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DATASNAPSHOT
GlobalStudy:ConsumerSatisfactionandLoyalty,2024
BruceTemkin,CCXP,XMP
HeadofQualtricsXMInstitute
TaliaQuaadgras
ResearchProgramManager
November2023
Copyright©2023Qualtrics®.Allrightsreserved.
ExecutiveSummary
STUDYKEYFACTS
•Globalconsumerstudy
•Onlinepanel
•ConductedinQ3of2023
•26countries
•20industries
•28,400consumers
KEYFINDINGSINTHISREPORT
AspartofQualtricsXMInstitute’s2023GlobalConsumerStudy,weaskedmorethan28,000consumersfrom26
countriestoevaluatetheirrecentexperienceswithcompaniesacross20industries.Participantsratedtheir
satisfactionwiththeseinteractionsonascaleof1-5starsandthentoldushowlikelytheyaretotrust,recommend,
andpurchasemorefromthecompanyfollowingthatexperience.Tounderstandyear-over-yearchangesincustomer
sentiment,wecomparedtheseresultstoourfindingsintheQ32022GlobalConsumerStudy.Wefoundthat:
+Consumersatisfactiondecreased–slightly.Onaverage,globalconsumersatisfactiondecreasedby0.6
percentagepointssincelastyear.ArgentinianandSingaporeanconsumersatisfactionratesincreasedthemost,
improvingby5.2and5.1percentagepoints,respectively.Meanwhile,Thaiconsumersatisfactiondropped11
percentagepointsonaverage,themostdramaticdecreaseofanycountry.Indiahadthehighestconsumer
+ietitki.likelytoboth
trust(+1.5percentagepoints)andrecommendorganizationsacrossindustriestotheirfriendsandfamily(+1.9
percentagepoints).LoyaltyincreasedthemostamongconsumersinNewZealand,whileindustriesinThailand
+oaraountries,consumers’likelihoodto
purchasemorefromanorganizationincreasedforall20industriesincludedinthisstudy.Thisloyaltymetric
improvedthemostforbanks,goingup4.3percentagepointsonaverage,andtheleastforelectronicsmakers,
improvementsinconsumertrust(+4.0percentagepoints)andadvocacy(+3.5percentagepoints)andthesecond-
highestincreaseinconsumerlikelihoodtorebuy(+4.3percentagepoints).Consumersatisfactionwiththis
+yedberloyalty.Ofthe20industries,airlinessawthemostsubstantial
industryalsoincreasedby1.0percentagepoints,thethirdhighestaftersupermarketsandpublicutilities.
Copyright©2023Qualtrics®.Allrightsreserved.
GlobalStudy:CustomerExperienceTrends,
2023
STUDYOVERVIEWFIGURESINTHEREPORT
ThedataforthisreportcomesfromaglobalconsumerstudythatQualtricsXMInstituteconductedinthethirdquarterof2023.Usinganonlinesurvey,XMInstitutecollecteddatafrom28,400consumersacross26countries/regions:Argentina,Australia,Brazil,Canada,China,Colombia,Finland,France,Germany,HongKong(China),India,Indonesia,Italy,Japan,Mexico,theNetherlands,NewZealand,thePhilippines,Singapore,SouthKorea,Spain,Sweden,Thailand,theUnitedArabEmirates,theUnitedKingdom,andtheUnitedStates.
XMInstitutesurveyedapproximately1,200consumersfromeachofthecountriesexceptthoselistedbelow.Toensurethatthedatawasreflectiveofthepopulationwithinthosecountries,wesetquotasforresponsestomatchthegender,age,andincomedemographicsofeachcountry.
Thefollowingcountries’samplesizes
areasfollows:
HongKong:400.Finland&NewZealand:600.SingaporeandtheUAE:800.
