24 Apr Featured in Convenience Store Products: Is Loyalty or Privacy More Important to Consumers?

Most Americans don’t want to share personal information

Originally published at CSPDailyNews.com.

By Jackson Lewis

BOULDER, Colo. — A full 71% of Americans say they would be less likely to join a loyalty rewards program that collects personal information such as their address, according to a survey conducted by The Harris Poll.

In addition, more than half—58%—are also less likely to join a customer loyalty program that requires them to download an app to access the benefits, with 26% saying they would be much less likely.

“These survey results prove that U.S. consumers are becoming much more selective about the loyalty programs they join and, I believe, are ultimately more loyal to brands that respect their personal privacy,” said Ray Clopton, president and CEO of Wilbur and Smart Transaction Systems.

The survey also found that a majority of Americans—76%—are more likely to join a customer loyalty program that collects only their name and phone number, with 32% responding they would be much more likely to join. A total of 79% of Americans also said they were more likely to join a customer loyalty program that does not require them to carry a physical card, with 34% saying they would be much more likely to join.

This survey was conducted online April 4-8, 2019, from among 2,003 U.S. adults ages 18 and older. This online survey is not based on a probability sample, and therefore no estimate of theoretical sampling error can be calculated.