D Е P А R Т M E N T O F C O N S U L T I N G
RUSSIAN MARKET
OF M-COMMERCE 2012
Analytical review, based on on-line poll res...
Russian market of m-commerce 2012 2
RBC.research Department of consulting (consulting.rbc.ru)
ANNOTATION
The research “Rus...
Russian market of m-commerce 2012 3
RBC.research Department of consulting (consulting.rbc.ru)
TABLE OF CONTENTS
ANNOTATION...
Russian market of m-commerce 2012 4
RBC.research Department of consulting (consulting.rbc.ru)
SOME OF THE COMPANIES, CONSI...
Russian market of m-commerce 2012 5
RBC.research Department of consulting (consulting.rbc.ru)
RESEARCH METHODOLOGY
Purpose...
Russian market of m-commerce 2012 6
RBC.research Department of consulting (consulting.rbc.ru)
The disadvantages of the met...
Russian market of m-commerce 2012 7
RBC.research Department of consulting (consulting.rbc.ru)
Fig. 1. Shares of respondent...
Russian market of m-commerce 2012 8
RBC.research Department of consulting (consulting.rbc.ru)
OPINIONS OF EXPERTS AND PLAY...
Russian market of m-commerce 2012 9
RBC.research Department of consulting (consulting.rbc.ru)
M-COMMERCE MARKET IN RUSSIA ...
Russian market of m-commerce 2012 10
RBC.research Department of consulting (consulting.rbc.ru)
Table 3. Use of mobile phon...
Russian market of m-commerce 2012 11
RBC.research Department of consulting (consulting.rbc.ru)
Fig. 4. Number of mobile ph...
Russian market of m-commerce 2012 12
RBC.research Department of consulting (consulting.rbc.ru)
Boom of sales of smartphone...
Russian market of m-commerce 2012 13
RBC.research Department of consulting (consulting.rbc.ru)
Fig. 8. Smartphone and tabl...
Russian market of m-commerce 2012 14
RBC.research Department of consulting (consulting.rbc.ru)
Fig. 9. Dynamics of mobile ...
Russian market of m-commerce 2012 15
RBC.research Department of consulting (consulting.rbc.ru)
Fig. 11. Mobile Internet us...
Russian market of m-commerce 2012 16
RBC.research Department of consulting (consulting.rbc.ru)
RUSSIAN M-COMMERCE MARKET S...
Russian market of m-commerce 2012 17
RBC.research Department of consulting (consulting.rbc.ru)
Fig. 12. «What capabilities...
Russian market of m-commerce 2012 18
RBC.research Department of consulting (consulting.rbc.ru)
Fig. 13. «What capabilities...
Russian market of m-commerce 2012 19
RBC.research Department of consulting (consulting.rbc.ru)
Fig. 14. Shares of Russians...
Russian market of m-commerce 2012 20
RBC.research Department of consulting (consulting.rbc.ru)
Socio-demographic portrait ...
Russian market of m-commerce 2012 21
RBC.research Department of consulting (consulting.rbc.ru)
Source: RBC.research, actua...
Russian market of m-commerce 2012 22
RBC.research Department of consulting (consulting.rbc.ru)
Russia 100 thsd. +
Fig. 18....
Russian market of m-commerce 2012 23
RBC.research Department of consulting (consulting.rbc.ru)
Fig. 19. Rating of the most...
Russian market of m-commerce 2012 24
RBC.research Department of consulting (consulting.rbc.ru)
Moscow и Moscow oblast
St.-...
Russian market of m-commerce 2012 25
RBC.research Department of consulting (consulting.rbc.ru)
Russia 100 thsd. +
Fig. 20....
Russian market of m-commerce 2012 26
RBC.research Department of consulting (consulting.rbc.ru)
Fig. 21. Rating of the most...
Russian market of m-commerce 2012 27
RBC.research Department of consulting (consulting.rbc.ru)
Moscow and Moscow oblast
St...
