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HomeEducationUkrainian Digital Panorama in 2023 — newage. Annual Analysis Acquire US

Ukrainian Digital Panorama in 2023 — newage. Annual Analysis Acquire US

We at newage. conduct annual research on the Ukrainian digital landscape. We gather all available and proprietary data on the online behavior of Ukrainians and share this compilation with clients and partners to enhance our collective understanding of the market in which we operate.

The year 2023 will be no exception, and we are prepared to present how many Ukrainians use the internet and what they do online.

Among other things, we have examined how people’s online habits have changed, how the advertising market is recovering, and how blackouts and massive rear-area shelling have impacted user and advertiser behavior.

newage. Digital research 2023 – en 

How Has the Ukrainian Viewers Modified and How A lot of Us Are There Now?

At present, there is no such thing as a official details about the inhabitants in Ukraine. The final report from the State Statistics Service on this matter dates again to January 2022, and even that report didn’t cowl the occupied areas of the Luhansk and Donetsk areas and Crimea.

Because the starting of Russia’s full-scale invasion, Ukraine’s inhabitants has undergone vital modifications: hundreds of thousands of individuals have change into refugees, internally displaced individuals, or discovered themselves beneath occupation.

Accordingly, a yr in the past, we had the next state of affairs relating to the inhabitants and the variety of web customers:

Ukrainian Digital Panorama in 2023 — newage. Annual Analysis Acquire US Obtain US

Since then, Ukraine has reclaimed some territories, and a portion of refugees and internally displaced individuals have returned house. Nonetheless, the battle continues, and folks proceed to hunt safer locations to reside.

Quantity and Situation of Internally Displaced Individuals

In a yr, the variety of internally displaced individuals (IDPs) has decreased by nearly 1 million. Some IDPs have returned to their hometowns, whereas others have left the nation.

Nonetheless, the general variety of IDPs has decreased from 6.3 million in June 2022 to five.4 million in June 2023, in response to the International Organization for Migration.

Ukrainian Digital Panorama in 2023 — newage. Annual Analysis Acquire US Obtain US

Quantity and Intentions of Refugees

The speed of individuals leaving the nation has decreased in comparison with the primary six months of the battle. The general variety of refugees continues to extend, however presently, we’re speaking about a rise of a number of thousand each two weeks, reasonably than tons of of hundreds because it was from the start of the invasion till October 2022.

Ukrainian Digital Panorama in 2023 — newage. Annual Analysis Acquire US Obtain US

General, as of the information evaluation, UNHCR reported about 8.3 million Ukrainians overseas, of which 5.1 million have obtained refugee standing in European nations.

Nonetheless, as a result of nuances within the group’s calculations, we determined to conduct our personal analysis based mostly on open knowledge. In keeping with our estimations, as of June 2023, there have been 5.8 million Ukrainians residing overseas.

Ukrainian Digital Panorama in 2023 — newage. Annual Analysis Acquire US Obtain US

We obtain encouraging knowledge from surveys carried out amongst Ukrainians overseas.

For example, a examine by the Middle for Financial Technique revealed that 65% of refugees plan to return to Ukraine sometime, and an extra 10% meant to return house throughout the subsequent 3 months on the time of the survey.

Let’s study the elements that inspire individuals to aspire to return or to not return.

Ukrainian Digital Panorama in 2023 — newage. Annual Analysis Acquire US Obtain US

Ukrainians Remaining in Occupied Territories

In calculating the quantity of people that have remained within the occupied territories, we relied on the State Statistics Service knowledge on the inhabitants of the respective areas earlier than the full-scale invasion, in addition to accessible info on the variety of internally displaced individuals (IDPs).

In keeping with this calculation, there are presently 4.3 million Ukrainians within the occupied territories.

It is a lower from the earlier yr, as Ukrainian Armed Forces have liberated areas equivalent to Kherson and elements of Kherson and Kharkiv Oblasts for the reason that earlier calculation.

Ukrainian Digital Panorama in 2023 — newage. Annual Analysis Acquire US Obtain US

Complete Viewers in Ukraine

General, over the course of the yr for the reason that earlier examine, there was a big lower within the variety of internally displaced individuals and people who discovered themselves beneath occupation.

On the identical time, the variety of refugees who’ve sought safety by means of official applications overseas has elevated.

Ukrainian Digital Panorama in 2023 — newage. Annual Analysis Acquire US Obtain US

And presently, we’ve got the next variety of web customers and inhabitants aged 14–70 years in Ukraine:

Ukrainian Digital Panorama in 2023 — newage. Annual Analysis Acquire US Obtain US

Modifications in Web Consumer Habits

Applied sciences

Because the starting of the full-scale invasion, there was a speedy improve within the proportion of cell site visitors in comparison with desktop utilization in Ukraine.

After peaking within the spring of 2022, smartphone utilization began to lower however has not but returned to pre-war ranges. At present, 80% of site visitors in Ukraine comes from smartphones.

