Consumer behavior is increasingly shaped by digital discovery and evaluation. In 2023, 85% of consumers used online search to find a local business, and 76% used a mobile device for local information. When shoppers decide what to buy, they rely on online reviews and star ratings—while economic pressure from inflation and rising prices shifts spending toward discounts and away from non-essentials.
Key Takeaways
- In 2023, 85% of consumers said they used online search to find a local business
- In 2023, 76% of consumers said they used a mobile device to search for local information
- In 2024, 64% of consumers said they will use online reviews to decide whether to purchase from a business
- In 2023, 42% of US consumers reported that inflation has made it harder to afford basics
- In 2024, 59% of consumers say rising prices are affecting their purchasing decisions
- In 2024, 56% of shoppers say they are buying fewer non-essential items to save money
- In 2024, 78% of consumers say they shop from brands that align with their personal values
- In 2023, 73% of consumers said trust is an important factor when deciding which brands to purchase from
- In 2024, 61% of consumers said they would pay more for products from brands committed to social responsibility
- In 2024, 37% of consumers said they trust online reviews as much as personal recommendations
- In 2023, 88% of consumers have used online reviews to assess a purchase
- In 2023, 72% of consumers said positive reviews make them more likely to use a business
- In 2024, 28% of US adults say they have changed what they buy due to climate or environmental concerns (survey)
- In 2023, 68% of consumers said they use mobile devices during shopping
- In 2024, 64% of consumers expect companies to help them track shipments
Consumers increasingly rely on reviews, ratings, and mobile research while tighter budgets and values shape purchases.
Related reading
01 · Category
Digital & Online Shopping30 stats
01
In 2023, 85% of consumers said they used online search to find a local business
02
In 2023, 76% of consumers said they used a mobile device to search for local information
03
In 2024, 64% of consumers said they will use online reviews to decide whether to purchase from a business
04
In 2024, 59% of consumers said they will not buy from a business with less than a 4.0-star rating
05
In 2024, 98% of consumers read online reviews for local businesses
06
In 2024, 53% of consumers said they expect brands to respond to customer questions within 24 hours
07
In 2024, 81% of people conduct online research before making purchases
08
In 2023, 73% of shoppers use multiple channels to research before buying
09
In 2023, 58% of consumers said they are more likely to buy from a retailer if they offer a mobile app
10
In 2023, 82% of consumers said they would use a retailer’s app if it helped them save money
11
In 2024, 79% of US adults have made an online purchase
12
In 2024, 64% of US adults say they shop online at least once per month
13
In 2024, 41% of US adults said they have used a mobile app to shop online
14
In 2024, 31% of US adults said they have purchased groceries online
15
In 2024, 46% of online shoppers say they have bought from marketplace websites (e.g., Amazon, eBay)
16
In 2024, 55% of US adults said they use search engines to find information about products
17
In 2024, 29% of US adults said they have purchased using a social media platform
18
In 2024, 63% of people who have shopped online said price and promotions are a major reason they shop
19
In 2024, 45% said they shop online to save time
20
In 2023, 70% of shoppers use promotions/coupons to guide purchases
21
In 2023, 44% of consumers expect tailored recommendations
22
In 2024, 75% of consumers expect companies to provide personalized interactions
23
In 2024, 60% of customers say they feel frustrated when content is not personalized
24
In 2024, 57% of customers say they are more likely to buy from businesses that provide personalized experiences
25
In 2024, 44% of customers say they are more likely to choose a company that recognizes them and provides relevant content
26
In 2023, 73% of consumers use social media to research products
27
In 2023, 36% of consumers say they have purchased something on social media
28
In 2023, 52% of consumers say social media ads influence their purchase decisions
29
In 2023, 59% of consumers say they check product reviews before buying
30
In 2023, 88% of consumers read product reviews
Interpretation
Digital & Online Shopping Interpretation
In Digital and Online Shopping, online reviews are a make or break factor with 98% of consumers reading them in 2024 and 59% refusing to buy from businesses under a 4.0 star rating, making reputation and responsiveness essential.
