THE REALLY BIG RUSSIAN SOCIAL MEDIA

Spring 2010

пятница, 1 октября 2010 г.

ContentsINTRODUCTION 3 OBJECTIVES 5 METHODOLOGY 7 HIGHLIGHTS 9 SURVEY RESULTS 11 CONCLUSIONS 32 ABOUT ROSE 37

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THE ROSE REALLY BIG RUSSIAN SOCIAL MEDIA SURVEY SPRING 2010 REPORT EXAMINES THE RAPID EVOLUTION OF SOCIAL MEDIA IN RUSSIA AND QUANTIFIES THE ROLE OF SOCIAL MEDIA IN THE LIVES OF RUSSIAN INTERNET USERS. IT ASSESSES

Introduction

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ON THE SOCIAL NETWORKING TREND AND FOCUSES ON PROFITING FROM THE DIGITAL ERA. IT IS TRULY A “REALLY BIG” SURVEY IN TERMS OF SCOPE AND SCALE - WITH THE PARTICIPATION OF MORE THAN 5,300 RUSSIAN INTERNET USERS - MAKING IT ONE OF THE FIRST SIGNIFICANT SURVEYS IN RUSSIA ON THE SUBJECT. AND IT WILL BE USED AS A BENCHMARK FOR FURTHER RESEARCH. THE SURVEY HAS BEEN CONDUCTED WITH THE ASSISTANCE OF

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THE PURPOSE OF THIS SURVEY WAS TO OBTAIN OBJECTIVE INFORMATION REGARDING HOW SOCIAL MEDIA EFFECTS CONSUMERS’ BRAND PERCEPTION AND PREFERENCES. WE PRIMARILY WANTED TO

Objectives

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IN SOCIAL NETWORKING, INCLUDING THE IMPACT OF SOCIAL MEDIA ON PURCHASE DECISIONS.

NOTE: WE DEFINE “SOCIAL MEDIA” AS TOOLS FOR SHARING AND DISCUSSING INFORMATION AND “SOCIAL NETWORKING” AS THE USE OF COMMUNITIES OF INTEREST

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THIS QUANTITATIVE SURVEY WAS CONDUCTED IN MARCH AND APRIL 2010. 5,364 RUSSIAN INTERNET USERS WERE POLLED ONLINE - MAINLY VIA THE HEADHUNTER INTERNET DATABASE. THE

Methodology

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8

OPINION FOUNDATION) AND MASMI RESEARCH GROUP OF LEADING RUSSIAN RESEARCH COMPANIES. THE DOMINATING NUMBER OF WOMEN ROUGHLY CORRELATES WITH THE LATEST MASMI

34% 55%

8%4%

18-24 25-3637-44 45-55

43%

57%

Male Female

Age Gender

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OUR SURVEY CONFIRMED THAT RUSSIANS ARE THE MOST ENGAGED SOCIAL MEDIA AUDIENCE: 89% OF RUSSIAN INTERNET USERS HAVE ACCOUNTS ON SOCIAL NETWORKS; 49% OF USERS SPEND OVER 5

Highlights

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AN AVERAGE OF 4.5 HOURS EACH FOR USA, GERMANY AND THE UNITED KINGDOM. RAPID GROWTH OF ON-LINE NETWORKING HAS BEEN TRADITIONALLY CATALYZED BY YOUNGER AGE GROUPS, AND IT STILL REMAINS POPULAR AMONG USERS AGE 18-28. AT THE SAME TIME, SOCIAL MEDIA HAS BECOME MORE AND MORE POPULAR AMONG OLDER DEMOGRAPHIC -- WITH A RATHER HIGH LEVEL OF WOMEN USERS.

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11

Survey Results

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12

1. HOW MUCH TIME DO YOU SPEND IN SOCIAL NETWORKS & MEDIA MONTHLY? OUR SURVEY INDICATES THAT RUSSIANS ARE AMONG THE MOST ENGAGED SOCIAL MEDIA USERS. ALMOST HALF SPEND OVER 5 HOURS PER MONTH ON SOCIAL

22%14%

13%

14%14%

23%

up to 1 hour 1-3 hours3-5 hours 5-10 hours10-20 hours 20 hours or more

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2. DO YOU HAVE A SOCIAL NETWORK ACCOUNT? APPROXIMATELY 89% OF RUSSIAN INTERNET USERS HAVE ACCOUNTS ON SOCIAL NETWORKS. THE HIGH PERCENTAGE OF SOCIAL NETWORK

13

0

22,5

45

67,5

90

89%

11%

Yes No

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43 MILLION INTERNET USERS IN RUSSIA (VISITING INTERNET AT LEAST ONCE WITHIN A 6 MONTH PERIOD), AND 25 MILLION ACTIVE INTERNET USERS (VISITING INTERNET AT LEAST ONCE PER DAY), AS WELL AS ABOUT 75 MILLION ACCOUNTS ON VKONTAKTE, 45 MILLION ON ODNOKLASSNIKI AND OVER 1 MILLION RUSSIAN ACCOUNTS ON FACEBOOK.

