The news: Consumers are weighing the value of new tech and diving further into product research before making purchases.

• Two-thirds (76%) of US consumers won’t upgrade their tech devices until new features clearly feel “worth the cost,” per a CNET Group survey conducted by Method + Mode.
• Only 28% are spending less time researching their purchases than they used to and 72% are spending as much or more time.

And, while AI is playing a growing role in discovery and the path to purchase, human influence remains strong: Most (81%) consumers would never buy a new device without reviewing feedback from other people, and two-thirds are skeptical of AI’s recommendations and results.

Zooming out: Personal consumption spending has been mostly flat for the past year, with a 2.9% YoY increase in December, per the Bureau of Economic Analysis. That moderate growth that could mean consumers are being more selective, rather than pulling back dramatically.

However, consumers’ more deliberate and discerning approach to purchase decisions could grow due to macro factors like economic uncertainty and the rising costs of necessities like fuel.

What it means: For marketers, longer product research windows and higher thresholds for proof of benefit mean brands need to focus on value narratives and curating third-party, peer-driven validation, such as robust comment sections on websites.

Whether something is “worth the cost” is a baseline requirement as shoppers scrutinize product claims, compare alternatives, and lean on reviews before adding to cart. That puts pressure on pricing strategy and promotional cadence.

Recommendations for marketers: Marketers should prioritize influencer partnerships, online testimonials, case studies, review sections, and word-of-mouth recommendations, which are central to conversion.

• Encourage user-generated content (UGC) and reviews by using earned, shared, and owned (ESO) channels and setting up accounts on platforms like Reddit that encourage organic community feedback.
• Work with creators who can demonstrate real-life use cases and product comparisons rather than producing simple unboxing videos.
• Align with promotions with value messaging, such as sales and bundles.

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