Media Consumption Trends in Russia under Digitalization

© Media Watch 10 (2) 197-211, 2019

ISSN 0976-0911 e-ISSN 2249-8818

DOI: 10.15655/mw/2019/v10i2/49629


Media Consumption Trends in Russia under Digitalization


1Tyumen Industrial University, Russian Federation

2Moscow Pedagogical State University, Russian Federation

3MGIMO University, Russian Federation


The paper analyses media consumption in Russia and media business strategies. The authors describe the media environment and identify the central trends typical of the transition to digital communication in society. The research approach implies evaluating the volume and distinguishing features of information consumption using the main media resources (the Internet, television, radio and print media). The information and empirical base of the research include the data of the Mediascope analytical agency, the statistical data provided by the Russian Federal State Statistic Service (Rosstat) and the results of research studies performed by consulting companies for the period of 2003-2017/2018. The paper presents the dynamics and specificity of transformation in the media environment and discusses a range of trends in media consumption: such as communication technology development; changes in the structure of media consumption; an increase in online advertising; a gradual transformation of media, etc. The results obtained show that the share of organizations and households in Russia that use the Internet in their work is constantly growing, but this growth is uneven and heterogeneous. Our findings prove that there are age (generation) differences in using traditional and new media, and the frequency of using information resources is changing.

Keywords: Media consumption, information, digital environment, media business, public communication


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Oksana V. Tretyakova (Ph.D., Tyumen State Oil and Gas University, Russian Federation, 2009) is an Associate Professor of the Department of Marketing and Municipal Management in Tyumen Industrial University (Russian Federation). Her research interests are reputational management, business planning in the advertising field, tourism policy, planning, and socio-demographic trends.

Sergey D. Karakozov (Doctor Habilitatus Pedagogy, Institute of Educational Development Strategy of the Russian Academy of Education, 2005), is Professor and Head of the Institute of Mathematics and Computer Science. He is Pro-Rector of Moscow State Pedagogical University. His research interests are informatization, media technology, information resources, digital education, media and information literacy, media consumption, and digital economics.

Elena V. Voevoda (Doctor Habilitatus Pedagogy, Federal Institute for Educational Development, 2011) is Head of Department of Pedagogy and Psychology and Professor of the English language Department #2 in Moscow State Institute of International Relations (University) of the Ministry of Foreign Affairs Russian Federation–MGIMO University (Russian Federation). Her research interests are cross-cultural psychology, intercultural communication, education.