Customer Loyalty Index 2025 Turning Customer Engagement into Lasting Loyalty
Table of contents
5 12 16 18 25 48 50 3
Introduction The Six Types of Customer Loyalty The Rise of Trend Loyalty Molton Brown Loyalty Story Loyalty Overview in 2025 In-depth Analysis Conclusion Methodology
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Introduction
Loyalty isn’t what it used to be. In 2025, even the most iconic brands are seeing loyalty slip through their fingers. Consumers still form strong attachments to the brands they love, but those bonds are more fragile, more fleeting, and more complex to earn than ever before. This year’s data tells a clear story. True Loyalty has declined for the first time in five years, dropping 5% from 2024. In its place, a new type of loyalty is gaining ground: Trend Loyalty—loud, fast, and emotionally charged, but short-lived. TikTok reviews, viral product drops, and fleeting online buzz drive Trend Loyalty. One day, you’re trending. Next, you’re forgotten. So, how do you build True Loyalty that lasts?
Sara Richter, CMO, SAP Emarsys
True Loyalty starts with connection. Consumers expect consistent, personalized, and emotionally resonant experiences across every channel and touchpoint. Today, loyalty is earned when brands use AI to empower personalization at scale. That’s not just the job of marketing. It’s a business- wide challenge that demands a connected customer strategy powered by real-time data from every corner and intelligent engagement.
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Key Findings
SAP Emarsys has spent the last five years tracking loyalty and empowering brands to stay ahead. This fifth edition of our Global Customer Loyalty Index uncovers what drives loyalty in 2025: the rise of generational differences, the emotional power of trending content, and the growing importance of relevance over recognition. ” Today, loyalty is increasingly about emotional engagement. You earn it by showing up with the right message at the right time in a way that feels real.
68 %
5 % decline in True Loyalty since 2024.
of consumers say they’re loyal to a brand, a return to pre-2022 levels.
of consumers say batch-and-blast marketing actively damages their loyalty. 23%
14%
When you get that right, loyalty becomes more than a transaction—it becomes a relationship.
of consumers are now classified as Trend Loyal.
Welcome to the Engagement Era.
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The Six Types of Customer Loyalty
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Since 2020, SAP Emarsys has mapped consumers across five types of customer loyalty. In 2025, we’ve identified a new sixth type: Trend Loyalty. The Six Types of Customer Loyalty
True Loyalty This loyalty type is unwavering, unshake- able, and built on trust, love, and devotion to a brand—it is also known as the holy grail of customer loyalty. All brands aspire to achieve this level of loyalty. Incentivized Loyalty This type of loyalty is developed by offering customers cost-saving or value-adding incentives like discounts or rewards. Inherited Loyalty This loyalty is based on a brand’s tradi- tions or long-standing heritage, or can be built through associations with other brands.
Silent Loyalty This type of loyalty occurs when customers demonstrate loyalty to a brand they would not endorse or advocate for publicly.
Ethical Loyalty This loyalty occurs when a customer is loyal to a brand that aligns with their individual values or stance on strong social issues. Trend Loyalty (NEW) This type of loyalty is short-lived, opportunistic, and caused by social influence, viral appeal, or cultural momentum.
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Loyalty Trends in the Last Five Years
Over the past five years, consumer responses have revealed shifting brand loyalty patterns.
True Loyalty
Incentivized Loyalty
Inherited Loyalty
Silent Loyalty
Ethical Loyalty
2021
27%
45%
27%
53%
24%
2022
29%
56% 21%
52%
26%
2023
31%
48%
23%
56%
28%
2024
34%
50%
23%
53%
30%
2025
29%
48%
24%
52%
27%
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Loyalty Trends in the Last Five Years
In 2025, loyalty to known brands is in decline. True Loyalty dropped by 5% from 2024 to 2025, the most significant drop since we started the Customer Loyalty Index (CLI). So, why are marketers losing their grip on the holy grail of loyalty? Let’s dive deeper. Loyalty isn't just a goal; it's the heartbeat of every thriving company. As customer expectations soar, businesses stand on the precipice of a transformative opportunity to elevate customer experience and unleash the true power of loyalty. Marketers who achieve faithful customers see loyalty as a strategy, not just a rewards program. Loyalty must be continuously earned through meaningful engagement and personalization. AI can empower marketers to do so.
of brands do not excel in differentiating themselves with personalization.
