How Russians prefer to shop online: 2018 Yandex.Checkout study
April 27, 2018
Yandex.Checkout analysts conducted a study on Russian customers’ preferences regarding online shopping via a smartphone, tablet, and desktop, revealing the most popular online payments trends in Russia in 2018.
93% of stores connected to Yandex.Checkout use websites with adaptive design, allowing users to make payments that are equally convenient and efficient via both mobile devices and desktop computers. The data collected for the first quarter of 2018 suggests that 63.4% of online payments in Russia are conducted on the desktop, 33.9% are made via smartphones, and only 2.7% are completed with tablets. Payments on desktops still overtakes the ones via mobile devices. However, it is worth noting that the share of mobile payments has grown in the past six months—in mid-2017 25% of payments were made via smartphones and tablets.
In Russia, 99% of payments on desktops are made on Windows OS, and only 1%—on Mac OS. The average value of transactions conducted on Windows OS is 1,202 rubles ($19.2), while the average check on Mac OS is 977 rubles ($15.6). The number of payments completed on Windows OS is almost 400 times higher than that of Mac OS. This ratio can be explained by widespread popularity of Windows OS-based PCs in Russia. Still, there are some regions, where users obviously prefer Apple products, including Saint Petersburg and the Leningrad Region, Sverdlovsk Region, Krasnodar Region, and Rostov Region. Moscow and the Moscow Region provide the majority of payments made on MacBooks—38% of all payments on Mac OS throughout the entire country. The same trend comes from Saint Petersburg and the Leningrad Region (16%).
With regard to payments on tablets, the turnover is distributed almost equally between Android (55%) and iOS (45%). The ratio of the number of payments is 70% on Android and 30% on iOS, meaning the iPad users make purchases less often, but for larger amounts. The average transaction value on iOS is almost twice higher (1,896 rubles, $30.2) than on Android (997 rubles, $15.9). Rostov Region, Krasnodar Region, and Sverdlovsk Region are the leading regions for making payments with tablets. Users from Moscow and Saint Petersburg spend more money making purchases on their iPads (62% and 57% respectively), but generally use Android for purchases more often (54% in Moscow, and 61% in Saint Petersburg).
According to data calculated by Yandex.Checkout, Russians make 68% of all online purchases via mobile on Android smartphones, while iPhone owners conduct 32%. The turnover is distributed as follows: 57% of the total amount of all purchases made via smartphones comes from Android phones, and 43%—from iOS. The average check of a purchase via a smartphone in Russia is 1,186 rubles ($18.9). The interesting fact is that iPhone owners spend an average of 1,610 rubles ($25.7) per purchase, and Android users spend 39% less than that, 987 rubles ($15.7). The highest average values of online transactions conducted on iOS come from Chukotka Autonomous District (2,246 rubles, $35.8), Moscow and the Moscow Region (1,896 rubles, $30.2), Saint Petersburg and the Leningrad Region (1,785 rubles, $28.5), Sakhalin Region (1,723 rubles, $27.5) and the Chechen Republic (1,605 rubles, $25.6). For Android, the most is spent by Chukotka Autonomous District (3,886 rubles, $62), with Yamal-Nenets Autonomous District (2,799 rubles, $44.6) and the Chechen Republic (2,639 rubles, $42). The residents of Moscow and Saint Petersburg have different preferences regarding the choice of mobile operating system: according to Yandex.Checkout’s analytics, 56% of users in Saint Petersburg prefer making payments via Android (with a fairly low average check of 998 rubles, $15.9), while in Moscow, iOS is leading with a slight advantage (52%).
Yandex.Checkout is the leading service for accepting online payments in Russia, according to a 2017 survey by MARC. Yandex.Checkout received the Emerging Payment Award at the Merchant Payments Ecosystem conference (Berlin) in 2017. With this payment solution, merchants from all over the world can offer Russian consumers the online payment methods most popular among Russians and CIS-citizens: bank cards, e-wallets, mobile phones, and cash via mobile retailers and payment kiosks (there are over 250 thousand cash-acceptance points all over CIS). Currently, more than 76,000 online stores across the globe use Yandex.Checkout.
Yandex.Checkout was launched by Yandex.Money in 2013. Yandex.Money is the joint venture of search engine Yandex (NASDAQ: YNDX), and Sberbank, the largest bank in Russia. Yandex.Money also offers consumers easy, safe, and reliable methods of paying online on its own site and mobile app. The service hosts about 35 million user accounts. Yandex.Money is the largest electronic payments service in Russia, according to a 2017 survey by Mediascope.