Customer Loyalty Statistics: 2017 Edition

By Ashley Autry | Updated on Feb 20, 2017 9:02:00 AM

Is 2017 the year customer loyalty truly dies?
loyal fans.jpgOr will brands step up their engagement and customer experiences to the level the modern consumer expects? 
What can be done to earn die-hard devotion and enthusiasm from a stretched and skeptical populace?
Who knows? One thing is for sure, we're going to make sure the data and stats are here for your perusal.
As we've done the last couple years, this page is going to contain every piece of relevant customer engagement and loyalty stat released in 2017. Of course, these stats plus stats of year's past can be found on our Ultimate Collection of Loyalty Statistics.
As always, we'll provide a link back to the original source of the data. If you have research you'd like us to include, feel free to drop it in the comments.

customer appreciation 2017 Customer Loyalty Statistics

  • 54% of U.S. consumers have switched providers in the past year (Accenture)
  • 13% of customers are loyalists, who don’t shop around (McKinsey Research)
  • 29% of customers shop around, but ultimately repurchase from the same brand (McKinsey Research)
  • 58% of customers switch to a different brand (McKinsey Research)
  • 18% of U.S. consumers confirm that their expectations around brand loyalty have completely changed (Accenture)
  • 41% of U.S. consumers are loyal to brands that offer them the opportunity to personalize products to create something that is bespoke to them (Accenture)
  • 51% of U.S. consumers are loyal to brands that interact with them through their preferred channels of communication (Accenture)
  • 81% of U.S. consumers feel loyal to brands that are there when they need them, but otherwise, respect their time and leave them alone (Accenture)
  • 85% of U.S. consumers are loyal to brands that safeguard and protect the privacy of their personal information (Accenture)
  • 44% of U.S. consumers are loyal to brands that actively engage them to help design or co-create products or services (Accenture)
  • 41% of U.S. consumers are loyal to organizations that present them with new experiences, products or services (Accenture)
  • 33% of U.S. consumers are loyal to brands that engage them in “multi-sensory” experiences, using new technologies such as virtual reality or augmented reality (Accenture)
  • 23% of U.S. consumers are loyal to brands that partner with celebrities (Accenture)
  • 42% of U.S. consumers are loyal to brands that their family and friends do business with (Accenture)
  • 78% of consumers report they are retracting loyalty at a faster pace than three years ago (Accenture)
  • 37% of U.S. consumers show loyalty to brands that actively support shared causes, such as charities or public campaigns (Accenture)
  • 39% of U.S. consumers feel loyal to brands that connect them with other providers, giving them the ability to exchange loyalty points or rewards (Accenture)
  • 51% of U.S. consumers are loyal to brands that keep them on the cutting edge by consistently offering the latest products and services (Accenture)
  • 26% of U.S. consumers think brands should do everything possible to earn their loyalty (Accenture)
  • 55% of U.S. consumers express loyalty by recommending the brands and companies they love to family friends (Accenture)
  • 43% of U.S. consumers spend more with the brands and companies they are loyal to (Accenture)
  • 23% of U.S. consumers feel loyal to organizations that partner with social influencers (Accenture)
  • 89% of American consumers say they are loyal to brands that share their values (Wunderman)
  • 40% of consumers chose “satisfaction” to describe their experience with brands to which they are loyal (InMoment)
  • 24% of employers that have increased educational requirements for their workforce have seen a positive effect on customer loyalty (CareerBuilder)
  • 52% of Gen Z consumers will transfer loyalty from one brand to another if the brand’s quality is not up to par (IBM) member benefits

2017 Loyalty Program / Loyalty Marketing Statistics

  • 64% of companies will offer exclusive loyalty promotions to specific customer groups (SheerID)
  • 87% of large companies stated customer experience efforts had a positive business impact (Temkin Group)
  • 71% of consumers decide to join a loyalty program because of money off of every purchase and 63% for free products; these are the top two most attractive rewards to consumers (Oracle Hospitality)
  • The loyalty management market is projected to grow from $1.68 billion in 2016 to $4.59 billion by 2021 (MarketsandMarkets)

