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CONSUMERS&BRANDSMessengers:

Telegram

users

inAustriaConsumer

Insights

reportJune2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofTelegram

users

inAustria:who

theyare;what

theylike;

whatthey

think;

andhowtoreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

Telegram

usersinAustria(’’brand

users’’)againstAustrianmessenger

usersingeneral

(’’categoryusers’’),

and

the

overall

Austrianconsumer,

labelledas’’all

respondents’’

inthecharts.Region:

56countriesNumberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Austria)•

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

June

2024Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsWith

a

user

share

of

14%,

Telegram

is

one

of

the

top

5

messenger

services

inAustriaManagement

summary:

brandusageand

competitionTop10

most

used

messengerservicesinAustriaWhatsAppFacebook

MessengerFaceTime75%24%16%14%TelegramDiscord11%10%SkypeZoom9%9%Microsoft

TeamsSignal8%6%Viber4Notes:"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=509

messenger

usersConsumer

Insights

Global

as

of

June

2024Sources:Telegram

users

in

AustriaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpoints36%

ofTelegram

usersare

Millennials.Learning

new

thingsismore

importanttoTelegram

usersthanto

othermessenger

users.Itstands

out

that55%

ofTelegram

users

YouTube

ismore

popularamongdon’tmind

advertising

iftheyget

freecontent

inreturn.Telegram

users

thanthe

averagemessenger

user.Telegram

ismore

popularamong

malemessenger

users

than

femalemessenger

users.Science

andtechnology

are

relativelyprevalent

interests

of

Telegram

users.18%

ofTelegram

usersare

innovatorsor

early

adopters

ofnew

products.Telegram

users

remember

seeing

adsinvideo

portalsmore

often

than

othermessenger

users.Telegram

hasasmaller

shareof

userswith

ahigh

income

than

othermessenger

services.Tech

or

computers

arerelativelypopularhobbiesamong

Telegramusers.Arelatively

highshare

ofTelegramusers

think

thatgovernment

debtisanissuethatneedstobeaddressed.26%

ofTelegram

userslive

incities

withover

1million

inhabitants.5Sources:Consumer

Insights

Global

as

of

June

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+36%

of

Telegram

users

are

MillennialsDemographic

profile:

generationsAgeof

consumersinAustriaBrand

users22%23%21%36%32%29%33%14%Category

usersAllrespondents12%34%34%12%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Which

instant

messengerorvideo

call

services

do

youuse

regularly?";Multi

Pick;Base:

n=73

Telegramusers,n=509

messengerusers,n=12,175

all

respondentsSources:Consumer

Insights

Global

as

of

June

2024Telegram

is

more

popular

among

male

messengerusers

than

femalemessenger

usersDemographic

profile:

genderGenderofconsumersinAustriaBrand

users62%38%Category

usersAllrespondents50%50%50%50%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

instant

messenger

orvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=73

Telegramusers,

n=509

messengerusers,n=12,175

all

respondentsSources:Consumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

Telegram

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinAustria38%37%37%26%25%22%16%15%12%11%

11%11%10%

9%8%3%2%2%

2%1%0%Bachelor

degree

Master

degree

Doctoral

degreeNoformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

instant

messengerorvideo

call

services

do

youuse

regularly?";Multi

Pick;Base:n=73

Telegram

users,n=509

messengerusers,n=12,175

allrespondentsSources:Consumer

Insights

Global

as

of

June

2024Telegram

has

a

smaller

share

of

users

with

a

high

income

than

other

messengerservicesDemographic

profile:

incomeShare

ofconsumersinAustriainthe

high,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users25%33%42%Category

usersAllrespondents31%31%39%33%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuseregularly?";Multi

Pick;Base:n=73

Telegram

users,n=509

messengerusers,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Compared

to

other

messenger

users,

Telegram

users

are

relatively

likely

to

livein

a

single

householdDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinAustrialive33%29%29%24%23%

23%22%21%19%15%11%11%10%6%6%4%

4%Other4%3%2%2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-Two

or

moregenerationalfamilyrelated

adults

household

typesBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=73Telegramusers,n=509

messenger

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

202426%

of

Telegram

users

live

in

cities

with

over

1

million

inhabitantsDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinAustria32%29%26%25%23%23%23%22%21%16%14%13%12%11%10%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

instant

messengerorvideo

call

servicesdo

you

use

regularly?";

