consumer behavior research statistics

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Shopping Behavior

Consumer behavior in the United States - statistics & facts

Average spending for the average consumer, what matters to shoppers in the united states, key insights.

Detailed statistics

Most common offline purchases by type in the U.S. 2024

Brand awareness by category in the U.S. 2024

Sources of inspiration for new products in the U.S. 2024

Editor’s Picks Editor’s Picks Current statistics on this topic

Interest in product categories in the U.S. 2024

Impact of brand values & stance on social issues on consumer choice in the U.S. 2023

Offline purchase channels in the United States 2024

Recommended statistics

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• Basic Statistic U.S. inflation rate versus wage growth 2020-2024
• Basic Statistic United States: monthly price change rate of non-food items January 2024
• Basic Statistic United States: monthly price change of food items January 2024

U.S. disposable personal income 2000-2023

Disposable personal income in the United States from 2000 to 2023 (in billion chained 2017 U.S. dollars)

U.S. per capita disposable personal income 2023, by state

Per capita disposable personal income in the United States in 2023, by state (in U.S. dollars)

U.S. annual inflation rate 1990-2023

Annual inflation rate in the United States from 1990 to 2023

U.S. monthly inflation rate 2024

Monthly 12-month inflation rate in the United States from October 2020 to October 2024

U.S. inflation rate versus wage growth 2020-2024

Difference between the inflation rate and growth of wages in the United States from October 2020 to October 2024

United States: monthly price change rate of non-food items January 2024

Year-over-year inflation rate of selected non-food goods in the United States in January 2024, by category

United States: monthly price change of food items January 2024

Year-over-year inflation rate of selected food items in the United States in January 2024, by category

Shopping behavior

• Premium Statistic Interest in product categories in the U.S. 2024
• Premium Statistic Most common offline purchases by type in the U.S. 2024
• Premium Statistic Brand awareness by category in the U.S. 2024
• Premium Statistic Impact of brand values & stance on social issues on consumer choice in the U.S. 2023
• Premium Statistic Offline purchase channels in the United States 2024
• Premium Statistic Sources of inspiration for new products in the U.S. 2024
• Premium Statistic Social media usage for product search in the U.S. 2023, by age

Interest in product categories in the U.S. as of September 2024

Most common offline purchases by type in the U.S. as of September 2024

Brand awareness by category in the U.S. as of September 2024

Impact of brand values & stance on social issues on consumer choice in the U.S. 2023

The impact brand values and stance on social issues have on consumer choices in the United States in 2023, by gender

Stationary stores where Americans shopped in the past 12 months as of March 2024, by income

Sources of inspiration for new products in the U.S. as of September 2024

Social media usage for product search in the U.S. 2023, by age

Share of shoppers using social media to search for product information in the United States in 2nd quarter 2023, by generational cohort

Spending behavior

• Basic Statistic U.S. household average expenditure 2010-2023
• Premium Statistic U.S. annual household expenditures 2023, by generation
• Basic Statistic Change in spending behavior among consumers in the United States 2023
• Premium Statistic Average per month spending on impulse purchases in the United States 2020-2023
• Basic Statistic Leading ways consumers planned to spend their tax return refund in the U.S. 2024
• Premium Statistic Leading costs Gen Alpha parents are cutting in the United States 2023

U.S. household average expenditure 2010-2023

Average annual household expenditure in the United States from 2010 to 2023 (in U.S. dollars)

U.S. annual household expenditures 2023, by generation

Mean annual household expenditures in the United States in 2023, by generation (in U.S. dollars)

Change in spending behavior among consumers in the United States 2023

Change in spending behavior among consumers in the United States in the past three months in 2023

Average per month spending on impulse purchases in the United States 2020-2023

Average monthly amount consumers spent while making impulse purchases in the United States from 2020 to 2023

Leading ways consumers planned to spend their tax return refund in the U.S. 2024

Leading ways consumers planned to spend their tax return refund in the United States in 2024

Leading costs Gen Alpha parents are cutting in the United States 2023

Leading costs Generation Alpha parents are cutting in the United States in 2023

Online shopping

• Premium Statistic Consumers who mostly buy on impulse online or in-store in the U.S. 2023
• Premium Statistic Customer preferences for e-commerce vs social commerce platforms in the U.S. 2023
• Premium Statistic Customer reasons for purchasing items via social commerce platforms in the U.S. 2023
• Premium Statistic Share of consumers buying secondhand online in the U.S. 2023, by generation
• Basic Statistic Leading reasons for abandonment during checkout in the U.S. 2024

Consumers who mostly buy on impulse online or in-store in the U.S. 2023

Consumers who are most likely to make impulse purchases online or in-store in the United States in 2023

Customer preferences for e-commerce vs social commerce platforms in the U.S. 2023

Customer preferences of e-commerce vs. social commerce platforms in the United States in 2023

Customer reasons for purchasing items via social commerce platforms in the U.S. 2023

Reasons why customers purchase items via social commerce platforms in the United States as of October 2023

Share of consumers buying secondhand online in the U.S. 2023, by generation

Share of online shoppers buying secondhand in the United States in 1st quarter 2023, by generation

Leading reasons for abandonment during checkout in the U.S. 2024

Main reasons why consumers abandon their orders during the checkout process in the United States in 2024

Grocery shopping

• Premium Statistic Locations consumers purchase groceries U.S. 2023
• Premium Statistic Importance of factors when choosing stores for grocery shopping U.S. 2023
• Premium Statistic Locations consumers purchase groceries by age U.S. 2023
• Premium Statistic Attitudes of consumers towards grocery shopping in the U.S. 2023
• Premium Statistic Favorite supermarket chains among consumers in the U.S. 2023

Locations consumers purchase groceries U.S. 2023

Where consumers usually purchase groceries in the United States in June 2023

Importance of factors when choosing stores for grocery shopping U.S. 2023

How important are the following aspects in your choice of grocery stores?

Locations consumers purchase groceries by age U.S. 2023

Where consumers usually purchase groceries in the United States in June 2023, by age group

Attitudes of consumers towards grocery shopping in the U.S. 2023

Share of consumers who found grocery shopping pleasant in the United States in June 2023

Favorite supermarket chains among consumers in the U.S. 2023

Taking everything into account, which supermarket is your favorite?

