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