Qualtrics：2025年消費者趨勢報告 Consumer Trends

ConsumerTrends

★★

Introduction

Sincethelaunchofourconsumertrendsreport4yearsago,we’veseentheeffectsofaglobalpandemic,

inflation-ledeconomicuncertainty,andtheriseofAI!

Butastheconsumerlandscapeevolves,onething

remainsconstant:theimportanceofforginggenuine,

lastingconnectionswithcustomers,whetherthatbeface-to-face,onthephonetoanagent,orscrollingthrough

yourwebsite.Andthisyearisnodifferent.Our2025

consumertrendsreport,withresponsesfrom23,730

consumersacross23countries/regions,showshow

valuableunderstandingandconnectingwithcustomersistobusinesssuccess.

Butit’snoteasy.Ourfindingslaybaretheeffectsof

lessmoneyinconsumers’pockets,ahyper-competitivelandscape,andthecontinualdeclineofcustomer

feedback.Insummary:loyaltyisharderwonandmoreeasilylostin2025,withcompaniesincreasinglyblindtothecausesofcustomerfriction.

Buildingloyaltystartswithbuildingtrust.Itisfoundationaltothelastingconnectionsthatmostsuccessful

organizationsarebuilton.Toearnthistrust,CXleaderswillneedtodevelopadeeperunderstandingoftheir

consumers,whichwillallowthemtomakeconfident

decisionsthatimproveexperiencesandconsistentlymeetconsumerexpectations.

Intoday’senvironment,CXisastrategicbusinessasset.Wehopethisreportequipsyouwiththeinsightsand

expertadviceyouneedtomaximizeyourprogram’simpact,nomatterwhereyouareinyourCXjourney.

IsabelleZdatny

HeadofThoughtLeadershipXMInstitute,Qualtrics

LOOKINGFORAREGIONALBREAK-DOWNOFTHE2025CONSUMERTRENDS?

ATAGLANCE

THESTATEOFCUSTOMEREXPERIENCE

76%

SATISFACTION

+0.4%PTSFROM2024

70%

RECOMMEND

-1.5%PTSFROM2024

73%

TRUST

-1.2%PTSFROM2024

69%

PURCHASEMORE

-1.3%PTSFROM2024

2//Qualtrics2025ConsumerTrendsReport//Introduction

Meettheexperts

MoiraDorsey

HeadofQualtricsXMInstitute

IsabelleZdatny

HeadofThoughtLeadershipQualtricsXMInstitute

TaliaQuaadgras

ResearchProgramManagerQualtricsXMInstitute

BrandonHanson

ContactCenterPracticeLeaderQualtrics

MaxVenker

CXSolutionsExpertQualtrics

JulianaSmithHolterhaus,PhD

LeadProductScientist,DigitalQualtrics

LeonieBrown

LeadProductScientist,

CustomerCare,Qualtrics

ElizabethErkenbrack

RVPXMStrategyQualtrics

JessieHarn

Sr.Dir.,HeadofEnterpriseCustomerInsightsHilton

JillHelmle,Ph.D.,CCXP,

Director,CustomerExperienceStrategyServiceNow

MandiaMo?se

CRM&CustomerExperienceManagerCirqueduSoleil

MaryCatherinePlunkett

VP.,CustomerSuccessDesign,

CustomerSuccessOrganization(CSO),Autodesk

3//Qualtrics2025ConsumerTrendsReport//Meettheexperts

Contents

5Trend1//Heightenedexpectationsfueladeclineinloyalty

9Trend2//Consumersareclear–gobacktobasics

13Trend3//Feedbackfallstoanewlow

16Trend4//AIhypegiveswaytoskepticism

21Trend5//Today’sconsumerswantprivacyandpersonalization

24Methodology

25Regionalbreakdown

4//Qualtrics2025ConsumerTrendsReport//Contents

01

TREND1

Heightenedexpectationsfueladeclineinloyalty

BUSINESSESWILLSEEHUGEUPSIDEIMPROVINGTHEEXPERIENCEIN2025

There’snodoubt–it’stoughforbusinessesoutthere.After3yearsofrisingprices,consumershaveless

disposableincomeandexpectmorefromthosetheyspendtheirmoneywith.