Shopping during events

• Premium Statistic Leading consumer spending events by expected average spend in the U.S. 2023
• Premium Statistic Share of U.S. consumers planning to shop Thanksgiving sales 2023
• Premium Statistic Holiday gifts: what U.S. consumers plan to buy 2024
• Basic Statistic Planned consumer purchases for Super Bowl 2013-2024
• Premium Statistic Americans' planned spending on Halloween-related items by category 2024
• Premium Statistic St. Patrick's Day purchasing plans of U.S. consumers 2024
• Premium Statistic Mother's Day gift purchasing plans in the U.S. 2024
• Premium Statistic Father's Day gift purchasing plans in the U.S. 2024

Leading consumer spending events by expected average spend in the U.S. 2023

Leading consumer spending events by average expected per capita spend in the United States in 2023 (in U.S. dollars)

Share of U.S. consumers planning to shop Thanksgiving sales 2023

Consumers who plan to shop on Black Friday and Cyber Monday in the United States as of October 2023

Holiday gifts: what U.S. consumers plan to buy 2024

Holiday gifts to be bought by consumers in the United States in 2024, by category

Planned consumer purchases for Super Bowl 2013-2024

Planned purchases on Super Bowl Sunday by consumers in the United States from 2013 to 2024, by category

Americans' planned spending on Halloween-related items by category 2024

Expected average consumer expenditure on Halloween-related items in the United States in 2024, by category (in U.S. dollars)

St. Patrick's Day purchasing plans of U.S. consumers 2024

Products consumers plan to buy for St. Patrick's Day in the United States in 2024

Mother's Day gift purchasing plans in the U.S. 2024

Share of consumers planning to buy gifts for Mother's Day in the United States in 2024, by category

Father's Day gift purchasing plans in the U.S. 2024

Share of consumers planning to buy gifts for Father's Day in the United States in 2024, by type

Attitudes towards sustainability

• Premium Statistic Ethical/sustainable consumer in the U.S. 2023
• Premium Statistic Willingness to spend more by product category in the U.S. 2023
• Premium Statistic Attitudes towards sustainability in the U.S. 2023
• Premium Statistic Drivers of sustainable food/beverage purchases in the U.S. 2023
• Premium Statistic Drivers of sustainable beauty/personal care purchases in the U.S. 2023
• Premium Statistic Drivers of sustainable fashion purchases in the U.S. 2023
• Premium Statistic Top sources favored by consumers to learn about brands' sustainability U.S. 2023
• Premium Statistic United States: consumer views on corporate sustainability communications 2023

Ethical/sustainable consumer in the U.S. 2023

Rate of ethical/sustainable consumers in the United States in 2023

Willingness to spend more by product category in the U.S. 2023

Willingness to spend more by product category in the United States in 2023

Attitudes towards sustainability in the U.S. 2023

Attitudes towards sustainability in the United States in 2023

Drivers of sustainable food/beverage purchases in the U.S. 2023

Drivers of sustainable food/beverage purchases in the United States in 2023

Drivers of sustainable beauty/personal care purchases in the U.S. 2023

Drivers of sustainable beauty/personal care purchases in the United States in 2023

Drivers of sustainable fashion purchases in the U.S. 2023

Drivers of sustainable fashion purchases in the United States in 2023

Top sources favored by consumers to learn about brands' sustainability U.S. 2023

Leading sources from which consumers would like to get information about brands' sustainability efforts in the United States as of May 2023

United States: consumer views on corporate sustainability communications 2023

Desires from consumers regarding companies' sustainability communications in the United States in 2023

Impact of inflation

• Premium Statistic Products shoppers would buy at the same rate during a recession in the U.S. 2023
• Premium Statistic Products consumers could do without for a while during a recession in the U.S. 2023
• Premium Statistic Product purchases consumers could easily cut out during a recession in the U.S. 2023
• Premium Statistic Consumers who are annoyed with how consumer prices change in the U.S. 2023
• Premium Statistic How inflation will change the way consumers shop for the holidays in the U.S. 2024

Products shoppers would buy at the same rate during a recession in the U.S. 2023

Consumer goods consumers would buy at the same rate during a recession in the United States in 2023, by product category

Products consumers could do without for a while during a recession in the U.S. 2023

Consumer goods consumers could live without for a little while during a recession in the United States in 2023, by product category

Product purchases consumers could easily cut out during a recession in the U.S. 2023

Product purchases consumers could easily cut out during a recession in the United States in 2023, by product category

Consumers who are annoyed with how consumer prices change in the U.S. 2023

Consumers who are annoyed with how consumer prices change in the United States in 2023

How inflation will change the way consumers shop for the holidays in the U.S. 2024

Leading ways in which inflation will impact the way consumers shop for the holidays in 2024

Further reports

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Consumer Behavior Statistics You Should Know in 2024 [New Data]

Updated: May 20, 2024

Published: April 24, 2019

I doubt that the shift to entirely online shopping experiences would've happened as quickly as it did without the pandemic.

But, the rapid shift showed us that the factors influencing consumer purchasing decisions are always changing. In this piece, I’ll go over consumer behavior statistics I’ve pulled from our 2024 Consumer Trends Repor t to explain what’s driving consumers this year.

Consumer Behavior Stats

1. social shopping is an ecommerce standard..

We’ve talked a lot about social shopping on the HubSpot Blog because it’s the new face of ecommerce. I don’t see its popularity slowing down, especially since marketers are seeing the benefits: 59% report more social sales in 2023 than they had in past years.

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Our latest consumer trends survey found that social media is Gen Z and millennials' preferred channel for product discovery, and 33% have discovered a new product on social media in the past three months.

In the past three months, 1 in 4 social media users have also directly bought a product on a social media app, which is a 39% YoY change. More than 80% say that they’re satisfied with their latest social media purchase, and they were most likely to have transacted on Facebook or TikTok since they offer the best in-app shopping experiences.

Despite its growth, consumers are still wary. Only 47% feel comfortable buying through social media apps, and 45% trust social media platforms with their card information, likely because the main worry is that these companies aren’t legitimate.

Featured Resource: If you’re developing your ecommerce strategy, our free Ecommerce Planning Kit gives you all the tools you need to be successful, from market research templates to abandoned cart emails.

