Soon the Internet will become primarily mobile

Publication date: 16 January 2019

GfK recently published a comprehensive report analyzing internet usage patterns in Russia, with a particular focus on mobile internet. The report highlights a significant shift toward mobile-only internet usage: by early 2019, 35% of Russian users accessed the internet exclusively via mobile devices, a nearly twofold increase from 18% in 2018. This growing reliance on mobile devices underscores the deepening trend of mobile internet as a preferred method of access for many users across the country.

Supporting this finding, Mediascope’s analysis on Russia’s mobile audience aligns with GfK’s conclusions, showing mobile internet not just as a convenience but increasingly as a necessity for many users. As mobile access grows, it is poised to replace traditional desktop usage in importance, creating an urgent need for companies to adapt their digital strategies. According to Sergey Ketov, Head of GfK Rus’s Media Research Department, “The internet will soon be primarily mobile, with desktop access becoming secondary. This trend requires businesses to rethink their digital strategies, communications, and advertising to meet mobile users’ needs.” Ketov emphasized that content creators, retailers, and service providers must prioritize mobile optimization to stay relevant and accessible in this evolving landscape.

The study further reveals that mobile internet usage in Russia now includes 61% of the online population, an increase from 56% in 2018. This figure demonstrates the rapid adoption of smartphones, which have become the primary internet access point for many users. Interestingly, while smartphone usage surges, tablet use has seen a decrease, suggesting that compact, multifunctional devices are preferable for everyday internet needs.

Moreover, Russia’s overall internet audience has reached 90 million people this year, covering approximately 75.4% of the population aged 16 and older, an increase of 3 million users from the previous year. As the internet landscape matures, growth has slowed, largely due to saturation among younger and middle-aged users, where internet adoption is near its peak. However, the report indicates that the older demographic is now driving user base growth, embracing online platforms for communication, information, and entertainment.

This gradual but steady rise in the mobile-only segment signals not only a shift in consumer behavior but also potential transformations across industries. As mobile internet becomes more deeply embedded in daily routines, companies are urged to innovate and invest in mobile-compatible solutions.