Customer retention rates are highest in the media and professional services industries, with a 2018 survey of businesses worldwide finding a customer retention rate of ** percent in both of these industries. The industry with the lowest customer retention rate was hospitality, travel and restaurants with ** percent.

Although the results were close, the industry in the United States where customers were most likely to leave their current provider due to poor customer service appears to be cable television, with a 25 percent churn rate in 2020.

Churn rate

Churn rate, sometimes also called attrition rate, is the percentage of customers that stop utilizing a service within a time given period. It is often used to measure businesses which have a contractual customer base, especially subscriber-based service models.

According to a May 2025 study on the client retention rates of leading public relations agencies, Public Communications Inc. had the highest rate, at 97 percent, closely followed by JCPR, Inc., at 96 percent.

Not all app categories can boast the same degree of user retention on day 30. While news apps were reported in the third quarter of 2024 to have a retention rate of almost 10 percent, social media apps presented less than two percent retention rate after 30 days from install. Entertainment apps presented a three percent installation rate, while a shopping apps had a retention rate of around four percent one month after installation. Before retention: user acquisition Gaining new users is fundamental for the healthy growth of a mobile application, and app developers have an array of tools that can be used to expand their audience. As of the second quarter of 2022, CPI, or cost per install, was the most used pricing model for user acquisition campaigns according to app developers worldwide. The cost of acquiring one new install in North America was of 5.28 U.S. dollars, but driving in-app purchases in the region was more pricey, with a cost of roughly 75 U.S. dollars per user. The future of in-app advertising In recent years, subscriptions and in-app purchases have become more popular app monetization practices, with users finally willing to pay for app premium functionalities and services. In 2020, video ads were reportedly the most expensive type of ads to drive conversions on both iOS and Android apps, while banner ads had a cost per action (CPA) of 36.77 U.S. dollars on iOS, and 10.28 U.S. dollars on Android.

ExactOne delivers unparalleled consumer transaction insights to help investors and corporate clients uncover market opportunities, analyze trends, and drive better decisions.

Dataset Highlights - Source: Debit and credit card transactions from 600K+ active users and 2M accounts connected via Open Banking. Scale: Covers 250M+ annual transactions, mapped to 1,800+ merchants and 330+ tickers. Historical Depth: Over 6 years of transaction data. Flexibility: Analyse transactions by merchant/ticker, category/industry, or timeframe (daily, weekly, monthly, or quarterly).

ExactOne data offers visibility into key consumer industries, including: Airlines - Regional / Budget Airlines - Cargo Airlines - Full Service Autos - OEMs Communication Services - Cable & Satellite Communication Services - Integrated Telecommunications Communication Services - Wireless Telecom Consumer - Services Consumer - Health & Fitness Consumer Staples - Household Supplies Energy - Utilities Energy - Integrated Oil & Gas Financial Services - Insurance Grocers - Traditional Hotels - C-corp Industrial - Misc Industrial - Tools And Hardware Internet - E-commerce Internet - B2B Services Internet - Ride Hailing & Delivery Leisure - Online Gambling Media - Digital Subscription Real Estate - Brokerage Restaurants - Quick Service Restaurants - Fast Casual Restaurants - Pubs Restaurants - Specialty Retail - Softlines Retail - Mass Merchants Retail - European Luxury Retail - Specialty Retail - Sports & Athletics Retail - Footwear Retail - Dept Stores Retail - Luxury Retail - Convenience Stores Retail - Hardlines Technology - Enterprise Software Technology - Electronics & Appliances Technology - Computer Hardware Utilities - Water Utilities

Use Cases

For Private Equity & Venture Capital Firms: - Deal Sourcing: Identify high-growth opportunities. - Due Diligence: Leverage transaction data to evaluate investment potential. - Portfolio Monitoring: Track performance post-investment with real-time data.

For Consumer Insights & Strategy Teams: - Market Dynamics: Compare sales trends, average transaction size, and customer loyalty. - Competitive Analysis: Benchmark market share and identify emerging competitors. - E-commerce vs. Brick & Mortar Trends: Assess channel performance and strategic opportunities. - Demographic & Geographic Insights: Uncover growth drivers by demo and geo segments.