Failtomeetthoseexpectations?You’llbepunished.

Over1in2badexperiencesresultincustomerscuttingtheirspend(53%).

Youlikelyalreadyknowtheimportanceofprovidinga

goodexperience.Infact,thisyearconsumersrecordedfewerbadexperiencesversus2024,asbusinessesraisedtheirgame–particularlyinindustrieswherespendingismorediscretionaryandconsumerscaneasilyswitch.

CONSUMERSWILLWALKAFTERABADEXPERIENCE

53%

OFBADEXPERIENCESRESULTINCUSTOMERS

CUTTINGSPEND

+2.7%PTSFROM2024

20252024

5//Qualtrics2025ConsumerTrendsReport//Trend1:Heightenedexpectationsfueladeclineinloyalty

01

Butwhatconstitutesa“good”or

“bad”experience?Abigcomponent

ishowwellyoudeliveronyourvalue

propositionandbrandvision.Less

luxuriousbrandscanfarejustaswellasthepremiumcompetitors;successliesinhowwellyoudowhatyousayyou’regoingtodo.

Thatdoesn’tmeanyouneedtoachievea5-starexperienceovernight,however.Wefoundthatmovingfroma1-or2-starexperiencetoa3-starexperience

resultsina1.6xincreaseinlikelihood

topurchaseagain.That’salmost15%

higherthanthebumpyougetgoing

from3to4or5stars.Soit’scertainly

beneficialtostriveforperfection,but

thebiggestopportunitycomesfromjustmeetingexpectationsaccurately.

1-OR2-STARSTO3-STARS/FROMPOORTOOKAY

★★★★★★★★

3-STARSTO4-OR5-STARS/FROMOKAYTOEXCELLENT

SMALLIMPROVEMENTS=BIGIMPACT

2X

1.6X

2X

1.1X

1.1X

1.2X

INCREASE

INLIKELIHOODTO

PURCHASEMORE

INCREASE

INLIKELIHOODTO

RECOMMEND

INCREASE

INLIKELIHOODTO

TRUST

6//Qualtrics2025ConsumerTrendsReport//Trend1:Heightenedexpectationsfueladeclineinloyalty

01

Theviewontheground

ANALYSIS

Because“nice-to-have”industries–like

hotels,fastfood,andretail–facemoreseverefinancialconsequencesforpoorexperiences,thesebrandstendtoinvestmoreinCXanddeliverfewernegative

interactions(9%)comparedto“need-to-have”industrieslikebanks,internetproviders,andutilities(14%).That’s

ledto“nice-to-have”brandselevating

customerexpectationsacrossthe

board,includingfor“need-to-have”

businesses–whoarenolongeras

immunetotheconsequencesofsubparexperiencesandwillneedtoimproveorfaceagrowingriskoflosingcustomer

spend(7%).

IsabelleZdatny

HeadofThoughtLeadershipQualtricsXMInstitute

ANALYSIS

Whilethereishugeupsidetoimprovingtheexperience,itisacontinuous

process.Thisisbecauseasyouraisethebar,consumersgetusedtoit

andtheirexpectationsshift–falling

shortofthesenewexpectationswill

resultinconsumerslookingforthat

experienceelsewhere.Topperformingorganizationsmakesuretheystayup

todatewithexpectationsandrecalibrateregularly!

LeonieBrown

LeadProductScientist,

CustomerCare,Qualtrics

ADVICE

Ifyouaren’tseriouslyengaginginan

efforttounderstandandimproveeachaspectofthecustomerexperience,

you’llsoonfindthatyourcustomerswillbelookingforacompanythatis.

