Customer Loyalty Statistics: 2017 Edition

By Ashley Autry | Updated on Oct 16, 2017 6:02:00 AM

Is 2017 the year customer loyalty truly dies?
Or 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 appreciation2017 Customer Loyalty Statistics

  • 82% of U.S. adults are loyal to brands and 84% are loyal to retailers (ICSC)
  • 92% of loyal customers rank price and value as the top driver for loyalty to specific retailers, followed by product/quality at 79% and variety/selection at 71% (ICSC)
  • 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)
  • 57% of consumers listed “having a negative review unaddressed while continuing to receive offers for similar products” as the top reason they would break up with a brand (Talend)
  • 53% of consumers listed a company falling victim to a data breach as a reason for breaking up with a brand (Talend)
  • 74% of Millennials would switch to a different retailer if they had poor customer service (ICSC)
  • 82% of satisfied customers will “likely” or “very likely” keep shopping with a company and give it another chance if something goes wrong (MarketingSherpa)
  • 40% of satisfied customers will “very likely” keep shopping with a company and give it anotherchance if something goes wrong (MarketingSherpa)
  • 42% of satisfied customers will “likely” keep shopping with a company and give it another chance if something goes wrong (MarketingSherpa)
  • 86% of Gen Xers and 85% of Baby Boomers would switch retailers immediately if customer service is poor (ICSC)
  • 58% of Millennials say they will buy the same brand of products no matter what (ICSC)
  • 42% of consumers listed not providing live/real-time customer service support as a reason for breaking up with a brand (Talend)
  • 18% of U.S. consumers confirm that their expectations around brand loyalty have completely changed (Accenture)
  • 6.5% of millennials considered themselves brand loyal, and those who prefer personalized communications have a 28% higher brand loyalty than those who do not (SmarterHQ)
  • 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)
  • 79% of Gen Z would engage with a brand that could help them make a difference (Saatchi New York)
  • 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)
  • Eight out of Ten consumers are willing to pay more for better customer experience (Capgemini)
  • 75% of businesses believe they are customer-centric, and just 30% of consumers agree (Capgemini)
  • 24% of employers that have increased educational requirements for their workforce have seen a positive effect on customer loyalty (CareerBuilder)
  • 57% of Centennials say quality drives their loyalty to a brand more than any other factor, even more than price (55%), nearly 10% higher than any other generation (Yes Lifecycle Marketing)
  • Millennials are more likely than other generations to remain loyal to a brand because of its loyalty rewards (22%) and its company reputation or philosophy (15%) (Yes Lifecycle Marketing)
  • 15% of Millennials say points influenced their most recent purchase (Yes Lifecycle Marketing)
  • 85% of Gen X consumers report that discounts influenced their last purchase (Yes Lifecycle Marketing)
  • Baby boomers led the generations when it comes to factors that drive brand loyalty: Price (62%), Convenience (30%) and Product Variety (21%) (Yes Lifecycle Marketing)
  • 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

