Dom.ru, one of Russia’s major Internet service providers, conducted a 2023 study examining how Russian users engaged with apps and online services across its network. The findings illustrate shifts in preferences within banking and online trading platforms, as shared by the company’s press service to socialbites.ca, reflecting broader patterns that resonate with digital audiences in North America as well.
The study identifies the banks most frequently used by subscribers as Sberbank, Tinkoff Bank, VTB, and Alfa Bank. Notably, Tinkoff Bank led in growth, capturing growing attention toward investment services. In 2023, ownership of the Tinkoff Investments app grew from 5% to 32% year over year, signaling a rising appetite for self-directed investing among digital users in diverse markets, including the United States and Canada where investment platforms have seen sustained engagement during the same period.
In instant messaging, Telegram showed the strongest growth, increasing its audience by 14%. Yet WhatsApp remained the dominant messaging service on the network, commanding 88% of total traffic. Viber ranked second, with Telegram firmly in the top three. This distribution mirrors a broader trend: while new messaging options gain traction, market leaders retain substantial user bases across regions with differing regulatory and feature environments.
Within the social media segment, no dramatic shifts emerged. A substantial portion of users—around 80%—continue to rely on VKontakte (VK). Additionally, a sizable share of the online audience—about 41%—engages with Odnoklassniki. These patterns illustrate how entrenched local ecosystems can persist even as global platforms expand, a dynamic familiar to observers tracking social networks in North America where regional preferences shape platform choice.
In online retail for 2023, SberMegaMarket grew from 18% to 27% of users, approaching the 28% share seen by AliExpress Russia. The leaders remained Ozon and Wildberries in the market, while Yandex Market accounted for about 18% of traffic. The data highlight how major marketplaces expand their reach while new entrants carve out niches, a scenario echoed by e-commerce players in Canada and the United States that continuously calibrate offerings, logistics, and consumer trust to capture broader audiences.
In the food delivery space, Samokat climbed to second place in 2023, succeeding Sbermarket, while Yandex.Food stayed in first place. Delivery Club and Vkusville rounded out the top five. The competitive landscape here underscores how delivery platforms compete on speed, reliability, and product variety, a theme resonating with North American consumers who increasingly prioritize convenience and integration with digital wallets and loyalty programs.
The ranking of music hosting services in 2023 remained stable from 2022, with VK Music, Yandex.Music, Audio, and SoundCloud leading the field. The top two services delivered more than 80% of traffic. Analysts note that many users subscribe to ecosystem-based offerings, obtaining access to music libraries alongside other digital services from the same platform. This trend aligns with global habits where bundled subscriptions influence consumer choice, offering a glimpse into how North American audiences may increasingly value integrated media experiences.
Experts expect continued growth in Internet usage across key consumer areas in 2024, reflecting a persistent expansion of digital life that crosses borders. The momentum seen in banking, investing, messaging, social networks, shopping, food delivery, and music streaming hints at a broader trajectory of online engagement that includes North America as markets mature and expand their digital ecosystems. The evolution of user preferences and the continuing migration toward connected, all-in-one digital experiences remains a central theme for analysts and marketers alike. (Source: Dom.ru study, 2023 data insights)
Overall, the report illustrates a digital landscape where core services—banking, investments, messaging, social platforms, e-commerce, food delivery, and music streaming—form interconnected ecosystems. As technology vendors continue to refine platforms and users seek convenience, a global pattern emerges: regions like Canada and the United States are part of the shared journey toward integrated, flexible online experiences that cater to rapid changes in consumer behavior.