Consumer Behavior

Nearly half of consumers will download apps to get loyalty promotions, exclusive deals

Photo: Adobe Stock

June 17, 2024

Just about half, 49%, of U.S. consumers will download a brand's app to get loyalty deals and exclusive deals, according to the EY Future Consumer Index survey that polled 23,000 consumers across 30 countries.

In addition 70% said they would join a retailer or brand's loyalty program for free shipping.

The survey also revealed 56% of consumers find it extremely important to interact with humans during product returns and refunds, according to a press release on the study. The study included input from 1,500 U.S. consumers.

Nearly half, 45%, of consumers polled had used a discount code or voucher while online shopping in the past six months.

"Sales have gone from specific moments in time, like Black Friday and back to school, to consistent opportunities for deals—and strong loyalty programs elevate that culture of consistent savings even further," Kathy Gramling, EY Americas consumer industry leader, said in the release. "At the same time, loyalty programs provide brands and retailers with invaluable consumer data to better inform products, programs and personalized experiences. Winning brands are those that use the data found in loyalty programs to not only attract new customers, but also retain and reward existing ones."

When asked about the main drivers to in-store shopping, 59% of consumers said they make the trip in-store for the purpose of seeing, touching and trying items before making a purchase, while 57% noted a desire to bypass shipping.