For Investor Relations Teams: - Shareholder Insights: Monitor brand performance relative to competitors. - Real-Time Intelligence: Analyse sales and market dynamics for public and private companies. - M&A Opportunities: Evaluate market share and growth potential for strategic investments.

Key Benefits of ExactOne - Understand Market Share: Benchmark against competitors and uncover emerging players. - Analyse Customer Loyalty: Evaluate repeat purchase behavior and retention rates. - Track Growth Trends: Identify key drivers of sales by geography, demographic, and channel. - Granular Insights: Drill into transaction-level data or aggregated summaries for in-depth analysis.

With ExactOne, investors and corporate leaders gain actionable, real-time insights into consumer behaviour and market dynamics, enabling smarter decisions and sustained growth.

Loyalty Card Market Outlook

According to our latest research, the global loyalty card market size in 2024 stands at USD 10.8 billion, reflecting steady expansion driven by digital transformation and evolving consumer engagement strategies. The market is projected to grow at a robust CAGR of 8.2% from 2025 to 2033, reaching a forecasted value of USD 21.2 billion by 2033. This growth is propelled by the increasing adoption of digital loyalty solutions, technological advancements in card technologies, and the rising demand for personalized customer experiences across key industries.

One of the primary growth factors in the loyalty card market is the rapid digitalization of customer engagement platforms. Businesses across retail, hospitality, and BFSI sectors are leveraging digital loyalty cards to foster brand loyalty, streamline operations, and gain deeper insights into customer behavior. The integration of advanced analytics and artificial intelligence into loyalty programs enables companies to offer personalized rewards, targeted promotions, and seamless omnichannel experiences. As a result, both customer retention rates and average transaction values have witnessed significant improvements, driving further investment in loyalty card solutions worldwide.

Another significant driver is the technological evolution of loyalty card systems. The transition from traditional magnetic stripe and barcode cards to smart cards and RFID-enabled solutions has enhanced the security, convenience, and functionality of loyalty programs. Smart cards and RFID technologies enable real-time tracking of customer activity, secure data storage, and contactless transactions, aligning with the growing demand for touchless experiences post-pandemic. Furthermore, the proliferation of mobile wallets and integration with digital payment platforms have fueled the adoption of digital loyalty cards, making it easier for customers to access and use their loyalty benefits through smartphones and wearable devices.

The expanding application of loyalty cards beyond traditional retail environments is also contributing to market growth. Industries such as healthcare, transportation, and hospitality are increasingly deploying loyalty solutions to incentivize repeat usage and enhance customer satisfaction. In healthcare, loyalty programs are used to encourage preventive care and reward healthy behaviors, while in transportation, they are utilized to promote frequent travel and customer loyalty. This diversification of applications is broadening the addressable market for loyalty card providers and encouraging innovation in program design and delivery.

Regionally, North America continues to dominate the loyalty card market, driven by a mature retail sector, high consumer awareness, and early adoption of advanced technologies. However, the Asia Pacific region is witnessing the fastest growth, fueled by rapid urbanization, increasing smartphone penetration, and the expansion of organized retail. Europe remains a significant market due to stringent data privacy regulations and a strong focus on customer-centric business models. Latin America and the Middle East & Africa are also emerging as promising markets, supported by rising disposable incomes and digital infrastructure improvements.

Type Analysis

The loyalty card market is segmented by type into Plastic Loyalty Cards, Digital Loyalty Cards, and Hybrid Loyalty Cards. Plastic loyalty cards have traditionally dominated the market, particularly in brick-and-mortar retail and hospitality settings. These cards are valued for their durability, brand visibility, and ease of distribution. However, their growth is gradually being outpaced by digital alternatives due to the environmental concerns associated with plastic usage and the global push toward sustainability. Businesses are increasingly seeking eco-friendly alternatives, which is prompting a gradual shift toward digital and hybrid solutions.

