!!!!!M commerce

D Е P А R Т M E N T O F C O N S U L T I N G
RUSSIAN MARKET
OF M-COMMERCE 2012
Analytical review, based on on-line poll results
DEMO VERSION
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Moscow, 2012

Russian market of m-commerce 2012 2
RBC.research Department of consulting (consulting.rbc.ru)
ANNOTATION
The research “Russian market of m-commerce 2012” is dedicated to the analysis and
development prospects of a comparatively new and promising market of m-commerce in
Russia.
The research is exclusive and unique because the m-commerce market is professionally
analyzed for the first time in Russia. Particular attention is paid to assessment of
penetration level of mobile devices, in particular, smartphones and tablets. Use of mobile
Internet in Russia is analyzed.
The research contains the analysis of preferences, behavioristic and socio-demographic
characteristics of Russians who made purchases via mobile devices, broken down by
their living geography, including estimations of the number of Russians who made
purchases via smartphones and tablets. Their socio-demographic portrait is given. The
rating of the most popular goods and services, bought via mobile devices, is given.
The review contains data on frequency and maximal sum of “mobile” purchases, made via
smartphones and tablets. Main reasons to make “mobile” purchases are analyzed.
The leading Russian m-commerce market players are identified: the rating of the most
popular mobile sites and mobile applications of e-shops based of the share of their
customers is given.
Finally, particular attention is paid to the estimation of the Russian m-commerce market
volume, comparison of the Russian m-commerce market with the markets of USA and the
largest Western European countries.
The research was carried out in August – October 2012.
The report is on 84 pages.
The report contains 19 tables and 79 graphs and diagrams.
The report is written in Russian.
Sample size – 4842 respondents.
Phone: +7 (495) 363-11-12
http://marketing.rbc.ru
E-mail: marketing@rbc.ru
Copyright © RBC.research, 2003-2012
For more info on RBC’s department of consulting see:
consulting.rbc.ru


TABLE OF CONTENTS
ANNOTATION .................................................................................................................................................................... 2
SOME OF THE COMPANIES, CONSIDERED IN THE RESEARCH ................................................................................. 4
RESEARCH METHODOLOGY........................................................................................................................................... 5
Purpose and objectives of the research ......................................................................................................................... 5
Information collection method......................................................................................................................................... 5
Polling conditions............................................................................................................................................................ 6
Sample Characteristic .................................................................................................................................................... 6
Sample size and structure ......................................................................................................................................... 6
Socio-demographic portrait of respondents ............................................................................................................... 7
OPINIONS OF EXPERTS AND PLAYERS REGARDING M-COMMERCE IN RUSSIA .................................................. 12
SHORT ANALYSIS OF M-COMMERCE MARKET SITUATION IN USA AND EUROPE................................................ 14
USA .............................................................................................................................................................................. 14
Europe.......................................................................................................................................................................... 19
M-COMMERCE MARKET IN RUSSIA DEVELOPMENT PREREQUISITES ................................................................... 23
Use of mobile devices in Russia................................................................................................................................... 23
Mobile Internet use in Russia ....................................................................................................................................... 28
Mobile Internet penetration in Russia ...................................................................................................................... 28
Mobile Internet audience in Russia.......................................................................................................................... 29
RUSSIAN M-COMMERCE MARKET SITUATION ........................................................................................................... 31
Most demanded functions of mobile devices................................................................................................................ 32
Shares of Russians, who made purchases via mobile devices .................................................................................... 36
Socio-demographic portrait of Russians, who made purchases via mobile devices..................................................... 38
Smartphones ........................................................................................................................................................... 39
Tablets..................................................................................................................................................................... 41
Rating of goods and services bought through mobile devices...................................................................................... 44
Russia 100 thsd. +................................................................................................................................................... 46
Moscow и Moscow oblast........................................................................................................................................ 48
St.- Petersburg......................................................................................................................................................... 50
Million-strong cities (except Moscow and St.- Petersburg) ...................................................................................... 52
Cities with the population from 500 thsd. to 1 mln persons...................................................................................... 54
Cities with the population from 100 thsd. to 500 thsd. persons................................................................................ 56
Maximal sum of purchase made via mobile devices..................................................................................................... 58
Smartphones ........................................................................................................................................................... 58
Tablets..................................................................................................................................................................... 60
Frequency of buying of goods and services via mobile devices ................................................................................... 61
Smartphones ........................................................................................................................................................... 61
Tablets..................................................................................................................................................................... 63
Rating of the most popular mobile sites and mobile applications of e-shops................................................................ 65
Russia 100 thsd. +................................................................................................................................................... 66
Moscow and Moscow oblast.................................................................................................................................... 68
St.- Petersburg......................................................................................................................................................... 70
Million-strong cities (except Moscow and St.- Petersburg) ...................................................................................... 72
Cities with the population from 500 thsd. to 1 mln persons...................................................................................... 74
Cities with the population from 100 thsd. to 500 thsd. persons................................................................................ 76
Methods of payment for purchases made via mobile devices ...................................................................................... 78
Reasons for making purchases via mobile devices..................................................................................................... 82

