29% of Russian Internet users have experienced online shopping. The most popular items bought are clothes and shoes. The social media users, as the Internet users in general, prefer purchasing clothes online, too.
MOSCOW, December 17, 2012. Russian Public Opinion Research Center (VCIOM) presents the information assessing how many Russians use the Internet, what they buy in the Internet, what they do not venture to buy. The results of the social media monitoring conducted by the Social Neworks Agency are also provided.
Results of nationwide poll
Today 53% of Russians use the Internet; the share of everyday users makes up 39%. Most of young Russians (71%) and respondents with high level of education (57%) are surfing the Internet every day. The share of those who do not use the World Wide Web is decreasing (from 43 to 38%). They are mainly retired persons (85%) and respondents with low level of education (80%).
The share of those who have already experience online shopping is 29%. They are basically 25-34-year-old Russians (35%), Muscovites and St. Petersburgians (46%). The most popular products being bought online are clothes and shoes: Russians increasingly purchase them (from 9 to 12%). Top ten most popular products involves electronic devices (7%), small and large domestic appliances (6 and 4%, respectively), books, magazines, audio and video products (5%), air and train tickets and travel packages (5%), cosmetics (5%), household goods (3%), accessories (3%). The share of those who buy tickets to concerts, theatres, cinema, furniture or food are 2% (per each group), who buy sports goods, flowers, discount coupons - 1% (per each group).
Those who purchase online have spent an average of 6.553 rubles over the recent three months (a year ago this figure was much lower).
Respondents purchasing online are afraid of buying food products (36%), animals (33% vs. 40% a year ago), and foreign currency (31%) online. Twenty-one percent believe that one should not purchase clothes and shoes, 20% - large domestic appliances, 18% - cosmetics (in 2011– 23%), 15% - furniture (a year ago – 19%); other 15% - electronics, 12% - small domestic appliances, 11% - accessories. There is a decrease in the shares of those would not buy discount coupons (7%), household goods (5%), air and train tickets and tour packages (5%), tickets to cinemas, theatres, concerts(4%), books, magazines, music or movies (3%), or sports goods (3%).
Results of social media monitoring
According to the data of the social media monitoring conducted by the Social Networks Agency, most of bloggers report in their online comments that they appreciate online shopping (51,9%). Social media users say that this way of shopping is convenient (16,6%); it provides available prices (8,5%) and a wide range of products (8,1%). At the same time, they point out several negative things such as problems with shipping (10,6%), size mismatches (9,8%) and et cet.
As most of Russian users, bloggers would purchase clothes and shoes (17,4%) and electronic devices (16,9%) online.
The initiative Russian opinion polls were conducted on October 6-7, 2012. 1600 respondents were interviewed at 138 sampling points in 46 regions of Russia. The margin of error does not exceed 3.4%.
Social media monitoring on the online shopping was conducted by the Social Networks Agency on December 1-10, 2012. Open Search engines (Blogs.Yandex.ru, Blogsearch.google.ru) and a special search tool were used during the monitoring. A total of 705 publications were studied.
