J'son & Partners Consulting presents brief results of the analytical report " The Russian market of mobile social networks".
Definition of mobile social networks
In frames of the study J'son & Partners Consulting will define the concept of social networking and mobile social networks, which are classified under the following headings:
classic social networks;
thematic social network.
The mobile social networks are:
mobile native social networks applications are designed for a specific platform; they have a level of access to system resources on the mobile device;
browser versions of social networks: the consumption of content is carried out by a mobile browser; mobile versions of sites are specially developed for quick download
unofficial mobile applications: developed by independent mobile developers.
In the study J'son & Partners Consulting excludes the following web and mobile services from the research subject (as they don’t have full functionality of social networks):
First native Java-based applications for social networks appeared in 2006 and customers began to use mobile browsers. Modern functional similar to web functionality of social networks for mobile devices started to appear during this period.
Since 2008 mobile social networks have become a trend. During this period, with the advent of smart phones with built-in applications the use of social networks have increased and users was to use mobile devices to communicate more actively.
Global classic and mobile social networks market
Popularization of social networking accounts explains their large audience around the world. The total number of social networks users in the world will increase more than 70% in next 4 years according to J'son & Partners Consultng. Mobile social networking audience will grow by more than 120% during this period.
According to J'son & Partners Consulting, the global mobile social networking audience, will grow more than by 1.5 times compared to the previous year reaching 0.81 billion in 2012.
The volume of social networks market (classical and mobile) will also show growth over the next four years. Especially rapid growth shows the segment of mobile social networks that includes a mobile version of traditional social networks and social networks specifically designed for smartphones and other mobile devices.
Business community is focused on indicators of mobile social networks market.
The volume of mobile social networks market will amount to 1.24 billion USD in 2012. According J'son & Partners Consulting, the market will reach the level of 4.03 billion USD by the end of 2016.
The volume of global classical social networks market will grow by 60% by the end of 2016.
Monetization of mobile social networks
According to J'son & Partners Consulting, there are four primary monetization models that are applied to social networks today.
1. Advertising model is the most common business model implemented in Internet projects,
particularly in social networks. This kind of monetization is very popular due to the high attendance
of the resource and social networks users’ activeness.
2. Model based on income from paid applications and services hosted within the social network.
Examples of such services include games in social networks, applications, calendars, and other
3. A model based on the creation of intra-currency as well as income from paid services of the
social network. This kind of monetization allows for example to buy the "Voices" in VKontakte or
"OK" in Odnoklassniki for real money and spend it on additional internal social networking service
such as virtual gifts or to increase rating, etc.
4. Premium account model is another kind of internal services monetization. Account holders obtain
additional functionality such as access to the contact information of other accounts or concealing
their own personal information.
Social networks revenues can be segmented into three sections: advertising revenues, revenues from value added services, revenue from applications.
Advertising revenue occupy a larger share in both types of social networks: more than half of the classical social networks and nearly 80% in mobile social networks. In both segments, the percentage of advertising revenues in the next 4 years will be almost the same as opposed to the share of revenues from applications, which will decrease both in classical and in mobile social networks. The biggest part of the revenues in both categories will be generated by advertising, the second position accounts for the revenue from the games, and about 10% will be generated by additional services.
Globally, the most intensive growth is demonstrated by the smallest segment of the percentage of income from additional services: an increase of 2.3 times and 4.2 times in classical and mobile segments, respectively.
Classical and mobile social networks market in Russia
Social networks in Russia are almost as popular as in the world. With the increasing number of smartphone users the use of mobile social services has increased and so the mobile Internet traffic has increased significantly. Today there are mobile applications for almost every social network existing in Russia.
Classical and mobile social networks audience in Russia shows as steady growth as in the world.
Russian mobile social networks audience will increase by 1.7 times from 7.05 million in 2011 to 12.5 million by end of 2012.
At the same time mobile social networks market is estimated at 41.4 million USD for the current 2012.
Russian mobile social networking market will increase more than 4 times by the end of 2016 from 41,4 to 132.1 million USD; classical social networks market will double.
Classical social networks market in Russia has a longer history at the moment and a wider audience that is loyal to mobile social networking peers as well.
Revenue structures of mobile and classical social networks markets are similar in Russia and in the world.
