GB/US: Are consumers subscribing to loyalty programs?

Over the years, loyalty programs have evolved from one-size-fit-all point-based system to things ranging from ‘cashpots’ of money, through NFTs to arcade-inspired gamified reward systems.

And while a plurality of Britons (72%) and Americans (71%) think loyalty programs are a great way for brands and businesses to reward their customers, is it easy to convince them to subscribe to a new program every time one is offered to them?

Latest data from YouGov Profiles reveals that more than two in five consumers in both markets (46% in GB and 47% in US) are not likely to subscribe to a loyalty program every time they’re given an opportunity.

However, around two in five consumers in the US (41%) do take up each offer of a loyalty program, while 38% of Britons do the same.

A closer look at the data indicates that women in both markets are more likely to subscribe to every loyalty program they come across. While both British and American women are as likely to agree (43% both) as they are to disagree (41% both) that they sign up for every program they are offered, the men differ in their opinions.

Lack of personalization could possibly be one of the reasons. Over half of the British population (53%) say they are more likely to join loyalty programs when brands show that they understand them and offer personalized experiences.

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for US and Great Britain is nationally representative and weighted by age, gender, education, region, and race. Learn more about Profiles.