84%
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Step Into the Engagement Era: Where Loyalty Is Earned, Not Assumed
In 2025, SAP Emarsys declared the dawn of the Engagement Era: a time when customer loyalty is no longer a given, but a reward for brands that truly understand, respect, and respond to individual needs. Gone are the days when brand names alone could command consumer trust. In fact, 64% of consumers ignore brand names entirely when buying consumer products.
of consumers believe most of the marketing emails they receive aren’t relevant to them.
60%
of marketers feel they can excel in the new engagement- driven landscape, which requires a robust enterprise resource planning (ERP) foundation.
of consumers say brands don’t understand them as people.
16%
40%
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2025 Loyalty Levels
In 2025, 68% of consumers said they were loyal to specific brands, shifting to levels seen in 2021. Economic uncertainty, rising prices, supply chain issues, social media trends, and a flood of choices influence customers to switch brands if their expectations aren’t met, highlighting the extreme fragility of customer loyalty. Brands today must double down on consistency, connection, and personalization to keep customers coming back for more. Exceptional experiences ignite a cycle of repeated purchases, transform customers into passionate advocates, and foster stronger and more strategic partnerships.
Loyalty Levels Across Regions While some regions are experiencing flat growth, customer loyalty in the U.S. and Germany has risen since 2024. For market- ers in the U.S., this is likely due to staying ahead of customer expectations when tariff fears and concerns arose. Other con- tributing factors could be increased reward programs, creating more competition. Discounts are often short-lived. That’s why innovative marketers use omnichannel marketing strategies to offer customers the best deal on product recommendations to keep customers loyal. See the map on page 11.
Percentage of respondents “loyal” to certain brands:
2021 68%
Use data to build better relationships with your customers. Personalized and consistent interactions across all touch- points foster trust and deepen emotional bonds between brands and consumers. Loyalty Lever
2022
77%
2023
67%
2024
69%
68%
2025
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Map: Loyalty Levels Across Regions
UK 2025 67% 2024 67%
Germany 2025 66% 2024 61%
US 2025 73% 2024 69%
Taiwan 2025 66% 2024 N/A
Australia 2025 65% 2024 66%
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The Rise of Trend Loyalty
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Trend Loyalty
15% of consumers buy products purely because they’re trending or going viral on TikTok specifically.
14 %
of consumers are now considered Trend Loyal.
15% of consumers have bought products they didn’t even need, just because they were trending.
As loyalty becomes more fragile and fleeting, trends increasingly influence consumer decisions. Trend Loyalty is a short-lived, opportunistic form of loyalty caused by social influence, viral appeal, or cultural momentum. Appealing to Consumer Emotions Consumers love to share and engage with content that evokes strong feelings. Brands can build trust and connection by jumping onto trends without jeopardizing authenticity.
20% of consumers feel emotionally connected to products just because they’re trending.
29% of consumers quickly lose interest in products after they stop trending, even if they were obsessed with them at first.
Use AI-powered product affinity, channels, and purchase predictions to continue tailoring content to individual customers so they feel special and unique. Loyalty Lever
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Trending Content as Education (Not Just Entertainment) More consumers are searching trending content for answers. Whether it’s a trending product review for a new vehicle or an influencer fashion haul video, a growing number of consumers are using what is popular to inform what they do, buy, and believe.
19% of consumers trust products more and believe the hype if they’re going viral.
16% of consumers now trust Tik- Tok and social media trends more than ads and product reviews.
