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Mobile loyalty apps rejected by more than 75% of Brits

Monday January 5, 2015 at 7:55am
Only one in four UK consumers would use a mobile loyalty app, even though nine out 10 (91% of over 55s and 94% of 18-25s) use a mobile or smartphone, according to new research. The 2014 Loyalty Pays report from Plastic Card Services has found that 20% of over 55s and 25% of 18-25s would us a mobile app for loyalty schemes. The annual ‘Loyalty Pays’ from leading loyalty card manufacturer PCS provides a warning for those marketers considering taking their schemes digital-only. The survey clearly indicates that traditional loyalty schemes are still a worthwhile endeavour in the eyes of today’s tech savvy consumers. Britons have more plastic loyalty cards now than they did five years ago (44.6% of over 55s and 67.99% of 18-25s); and more than half of those surveyed (49.13% over 55s and 58.10% of 18-25s respectively) said they are more loyal to brands that they hold cards for. Rob Nicholls, MD of PCS, says: “Brands have been wise to the ways of their customers for a long time now, but loyalty, and that includes the digitalisation of loyalty schemes, remains a topic of debate. What we’re seeing with our research is that the majority of consumers are actively choosing to have a plastic loyalty card.” Nicholls adds: “93% of UK adults own a mobile phone, but the reasons they’re failing to embrace loyalty apps are vast, such as the growing fear of fraud that comes with taking things online or simply ease of use that comes with cards. Either way, brands should take note of what their customers are asking for and, in this case, traditional loyalty schemes are still desired.” Plastic Card Services is a market leading manufacturer of plastic cards and associated services, including personalisation, data processing, mailing and fulfilment.
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