Mobile

The audience of social networks in the world. Social networks under the microscope, or in search of the target audience

According to recent studies of 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 which 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;

Don't take it given example like 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 own potential clients. 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, recently the VKontakte audience has noticeably matured. 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 the average age of users is around 30-40 years old. 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 are approximately equal in proportion to 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. Here it is not difficult to meet individual entrepreneurs, Internet figures, IT specialists, as well as representatives of the creative class, designers, advertisers ... 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. Facebook's main audience is characterized by social status and not below average income. At the same time, despite the seeming 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.

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

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 presents an incredibly wide opportunity to win an audience at the international level. 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?

Given the high popularity of YouTube, search engines simply cannot ignore its multi-million audience. Therefore, the videos posted on your channel will certainly have a positive impact on the ranking of your brand in search engines(for similar reasons, by the way, do not forget about). This is an excellent tool for brand promotion, including in the international arena. And with the help of some secrets, you can raise the effectiveness of video marketing to a professional level.

Instagram & Pinterest

These photo services were able to gain high popularity with us not so recently. While Instagram is more open to mobile usage, Pinterest is more focused on the desktop user. Despite this, the audience of these social networks is quite close. A typical user is a young person (girl) under the age of 24 years. As a rule, these are the most advanced users, mainly representing large cities. Similar to Twitter, Instagram offers convenient options for the effective use of hashtags.

Who will suit?

Following the principles of the adage “it is better to see once than hear 100 times”, Instagram and Pinterest provide great opportunities for promoting brands that are easy to visualize. This is a great way to make a statement if your product or service is visually aesthetic and attractive. Professional photographers, event organizers, craftsmen and home bakers will easily find their audience here.

At the same time, it is more adapted to the field of decor and handmade, but is a more versatile tool.

Do not forget:

The above description of the most common resources on the Russian-speaking Internet characterizes only their main audience, the so-called "backbone". The number of social media users is huge, and who knows what kind of atypical representative you will find in a particular community.

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 teenagers 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 recent years, the so-called upper segment of the audience has moved into the territory of VKontakte - educated, solvent city dwellers, who previously, as a rule, preferred Facebook. 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 are represented 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 higher education certificates. 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!

Brand Analytics presented data from a regular study of the active audience of social networks in Russia, winter 2015-2016.

The study provides data on the audience, age, gender and regional distribution of authors of social networks in Russia and 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 Brand Analytics studies social networks as a means of public communication and their influence on the formation of public opinion.

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 37 million such active authors in Russia in December 2015, they generated 588 million messages per month. Active authors who create public content make social networks a relevant indicator of public sentiment, allowing them to catch “live” social problems at the very beginning of the formation of significant trends.

In terms of the number of "writing" Russian authors, VKontakte is the leader - 18.8 million unique authors. Instagram, which is next in second place, has an incredible growth rate, in December this network recorded 10.6 million authors, almost 5 times more than in the spring of 2015. Third place is Twitter - the number of active authors here continues to decline, in December it was recorded a little over 1 million people.

As for the number of messages posted daily on social networks, there are no such drastic changes. In the first place, as before, is Vkontakte, in the second - Twitter, then - Instagram and Facebook.

Twitter has traditionally been the leader in terms of engagement, although the average number of messages has become slightly lower in the winter, with an average of 90 messages per active author in this network per month. Second place - LiveJournal - on average, 49 posts per author, third - Facebook - 39 posts per author. VKontakte and Odnoklassniki are very close in terms of 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 an increase. Thus, the audience of VKontakte stopped at 46.6 million people, the second place was taken by Odnoklassniki (31.5 million people). The Facebook audience in December 2015 amounted to 21.7 million people, closely followed by "My World" - 16.6 million people and "LiveJournal", with an audience of 15.2 million people. The audience of Instagram by December, 2015 increased by 2 million people. and amounted to 12.3 million people. The Twitter audience remained virtually unchanged at 7.7 million people.

Statistics for Russia for each social network

The monthly audience is 46.6 million people, 40% of which - 18.8 million - have shown public activity.

As for the age structure of the authors of VKontakte, one can note an increase in the number of authors aged 25-34 years old, their share was 32.1%, the share of authors aged 18-24 years old is slightly higher - 32.3%, authors under 18 years old - 24%, only 11.6% of active authors are over 35 years old.

The geographical distribution of VKontakte authors is gradually redistributed towards more uniform regional penetration - in the first place is St. Petersburg with a network penetration rate of 31.7%, in the second is Moscow with 23% of the registered population, then the Murmansk and Kaliningrad regions and Sevastopol - 19 .4%, 19.3% and 18.8% of the activity of the population, respectively.

