Research of digital markets in the CIS
The most popular search engine among Kazakhs, Uzbeks, and Belarusians is the same: Google. Yandex is in second place. Google leads Yandex malta telemarketing database as a search engine by a wide margin, but the gap is smallest in the Belarusian market—almost 70% to 29%. By comparison, in Kazakhstan, the gap is 83% to 16%, and in Uzbekistan, 86% to 10%. Google has a high share of mobile traffic in the Kazakh and Belarusian markets—87% in Kazakhstan and 75% in Belarus. These figures are due to the fact that the search engine is often built into Android devices. In both countries, Yandex is used more on computers than on smartphones.
Research of digital markets in the CIS
Preferred content type
Among the leaders of local websites in Kazakhstan, Uzbekistan and Belarus are the Kazakh tengrinews.kz (26.6 million visits per month), the Uzbek yandex.uz (8,124 thousand monthly visits), and the Belarusian onliner.by (31.5 million visits per month).
Regarding video content, the following consumption patterns can be identified across the three markets:
YouTube took first place in the top video resources by reach: in Kazakhstan, this video network is used by 12 million users weekly, and in Uzbekistan, by 10.3 million people.
Pirated resources are popular among Kazakh and Belarusian users: in Kazakhstan, the websites rezka.ag and hdrezka.ag receive a combined 14.5 million visits per month. In Belarus, similar platforms kinogo.biz and seasonvar.ru have a combined 17.7 million visits.
Research of digital markets in the CIS
Popular social networks and mobile applications
For SMM , it's important to know that Instagram* is the most widely used social network in the Kazakh and Uzbek digital markets. It has 12.6 million registered users in Kazakhstan and around 5 million in Uzbekistan.
Instagram* has the following age profile of users:
Kazakhstan: up to 25 years old – 33%, from 25 to 35 years old – 28%, from 35 to 45 years old – 20%, after 45 years old – 19%.
Uzbekistan: up to 25 years old – 50%, from 25 to 35 years old – 29%, from 35 to 45 years old – 13%, after 45 years old – 8%.
Research of digital markets in the CIS
TikTok ranks second in popularity in both countries (10.2 million users in Kazakhstan), while Odnoklassniki and VKontakte have 2.37 million accounts in Uzbekistan.
The most downloaded app and the most popular messenger in Kazakhstan is WhatsApp, while in Uzbekistan it's Telegram.