BrandonHanson

ContactCenter

PracticeLeader,Qualtrics

ANALYSIS

Thecontinuedriseandprominenceof‘digitalnative’brandsalongwithacceleratingaccesstoAI-based

technologyismakingseamless,

personalizedexperiencesmoreandmoreapartofconsumersday-to-

day.ThiscreatesanoftenunrealizedexpectationthatALLbrandscanandwillactinthisway.

MaxVenker

CXSolutionsExpertQualtrics

7//Qualtrics2025ConsumerTrendsReport//Trend1:Heightenedexpectationsfueladeclineinloyalty

‘‘It’svitalyoumeetyourcustomerswhere

theyare,whetheronyourdigitalchannels,face-to-faceorinteractingwithyour

contactcenter,tounderstandwhat’sworking,what’snot,andhowtofixit.”

ualtrics

JULIANAHOLTERHAUS

LEADPRODUCTSCIENTIST,DIGITAL

8//Qualtrics2025ConsumerTrendsReport//Trend1:Heightenedexpectationsfueladeclineinloyalty

02

TREND2

Consumersareclear–gobacktobasics

CLEARLYCOMMUNICATE,SETEXPECTATIONS,ANDDELIVERIFYOUWANTTOBUILDTRUST

Oneofthebestbetsyoucanmakein2025istofocusonbuildingtrustwithyourcustomers.Now,youmayhavealwaysthoughtabouttrustasacomponentofsatisfaction,ornotatall.

Asitturnsout,inthisyear’sstudy,trustmattersto

consumers,alot.Thisservesasatimelyreminderto

businesses;ratherthanfocusonthenextbestthing,youneedtogetthebasicelementsofanexperiencerighttobuildrocksolidfoundationswiththoseyouserve.

Attheheartofbuildingtrustisclear,honest,reliable

communication.Andthisisahugelyimportantfactor

throughoutthecustomerjourney–fromyourmarketingallthewaythroughtocustomersupport.Inshort:Ifyoutalkthetalk,makesureyouwalkthewalktoo.

Communicationisessentialtoaneffectiveexperience.Getitright,you’llimprovesatisfactionandbuildtrust,

pavingthewayforlong-termcustomerloyalty,increasedcustomerspend,andrecommendations.You’llimproveyourbrandperceptiontoo,helpingyounavigatetricky

topicslikeAIanddatausage.

Butbewarned,ifyoufailtodeliverontheexpectationsthatyouset,trustbreaksdown,andconsumerswilllooktomeettheirneedselsewhere.

THE#1PRIORITYFORCONSUMERS

%

61

ofconsumersprioritizetrustintheinformationprovidedwheninteractingwithcompanies

9//Qualtrics2025ConsumerTrendsReport//Trend2:Consumersareclear–gobacktobasics

02

Butwhilecommunicationisabigpriority

forconsumers,businessesarefailingtomeetthemark,withcommunicationissuescitedasthe#2reasonforbadexperiences(andthe#1issuein

7/20industries),onlybehindservice

CONSUMERPRIORITIESWHEN

INTERACTINGWITHCOMPANIES

deliveryissues.

ENJOYMENT

REASONSFORPOOREXPERIENCES,ACCORDINGTOCONSUMERS

46%

SERVICEDELIVERYISSUES

35%

PRODUCT

QUALITY/FAILURE

45%

COMMUNICATIONPROBLEMS

21%

POST-PURCHASESUPPORT

39%

EMPLOYEE

INTERACTIONS

03%

NONEOF

THEABOVE

37%

PRICINGCONCERNS

TREATEDWITHEMPATHY

CONVENIENCE

COMPLETINGTHEINTERACTIONQUICKLY

TRUSTTHEINFORMATIONPROVIDED

15%

33%

44%

46%

61%

10//Qualtrics2025ConsumerTrendsReport//Trend2:Consumersareclear–gobacktobasics

02

Theviewontheground

ANALYSIS

Reliabilityisacornerstoneoftrust.Toearntrust,youmustdemonstrate

apatternofbehaviorthatreduces

uncertainty(whichhumanshate!)

andallowscustomerstoconfidently

anticipatewhatyou’lldointhefuture.Thisbeginsbysettingtheirexpectations–throughthingslikebrandpromises,

proactivecommunications,transparentpolicies,etc.–andthenconsistently

deliveringonthoseexpectations.

