Researchers analyzing the SberSpasibo loyalty program found that people aged 18 to 24 have used up 5.5 billion bonuses since the start of the year. They also identified the five most common ways these bonuses were spent. The findings were shared by the program’s press team with socialbites.ca.
Youthful members led with grocery purchases, redeeming 2.6 billion bonuses. Cafes and restaurants came in second, accounting for 1.4 billion bonuses. The third most popular category was pharmacies and opticians, where health-related redemptions totaled 215 million bonuses. Clothing and footwear followed, with 209 million bonuses used to update wardrobes. It’s notable that seniors aged 65 and over spent 95 million bonuses in the health category during the first eight months of 2023. Additionally, young users allocated 76 million bonuses to home electronics and appliances.
“Watching how different segments of our audience behave in real life offers surprising insights,” said a leader of the SberThanks loyalty program. “The overall monthly average spending by the younger group on electronics was, in fact, lower than their health-related spending. The data also aligns with the idea that today’s youth place a strong emphasis on personal well‑being while staying connected with the latest gadgets.” The period studied covered January through August 2023 and showed a notable rise in health-focused purchases alongside a continued interest in electronic devices.
There is also a note on popularity trends for mobile devices among this demographic, indicating a robust demand for smartphones and related gear among the younger cohort in this market segment.