Multi

Pick;Base:

n=73

Telegramusers,n=509

messengerusers,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

202411%

of

Telegram

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinAustriaBrand

users11%75%14%12%11%Category

users5%83%Allrespondents

6%83%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;

Base:

n=73

Telegramusers,n=509

messenger

users,n=12,175

allrespondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedLearning

new

things

is

more

important

to

Telegram

users

than

to

othermessenger

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinAustria61%57%56%44%43%38%42%42%37%40%38%37%35%33%26%30%30%26%26%23%19%

19%19%16%14%11%10%9%9%8%AhappyrelationshipSafety

andsecurityAnhonest

andrespectable

life

own

decisionsMaking

myHavingagood

timeSocial

justiceLearningnew

thingsTobesuccessfulAdvancingmy

careerTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:

n=73

Telegramusers,n=509

messengerusers,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Science

and

technology

are

relatively

prevalent

interests

of

Telegram

usersConsumer

lifestyle:

main

interestsTop10

interestsofTelegram

usersinAustria62%60%58%56%52%49%53%50%

50%49%48%48%46%

46%38%40%44%44%41%40%34%

34%32%32%31%30%29%30%28%28%Movies,TVshows&musicTravelFood

&diningHealth

&fitnessScience

&technologyPolitics&societyandcurrentworld

eventsCareer

&educationFinance&economyHistoryHome

&gardenBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=73

Telegram

users,n=509

messengerusers,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Tech

or

computers

are

relatively

popular

hobbies

among

Telegram

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofTelegram

usersinAustria59%55%53%52%50%50%47%40%46%45%44%44%43%39%43%

43%42%31%38%38%38%36%34%34%33%32%Pets26%24%24%20%TravelingSocializingOutdooractivitiesReadingTech

/computersCooking/bakingDoing

sportsandfitnessGardeningandplantsVideo

gamingBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

instant

messenger

orvideo

call

servicesdo

youuse

regularly?";Multi

Pick;

Base:

n=73

Telegramusers,n=509

messenger

users,

n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Telegram

users

are

more

likely

to

go

swimming

or

diving

than

other

messengerusersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofTelegram

usersinAustria38%33%32%32%27%21%22%

22%24%21%23%22%

22%18%16%14%14%

10%10%12%12%11%10%10%9%8%6%6%6%4%HikingSwimming/DivingFitness,aerobics,

cardioRunning/joggingCyclingDancingYoga

/pilatesTableTennisWintersportsTennisBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:

n=47

Telegramusers,n=291

messengerusers,n=6,948all

respondentsConsumer

Insights

Global

as

of

June

2024Telegram

users

are

more

likely

to

follow

mixed

martial

arts

than

othermessenger

usersConsumer

lifestyle:

sports

followedTop10

sports

followed

byTelegram

usersinAustria29%26%23%18%16%16%13%12%12%12%10%10%8%7%7%7%7%6%5%

5%5%5%5%5%4%5%4%4%3%2%SoccerTennisWinter

sportsMotorsportsIceHockeyBasketballBoxingCyclingMixedMartial

ArtsAmericanfootballBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=28

Telegram

users,n=175

messengerusers,n=3,968

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

onlineadvertising•

Innovation

adoption•

Challenges

facing

thecountry•

Politics20Itstands

out

that

55%

of

Telegram

users

don’t

mind

advertising

ifthey

get

freecontent

in

returnConsumer

attitudes:marketing

&social

mediaAgreementwithstatements

towards

marketing&socialmediainAustria55%55%54%

54%39%37%27%22%18%16%16%14%10%8%6%Iamoften

annoyedbyadvertising

ontheinternetIdon’tmindadvertising

ifIgetfree

content

inreturnIhaveboughtproductsbecause

celebrities

orinfluencers

advertisedthemIdon’tmind

whencompanies

usemy

personal

dataforadvertisingIamexcited

aboutusingthemetaverse(immersive

virtualworld)Brand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";

