Distribution of Facebook ad-audience in Russia in 2020, by age and gender

The largest share of Facebook Inc's advertising audience users in Russia during January 2020 was aged between 25 and 34 years, amounting to roughly 40 percent if both genders are taken together. In aggregate terms, the female audience outnumbered its male counterpart across all the age groups, according to DataPortal.

Geography of Facebook

Of over 50 million Facebook users in Russia – roughly one-third of the population, the largest share was recorded in the capital by 2018. Among the countries of Caucasus, Russia positioned the second after Turkey by Facebook users’ volume, as of January 2020. For comparison, the penetration rate of the social network in question in Western Europe was measured at nearly 55 percent in 2018.  

Social media usage in Russia

Despite the considerable volume of users, Facebook was far from being the most popular social network in Russia, which can be explained by strong competition of Vkontakte – the Russian version of Facebook. In 2019, YouTube accounted for the highest penetration rate in the country, while Facebook listed in seventh place, with over 40 percent less penetration rate than Vkontakte.