25.06.14 | Online Market Intelligence has measured the actual time spent by Russian Internet users on social networks websites
Facebook users spend on this network only 1% of their total Internet time. This conclusion was made by the Online Market Intelligence (OMI) researchers as a result of their real-time online behavior of 19812 respondents between December 1, 2013 and February 28, 2014 observation.
The study was conducted among respondents at the age 16-54 years who live in big Russian cities. Research method: the data was obtained from the user-centric OMI panel AnketkaExpert (which is a part of consumer online panel). In order to participate in this panel, the respondents installed on their computers specialized software that registers people’s behavior in the Internet. It measures the visited web-sites,
The study consisted of three parts. In the first part, the analysts compared the frequency of visiting the following social networks: Facebook, Odnoklassniki, and Vkontakte. In the second part, the time share spent on each social network was compared to the total time spent online. In the third part, the time share spent by various age groups compared to the total time spent on social network websites was identified.
The comparison included three age groups: from 16 to 24, from 25 to 34, and from 35 to 54 years old.
According to the research results, only 8% of Russian Internet users have never visited any of the three social networks over a period of three months. 92% of respondents used social networks, among which Vkontakte was the most popular one. Odnoklassniki and Facebook came in second and third based on the traffic, respectively.
Vkontakte was the most in demand among the audience aged 16-24: 91% of users of this age visited the social network over the period of three months (Figure 1).
Figure 1. Shares of social network users (percentage of users based on the total number of Internet users in the respective age groups).
After a detailed analysis of the time spent in social networks, it was revealed that Vkontakte is the largest resource from this standpoint among the three social networks. The youngest audience spends 200 times more time on Vkontakte than on Facebook. Internet users aged 35-54 spend approximately the same amount of time on the two popular Russian networks: Odnoklassniki (16%) and Vkontakte (14%, Figure 2). Respondents spend 1% on the Facebook webpages of their total time spent on the Internet.
Figure 2. The share of time spent on each social network (compared to the total time spent online by the users of respective age groups).
The contrasting difference in the audiences is most clearly seen when comparing time periods spent by users on each social network, if we set the total time spent on these online resources as 100%. Thus, the most mature audience spends 60% of their time on Facebook, 40% on Odnoklassniki, and 15% goes to using Vkontakte (Figure 3).
Respondents aged 25-34 spend 30% of their time on Facebook and Vkontakte, and around 40% on Odnoklassniki.
Internet users from 16 to 24 years of age spend over half of their total time in social networks on Vkontakte, somewhat over 20% on Odnoklassniki, and no more than 15% on Facebook.
Figure 3. The share of time spent by different audiences on social networks (compared to the total time spent in social networks).
CEO at Online Market Intelligence Alexander Shashkin comments on the results of this research study: «The value of this study is in showing the actual time spent on most popular social networks in the Russian-speaking Internet. This unique opportunity to combine the data on the actual consumer behavior with survey results helps marketing professionals to more effectively promote their products and services, as well as to track the practical results of their strategies.»
OMI (Online Market Intelligence) has been on the market since 2007. The company provides comprehensive solutions for online marketing research. This includes programming questionnaires, data collection using proprietary B2B и B2C online panels in Russia, Ukraine, Kazakhstan, Belarus, and the Baltic countries; testing the effectiveness of online advertising, tracking online behavior, as well as visualization of information in real-time. Based on the results of an independent audit of online research panels performed by MKTG INC (USA), the OMI panels are the only ones in Russia that received the Golden certificate for quality and consistency of data. OMI is certified according to the ISO 20252 (Market Research) and ISO 26362 (Online Panels) standards.