Membership in U.S. loyalty rewards programs has reached 1.3 billion, more than four times the national population, according to COLLOQUY research that provides the first comprehensive census-taking of loyalty marketing since the modern loyalty era began with frequent flyer incentives in 1981.

COLLOQUY's measurement of the scope of loyalty marketing, based on a fourth-quarter 2006 analysis of a dozen specific business sectors, reveals that the average U.S. household belongs to no less than 12 loyalty programs.

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