Upcoming SlideShare
Loading in …5
×

!!!!!M commerce

384 views

Published on

Published in: Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
384
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

!!!!!M commerce

  1. 1. D Е P А R Т M E N T O F C O N S U L T I N G RUSSIAN MARKET OF M-COMMERCE 2012 Analytical review, based on on-line poll results DEMO VERSION This report was prepared by RosBusinessConsulting for information purposes solely. The information contained in this report was obtained from the sources, which RosBusinessConsulting deems reliable, however RosBusinessConsulting does not guarantee this information accuracy and completeness for any purposes. The information given in this report should not be interpreted either directly or indirectly as information containing investment recommendations. All opinions and estimations contained herein reflect the authors’ opinion as of the publication date and are subject to changes without notice. RosBusinessConsulting is not liable for any loss or damage resulting from the use of information contained herein, including published opinions or conclusions, by any third party as well as for consequences caused by incompleteness of given information. The information given in this report was obtained either from open sources or given by the companies referred to in this report. Additional information is given upon request. This document of any part hereof cannot be distributed without written permission of RosBusinessConsulting or replicated in any manner. Copyright © RosBusinessConsulting. Moscow, 2012
  2. 2. Russian market of m-commerce 2012 2 RBC.research Department of consulting (consulting.rbc.ru) ANNOTATION The research “Russian market of m-commerce 2012” is dedicated to the analysis and development prospects of a comparatively new and promising market of m-commerce in Russia. The research is exclusive and unique because the m-commerce market is professionally analyzed for the first time in Russia. Particular attention is paid to assessment of penetration level of mobile devices, in particular, smartphones and tablets. Use of mobile Internet in Russia is analyzed. The research contains the analysis of preferences, behavioristic and socio-demographic characteristics of Russians who made purchases via mobile devices, broken down by their living geography, including estimations of the number of Russians who made purchases via smartphones and tablets. Their socio-demographic portrait is given. The rating of the most popular goods and services, bought via mobile devices, is given. The review contains data on frequency and maximal sum of “mobile” purchases, made via smartphones and tablets. Main reasons to make “mobile” purchases are analyzed. The leading Russian m-commerce market players are identified: the rating of the most popular mobile sites and mobile applications of e-shops based of the share of their customers is given. Finally, particular attention is paid to the estimation of the Russian m-commerce market volume, comparison of the Russian m-commerce market with the markets of USA and the largest Western European countries. The research was carried out in August – October 2012. The report is on 84 pages. The report contains 19 tables and 79 graphs and diagrams. The report is written in Russian. Sample size – 4842 respondents. Phone: +7 (495) 363-11-12 http://marketing.rbc.ru E-mail: marketing@rbc.ru Copyright © RBC.research, 2003-2012 For more info on RBC’s department of consulting see: consulting.rbc.ru 
  3. 3. Russian market of m-commerce 2012 3 RBC.research Department of consulting (consulting.rbc.ru) TABLE OF CONTENTS ANNOTATION .................................................................................................................................................................... 2 SOME OF THE COMPANIES, CONSIDERED IN THE RESEARCH ................................................................................. 4 RESEARCH METHODOLOGY........................................................................................................................................... 5 Purpose and objectives of the research ......................................................................................................................... 5 Information collection method......................................................................................................................................... 5 Polling conditions............................................................................................................................................................ 6 Sample Characteristic .................................................................................................................................................... 6 Sample size and structure ......................................................................................................................................... 6 Socio-demographic portrait of respondents ............................................................................................................... 7 OPINIONS OF EXPERTS AND PLAYERS REGARDING M-COMMERCE IN RUSSIA .................................................. 12 SHORT ANALYSIS OF M-COMMERCE MARKET SITUATION IN USA AND EUROPE................................................ 14 USA .............................................................................................................................................................................. 14 Europe.......................................................................................................................................................................... 19 M-COMMERCE MARKET IN RUSSIA DEVELOPMENT PREREQUISITES ................................................................... 23 Use of mobile devices in Russia................................................................................................................................... 23 Mobile Internet use in Russia ....................................................................................................................................... 28 Mobile Internet penetration in Russia ...................................................................................................................... 28 Mobile Internet audience in Russia.......................................................................................................................... 29 RUSSIAN M-COMMERCE MARKET SITUATION ........................................................................................................... 31 Most demanded functions of mobile devices................................................................................................................ 32 Shares of Russians, who made purchases via mobile devices .................................................................................... 36 Socio-demographic portrait of Russians, who made purchases via mobile devices..................................................... 