SOME OF THE COMPANIES, CONSIDERED IN THE RESEARCH

RESEARCH METHODOLOGY
Purpose and objectives of the research
The research “Russian market of m-commerce 2012” is dedicated to the analysis and
development prospects of a comparatively new and promising market of m-commerce in
Russia.
Major objectives of the research:
 Assessment of the level of penetration of mobile devices in Russia, including
smartphones and tablets.
 Analysis of the use of mobile Internet in Russia: quantitative estimation of “mobile”
audience and mobile Internet penetration level.
 Identification of the most demanded functions of mobile devices.
 Estimation of the number of Russians, making “mobile” purchases broken down by
their living geography.
 Analysis of the socio-demographic portrait of “mobile” buyers.
 Determination of the frequency and maximal sum of “mobile” purchases, made via
smartphones and tablets.
 Analysis of main reasons of purchases, made via mobile devices.
 Identification of the most popular ways of payment for various goods and services,
bought via smartphones and tablets.
 Identification of the most demanded goods and services, bought via mobile devices..
 Assessment of the most popular mobile sites and mobile applications of e-shops
based of the share of their customers.
 Estimation of the Russian m-commerce market volume, comparison of the Russian
m-commerce market with markets of USA and the largest Western European
countries.
Information collection method
To collect data and solve the above problems an online poll method with selection of a
target audience from OMI (Online Market Intelligence) Internet panel was chosen.
Feasibility of application of Internet poll method is due to strict conformance to the
procedure and main principles of performance of quantitative statistical surveys:
 wide coverage of population, having a possibility to participate in the poll,
ensured by active Internet penetration in Russia. According to data of the
Public Opinion Foundation, in spring of 2012 the monthly Internet audience
above 18 years of age amounted to 59,5 mln users, i.e. 51% of the population
at large of the country. Note that the Internet audience is economically active
population whose expenses on goods and services are higher than the
national average. Precisely because of these two reasons (growing
internetization of Russian cities and high economic activity of Internet users)
the audience of the performed online poll can be considered representative
for the research of consumer behavior of buyers of goods and services via
Internet.
 creation of a friendly atmosphere when answering questions of an electronic
questionnaire – easy-to-use Internet portal interface, absence of influence on
the part of interviewer;
 qualitative recruiting of poll participants. Over 100 recruiting sources – online
recruiting, phone recruiting, via PR campaigns on mass portals with wide
audience: mail services, search engines, weather forecast sites, online
personals, sites of specialized communities of interest, deep profiling
(maximum info on panelists is collected); quality of obtained information.