The numbers on the left are an average of
10–15 % higher
20% of consumers follow influencers specifically to discover what’s worth buying.
among Gen Z and Millennials compared to other generations
18% of consumers have bought a product purely because an influencer was promoting it.
Trending on social media might get your brand initial atten- tion, but you must optimize customer journeys to drive lifelong loyalty. Loyalty is often lost due to technology silos and fragmented sources of data. Loyalty Lever
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What drives Gen Z Loyalty? No generation shows shifting loyalty patterns more clearly than Gen Z. This generation expects more than reward points or emails. They want personal relevance, real-time experiences, and emotional connection, and they expect brands to show up where they are: on TikTok, YouTube, and Instagram—all via an app on their phone. Compared to older generations, Gen Zers are less influenced by price or product quality, and more by personalization, values, and emotional cues. In 2025, Gen Z loyalty is real, but only if you earn it. That means being relevant, fast, and emotionally intelligent across every touchpoint.
70% of Gen Z say they’re loyal to a brand they love and trust.
21% buy more expensive products to show brand loyalty.
39% have switched brands over poor sustainability practices.
Use AI to recognize and respond to fast-moving signals in real time. Tailor content by channel and sentiment. Trigger timely, personalized journeys that turn trend-driven attention into lasting relationships. Loyalty Lever
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Molton Brown Loyalty Story
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At Molton Brown, we’re exploring how digital tools can enhance discovery and personalization for our customers. Initiatives such as exclusive previews, tailored content, and our Fragrance Finder help inspire customers online while connecting back into a single customer view. This means when customers visit a boutique, associates are better informed about their preferences and can provide more relevant advice. Our focus is on using AI and data to guide discovery in ways that feel authentic, personal, and true to our heritage. How Molton Brown Enhances Customer Loyalty
Naresh Krishnamurthy, Senior Business Relationship Manager, Global Cosmetics, Molton Brown, Kao Corporation
Read more
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Loyalty Overview in 2025
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Loyalty by Industry
Loyalty looks different across industries, and it’s changing fast. With increased apathy towards known brands, consumers are now becoming more loyal to brands that “do the job” by offering value, consistency, and emotional resonance, not just heritage, aesthetics, or advertising.
Use omnichannel personalization to maintain brand consistency across product lines and platforms. Respond to shifting preferences with real-time customer insights. Loyalty Lever
Top Five Industries by Loyalty
Clothing & Fashion
Consumer Products
Beauty & Skincare
Technology & Electronics
Food Delivery
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Why Are Customers Loyal?
Loyalty isn’t random—it’s earned through the experiences customers value most. In 2025, product quality remains the top driver, but expectations are expanding. Consumers now reward consistency, emotional connection, and convenience across every interaction, not just at the point of purchase.
Use omnichannel campaigns and progressive profiling to learn what “quality” means to your customers and deliver it, every time. Loyalty Lever
Top Loyalty Drivers
Wide product range
Discounts & loyalty incentives
Excellent customer service
Lower prices
Trusted heritage
Personal/ emotional connection
Word of mouth (family/friends)
High-quality products
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What Weakens Loyalty?
In a loyalty economy driven by expectations, the winning brands listen, learn, and act consistently. The result? Customers with no reason to leave are converted into lifetime true loyalists. Bad experiences cost more than lost sales; they break trust.
of consumers have switched brands due to “boredom”, signaling that relevance is just as important as reliability. 28 %
Top Loyalty Disruptors in 2025:
Lower product quality
54%
Price increases
49%
Poor customer service
47%
Irresponsible data use
34%
Keep customers engaged with triggered journeys— everything from replenishment reminders to personalized offers. This approach shows you understand their needs and timing. Loyalty Lever
Misleading advertising
32%
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How Customers Express Loyalty
Thinking about brands you’re most loyal to, how do you commonly show your loyalty?
of consumers opt into SMS programs to show loyalty, high- lighting that SMS messaging is more of a standard expectation vs. a loyalty indicator.
