You are viewing a read-only archive of the Blogs.Harvard network. Learn more.

Russia has World’s Most Engaged Social Networking Audience

By Karina Alexanyan

According to a recent report by ComScore, based on data from its World Metrix audience measurement service, Russians are the world’s most engaged social networkers. ComScore’s report is based on data collected over May 2009. According to the report, 1.1 billion people aged 15 or older went on line during that month, and 65% of those – or 734.2 million people – visited at least one social networking site.

According to ComScore’s measurements, Russians use social networking sites at a rate that far exceeds the global average – spending 6.6 hours per month on social networking sites (rather than the average 3.7), and viewing 1307 pages, rather than than the usual 525.

Russia was topped the list of 40 countries that Comscore measured. Brazil ranked close behind at 6.3 hours, followed by Canada (5.6 hours), Puerto Rico (5.3 hours) and Spain (5.3 hours). The U.S is at number 9, with 4.2 hours.

Top 20 Highest Engagement Social Networking Country Audiences

Country Average Hours per Visitor Average Pages per Visitor

World-Wide 3.7 525

Russia 6.6 1,307
Brazil 6.3 1,220
Canada 5.6 649
Puerto Rico 5.3 587
Spain 5.3 968
Finland 4.7 919
United Kingdom 4.6 487
Germany 4.5 793
United States 4.2 477
Colombia 4.1 473
Mexico 4.0 488
Chile 4.0 418
Ireland 3.8 462
Turkey 3.7 427
Venezuela 3.7 454
France 3.6 526
Australia 3.4 374
New Zealand 3.4 386
Switzerland 3.2 430
Italy 3.2 39

Source: Comscore

According to Comscore, 59% of Russia’s monthly internet audience (about 19 million) visited at least one social networking site in May, 2009. It is worth noting that this percentage is based on numbers that are slightly lower than FOM’s measurements for the same time period. Where Comscore reports a monthly internet audience of 15 and older in Russia of about 32 million people –FOM measures Russia’s monthly internet audience of adults 18 and older at 35 million.

Judging from their data, three Russian based sites clearly dominate online social networking – (similar to Facebook) with 45% of the total internet audience, followed by, (similar to Classmates) with almost 25%, and “My World” on, with 20% of the audience. The remaining sites have under 5% each.

*Out of the 38 individual countries currently reported on by comScore around the world.
**Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs. is Russia’s Largest Social Networking Site

Of the 31.9 million people who accessed the Internet in Russia in April, 18.9 million visited at least one social networking site, representing a reach of 59 percent of the total online population. The most popular of these sites was Russian-based with 14.3 million visitors, followed by (7.8 million visitors), – My World (6.3 million visitors) and (1.6 million visitors). attracted 616,000 Russian visitors, up 277 percent versus year ago.

A Selection of Leading Social Networking Sites in Russia

Property Total Unique Visitors (000) % Reach of Total Online Population
Total Russian Internet Audience 31,907 100%
Social Networking 18,877 59% 14,310 45% 7,750 24%
Mail.Ru – My World 6,321 20% 1,624 5% 942 3% 839 3% 616 2% 433 1%
MySpace Sites 371 1% 214 1%

Source: Comscore

It is interesting to note that this data does not consider LiveJournal as a social networking site. LiveJournal is Russia’s most popular blog hosting service, but it is more of a blog/social networking hybrid, as it has many social networking features such as a “friends” lists, communities etc. Including LJ data in this measurement would cause the numbers to skyrocket even further.

Be Sociable, Share!
Posted in Russia. 2 Comments »

2 Responses to “Russia has World’s Most Engaged Social Networking Audience”

  1. Katie Says:

    I’m very surprised the U.S. is #9, I expected the U.S. to be #2 (since Russia was #1, otherwise I would have expected the U.S. to be #1). The number of hours per month seem low to me too, but that could be because people sign into Facebook, etc. often but only for short periods of time.

  2. Internet & Democracy Blog » The End of Social Networking, or Just Facebook? Says:

    […] colleague Corinna is any indication, and as we’ve written here recently, Russians are the top social networkers in the world, starting with vkontakte, initially a carbon copy of Facebook. And even before it was […]