Australia: Survey says Aussies lead in loyalty market penetration

WM Circle Logo

By: RickFerguson |

Posted on March 16, 2016

Montreal-based loyalty provider Aimia recently updated their Loyalty Lens research with a raft of new statistics about loyalty participation across 11 countries surveyed. This week's focus is on Australia, which has joined the top ranks of programme penetration along with other mature markets such as Canada, the United Kingdom, and the United States. The short version: loyalty and incentive programmes continue to be the predominate customer-centric marketing model in mature economies.

According to Aimia's 2015 Global Loyalty Lens research, 73% of Italians participate in a supermarket loyalty programme, closely followed by the U.K. and Australia, both with 72% of the population. Australians top the nations surveyed in their airline loyalty membership with 39%, compared to 11% in the U.K., 23% in the U.S. and 10% in Germany.

Other Australian-centric findings from Aimia�s Global Loyalty Lens research include:

  • 87% of Australians are members of at least one loyalty programme compared to the global average of 85%.
  • The most popular sectors for loyalty membership in Australia after supermarkets and airlines are: department stores (30%); pharmacies (24%); and credit cards (22%).
  • Eighty percent of Australians are willing to share personal information such as their email address, name (78%) and nationality (73%) with brands. Australians are less comfortable sharing web history (20%).

The 2015 Global Loyalty Lens study surveyed more than 20,000 consumers across 11 countries, including Australia, Brazil, Canada, France, Germany, India, Italy, Spain, the United Arab Emirates, United Kingdom and United States.

You can download Aimia's Global Loyalty Lens survey here.

More Info: