Age audience of social networks. Features of the VKontakte audience

Today, social networks are so firmly rooted in our lives that the composition of the top five most popular social platforms remains virtually unchanged from year to year. However, the penetration and use of these social networks varies depending on geography and demographic factors. Understanding these differences plays a big role when targeting specific audiences. When comparing the most popular social networks, it is important to pay attention not to the number of registered accounts, but to the number active users. From the review you will learn which social networks are growing faster than others, and which are currently in decline.

The most popular social platforms

The chart, produced by analytics agency Statista, gives a clear picture of the number of active users (in millions) on the world's most popular social networks. Headed by Facebook list. This can hardly surprise anyone. Facebook holds the majority of the market share with over 2 billion active users. In January 2017, the giant's closest competitor was WhatsApp, which is also owned by Facebook. Then he was in second place. Today, YouTube is in second place with 1.5 billion active users. Facebook Messenger and WhatsApp take third and fourth place respectively.

They are followed by platforms, the majority of whose audience is located in the Asia-Pacific region. These are QQ, WeChat and Qzone (with more than 600 million active users). This shows that in the Asia-Pacific countries there is whole line popular social media. After them, we see a cluster of platforms popular mainly in the West - Tumblr, Instagram and Twitter.

What about in Russia?

In Russia, the penetration of social networks is estimated at 47%; 67.8 million Russians have accounts on them. According to Statista, YouTube is used most actively in the Russian Federation (63% of respondents), VKontakte takes second place - 61%. Global leader Facebook is only in fourth place with an indicator of 35%. Skype and WhatsApp dominate among instant messengers (38% each).

Social networks that are growing faster than others

Marketers usually don’t spend much time on SMM. Which social network should you concentrate your efforts on? Twitter, which amassed 313 million users between 2010 and 2017, has seen the slowest growth compared to its biggest competitors Facebook, WhatsApp and China's WeChat. Founded in 2013, Instagram had already surpassed Twitter in terms of audience size by 2014.

A new study from Statista shows that Twitter fell far behind its peers in 2017. It showed the lowest growth in monthly active audience, which was only 23 million from Q3 2015 to Q3 2017. Facebook, meanwhile, grew by 461 million.

How users interact with brands on social networks

Knowing how to behave and what posts to make on social media is also important, since it shapes the image of your brand and, as a result, encourages users to buy your products or, conversely, unsubscribe from your groups. Social media is increasingly being used as a customer service platform where customers, existing and potential, want answers to their questions in real time. A chart taken from a Sprout Social report shows that 48% of users can be persuaded to buy by quickly answering questions in a group. 46% respond positively to promotions, and 42% may choose a brand's product if its page provides educational content. 27% of surveyed users admitted that they would be willing to make a purchase if they were shown materials that are usually left behind the scenes.

Half of Sprout Social survey respondents said they would unfollow a brand's community if I posted content that they found offensive, and 27% said they would mark a brand and its page as spam and block it. That is why, to reach and engage your potential clients It's so important to publish relevant and interesting content that resonates with your target audience.

Social networks with the most active audience

An important factor that influences how much time we should devote to SMM on a particular social network is the level of audience engagement. Here again, Facebook dominates, and also has the highest engagement over time, according to data from analytics firm comScore's study of a panel of US consumers.

Facebook's success is amazing. In addition to the social network itself occupying the top spot, other corporate-owned platforms also took second and third place. Facebook Messenger has a 47% penetration rate, with Instagram right behind it.

From the latest data from Pew Internet, shown in the chart below, we can see that Facebook also leads in the number of active audiences per day. 76% of users log into the social network every day, on Instagram this figure is 51%. Only 42% of Twitter users check it daily, which is almost half that of Facebook.

The average daily duration of use of social networks in the United States is 2 hours 1 minute; in Russia, users spend a little more time on social platforms - 2 hours 19 minutes.

Engagement rates in different social networks

Marketing analytics company TrackMaven analyzed 51 million posts from companies across 130 industries to find out which social networks have the highest engagement rates. The results showed that the absolute leader in terms of engagement per 1000 subscribers is Instagram. This is so much higher than other social networks that we had to create a separate chart to illustrate the difference between Facebook, LinkedIn and Twitter.

As you can see from the second graph, Facebook is significantly ahead of Twitter and LinkedIn. This is largely due to the fact that more people post on Twitter because there is no algorithm to show content to only a small portion of the audience. Because of this, brands have to flood their feeds with posts to break through the information noise. This, in turn, reduces the response rate to publications. Below is the average daily number of posts per account on three social networks.

