Dive Brief:

• Consumers value points and rewards enough to drive farther and make extra purchases to collect more points, according to a survey by loyalty e-commerce company Points.

• Nearly 70% of those surveyed said they would switch brands to accumulate more points, and 68% said they prefer piling up points through everyday purchases like gas and groceries. 66% said they appreciated points that are rewarded frequently.

• Points.com surveyed more than 1,500 loyalty program members during one week in February about how they used and what they thought of the rewards programs they participated in.

Dive Insight:

Hotel reward points and frequent-flyer miles remain the gold standard for people participating in rewards programs, probably because, as game shows discovered years ago, many people love the idea of an exotic escape that might otherwise be beyond their reach. But the most interesting thing to come out of this survey is how consumers will accommodate their everyday shopping habits, even switching brands, to collect more points.