📊We summarize the results of the 1st half of the year in Russia according to the analytical agencies Mediascope, Goup4M, SimilarWeb and others.
🧑🤝🧑 The population is accustomed to the current economic situation: the main emotion is Hope (42%), Wariness (33%), Apathy (24%). Consumer spending is growing at the level of average annual inflation.
📉Advertising about discounts is less relevant: men and young people prefer humor, women look for inspiration. Brands should rethink their communications to maintain relevance.
📺Increasing costs in traditional media: the number of advertisers is greater than in 2021. Market growth due to the largest advertisers investing in TV and other media.
🌐 Digital consumption continues to grow: 84% of Russians over 12 years of age use the Internet daily (data as of May 2024), spending on average more than 5 hours a day online. The Internet audience grew to 102 million people (+3 million per year).
📱 Online time is distributed as follows: 20% - video, 17% - instant messengers, 16% - social networks, 8% - games and 4% - online trading. Growth drivers: instant messengers, video and e-commerce.
📱 Telegram is ahead of VK in terms of daily coverage: more than 50% of the entire audience daily, in terms of monthly coverage - more than 70%. The times on the platforms are comparable. Brands should include Telegram in their digital mix in 2024.
📱 Increase in coverage of online cinemas: Increase in the number of subscribers, including paid ones.
👥 Influence marketing in 2024: will exceed 20 billion rubles. Advertising in instant messengers and audio advertising (voice acting) will exceed 1 billion rubles.