Only
10%
Shop with them frequently
63%
Recommend to friends/family
48%
Use their loyalty card/ scheme
41%
of consumers are more likely to spend with a brand if they have a loyalty card or subscription.
Install their app on my phone
64%
36%
Part of a membership scheme
24%
Follow them on social media
22%
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What Do Customers Expect in Change for Their Loyalty?
Reduced prices or better deals
55%
Great customer service
53%
Loyalty points or cashback
50%
Free returns
40%
A seamless experience every time they interact with the brand
28%
Exclusive access to content, offers, or products
27%
Loyalty Lever
Build automated abandoned cart, restock notifications, wish list, win-back, and upsell campaigns to reach customers with timely and relevant recommendations. Nurturing customers with AI-driven personalized experiences empowers marketers to pave the way for a future of sustainable growth, unlocking higher customer lifetime value and redefining what it means to succeed.
Priority delivery
25%
Early access to new products and services
24%
Priority handling of customer service requests
22%
More personalized experiences
21%
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Regional Influences on Loyalty in the Last 12 Months
Over the past 12 months, regional differences have shaped how consumers define and demonstrate loyalty.
% that say they are now more loyal to brands that provide a consis- tent experience across all touchpoints
% that have started using more loyalty schemes to get the best value from brands
% of consumers that have started prioritizing cost over brand loyalty
24%
of global consumers no longer feel they can afford to be loyal.
28%
Global
37%
Global
29%
Global
Australia
42%
Australia
Australia
27%
30%
US
36%
US
30%
US
21%
23%
Germany
31%
Germany
25%
Germany
28%
UK
35%
UK
29%
UK
34%
of global consumers are more loyal to brands offering the best personalized deals.
Taiwan
43%
Taiwan
35%
Taiwan
28%
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In-depth Analysis
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In-depth Analysis: Loyalty by Generation
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What Drives Loyalty by Generation?
Loyalty looks different across generations; understanding these differences is key to earning it. In 2025, Gen Zers expect relevance and personalization. Baby Boomers prioritize product quality and service. Meanwhile, Millennials balance emotion and incentives.
Segment loyalty journeys by generation. A single message won’t work for everyone. Loyalty Lever
Silent Generation
Gen Z
Millennials
Gen X
Boomers
73%
64%
58%
49%
45%
Product Quality
67%
56%
48%
43%
34%
Customer Service
56%
53%
49%
45%
42%
Discounts & Rewards
31%
28%
21%
17%
13%
Personalization
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Generational Loyalty at a Glance
Gen Z Loyalty:
Loyalty Expression by Generation:
of Millennials have a brand’s app on their phone of Gen Z leads on loyalty via social media channels of Boomers and Gen X show loyalty through frequency
42%
say they have a brand they love and trust
70%
34%
65%
72%
will pay more to show loyalty
21%
Track which channels each generation prefers and leverage AI to match your experiences accordingly. Loyalty is shown differently across age groups, but always starts with feeling understood. Loyalty Lever
will switch if a brand’s sustainability practices fall short
39%
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Impact of Brand Sustainability on Loyalty
Although Ethical Loyalty has decreased, sustainability is important to different degrees among the generations. Brands should know that sustainability is essential for Gen Zers and Millennials.
Silent Generation
Gen Z
Millennials
Gen X
Boomers
Likely to switch brands due to poor sustainability practices
39%
35%
22%
13%
9%
Likely to support brands with strong sustainability & social values
21%
22%
15%
14%
13%
Likely to prioritize brands with sustainable business practices
25%
23%
21%
17%
16%
More loyal to brands committed to sustainability
26%
26%
16%
13%
10%
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Impact of Influencers on Loyalty
Influencers continue to shape the loyalty landscape by driving brand discovery and creating short-term trust, especially with younger consumers. Yet, 1 in 10 customers now say their loyalty dips if a brand works with an influencer they don’t support.
