A study by MAR Consult involving 1,200 respondents across Russia reveals that 78% of consumers either have never seen or have not noticed the option to pay with digital rubles. Only 22% of participants reported encountering this payment method at least once, with 3% seeing it constantly, 9% occasionally, and 10% having used it once or twice.
Information about digital ruble payments primarily reaches the public through television and radio (47%), news websites (40%), and social media or blogs (23%). Awareness channels vary by demographic, with younger users relying more on social networks, while higher-income groups are more likely to learn about the technology through online media.
When choosing payment methods, consumers prioritize security against fraud (28%) and the absence of transaction fees (19%). Other significant factors include privacy (15%), transaction speed (14%), and the availability of cashback or bonuses (14%).
Regarding the implementation costs for merchants, 37% of respondents believe the state should cover these expenses. Meanwhile, 17% suggest the acquiring bank should bear the costs, 10% point to the stores themselves, and 6% identify cash register manufacturers as the responsible parties.
Dmitry Shimanov, CEO of MAR Consult, notes that the mass adoption of the digital ruble is hindered by a lack of distinct advantages over existing fast payment systems. Users currently face psychological barriers related to transaction transparency and a lack of banking incentives like cashback.
