MegaFon conducted a study of the habits of Russians in paying mobile bills over the past 5 years. Statistics were collected based on anonymized data.
Based on the results of the first quarter of 2024, the share of subscribers who bill no more than once a month increased to 77%. Only 6% of users check at terminals or through ATMs.
At the end of 2019, the share of offline payments reached 16%, practically unchanged from year to year. This figure then dropped significantly due to anti-pandemic restrictions. And after they were disconnected, most of these subscribers remained on the network. Currently, the share of offline payments is less than 6%.
As for subscribers who pay for communications three times a month, their share in the total volume of users decreased from 5.7% to 4.4%. Four times or more – a decrease from 6.4% to 3.7%.
We are constantly analyzing how to change the habits of subscribers in convenient replenishment of the counter. This gives us the opportunity to improve both the payment system and the user interface of the digital storefront.
Thus, we see that our clients want to spend less time on transactional actions – be it moving to a payment terminal or additional replenishment of their account in a particular month. On the other hand, the user strives for rational spending and wants to control his expenses. Understanding this, we are improving the algorithms of our digital storefront, helping clients predict the choice of payer and its determination, based on the time consumption of each subscriber.
The issue of convenience and perfect payment generally comes first for the client. For example, the share of payments through the “Fast Payment System”, as one of the most convenient and effective channels for replenishing a phone account, is growing annually by 10-15%.
— Commercial Director of MegaFon Dmitry Rudskikh
The level of the average payment card increases before foreign holidays. For example, in July and August 2023, MegaFon customers returned 8.6% and 8.7% of their total communications expenses for the year. For comparison, in September this figure was 8.3%. [МегаФон]
Source: Iphones RU
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