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Social Media in Belarus
Affinity Index
Mikhail Doroshevich
2
Affinity Index
 Source: https://audience.gemius.com/en/methodology/metrics/
 Affinity Index  Internet
 The ratio of the value of the audience composition for a
given target group for the selected node(s) in a specified
time period to the value of the audience composition for a
given target group, for the whole Internet (all websites
covered by the research) in the specified time period. This
indicator is expressed as a percentage.
3
Social Media in Belarus / Affinity Index / Gender
 Source: Mikhail Doroshevich, gemiusAudience, 06/2015, 15-74 age
100.43
99.59
74.58
124.26
109.89
90.57
70.00
80.00
90.00
100.00
110.00
120.00
130.00
Men Women
facebook.com ok.ru vk.com
4
Social Media in Belarus / Affinity Index / Age
 Source: Mikhail Doroshevich, gemiusAudience, 06/2015, 15-74 age
167
94
109
93
84
104
87
68
103
114
93
142
146
154
118
85
56
3730.00
50.00
70.00
90.00
110.00
130.00
150.00
170.00
15-18 19-24 25-34 35-44 45-54 55-74
facebook.com ok.ru vk.com
5
Social Media in Belarus / Affinity Index / Age
 Source: Mikhail Doroshevich, gemiusAudience, 06/2015, 15-74 age
167
94
109
93
84
104
87
68
103
114
93
142
146
154
118
85
56
3730.00
50.00
70.00
90.00
110.00
130.00
150.00
170.00
15-18 19-24 25-34 35-44 45-54 55-74
facebook.com ok.ru vk.com
6
Social Media in Belarus / Affinity Index / Education
 Source: Mikhail Doroshevich, gemiusAudience, 06/2015, 15-74 age
83
95
74
160
129
110
130
121
52
68
105
102
96
148
95
50.00
70.00
90.00
110.00
130.00
150.00
incomplete secondary education finished secondary education vocational incomplete high high
facebook.com ok.ru vk.com
7
Social Media in Belarus / Affinity Index / Martial Status
 Source: Mikhail Doroshevich, gemiusAudience, 06/2015, 15-74 age
127
88
80
119
62
70
103
113
146 146
130
101
82 82
3430.00
50.00
70.00
90.00
110.00
130.00
150.00
single not married but live together married divorced widow, widower
facebook.com ok.ru vk.com
8
Social Media in Belarus / Affinity Index / Households
 Source: Mikhail Doroshevich, gemiusAudience, 06/2015, 15-74 age
159
103
100
84
57
102
112
83
93
151
106
89
113
87
114
50.00
70.00
90.00
110.00
130.00
150.00
Number of persons in the
household=1
Number of persons in the
household=2
Number of persons in the
household=3
Number of persons in the
household=4
Number of persons in the
household=5 and more
facebook.com ok.ru vk.com
9
Social Media in Belarus / Affinity Index / Occupation
 Source: Mikhail Doroshevich, gemiusAudience, 06/2015, 15-74 age
138
155
95
140
122
159
31
129
58
158
24
138
35
61
98
48
67 66
127
62
121
61
117
163
105
96
49
239
213
120
95
135
83
91
114 120
71
103
123
110
128
142
36
114
95
20.00
70.00
120.00
170.00
220.00
facebook.com ok.ru vk.com
10
Social Media in Belarus / Affinity Index / Income
 Source: Mikhail Doroshevich, gemiusAudience, 06/2015, 15-74 age
72
68
141
59
93
107
112 110
181
185
88
123
158
212
92
97
55 56
102
52
120
112
139
99
113
87 89
97 96
137
107
147
93
50.00
70.00
90.00
110.00
130.00
150.00
170.00
190.00
210.00
up to 60 USD from 61 to 120
USD
from 121 to
180 USD
from 181 to
250 USD
from 251 to
400 USD
from 401 to
600 USD
from 601 to
1000 USD
from 1001 to
1500 USD
more than
1500 USD
no income I don't know/
don't want to
answer
facebook.com ok.ru vk.com
11
Social Media in Belarus / Affinity Index / Cities
 Source: Mikhail Doroshevich, gemiusAudience, 06/2015, 15-74 age
149
62
100
141
100
65
67
58
66
62
123
79
92
149
164
118
96
79
110
115
69
90 91
50.00
70.00
90.00
110.00
130.00
150.00
170.00
Minsk Brest Vitebsk Gomel Grodno Mogilev Place with a
population of more
than 50 000
Place with a
population less than
50 000
facebook.com ok.ru vk.com
Contact:
Mikhail.Doroshevich@gemius.com

