It is well known that it is more efficient to keep an existing customer than to attract a new one.

Marketing is expensive and inevitably necessary if you are frequently losing your clients. However, new research has identified a psychographic trait that increases brand loyalty.

Millward Brown recently analyzed BrandZ’s 2008 database and discovered that digital consumers (online buyers/information searchers) have stronger relationships with brands than non-digital consumers. In other words, make it easy to find and research your brand online, and you will increase your chances of getting loyal followers.

This loyalty trend proves true in all categories whether airlines or grocery stores. However, the strength of loyalty varies depending on the category. Examples include:

• 93% stronger for Airlines
• 48% stronger for IT Hardware
• 45% stronger for IT Software
• 22% stronger for Body Care
  
• 17% stronger for Cars
• 12% stronger for Fast Food
  
• 9% stronger for Banking
• 7% stronger for Grocery Stores
  
• 5% stronger for Soft Drinks
• 5% stronger for Motor Fuel

So if you want to likely increase your customer loyalty numbers, target Web users. Invest in a good website. Leverage social media.