So many studies, so little time. There were a lot of fascinating studies, surveys and industry reports released in the last week. If you’ve been too busy covering the major scandals in the news, you may have missed out on some interesting tidbits on consumer behavior. In this week’s edition, we have consumer behavior statistics on home improvement projects, consumer electronics, distracted driving and more.
A survey of 1,000 homeowners found that Millennials are particularly home-conscious and competitive, with 70 percent admitting to feeling this pressure and nearly 50 percent responding to it by completing a home improvement project specifically to outshine their neighbor. (Source: The Home Depot)
- Nearly nine out of 10 (89 percent) of people who tried to outdo a neighbor’s home project did so with a new outdoor project and 62 percent focused on indoor upgrades. (Source: The Home Depot)
- In a recent analysis by Life360, a location-sharing app, New Jersey drivers were the most distracted, using a phone an estimated once every 4.7 miles. Wyoming drivers were the least distracted, using a phone an estimated once every seven miles. (Source: Life360)
- When Life360 compared metropolitan areas, Miami drivers were the most distracted, using a phone once every four miles. Denver drivers were the least distracted in this analysis, using a phone once every 6.25 miles. (Source: Life360)
- A survey of 1,800 drivers conducted by Harris Poll found that 19 percent of American drivers can’t drive more than 30 minutes without checking their phone and that 39 percent of American drivers admit to texting while driving. (Source: National Safety Council)
- Some surprisingly common driving distractions from a recent Harris Poll were that 10 percent of men admit to online shopping while driving and one out seven parents with kids under 18 admit to taking selfies while driving. (Source: National Safety Council)
- An analysis of homeowners insurance data by the Insurance Information Institute found that the number of dog bite claims nationwide increased 2.2 percent last year and the average cost per claim increased by 11.5 percent. (Source. I.I.I.)
- In a survey of 15,000 women surveyed from a popular beauty app, more than a third (36 percent) said they only buy from cruelty-free beauty brands. (Source: Perfect365)
- A new report found that reported problems with consumer electronic devices were declining steadily year-over-year, dropping by more than 50% since 2014. (Source: Parks Associates)
In less than a decade, the average number of connected computing and entertainment devices in broadband households has doubled, increasing from 4.1 in 2010 to 8.3 in 2017.(Source: Parks Associates)
- A recent survey from SKUlocal reports 56 percent of Millennials tend to buy natural and organic foods in-store. (Source: SKUlocal)
- Brand name products may be losing some of their luster with shoppers. A survey found that three out of four (77 percent) shoppers have considered purchasing private label brands when shopping for grocery, health/beauty, pet supplies and over-the-counter (OTC) items. (Source: SKUlocal)
- Many, if not most, modern consumers expect companies to offer online methods to resolve issues. A recent survey found that 72 percent of consumers visit digital properties to resolve their issue before contacting customer service. (Source: CFI Group)
- As anyone who has tried to use one knows, Interactive Voice Recording (IVR) systems are not a substitute for customer service. Nearly nine out of 10 (88 percent) people who reach an IVR end up needing to talk to a live agent to resolve their issue. (Source: CFI Group)
I hope you were able to learn something useful, or at least thought provoking, in this latest edition of Interesting Statistics. As always, each of these facts just scrapes the surface of a larger study, so check out the source links to learn more on each topic. You can find out more fun things about consumer behavior by reading some of the other articles in the series.