Telegram messenger has become the most popular messaging app among Russian youths aged 12 to 24, surpassing YouTube, WhatsApp, and Yandex in a study cited by RBC referencing Mediascope. The data shows a striking level of daily engagement from this age group and highlights Telegram as a dominant platform for short messages, media sharing, and social interaction.
Analysts note that in the first quarter of 2023, 69 percent of 12 to 24-year-olds in Russia used Telegram at least once a day. This daily reach places Telegram on par with major social networks like VKontakte and ahead of other large internet services. Specifically, YouTube and WhatsApp each reached 65 percent of the same age cohort, while Yandex counted 64 percent usage. The pattern suggests that young users are drawn to Telegram for routine communication and quick content consumption, rather than relying solely on traditional video or search-heavy services.
The popularity picture shifts when looking at older age groups. For those aged 25 to 34, Telegram ranks sixth with 51 percent coverage; among 64-year-olds, it remains sixth with 29 percent; and for those 65 and older, it falls to eighth with just 12 percent coverage. In these groups, WhatsApp, Yandex, and Google are the leading destinations, reflecting different habits and needs as users age. The data underscores how Telegram’s edge among younger audiences does not automatically translate to broader, multi-generational dominance.
Time spent on Telegram also follows a similar generational split. Teens and young adults aged 12 to 24 devote an average of 53 minutes per day to the messenger, while users from other age brackets spend roughly 32 to 36 minutes daily. A noteworthy divergence within this younger cohort is that about a quarter of teenagers and young adults report never using WhatsApp, whereas this share is significantly smaller across all other age groups. This pattern points to Telegram as a central hub for adolescents and early-career digital natives, shaping how they socialize and access information.
The broader implications for digital strategy are clear. When a single platform commands such daily, time-bound engagement among a key demographic, it becomes a focal point for marketers, educators, and analysts aiming to reach younger audiences. Understanding the distinct appeal of Telegram for youth—its fast messaging, channels, and media sharing features—can inform campaigns, content formats, and community-building initiatives. At the same time, the data reminds brands that other age groups favor different ecosystems, with WhatsApp, Yandex, and Google maintaining strong penetration depending on age and region. Marketers in North America should monitor these dynamics, because cross-platform habits among younger users can influence product discovery, youth-oriented communications, and brand loyalty across markets.
This snapshot of user behavior—where Telegram leads among the youngest users and shares of usage vary by age group—helps explain why Telegram has become a central player in the conversation about modern digital communication. It also illustrates the importance of designing audience-aware experiences that adapt to how different generations prefer to connect, consume content, and participate in online communities. The evolving landscape emphasizes the need for flexible messaging strategies, compliant data practices, and an understanding of platform-specific incentives that drive daily engagement. For researchers and practitioners, these findings provide a benchmark for comparing regional trends and for forecasting how conversations and communities may migrate as platforms evolve. In summary, Telegram’s prominence among younger Russians signals a broader shift toward fast, mobile-first messaging that prioritizes immediacy, brevity, and ongoing social interaction. This shift is likely to influence both user expectations and the future development of messaging ecosystems in North America and beyond.