Russian Social Media - Trends described in seven words

LinkedIn Twitter Facebook

 

Author: Olga Gusseva, Managing Partner, How2Russia

 

This article looks at seven trends impacting social media usage in Russia – local, grown-up, ageing, regional, mobile, multi-functional, commercial.

 

Local

Despite some changes every year to the status of the Russian social media market, the two major leading Russian social networks (vKontakte and Ondoklassniki) are maintaining their position as most popular – and most analysts don’t see any reasons for a change to this in 2016.

 

Audience of social networks in Russia (mln. Visitors per month)

eCommerce Worldwide Cross-Border Russia Social Media platforms

Source: TNS Global for «Izvestia» newspaper, izvestia.ru/news/587631

 

In accordance with the TNS data, the monthly target audience of vKontakte is 46.6 million people (November 2015 data), with Ondoklassniki keeping second place with 31.5 million monthly.

 

All the major global networks, including Facebook, Twitter, Instagram, Google + and LinkedIn are maintaining their positions as second-tier networks. The monthly Facebook audience in December 2015 amounted to 21.7 million people, Moy Mir’s audience equaled 16.6 million and LiveJournal had an audience of 15.2 million.

 

By December 2015 Instagram had increased their audience by 2 million users and reached 12.3 million people. Twitter’s audience remained almost unchanged at 7.7 million users.

 

eCommerce Worldwide Cross-Border Russia Social Media platforms 2

Source: adindex.ru/publication/analitics/100380/2016/01/14/131310.phtml

 

Grown-Up

Analysts believe that in the forthcoming 2–3 years there is limited potential for large social network growth, as they have reached their natural limit and already encompass most of the available audience.

 

Experts forecast growth for the second-tier networks however, with Instagram being the fastest-growing social network in Russia. Facebook is also getting more popular and it is growing primarily as a source of business contacts and a platform for business relationships. More than 30% of all business-related posts in Russian social media were posted in Facebook.

 

Analysts also note the growth of customer review networks – both in the number of new reviews and number of visitors, and a substantial increase in video content consumption.

 

Ageing & Regional

Experts suggest that people in the big cities are already largely covered by social networks, but that growth potential still exists in other regions of Russia as well as within older segments of the population.

 

The majority of Russian social media users are female on Instagram (77.1% of the active audience) and Odnoklassniki (69.1%) – but LiveJournal and Twitter currently have more male users.

 

Mobile

The biggest trend in Russian social media is mobile. People are using social networks less from desktop computers and gravitating more and more over to mobile devices. The networks that are primarily created to be used from mobile devices, like Instagram and Periscope, have much better potential for growth compared to other networks.

 

In September 2015 mobile traffic accounted for 58% of the total internet traffic in Russia (source: www.liveinternet.ru/stat/ru/oses.html?slice=rus;id=2;id=15;id=12;id=4;id=11;id=checked;period=month) – and the numbers keep growing.

 

Multifunctional

Another important trend in Russian social media is multi-functionality. People appreciate the opportunity to use a mobile network in a number of different ways: writing longer posts and even articles on Instagram, creating build-in chats on vKontakte and using it as a platform for exchanging information and files.

 

People also tend to use more than one social network – the share of cross-posted messages in Instagram to other social networks exceeds 50% of the messages.

 

Commercial

The last-but-not-least feature is bad news for users, but good for those using social networks for business: social networks are doing everything possible to attract commercial advertising. Every social network, including popular Russian networks, offer sophisticated targeting possibilities from social demographics to behavioral factors and check-ins at specific locations.

 

Only 27% of Russian internet users are frequently visiting internet shops while 91% are using social networks on a daily basis. As a result, more and more marketing budgets are shifting to social media. A few years ago, banks and commercial companies were registering accounts in social media just to test the waters, and now many of them already have dedicated specialists that are responsible for it. Moreover, many small business owners choose to create a page or a group in social media instead of building a website – they present their product, negotiate and sell there.