ADDITIONAL SOURCE: FOM (PUBLIC OPINION FOUNDATION)

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3. WHICH SOCIAL NETWORK ACCOUNTS DO YOU HAVE? VKONTAKTE IS RUSSIA’S MOST POPULAR SOCIAL NETWORK WITH 72% OF RUSSIAN INTERNET USERS. THIS ROUGHLY

15

0

20

40

60

80

72%

45%

31%

13%

Vkontakte OdnoklassnikiFacebook Other

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31% OF RESPONDENTS CLAIM TO HAVE FACEBOOK ACCOUNTS. THIS IS SIGNIFICANTLY HIGHER THAN FACEBOOK’S RUSSIAN MARKET SHARE WOULD SUGGEST. THIS COULD BE DUE TO THE COMPOSITION OF OUR SAMPLE, WHICH MAY INCLUDE MORE ACTIVE INTERNET USERS.

ADDITIONAL SOURCE: FOM, 2009

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17

25%

26%

15%

13%

21%

several times p/day once p/dayonce p/week once p/monthnever

4. HOW OFTEN DO YOU VISIT BLOGS? MORE THAN 66% OF RUSSIAN INTERNET USERS VISIT BLOGS AT LEAST ONCE PER WEEK AND MORE THAN 25% VISIT BLOGS SEVERAL TIMES PER DAY. BLOGS ARE

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18

5. HOW OFTEN DO YOU VISIT MICROBLOGS (LIKE TWITTER)? 29% VISIT MICROBLOGS, AND 7% VISIT THEM SEVERAL TIMES PER DAY. MICROBLOGGING, A FAST GROWING TREND GLOBALLY, IS JUST BEGINNING TO

7% 6% 7%

9%

71%

several times p/day once p/dayonce p/week once p/monthnever

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6. DO YOU FOLLOW/ARE YOU A MEMBER OF ANY BRAND SOCIAL NETWORKS/COMMUNITIES? APPROXIMATELY 16% OF RUSSIAN INTERNET USERS FOLLOW OR BEFRIEND CORPORATE BRAND PAGES AND

19

0

22,5

45

67,5

90

84%

16%

No Yes

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SUITABLE FOR BRAND SUPPORT AND PROMOTION (I.E. FACEBOOK, TWITTER, ETC.) AND THE INCREASE IN ACTIVITY BY BRANDS THEMSELVES. IN FACT, THE TOP 10 BRANDS ON VKONTAKTE HAVE A MEDIAN AVERAGE OF JUST OVER 41,000 FOLLOWERS, WITH MOST BRANDS HAVING FAR FEWER THAN 18,000. THE TOP 10 BRANDS ON FACEBOOK HAVE A MEDIAN AVERAGE OF JUST OVER 4,300 FOLLOWERS, WITH MOST BRANDS HAVING FEWER THAN

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21

7. DO YOU FOLLOW BRANDS ON SOCIAL NETWORKS BEFORE YOU MAKE PURCHASE DECISIONS? NEARLY 28% OF RUSSIAN INTERNET USERS SEARCH FOR INFORMATION ABOUT BRANDS VIA SOCIAL MEDIA BEFORE

28%72%

Yes No

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-- MUCH HIGHER THAN THE LEVEL OF TRUST ASSOCIATED WITH ADVERTISING (14%).

ADDITIONAL SOURCE: NIELSEN GLOBAL ONLINE CONSUMER SURVEY, 2009

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8. IF YES (YOU READ ABOUT BRANDS ON SOCIAL NETWORKS BEFORE YOU MAKE PURCHASE DECISIONS), HAS THIS INFORMATION INFLUENCED YOUR PURCHASE? NEARLY 90% OF THOSE WHO

23

0

22,5

45

67,5

90

13%

87%

No Yes

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IT INFLUENCED THEIR PREFERENCE. IF WE PROJECT THIS NUMBER OF PEOPLE TO THE WHOLE SURVEY SAMPLE, 24%, OR NEARLY 1 IN 4, RUSSIAN INTERNET USERS RELY UPON SOCIAL MEDIA BEFORE MAKING A PURCHASE.

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9. DO YOU PARTICIPATE IN DISCUSSIONS ABOUT PRODUCTS AND SERVICES IN SOCIAL NETWORKS? APPROXIMATELY 37% OF RUSSIAN INTERNET USERS PARTICIPATE IN DISCUSSIONS ABOUT PRODUCTS &

63%

30%

7%

Never participateParticipate in discussionsParticipate & comment on products/services

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10. HOW OFTEN DO YOU WATCH COMMERCIALS OR VIDEO ADVERTISEMENTS ON THE INTERNET? 58% OF RUSSIAN INTERNET USERS WATCH BRANDED VIDEO CONTENT ONLINE. THIS