2017 Retail Loyalty Statistics

  • 68% of consumers expect loyalty points for spending time in store and repeat visits (Capgemini’s Digital Transformation Institute)
  • 44% of shoppers are more interested in brands tailoring content for coupons based on location and 31% on images (Episerver)
  • 7% of retailers are offering mobile loyalty programs (Boston Retail Partners)
  • 79% of brand loyal consumers are influenced to buy a brand they wouldn’t typically have purchased due to coupon influence (Valassis)
  • 82% of consumers switch stores to take advantage of weekly specials (Valassis)
  • 21% of shoppers are more likely to purchase again from brands that do more to personalize their digital experience than those that do not, and 17% are more loyal (Episerver)
  • Lacking produce availability has prompted 20% of shoppers to stop shopping with a retailer and 31% to stop shopping with online retailers (Blue Yonder)
  • 66% of Gen Z consumers say product quality and availability are the most important factors when choosing one brand over another; 65% focus on value (IBM)
  • 16% of Gen Z’s shop at a single store for clothing/fashion compared with 26% of older millennials (Accenture)
  • 19% of Gen Z’s shop at a single store for health and beauty items compared with 34% of older millennials (Accenture)
  • Fewer than 38% of Gen Z’s shop at a single place for groceries compared with 55% of older millennials (Accenture)
  • 5% of U.S. Gen Z’s shop at a single place for clothing (Accenture)

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2017 Travel Loyalty Statistics

  • 85% of consumers said they were either “very satisfied” or “somewhat satisfied” with their air travel experiences last year (Airlines for America)
  • 43% of passengers said they were “very satisfied” with their air experiences (Airlines for America)

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2017 Restaurant Loyalty Statistics

  • 65% of consumers are already members of one or more restaurant loyalty program (Oracle Hospitality)
  • 62% of consumers prefer plastic swipe cards as their restaurant loyalty program medium (Oracle Hospitality)
  • 56% of Millennials wanted to use apps as the preferred medium for restaurant loyalty programs, and 50% of Gen Xers agreed (Oracle Hospitality)

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2017 Bank & Financial Loyalty Statistics

  • 55% of bankers plan to increase spending on customer experience initiatives this year (CSI)
  • 80% of unbanked customers do not belong to any loyalty programs (Amdocs)
  • 61% of consumers consider it very important to have the ability to manage multiple loyalty programs within the same mobile wallet, but only 21% of providers offer the feature (Amdocs)
  • 46% of consumers indicated an immediate preference for the ability to pool points with family and friends, but only 21% of companies provide that capability (Amdocs)

2017 Member and Subscriber Engagement & Loyalty Statistics

  • 61% of consumers want store memberships that offer lower prices (Capgemini’s Digital Transformation Institute)
  • 49% of associations said their renewal rate has remained unchanged since last year (MemberZone)
  • 26% of associations saw an increase in renewals and 16% reported a decrease (MemberZone)
  • 68% of associations use email to get members to renew (MemberZone)
  • 66% of associations picked up the phone to get a member to renew (MemberZone)
  • 19% of associations involved their board of directors and 15% used calls from other members to spark renewals (MemberZone)
  • 16% of associations are using social media to target members for renewal (MemberZone)
  • 20% of consumers have subscribed to product subscription boxes in the past, but don’t anymore (Ask Your Target Market)
  • 43% of consumers said they are at least somewhat likely to sign up for new subscription box services within the next year (Ask Your Target Market)
  • 69% of consumers who have subscribed to food boxes said they’ve been at least somewhat satisfied with the experience (Ask Your Target Market)


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Topics: loyalty stats, customer loyalty

Written by: Ashley Autry

Ashley Autry is a Marketing Professional at Access Development. She's an expert proofer, gatherer of loyalty stats, research guru, writing queen, and overseer of various marketing projects.

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