A new study on loyalty program trends has been conducted by loyalty marketing consultancy and publisher Colloquy. The study, titled “Segment Talk: The Difference Engine—A Comparison of Loyalty Marketing Perceptions Among Specific U.S. Consumer Segments,” surveyed three thousand consumers and focused on three loyalty industry categories: financial services, travel and retail.

Colloquy and its research partner found that over 40% of young adults and Hispanics self-identify as participants of loyalty programs. These two demographic categories also reported the highest instances of becoming retail customers due to loyalty programs.

Young adults and Hispanics also report higher-than-average redemption of electronics, magazine subscriptions and entertainment-related offers. The report predicts future growth in loyalty program activity for both segments.

Colloquy’s research also shows that consumers are not as interested in charity-oriented programs as they are in other loyalty offers; 90% of people surveyed said they redeemed most loyalty offers for personal gain.

The full study focused on six consumer segments: a control group titled General Adult, an affluent segment with incomes greater than $125,000, young adults, seniors who were 60 years and older, core women between the ages of 25 and 59 years with incomes between $50,000 and $125,000, and Hispanics with an income of $40,000 or higher. The full report of Colloquy’s findings is available for free at http://www.colloquy.com/whitepapers.