This phenomenon was even given its own name – dreamscrolling, as opposed to doomscrolling, because some experts believe that the former can have a positive effect on the psyche and help better plan purchases. 
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Avito analysts found out from Russians how often they scroll and why they regularly view products “just because.” 88% of respondents like to just scroll through online platforms with various products. It is noteworthy that women spend time this way more often than men (93% versus 83%). At the same time, all ages are subject to dreamscrolling: most often, of course, young people from 18 to 24 years old engage in it (93% of respondents in this age category), but of those surveyed over 65 years old, the vast majority also view products online – 80%.
91% of Russians who regularly look at products online do so every day. Most respondents spend about 1 hour a day on dreamscrolling (39%). However, it often happens that time flies by while scrolling through products. Thus, 17% of respondents scroll products 1-2 hours a day, and more often young people hang out on platforms for this long.
At the same time, the preferences of people of different genders and ages in dreamscrolling vary. Women primarily look at clothing and footwear (82%), household goods (79%), and cosmetics and skin care products (61%). Men most often scroll through pages with electronics and gadgets (68%). They are also more likely than women to look at sports products (27% versus 16%) and automobiles (26% versus 8%). It is noteworthy that respondents over 55 years of age are the most likely to scroll through household goods, the age group 45-54 years of age is the most likely to look for clothes and shoes, and young people under 25 look at strange trinkets the most.
Typically, Russians scroll through products on online platforms because they are bored and have nothing to do – this was the answer of 39% of respondents. Moreover, men chose this option more often than women (42% versus 37%). They also scroll more actively at work to relax (11% vs. 8%). Women who dreamscroll more often pursue a goal and are looking for something specific. They are more likely than men to view products based on recommendations from bloggers (18% versus 11%). Among the interesting options, 22% of respondents over 65 dream scroll to find inspiration. Also, many people go to online platforms to shop around or buy a certain product cheaper than in a store.
As is typical for dream scrolling, 10% of respondents do not order anything at all – they simply scroll through the products, and 19% only buy something at a discount. However, the majority are not guided by any rules and prefer to make purchasing decisions according to the situation.
The most common items respondents keep but don't buy are clothes and shoes (46%), household goods (45%), odd trinkets (27%), and electronics and gadgets (27%). The list also included books, dietary supplements, household chemicals and children's toys. Moreover, 81% of Russians save goods directly in the cart, and women do this more often than men (84% versus 76%). The majority (37%) have goods worth up to 5,000 rubles in their cart on their favorite online platform.
