New research from The Vision Council focuses on Q3 consumer trends across optical products and services

The Vision Council released Consumer inSights Q3 2024, a report examining US consumers’ choices and habits as they relate to vision correction, managed vision care, ocular examinations, prescription eyewear, reading glasses, and plano sunglasses.

According to a press release, The Vision Council has spotted a continuing trend toward more budget-friendly eyewear purchases, and away from luxury items, as consumers buying in-person increasingly opt for spending less than $100 out-of-pocket on eyewear. This trend has been consistent for 2 years and more pronounced in the third quarter of 2024.

This trend is in contrast to online purchasing activity, which is not budget-focused.

Specific data from the third quarter

• 86% with a recent purchase said they bought their eyewear in-person; 14% said they bought their eyewear online. Online purchases of new glasses during the first three quarters of 2024 dropped to their lowest levels in 2 years.
• 56% of Gen Z and 58% of Millennial respondents reported undergoing an examination during in the past year, decreases of 8 and 4 points, respectively, from the previous quarter.
• 40% of contact lens purchases were bought online, which is an increase from 33% in the second quarter.
• 69% of respondents reported paying less than $50 out of pocket for their recent eye examination.

Alysse Henkel, vice president of Research and inSights at The Vision Council, commented, “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. Understanding these consumer trends can help retailers and manufacturers tailor offerings to meet evolving preferences in the optical market.”

The Vision Council’s Consumer inSights Q3 2024 findings are the result of a survey of 12,014 US adults aged 18 or older in the third quarter of 2024. Respondents are representative of the U.S. adult population. The survey included questions about vision correction, managed vision care, eye exams, prescription eyewear, reading glasses, and plano sunglasses, according to the press release.