What It Means to Bring Loyalty to Mobile Wallets - eMarketer

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What It Means to Bring Loyalty to Mobile Wallets

Internet users expect to earn, share and spend points via mobile wallets

October 25, 2016

Marketers are investing more in loyalty programs, and one way to boost their profile is to include them in mobile wallet apps. According to June research, internet users almost universally expect to be able to exchange points across programs within their mobile wallet—and that’s not all they want.

Mobile wallet loyalty provider Points polled 1,500 US internet users ages 18 and older in two separate surveys during April and June 2016. All respondents were familiar with mobile wallets and were a member of at least one loyalty program.

Respondents wanted the loyalty capabilities within mobile wallets to be convenient. Some 61% said they wanted to be able to redeem points or miles to pay for purchases directly from their mobile wallet, and nearly the same number said they wanted to be able to access all active loyalty programs through one app.

Since users are accessing these loyalty capabilities within a mobile device, it’s not surprising that 53% of respondents said that they would like to earn points or miles in their favorite programs with every mobile payment they make. And another 53% said they want to be able to receive notifications when their balance is high enough to redeem rewards.

Loyalty programs are becoming integral for many marketers. In fact, research from multichannel loyalty and analytics company CrowdTwist, in partnership with Brand Innovators, indicates that the majority of US marketers intend to allocate more of their budgets to customer loyalty programs next year. About 13% said they anticipate significant increases in spending on such programs.


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