According to a 2024 survey conducted in the United States, 81 percent of responding consumers said they purchased from the brand more frequently because they participated in a free loyalty program. Additionally, 76 percent of the U.S. consumers in a free loyalty program noted that they spent more time with the brand due to their participation in the program. A similar share (78 percent) was recorded among consumers in a paid loyalty program.

As of November 2023, approximately four in five adults surveyed in the United States considered customer support, range of options, availability, and data privacy policies as important factors in keeping them loyal to a brand. Brand purpose ranked last among the presented factors, chosen by 62 percent of the respondents.

It was calculated the business worldwide spent 126 billion U.S dollars on customer management in 2019, out of which 75 billion was spent on loyalty management. The entire customer ecosystem spending amounted to 323 billion U.S dollars that year.

In 2023, a global survey revealed that top drivers of customer loyalty included offers of good products/services, good customer service support, and low prices. Around six in 10 consumers expressed a preference for companies offering high-quality products or services. This indicates that businesses need to prioritize the quality of their offerings to retain and attract customers.

Customer loyalty no longer a matter of incentives

A 2023 survey revealed that 31 percent of consumers in Australia, Germany, the United Kingdom, and the United States demonstrated true loyalty to a specific retailer, brand, or store. This kind of loyalty was based on genuine brand adherence and it has increased since 2022. Similarly, the so-called silent loyalty, not instigated by any type of advocacy but developed organically, also increased in the course of a year. The only type of loyalty that significantly declined was the incentivized one, driven by discounts and rewards from brands. The data suggests that brand loyalty is becoming less about the perks the company offers and more about its trustworthiness.

Brand loyalty at first sight 

During a May 2023 survey, 78 percent of respondents across various countries agreed that consumers can discover aspects that foster brand loyalty after their initial purchase. This insight emphasizes the importance of companies effectively showcasing their loyalty drivers from the first interaction with a consumer, as it can impact long-term brand loyalty. The data also underscores the need for businesses to focus on delivering positive initial experiences to capture consumer loyalty.

During a 2023 survey, 64 percent of responding consumers from the United Kingdom stated that they considered themselves loyal to certain retailers, brands, or stores. A year earlier, the share stood at 73 percent.

If they had a choice of companies to buy from, around 55 percent of consumers in a 2023 survey in france would choose a company that offered good products or services. Good customer service support was important to 52 percent of respondents.

During a 2024 survey, 82 percent of responding adults from the United Kingdom (UK) stated they were members of a supermarket loyalty program. Roughly one in three said they were signed up to a food and drink (i.e. on restaurants, cafes, bars) loyalty program.

During a survey carried out in early 2024, 22 percent of responding adult consumers from the United States stated that customer loyalty programs were very important to them when choosing were to shop or which brands to purchase. Another 46 percent said that loyalty programs were somewhat important to them.

If they had a choice of companies to buy from, around 67 percent of consumers interviewed in a 2023 United States survey would choose a company that offered good products or services. Low prices were important to 52 percent of respondents.

In the third quarter of 2021, Walmart had a loyalty score of 4.18, making Walmart the retailer with the most loyal customers in the United States. Between July and September of that year, the average loyalty score for all retailers stood at 1.37.

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.

During an early 2024 survey carried out among consumers from the United States, nearly half of respondents stated that free shipping for online purchases would make them most likely to join a customer loyalty program. Ability to earn larger discounts/free products through other purchases ranked second, named by 43 percent of respondents.

According to a 2024 survey among consumers in the United States, 84 percent of respondents among Generation Z and Millennials stated that loyalty or rewards programs impacted their decision to continue doing business with a brand. This share was 83 percent among Gen X and Baby Boomers. On average, loyalty programs influenced buying decisions for nearly eight of 10 U.S. consumers.

The graph provides information on the factors which influenced brand loyalty in the United States as of the third quarter of 2023 by consumer's age. During a survey, 53 percent of respondents aged 18 to 34 stated that it was very or somewhat important for them that the brand or company offered lower prices.

Ben & Jerry's had the most loyal ice cream consumers in the United States according to a survey in 2023. Eighty-seven percent of ice cream consumers who had shopped the brand intended to do so again in the future. The lowest loyalty belonged to Dreyer's and Meadow Gold, each with just 67 percent of consumers saying they would likely purchase the brand again in the future.

According to a survey carried out in the UK in July 2024, millennials were most likely to be influenced by loyalty programs and rewards when choosing where to shop. Almost three-quarters of this generational cohort stated that such programs would sway them.

During a 2022 survey, 55 percent of responding consumers from the United Kingdom stated that they were most loyal to clothing and fashion retailers. Food retailers ranked second, with 51 percent.

Most consumers interviewed in a 2023 UK survey said they would prefer buying from a company that offered good products or services. About 59 percent of respondents in the age groups of 18 to 34 years and 34 to 54 years said so, along with 63 percent of those 55 years or older.

In 2024, an average consumer in the United States held roughly 19 loyalty program memberships, the highest rate in 10 years. However, from the 19 memberships, consumers actively used only 9.3.

This statistic displays consumers who are loyal to food and beverage brands in the United States as of June 2017, by generation. Some 95 percent of Generation X survey respondents stated that they are very or somewhat brand loyal when purchasing food and drinks.