Men in Volgograd Embrace Shopping, Using More Data on Marketplaces

Residents of Volgograd Oblast have been buying goods online more frequently. Since the beginning of January, traffic on marketplaces has increased by 12% compared to last year. Moreover, men have been most engaged in choosing products. This conclusion was reached by analysts at Megafon after studying anonymized data from online users.

At the beginning of the month, residents of the region were not very active in online shopping: the quietest day for purchases was January 1. This is attributed to the fact that marketplace users preferred to spend time with loved ones or go for a walk rather than filling their shopping carts.

However, towards the end of the long weekend, Volgograd residents began visiting online stores more often. The peak of shopping activity coincided with the first working days — January 12 and 13.

“Online shopping is rapidly expanding beyond cities — today it is firmly entering the daily lives of rural residents. Last year, we expanded mobile coverage in the region — over 300 base stations were built and upgraded. At the same time, attention was paid to rural areas to ensure their residents have equal access to modern digital services,” said Anton Pavlenko, director of the operator in Volgograd Oblast.

The main audience of online stores in the first weeks of January was residents of the region aged 35–44. They accounted for 35% of all visits. Another 26% were people aged 45–54, and 16% were subscribers aged 25 to 34. Men used 28% more traffic than women. This may indicate that they need more time to study the assortment.