Russian Search Marketing continues our blog series on Russian Internet user demographics covering the 25-34 year-old age group, which is one of the most important for advertisers looking to target Russian Internet users. This age group is the largest group of Russians on the web. This is due partly to this cohort being the largest age group in Russia in general. However, it also reflects the high connectivity of this group, as Internet penetration is approaching 100% among these Russians. While this group shares some online behaviors and habits with last week’s 18-24 year-old group, there are also significant differences between the two groups. Read on below to learn more about Russia’s largest Internet audience!
The 25-34 demographic in Russia represents the largest Internet audience in the country, with almost 28% of all Internet users being in this cohort. This correlates with them being the largest age group in Russia. As with their younger peers, Internet penetration is high, though there is a bit more room to grow when compared to the 18-24 group. However, considering that the next cohort 25-34 year-olds will be considerably smaller than the current one, this group’s share of Internet users may actually fall in the future.
A majority of this age group told Fom.ru that their lives would be significantly affected without the Internet, which reflects the high penetration among this group. Compared to the 18-24 cohort, this group has different uses from their Internet. Their older age can be seen in the way that they are much more likely to use the Internet for work and reading the news. Despite this, communication remains the primary use of the Internet for this group, and education is still a significant factor as well. Though they use the Internet more for work (or perhaps because of this), 25-34 year-olds are also more likely to use the Internet for relaxation. When asked about Internet habits in the past month, this group were the most likely to have shopped online and read a blog, and they used social media only slightly less than the 18-24 group. This group are the largest users of online dating in Russia.
There are some significant differences in social media use among 25-34 year-olds when compared with their younger cohort. VK was still the most popular social network in a Fom.ru survey with 74% saying they had used it recently, but Odnoklassniki was more popular, with a majority of the group saying they had used it as well. Though both age groups share VK and Odnoklassniki as their two most popular social networks, Facebook was the third most popular network for this cohort. Roughly the same amount of respondents told Fom.ru they had used Facebook, but the much lower popularity of Instagram among this group led Facebook to rank higher. Whereas Instagram was the third most popular network among 18-24 year-olds, in this cohort it was fourth, just one point ahead of Mail.ru’s social network. Twitter was also less popular with 25-34 year-olds.
Compared with their younger Internet users, this age group was much less likely to visit social media sites multiple times during the day. However, there are many similarities in how both groups use social media. This cohort also enjoyed using social media for activities other than communication, with slightly less than half saying they read the news on social media and watch video and listen to music. Despite using the Internet for work more than 18-24 year-olds, this group was not any more likely to use social media for work. One area of notable difference was that 25-34 year-olds were much less likely to have reported using social media to play games.
Accessing the Internet
This group is the biggest cohort on the the mobile web in Russia, making up almost 32% of all mobile Internet users according to TNS Russia. This is not too surprisingly, considering the high use of mobile Internet in general in Russia and this group being the largest on the Internet. In a survey conducted by Fom.ru, 25-34 year-olds had generally similar methods for connecting to the Internet as their younger cohort. Accessing the Internet via mobile device was the most popular for this group as well, and they were actually a bit less likely to use the Internet on a home desktop than 18-24 year-olds. As to be expected considering their age and how much more they use the Internet for work, 25-34 year-olds were more likely to access the Internet on computers at work. They also reported using tablets more often than their younger peers did, and had the highest tablet usage among all age groups.
Russians under 35 are the most likely to make use of e-payments, as reported by RSM, and 25-34 year-olds are the biggest users of the systems, by quite some distance. This is supported by data previously discussed in this post; this group are the largest demographic on the Internet in Russia, and they are also more likely to engage in e-commerce than other age groups. Compared to other Internet users in Russia, they are more likely to use e-money for paying fees and fines and buying transport tickets. It is also common for 25-34 year-olds to use e-payments for money transfers.
When looking at general e-commerce trends, this age group constitutes the largest group of online shoppers. In 2014, 37% of all e-commerce shoppers were between 25-34, almost double the number of online shoppers in the 18-24 demographic.
This age group of 25 to 34 year old Russians represents the core of the Russian Internet. From their reliance on the Internet to their online shopping behavior, this group clearly drives a strong portion of online transactions in Russia. By combining these general insights with their own site analytics, webmasters and advertisers in Russia can adjust their targeting for this important audience. Next week the Russian Internet user demographics blog series continues with a blog on the 35-44 year old age group.