Hawk Incentives Research Uncovers Millennials’ Enthusiasm for Loyalty Programs

New Hawk Incentives research, which focused on consumer preferences for loyalty programs, found that the millennials surveyed embrace loyalty programs at high rates and appear to be driving consumer preference for prepaid and gift card rewards in loyalty programs.

The research findings were based on a survey of more than 1,500 American adults, including 645 millennials, on their preference and attitudes toward loyalty programs across a range of categories.

Among the findings:

  • Millennials reported being active in an average of 4.2 of the 6.5 programs they belong to.
  • Fifty-five percent of millennials report some kind of reward card would keep them most engaged, versus 47 percent of baby boomer respondents.
  • While 56 percent of millennial respondents say it doesn’t matter if they receive a digital or physical reward, 65 percent prefer digital.

Download Hawk Incentives’ infographic, “Long Live the Loyalty Program,” here.


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