Results of nationwide poll
Do you use the Internet. If yes, how often? (close-ended question, one answer) | ||||||||||
| 2006 | 2008 | 2009 | 2010 | April 2011 | September 2011 | February 2012 | March 2012 | September 2012 | October 2012 |
Almost every day | 5 | 11 | 15 | 23 | 30 | 30 | 36 | 38 | 40 | 39 |
Several days per week | 8 | 9 | 8 | 11 | 13 | 11 | 13 | 13 | 13 | 14 |
Several times per month | 6 | 7 | 6 | 4 | 6 | 5 | 5 | 5 | 5 | 6 |
From time to time, but not less that once per half a year | 4 | 3 | 3 | 1 | 4 | 3 | 1 | 2 | 2 | 2 |
I do not use it | 76 | 69 | 69 | 60 | 47 | 50 | 45 | 43 | 40 | 38 |
Hard to tell | 1 | 0 | 0 | 1 | 0 | 0 | 1 | 0 | 0 | 1 |
Have you ever purchased anything in the Internet? If yes, what exactly? (close-ended question, any number of answers, % of those who use the Internet) | ||
| 2011 | 2012 |
Clothes , shoes | 9 | 12 |
Electronics (computer, DVD-player, printer, mobile phone, flash memory) | 7 | 7 |
Books, magazines, music/games/movies DVDs, CDs | 7 | 5 |
Air and train tickets, tour packages | 7 | 5 |
Small domestic appliances (iron, kettle, hairdryer et cet.) | 6 | 6 |
Tickets to concerts, theatres, movies, clubs | 5 | 2 |
Large domestic appliances (refrigerator, washing machine) | 5 | 4 |
Cosmetics | 4 | 5 |
Household appliances (dishes, bed clothes, carpets, curtains) | 3 | 3 |
Sport goods (balls, rackets, bicycle, gym apparatus) | 3 | 1 |
Discount coupons | 3 | 1 |
Jewelry, accessories | 2 | 3 |
Food products | 2 | 2 |
Flowers, house plants | 1 | 1 |
Furniture | 1 | 2 |
Animals (cats, dogs et cet.) | 0,3 | 0 |
Foreign currency | 0,3 | 0 |
I never purchased online | 71 | 71 |
Other products | 2 | 2 |
Hard to tell | 0 | 0 |
How many rubles have you spent over the recent three months shopping online? (open-ended question, average sum in rubles, % of those who purchased anything online) | ||
| 2011 | 2012 |
Average in rubles | 3.402 | 6.553 |
What products would you refuse to purchase online? (close-ended question, any number of answers, % of those who use the Internet) | ||
| 2011 | 2012 |
Food products | 37 | 36 |
Animals (cats, dogs et cet.) | 40 | 33 |
Currency | 31 | 31 |
Clothes, shoes | 26 | 21 |
Large domestic appliances (refrigerator, washing machine) | 20 | 20 |
Cosmetics | 23 | 18 |
Flowers, house plants | 22 | 17 |
Furniture | 19 | 15 |
Small domestic appliances (iron, kettle, hairdryer et cet.) | 14 | 12 |
Electronics (computer, DVD-player, printer, mobile phone, flash memory | 12 | 15 |
Jewelry, accessories | 15 | 11 |
Discount coupons | 15 | 7 |
Household goods (dishes, bed clothes, carpets, curtains) | 9 | 5 |
Books, magazines, music/games/movies DVDs, CDs | 4 | 3 |
Sport goods (ball, rackets, bicycle, gym apparatus) | 4 | 3 |
Air and train tickets, tour packages | 5 | 5 |
Tickets to concerts, theatres, movies, clubs | 6 | 4 |
Other goods | 2 | 0 |
None | 8 | 6 |
Hard to tell | 1 | 4 |
Results of social media monitoring
Attitudes of social media users towards shopping online, % | |
Positive | 51,9 |
Negative | 37,9 |
Neutral | 10,2 |
Subjects discussed by bloggers in social media, % | |
Shopping online is convenient; you save up your time | 16,6 |
Delivery problems | 10,6 |
Size mismatch; hard to choose the size | 9,8 |
Available prices | 8,5 |
Large range of products in online shops | 8,1 |
Poor quality goods delivered | 7,7 |
Satisfaction with purchases was expressed | 7,2 |
Internet shops do not have any advantages | 5,7 |
Cheating on customers, disrespect | 4,8 |
Dependency on internet shopping | 3,0 |
Problems with online order | 2,8 |
Problems of return of goods that did not match | 2,6 |
The real goods do not match the pictures they provide | 1,3 |
Other | 14,5 |
Most popular goods purchased by bloggers in the Internet, %
| |
Clothes, shoes | 17,4 |
Electronics (computers, phones, gadgets) | 16,9 |
Domestic appliances | 13,2 |
Goods for children | 10,1 |
Books | 9,4 |
Household appliances | 8,7 |
Cosmetics/ Perfumery | 7,4 |
Others | 19,4 |
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