The disadvantages of the method are insufficient (lower, than in a general totality of
population of the Russian cities) share of older aged people, however as the time goes by
and internetization grows this disadvantage will be overcome.
In order to improve the survey results quality a set of measures was taken to control the
quality of filling of questionnaires, including:
 software verification of multiple accounts (same addresses, phone numbers,
email addresses, passwords, etc.);
 unique references to the questionnaire (possibility to fill it only once);
 measurement of an average filling time of the questionnaire.
Final data processing: SPSS program.
Polling conditions
Dates of polling – August 22 – August 31, 2012.
Sample size – 4 842 respondents.
Table 1. Breakdown of respondents by their place of residence
Number of
respondents
Cities with the population from 100 to 500 thsd. persons 1412
Moscow 890
Cities with the population from 500 thsd. to 1 mln persons 860
St.- Petersburg 468
Moscow oblast 381
Samara 127
Nizhny Novgorod 97
Ekaterinburg 95
Novosibirsk 95
Rostov-on-Don 89
Ufa 80
Volgograd 72
Kazan 66
Chelyabinsk 60
Omsk 50
Total 4842
Source: RBC.research
Sample Characteristic
Sample size and structure
Sample size is 4842 respondents – men and women, residents of Moscow, St.-
Petersburg and Moscow oblast, as well as of other cities of Russia.

Fig. 1. Shares of respondents, using smartphones and tablet computers, % of total
number of pollees
© РБК.research
51,0%
17,5%
0%
10%
20%
30%
40%
50%
60%
Use smartphones Use tablet
Source: RBC.research, actualization date– September 2012
Table 2. Sample structure by living geography, %
City
Number of
respondents, pers.
Share in the sample,
%
Cities with the population from 100 to 500 thsd.
persons
1412 29,2%
Moscow 890 18,4%
Cities with the population from 500 thsd. to 1 mln
persons
860 17,8%
St.- Petersburg 468 9,7%
Moscow oblast 381 7,9%
Samara 127 2,6%
Nizhny Novgorod 97 2,0%
Ekaterinburg 95 2,0%
Novosibirsk 95 2,0%
Rostov-on-Don 89 1,8%
Ufa 80 1,7%
Volgograd 72 1,5%
Kazan 66 1,4%
Chelyabinsk 60 1,2%
Omsk 50 1,0%
Total 4842 100,0%

OPINIONS OF EXPERTS AND PLAYERS REGARDING M-
COMMERCE IN RUSSIA
Mobile media is a fast growing market having a bright future…
Roman Romanov, PhD in Sociology, consultant of business accelerator
«Now» and Internet-agency «E-marka», со-organizer, member of the
Program Committee for the Mobile Media Conference
Due to a wider use of mobile Internet, growth of smartphone park and population
mobility as a whole m-commerce deserves close attention…
General Director of PayOnline processing centre, Marat Abasaliev.

M-COMMERCE MARKET IN RUSSIA DEVELOPMENT
PREREQUISITES
Russian m-commerce market is in the embryo state, however, this market
prospects are practically assured, because there are all preconditions for this
market development.
Sales of smartphones and tablet computers grow, as well as the mobile Internet
user audience. Thus, reports of the largest retail networks, selling mobile phones,
speak of rapid increase of sales of smartphones and tablet computers. According
to Euroset data over a period from the first half of 2011 to the first half of 2012 sales
of smartphones grew by 67% and made up 27% of the number of mobile phones
sold by the company in the first half of 2012. Sales of tablets via the company’s
retail network increased eightfold and made up 800 thsd. pieces.
Nevertheless, so far the penetration level of smartphones and tablets lags far
behind the US and Western European countries. Thus, according to estimations of
RBC.research, at present only 2% and 18% of residents of the largest Russian
cities have smartphones and tablets respectively. However in the years to come
increase of sales of these devices will lead to growth of these figures.
Mobile Internet use grows along with penetration of smartphones and tablets.
According to TNS data, mobile sites visiting audience in June 2012 made up 14,6
mln of residents of large Russian cities (100 thsd. +) above 12 years of age, what is
up by 18,9% compared to the similar period of 2011.
By the way, onrush of e-commerce also affected m-commerce growth rates.
Successful experience of distant purchases, appearance of large (and familiar to
Russians) players at the e-commerce market increased Russians’ confidence in e-
shops, what in its turn favoured goods and services sales growth, including sales
via mobile devices.
Use of mobile devices in Russia
…
Fig. 2. Number of active SIM cards in Russia in 2006 – 2011, pcs.
172,9
187,8
207,9
219,2
227,6 232,5
151,9
13,8%
8,7%
10,7%
5,4%
3,9%
2,2%
0
50
100
150
200
250
2006 2007 2008 2009 2010 2011 2012E
0%
2%
4%
6%
8%
10%
12%
14%
16%
Number of active SIM cards, mln pcs.
Growth rate, % to the previous period
Source: AC&M, (2012) estimation and calculations of RBC.research

