MTS learned how different generations transfer money on the Internet using anonymized data from MTS Fintech and the MTS Geoeffect analysis platform.
It turned out that online zoomers (people under 25 years old) buy most often: every second of them makes purchases in marketplaces rather than leaving home. Generation X (40–55 years old) makes only 5% of purchases on marketplaces, but their average rate of one high purchase is the highest.
From January to November 2024, online spending grew by 22%and the number of purchases increased by 7%. Most spend on:
1. Food delivery from restaurants (45% of all expenses)
2. Purchases on marketplaces (27%)
3. Food (16%)
4. Clothing and footwear (8%)
Who buys the most online?
• Millennials (25-40 years old): For them, online shopping accounts for 21.2% of their total spending.
• Zoomers: 17.9%
• Generation X: 16.4%
• Boomers (over 55): 12.6%
Who buys on marketplaces?
• Zoomers make every second online purchase there
• Millennials: every third.
• Boomers: 13%
• Generation X: less than 7%
Average receipt (average last purchase)
• Generation X: 1880 rubles.
• Boomers: 1840 rubles.
• Millennials: 1530 rubles.
• Zoomers: 1230 rubles.
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Geoanalytics and big data allow the government to obtain a full portrait of a resident; on its basis, we can build hypotheses about the behavioral characteristics of customers and offer a better shopping experience. For example, electors tend to make small and spontaneous purchases, their choices may be dictated by impulsive decisions, and a preference will favor immediate purchases.
While it is difficult to talk entirely about Generation Alpha, since they often do not have a suitable card due to their age, we see that 60% of funds are consumed online, and 22% of them stick to marketplaces. The company can integrate such insights into its strategies and create solutions that meet the most stringent requirements.
— Geoservices product center, Alexey Rogovtsev
The MTS Geoeffect geoanalytics form taught online strategies to more than 8 million residents of the 15 largest residential complexes in Moscow and the Moscow region.
Source: Iphones RU
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.
