From the rise of AI to the rising reputation of buying on social media, heightened information privateness issues, and customers tightening budgets on account of recession fears, instances are altering quick. 

To assist entrepreneurs sustain and keep forward of the curve, we have run biannual Shopper Developments Survey of 600+ US adults, to maintain a pulse on:

  • What developments they’re following.
  • How they spend their time on-line.
  • How and the place they like to buy.
  • What requirements they’re holding their favourite manufacturers to.

Download Now: The State of U.S. Consumer Trends [Free Report]



Prime Shopper Developments of 2023 [Summer Update]

Digital and On-line Developments

1. Shoppers don’t belief AI, however one-third nonetheless use It.

AI is fingers down the highest development of 2023, with one in three customers already utilizing chatbots and platforms like ChatGPT. 

However here is the plot twist – solely 26% of customers really belief content material created with AI. 

do consumers trust generative AI content

As companies leverage AI, constructing belief and sustaining transparency are key to fostering shopper confidence in AI-driven experiences.

Regardless, 40% of full-time workers use AI at work, and 75% of them say it is efficient. The highest use circumstances for AI chatbots at work revolve round helping folks of their work reasonably than doing their job for them — serving to with duties like getting concepts or inspiration, summarizing textual content, and studying new issues.

top use cases for AI chatbots

These are additionally among the many handiest makes use of for AI within the office, with employees saying AI is handiest for analyzing and reporting information, studying new issues, creating photographs/movies, getting concepts and inspiration, and conducting analysis. 

what ai chatbot tasks are most effeective

Lastly, we requested customers which AI they plan on utilizing sooner or later. 

Regardless of ChatGPT’s head begin, over half of customers see themselves primarily utilizing Google Bard as soon as it is publicly accessible — adopted by ChatGPT — with Bing in third place. 

which AI chatbots do consumers prefer

2. Social media is the way forward for buying.

Social media is rapidly turning into the way forward for e-commerce, with social buying rising in reputation throughout all age teams. Influencers are impacting extra buy selections, whereas prospects more and more sliding into DMs for customer support.

Simply previously three months, 41% of customers have found a product on social media. 

In actual fact, Gen Z, Millennials, and Gen X choose discovering merchandise on social media over some other channel.

what % of each generation discovers products on social media

On the subject of really buying these merchandise. 17% of social media customers have purchased one thing straight on a social media platform previously three months, rising to 22% of Gen Z and 27% of Millennials since our January replace.

On high of that, 24% of social media customers have purchased a product based mostly on an influencer’s suggestion previously three months, a 33% enhance from once we ran this survey final yr. 

percentage of each generation thats bought products on social media

For Gen Z, 40% have purchased a product due to an influencer previously three months, and (similarly to our January update) they are saying suggestions from influencers are extra impactful to their buy selections than suggestions from their associates or household.

19% of social media customers have additionally despatched DMs to get customer support previously 3 months, up 45% from final yr. Not solely that, however 1 in 5 Gen Z, Millennials, and Gen X say DMs is how they like to get customer support from an organization.

In previous Shopper Developments pulse surveys, we continued to see that customers don’t fully trust social shopping.

At present, they appear to be coming round. Whereas simply 47% of social media customers really feel comfy shopping for via social apps and solely 42% belief social media platforms with their card info, each of those are enhancements over final yr’s numbers. 

3. Youthful social platforms acquire steam as legacy apps stall.

Regardless of being probably the most used social media platforms, Fb, YouTube, and Instagram noticed the least progress in customers in our survey group year-over-year. 

Fb utilization remained flat, Instagram utilization dropped by 5%, and YouTube utilization dropped by 2%. In the meantime, BeReal grew 333%, Twitch grew (43%), and TikTok grew (21%). 

(Observe: We ran this survey simply earlier than Threads launched and count on it to be an enormous dialogue level in our subsequent bi-annual survey.)