42%

37%

17%

4%

Never Rarely OccasionallyFrequently

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11. HOW DO YOU ACCESS THE INTERNET ON YOUR MOBILE DEVICE? APPROXIMATELY 48% OF RUSSIAN INTERNET USERS ACCESS THE INTERNET ON MOBILE DEVICES, WITH NEARLY 31% USING THEIR MOBILE DEVICES TO ACCESS

27

0

15

30

45

60

52%

39%30%

21%

Do not use E-mailSocial Media News

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BECAUSE IT IS INCONVENIENT TO BROWSE THE INTERNET VIA CONVENTIONAL MOBILE PHONES. THIS NUMBER MAY INCREASE DRAMATICALLY OVER THE NEXT SEVERAL YEARS DUE TO THE GROWING POPULARITY

28

0

17,5

35

52,5

70

63%

19%18%

Social Networks Micro BlogsBlogs

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12. DO YOU FOLLOW MASS MEDIA ON MICROBLOGS (LIKE TWITTER)? ONLY 4% OF USERS FOLLOW MASS MEDIA ON MICROBLOGS. THIS CORRELATES WITH THE RELATIVELY LOW POPULARITY OF TWITTER

29

0

25

50

75

10096%

4%

No Yes

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13. WHICH MASS MEDIA DO YOU FOLLOW ON TWITTER? AMONGST THOSE WHO FOLLOW MASS MEDIA ON MICRO BLOGS, THE MOST POPULAR ARE BUSINESS AND NEWS.

30

0

12,5

25

37,5

50

41%

22% 21% 21%

11%9%

3%

Vedomosti Kommersant MoneyCosmopolitan Men’s Health Sekret FirmyForbes

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14. DOES SOCIAL NETWORKING BRING PEOPLE CLOSER? MORE THAN 42% OF RUSSIAN INTERNET USERS BELIEVE THAT SOCIAL MEDIA BRING PEOPLE CLOSER. MOST PEOPLE ADMIT THAT IT GREATLY

31

0

12,5

25

37,5

50

43%42%

15%

No Yes Do not know

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RUSSIA IS ONE OF THE FASTEST GROWING SOCIAL MEDIA MARKETS IN EUROPE -- WITH 89% OF INTERNET USERS HAVING AT LEAST ONE SOCIAL MEDIA ACCOUNT. WHEN WE EXTRAPOLATE THIS

Conclusions

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RUSSIANS ARE AT LEAST SOMEWHAT ENGAGED IN SOCIAL MEDIA. THOUGH RELATIVELY NEW, RUSSIAN ONLINE SOCIAL NETWORKS AND MEDIA ARE GROWING RAPIDLY -- BOTH IN TERMS OF USERS AND IN THE NUMBER OF PLAYERS ENTERING THE SPHERE (OGOROD.RU, REGIONALACHKA.RU, ETC.). RUSSIAN INTERNET USERS ARE ALSO AMONG THE MOST ENGAGED SOCIAL MEDIA USERS IN

33пятница, 1 октября 2010 г.

INTERNET USERS FOLLOW BRANDS (GROUPS, PAGES, BLOGS) IN SOCIAL NETWORKS IN SPITE OF THE RATHER LOW NUMBER OF BRANDS PRESENT AND ACTIVE IN RUSSIAN SOCIAL MEDIA. YET, ALREADY MORE THAN 24%, OR APPROXIMATELY 1 IN 4 RUSSIAN INTERNET USERS CLAIM THEY RELIED UPON SOCIAL MEDIA BEFORE MAKING A PURCHASE DECISION. APPROXIMATELY 48% OF CONSUMERS POLLED USE THEIR MOBILE PHONES TO

34пятница, 1 октября 2010 г.

OF THOSE POLLED FOLLOW MASS MEDIA ON TWITTER, THIS MAY BE DUE TO THE INSIGNIFICANT NUMBER OF MASS MEDIA PRESENT IN RUSSIAN SOCIAL MEDIA. IT IS EASY TO CONCLUDE THAT THESE NUMBERS WILL CONTINUE TO INCREASE SOCIAL MEDIA AUDIENCES GROWTH AS MORE MEDIA ESTABLISH THEIR PRESENCE ONLINE, AND AS THE IPAD, E-READERS AND OTHER MOBILE DEVICES GAIN IN POPULARITY. IT IS ALSO LIKELY THAT

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THAT THERE ARE IMMEDIATE OPPORTUNITIES AND ADVANTAGES FOR MARKETERS IN RUSSIA FOR CUSTOMER ENGAGEMENT VIA SOCIAL MEDIA TO INCREASE BRAND LOYALTY AND IMPACT PURCHASE DECISIONS.

ADDITIONAL SOURCE: FOM (PUBLIC OPINION FOUNDATION), 2009

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WE'RE MARKETING SPECIALISTS...PROFESSIONAL STORYTELLERS, REALLY...WHO HAVE WORKED WITH SOME OF THE WORLD'S BEST-KNOWN BRANDS. COMPANIES LIKE BRISTOL-MYERS

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