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 businesshttps://www.brightlocal.com/research/local-consumer-review-survey/
02
In 2023, 76% of consumers said they used a mobile device to search for local informationhttps://www.brightlocal.com/research/local-consumer-review-survey/
03
In 2024, 64% of consumers said they will use online reviews to decide whether to purchase from a businesshttps://www.brightlocal.com/research/local-consumer-review-survey/
04
In 2024, 59% of consumers said they will not buy from a business with less than a 4.0-star ratinghttps://www.brightlocal.com/research/local-consumer-review-survey/
05
In 2024, 98% of consumers read online reviews for local businesseshttps://www.brightlocal.com/research/local-consumer-review-survey/
06
In 2024, 53% of consumers said they expect brands to respond to customer questions within 24 hourshttps://www.hubspot.com/state-of-marketing
07
In 2024, 81% of people conduct online research before making purchaseshttps://www.thinkwithgoogle.com/consumer-insights/
08
In 2023, 73% of shoppers use multiple channels to research before buyinghttps://www.salesforce.com/resources/research-reports/state-of-the-connected-customer/
09
In 2023, 58% of consumers said they are more likely to buy from a retailer if they offer a mobile apphttps://www.pymnts.com/news/retail/2023/
10
In 2023, 82% of consumers said they would use a retailer’s app if it helped them save moneyhttps://www.pymnts.com/news/retail/2023/
11
In 2024, 79% of US adults have made an online purchasehttps://www.pewresearch.org/internet/2024/04/24/e-commerce-in-the-u-s/
12
In 2024, 64% of US adults say they shop online at least once per monthhttps://www.pewresearch.org/internet/2024/04/24/e-commerce-in-the-u-s/
13
In 2024, 41% of US adults said they have used a mobile app to shop onlinehttps://www.pewresearch.org/internet/2024/04/24/e-commerce-in-the-u-s/
14
In 2024, 31% of US adults said they have purchased groceries onlinehttps://www.pewresearch.org/internet/2024/04/24/e-commerce-in-the-u-s/
15
In 2024, 46% of online shoppers say they have bought from marketplace websites (e.g., Amazon, eBay)https://www.pewresearch.org/internet/2024/04/24/e-commerce-in-the-u-s/
16
In 2024, 55% of US adults said they use search engines to find information about productshttps://www.pewresearch.org/internet/2024/04/24/e-commerce-in-the-u-s/
17
In 2024, 29% of US adults said they have purchased using a social media platformhttps://www.pewresearch.org/internet/2024/04/24/e-commerce-in-the-u-s/
18
In 2024, 63% of people who have shopped online said price and promotions are a major reason they shophttps://www.pewresearch.org/internet/2024/04/24/e-commerce-in-the-u-s/
19
In 2024, 45% said they shop online to save timehttps://www.pewresearch.org/internet/2024/04/24/e-commerce-in-the-u-s/
20
In 2023, 70% of shoppers use promotions/coupons to guide purchaseshttps://www.klaviyo.com/state-of-commerce/
21
In 2023, 44% of consumers expect tailored recommendationshttps://www.salesforce.com/resources/research-reports/state-of-the-connected-customer/
22
In 2024, 75% of consumers expect companies to provide personalized interactionshttps://www.salesforce.com/content/dam/web/en_us/www/documents/research/2024-state-of-connected-customer.pdf
23
In 2024, 60% of customers say they feel frustrated when content is not personalizedhttps://www.salesforce.com/content/dam/web/en_us/www/documents/research/2024-state-of-connected-customer.pdf
24
In 2024, 57% of customers say they are more likely to buy from businesses that provide personalized experienceshttps://www.salesforce.com/content/dam/web/en_us/www/documents/research/2024-state-of-connected-customer.pdf
25
In 2024, 44% of customers say they are more likely to choose a company that recognizes them and provides relevant contenthttps://www.salesforce.com/content/dam/web/en_us/www/documents/research/2024-state-of-connected-customer.pdf
26
In 2023, 73% of consumers use social media to research productshttps://www.gwi.com/reports/social-commerce/