IsabelleZdatny

HeadofThoughtLeadershipQualtricsXMInstitute

ADVICE

Clear,reliablecommunicationsarethetypeofexperienceessentialsthatare

importanttoconsumers.Improving

thesetypesofbrilliantbasicsisn’t

necessarilyeasy.Butfocusingonthemcankeepcustomersatisfactionand

loyaltyup,supportcallsdown–twokeyoutcomesforprovingthevalueofa

CXprogram.

MoiraDorsey

HeadofQualtricsXMInstitute

ANALYSIS

Intougheconomictimes,consumerswanttostickwithbrandstheyknow

wellandcantrust.Thatmeansfeelingwelcomedandhavingfaiththatif

somethinggoeswrong,thecompanywillcareaboutfixingtheissue.

LeonieBrown

LeadProductScientist,

CustomerCare,Qualtrics

11//Qualtrics2025ConsumerTrendsReport//Trend2:Consumersareclear–gobacktobasics

ilton

‘‘Comingoutofthepandemic,Hilton,aswellasmany

othersinourindustry,sawadeclineinsomeofthe

coreexperiences—thingslikeagreatnight’ssleeporarelaxingshower—thatdriveapositiveoverallexperience.Lastyear,webuiltaprogramthatenablesourhotelstocollectandactonin-stayfeedbacksotheycangetthe

?

basicsrightforeveryguestbeforetheyleave.’’

FORTHESTAYTM

JESSIEHARN

SR.DIR.,HEADOFENTERPRISECUSTOMERINSIGHTS

12//Qualtrics2025ConsumerTrendsReport//Trend2:Consumersareclear–gobacktobasics

03

TREND3

Feedbackfallstoanewlow

DIFFERENCESINCE2021

VOCPROGRAMSMUSTEVOLVETOPROVIDETHEMOSTVALUEFORBUSINESSES

Ifbusinesseswantarobustunderstandingofpeople’sexperiencestosupporttheirdecision-makingin2025,theywillhavetoevolvetheirVoCprogramascustomerfeedbackfallstoanewlow.

Sincewebeganthisconsumerstudy4yearsago,

customerfeedbackafterabadexperiencehasdropped8%pts.Customersaresimplynotgivingfeedbacklike

theyusedto,andsoiforganizationswanttounderstandhowtoimprovetheexperiencestheydeliver,it’snolongerenoughtorelyonsurveys—theymustdiversifytheir

listeningprogram.

Ratherthantellingacompanythey’vehadabad

experience,moreandmoreconsumersaresayingnothingatall(andgoingelsewhere).

+6.3%PTS

HOWCONSUMERS

AREPROVIDINGFEEDBACK

ABOUTABADEXPERIENCE...ORNOT

POINT

-7.7%PTS

-6.9%PTS

-4.9%PTS

-4.2%PTS

32%

Sentfeedbackdirectlytothecompany

16%

Postedsomethingaboutitonsocialmediasite

45%

Toldfriendsorfamilyaboutitdirectly

22%

Putacomment

orratingaboutthecompanyona

3rdpartyratingssite

24%

Ididnottell

anyoneabouttheexperience

13//Qualtrics2025ConsumerTrendsReport//Trend3:Feedbackfallstoanewlow

03

Theviewontheground

ANALYSIS

Organizationscannolongerrelyona

singlelisteningmethod(surveys),

butmustmaximizethevalueofeach

datasourceavailabletothem,includingoperationalandbehavioraldata.

Thatmeanslisteneverywhere,

optimizesurveys,andusepredictiveanalytics/modeling.

