Nov. 22, 2024 —The Vision Council (TVC)’s latest report, Focused inSights 2024: Consumer Choices, examines evolving consumer behaviors and motivations when selecting eyecare providers and purchasing vision care products.

The findings track changes in decision-making trends between 2022 and 2024 and explores how consumers approach eye exams, purchase eyewear, and interact with both online and in-store options. It also evaluates the influence of salespeople and ECPs on purchasing decisions.

“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,” says TVC vice president of research and inSights Alysse Henkel. “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.”

Source: The Vision Council, Focused inSights 2024: Consumer Choices

Here are some key findings from the report:

• Maintaining vision health and acquiring new eyeglasses are the primary reasons consumers seek eye exams, with increased focus on prescription renewal and health maintenance in 2024.
• About 11% of respondents have tried remote eye exams, including 3% who experienced fully remote appointments. Younger adults showed greater openness to these options.
• The top reasons for purchasing prescription eyeglasses include having updated prescriptions or replacing worn-out items. More consumers are now using insurance benefits before they expire (+7 percentage points), while fewer prioritize style updates (-6 percentage points).
• Price, selection, convenience, quality, and speed drive online purchases of eyewear. Notably, more consumers in 2024 cited product variety as a key reason for shopping online for nonprescription eyewear (+17 percentage points).
• Insurance coverage, store location, and past experiences remain pivotal for in-store purchases. Insurance’s importance rose by 8 percentage points from 2022. Trying on products and availability are key factors for reading glasses.
• Salespeople’s influence on eyewear purchases has declined across most categories, except for prescription eyeglasses. ECPs, however, have seen a growing impact, with their influence increasing by 6 percentage points since 2022.

The full report is available here as a complimentary download for members and for nonmembers to purchase.