2. Gen Z heads the social shopping pack.

Gen Z leads the social buying pack, as they’re more engaged in social commerce than other generations. Some stats:

• New product discoveries for Gen Z happen most often on social media
• 43% have bought a product directly within an app in the past three months.
• They prefer to discover products on social media in short-form videos and social media marketplaces with off-app purchases (like Facebook Marketplace).
• They do most of their social shopping on TikTok and Instagram, which they say offer the best in-app shopping experiences.

If Gen Z is your target audience, offering social shopping opportunities or shopping-forward content is more important than ever.

I do want to say that you can still look into and consider social shopping if your target audience is made up of other generations, as there are always people who have different preferences.For example, I should be totally on board with social shopping because of my millennial-gen-z-cusp generational alliance, but I’m incredibly weary and skeptical of it.

On the other hand, my mom’s generation has consistently shown minimal interest in social shopping the past three times we’ve run our Consumer Trends Survey . Still, she’s more interested in it than I ever would’ve expected. I had to give her the same “Don’t trust every ad you see on the internet” talk, which I’m sure sounded just like the “Don’t believe everything you read online” talk she gave me when I was a child.

All that to say — even if your audience isn’t entirely on board with social shopping, you still might have some segments of your audience that would be interested in shoppable opportunities if you offered them. To learn more about how to make social shopping work for you, I recommend reading our Consumer Trends Report.

U.S. Consumer Trends Report

Learn how consumers act, how they think, and what they expect now and beyond. Topics include:

• Purchase habits.
• Data privacy.
• Workplace trends.

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3. Social media search is growing in popularity.

Search engine usage decreased by 12%, while social search usage increased by 4% between May 2023 and January 2024. 21% of consumers prefer to get answers to their questions online through social search, which is a 40% YoY increase from that same period.

I’m not saying search engines are dead and to throw your SEO strategy out the window, especially because consumers still say that search engines are the most effective way to get their questions answered. Instead, with the rise of social shopping, consumers are interested in a seamless buying experience that happens all in one place, from searching for products to post-purchase customer service.

My Pro Tip : Create a social media SEO strategy to adapt to this new consumer behavior.

4. Consumers like socially responsible brands.

Corporate social responsibility is when companies have thoughtful practices and initiatives that contribute to the betterment of the world.

I ran a survey in April 2024 about corporate social responsibility, and 90% of respondents said that companies should practice social responsibility. They are increasingly choosing to support brands that take a stance on social issues like fair treatment of employees, diversity and inclusion, and sustainable business practices.

So, why this desire? I attribute it to people wanting to spend their money with brands that let them uphold their day-to-day values. For example, it makes sense that someone committed to sustainability in their day-to-day life would want to buy from a sustainable business that uses eco-friendly packaging and sustainable production methods.

People also want to see themselves represented and support brands that support people like them. It makes sense that a Black consumer would want to purchase from a brand that supports the Black community.

5. Consumers seek personalization.

Consumers want personalized experiences, but most say that the content they see from brands isn’t personalized to their interests.

Marketers feel similarly and say that the experience customers get from their brand is somewhat personalized, but this is at direct odds with their belief that offering a personalized experience increases the likelihood of repeat customers.

Offering product recommendations is an easy way to provide a personalized experience, as is offering usage recaps (think Spotify’s annual Wrapped campaign ) or smart content.

Generative AI is a new tool for marketers to boost personalization, and those who already use it say it helps them create more personalized content ( 77% ) and personalize customers' experiences with their company (72%).

6. Consumers have concerns about data privacy.

While consumers want personalization, they’re also weary about how companies use their data, and 50% usually decline to have their personal data tracked.

76% of respondents to our survey reported being concerned about how companies use their personal data and strongly agree that they should have complete control over how it’s used. The main determining factor when deciding who to share data with is their level of trust in said company.

I am with consumers on this, as there’s a 99% chance I’m clicking “Reject All” when a website asks me about cookies. But, this is at odds with what I know as a marketer — having data about users is the best way to give them the personalized experience they want.

The best way to accommodate these privacy concerns but continue to deliver on expectations is to give users control.

Consumers told us that they want to choose whether to share their data and to be able to delete it from your database whenever they want. They also want to ensure that you store it safely and that you have their best interests in mind when safeguarding their data from unauthorized access.

7. Consumers are seeking support in DMs.

One in five Gen Z and Millennials has contacted a brand through DMs for customer service, and 70% of social media marketers say their companies already offer service on social media to accommodate the support requests they’re getting.

Consumers are turning to social media DMs for customer service, which makes sense considering the social shopping boom. If they’re buying a product on Instagram Shops, why wouldn’t they want to send a DM to ask a question within the same app? It eliminates additional actions, like finding a phone number to make a phone call or visiting a website.

8. Friends and family offer the most trusted recommendations.

As marketers, we know that influencer marketing is powerful and impactful.

We know that influencer marketing is powerful. Consumers like and trust influencers and their recommendations, but reviews from their friends and family are still more impactful than recommendations from influencers.

This tracks for me as a consumer. I follow a few influencers but still take their recommendations with a grain of salt. I’m much more likely to indiscriminately purchase something if my best friend or mom told me they liked it.

From a marketer's perspective, I view this as a signal that consumers want to hear from buyers like themselves. I recommend sharing customer reviews and promoting UGC on your profiles, as testimonials from relatable people can go a long way.

This doesn’t mean abandoning influencer marketing. If you choose to use it, make sure the influencers' niche aligns with your audience, and let the influencers be themselves and share their own personality—authentic and relatable content on social media is more important than anything else.

Give Consumers What They’re Looking For

I just went over a few of the key consumer behavior statistics that stood out to me from our latest iteration of our Consumer Trends Report.

Now that you know what’s influencing consumer behavior, you can craft a marketing strategy that appeals to your audience’s most pressing needs and interests.

Don't forget to share this post!

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Consumer Behavior Research

Exploring the Depths of Consumer Insights for Strategic Business Growth

In an era where understanding consumer behavior is more than a competitive edge, it’s a survival imperative, NielsenIQ (NIQ) and GfK emerge as pivotal allies. This expertise is essential for businesses in B2C commerce, retail, and beyond, aiming to navigate the complex consumer landscape for informed, strategic decision-making.

Definition and Importance of Consumer Behavior Research

Consumer behavior research is the study of how individuals make decisions to spend their resources on consumption-related items. It involves understanding the what, why, when, and how of consumer purchases. This field is crucial for businesses as it sheds light on consumer preferences, buying patterns, and decision-making processes. By understanding these aspects, companies can tailor their products and marketing strategies effectively, ensuring alignment with consumer needs and market trends , ultimately leading to increased customer satisfaction and loyalty.

Overview of the Impact of Consumer Behavior Research on Marketing Strategies

The insights from consumer behavior research are instrumental in shaping targeted marketing strategies. By understanding consumer motivations and behaviors, businesses can create more relevant and engaging marketing messages, leading to improved customer engagement and retention. This research helps in segmenting the market, identifying potential customers, and understanding the factors that drive consumer decisions. It also aids in predicting future trends, enabling companies to stay ahead of the curve. Effective use of consumer behavior research can lead to the development of products and services that meet the evolving needs of consumers, thereby enhancing brand loyalty and market share.

Consumer and shopper insights

Understand consumer and shopper behavior, demographics, and loyalty with modern, representative consumer panels and customer survey capabilities.

Understanding Consumer Behavior

These diverse influences combine to form unique consumer profiles, which businesses must understand to effectively target their marketing efforts..

Factors Influencing Consumer Behavior

Consumer behavior is influenced by a complex interplay of psychological, social, cultural, and personal factors. Psychological factors include perceptions, attitudes, and motivation, which guide consumers’ emotional and cognitive responses. Social factors encompass family, friends, and societal norms that shape buying habits through peer influence and social trends. Cultural factors involve the broader societal beliefs, values, and customs that dictate consumer behavior in a particular region. Personal factors such as age, occupation, lifestyle, and economic status also significantly impact consumer choices. These diverse influences combine to form unique consumer profiles, which businesses must understand to effectively target their marketing efforts.

The Role of Consumer Behavior in Decision Making

Consumer behavior plays a critical role in the decision-making process. It involves understanding how consumers decide upon their needs and wants, choose among products and brands, and determine their purchase methods. This knowledge is vital for businesses to design and position their offerings in a way that resonates with the target audience. Understanding consumer behavior helps in predicting how consumers will respond to marketing messages and product features, enabling businesses to tailor their strategies to meet consumer needs effectively. It also assists in identifying opportunities for new product development and market expansion .

Consumer Behavior Theories and Models

Consumer behavior theories and models provide frameworks for understanding and predicting consumer actions. The Stimulus-Response Model, for instance, illustrates how marketing stimuli and environmental factors influence consumer responses. Maslow’s Hierarchy of Needs explains consumer motivation in terms of fulfilling basic to complex needs. The Theory of Reasoned Action and the Theory of Planned Behavior focus on the relationship between attitudes, intentions, and behaviors. The Consumer Decision Model outlines the cognitive process involving need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. These models help businesses in developing strategies that align with consumer psychology and behavioral patterns. They also assist in segmenting the market and targeting consumers with personalized marketing approaches, enhancing the effectiveness of marketing campaigns and product offerings.

Research Methods in Consumer Behavior Research

Customer analytics is vital for businesses across various sectors, including FMCG, sales, and e-commerce. It enables companies to create personalized experiences, improve customer engagement, and boost retention, ultimately leading to increased revenue. By understanding consumer behavior through data analysis, businesses can make informed decisions that resonate with their target audience.

Quantitative Research Methods

Quantitative research methods in consumer behavior research involve structured techniques like surveys and questionnaires to collect numerical data. These methods are useful for gauging consumer attitudes, preferences, and behaviors across larger populations. Statistical analysis of this data helps in identifying trends, testing hypotheses, and making generalizations about consumer behavior. Quantitative research is valuable for businesses as it provides measurable and comparable insights that can guide strategic decision-making. It helps in understanding the magnitude of consumer responses to various marketing stimuli and in assessing the potential market size for new products or services.

Qualitative Research Methods

Qualitative research methods in consumer behavior focus on understanding the deeper motivations, thoughts, and feelings of consumers. Techniques like in-depth interviews, focus groups, and observational studies provide rich, detailed insights that are not typically captured through quantitative methods. This approach is crucial for exploring the underlying reasons behind consumer choices, preferences, and attitudes. Qualitative research helps businesses in gaining a deeper understanding of consumer experiences, emotions, and perceptions, which can be invaluable in developing more effective marketing strategies, product designs, and customer service approaches. It allows companies to explore new ideas and concepts with consumers, gaining insights that can lead to innovation and differentiation in the market.

Experimental Research in Consumer Behavior

Experimental research in consumer behavior involves manipulating one or more variables to observe the effect on another variable, typically consumer behavior or attitudes. This method is used to establish cause-and-effect relationships, providing insights into how changes in product features, pricing, or marketing strategies might influence consumer behavior. Controlled experiments, often conducted in laboratory settings or as field experiments, allow researchers to isolate the effects of specific variables. This type of research is particularly valuable for testing new products, pricing strategies, and marketing messages before full-scale implementation. It helps businesses in making informed decisions based on empirical evidence, reducing the risks associated with new initiatives.

Factors Affecting Consumer Behavior

Psychological factors.

Psychological factors play a significant role in shaping consumer behavior. These include individual motivations, perceptions, attitudes, and beliefs. Motivation drives consumers to fulfill their needs and desires, influencing their buying decisions. Perception, how consumers interpret information, can significantly impact their choices, as it shapes their understanding of products and brands. Attitudes and beliefs, formed through experiences and social influences, guide consumer preferences and loyalty. Understanding these psychological factors is crucial for businesses as they influence how consumers view and interact with products and services. By aligning marketing strategies with consumer psychology, businesses can more effectively influence purchasing decisions and build stronger customer relationships.

Social Factors

Social factors significantly influence consumer behavior, encompassing the impact of society, family, and peer groups. Family members and friends can influence buying decisions through recommendations or shared experiences. Social groups, including social networks and communities, also play a role in shaping consumer preferences and behaviors. The influence of social media has become particularly significant, as it not only connects consumers but also serves as a platform for sharing opinions and experiences about products and services. Understanding these social dynamics is important for businesses as they can leverage social influences through targeted marketing strategies, influencer partnerships, and social media campaigns. Recognizing the power of social factors can help businesses in building brand awareness and loyalty among consumer groups.

Cultural Factors

Cultural factors are deeply ingrained elements that influence consumer behavior, including values, beliefs, customs, and traditions. These factors vary across different regions and societies, affecting how consumers perceive and interact with products and services. Cultural influences can determine consumer preferences, buying habits, and brand perceptions. For instance, color symbolism, dietary preferences, and language can all vary significantly between cultures, impacting marketing strategies and product development. Businesses must understand and respect these cultural nuances to effectively cater to diverse consumer markets. Adapting products and marketing messages to align with cultural values and norms can significantly enhance a brand’s appeal and acceptance in different markets.

Personal Factors

Personal factors, including age, gender, occupation, lifestyle, and economic status, also significantly influence consumer behavior. These factors determine individual needs, preferences, and purchasing power. For example, younger consumers may prioritize trendy and innovative products, while older consumers might value functionality and durability. Lifestyle choices, such as health consciousness or environmental awareness, can also drive consumer preferences and choices. Economic factors, such as income and economic conditions, influence consumers’ ability to purchase and their sensitivity to price changes. Understanding these personal factors is crucial for businesses to segment their market effectively and tailor their products and marketing strategies to meet the specific needs of different consumer groups.

Consumer Purchase Decision Making

Stages of the consumer purchase decision-making process.

The consumer purchase decision-making process typically involves several key stages: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior.

In the problem recognition stage, consumers identify a need or desire.

During the information search, they seek out information about products or services that can fulfill their need. In the evaluation stage, consumers compare different options based on attributes such as price, quality, and brand reputation.

The purchase decision involves choosing a product and making the purchase. Finally, in the post-purchase stage, consumers evaluate their satisfaction with the purchase, which can influence future buying decisions and brand loyalty.

Understanding these stages is essential for businesses to effectively influence consumers at each step, from raising awareness to ensuring post-purchase satisfaction.

Influences on Consumer Purchase Decisions

Consumer purchase decisions are influenced by a multitude of factors, including product attributes, brand reputation, marketing messages, social influences, and personal preferences. Product features such as quality, price, and usability are key determinants of consumer choices. Brand reputation, built over time through consistent quality and marketing efforts, also significantly impacts purchase decisions. Marketing messages and advertising play a crucial role in shaping consumer perceptions and driving demand. Social influences, including recommendations from family and friends, as well as online reviews and influencer endorsements, can sway consumer decisions. Personal factors such as individual needs, preferences, and financial constraints also play a critical role. Businesses must consider these diverse influences when developing products and crafting marketing strategies to effectively appeal to their target audience.

Impulse Buying Behavior

Impulse buying behavior refers to unplanned purchases made by consumers, often driven by emotional factors rather than rational decision-making. This type of behavior is typically triggered by external stimuli such as attractive product displays, promotional offers, or persuasive sales tactics. Emotional responses, such as excitement or the desire for instant gratification, also play a significant role in impulse buying. Retailers often leverage this behavior by strategically placing impulse items near checkout areas or using limited-time offers to create a sense of urgency. Understanding the triggers of impulse buying can help businesses in designing marketing strategies and store layouts that encourage such purchases, potentially increasing sales and customer engagement.

Online Shopping and Consumer Behavior

Impact of online shopping on consumer behavior.

The rise of online shopping has significantly impacted consumer behavior, offering convenience, a wider selection of products, and often competitive pricing. Online shopping has changed the way consumers research products, compare prices, and make purchasing decisions. The ease of access to a vast array of products and the ability to shop at any time have increased the frequency and diversity of purchases. Online reviews and ratings have also become important factors in the decision-making process, as consumers increasingly rely on the opinions of others. Additionally, the personalized shopping experiences offered by many online retailers, through targeted recommendations and tailored marketing messages, have further influenced consumer buying habits. Understanding these shifts in consumer behavior is crucial for businesses to adapt their strategies for the digital marketplace, ensuring they meet the evolving needs and expectations of online shoppers.

Factors Influencing Online Buying Behavior

Several factors influence online buying behavior, including website usability, product variety, pricing, customer reviews, and the overall shopping experience. A user-friendly website with easy navigation and a seamless checkout process is crucial for attracting and retaining online shoppers. A diverse product range and competitive pricing are also key factors in attracting consumers. Customer reviews and ratings significantly impact purchase decisions, as they provide social proof and reduce perceived risk. The overall shopping experience, including customer service, delivery options, and return policies, also plays a vital role in influencing online buying behavior. Security and privacy concerns are additional considerations, as consumers are increasingly aware of data protection and online fraud. Businesses must address these factors to create a compelling online shopping experience that meets consumer expectations and drives online sales.

Comparison of Online and Offline Consumer Behavior

Online and offline consumer behaviors exhibit distinct differences, influenced by the unique aspects of each shopping environment. Online shopping offers convenience, a broader selection, and often more competitive pricing, leading to different purchasing patterns compared to offline shopping. Consumers tend to spend more time researching and comparing products online, while offline shopping is often driven by immediate needs and sensory experiences. The tactile experience and instant gratification of offline shopping are not replicable online, but the online environment offers personalized recommendations and a wealth of product information. Offline shopping also provides opportunities for personal interaction and immediate problem resolution, which can enhance customer satisfaction. Understanding these differences is crucial for businesses to tailor their strategies for each channel, ensuring a cohesive and complementary shopping experience that meets the needs and preferences of consumers in both online and offline environments.

Consumer Satisfaction and Loyalty

Importance of customer satisfaction in consumer behavior research.

Customer satisfaction is a critical component of consumer behavior research, as it directly impacts repeat purchases and brand loyalty. Satisfied customers are more likely to become repeat buyers, recommend the brand to others, and provide positive reviews. Customer satisfaction is influenced by various factors, including product quality, customer service, and overall shopping experience. Understanding and measuring customer satisfaction helps businesses identify areas for improvement, enhance customer experiences, and build long-term relationships with consumers. High levels of customer satisfaction lead to increased customer loyalty, which is essential for business growth and sustainability.

Factors Influencing Customer Satisfaction

Customer satisfaction is influenced by a range of factors, including product quality, price, service quality, brand image, and customer expectations. Product quality is a primary determinant of satisfaction, as consumers expect products to perform as advertised. Price also plays a role, as consumers evaluate the value they receive relative to the cost. Service quality, encompassing customer service interactions and the overall shopping experience, significantly impacts satisfaction levels. A positive, helpful, and efficient service experience can enhance satisfaction, while negative experiences can lead to dissatisfaction. Brand image, shaped by marketing communications and past experiences, influences consumer expectations and perceptions. Meeting or exceeding these expectations is key to achieving high levels of customer satisfaction. Additionally, personal factors such as individual needs, preferences, and past experiences also influence satisfaction. Businesses must consider these diverse factors to effectively meet consumer needs and enhance satisfaction levels.

Relationship Between Customer Satisfaction and Loyalty

The relationship between customer satisfaction and loyalty is strong and direct. Satisfied customers are more likely to develop a sense of loyalty to a brand, leading to repeat purchases and positive word-of-mouth recommendations. Loyalty is not just about repeat buying; it also involves an emotional connection and a preference for the brand over competitors. Satisfied customers are also more likely to be forgiving of minor issues and are less sensitive to price changes. Conversely, dissatisfied customers are more likely to switch to competitors and share negative experiences with others. Building customer loyalty requires consistently meeting or exceeding customer expectations, providing high-quality products and services, and maintaining positive customer relationships. Loyal customers are valuable assets to businesses, as they tend to have a higher lifetime value, lower acquisition costs, and can become brand advocates, promoting the brand through their networks.

Consumer Research and Marketing Strategies

Utilizing consumer research to develop effective marketing programs.

Consumer research is a vital tool for developing effective marketing programs. By understanding consumer needs, preferences, and behaviors, businesses can create targeted marketing strategies that resonate with their audience. Consumer research helps in identifying market segments, understanding consumer pain points, and uncovering opportunities for product development or enhancement. It also provides insights into the most effective channels and messages for reaching the target audience. Utilizing consumer research in marketing program development ensures that strategies are data-driven and customer-centric, increasing the likelihood of success. It enables businesses to tailor their marketing efforts to the specific needs and preferences of different consumer segments, improving engagement and response rates. Additionally, ongoing consumer research allows businesses to adapt their marketing strategies in response to changing consumer trends and market conditions, ensuring continued relevance and effectiveness.

Targeting Specific Consumer Segments Based on Research Findings

Targeting specific consumer segments based on research findings is a key strategy for effective marketing. Consumer research provides detailed insights into different consumer groups, including their demographics, psychographics, behaviors, and preferences. By analyzing this data, businesses can identify distinct segments within their target market, each with unique needs and characteristics. Targeting these segments with tailored marketing messages and product offerings increases the relevance and appeal of the brand to each group. For example, a segment characterized by health-conscious consumers would respond more positively to marketing messages emphasizing the health benefits of a product. Segment-specific targeting allows businesses to allocate marketing resources more efficiently, focusing on the most promising segments with the highest potential for conversion and loyalty. It also enhances the customer experience by providing consumers with products and marketing messages that are more closely aligned with their individual needs and preferences.

Adapting Marketing Strategies to Consumer Behavior Trends

Adapting marketing strategies to consumer behavior trends is essential for businesses to stay relevant and competitive. Consumer behavior is constantly evolving, influenced by factors such as technological advancements, cultural shifts, and economic changes. By staying attuned to these trends, businesses can anticipate changes in consumer needs and preferences, and adjust their marketing strategies accordingly. This may involve adopting new marketing channels, such as social media or influencer marketing, to reach consumers where they are most active. It could also mean developing new products or services that align with emerging consumer trends, such as sustainability or personalization. Adapting marketing strategies to consumer behavior trends requires a proactive approach, with ongoing research and analysis to identify emerging patterns. Businesses that successfully adapt to these trends can capture new market opportunities, enhance customer engagement, and maintain a competitive edge.

Case Studies in Consumer Behavior Research

Analysis of real-life examples and their implications.

Real-life case studies in consumer behavior research provide valuable insights into the practical application of theoretical concepts and the effectiveness of different marketing strategies. For example, a case study in the automotive industry might analyze how consumer preferences for eco-friendly vehicles have influenced car manufacturers’ product development and marketing strategies. In the retail sector, a case study could examine the impact of online shopping on brick-and-mortar stores and how these businesses have adapted to the digital era. These case studies offer concrete examples of how businesses have successfully navigated changes in consumer behavior, providing lessons and strategies that can be applied in other contexts. They also highlight the importance of consumer research in identifying market trends, understanding consumer needs, and developing effective marketing strategies. By analyzing real-life examples, businesses can gain a deeper understanding of consumer behavior, learn from the successes and challenges of others, and apply these insights to their own strategies.

Examination of Successful Marketing Campaigns Based on Consumer Behavior Research

Examining successful marketing campaigns that are based on consumer behavior research can provide valuable insights into effective marketing practices. These case studies demonstrate how a deep understanding of consumer needs, preferences, and behaviors can be leveraged to create impactful marketing campaigns. For instance, a campaign that effectively uses consumer data to personalize messages and offers can result in higher engagement and conversion rates. Another example might be a campaign that taps into current consumer trends, such as sustainability or wellness, to resonate with the target audience. Analyzing these successful campaigns can reveal key strategies and tactics that businesses can adopt, such as the use of specific channels, messaging techniques, or promotional offers. These case studies also highlight the importance of data-driven decision-making in marketing, showing how consumer research can inform and guide successful marketing initiatives.

Motivating Consumers and New Product Adoption

Strategies to motivate consumers to adopt new products.

Motivating consumers to adopt new products is a critical challenge for businesses. Effective strategies for encouraging new product adoption include leveraging social proof, offering free trials or samples, and creating educational content. Social proof, such as customer testimonials or influencer endorsements, can reduce perceived risk and increase consumer confidence in trying a new product. Free trials or samples allow consumers to experience the product firsthand, reducing barriers to adoption. Educational content, such as how-to guides or product demonstrations, can help consumers understand the value and benefits of the new product. Additionally, businesses can use targeted marketing campaigns to reach early adopters and innovators who are more likely to try new products and spread the word to others. Creating a sense of urgency or exclusivity around the new product, through limited-time offers or exclusive access, can also motivate consumers to adopt the product more quickly.

Innovations in Consumer Behavior Research for New Product Development

Innovations in consumer behavior research are playing a crucial role in new product development. Advanced analytics and data mining techniques allow businesses to analyze large datasets and uncover deep insights into consumer needs and preferences. Social listening tools enable companies to monitor social media and online conversations, gaining real-time insights into consumer opinions and trends. Virtual reality (VR) and augmented reality (AR) technologies are being used to test consumer reactions to new products in simulated environments, providing valuable feedback before market launch. Behavioral economics principles, such as understanding cognitive biases and decision-making processes, are also being applied to better predict consumer responses to new products. These innovations in consumer behavior research provide businesses with more accurate and comprehensive data, enabling them to develop products that are closely aligned with consumer needs and preferences, increasing the likelihood of market success.

Social Media and Consumer Behavior

Influence of social media on consumer behavior.

Social media has a profound influence on consumer behavior, shaping how consumers discover, research, and share information about products and services. Platforms like Facebook, Instagram, and Twitter serve as important channels for brand communication and engagement. Consumers use social media to seek recommendations, read reviews, and gather opinions from their networks, which significantly influences their purchasing decisions. Brands leverage social media for targeted advertising, influencer partnerships, and content marketing, creating opportunities for direct interaction and engagement with consumers. Social media also facilitates the spread of trends and viral content, quickly influencing consumer preferences and behaviors. The interactive and dynamic nature of social media means that consumer opinions and trends can rapidly change, requiring businesses to be agile and responsive in their social media strategies. Understanding the influence of social media on consumer behavior is essential for businesses to effectively engage with their audience and influence purchasing decisions.

Role of Social Media in Shaping Consumer Perceptions and Purchase Decisions

Recap of the importance of consumer behavior research.

Consumer behavior research is essential for businesses seeking to understand and effectively respond to the evolving needs and preferences of their target audience. It provides valuable insights into why consumers make certain choices, what influences their purchasing decisions, and how they interact with brands. This research is crucial for developing effective marketing strategies, creating products that meet consumer needs, and enhancing the overall customer experience. By staying informed about consumer behavior trends and applying these insights, businesses can improve customer engagement, increase brand loyalty, and drive growth. In today’s competitive marketplace, a deep understanding of consumer behavior is a key differentiator, enabling businesses to create more personalized, relevant, and impactful marketing initiatives.

Future Directions and Emerging Trends in Consumer Behavior Research

The future of consumer behavior research is marked by rapid advancements in technology and data analytics, leading to more sophisticated and nuanced understanding of consumer preferences and behaviors. Emerging trends include the use of artificial intelligence (AI) and machine learning to analyze consumer data, providing deeper and more predictive insights. The integration of biometric data, such as eye tracking and facial recognition, offers new ways to understand consumer responses to marketing stimuli. The growing importance of sustainability and ethical considerations is also influencing consumer behavior, leading to increased demand for eco-friendly and socially responsible products. Additionally, the rise of the experience economy is shifting focus from product features to customer experiences, requiring businesses to create more immersive and engaging customer interactions. Staying abreast of these trends and continuously innovating in consumer behavior research will be crucial for businesses to remain relevant and competitive in the changing market landscape.

How NIQ and GfK Can Help

In the complex world of consumer behavior, NIQ and GfK offer the expertise and tools necessary to navigate this landscape effectively. With comprehensive solutions like:

• NielsenIQ’s Homescan : Track, diagnose, and analyze consumer behavior from more than 250,000 households across 25 countries.
• Consumer analytics : Go deeper and create more clarity around shopper behavior with custom surveys and segmentation.
• Consumption moments : Reveal the true motivations behind customer consumption behavior and usage to guide product innovation and marketing strategy .
• gfknewron marke t : Create the right opportunities with gfknewron market
• gfknewron predict : Plan your future using the world’s most comprehensive sales tracking data for Tech & Durables.
• gfknewron Consumer : Understand your consumers’ behavior to redefine your success

By leveraging these tools, businesses can gain a competitive edge, adapting to market changes and consumer trends with agility and precision.

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How US consumers are feeling, shopping, and spending—and what it means for companies

Stick to new COVID-19-era habits, or go back to the old ways of doing things? For most US consumers, the answer seems to be “both.” Two years into the pandemic, people across the country have discovered that they like shopping online, but they’re also going back to brick-and-mortar stores. They’re venturing out of their homes again, but they’re continuing to spend money on home improvement. And—in what could be boon or bane for manufacturers and retailers—today’s consumers are quite willing to abandon their once-preferred brands in favor of new ones that offer value or novelty.

Taking the pulse of the US consumer

The following seven charts highlight findings from our latest Consumer Pulse survey, which was in the field between February 25 and March 1, 2022, and garnered responses from more than 2,100 US adults (sampled and weighted to match the general US population). The survey results, combined with third-party data on consumer spending, provide insights into how US consumer sentiment and behavior have been evolving  since the COVID-19 pandemic began. And the evolution continues: this survey did not address the invasion of Ukraine in any form. We believe, therefore, that the results do not capture the full effect of the invasion on US consumer sentiment.

It remains to be seen how—and how intensely—recent geopolitical and economic developments will affect US consumers’ outlook. What’s clear is that, more than ever, companies must stay on top of consumers’ fast-changing attitudes and behaviors .

Inflation hasn’t stopped consumers from spending—yet. In the early months of 2022, amid record inflation, US consumers continued to open their wallets. US inflation grew to nearly 8.5 percent in March 2022, with the May 2021 to March 2022 period showing the highest inflation in a decade. Yet, US consumers spent 18 percent more in March 2022 than they did two years earlier, and 12 percent more than they were forecast to spend based on the pre-COVID-19 trajectory.

This loosening of purse strings was perhaps not surprising: US consumers had approximately $2.8 trillion more in savings than they had in 2019, and many didn’t hesitate to dip into those savings as pandemic restrictions eased across the country. But it isn’t just the savers who have been making purchases: credit card debt is starting to rise as well. People in every age cohort and income group spent more of their money, but year-over-year spending growth was highest among millennials (17 percent) and high-income consumers (16 percent). That said, consumer sentiment began to dip in late February, as we discuss further below.

