The platforms that users trust the most are Telegram (73.4%), YouTube (42.7%) and Instagram* (27.4%).
Google has the lion's share of search advertising (83.21%), but the platform doesn't support Uzbek-language advertising. Banner advertising on south africa telemarketing database Google's DV360 marketing platform is growing rapidly. It has the largest number of active accounts and is an effective tool for reach campaigns.
It's worth noting that TikTok has been blocked in Uzbekistan since 2021, and it's also impossible to run ads on YouTube.
The country's e-commerce market is growing: this year, its turnover is approximately $350 million. According to the E-commerce in Central Asia study, it is expected to reach $1 billion by 2026. This trend is predictably attracting the attention of advertisers.
Popular social networks
The number of social media users in Uzbekistan exceeds 7.5 million. The number one social network is Instagram* (8 million). Facebook* has approximately 2.2 million users. The combined audience of VKontakte and Odnoklassniki is 2 million. Of the messaging apps, Uzbeks prefer Telegram.
Social media behavior in Uzbekistan is changing: information consumption through posts is decreasing, while video content is increasing.
Features of advertising communications
An Internews survey showed that residents of Uzbekistan prefer to receive information in their native language: 44% browse websites only in Uzbek, and nearly 48% use it on social media. More than 16% of the audience consumes information in both Uzbek and Russian.
Experts recommend using two languages, including Russian, in advertising communications. Meta* tools are ideal for this.