However, not all demographics are participating in loyalty programs at the same rate. A November 2018 YouGov study of US loyalty program members found that 57% of 25- to 34-year-olds participated in at least one loyalty program, as did 43% of those ages 18 to 24.

While these participation rates are still fairly high across the board, the two youngest age groups—including millennials, who are currently the largest group of digital buyers—were less likely to be members of a loyalty program than the age groups immediately above them.

“Millennials—and younger consumers more generally—simply haven’t developed many of the household formation habits or reached the points in their careers when loyalty programs make the most sense,” eMarketer principal analyst Andrew Lipsman said. “If you’re not regularly buying food, medication and clothes for your household, you don’t have the same need. And if you’re not a frequent traveler, why belong to airline or hotel loyalty programs?”

Sourced through Scoop.it from: www.emarketer.com