38 Smartphones ........................................................................................................................................................... 39 Tablets..................................................................................................................................................................... 41 Rating of goods and services bought through mobile devices...................................................................................... 44 Russia 100 thsd. +................................................................................................................................................... 46 Moscow и Moscow oblast........................................................................................................................................ 48 St.- Petersburg......................................................................................................................................................... 50 Million-strong cities (except Moscow and St.- Petersburg) ...................................................................................... 52 Cities with the population from 500 thsd. to 1 mln persons...................................................................................... 54 Cities with the population from 100 thsd. to 500 thsd. persons................................................................................ 56 Maximal sum of purchase made via mobile devices..................................................................................................... 58 Smartphones ........................................................................................................................................................... 58 Tablets..................................................................................................................................................................... 60 Frequency of buying of goods and services via mobile devices ................................................................................... 61 Smartphones ........................................................................................................................................................... 61 Tablets..................................................................................................................................................................... 63 Rating of the most popular mobile sites and mobile applications of e-shops................................................................ 65 Russia 100 thsd. +................................................................................................................................................... 66 Moscow and Moscow oblast.................................................................................................................................... 68 St.- Petersburg......................................................................................................................................................... 70 Million-strong cities (except Moscow and St.- Petersburg) ...................................................................................... 72 Cities with the population from 500 thsd. to 1 mln persons...................................................................................... 74 Cities with the population from 100 thsd. to 500 thsd. persons................................................................................ 76 Methods of payment for purchases made via mobile devices ...................................................................................... 78 Reasons for making purchases via mobile devices..................................................................................................... 82
  4. 4. Russian market of m-commerce 2012 4 RBC.research Department of consulting (consulting.rbc.ru) SOME OF THE COMPANIES, CONSIDERED IN THE RESEARCH
  5. 5. Russian market of m-commerce 2012 5 RBC.research Department of consulting (consulting.rbc.ru) RESEARCH METHODOLOGY Purpose and objectives of the research The research “Russian market of m-commerce 2012” is dedicated to the analysis and development prospects of a comparatively new and promising market of m-commerce in Russia. Major objectives of the research:  Assessment of the level of penetration of mobile devices in Russia, including smartphones and tablets.  Analysis of the use of mobile Internet in Russia: quantitative estimation of “mobile” audience and mobile Internet penetration level.  Identification of the most demanded functions of mobile devices.  Estimation of the number of Russians, making “mobile” purchases broken down by their living geography.  Analysis of the socio-demographic portrait of “mobile” buyers.  Determination of the frequency and maximal sum of “mobile” purchases, made via smartphones and tablets.  Analysis of main reasons of purchases, made via mobile devices.  Identification of the most popular ways of payment for various goods and services, bought via smartphones and tablets.  Identification of the most demanded goods and services, bought via mobile devices..  Assessment of the most popular mobile sites and mobile applications of e-shops based of the share of their customers.  Estimation of the Russian m-commerce market volume, comparison of the Russian m-commerce market with markets of USA and the largest Western European countries. Information collection method To collect data and solve the above problems an online poll method with selection of a target audience from OMI (Online Market Intelligence) Internet panel was chosen. Feasibility of application of Internet poll method is due to strict conformance to the procedure and main principles of performance of quantitative statistical surveys:  wide coverage of population, having a possibility to participate in the poll, ensured by active Internet penetration in Russia. According to data of the Public Opinion Foundation, in spring of 2012 the monthly Internet audience above 18 years of age amounted to 59,5 mln users, i.e. 51% of the population at large of the country. Note that the Internet audience is economically active population whose expenses on goods and services are higher than the national average. Precisely because of these two reasons (growing internetization of Russian cities and high economic activity of Internet users) the audience of the performed online poll can be considered representative for the research of consumer behavior of buyers of goods and services via Internet.  creation of a friendly atmosphere when answering questions of an electronic questionnaire – easy-to-use Internet portal interface, absence of influence on the part of interviewer;  qualitative recruiting of poll participants. Over 100 recruiting sources – online recruiting, phone recruiting, via PR campaigns on mass portals with wide audience: mail services, search engines, weather forecast sites, online personals, sites of specialized communities of interest, deep profiling (maximum info on panelists is collected); quality of obtained information.
