Internet Addiction in Russia and What It Means for Pricing Strategies

Publication date: 28 June 2021

From July 1 or August 1, 2021, Russian corporations plan to raise tariffs for fixed Internet access. Prices may rise from 2 to 15% for both corporate and regular customers. Telecom operators explain the price increase by inflation and the current economic situation in the country.

Experts from FINAM note that internet is now seen as a basic necessity — perhaps more vital than food staples — making it price-inelastic. Users are unlikely to give up stable connections, especially those working remotely. Some even install two lines in one household to ensure reliability.

Rather than announcing direct price increases, providers are expected to launch new tariff plans that appear more attractive — offering more services for slightly higher costs. These packages are designed to increase ARPU (average revenue per user) without sparking user churn.

According to Superjob’s June survey:

• 11% of Russians clearly identify as internet-addicted.

• Another 31% lean toward this belief.

• Only 24% confidently deny any form of digital dependency.

• 54% never intentionally disconnect from the internet.

• Women are more likely than men to report digital addiction (43% vs. 40%).

• People aged 45+ are the least affected (32%).

Despite rising prices, daily connectivity remains a non-negotiable habit for most Russians — a trend telecom operators are ready to capitalize on.

А сколько россиян являются азартными и кем они работают?