MaxVenker

CXSolutionsExpert,Qualtrics

ADVICE

Learntolisten,evenwhenyouaren’t

askingquestions.Pullthosereviews,

thatsocialdata,thecalls,theemails.

Savethemomentsofaskingquestionsforwhenitreallydoesneedtobea

morestructuredconversation,and

thenkeepitveryshortandto-the-

point.Acompanyisnotexpectedto

fixeverything,buttoshowtheyare

listeningandcaringaboutwhatthey

hear.Itishowthecustomerfeelsheard,andtheyarefarmorelikelytocontinueprovidingfeedbackwhentheyfeellikethecompanylistens.

ADVICE

Themoredatayoucanbringin

beyondsurveys,thebetteryouwill

beataccuratelyunderstandingyour

customers’behaviorsandknowinghowtorespondtothem.

BrandonHanson

ContactCenter

PracticeLeader,Qualtrics

ElizabethErkenbrack

RVPXMStrategyQualtrics

14//Qualtrics2025ConsumerTrendsReport//Trends3:Feedbackfallstoanewlow

‘‘Customersarebombardedwithfeedbackrequests

foreverybusinessinteraction.Itisnowondersomanycustomersexperiencesurveyburnoutanddecline

theopportunitytogivefeedback.Still,itisabusinessimperativetolistenandactoncustomerfeedback

–whetherdirectlythroughsurveysorreviews,orby

predictingcustomerneedsthroughunstructureddataandotherdatasources.”

servIcenowTM

●JILLHELMLE,PH.D.,CCXP

DIRECTOR,CUSTOMEREXPERIENCESTRATEGY

15//Qualtrics2025ConsumerTrendsReport//Trends3:Feedbackfallstoanewlow

04

TREND4

AIhypegiveswaytoskepticism

CONSUMERCOMFORTAROUNDUSINGAIHASDROPPED

COMFORTWILLINCREASEBYHIGHLIGHTINGHOWAIHELPS

Itfeelslikeyoucan’tgoadaywithoutabrandtelling

youtheirproductsandservicesnowuseAI—andit’s

turningconsumersoff.Overthepast12months,attitudestowardsAIhavebecomemuchmorenegative,with

comfortusingAIdownamassive11%ptsandonly1in4trustingorganizationstouseitresponsibly.

-11

%

PTS

since2024

46%ofconsumers

arecomfortableusingAIin2025

16//Qualtrics2025ConsumerTrendsReport//Trend4:AIhypegiveswaytoskepticism

04

Thisisatleastpartlyduetoconcerns

aboutAIreplacingahumantoconnectto,aconcernthathasrisenyear-over-yearandisnowsharedby1in2people.

Ifbusinessescanshowconsumersthevalueofthistechnology,theyshould

seeanincreaseintrustandadoption.

BecausewhilethenotionofAIstillhasconsumersuneasy,opennessincreaseswhentheycanseehowitwillhelpthemachievetheirspecificgoals.

Soratherthanfocusingontelling

consumersaboutthetechnology

itself,keepitsimpleandfocusonthe

benefititwillbringthem.Maybeitcanhelpcustomersfindthephotoyou

took5yearsago,findaproductonthewebsitewithasingleprompt,orenableconsumerstospeaktoanagentfasterwhenthere’sanissue.OurdatashowsthatfocusingontheoutcomewillbeafarmoreeffectivewaytobuildtrustandcomfortwithAI.

CONSUMERSENTIMENTTOWARDSAI

IMPROVESWITHCONCRETEEXAMPLES

+20

%-PTDIFFERENCE

26%

TRUSTORGANIZATIONSGENERALLYTO

USEAIRESPONSIBLY

46%

COMFORTINAITO

COMPLETESPECIFICGOALS

17//Qualtrics2025ConsumerTrendsReport//Trend4:AIhypegiveswaytoskepticism

04

Whichisimportantbecauseonce

peopleuseAI,theybecomemuchmorelikelytofeelcomfortableusingitagaintocompletecommonactivities(1.7x),

freeingupyourteamstoworkonhigher-

stakesissuesasmoreinteractionsbecomeautomated.

