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Forrester Data Highlights The Evolving Behaviors Of Empowered Consumers
July 12, 2016

The concept of empowered consumers is now a measurable trend supported by data, according to Forrester. In a new report released today, Forrester reveals how evolution in customer behaviors and attitudes are manifesting themselves, sharing five key changes in consumer behaviors with historic data to back it up. Of the changes, the report shows that:

1. Consumers want emotionally satisfying experiences — more than effectiveness or ease — and are willing to switch providers to get them:

  • In 2011, 30% of customers felt their insurance or financial providers did what was best for their bottom lines at the customer’s expense, yet only one third of them were likely to switch providers.
  • In 2015, only 19% of customers felt the same way, but 36% were likely to switch.

2. The gap between digital and physical stores is closing, as consumers now integrate the two and are more savvy about researching before purchasing:

  • While only 21% of US online adults in 2013 frequently read detailed peer reviews before making a purchase decision, that number doubled within two years with 42% doing so in 2015.
  • Seventeen percent (17%) of US online adults now use their mobile phone to get additional product information while walking through a brick-and-mortar store, while 46% want to use in-store tools to visualize products in their homes today.

Click here for more information, and contact us if you'd like a copy of this report.

About Forrester

Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We work with business and technology leaders to develop customer-obsessed strategies that drive growth. Forrester’s unique insights are grounded in annual surveys of more than 500,000 consumers and business leaders worldwide, rigorous and objective methodologies, and the shared wisdom of our most innovative clients. Through proprietary research, data, custom consulting, exclusive executive peer groups, and events, the Forrester experience is about a singular and powerful purpose: to challenge the thinking of our clients to help them lead change in their organizations.


Jenna Vassallo
Marketing Manager
Forrester Research, Inc.

Tel. 617-613-5746



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