Finding and keeping value-driven consumers

What’s in the report

The Consumer Insights Report is based on the views of 5,279 Australians, exploring their changing attitudes and preferences when engaging with consumer-facing businesses.

We pinpoint what consumers now expect and value most about both their retail and hospitality experiences.

Insights from your customers

Views expressed directly by existing and potential customers can help retail and hospitality businesses respond to changing expectations. In this report, we examine:

  • The impact of cost of living pressures on consumers’ spending and lifestyle choices.
  • What consumers believe supports a good customer journey, from discovery to checkout.
  • Uplifting digital experiences and technology adoption to attract customers and drive loyalty.
  • Benchmarking consumer preferences across retail and hospitality segments.

Key insights

Broad response to higher cost of living

  • 90% of Australians are adopting deal-seeking behaviours and reviewing their spending choices.
  • 73% are using promotional codes, cashback offers and rewards.
  • 66% are doing more research before buying.
  • 47% only buy from known and trusted brands.


A seamless and flexible retail experience

  • 85% want retailers to offer tech-enhanced processes and personalisation.
  • 64% say data security and control are a must-have to purchase.  
  • 84% say a range of payment options for faster checkout is a must-have or nice to have.


Bridging physical and digital in hospitality

  • 80% want hospitality venues to offer tech-enhanced processes and personalisation.
  • 2 in 3 say the in-venue experience or supportive staff are a must-have to book or order.  
  • 77% say payment options to split bills, tip and get digital receipts are a must-have or nice to have.


Expert commentary

Jana Bowden, Professor of Marketing and Consumer Behaviour, Macquarie University

Read expert view

Industry viewpoints

QBD Books

Find out how QBD Books is streamlining and improving its digital customer experience to drive online sales.

Read QBD Books case study


Learn what BOUNCE are doing to uplift the experience for families and connect the online and in-venue journey.

Read BOUNCE Inc. case study

Download Consumer Insights Report – Digital Distinction

Previous reports

Consumer Insights Report: Circular Economy

This edition of CommBank’s Consumer Insights report explores the benefits for consumers and businesses of advancing Australia’s transition to a circular economy. The underlying research reveals the opportunity for businesses to reduce consumption and waste in society, positively influence consumer behaviour and drive circular economic growth.

Consumer Insights Report: Social Purpose

This edition of CommBank’s Consumer Insights report puts the spotlight on social purpose. It explores shoppers’ attitudes towards businesses seeking to positively impact the world at large.

Consumer Insights Report: How the pandemic reshaped consumers

Consumers have encountered significant disruptions to the way they live, work and shop. Understanding the impact of the pandemic on their behaviours and attitudes, and whether these are permanent drivers, is critical for businesses in seeking to capture sales as economic recovery continues.

Get in touch with our industry specialists

Things you should know

  • About CommBank Consumer Insights

    CommBank Consumer Insights is an exclusive, wide-ranging analysis of the Australian consumer. This edition focuses on understanding consumer attitudes, motivations and expectations of their experiences amid changes to the real and digital economy. 

    This edition is based on an online quantitative survey conducted by Fifth Quadrant on behalf of the Commonwealth Bank. The survey was conducted in May and June 2023 and was completed by 5,279 consumers of goods and services. 

    Each respondent answered questions relating to one category where they had spent money in recent months, including: 

    Groceries and liquor (n=406), clothing & footwear (n=406), homewares and household appliances (n=408), consumer electronics and entertainment including books, games, music and media (n=404), recreational sporting and outdoor goods (n=407), motor vehicle parts and accessories (n=406), health and beauty products (n=406), hardware, DIY, building and garden supplies (n=407), personal care services including hairdressing, beauty and weight loss treatments (n=406), fast food and quick service restaurants (n=405), pubs and clubs (n=408), restaurants and cafes (n=407), and accommodation including hotels, motels and AirBnb (n=403). 

    The sample was selected to ensure the results are nationally representative. All statistics and references to consumers in this report are based on the responses to the survey unless otherwise stated.

    The report has been published for general information purposes only. As this information has been prepared without considering your objectives, financial situation or needs, you should, before acting on this information, consider its appropriateness to your circumstances, if necessary, seek professional advice. The Bank believes that the information in the report is correct and any opinions, conclusions or recommendations are reasonably held or made, based on the information available at the time of its compilation, but no representation or warranty, either expressed or implied, is made or provided as to accuracy, reliability or completeness of any statement made in the report. Any projections and forecasts are based on a number of assumptions and estimates and are subject to contingencies and uncertainties. Different assumptions and estimates could result in materially different results. All analysis and views of future market conditions are solely those of the Commonwealth Bank.

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