1.ConsumerSatisfactionLevelsbyCountry
2.ConsumerSatisfactionLevelYoYChangebyCountry3.ConsumerSatisfactionLevelbyIndustry
4.ConsumerSatisfactionLevelYoYChangebyIndustry
5.ConsumerSatisfactionbyCountry/RegionandIndustry(Part1)
6.ConsumerSatisfactionbyCountry/RegionandIndustry(Part2)
7.ConsumerSatisfactionbyCountry/RegionandIndustry(Part3)
8.ConsumerSatisfactionbyCountry/RegionandIndustry(Part4)
9.ConsumerTrustLevelbyCountry
10.ConsumerTrustLevelYoYChangebyCountry
11.ConsumerTrustLevelbyIndustry
12.ConsumerTrustLevelYoYChangebyIndustry
13.ConsumerTrustbyCountry/RegionandIndustry(Part1)
14.ConsumerTrustbyCountry/RegionandIndustry(Part2)
15.ConsumerTrustbyCountry/RegionandIndustry(Part3)
16.ConsumerTrustbyCountry/RegionandIndustry(Part4)
17.ConsumerAdvocacyLevelsbyCountry/Region
18.ConsumerAdvocacyLevelYoYChangebyCountry/Region
19.ConsumerAdvocacyLevelbyIndustry
20.Consumer21.Consumer
(Part1)
22.Consumer
(Part2)
23.Consumer
(Part3)
24.Consumer
(Part4)
25.Consumer26.Consumer27.Consumer28.Consumer29.Consumer
(Part1)
30.Consumer
(Part2)
31.Consumer
(Part3)
32.Consumer(Part4)
Methodology
AdvocacyLevelYoYChangebyIndustry
AdvocacybyCountry/RegionandIndustry
AdvocacybyCountry/RegionandIndustryAdvocacybyCountry/RegionandIndustry
AdvocacybyCountry/RegionandIndustry
RebuyingLevelbyCountry
RebuyingLevelYoYChangebyCountryRebuyingLevelbyIndustry
RebuyingLevelYoYChangebyIndustry
RebuyingbyCountry/RegionandIndustryRebuyingbyCountry/RegionandIndustryRebuyingbyCountry/RegionandIndustry
RebuyingbyCountry/RegionandIndustry
Copyright©2023Qualtrics®.Allrightsreserved.
+Onaverageacrossallcountriesandindustries
surveyed,consumersweresatisfiedwith76%
oftheirrecentexperiences.
+Indonesianconsumersweremostsatisfied
withtheirrecentexperiences(86%),while
Japaneseconsumersreportedtheleast
satisfactionwiththeirrecentexperiences
(55%).
ABOUT
Thischartshowshowconsumersfromeachsurveyedcountryratetheirsatisfactionlevelswiththeorganizationstheyrecentlyinteractedwith.
HongKong(China)isnotincludedinthischartduetothelownumberofindustriesthatqualifiedforreporting.
ConsumerSatisfactionLevels
byCountry
AveragelevelofSATISFACTIONacrossindustries
(Percentagegivinga4-or5-starsoutof1-5-starsatisfactionratings)
KEYTAKEAWAYS
IndonesiaSingapore
China
UnitedArabEmiratesPhilippines
India
UnitedStatesNewZealand Mexico GermanyColombia
UnitedKingdom
Brazil
Thailand FranceAustralia Finland Italy Canada SpainArgentina
NetherlandsSouthKorea SwedenJapan
Overall
84%
83%
82%
80%
80%
80%
79%
79%
78%
76%
76%
76%
86%
Base:28,400consumersacross26countries
Source:QualtricsXMInstituteQ32023GlobalConsumerStudy
76%
75%
75%
75%
74%
74%
74%
73%
72%
70%
66%
55%
76%
Copyright©2023Qualtrics®.Allrightsreserved.
