Areas

Russia & Runet

THE RUSSIAN DIGITAL SCENARIO EXTENDS TO OVER 100 MILLION INTERNET USERS,
AND IT IS RULED BY LOCAL PLAYERS.

 

“The Runet” is an area of Eurasia where international communications occur in Russian language, and the Internet is mostly used in Cyrillic. It includes:

The Russian Federation – 70 million Internet users
Ukraine – 15 million Internet users.
Belarus – 5 million Internet users.
Kazakhstan – 8 million Internet users.
Uzbekistan – 9 million Internet users.
• Georgia, Azerbaijan, Armenia – 8 million Internet users.

Due to a series of geographical and linguistic factors, several social media platforms based in Russia encountered a great success after 2005, thus not allowing global platforms to grow as much. The most popular are:

Vkontakte – social network with 80 million users (47M in Russia).
Odnoklassniki – social network with 65.5 million users (40M in Russia).
MoiMir – social network and web portal.

In the Russian Federation Facebook counts 8 million, Twitter 3 to 5 million users, mostly located in the Moscow and Saint Petersburg area.

The most popular search engines are:

Yandex – over 60% of the search market share.
Google.ru – 25% of the search market share.

 

Social networks

  • VkontakteVkontakte
    Started in 2006 as a Facebook clone, it is now the main social network in Russia, with over 80M users (45M in Russia)

  • OdnoklassnikiOdnoklassniki
    Russian SNS popular among over-35. Owned by Mail.ru, it means “classmates” and has 65.5M users (40M in Russia)

  • Mail.ruMail.ru
    The most popular email service in Russia, also used in USA and Germany

  • MoiMirMoiMir
    Russian social network associated with Mail.ru accounts

  • LiveJournalLiveJournal
    American personal diary and blogging platform, popular in Russia for personal and brand use

  • DraugiemDraugiem
    The main social network in Latvia, launched in 2004

  • ВСети.byВСети.by
    A very popular social network in Belarus, with over a million users

  • QroomQroom
    Fully socially-integrated Q&A-based social network; currently booming in Russia

  • FutubraFutubra
    Twitter-alike social network launched by Mail.ru (the project has actually been stopped)

  • MambaMamba
    The biggest and socially-integrated dating website in Russia, with over 11.5 million users

  • PinmePinme
    The Russian clone of Pinterest, launched in December 2012 and counting 4,5 million monthly users

  • Bolshoy VoprosBolshoy Vopros
    The biggest online Q&A community in Russia

Video ShArInG PlAtfOrMs

  • SpacesRutube
    Russian video sharing website, with social-integrated personalized sections

  • SpacesCOUB
    Popular Russian 10-seconds-video sharing platforms

  • SpacesIVI
    Russian online video service, with both paid and free content

  • SpacesSmotri
    Popular Russian online video and entertainment distribution platform

  • YandexYandex
    The most visited website and the main search engine in Russia

  • RamblerRambler
    Popular Russian search engine and news portal

Ecommerce Platforms

  • LamodaLamoda
    Fashion ecommerce platform, very popular and rapidly-growing in Russa (launched by Rocket Internet)

  • OzonOzon
    The biggest ecommerce and ditribution platform in Russia for books, electronics and entertainment products

  • KupiVipKupiVip
    Fast-growing Russian online shopping site for fashion items.

  • SotmarketSotmarket
    The biggest ecommerce and ditribution platform in Russia for electronics products

Mobile PLATFORMS

    • SpacesSpaces
      Mobile-oriented Russian social networking site

    • 2gis2gis
      PC and mobile-based interactive map system, popular across Russia and Ukraine

Resources

BLOGS TO FOLLOW

Russian Search Tips

Blog about SEO and SEM in Russian speaking countries (Twitter: @Verona_M)

Digital East Factor

Blog about online marketing, social media and tech in Russia and East Europe (Twitter: @DigiEast)

East West Digital News

News-website about tech, social media platforms and digital marketing and in Russia (@EWDN)

The Runet

Digital marketing and business in the Runet (in Russian, Twitter: @TheRunet)

AFT.ru

Blog about social media marketing and trends in Russia, powered by AFT digital agency

ARTICLES

Daily Dot // Why Livejournal still rules in Russia (July 2013)

East West Digital News // Mobile social networks attract 12.5 million Russian users (December 2012)

Telekom Austria // Mobile App Market in Russia: Why and how to go East (July 2012)

East West Digital News // Odnoklassniki.ru leading social network among 18+ users (April 2012)

Russian Search Tips // 82% Of Russians Use Social Networks: Go Get Them! (February 2012)

DreamGrow // Social Media in Russia (November 2011)

Katya Trubilova // The largest social network Vkontakte keeps on evolving (April 2011)

SLIDES&INFOGRAPHICS

The Russian Search Engine Market // Search Laboratory (November 2013)

Vkontakte // Vkontakte Demographics (February 2013)

Ogilvy // Social media in Russia and Ukraine (September 2011)

MTS // How connected is Russia? (October 2012)

Best Free Online // Rise of social media in Russia and BRIC countries (December 2012)

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