US loyalty program users are considerably more likely to participate in loyalty programs to save money than to receive rewards, finds a survey conducted by TechnologyAdvice. Of the options listed, almost 6 in 10 respondents chose “saving money” as their primary motivation for participating in loyalty programs, compared to close to 4 in 10 saying they use the programs to receive rewards. Respondents did not have a clear preference for card-based or digital programs, though.
Some 37% said they prefer card-based programs, while one-third prefer fully-digital ones, with the remaining 30% unsure. Despite the relatively even split, separate results indicate that loyalty program users are fairly enthusiastic about the potential of smartphone applications, with 59% more likely to join a loyalty program that offered a smartphone app. Read the rest at MarketingCharts.