Affordable options reign supreme: Representation from construction, property, and security industries
In the vast digital landscape of Russia, social media has become a significant part of daily life for many. A joint study by Twinby and hh.ru has shed light on the varying patterns of user interaction based on gender, profession, and region.
According to the study, 44% of respondents view a like as a way to mark content they enjoy. This simple act of digital affirmation serves as a way for individuals to feel recognized and connected. Interestingly, men are generally more restrained in their use of likes, while women express emotions online more frequently, likely due to their more socially oriented nature.
The study also found that respondents from the education and science, retail, and marketing and PR sectors react the most with likes. On the other hand, those in construction, real estate, and security show minimal activity in terms of likes. City dwellers are less emotionally expressive online compared to residents of certain regions, with Moscow and Krasnoyarsk Krai residents being the most emotionally detached. However, residents of Irkutsk, Rostov, and Samara regions are the most generous with their support on social media.
A third of those surveyed only like posts from friends and acquaintances, while others use likes as a sign of support or politeness. Likes on social media can serve as a way to mark content they enjoy, show support, or express politeness. However, Twinby's chief psychologist, Laris Karavayeva, states that interest in likes can indicate a desire for acceptance, while indifference could signal either mature self-esteem or emotional burnout.
The Russian internet advertising market is dominated by a few major players, including "VKontakte", "Avito", Telegram, and aggregators, collectively occupying around 65% of the market. Aggregators eLama and Click increased their turnover by 50%, and the median check by an average of 36%. Notably, "Yandex Direct" managed to capture and maintain a 35% share of all advertising budgets after Google's exit from the online advertising market.
Starting September 1, 2025, amendments will come into force prohibiting the dissemination of advertising on banned Russian resources, including social networks. A similar ban is already in place for placing ads on foreign agent resources. From September 1, amendments to the Code of Administrative Offenses will come into effect, penalizing internet users for searching for prohibited materials.
Violators of this law face fines, with the Federal Antimonopoly Service of Russia overseeing compliance. It is essential for users and businesses alike to stay informed about these changes to ensure they comply with the law and maintain a positive online presence.
In conclusion, the study by Twinby and hh.ru provides valuable insights into the complex world of social media user interaction in Russia. By understanding these patterns, businesses can tailor their social media strategies to better engage with their target audiences, and individuals can make more informed decisions about their online activities.
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