Today cash yield to the primacy of non-cash payments — not least thanks to the proliferation of online banks and the growth of Internet Commerce. Experts platform Robokassa has identified the most popular methods of payment the most common card types and average audience, making online payments, expiring in 2018. This article uses statistics payments via Robokassa platform that supports all the most popular methods of payment for online purchases: Bank cards, e-money, Qiwi-wallets, mobile payments all major operators, Internet banking, payments through the salons “Euroset” and “Svyaznoy” and others. The most popular methods of payment Unconditional leader in this ranking keep the Bank cards that were used in 78.8% of payments. It is easy to explain the wide spread of banking cards — that they accrued salaries and pensions of the overwhelming majority of Russians. In addition, when paying for purchases by credit card the buyers often get cashback or bonuses. In second place with a significant margin payments through Qiwi terminals, they constitute only 8.6% despite widespread across Russia. Completing the top three mobile payments, the aggregate share of which equals 7.7 percent. As for electronic money, their share is 3.6% of the total number of payments. In statistics Robokassa electronic money represented by the wallets of the Yandex. Money and Webmoney. Types of credit cards Let’s pay more attention to the credit card used for online payments. Card payment system which proved to be the most popular? In our ranking were distributed as follows: As expected, the cards of international payment systems Visa and MasterCard in the lead by a large margin. However, the Russian payment system, the WORLD is also well represented, and there is reason to expect growth in its popularity in the future. Payment services Apple Pay and Samsung Pay, which allow you to download the app Bank card and pay them with your smartphone, every year shows a steady growth. Apple Pay and Samsung Pay together already take up more than 4% of all payments. Issuing banks the undisputed leader in this category was cards issued by “Sberbank” — they have accomplished the lion’s share of the payments (of 82.6%). The other banks included in the statistics Robokassa, have a comparable position (from 4.3% to 1%). A portrait of the audience On the basis of available data, we made a portrait of the audience, making payments in online shops in Russia. Men and women were represented almost equally: of 51.3% and 48.7%, respectively. As for the age distribution of buyers, it looks like the following: the Most numerous were the expected representatives of the group of 25-34 years (38%). They are young enough to feel confident in the online environment and make purchases in online stores, and it is quite solvent. Buyers aged 35-44 years are in second place and account for almost 22%. In third place with a share of 15% were young people aged 18-24 years. Despite the fact that the vast majority of Russian youth use the Internet, a small income does not allow this category to make frequent online purchases. As a result they are slightly more likely to make payments in online stores than users in the age 45-54 years (11.7 per cent). Device buyers While many online stores have a fully functional mobile version, more than half of the users (56.3 per cent) prefer to shop with desktop computers. Obviously, this is due to the fact that on the big screen in the details to see photos of the products. In second place was the owners of smartphones who amount to 40.9%. Interestingly, the tablet, despite its large screen size compared to smartphones, has taken a tiny fraction of 2.8%. This imbalance may explain the lower proliferation of tablets — widescreen smartphones replaced tablets with market, being more user-friendly option. Operating system Distribution by operating system was predictable: the undisputed leader of steel computers running Windows, which were made more than half of all payments. Android devices almost a third ahead of the iOS model because of its greater popularity among the population. These data allow the owners and employees of Internet-shops take account of your audience and adapt it for their web sites and advertising inventory. Maybe someone will want to add new payment methods or to release native mobile apps for Android or OS. Knowing their customers and their preferences, you will be able to build a more adequate communication and increase your customer base.
Read more •••