Ukrainian Digital Panorama in 2023 — newage. Annual Analysis Acquire US Obtain US

The distribution of browser recognition has additionally modified, with the Google Information browser changing into a big participant on cell gadgets, accounting for 3% of site visitors presently.

Information Consumption and High Web sites

Final yr, we noticed a big improve in site visitors to information web sites. The Ukrainian inhabitants’s curiosity in information stays sturdy, with 98% of customers persevering with to learn information day by day.

Information web sites proceed to be an important supply of knowledge, though they face competitors in go to frequency from messaging apps and social media platforms.

Ukrainian Digital Panorama in 2023 — newage. Annual Analysis Acquire US Obtain US

General, the site visitors of practically all standard web sites in Ukraine has decreased for the reason that starting of the invasion, in keeping with the general lower in viewers dimension.

Evaluating knowledge from Gemius on the site visitors of the preferred web sites in March 2022 and Might 2023, we see a drop in site visitors even for steadfast leaders like Google, YouTube, and Fb.

On the identical time, we observe “new” websites within the prime rankings, equivalent to Rozetka, Olx, Promenade, and others.

These websites have been already a part of the highest platforms in Ukraine and are thought of “new” solely in relation to March 2022, as throughout that interval, we noticed a big improve in visits to information web sites, and ecommerce started to regain its prominence within the rankings in June.

Ukrainian Digital Panorama in 2023 — newage. Annual Analysis Acquire US Obtain US

On the identical time, customers have change into extra actively engaged with on-line purchasing companies for the reason that begin of the full-scale invasion.

In keeping with Kantar, 94% of customers have expertise with on-line purchases, and 14% made their first on-line order after the invasion started.

Ukrainian Digital Panorama in 2023 — newage. Annual Analysis Acquire US Obtain US

How Has the Promoting Market Modified?

Restoration within the Promoting Business

All year long, Ukrainian promoting businesses and advertisers have largely resumed their operations. Let’s study how they assess the extent of economic exercise as of the survey date in comparison with January 2022.

Ukrainian Digital Panorama in 2023 — newage. Annual Analysis Acquire US Obtain US

Ukrainian Digital Panorama in 2023 — newage. Annual Analysis Acquire US Obtain US

It’s value noting that the information obtained from the survey could not have included representatives of firms which have closed down, given the low chance of their participation. Nonetheless, these knowledge are priceless as they replicate the state of companies which have endured the hardest months and managed to protect employment.

Curiously, the viewers is generally receptive to promoting, with 72% of respondents within the Kantar examine believing that promoting ought to exist, and 81% anticipating manufacturers to be “energetic.”

Here’s a checklist of matters that the viewers positively responds to in model communication.

Ukrainian Digital Panorama in 2023 — newage. Annual Analysis Acquire US Obtain US

On the identical time, the promoting business is strengthening its place as an exporter.

At present, 84% of promoting businesses taking part in IAB surveys have discovered shoppers overseas, and this share has been constantly rising since Might 2022.

Ukrainian Digital Panorama in 2023 — newage. Annual Analysis Acquire US Obtain US

This aligns with our personal expertise as nicely, as we proceed to collaborate with overseas businesses that interact us for consumer tasks.

Job Market in Advertising and marketing

Within the earlier examine for 2022, we noticed a big hole between the variety of job vacancies and jobseekers. Even earlier than the invasion, the variety of new candidates was a number of instances larger than the variety of advertising and marketing vacancies.

Within the spring of 2022, the variety of new vacancies per week dropped by 5 instances, whereas the variety of new resumes continued to extend. As of summer time 2023, the ratio of vacancies to resumes has returned to pre-invasion winter ranges.

Ukrainian Digital Panorama in 2023 — newage. Annual Analysis Acquire US Obtain US

Conclusions

  1. At present, there are 23 million individuals aged 14–70 residing within the territories beneath Ukraine’s management, of which 18 million are web customers. Amongst them, 5.4 million are internally displaced individuals. Moreover, 5.8 million Ukrainians have change into refugees for the reason that begin of the full-scale invasion, whereas 4.3 million stay within the occupied territories.
  2. In Ukraine, cell site visitors considerably outweighs desktop site visitors, and the hole between them elevated in the beginning of the invasion and has not returned to January 2022 ranges.
  3. There continues to be a heightened deal with information in Ukraine, with 98% of individuals studying the information day by day. Messaging apps and social media are the first sources of stories info. Information web sites, which peaked in recognition within the spring 2022, have progressively left the highest ranks, making manner for e-commerce.
  4. 94% of Ukrainians have expertise with on-line purchasing, and 14% made their first on-line buy after the full-scale invasion.
  5. Promoting businesses and advertisers are resuming their operations. 56% of businesses and 70% of advertisers report having restored business exercise to January 2022 ranges. In the meantime, surveys present that the viewers is receptive to promoting regardless of the circumstances.
  6. Promoting businesses have change into an exporting area of interest, with 84% of IAB survey contributors stating that they’ve discovered overseas shoppers by March 2023. At present, the variety of new advertising and marketing vacancies in response to Work.ua matches the pre-invasion winter ranges.


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