General statistics on social media usage around the world

Every year, WeAreSocial updates its comprehensive Global Digital Report, which compiles actionable data on social media around the world. From it you can find out how differently social platforms are used in different parts of the world. It is surprising that Western countries are seriously lagging behind in the rate of penetration of social networks.

Below are the main conclusions of the studies.

• The number of Internet users in 2018 reached 4.021 billion people, which is 7 percent more than a year ago.
• Audience social networks in 2018 there are 3.196 billion people - 13% higher than last year's figure.
• Number of users mobile phones is 5.135 billion people, this means plus 4% compared to last year.

The numbers are growing rapidly, especially for active users of social networks with mobile devices— penetration level 39%, which is 5% more than in 2017.

If we talk about the structure of web traffic depending on the type of device, then the most traffic is generated by mobile users(52%, which is 4% higher than last year). Only 43% of all web pages are visited from desktops, which is 3% lower than last year.

Northern, Western and Southern Europe, as well as North America, boast the most high level Internet penetration - 74%-94% of the total population use worldwide network. In Russia, 110 million people use the Internet—76% of the total population.

The growth in the global audience of social networks since January 2017 was 13%. The fastest growth in the number of users is observed in Saudi Arabia. Since January 2017, their number has increased by 32%, the global average is 17%. Other countries with the highest growth rates include India, Indonesia and Ghana. The reason for the jump was the development of technology, which made it easier for the population to access social platforms. Social networks grew the slowest in the UAE, South Korea and the UK -<5%. В России пользователей соцсетей стало на 8 826 000 человек больше (+15% к прошлогоднему значению).

Since Facebook has the largest share of users, it would be useful to know how the content you post will perform on the social network and what features to use to increase its reach. According to social network statistics, the average reach of a publication is 10.7%, with organic posts having 8% (organic reach in Russia is 11.3%), and for paid posts this value is 26.8% (27.4% in Russia) . Organic and paid Facebook posts have huge potential. It is important to target publications correctly in order to receive quality leads.

You can get a more complete picture of the state of the global digital market in 2018 by studying our review of the Internet 2017-2018 in the world and in Russia: statistics and trends, which we prepared based on the Global Digital 2018 study.

Popularity of social networks by country

The graph below from the GlobalWebIndex report, based on a survey of Internet users, perfectly reflects the popularity of various social networks by country. Indonesia, the Philippines, Mexico, India and Brazil are among the top ten most active audiences on each social network, significantly ahead of the US, UK and European countries.

Of the four social networks presented (Facebook, YouTube, Twitter and Google+), Russians are the most active users of the video service. Twitter and Google+ are used relatively often by only 20% of our compatriots, and Facebook is regularly viewed by just over 40%.

Demographic statistics of social media use

As can be seen from the graph, different age groups have a similar pattern of social media use. This suggests that social networks have reached a stage of maturity where they can reach all demographic groups, regardless of age and gender. The exceptions are Instagram and Tumblr, which have younger audiences.

Strategies for interacting with social media audiences

According to The State of Social 2018 study, 96% of brands have a presence on Facebook.

Moreover, only half of the respondents have a documented SMM strategy. Large businesses are a little more responsible about this issue than small companies (60% said they have such a document).

When it comes to the types of content brands publish, images, links, and text lead the way. Even though video posts tend to get the most engagement, video content only comes in fourth. This is primarily due to the complexity of creating such materials.

At the end of 2017, Smart Insights, together with Clutch, conducted a survey among business representatives, in which they asked which social networks were of the greatest value to them. It turned out that among B2C companies Facebook is considered the most effective (93% of respondents), and most B2B companies prefer LinkedIn (93%).

The Value of Social Media for Brands in 2018

1. If you think that your target audience is not on social networks, you are mistaken.

Through social networks you can reach any audience, regardless of gender, age, social status. 98% of online consumers are registered on social networks, a fairly large part of them are adults 55-64 years old.

1. People devote a third of their time on the Internet to social networks.

The average user spends 2 hours 15 minutes a day scrolling through their feed and communicating on social platforms, and young people aged 16-24 spend almost three hours. If you do not consider SMM as a channel for attracting customers, then you are voluntarily giving up the attention of your target audience to your competitors.

1. Half of all social media users follow brand pages.

4 out of 10 internet users follow their favorite companies on social media, and a quarter follow brands when planning to buy something. People respond positively to such content, so an active presence on social media is of great value to companies.

1. Social networks are the main source of information for consumers.

People aged 16-24 prefer to look for information about brands on social networks rather than on search engines. A quarter of users in this age group admit that a large number of likes on a brand’s page can persuade them to make a purchase. In the group of 35-44 years old, 20% of respondents said the same. Social commerce can be considered one of the main channels for generating profit, which means it is important to diversify your efforts and not rely only on advertising.

