Canadians Flock to Loyalty Programs

Posted on by Chief Marketer Staff

Canadians like loyalty programs. In fact, almost all of them do. In a recent survey, 93.6% said they belong to at least one program.

The number reflects a 9% participation growth by the general population since 2007, according to new research from Colloquy.

Most people are actively participating, with the exception of the “affluent” segment, which remained flat at 96% participation.

The fastest growing demographic is Millennials (age 18-25). Activity within this group spiked to 86.5%, up 11% since 2007. Comparatively, the same demographic in the U.S. reports a 58% participation rate. This group is also more likely to shift reward redemptions to necessities due to the economy.

Women and seniors inched up, and consumers in French Quebec measured for the first time at 92.4% participation.

The study examined trends in six consumer segments: General population representing a statistically distributed sample of Canada; affluent (heads of household with annual incomes of $125,000 or greater); Millennials (respondents aged 18-25 years); seniors (respondents 60 or older); core women (female respondents age 25-49 with annual income between $50,000 and $125,000); and French Quebec (those residing in French Quebec).

“We were already aware that Canada was a congested loyalty arena,” Colloguy Editorial Director Rick Ferguson said in a release. “But to see a nearly 10% jump in such a market says that consumers are turning to rewards programs more than ever to offset economic woes. And the value of coalition programs in the eyes of Canadian consumers cannot be understated.”

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