ArgentinaSingapore
NewZealand
Germany
UnitedArabEmirates
SouthKorea
Colombia Brazil SpainPhilippines
Italy
+0.6
+0.4
Canada
Japan
France
Netherlands
China
Mexico
Indonesia
Australia
India
Thailand
Overall
+Overall,consumerswere-0.6percentage
pointslesssatisfiedwiththeirrecent
experiencesthisyearcomparedtolastyear.
+Thirteenofthe23countrieswestudied
experiencedyear-over-yearincreasesin
satisfaction,whiletenexperiencedyear-over-
yeardecreasesinconsumersatisfaction.
+Argentinianconsumers’satisfactionlevels
increasedthemostcomparedtotheir2023
satisfactionlevels(+5.2%points),whileThai
consumers’satisfactiondecreasedthemost
(-11%points).
ABOUT
Thischartshowstheyear-over-yearchangeinconsumersatisfaction(4or5stars)ineachcountry,acrossallindustries.Dataisonlyreportedforthe23countriesandindustriesforwhichwecollecteddatainboth2023and2022.
ConsumerSatisfactionLevelYoYChange
byCountry
Year-over-YearChangeinConsumerSatisfaction
(Percentage-pointchangefrom2023consumersatisfactionlevelsto2024)
KEYTAKEAWAYS
+5.2
+5.1
+3.7
+3.2
+2.5
+1.9
+1.6
+1.2
+0.9
+0.9
+0.6
Base:28,400consumersacross26countries
Source:QualtricsXMInstituteQ32023GlobalConsumerStudy
UnitedKingdom
UnitedStates
-1.1
-1.3
-1.6
-2.2
-2.4
-2.6
-2.7
-3.7
-9.3
-11.0
-0.6
Copyright©2023Qualtrics®.Allrightsreserved.
6%
7%
6%7%7%8%8%
9%
35%
38%
37%
37%
36%
37%
38%36%36%35%
35%
21%
21%
21%
25%
35%
31%
31%
30%
26%
13%
Copyright©2023Qualtrics®.Allrightsreserved.
Base:28,400consumersacross26countries
Source:QualtricsXMInstituteQ32023GlobalConsumerStudy
ConsumerSatisfactionLevelsbyIndustry
Thinkingaboutthecompaniesthatyouhaverecentlyinteractedwith,
howsatisfiedareyouwiththeexperiencestheydeliver?
KEYTAKEAWAYS
5stars4stars3stars1-2stars
13%
Streaming ParcelDeliveryCollege/University OnlineRetailer Hotel SupermarketDepartmentStoreAirline
Bank FastFoodElectronicsmaker
HealthInsuranceHospital/MedicalClinic PropertyInsuranceAutodealer
CreditCardProviderMobilePhoneProviderISP
PublicUtilityGovernmentAgency
36%
34%
34%
40%
40%
39%
15%
16%
48%
46%
46%
14%14%16%
17%
43%
43%
43%41%40%40%40%39%39%
39%
+Acrossallcountries,consumersweremost
frequentlyhighlysatisfiedwiththeirstreaming
experiences(48%),andleastfrequentlywith
40%
theirgovernmentagencyexperiences(30%).
17%
19%
18%
38%
34%
38%37%
37%
6%
+Consumersweremostdissatisfiedwiththeir
recentexperienceswithgovernmentagencies
18%
18%
20%
18%
20%
(13%)andpublicutilities(9%).
ABOUT
Thischartshowshowconsumersfromeachsurveyedcountryratetheirsatisfactionlevelswiththeorganizationstheyrecentlyinteractedwith.Dataisreportedandisincludedintheaverageonlyforcountrieswith100+respondentswhoreportedhavinganexperiencewithanorganizationinthatindustrywithintheprevious90days.
+1.4
+1.2
+0.7
-1.5
-1.5
-2.4
-4.2
-5.0
Base:28,400consumersacross26countries
Source:QualtricsXMInstituteQ32023GlobalConsumerStudy
Copyright©2023Qualtrics®.Allrightsreserved.