Table 3. Use of mobile phones in Russia, Moscow, St.- Petersburg and regions of
the country, Q1 2011 – Q2 2012, data as of the end of the corresponding period
Indicator
2011 2012
Q1 Q2 Q3 Q4 Q1 Q2
Russia
Number of mobile phone users in
the RF*, mln pers.
220,7 222,7 225,2 227,6
Mobile phone penetration level in
the RF, %
152,0% 153,4% 155,1% 156,8%
Moscow
Number of mobile device users in
Moscow*, mln pers.
34,6 35,4 35,5 36,0
Moscow, %
203,5% 208,5% 209,1% 212,1%
St.- Petersburg
St.- Petersburg*, mln pers.
13,0 13,2 13,5 13,7
St.- Petersburg, %
205,0% 207,5% 213,1% 215,6%
Other cities of Russia
regions of Russia*, mln pers.
173,2 174,1 176,2 177,9
regions of Russia, %
142,1% 142,9% 144,6% 146,0%
Source: AC&M, * AC&M identifies the number of active SIM cards with the number of mobile phone users
Fig. 3. TOP-10 countries in terms of used mobile phones in 2009, mln pcs.
859,0
752,0
279,0
238,0
220,0
202,9
154,0
111,0
105,0
121,0
China
India
USA
Russia
Indonesia
Brazil
Vietnam
Japan
Pakistan
Germany
Source: US CIA

Fig. 4. Number of mobile phones, used by Russians, % of Russians, residing in
Russian cities with the population exceeding 100 thsd. persons
3,0%
71,0%
26,0%
Source: Romir
Use of mobile phones and tablet computers, gaining their popularity in Russia, is one of
essential factors of m-commerce development. Thus, it’s evident, that smartphone and
tablet computer owners constitute the basis of mobile Internet audience and they also
make up almost 100% of Russians who made purchases in Internet via mobile devices.
However, recent studies speak of a rather low penetration level of these devices in the
country. Thus, according to eMarketer data, at the beginning of 2012 only 28% and 10%
of Internet users aged from 16 tо 54 years had smartphones and tablets respectively. As
a comparison, in BRIC countries these figures are much higher. Thus, in Brazil, that
demonstrated rather modest results compared to China and India, smartphone and tablet
computer penetration level made up 35% and 12% respectively.
Fig. 5. Penetration of smartphones and tablets in BRIC countries, at the beginning
of 2012, % of Internet user audience aged 16-54
59%
37%
35%
28%
33%
19%
12%
10%
China
India
Brazil
Russia
Source: eMarketer

Boom of sales of smartphones and tablet computers, observed in 2011-2012, will
continue in 2013, …
Fig. 6. Dynamics of smartphone sales volume in Euroset retail networks for the 1
st
half of 2009 – 1
st
half of 2012, mln pcs. (% of phone sales)
1st half 2009 1st half 2010 I1st half 2011 1st half 2012
Smartphone sales, mln pcs.
Share of smartphones in sales of mobile phones, %
Source: Euroset reporting
Fig. 7. Smartphone penetration, % of mobile phones registered in MTS network
1st half 2010 2nd half 2010 1st half 2011 2nd half 2011 1st half 2012 2nd half 2012
Smartphone penetration, % of phones, registered in MTS network
Source: MTS reporting

