November, 2011

Content

1. Internet usage in Belarus compared to mobile internet 2. Social media in Belarus

Belarus on-line

Internet usage in Belarus

3 803 755 people are using Internet in

Belarus that constitutes 40% of country population*

The division by gender shows that practically the equal part of internet users are female and male (with slight overweight on the last)

Among age groups of internet users the age group 15 - 34 constitutes 65 % of all Belarus internet users

*The data on Internet users is provided based on Gemius SA – gemiusAudience: 2011,QIII

15-24 25-34 35-44 45-54 55+

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,0001,396,824

1,067,389

697,903

470,641

170,997

Series1

Age division

51%49% MaleFemale

Gender division of Internet users

Internet usage: occupation and income level

Occupation criteria ( % out of all internet users in the country):

29% - white collar workers

21% - unwilling to indicate occupation

19% - students(All 3 groups are among the strongest audience in SM)

Income criteria:

45% - up to 1 500 000 rubles

*The data on Internet users is provided based on Gemius SA – gemiusAudience: 2011,QIII

Top management/business ownersMiddle management

Expert levelOffice staff

Small business ownersWorker

Governmental expertsFreelance

UnemployedStudent

PensioneerHousewives

Other

0

200,000

400,000

600,000

800,000

1,000,000

124,072173,257

599,138198,697

155,373427,328

248,62740,058

108,884718,496

85,473113,400

810,953

up to до 500 000 rubles500 001 - 1000 000

1 000 001 - 1 500 000 1 500 001 - 2 000 0002 000 001 - 3 000 000 3 000 001 - 5 000 000more than 5 000 000

no incomenot willing to indicate

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

637,468997,890

702,696329,920

163,53283,578

38,896470,731

379,045 Income

Occupation

Mobile internet users, Russia

The data is provided from J’son&Partners Consulting по заказу Google, I half 2011

Social Media in Belarus

SM users’ socio-demographic features

The number of Belarus SM registered accounts

compiles 4 074 780 people equals to 43% of all country population.

The number of Belarus SM accounts exceed the number of Internet users that means that people are registering into more than one social network

vkontaktefacebook

mambaodnoklassniki

livejournal

0

200,000

400,000

600,000

800,000

1,000,000

неделя

месяц

934,000

250,000

123,000

420,000

190,000

1,000,000

0247,000

0

340,000

неделямесяц

Number of visitsper week/month

*The data is provided on Rgmedia on vkontakte, facebook, mamba, livejournal; Adriver on odnoklassniki; yandex on twitter. Beginning of 2011

Аккаунты0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,0002,500,000

1,000,000

332,280122,500100,00020,000

Number of registered users

vkontakteodnoklassnikifacebookmambalivejournaltwitter

Country specific features

• http://vseti.by/ - a belarusian SM that accounts for 892 316 accounts• http://i.tut.by/ - a SM by a leading Belarusian portal www.tut.by. Due to portal popularity

the network enrolls 1 206 066 accounts.

• At the same time we see that country network do not impede the popularity of world-wide networks such as facebook and at the same time there is a big popularity of Russian network – vkontakte.

Frequency of SM usage in Belarus

The data is provided on MASMI research

vkontakte odnoklassniki facebook mamba0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%39.10%

19.60%

9.60%

1.80%

9.00%

6.30%

2.70%

0.50%

5.80% 5.70%

3.00%

0.50%2.10%

3.10%1.40%

0.20%

3.70% 3.10%2.30%

0.60%

1-2 раза в день3-5 раз в неделю1-2 раза в неделю1-3 раза в месяцРеже 1 раза в месяц

Frequency of usage, %

Frequency of SM usage from smartphones, Russia

52% use the smartphone at least once a week to access SM in Russia

*The data is provided from J’son&Partners Consulting по заказу Google

How are communications powered to trigger visits?

KEYSocial

Platforms

PhotoSharing

MicroBlogging

RSS

WidgetsSocialNet-working

Chat rooms

MessageBoards

Podcasts

Video Sharing

Blogging

When making purchase decision – how often SM used?

The contribution in SM, worldwide

Micro-blogging and contributing is exploding

*The data is provided grounded on Global web index, Global State of Social Media in 2011

Major outcomesSocial media community in Belarus is due to expand in near future.

It would grow parallel to the growth of Internet penetration

Belarus companies are only starting to explore SM: among which the most active communities that are involved in e-commerce, mobile operators etc.

Belarusian ATL-campaign would have more digital components.

The era of digital agencies is due to expand. Most probably the emphasize of these agencies would bye on markets of neighbor countries.

Big networks would mould the small country specific netwroks.