As part of our 2023 Q3 Global Consumer Study, we asked respondents whether they had poor experiences with 20 industries and how they changed their spending after those poor experiences. We found that on average across all industries, half of consumers choose to decrease their spending after a poor experience.
The consequences to companies’ bottom lines are not equal across all industries, however. Consumers are most likely to decrease or completely stop spending after poor fast food and parcel delivery experiences and are least likely to cut spending with public utilities or colleges/ universities.
The data for this report comes from a global consumer study that Qualtrics XM Institute conducted in the third quarter of 2023. Using an online survey, XM Institute collected data from 28,400 consumers across 26 countries/regions: Argentina, Australia, Brazil, Canada, China, Colombia, Finland, France, Germany, Hong Kong (China), India, Indonesia, Italy, Japan, Mexico, the Netherlands, New Zealand, the Philippines, Singapore, South Korea, Spain, Sweden, Thailand, the United Arab Emirates, the United Kingdom, and the United States.