13 Jan

Facebook in Armenia, Azerbaijan, and Georgia – 2013 – with a gender focus

While figuring out technology penetration rates isn’t my main interest, people do ask me a lot.

I get nervous about giving percentages because I am more interested in demographic divides – gender, wealth, education, region, etc. And for the most part, giving penetrations rates doesn’t allow for that. (See here for more on this.)

But a journalist was asking today about Facebook users in Azerbaijan and I learned about a new way to find out how many Facebook users are in a country — through Facebook’s Ad selling programs. While I don’t totally trust this information (numbers are too round, this counts ever used, not current or regular users), it is interesting. ETA: But the numbers they give  are not exact, so these percentages displayed below are not accurate for the true number of users. I calculated everything from the actual population. So when it says 36% of Georgian women are X, I calculated from the population data from the World Bank. This isn’t SOLID information, but it does come FROM Facebook, so it is a little bit better than SocialBakers.

This is what it looks like to find out this information:


So, Armenia has 2,974,184 people, Azerbaijan 9,590,159 people, and Georgia 4,555,911 people total according to the World Bank and after I subtracted those age 0-14 (World Bank’s category, not mine) the populations are Armenia: 2,460,436; Azerbaijan: 7,419,487; Georgia: 3,855,233.

Facebook Ads says that this many people in each of those countries is a potential viewer of their ads (thus a Facebook user): Armenia: 580,000; Azerbaijan: 1,320,000; Georgia: 1,220,000 (for those that think this is a competition, Georgia is “winning”). Let us acknowledge that these numbers from Facebook are way too round, thus they are rough estimates. We can’t trust them completely. But let’s see what we have.

Thus, here are the percentages of the age 14+ populations of each country who are on Facebook:


Armenia: 24%
Azerbaijan: 18%
Georgia: 32%

So that is interesting, but let us look at gender differences (I took the direct gender population data from the age distribution tables – this is not 50/50, but more accurate).


Armenians and Georgians are evenly distributed gender-wise on Facebook. And Azerbaijanis, well, this gender difference isn’t surprising.


In terms of the balance of users, Armenians are fairly even, Georgians have about 10% more women and you can see that about 2/3rds of Azerbaijanis on Facebook are men. Although this may seem shocking, this is much better than it has been in previous years.

A category that the World Bank uses is ages 15-24 and we know that 18% of Armenians and Azerbaijanis and 14% of Georgians are in that age range – I again used the raw numbers from the World Bank to calculate these.

Armenia Azerbaijan Georgia
ages 15-24 280000 780000 540000
male 15-24 136000 500000 260000
% to pop 0.50332 0.552317 0.795326
female 15-24 134000 280000 280000
% to pop 0.524821 0.329551 0.905431



Wow Georgia! Most Georgian young adults are on Facebook, no doubt about that. About half of Armenian young adults and for Azerbaijan 55% of male young adults and a third of female young adults.

I also looked at the 13-18 year old users on Facebook, but I can’t compare them to the total population of 13-18 year old males and females in these states because I don’t have the data from the WorldBank. But here are the raw numbers and the ratio of male to female.

Armenia Azerbaijan Georgia
ages 13-18 124000 300000 240000
male 13-18 62000 190000 114000
female 13-18 62000 112000 124000
male/female 1 1.696429 0.919355

And here are the raw numbers for 18+, which I can’t analyze by age category because I don’t have the WorldBank data to compare, and the ratio of male to female.

Armenia Azerbaijan Georgia
ages 18+ 480000 1140000 106000
male 18+ 240000 740000 480000
female 18+ 240000 420000 560000
male/female 1 1.761905 0.857143

Those ratios in Azerbaijan are notable.

For comparison, here’s Caucasus Barometer derived information from 2012.

10 Jan

What do Armenians do on social networking sites?

More from the ArMedia dataset…

With so many Armenians on social networking sites (85% of mobile Internet users, 83% of Armenians that have both mobile and PC-based Internet, and 54% of PC-based Internet users in Armenia, as of a year ago), what are they doing on there?

Mostly communicating with friends! While only a little bit more than a third (37%) of Armenians that access social networking sites via a computer say that they communicate with friends, three-quarters of mobile Internet SNS users and 83% of those with both mobile and PC Internet and use SNSs say they’re communicating with pals.

Some use messaging to communicate with friends (27% of PC SNS users, 23% of mobile SNS users, and 19% that have both mobile and PC for SNS access).

Those PC SNS users are busy with something else — they’re sharing information (well, 37% of them are), but compared to only 13% of those with both and 17% of those with mobile for SNS access, this is a lot!

Those PC users are givers, not takers — they are busy sharing information, but they’re not really seeking information. Only 8% of PC SNS users are seeking information on social networking sites, while a quarter of mobile users and those with both PC and mobile for SNS access do.

What about new people? In my qualitative work I’ve heard a lot about Armenians trying to meet dating partners on social networking sites – and maybe this is the case in this data as well. A quarter to a third of Armenian SNS users are trying to meet new people on social networking sites.

Games are a bit popular too, especially with mobile users — a third of those with both PC and mobile and a quarter of mobile-only SNS users play games. Only 18% of PC SNS users do though.

Photos, videos, and music are posted by 17-27% of SNS users too.

** If anyone is interested, I can do a Facebook versus Odnoklassniki breakdown. **

New data is coming soon (hoorah!), but this gives a pretty good snapshot of Armenian social network site use in January-February 2011.