More Related Content

Social Media in Belarus / Affinity Index

  • 1. Social Media in Belarus Affinity Index Mikhail Doroshevich
  • 2. 2 Affinity Index Source: https://audience.gemius.com/en/methodology/metrics/ Affinity Index Internet The ratio of the value of the audience composition for a given target group for the selected node(s) in a specified time period to the value of the audience composition for a given target group, for the whole Internet (all websites covered by the research) in the specified time period. This indicator is expressed as a percentage.
  • 3. 3 Social Media in Belarus / Affinity Index / Gender Source: Mikhail Doroshevich, gemiusAudience, 06/2015, 15-74 age 100.43 99.59 74.58 124.26 109.89 90.57 70.00 80.00 90.00 100.00 110.00 120.00 130.00 Men Women facebook.com ok.ru vk.com
  • 4. 4 Social Media in Belarus / Affinity Index / Age Source: Mikhail Doroshevich, gemiusAudience, 06/2015, 15-74 age 167 94 109 93 84 104 87 68 103 114 93 142 146 154 118 85 56 3730.00 50.00 70.00 90.00 110.00 130.00 150.00 170.00 15-18 19-24 25-34 35-44 45-54 55-74 facebook.com ok.ru vk.com
  • 5. 5 Social Media in Belarus / Affinity Index / Age Source: Mikhail Doroshevich, gemiusAudience, 06/2015, 15-74 age 167 94 109 93 84 104 87 68 103 114 93 142 146 154 118 85 56 3730.00 50.00 70.00 90.00 110.00 130.00 150.00 170.00 15-18 19-24 25-34 35-44 45-54 55-74 facebook.com ok.ru vk.com
  • 6. 6 Social Media in Belarus / Affinity Index / Education Source: Mikhail Doroshevich, gemiusAudience, 06/2015, 15-74 age 83 95 74 160 129 110 130 121 52 68 105 102 96 148 95 50.00 70.00 90.00 110.00 130.00 150.00 incomplete secondary education finished secondary education vocational incomplete high high facebook.com ok.ru vk.com
  • 7. 7 Social Media in Belarus / Affinity Index / Martial Status Source: Mikhail Doroshevich, gemiusAudience, 06/2015, 15-74 age 127 88 80 119 62 70 103 113 146 146 130 101 82 82 3430.00 50.00 70.00 90.00 110.00 130.00 150.00 single not married but live together married divorced widow, widower facebook.com ok.ru vk.com
  • 8. 8 Social Media in Belarus / Affinity Index / Households Source: Mikhail Doroshevich, gemiusAudience, 06/2015, 15-74 age 159 103 100 84 57 102 112 83 93 151 106 89 113 87 114 50.00 70.00 90.00 110.00 130.00 150.00 Number of persons in the household=1 Number of persons in the household=2 Number of persons in the household=3 Number of persons in the household=4 Number of persons in the household=5 and more facebook.com ok.ru vk.com
  • 9. 9 Social Media in Belarus / Affinity Index / Occupation Source: Mikhail Doroshevich, gemiusAudience, 06/2015, 15-74 age 138 155 95 140 122 159 31 129 58 158 24 138 35 61 98 48 67 66 127 62 121 61 117 163 105 96 49 239 213 120 95 135 83 91 114 120 71 103 123 110 128 142 36 114 95 20.00 70.00 120.00 170.00 220.00 facebook.com ok.ru vk.com
  • 10. 10 Social Media in Belarus / Affinity Index / Income Source: Mikhail Doroshevich, gemiusAudience, 06/2015, 15-74 age 72 68 141 59 93 107 112 110 181 185 88 123 158 212 92 97 55 56 102 52 120 112 139 99 113 87 89 97 96 137 107 147 93 50.00 70.00 90.00 110.00 130.00 150.00 170.00 190.00 210.00 up to 60 USD from 61 to 120 USD from 121 to 180 USD from 181 to 250 USD from 251 to 400 USD from 401 to 600 USD from 601 to 1000 USD from 1001 to 1500 USD more than 1500 USD no income I don't know/ don't want to answer facebook.com ok.ru vk.com
  • 11. 11 Social Media in Belarus / Affinity Index / Cities Source: Mikhail Doroshevich, gemiusAudience, 06/2015, 15-74 age 149 62 100 141 100 65 67 58 66 62 123 79 92 149 164 118 96 79 110 115 69 90 91 50.00 70.00 90.00 110.00 130.00 150.00 170.00 Minsk Brest Vitebsk Gomel Grodno Mogilev Place with a population of more than 50 000 Place with a population less than 50 000 facebook.com ok.ru vk.com