The monthly audience of Instagram in November 2015 amounted to 12.3 million people, and the number of active authors - 10.7 million people.

Instagram remains the most female of all social networks in Russia, in the winter of 2015-16, among active authors, 77.1% are the fair sex.

The level of penetration in Instagram has not changed - the Leningrad region is still in the lead - 38% of the population, Moscow - 22.3% of the population and 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 in the lead - their share was 35.3% and 32.6%, respectively. 6.1% of authors are younger than 24 years old, and authors older than 44 total 26.1%.

It is worth noting that Facebook remains a unique social network in the Russian Federation both in terms of the age structure of authors - more than 65% of whom are aged 25-44, and in terms of public content - it is a network focused primarily on business contacts and business.

The gender distribution of the Russian-speaking part of Facebook continues to shift towards the weaker sex (58% of authors).

The geographic profile demonstrates stability - most regions have retained their positions: Moscow - 6.4% of the population, Altai - 3.75%, Yaroslavl region - 3.2%.

Odnoklassniki, as before, remains primarily a platform for interpersonal communication. The monthly audience of the network is 31.5 million people, while only 1.1 million authors demonstrate public activity in groups.

In Odnoklassniki, as before, the main share of active authors is in the age group of 24-34 years - 26.6%. Practically equal shares fall on the groups of 35-44 and 55 and older - 20.7% and 20.9%, respectively. Active authors under the age of 24 are only 15.8%.

In November 2015, Twitter had 7.7 million followers and 1 million active creators.

On Twitter, the share of male authors continues to grow, in December 2015 the share is already 51.6%. A year ago, in December 2014, there were 45.6% of men on Twitter, and in the spring of 2015 it was 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 line was occupied by the Novosibirsk region, penetration in it was 1%.

The monthly audience of the network decreased by 10 million people and amounted to 16.6 million, and the number of active authors - 830 thousand people.

The gender structure of My World has not changed much, 41.8% of men and 58.2% of women.

LiveJournal remains a platform for those who like to “read, not talk”: out of 15 million people in the monthly audience, only 111 thousand authors are active.

The age structure of LiveJournal is stable, the largest proportion of authors falls on the groups of 18-24 years old - 37.2% and 25-34 years old - 35.8%.

Comparison of the socio-demographic characteristics of the authors

Over the past half a year, social media have matured, the share of authors under 18 years of age has decreased, authors aged 18-24 and 25-24 years old prevail in LiveJournal and VKontakte, and authors aged 25-34 and 35-44 years old dominate in other networks.

For Twitter and Instagram, there is no data on the age of active authors.

Trends and Forecasts

There is a significant increase in activity Russian segment Instagram. Moreover, most of the authors of this social network are active users other social media - the share of cross-posting from Instagram to other social networks exceeds 50% of messages.

The growth of the Russian part of facebook continues. Moreover, this growth is observed primarily in the field of business contacts and business. The share of Facebook in the analysis of business topics often makes up more than 30% of the total volume of social media data on the topic.

The active growth of sites with reviews continues - both in the number of new reviews and in traffic.

The Russian part of Twitter is slowly losing activity. At the same time, the activity of spam bots on Twitter is also decreasing, but nevertheless it still makes up more than 30% of the flow.

Basic 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.

Audience - the number of people who visited the site at least once a month.

The Odnoklassniki project's response to the Brand Analytics study

Last week, Brand Analytics released a study on the audience of social networks in Russia. Unfortunately, this is not the first study that comes out on behalf of the agency. According to our observations, report data is often used by brand managers and SMM specialists for work and strategic planning. Not only do we disagree with the results of the study, but we are also forced to report the incorrectness of the numbers and data collection methodology. We would not want partners and colleagues to be misled by false information. We took the amazing BA methodology as a basis and calculated real data. We share them with you.

In December 2015 in Russia, Odnoklassniki recorded 24 million “authors” using Brand Analytics terminology against 1 million, which they mention in their study. The Jewish Autonomous Region, which ranks first in BA's list, is actually in 7th place from the bottom.

Krasnodar region

Samara Region

Khabarovsk region

Moscow (as a city)

Sverdlovsk region

Saint Petersburg (as a city)

Primorsky Krai

Voronezh region

Saratov region

Irkutsk region.

And here are the top regions by the absolute number of authors, in which Moscow is expected to be in first place:

Moscow

Krasnodar region

Sverdlovsk region

Saint Petersburg

Samara Region

Rostov region

Stavropol region

Novosibirsk region

Saratov region

Irkutsk region.

