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Report: One third of Russian online consumers make purchases via smartphones

Yandex.Market, a major Russian e-commerce marketplace, has teamed up with GfK Rus to study the latest trends in mobile commerce in Russia

May 07, 2017
The survey was conducted in the autumn of 2016 based on online interviews. It involved 2,022 online consumers of 16 to 55 years of age, living in Russian cities of more than 100,000 inhabitants. The survey targeted specifically those using a smartphone to look for products and having made at least one online purchase in 17 categories over the previous 12 months.

The study found that:

- One online consumer in three has used a smartphone at least once to buy online (which would put the number of Russian mobile consumers somewhere between 15 and 20 million, according to EWDN’s rough estimate);
- Fifty eight percent of those using their smartphone to select products use the app or visit the site of their favourite online stores almost every day;
- Nearly three quarters of those who choose products on their smartphone subsequently make their purchase via smartphone;
- Smartphone shopping is not only performed on the move, but also at home;
- The more expensive the product is, the less likely it will be purchased via smartphone (for example, 47% of respondents had used their phone to choose a large domestic appliance, but only 20% had placed an online order by smartphone in this product category);
- Women account for 75% of those who make online purchases via smartphone, while inhabitants of mid-sized cities account for 77% of them.

The study also found that a significant part of this audience uses a smartphone to shop even more intensively than they play games or watch movies.

Eighty-one percent of e-shoppers receive push notifications from internet stores — most often about sales and special offers.

According to another Yandex.Market-GfK survey conducted in the same period, one in four Russians of 16 to 54 years of age makes purchases on line.