20 Loyalty Stats You Need to Know

Loyalty programs are popular, but retention and engagement are key challenges.

  • 90% of US adults belong to at least one loyalty program and 53% are in three or more.
  • On average, consumers have seven active loyalty memberships in their wallet. However…
  • More than half of loyalty memberships are inactive.
  • More than one in three consumers who do not belong to any loyalty programs say it is because they are not aware of any.
  • Of the three quarters of Americans who changed their shopping behavior since COVID-19 began, around 40 percent say they have changed brands, with the level of brand switching doubling in 2020 compared to 2019.
  • 62% of people who have changed their brand preference during the COVID-19 pandemic will make that a permanent change before the pandemic is over.

Customer loyalty and loyalty schemes are major drivers of key performance indicators.

CX and personalization are crucial to loyalty program success.

  • 43% of shoppers will unsubscribe from loyalty program messages if the content is not relevant to them.
  • Over 57% of members prefer to interact with their loyalty program on mobile devices.
  • 94% of consumers who give a company a “very good” CX rating are likely to purchase more products or services from that company in the future.
  • Customers are 7.5X more likely to recommend a brand with a loyalty program that achieves high levels of personalization along the member lifecycle, and 6.4X more likely to modify the amount spent to maximize points.
  • Globally, 61% of consumers agree that loyalty schemes are too hard to join and/or earning rewards is too difficult.
  • 78% of Millennials say they would switch to a company that offered a better program.
  • Six out of ten consumers say they are loyal because they feel a personal connection to a company.
  • 95 percent of customers are more likely to be loyal to a company they trust, while 92 percent are more likely to purchase additional products and services from them.



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