Nonetheless, Fb is the most well-liked social media app, utilized by 68% of customers, adopted by YouTube (61%), Instagram (40%), TikTok (34%), and Twitter (30%).

usage of social media platforms amongst adults infographic

Though LinkedIn is in the direction of the underside of the checklist, B2B entrepreneurs should not panic or rely it out. Though it noticed a slight lower in customers yr over yr, the utilization on this platform can differ (and even is perhaps seasonal in response to how workplaces rent or promote). For instance, in our January 2023 replace, we noticed that LinkedIn had 20% extra customers who reported lively utilization.

General, this information aligns fairly intently with information we’ve seen from App Shops, platform analytics companies, and reviews straight from the respective platforms.

4. Social search and generative AI are disrupting conventional serps.

Whereas there’s no denying serps are nonetheless dominant, social search is rising in reputation, particularly amongst Gen Z, Millennials, and Gen X.

Not solely do 31% of customers flip to social media to seek for solutions to their questions, however one-fourth of 18 to 54-year-olds choose to look on social media over serps. 

how different generations prefer to find information online


One other factor going for social search is the truth that 54% of customers use their telephones over some other machine when trying one thing up on a search engine — leaping to 80% for Gen Z since our final survey.

devices different generations use to find information

However between serps, social search, and AI, customers nonetheless say serps are the simplest strategy to get their questions answered. 

devices different generations use to search

Finally, whereas social search and generative AI gaining popularity, conventional search isn’t going wherever simply but.

Office & Budgeting Developments

5.. Versatile workplaces are extra important than ever for retention.

The previous few years have seen dramatic shifts in how we work, with hybrid and distant work turning into extra frequent whereas being within the workplace full-time fell out of favor.

remote vs in office vs remote among consumer workers

Simply 32% of full-time workers surveyed are within the workplace all week, down from 40% a yr in the past. 

In the meantime, each totally distant work and hybrid work turned extra frequent, with 34% of employees saying they’re hybrid and one other 34% saying they work remotely.

Not solely that, however hybrid is the most well-liked work mannequin (most well-liked by 41% of workers), adopted by distant (32%), with in-person coming final (27%). 

What’s extra, distant and hybrid workers aren’t fascinated about returning to the workplace full-time, with 47% saying they’d take into account leaving in the event that they needed to are available 5 instances per week. However, they’re extra open to coming again than they had been final yr, when 54% said they’d rather quit.

The excellent news? Providing flexibility might lead to nice worker or group retention. The highest motive folks we surveyed need to keep of their job is to keep up their versatile work schedule, beating out aggressive pay.

7. Firm tradition issues.

Not solely do customers must see flexibility to remain loyal to employers, however in addition they must see efforts made to construct a constructive and wholesome firm tradition. 

A whopping 67% of workers say it is essential that the corporate they work for has a various and inclusive tradition, up 20% from final yr.

And it is smart. As extra persons are requested to return to the workplace — even part-time, they’re extra closely placing their work experiences into perspective. In spite of everything, why would you need to return to an workplace related to negativity, pointless stress, uninclusive siloes, or psychological security?

If poor tradition, versatile work, or different destructive issues like overwork, lack of upward movement, or poor recognition of excellent efficiency aren’t dealt with, groups might run right into a development some leaders concern — quiet quitting.

At this level, one-third of workers surveyed are actively doing it — nonetheless on par with our research from the previous yr.

6. Shoppers are tightening recession budgets.

64% of customers suppose the US is at present in a recession and 63% are tightening their budgets in response. About half (49%) of US adults have taken steps to plan or put together for a recession.

Moreover, with 42% of customers count on the recession to for over a yr. 

how long consumers expect the economic slowdown to last

7. Shoppers proceed to concern layoffs and recession impacts.

Though many corporations will save 1000’s, and even tens of millions, on lowering workplace area and services prices with hybrid and distant work, half of customers are nonetheless rightly involved about being laid off from their present job.

For entrepreneurs, earlier analysis from this yr confirmed that their departments had been already working with much less resourcing, headcount, and budget than previous years. As some industries are nonetheless seeing the brunt of financial developments, this has possible continued.

