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BizReport : Loyalty Marketing : December 01, 2016

UK lags US in mobile loyalty card use

A new survey reveals that the UK lags the US when it comes to integrating loyalty schemes with mobile phones.

by Helen Leggatt

According to a survey from Veoo, 95% of loyalty card holders in the US and UK have between 1 and 10 physical loyalty cards in their wallet and 90% of them use those cards on a monthly basis.

loyalty pic.pngIn the UK, just over a quarter (28%) of loyalty card holders currently use a loyalty scheme that is integrated with their smartphone, behind the US in which 52% do so. Furthermore, 52% of US respondents are now saving offers/coupons to their mobile wallet solution whereas only 28% of respondents are doing this in the UK.

According to Veoo, it is retailers in the UK that are holding back mobile loyalty schemes and that, with more than 4 in 10 consumers becoming bogged down with physical cards, it won't be long before convenience and market conditions mean the UK will catch up with the US.

In the UK, perceptions of a loyalty program would change if users were able to save plastic loyalty cards to their smartphone. Twenty percent of those surveyed said they would have a much more positive opinion of the program and 32% would have a somewhat more positive opinion of the loyalty program if this was the case.

Recent research from Eagle Eye Solutions and YouGov found that nearly half (47%) of Millennials in the UK said it was important that a loyalty program be accessible via mobile, compared to 37% across all age groups and just 16% of those aged 55 and over. Among older Millennials (25-34 year-olds) 59% stated that it was important for a loyalty scheme to offer a digital option.

Tags: loyalty scheme, loyalty shoppers, mobile

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