👵 Older generation goes online but doesn't abandon TV
A Mediascope study for the first three quarters of 2025 recorded a significant increase in internet activity among older Russians.
The audience aged 55-69 increased their time spent online by 26% year-over-year. The growth in online activity for the 40-54 age group was 18%.
48–55% of online time is spent using social networks. Video viewing, online games, and shopping are also popular.
The most popular platforms include VKontakte, Dzen, YouTube, as well as marketplaces Wildberries and Ozon.
Despite the rise in digital consumption, traditional TV maintains a strong position: 82% of Russians over 40 regularly watch TV, with viewing time increasing with age (up to 6 hours and 47 minutes per day for the 70+ audience).
Experts emphasize that the older generation successfully combines familiar traditional and new digital habits, actively using smartphones alongside TV viewing.
