Americans Increasingly Join Loyalty Programs, But Remain Cynical

74% of US consumers now participate in rewards programs, representing a 9% increase from 68% in 2009 and a 30% increase from 57% in 2007, according to [download page] a December 2011 report from Colloquy. Data from the “The Rules of Engagement: Loyalty in the US and Canada” indicates that growth in the US population’s participation is largely due to seniors’ increased involvement in loyalty programs: this year 81% of US consumers aged over 60 reported participating in rewards programs, up from 61% in 2009 and 54% in 2007. However, even though program signups are growing, consumers appear unsatisfied with their experiences: just 12% of US consumers strongly agree that it pays to be loyal to their favorite brands, while only 17% say loyalty programs are very influential in their purchasing decisions. (more…)