In contrast to the global market, the main sources of income in classical social networks in Russia are games and applications accounting for more than the half of revenue.
The specifics of marketing in mobile social networks
In the full version of the survey J'son & Partners Consulting overview the best practices for mobile marketing campaigns in social media on the basis of statistical data on the use of mobile social networks obtained through own surveys.
In general, the feature of users’ behavior in mobile social networks is that the sessions in mobile communities are shorter than in stationary social networks: on average, they last for 4-5 minutes.
Another important characteristic is the peak of attendance. In mobile social networks it falls on the lunch time (from 1pm to 2pm) as well as for the evening (from 7pm to 9pm).
Social circle of users is also rather indicative. It mostly consists of friends and family, much less - partners and colleagues. Thus, the reference groups are clearly distinguished: family members, friends and partners of users.
In gender breakdown of daily and weekly use of social networking from smartphone lead women which are a few percent ahead of the men. On a monthly basis the quantity of male and female using their social networking account is equal. The amount of male audience is higher of those representatives who never use social networking sites from a smartphone, more than men.
Knowledge of these behavior features helps to plan activity in mobile environment wisely. In particular it is possible to identify the reference groups, preferable time and frequency of attendance, the values and expectations of the target audience.
Barriers and drivers of the market
Among the factors that hinder the rapid development of the market for mobile social networking, J'son & Partners Consulting experts note the lack of smartphones penetration, local and global social networks competition and difficulties in monetization.
Among the main drivers for the market of mobile social networks there are positive trends: increasing number of smartphone sales, reducing the average price of all types of mobile devices, improvements in mobile internet (speed, geographical coverage, the price of traffic, etc.), the growth of social networking audience, competition with global leaders, integration of mobile social networks to third-party applications.
• In 2011, the world of social networking audience was about 1.4 billion, while the mobile audience
equaled to only 491 million. However the mobile audience will grow by more than 1.5 times
by the end of 2012, according to J'son & Partners Consulting.
• The volume of global mobile social networks market in 2011 amounted to 758.9 million USD.
According J'son & Partners Consulting the market size will to reach 1,242,500,000 USD by
the end of 2012.
• Globally, the most rapid growth will show the smallest by a percentage segment of income from
additional services: 2.3 times and 4.2 times increase in classical and in the mobile segment,
• The Russian audience of mobile social networks has increased by 1.7 times over the year from
7.05 million in 2011 to 12.5 million on the basis of 2012.
• The market of classical social networks in Russia has a longer history at the moment and a wider
audience loyal to mobile social networking peers.
Contents of the full (107 p.) report “The Russian Market of Mobile Social Games”
2. Sources and Methodology
3. Definition and classification of mobile social services
The scale of the study
4. Overview of mobile social services market
4.1. Overview of Global mobile social services market
4.2. Types of mobile social services
4.2.1. Classic social networks
4.2.3. Photo and video hosting
4.2.4. Alternative applications of social networks for Android, iOS and other platforms
4.3. Business models and monetization
4.4. Market structure and participants
4.5. Mobile social services development in different parts of the world
4.6. Volume and dynamics of global market of mobile social networking, 20010-2016
4.7. Volume and dynamics of the russian Mobile social networks market, 2010-2016
4.8. Drivers and barriers of the market
5. Marketing communications in social media for mobile devices
5.1. The main directions of marketing communications
5.1.3. Reputation Management
5.1.4. Customer Support
5.2. The specifics of marketing in mobile social networks
5.3. Marketing communications Management
5.4. Evaluating the effectiveness of social services
6. Related markets
6.1. Wireless Broadband in Russia and in the world
6.2. The smartphone market in Russia and in the world
6.3. Tablet market in Russia and in the world
7. Conclusions and recommendations
List of Figures
Fig. 1. Types of social networks
Fig. 2. Mobile Social Networks
Fig. 3. Alternative social networks
