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25+ Customer Loyalty Statistics, Facts & Trends

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Most companies place a high value on taking care of their customers because doing so has a powerful influence on brand success. History has revealed that developing strong brand loyalty is vital.

With that in mind, we sifted compelling statistics and data from the most trustworthy sources to bring you the facts on customer loyalty’s importance.

These interesting customer loyalty statistics and trends show how brand loyalty can affect various industries and markets.

7 Key Customer Loyalty Statistics (Editor’s Pick)

  • 66% of customers surveyed in 2022 would switch brands if they got a better deal elsewhere.
  • The market for loyalty management was estimated to be worth $4.54 billion in 2021.
  • As of 2022, 79% of IKEA customers were loyal to the brand.
  • As of early 2023, there was a 27% chance of a first-time customer returning to your store.
  • 58% of consumers in 2022 would switch brands due to product quality.
  • In 2022, 49% of US customer loyalty program members did not like that it took too long to get rewards.
  • 66% of buyers in 2022 favored brands offering personalized suggestions.

Infographic

top 7 customer loyalty statistics
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The Most Relevant Customer Loyalty Statistics

1. In 2022, 80% of customers were likely to patronize a brand offering individualized experiences.

Likewise, 64% of customers wanted brands to instantly engage and reply to their queries.

2. 66% of customers surveyed in 2022 would switch brands if they got a better deal elsewhere.

On the other hand, 88% of customers cared about a brand’s experience alongside its products and services.

3. 88% of customers in 2022 placed a high value on brand trust.

74% of customers also rated open and honest communication higher than before COVID.

4. 94% of customers surveyed in 2022 were likely to make another purchase from good customer service brands.

Whereas 8 in 10 people would stop buying from a brand after three poor experiences.

5. In 2022, 62% of consumers reported an emotional bond to the companies they patronized the most.

However, 56% of the surveyed consumers believed the companies only treated them as a number, not a unique customer.

6. The market for loyalty management was estimated to be worth $4.54 billion in 2021.

At a predicted CAGR of 23.5%, this market was expected to increase from $5.57 billion in 2022 to $24.44 billion by 2029.

Impressive Loyalty Statistics by Industry

7. In 2022, three industries enjoyed more customer loyalty than others.

Retail companies (22%), the food and beverage industry (16%), and technology brands (13%) dominated the customer loyalty charts.

8. Apple’s smartphone section enjoyed the highest brand customer loyalty in 2022.

Apple was followed by Amazon at #2 for online retail and Domino’s for its Pizza at #3. The #4 position went to Disney+ and #5 to TikTok.

highest brand customer loyalty
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9. Apple's brand loyalty hit a record-high 92% in 2021.

In contrast, 90.5% of consumers were loyal to the brand in 2019, which was still an all-time high.

10. In 2021, 93% of Amazon Prime members retained their subscriptions to the platform.

Another 98% renewed their subscriptions on expiry.

11. Roughly 6 in 10 (59%) US online sports and outdoor gear shoppers in 2022 liked the Nike brand.

Nearly 43% of American customers of sports and outdoor brands planned to use Nike again.

12. As of 2021, on average, 21% of Starbucks customers returned to the store within three days.

10% revisited in just one day, and 16% did so in just two days.

Only 1% of the surveyed Starbucks customers visited another coffee shop in that timeframe.

13. As of 2022, 79% of IKEA customers were loyal to the brand.

About 26% of online furniture shoppers in the United States would use IKEA again.

14. Walmart scored the highest (3.22) customer loyalty rating among hypermarket superstores in the United States.

This was followed by the brands tabled below.

Brand Customer Loyalty Score (1 to 5 Metric)
Walmart 3.22
Fred Meyer 2.62
Meijer 2.58
Target 2.14
Lowe's 2.04

15. 52% of global customers in 2022 would pay more for a brand with an appealing image.

80% of the surveyed consumers believed that brands could make philanthropic endeavors while generating revenue.

Customer Loyalty by Brand Statistics

16. 66% of buyers in 2022 favored brands offering personalized suggestions.

44% also wanted brands to know their names and purchase history.

17. 27% of 2021 consumers mentioned “convenience” as an influencing factor to remain loyal to a brand.

However, nearly 30% of consumers changed brands when their favorite product got sold out.

18. In 2022, the insurance industry enjoyed the highest customer retention rate, at 84%.

The table below shows a breakdown of retention rates by various sectors.

Industry Retention Rate
Insurance 84%
Banking 75%
Retail 63%
Hospitality 55%
Fintech 37%
SaaS 35%
Media 25%
Edtech 4%

19. 2023 trends show loyal customers in the top 1% spend 2.5 times more than those in the bottom 99%.

The top 10% of loyal customers spend twice more than the bottom 90% on every order.

