New consumer research from Net Conversion, a performance media and analytics-driven agency, finds that while economic pessimism is cooling, spending restraint has become a permanent habit. Ninety-thre...
Autore: Business Wire
Annual survey reveals 93% have changed spending habits as economic pressures, AI-powered research and media fragmentation reshape how they discover and commit to brands.
ORLANDO, Fla.: New consumer research from Net Conversion, a performance media and analytics-driven agency, finds that while economic pessimism is cooling, spending restraint has become a permanent habit. Ninety-three percent of consumers report changing their approach to spending in the past six months, signaling a new normal defined by intentionality. The survey results, outlined in New Rules for Consumer Engagement, polled 900 U.S. adults on how economic pressures, AI tools, and media fragmentation are reshaping purchase decisions.
"What started as a response to economic pressure has become a permanent change in how consumers research, evaluate and commit to brands," said Haley Gribben, Strategy & Insights Manager and Chief Storyteller at Net Conversion. "This year's data makes clear that brands still relying on reactive marketing strategies will only fall further behind."
Building on Net Conversion’s inaugural consumer study in 2025, this latest research tracks the evolution of key consumer shifts and identifies new forces reshaping the marketing landscape.
Tariffs are forcing more fluid purchase behaviors. Three-quarters of consumers say tariffs are actively influencing their buying decisions, triggering a range of responses: 38 percent have switched to a cheaper brand regardless of country of origin, 29 percent have delayed purchases expecting prices to drop, 28 percent have accelerated purchases expecting prices to rise, and 26 percent have switched to U.S.-made products to avoid import costs.
AI is now firmly embedded in the purchase journey. Nearly two-thirds of consumers (64 percent) now use AI tools to research purchases, up from 45 percent in 2025. Of those, 57 percent say AI has increased the number of sources they consult, suggesting these tools are expanding, not narrowing, the consideration set.
Creative is the ultimate tiebreaker for the undecided consumer. With up to 60 percent of consumers spending more time researching before they buy, the window to influence a decision is both longer and more competitive. One in five say a compelling ad alone was enough to make them switch brands, with consumers citing utility, relevance, and entertainment as the key factors that make an ad worth watching.
Brand loyalty is stabilizing - but remains fragile. While 84 percent of consumers have switched brands for value-related reasons, there are early signs of stabilization: 34 percent now say they are less loyal than a year ago, down from 40 percent in 2025. The shift suggests that while price sensitivity still drives behavior, brands that consistently deliver value are beginning to rebuild trust.
Video streaming is the primary battleground for consumer attention. More than half of consumers (52 percent) are spending more time with streaming services than a year ago. With the average household now subscribing to 6 platforms (up from 5.3 in mid-2025), the competition for sustained viewership is intensifying.
Net Conversion Partner Summit Convenes
The research was released at Net Conversion’s 2026 Annual Partner Summit: Unlocking the Strategic Edge, held March 5–6 at the company’s headquarters in Orlando, Florida. The two-day event brought together brand partners for sessions on discovery-driven growth in an intelligence-led market.
The summit featured a case study from The Winn-Dixie Company on building a “challenger mindset” amid record-low brand loyalty, a look at how Net Conversion integrates AI into customer experience through its proprietary Conversionomics platform, and a deep dive with Transmit into the shifting landscape of live sports and news viewership.
“We’ve designed this summit to go beyond the data,” said Net Conversion CMO Kristina Canada. “Our partners aren't just here to learn what's changing. They're here to build the playbook for what comes next.”
Methodology
The 2026 Net Conversion survey was conducted via the Pollfish platform, surveying 900 U.S. adults aged 18–64 with household incomes of $50,000 or more from January 22-29, 2026. Respondents were qualified as active consumers who use at least one streaming service and have made a purchase in at least one non-essential category in the past three months.
About Net Conversion
We are passionate performance media pioneers. Our analytics-driven agency thrives on disruptive thinking to drive impact, not optics. Fueled by cutting-edge insights, we tap into what your customers really want and connect them to your brand. We build holistic datasets through Conversionomics and our proprietary MarTech platform to relentlessly hold paid media accountable. The result? Real-time peak performance and enduring business transformation. At our core, we're all about agility, enabling more innovation, a more personal touch, and more business impact. Learn more at netconversion.com.
Fonte: Business Wire