Fig. 8. Smartphone and tablet penetration in Russia 100 thsd.+, 1
st
half of 2009 – 1
st
half of 2012, % of Russians aged 18-54, residing in large cities of Russia
© РБК.research
1st half 2009 1st half 2010 1st half 2011 1st half 2012
Smartphone penetration level, % Tablet penetration level, %
Source: estimations of RBC.research
Mobile Internet use in Russia
Mobile Internet penetration in Russia
Growth of smartphone and tablet penetration as well as reduction of Internet access rates
of the leading mobile operators led to increase of mobile Internet use. Thus, according to
TNS data during 2011-2012 mobile sites visiting audience, living only in large cities of
Russia (100 thsd. +) increased by ХХ% (or by ХХ mln persons) and made up ХХ mln. of
Russians. Mobile Internet penetration level achieved ХХ%. According to forecasts of
RBC.research in 2013 mobile sites visiting audience may make up ХХ mln persons and
the penetration level will increase by ХХ%. These factors will favor m-commerce market
development in Russia.
Table 4. Mobile Internet use in Russia (100 thsd. +), Moscow, St.- Petersburg, June
2008 – June 2012, thsd. persons above 12 years of age (%)
June
2008
June
2009
June
2010
June
2011
June
2012
Russia 100 thsd. +
Number of Russians above 12 years of age,
using mobile Internet, thsd. persons
6 961,6 7 815,1 9 203,8
Penetration level, % of Russians above 12 years
of age, living in 100 thsd.+ cities
11,5% 13,0% 15,3%
Moscow
Number of residents of Moscow above 12 years
of age, using mobile Internet, thsd. persons
907,8 1 390,6 1 323,0
Penetration level, % of residents of Moscow
above 12 years of age
9,5% 14,6% 14,0%
St.- Petersburg
Number of residents of St.- Petersburg above 12
years of age, using mobile Internet, thsd. persons
N/a 452,8 547,1
Penetration level, % of residents of St.-
Petersburg above 12 years of age
N/a 10,9% 13,2%
Source: TNS

Fig. 9. Dynamics of mobile Internet audience in Russia 100 thsd.+ , June 2008 –
June 2012, mln pers. above 12 years of age (%)
2008 2009 2010 2011 2012 2013F
Number of Russians above 12 years of age, using mobile Internet, mln pers.
Penetration level, % of Russians above 12 years of age, living in 100 thsd.+ cities
Source: TNS, RBC.research forecast
Mobile Internet audience in Russia
Smartphone and tablet owners form the basis of mobile Internet user audience. Thus,
according to TNS data in June 2012 about 46% mobile devices, used to access the
Internet were ordinary mobile phones, 45% - smartphones and 8% - tablet computers.
Fig. 10. Mobile devices, used to access Internet, June 2012, % of mobile Internet
users above 12 years of age
34%
46%
11%
14%
8%
41%
46%
50%
45%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
St.-Petersburg
Moscow
Russia 100 thsd. +
Ordinary mobile phone Smartphone/ communicator Tablet Cannot say
Source: TNS
Speaking of the socio-demographic portrait of mobile Internet users, it’s worth to note that
most of them are men (a little over 54%), and Russians aged 18-34 (about 67%).

Fig. 11. Mobile Internet user portrait, % of Russians of corresponding age and sex,
living in 100 thsd. + cities
Sex
62%
38%
21%
3%
18-24
25-34
35-44
45-54
Age
28%
19%
Men
Women
7.9 mln pers.
6,7 mln pers.
4.83 mln pers.
4.78 mln pers.
2.12 mln pers.
0.91 mln pers.
Source: TNS

RUSSIAN M-COMMERCE MARKET SITUATION
Russian m-commerce market lags far behind Western Europe and USA what is due
to a relatively low level of smartphone and tablet penetration and a relatively low
use of mobile Internet.
…
Most demanded functions of mobile devices
At present information search through mobile Internet is one of the Top 4 most demanded
functions of mobile devices. Thus, according to results of the opinion poll performed by
RBC.research, 73% of owners use their smartphones to search for information. At that the
most used capabilities are calls, sending of SMS messages (they are used by 93,6% of
smartphone owners) and use of a calculator (79,6%).
Among tablet owners search for information in Internet occupies the leading position with
the share of users equal to 87% and is ahead of such functions as e-mail viewing and
sending of messages (they are used by 82% of Internet tablets users), and interaction in
social networks (77%).

