Vkontakte (VK) – Russia’s largest social network – is known for attracting younger audience as opposed to Odnoklassniki – Russia’s second largest network – where older people like to hang out. Many brands stay away from advertising on VK believing that its audience mainly consists of school kids and teenagers with no buying ability. But in reality, this is not the case. VK’s most typical user is a working middle- and lower-middle income young professional, says the latest TNS Russia report.
In October last year vKontakte was visited by 53 430 000 people between 12 to 64 years old. Out of these visitors 67.4% (35 990 000 people) are employed, where:
21.8% (11 626 000 people) work as specialists/experts.
20% (10 686 000 people) are students.
18.5%, (9 867 000 people) are employees (non-specialists ).
13.3% (7 087 000 people) are workers.
12.6% (6 757 000 people) hold management positions.
7.3% (3 900 000 people) are unemployed.
6.2% (3 300 000 people) are housewives.
VK’s members of school age – from 12 to 17 years – account for only 11% of the total user base.
More than a half of vKontakte’s users are people with income below average. According to the report, 6.5% (3.45 million people) said they have enough money to only buy food and 46.5% (24.8 million people) – enough money to buy food and clothing. 33.8% of VK’s visitors (18 million people) claimed that they could afford buying expensive products.
Younger audience’s commercial potential should not be underestimated either. In 2013 VK earned $55 million on social gaming – product mainly used by kids.
In general, many brands see good results from social media advertising in Russia. In 2013 advertisers spent $83.7 million on VK ads and almost double as much on advertising on Odnoklassniki. CPCs in social networks are normally, and the targeting options are very extensive, which allows efficiently reaching your target audiences.
Social advertising spend in Russia has been rapidly increasing year over year and is set to grow even more this year. Are you planning to include vKontakte or Odnoklassniki ads into your marketing mix in 2015?