Last year, as a result of a similar study by Brand Analytics, we decided to open the data and provided enhanced access to the API for more accurate data processing. Unfortunately, this did not affect the relevance of the study in any way.

Starting today, we officially close access for Brand Analytics to our API and prohibit the use of grabbers.

If your company is engaged in data analysis and processing, you can get extended access to the API by writing a request to [email protected] with the theme "Analytics".

Brand Analytics commentary

Brand Analytics is in dialogue with representatives of all major social networks, seeing its mission in the further development of social media market measurements, in the development of technological cooperation to solve the stated problem. The degree of discussion of fresh data proves once again that we are only at the beginning of this journey. We appeal to all market participants with an open proposal to discuss mutual steps in this direction and will continue to invest our own resources in the development of research.

A little more about the figures for Odnoklassniki (OK). The study relies solely on data from 100,000 OC groups. An explanation about the use of data only by groups is given in all relevant places in the presentation - next to tables and diagrams. This decision is due to the fact that, unlike the APIs of other Mail.ru Group social networks that we use, the Odnoklassniki API provides data only for groups and does not provide data outside of groups.

Despite the lack of completeness of data, even such figures, an assessment of the social demographic, activity and geography of the authors of OK in a situation of lack of information on this social network, are important for the market - the target audience of many brands is concentrated in Odnoklassniki.

Incorrect interpretation of the presented data on the geography of the authors of the OK in a number of discussions of the results of the study also requires comments. The figures by the number of authors in groups and penetration in the regions are sorted by the second metric - by the penetration of authors in the region, normalized to the population of the region. Correct reading of the presented data removes questions about the activity in the regions of OK users.

In conclusion, let us once again note the usefulness and importance of the current discussion for the further development of the dimensions of the social media segment. We are sure that we, together with our partners from OK, will be able to find the right organizational and technical solution in order to expand the representation of data on one of the main Russian social networks in the near future.

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? And you need to keep up, because the quality of the work of a marketer directly depends on understanding the characteristics of the target audience and their preferences.

You can be head and shoulders ahead of your competitors only if you have the most up-to-date and significant information. To save you 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? What social network do Russians choose for messaging? What changes can be expected in the near future? You will find answers to all these questions in today's infographic.

Social media activity

And how many messages?

As for the number of messages posted daily on social networks, there is no change. In the first place, as before, Vkontakte

Lecture hall

According to TNS, the monthly audience of most social networks has decreased slightly, but there are also sources that have shown an increase. So, the audience of VKontakte stopped at 46.6 million person, second place - Odnoklassniki ( 31.5 million Human).

A bit from 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
Vologorodsk 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

Gender auto ditch

Men - 30.9%
Women - 61.1%

Jewish auth. Region - 3512
Sakhalin region - 9264
Transbaikal region - 20318
Khabarovsk region - 20111
Amur region - 11304
Irkutsk region - 31096
Primorsky Krai - 4529
Tomsk region - 13434
Khanty-Mansiysk Aut. O. - 19247
Kaliningrad region -11272

More about the leader

More than registered on the site 380 million users.
More 80 000 000 visitors visit the site every day.
More 2 500 000 000 pages open daily.
About 65% visitors live in Russia.
24% visitors from Russia live in Moscow
11% visitors from Russia reside in St. Petersburg.

Forecasts

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

However, experts predict an increase in the audience of social networks such as facebook, since he issource of business contacts and platforms for business relations.

Results

So, the undisputed leader in Russia is still VKontakte. Its closest competitor, Odnoklassniki, lags far 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: the age of its main audience is up to 35 years old. Odnoklassniki, on the contrary, are preferred by representatives of the older generation from 35 years old. At the same time, users from 25 to 35 years old are the most active in both social networks.

We present data from a regular study of the active audience of social networks in Russia for May 2017. The study included data on social networks VKontakte, Facebook, Instagram, Twitter, MoiMir and LiveJournal. The main attention is focused 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. The study presents data on the audience, age, gender and regional distribution of authors of social networks in Russia.

Social media activity by source type

Number of speakers authors for May 2017 amounted to 38 million, they generated 670 million messages. The prevailing share of content is concentrated in social networks - 470,737 thousand publications, which is 70,2% of the total volume of references in social media, the share of microblogs is 11,7% of the total number of video resources — 10,8% .