Fig. 12. «What capabilities of your smartphone do you use?», % of polled Russians,
having smartphones
© РБК.research
93,6%
79,6%
73,0%
72,3%
71,9%
63,9%
61,0%
59,0%
57,5%
49,1%
48,9%
43,8%
38,2%
37,9%
36,1%
30,4%
27,7%
19,0%
60,6%
Send SMS messages
Use calculator
Search for information in
Internet
Listen to MP3 player

Fig. 13. «What capabilities of your tablet do you use?», % of polled Russians, having
tablets
© РБК.research
86,7%
82,2%
77,3%
75,4%
73,7%
69,9%
60,4%
53,8%
51,5%
49,7%
48,3%
44,5%
39,1%
36,1%
34,0%
29,9%
57,8%
Search for information in
Internet
View e-mail, send messаges
Interact in social networks
Read news
Play games
…
Shares of Russians, who made purchases via mobile devices
…

Fig. 14. Shares of Russians, who made purchases via mobile devices, % of pollees
aged 18-54, having smartphones or tablets
© РБК.research
Moscow
Moscow oblast
St.-Petersburg
Other million-strong
cities
Cities from 500 thsd. to
1 mln pers.
Cities from 100 to 500
thsd. pers.
Russia 100 thsd.+
% of tablet owners % of smartphone owners
Fig. 15. Shares of Russians, who made purchases via mobile devices, % of pollees
aged 18-54, using mobile Internet and having smartphones or tablets
© РБК.research
Moscow
Moscow oblast
St.-Petsersburg
Other million-strong
cities
Cities from 500 thsd. to
1 mln pers.
Cities from 100 to 500
thsd. pers.
Russia 100 thsd. +
% of tablet owners, using mobile Internet
% of smartphone owners, using mobile Internet

Socio-demographic portrait of Russians, who made purchases via
mobile devices
Smartphones
Fig. 16. Portrait of Russians, who made purchases via smartphones, % of Russians
living in large cities (100 thsd.+)

Fig. 17. Most popular smartphone brands, % of polled Russians, who made purchases
via smartphones
© РБК.research
Tablets
Rating of goods and services bought through mobile devices
At present the ranges of goods and services sold via smartphone and via tablets are a
little different. …

Russia 100 thsd. +
Fig. 18. Rating of the most popular goods and services, bought via smartphones,
2012, % of polled Russians, who made purchases via smartphones
© РБК.research
Payment for mobile services

Fig. 19. Rating of the most popular goods and services, bought via tablets, 2012, %
of polled Russians, who made purchases via tablets
© РБК.research
Payment for mobile services

Moscow и Moscow oblast
St.- Petersburg
Million-strong cities (except Moscow and St.- Petersburg)
Cities with the population from 500 thsd. to 1 mln persons
Cities with the population from 100 thsd. to 500 thsd. persons
Rating of the most popular mobile sites and mobile applications of e-
shops
Onrush of m-commerce in USA and Europe proved the prospects of this distant
commerce segment. In anticipation of a similar boom in Russia many players of the
domestic e-commerce market have not limited by their presence in the classic online
space and created their own mobile sites and applications, allowing them to develop in
the m-commerce segment as well. Currently the following e-commerce market players are
most active in this sphere: ...

Russia 100 thsd. +
Fig. 20. Rating of the most popular e-shops where goods and services were bought
via smartphones, 2012, % of polled Russians, who made purchases using smartphones
© РБК.research
Biglion

Fig. 21. Rating of the most popular e-shops where goods and services were bought
via tablets, 2012, % of polled Russians, who made purchases using tablets
© РБК.research
Ozon
Source: RBC.research, actualization date- September 2012

Moscow and Moscow oblast
St.- Petersburg
Million-strong cities (except Moscow and St.- Petersburg)
Cities with the population from 500 thsd. to 1 mln persons
Cities with the population from 100 thsd. to 500 thsd. persons
Methods of payment for purchases made via mobile devices
Reasons for making purchases via mobile devices
….
Fig. 22. «Please, indicate reasons why YOU made purchases via a SMARTPHONE
or a TABLET?», 2012, % of polled Russians, who bought goods and services via a
smartphone and a tablet
© РБК.research
It was necessary to make
an urgent purchase
Purchase via a smartphone Purchase via a tablet
The sum is not equal to 100%, because respondents could choose several alternative answers.

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