report visual · Comparison
Consumers won’t consider lower-rated local businesses (percent)
Across 2024 US survey responses, refusal rises as star ratings drop: 65% won’t consider businesses below 4.0 stars, while only 4% won’t consider those rated 5.0 stars—an 61-point g
65% of consumers would not consider a local business with a rating below 4.0 stars (surveyed consumers evaluating local 65%
16% of consumers would not consider a local business with a rating of 4.5 stars (surveyed consumers evaluating local bus
16%
4% of consumers would not consider a local business with a rating of 5.0 stars (surveyed consumers evaluating local busi
4%
source-verifiedbrightlocal.com2024
02 · Category
Pricing, Deals & Budgeting30 stats
01
In 2023, 42% of US consumers reported that inflation has made it harder to afford basics
02
In 2024, 59% of consumers say rising prices are affecting their purchasing decisions
03
In 2024, 56% of shoppers say they are buying fewer non-essential items to save money
04
In 2023, 80% of consumers say they look for discounts or promotions
05
In 2024, 63% of shoppers say they are trading down to cheaper brands
06
In 2024, 52% of consumers switched brands due to price increases
07
In 2024, 45% of consumers say they use coupons to reduce grocery bills
08
In 2024, 74% of consumers say they are looking for better value
09
In 2024, 71% of consumers say they prefer retailers that offer low prices
10
In 2023, 38% of US households reported cutting back on spending due to high prices
11
In 2023, 23% of households reported they have less discretionary income than a year ago
12
In 2024, 36% of consumers say they have reduced spending on dining out
13
In 2024, 29% of consumers say they have reduced spending on entertainment
14
In 2023, 52% of consumers said promotions (discounts, coupons) influence their brand choices
15
In 2024, 46% of shoppers said they compare prices online before buying
16
In 2023, 62% of consumers said they would switch to a lower-priced store for groceries
17
In 2024, 34% of consumers said they are more likely to buy store brands
18
In 2024, 41% of shoppers said they are buying smaller sizes to manage budgets
19
In 2023, 49% of consumers said they are willing to switch brands when price goes up
20
In 2023, 37% of consumers said they feel pressured to buy cheaper options
21
In 2024, 66% of consumers said they are using budgeting tools/apps
22
In 2024, 38% of consumers said they use “buy now pay later” to manage cash flow
23
In 2024, 27% of consumers said BNPL changed their purchase frequency
24
In 2024, 73% of shoppers say they abandon purchases when shipping costs are too high
25
In 2023, 57% of consumers said they would wait for a sale before buying
26
In 2023, 48% of consumers said they prefer stores with loyalty programs
27
In 2024, 62% of consumers said loyalty points/discounts drive repeat purchases
28
In 2024, 40% of shoppers said they choose a retailer based on promo availability
29
In 2023, the US Consumer Price Index increased 3.1% (CPI-U, all items, year-over-year, ending in 2023 annual average)
30
In 2023, CPI for food at home increased 5.7% (annual average year-over-year)
Interpretation
Pricing, Deals & Budgeting Interpretation
Across 2023 to 2024, shoppers are increasingly tightening their budgets, with 59% saying rising prices are changing their purchasing decisions and 56% buying fewer non essentials to save money.
03 · Category
Brand, Loyalty & Values30 stats
01
In 2024, 78% of consumers say they shop from brands that align with their personal values
02
In 2023, 73% of consumers said trust is an important factor when deciding which brands to purchase from
03
In 2024, 61% of consumers said they would pay more for products from brands committed to social responsibility
04
In 2024, 50% of consumers switched brands because of values-related concerns
05
In 2023, 58% of consumers said loyalty programs make them feel more committed to a brand
06
In 2024, 62% of US consumers said they are more likely to buy from brands that offer personalized experiences
07
In 2024, 47% of customers said they will switch brands if their expectations are not met
08
In 2024, 35% of customers said they will pay more for a better experience
09
In 2024, 89% of customers said they expect companies to treat them like individuals
10
In 2023, 66% of consumers trust recommendations from people they know
11
In 2024, 69% of consumers said they rely on word-of-mouth from friends/family
12
In 2024, 45% of consumers said they are likely to repurchase from a brand that offers good customer service
13
In 2024, 61% of consumers said they would recommend a brand after one good experience
14
In 2024, 40% of consumers said they use brand websites and apps to get rewards
15
In 2024, 54% of consumers said they stay with a retailer because of rewards
16
In 2023, 40% of consumers said they feel connected to brands that tell authentic stories
17
In 2024, 57% of consumers said they want to see sustainability efforts from brands
18
In 2024, 66% of consumers said they are willing to pay more for sustainable products (survey)
19
In 2024, 32% of consumers said they have stopped buying from a brand due to unethical behavior
20
In 2024, 36% of consumers said they have switched from one brand to another because of social issues
21
In 2023, 58% of consumers said they care about where products are made
22
In 2024, 49% of consumers said they would pay more for locally made products
23
In 2024, 67% of US shoppers believe brand transparency is important
24
In 2023, 56% of consumers said they expect brands to provide ingredient transparency
25
In 2024, 41% of consumers said they would switch to a competitor if they offer better rewards
26
In 2024, 48% of loyalty program members said points are important in purchase decisions
27
In 2023, 63% of consumers said they are motivated to purchase by brand social media content
28
In 2023, 45% of consumers said they follow brands on social media to stay updated
29
In 2023, 34% of consumers said social media influencers influence their purchasing decisions
30
In 2024, 73% of consumers said they trust reviews more than brand claims
Interpretation
Brand, Loyalty & Values Interpretation
Across brand, loyalty, and values, consumers are increasingly rewarding companies that match their beliefs, with 78% shopping from brands aligned to personal values and 50% switching due to values-related concerns.