Financial Services Market Outlook 2032

The global Financial Services Market size was USD 27.98 Trillion in 2023 and is projected to reach USD 64.38 Trillion by 2032, expanding at a CAGR of 9.7% during 2024–2032. The market is driven by the rapid adoption of digital technologies for enhanced customer experiences and the increasing implementation of blockchain and AI for improved operational efficiency and security.



Rising investments in digital infrastructure by financial institutions signal a transformative era in the financial services sector. Banks and financial entities are deploying advanced technologies such as blockchain and cloud computing to enhance operational efficiency and customer experience.

The adoption of digital wallets and mobile banking applications has surged, reflecting a shift toward a digitalized banking environment. This trend is further supported by regulatory bodies encouraging digital innovation to foster a competitive and inclusive financial ecosystem.

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  The American Bankers Association's October 2023 survey revealed that 48% of customers favor mobile apps for banking, followed by 23% using online banking via computers. Branch visits (9%), ATMs (8%), and phone banking (5%) were less common.

  
  

Increasing consumer expectations for tailored financial solutions are reshaping the financial services landscape. Financial institutions are leveraging big data analytics and machine learning to offer personalized banking and investment products.



This approach improves customer satisfaction and boosts customer retention rates. Personalized financial advice and customized investment strategies are becoming standard offerings, driven by the wealth of customer data available to financial institutions.



Environmental, social, and governance (ESG) criteria are becoming integral to investment decisions, propelling the gro

This graph displays the average monthly churn rate for top wireless carriers in the United States from the first quarter of 2013 to the third quarter of 2018. The average monthly churn rate of Verizon Wireless was at 1.22 percent in the third quarter of 2018.

Churn rates of wireless carriers - additional information

The average monthly churn rate of wireless carriers refers to the average percentage of subscribers that cease to use the company’s services per month. The churn rate is used as an indicator of the health and loyalty of a company’s subscriber base and the lower the churn rate, the better the outlook is for the company. Verizon Wireless was the company with the lowest churn rate in the U.S. from 2013 to 2016. This success can be seen in the company’s revenue, with wireless services earning Verizon almost 90 billion U.S. dollars in 2016 alone.

AT&T’s churn rate in the fourth quarter of 2016 stood at 1.71 percent, the third lowest of all the wireless carriers in the U.S. The Texas-based company’s churn rate has remained relatively stable in recent years, although it has risen slightly since it was at its lowest of 1.31 percent in 2010 and 2015. The number of wireless subscribers of AT&T has nevertheless continued to grow, with the 146.8 million customers in 2016 marking the company’s highest ever total to date. Of these wireless subscribers 77.8 million held a postpaid subscription in comparison to just 13.5 million who were prepaid subscribers.

At 2.8 percent, Sprint Nextel was the wireless carrier with the highest churn rate in the U.S. in 2016. This high churn rate can be attributed to Sprint Nextel’s prepaid customer segment because whilst the postpaid churn rate has stayed mostly below 2.5 since the start of 2008, the prepaid churn rate stood at 5.62 percent in the first quarter of 2016. Although this churn rate has come down more recently after its peak at 9.93 percent at the start of 2008, it still remains higher than the company average and the respective churn rates of its competitors.

The overall business confidence index for H2 2015 (August 2015–January 2016) has not changed compared to H1 2015 (January 2015–June 2015) as the existing economic environment is stable for the defense industry and customer confidence will remain more or less the same for the next six months. However, companies are optimistic about growth prospects during the next six months owing to expectations of higher expenditure on new product development and renewed focus on improving operational efficiency and customer retention. Sales will be higher in North America during H2 2015 compared to H1 2015, whereas spend will increase slightly on mergers and acquisitions during H2 2015 compared to H1 2015. In total, 44% of industry executives indicate favorable or very favorable economic conditions in Asia and the Middle East Over one-third of industry executives anticipate no change in customer confidence in the next six months On average, defense industry executives forecast an increase of 2.9% in supplier prices for technology New product development is the key area where respondents expect to spend more in the next six months The performance of the Eurozone is the most pressing concern for the majority of executives with business operations in Europe and Asia-Pacific during H2 2015 Focus on expansion into markets has gained prominence among executives with business operations in North America in H2 2015 compared to H1 2015 Read More

