Mediascope analysts calculated that the average monthly

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These data were announced by the executive director of JSC Mediascope (Mediascope, conducts media research and monitors advertising and the media) Ksenia Achkasova at the International Congress of the National Association of Broadcasters (NAT), which was held on August 26-27.

According to Mediascope, 85% of Russians over 12 years old use the Internet at least once a month, and on an average day 84% are online; the average time spent on the Internet per day is about five hours: 20% of the time is spent on video, 16% on social networks and messengers, 8% on games, and 4% of the time guatemala whatsapp resourcespent shopping online.
reach of VKontakte was 74%, Telegram - 70%, TikTok - 54%, Odnoklassniki - 41%; at the same time, Telegram's average daily reach is greater than VKontakte's - 50% versus 45%; among messengers, Whatsapp is most popular among Russians - 79%.

According to Mediascope, Russians spend about 45 minutes a day on Telegram, as well as on VKontakte, and a quarter of that time - 23% - is spent reading Telegram channels, most of which are news and political (67%).

As Ksenia Achkasova noted, due to YouTube slowdown at the end of July 2024, Russians began to spend less time on this platform: average daily reach decreased from 46% to 41%, and the average time that the Russian population spends on the YouTube video hosting service decreased from 52 to 38 minutes.

"E-com is growing fast. Despite the fact that the consumption volume is 4%, it is one of the fastest growing segments. Users spend an average of 15 minutes a day on marketplaces. The role of marketplaces is changing: they are starting to declare themselves as media. If before we came there only to buy something, now we come to read about the product, interact with advertising," explains Ksenia Achkasova.

According to the Association of Communication Agencies of Russia, the total budget for advertising on Internet platforms in Russia in 2023 amounted to RUB 386.6 billion, which is 37% more than in 2022; advertising budgets invested in Internet platforms are 40% more than for all video advertising (both on traditional television and online video), which amounted to RUB 231.5 billion in 2023, which is only 20% more than a year earlier.

Tatyana Nikolaeva, head of the content department at the Zeksler marketing agency, believes that the video format should not be excluded, as it is a good way to show a product from all sides and inspire trust. "Advertising in publics works, but not always, since users have already gotten used to it and do not always react. The budget is leaking, but not always for the better. Often it is simply a drain on that very budget," she explained.

As advertising on marketplaces, according to her, it is appropriate to use promotion to the first lines when entering certain goods, banners on the main page, a selection in the "similar" section. "Intrusive advertising will be unnecessary: ​​buyers come with specific requests, and additional advertising can only irritate," concluded Tatyana Nikolaeva.

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