  • 53% of Americans participate in a loyalty program because of ease of use (Colloquy)
  • U.S. consumers hold 3.8 billion memberships in customer loyalty programs (Colloquy)
  • Loyalty membership growth continues, but has slowed to 15% compared to the 26% growth rate achieved in 2015 (Colloquy)
  • 74% of consumers choose a store based on a strong loyalty or discount program (IRI)
  • 79% of both Millennials and Gen Xers want a strong loyalty or discount program, while just 74% of Baby Boomers and 66% of seniors feel the same (IRI)
  • 39% of U.S. consumers participate in a loyalty program because they give great discounts (Colloquy)
  • 37% of U.S. consumers participate in a loyalty program because they are easy to understand (Colloquy)
  • 57% of U.S. consumers will abandon a loyalty program if it took too long to earn points or miles (Colloquy)
  • 26% of North American consumers will stop using a loyalty program if it doesn’t have a smartphone app (Colloquy)
  • 27% of millennials would stay in a loyalty program because it has a competitive game or social aspect (Colloquy)
  • 56% of brands automatically enroll customers into their loyalty program at account signup (L2)
  • 39% of brands require additional information to enroll in their loyalty program (L2)
  • 86% of brand loyalty programs lack any rewards for completing a profile (L2)
  • 35% of brands reward loyalty members for non-transactional engagement (L2)
  • 51% of Americans still trust loyalty programs with their personal information (Colloquy)
  • 50% of consumers have quit a loyalty program (500friends)
  • 70% of shoppers said they belonged to between one and five non-grocery loyalty programs (CodeBroker)
  • 16% of shoppers don’t belong to a loyalty program of any kind (CodeBroker)
  • 24% of shoppers use the rewards they earn (CodeBroker)
  • 43% of shoppers say rewards expire before they can be redeemed (CodeBroker)
  • 38% of shoppers say they never knew if they had rewards available (CodeBroker)
  • 28% of shoppers say they forget to bring paper rewards certificates to redeem (CodeBroker)
  • Loyalty Program enrollment has grown by 31% over the last four years (Bond)
  • The average number of loyalty programs a consumer belongs to has grown to more than 14 from 10.9 memberships jut three years ago (Bond)
  • Active engagement rates for loyalty programs have remained flat in the past four years (Bond)
  • 61% of shoppers reported that user-generated content encourages them to engage with brands (TurnTo)
  • The number of active program memberships consumers have the appetite and capacity to handle is seven (Bond)
  • 64% of brands reported an increase in loyalty program membership over the last year (3Cinteractive)
  • 64% of companies will offer exclusive loyalty promotions to specific customer groups (SheerID)
  • 47% of U.S. and European consumers will abandon a brand if it repeatedly provides “poor, impersonal or frustrating” customer experiences (CMO Council)
  • 52% of consumers said exceptional customer experiences include a fast response time to problems/suggestions (CMO Council)
  • 47% of consumers said a great customer experience includes instant access to knowledgeable sales staff 24/7 (CMO Council)
  • 87% of large companies stated customer experience efforts had a positive business impact (Temkin Group)
  • Loyalty program member satisfaction remains steady year over year at about 46% (Bond)
  • 22% of loyalty program members say they are treated better than customers not enrolled in the program; within this 22%, overall program satisfaction is 3.4 times higher than those who do not sense they are treated better as a program member (Bond)
  • Redemptions have the most impact on satisfaction in drug store retail, where 41% more redeemers than non-redeemers are satisfied (Bond)
  • Of the 66% of loyalty program members who have set a redemption goal, overall program satisfaction is 11% higher compared to members with no redemption goal (Bond)
  • Redeemers are twice as satisfied with loyalty programs as non-redeemers (Bond)
  • Loyalty Program Members who agree that a program is enjoyable are 10 times more likely to be satisfied (Bond)
  • 70% of consumers would have a more positive opinion of a brand that allowed them to save a plastic loyalty card in their smartphone (Vibes)
  • 70% of shoppers say they would us a mobile version of their loyalty cards if they didn’t have to sign into a website or download an app (CodeBroker)
  • 71% of shoppers say they would be more likely to use their loyalty cards if they could access these cards and rewards from their mobile phone (CodeBroker)
  • 62% of shoppers surveyed cited inconvenience as their top reason for not signing up for a mobile loyalty program (3Cinteractive)
  • 81% of consumers agree that loyalty programs make them more likely to continue doing business with a brand (Bond)
  • 63% of Gen Z participates in at least one loyalty program, whereas 71% of Millennials do (CrowdTwist)
  • 73% of Millennials and 48% of Gen Z said they are influenced to purchase based on loyalty programs (Lab42)
  • 64% of Gen Z and Millennials could be persuaded to shop with a brand if they have a loyalty program (CrowdTwist)
  • 40% of Gen Z reported playing games as the preferred way of earning loyalty points (CrowdTwist)
  • Gen Z is almost 50% more likely than Millennials to write a product review in exchange for points (CrowdTwist)
  • Gen Z consumers rank beauty and media & entertainment in the top five categories for loyalty programs (CrowdTwist)
  • 65% of Gen Zers want to get a lot for their money with discounts, coupons and a rewards program (National Retail Federation)
  • 76% of loyalty program members say that programs are part of their relationship with brands (Bond)
  • 67% of consumers modify the brands they purchase to maximize the benefits they earn (Bond)
  • 86% of consumers who like a loyalty program will shop more, and of those, 58% will shop 15% or more with their retailer/brand of choice (500friends)
  • 73% of members are more likely to recommend and say good things about brands with good loyalty programs (Bond)
  • 66% of loyalty program members report modifying spending to maximize point accumulation (Bond)
  • 29% of loyalty program members agree that the program improves their experience with the brand (Bond)
  • 27% of loyalty program members say they have a consistent experience across each point of interaction with the brand (Bond)
  • 3 in 10 members strongly agree the loyalty program experience is consistent with what they have come to expect from the brand (Bond)
  • 22% of loyalty program members strongly agree that program representatives consistently make them feel positive emotions; only 21% strongly agree that these same people improve their understanding of the program (Bond)
  • 57% of members want to interact with loyalty programs via mobile device (Bond)
  • 52% of loyalty program members don’t know if an app exists for their programs (Bond)
  • More than one-fifth of loyalty program members have never redeemed (Bond)
  • 57% of loyalty program members do not know their points balance, and 38% are unaware of their points value (Bond)
  • 43% of shoppers say physical cards are the biggest obstacle to claiming rewards, and 17% cite that looking up a missing card is most annoying (CodeBroker)
  • 15% of shoppers say linking a card online is the biggest hassle of loyalty programs (CodeBroker)
  • 62% of U.S. mobile shoppers report increased store visits as a direct result of interaction with mobile loyalty programs (3Cinteractive)
  • 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)
  • The retail sector accounts for 1.6 billion reward program memberships, making it the largest (Colloquy)
  • Grocery program memberships dropped 24% to 142 million vs 188 million in 2015 (Colloquy)
  • Memberships in the financial sector rose to 664 million vs 578 million in 2015 (Colloquy)
  • The travel and hospitality sector, covering airline and hotel programs, restaurant, car rental, cruise line and gaming programs, accounts for 1.1 billion memberships (Colloquy)
  • The other/emerging loyalty sector, covering online-only offerings, entertainment, daily deals, point aggregators and card-linked offers, accounts for 12% of the U.S. loyalty market with 462 million memberships (Colloquy)
  • 70% of brands with a loyalty program don’t let the customer choose their preferred reward (IBM)
  • 61% of consumers say they want loyalty program points and rewards in return for personal data, and 61% expect discounts and other special offers (Retail Dive)
  • 65% of men who are willing to share their data say they want to get loyalty program points and rewards, followed by 60% who want discounts and special offers (Retail Dive)
  • 66% of women who are willing to share their data want discounts while 59% say they want loyalty program rewards (Retail Dive)
  • 21% of U.S. internet users wanted texts from loyalty programs (3Cinteractive)
  • 21% of U.S. internet users said they prefer to get loyalty communications via push notification (3Cinteractive)
  • 18% of U.S. internet users prefer to get loyalty communications via mobile wallets (3Cinteractive)
  • Of the brands that have not launched a mobile component to their loyalty program, 81% cited lack of technical resources and support as their main obstacles to mobile loyalty implementation (3Cinteractive)
  • 35% of brands said Artificial Intelligence/Chatbot Integration was the next big opportunity for their loyalty program (3Cinteractive)