20. As of early 2023, there was a 27% chance of a first-time customer returning to your store.

A two-time customer was 49% likely to return, while those who have bought about thrice stood a 62% chance to return to buy something else.

percentage of returning customers
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21. In 2022, 78% of customers considered a company's environmental practices before buying.

68% of customers were loyal to brands with society’s best interests, a significant increase from the 59% who felt the same way in 2020.

22. In 2021, 1 in 5 consumers switched brands after hearing of a new brand from friends and family.

Since the pandemic till 2021, over 23% of consumers have changed brands more regularly.

Customer Loyalty Benefits Statistics

23. In 2022, 79% of consumers were likely to stick with a brand because of its loyalty program.

79% of customers said they liked to get a discount, while 65% preferred free products as customer loyalty rewards. 47% wanted free product samples, and another 43% favored free services.

24. 65% of online US customers who participated in loyalty programs wanted member-exclusive offers.

The 2023 survey also revealed that 64% of US adult online shoppers who are members of a loyalty program spent more money with brands.

25. 26% of consumers in 2021 were likely to stick with a brand offering loyalty rewards.

At the same time, 27% believed convenience was an essential factor for loyalty.

26. 91% of executives in 2023 believe their loyalty program has to offer more significant benefits or prizes.

Likewise, 20% of consumers claim to be more loyal to brands than before the pandemic.

Customer Loyalty Loss Statistics

27. 35% of consumers in 2021 often experimented with new brands.

Over 42% preferred to buy from brands they have already used, but they might choose another one if the situation called for it.

28. 58% of consumers in 2022 would switch brands due to product quality.

71% of consumers also switched brands due to changes in goals, lifestyle, or financial circumstances.

switching brands by consumers
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29. In 2022, 49% of US customer loyalty program members did not like that it took too long to get rewards.

27% believed the awards were not convincing enough, while 31% considered it too challenging to earn rewards.

How Loyal Are Your Customers?

Statistics have proven that customer loyalty is non-negotiable in this era of aggressive competition. Consider how companies like Microsoft, Amazon, Apple, and others retain millions of customers by achieving customer satisfaction.

And while you build your customer loyalty, you might want to check out these Yelp statistics to see how your business and chances of customer loyalty may also benefit from a robust review system.

Interesting Reads:
References:
  1. https://www.bcg.com/featured-insights/executive-perspectives#past-editions
  2. https://www.marketingcharts.com/brand-related/brand-loyalty-227306
  3. https://www.salesforce.com/news/stories/customer-engagement-research/
  4. https://www.salesforce.com/blog/mastering-retail-fulfillment/
  5. https://www2.deloitte.com/us/en/pages/about-deloitte/articles/press-releases/deloitte-publishes-third-annual-2022-global-marketing-trends-report.html
  6. https://www.salesforce.com/eu/resources/research-reports/state-of-the-connected-customer/
  7. https://www.salesforce.com/blog/retail-customer-service/
  8. https://www.marketingcharts.com/customer-centric/spending-trends-229078
  9. https://www.fortunebusinessinsights.com/industry-reports/loyalty-management-market-101166
  10. https://www.imore.com/brand-loyalty-apple-has-hit-all-time-high
  11. https://www.statista.com/forecasts/1252006/nike-sports-and-outdoor-online-shops-brand-profile-in-the-united-states
  12. https://gravyanalytics.com/blog/starbucks-customer-loyalty-visit-frequency-analysis/
  13. https://www.statista.com/forecasts/1252125/ikea-furniture-online-shops-brand-profile-in-the-united-states
  14. https://www.marketingcharts.com/brand-related/brand-loyalty-228783
  15. https://www.ipsos.com/en-hk/ipsos-releases-global-trends-2023-new-world-disorder-hong-kong
  16. https://www.statista.com/statistics/1251860/amazon-prime-retention-rates/
  17. https://www.business.com/articles/returning-customers-spend-67-more-than-new-customers-keep-your-customers-coming-back-with-a-recurring-revenue-sales-model/
  18. https://www.freshrelevance.com/resources/brand-switching-and-customer-loyalty/
  19. https://blog.hubspot.com/service/statistics-on-customer-retention
  20. https://blog.smile.io/repeat-customers-profitable/
  21. https://www.salesforce.com/eu/form/state-of-marketing/
  22. https://www.salesforce.com/news/stories/customer-engagement-research/
  23. https://chainstoreage.com/walmart-has-most-loyal-customers-us-followed-fred-meyer-meijer-and-target
  24. https://www.marketingcharts.com/cross-media-and-traditional/loyalty-226476
  25. https://www.epsilon.com/us/insights/resources/the-forrester-wave-loyalty-technology-solutions-q1-2023
  26. https://www.statista.com/statistics/1238903/dislike-factors-loyalty-programs-us