Finding the Future Online

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In September 2011, PwC conducted an online survey of 2,000 respondents in 11 cities of over one million people to identify main trends in consumer internet behaviour.

Most often, respondents shopped online for household appliances, books, mobile phones, computers and software. The following showed the biggest increase in the number of shoppers: clothes and footwear (13%), video and audio (12%), online travel (11%) and entertainment bookings (10%).

The most popular payment method for online purchases in Russia is still to pay the courier; in cash. This method was chosen by almost 60% of respondents in 2009, and the same number of respondents prefer to pay this way in 2011. However, paying with credit cards is gaining in popularity. In 2009 only 20% of those surveyed opted for this method, compared to 32% this year.

The most active online shoppers are young people under 25 and those between 31 and 40, who commonly hold management positions or run their own business. The frequency of e-shopping also depends on the level of income: the higher their income, the more frequently people shop online.

Russian consumers are following global trends: almost 60% of respondents more or less frequently shopped online using their mobile devices (smartphones and tablet PCs), and 8% do it regularly. Almost half of respondents (47%) are members of brand groups through social media. The main reason for becoming a member is to qualify for discounts (21%), and 13% join these groups because they like a certain brand.

It is interesting to note that although half of Russian respondents always plan e-shopping in advance, though almost 20% of our respondents make spontaneous purchases often or very often. This trend is usually demonstrated by inexperienced web shoppers who buy online no more than once every six months.

Russian consumers most frequently shop in online supermarkets, and 22% of respondents do it regularly. Specialised web stores were ranked as the second resource regularly used by 13% of respondents. Least popular places to shop for Russian consumers are the online stores of specific brands. This is because it is a relatively new trend in Russia.

In Russia, multi-channel sales are becoming increasingly popular; online and offline shopping are merging into a single process for consumers, making it very important for traditional retailers to have an online presence and allocate resources to actively support e-commerce.

*Online survey was conducted at PwC’s request by the research holding company Romir.