Fig. 4. Mobile version of Facebook
Fig. 5. Mobile version of Twitter and Twitter mobile applications
Fig. 6. Mobile version and mobile application Pinterest
Fig. 7. An example of a mobile application - LinkedIn
Fig. 8. An example of the mobile version and the mobile application - Foursquare
Fig. 9. An example of a mobile application - Instagram
Fig. 10. An example of a mobile application and video hosting - Vimeo Youtube
Fig. 11. An example of a mobile application - Relevance
Fig. 12. An example of a mobile application - Relevance
Fig. 13. An example of a mobile application - TweetCaster
Fig. 14. An example of a mobile application - InstaFrame
Fig. 15. An example of a mobile application - Facebook Messenger
Fig. 16. An example of a mobile application - Flipboard
Fig. 17. Example Mobile Music application - VKontakte
Fig. 18. Example of advertising in popular social networks
Fig. 19. The ecosystem of the mobile market social networks services
Fig. 20. Income of social networks market participants, billion rubles
Fig. 21. Audience of mobile social networks, USA, 2010-2011
Fig. 22. Monthly page views of Mixi, 2006-2010
Fig. 23. Number of views in social mobile applications (%), India, January 2010 - June 2010
Fig. 24. The global social networking audience, mln
Fig. 25. The market volume of browser and mobile social networks in the world, million USD
Fig. 26. Market volume and revenues from social networks in the world, million USD, 2012-2016
Fig. 27. Revenues from social networks in the world, by source,%, 2011-2016
Fig. 28. Audience of browser and mobile social networks in Russia, mln
Fig. 29. Top 3 Russian mobile social networks by ausience, million people. / Month.
Fig. 30. Volume of browser and mobile social networking market, mln.
Fig. 31. Market volume and revenues from social networks in Russia, mln USD, 2012-2016 gg.
Fig. 32. Volume and revenue structure of mobile social networks market
Fig. 33. Revenues from social networks in Russia, by source,%, 2011-2016.
Fig. 34. Number of smartphones obtained worldwide, million units.
Fig. 35. The average price of a smartphone in the world, USD
Fig. 36. Technological advances of media
Fig. 37. The most common social networking services
Fig. 38. Stages of reputation management
Fig. 39. Frequency of social networks use from mobile devices
Fig. 40. Frequency of social networks use from smartphone
Fig. 41. Social networks usage from smartphone
Fig. 42. Social networks usage from smartphone / tablet
Fig. 43. Strategic social media plan
Fig. 44. The advantages of using social marketing services (SMM)
Fig. 45. Total mobile data traffic in the world, exabytes, 2010-2016.
Fig. 46. The total active mobile subscriber base in Russia, million subscribers, Q1 2010 - Q2 2012
Fig. 47. Total of mobile data traffic, billion MB, Q1 2010 - Q2 2012
Fig. 48. Frequency of mobile internet use from smartphone
Fig. 49. The total number of smartphones in the world, billions of pieces, 2010-2016.
Fig. 50. The total number of smartphones worldwide by operating system, million units, 2010-2012.
Fig. 51. Total sales of smartphones in million units, Russia, Q1 2010 - Q2 2012
Fig. 52. Dynamics of average retail price for a smartphone in Russia, USD, 2008-2012
Fig. 53. Market structure: smartphones and phones,%, units, Russia, 2009 - 2015
Fig. 54. The total number of tablet PC in the world, mln units, 2010-2012
Fig. 55. The total number of Tablet PC in the world by operating systems,%, 2010-2012
Fig. 56. The total number of tablet PC in Russia, mln units, 2010-2012
List of Tables
Table 1. Classification by type of social networking
Table 2. Types of mobile services that are excluded from the study
Table 3. Facebook profile
Table 4. Twitter (microblogging service) profile
Table 5. LinkedIn (social network) profile
Table 6. MySpace (social network) profile
Table 7. Google Plus (social network) profile
Table 8. Live Journal (social network) profile
Table 9. Pinterest (social network) profile
Table 10. Badoo (social network) profile
Table 11. VKontakte (social network) profile
Table 12. Odnoklassniki (social network) profile
Table 13. An example of a mobile version and mobile application VKontakte
Table 14. Mobile applications of regional social networks
Table 15. Overview of services for social networking monitoring
Table 16. With whom and how often do users interact in mobile social networks?
Table 17. What information do users share inmobile social networks?
This Information Note is Prepared by J’son & Partners Consulting, We strive to provide factual and prognostic data that fully reflect the situation and are available to us before issuing the material. J’son & Partners Consulting reserves the right to revise the data after publication of new official information by the market players.
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