Survey of 1,200 US consumers identifies five fundamental changes in consumer behavior.

Net Conversion, a leading media agency known for its data-driven approach, today released findings from a comprehensive consumer research study that reveals fundamental shifts in how Americans are now engaging with brands and making purchasing decisions. The study, Unlocking More Impact: The New Rules for Consumer Engagement, surveyed 1,200 US adults to provide marketers with actionable intelligence for navigating today's unpredictable economic environment.

"Consumers are fundamentally reimagining their relationship with spending," explained Ryan Fitzgerald, co-founder and CEO of Net Conversion. "The most successful brands will recognize this new consumer reality and respond strategically."

The study identifies critical trends that are fundamentally reshaping the marketing landscape:

1. Economic uncertainty is driving permanent behavioral change: 92% of consumers report that they have modified their spending habits in the past six months, with 95% expecting these changes to be long-term or permanent.

2. Brand loyalty becoming value-dependent: 40% of consumers surveyed say they have decreased brand loyalty compared to a year ago, with 85% switching brands for economic or value-related reasons.

3. AI tools aren’t replacing consumer research, they’re extending it: With 45% of consumers now using AI-powered recommendations, the scope of their research is growing, leading nearly half of consumers to spend more time on the process.

4. Effective messaging requiring strategic “head and heart” balance: Consumers note that the most memorable ads combine clear product benefits (45%) with creative storytelling elements like humor (40%).

5. Streaming advertising presents a major untapped opportunity: Consumers use an average of 5.3 streaming services — 2.9 of which are ad-supported — while 24% consider streaming ads more influential than a year ago.

Strategic implications for marketers

Net Conversion's research reveals that traditional marketing approaches are no longer sufficient, with 59 percent describing today's economy as worse than 12 months ago and 95 percent making permanent spending changes. However, the study also reveals consumer resilience: 89 percent are still dining out, 79 percent are buying fashion apparel, and 59 percent are booking leisure travel, suggesting a trend towards intentional consumption rather than wholesale cutbacks.

With 74 percent of consumers ranking "value for money" as their top loyalty driver and 85 percent actively switching brands for economic reasons, the traditional brand equity playbook requires significant revision, notes Fitzgerald.

The study highlights a counterintuitive opportunity: As consumers spend more time researching purchases, potential moments for influence are expanding too. For example, the 45 percent of consumers using AI-powered recommendations represent a new frontier for content placement, while their extended research journeys are creating multiple touchpoints where brands can demonstrate value.

The data also underscores the importance of balancing rational and emotional appeals. While promotions drive initial memorability, long-term consideration requires a demonstration of consistent quality and authentic values. This "head and heart" approach is especially critical in streaming environments, where 24 percent of consumers report advertising is exerting increased influence.

Moreover, these research findings reveal why the proliferation of content options with streaming has created very individualized media consumption habits, and require deep insights to optimize performance across platforms, programs, and screens.

“Economic pressure and evolving media consumption create opportunity for savvy marketers,” says Fitzgerald. “We’re seeing tangible growth start time and time again by having an agile, data-driven approach baked into a company’s cultural DNA. Brands demonstrating a clear value while meeting consumers where they are will gain a competitive advantage.”

Methodology

The study was conducted via the Pollfish platform, surveying 1,200 US adults aged 18-64 with household incomes of $50,000 or more.

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.

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“Economic pressure and evolving media consumption create opportunity for savvy marketers. We’re seeing tangible growth time again by having an agile, data-driven approach baked into a company’s cultural DNA," says Fitzgerald.