Russians prefer to choose goods online and buy offline?

In April of this year, IAB Europe, in partnership with TNS Infratest and Google, conducted a survey among Internet users in 39 countries, including Russia. The purpose of the study is to understand how consumers use the Internet to search for and purchase various goods.
Respondents were asked more than 100 questions about their online activities, attitudes towards online shopping and the shopping scheme. The data is published in the open access in the form of an open database "Consumer Barometer" . Anyone can build diagrams of interest. I will share what surprised me the most.

Many interesting and unexpected diagrams on the results of the study under the cut.

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1. For all (!) Groups of goods from auto parts to travel vouchers and mobile phones - among Russians, the “Choice on the Internet, the acquisition is not via the Internet” leads. With mobile phones, the situation is surprising, because I expected that the scheme I use myself (and I think many habravchane) would lead - to touch a “live” mobile phone somewhere in Eldorado, and then buy it cheaper in the online store. However, such a scheme has 0 percentage points, and the opposite scheme leads with a considerable advantage. For comparison, also take the data, for example, in the UK and Japan.





2. Women are more prone to online shopping than men in all age categories. He believed that for women it is more important than emotion and appearance of the product, which can only be evaluated offline, but viewing and comparing the technical characteristics of the product in the online store is for men. But,


3. As a source of information about the product of interest blogs, microblogging and social networks are visited by a negligible percentage of customers. The leaders are the search engines, manufacturer sites and classic forums. SMO in this situation can hardly be effective. In Russia, the bubble of social networks is too bloated as a marketing tool.


4. Greater closeness of our fellow citizens from any kind of marketing activities sites. Discounts at us do not like to use compared with European counterparts.


There are a lot of analysts on the service, each of the sections is very interesting, especially in comparison with other countries. Cited only those data that surprised me the most. The representativeness of the sample is certainly not very high for this kind of research (2,000 randomly selected Internet users were polled in each country), but the data can be used by making a discount on a certain error.

Ps. I would be glad to active discussion in the comments.