Mobile Customer Loyalty Report 2026
The gap between what brands think drives loyalty - and what actually does - has never been wider. Our third annual report unpacks the data, the proof points, and the uncomfortable truths brands can’t afford to ignore.
What's inside?
About the report
We surveyed over 1,000 consumers across the UK, Germany, the Netherlands and Poland to understand how mobile is actually shaping their loyalty behaviours. What drives engagement, what causes frustration, what would make them genuinely more loyal?
We set these perspectives against brand views to examine where they align and where they conflict. We've been honest about what that means for your brand and your mobile experience.
The result is a report that includes real proof points from the brands making mobile loyalty work in practice, regional analysis across four European markets, a dedicated Gen Z consumer study, and strategic guidance built on evidence rather than assumption.
If you're responsible for loyalty, mobile, CRM, product, or CX, this report was built for you.
Download your copyThe brands winning at mobile loyalty right now have stopped treating their app as a marketing channel and started treating it as a product their customers actually want to use. The question is, how do we build something good enough that they come back on their own terms.
Marcus Hadfield, Chief Strategy Officer, Apadmi
Consumer survey data from 1,056 respondents across the UK, Germany, the Netherlands and Poland — with breakdowns by age, market and demographic.
A list of the apps delivering top loyalty experiences across Europe, as voted for by consumers.
Brand survey data from loyalty and mobile leaders across European retail, financial services, travel, hospitality and utilities.
A dedicated qualitative Gen Z consumer study, the first of its kind in this report series.
Case studies from leading European brands, showing what mobile loyalty looks like when it's working.
Strategic guidance on notifications and CRM alignment, gamification that actually works, Gen Z engagement, and the growing case for coalition loyalty architecture.
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