Authors and posts

In the social network VKontakte for the month recorded 25,722 thousand authors and more 310,795 thousand messages. Instagram continued the growth trend - in May, the site recorded 7 143 thousand. active authors. There were no significant changes in the volume of public content on the network — 71,733 thousand messages. On Twitter - published in a month 78,372k tweets from 1,171k authors. Facebook 1,953 thousand authors and 53,413 thousand public messages.

Statistics for each social network

IN CONTACT WITH

The gender distribution in the network is traditional: 58.4% of the authors are female, 41.6% are male. The main age group - 37% - authors aged 25-34 years. The second largest group is 18-24 years old (25.7%).

As for the geographical distribution of VKontakte authors, the highest level of penetration remained in St. Petersburg - 44.9%, in second place - the Murmansk region (30.26%), in third - Moscow (28.43%).

INSTAGRAM

The highest level of penetration was recorded in St. Petersburg - 13.66%, Moscow with an indicator of 10.91% in second place, in third place - the Sakhalin region (10.14%).

FACEBOOK

Facebook has 1.9 million authors and 53.4 million posts. 58.9% of authors are female. FB-authors are older than active VKontakte authors. In the prevailing age group (25-34) at the moment there are 37% of authors, the second largest group is 35-44, it includes 30.6% of authors. Over 45 years old - 23.5% of authors.

Moscow ranks first in terms of regional penetration: 7.73% of Muscovites publish posts and comments on FB. At the same time, almost half of the FB authors are residents of Moscow (953,417).

In terms of geo-penetration, St. Petersburg is again in first place (2.28%), Moscow is in second place with a slight lag (2%), and the Republic of Sakha is in third place (1.5%).

MY WORLD

The gender distribution here is more even than in other networks: slightly more than half - 54.4% of the authors are female. In MoemMir, only 8.7% of authors are under 25 years old. The largest group is 55 years and older (34.9%). The share of groups 35-44 and 45-54 is 21.1% and 21.4%, respectively.

Moscow is the leader in terms of regional penetration – 0.25%. Sevastopol, Chelyabinsk region and St. Petersburg are a little behind - 0.23%.

LIVEJOURNAL

There are 81 thousand authors in LiveJournal. A little less than 3 million messages were indexed for May. 60.4% of the authors are male. 39.7% of authors aged 35 to 44 - this is the main age group of LJ. 31% of authors are 25-34 years old. Another 17.8% are 45-54 years old.

Comparison of social networks by sex and age of authors

LiveJournal and Twitter are still the only sites where male authors predominate, with 60.4% and 55.4% respectively. VKontakte the youngest authors. The main groups - 18-24 and 25-34 years old - received 25.7% and 37%, respectively. The authors of FB and LiveJournal are as similar as possible in terms of age groups: authors from 25 to 45 years old are active here, but the prevailing groups differ - on Facebook it is 25-34 (37%), and on LiveJournal - 35-44 (39.7%).

SOCIAL MEDIA TRENDS

“The main trend is that social media is growing more actively outside of social networks,” says Brand Analytics CEO Natalya Sokolova. - In social media, there is a growing trend of user-generated content due to the advent of the era of mobile and smartphones, as well as due to new communication formats - instant messengers and story format. Plus, you need to take into account the growth in media consumption due to the development of the distribution of professional content in social media channels.”

Youtube. It has firmly established itself as the main source of information for schoolchildren. But it didn't stop there. There has been a noticeable increase in quality channels for all age groups and interests. Recall that last week Brand Analytics released a pilot rating of YouTube bloggers - the May top 20 by engagement. You can see the results.
Mobile. Mobility, as the main trend on the Internet, is also accelerated by social media - a smartphone is ideal for creating user-generated content of various formats.
Messengers. Telegram takes on a media and forum role - growing channels from the media and bloggers, public chats in active target groups. WhatsApp - has taken over the place of people's household public chats. Viber is a “campaign” to the youth and the task is to introduce e-commerce into messengers.
Media. Mass media come to social media - the emphasis is on real-time distribution of content directly "into the hands" of users.
UGC sites. Thematic platforms turned out to be the most convenient place for sharing user experience. Web 2.0 is more alive than all living things.
Story format. The story format, which came from snapchat to almost all social networks, is gaining momentum and accumulating trends in video, life, mobile and ease of communication here and now. The fastest growing format.
LiveJournal demonstrates not a landslide, but a steady drop in activity on the site itself, but still often acts as a source of information distributed and consumed on social media outside of LiveJournal.

The full version of the study, including the rating of authors and groups of social networks, is presented in the presentation and is available for review and download at the link.

Reference:

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.