Russians buy in the Network more often books

International Corporation Nielsen (The Nielsen Company) has lead global online-research, devoted to studying of consumer behavior of consumers on the Internet. By results of interrogation, in Russia in the list of the most frequent Internet purchases - books (42 %), the electrical engineer (33 %), video, DVD, games (29 %), music (23 %) and the software (23 %).

Meanwhile, in the world sequence of purchases online-shopping differs a little: for last three months books bought 41 % of respondents, clothes, accessories, footwear (36 %), video, DVD, games (24 %), air tickets (24 %) and electronic techniques (23 %).

Unlike the mature markets with developed e-commerce, in Russia clothes, accessories, footwear buy 19 % of respondents. For comparison: in Germany for same last three months this production have got in Internet 42 % interrogated, in the Great Britain - 38 %, in the USA - 41 %. Most of all buyers of these goods live in South Korea (70 %), in this country 99 % regular Internet-users have answered, that ever used an Internet for purchasing.

Russia while far lags behind leaders online-shopping: 77 % of Russians did ever purchases in the Internet. Thus, only 32 % of the Russians having experience online-shopping, have answered, that did purchases in a network for last month. For example, in South Korea for last month bought the goods on the Internet 79 %, while in the Great Britain this figure has made 76 %, in Switzerland - 67 %. As a whole more than 85 % online-users in the world do purchases in the Internet.

According to research, it is very rare in Russia buy through the Internet food stuffs - only 8 % did it for last three months. On the average on the world this parameter makes 14 %. Leaders on purchases of products in a network became Japanese (36 %) and Chinese (32 %).

Consumers more often use the Internet for purchase of air tickets and for online-booking of trips and hotels. The number of such buyers has grown for last two years on 3 percentage items. Thus, each fourth Internet-user in the world bought or reserved air tickets online for last three months. Most of these users are in India (70 %), Ireland (60 %) and the Arab Emirates (60 %).

According to representatives of the research company, tours are extremely convenient goods for sale through the Internet as the network allows the consumer to get access to huge quantity of the comparative information. However only 20 % of the Russian respondents bought or reserved air tickets in online. Only 13 % interrogated reserved hotels or bought tours in a network. Often it is connected by that purchase of tours and air tickets online payment by credit or debit card, as a rule, is required, and this way of payment in Russia while difficultly gets accustomed.

Really, the majority of Internet-purchases in Russia till now are paid by cash, it is marked in research. As has shown interrogation, 59 % have informed, that paid in cash at purchase of the goods through the Internet for last three months is more often, and 21 % interrogated have taken advantage of a credit card only.

According to research Nielsen, purchases in the Internet-shops which they already know, also whose services already prefer to do online-buyers - almost 60 % interrogated in the world have informed, that buy on the same site.

At the same time, only 29 % of Russians do purchases on the same site. The main source of the information where also that it is possible to buy, Russian Internet-buyers name "search engines" (57 %). Besides choosing a resource for purchases, Russians are guided by personal recommendations someone from friends or friends (32 %) or closely look narrowly at the opinions of other users published in online (29 %). As a whole on the world each fourth buyer on the Internet is guided by opinions and experience of others.

 

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