Loyalty Cards Survey: Many Could Benefit from Rewards Programs

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Posted Jun 29, 2012
Anne Pilon

Many different types of businesses use loyalty programs to keep customers coming back again and again. Whether loyalty cards offer points or discounts, many consumers enjoy reaping the rewards of staying loyal to their favorite stores and businesses. How many Americans take part in loyalty programs? And what types of rewards are most likely to get them to sign up?

loyalty card

Loyalty Cards

In Ask Your Target Market’s latest survey, 39% of respondents said they have several loyalty or rewards cards. Another 37% said they are enrolled in one or two loyalty programs. And 25% said they are not currently enrolled in any loyalty programs. Women, respondents between the ages of 35 and 55, and those who make over $75,000 a year were more likely to enroll in loyalty programs.


Of those who have loyalty cards, 87% said they have a card from a grocery store. 58% said they participate in loyalty programs with pharmacies or drug stores. 43% said they have rewards cards from retail stores. 29% have loyalty cards from gas stations. 28% participate in loyalty programs with restaurants. 20% participate in loyalty programs with hotels. 17% participate in loyalty programs with airlines. And 9% participate in other types of loyalty programs.79% of loyalty program customers said they prefer to receive discounts as part of their loyalty programs. 67% said they like receiving points they can save up for future perks. 51% like receiving coupons that can be used on future purchases. And another 51% like receiving free gifts with purchases.

Favorite Stores

Although not all Americans participate in loyalty programs, it might be worth their while to do so. 93% of US consumers said they often shop at the same stores on a regular basis. Of those who do not participate in loyalty programs, 80% said they often shop at the same stores over and over.You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.Photo Credit: Burger King loyalty card from FlickrWhat do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on June 28 via AYTM’s online survey panel.

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