Canadian consumers are more loyal to their favourite bands and their pets than to their churches, universities or favourite sports teams, according to a recent study 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 favourite bands, with loyalty to their pets ranking an extremely close second at 72%. Favourite sports team rates third with 65%, while university/alma mater (46%) and church/house of worship (41%) ranks a distant fourth and fifth, respectively.
Though favourite bands barely edged out pets for loyalty overall, favourite bands 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 favourite bands, compared to just 65% for pets. Among Canadians in their 30s, 78% of respondents professed loyalty to their favourite bands, a full 10%age point advantage over loyalty to pets in that age bracket (68%).
The Colloquy/FanXchange research reveals loyalty to a favourite band is lowest in the Maritimes (66%), where consumers much prefer their animals (81%).
"All of us remember the first time we saw our favourite 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 favourite 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 favourite teams or bands perform live," said FanXchange President Morley Ivers. "It's a motivating and memorable experience that increases engagement with the rewards programme making it possible."
Among the other key findings from the research:
- Canadians with an annual household income of more than Can$150,000 are significantly more loyal to their universities/alma maters than Americans in the same income bracket (64% vs 45%);
- Overall, Canadian men are more loyal to their universities/alma maters than women (48% vs 43%);
- English-speaking Quebec scored lower than other regions (and the United States) for loyalty to churches/houses of worship.
- Canadians' loyalty to their universities declines with age.