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In February 2017 polling by PayPal and Data Insight, 70% of digital buyers in Russia ages 18 to 64 who own a smartphone said their most recent digital purchase was conducted via desktop or laptop. Only 22% did so via smartphone.
The high usage of computers to make purchases in Russia is in line with the general region.
A May 2016 survey of digital buyers worldwide by KPMG found that 71% of respondents in Eastern Europe and Russia said a desktop or laptop was their primary device for making digital purchases. By comparison, that figure was 59% in Western Europe.
To put these figures in context, it is important to note that eMarketer estimates only 29.8% of the population in Russia will be digital buyers this year.
But digital buying is growing in Russia, albeit slowly. According to GfK Rus and Yandex, digital buyer penetration in the country was 17% in spring 2014. In spring 2016, it stood at 25%.
As programmatic advertising matures, buyers and sellers no longer see it merely as a means of automating processes, but rather as an advanced method of controlling ad campaigns—and better targeting the audiences that come with them.
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