1. Watching videos is a favorite pastime on social media.

Facebook is the largest social network in terms of number of users, but YouTube takes first place in terms of traffic and the reason is because of the video. Video posts receive the most active response, and that is why leading brands constantly publish videos on their pages.

The following materials were used in preparing the article:

1. Global Social Media Research Summary 2018 by Smart Insights
2. The State of Social 2018 report by Social Media Week
3. The Biggest Social Media Trends Shaping 2018 article published on the GlobalWebIndex blog
4. Social Networks Study: How social networks were used in 2017 by analytical agency Metricool
5. Global Digital 2018 report package compiled by WeAreSocial analytical agency

Do you want to order the maintenance of your company’s communities on social networks? Contact us by phone:

Who is more interested in social networks and who is indifferent to them? How do the audiences of each of the popular social networks differ from each other? About all this and a little more - in our new material dedicated to the published data from a sociological study of popular Internet sites.

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.

Ever wondered how much bigger Facebook is than VKontakte? Or what do the Chinese do without Twitter?

And we thought.

Practically every an Internet user is registered in one or another social network. Today these are not just communication tools, but entire media platforms owned by world-famous IT giants. Here are some of them.

Facebook

from left to right: Mark Zuckerberg, Eduardo Saverin, Dustin Moskowitz and Chris Hughes

The most popular social network in the world needs no introduction. It was created by Mark Zuckerberg and his roommates Eduardo Saverin, Dustin Moskovitz and Chris Hughes. On February 4, 2004, a social network called Thefacebook was opened to Harvard students. The worldwide launch took place on September 26, 2006.

according to Bitly Science Team

Today's Facebook received ubiquitous spreading. Of course, the popularity of the network differs in different countries. For example, in China it is banned, in North Korea things are no better, and in Russia VKontakte and Odnoklassniki have pulled the blanket. Nevertheless, about 25,000,000 users use Facebook in our country.

in Russia, based on Brand Analytics materials

QZone is the most popular social network. China network.

Its audience numbers 755,000,000 users, which is second indicator among all the social networks in the world.

The Qzone members are predominantly men (57% versus 43% women) aged 26 to 30 years. For some reason, there is no data on those who are under nineteen, either these are the peculiarities of the legislation, or they hide their age. :)

from left to right: Founder Ma Huaten, Executive Vice President Seng Yee Lau

The network is owned by the telecommunications giant Tencent (messengers QQ and WeChat are also their work). By the way, the CEO of the company, founder Ma Huateng acquired 10.26% of the shares the familiar DST fund, and this is the part of Mail.ru that is responsible for foreign investment.

Comparison

For more and visibility, we have summarized the above indicators into charts. Everyone loves diagrams? To estimate the real audience, we usually take the number of active users per month or per day.

number of social network users who have been active over the past month

The fact that Facebook is the most popular in the world did not raise any questions. This preponderance is amazing; the number of active Facebook users is almost equal to the audience everyone else mentioned social networks in total.

capitalization of companies owning social networks

The Chinese telecommunications giant is not far behind the undisputed leader. Not surprisingly, in addition to QZone, Tencent owns other social networks, several instant messengers and free-to-play games. Reminds me of Russian Mail.ru, increased several times. By the way, despite its modest capitalization compared to others, the Russian company pursues a bold investment policy and diversifies its assets. Of the six social networks reviewed. networks, Mail.ru capital is represented in four directly, and in one indirectly.

(5.00 out of 5, rated: 3 )

If you want to successfully promote products and services on social networks, then first of all you need to get to know the visitors of the platform you are interested in. In this article we will find out who the target audience of Odnoklassniki is, which has been among the top 10 most popular sites in Russia for several years and hardly needs any introduction.

"Age" social network - myth or reality?

The stereotype about the “age” of “Odnoklassniki” can be compared to an annoying song that is attached against one’s desire. As a result, even people far from social networks believe that the audience of the Odnoklassniki website is “older” users. The vagueness of the wording “older” gives free rein to interpretations: “middle-aged people”, “those over 40” and even “retired people”. Let's try to understand the true state of affairs.

Probably, any stereotype has some truth behind it. This is also true for OK.ru. If you think about it, some information is already contained in the title itself: find those with whom you once went to school (it is assumed that you graduated from school a long time ago, and connections from that time are not maintained). At the dawn of Odnoklassniki’s existence, their “age” status was not a myth, but a reality, but this was fully consistent with the original concept of the site. According to data for 2008, the majority of OK users at that time were people aged 25 to 34 years.

But we must not lose sight of the volatility that is inherent to the entire Internet and, in particular, social networks. “Odnoklassniki” is not a static and fossilized formation; they do not stand still, they transform and evolve. Almost a decade has passed since their launch, and the 2008 statistics today seem, to put it mildly, irrelevant. Experts note that modern Odnoklassniki seeks to expand its audience to young people, without losing the proven “mature” segment.