Multi

Pick;Base:n=73

Telegram

users,n=509

messengerusers,n=2,027

all

respondentsConsumer

Insights

Global

as

of

June

202418%

of

Telegram

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinAustria42%38%34%38%37%27%19%17%15%12%8%6%3%2%1%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;

Base:

n=73

Telegramusers,n=509

messengerusers,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024A

relatively

high

share

of

Telegram

users

think

that

governmentdebt

is

an

issuethat

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

AustriaaccordingtoTelegram

users61%61%60%42%45%

45%44%45%44%43%41%31%28%30%35%36%36%34%34%33%26%32%32%31%31%30%27%24%25%21%Rising

prices/inflation/cost

of

livingCrimeHealth

andsocial

securityImmigrationEducationGovernmentdebtPovertyEnvironmentEconomicsituationUnemploymentBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

instant

messengerorvideo

call

services

do

youuse

regularly?";Multi

Pick;Base:

n=73Telegramusers,n=509

messenger

users,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Many

Telegram

users

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinAustriaBrand

users22%42%19%16%Category

usersAllrespondents19%37%18%27%21%38%19%22%LeftCenterRightPrefer

nottoanswer24

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Which

instant

messengerorvideo

callservicesdo

youuse

regularly?";Multi

Pick;

Base:

n=73

Telegramusers,n=509

messenger

users,

n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsYouTube

ismore

popular

among

Telegram

users

than

the

average

messengeruserMarketing

touchpoints:social

media

usageSocial

mediausageinAustriaby

brand88%70%59%66%63%62%61%56%53%45%31%28%27%18%18%18%25%23%19%

12%19%18%15%6%

5%12%10%

10%8%6%YouTube

Instagram

FacebookTikTokPinterestSnapchat

X(Twitter)LinkedInTwitchRedditBrand

usersCategory

usersAllrespondents26

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=73Telegramusers,n=509

messenger

users,n=3050

all

respondentsConsumer

Insights

Global

as

of

June

202477%

of

Telegram

users

watched

digital

video

content

in

the

past

4

weeksMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinAustriahave

been

using

inthepast4weeks77%77%75%73%68%

68%

69%64%62%55%41%55%45%55%45%45%38%38%44%42%39%32%22%27%

25%27%17%26%25%23%21%

16%19%DigitalvideocontentTVRadioDigitalmusiccontentDailynewspapersOnlinenewswebsitesMagazinesPodcastsMovies

/cinemaOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

instant

messengerorvideo

call

servicesdo

you

use

regularly?";Multi

Pick;Base:

n=73

Telegramusers,n=509

messengerusers,n=12,175

allrespondentsConsumer

Insights

Global

as

of

June

2024Telegram

users

remember

seeing

ads

in

video

portals

more

often

than

othermessenger

usersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereTelegram

usersinAustriahave

come

across

digital

advertisinginthepast4weeks55%52%49%48%43%43%40%41%40%41%39%38%34%33%32%29%26%25%25%25%25%24%24%23%19%19%18%15%15%13%Video

portalsSocial

media

Search

engines

Onlinestores

Video

streaming

NewslettersservicesVideo

gamesWebsitesandappsof

brandsEditorialwebsitesandappsMusicportalsBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

instant

messenger

orvideo

callservicesdo

youuse

regularly?";Multi

Pick;Base:n=73

Telegramusers,

n=509

messengerusers,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024Telegram

users

remember

ads

they

got

by

mail

more

often

than

othermessenger

usersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinAustriahavecome

across

non-digital

advertisinginthepast4weeks53%43%

44%

44%38%43%42%40%35%40%39%38%30%37%

37%36%36%30%27%26%25%19%12%13%By

mailshot

/advertisingmailDirectly

inthestoreOnadvertisingspacesOntheradioOnTVInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/cinemaon

the

goBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

instant

messengerorvideo

call

servicesdo

youuse

regularly?";Multi

Pick;Base:n=73

Telegram

users,n=509

messengerusers,n=12,175

all

respondentsConsumer

Insights

Global

as

of

June

2024CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.WiththeConsumer