Millennials Fuel 19% Jump in Loyalty-Program Participation

Despite the current recession, US consumer participation in loyalty and rewards programs is rising across all demographic segments and has grown 19% since 2007 among the general population, according to a study by Colloquy.

Activity in specific demographic segments is up even more, the research found. Participation by Millennials (ages 18-25) - which represent the fastest-growing demographic for loyalty programs - has soared 32% since it was last measured in 2007, while participation by women is up 29% in the same time period.

Source : Colloquy