Wealthy consumers are more loyal. A nationwide survey by
Parago showed that high-income households exhibit greater loyalty and are influenced more by loyalty programs than average income households. Even more influential than age, gender or geography, household income proved to be most indicative of the strength and impact of customer loyalty. In total, 94 percent of high-income households said their membership in a loyalty, rewards or frequent customer program had a strong to moderate influence on their purchasing decisions, versus 78 percent of all consumers.