Many additionally fear that AI — the very software that streamlines their busy work — might take over their work fully.

At HubSpot, we predict AI ought to be used as a software to assist workers lower out busy work and drive outcomes, not as a way to economize by reducing workers.  And, heads of different AI platforms, like Jasper.AI, agree.

Samyutha Reddy on why AI wont replace marketers

Nonetheless, it’s comprehensible to fret how the mix of AI and financial might do to job safety. In spite of everything, most workers we’ve surveyed evaluate AI to a modern-day Industrial Revolution

If you happen to’re involved about your function, zone in on expertise AI can’t exchange — like critical thinking. In the meantime, use AI to offer you and your group extra time to earn a high-performance observe report. This manner, in case your function does shift or dissolve, you’ll be capable of pivot and adapt to vary.

Privateness & Model Notion Developments

8. Information privateness issues are at an all-time excessive.

A whopping 84% of customers say information privateness is a human proper.

Not solely are 81% of customers fear how corporations use their private information, however 72% say they’re extra possible to purchase from corporations they belief with it.

consumer fears around personal data usage by companies

So, how ought to entrepreneurs (or some other space of enterprise) construct that belief? 

We requested what would make customers extra comfy sharing information with corporations, and it comes right down to transparency, safety, and possession. 

Shoppers need to be given a selection in whether or not or to not share their private information and be informed precisely how their information can be used. 

One other essential issue is realizing their information is saved securely and that it gained’t wind up within the fingers of third events. 

Lastly, customers need to preserve possession of their information with the power to take away it out of your database in the event that they so select.

what makes consumers comfortable sharing data

Corporations have plenty of work to do to construct that belief, with over half (52%) of U.S. adults saying they normally decline to have their private information tracked. 

Simply 19% normally permit their information to be tracked, whereas 29% say it is determined by the corporate.

how consumers respond when asked for data

Finally, embracing right this moment’s privacy-first world can be constructive on your model notion — and most significantly — buyer belief and security. In a latest publish, our CMO, Kipp Bodnar, explains why data privacy is far from just a passing fad.

Kipp Bodnar's perspective on changing advertising standards in 2023

9. Shoppers more and more assist manufacturers dedicated to variety and inclusion.

Corporations taking a stance on social points has grown extra essential and influential on customers’ buying selections, with 49% of U.S. adults saying manufacturers ought to do extra concerning social advocacy. 

Reasonably priced healthcare, revenue inequality, local weather change, and racial justice are an important points respondents need to see corporations take a stance on. 

social issues consumers say companies should take a stance on

For Gen Z particularly, racial justice, LGBTQ+ rights, and local weather change are an important points. On high of that, 20% of Gen Z say a model’s dedication to variety and inclusion is one among high 5 elements of their buy choice.

In comparison with final summer season’s Shopper Developments outcomes, respondents more and more assist manufacturers dedicated to variety and inclusion, in addition to small companies. 

42% of customers say they’re extra possible to purchase a product based mostly on the model’s dedication to variety and inclusion, up 17% from final yr. 

Moreover, 37% selected a product based mostly on the model’s dedication to variety and inclusion previously three months, up 23% from final Could.

what percent of consumer choose to buy products from D&I friendly companies

10. Extra customers assist small companies.

52% of customers say a product being made by a small enterprise makes them extra prone to buy, whereas 46% have chosen to purchase a product as a result of it was made by a small enterprise (each up 18% from final yr).

Developments Found in January 2023

Whereas the checklist above displays information from our most up-to-date shopper pulse checks in mid-2023, beneath you will discover highlights (which nonetheless might affect entrepreneurs) from an earlier survey six months prior.

1. Shoppers are investing much less cash into digital worlds, objects, and currencies. 

Regardless of the waning hype across the metaverse, attitudes have not modified a lot over the previous six months. Each Could and January’s surveys discovered solely 8% of U.S. adults have ever visited a metaverse.

