A quarter of Russians buy jewelry online

Jewelry is purchased online by 26% of consumers. These are mostly women aged 25-34 and residents of large cities, according to a survey conducted by the federal jewelry chain 585*Golden and the Artix responsible marketing agency.

Offline stores are still popular (74%), but among those who buy jewelry more than three times a year, 30% prefer to do it online and only 23% - in retail outlets.

The main barrier to online shopping is insufficient reviews and product visibility: 89% of respondents cite the quality of images on the site as one of the key factors in making a purchase, while 73% say the same about reviews.

31% of respondents have purchased jewelry on marketplaces, with 6.7% preferring them. This is more characteristic of young girls: 10% of respondents aged 25-34 years old buy on marketplaces (vs. 3.3% of respondents aged 45-54 years old).

Most consumers are looking for jewelry as a gift for a holiday (81% of respondents), the second most frequent reason is personal needs. The most frequent among the latter are the desire to please oneself, to get positive emotions (63%) and to choose jewelry for the image (58%).

The research consisted of two stages. At the first, 25 in-depth interviews were conducted. Those who have bought jewelry at least once or twice in the last year and know at least three jewelry brands participated in the survey. At the second stage, analysts launched a quantitative survey of 1,100 people to statistically test the hypotheses obtained.