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Source Name: Aimia

Aimia Loyalty Lens Survey Says Indians are Early Adopters, Most Loyal to Banks, and Share Personal Data in Exchange for Value

Nov 05, 2014   16:50 IST 
Mumbai, Maharashtra, India
  • 51% online Indians are early tech adopters, many wanting m-coupons and digital wallets


  •  Banks lead with 40% loyalty membership, trust with personal data, marketing relevance


  • 70% interested in participating in broad-based coalition loyalty programs



Aimia, a global leader in loyalty management, today unveiled the results of a new survey, the Aimia Loyalty Lens. The survey looks at trends in consumer loyalty, engagement with technology and attitudes towards data privacy. It reveals that today’s Indianis highly engaged online, is an early tech adopter, and is willing to share information in exchange for benefits and offers.


Financial services enjoys the highest level of loyalty with 50% of respondents saying they are most loyal to this category. Coming in second was mobile networks (40%) followed by technology brands (36%). Loyalty to financial services is also evident in loyalty card ownership with banks scoring the highest with 40% of respondents saying they are a member of a bank loyalty scheme and 31% saying they are a member of a Credit Card loyalty scheme. Categories such as supermarkets and grocery rate lowerin loyalty and membership compared to other markets surveyed. Indians cite reputation as their main reason for remaining loyal to specific banks; being rewarded for loyalty as the main reason for remaining with credit cards; price as the main reason for remaining with supermarkets and airlines; and quality as the main reason for remaining with fuel retailers and hotels.


Indians trust financial services companies the most with their personal data. Social networks and online search engines score the least. Financial institutions are perceived as sending out the most relevant communications, with 44% of respondents rating credit card and 41% rating bank communications as very relevant.The likelihood of Indians to download and use coupons on mobiles is high at 52%.And 95% of Indian respondents, compared to 70% internationally, showed interest in a bank card service that gives them offers and discounts on their card based on their purchase history.


30% of Indians have indicated a strong interest in using digital wallets, a number that is three times the average of other markets surveyed. A large majority (70%) expressed interest in participating in broad based coalition loyalty programs in which points and benefits are earned across multiple categories.


Vikas Choudhury, COO & CFO, Aimia India, said “In this era of big data and competitive commerce, companies that win will drive real engagement by using consumer insights to continuously build trust and relevance. The Indian customer will reward brands that are transparent, offer added value and build real relationships with them."


Additional international findings are available at


Research Methodology:

The international Aimia Loyalty Lens survey was commissioned by Aimia and fieldwork conducted by Research Now between June and July 2014.


The study surveyed 24,335 respondents in 10 international markets: United Kingdom, Spain, Italy, Germany, France, Canada, United States, Australia, the Middle East, and including 2,849 in India: In all markets, apart from the Middle East and India, the sample sizes are all nationally representative. Because of the online nature of the survey there is some bias towards younger, higher income groups in the Middle East and Indian markets.


About Aimia:

Aimia Inc. ("Aimia") is a global leader in loyalty management. Employing more than 4,300 people in 20 countries worldwide, Aimia offers clients, partners and members proven expertise in launching and managing coalition loyalty programs, delivering proprietary loyalty services, creating value through loyalty analytics and driving innovation in the emerging digital, mobile and social communications spaces.


Aimia owns and operates Aeroplan, Canada's premier coalition loyalty program, Nectar, the United Kingdom's largest coalition loyalty program, Nectar Italia, Italy's largest coalition loyalty program and Smart Button, a leading provider of SaaS loyalty solutions. In addition, Aimia owns stakes in Air Miles Middle East, Travel Club, Spain's largest coalition loyalty program, Club Premier, Mexico's leading coalition loyalty program, China Rewards, the first coalition loyalty program in China that enables members to earn and redeem a common currency, Think Big, the owner and operator of BIG - AirAsia and Tune Group's loyalty program, Brazil's Prismah Fidelidade and i2c, a joint venture with Sainsbury's offering insight and data analytics services in the UK to retailers and suppliers. Aimia also holds a minority position in Cardlytics, a US-based private company operating in card-linked marketing. Aimia is listed on the Toronto Stock Exchange (TSX: AIM).


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For Further Information Contact:


Vikram Adige

Aimia India

+91 99870 23220

[email protected]


Floyd Almeida

Edelman India

+91 90043 77888

[email protected]

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