In Russia, the market shrank by approximately a quarter, to 16.5 billion Belarusian rubles. However, its size still exceeds the markets of Kazakhstan, Uzbekistan, and Belarus by several times. This indicates significant potential for further growth in the markets of the three CIS countries.
Research of digital markets in the CIS
Investment in traditional advertising distribution channels—print, outdoor advertising, and radio—is declining in Kazakhstan, Uzbekistan, and Belarus. morocco telemarketing database Unlike Russia, which is experiencing a general decline, investment in the digital segment— media , search, and targeted advertising— is growing in the CIS countries . In 2021, the share of investment in Kazakhstan was 37%, in Uzbekistan 16%, and in Belarus 48%. All three countries also have significant TV advertising budgets. However, in the Uzbek market alone, this figure accounts for 66% of total advertising investment, and it remains steady. Despite active digitalization, the Uzbek market can be considered the most TV-oriented in Central Asia.
Research of digital markets in the CIS
Portrait of the Internet audience
Against a backdrop of declining investment in traditional advertising, the markets of Kazakhstan, Uzbekistan, and Belarus are becoming increasingly digital. Internet penetration among the majority of the Kazakh, Uzbek, and Belarusian populations is 90.1%, 79%, and 85.1%, respectively. Residents of large cities—Astana, Almaty, Tashkent, and Minsk—are the most online.
Research of digital markets in the CIS
The three countries have roughly equal ratios of male and female users, but in Kazakhstan and Belarus, the female audience outnumbers the male audience—51% and 53%, respectively. The Uzbek audience is divided as follows: 55% of men and 45% of women use the internet.
Research of digital markets in the CIS
There are also age differences between users in the countries: over 50% of the Kazakh and Uzbek internet users are under 35, while in Belarus they are over 35. This means that, despite the nearly equal gender ratio, the Kazakh and Uzbek internet audiences are younger than the Belarusian one.