Our research conducted with a sample of Kazakh users aged 18–54 shows that social media continues to be a strong and influential engagement space across the country.

📊 Overall Usage Rates (Highest to Lowest)

⭐ Key Insights (Based on Daily Usage Patterns)

General platform reach and daily active usage (logging in at least once per day) can differ considerably. A platform may have moderate overall usage but high daily engagement — or the reverse. For full datasets, sample bases, and the complete report, Datambar can be contacted. The insights below are shared in limited scope for researchers, advertisers, academics, students, and other decision‑makers.

• Telegram leads daily engagement: Daily usage reaches 77%, especially strong among ages 25–34 (77.3%) and 35–44 (78.7%) — an essential channel for community and announcement‑driven content.
• Instagram dominates younger audiences: Daily usage stands at 81%, including 77.1% among 18–24‑year‑olds and 87.7% among the 35–44 segment.
• YouTube remains essential for video‑focused strategies: Daily usage is 77%, with balanced engagement among ages 25–34 (78.7%) and 35–44 (78.6%).
• TikTok continues to drive short‑video consumption: Daily usage reaches 82%, peaking at 83.3% among 18–24‑year‑olds and 86.6% among 25–34‑year‑olds.
• VK stands out as a local social network: Daily usage reaches 45%, with particularly high activity among ages 35–44 (52.4%).
• Pinterest is advantageous for lifestyle‑focused content: Daily usage stands at 32%, especially strong among 18–24‑year‑olds (42.9%).
• X (Twitter) is preferred for news and commentary: Daily usage reaches 39%, rising to 50% among ages 35–44 — ideal for real‑time discussion and opinion content.

🎯 Strategic Recommendations

• Broad reach and daily engagement: YouTube + Telegram
• Youth targeting: Instagram + TikTok
• Female‑focused campaigns: Pinterest + Instagram
• Local engagement strategies: VK + Telegram
• Video‑centric content: YouTube + TikTok