Russian consumers like to use both smartphones and tablets for shopping, a trend that is rapidly growing. In 2012, 28% of Russian respondents shopped via smartphone; in 2013 this figure was already 41%. Similar trends can be seen in tablet usage: 31% shopped via tablet in 2012 and 44% did so in 2013. Also noteworthy, and indicative of further opportunity for Russian retailers, is that smartphone ownership does not appear to be a barrier to the spread of mobile shopping. While 20% of respondents globally answered that they don’t use smartphones for shopping because they don’t own one, in Russia only 4% chose this answer.
With Russian consumers increasingly using tablets and smartphones for shopping, they expect retailers to provide a consistent shopping experience across all devices.
If we compare Moscow to the Russian regions, it’s not surprising to find that shopping via mobile devices is more widespread in Moscow. For example, in 2013 57% of Moscow shoppers bought items online using tablets and 52% shopped using smartphones, while in the Southern Federal District the same figures were 24% and 30% of respondents, respectively. For retailers this means they need to adapt not just the user interface to different devices, but also the content. While being at home behind PC shoppers will tend to do more research and will therefore expect a lot of information and media content about the offering, somewhere on their way using mobile device, they will be more keen to receive location-based tips and special deals, relevant for that moment.
Figure 11: Russian consumers like to use both smartphones and tablets for shopping with smartphone ownership representing no barrier to the spread of mobile shopping Q: How often do you buy products using the following shopping channels?
Q: Why don’t you use your mobile/smartphone for shopping?
Russia
Don’t own a smartphone
41%
Through smartphones
Global
28% 44%
Through tablets
Russia
31% 0%
10% 20% 30% 40% 50% 2013
20% Don’t own a smartphone
4%
0%
10%
20%
2012
Figure 12: Use of smartphones and tablets for shopping varies across Russian Regions Q: How often do you buy products using the following shopping channels?
57% 52%
Moscow
33% 31%
Urals Federal District
0%
PwC
through smartphones
24% 30%
Southern Federal District
24
through tablets
10%
20%
30%
40%
50%
60%
30%