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Loyalty schemes: physical v. digital reward preferences in the UK 2016-2017

This statistic shows the results of surveys conducted in 2016 and 2017 in which respondents in the United Kingdom (UK) were asked whether they would prefer physical or digital gift card rewards from loyalty programs. In 2017 around 35 percent of those surveyed said they would prefer digital vouchers by email than physical/plastic cards, 11 percent less than in the previous year.

Which type of gift card would you prefer to receive?

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Release date

May 2017


United Kingdom

Survey time period

March 4-16, 2017

Number of respondents

325 respondents

Age group

18 years and older

Method of interview

Computer-assisted web interviews (CAWI)

Supplementary notes

The figures for 2016 are taken from a survey of 322 respondents conducted by the source in April 2016 . Results of which are in the source's previous publication (page 6) .

The survey methodology included a computer-assisted web interviews (CAWI) using Certified Panel and structured traditional questionnaire.

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Statistics on "Customer loyalty schemes in the UK"

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