19 Top Brand Loyalty Statistics For 2024

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Are you curious about the latest trends in brand loyalty and how consumers demonstrate loyalty to brands they love?

In this post, we share key statistics from recent reports on brand loyalty.

They prove how useful brand loyalty is and even contain suggestions on how you can improve your efforts in this department.

Editor’s top picks – brand loyalty statistics

Here are the top customer loyalty statistics in this article:

  • 51% of consumers are not likely to stick around if a brand’s online shopping experience isn’t as convenient as their in-store experience. (PwC)
  • 52% of consumers recommend products to loved ones as a key way to show brand loyalty. (PwC)
  • 83.7% of companies offer loyalty programs that are entirely free. (Antavo)
  • 67.7% of companies will invest more on customer retention strategies rather than ones that bring new customers. (Antavo)
  • 52.3% of companies manage their loyalty programs with in-house technology. (Antavo)

General statistics on brand loyalty

1. 39% of Gen Z consumers are likely to try a new brand

PwC surveyed over 4,000 consumers in the United States in 2022, all of which were 18 or older.

They discovered that 39% of Gen Z consumers are likely to try a new brand, making them the generation who are least likely to remain loyal to a single brand.

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In comparison, 35% of millennials, 31% of Gen X and only 19% of baby boomers are likely to try a new brand.

The survey also went on to reveal which business types consumers are most likely to be flexible with. These business types are top three:

  • Restaurants – 44% of consumers are most likely to try a new brand in this business type
  • Consumer Goods – 38%
  • Supermarkets – 36%

Source: PwC

2. 32% of Gen Z consumers have stopped buying from at least one brand over a one-year period

According to PwC’s survey on customer loyalty, Gen Z is most likely to boycott brands.

The survey revealed that 32% of Gen Z consumers stopped buying from a brand in the 12 months leading up to the survey.

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To be fair, millennials and Gen X weren’t too far off at 27% each.

23% of baby boomers stopped buying from a brand during that same timeframe.

Source: PwC

3. 51% of consumers say they’re less likely to remain loyal to a brand if their online and in-store shopping experiences are inconsistent

PwC’s survey on brand loyalty revealed that 51% of consumers are likely to stay brand loyal if that brand’s online shopping experience is not as convenient as their in-store shopping experience.

Gen Z and millennials are least likely to remain loyal with 69% of Gen Z and 57% of millennials reportedly being less likely to remain loyal.

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Source: PwC

Statistics on how customers show brand loyalty

4. 52% of consumers show brand loyalty by recommending products to friends and family

According to PwC’s survey on brand loyalty, recommending products to friends and family is the most popular way consumers show loyalty.

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Here’s how this statistic breaks down by generation:

  • Gen Z – 62% of consumers in this generation show brand loyalty by recommending products to friends and family
  • Millennials – 55%
  • Gen X – 53%
  • Baby Boomers – 45%

Source: PwC

5. 51% of consumers show brand loyalty by buying the majority of their products from a single brand

While they’re willing to use other brands, 51% of consumers demonstrate loyalty to a brand by mostly buying products from that brand.

This is slightly strongest among Gen Z consumers:

  • Gen Z – 55% of Gen Z consumers say they mostly use one brand but will use others
  • Millennials – 47%
  • Gen X – 53%
  • Baby Boomers – 52%
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Source: PwC

6. 48% of consumers show brand loyalty by participating in that brand’s loyalty program

Just under half of consumers join loyalty programs to demonstrate brand loyalty. 48% of consumers across all generations show brand loyalty in this way.

This is fairly equal on a generational basis as well:

  • Gen Z – 48% join a brand’s loyalty program to demonstrate loyalty to that brand
  • Millennials – 49%
  • Gen X – 49%
  • Baby Boomers – 44%

Source: PwC

7. 29% of consumers show brand loyalty by using a store credit card that provides rewards or points

PwC’s survey revealed that 29% of consumers demonstrate brand loyalty by applying for a credit card that provides rewards or points for purchases from that brand.

This is most popular among millennials and baby boomers:

  • Gen Z – 17% of Gen Z consumers show brand loyalty in this way
  • Millennials – 31%
  • Gen X – 29%
  • Baby Boomers – 32%

Source: PwC

8. 25% of consumers choose to show brand loyalty by providing feedback on products and services

25% of consumers across all generations show brand loyalty by providing feedback on products and services, which helps brands improve those products and services so consumers can continue to enjoy them.

Gen Z are most likely to do this:

  • Gen Z – 33% of Gen Z consumers demonstrate brand loyalty by providing feedback
  • Millennials – 30%
  • Gen X – 25%
  • Baby Boomers – 18%

Source: PwC

9. 22% of consumers show brand loyalty by subscribing to a brand’s product or service

22% of consumers across all generations express their loyalty for a brand by subscribing to that brand’s product or service.

This is most popular among Gen Z consumers and not at all popular among baby boomers:

  • Gen Z – 34% of Gen Z consumers demonstrate brand loyalty by subscribing to products and services
  • Millennials – 27%
  • Gen X – 23%
  • Baby Boomers – 12%

Source: PwC

Statistics on brand loyalty program management

10. 83.7% of companies do not charge a premium price for their loyalty program

According to a report on brand loyalty programs by Antavo, 83.7% of companies who offer a loyalty program offer a free loyalty program.

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This is in comparison to the 8.1% of companies that offer freemium programs and another 8.1% who offer premium-only programs.

Source: Antavo

11. 88.5% of companies believe a strong customer loyalty strategy can help a business stay afloat during economic crises

Antavo’s report on the customer loyalty market revealed that 55.9% of companies think their efforts to encourage customer loyalty play an essential or very valuable role in overcoming inflation and recessions.

