MONTREAL, June 13, 2012 /CNW Telbec/ - As the largest generational
cohort in Canada since the Baby Boomers, the Millennial Generation or
"Gen Y" is transforming how companies and brands develop long-term
customer loyalty, according to Aimia's proprietary Canadian Millennial
Aimia, a global leader in loyalty management and parent company of
Aeroplan, conducted research comparing the attitudes of Millennial and
non-Millennial consumers in Canada, revealing how the definition of
loyalty is shifting and what companies will need to address in order to
connect with the Millennial Generation. For example, the findings show
that over three-quarters (78%) of Canadian Millennials are more likely
to choose a brand that offers a loyalty or rewards program over a brand
that does not.
"Marketers targeting the Millennial demographic will have to demonstrate
why this cohort should engage with their brand," said Rick Ferguson,
lead author of the report and Vice President, Knowledge Development at
Aimia. "Our survey data shows Millennials have extremely high
expectations of their brand relationships and demand immediate
gratification from reward programs. Delivering this value will require
marketers to harness the use of technology to derive maximum efficiency
from their programs."
The proliferation of social media and mobile devices is having a
profound impact on how Millennials interact with brands. Nearly half of
Millennials (44%) surveyed are willing to promote products or brands
through social media in exchange for rewards. Furthermore, over one
quarter of Millennials (27%) expressed high interest in using a mobile
device as a substitute for carrying a plastic loyalty card versus 9% of
"At nearly one third of the overall population, Generation Y already
exerts a strong influence on Canadian culture, politics and commerce,"
said Ferguson. "It is important that marketers understand how to
effectively engage with Millennials and leverage their customer data to
build sustained, reciprocal and meaningful relationships that increase
profits and drive long-term enterprise value."
The Aimia Millennial Loyalty Survey, which was conducted in Canada as
well as the U.S. and the U.K., presents a comprehensive view of
customer loyalty expectations covering technology, privacy, rewards and
culture themes among the next major cohort of consumer spending.
Additional high-level findings in Canada include:
83% of Millennials participate in loyalty programs, compared to 89% of
63% of Millennials say the top reason to join a rewards program is that
it's free, compared to only 37% of non-Millennials
48% of Millennials surveyed agree that they're more likely to share
personal details with a brand that offers loyalty and reward incentives
41% of Millennials are interested in using a phone to pay at checkout,
compared to only 18% of non-Millennials
52% of Millennials use their mobile device for review before a purchase
compared to 41% non-Millennials
34% of Millennials seek opinions from their social networks, compared
with 15% of non-Millennials
Millennials are also roughly three times more likely than older Canadian
consumers to express high interest in mobile wallet applications
37% of Millennials are likely to provide personal information when
registering for websites, compared to only 25% of non-Millennials
54% of Millennials are concerned about hackers, compared to 63% of
28% of Millennials are concerned about search engine tracking, compared
to 42% of non-Millennials
18% of Canadian Millennial loyalty program members are concerned about
sharing personal information with reward programs, compared to 27% of
23% of Canadian Millennials express interest in joining a rewards
program connected to a social cause, compared to only 14% of
non-Millennials and compared to only 12% of Millennials in the U.K. and
only 9% of Millennials in the U.S.
To view the complete report and related infographics, please visit: www.aimia.com.
About The Survey
Aimia commissioned Harris Interactive to conduct the online survey among
adults 19 and older in Canada. The survey was conducted among 2,045
adults in Canada between July 8 and July 19, 2011. Figures were
weighted to be representative of the general population.
About Aimia in Canada
Aimia, a global leader in loyalty management, has unique capabilities
and proven expertise in delivering proprietary loyalty services,
launching and managing coalition loyalty programs, creating value
through loyalty analytics and driving innovation in the emerging
digital and mobile spaces. In Canada, Aimia owns and operates Aeroplan,
Canada's premier coalition loyalty program, as well as a proprietary
loyalty division that designs, launches and operates new client
programs. Aimia also offers world-class data analytics through its
Intelligent Shoppers Solutions suite of tools and has a minority
position in Cardlytics, a pioneer of transaction-driven marketing in
banking. For more information, please visit: www.aimia.com.
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