2017 Retail Loyalty Statistics

  • 68% of consumers expect loyalty points for spending time in store and repeat visits (Capgemini’s Digital Transformation Institute)
  • 54% of brick-and-mortar retailers have introduced loyalty programs and 24% plan to do so in the future in efforts to help them face online competition (APT)
  • 40% of consumers say they are more likely to shop at a retailer again with whom they have a store card (Vyze)
  • 46.1% of shoppers say overall price, including shipping, is the most important reason to buy their holiday gifts from a particular retailer (eMarketer)
  • 82% of consumers who returned an item were repeat customers (Retail Dive)
  • 34% of retailers are offering personalized rewards based on customer loyalty (Boston Retail Partners)
  • Department store brands that reward non-transactional engagement also enjoy 48% more daily site visits, 13% long site visits, and a 5% lower bounce rate (L2)
  • When music is partnered with visuals and scent to create a branded in-store atmosphere, 59% of U.S. consumers surveyed say they’re more likely to revisit (Mood Media)
  • When music is partnered with visuals and scent to create a branded in-store atmosphere, 72% of U.S. consumers surveyed, ages 18-24, say they’re more likely to revisit (Mood Media)
  • 44% of shoppers are more interested in brands tailoring content for coupons based on location and 31% on images (Episerver)
  • 65% of shoppers attempt to redeem a reward at POS and find it expired (CodeBroker)
  • 56% of shoppers say they changed or abandoned a purchase when they realized their points had expired (CodeBroker)
  • 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)
  • 26.8% of women changed brands within the last month (Corra)
  • Women who earned $100,000 a year or more had the lowest response of brand loyalty and were more than twice as likely to switch their makeup products up on a regular basis versus those in the same pay range (Corra)
  • 62% of customers will shop elsewhere if they have a purchase incorrectly identified as fraud (CFI Group)
  • 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)
  • 38% of women ranked quality as their top consideration for being loyal to a specific brand followed by using the product for a long time (30.5%), and products are a good value (18.6%) (Corra)
  • 26% of Gen Z chooses a retailer because of low product pricing and 23% based on how easy it is to find products (IRI)
  • 55% of Gen Z agrees that brick and mortar retailers offer the same quality rewards/loyalty programs as online retailers (IRI)
  • 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)
  • 95% of Gen Xers, 94% of Baby Boomers and 90% of Millennials are most loyal to food and beverage retailers, selecting them based on product brand (ICSC)
  • 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)
  • 69.3% of women are willing to recommend their favorite brands to friends based on how they felt toward them (Corra)