Consumers continue to spend more on certain product categories, but inflation is slowing volume growth. In some categories, much of the growth in spending in February and March 2022 was because people bought more; inflation accounted for only a small portion of growth. This was especially true in categories that boomed during the pandemic: sporting apparel , pet supplies, cosmetics , and software and electronics. But in other categories—including gasoline, restaurants , and travel—inflation has masked a drop in volume of consumption. Consumers bought mostly goods rather than services or experiences. Spending on goods was higher than prepandemic levels, whereas spending on services was still 2 percent lower than it was prepandemic—a pattern that will likely continue until more people feel comfortable being in crowds and attending public indoor events.

In light of persistent inflation  and the war in Ukraine , consumer confidence—which rose steadily through 2021—dipped in February 2022. Only 38 percent of survey respondents said they feel optimistic, down from 44 percent in October 2021. The steepest drop in consumer sentiment was among high-income consumers, a group that frequently traded up to more-expensive products and brands in 2020 and 2021 but that might soon moderate what it buys. Companies will need to figure out the value equation that high-income consumers find most compelling: Will they continue to spend but start to trade down more than they did in 2020 and 2021? Will they shift more of their spending to channels providing better value?

The “loyalty shake-up” continues. More US consumers reported switching to different brands and retailers in 2022 than at any time since the beginning of the pandemic—and most of them say they intend to incorporate that behavior into their routines. Their reasons? With inflation at a record high, more people are looking for value; price is at the top of the list of consumers’ motivations for switching. Almost all consumers—90 percent—have noticed that prices are going up. In particular, they’ve noticed significant price hikes in two things that many people buy multiple times a week: gasoline and groceries. Among consumers who said they’ve switched brands, slightly more than a third said they opted to buy private-label products .

Availability, which was a big reason for switching in 2020 and 2021, still matters a lot but is less of a differentiator than it was at the height of the pandemic, when some brands couldn’t keep up with demand and were constantly out of stock. Meanwhile, brand purpose is now less of a buying factor for consumers than it was in 2020. Novelty, on the other hand, has steadily risen in importance. Consumers are keen to try something different, making innovation an imperative for brands  that want to win (or win back) consumers. Combining innovation with the perception of better value could be a particularly attractive offer.

Shoppers are spending more both online and in stores. People began shopping online in droves at the start of the pandemic, when they didn’t have much of a choice. But it turns out that many people enjoy the convenience that e-commerce offers. Even when brick-and-mortar stores reopened , spending in online channels continued to climb. Year-on-year growth in e-commerce was 27 percent in March 2022; the total uplift in e-commerce penetration, from the onset of COVID-19 until March 2022, was 33 percent.

Contrary to what some in the industry predicted, the rise in e-commerce hasn’t made brick- and-mortar retail obsolete. In fact, in-store spending  is recovering at a healthy clip—with 8 percent year-over-year growth in March 2022, compared with approximately 5 percent in early 2021. Providing a seamless experience in both online and offline channels is becoming table stakes for brands and retailers. In addition, companies would do well to differentiate the service and experience of in-person shopping, while giving consumers reasons to continue to visit their websites and apps.

Omnichannel shopping is becoming the norm. Seventy-five percent of US consumers say they’re researching and purchasing both in-store and online. And this omnichannel behavior isn’t confined to a few types of products: consumers are doing it for both food and nonfood purchases across a broad range of categories. What’s more, 45 percent of consumers say social media is influencing their purchases.

Not surprisingly, social-media influence is heaviest among younger people and is most relevant in appearance-related categories such as cosmetics and sports apparel. Social commerce, already a phenomenon in China, is still nascent in the US market, but one in ten omnichannel shoppers said they’ve already made purchases directly via social media. It’s a channel that’s only growing in importance—yet too many consumer and retail executives today still haven’t taken the time to educate themselves in social media and thus are missing out on powerful opportunities to reach and engage consumers.

Even as people go out again, their “nesting” continues. More than half of US consumers have already resumed their normal out-of-home activities; another 20 percent are in the process of returning to their prepandemic routines outside the home. Almost 40 percent of survey respondents report that they’re now exclusively working in an office or other workplace outside the home. On average, consumers are working from home only about two days a week. But about one-third of consumers say they aren’t yet comfortable attending public indoor events.

Interestingly, despite resuming most of their out-of-home activities, US consumers haven’t pulled back on making their homes more attractive and comfortable. Spending on home improvement and maintenance is still growing: it’s 11 percent higher than pre-COVID-19 projections even after adjusting for inflation. Given the overall shift in the way people have used their homes during the pandemic as well as many people’s expectations of continuing to work from home at least one day a week, companies can expect this nesting behavior to continue.

Consumers say they care about ESG, but it means different things to different people. When choosing which brands to buy, consumers—in particular, younger generations—say that their choices are at least somewhat influenced by environmental, social, and governance (ESG) factors . More than two-thirds of younger survey respondents said at least one aspect of ESG is very important to them. Paramount among their concerns is that companies are transparent and show that they care for people (employees, customers, others in their communities).

In general, younger consumers prioritize authenticity and social issues such as diversity, equity, and inclusion , whereas older consumers pay more attention to health and environmental issues. Today, with inflation driving many consumers to switch brands—value has become more of a motivator than values, so to speak—companies that can deliver on consumers’ expectations for both value and values will be best positioned for success.

The next US Consumer Pulse survey will be in the field in autumn 2022. Watch for our analysis of those survey results and our updated perspectives on the state of the US consumer, forthcoming on McKinsey.com. In the meantime, listen to the authors discuss the latest Consumer Pulse findings in this McKinsey on Consumer and Retail podcast episode .

Kari Alldredge is a partner in McKinsey’s Minneapolis office; Tamara Charm is a partner in the Boston office; Eric Falardeau is a partner in the Montreal office; and Kelsey Robinson is a senior partner in the Bay Area office.

The authors wish to thank Christopher Cannizzaro, Jordan Chmielarz, Aleksandr Gorushkin, Daniela Jamri, Andrea Leon, Daniela Sancho Mazzara, Jason Rico Saavedra, Meera Singh, and Tom Skiles for their contributions to this research.

This article was edited by Monica Toriello, an executive editor in the New York office.

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