The war has significantly impacted the consumer behavior of Ukrainians, and the changes are especially noticeable when comparing data from before the war and after it began. Initially, the full-scale invasion altered daily life, but now we can identify more stable patterns in how people interact with the Internet. This ongoing shift is being studied to understand the current dynamics of Ukrainian online behavior.
In 2021, Gradus Research conducted a major study called Digi-nation, analyzing how Ukrainians used the Internet and identifying key audience segments. In September 2023, the research was repeated with about 1,900 respondents to track these behaviors over time.
Current State of Internet Use in Ukraine
The survey results show that 93% of Ukrainians use the Internet at home, 52% at work, and 42% while traveling. This widespread connectivity underscores how integral the Internet has become in daily life. The war has actually intensified this trend, with more people using the Internet for critical security information. Even older demographics, previously less digitally engaged, have become confident users of online platforms.
On average, 72% of respondents spend more than 4 hours a day online. While younger people tend to spend more time online, this figure is still notably high across all age groups. The COVID-19 pandemic played a major role in shaping this behavior, as it served as a preparatory stage for the war, encouraging remote work and online networking.
Devices Used for Internet Access
Smartphones dominate as the primary device for accessing the Internet, with 95% of respondents using them. In contrast, desktop computers are used by only 23%, and this group is mostly composed of people aged 45-54.
The Role of the Internet in Daily Life
For 91% of respondents, the Internet is now a social norm, as almost everyone they know uses it. 77% believe that without the Internet, they would lose contact with many of their friends and acquaintances. For 64%, working without the Internet is impossible.
Despite its ubiquity, trust in online information is low, with only 23% of people trusting what they find on the Internet. This distrust is more prevalent among people aged 35-60, although 68% of respondents pay close attention to the credibility of sources.
Key Segments of the Ukrainian Digital Audience
In 2021, Ukrainian Internet users were divided into six main segments, each with distinct behaviors. The war has led to some shifts in these groups:
- Moderate users have slightly decreased, while the uninvolved group has grown a bit.
- The pragmatists—a group of professionals—has seen the most significant decline, partly due to migration out of Ukraine.
- The groups with the greatest growth are the Gossipers and Entertainment Seekers.
Among these segments, Advanced users and Gossipers are the most active, while Pragmatists and Entertainment Seekers are more moderate. Moderates and Uninvolved users represent the lower end of internet activity.
Online Shopping Trends
When it comes to online shopping, 87% of Ukrainians agree that buying goods and services online is easy, and this convenience is a key driver for online purchases.
- 26% prefer to shop online, while 29% still prefer offline shopping. The rest of the population uses both methods interchangeably.
The impact of the COVID-19 pandemic in accelerating online shopping is well-known, but the war has further fueled this shift. According to Evgeniya Blyznyuk, sociologist and director of Gradus Research, online shopping has become a stable and essential part of daily life for 25% of Ukraine’s economically active population.
The Full Report
The full research report provides an in-depth look at the changing landscape of Ukraine’s digital habits, covering areas such as:
- Socio-demographic profiles of digital users
- Places and devices used to access the Internet
- Time spent online and the importance of the Internet
- Trust in online information
- Challenges in using the Internet
- Types of online activities (e.g., shopping, social media, work, entertainment)
- Frequency of using messengers and social networks
- Frequency of searching for medical, educational, and political information
- Online shopping behaviors, including financial activities
This comprehensive study reveals how Ukrainians are adapting to new digital realities in the context of war, and how these shifts will likely shape future consumer behavior.
The full report is available on a commercial basis. For more details, contact dn@gradus.app.
The survey was conducted by Gradus Research using a self-administered mobile questionnaire. It reflects the population structure of cities with populations over 50,000, aged 18-60, covering gender, age, and regional distribution. The data collection took place from September 5-7, 2023, with a sample size of 1,896 respondents.
