Chelyabinsk spends more time in online stores than others | 04/25/2024 | Chelyabinsk

In the Chelyabinsk region, on average, in 2023, each user spent 55% more mobile Internet.

Residents of South Urals entered the top ten in the country in terms of activity on marketplaces.

Users from Chelyabinsk became sixth among other regions of the country who spend more time in online stores than others. Over the past year, traffic to such resources has increased by 82% over the past year, while the involvement of men has almost doubled.

The average time that residents of the region spent online shopping also increased by 13%. The greatest increase in traffic was shown by users 56+ – in 2023 they spent twice as many gigabytes as the year before. Trends were identified by Yota analysts based on anonymized subscriber data.

In the Chelyabinsk region, on average, in 2023, each user spent 55% more mobile Internet. The hottest months on marketplaces in 2023 were February, June and December.

In Russia as a whole, last year each marketplace user spent 58% more on mobile Internet. The most noticeable increase in activity during this time was in Megamarket and Ozon (3 times more than a year earlier), as well as in 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 residents 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 which 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%. Men are much more active on the online platforms OnlineTrade and AliExpress, while women prefer Simaland and KazanExpress.