73% of customers now feel most companies treat them as individuals, up from 39% in 2023

Buyer behaviour

Consumers Agreeing Most Companies Treat Them As A Unique Individual

Consumers Agreeing Most Companies Treat Them As A Unique Individual
Year	Share agreeing companies treat them as a unique individual (%)
2020	35%
2021	—
2022	44%
2023	39%
2024	73%

Reader Note:: Figure covers consumers and asks: “Which statement do you agree with more: ‘Most companies treat me as a unique individual’ or ‘Most companies treat me as a number?’” The data table shows 35% in 2020, 44% in 2022, 39% in 2023, and 73% in 2024 agreeing with the unique-individual statement; 2021 is not shown. Fieldwork for 2024 ran from July 26, 2024, through August 20, 2024. The report says the study surveyed 15,015 consumers worldwide, but it does not state a figure-specific base.
Evidence:: Self-reported behaviour
Vendor interest:: High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Double-blind survey of 16,585 third-party panelists worldwide: 15,015 consumers and 1,570 business buyers across 18 countries on six continents.

Good for

A rough sense of size and direction, and deciding what to look at first.

Exact numbers, or saying that one thing caused another.
This comes from a company with a commercial interest in this market, so it is not a neutral source.

Gemini and ChatGPT lead AI shopping research in the U.S.; 64.0% of AI shoppers use two or more assistants

Share of AI shoppers using each AI assistant in the past 90 days
Assistant used in the past 90 days	Share of AI users (%)
Google Gemini	63.5%
ChatGPT	60%
Amazon's shopping assistant	27.5%
Walmart's shopping assistant	22.5%
Microsoft Copilot	22.4%

89.9%

of AI users on the online-shopper trend base said they verified the assistant’s recommendation before buying

60%–90%

of consumers’ value perception was explained by price perception across multiple subsectors in Deloitte’s regression analysis

Our Substack turns the data behind these cards into full breakdowns: what changed, why, and what to do about it.

38%

adoption increase in older populations after Dubai Smart ID used a calming tone and simpler biometric explanations in 2021

Only 36% of Gen Z call themselves price-conscious, vs 40% of Millennials, 45% of Gen X and 55% of Boomers

Share of each generation who describe themselves as price-conscious
Generation	Share who describe themselves as price-conscious (%)
Gen Z	36%
Millennials	40%
Gen X	45%
Baby Boomers	55%

86% of both Gen Z and Millennials say a smartphone is their most important device