Brand loyalty factors among consumers in the U.S. 2012, by generation

This graph shows brand loyalty factors amongst consumers in the United States in 2012, by generation. The survey revealed that 55 percent of the millennial respondents feel that quality is a factor that makes them loyal to a brand.

What factors make you loyal to a brand?

MillennialsNon-millennials
Quality55%59%
Price33%27%
Service9%13%
Popularity1%1%
Recommendations1%-
Unanswered1%-
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Source

Release date

January 2012

Region

United States

Survey time period

June 30 to July 19, 2011*

Number of respondents

n = 2,282**

Age group

19 years and older

Special properties

qualified respondents were age 19 or older and resided in Canada, the UK and the US

Method of interview

Online survey

Supplementary notes

* For information regarding when data was collected for each country involved, refer to page 4 of the "Born This Way: The Millennial Loyalty" survey.
** Millennials (1,147); Non-millennials (1135).

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