Silent Generation
Gen Z
Millennials
Gen X
Boomers
Likely to be loyal to brand supported by their favorite influencer
N/A
17%
14%
7%
2%
Likely to purchase products reviewed by influencers
20%
15%
9%
5%
6%
Likely to weaken loyalty if a brand works with an influencer that they don’t support
15%
11%
7%
6%
5%
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In-depth Analysis: Brand Believers
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Brand Believers
of consumers are Brand Believers who have done something “extreme” to show their support for a brand, such as getting a tattoo, traveling abroad to visit a store, or naming their pet after a brand.
23%
38%
27%
26%
20%
12%
Australia
US
Germany
UK
Taiwan
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How Brand Believers Show Loyalty
To show your loyalty to a brand, what would you do if paid?
To show your loyalty to a brand, what would you do for free?
Travel abroad to visit a store or experience
67%
7%
Queue overnight for a product launch
57%
6%
Name a pet after the brand
59%
9%
Permanently change their social media handle
54%
5%
Get a branded haircut
53%
5%
39%
4%
Get a branded tattoo
35%
4%
Legally change their name
Name their child after the brand
5%
31%
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The Fierce Few While we have identified Brand Believers as part of our research, they are an exception to the rule in today’s fragmented loyalty landscape. These customers will stick with you through price changes, trends, and experimentation with new products. Here are some extreme and unusual examples:
“I drank Dr. Pepper for 3 months straight, every day, for a dare.”
“I have eaten a Big Mac every day for 20 years.”
“I named my pet bird Coco after Coco Chanel.”
“I have a Sony-authorized tattoo. It's a screen- accurate copy of Ray Stantz's tattoo as seen in Ghostbusters Afterlife. Sony paid for me to get it and used footage in a promotional ad for the home release of Ghostbusters Afterlife on DVD and Blu Ray.”
“I cycled three hours to buy a specific guitar when no one else had one in stock since 1967.”
“Once, I camped out overnight just to grab a pair of limited-edition Nike sneakers. It was totally wild, but being first in line for a brand I genuinely love made every minute worth it. It wasn’t just about the shoes; it was about sharing that excitement with fellow Nike fans who get the hype.”
Loyalty Lever Loyalty is about listening. Take time to listen attentively to your customers when they talk about your brand experiences and products. Feature that user-generated content in campaigns across all of your channels.
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In-depth Analysis: Mobile Loyalty Drivers
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Mobile Loyalty
Across the globe, many customers connect with brands through their mobile phones. In 2025, 36% of customers express their loyalty by downloading their favorite brands’ apps, but also by subscribing to SMS campaigns, or using mobile wallet coupons. When customers stay engaged through mobile, you get bigger shopping carts, more first-party data, and more lifelong customers.
What percentage of customers show loyalty by having an app on their phone?
43%
37% 37%
34% 34%
To complement your mobile app engagement strategy, use SMS to drive mobile app downloads. Mobile Wallet is an additional channel to keep your brand top of mind. Loyalty Lever
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Mobile Loyalty Insights & Usage
What encourages customers to use an app more often?
What are the most popular apps customers are using?
Social media
58%
Banking
52%
76%
47%
Shopping
51%
News
32%
Rewards and incentives (up from 69% in 2024)
Helpful prompts
31%
Gaming Entertainment
29%
Travel
23%
Health
21%
44%
42%
Sports
20%
Fitness
15%
Personalized messages
Marketing offers
Hospitality
6%
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Most Popular Apps by Country
UK Social Media Banking Shopping
59% 53% 59% 33% 28%
News Travel
Taiwan Shopping Gaming
63% 57% 60% 44% 38%
Social Media Entertainment Banking
Germany Social Media Banking Shopping News Gaming
55% 52% 50% 36% 29%
US Social Media Shopping
60% 50% 47% 37% 33%
Banking Gaming News
Australia Banking Social Media Shopping Entertainment News
62% 59% 47% 26% 26%
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How Do Customers Prefer to be Contacted?