  6. 6. Russian market of m-commerce 2012 6 RBC.research Department of consulting (consulting.rbc.ru) The disadvantages of the method are insufficient (lower, than in a general totality of population of the Russian cities) share of older aged people, however as the time goes by and internetization grows this disadvantage will be overcome. In order to improve the survey results quality a set of measures was taken to control the quality of filling of questionnaires, including:  software verification of multiple accounts (same addresses, phone numbers, email addresses, passwords, etc.);  unique references to the questionnaire (possibility to fill it only once);  measurement of an average filling time of the questionnaire. Final data processing: SPSS program. Polling conditions Dates of polling – August 22 – August 31, 2012. Sample size – 4 842 respondents. Table 1. Breakdown of respondents by their place of residence Number of respondents Cities with the population from 100 to 500 thsd. persons 1412 Moscow 890 Cities with the population from 500 thsd. to 1 mln persons 860 St.- Petersburg 468 Moscow oblast 381 Samara 127 Nizhny Novgorod 97 Ekaterinburg 95 Novosibirsk 95 Rostov-on-Don 89 Ufa 80 Volgograd 72 Kazan 66 Chelyabinsk 60 Omsk 50 Total 4842 Source: RBC.research Sample Characteristic Sample size and structure Sample size is 4842 respondents – men and women, residents of Moscow, St.- Petersburg and Moscow oblast, as well as of other cities of Russia.
  7. 7. Russian market of m-commerce 2012 7 RBC.research Department of consulting (consulting.rbc.ru) Fig. 1. Shares of respondents, using smartphones and tablet computers, % of total number of pollees © РБК.research 51,0% 17,5% 0% 10% 20% 30% 40% 50% 60% Use smartphones Use tablet Source: RBC.research, actualization date– September 2012 Table 2. Sample structure by living geography, % City Number of respondents, pers. Share in the sample, % Cities with the population from 100 to 500 thsd. persons 1412 29,2% Moscow 890 18,4% Cities with the population from 500 thsd. to 1 mln persons 860 17,8% St.- Petersburg 468 9,7% Moscow oblast 381 7,9% Samara 127 2,6% Nizhny Novgorod 97 2,0% Ekaterinburg 95 2,0% Novosibirsk 95 2,0% Rostov-on-Don 89 1,8% Ufa 80 1,7% Volgograd 72 1,5% Kazan 66 1,4% Chelyabinsk 60 1,2% Omsk 50 1,0% Total 4842 100,0% Source: RBC.research, actualization date– September 2012
  8. 8. Russian market of m-commerce 2012 8 RBC.research Department of consulting (consulting.rbc.ru) OPINIONS OF EXPERTS AND PLAYERS REGARDING M- COMMERCE IN RUSSIA Mobile media is a fast growing market having a bright future… Roman Romanov, PhD in Sociology, consultant of business accelerator «Now» and Internet-agency «E-marka», со-organizer, member of the Program Committee for the Mobile Media Conference Due to a wider use of mobile Internet, growth of smartphone park and population mobility as a whole m-commerce deserves close attention… General Director of PayOnline processing centre, Marat Abasaliev.
