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Consumers actively use only about half of the loyalty programs they are members of, according to recent research from Bond Brand Loyalty and Visa.

The report was based on data from a survey conducted in January 2016 of more than 12,000 US consumers and 7,000 Canadian consumers.

Participants were polled on their attitudes toward loyalty programs in a wide range of industries, including retail, payments, travel, CPG, entertainment, gas, and dining.

Respondents say they have joined 13.4 brand loyalty programs, on average, but say that only 6.7 of these memberships are active, on average.

Below, additional key findings from the report.

Satisfaction

Some 44% of respondents say they are satisfied with their experiences with brand loyalty programs. That's about the same as in 2015 (43%) and higher than in 2014 (39%).

Only 30% of consumers say they are satisfied with programs' website experiences and 49% aren't sure whether the programs they're members of have mobile apps.

Consumers are most satisfied with their drugstore/grocery and gas/convenience loyalty program memberships (50% of respondents say they are satisfied with each).

Behavior and Rewards

Two-thirds of consumers say they modify their spends to earn more loyalty program points.

Some 20% of consumers surveyed say they have never redeemed points in any of the loyalty programs they are members of.

Only 23% of consumers say they are satisfied with how points can be earned in the loyalty programs they are members of.

About the research: The report was based on data from a survey conducted in January 2016 of more than 12,000 US consumers and 7,000 Canadian consumers.

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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

Twitter: @ayaznanji