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Rush, Religion or Rover? Where Loyalties Lay
|By Business Wire
|August 5, 2014 12:25 PM EDT
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
Download the infographics at http://www.colloquy.com/Canada_Where_Loyalties_Lay.
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
The COLLOQUY/FanXchange research reveals loyalty to a favorite band is
lowest in the Maritimes (66%), where consumers much prefer their animals
“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
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
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 www.loyalty.fanxchange.com.
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.com.
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.
Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20140805006324/en/
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