MARKET CASE STUDY: Kazakhstan

Exploring Digital Habits and Attitudes of Kazakh Youth

A study into how digital information consumption influences Kazakh youths' perceptions on certain social groups.

Project background:

In recent years, Kazakhstan has been experiencing a significant digital transformation, with the government and the private sector investing heavily in digital infrastructure and technologies. This has led to a growing number of internet users, with over 14 million people, or 72% of the population, accessing the internet as of 2021.

As a result of increasing accessibility and adoption of mobile, social media use in Kazakhstan increased by about 15% between 2021 and 2022 (Datareportal, 2022). This trend is particularly prevalent among the country's younger generations, becoming increasingly connected and tech-savvy. As of 2021, there were over 8.3 million active social media users in the country, with the majority being under the age of 35 (Datareportal, 2022)

An American university has approached TGM Research to conduct a project to verify young Kazakhs' online behaviours and general attitudes. The project aimed to identify how Internet patterns and information consumption can influence attitudes towards various social groups, for example, the LGBTQ+ community.

Challenges:

The specific quota (70% of the sample from a tertiary education institute) and regions have significantly limited the available sample of potential respondents in our database. Nevertheless, TGM uses different methods of outsourcing, thus, we have delivered a regional spread and specific quota for this project.

Methodology:

Markets studied: Kazakhstan
Sample: N= 1000
Targeted Audience: Youth population of Kazakhstan (18-30)
Quota: 70% of the sample that needed to be enrolled in or graduate from a tertiary education institute
Region: Division between 5 regions (Metropolitan, South, North, Central, West)

Outcome:

The main tasks of TGM were to localize the project, manage the data collection process, and prepare the final data set. Despite the demanding expectations for quotas, as the regional division and 70% of people enrolled in or graduate from a tertiary education institute, the project had a favourable outcome. Overall, successful fieldwork helped to verify if Internet usage and information consumption can influence attitudes towards various social groups, including the LGBTQ+ community.

As the leading online data collection agency, TGM Research has conducted multiple market research projects, pioneering online research in Asian countries. To learn more about our recent projects Central Asia and other places contact us.

We hope you have found this short case study useful.

If you have any further questions about how best to set up your online research study in Central Asian countries, please don’t hesitate to get in touch with us.

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