Who says brand loyalty is dead? A new study from Facebook suggests the opposite is true, even among millennials.

True love?

Facebook IQ surveyed 14,700 adults in the US, looking at loyalty across the Auto Insurance, Airlines, Hotels, Grocery, and Restaurant industries.

It turns out 77% of respondents return to the same brand regularly.

Thicker than water?

Interestingly, 37%  of those surveyed say they buy regularly from one brand out of loyalty (Brand Loyalists). While 40% of those surveyed buy regularly from the same brand, but not out of loyalty to that brand (Repeat Purchasers).

Brand Loyalists are driven by emotive and experiential qualities, including trust and service. Repeat Purchasers are more interested in factors such as price and convenience.

Read my lips

Loyalty runs across demographics. Millennials are just as likely as Boomers to be loyal to a brand, and are in fact 1.75X more likely to be brand-loyal. 

Finally, Facebook and Instagram users are more likely to be Brand Loyalists.

Users who visit Facebook at least five times a day are 1.25X more likely to be Brand Loyalists than those that log on once a month.

Similar figures apply for Instagram.

If you'd like to find out more about building brand loyalty visit insights.fb.com.