Omsk millennials use marketplaces more often than others

Russians are increasingly 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 users spent online shopping increased by 33%. The greatest increase in traffic was shown by zoomers and users 56+ – in 2023, these categories spent 2 times more gigabytes than the year before. Trends were identified by Yota analysts based on anonymized subscriber data.

On average, in 2023, each marketplace user used 58% more mobile internet. The most noticeable increase in activity during this time was in Megamarket (3 times more than a year earlier), Ozon (similarly 3 times), as well as Yandex Market and the Simalend 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 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 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 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. Thus, men are much more active on the online 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, Ufa and Novosibirsk. In terms of average time per user in this segment, the leaders are Izhevsk, Vladimir and Kaluga, and in Siberia – Norilsk, Gorno-Altaisk and Abakan.

MegaFon’s press service confirmed an increase in traffic on marketplaces since the beginning of the year. For example, in Siberia it almost doubled. Residents of the Krasnoyarsk and Altai territories and Kuzbass made online purchases most actively. The top 5 also included Novosibirsk and Omsk residents, who spent 84% more gigabytes of mobile Internet this year than in the same period last year.

Megamarket demonstrated the maximum dynamics in the region (10 times more than a year earlier), while the most popular marketplace among subscribers in the Omsk region remains Wildberries (90% of the total volume of data in this category).