Understanding customer communication preferences drives more engagement. In recent years, the top three preferred communication channels are email, SMS, and direct mail.
What type of messages do customers find most useful?
69%
SMS/MMS
43%
43%
Direct Mail
Advertising
36%
34%
30%
Mobile App Push
In-context Messages
29%
Web Push Messaging
19%
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What encourages customers to “allow” notifications from apps?
73% 67% in 2024 71% 69% in 2024 63% 63% in 2024 46% 52% in 2024 35% 43% in 2024
Level of reward or incentive
Helpfulness
23%
Relevance
of consumers say batch- and-blast marketing actively damages their loyalty
Timeliness
Quantity
Deploy AI-powered segmentation to create more cost-effective campaigns that build true loyalty. Use mobile channels to drive email opt-ins, mobile downloads, or in-store shopping. Loyalty Lever
Besides the reward level, customers seek brands that offer more help or support through mobile app notifications. Use this channel to drive personalized product discovery instead of batch-and-blast messages that lead to a quick opt-out and cost you more in the long run.
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In-depth Analysis: Consumer Products and Supermarket Loyalty
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Consumer Products Loyalty
In 2025, 48% of customers reported loyalty to a consumer products (CP) brand, an increase of 8% points from 2024. Shoppers stick with brands offering reasonable prices, consistent quality, and easy in-store and online experiences.
Consumer Products
Other Respondents
CP Customer Loyalty
57%
54%
47%
41%
38% 38%
28%
28%
25%
21%
16%
11%
Trend Loyalty
Incentivized Loyalty
Inherited Loyalty
Ethical Loyalty
True Loyalty
Silent Loyalty
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How do CP customers show their loyalty?
Key Loyalty Drivers for CP Brands
77% 68% 60% 48% 32% 30% 29% 31%
70% 57% 53% 43% 37% 36% 37% 46%
High quality products
Shop with them frequently
I recommend to friends and family
Brand longevity
I use their loyalty scheme
Consistent branding
I have their app on my phone
Being “iconic”
Why are CP customers loyal to particular brands?
64% 54% 43% 39% 43% 35% 41% 33%
High quality products
21%
31%
Widest range of products Regular discounts, loyalty points, and incentives
of CP consumers buy products that are more expensive than alternatives
of CP consumers want a seamless experience every time they interact with a brand
Other respondents Consumer products
Consistent low prices
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Loyalty Toward Physical Stores
Despite the growth of online shopping, experiences in physical stores still influence their trust and long-term relationship with a brand. Loyalty for supermarkets tends to center around convenience, value, and trust.
Why are customers more loyal to a supermarket, grocery store, or a shop?
Located close to home
50%
18%
Offers a wide variety of products
44%
37%
Offers great loyalty rewards
of customers don’t care which supermarket they use if it meets their needs.
35%
Cheapest option
Regular promotions and weekly offers Quick or checkout-less experience
33%
19%
Loyalty Lever
To build lifelong loyalty, brands need more than great pro ducts. Use customer data to send reminders when they might be running low on certain items. Deploy location-based marketing tactics to reach customers when they are nearby.
Allows online shopping
19%
Has a car parking lot
18%
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In-depth Analysis: Luxury Loyalty in 2025
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Luxury Loyalty* in 2025
In the world of luxury, loyalty isn’t earned with points. Instead, Luxury Loyalty transforms one-time buyers into brand devotees through curated, high-touch experiences.
Luxury 2024
Luxury 2025
Other respondents 2025
46%
55%
23%
34%
43% N/A
40%
50%
25%
28%
47% 12%
35%
44%
23%
25%
59% 16%
True Loyalty
Incentivized Loyalty
Inherited Loyalty
Ethical Loyalty
Silent Loyalty
Trend Loyalty
* Respondents who selected “They produce high quality / exclusive products” when asked “What best explains why you are loyal to particular brand(s)?”
