OnIn, a research company, in collaboration with Kuper, a food delivery service, has run a poll and found out revealed that a majority of Russian consumers actively participate in loyalty programs offered by supermarkets, pharmacies, opticians, and banks. 100% of respondents engage in such programs, with those aged between 18 and 44 years old being particularly active users.

The study has found that 64% of participants regularly collect and use various bonuses provided through these programs. This figure is higher among women (68%) compared to men (60%). Another 36% occasionally take advantage of loyalty schemes, predominantly individuals within middle and older age groups, with usage peaking at 66-68% for those aged 35-65 years old.

Geographically, residents of Central Russia lead in participation rates (56%), followed closely by Southern regions (56%) and the Volga Federal District (52%). Cities like Yekaterinburg stand out as hotspots where 69% of citizens frequently utilize loyalty benefits, while Moscow sees regular usage by 67% of its population.

When it comes to frequency of engagement, nearly half (48%) of respondents report using loyalty perks almost every time they make purchases. This behavior is more pronounced among people aged 45-54, who do so even more often (54%). Additionally, about 30% rely on these programs several times each week.

Supermarket loyalty schemes are overwhelmingly popular, used by an impressive 84% of all surveyed individuals. In some regions, including the Central and Northwestern federal districts, this number climbs up to 89%. Pharmacies and opticians follow suit, attracting 61% overall but significantly more female customers (70%) than male ones (51%). Food delivery services appeal most strongly to young women aged 18-24 (55%). Meanwhile, marketplace platforms find their strongest support in the Volga region (71%), whereas banking-related programs enjoy high adoption in Far Eastern areas (67%).

Most valued types of rewards include bonus points (76%), cashback offers (68%), discounts on purchases (64%), exclusive deals (21%), and special promotions (12%). Consumers aged 35-44 show particular enthusiasm for accumulating and redeeming points (76%), while younger demographics prefer immediate discounts or unique partner offerings.

The size of available discounts and reward amounts stands as the top criterion determining program selection (67%). Ease of point collection and redemption ranks second (66%), followed by cross-platform compatibility across multiple retailers and services (40%). Mobile app accessibility appeals to 41%, while simple registration processes matter to only 26% of respondents.

Food products dominate categories where Russians earn the highest number of bonuses and cashbacks, according to 75% of participants. Other prominent sectors include pharmaceuticals and dietary supplements (27%), dining establishments (18%), fashion accessories (17%), and transportation services (16%).

Interestingly, many Russians adopt a strategy of saving up points for larger one-time redemptions. This preference was expressed by 52% of respondents, especially prevalent among youthful segments—those aged 18-24 demonstrating the highest inclination towards this approach at 58%.