The rise of digital disruptors, challenger banks, and sustainability-focused financial institutions has transformed the banking landscape, attracting billions in investment capital. To effectively compete with established banks, these newcomers face a dual challenge: they must both drive substantial customer acquisition and successfully retain those customers over time. Customer retention rates among UK banks have historically shown significant variation between traditional and digital banks, with some digital banks achieving impressive customer loyalty while others have struggled to maintain their customer base. In the fourth quarter of 2024, both Monzo saw a positive retention ratio, but Starling Bank witnessed negative customer retention.
Biggest winners In the fourth quarter of 2024, Nationwide and Lloyds emerged as the leaders in customer retention, achieving an impressive ratio of *** new customers for every one lost. The Co-operative Bank also demonstrated strong performance, with *** customers switching to their services for every departing customer. In stark contrast, AIB Group faced significant challenges, with a concerning ratio of **** customers leaving for each new customer acquired. Customer growth of digital banks Digital-only banks have achieved remarkable growth in the European financial sector, with London-based Revolut leading the charge. In November 2024, Revolut reported a significant milestone of over ** million global customers, building on its strong momentum from 2024 when monthly app downloads surpassed *** million.

****Business Problem Overview**** Let us say that Reliance Jio Infocomm Limited approached us with a problem. There is a general tendency in the telecom industry that customers actively switch from one operator to another. As the telecom is highly competitive, the telecommunications industry experiences an average of 18-27% annual churn rate. Since, it costs 7-12 times more to acquire a new customer as compared to retaining an existing one, customer retention is an important aspect when compared with customer acquisition which is why our clients, Jio, wants to retain their high profitable customers and thus, wish to predict those customers which have a high risk of churning. Also, since a postpaid customer usually informs the operator prior to shifting their business to a competitor’s platform, our client is more concerned regarding its prepaid customers that usually churn or shift their business to a different operator without informing them which results in loss of business because Jio couldn’t offer any promotional scheme in time, to prevent churning. As per Jio, there are two kinds of churning - revenue based and usage based. Those customers who have not utilized any revenue-generating facilities such as mobile data usage, outgoing calls, caller tunes, SMS etc. over a given period of time. To determine such a customer, Jio usually uses an aggregate metrics like ‘customers who have generated less than ₹ 7 per month in total revenue’. However, the disadvantage of using such a metric would be that many of Jio customers who use their services only for incoming calls will also be counted/treated as churn since they do not generate direct revenue. In such scenarios, revenue is generated by their relatives who also uses Jio network to call them. For example, many users in rural areas only receive calls from their wage-earning siblings in urban areas. The other type of Churn, as per our client, is usage based which consists of customers who do not use any of their services i.e., no calls (either incoming or outgoing), no internet usage, no SMS, etc. The problem with this segment is that by the time one realizes that a customer is not utilizing any of the services, it may be too late to take any corrective measure since the said customer might already switched to another operator. Currently, our client, Reliance Jio Infocomm Limited, have approached us to help them in predicting customers who will churn based on the usage-based definition Another aspect that we have to bear in mind is that as per Jio, 80% of their revenue is generated from 20% of their top customers. They call this group High-valued customers. Thus, if we can help reduce churn of the high-value customers, we will be able to reduce significant revenue leakage and for this they want us to define high-value customers based on a certain metric based on usage-based churn and predict only on high-value customers for prepaid segment. Understanding the Data-set The data-set contains customer-level information for a span of four consecutive months - June, July, August and September. The months are encoded as 6, 7, 8 and 9, respectively. The business objective is to predict the churn in the last (i.e. the ninth) month using the data (features) from the first three months. To do this task well, understanding the typical customer behavior during churn will be helpful. Understanding Customer Behavior During Churn Customers usually do not decide to switch to another competitor instantly, but rather over a period of time (this is especially applicable to high-value customers). In churn prediction, we assume that there are three phases of customer lifecycle: 1) The ‘good’ phase: In this phase, the customer is happy with the service and behaves as usual. 2) The ‘action’ phase: The customer experience starts to sore in this phase, for e.g. he/she gets a compelling offer from a competitor, faces unjust charges, becomes unhappy with service quality etc. In this phase, the customer usually shows different behavior than the ‘good’ months. Also, it is crucial to identify high-churn-risk customers in this phase, since some corrective actions can be taken at this point (such as matching the competitor’s offer/improving the service quality etc.) 3) The ‘churn’ phase: In this phase, the customer is said to have churned. You define churn based on this phase. Also, it is important to note that at the time of prediction (i.e. the action months), this data is not available to you for prediction. Thus, after tagging churn as 1/0 based on this phase, you discard all data corresponding to this phase. In this case, since you are working over a four-month window, the first two months are the ‘good’ phase, the third month is the ‘action’ phase, while the fourth month is the ‘churn’ phase. Data Dictionary  The data-set is available in a csv file named as “Company Data.csv” and the da...

