THE RUSSIAN DIGITAL SCENARIO EXTENDS TO OVER 100 MILLION INTERNET USERS,
AND IT IS RULED BY LOCAL PLAYERS.
A quick overlook: the digital state of the art in Russia and the Runet
“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.
Started in 2006 as a Facebook clone, it is now the main social network in Russia, with over 80M users (45M in Russia)
Russian SNS popular among over-35. Owned by Mail.ru, it means “classmates” and has 65.5M users (40M in Russia)
The most popular email service in Russia, also used in USA and Germany
Russian social network associated with Mail.ru accounts
American personal diary and blogging platform, popular in Russia for personal and brand use
The main social network in Latvia, launched in 2004
A very popular social network in Belarus, with over a million users
Fully socially-integrated Q&A-based social network; currently booming in Russia
Twitter-alike social network launched by Mail.ru (the project has actually been stopped)
The biggest and socially-integrated dating website in Russia, with over 11.5 million users
The Russian clone of Pinterest, launched in December 2012 and counting 4,5 million monthly users
The biggest online Q&A community in Russia
Video ShArInG PlAtfOrMs
Russian video sharing website, with social-integrated personalized sections
Popular Russian 10-seconds-video sharing platforms
Russian online video service, with both paid and free content
Popular Russian online video and entertainment distribution platform
Fashion ecommerce platform, very popular and rapidly-growing in Russa (launched by Rocket Internet)
The biggest ecommerce and ditribution platform in Russia for books, electronics and entertainment products
Fast-growing Russian online shopping site for fashion items.
The biggest ecommerce and ditribution platform in Russia for electronics products
Mobile-oriented Russian social networking site
PC and mobile-based interactive map system, popular across Russia and Ukraine
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)
Digital marketing and business in the Runet (in Russian, Twitter: @TheRunet)
Blog about social media marketing and trends in Russia, powered by AFT digital agency
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)
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)