  9. 9. Russian market of m-commerce 2012 9 RBC.research Department of consulting (consulting.rbc.ru) M-COMMERCE MARKET IN RUSSIA DEVELOPMENT PREREQUISITES Russian m-commerce market is in the embryo state, however, this market prospects are practically assured, because there are all preconditions for this market development. Sales of smartphones and tablet computers grow, as well as the mobile Internet user audience. Thus, reports of the largest retail networks, selling mobile phones, speak of rapid increase of sales of smartphones and tablet computers. According to Euroset data over a period from the first half of 2011 to the first half of 2012 sales of smartphones grew by 67% and made up 27% of the number of mobile phones sold by the company in the first half of 2012. Sales of tablets via the company’s retail network increased eightfold and made up 800 thsd. pieces. Nevertheless, so far the penetration level of smartphones and tablets lags far behind the US and Western European countries. Thus, according to estimations of RBC.research, at present only 2% and 18% of residents of the largest Russian cities have smartphones and tablets respectively. However in the years to come increase of sales of these devices will lead to growth of these figures. Mobile Internet use grows along with penetration of smartphones and tablets. According to TNS data, mobile sites visiting audience in June 2012 made up 14,6 mln of residents of large Russian cities (100 thsd. +) above 12 years of age, what is up by 18,9% compared to the similar period of 2011. By the way, onrush of e-commerce also affected m-commerce growth rates. Successful experience of distant purchases, appearance of large (and familiar to Russians) players at the e-commerce market increased Russians’ confidence in e- shops, what in its turn favoured goods and services sales growth, including sales via mobile devices. Use of mobile devices in Russia … Fig. 2. Number of active SIM cards in Russia in 2006 – 2011, pcs. 172,9 187,8 207,9 219,2 227,6 232,5 151,9 13,8% 8,7% 10,7% 5,4% 3,9% 2,2% 0 50 100 150 200 250 2006 2007 2008 2009 2010 2011 2012E 0% 2% 4% 6% 8% 10% 12% 14% 16% Number of active SIM cards, mln pcs. Growth rate, % to the previous period Source: AC&M, (2012) estimation and calculations of RBC.research
  10. 10. Russian market of m-commerce 2012 10 RBC.research Department of consulting (consulting.rbc.ru) Table 3. Use of mobile phones in Russia, Moscow, St.- Petersburg and regions of the country, Q1 2011 – Q2 2012, data as of the end of the corresponding period Indicator 2011 2012 Q1 Q2 Q3 Q4 Q1 Q2 Russia Number of mobile phone users in the RF*, mln pers. 220,7 222,7 225,2 227,6 Mobile phone penetration level in the RF, % 152,0% 153,4% 155,1% 156,8% Moscow Number of mobile device users in Moscow*, mln pers. 34,6 35,4 35,5 36,0 Mobile phone penetration level in Moscow, % 203,5% 208,5% 209,1% 212,1% St.- Petersburg Number of mobile device users in St.- Petersburg*, mln pers. 13,0 13,2 13,5 13,7 Mobile phone penetration level in St.- Petersburg, % 205,0% 207,5% 213,1% 215,6% Other cities of Russia Number of mobile device users in regions of Russia*, mln pers. 173,2 174,1 176,2 177,9 Mobile phone penetration level in regions of Russia, % 142,1% 142,9% 144,6% 146,0% Source: AC&M, * AC&M identifies the number of active SIM cards with the number of mobile phone users Fig. 3. TOP-10 countries in terms of used mobile phones in 2009, mln pcs. 859,0 752,0 279,0 238,0 220,0 202,9 154,0 111,0 105,0 121,0 China India USA Russia Indonesia Brazil Vietnam Japan Pakistan Germany Source: US CIA
  11. 11. Russian market of m-commerce 2012 11 RBC.research Department of consulting (consulting.rbc.ru) Fig. 4. Number of mobile phones, used by Russians, % of Russians, residing in Russian cities with the population exceeding 100 thsd. persons 3,0% 71,0% 26,0% Source: Romir Use of mobile phones and tablet computers, gaining their popularity in Russia, is one of essential factors of m-commerce development. Thus, it’s evident, that smartphone and tablet computer owners constitute the basis of mobile Internet audience and they also make up almost 100% of Russians who made purchases in Internet via mobile devices. However, recent studies speak of a rather low penetration level of these devices in the country. Thus, according to eMarketer data, at the beginning of 2012 only 28% and 10% of Internet users aged from 16 tо 54 years had smartphones and tablets respectively. As a comparison, in BRIC countries these figures are much higher. Thus, in Brazil, that demonstrated rather modest results compared to China and India, smartphone and tablet computer penetration level made up 35% and 12% respectively. Fig. 5. Penetration of smartphones and tablets in BRIC countries, at the beginning of 2012, % of Internet user audience aged 16-54 59% 37% 35% 28% 33% 19% 12% 10% China India Brazil Russia Source: eMarketer