POINT

DIFFERENCESINCE2024

+2.1%PTS

CONCERNSAROUNDAICONTINUETOEVOLVE

+0.2%PTS

-4.3%PTS

-1.2%PTS

-0.9%PTS

-0.8%PTS

41%

29%

43%

44%

28%

51%

Poorquality

Extrae?ort

Misuse

Lossof

Don’t

Lackofa

ofthe

foryouinthe

ofyour

jobsfor

trustthe

humanbeing

interactions

interaction

personaldata

employees

informationprovided

toconnectwith

18//Qualtrics2025ConsumerTrendsReport//Trend4:AIhypegiveswaytoskepticism

04

Theviewontheground

ADVICE

UseAIwithcustomerswhenyoucan

explainhowandwhyyou’redoingso

andwhattheycandotoswitchthatto

ahuman.Buildarelationshipoftrust,

transparency,andchoicewithyour

customers,ratherthantryingtoimposeasetoftoolsonthem.

BrandonHanson

ContactCenter

PracticeLeader,Qualtrics

ADVICE

Helpingyourhumanemployeesdoabetterjobbyreducingtheiradmin

workload,helpingthemfindbetter

answersandwritegreatresponses,iswhereAIcandeliverexcellentresults.

However,over-rotatingonusingAI

totryanddeflectcustomerstoself-

servicedrivesdowntrust.CustomerswillinteractwithAI,butthedatatrendsshowtheyhavelowtrustandlow

patiencewithit,soifsomethinggoes

wrong,it’svitalfororganizationstoofferhumanconnectionassoonaspossible.

LeonieBrown

LeadProductScientist

CustomerCare,Qualtrics

EXAMPLE

Apple’scommunicationstrategyaroundthelaunchofAppleIntelligenceisa

greatillustrationofhowbrandsshouldpositionAI.InsteadoftoutingAIfor

thesakeofAI–whichconsumersfindgimmicky–Applefocusesonhowthe

technologyhelpsusersachievetheir

goals,whileprioritizinguserprivacy,oneofApple’scorevalues.

IsabelleZdatny

HeadofThoughtLeadershipQualtricsXMInstitute

ADVICE

MyadvicewouldbeEinstein’s:Ifyou

can’texplainitsimply,youdon’t

understanditwellenough.Companies

needtounderstandtheirAIstrategyandutilizationsothoroughlytheycanexplainitintheircustomers’terms.

ElizabethErkenbrack

RVPXMStrategyQualtrics

19//Qualtrics2025ConsumerTrendsReport//AIhypegiveswaytoskepticism

‘‘You’vegottostartwiththehuman

experience&workbackwardstothetechnology-nottheotherwayround.”

CIRUEDUSOLEIL

MANDIAMO?SE

CRM&CUSTOMEREXPERIENCEMANAGERSPEAKINGATX4SALTLAKECITY,2024

20//Qualtrics2025ConsumerTrendsReport//AIhypegiveswaytoskepticism

05

TREND5

Today’sconsumerswantprivacy

andpersonalization

PERSONALIZINGTHEEXPERIENCEREMAINSVITAL–BUTITCAN’TBEHEAVY-HANDED

Whenitcomestoimprovingtheexperienceatscale,

customerfeedback–direct,indirect,behavioral,

operational–isworthitsweightingold.Themoreyou

knowaboutcustomerpreferencesandhabits,thebetterinformedyourdecisionswillbetoimprovetheexperienceandthelikelieryoubecometofosterthekindoflong-termloyaltythat’ssohardtocomeby.

Andmostconsumerswelcometheoutcome–64%of

consumersprefertobuyfromcompaniesthattailortheirexperiencestotheirwantsandneeds.

