Uzbekistan’s Digital Pulse: Deep Dive into Yandex’s Q2 2025 Media Consumption Report
In 2025, Uzbekistan is undergoing a profound media evolution. The Internet has become the undisputed dominant channel for information, entertainment, and communication—far outpacing traditional media like television and radio. Nearly every adult internet user in the country (95%) now accesses the web regularly, making digital the new baseline for media engagement.
The Connected Majority
Internet usage in Uzbekistan is no longer the privilege of the young or urban. It’s national. Men and women access the internet almost equally (49% vs. 51%), and usage spans all age groups—from 18 to 55+. Even in older demographics (ages 55+), 99% report internet access, with 82% using it multiple times a week.
What’s more telling: two-thirds of users (67%) spend over three hours online daily. This behavioral depth indicates not just access, but digital dependency—especially on smartphones, which are the primary access point for 90% of users. Desktops (40%) and smart TVs (26%) trail significantly, highlighting a mobile-first digital culture.
Messaging is King
When it comes to communication, Telegram dominates the messaging landscape with 99% penetration among internet users. WhatsApp follows distantly at 47%, while all other platforms fall into single digits. Telegram’s role has evolved well beyond messaging: 87% use it to communicate, 66% read news, 42% join interest-based communities, and 31% consume entertainment content through the platform. It has effectively replaced forums, RSS feeds, classifieds, and even parts of e-commerce infrastructure, with 30% of users purchasing via Telegram bots.
Social Media: Not Just for Fun
Social networks remain central to the Uzbek digital experience. 60% of users log in daily, and 39% spend over three hours on these platforms each day. Instagram leads in daily reach (68%), followed by Facebook (35%) and TikTok (18%). While TikTok remains a youth-dominated platform, its usage pattern indicates high engagement: 67% of users aged 18–24 use it several times a week.
The most popular content format across all platforms is video. YouTube remains the go-to destination for 60% of users, followed by social media video content (48%) and online cinema platforms (26%). Remarkably, 62% of users spend over an hour daily watching online videos—53% of them every day. The age group 45–54, often overlooked by marketers, logs the most time on video platforms due to their preference for long-form, full-length content.
E-Commerce Is Mainstream
Online shopping is no longer a novelty—it’s a monthly habit for 40% of internet users. Of those, 18% shop multiple times per week. The marketplaces dominate: 72% purchase directly from websites or mobile apps, while 30% use Telegram shop bots, and 26% buy via social networks. OLX and Instagram remain secondary e-commerce platforms but still hold substantial traction.
The top product categories are:
• Clothing, shoes, accessories – 44%
• Cosmetics and perfumes – 28%
• Home electronics – 26%
• Children’s products – 24%
• Food and groceries – 23%
• Ready-made meals – 20%
Women lean more toward cosmetics and children’s goods, while men are significantly more active in purchasing electronics, auto products, and sporting goods. Older demographics (35+) are more likely to buy non-daily products like home furnishings, tools, and medications.
Marketplace Loyalty
Brand loyalty in online commerce is consolidating. Uzum Market emerges as the clear favorite: 65% of respondents who shop on marketplaces name it as their preferred platform. Uzum’s dominance is backed not only by usage but by intent—future purchasing consideration remains high, signaling a strong brand moat in the local e-commerce space.
Digital Health Consumption
Online pharmaceutical purchases are on the rise. Thirteen percent of users report buying medicines or supplements online in the past six months. The demand is strongest among users aged 25–34 and 55+, with a clear gender skew—59% of pharmacy e-shoppers are women.
Half of these buyers have a single go-to platform for their medical needs, a sign of growing trust in digital pharmacies.
Online Food Delivery
Among internet users in Tashkent, nearly half (49%) have used food or grocery delivery services. Interestingly, 37% ordered meals, while 32% ordered groceries—suggesting that both convenience and variety are key drivers. Loyalty is pronounced in this category: 87% of users have a favorite service they consistently use.
The Role of Navigation and Local Discovery
Online map services have taken root in daily behavior. Thirty-five percent of users access maps at least once a month, and 32% use them for driving directions. Men aged 18–44 are the most frequent users, especially those from larger cities. Primary use cases include navigating by car (56%), walking routes (49%), checking traffic (32%), and local discovery (restaurants, reviews, etc.). These platforms also represent untapped opportunities for hyperlocal advertising, especially given the 82% of users who drive weekly.
Search: Beyond Google
Search engines remain a foundational part of the internet experience. An overwhelming 93% of users access search tools via smartphone, while desktop and tablet use lags behind. The top motivations? News (56%), weather (52%), work and study research (40%), and entertainment (37%).
The most-used features beyond basic search include:
• Translators – 64%
• Weather updates – 50%
• News feeds – 47%
• Image and video search – 41%
These stats point to a population that isn’t just passively consuming content—but actively researching, comparing, and making informed decisions online.
Conclusion: A Digital Nation on the Rise
Uzbekistan’s media landscape in Q2 2025 reflects a country not only connected, but transformed. Mobile-first behavior is ubiquitous, digital services have replaced traditional structures across communication, commerce, and information access, and Telegram has evolved into a multi-purpose super app.
The implications for brands, advertisers, and policymakers are clear: to reach Uzbek consumers in 2025, digital is not optional—it’s essential. Those who understand the platforms, behaviors, and demographic nuances will find not just an audience, but a loyal one.
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