Public opinion on the metaverse has improved barely over the previous 9 months. 36% of customers now say the metaverse is the way forward for know-how — up 6% since Could. And 33% say the metaverse is an extension of actuality, up 18% since Could. 

Nevertheless, investments in digital currencies have seen a decline. In actual fact, amongst those that’ve ever visited a metaverse, solely 50% reported shopping for cryptocurrency in January — which is a 35% lower since Could. Moreover, 60% of metaverse guests reported shopping for NFTs in January 2023 … 13% decrease than Could’s respondents. 

The lower in buying digital currencies might need to do with right this moment’s financial panorama. If persons are typically extra conservative with their spending, this might trickle into the digital ambiance, as effectively. Nevertheless, it is essential to pay attention to the lower as a possible signifier that digital forex is not as common because it was in 2022. 

2. Gen X and Boomers are warming as much as social media product discovery. 

In January, we discovered that 46% of Gen X and 24% of Boomers had found a brand new product on social media previously three months — that is a ten% and 41% enhance since Could 2022, respectively. 

more Gen X are discovering products on social media

All of which is to say: persevering with to put money into social media advertising as a chance for product discovery is a good suggestion as we close to 2024. 

3. Gen Z more and more differentiates itself from others.

Probably the most fascinating issues to dig into when survey outcomes had been the huge variations between Gen Z and different age teams — together with their closest predecessor, Millennials. 

When taking a deeper dive into our generation-by-generation information, we discovered that Gen Z:

  • On the subject of buying, generations are extremely influenced by worth, high quality, and product opinions. Gen Z particularly values manufacturers which have lively communities round them.
  • TikTok and Instagram are probably the most used social media apps amongst Gen Z girls, whereas males spend rather more time on YouTube.
  • Gen Z is all about YouTube, Instagram, and TikTok. Not just for social networking and leisure but additionally for locating (and shopping for) merchandise.

percentage of each generation who purchases on social media

The findings above weren’t the one attention-grabbing factors to name out. Our lead researcher and analyst, Maxwell Iskiev explores the variations between how all age teams store and uncover merchandise with this follow-up information:

max iskiev discusses purchasing habits of consumers in 2023

How Each Generation Shops in 2023 [New Data from Our State of Consumer Trends Report]

4. Some customers are getting into Web3, however most do not even know what it’s.

Whereas some customers, particularly these in youthful generations like Gen Z and millennials, are able to throw their entire pockets into the metaverse and cryptocurrency, most are nonetheless getting their first style of the Web3 world.

In actual fact, 51% of our survey individuals from the Could 2022 survey say they do not even perceive what Web3 even is but.

Whereas Web3 consultants imagine this know-how will proceed to develop within the coming years, companies needn’t pivot their entire technique to get forward of it proper this second.

Nevertheless, because the know-how will get extra distinguished and accessible, it is nonetheless useful to study concerning the potential alternatives and dangers of the Web3 area. 

That is why Caroline Forsey interviewed a handful of Web3 consultants to study extra about the way it might affect how customers use the world large net sooner or later.

Here’s a fast, overarching abstract of what Web3 might imply for future web utilization from Anna Seacat, VP of Advertising and marketing and Web3 Group at Proxy. anna seacat quote on web3

Whereas Web3 is perhaps a brand new idea to many, count on to listen to extra about it because the know-how turns into extra accessible to customers and companies within the coming years. For extra knowledgeable predictions round this, hear what our CMO Kipp Bodnar and Kieran Flanagan, our SVP of Advertising and marketing, should say about it on this episode of Advertising and marketing In opposition to the Grain.

For extra insights, try these guides:

6. Shoppers crave video, and efficient manufacturers are taking discover.

By now, that video has performed a strong function within the lives of customers. Not solely do customers stream extra video than ever, however year-over-year, HubSpot researchers discover that almost all manufacturers take into account it to be their most effective type of marketing content

However, not simply any video will lead to a conversion, buy, or view. Whilst you do not want an enormous funds to woo your audiences, you’ll need to create content material they’re going to really take pleasure in, maintain their consideration on, and be persuaded by.