ConsumerSatisfactionLevelYoYChange
byIndustry
Year-over-YearChangeinConsumerSatisfaction
(Percentage-pointchangefrom2023consumersatisfactionlevelsto2024)
KEYTAKEAWAYS
PublicUtilitySupermarketAirline
GovernmentAgency FastFoodOnlineRetailerISP
PropertyInsurance-0.0-0.1
-0.1
+1.0
+Acrossallcountries,consumers’satisfaction
increasedthemostfromlastyearwithpublic
1+0.21+0.1
utilities(1.4%pts)andsupermarkets(1.2%
pts).
l+0.1I+0.1
+Consumersatisfactionincreasedyear-over-
yearamongeightoftwentyindustrieswe
DepartmentStore
Hospital/MedicalClinicMobilePhoneProvider
HealthInsurance
Bank
College/UniversityCreditCardProviderParcelDelivery
Hotel
Streaming
AutoDealer
ElectronicsMaker
studiedanddecreasedamongeleven
industries.
thelargestdecreaseinsatisfactionratings
fromconsumerscomparedtolastyear,at-4.2
+Autodealersandelectronicsmakersreceived
-0.3
%ptsand-5.0%pts,respectively.
-0.6-0.8
-0.9
ABOUT
Thischartshowstheyear-over-yearchangeinconsumersatisfaction(4or5stars)foreachindustry,acrossallcountries.Dataisonlyreportedforthe23countriesand20industriesforwhichwecollecteddatainboth2023and2022.
Spain81%77%85%69%86%
Sweden
71%
58%
70%
58%
73%
Thailand
81%
82%
81%
64%
88%
UnitedStates
81%
82%
88%
N/A
92%
UnitedKingdom
79%
80%
87%
N/A
87%
UnitedArabEmirates
85%
82%
79%
79%
89%
Copyright©2023Qualtrics®.Allrightsreserved.
Base:28,400consumersacross26countries
Source:QualtricsXMInstituteQ32023GlobalConsumerStudy
ConsumerSatisfactionByCountry/Regionand
Consumerswhoaresatisfiedwiththeirmostrecentexperience
Industry(Part1)
HighestRating
LowestRating
Departmentstore
Fastfood
restaurant
Online
retailer
Electronicsmaker
Supermarket
Australia
82%
75%
86%
75%
82%
Brazil
83%
84%
89%
83%
88%
Canada
81%
79%
88%
N/A
81%
Colombia
86%
86%
77%
84%
88%
China
78%
78%
82%
83%
85%
Finland
83%
75%
76%
N/A
76%
France
80%
73%
86%
79%
83%
Germany
79%
78%
86%
77%
86%
HongKong(China)
86%
85%
N/A
N/A
N/A
India
79%
82%
85%
78%
81%
Indonesia
89%
90%
87%
84%
92%
Italy
82%
80%
90%
81%
83%
Japan
60%
50%
62%
N/A
57%
Mexico
87%
86%
85%
77%
90%
Netherlands
76%
69%
84%
73%
78%
NewZealand
88%
80%
86%
N/A
80%
Philippines
85%
88%
83%
76%
88%
Singapore
84%
85%
86%
87%
85%
SouthKorea
74%
76%
74%
67%
73%
KEYTAKEAWAYS
Argentina76%80%76%75%72%
+Japaneseconsumerswereleastsatisfiedwith
theirrecentdepartmentstore,fastfood,online
retail,andsupermarketexperiencescompared
toconsumersfromallothercountries
surveyed.
+Indonesianconsumersreportedthehighest
satisfactionwiththeirdepartmentstoreand
fastfood.
satisfactionratingsfromtheirSwedish
+Electronicsmakersreceivedtheirlowest
consumers(58%).
