MOSCOW, 25 June 2026. The VCIOM Analytical Center presents the findings of a study on mobile app usage.

More than a means of communication

In today’s world, many everyday tasks can be completed with just a few taps on a screen. Things that until recently required an in-person visit or a phone call — from placing an order to booking a doctor’s appointment or paying bills — are now instantly accessible through mobile apps. 

The survey findings show that Russians can hardly imagine everyday life without mobile devices: almost everyone owns a smartphone, tablet, or mobile phone, and its use rarely goes beyond basic functions such as calls and messaging. Mobile apps are an integral part of the user experience, with the vast majority of respondents using them multiple times throughout the day. Moreover, this is increasingly a broader ecosystem: around half of smartphone users have more than ten mobile apps installed, while nearly one in five have more than 30.

Despite their multifunctionality, modern smartphones have not lost their original purpose. Communication remains the primary reason users turn to mobile apps. The top five most common use cases also include work-related tasks, accessing information, financial transactions, and shopping.

A natural part of life for some, a necessity for others?

Older generations, except for the Thaw generation, are keeping pace with the times, and most use not only smartphones but also mobile apps. However, they have to adopt digital technologies because of the necessity rather than personal interest. This is indirectly reflected in the intensity and nature of their use of digital devices. Older generations tend to use a relatively limited range of mobile apps and are more likely to use them for communication and accessing information. Among the oldest, Thaw generation, keeping up with the news is even more common than communication. Young people, by contrast, tend to make full use of their smartphones. While staying connected remains key for Gen Z, mobile apps also serve as a space for entertainment, learning, and managing everyday tasks.

There’s no such thing as a free lunch

Despite the widespread availability of mobile apps, using them often involves additional costs. In some cases, we pay for convenience — an ad-free experience, access to exclusive content, and so on. In others, we are paying for the service itself — a taxi ride, delivery, or financial transaction. According to the findings, Russian users are generally comfortable with this arrangement: two-thirds of respondents are willing to pay for mobile services. The most popular services are related to digital content — music, video, films, and TV series. Transport services and taxi apps also see relatively high demand, while educational and financial services, marketplace and delivery subscriptions have more moderate appeal. Cloud storage and gaming services are the least in demand.

As expected, financial situation affects users’ willingness to incur additional costs: those with more limited spending power are almost twice as likely as financially better-off users to be unwilling or unable to pay for mobile services. However, it is not all about money: generation once again emerges as a key factor. The highest willingness to pay is seen among an audience that may not be the most financially well-off, but is the most digitally savvy — Gen Z. They have grown up amid a shift in consumer culture, from owning products — digital or physical — to temporary use and access.

‘VCIOM-Sputnik’ nationwide telephone survey was conducted on June 13, 2026. The survey involved 1,600 Russians aged 18 and older. The method used was a telephone interview based on a stratified random sample drawn from a comprehensive list of mobile phone numbers operating in Russia. The data were weighted by socio-demographic parameters. The margin of error, with a 95% confidence level, does not exceed 2.5%. In addition to sampling error, survey results may also be affected by question wording and various circumstances arising during fieldwork.

Key survey effectiveness indicators as of June 13, 2026: cooperation rate (CR) *= 0.7340; minimum response rate (MRR) = 0.0294; response rate (RR) *** = 0.0771**

Calculations are based on corporate standard:

 * CR: the ratio of completed interviews to the sum of: (a) completed interviews and (b) all non-completed interviews with respondents who confirmed that they met the sampling criteria

* CR: the number of complete interviews divided by the sum of: а) complete interviews and b) non-interviews with eligible respondents.

** MRR: the ratio of completed interviews to the sum of: (a) completed interviews, (b) interrupted interviews after successful screening, and (c) all respondents for whom it remained unknown whether they met the sampling criteria.

**RR is calculated in the same way as the MRR, with the only difference being that the number of respondents whose eligibility remains unknown is reduced proportionally to the share of eligible respondents among all respondents whose eligibility status (eligible or not) was successfully determined.

Author: Lyudmila Karpova