United States Loyalty Programs Per Household
As of 2017, the average number of loyalty programs per U.S. household was 18, but only 8.4 were active. This information has been added to the attached spreadsheet and more information on our findings is below.
Average number of loyalty programs per U.S. household
- According to research conducted by the Colloquy Loyalty Census, the average U.S. household has enrolled in 18 different loyalty programs.
- Of those 18 loyalty programs, the average U.S. household is actively using 8.4.
- This means that an average of 9.6 loyalty cards are currently inactive (18 – 8.4).
Average number of loyalty programs per Person
- In 2018, Hawk Incentives found that each person in the U.S. has enrolled in an average of 6.2 loyalty programs, of which 3.9 are active.
- American millennials enroll in loyalty programs and actively use them at a higher rate than the American public in general.
- Millennials have enrolled in an average of 6.5 loyalty programs, of which 4.2 are active.
Additional information on U.S. loyalty programs
- According to the Colloquy Loyalty Census, "U.S. consumers hold 3.8 billion memberships in customer loyalty programs."
- Approximately $48 billion in reward points and miles are issued to loyalty program members every year.
- Of that $48 billion, at least 33% go unredeemed.
- Only 24% of shoppers use their earned rewards and 43% say their rewards expire before they can use them.
- Another 38% of shoppers never know when they have rewards available.
- Baby boomers have the lowest loyalty program participation rate at 25% compared to 29% for generation X and 41% of millennials.
- In 2016, 74% of loyalty program members belonged to a supermarket or grocery store loyalty program, the highest percentage of any category.
- About 53% of loyalty program members cite "easy to use" as their primary reason for participating in a program.
Using a variety of official studies on U.S. loyalty programs, we were able to find statistics for both household averages and individual consumer averages. In one case, for the Colloquy Loyalty Census, we were unable to download the official report due to the requirement of a business email address, but we were able to pull the report's statistics from a reputable blog post from Macorr Research Solutions. This report was conducted in 2017, therefore the blog also has to be from 2017 or later. All other statistics were taken directly from research documents or articles that discuss these results from reputable research studies.