  12. 12. Russian market of m-commerce 2012 12 RBC.research Department of consulting (consulting.rbc.ru) Boom of sales of smartphones and tablet computers, observed in 2011-2012, will continue in 2013, … Fig. 6. Dynamics of smartphone sales volume in Euroset retail networks for the 1 st half of 2009 – 1 st half of 2012, mln pcs. (% of phone sales) 1st half 2009 1st half 2010 I1st half 2011 1st half 2012 Smartphone sales, mln pcs. Share of smartphones in sales of mobile phones, % Source: Euroset reporting Fig. 7. Smartphone penetration, % of mobile phones registered in MTS network 1st half 2010 2nd half 2010 1st half 2011 2nd half 2011 1st half 2012 2nd half 2012 Smartphone penetration, % of phones, registered in MTS network Source: MTS reporting
  13. 13. Russian market of m-commerce 2012 13 RBC.research Department of consulting (consulting.rbc.ru) Fig. 8. Smartphone and tablet penetration in Russia 100 thsd.+, 1 st half of 2009 – 1 st half of 2012, % of Russians aged 18-54, residing in large cities of Russia © РБК.research 1st half 2009 1st half 2010 1st half 2011 1st half 2012 Smartphone penetration level, % Tablet penetration level, % Source: estimations of RBC.research Mobile Internet use in Russia Mobile Internet penetration in Russia Growth of smartphone and tablet penetration as well as reduction of Internet access rates of the leading mobile operators led to increase of mobile Internet use. Thus, according to TNS data during 2011-2012 mobile sites visiting audience, living only in large cities of Russia (100 thsd. +) increased by ХХ% (or by ХХ mln persons) and made up ХХ mln. of Russians. Mobile Internet penetration level achieved ХХ%. According to forecasts of RBC.research in 2013 mobile sites visiting audience may make up ХХ mln persons and the penetration level will increase by ХХ%. These factors will favor m-commerce market development in Russia. Table 4. Mobile Internet use in Russia (100 thsd. +), Moscow, St.- Petersburg, June 2008 – June 2012, thsd. persons above 12 years of age (%) June 2008 June 2009 June 2010 June 2011 June 2012 Russia 100 thsd. + Number of Russians above 12 years of age, using mobile Internet, thsd. persons 6 961,6 7 815,1 9 203,8 Penetration level, % of Russians above 12 years of age, living in 100 thsd.+ cities 11,5% 13,0% 15,3% Moscow Number of residents of Moscow above 12 years of age, using mobile Internet, thsd. persons 907,8 1 390,6 1 323,0 Penetration level, % of residents of Moscow above 12 years of age 9,5% 14,6% 14,0% St.- Petersburg Number of residents of St.- Petersburg above 12 years of age, using mobile Internet, thsd. persons N/a 452,8 547,1 Penetration level, % of residents of St.- Petersburg above 12 years of age N/a 10,9% 13,2% Source: TNS
  14. 14. Russian market of m-commerce 2012 14 RBC.research Department of consulting (consulting.rbc.ru) Fig. 9. Dynamics of mobile Internet audience in Russia 100 thsd.+ , June 2008 – June 2012, mln pers. above 12 years of age (%) 2008 2009 2010 2011 2012 2013F Number of Russians above 12 years of age, using mobile Internet, mln pers. Penetration level, % of Russians above 12 years of age, living in 100 thsd.+ cities Source: TNS, RBC.research forecast Mobile Internet audience in Russia Smartphone and tablet owners form the basis of mobile Internet user audience. Thus, according to TNS data in June 2012 about 46% mobile devices, used to access the Internet were ordinary mobile phones, 45% - smartphones and 8% - tablet computers. Fig. 10. Mobile devices, used to access Internet, June 2012, % of mobile Internet users above 12 years of age 34% 46% 11% 14% 8% 41% 46% 50% 45% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% St.-Petersburg Moscow Russia 100 thsd. + Ordinary mobile phone Smartphone/ communicator Tablet Cannot say Source: TNS Speaking of the socio-demographic portrait of mobile Internet users, it’s worth to note that most of them are men (a little over 54%), and Russians aged 18-34 (about 67%).