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2017 Travel Loyalty Statistics

  • 70% of hotel reward members have downloaded a hotel app (J.D. Power)
  • 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)
  • 43% of consumers reported high levels of trust in their main financial institutions (Hearts & Wallets)
  • 80% of unbanked customers do not belong to any loyalty programs (Amdocs)
  • 42% of consumers said that a false decline would motivate them to leave their banking institution (Iovation)
  • 59% of Millennials said they were very or somewhat likely to leave their bank over a false decline vs. 21% of seniors (Iovation)
  • 44% of consumers with income over $100,000 per year and 48% with income between $75,000-$99,999 per year were somewhat or very likely to leave their Financial Institution over a mistakenly declined credit card transaction (Iovation)
  • 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

  • 20% of membership executives reported they have a formal engagement plan vs. 28% in 2016 (ASI)
  • 34% of membership executives reported a 90+% retention rate (ASI)
  • 51% of membership executives saw a rise in their membership base vs. 55% in 2016 (ASI)
  • 35% of membership executives saw increases in member engagement (ASI)
  • 30% of membership executives reported they have a formal plan to measure their engagement efforts (ASI)
  • 46% of membership executives reported that donor engagement increased vs. 49% in 2016 (ASI)
  • 52% of membership executives said retention was either stagnant or had decreased (ASI)
  • 70% of all membership and fundraising participants are confident about their growth and sustainability in the next 5 years (ASI)
  • 61% of consumers want store memberships that offer lower prices (Capgemini’s Digital Transformation Institute)
  • 48% of individual membership organizations had an increase over the past year (Membership Marketing)
  • Of those organizations that showed increases in overall membership, 25% report increases of 6%-10%, while 19% report increases in membership over the past year of more than 10% (Membership Marketing)
  • 50% of associations report that their membership over the past five years has increased (Membership Marketing)
  • 68% of associations report renewal rates of 80% or higher (Membership Marketing)
  • The median membership renewal rate for associations is 84% overall (Membership Marketing)
  • Trade associations have a higher median renewal rate (89%) compared to individual membership organizations (80%) and combination associations (82%) (Membership Marketing)
  • Almost 75% of association members say they’re likely to renew their membership (Community Brands)
  • 55% of association members felt a connection with their professional organization, despite overall satisfaction rates of 84% (Community Brands)
  • 45% of associations report increases in their new member acquisitions (Membership Marketing)
  • Individual membership organizations are significantly more likely to be challenged in attracting and maintaining younger members (26%), while trade organizations struggle more with proving that their membership provides a tangible ROI (32%) (Membership Marketing)
  • Among members highly satisfied with their association’s technology, 88% are highly satisfied with their membership overall (ASAE Foundation)
  • Among those who are not highly satisfied with their association’s technology, only 47% are highly satisfied with their membership (ASAE Foundation)
  • Among members who reported being highly satisfied with their association’s technology, 95% indicated a high likelihood of renewing their membership (ASAE Foundation)
  • Among members who are not highly satisfied with their association’s technology, only 78% indicated a high likelihood of renewal (ASAE Foundation)
  • 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)
  • 74% of association members said their organizations request their data, but less than half say they receive content based on that data (Community Brands)
  • 20% of consumers have subscribed to product subscription boxes in the past, but don’t anymore (Ask Your Target Market)
  • 97% of current fresh meal kit delivery services subscribers are using the company they originally signed up with, and 90% would recommend fresh meal kit delivery services to their friends (Packaged Facts)
  • 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)


  • 71% of B2B customers are at risk of taking their business elsewhere (Gallup)

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Topics: 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.