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Current and future of e-commerce in 2019
Who are e-commerce customers?
The e-commerce sector has managed to reach a very list of russian consumer email audience in our country. In the age segment analysed in the study (16 to 65 years), 92% of respondents were internet users and, of this percentage, 71% bought online. Therefore, we are faced with a market of more than 20 million people: great news for brands that invest in e-commerce!
If we analyse the evolution of the last 5 years, we see a very notable increase both in the percentage of Internet users (which was only 60% in 2014) and in the percentage of online buyers (from 44% in 2014 to 71% in 2019). There is no doubt that we are in a sector in full expansion.
By age group , those who buy the least are members of the so-called "Generation Z", aged between 16 and 24: only 52% of them buy online. On the other hand, this habit is more frequent among users aged between 35 and 45 (76%).
The average e-commerce buyer is 41 years old and lives in a household of three people. 84% of them are active on social media: the most common are Facebook (90%), WhatsApp (87%) and YouTube (65%). 61% have university degrees, 52% have children and 78% are currently working.
When it comes to devices used to connect to the Internet, computers and smartphones are tied at 94%, followed at a distance by tablets (52%).
What are the main online shopping habits?
On average, e-commerce users shop three times a month . 62% wait for key moments, such as discount coupons or Black Friday. The most intensive users are in the 24-30 age group, while those over 45 shop less frequently.
The average spending is 64 euros, which is a decrease of more than 10 euros since 2018. Those who spend the least are members of Generation Z and those who spend the most are the 24 to 30-year-old segment. It is also very interesting to know that men spend more than women: men spend 68 euros on average and women, 59.4.
