The report was based on data from a survey of 2,200 online U.S. adults, 26% of whom were determined to be "brand enthusiasts"—defined as those who say they are likely to recommend preferred brands to friends and who make almost all relevant purchases from those brands now and in the future.
Brand enthusiasts are fairly evenly distributed among age groups and income levels, and they are also nearly evenly split by gender (47% female, 53% male), the analysis found.
Moreover, brand loyalty is not necessarily about price: Less than half (47%) say sales/discounts influence their brand purchases, compared with 80% who say they are influenced by product/service quality.
Below, additional key findings from the report.
The Value of a Brand Enthusiast
- Brand enthusiasts are nearly 4x more likely to spend significant amounts of money on favored brands in the future, and 3x more likely to frequently purchase from those brands.
- Enthusiasts spend 13% more per favored brand purchase on average than other customers.
- Brand enthusiasts are also significantly more likely to purchase based on recommendations from their brands of choice.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji