A survey of over 1,000 US consumers found that fuel savings ranked as the most preferred incentive for rewards programs. More than two-thirds of respondents said they would be willing to change brands or retailers to save 10 cents to $1 per gallon on gas. The survey also found that rewards programs offering fuel savings saw the highest levels of consumer activity and participation. Fuel incentives are appealing to consumers because it helps them save money on a necessity and free up funds for other household expenses.