In Russia, Digital Buyers Prefer PCs - eMarketer

Newsletters Sign-Up

Plans & Pricing

Does My Company Subscribe?

In Russia, Digital Buyers Prefer PCs

Only 22% said their most recent purchase was made via smartphone

May 1, 2017 | Retail & Ecommerce

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.

Device Used by Digital Buyers in Russia to Make Their Last Digital Purchase, Feb 2017 (% of respondents)

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%.

Ben Clague

New Report in eMarketer PRO This Week

Advancing Programmatic Advertising

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. Preview Report

Not a PRO subscriber? Find out how to become one.


  • Go beyond the articles:

    eMarketer Products

    You've never experienced research like this.

  • Hear from our clients:

    Customer Stories

    Nearly all Fortune 500 companies rely on us.

  • Want to learn more?

    Contact Us

    Inquire about corporate subscriptions today.