This idea has every chance of being successfully implemented, because OK.ru is an entertainment platform where everyone will find interesting content, as well as games, films or music to suit their taste. But only time will tell whether these efforts will lead to the desired result, but for now the Odnoklassniki audience is distributed as follows: the majority of users (35%) are people 25–35 years old, with women and men equally divided in this category. But in other age groups the ratio of women to men fluctuates:

According to other data, Odnoklassniki is a distinctly “female” site (almost 70% of women versus 30% of men). In this regard, “female” and “family” content is constantly popular here.

It is important to take into account not only the gender and age characteristics of users, but also their geographical distribution, interests and much, much more. For example, the audience of the Odnoklassniki website is more “regional” compared to the metropolitan audience of Facebook or VKontakte.

A typical Odnoklassniki user - what is his character like?

Despite the many variables, it is quite possible to draw some kind of average “portrait” of a visitor to Odnoklassniki.

The Odnoklassniki audience is concentrated primarily on internal communication, that is, viewing profiles and exchanging messages. People are much less interested in the news feed. Users are not very picky about the quality of photo content and illustrations, but at the same time they love graphics and videos more than texts. This distinctive feature of perception is quite easy to take into account when adapting content to the platform, so ignoring it would be a serious mistake.

From a marketing point of view, the audience of the Odnoklassniki website is ideal for promoting the mass segment. Here are a few characteristic features: high purchasing and user activity, low average bill, active user participation in competitions and a large number of likes to publications.

However, analysts do not advise marketers to “fly around the top” and be content with the average user image. There are a limitless number of nuances here, so clumsy methods of work are unlikely to be effective.

The world of SMM does not stand still: new platforms and functions appear, user behavior and content change. How to keep up with this pace? But you have to keep up, because the quality of a marketer’s work directly depends on understanding the characteristics of the target audience and their preferences.

You can stay head and shoulders ahead of your competitors only if you have the most relevant and significant information. To save your precious time, we have collected the hottest facts about the most popular Russian social networks: VKontakte and Odnoklassniki.

Which audience is most active on each of these platforms? Which social network do Russians choose to exchange messages? What changes can we expect in the near future? You will find the answers to all these questions in today's infographic.

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 37 million man, they generated 588 million messages per month.

How many messages?

In terms of the number of messages posted on social media every day, there is no change. In first place, as before, is VKontakte.

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).

A little bit of statistics

In contact with

Monthly audience

46.6 million Human

Active

18.8 million users

• Men - 43.7%
• Women - 56.3%

• St. Petersburg – 1594824
• Moscow – 2773482
• Murmansk region – 151315
• Kaliningrad region – 183858
• Sevastopol – 72129
• Republic of Karelia – 116724
• Vologorod region – 220191
• Republic of Tatarstan – 640100
• Chelyabinsk region – 571798
• Arkhangelsk region – 190003

Classmates

Monthly audience

31 514 000 million Human

Active

1.12 million users

Floor auto ditch

• Men - 30.9%
• Women - 61.1%

• Jewish auto. Region – 3512
• Sakhalin region – 9264
• Transbaikal region - 20318
• Khabarovsk region - 20111
• Amur region - 11304
• Irkutsk region - 31096
• Primorsky Krai - 4529
• Tomsk region – 13434
• Khanty-Mansi Autonomous Region O. – 19247
• Kalaningrad region –11272

More about the leader

• More than 380 million users.
• More 80 000 000 visitors visit the site every day.
• More 2 500 000 000 pages are opened daily.
• Approximately 65% visitors live in Russia.
• 24% visitors from Russia live in Moscow
• 11% visitors from Russia live in St. Petersburg.

Forecasts

Analysts believe that there is limited potential for large growth in social networks in the next 2-3 years, since they have already reached their natural limit and reach the largest part of the available audience.

However, experts predict the growth of the audience of social networks such as facebook, since he issource of business contacts and platforms for business relationships.

Results

So, VKontakte remains the undisputed leader in Russia. Its closest competitor, Odnoklassniki, lags significantly behind the leader in all respects. And this distribution of forces is unlikely to change in the foreseeable future.

VKontakte has the most “writing” authors; it is here that Russians prefer to share their opinions and discuss important events. Both social networks are dominated by female users, but in Odnoklassniki the difference in gender distribution is more significant.

VKontakte still remains a “youth” platform: its main audience is under 35 years old. On the contrary, classmates are preferred by representatives of the older generation over 35 years old. At the same time, the most active users on both social networks are between 25 and 35 years old.