Photo: Maxim Kimerling / “Kommersant”
The Russians for payment prefer a mobile app — their popularity higher than that of mobile versions of websites. According to analysts, this is due to the wide spread of smart phones and ease of service
The number of Russians who have to pay for services using a special mobile application (banks, retailers, mobile operators, etc.), 60% more of those who pay for similar services through the mobile versions of sites. These results leads a research company Mediascope (have RBC). The survey involved the Russians in the age of 18-55 from the cities with a population of over 700 thousand people in six Federal districts, and also in cities with a population of over 600 thousand people in the far Eastern FD who use the Internet at least once a week. This is a feature of the use of a characteristic for all categories of services, according to the study.
Often through the mobile app users pay for mobile communication (almost 50% of respondents, against 24.2% on the mobile versions of sites) and orders from online stores (34,7 vs 23%). Mobile services are popular for remittances — 40,2 against 20% for the mobile version.
Most often, payments using Internet banking (83% of respondents paid at least once a year), Bank cards (82,8%) and electronic money (66,3%). The most popular method of payment, according to Mediascope, — “Sberbank Online”, followed by credit cards (when a specific payment, the user enters their card details) and “Yandex.Money.”
The system of contactless payments such as Apple Pay and Samsung Pay, still unpopular: they are used only 8.6% of respondents. With their help, pay for orders in online stores, meal delivery, utility services, mobile communications.
All online-payments in Russia is 91,5% of Russian Internet users. With desktop (computers and laptops) pay 85,7% of respondents, from smartphones to 68.3%. The share of the latter is growing rapidly, analysts say Mediascope. In particular, active smartphones were used to transfer funds (8.6% more users compared with 2016), the payment of penalties of traffic police and taxes (5.8%) and for utility services (5.3 percent). While mobile communications and orders from Internet shops are still the most popular online payments with both desktop and mobile devices.
Smartphone around the head
The increase of payments made within the app, due to the fact that they are much easier and faster to make purchases, says partner of KPMG in Russia and the CIS working with companies in the sector of technology, media and telecommunications Yerkozha Akylbek. “Banking data entered once by the user are remembered and “sewed” in the app that allows you to simplify and speed up the buying process, he explains. Knowing this, the banks compete in the user experience of their online platforms. In contrast, sites do not always have the convenient mobile version, often she is not able to store customer data, which the user loses time and sometimes the desire to make the payment”.
According to MTS, to half of the total volume of cashless payments for services of communication operators and payment applications. “In the process of digitalization of our business and the growth of smartphone penetration, we focus on the promotion of apps as the most convenient interface for the user,” — said the representative of the company Dmitry Solodovnikov.
As the Director of product “Yandex.Money” Alla Savchenko, the growth of payments via smartphone is a natural trend confirmation on the transfer to the smartphone most everyday tasks, from sending e-mail to repay the loans. “According to analysts of “Yandex.Money,” over the past year the number of mobile transactions has doubled, the number of transfers between users is 1.4 times,” she said.
The same opinion, and Vice-President Mail.Ru Group Anna Artamonova. “It is very important factors that contribute to the popularity of mobile payments is simple, fast interface and more convenient method of authentication: there is no need to enter a password and you can configure the input fingerprint. In addition, mobile payment is not necessary to confirm an sms,” she said.
According to the international analytical service StatCounter, in November 2016 the use of the Internet from mobile devices officially surpassed desktop. Their penetration was virtually the same from August 2016 — 54% in stationary devices, 53% — from mobile, reminded Artamonova.
According to “Coherent”, in the first quarter of 2017, about 75% of sold in Russia of mobile phones — smartphones.
According to forecasts of “Euroset” in the next five years in small and medium-sized towns of Russia the growth of penetration of mobile payments will reach 60%. Whereas in large cities the growth is not expected due to the large current penetration of mobile applications, said Maria Shalina, Director of management of telecommunication services and additional services of the company.