In actual fact, 69% of our January 2023 respondents say it’s extra essential {that a} advertising video be genuine and relatable than polished with high-quality video/audio.

This video interview and post from Wistia CEO, Chris Savage goes into nice element on his suggestions for leveraging video to humanize your model.

For extra on how entrepreneurs are benefiting from video in 2023, additionally try our 2023 Video Marketing Report.

7. Shops and on-line retailers aren’t going away, regardless of the expansion of social commerce.

In January 2023, 69% of customers most well-liked to buy a product in-store, whereas 52% most well-liked to buy via a web based retailer promoting quite a lot of manufacturers (e.g.    

how consumers prefer to purchase products

Take Pink Tag Boutique for instance. The Kentucky-based clothes and accessories enterprise noticed immense progress on the Fb Outlets. They attribute $44,448 in incremental sales from the software, and have seen 66% greater average order value from social commerce patrons in comparison with those that purchased straight from the corporate website.

Pink Tag Boutique Facebook Shops Case Study

For extra examples of manufacturers which might be already excelling in social commerce, check out this post.

You may also discover extra buying development information on this follow-up report from Caroline Forsey: The Shopping Trends of 2023 & Beyond [State of Consumer Trends Data]

8. Many customers take into account themselves “creators.”

When our survey outcomes for the query, “Would you take into account your self a creator?”, we discovered that 30% of 18-24-year-olds and 40% of 25-34-year-olds name themselves content material creators.

What’s nice for manufacturers right here? Your very personal audiences may soar on the probability to create content material for you, which might in flip assist them construct on-line affect.

However, what precisely IS a “creator”? Try this deep dive by Caroline Forsey to study extra: If Everyone’s a Content Creator, Is Anyone?

What’s Subsequent for Shoppers, In response to Development Analysts

Now that you have learn via the most important findings of our Shopper Developments Report, you may also be asking, “What developments and themes might come within the subsequent six months — or past?”

To provide you a style of just some developments to maintain in your radar, we reached out to Julia Janks of to study what she and her group of development analysts can be specializing in. Listed below are three of the nine trends they’re keeping on their radar.

1. Gifting strategies could catch the eyes of consumers.

Forget loyalty points — gifting is the new customer retention strategy. As remote everything continues to rise, keeping connected to clients and loved ones will be key.

why gifting matters

Source: &Open

Gifting powerhouse 1-800-FLOWERS had a record-breaking year in 2020, and enterprise capital is flowing into startups like &Open ($7.2m final Could) and Gracia (~$14m since its 2017 launch).

Corporations may also use gifting to focus on workers, since employee retention is at an all-time low, and the typical value of changing an worker is about seven months of their wage.

2. Voice search and audio search engine optimization alternatives will develop.

The world of podcasts is rising faster than your entire web did again within the early 2000s. Spotify alone now hosts 3m+ shows (that’s ~43x the variety of titles on Netflix, Disney+, and Apple TV+, mixed).

podcast growth vs. internet development

3. Shoppers will go to pop-up outlets — within the metaverse.

Pop-up outlets within the metaverse are a factor now. And, manufacturers like Hogan are already testing them out.

We might see the metaverse buying business proceed to develop with shopper curiosity, as 30% of customers HubSpot surveyed suppose extra manufacturers ought to take into account digital shops.

For the Julia’s full checklist of developments to observe, try 9 Things Analysts Will be Watching in The Next 6 Months & Beyond — and remember to take a look at for extra enterprise information, modern concepts, and business development protection.

Dive Deeper into Shopper Developments

Within the publish above, we gave just some highlights of our State of Shopper Developments Survey, in addition to our predictions for what’s to come back. To study extra attention-grabbing themes, try these follow-up posts:

Wish to see how information’s modified since 2022? Click on beneath to obtain the total findings of that survey in our State of Shopper Developments Report

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