Thecatchis,whenitcomestochoosingbetweenpersonalizationandprivacy,theanswerisn’tblackandwhite.

Becausewhilecustomerswantpersonalization,few

feelcomfortablewithorganizationsusingthetypesofdatathey’dneedtodoso,whichputsbusinessesinatrickyspot.

Consumerswantpersonalization,buttheyalsowant

privacy,sobusinessesmustfindawaytopersonalize

experienceswithoutcomingacrossasheavy-handed.

Failuretodosomayresultinconsumerswithholdingtheirpersonalinformation,makingithardforbusinessesto

seethefullpictureandmakeeffectivedecisions.

SimilarlytoAI,wefoundthattrustinanorganizationhadabiginfluenceonhowcomfortableconsumers

feelaboutitcapturingpersonalinformationtoimprovetheexperience.

PERSONALIZATIONISADIFFERENTIATOR,BUTTREADCAREFULLY

64%

ofconsumersprefertobuyfromcompaniesthattailortheir

experiencetotheirwantsandneeds

53%

arehighlyconcernedaboutthe

privacyoftheirpersonalinformation

Consumertrustinanorganizationsignificantlyimpactstheircomfortlevelwithsharingtheirdata.Wefoundan

+11%ptincreaseincomfortlevelsamongconsumerswhotrusttheorganizationcomparedtothosewhodon’t.

21//Qualtrics2025ConsumerTrendsReport//Trend5:Today’sconsumerswantprivacyandpersonalization

05

Theviewontheground

ANALYSIS

Ourfindingsshowregulationcan

reallyhelptoprovideconsumers

withthebalancetheywantbetween

personalizationandprivacy.Wefoundthatprivacyconcernsarelowestin

EMEA,whereconsumersareprotectedbytheGDPRandAIact.

LeonieBrown

LeadProductScientist

CustomerCare,Qualtrics

ADVICE

Tonavigatethisdelicatebalance,brandsmustprioritizetransparencyandcontrol.Consumersaremorelikelytosharetheirdatawhentheyunderstandwhyit’s

neededandhavethepowertochoosehowit’sused.Zero-partydata,whichcustomersvoluntarilyprovide—suchasbyansweringpreferencequestionsduringonboarding—isapowerful

waytogathertheinformationneededforpersonalizationwhilereassuring

customerstheyretainagencyovertheirdata.

IsabelleZdatny

HeadofThoughtLeadershipQualtricsXMInstitute

ADVICE

Consumersareprotectiveoftheir

personaldata-whiletheyenjoy

personalizationwhereitoffersthem

convenience,thereisalsothe‘uncannyvalley’wheretheyfeelcreepedoutbyacompanyseeminglyholdingtoomuchdataonthem.Inmanyinstancesit

mightbebettertoprovidethebenefitofpersonalization(accurate

segmentation,enhancedserviceresponses)withoutmakingthepersonalizationitselftooexplicit.

LeonieBrown

LeadProductScientist

CustomerCare,Qualtrics

22//Qualtrics2025ConsumerTrendsReport//Trend5:Today’sconsumerswantprivacyandpersonalization

‘‘Whenbalancingcompetingrequirementsofpersonalization,privacyconcerns,andthecostofserving,thegoalistofindthesweetspotwithyourcustomersnotforthem.Co-createexperiencescenteredaroundthemomentsthatmatterto

buildhumanconnectionandidentifywhenself-serviceis

preferable.Testprototypeswithdifferentcustomersegmentsandpersonasandpilotwithadiverseaudiencetoavoid

unintended“creep”factors.Engagewithyourdatasecurity

八AUTODESK?

teamearlyandoften!”·

MARYCATHERINEPLUNKETT

VICEPRESIDENT,CUSTOMERSUCCESSDESIGNCUSTOMERSUCCESSORGANIZATION(CSO)

23//Qualtrics2025ConsumerTrendsReport//Trend5:Today’sconsumerswantprivacyandpersonalization