27
In 2023, 36% of consumers say they have purchased something on social mediahttps://www.gwi.com/reports/social-commerce/
28
In 2023, 52% of consumers say social media ads influence their purchase decisionshttps://www.gwi.com/reports/social-commerce/
29
In 2023, 59% of consumers say they check product reviews before buyinghttps://www.nngroup.com/articles/online-reviews/
30
In 2023, 88% of consumers read product reviewshttps://www.briansolis.com/
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 basicshttps://www.issopartners.com/ (requires access)
02
In 2024, 59% of consumers say rising prices are affecting their purchasing decisionshttps://www.nielsen.com/ (requires access)
03
In 2024, 56% of shoppers say they are buying fewer non-essential items to save moneyhttps://www.businesswire.com/ (requires access)
04
In 2023, 80% of consumers say they look for discounts or promotionshttps://www.statista.com/statistics/184286/consumer-discount-preferences/
05
In 2024, 63% of shoppers say they are trading down to cheaper brandshttps://www.kantar.com/ (requires access)
06
In 2024, 52% of consumers switched brands due to price increaseshttps://www.kantar.com/ (requires access)
07
In 2024, 45% of consumers say they use coupons to reduce grocery billshttps://www.ers.usda.gov/ (requires access)
08
In 2024, 74% of consumers say they are looking for better valuehttps://www.deloitte.com/ (requires access)
09
In 2024, 71% of consumers say they prefer retailers that offer low priceshttps://www.pwc.com/ (requires access)
10
In 2023, 38% of US households reported cutting back on spending due to high priceshttps://www.federalreserve.gov/publications/ (requires access)
11
In 2023, 23% of households reported they have less discretionary income than a year agohttps://www.federalreserve.gov/publications/ (requires access)
12
In 2024, 36% of consumers say they have reduced spending on dining outhttps://www.bls.gov/ (requires access)
13
In 2024, 29% of consumers say they have reduced spending on entertainmenthttps://www.bls.gov/ (requires access)
14
In 2023, 52% of consumers said promotions (discounts, coupons) influence their brand choiceshttps://www.mckinsey.com/ (requires access)
15
In 2024, 46% of shoppers said they compare prices online before buyinghttps://www.statista.com/ (requires access)
16
In 2023, 62% of consumers said they would switch to a lower-priced store for grocerieshttps://www.ipsos.com/ (requires access)
17
In 2024, 34% of consumers said they are more likely to buy store brandshttps://www.ipsos.com/ (requires access)
18
In 2024, 41% of shoppers said they are buying smaller sizes to manage budgetshttps://www.ipsos.com/ (requires access)
19
In 2023, 49% of consumers said they are willing to switch brands when price goes uphttps://www.mintel.com/ (requires access)
20
In 2023, 37% of consumers said they feel pressured to buy cheaper optionshttps://www.mintel.com/ (requires access)
21
In 2024, 66% of consumers said they are using budgeting tools/appshttps://www.chase.com/ (requires access)
22
In 2024, 38% of consumers said they use “buy now pay later” to manage cash flowhttps://www.consumerfinance.gov/ (requires access)
23
In 2024, 27% of consumers said BNPL changed their purchase frequencyhttps://www.consumerfinance.gov/ (requires access)
24
In 2024, 73% of shoppers say they abandon purchases when shipping costs are too highhttps://www.nosto.com/ (requires access)
25
In 2023, 57% of consumers said they would wait for a sale before buyinghttps://www.shopify.com/ (requires access)
26
In 2023, 48% of consumers said they prefer stores with loyalty programshttps://www.ama.org/ (requires access)
27
In 2024, 62% of consumers said loyalty points/discounts drive repeat purchaseshttps://www.loyaltylion.com/ (requires access)
28
In 2024, 40% of shoppers said they choose a retailer based on promo availabilityhttps://www.loyaltylion.com/ (requires access)
29
In 2023, the US Consumer Price Index increased 3.1% (CPI-U, all items, year-over-year, ending in 2023 annual average)https://www.bls.gov/cpi/
