Qualtrics XM Institute：2024年消費(fèi)者滿意度和忠誠(chéng)度調(diào)查報(bào)告

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