23 Incredible Customer Loyalty Statistics for 2024

In today's fiercely competitive marketplace, capturing the attention of new customers is vital for any brand's growth. However, the true mark of a successful business lies in its ability to retain those customers and foster unwavering loyalty. 

But what exactly drives this loyalty in consumers? The answer is as diverse as the customers themselves.

Brands invest increasingly significant resources into loyalty management, and consumers, in turn, raise the bar for what constitutes true loyalty-worthy brands.

As we dive into the landscape of customer loyalty in 2024, it's clear that the dynamics are shifting, influenced by evolving consumer preferences and brand strategies. 

Join us as we explore 23 illuminating customer loyalty statistics for the year ahead, shedding light on the trends shaping the relationship between brands and their most loyal customers.

Global Customer Loyalty Trends

• The global loyalty management market is projected to grow from $6.47 billion in 2023 to $28.65 billion by 2030, at a CAGR of 23.7% in the forecast period. This indicates a significant investment and interest in loyalty programs and management systems, suggesting businesses recognize the value of cultivating customer loyalty.

• 75% of surveyed global executives said they will invest more in delivering hybrid experiences, combining the best of physical and digital experiences, over the next 12 months. This trend reflects the increasing importance of integrating physical and digital experiences to meet evolving consumer expectations.

• Price and quality were cited as top-three purchasing criteria anywhere between 61% and 86% of the time according to customers surveyed all over the world. This underscores the necessity for businesses to maintain competitive pricing and high-quality offerings to attract and retain customers.

• 89% of global consumers check online reviews as part of their buying journey: 44% check your social media, while 43% read user-generated reviews. This highlights the critical role of online reputation and social proof in influencing purchasing decisions.

• The most common reason customers dislike a loyalty program is taking too long to reap their rewards.

Loyalty Program Statistics

• 81% of consumers are members of a loyalty program, but only 49% of consumers actively use loyalty programs they are enrolled in. This indicates a gap between membership and engagement, emphasising the need for more engaging and relevant loyalty offerings.

• 56% of customers will repurchase from a company if they receive personalised loyalty rewards and programs.

• Paid and VIP loyalty programs are still a great way to increase loyalty for shoppers who buy from a particular brand: 36% say the subscription services save them money in the long run, and 23% say they save time.

• Top-performing loyalty programs are achieving up to four times the benefits of other programs. Consumers are 10% more likely to shop with a company that has a leading loyalty program, 14% more likely to increase their purchase frequency, and 12% more likely to recommend the brand to others, compared to those enrolled in bottom quartile programs.

• According to Salesforce, 55% of consumers would use loyalty programs more if the rewards were personalised to better reflect their individual needs, and another 55% would increase their usage if the rewards could be applied across multiple brands.

Brand Loyalty Insights

• Familiarity with loyalty programs varies widely across industries, from 30% for airlines to 75% for transportation apps.

• Grocery and retail loyalty programs are the most frequently used, with 70% of consumers reporting using their grocery loyalty program almost every time they shop. These sectors have successfully integrated loyalty programs into their business models.

• 64% of loyalty program members are willing to spend more money to maximise points earnings.

• 36% of consumers say retailers need to do more to offer personalised experiences.

• 70% of consumers say a company’s understanding of their personal needs influences their loyalty.

Demographic Insights

• According to Acxiom, 67% of consumers aged 25-34 believe that brands offering their products as services can better understand their needs, and 64% agree that such brands deliver a better experience.

• 68% of customers aged 25-34 feel closer to brands that provide services beyond the point of purchase.

• 60% of Gen Alpha parents say their kids watch shopping content where they are exposed to new products and brands.

• Around 40% of Gen Z and millennials make an impulse purchase online every 2-3 weeks, and this number rises to 48% among daily TikTok users.

• According to PwC, 41% of Gen Z consumers and 37% of Millennials are willing to share their personal interests, preferences, or habits with a business in exchange for a more personalised experience.

• Millennials (36%) and Gen Z (31%) are the top metaverse users. Check out our dedicated blog post to learn more about how to create loyalty in the Metaverse.

• 50% of under 18 and 41% of Gen Z shoppers are most likely to make purchase decisions based on sustainability and social responsibility.

• 90% of Gen Z shoppers say they are more willing to purchase products they deem beneficial to society.