Methodology

ThedataforthisreportcomesfromaglobalconsumerstudyconductedbyQualtricsXMInstituteinthethird

quarterof2024.Usinganonlinesurvey,XMInstitute

collecteddatafrom23,730consumersacross23

countries/regions:Australia,Brazil,Canada,China,

Denmark,France,Germany,HongKong(China),Ireland,India,Italy,Japan,Mexico,Netherlands,NewZealand,

thePhilippines,Singapore,SouthKorea,Spain,Sweden,theUnitedArabEmirates,theUnitedKingdom,andtheUnitedStates.Toensurethatthedatawasreflective

23,730CONSUMERSACROSS

23COUNTRIES/REGIONS

ofthepopulationwithinthosecountries,wesetquotasforresponsestomatchthegender,age,andincome

demographicsofeachcountry.

24//Qualtrics2025ConsumerTrendsReport//Methodology

2025consumertrendsbyregion

Whileexploringtheseglobalconsumertrends,youmayhavewonderedaboutregionaldifferences.Dothese

trendsholdtrueeverywhere?

Eventhoughthisdataspans20industriesand23

countries/regions,ouranalysisrevealedremarkable

consistencyacrossmarkets.Whilesomenuances

exist–whichwehavehighlightedbelow–noneofthesedifferencesarestarkenoughtomeritdifferentstrategiesfordifferentregions.

Foradeeperdiveintothisconsumerdata,staytunedforupcoming

XMInstitute

reportswithdetailedindustryandcountrybreakdowns.

25//Qualtrics2025ConsumerTrendsReport//Trendsbyregion

EMEA

WhilesatisfactioninEMEAcloselymatchesglobalaverages,these

consumersarelesslikelyto

demonstratethethreeloyaltybehaviors,particularlylikelihoodtopurchasemore,

wheretheyfall-4.0%ptsbelowtheaverage.

Perhapsthemostnotablefindinghereisthat,whileEMEAconsumersshowthelowestlevelsoftrustinorganizations

tousetheirpersonalinformation

responsibly(28%),theyarealsothe

leastconcernedaboutprivacy(42%)

andmisuseofpersonalinformation

(39%).Thisislikelyduetothestrong

dataprotectionaffordedbyregulationslikeGDPRandtheAIAct,whichgive

consumersmorecontrolovertheirdata

andholdorganizationsaccountableforresponsibledatahandlingandAIdevelopment.

SATISFACTION

REGION

-0.7%PTS

VSGLOBAL

75%EMEA76%GLOBAL

TRUST

REGION

-3.2%PTS

VSGLOBAL

70%EMEA73%GLOBAL

RECOMMEND

REGION

-2.2%PTS

VSGLOBAL

68%EMEA70%GLOBAL

PURCHASEMORE

REGION

-4%PTS

VSGLOBAL

65%EMEA69%GLOBAL

26//Qualtrics2025ConsumerTrendsReport//Trendsbyregion

APJ

ConsumersinAPJhaveamore

optimisticoutlookontheirexperiences.Whiletheirsatisfactionandrecommendscoresareinlinewithotherregions,

boththeirtrustandpurchasemore

metricsarealmost3%ptshigherthantheglobalaverage.

Thisoptimisticattitudealsoextends

toAI.ConsumersinAPJfeelthemostcomfortableusingAItocomplete

commonactivities,exceedingthe

globalaverageby+9%pts.Thisisn’t

toosurprisinggiventheirhighrateofAIadoption,withovertwo-thirdssaying

they’veuseditatleastonce.Infact,wefoundthatAPJconsumerswithpriorAIexperienceare1.6xmorelikelytofeel

comfortableusingAIforthosecommontaskscomparedtothosewhohaven’t.

TheircomfortwithAIisfurthershown

bythefactthat,whenaskedabouttheirconcernswithAI,consumersinthis

marketwerethemostlikelytoselectnoneoftheab