A study conducted by the Odnoklassniki social network and the SberServices service revealed that more than half of Russians (52%) create a New Year’s atmosphere by watching holiday content.
52% of Russians surveyed look for New Year’s inspiration while watching programs, shows and New Year’s movies. 42% of the survey participants buy gifts for their loved ones, and 38% prepare New Year’s meals. 28% of the survey participants buy decorations suitable for the New Year mood. 16% of those who selected “Other” are sure that a decorated Christmas tree and rest create a New Year’s mood.
According to Odnoklassniki, the amount of New Year’s content has particularly increased in December this year; the share of holiday-related posts accounted for more than 50% of all posts in the feed; This is almost 35% more than last year.
The top 5 topics in New Year’s content included New Year’s recipes, New Year’s table decoration ideas, gift choices, New Year’s looks and places to go during the January holiday.
The research also revealed that 49% of Russians surveyed this year watched New Year’s content on online platforms (online cinemas, video services, social networks, etc.).
More than half of respondents (53%) come up with ideas for New Year’s decorations, food and events themselves. 40% of those surveyed search and read suitable articles on the internet for inspiration, while 32% look for interesting life hacks on social networks. 27% of Russians discuss decor options and New Year’s meals with relatives and friends. 10% of survey participants get ideas from bloggers.
More than 3,500 Russians over the age of 18 from all regions of the country participated in the research.