VTB learned what motivates Russians to use co-branded cards.

      June 17, 2026 14:25 Economy According to a survey* by VTB, one third of respondents regularly use co-branded cards while shopping. The leader in the number of users is the Northwestern Federal District (46%), where such cards are particularly popular. The absolute majority of respondents (63%) believe that cashback in rubles for purchases is the most attractive option for bonuses for using a co-branded card. 16% of respondents prefer to receive a discount when paying for goods, 11% prefer points for future spending with partners, and 3% prefer miles for travel. Regional preferences for choosing bonuses vary: cashback in rubles is preferred in St. Petersburg and the Leningrad region (74%), discounts when paying are favored in the North Caucasus (21%), points are preferred in the South (14%), and miles are chosen in the Far East (9%). The main motivation for using co-branded cards is increased cashback for purchases at partner stores (40%), cashback for all purchases (31%), as well as special prices on goods for users of such cards (13%). Respondents are also willing to obtain a co-branded card if the partner includes, in addition to grocery stores, pharmacies (72%), clothing stores (57%), gas stations (48%), taxi and car-sharing services (37%), as well as online cinemas and streaming services (31%). St. Petersburg and the Leningrad region prefer pharmacies (81%), the North Caucasus prefers clothing stores (70%) and online cinemas (40%), the Central district prefers gas stations (54%), and the Northwestern district and Ural prefer taxi and car-sharing services (42% each). * The survey was conducted among 1,500 residents of large cities. Multiple response options were available in the survey. NIA "Nizhny Novgorod" has channels on Telegram and MAX. Subscribe to stay updated on the main events, exclusive materials, and timely information. Copyright © 1999—2025 NIA "Nizhny Novgorod". When reprinting, a hyperlink to NIA "Nizhny Novgorod" is mandatory. This resource may contain materials 18+.