Lord, Lakers or Lassie? Where Loyalties Lay

Americans More Loyal to Pets, Favorite Bands than to Churches or Alma Maters

Graphic: Business Wire

CINCINNATI--()--American consumers are more loyal to their pets than to their churches, favorite bands, sports teams or alma maters, according to a study released today by COLLOQUY and FanXchange.

The COLLOQUY/FanXchange 2014 Experiential Rewards Research shows that 71% of Americans state they are “extremely loyal” or “somewhat loyal” to their pets, with loyalty to their favorite bands ranking a close second at 69%.

Favorite sports team rated third with 66%, while church/house of worship (55%) and university/alma mater (49%) rated a distant fourth and fifth, respectively.

Study findings are based on a June 2014 online survey of 1,003 American consumers. COLLOQUY, operated by LoyaltyOne, is a leading provider of loyalty marketing research, education and publishing. FanXchange is a leader in live event ticketing for loyalty programs.

Download the infographics at http://www.colloquy.com/USA_Where_Loyalties_Lay

The COLLOQUY/FanXchange joint research further reveals that Southerners are most loyal to their pets (74%), with Westerners (72%) following close behind. Those living in the Northeast (70%) and Midwest (67%) rank third and fourth.

“The supremacy of loyalty to pets is instructive,” said Jeff Berry, COLLOQUY research director. “The essence of loyalty is a true sense of connection. There’s a lesson here for brands.”

Gender stereotyping would point to men being more loyal to their favorite sports teams than women, but the COLLOQUY/FanXchange research exposes a staggering gap of 78% to 55%. While both sexes would claim to be pet champions, women scored higher on loyalty to pets (73-69%). Women also outscored men on loyalty to church/house of worship (56-53%).

“Americans are thrilled to see their favorite teams or bands perform live,” said FanXchange President Morley Ivers. “It’s a motivating and memorable experience that increases engagement with the rewards program making it possible.”

In other key findings from the loyalty research:

  • The Midwest is the only geographical region of the United States scoring higher in loyalty to bands than pets.
    • Favorite Band – 69%
    • Pet – 67%
  • American men are more loyal to their universities/alma maters than women.
    • Men – 55%
    • Women – 43%
  • Affluent Americans (household income more than $150,000/year) are more loyal to their favorite sports teams than their pets or churches.
    • Favorite Sports Team – 71%
    • Favorite Band – 59%
    • Pet – 59%
    • Church/House of Worship – 53%
    • University/Alma Mater – 45%

The survey margin of error, which measures sampling variability, is +/-3.9%.

About FanXchange:

FanXchange is the global technology leader in live event ticket access for loyalty and reward programs, powering portal solutions that enable program members to earn and redeem points for the purchase of tickets to every major sports, concert and theatre event in North America. For more information, visit www.loyalty.fanXchange.com.


COLLOQUY is a publishing, education and research practice that brings together more than 50,000 loyalty practitioners from around the world. The go-to resource for loyalty intelligence since 1990, COLLOQUY engages and educates loyalty marketers with its magazine, weekly e-newsletter and timely and comprehensive loyalty-marketing website, colloquy.com. COLLOQUY delivers industry-leading loyalty benchmarking reports and educational workshops, webinars and speeches. The COLLOQUY Summit is the premiere annual loyalty event where innovative loyalty strategies worldwide are recognized with the COLLOQUY Loyalty Awards. Advertising, sponsorship and publishing opportunities are available via the COLLOQUY Network Partners program, a global partnership of loyalty service providers. COLLOQUY is an independently operated division of LoyaltyOne


FanXchange PR
Juli Hale, 513-231-5113

Release Summary

New survey data provided by COLLOQUY and FanXchange details where loyalties lay for American consumers. Pets scored higher for loyalty than favorite bands, favorite teams, universities or churches.


FanXchange PR
Juli Hale, 513-231-5113