Study: New Consumers Lack Brand Loyalty

Only 3 percent of consumers aged 25–49 say they have loyalty
to a particular brand, according to a study
from Boston-based digital marketing agency AMP.

Meanwhile, a whopping 97 percent of consumers reported they
are willing to switch brands.

“New consumer behavior is redefining what we view as ‘loyalty,’”
said Allison Marsh, vice president of Consumer Insights at AMP Agency, in a
statement. “With more information, consumers have seized control and are more
open to the wide choices in the marketplace.”

The survey also found that some 43 percent of 25–49-year-old
consumers report doing some type of research before they buy.

That research is generally online, said the survey. More
than half of respondents (52 percent) stated online consumer reviews most
influenced their purchasing, while 41 percent said their friends’ opinions were
most important.