Residents in Nizhny Novgorod are choosing to shift from traditional phone calls to messaging apps instead.
In the vibrant city of Nizhny Novgorod, a significant change is underway in the way residents communicate, with traditional voice traffic taking a dip while mobile data usage soars. According to recent data, voice traffic among subscribers in the region decreased by 9% in June 2025 compared to the same period the previous year [1].
This trend is particularly prominent among millennials aged 25-35, who have seen a 18% decrease in traditional calls and a 15% increase in mobile data transmission [2]. The increase in mobile data transmission in the region during the same period was a robust 12% [3].
Several factors are contributing to this shift. The rise of messaging apps like those affiliated with VK (VKontakte) and similar platforms is a key driver. These apps offer a more convenient and flexible way to communicate, especially among younger generations, reducing the need for traditional voice calls [1]. The older generation is also finding messaging apps easier to use, particularly when they are integrated with government services and other digital platforms [1].
Affordable mobile data plans and improvements in mobile network infrastructure have made internet-based communication more accessible, encouraging users to rely more on data-driven services like messaging apps, streaming, and social media [3]. Both younger and older generations are becoming more digitally literate, with initiatives like AI-powered digital consultants indicating a broader trend towards digital service adoption [3].
Changes in lifestyle and preferences, particularly among younger generations, might also contribute to this trend. Asynchronous communication, such as messaging, can offer greater flexibility and convenience compared to real-time voice calls [3]. Technological advancements, such as AI-driven services and improved mobile device capabilities, are further enhancing the appeal of data-based communication over traditional voice calls [3][4].
Users over 56 years old are actively adopting alternative communication methods, while men account for 58% of voice traffic compared to 42% for women [5]. From January to May 2025, the average volume of voice traffic among users aged 14-24 decreased by 28%, but network traffic among the same age group increased by 4% during the same period [6].
Residents of the Nizhny Novgorod region are increasingly preferring to see the face of their interlocutor when communicating in messengers, with WhatsApp being their preferred choice for such dialogues [7]. Over the past year, the average voice traffic per user has decreased by 15%, while users aged 36-45 have decreased voice traffic by 7%, but network traffic has increased by 27% [8].
Among users aged 46-55, traditional communication has decreased by 12%, while internet data transmission has increased by 21% [9]. The decline in traditional calls is particularly noticeable among young audiences, with users aged 56 and above seeing a 16% decrease in voice volumes but a 22% increase in internet traffic [10].
The decline in traditional calls is most prominent among the youth, but it's not all doom and gloom for the telecommunications industry. Mobile data transmission has increased by 18% over the same period [11], and residents in the Nizhny Novgorod region are using messengers more frequently, with fewer phone calls. By traffic volume, the most popular messenger among Nizhny Novgorod residents is Telegram, followed by WhatsApp, and the Russian Max [12].
These findings were drawn from an analysis of anonymized user data by Yota analysts, indicating a significant shift in communication habits in the Nizhny Novgorod region. As technology continues to evolve and digital literacy increases, it will be interesting to see how these trends continue to unfold.
People in the Nizhny Novgorod region, especially the millennial demographic, are shifting their communication patterns, showing a 18% decrease in traditional calls and a 15% increase in mobile data transmission. This shift can be attributed to the rise of messaging apps like VK and others, which offer more convenient and flexible communication methods [2]. Furthermore, the appeal of data-based communication is increased due to affordable mobile data plans and improved mobile network infrastructure [3].