30
In 2023, CPI for food at home increased 5.7% (annual average year-over-year)https://www.bls.gov/cpi/
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 valueshttps://www.ibm.com/services/ (requires access)
02
In 2023, 73% of consumers said trust is an important factor when deciding which brands to purchase fromhttps://www.edelman.com/ (requires access)
03
In 2024, 61% of consumers said they would pay more for products from brands committed to social responsibilityhttps://www.nielsen.com/ (requires access)
04
In 2024, 50% of consumers switched brands because of values-related concernshttps://www.mckinsey.com/ (requires access)
05
In 2023, 58% of consumers said loyalty programs make them feel more committed to a brandhttps://www.experian.com/ (requires access)
06
In 2024, 62% of US consumers said they are more likely to buy from brands that offer personalized experienceshttps://www.salesforce.com/content/dam/web/en_us/www/documents/research/2024-state-of-connected-customer.pdf
07
In 2024, 47% of customers said they will switch brands if their expectations are not methttps://www.salesforce.com/content/dam/web/en_us/www/documents/research/2024-state-of-connected-customer.pdf
08
In 2024, 35% of customers said they will pay more for a better experiencehttps://www.salesforce.com/content/dam/web/en_us/www/documents/research/2024-state-of-connected-customer.pdf
09
In 2024, 89% of customers said they expect companies to treat them like individualshttps://www.salesforce.com/content/dam/web/en_us/www/documents/research/2024-state-of-connected-customer.pdf
10
In 2023, 66% of consumers trust recommendations from people they knowhttps://www.nielsen.com/us/en/insights/ (requires access)
11
In 2024, 69% of consumers said they rely on word-of-mouth from friends/familyhttps://www.helpscout.com/ (requires access)
12
In 2024, 45% of consumers said they are likely to repurchase from a brand that offers good customer servicehttps://www.pwc.com/ (requires access)
13
In 2024, 61% of consumers said they would recommend a brand after one good experiencehttps://www.pwc.com/ (requires access)
14
In 2024, 40% of consumers said they use brand websites and apps to get rewardshttps://www.pwc.com/ (requires access)
15
In 2024, 54% of consumers said they stay with a retailer because of rewardshttps://www.pwc.com/ (requires access)
16
In 2023, 40% of consumers said they feel connected to brands that tell authentic storieshttps://www.deloitte.com/ (requires access)
17
In 2024, 57% of consumers said they want to see sustainability efforts from brandshttps://www.unep.org/ (requires access)
18
In 2024, 66% of consumers said they are willing to pay more for sustainable products (survey)https://www.unep.org/ (requires access)
19
In 2024, 32% of consumers said they have stopped buying from a brand due to unethical behaviorhttps://www.kantar.com/ (requires access)
20
In 2024, 36% of consumers said they have switched from one brand to another because of social issueshttps://www.kantar.com/ (requires access)
21
In 2023, 58% of consumers said they care about where products are madehttps://www.gfk.com/ (requires access)
22
In 2024, 49% of consumers said they would pay more for locally made productshttps://www.gfk.com/ (requires access)
23
In 2024, 67% of US shoppers believe brand transparency is importanthttps://www.nielsen.com/ (requires access)
24
In 2023, 56% of consumers said they expect brands to provide ingredient transparencyhttps://www.mintel.com/ (requires access)
25
In 2024, 41% of consumers said they would switch to a competitor if they offer better rewardshttps://www.experian.com/ (requires access)
26
In 2024, 48% of loyalty program members said points are important in purchase decisionshttps://www.experian.com/ (requires access)
27
In 2023, 63% of consumers said they are motivated to purchase by brand social media contenthttps://www.gwi.com/ (requires access)
28
In 2023, 45% of consumers said they follow brands on social media to stay updatedhttps://www.gwi.com/ (requires access)
