21 October 2015


Blog about successful marketing strategies in Russia



Part 2. Portrait of a Russian Mobile Internet User


We continue a series of articles to review mobile web in Russia, its capabilities and features in the context of use as a media for marketing communications. Part 1 was dedicated to general characteristics of mobile web on the Russian market. In this part, we are going to describe an image of a Russian mobile Internet user in details.
The main characteristics of adult (18+, Russia) mobile internet users in Russia according to a recent study by Romir company (May-June 2015) are discussed below.
The regularity and intensity of use
The vast majority of adult mobile internet users are active users: 81.3% of them go online from a mobile device every day (Fig. 3), and more than 97% - at least several times a week.
Age segment of 18-24 is the most active in everyday mobile internet surfing - of them, the percentage of daily users is up to 90; the least – in the segment 60+. Gender difference does not have very significant impact on the frequency of visits (Fig. 4), and yet we can see, that the share of women going online from a mobile device every day is slightly higher than among men (while on the total criterion of access to the Internet at least several times a week shares of both sexes are almost equal).
There is no critical influence of other socio-demographic parameters on the frequency of mobile internet access, but we can note, that the percentage of daily users among high-income segment of population is slightly higher and it higher as well for people who live in million cities and in cities with a population of 100-500 thousand people. (Fig. 5).
By the time of use of mobile Internet, the overall time from one hour to eight hours a day is the most typical - nearly 50% of users spend so much time on the Internet. 10% of all users are constantly online if they have mobile connection, and the same amount spend less than 30 minutes a day online.
The average time users of mobile internet spend online every day - 165 minutes. Users of age 18-24 spend more time online than any other, as well as users with high income, no family and residents of million cities and cities with a population of 100-500 thousand people and rural areas (Fig. 7).
Although mobile internet - a relatively new phenomenon, it has its own "long-livers". About 20% of users are “long-livers” for more than five years. The largest percentage of respondents have "experience" from two to five years - almost 36% (Fig. 8). A large number of "newcomers" (not less than a year of use) - 13.4%, indicates that the segment is still growing.
Mobile internet usage habits
By the most common way to access the Internet, the first place belongs to WiFi, the second place - 3G mobile networks (Fig. 9). 
Next Generation Networks 4G/LTE is only gaining momentum in Russia - according to J'son & Partners Consulting, only 13.4% of users highlight them as an access tool. Among restrictions of their penetration, besides underdevelopment of the networks themselves, there is also a small amount of mobile devices with the appropriate support from users.
Among mobile operators providing mobile Internet services, “Big Three” has leading positions in the following order: MegaFon, MTS, Beeline (Fig. 10). In the second tier of mobile operators, Tele2 is well ahead.
In terms of costs that mobile Internet users can afford per month, the situation is as follows (Fig. 11).
The largest share of users (40%) spend on average from 150 to 300 rubles per month on mobile internet. Overall, 82% of respondents pay for mobile traffic not more than 600 rubles per month and 7% use free internet only. Relatively low costs are related to, as was mentioned above, available tariff packages offered by majority of operators that include significant mobile data traffic.
The figures showing the ratio of time spent online using a mobile device and using a desktop computer (Fig. 12) are very interesting.
A share of time spent on mobile internet does not exceed a share of desktop computer usage for 68% of users. Only for 30% of the respondents, this share is in favor of mobile devices. At the same, 18% of respondents note the predominant use of mobile internet (around 90% of the time).
The following conclusion can be made from the analysis of available data – currently, mobile Internet is not an alternative, but rather a complement to the desktop, expanding users possibilities by providing rapid access to the Intenet. 
According to studies carried out by Mail.Ru Group, users most actively surf the Internet during the day from 9:00 to 23:00 using both mobile and desktop devices. Yet during labor hours (9:00 - 18:00), there is the highest activity using desktop devices, in the early evening and at night mobile users are beginning to prevail.
According to a Romir study, the majority of respondents (78.1%) tend not to use mobile Internet in roaming abroad (Fig. 13).
The reason is obvious – high cost of mobile roaming traffic while you have an alternative -  free WiFi networks in hotels and public areas. Only 6.7% of mobile internet users regularly use it abroad, and 15.2% - use it occasionally. 
Visited resources and mobile applications
Top 3 of thematic resources - social media, forums, chat rooms, instant messengers, search engines, news resources (Fig. 14). They are followed by music, film, video and mail services.
Users prefer to surf most of the resources using different browsers, and when it comes to social media, the scales are tipped for special mobile applications (Fig. 15).
Among the main selection criteria for mobile applications users stated the following: fast load of a content, correct work of the application (no errors), an attractive and easy-to-use interface/ application design (Fig. 16).
For now only a very small part of mobile internet users use mobile applications to monitor and manage their bank accounts/cards and services (mobile internet banking) - only 9.4% do it regularly and 23.8% - occasionally (Fig. 17).
Users remain cautious to shopping in online stores via mobile app as well - almost 79% of respondents did not even use them (Fig. 18).
Perhaps, one of the reasons for the unpopularity of mobile applications for banking and e-commerce is a fear of some people of the vulnerability of these applications in terms of safety (first and foremost - banking data). In any case, more than 46% of respondents believe that mobile applications are more vulnerable, and only 30% do not share such concerns.
What do Russians buy on the mobile apps?
The popularity of different categories of products among users who make purchases via mobile applications, as research by Romir demonstrates, have little commonality with preferences of buyers of online stores in "traditional Internet" (see the picture below). For example, the most sold goods category in mobile internet is "Clothes and shoes".
They are followed by the purchase of transport tickets and perfumes/cosmetics. Along with many categories of goods and services, that can be bought both in "traditional" and in mobile internet (via a browser or via an application), some services exclusively designed to communicate via mobile app (for example, payment of a car park). There is every reason to believe that in the future the number of such exclusive mobile services will increase at quick rates.
 Source: adindex.ru
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