The Vision Council released a new research report exploring the consumer decision-making process related to selecting an eye care provider and purchasing vision care products and services. Findings from the report, titled Focused inSights 2024: Consumer Choices, examine changes in consumer choices and motivations between 2022 and 2024.
This latest report from The Vision Council’s inSights Research Program reveals how consumers make decisions related to eye exams, online and in-store purchases and prescription and non-prescription eyewear. The report also highlights how salespeople and eye care providers influence consumers’ choices.
“Our latest research sheds light on how people make decisions about vision care products and services, revealing which consumer priorities have shifted or remained consistent since 2022,” said Alysse Henkel, Vice President of Research and inSights at The Vision Council. “As expected, most individuals cite getting new eyeglasses as their primary reason for seeking eye exams. However, there has been a notable increase in those identifying ‘maintaining vision health’ as a key motivator compared to 2022. Tracking these consumer motivations over time provides valuable insights into what people want and need in today’s evolving landscape.”
KEY FINDINGS
Eye exams, whether for health maintenance or getting new eyeglasses continue to be the top motivator.
The study included remote exams this year for the first time. The survey shows that 11% of adults have had eye exams with remote doctors. Three percent have had fully remote exams, and younger adults are more open to the option.
The study looked at online purchases of prescription and nonprescription products. Consumers cited price, selection, convenience, quality and speed for both prescription and non-prescription products. The share of consumers who are motivated to shop online for non-prescription eyewear due to greater selections of products increased in 2024 by 17 percentage points.
For in-store purchases of prescription eyeglasses, consumers factor in insurance coverage, distance to store/practice and previous experience with the location. The importance of insurance coverage to consumers has increased by 8 percentage points in 2024 compared to 2022. For reading glasses, product availability, the ability to try on eyewear and previous experience are leading factors.
The reported influence of salespeople on eyewear purchases decreased across all product categories in 2024 compared to 2022, with one exception: prescription eyeglasses. Eye care providers have a higher influence on prescription eyeglasses purchases compared to other product categories, with their influence on purchasing decisions rising by 6 points in 2024 compared to 2022.
