The Russian market of e-commerce, despite the economic crisis in 2016 continues to grow, and Russians are using electronic payments more frequently, reveals a study conducted by Pay Pal and Data Insight Agency.
1.2 times more respondents use online payments than last year, shows the study. The second year in a row, payments through an electronic wallet is the fastest growing segment. In the last 12 months, the number of users in a given method of payment increased by 42% says the press release.
Data for the study was collected through an online survey, which was conducted by Pay Pal and Data Insight. 4.1 thousand people took part in the survey. The sample covered active Internet users aged 18 to 64 years, living in all types of settlements throughout Russia. The survey was conducted on 4 - 10th of February 2016.
Online payment services are gaining popularity.
According to the survey, in most segments of the market of online trading and e-payment, despite the economic situation and changes in the exchange rate, the number of users increased. For example, 75% of respondents at least once in the last year made online payment for goods and services, although there was only 63% in 2015.
"The positive dynamics is also observed in the segment of domestic e-commerce, where the most significant growth is accounted for categories such as books and CDs (where the share of online purchases increased from 34% to 50%) and electronics and appliances (growth from 36% to 46%), "- noted in the study.
Moreover, there is a growing number of those who use their smartphones for shopping and payments. Thus, 64% of respondents who use smartphones used mobile payments in the last 30 days. The vast majority (79%) of smartphone owners have on their devices at least one application for online shopping or online payment.
"The most popular are mobile applications for banks (they are used by 40% of smartphone owners), followed by the applications of stores (25%), electronic payment systems (15%) and online advertising (15%)".
Overall, the share of Internet users buying online grew from 66% to 72% for the last year. While the share of active online shoppers (citizens who made purchases from Russian Internet shops in the last 30 days before the survey) grew from 50% to 54%.
Why is it convenient?
The main reason why people use the internet for shopping and finding information about products and stores is time-saving and convenience - this option was selected by 33% of the respondents. The second reason is the availability of complete and detailed product information (27%). In the third place is saving money, which is important for 21% of respondents.
"These studies show that Russians spend quite a lot of time to access the financial services offline. On average respondents spend more than 30 hours per year in order to get to the ATM or visit a bank branch. While 10% of the most active users spend more than 5 hours per month, "- note the authors .
Therefore, it is likely that respondents choose convenience as the main advantage of online payments. "First of all, it is an opportunity to make payments without leaving home (31%) and the ability to make payments at any time of the day (13%)", - the report indicates.
Who is the online shopper?
The penetration of electronic payment methods according to the results of the survey (79% vs. 55% on average for all respondents) is mostly among experienced Internet users (citizens with the online experience of over 10 years). Usually, online payments are made by residents of small cities (up to 400 thousand people) outside of Central Russia, with the household income above 50 thousand rubles a month.
Among those who started to make electronic payments for less than 12 months before the start of the study, most users who are acquainted with the Internet only 3-5 years ago (27%), and those living in a medium-sized regional centers (population 400-700 thousands of residents 27%). At the same time, women make more online purchases and use electronic payments more often than men.
"In particular, 26% of women in Russia said that they made purchases in foreign online stores (vs. 23% of men), 58% used tools for online payment (compared to 52% for men) and 41% carried out money transfers (34% among men) ", - reported the study authors.
2. The popularity of credit cards as a payment instrument is still growing
In the I quarter of 2016 the number of payments for goods and services made with cards, issued by Russian banks, increased by almost 50% compared to the same period in 2015. The total amount reached 2.8 billion rubles. This fact was reported by statistics of the Bank of Russia.
The amount of cash withdrawals from the cards decreased to 5.9 trillion rubles (782.8 million transactions). The share of such operations is steadily declining. Thus, in January-March last year 27.0% of the total amount of transactions were cash withdrawals, and this year the number declined to 20.5%.
The total number of operations processed by credit cards (including abroad) increased by 37.3% (to 3.8 billion units), and their volume increased by 23.8% (to 10.7 trillion rubles).
At the end of March, 501 organizations from 707 credit institutions were involved in the emission and / or acquiring of payment cards . The network of devices for transactions using payment cards is expanding.There are more than 195 thousand ATMs and 1.5 million POS terminals in the trade-service enterprises.
3. Yandex studied the payment habits of the Russians in the Internet
The payment service "Yandex" figured out how Russian citizens make online payments, depending on their sex, occupation, mobile platform and the fact of having a loan. The company used their technology Yandex- Crypt, which is able to highlight the desired group of users based on their Internet behavior. The data on payments made with electronic purses, bank cards as well as MasterCard Yandex was examined.
The payment behavior of men and women differ. Women make 0.5 times more payments than men and spend 15% more money at a time. Ladies spend 23% of all their payments through Yandex on money transfers, while men spend 19%. With the cards related to the electronic purses, women transfer 6% of the funds; from the Yandex Cards - 15%, the rest they spend from the e-wallets. Men spend with credit cards 5% of all their expenses through the service, and with the Yandex.Money cards - 12%.
The comparison of users based on work discovered that the highest expenditures online have office workers - 1331 rubles per 1 transaction. The average cheque of housewives and other unemployed users was 947 rubles, and students - 753 rubles. Those who work in the office, make twice more online payments, than students or unemployed. Money transfers were sent by 42% of the office workers, 40% of the students and 37% of unemployed. Students have the biggest share of money transfers (25%) of their expenses through the service.
Owners of smartphones and tablets with iOS spend on average 21% more for 1 payment than those who chose a device with Android (1275 and 1053 rubles, respectively). Users of both platforms are paying through the Internet at about the same frequency. Money transfers are equally popular for iOS and Android fans: they are made by about 40% of users in each group. They also spend approximately the same amount of the money - about 20% of their expenses through service.
The Russians made the same number of online payments during the year - irrespective of whether they have a loan or not. Yet people who have taken out a loan, behave more carefully economically: for one transaction they spend online 16% less money than others. There is no difference in sending money transfers to other people for those who have a loan and who doesn’t. 40% of users in each group use this service, and they transfer about 20% of their total payments through Yandex.