Gen Z Loyalty Statistics

Gen Z and Loyalty Marketing Stats

• 82% of Gen K, 85% of Millennials, 84% of Gen X and 80% of baby boomers say a loyalty program has enhanced their experience of the brand (Rare)
• 45% of Gen K, 66% of Millennials, 86% of Gen X and 81% of Baby Boomers say the loyalty program makes them feel special (Rare)
• 84% of Gen K, 49% of Millennials, 85% of Gen X and 70% of Baby Boomers say the loyalty program makes them want to keep shopping with this brand (Rare)
• 80% of Gen K, 43% of Millennials, 76% of Gen X and 53% of Baby Boomers say the loyalty program increases the frequency with which they buy from the brand (Rare)
• 71% of Gen X, 70% of Millennials, 63% of Baby Boomers and 62% of Gen Z said a loyalty program influences their brand choices (CrowdTwist)
• 68% of Gen Z participated in a loyalty program in 2018 and only 59% in 2019 (CrowdTwist)
• 26% of Gen Z never redeem loyalty program rewards (CrowdTwist)
• Gen Z are more likely to refer a friend and Millennials are more likely to write reviews (CrowdTwist)
• 79% of Gen Z, Millennials, and Gen X, plus 77% of Baby Boomers and 64% of the Silent Generation want to be rewarded with points for walking into a store or restaurant (CrowdTwist)
• 74% of Millennial and Generation Z consumers use websites or apps to search for discounts and deals on fast food, compared to 57% of Gen Xers and Boomers (RetailMeNot)
• 67% of Millennials and 56% of Gen Z are influenced by a restaurant’s content or deals, vs. 49% and 40% who are influenced by social posts from influencers (RetailMeNot)
• 65% of Gen Z and 71% of Millennials are highly influenced by loyalty programs (Bond Brand Loyalty)
• 62% of Gen Z and 67% of young Millennials are highly influenced by loyalty programs (Bond)
• 41% of Gen Z and 44% of younger Millennials are very satisfied with their loyalty programs (Bond)
• Gen Z and younger Millennials are 20% more comfortable than the average American with the information loyalty programs collect from them (Bond)
• 25% of travelers in the 15-24 age bracket are members of a loyalty program, compared to 43% in the 65+ age bracket (Criteo)
• 57% of 25-34 year olds, 43% of those ages 18-24, 66% of 35-44 year olds, 71% of 55-64 year olds and 65% of 65 years and older participated in at least one loyalty program (YouGov)
• 63% of Gen Z participates in at least one loyalty program, whereas 71% of Millennials do (CrowdTwist)
• 36% of Gen Z above age 18 and 22% of Millennials participate in one or zero loyalty programs (Kobie Marketing)
• 15% of Gen Z are actively engaged in three or more loyalty programs (Kobie)
• Over 70% of Millennials and Pre-millennials were members of loyalty programs vs. less than 20% among Baby Boomers (Oracle)
• 72% of Gen Z and Gen X, 68% of Millennials, 56% of Baby Boomers and 42% of those born in 1945 or earlier said they could be persuaded to choose one brand over another due to the presence of a loyalty program (CrowdTwist)
• Loyalty programs have a higher influence on Gen Z and Millennial consumer spend than on Boomers (66% vs 58%) (Bond)
• Boomers tend to be more satisfied with their loyalty programs (49%) compared with Millennials and Gen Z (30%) (Bond)
• About two-thirds of Gen Zers are reluctant to join loyalty programs for a variety of reasons, with 40% of this segment saying the programs require too many purchases to earn rewards or to redeem points (Kobie)
• 33% of Gen Zers don’t want to pay a fee to join a program, 28% say the enrollment process takes too long and 25% don’t see any benefit from joining (Kobie)
• 28% of Gen Z is reluctant to join loyalty programs because they don’t want to give up too much personal information (Kobie)
• 59% of Gen Z and younger Millennials are comfortable with programs capturing their information in exchange for authenticity, purpose and meaning (Bond Brand Loyalty)
• 52% of Gen Z and younger Millennials are willing to pay a fee to receive enhanced benefits from loyalty programs (compared with 43% of consumers in general) (Bond Brand Loyalty)
• 27% of Gen Z and younger Millennials save their card in their smartphone’s digital wallet and show it to receive benefits or make purchases (Bond Brand Loyalty)
• Willingness to pay for enhanced benefits is significantly higher among Gen Z (47%) and Millennials (46%), as well as households with children (44%) and early technology adopters (69%) (Bond)
• 52% of Gen Z consumers will transfer loyalty from one brand to another if the brand’s quality is not up to par (IBM)
• 73% of Millennials and 48% of Gen Z said they are influenced to purchase based on loyalty programs (Lab42)
• 65% of Gen Zers want to get a lot for their money with discounts, coupons and a rewards program (National Retail Federation)
• 36% of millennials and 29% of gen Z often use coupons (Numerator)
• Gen Z consumers rank beauty and media & entertainment in the top five categories for loyalty programs (CrowdTwist)
• Gen Z is almost 50% more likely than Millennials to write a product review in exchange for points (CrowdTwist)
• 40% of Gen Z reported playing games as the preferred way of earning loyalty points (CrowdTwist)
• 80% of U.S. Gen Z consumers are willing to sign up for loyalty cards in exchange for deals/discounts (Interactions Marketing)
• 68% of teens say they prefer to receive communication from a business via email (Adestra)
• 69% of Gen Z think brands should help them achieve their goals (PSFK)

