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Rush, Religion or Rover? Where Loyalties Lay

Canadian consumers are more loyal to their favorite bands and their pets than to their churches, universities or favorite sports teams, according to a study released today by COLLOQUY and FanXchange.

The COLLOQUY/FanXchange 2014 Experiential Rewards Research shows that 73% of Canadians state they are “extremely loyal” or “somewhat loyal” to their favorite bands, with loyalty to their pets ranking an extremely close second at 72%. Favorite sports team rates third with 65%, while university/alma mater (46%) and church/house of worship (41%) ranks a distant fourth and fifth, respectively.

Study findings are based on a June 2014 online survey of 1,005 English-speaking Canadian consumers. COLLOQUY, operated by LoyaltyOne, is a leading provider of loyalty-marketing research, publishing and education. FanXchange is a leader in live event ticketing for loyalty programs.

Download the infographics at

Though favorite band barely edged out pets for loyalty overall, favorite band prevailed more extensively in various demographics, including the western provinces and respondents in the 30-39 year-old age bracket.

For example, 74% of Western Canadians claim loyalty to their favorite bands, compared to just 65% for pets. Among Canadians in their 30s, 78% of respondents professed loyalty to their favorite bands, a full 10 percentage point advantage over loyalty to pets in that age bracket (68%).

The COLLOQUY/FanXchange research reveals loyalty to a favorite band is lowest in the Maritimes (66%), where consumers much prefer their animals (81%).

“All of us remember the first time we saw our favorite band live,” said COLLOQUY Research Director Jeff Berry. “There was a connection. Somebody finally understood us, and that made a lasting impression. There’s a lesson there for brand marketers.”

Gender stereotyping would point to men being more loyal to their favorite sports teams than women, but the COLLOQUY/FanXchange research exposes a staggering gap of 73% to 57%. The research shows that neither men nor women are overly loyal to their churches/houses of worship, with both sexes scoring a mere 41%.

“Canadians are thrilled to see their favorite teams or bands perform live,” said FanXchange President Morley Ivers. “It’s a motivating and memorable experience that increases engagement with the rewards program making it possible.”

In other key findings from the loyalty research:

  • Canadians with an annual household income of more than $150,000 are significantly more loyal to their universities/alma maters than Americans in the same income bracket.
    • Canadians – 64%
    • Americans – 45%
  • Overall, Canadian men are more loyal to their universities/alma maters than women.
    • Men – 48%
    • Women – 43%
  • English-speaking Quebec scored lower than other regions (and the United States) for loyalty to churches/houses of worship.
    • English-speaking Quebec – 32%
    • Ontario – 41%
    • West – 44%
    • Prairies – 44%
    • Maritimes – 48%
    • U.S. – 55%
  • Canadians’ loyalty to their universities declines with age.
    • 18-29 – 54%
    • 30-39 – 49%
    • 40-49 – 46%
    • 50-59 – 30%
    • 60+ – 28%

The survey margin of error, which measures sampling variability, is +/-3.9%.

About FanXchange:
FanXchange is the global technology leader in live event ticket access for loyalty and reward programs, powering portal solutions that enable program members to earn and redeem points for the purchase of tickets to every major sports, concert and theatre event in North America. For more information, visit

COLLOQUY is a publishing, education and research practice that brings together more than 50,000 loyalty practitioners from around the world. The go-to resource for loyalty intelligence since 1990, COLLOQUY engages and educates loyalty marketers with its magazine, weekly e-newsletter and timely and comprehensive loyalty-marketing website, COLLOQUY delivers industry-leading loyalty benchmarking reports and educational workshops, webinars and speeches. The COLLOQUY Summit is the premiere annual loyalty event where innovative loyalty strategies worldwide are recognized with the COLLOQUY Loyalty Awards. Advertising, sponsorship and publishing opportunities are available via the COLLOQUY Network Partners program, a global partnership of loyalty service providers. COLLOQUY is an independently operated division of LoyaltyOne.

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