ABOUT
Thistableshowsthepercentageofrespondentsfromeachcountrywhogaveanorganizationineachindustrya4-or5-starsatisfactionrating.Dataisreportedonlyforcountrieswith100+respondentswhoreportedhavinganexperiencewithanorganizationinthatindustrywithintheprevious90days.
Spain63%67%72%71%87%
Sweden
68%
62%
63%
65%
77%
Thailand
83%
69%
74%
73%
76%
UnitedStates
84%
78%
80%
77%
87%
UnitedKingdom
84%
78%
77%
69%
84%
UnitedArabEmirates
85%
74%
77%
70%
88%
Copyright©2023Qualtrics®.Allrightsreserved.
Base:28,400consumersacross26countries
Source:QualtricsXMInstituteQ32023GlobalConsumerStudy
ConsumerSatisfactionByCountry/Regionand
Consumerswhoaresatisfiedwiththeirmostrecentexperience
Industry(Part2)
HighestRating
LowestRating
Bank
CreditCardProvider
MobilePhone
Provider
ISP
StreamingMedia
Australia
71%
70%
70%
68%
82%
Brazil
78%
70%
57%
74%
91%
Canada
76%
77%
70%
73%
86%
Colombia
69%
68%
65%
65%
83%
China
85%
82%
84%
85%
85%
Finland
72%
76%
67%
73%
80%
France
73%
68%
66%
60%
88%
Germany
78%
80%
75%
75%
84%
HongKong(China)
85%
78%
N/A
N/A
N/A
India
77%
75%
82%
82%
86%
Indonesia
93%
79%
85%
83%
90%
Italy
70%
72%
62%
73%
85%
Japan
40%
50%
48%
49%
66%
Mexico
79%
71%
75%
76%
88%
Netherlands
70%
70%
69%
72%
75%
NewZealand
83%
80%
77%
66%
86%
Philippines
85%
75%
78%
68%
86%
Singapore
82%
85%
81%
86%
82%
SouthKorea
70%
71%
66%
71%
80%
KEYTAKEAWAYS
Argentina69%70%62%59%85%
+Japaneseconsumersweretheleastsatisfied
outofallcountries’consumerswiththeir
experienceswithallfiveoftheseindustries.
Theywereleastsatisfiedwiththeirbanking
experience(40%).
+Singaporeanconsumersreportedthehighest
levelsofsatisfactionwiththeircreditcardand
internetserviceproviders,whileIndonesian
consumersweremostsatisfiedwiththeir
bankandmobilephoneproviderexperiences.
ABOUT
Thistableshowsthepercentageofrespondentsfromeachcountrywhogaveanorganizationineachindustrya4-or5-starsatisfactionrating.Dataisreportedonlyforcountrieswith100+respondentswhoreportedhavinganexperiencewithanorganizationinthatindustrywithintheprevious90days.
Spain76%85%71%83%63%
Sweden
68%
83%
60%
76%
N/A
Thailand
83%
77%
64%
76%
78%
UnitedStates
76%
87%
72%
86%
76%
UnitedKingdom
73%
87%
71%
78%
75%
UnitedArabEmirates
85%
84%
82%
78%
84%
Copyright©2023Qualtrics®.Allrightsreserved.
Base:28,400consumersacross26countries
Source:QualtricsXMInstituteQ32023GlobalConsumerStudy
ConsumerSatisfactionByCountry/Regionand
Consumerswhoaresatisfiedwiththeirmostrecentexperience
Industry(Part3)
HighestRating
LowestRating
Airline
Hotel
AutoDealer
ParcelDelivery
Propertyinsurer
Australia
71%
83%
80%
78%
72%
Brazil
82%
81%
77%
87%
N/A
Canada
67%
76%
72%
79%
69%
Colombia
78%
87%
79%
82%
77%
China
89%
82%
86%
85%
83%
Finland
71%
89%
N/A
83%
N/A
France
74%
84%
78%
82%
72%
Germany
78%
82%
74%
74%
77%
HongKong(China)
87%
N/A
N/A
N/A
N/A
India
89%
84%
73%
82%
83%
Indonesia
91%
91%
84%
90%
78%
Italy
78%
82%
68%
84%
82%
Japan
61%
64%
63%
56%
57%
Mexico
82%
89%
67%
86%
N/A
Netherlands
72%
78%
70%
65%
72%
NewZealand
77%
80%
75%
85%
86%
Philippines
82%
89%
N/A
88%
77%
Singapore
84%
83%
87%
84%
85%
SouthKorea
75%
76%
61%
82%
55%
KEYTAKEAWAYS
Argentina78%78%68%85%78%
+Indonesianconsumersfoundthehighestlevel
ofsatisfactionwiththeirairline,hotel,and
parceldeliveryexperienceswhileJapanese
consumersreportedtheleastsatisfaction
withtheseindustries.
+Swedishconsumerswereleastsatisfiedwith
theirmostrecentautodealerexperience
(60%),whileSingaporeanconsumersenjoyed
thehighestlevelofsatisfactionwithauto
dealers(87%).
ABOUT
Thistableshowsthepercentageofrespondentsfromeachcountrywhogaveanorganizationineachindustrya4-or5-starsatisfactionrating.Dataisreportedonlyforcountrieswith100+respondentswhoreportedhavinganexperiencewithanorganizationinthatindustrywithintheprevious90days.
Spain75%61%59%73%76%
Sweden
76%
46%
58%
61%
68%
Thailand
83%
54%
73%
76%
76%
UnitedStates
76%
58%
73%
76%
81%
UnitedKingdom
74%
60%
56%
73%
74%
UnitedArabEmirates
88%
86%
74%
82%
83%
Copyright©2023Qualtrics®.Allrightsreserved.
Base:28,400consumersacross26countries
Source:QualtricsXMInstituteQ32023GlobalConsumerStudy
ConsumerSatisfactionByCountry/Regionand
Consumerswhoaresatisfiedwiththeirmostrecentexperience
Industry(Part4)
HighestRating
LowestRating
College/University
Governmentagency
PublicUtilityHealthInsurer
Hospital/
Medicalclinic
Australia
77%
61%
62%
74%
81%
Brazil
73%
43%
64%
67%
69%
Canada
73%
50%
71%
70%
73%
Colombia
85%
57%
68%
73%
70%
China
83%
83%
86%
83%
75%
Finland
N/A
65%
72%
68%
France
74%
75%
64%
72%
74%
Germany
76%
74%
67%
78%
75%
HongKong(China)
N/A
N/A
N/A
N/A
N/A
India
78%
69%
71%
84%
78%
Indonesia
86%
69%
84%
84%
87%
Italy
68%
49%
53%
79%
68%
Japan
N/A
N/A
40%
55%
55%
Mexico
85%
44%
77%
80%
75%
Netherlands
75%
62%
62%
70%
79%
NewZealand
78%
66%
74%
80%
Philippines
80%
61%
78%
82%
78%
Singapore
87%
82%
83%
77%
82%
SouthKorea
70%
50%
59%
70%
77%
KEYTAKEAWAYS
Argentina80%64%54%73%67%
+Emiraticonsumersaremostsatisfiedwith
theirrecentexperienceswith
colleges/universitiesandgovernment
agencies,whileItalianandBrazilian
consumersareleastsatisfiedwiththese
industries,respectively.
experiencewithhealthinsurershighest,while
Indonesianconsumersdidsofor
+Indianconsumersratedtheirrecent
hospitals/medicalclinics.
ABOUT
Thistableshowsthepercentageofrespondentsfromeachcountrywhogaveanorganizationineachindustrya4-or5-starsatisfactionrating.Dataisreportedonlyforcountrieswith100+respondentswhoreportedhavinganexperiencewithanorganizationinthatindustrywithintheprevious90days.
