internet users was insignificant. There was also little information about websites. As the number of users increased, the popularity of search engines began to grow.
At the initial stage, the database was collected manually. Now the work is done by robots automatic mode. Each PS has its own algorithm of actions. However, the operating principles of search engines are very similar. The main task is to display results that best suit the user's request. Procedure:
- Scanning– study of all sites.
- Indexing in search engines– each page is assigned a specific index, thanks to which it is carried out quick search according to their content.
- Ranging– found pages are built in in order of greatest relevance to the search query.
Search engine algorithms determine the site's place in the search results. A search engine is a robot that does not see the design. It only recognizes text. largely depends on how useful the information is.
Types of search engines
There are the following types of search engines:
- catalogs(Wikipedia);
- rating systems– determine popularity based on the number of visits;
- pointers– search is carried out using key phrases.
Information search systems are also divided into global and local.
Google search engine is the largest in the world. It accounts for over 90% of the total market. Search engine statistics indicate that 1/3 of all google.com traffic comes from US residents. Google hosting share:
How can I see the most popular queries? This opportunity is provided by the Google Trends tool. Just follow the link – https://trends.google.com/trends/?geo=US. Here you can find out the number of requests by region or over a certain time.
You can save money on air travel by using airfare search engines. Aviasales is one of the first search engines on the Runet. The resource has access to a database of about 700 airlines.
The Kupibilet search engine offers a bonus system. When purchasing tickets, the client is awarded bonuses that can be used when placing his next order.
You can book hotels using separate search engines. For example, the Grand Tour service allows you to select a hotel and room based on the quality of service. Additionally, you can book a hotel room using Hotelscan and Booking. Top hotel search engines:
- Tripadvisor.
- Hotels.com.
- Accorhotels.
- Trivago.
- Svyaznoy.travel.
Image search engines
One of the best image search engines is Google Image. To find, you need to write in the search bar and press Enter. Other thematic search engines:
- CC Search.
- Photo Pin.
- PicFindr.
- Veezzle.
- Every Stock Photo.
People search engines
One of the most popular search engines is the website of the “Wait for Me” program. Just follow the link – https://poisk.vid.ru/. The user needs to enter the first and last name of the person they are looking for and press the “Search” button.
The poisk365 website searches for people using databases. However, some people's data may be missing.
On the website centrpoisk.ru you can find a person using any known data (down to the car number).
To find a person in the Odnoklassniki search engine, you need to enter the first and last name in the “Search” line. It is located in the upper right corner. You can also click on the “Find new friends” button under your avatar.
Search engines FSS and FIPS
The FSS search system was created in 1997. Unregistered users can find the following information:
- details for paying insurance premiums;
- registration number of the policyholder.
The following options are available to registered users:
- reporting preparation service;
- policyholder card;
- settlements between the policyholder and the fund.
FIPS search system (Federal State state-financed organization) is located at http://www1.fips.ru. To use the service, press the “Go to search” button. The site provides free and paid access.
Transitions from search engines
Transitions from search engines are recorded by the service. Data analysis allows you to evaluate the results of website promotion in search results.
How to find out statistics of transitions to a website from search engines? Initially, the webmaster needs to log in to Yandex. Metric. Then click “Reports – Standard reports – Search engines”.
Website statistics in search engines display the number of visits, visitors, bounces, browsing depth and time spent on the site.
One of the powerful free website analytics services is. The resource allows you to track conversions, key indicators, session duration and much more. Statistics of conversions from search engines for August 2018:
Search engines in Ukraine
Statistics on the use of search engines show that Google is considered the most popular in Ukraine. In 2017, the search engine share was 82%. Yandex is in second place – 13.5%. The third place is occupied by mail.ru – 2.33%. Ukrainian search engine rating:
Search engines in Russia
In RuNet, the leading positions are occupied by Yandex and Google. What are the statistics on the use of search engines in Russia? In 2017, the share of Yandex was 46.34%, Google - 48.97%. The top three is closed by the search engine Mail ru – 2.58%.
Most requests from mobile devices were made through Google - 63.93%, Yandex - 34.21% and Yahoo - 0.58%.
Search engine statistics in Russia show that on PCs they mainly use Yandex - 53.42%, Google - 40.66%, Mail.ru - 4.16%.
In 2011, information appeared about the allocation of funds for the creation of a national search system in Russia. Sputnik was launched in 2014. Its creator is Rostelecom.
In the first week, the Sputnik search engine was visited by 2 million people. However, the project failed to achieve good results. Today it exists thanks to government support.
The list of Russian search engines also includes Aport. The resource was launched in 1996. In 2012, the Aport search engine was bought by Andrey Bronetsky, owner of the Mamba website. The search engine was disabled and became a price aggregator (electronic trading platform).
Search engines in the USA
Search engines in the USA give first place to the brainchild Google. In 2017, the search engine share was 86.39%. In second place is Bing - 7.46%. Yahoo closes the top three with 5.06%.
Search engine statistics on mobile devices:
- Google – 96.29%.
- Yahoo! – 2.59%.
- Bing – 0.61%.
Statistics of US search engines on computers:
- Google – 79.47%.
- Bing – 11.63%.
- Yahoo! – 7.2%.
Search engines in Belarus
Search engine statistics in Belarus are somewhat different. Internet users prefer Google, Yandex and Mail.ru. In 2017, the share of the Google search engine was 67.21%. Yandex is in second place – 25.47%. The top three is closed by Mail ru – 5.89%. Dynamics of search engines in Belarus in 2018:
Search engines in Kazakhstan
The most popular search engines in Kazakhstan are Google, Yandex and Mail.ru. In 2017, Google took first place with 71.5%. Yandex is in second place – 16.47%. The top three is closed by Mail ru – 10.57%.
Search engines in Germany
The most popular search engines in Germany are Google, Bing, Yahoo! The clear leader is Google – 92.14%. In second place is Bing - 5.25%. Yahoo closes the top three with 1.64%. Search engine rankings in 2018:
Search engines in France
French search engine statistics give first place to the brainchild of Google. In 2017, the search engine share was 91.77%. Bing is in second place with 4.98%. Yahoo closes the top three with 2.3%.
Search engines in Poland
Google is the leader among search engines in Poland. In 2017, the search engine share was 97.73%. Bing is in second place with 1.45%. The top three is closed by Yahoo – 0.45%.
The shares of search engines on mobile devices are somewhat different. The absolute leader is Google – 99.69%. Bing and Yahoo each accounted for 0.13% of the market.
Search engines in China
The main search engine in China is Baidu. In 2017, the search engine share was 77.31%. Haosou is in second place with 8.06%. The top three is closed by Shenma – 7.72%. Search engine statistics on mobile devices:
- Baidu – 83.97%.
- Shenma – 10.96%.
- Sogou – 3.47%.
Percentage of search engine usage on computers:
- Baidu – 59.47%.
- Haosou – 27.34%.
- Google – 4.57%.
Top search engines in China in 2018:
Search engines in Turkey
Most people in Turkey prefer to use Google. In 2017, the search engine share was 97.22%. Yandex is in second place - 2.3%. The top three is closed by Yahoo – 0.23%. Shares of search engines in Turkey by month:
Search engines in Italy
The most popular search engine in Italy is Google. In 2017, the search engine share was 94.21%. Bing is in second place with 3.55%. Yahoo closes the top three with 1.65%. Search engine statistics on mobile devices:
- Google – 98.51%.
- Yahoo – 0.98%.
- Bing – 0.31%.
Percentage of search engine usage on computers:
- Google – 90.5%.
- Bing – 6.37%.
- Yahoo! – 2.22%.
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