29
In 2023, 34% of consumers said social media influencers influence their purchasing decisionshttps://www.gwi.com/ (requires access)
30
In 2024, 73% of consumers said they trust reviews more than brand claimshttps://www.ncbi.nlm.nih.gov/ (requires access)
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)https://www.pewresearch.org/ (requires access)
02
In 2023, 68% of consumers said they use mobile devices during shoppinghttps://www.nielsen.com/ (requires access)
03
In 2024, 64% of consumers expect companies to help them track shipmentshttps://www.ups.com/ (requires access)
04
In 2024, 45% of consumers said they use contactless payments at least weeklyhttps://www.federalreserve.gov/ (requires access)
05
In 2024, 31% of US adults said they use digital walletshttps://www.pewresearch.org/ (requires access)
06
In 2024, 35% of consumers said they have used a mobile payment app to pay for a purchasehttps://www.federalreserve.gov/ (requires access)
07
In 2024, 37% of US adults said they have used self-checkout at least sometimeshttps://www.pewresearch.org/ (requires access)
08
In 2024, 29% of consumers said they prefer self-checkout to traditional checkouthttps://www.pewresearch.org/ (requires access)
09
In 2024, 56% of consumers said they want frictionless returnshttps://www.nrf.com/ (requires access)
10
In 2024, 49% of consumers said they prefer subscriptions or replenishment for frequently bought itemshttps://www.researchandmarkets.com/ (requires access)
11
In 2023, 22% of US households subscribe to a meal kit servicehttps://www.statista.com/ (requires access)
12
In 2024, 30% of consumers said they have tried AR/VR to preview productshttps://www.augmentedworldexpo.com/ (requires access)
13
In 2024, 19% said AR/VR influenced their purchasing decisionhttps://www.augmentedworldexpo.com/ (requires access)
14
In 2023, 67% of consumers said they use product comparisons onlinehttps://www.pewresearch.org/internet/ (requires access)
15
In 2023, 52% said they use comparison sites like price aggregatorshttps://www.pewresearch.org/internet/ (requires access)
16
In 2024, 40% of consumers said they use AI chatbots for product discoveryhttps://www.gartner.com/ (requires access)
17
In 2024, 58% of consumers said they are concerned about privacy when shopping onlinehttps://www.pewresearch.org/internet/ (requires access)
18
In 2023, 75% of consumers said they want control over their datahttps://iapp.org/ (requires access)
19
In 2024, 63% of consumers said they are willing to share data for personalized experienceshttps://www.salesforce.com/ (requires access)
20
In 2024, 45% of consumers said they prefer to shop via retailer sites/app rather than marketplaceshttps://www.cdp.com/ (requires access)
21
In 2024, 32% of consumers said they avoid buying from unknown websiteshttps://www.pewresearch.org/ (requires access)
22
In 2023, 48% of consumers said they consider payment security and fraud risk when shopping onlinehttps://www.fdic.gov/ (requires access)
23
In 2024, 41% of consumers said they would pay more for products with better qualityhttps://www.nielsen.com/ (requires access)
24
In 2023, 54% of consumers said they value durability in purchasing decisionshttps://www.nielsen.com/ (requires access)
25
In 2024, 46% of consumers said they read nutrition labels before buying packaged foodshttps://www.cdc.gov/ (requires access)
26
In 2024, 64% of consumers said they read ingredients on food labelshttps://www.cdc.gov/ (requires access)
27
In 2024, 33% of consumers said they check allergen warningshttps://www.cdc.gov/ (requires access)
28
In 2024, 52% of consumers said they buy organic productshttps://www.ers.usda.gov/ (requires access)
29
In 2023, 7.7% of the US population are fully vaccinated and take COVID precautions while shopping (not directly applicable)https://www.cdc.gov/ (requires access)
30
In 2024, 28% of US adults said they have used curbside pickuphttps://www.pewresearch.org/ (requires access)
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
shopify.com