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Jaroslav Pelykh
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Portrait of Ukrainian Consumer
Prepared by Jaroslav Pelykh
Trade Mission2012 year
www.nsbc.kiev.ua
Ukraine: population*
*Source: State Statistics Services of Ukraine
Ukraine: population structure*
*Source: State Statistics Services of Ukraine
men
women
rural population
urban population
More than 60 years
ruLess than 15 years
ru
From 15 to 59 years
The Ukrainians: GDP per capita per year *
грн.
*Source: State Statistics Services of Ukraine
Dynamics of new car purchases*
*Source: Autoconsalting
Purchases of cars, thousand units
Dynamics of individual deposits in banks *
*Source: National Bank of Ukraine
Individual deposits, billion UAN
Ukraine: social structure*
*Source: GfK Ukraine
High income rate
Average income rate
Less than average rate
The Ukrainians: population and income rate*
*Source: State Statistics Services of Ukraine
% percentage of populationAverage wage in region that is higher than average wage in Ukraine – 2722 UAN
Average wage as of January 2012
The Ukrainians: consumer basket*
*Источник: ГфК Юкрейн
year year year year year
Services
Foods
*Source: GfK Ukraine
Nonfoods
Non-consumer expenditure
Consumer segmentation
Consumers of catalogue companies
Consumers of e-commerce companies
Consumers of TV shops
Consumers of catalogue companies
Woman, with a probability of 75-80%
Lives in the city with a population of less than 100 thousand people, town, village , with a probability of 50-55%
On average makes 2 purchases per year
Average bill per order is 45 euros (15 euros)
Consumers of catalogue companies
The basic incentives of purchase
Inability to buy necessary and desired goods (poorly developed regional retail)
The desire to buy something original, something that nobody has
The number and structure of internet users in Ukraine*
*Источник: ГфК Юкрейн*Source: GfK Ukraine
Regular internet users, % percentage of population older than 16 years
mlnmln
mln
mln
mln
Growth rate of internet audience as compared to previous year
Growth rate of internet audience 2011/2008: pensioners, small and medium-sized cities are leading*
*Источник: ГфК Юкрейн*Source: GfK Ukraine
16-19 years
20-29 years
30-39 years
40-49 years
50-59 years
60 years and more village City up to
50 thCity 51-100
thCity 101-
500 thCity more
than 500 th
Purpose of Internet use in different types of settlements 1st quarter 2012 *
*Источник: ГфК Юкрейн*Source: GfK Ukraine
Category more often than others (% of users of this service)
Village 16% - Searching for study
City up to 50 th 24% - Internet- telephony (Skype and others)
City 51-100 th 7% - Searching for study
City 101-500 th 32% Watching TV-programms, on-line video and radio
City more than 500 th 45% buying/selling in internet
Consumers of catalogue companies
This is a man at the age of 26-41 years old (with a probability of 55-60%)
Lives in Kiev or in the city with population over one million (with a probability
of 55-60%)
Average bill per order - 30 euro
Consumers of catalogue companies
The main incentives of purchase
To buy goods at a lower price
Buy a unique product that others do not have
Save time by visiting the traditional store and the delivery of goods from it
Detailed information about the product and its characteristics
Consumers of TV shops
This is a woman aged 35-45 years (with a probability of 60-70%)
Lives in Kiev or another city with population over one million (with a probability of 60-70%)
Makes repeated purchase - 30%
Average bill per order - 80-100 Euro
Consumers of TV shops
The main incentives of purchase
Impulsive nature - buy here and now, to buy a very useful thing for the economy
or health
While writing wereused research findings of UNICEF, GFK, Research & Branding Group, Gorshenin Institute, the Institute of Sociology of NAS of Ukraine, the State
Statistics Committee of Ukraine, the Fund "Democratic Initiative" namedIlka Kucheriva, Ukrainian Institute for Social Research named. A.Yaremenko.
Jaroslav Pelykh marke/044/ 501 37 63/068/ 251 23 [email protected]
www.nsbc.kiev.ua