Online retail is characterised by intense competition within the industry, which is likely to intensify in the future as more players enter the market. The competition between individual providers in terms of customer acquisition and retention across multiple sales channels is intensified by the lack of physical proximity to customers in online retail. In the period from 2020 to 2025, sales in the sector increased by an average of 4% per year. Due to high energy prices and inflation, the consumer climate deteriorated in 2022 and has only slowly improved since then. This in turn has had an impact on the sales development of the retail sector as a whole and thus also on mail order and online retail, which even recorded a small decline in sales in 2023. Sales growth of 3.5% to €151.2 billion is expected for 2025 due to the slowdown in inflation. Despite the considerable fluctuations in sales, the profit margin of online retail has remained relatively stable in recent years. Only in 2021 did the profit margin increase significantly, as industry sales grew faster than costs.Industry growth in 2021 was primarily driven by the positive economic development and the resulting increase in income as well as the rise in online consumer spending by private households. While the coronavirus pandemic had a negative impact on the economy and brick-and-mortar retail in 2020, online consumer spending increased more than in previous years due to the temporary closure of many shops and consumers' fear of infection. Ongoing intense competition and increasing digitalisation are driving innovation in e-commerce. In order to continue to achieve long-term success, industry players must continuously develop their online system applications, products and services, particularly in relation to mobile shopping trends, identify the right media marketing mix and minimise the risks prevalent in online retail by taking adequate security precautions. In view of the increasing external competition from foreign online platforms such as Temu or Shein as well as bricks-and-mortar retailers who are establishing a web presence including an online shop or expanding their existing internet presence, only moderate sales growth in mail order and online retail is expected in the coming years. Nevertheless, pure mail order and online retail should continue to account for the majority of online retail sales. Between 2025 and 2030, industry sales are expected to grow by an average of 4.8% per year to 190.8 billion euros. The number of companies operating in the sector is expected to increase further.

In a survey conducted among consumers in the United States gauging their use of loyalty programs, it was found that as of February 2022, U.S. consumers had an active subscription to 1.8 payment cards loyalty programs and 0.9 travel loyalty programs. On average consumers actively used 7.6 loyalty program subscriptions and belonged to 16.6 such programs.

According to the findings of a 2022 survey, brand loyalty among consumers in the United States was the highest for the automobile industry, with a loyalty score of *****. Major appliances and airlines followed in the ranking with loyalty scores of ***** and *****, respectively. U.S. shoppers had the least brand loyalty for brands in the toys industry.

The employee attrition rate of professional services organizations worldwide ********* overall between 2013 and 2023, despite some fluctuations. During the 2023 survey, respondents reported an average employee attrition rate of **** percent.

In the first quarter of 2022, Label Shopper and Melrose Family Fashions had the highest consumer loyalty score out of any apparel company in the United States. Label Shopper accounted for a score of about 3.4, while Melrose Family Fashions had a customer loyalty score of about 2.6. During that quarter, many clothing retailers, including Torrid and Mainstream Boutique, had loyal customers when compared to the industry average of 1.75.

