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Infographic: Rush, Religion or Rover?

August 5, 2014

Canadian consumers are more loyal to their favorite bands and their pets than to their churches, universities or favorite sports teams, according to a study released today by COLLOQUY and FanXchange, a leader in live event ticketing for loyalty programs.


infographicThe COLLOQUY/FanXchange 2014 Experiential Rewards Research shows that 73% of Canadians state they are “extremely loyal” or “somewhat loyal” to their favorite bands, with loyalty to their pets ranking an extremely close second at 72%. Favorite sports team ranks third with 65%, while university/alma mater (46%) and church/house of worship (41%) ranks a distant fourth and fifth, respectively.

Study findings are based on a June 2014 online survey of 1,005 English-speaking Canadian consumers.

Though favorite band barely edged out pets for loyalty overall, favorite band prevailed more extensively in various demographics, including the western provinces and respondents in the 30-39 year-old age bracket.

For example, 74% of Western Canadians claim loyalty to their favorite bands, compared to just 65% for pets. Among Canadians in their 30s, 78% of respondents professed loyalty to their favorite bands, a full 10 percentage point advantage over loyalty to pets in that age bracket (68%).

The COLLOQUY/FanXchange research reveals loyalty to a favorite band is lowest in the Maritimes (66%), where consumers much prefer their animals (81%).

“All of us remember the first time we saw our favorite band live,” said COLLOQUY Research Director Jeff Berry. “There was a connection. Somebody finally understood us, and that made a lasting impression. There's a lesson there for brand marketers.”

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 73% to 57%. The research shows that neither men nor women are overly loyal to their churches/houses of worship, with both sexes scoring a mere 41%.

“Canadians 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:

Canadians with an annual household income of more than $150,000 are significantly more loyal to their universities/alma maters than Americans in the same income bracket.

Canada flag64%    US flag45%

Overall, Canadian men are more loyal to their universities/alma maters than women.

man icon48%      woman icon 43%

English-speaking Quebec scored lower than other regions (and the United States) for loyalty to churches/houses of worship.

Quebec (English-speaking) 32%
Ontario 41%
Western Canada 44%
Prairies 44%
Maritimes 48%
U.S. 55%

Canadians' loyalty to their universities declines with age.

18-29 54%
30-39 49%
40-49 46%
50-59 30%
60+ 28%

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