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Luxury Loyalty Drivers
Luxury brands need to treat loyalty as a long-term strategy by investing in hyper-personalized experiences, using AI technologies to maximize customer engagement. Loyalty Lever
Brand longevity has increased by 12% since 2024, highlighting how important it is for luxury shoppers to withstand time and remain relevant throughout the years.
What positively impacts your loyalty to luxury brands?
What negatively impacts your loyalty to luxury brands?
Out of politics Memorable experiences
Drop in quality
65%
43%
24%
22%
Poor Customer service
40%
53%
23%
26%
Increase prices
42%
47%
28%
32%
Being “iconic”
Conduct false advertising
27%
Consistent branding
36%
29%
33%
Irresponsible use of data
29%
Brand longevity
37%
46%
59%
Charging for returns
23%
58%
23%
83%
High quality
Other respondents 2025
Other respondents 2025
Luxury 2025
Luxury 2025
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Conclusion
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Loyalty in the Engagement Era
Loyalty has never mattered more. True Loyalty is declining and harder to earn. Customers are still loyal, but only to brands that make them feel understood. Trend Loyalty is rising and fueled by emotion, speed, and social influence. Inherited Loyalty no longer holds as expectations have changed. What is driving these changes? A growing personalization gap. This isn’t a messaging issue. It’s a data and execution challenge. To close that gap, brands need more than campaigns. SAP Emarsys empowers brands to turn insight into action by using real-time customer data, predictive AI, and omnichannel customer engagement to close the personalization gap and earn lasting loyalty. In today’s Engagement Era, loyalty must be earned with relevance, consistency, and care. Every interaction with your customers is a catalyst for inspiration, driving innovation and forging bonds that transcend transactions.
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Methodology
The report also includes global data from past research conducted in 2024 by Opinion Matters and combined with 3Gem Research and Insights, with a sample of 12,041 general respondents across the United Kingdom, the United States, Germany, Australia, and the United Arab Emirates. Additionally, this report includes global data from past research conducted in 2023 by Opinion Matters only, with a sample of 10,057 general respondents across the United Kingdom, United States, Germany, and Australia, and in 2022 and 2021 with samples of 9,063 and 7,074 general respondents respectively across the United Kingdom, United States, Germany, Australia, and France. The generation breakdown throughout this report refers to Gen Z, 16 to 28 years old; Millennials, 29 to 44; Gen X, 45 to 60; Baby Boomer, 61 to 79; and the Silent Generation, 80+. Moreover, in this report when it is mentioned a percentage change or difference in percentages, we refer to percentage points difference rather than percentage rate.
10,006 Respondents across the United States (US), the United Kingdom (UK), Australia, Germany, and Taiwan.
The research was conducted by Opinion Matters as part of global research among a sample of 10,006 respondents (aged 16+) across the United States (US), the United Kingdom (UK), Australia, Germany, and Taiwan. The data was collected between 5 and 12 June 2025. Opinion Matters abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Opinion Matters is also a member of the British Polling Council.
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SAP Emarsys is the customer engagement solution for SAP Customer Experience, empowering businesses to deliver personalized, AI-driven, omnichannel experiences. Built for scalability and extensibility, SAP Customer Experience provides a suite of products across commerce, sales, service, marketing, and customer data, enabling businesses to exceed customer expectations with real-time, relevant engagement. From digitally native disruptors to global enterprises, SAP Emarsys helps bring out the best CX in every business by meeting customers where they are with the products, information, and experiences they need, exactly when and where they need them. For more information, visit: www.emarsys.com
© 2025 SAP Emarsys. All rights reserved. SAP Emarsys, the SAP Emarsys Marketing Platform, SAP Emarsys Artificial Intelligence Marketing and others are trademarks of SAP Emarsys. The SAP Emarsys logo and other creative assets are owned and protected under copyright and/or trademark law.
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