CINCINNATI — Customers participating in fuel and convenience store loyalty programs declined by three percent in 2014, according to

The data was released in the survey “2015 Colloquy Loyalty Census: Big Numbers, Big Hurdles,” noted the article.

Despite the decline, U.S. consumers hold a 26-percent increase in loyalty programs overall, stated the article. Consumers are active in less than half of the memberships they hold.

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The most popular rewards programs are credit card programs, reported the article. Specialty stores came in second.

Restaurants experienced the highest growth in the survey, rising 107 percent, said the article. Drugstores saw the second highest growth.

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