Consumers swap brand loyalty for product experimentation

Key stat: 70% of consumers worldwide have switched brands because they enjoy experimenting, according to a January 2025 Capgemini report.

Beyond the chart:

• Seven in 10 (69.3%) customers discover new products weekly, according to an EMARKETER and impact.com study.
• 37% of US shoppers use social media to discover new products to buy, according to a September 2024 Bazaarvoice survey.

Use this chart: Marketers and retailers can use this chart to embrace tactics like free trials and introductory discounts to encourage consumer experimentation, while also offering loyalty perks to existing customers.

Related EMARKETER reports:

• Retail Trends to Watch in 2025 (EMARKETER subscription required)
• Shoppable Media 2025 (EMARKETER subscription required)

Methodology: Data is from the January 2025 Capgemini report titled "What matters to today's consumer." 12,000+ consumers ages 18+ in 12 countries across Asia-Pacific, Europe, and North America were surveyed during October-November 2024.