The presentation provides an overview of Internet community and social media community in Belarus at the end of 2011 year.

1. November, 2011

2. Content
1. Internet usage in Belarus compared to mobile internet
2. Social media in Belarus

3. Belarus on-line

4. Internet usage in Belarus
3 803 755 people are using Internet in
Gender division of
Belarus that constitutes 40% of country Internet users
population*
49% Male
51% Female
The division by gender shows that practically
the equal part of internet users are female
and male (with slight overweight on the last)
Among age groups of internet users the age
group 15 - 34 constitutes 65 % of all 1,600,000
1,396,824 Age
Belarus internet users 1,400,000 division
1,200,000 1,067,389
1,000,000
*The data on Internet users is provided based on Gemius SA – 800,000 697,903
gemiusAudience: 2011,QIII Series1
600,000 470,641
400,000
170,997
200,000
0
15-24 25-34 35-44 45-54 55+

5. Internet usage: occupation and income level
Occupation
Occupation criteria ( % out of all internet users Other 810,953
in the country): Housewives 113,400
29% - white collar workers Pensioneer 85,473
Student 718,496
21% - unwilling to indicate occupation Unemployed 108,884
Freelance 40,058
19% - students Governmental experts 248,627
(All 3 groups are among the strongest Worker 427,328
audience in SM) Small business owners 155,373
Office staff 198,697
Expert level 599,138
Middle management 173,257
Top management/business owners 124,072
Income criteria:
0 400,000 800,000
45% - up to 1 500 000 rubles not willing to indicate 379,045
Income
no income 470,731
more than 5 000 000 38,896
3 000 001 - 5 000 000 83,578
2 000 001 - 3 000 000 163,532
1 500 001 - 2 000 000 329,920
*The data on Internet users is provided based on Gemius SA – 1 000 001 - 1 500 000 702,696
gemiusAudience: 2011,QIII 500 001 - 1000 000 997,890
up to до 500 000 rubles 637,468
0 400,000 800,000 1,200,000

6. Mobile internet users, Russia
The data is provided from J’son&Partners Consulting по заказу Google, I half 2011

7. Social Media in Belarus

8. SM users’ socio-demographic features
The number of Belarus SM registered accounts
Number of registered users
compiles 4 074 780 people equals to 43% of all 3,000,000
2,500,000
country population. 2,500,000 vkontakte
2,000,000 odnoklassniki
The number of Belarus SM accounts exceed the 1,500,000
1,000,000 facebook
number of Internet users that means that people are 1,000,000 mamba
332,280
registering into more than one social network 500,000 122,500100,000 20,000 livejournal
0
twitter
Аккаунты
1,000,000
934,000
1,000,000
Number of visits
800,000 per week/month
600,000
247,000 340,000
400,000 250,000 0 420,000
200,000 123,000 0
0 190,000 неделя
месяц
месяц
vkontakte
facebook неделя
mamba
odnoklassniki
livejournal
*The data is provided on Rgmedia on vkontakte, facebook, mamba, livejournal; Adriver on
odnoklassniki; yandex on twitter. Beginning of 2011

9. Country specific features
• http://vseti.by/ - a belarusian SM that accounts for 892 316 accounts
• http://i.tut.by/ - a SM by a leading Belarusian portal www.tut.by. Due to portal popularity
the network enrolls 1 206 066 accounts.
• At the same time we see that country network do not impede the popularity of world-wide
networks such as facebook and at the same time there is a big popularity of Russian network
– vkontakte.

10. Frequency of SM usage in Belarus
39.10%
40.00%
Frequency of usage, %
35.00%
30.00%
25.00%
1-2 раза в день
19.60% 3-5 раз в неделю
20.00%
1-2 раза в неделю
1-3 раза в месяц
15.00% Реже 1 раза в месяц
9% 9.60%
10.00%
5.80% 6.30%
5.70%
5.00% 3.70% 3.10%
3.10%
2.10% 2.70%3% 2.30%
1.40% 1.80%
0.50% 0.60%
0.50% 0.20%
0.00%
vkontakte odnoklassniki facebook mamba
The data is provided on MASMI research

11. Frequency of SM usage from smartphones, Russia
52% use the smartphone at least once a week to access SM in Russia
*The data is provided from J’son&Partners Consulting по заказу Google

12. How are communications powered to trigger visits?
Blogging
Photo
Video Sharing
Sharing
Podcasts Micro
KEY Blogging
Social
Message
Platforms
Boards RSS
Chat
Widgets
rooms Social
Net-
working

13. When making purchase decision – how often SM used?

14. The contribution in SM, worldwide
Micro-blogging and contributing is exploding
*The data is provided grounded on Global web index, Global State of Social Media in 2011

15. Major outcomes
Social media community in Belarus is due to expand in near future.
It would grow parallel to the growth of Internet penetration
Belarus companies are only starting to explore SM: among which the most active communities
that are involved in e-commerce, mobile operators etc.
Belarusian ATL-campaign would have more digital components.
The era of digital agencies is due to expand. Most probably the emphasize of these agencies
would bye on markets of neighbor countries.
Big networks would mould the small country specific netwroks.