A new promotional channel: voice messages

Publication date: 20 April 2023

With the development of social networks and messengers around the world, the model of media consumption has changed: new channels and ways of communication have become more popular. In April 2023, Russian Public Opinion Research Centre (VCIOM) conducted a survey and found out what types of messages Russians choose.

The study found:

43% do not care whether they call or write;
41% of Russians prefer to communicate by phone. However, phone calls are the most attractive way of communication for active viewers (75%);
15% choose messaging via messengers and applications;
for Internet users in 50% of cases the communication channel is not important, and almost every third prefers texting (30%).

Experts also figured out that communication preferences are generationally specific: young people are more likely to “get through” via messengers, while the older generation is more likely to get through on the phone. The 18–24-year-olds account for the majority of messaging lovers with 47% (vs. 4% to 24% in other age groups), while telephone conversations are more common among Russians aged 60+ (61% vs. 13% among 18–24-year-olds).

Half of 25- to 44-year-olds (25–34-year-olds – 53%, 35–44-year-olds – 50%) see no difference between communicating via messenger and phone: they find it easier to get in touch with representatives of both older and younger generations.

Voice messages for Russians: pros and cons

Also, find out how Russians behave online and what they choose: the most popular social networks and messengers, the top online resources and the top devices for getting online in 2022. All this will help you to successfully engage your target audience and targeting successfully!

Nowadays, almost all messengers and social networks allow you to send and receive voice messages.

64%, i.e. approximately 6 out of 10 Russians use this function. At the same time, there are more recipients of audio messages than senders (61% and 44% respectively). 24% do not use voice messages (when available).
11% have no such function or do not use smartphones at all.
The demand for voice messages is higher among women: they receive (66%) and send (49%) them more often than men (54% and 39%, respectively).

The active age of voice messaging usage is 18-44 years old (74-77% receive messages, 54-65% send them). Among the older generation this format of communication is rather unpopular: 38% neither send nor receive audio messages, and 26% do not have technical capability.

Meanwhile, the majority of Russians have a neutral-positive attitude toward voice messages: 41% are indifferent and 38% are positive. In this regard, women (42%) have a more positive attitude than men (35%).

18% of respondents perceived audio messages negatively. Among Muscovites and St. Petersburg residents 29% react negatively. This can be explained by the high pace of life and unwillingness to spend time listening.

It is interesting that all arguments “for” voice messages were mostly from the sender’s point of view, arguments “against” were from the receiver’s point of view.

Among the advantages of audio messages (compared to text):

20% – time saving for the sender;
17% mention convenience and simplicity. Another 6% mention the convenience of voice communication when hands are full;
12% – the ability to share their mood and emotions;
7% – analogy with live communication.
6% believe that this format of communication is no better than text communication. And 32% could not name the advantages of audio messages.

According to 14% of Russians, the main drawback is the inability to always listen to audio messages. Other disadvantages include inconvenience and time consumption on the part of the recipient, as it is “easier to read” for 6% and “faster to read” for 5%. One in ten believe that talking by voice messages is as good as texting (10%).

Therefore, VCIOM analysts found that negative attitudes towards voice messaging in Russia are a stereotype, while the majority of Russians view audio correspondence quite positively.