Bashkirova & Partners » Blog » Opinion Polls » Various media types popularity comparison

Various media types popularity comparison

Which media is more popular and is there any gap between the “TV generation” and “Internet generation” in Russia? Does online override the printed media? These and other questions will be of interest both to journalists (also other media professionals)  and marketing experts, copywriters, advertising makers, pr-professionals. Bashkirova and partners has undertaken a survey to find out which media are the most demanded with Russian people.


Television is still the most popular media in Russia. 78% of Russians watch TV daily. Additionally 14% does several times a week and only 4% turn it on less than once a week or has no television at all.

We should note that 7% of respondents between 18 and 25 of age don’t watch TV, while only 1-2% of people of older age have no TV or hardly watch it. 

Evidently there’s some truth about the current trend of forcing television media out of the information field by other kinds of media (e.g. digital media, social networking etc.). However this trend is showing up only within the youngest audience and does not so far have great impact on public at large. 

 Amongst other features of the television audience we should point to the fact that people in rural areas watch television more often than urban-dwellers, furthermore ladies make a greater-numbered group here than men.


There are much less radio-listeners in this country than television watchers, as only a quarter of interviewees (25%) listen to the radio daily, about another quarter do once or several times a week. 42% of Russians switch on the radio once a month or even less often. 

 We find it remarkable that the best part of respondents (35%), listening to the radio daily, typically live in cities with the number of population of above one million. This might be related to intense traffic jams on large cities roads. Car-users often listen to the radio as a most accessible and the least disturbing and hampering driving kind of media.


Only 12% of respondents read press daily. 20% buy and read papers and journals several times a week, while 15% - at most once a week. These are elderly people who read printed media most often (16% read these daily), and the least is preferred by the young (34% of young people don’t read printed media at all). We may suppose that online media replace papers and magazines for the young due to promptness, being mostly charge free and growing number of tablet PCs and other mobile devices commonly available.   

Besides it’s worth noting they read printed media in large cities more often if compared to smaller towns and rural settlements, a reason for which could be a higher income level and greater variety of choice for printed media in larger cities.

The two thirds of Russians use the global web more often than once a month. A third of respondents goes online daily and the same percentage does so once or several times a week. 

The greatest percentage of Internet users is certainly found within the young envirinment, as 60% of young people browse web-pages and blogs daily, other 20%  go online once a week. Amongst Russian people between 25 and 39 y.o. 45% go online every day, in the group of 40-54 of age - 25%. The retired people in this sense make the least group of the media users. And yet the latest technologies find more and more adherers and users even in this age category: 5% of these respondents above 65 y.o. go online every day, and additional 10% access Internet at least once a week.


The data generated by our survey allow us the implications that online media is not forcing the traditional mass media out, but is rather making a supplement to them. Only a small percentage of young people are willing to completely give up watching TV and reading papers and journals. Most of respondents rather find a balance in using different channels of getting information. Digital media impact is getting more significant of course both for the number of young people, preferring it to other media, and also elderly people mastering the latest technologies constantly being offered.


The study was conducted early July 2014 based on all-Russia random route sample (18+) using face-to-face interviews in place of residence. Altogether 1500 respondents in 8 federal districts, 100 settlements, 200 sample points have been surveyed. The sample error made up 2,5%.








comments powered by Disqus

Free Newsletter:

   Fresh First-hand Results of the Research
   Announcements of Events and Our Blog
   Interesting Offers for Your Business

* We HATE SPAM and GUARANTEE your email is in safe!

* You can unsubscribe by one click.