From midnight to five in the morning, Russians pay for car sharing (32% of the total number of transactions), streaming services (31%), ordering cosmetics (29%) and paying for housing and communal services (8%) , First Data analysts discovered it.
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- Night car rental is most popular in large cities: Moscow and the region, St. Petersburg, Kazan, Nizhny Novgorod, Rostov-on-Don. The most active audience of car sharing users is between 25 and 35 years old (46% of all transactions).
- Among streaming services, online cinemas are leaders in terms of the number of subscriptions: they are in demand among an audience between 25 and 35 years old (40%).
- From cosmetics, they ask for perfumes, decorative and care products. At night, it is purchased most frequently by people between 25 and 35 years old (39%), 35 to 45 years old (22%) and 18 to 25 years old (15%).
- Night public services are most often paid for by people aged 25 to 45 (80%), as well as those over 55 (12%).
First Data CEO and co-founder Alexander Starostin believes that paying utility bills is often done at night because it is “a low-priority task that people often put off”, renting a vehicle may be associated with a late return home and the choice of cosmetics. At night it is “a classic example of impulsive behavior.”
When preparing the study, First Data processed 327 thousand transactions: anonymized data on purchases over the last six months throughout the country.
Author:
Anastasia Marina
Source: RB
I am a professional journalist and content creator with extensive experience writing for news websites. I currently work as an author at Gadget Onus, where I specialize in covering hot news topics. My written pieces have been published on some of the biggest media outlets around the world, including The Guardian and BBC News.
