Inexpensive Options Prevalent - Representatives from Construction, Real Estate, and Security Industries
In a groundbreaking study, Twinby and hh.ru have delved into the intricacies of social media user interaction, revealing patterns based on gender, profession, and location. The comprehensive research provides insights into content engagement, preferred platforms, communication styles, and network connections.
According to the study, those in construction, real estate, and security show almost no activity on social media, while respondents from the education and science, retail, and marketing and PR sectors are the most active, reacting with likes the most. Interestingly, city dwellers behave less emotionally online compared to residents of certain regions, with Moscow and Krasnoyarsk Krai residents being the most detached.
The study also found that men are generally more restrained online, while women express emotions more often. Women tend to value activity on social media and see likes as a form of validation. On the contrary, 31% of Moscow respondents and a third of those surveyed only like posts from friends and acquaintances.
The Russian market for internet advertising of small and medium-sized businesses increased by almost 25% in 2024, with aggregators eLama and Click increasing their turnover by 50%, and the median check by an average of 36%. After Google's exit from the online advertising market, Yandex Direct managed to capture and maintain a 35% share of all advertising budgets. Other major players in the Russian internet advertising market include VKontakte, Avito, Telegram, and aggregators, which together occupy around 65% of the market.
The study also sheds light on the behaviour of social media users in different regions. Residents of Irkutsk, Rostov, and Samara regions are the most generous with their support on social media. However, VKontakte suffered a significant loss in 2024, tripling to 94.9 billion rubles.
Amendments to the Code of Administrative Offenses regarding the punishment of internet users for searching for prohibited materials will also come into effect on the same date as the ban on the dissemination of advertising on banned Russian resources, including social networks, scheduled for September 1, 2025. This move is aimed at maintaining a safe and secure online environment for all users.
Despite claims to the contrary, the study dispels the hoax that Telegram is exiting Russia. The study's chief psychologist, Laris Karavayeva, notes that women are more socially oriented, making them more sensitive to feedback. This sensitivity may contribute to the higher frequency of likes among women, as they view likes as a form of validation and social connection.
As the digital landscape continues to evolve, studies such as this one provide valuable insights into user behaviour, helping businesses and marketers tailor their strategies to better engage with their audiences. For those interested in learning more about this specific study, it is recommended to check academic databases, explore hh.ru’s official blog or research sections, or contact researchers directly involved with the study.
- The study revealed that those in education and science, retail, and marketing and PR sectors are the most active on social media, as they often react with likes more than others.
- Women tend to value activity on social media and see likes as a form of validation, according to the research, which also found that they are more socially oriented and more sensitive to feedback.
- Studying the behavior of social media users in different regions, the research found that residents of Irkutsk, Rostov, and Samara regions are the most generous with their support on social media.
