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Rostov region, April 25, 2024. DON24.RU. Russians have become more active in using marketplaces; traffic to such resources has grown by 72% over the past year, while the involvement of men has become 90% higher. The average time that Russians spent online shopping increased by 33%, and for residents of the Don – by 22%. The greatest increase in traffic was shown by zoomers and users over 56 years of age: in 2023, they spent twice as many gigabytes as the year before. Trends were identified by Yota analysts based on anonymized subscriber data.
Residents of Rostov-on-Don began to send 33% more data traffic to trading platforms. The most popular among Donetsk residents are Ozon, Wildberries and AliExpress.
On average, in 2023, each marketplace user used 58% more mobile internet. During this time, activity increased most noticeably in Megamarket (three times more than a year earlier), Ozon (also three times), as well as Yandex.Market and the Simaland service (each +46%).
The hottest months on marketplaces in 2023 were July, October and November. At this time, the activity of Russians increased by 14–19% of the monthly average.
Millennials are the most likely users of marketplaces, accounting for 34% of traffic in this category. Also, subscribers from 36 to 45 years old (28%) and from 46 to 55 years old (17%) gravitate toward online shopping. At the same time, the greatest dynamics are demonstrated by zoomers (14–20 years old) and users over 56 years old – both of these groups showed a twofold increase in traffic consumption 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 category of users “over 56 years old”; the number of this age group increased by 15%. These same users began to stay on marketplaces one and a half 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. Thus, men are much more active on the Internet platforms “OnlineTrade” (they account for 75% of traffic), AliExpress (61%) and “Megamarket” (60%). Women prefer Simaland (64%), KazanExpress (55%) and Wildberries (52%).
The most traffic on marketplaces was spent in Moscow, St. Petersburg and Ufa. In terms of average time per user, Izhevsk, Vladimir and Kaluga are the leaders in this segment.
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