Key Findings

As part of Qualtrics XM Institute’s 2023 Global Consumer Study, we asked 28,600 consumers if they had a choice of companies to buy from, which two options they would choose of five: one that (1) offers very good products/services, (2) offers very good customer support, (3) offers low prices, (4) does good things for society, or (5) has an easy-to-use website/mobile app. From our analysis, we learned that:

• Consumers prioritize product quality. In all countries, when given a choice, consumers have the strongest preference to buy from companies that have good products/services. This preference is strongest amongst Japanese consumers and weakest for New Zealanders.
• Consumers want to be treated well. Good customer service support is the second-strongest global priority. High-income consumers have the highest propensity to buy from a company with good customer service, while low-income consumers have the lowest.
• Younger consumers care about easy digital experiences. Consumers under the age of 35 are more likely to buy from companies with an easy-to-use website/mobile app compared to their older peers. Young people are more likely to prioritize digital ease over a company that does good things for society.
• Societal good ranges in importance. Globally, consumers are least likely to prioritize buying from a company that does good things for society. Canadians are least likely to buy with consideration for societal good, while Emirati consumers are most likely to do so.

Figures

Here are the figures in this Data Snapshot:

1. Company Choice: by Age
2. Company Choice: by Country (Part 1)
3. Company Choice: by Country (Part 2)
4. Company Choice: Argentina
5. Company Choice: Australia
6. Company Choice: Brazil
7. Company Choice: Canada
8. Company Choice: Colombia
9. Company Choice: China
10. Company Choice: Finland
11. Company Choice: France
12. Company Choice: Germany
13. Company Choice: Hong Kong
14. Company Choice: India
15. Company Choice: Indonesia
16. Company Choice: Italy
17. Company Choice: Japan
18. Company Choice: Mexico
19. Company Choice: Netherlands
20. Company Choice: New Zealand
21. Company Choice: Philippines
22. Company Choice: Singapore
23. Company Choice: South Korea
24. Company Choice: Spain
25. Company Choice: Sweden
26. Company Choice: Thailand
27. Company Choice: United Arab Emirates
28. Company Choice: United Kingdom
29. Company Choice: United States
30. Methodology