  15. 15. Russian market of m-commerce 2012 15 RBC.research Department of consulting (consulting.rbc.ru) Fig. 11. Mobile Internet user portrait, % of Russians of corresponding age and sex, living in 100 thsd. + cities Sex 62% 38% 21% 3% 18-24 25-34 35-44 45-54 Age 28% 19% Men Women 7.9 mln pers. 6,7 mln pers. 4.83 mln pers. 4.78 mln pers. 2.12 mln pers. 0.91 mln pers. Source: TNS
  16. 16. Russian market of m-commerce 2012 16 RBC.research Department of consulting (consulting.rbc.ru) RUSSIAN M-COMMERCE MARKET SITUATION Russian m-commerce market lags far behind Western Europe and USA what is due to a relatively low level of smartphone and tablet penetration and a relatively low use of mobile Internet. … Most demanded functions of mobile devices At present information search through mobile Internet is one of the Top 4 most demanded functions of mobile devices. Thus, according to results of the opinion poll performed by RBC.research, 73% of owners use their smartphones to search for information. At that the most used capabilities are calls, sending of SMS messages (they are used by 93,6% of smartphone owners) and use of a calculator (79,6%). Among tablet owners search for information in Internet occupies the leading position with the share of users equal to 87% and is ahead of such functions as e-mail viewing and sending of messages (they are used by 82% of Internet tablets users), and interaction in social networks (77%).
  17. 17. Russian market of m-commerce 2012 17 RBC.research Department of consulting (consulting.rbc.ru) Fig. 12. «What capabilities of your smartphone do you use?», % of polled Russians, having smartphones © РБК.research 93,6% 79,6% 73,0% 72,3% 71,9% 63,9% 61,0% 59,0% 57,5% 49,1% 48,9% 43,8% 38,2% 37,9% 36,1% 30,4% 27,7% 19,0% 60,6% Send SMS messages Use calculator Search for information in Internet Listen to MP3 player Source: RBC.research, actualization date– September 2012
  18. 18. Russian market of m-commerce 2012 18 RBC.research Department of consulting (consulting.rbc.ru) Fig. 13. «What capabilities of your tablet do you use?», % of polled Russians, having tablets © РБК.research 86,7% 82,2% 77,3% 75,4% 73,7% 69,9% 60,4% 53,8% 51,5% 49,7% 48,3% 44,5% 39,1% 36,1% 34,0% 29,9% 57,8% Search for information in Internet View e-mail, send messаges Interact in social networks Read news Play games Source: RBC.research, actualization date– September 2012 … Shares of Russians, who made purchases via mobile devices …
  19. 19. Russian market of m-commerce 2012 19 RBC.research Department of consulting (consulting.rbc.ru) Fig. 14. Shares of Russians, who made purchases via mobile devices, % of pollees aged 18-54, having smartphones or tablets © РБК.research Moscow Moscow oblast St.-Petersburg Other million-strong cities Cities from 500 thsd. to 1 mln pers. Cities from 100 to 500 thsd. pers. Russia 100 thsd.+ % of tablet owners % of smartphone owners Source: RBC.research, actualization date– September 2012 Fig. 15. Shares of Russians, who made purchases via mobile devices, % of pollees aged 18-54, using mobile Internet and having smartphones or tablets © РБК.research Moscow Moscow oblast St.-Petsersburg Other million-strong cities Cities from 500 thsd. to 1 mln pers. Cities from 100 to 500 thsd. pers. Russia 100 thsd. + % of tablet owners, using mobile Internet % of smartphone owners, using mobile Internet Source: RBC.research, actualization date– September 2012
  20. 20. Russian market of m-commerce 2012 20 RBC.research Department of consulting (consulting.rbc.ru) Socio-demographic portrait of Russians, who made purchases via mobile devices Smartphones Fig. 16. Portrait of Russians, who made purchases via smartphones, % of Russians living in large cities (100 thsd.+)