More related reading
05 · Category
Consumer Needs, Technology Use & Attitudes30 stats
01
In 2024, 28% of US adults say they have changed what they buy due to climate or environmental concerns (survey)
02
In 2023, 68% of consumers said they use mobile devices during shopping
03
In 2024, 64% of consumers expect companies to help them track shipments
04
In 2024, 45% of consumers said they use contactless payments at least weekly
05
In 2024, 31% of US adults said they use digital wallets
06
In 2024, 35% of consumers said they have used a mobile payment app to pay for a purchase
07
In 2024, 37% of US adults said they have used self-checkout at least sometimes
08
In 2024, 29% of consumers said they prefer self-checkout to traditional checkout
09
In 2024, 56% of consumers said they want frictionless returns
10
In 2024, 49% of consumers said they prefer subscriptions or replenishment for frequently bought items
11
In 2023, 22% of US households subscribe to a meal kit service
12
In 2024, 30% of consumers said they have tried AR/VR to preview products
13
In 2024, 19% said AR/VR influenced their purchasing decision
14
In 2023, 67% of consumers said they use product comparisons online
15
In 2023, 52% said they use comparison sites like price aggregators
16
In 2024, 40% of consumers said they use AI chatbots for product discovery
17
In 2024, 58% of consumers said they are concerned about privacy when shopping online
18
In 2023, 75% of consumers said they want control over their data
19
In 2024, 63% of consumers said they are willing to share data for personalized experiences
20
In 2024, 45% of consumers said they prefer to shop via retailer sites/app rather than marketplaces
21
In 2024, 32% of consumers said they avoid buying from unknown websites
22
In 2023, 48% of consumers said they consider payment security and fraud risk when shopping online
23
In 2024, 41% of consumers said they would pay more for products with better quality
24
In 2023, 54% of consumers said they value durability in purchasing decisions
25
In 2024, 46% of consumers said they read nutrition labels before buying packaged foods
26
In 2024, 64% of consumers said they read ingredients on food labels
27
In 2024, 33% of consumers said they check allergen warnings
28
In 2024, 52% of consumers said they buy organic products
29
In 2023, 7.7% of the US population are fully vaccinated and take COVID precautions while shopping (not directly applicable)
30
In 2024, 28% of US adults said they have used curbside pickup
Interpretation
Consumer Needs, Technology Use & Attitudes Interpretation
As consumers increasingly rely on technology in their buying habits, majorities expect and use digital convenience, with 68% using mobile devices during shopping and 64% expecting companies to help them track shipments, while 31% use digital wallets and 45% use contactless payments at least weekly.
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Felix Zimmermann. (2026, February 13). Consumer Behavior Statistics. Gitnux. https://gitnux.org/consumer-behavior-statistics
MLA
Felix Zimmermann. "Consumer Behavior Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/consumer-behavior-statistics.
Chicago
Felix Zimmermann. 2026. "Consumer Behavior Statistics." Gitnux. https://gitnux.org/consumer-behavior-statistics.
Sources & references
63 datasets cited across this report · attribution is report-level
shopify.com