Netherlands
UnitedKingdom
Australia Canada Japan FranceSouthKorea Germany Spain Argentina Italy SwedenOverall
+Onaverageacrossallcountriesandindustries
surveyed,consumerssaidtheywerelikelyto
trustanorganizationafter75%oftheirrecent
experiences.
+ConsumersintheUAEwere,onaverage,most
likelytotrustafterrecentexperiences(87%),
whileSwedishconsumersreportedtheleast
propensitytotrusttheirrecentexperiences
(65%).
ABOUT
Thischartshowshowconsumersfromeachsurveyedcountryratetheirlikelihoodtotrusttheorganizationstheyrecentlyinteractedwith.
HongKong(China)isnotincludedinthischartduetothelownumberofindustriesthatqualifiedforreporting.
ConsumerTrustLevelsbyCountry
AveragelevelofTRUSTacrossindustries
(Percentagesomewhatorextremelylikely)
KEYTAKEAWAYS
UnitedArabEmirates
Singapore Philippines India Indonesia ChinaNewZealand Mexico Finland Colombia ThailandBrazil
UnitedStates
87%
84%
84%
83%
81%
81%
80%
78%
77%
77%
76%
74%
74%
Base:28,400consumersacross26countries
Source:QualtricsXMInstituteQ32023GlobalConsumerStudy
72%
72%
71%
71%
71%
70%
70%
70%
70%
69%
66%
65%
75%
Copyright©2023Qualtrics®.Allrightsreserved.
JapanNewZealandSingapore
Germany
UnitedArabEmirates
SouthKoreaUnitedStates ColombiaNetherlands IndonesiaPhilippines
Canada
+Overall,consumerswere+1.5%ptsmore
likelytotrustaftertheirrecentexperiences
thisyearcomparedtolastyear.
+Sixteenofthe23countrieswestudied
experiencedyear-over-yearincreasesin
consumertrust.Sixof23experienced
decreasesyear-over-yearinconsumertrust.
+Japaneseconsumers’likelihoodtotrust
increasedthemostcomparedtotheir2023
satisfactionlevels(+11.1%points),whileThai
consumers’satisfactiondecreasedthemost
(-5.9%points).
ABOUT
Thischartshowstheyear-over-yearchangeinconsumerslikelihoodtotrust(somewhatorextremelylikely)ineachcountry,acrossallindustries.Dataisonlyreportedforthe23countriesand20industriesforwhichwecollecteddatainboth2023and2022.
ConsumerTrustLevelYoYChange
byCountry
Year-over-YearChangeinConsumerTrust
(Percentage-pointchangefrom2023consumertrustlevelsto2024)
KEYTAKEAWAYS
+11.1
+7.6
+6.2
+5.5
+5.1
+4.7
+4.0
+3.5
+2.5
+1.8
+1.2
+0.9
Base:28,400consumersacross26countries
Source:QualtricsXMInstituteQ32023GlobalConsumerStudy
+0.9+0.9+0.8+0.7
Brazil
India
Argentina
Mexico
UnitedKingdom
Spain
Italy
China
Australia
France
Thailand
+1.5
-0.0
-0.3
-0.6
-2.2
-4.1
-5.8
-5.9
Overall
Copyright©2023Qualtrics®.Allrightsreserved.
11%
8%
39%
42%
8%
14%
13%
47%
16%
42%
9%
8%
12%
47%
15%
46%
7%
15%
41%
12%
15%
48%
16%
49%
19%
41%
10%
47%
17%
6%
19%
42%
9%
17%
47%
8%
17%
43%
11%
10%
10%
7%
6%
19%
42%
18%
44%
19%
46%
18%
49%
38%
21%
16%
20%
44%
11%
+Acrossallcountries,consumersweremost
frequentlyextremelylikelytotrusttheir
college/universityexperiences(41%),and
leastfrequentlytrusttheirmobilephone
providerexperiences(30%).
