Russian Internet users are confident about shopping online but remain wary of using credit cards, according to a PricewaterhouseCoopers survey of online retail trends.
Eighty percent of Internet users surveyed reported having made a purchase online. Of those, 74 percent had made a purchase in the past three months. The figures were higher still among Muscovites and respondents earning more than 25,000 rubles ($855) per month, with 90 percent having shopped online.
Books and consumer electronics were among the most popular purchases, reflecting the strong online presence of companies in these sectors.
Only 20 percent of online consumers preferred to use a credit card to pay for purchases. Cash on delivery or online money transfers were favored by about half of respondents. The popularity of online payment systems is surprising, considering that foreign industry leaders such as PayPal are not present in the domestic market, said Dale Clark, head of PwC’s retail and consumer practice.
Only 18 percent of those with online shopping experience were concerned about exposing their personal financial details to web sites.
The report highlighted social media as a potential growth area for retail marketing, with 26 percent saying they would welcome more advertising through such channels. Almost three-quarters of those surveyed said they regularly used social networking sites.
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