Gen Z Brand Loyalty Stats

• Two-thirds of Gen Z consumers said their impression of a brand is positively impacted by its association with a social cause, and 58% report such an association could spur a purchase (DoSomething Strategic)
• 12% of Gen Z consumers have a top-of-mind association between brands they know and a social cause (DoSomething Strategic)
• 54% of teenagers age 16-19 say they have deliberately purchased or stopped using a brand because of its ethics (MediaCom)
• 63% of teens are more likely to purchase from brands that support causes or charities that are important to them (MediaCom)
• Teens are more likely than adults (57% vs. 49%) to pay more for brands that support the causes or organizations important to them (MediaCom)
• 81% of teens cited quality and 80% cited value as the most important factors for purchase (MediaCom)
• Secondary factors teens cited for purchase were whether brands ethically make their products (43%), don’t test on animals (42%) and are environmentally friendly (34%) (MediaCom)
• 63% of Gen Z and Millennials agree they have many choices of where to shop, so a brand must show them loyalty to earn their business (Alliance Data)
• 51% of 18-21 year-olds said they would like to try out different items even when they know there’s one they like (Morning Consult)
• 55% of Gen Z tend to stick to a brand once they find it (Statista)
• 62% of Gen Z consumers are drawn to new brands (NRF)
• 76% of Gen Z and Millennials only give brands two to three chances before they stop shopping them (Alliance Data)
• 55% of older millennials said they rarely purchase something different if they like a brand, and 53% of younger millennials and 51% of Gen Z said the same thing (Alliance Data)
• 42% of Gen Z are brand conscious (Statista)
• 73% of Millennials, 51% of Boomers, 72% of Gen Z are willing to pay extra for products and services from companies dedicated to social and environmental change (Nielsen)
• 56% of Gen Z considers themselves to be socially conscious and more than 50% report knowing a brand is socially conscious influences their purchasing decisions (MNI Targeted Media)
• 79% of Gen Z would engage with a brand that could help them make a difference (Saatchi New York)
• 89% of Gen Zers say they are very price-conscious (Interactions Marketing)
• 81% of U.S. Gen Z consumers are willing to switch from their favorite brand if they find a similar product at higher quality (Interactions Marketing)
• 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)
• 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)
• 44% of millennials and 44% of pre-millennials (18-24) say they are more loyal to restaurant brands than before (Oracle Hospitality)
• 38% of millennials and 32% of pre-millennials (18-24) note they are more loyal to hotel brands than before (Oracle Hospitality)

Gen Z Retail Loyalty Stats

• 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)
• 64% of Gen Z and Millennials could be persuaded to shop with a brand if they have a loyalty program (CrowdTwist)
• 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)
• 60% of Gen Zers prefer to shop at retailers that engage with them via social media (Interactions Marketing)
• 82% of Gen Z state that the opinions of others on social media have influenced them to shop at a retailer they’ve never shopped at before (Interactions Marketing)
• 64% of Gen Zers prefer shopping in-store more than online (Interactions Marketing)
• 46% of Gen Z consumers and 55% of Millennials are willing to share their data in exchange for personalized experiences (CrowdTwist)
• 70% of Gen Z, 64% of Gen X and 63% of Millennials expect to receive personalized recommendations via an app while browsing in-store (CrowdTwist)
• 42% of Millennials, 37% of Gen X consumers, 33% of Gen Z, 29% of Baby Boomers and 23% of the Silent Generation have purchased something that was recommended to them by a brand in the past six months (CrowdTwist)
• 75% of Gen Zers prefer to shop at retailers that provide an engaging in-store experience (Interactions Marketing)
• 75% of Gen Zers check a store’s app when they’re shopping for special offers before making a final purchase (Interactions Marketing)
• 75% of Gen Z would rather shop at a retailer that accepts mobile payments over one that doesn’t (Interactions Marketing)
• 45% of ages 18-34, 35% of ages 35-54, and 16% of ages 55+ prefer using a mobile app to collect program currency (LoyaltyOne)
• 56% of gen z says a fun in-store experience influences where they shop (NRF)
• 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)
• 59% of Gen Zers avoid shopping at retailers that have been hit by security breaches in the past (Interactions Marketing)
• 5% of U.S. Gen Z’s shop at a single place for clothing (Accenture)
• 67% of U.S. consumers surveyed, ages 18-24, would like to receive immediately redeemable discounts pushed to their phones while in-store (Mood Media)
• Top retail sites for teenagers: Amazon, Nike, Forever 21 (Piper Jaffray)
• 47% of U.S. consumers ages 18-34 say they are very likely or somewhat likely to consider subscribing to at least one subscription box service (vs 33% of all U.S. adults) (YouGov)
• Consumers ages 18-34 are slightly more likely than the average American adult to think subscription boxes are good for simplifying their budget (26% vs. 18%), saving money by subscribing in bulk (36% vs. 29%), and providing the ability to try new products they wouldn’t have otherwise (26% vs. 20%) (YouGov)
• 42% of shoppers ages 18-34 say they consider not using products quickly enough from subscription boxes a potential drawback (vs. 52% of the general public) (YouGov)