  21. 21. Russian market of m-commerce 2012 21 RBC.research Department of consulting (consulting.rbc.ru) Source: RBC.research, actualization date– September 2012 Fig. 17. Most popular smartphone brands, % of polled Russians, who made purchases via smartphones © РБК.research Source: RBC.research, actualization date– September 2012 Tablets Rating of goods and services bought through mobile devices At present the ranges of goods and services sold via smartphone and via tablets are a little different. …
  22. 22. Russian market of m-commerce 2012 22 RBC.research Department of consulting (consulting.rbc.ru) Russia 100 thsd. + Fig. 18. Rating of the most popular goods and services, bought via smartphones, 2012, % of polled Russians, who made purchases via smartphones © РБК.research Payment for mobile services Source: RBC.research, actualization date– September 2012
  23. 23. Russian market of m-commerce 2012 23 RBC.research Department of consulting (consulting.rbc.ru) Fig. 19. Rating of the most popular goods and services, bought via tablets, 2012, % of polled Russians, who made purchases via tablets © РБК.research Payment for mobile services Source: RBC.research, actualization date– September 2012
  24. 24. Russian market of m-commerce 2012 24 RBC.research Department of consulting (consulting.rbc.ru) Moscow и Moscow oblast St.- Petersburg Million-strong cities (except Moscow and St.- Petersburg) Cities with the population from 500 thsd. to 1 mln persons Cities with the population from 100 thsd. to 500 thsd. persons Rating of the most popular mobile sites and mobile applications of e- shops Onrush of m-commerce in USA and Europe proved the prospects of this distant commerce segment. In anticipation of a similar boom in Russia many players of the domestic e-commerce market have not limited by their presence in the classic online space and created their own mobile sites and applications, allowing them to develop in the m-commerce segment as well. Currently the following e-commerce market players are most active in this sphere: ...
  25. 25. Russian market of m-commerce 2012 25 RBC.research Department of consulting (consulting.rbc.ru) Russia 100 thsd. + Fig. 20. Rating of the most popular e-shops where goods and services were bought via smartphones, 2012, % of polled Russians, who made purchases using smartphones © РБК.research Biglion Source: RBC.research, actualization date– September 2012
  26. 26. Russian market of m-commerce 2012 26 RBC.research Department of consulting (consulting.rbc.ru) Fig. 21. Rating of the most popular e-shops where goods and services were bought via tablets, 2012, % of polled Russians, who made purchases using tablets © РБК.research Ozon Source: RBC.research, actualization date- September 2012
  27. 27. Russian market of m-commerce 2012 27 RBC.research Department of consulting (consulting.rbc.ru) Moscow and Moscow oblast St.- Petersburg Million-strong cities (except Moscow and St.- Petersburg) Cities with the population from 500 thsd. to 1 mln persons Cities with the population from 100 thsd. to 500 thsd. persons Methods of payment for purchases made via mobile devices Reasons for making purchases via mobile devices …. Fig. 22. «Please, indicate reasons why YOU made purchases via a SMARTPHONE or a TABLET?», 2012, % of polled Russians, who bought goods and services via a smartphone and a tablet © РБК.research It was necessary to make an urgent purchase Purchase via a smartphone Purchase via a tablet Source: RBC.research, actualization date– September 2012 The sum is not equal to 100%, because respondents could choose several alternative answers.

×