What do we buy online?

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Inessa Roman-Pogorzhelskaya, PR Specialist

Today, together with Citibank, we presented the results of the study “What are Russians buying on the Internet?”, Which not only evaluated the Russian online shopping market, but also found out who they are, Russian Internet shoppers.

According to the results of the study, the volume of online purchases in 2010 will be about 600 billion rubles, and by 2012 it will exceed 800 billion rubles. According to Citibank analysts, the volume of online purchases has tripled since 2008, and, according to Google Search Statistics , the number of requests to “buy online” has tripled over the same period.

According to Google Consumer Barometer, 88% of Internet users choose products on the Internet and purchase them offline, while 36% of respondents make their choice and make a purchase on the Web. At the same time, to search for information about goods and services, even with an offline purchase, most often Internet users turn to search engines.

The main market volume and the largest number of relevant search queries are in Moscow and St. Petersburg today, followed by the largest regional centers. It is worth noting that the geography of the regions where users most often enter a query with the word "buy" exactly coincides with the geography of the regions with the largest volume of online purchases.

The average purchase on the Internet is 2500 rubles. Most of all - a third of the total volume of purchases - users spend on airline tickets. They are followed by the purchase of train tickets and payment for travel agency services. The leading category in terms of the number of transactions is payment for communication services. Interestingly, the costs of paying for Skype (and the interest of users) are comparable to those of the Big Three of Russian telecom operators.

What is the most active category of online shoppers? These are young, educated Russians - advanced users of banking services, including middle managers and owners of their own business. Men shop online on average twice as often as women. Fans of online shopping on average earn 30% more and spend 65% more than offline shoppers.

The fastest growing query with the word buy in Russia was the query "buy a car." However, residents, for example, in St. Petersburg prefer to "buy a bicycle", and in the Kirov region the most desired product was a boat.

And finally, it is worth noting the current trends in the world of online shopping. This is a big growth in the category “Electronic music stores” and the emergence of new categories (for example, online pharmacies).

Obviously, the online sales crisis was not a hindrance, and the benefits of online shopping are enjoying an increasing number of users! Join now!

The full version of the study can be found here .

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