 

In short, being present in social media in Russia is no longer a luxury – it is a must, a condition for survival for a successful business.

 

LinkedIn Twitter Facebook

The legal landscape for online retail in Canada

The legal landscape for online retail in Canada

The legal situation around online retail in Canada is complicated by its general devolution from federal to province / territory level. In theory this means 13 different sets of terms and conditions needed. In practice, there is a very high degree of uniformity. This article looks into Canadas legal system from an online retailers position.
Online retail competition in Canada

Online retail competition in Canada

Canadians are amongst the most prolific cross-border eCommerce purchasers in the world - however, something to think about is that more and more local retailers, who previously were poor at eCommerce, are increasingly now getting better at it. This article looks at some of the top retailers in the Canadian eCommerce market to help you understand the competitive landscape there.
The Size of the Canada Retail Market

The Size of the Canada Retail Market

With the presence of US retailers in Canada unsurprising, some may find it hard to believe that not all northward ventures have ended in success. Therefore, you shouldn’t assume that the presence of a US giant means that other cross-border retail efforts would be hopeless. This article looks at the value of the total retail market in Canada and outlines the current competitive landscape there.
Online retail marketing in Canada

Online retail marketing in Canada

With internet and device penetration significant and online browsing behaviour fairly typical of a developed market, the landscape of online marketing looks very familiar to highly connected countries. However, retailers should be aware of the subtle but significant differences between the Canadian and the UK markets. This article looks at use of marketing methods for online retailers in Canada.
Connectivity and online behaviour in Canada

Connectivity and online behaviour in Canada

With typical online behaviour similar to other western counties, the Canadian eCommerce market can be seen as very appealing to cross-border retail. Exploring its sophisticated infrastructure, this article looks at the details of Canadian shoppers’ behaviour online, and examines some of the demographic nuances in internet access, online activity, and device preferences.
Online retail payment methods in Canada

Online retail payment methods in Canada

In different markets, shoppers can have varying preferences when it comes to making payments for orders on eCommerce sites. Canada is no exception but happily, there is more of an opportunity than a challenge when it comes to online retail payment in Canada. This article looks at the online retail payment methods within the Canadian eCommerce market.
Online shopping behaviour in Canada

Online shopping behaviour in Canada

When Canadian Shoppers buy online, how do they go about it, and what do they buy? With the use of mobile growing and the use of various devices for online shopping looking similar to trends in the UK, Canadian eCommerce has been a sleeping giant, but it’s waking up. And quickly. This article looks at the online shopping behaviour of the Canadian eCommerce market.
Online Retail Logistics in Canada

Online Retail Logistics in Canada

How should you go about planning your logistics strategy for servicing the Canadian eCommerce market and what are the options available? Canada is a spectacular 9,306 km from extreme east to extreme west so for any non-Canadian retailer looking for delivery partners to ship into the country, only large players with the scale to cover such a geography are particularly relevant. This article looks at the online retail logistics within Canada and how this impacts its eCommerce market.
5 tips for breaking into online retail in France

5 tips for breaking into online retail in France

France boasts being the 5th largest eCommerce market in the world and with an expectation to exceed €80 billion turnover in 2017, for those looking to enter this thriving online market here are five tips that could help you to break into the French online retail space.
Five things we learned at the eCommerce Worldwide Cross-Border Summit 2017

Five things we learned at the eCommerce Worldwide Cross-Border Summit 2017

On the 24th May 2017, we hosted our third annual Cross-Border Summit at the ExCeL London. Delegates from retailers and solution providers across the globe came to hear and share the latest insight on cross-border trading. But what were the key takeaways from the day?

Contact Us

eCommerce Worldwide
2 Ching Court
49-53 Monmouth St
London
WC2H 9EY

Tel: 0203 696 0980
2017© eCommerce Worldwide

Keep In Touch

powered by Affino

About eCommerce Worldwide

eCommerce Worldwide provides online retailers with all the information, and resources, they need to develop cross-border strategies for entering new markets around the world
Read More