A study by Avito Rabota and Avito Reklama, surveying 10,000 Russians, reveals that students entering universities and vocational schools in 2026 prioritize IT and programming (15%), education (14%), and engineering (12%). Most respondents consider future employment prospects and salary levels as key factors when selecting their field of study.
Nearly half of the students expect a monthly salary exceeding 80,000 ₽ after graduation, with an average expectation of 93,894 ₽. Specifically, 22% of respondents anticipate earnings between 80,001 ₽ and 110,000 ₽, while 12% expect to earn more than 150,000 ₽ per month.
Advertising plays a significant role in career choices, with 79% of applicants noting its influence. E-commerce platforms, search engines, and video platforms are the primary channels for discovering relevant educational programs. Employers are encouraged to leverage these insights to refine their HR branding strategies.
Gender and regional differences influence educational preferences. Men favor IT and engineering, while women lean toward education and design. In Moscow, IT remains the top choice, whereas marketing and advertising lead in Saint Petersburg. These trends help employers better target their recruitment and communication efforts.
