Key Findings

To understand overall loyalty, we created a loyalty index, which is the average of consumer likelihood to trust, recommend, and purchase more from an organization in one of 17 industries. Based on this analysis, we found that:

  • Supermarkets have the most loyalty. Supermarkets earned the highest level of repurchase loyalty, and the highest overall loyalty index of 78%. Streaming media services earned the highest level of recommendations, and hospitals/clinics earned the highest levels of trust.
  • Government agencies have the least loyalty. Across all three measurements, consumers are least loyal to government agencies, resulting in a loyalty index of 61%. Internet service providers and mobile service providers had the next lowest loyalty indexes, 67%.
  • India and Japan report the highest and lowest loyalty. Across all three areas, Indian consumers showed the highest levels of loyalty, while Japanese consumers showed the lowest. Their loyalty indexes are 40-points apart, 85% to 45%.
  • The lowest level of loyalty is 25%. The lowest areas of loyalty are government agencies in Japan and public utilities in Germany, where only 25% of consumers reported strong loyalty.
  • The highest level of loyalty is 93%. The highest area of loyalty is property insurance in Indonesia, where 93% of consumers reported strong loyalty. The next highest level of loyalty is 92% for colleges/universities in Hong Kong.

Figures

Here are the figures for this Data Snapshot:

  1. Global Consumer Loyalty by Industry (see Figure 1)
  2. Global Consumer Loyalty by Country (see Figure 2)
  3. Consumer Loyalty: Australia (see Figure 3)
  4. Consumer Loyalty: Brazil (see Figure 4)
  5. Consumer Loyalty: Canada (see Figure 5)
  6. Consumer Loyalty: France (see Figure 6)
  7. Consumer Loyalty: Germany (see Figure 7)
  8. Consumer Loyalty: Hong Kong (see Figure 8)
  9. Consumer Loyalty: India (see Figure 9)
  10. Consumer Loyalty: Indonesia (see Figure 10)
  11. Consumer Loyalty: Japan (see Figure 11)
  12. Consumer Loyalty: Malaysia (see Figure 12)
  13. Consumer Loyalty: Mexico (see Figure 13)
  14. Consumer Loyalty: Philippines (see Figure 14)
  15. Consumer Loyalty: Singapore (see Figure 15)
  16. Consumer Loyalty: South Korea (see Figure 16)
  17. Consumer Loyalty: Spain (see Figure 17)
  18. Consumer Loyalty: Thailand (see Figure 18)
  19. Consumer Loyalty: UK (see Figure 19)
  20. Consumer Loyalty: U.S. (see Figure 20)
  21. Methodology (see Figure 21)