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According to an October 2011 survey from consumer behavior consultant Promise and survey provider Lightspeed Research, internet users in the UK love their loyalty programs. In fact, every internet user the firms surveyed was a member of at least one, while 50% belonged to three or more.
Promise hypothesized that loyalty memberships that offer frequent and tangible rewards, like points that translate directly into cash, are the most attractive to users. These points-based programs were clearly the most popular among UK internet users, followed by credit card and mobile phone-based loyalty schemes.
Mobile phone-based loyalty schemes were particularly popular among the 18-to-34-year-old group, with 43% subscribed. In a release, Promise stated that mobile phones may be the future of loyalty programs, because all of the consumers surveyed complained about carrying too much plastic in their wallets.
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