Study: There’s Immense Brand Loyalty Among U.S. Consumers

According to relationship marketing company Marigold, 78% of U.S. consumers will pay more to shop with brands they’re loyal to — up from 72% last year, and notably higher than the 63% reported among global consumers. 

• But U.S. consumers also hold brands to a higher standard, demanding more in advance before their loyalty is given: 91% of consumers in the U.S. say brands need to make efforts to treat them like an individual to become a favorite or preferred brand, compared to 78% globally. 
• 80% or more of U.S. consumers cite the following as either important or critically important to maintaining their loyalty: customer service/support, data privacy policies, product/service quality, options and availability.
• Half of U.S. consumers are more likely to engage in a loyalty program this year than last, 25% higher than global consumers.

To get more insights around the latest consumer loyalty trends, download Marigold’s U.S. report here.