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.
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