+Consumershavetheleastlikelihoodtotrust
theirrecentexperienceswithgovernment
agencies(16%)andbanks(12%).
ABOUT
Thischartshowshowconsumersfromeachsurveyedcountryratetheirlikelihoodtotrusttheorganizationstheyrecentlyinteractedwith.Dataisreportedandincludestheaverageonlyforcountrieswith100+respondentswhoreportedhavinganexperiencewithanorganizationinthatindustrywithintheprevious90days.
ConsumerTrustLevelsbyIndustry
HowlikelyareyoutoTRUSTtheseorganizations?
KEYTAKEAWAYS
ExtremelylikelySomewhatlikelyNeitherlikelynorunlikelySomewhat/extremelyunlikely
College/UniversityHospital/MedicalClinic
HotelHealthInsurance
AirlineElectronicsmaker
Bank SupermarketDepartmentStoreAutodealer
StreamingPropertyInsurance
ParcelDeliveryCreditCardProviderPublicUtility
ISP
FastFood OnlineRetailer GovernmentAgencyMobilePhoneProvider
41%
36%
35%
34%
33%
32%
32%
32%
30%
30%
30%
29%
29%
29%
28%
28%
27%
27%
26%
25%
Base:28,400consumersacross26countries
Source:QualtricsXMInstituteQ32023GlobalConsumerStudy
Copyright©2023Qualtrics®.Allrightsreserved.
Airline
OnlineRetailer
Hotel
ISP SupermarketDepartmentStore
ParcelDeliveryFastFood
GovernmentAgency
PublicUtilityCreditCardProviderBank
StreamingMobilePhoneProvider College/University HealthInsuranceHospital/MedicalClinic
-0.1
-1.0
+Acrossallcountries,consumers’likelihoodto
trustincreasedthemostfromlastyearwith
airlines(4.0%pts).
+Seventeenof20industriesexperiencedayear-over-yearincreaseinconsumertrust,whilejustthreeindustriesexperiencedadecreaseyear-over-yearinconsumertrust.
+Electronicsmakersandautodealersreceived
thelargestdecreaseintrustfromconsumers
comparedtolastyear,at-1.4%ptsand-1.0%
pts,respectively.
ABOUT
Thischartshowstheyear-over-yearchangeinconsumerlikelihoodtotrust(somewhatorextremelylikely)foreachindustry,acrossallcountries.Dataisonlyreportedforthe23countriesand20industriesforwhichwecollecteddatainboth2023and2022.
ConsumerTrustLevelYoYChange
byIndustry
Year-over-YearChangeinConsumerTrust
(Percentage-pointchangefrom2023consumertrustlevelsto2024)
KEYTAKEAWAYS
+4.0
+3.1
+3.0
+2.7
+2.6
+2.4
+2.3
+2.0
+1.7
+1.3
+1.3
+1.1
+1.0
+0.8
+0.6
+0.2
+0.2
PropertyInsurance
AutoDealer
-1.4
ElectronicsMaker
Base:28,400consumersacross26countries
Source:QualtricsXMInstituteQ32023GlobalConsumerStudy
Copyright©2023Qualtrics®.Allrightsreserved.
Spain75%68%80%78%81%
Sweden
71%
56%
58%
66%
71%
Thailand
78%
75%
72%
70%
77%
UnitedStates
73%
72%
78%
N/A
86%
UnitedKingdom
77%
69%
83%
N/A
84%
UnitedArabEmirates
91%
85%
83%
83%
90%
Copyright©2023Qualtrics®.Allrightsreserved.
Base:28,400consumersacross26countries
Source:QualtricsXMInstituteQ32023GlobalConsumerStudy
ConsumerTrustByCountry/Regionand
Consumerswhoarelikelytotrustthesetypesoforganizations
Industry(Part1)
HighestRating
LowestRating
Departmentstore
Fastfood
restaurant
Onlin
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