The Netherlands was the country with the highest reinsurance retention rate for non-life insurance in 2023, according to data from select countries. In the insurance industry, the retention ratio refers to the portion of premiums (and therefore risk) that is kept on a company's books rather than being passed on to reinsurance companies.

ExactOne delivers unparalleled consumer transaction insights to help investors and corporate clients uncover market opportunities, analyze trends, and drive better decisions.

Dataset Highlights - Source: Debit and credit card transactions from 600K+ active users and 2M accounts connected via Open Banking. Scale: Covers 250M+ annual transactions, mapped to 1,800+ merchants and 400+ tickers. Historical Depth: Over 6 years of transaction data. Flexibility: Analyse transactions by merchant/ticker, category/industry, or timeframe (daily, weekly, monthly, or quarterly).

ExactOne data offers visibility into key consumer industries, including: Airlines - Regional / Budget Airlines - Cargo Airlines - Full Service Autos - OEMs Communication Services - Cable & Satellite Communication Services - Integrated Telecommunications Communication Services - Wireless Telecom Consumer - Services Consumer - Health & Fitness Consumer Staples - Household Supplies Energy - Utilities Energy - Integrated Oil & Gas Financial Services - Insurance Grocers - Traditional Hotels - C-corp Industrial - Misc Industrial - Tools And Hardware Internet - E-commerce Internet - B2B Services Internet - Ride Hailing & Delivery Leisure - Online Gambling Media - Digital Subscription Real Estate - Brokerage Restaurants - Quick Service Restaurants - Fast Casual Restaurants - Pubs Restaurants - Specialty Retail - Softlines Retail - Mass Merchants Retail - European Luxury Retail - Specialty Retail - Sports & Athletics Retail - Footwear Retail - Dept Stores Retail - Luxury Retail - Convenience Stores Retail - Hardlines Technology - Enterprise Software Technology - Electronics & Appliances Technology - Computer Hardware Utilities - Water Utilities

Use Cases

For Private Equity & Venture Capital Firms: - Deal Sourcing: Identify high-growth opportunities. - Due Diligence: Leverage transaction data to evaluate investment potential. - Portfolio Monitoring: Track performance post-investment with real-time data.

For Consumer Insights & Strategy Teams: - Market Dynamics: Compare sales trends, average transaction size, and customer loyalty. - Competitive Analysis: Benchmark market share and identify emerging competitors. - E-commerce vs. Brick & Mortar Trends: Assess channel performance and strategic opportunities. - Demographic & Geographic Insights: Uncover growth drivers by demo and geo segments.

For Investor Relations Teams: - Shareholder Insights: Monitor brand performance relative to competitors. - Real-Time Intelligence: Analyse sales and market dynamics for public and private companies. - M&A Opportunities: Evaluate market share and growth potential for strategic investments.

Key Benefits of ExactOne - Understand Market Share: Benchmark against competitors and uncover emerging players. - Analyse Customer Loyalty: Evaluate repeat purchase behavior and retention rates. - Track Growth Trends: Identify key drivers of sales by geography, demographic, and channel. - Granular Insights: Drill into transaction-level data or aggregated summaries for in-depth analysis.

With ExactOne, investors and corporate leaders gain actionable, real-time insights into consumer behaviour and market dynamics, enabling smarter decisions and sustained growth.

Department and specialty stores achieved the highest Net Promotor Score (NPS) in the United States, according to a survey conducted among ****** consumers in 2021. Department and specialty stores recorded an NPS of **. On the other hand, internet service companies registered the lowest NPS, equal to **.The Net Promoter Score is an index used to gauge the customers' overall satisfaction and brand loyalty. The NPS ranges from -100 to 100 and measures the willingness of customers to recommend a company's products or services to others.

In 2022, the OECD country with the highest reinsurance retention rate (combined life and non-life) was Finland, with **** percent. This means that **** percent of the premiums taken on by Finnish insurers were kept on their books, rather than being passed to reinsurers. By comparison, the OECD average is **** percent, while the United States and the United Kingdom reported retention ratios of **** and **** percent, respectively.