32.6% think it’s somewhat important while 11.6% think there is no difference.

Antavo even asked businesses about key strategies they’re using:

  • Member Communication and Relationship – 33.6% of companies are using this strategy
  • Transactional Loyalty – 33.2%
  • Emotional Loyalty – 26.9%

Source: Antavo

12. 67.7% of companies will invest more in retaining customers

More brands are looking to reap the benefits a loyal customer can bring.

Antavo revealed that although 29.8% will increase their customer acquisition efforts, the majority, or 67.7%, plan on investing in customer retention.

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In fact, the company’s report goes on to say that companies will dedicate 28.2% of their total marketing budgets to their loyalty programs, a 5.4% increase from the previous year’s number of 22.8%.

Only 4.8% of companies want to decrease their investment in loyalty program management.

Source: Antavo

13. 78.6% of companies will revamp their customer loyalty strategy

In Antavo’s annual survey on brand loyalty, the company asks its survey respondents, which are other companies, how likely they are to improve their customer loyalty strategy over the next three years.

They discovered that 78.6% of businesses are likely or very likely to revamp their strategies over the next three years.

This is compared to 71.6% of businesses that expressed interest in this in the year prior.

Source: Antavo

14. Most companies have 16.2 employees managing their customer loyalty programs

According to Antavo’s survey, the average number of employees who manage a brand’s customer loyalty program is 16.2.

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These are the types of teams who manage loyalty programs:

  • Dedicated loyalty team – 40.7% of brands use this type of team to manage their loyalty programs
  • Marketing team – 36.1%
  • CRM team – 16.3%
  • Another department – 3.5%
  • External team (loyalty consultant or agency) – 2.3%
  • IT team – 1.2%

Source: Antavo

15. 52.3% of companies use in-house technology to manage their loyalty programs

According to Antavo’s report on the global loyalty management market, 52.3% of companies manage their loyalty programs with in-house technology.

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The other half, or 47.7%, use a third-party loyalty technology vendor.

The report goes on to say that 61% of companies who use a third-party technology vendor to manage their loyalty programs are satisfied with the outcome versus the 51.1% of companies who are satisfied by the performance of their in-house technology.

Companies name the ability to integrate and adapt third-party technology into other solutions they have in place as a key benefit of using a third-party technology vendor for loyalty program management.

Source: Antavo

16. 80% of companies who measure the ROI of their loyalty programs see a ROI that’s 4.9 times higher

Antavo is a loyalty program technology companies use to power their loyalty programs. Therefore, the company has a lot of data to work with that reveals what works and doesn’t work in loyalty programs as well as how effective they are.

They discovered that 80% of companies who measure the return on investment (ROI) of their loyalty programs see a ROI that’s 4.9 times higher than what they originally spent.

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They also noticed a trend in which loyalty program members wind up spending 4.5 times more than general consumers do.

Source: Antavo

Customer loyalty statistics based on consumer behavior

17. 55% of consumers would stop using a brand after several bad experiences

According to PwC’s survey, 55% of consumers would stop buying from a brand after several bad experiences.

32% said they’d drop a brand if they had inconsistent experiences.

8% of consumers say all it takes is one bad customer experience for them to stop buying.

Source: PwC

18. 34.5% of consumers cited bad experiences as their number one reason for leaving brands

PwC asked 4,000 consumers to cite their reasons for leaving brands based on a multiple-choice survey question in which respondents were able to select up to three options.

34.5% chose bad experiences. Specifically, 37% chose “I had a bad experience with products/services” while 32% chose “I had a bad experience with customer service.”

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Here are consumers’ other reasons for leaving brands:

  • To support issues I feel are important in society – 18% of consumers chose this option
  • Prices went up/discounts ended – 17%
  • Service was no longer fast or efficient – 17%
  • I liked the experience with another brand better – 15%
  • Another brand offered lower prices – 11%
  • Lack of availability – 10%
  • I didn’t trust them with my personal data – 7%
  • Another brand offered a better loyalty program – 7%
  • Friends/social media recommended another brand – 2%

Source: PwC

19. When it comes to personalization, 48% of consumers prefer discounts on products they regularly use

Brands use personalization as a key method for keeping consumers loyal.

According to PwC’s survey, 48% of consumers prefer personalization in the form of discounts and rebates on products they regularly use.

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A “loyalty program that has flexibility in rewards” was also a popular option at 43%.

Here’s how other options fared. Survey respondents were able to select up to three options:

  • Discounts/rebates on products I regularly use – 48% of consumers chose this option
  • Loyalty program that has flexibility in rewards – 43%
  • Easy or fast access to products/services – 22%
  • Special access to things I like – 17%
  • Remembering my preferences – 14%
  • Offers based on my customer information – 13%
  • Remembering personal details about me – 12%
  • Employees know me and respond to my needs – 12%
  • Products picked just for me – 11%
  • Seamlessly switch between mobile/online/in-store – 8%
  • Relationships/partnerships with other brands I like – 7%

Source: PwC

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Final thoughts

These statistics prove one thing: customer engagement strategies like brand loyalty programs are an effective way of turning existing customers into loyal customers.

Your return on investment will be higher, and you’ll be able to spend less on customer acquisition strategies like advertising.

These statistics demonstrate that the majority of consumers show they’re loyal to a brand by recommending that brand’s products to people they know. This means your loyalty program should include rewards for customers who invite friends to shop.

Lastly, although the majority of companies use in-house technology to manage their loyalty programs, companies who use third-party technology vendors are more satisfied with their loyalty programs overall.

This means it may be worth investing in third-party technology for this purpose.

If you need additional help in ecommerce, check out our post on ecommerce marketing strategies.