eBay and Data Insight, conducted a study of the buying activity of Runet users at different times of the day.
The study involved 1,5 thousand Internet users who at least once made online purchases in the last 3 months. As a result, 49% of the buyers surveyed admitted that they made purchases from 21: 00 to 6: 00, and 15% did not buy goods at all in the morning or during working hours. Almost two-thirds of the respondents noted that in the afternoon they do not have enough free time for purchases. At the same time, women were more active than men in night shopping.
The most active online buyers at night were residents of St. Petersburg - 58%. In the North-West region as a whole, the share of nightly buyers is 52%, and in Moscow and the Moscow region - 50%. Most often at night on the Internet they purchase clothes, shoes and accessories (16%), as well as electronics and appliances (15%). Most (34%) purchases are planned in advance.