In an era of price-comparison, increased reliance on recommendations from peers, and ease of access to product reviews, brand loyalty has become harder for advertisers to maintain.

Research from the Future Foundation found that polarisation of loyalty is a key trend as marketplaces have become crowded and consumers are overwhelmed with choice.

The research found that 50 per cent of respondents said they are less loyal to brands than they used to be, while over 70 per cent agreed that they ‘shop around’ to find the best deal.

New findings from eBay have further cemented evidence of the phenomenon, revealing that many shoppers Read full story ›

Source: The Drum