Russia has most engaged social networking audience worldwide
Russia #1 worldwide in time spent on social networking sites
In August 2010, 34.5 million Russian internet users (74.5% of the online population) visited at least one social networking site. With an average of 9.8 hours per visitor during the month, Russians spent more than double the worldwide average of 4.5 hours per visitors on social networks, ranking it #1 among all countries in social networking engagement. Israel ranked second with an average of 9.2 hours per visitor, followed by Turkey with 7.6 hours.
Vkontakte.ru ranked as the top social networking site in Russia with 27.8 million visitors, followed by Odnoklassniki with 16.7 million visitors. Despite Facebook's strong leadership position both worldwide and in the majority of individual Internet markets, it ranked just fifth in Russia with 4.5 million visitors. However, its audience has grown 376% in the past year, outpacing each of the other top five social networking sites in the market.
| Top 10 Countries for Social Networking Ranked by Time Spent per Visitor August 2010 Total Worldwide Audience, Age 15+ - Home and Work Locations* Source: comScore Media Metrix | ||
|---|---|---|
| Social Networking | ||
| Average Hours per Visitor | Total Unique Visitors (000) | |
| Worldwide | 4.5 | 964,305 |
| Russian Federation | 9.8 | 34,545 |
| Israel | 9.2 | 4,032 |
| Turkey | 7.6 | 20,911 |
| United Kingdom | 7.3 | 35,792 |
| Philippines | 6.2 | 5,176 |
| Canada | 5.8 | 22,087 |
| Indonesia | 5.3 | 7,183 |
| Finland | 5.0 | 2,983 |
| Spain | 5.0 | 18,569 |
| Puerto Rico | 4.9 | 1,078 |
*Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs
Yandex and DST lead ranking of top web properties in Russia
Of the 44 million Web users age 15 and older in Russia in August 2010, 34.9 million accessed the Russian search portal Yandex sites, ranking it as the top property in the market. Internet holding company DST, which includes, among others, Mail.ru, Odnoklassniki and ICQ, ranked second with an audience of 34.4 million visitors, followed by Google sites with 30.2 million unique visitors. Russian-based social network Vkontakte ranked fourth with 28 million visitors (63.6% reach), while RosBusinessConsulting ranked fifth with 19.3 million visitors (43.9% reach).
| Top 15 Web Properties Ranked by Unique Visitors (000) August 2010 Total Russian Audience, Age 15+ - Home & Work Locations* Source: comScore Media Metrix | ||
|---|---|---|
| Total Unique Visitors (000) | % Reach | |
| Total Internet: Total Audience | 44,027 | 100.0 % |
| Yandex sites | 34,926 | 79.3 % |
| DST | 34,407 | 78.1 % |
| Google sites | 30,202 | 68.6 % |
| Vkontakte | 28,015 | 63.6 % |
| RosBusinessConsulting | 19,308 | 43.9 % |
| Wikimedia Foundation sites | 14,979 | 34.0 % |
| Rambler Media | 14,272 | 32.4 % |
| Microsoft sites | 12,117 | 27.5 % |
| SUP | 10,261 | 23.3 % |
| Ucoz.ru | 9,823 | 22.3 % |
| Depositfiles.com | 9,745 | 22.1 % |
| Gazprom Media | 9,263 | 21.0 % |
| Zaycev.net | 8,894 | 20.2 % |
| Opera Software | 8,792 | 20.0 % |
| Letitbit.net | 8,535 | 19.4 % |
*Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs.
"It is very exciting to watch the developments of the continuously strong-growing Russian internet market, where many Russian-based companies still outnumber global players," said Mike Read, SVP & managing director, comScore Europe. "The substantial growth in the Russian social media sector provides a sizeable advertising opportunity and reflects the importance of online connectivity for the Russian population."
Source: comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and the preferred source of digital marketing intelligence.
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