Nov. 7, 2024 — The Vision Council (TVC) has released its Consumer inSights Q3 2024 report, providing a detailed look into the current habits and attitudes of U.S. consumers regarding vision correction, managed vision care, eye exams, prescription eyewear, reading glasses, and plano sunglasses.
According to the report, consumers are showing a stronger preference for budget-friendly eyewear, with many in-person shoppers now opting to spend less than $100 out-of-pocket. This shift toward cost-conscious purchases has been observed consistently over the past two years, becoming more pronounced in recent months. However, this trend is not as evident in online eyewear sales, where spending patterns have remained relatively stable.
Additional findings indicate a slight decrease in the number of annual eye exams, an uptick in online contact lens purchases, and new data on out-of-pocket spending for exams.
“In our latest Consumer inSights survey, we see a notable increase in budget eyewear purchases in person, underscoring that consumers are continuing to make more cost-conscious choices. Online eyewear purchases haven’t mirrored this same shift, and the slight decline in the online share of eyewear purchases we’re seeing suggests in-person shopping remains a crucial channel for consumers looking to maximize value,” says TVC vice president of research and inSights Alysse Henkel. “Understanding these consumer trends can help retailers and manufacturers tailor offerings to meet evolving preferences in the optical market.”
Other key data points from the Q3 report include:
- Eighty-six percent of recent eyewear purchases were made in-store, with only 14% online—a decrease in online purchases to the lowest level in two years.
- Eye exams among Generation Z and millennial respondents have declined, with 56% of Gen Z and 58% of millennials reporting an exam in the past year, down eight and four points from the previous quarter, respectively.
- Online contact lens purchases rose to 40%, up from 33% in Q2.
- Sixty-nine percent of respondents reported paying less than $50 out of pocket for their latest eye exam.
The Q3 2024 Consumer inSights report is based on a survey of 12,014 adults across the U.S. The full report is available here as a complimentary download for members and for nonmembers to purchase.