Russians have become more likely to pay for "friends for an hour" and "test drive" dogs

The demand for "specific assistants" has increased in Russia: more than 30% of Russians surveyed are willing to pay for emotional and situational service. This is the conclusion reached by analysts of the <url> financial marketplace. Izvestia got acquainted with the results of the study on September 3.

Thus, in January – August 2025, the number of requests for non-standard assistance increased by 32% compared to the same period in 2024, while the offer from performers increased by an average of 18%. According to the survey, every third respondent resorted to various kinds of non-standard services this year.

The most in-demand services were "dog test drive" — comprehensive communication with a pet before purchase, where the growth of requests increased by 59% over the year; "friend for an hour" (an increase in requests by 37% over the year); "gardening help" (an increase of 28%); "debris removal and cluttering" (an increase of 24%) and "emotional support in difficult conversations" (an increase of 23%).

It is noteworthy that more than 60% of respondents who turn to such services complained that, despite the increase in the number of offers, they still have to sign up for a waiting list. So, the waiting period for a "dog test drive", when animal owners offer visitors to communicate with a pet of a certain breed so that they make an informed decision to purchase an animal, reaches an average of two weeks, and an assistant in the garden in the summer can wait even longer — up to a month.

The average bill for non-standard services in 2025 was 2,800 rubles per hour, which is 35% higher than last year. At the same time, analysts noted a fairly large price gap in different categories of services. For example, support in difficult life conversations (divorce, dismissal, negotiations with relatives) costs clients an average of 6,500 rubles per hour. At the same time, Russians pay an average of 2,300 rubles for a "dog test drive." A gardening assistant for one day off costs about 4,200 rubles, and the "friend for an hour" service costs an average of 1,500 rubles per session.

The largest growth in demand for non-standard services was recorded in Kazan (+61% by 2024), Yekaterinburg (+58%), Krasnodar (+54%) and Novosibirsk (+49%). In Moscow and St. Petersburg, the market is saturated, but in the capitals there is a consistently high demand for narrow-profile and emotional formats. For example, Muscovites are more likely than others to look for "emotional navigators" — people who accompany them in moments of moral instability or life changes. Petersburgers are more likely to seek the services of an "interlocutor for an elderly relative" and "funeral assistant."

According to the survey, 32% of respondents are ready to spend up to 5,000 rubles a month on "household assistance" services, 33% — up to 10,000 rubles, 18% — up to 30,000 rubles, 11% — up to 50,000 rubles and 6% — over 50,000 rubles.

"Non—standard requests for household and social services are a reflection of the current changes in the lifestyle of Russians. People began to live alone more often, rely less on relatives and friends, and more actively perceive human involvement as a service. We see a steady monetization of emotions, loneliness, and lack of time — and more and more performers are adapting to this demand," explained the director of the Communications Policy Department at Choose.<url>" by Anna Romanenko.

On July 21, analysts at Avito Services and Avito Jobs told Izvestia that English, Chinese and Japanese became the most popular languages among Russian employers in the first half of 2025. Korean (8%) and Italian (7%) complete the top five.

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