More than half of Russians use dialectics when shopping online

Every third Russian uses dialectics when searching for products on the Internet. In addition, the majority of respondents (68%) are more likely to make a purchase if the product card or name contains vocabulary specific to a particular region. In total, 54% of Russians use dialecticisms. Yandex Market shared such data with Izvestia on April 17.

According to the service, Russians in general are more willing to pay attention to goods and products that are promoted using dialectisms — 65% of respondents said this. About 70% of the respondents would like to see more regional vocabulary in their advertising creatives.

The trend towards locality can also be traced in the purchases of Russians: if they choose between two domestic options, two thirds will prefer a manufacturer from their home region.

"Such customers often pay attention to the "Made in Samara" type of storefronts and the same markings on the cards," the analysts explained.

The top most popular dialectisms, as reported in Yandex Market, included: bun (39%), eggplant (31%), bag (28%), stoker (24%), crumpet (20%) and blue (19%).

"More and more customers are guided by the proximity of the product and the brand — literally and figuratively. In recent years, there has been a steady trend towards locality. For entrepreneurs, this is a reason to think about entering the regions, rather than focusing only on Moscow," Anton Larin, CEO of the certified XWAY marketplace promotion agency, pointed out.

Most respondents have a positive or neutral attitude towards dialectisms — 25% and 50%, respectively. Almost 40% of the respondents shared that people from their environment use such words in speech. As a rule, these are parents (39%) and other relatives (58%), colleagues (32%) and friends (24%).

Earlier, on March 4, Anton Chemyakin, head of Servicepipe's analytical department, told Izvestia why men who buy gifts online can be mistaken for bots. He explained how to buy gifts online and not be blocked — for example, you should always log in to your marketplace account. According to the expert, online retail uses various information security solutions to prevent bots from attacking, and to allow legitimate users to make purchases.