Using Telegram
94% of the audience of Telegram channels in Russian cities with a population of over one million visit the messenger every day. Only 5% do it several times a week.
Almost half of the surveyed residents of megacities (48%) regularly read 10 or more channels. 52% regularly manage to get acquainted with the content in 5-9 Telegram channels.
39% of Russians believe that they spend no more than Research on Telegram channel two hours a week reading Telegram channels. 34% spend 3-5 hours a week studying content. 14% of respondents spend 6-9 hours on this. 13% admit that reading Telegram channels takes more than 10 hours a week.
Why do city dwellers read Telegram channels?
82% of surveyed city residents name “keeping up to Research on Telegram channel date with the news” as the main motivation for actively reading channels. In second place is studying content for self-development (60%), in third place is entertainment purposes (55%). At the same time, among the most popular reasons for regularly reading Telegram channels is receiving useful information for work or business (38%).
Most often, residents of million-plus cities read local news channels (64%). In second place are federal media channels (58%). Personal blogs round out the top three most frequently read types of channels (48%). The TOP-5 most popular topics include entertainment (42%) and healthy lifestyle channels (39%).
The TOP-10 most popular channel topics among residents of megacities include:
- useful educational (37%)
- promo codes, discounts and promotions (34%)
- channels of experts on various topics (33%)
- movies and TV series (28%)
- Fashion and beauty channels (26%)
Premium Subscription
Only 15% of active Telegram users living in Russian Research on Telegram channel cities with a population of over one million have a Premium subscription. Most respondents do not use this function.
Advertising in Telegram through the eyes of city dwellers
Most residents of cities with a population of over a million notice advertising in Telegram. Of these, a third constantly pay attention, almost half sometimes see advertising. Only 14% of respondents rarely see advertising.
At the same time, more than half of respondents interact with advertising on the platform in one way or another. 22% of residents of megacities more often study the content of native advertising (integration into posts). 19% answered that they do not give preference to any format, interact with both seedings and TgAds. 39% of active users scroll through advertising regardless of its format.
In 2024, Russians noticed an increase in the amount Research on Telegram channel of advertising in Telegram. Half of those surveyed in the study reported an increase in the volume of native integrations (seeds) compared to last year. 45% noted an increase in the volume of TgAds.
At the same time, 44% of respondents have a positive attitude towards advertising in posts from authors of channels that they read regularly. Almost 14% support native advertising as a channel monetization tool, as it helps the author create quality content. 30% of active Telegram users noted the format of recommendations from channel authors as the least annoying type of advertising.
Attitude to advertising labeling
Russians are accustomed to labeled advertising. Research on Telegram channel 44% of city residents support advertising labeling in Telegram, preferring to know that a specific post is advertising. 27% of respondents are indifferent, 20% do not pay attention to Erid at all. 8% of respondents noted that an obviously advertising post without labeling reduces trust in the channel.
Is the number of channel subscribers no longer important?
Only 30% of the active audience of Telegram channels pay attention to the number of subscribers when choosing a channel. 21% of survey participants do not consider this an important criterion. About half of respondents (48%) only occasionally look at the number of subscribers.
TMA
TMA (Telegram Mini Apps) are mini-applications buy bulk sms service inside Telegram that work directly in the chat without the need for installation. They allow companies to launch services, games, stores and other products with a full user interface directly in the messenger.
20% of respondents use TMA. At the same time, more than 34% of residents of megacities believe that over time, Telegram mini apps will overtake traditional mobile applications in popularity. However, almost half of respondents are confident that mini apps will only become an additional tool. 12% of respondents are more skeptical: in their opinion, the development of TMA will be limited to narrow niches.
At the same time, 76% of residents of cities with 3 stages of the search experience a population of over a million have heard of the popular TMA game Hamster Combat, and 32% have “tapped the hamster.”
Stars and virtual gifts in Telegram
In the summer of 2024, Telegram launched “stars” (Telegram Stars) – a new way to pay for digital goods and services on the platform. Among other things, they can be used to pay for virtual gifts, support content authors, send a paid message or comment.
More than half of the residents of million-plus cities belgium numbers have never heard of this function. Only 14% of users have ever bought “stars” in Telegram. But 36% of Russians who regularly read Telegram channels would like to try “buying a star”.