Traffic of such resources increased by 91% over the past year
Kurgan residents are increasingly using marketplaces – the traffic of such resources increased by 91% over the past year, while the involvement of men has become 2 times higher, which is higher than the Russian average. The average time that residents of the region spent online shopping also increased by 27%. The greatest increase in traffic was shown by users 56+ – in 2023, these categories spent 2.4 times more gigabytes than the year before. Trends were identified by Yota analysts based on anonymized subscriber data.
In the Kurgan region, on average, in 2023, each user spent 64% more mobile Internet. The hottest months on marketplaces in 2023 were June, November and December.
In Russia as a whole, activity increased most noticeably in Megamarket and Ozon (3 times more than a year earlier), as well as Yandex Market and the Simaland service (each +46%).
Millennials are the most likely users of marketplaces, accounting for 34% of traffic in this category. Also, subscribers aged 36-45 years (28%) and 46-55 years old (17%) gravitate towards online shopping. At the same time, the greatest dynamics are demonstrated by zoomers (14-20 years old) and users over 56 years old – both groups showed a twofold increase in consumed traffic over the year.
Although Russian users have begun to pay more attention to online shopping, the audience of marketplaces has remained virtually unchanged over the past year. The exception was the 56+ category; the number of this age group increased by 15%. These same users began to stay on marketplaces 1.5 times longer than in 2022. However, interest in certain services does not depend on the age of subscribers.
Today, 55% of marketplace clients are men, and they consume 52% of traffic. Their interest has grown significantly over the past year: in 2023, this category of users spent 90% more gigabytes than in 2022, and women – by 56%. Preferences for specific services also vary by gender. Men are much more active on the online platforms OnlineTrade and AliExpress, while women prefer Simaland and KazanExpress.
Analysts from another federal operator also confirmed the growing interest in marketplaces. The MegaFon press service said that over the year the volume of traffic to such sites in the Kurgan region increased by 3.7 times. The most popular day for choosing goods in online stores is usually Thursday – at this time the activity of Kurgan residents increases by 10% of the daily average. Interestingly, on weekends they prefer to take a break from online shopping; traffic declines on Saturday and Sunday.
Tags: iota, marketplaces, megaphone, communication, telephone
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