Online customer evolution: how tastes and preferences have changed over three years

    Hello Giktayms! We, like any large trading network, should be aware of user preferences. Each sale, each online order, each appeal to the warranty service affects the purchase and offer of goods the next day, week, month and even year. Of course, all this data is carefully collected, stored and cataloged. And today we would like to share with you information about how the purchasing preferences of users of our site mvideo.ru have changed over the past three years.



    We’ll immediately warn you that in this publication all the information will be provided in a rather concise and simplified version, without any pieces of code for collecting statistics and specific numbers that our company’s employees have operated on.

    To get started, let's get acquainted with the general picture that we drew for publication: The



    preferences of online users are somewhat different from those who came to the store personally. Young people indulge in orders via the Internet, hence the love of new technologies, time saving, a healthy lifestyle.

    year 2012


    The king of online sales of the 12th year was the iPad: then the first model with a retina display appeared. Not to say that the device has revolutionized, but it was the iPad 3 that became a truly qualitative improvement in the user experience and Apple's most popular tablet model.



    In second place in 2012 are crock-pots. If you think this topic is irrelevant, then here is a publication on Geektimes (which at one time on Habré gained more than 500 thousand views).

    Kitchen technologies generally appear and are popularized by waves: in the late nineties and the beginning of the two thousandths “on a horse” were air grills, then they were replaced by microwaves, bread makers were popular, and in 2012, multicookers became one of the best-selling products on our website. Technology updates in the kitchen do not happen so often, so as soon as a trend appears, everyone massively buys a product, and then uses it for a long time and does not update it.

    The third place, which is strange, went to the headphones. It is difficult to explain the demand for headphones - perhaps they were bundled with iDevices :)



    The rest of the products, in principle, fit into the general theory of a “young and healthy consumer”:

    4th place - iPhone, 5th place - scales, 6 - e-books, 7 - auto-recorders, 8 - yogurt makers. In ninth place is not the product, but the whole brand: Tefal. Closed the top ten - Sony Playstation Portable. The demand for it is not accidental: with the release in early 2012 of a “replacement” for the old PSP in the person of the new PS Vita, rumors spread about the end of production of the old console. The prices for the new one did not please anyone, there was a cat crying for games on it, here lovers of portable consoles ran and bought up the PS Portable tested by time.

    year 2013


    The trends of the year before last are not very different. Crock-pots came in first place. The growth in popularity, the presence of such a convenient thing among friends, word of mouth and aggressive advertising on Habré did their job.



    The iPad, which reigned a year earlier, fell right up to the fifth position: why it was necessary to change a perfectly working model to almost the same, but with thin frames, it was not clear to anyone. Mostly the owners of the first and second series of iPads changed the tablet, but their number was less than those who first decided to take a tablet for themselves.

    Refrigerators took the second place, but the scales rose to third place.

    Good low-cost FullHD-TVs from LG and Samsung with Smart TV function increased the popularity of the entire segment as a whole (and became the fourth in sales via the Internet), in addition, the output of a new generation of consoles (PS4 and XBox One) spurred the popularity of good screens. PS4 itself, by the way, is in seventh place.



    On the sixth, it was not the goods that got out again, but the whole brand - Samsung.

    7 - PS4, 8 - iPad Mini, 9 - Computer and television speakers (hi, PS4 and FullHD-TVs!), In tenth place is the Apple brand.

    year 2014


    Last year, the composition of the online market turned upside down. Buyers sat down with specific devices, and began to choose devices on the principle of "what else does this brand have."

    The first place on demand was Samsung equipment. With a slight margin from the leader, Sony occupied the second position: its fans are no less loyal to the brand than Apple lovers. Lenovo won the third place - for the first time on the list, the brand immediately took off in third place: reasonable prices, aggressive expansion, nice laptops, long-lived smartphones - naturally, buyers became interested, “what else is the Chinese giant producing?”

    Surprisingly, in fourth place was the manufacturer of gaming peripherals - the company Razer. In principle, players love the same way when everything that surrounds them is from one manufacturer, in the same style, about the same level in quality and ease of management, but to win fourth place at the end of the year ... Indeed, they know how to get into Razer heart and soul! :)



    Surprised that the iPad has disappeared from the ranking? Surprise even more when you find out that in 2014 he, as a separate product, did not even enter the TOP-20. Nevertheless, the fifth place was the technology under the brand of Apple, which, of course, can include tablets. Unfortunately, the inhumane high prices in the second half of the year could not but affect the spores: to buy one of the best smartphones for 30 or 40 thousand rubles was still going nowhere, but for 50-60, you will involuntarily think about your own sanity.

    Columns are in sixth place again; for the third year in a row, the balance in seventh place does not drop out of the TOP-10. Apparently, each buyer has high hopes for them, as well as subscriptions to the fitness club.



    Smart watches and fitness trackers are in eighth place: on the one hand, this is the trend of 2014 as a whole, on the other hand, the high price and dubious utility for everyone and everyone are holding back the growth of this category. We think that in 2015 (if something unpleasant happens again with prices), this category is expected to grow steadily, especially with the release of Apple Watch in the spring.

    Canon took the ninth place, and the new “kitchen” interest turned out to be the tenth: the waffle iron. As with multicookers, we think that next year this category of goods will experience both sales growth and active popularization.

    Trends


    The presence or absence of a product in the TOP does not mean that demand for it has fallen significantly. Firstly, this sample was compiled exclusively for our online store, although in general it may reflect general market trends. In the segment of young and actively using a network of buyers, a kind of saturation occurred; because of this, demand in certain areas decreased.

    Secondly, manufacturers have become more active in promoting the idea of ​​an “ecosystem” in which all devices of the same brand are able to interact with each other - previously it was typical only for Apple, but now other manufacturers are trying to follow the same path. From this in the 2014 search sample there are so many brands and so few specific products.

    And thirdly, not the most pleasant financial situation led to the fact that at the end of the year the demand for expensive equipment first experienced explosive growth (people were afraid of further price increases), and then began to decline: inventories spent, prices rose, bought for 50 thousand the fact that half a year ago it cost substantially less, few people want, especially if the product was in the category “I want” and not “necessary”. So this year we can see in our collection much more B-brands than before.


    I’m an investor with mom.

    Thank you for your attention.

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