Updated September 2026
2024 U.S. consumer NPS averages from Qualtrics XM Institute across 22 industries, with the study details needed to use them carefully.
NPS studies are comparable only when their market, date, population, survey method, and question context are sufficiently similar. Use those details before setting a target or comparing companies.
Net Promoter Score ranges from -100 (all detractors) to +100 (all promoters). Promoters are customers who score 9-10, Passives score 7-8, and Detractors score 0-6. NPS = % Promoters - % Detractors. Its meaning depends on the respondents, survey context, and method used.
Qualtrics XM Institute averaged organization-level NPS scores for consumers who recently interacted with companies in each industry.
| Industry | Average NPS |
|---|---|
| Grocery | 34.3 |
| Retail | 33.0 |
| Consumer Payment | 31.5 |
| Streaming Media | 30.9 |
| Investment Firm | 30.5 |
| Fast Food | 28.7 |
| Bank | 28.0 |
| Parcel Delivery | 27.9 |
| Wireless | 27.4 |
| Food Takeout & Delivery | 27.3 |
| Auto | 26.9 |
| Social Media | 24.2 |
| Health Insurance | 22.3 |
| Insurance | 22.0 |
| Hotel | 21.9 |
| Airlines | 21.9 |
| Software Firm | 21.1 |
| Computer & Tablet Makers | 20.7 |
| Electronics | 16.5 |
| TV/Internet Service Provider | 16.2 |
| Utilities | 16.0 |
| Car Rental | 15.8 |
Source: Qualtrics XM Institute, 2024 XMI Customer Ratings – Consumer NPS. The Q3 and Q4 2024 U.S. consumer study surveyed 10,000 consumers about 354 organizations in 22 industries. Industry figures are averages of the organizations' individual NPS scores, calculated using the standard NPS method.
Industry labels alone do not make studies comparable. These considerations help define a relevant comparison and interpret the responses.
Software surveys may reach end users, buyers, administrators, or a mix of those groups. Review product reliability, value realization, and support feedback alongside the score.
Consumer and business software can use different respondent groups and survey contexts. Compare results only with a study matching the respondent role and method.
Calculate NPSSeparate product, delivery, returns, and support experiences when interpreting responses. A relationship survey and a post-purchase survey answer different questions.
Compare brands only when the market, purchase frequency, customer sample, and survey timing match.
Distinguish relationship surveys from transaction or service-incident surveys. Network reliability, billing, and support are useful experiences to analyze with open-ended feedback.
Compare providers in the same market, plan type, and survey timing.
Scores can differ by care setting, patient population, service, and whether responses follow an episode or the overall relationship. Review access, communication, outcomes, and billing separately where relevant.
Health software for patients and software for organizations use different respondent groups. Compare surveys accordingly.
Distinguish banking, payments, lending, investing, and insurance, along with relationship and transaction surveys. Examine fees, errors, service, and product experience in respondent feedback.
Compare companies only within the same market and survey population.
Describe the client relationship, service scope, engagement duration, and respondent role when comparing professional-services surveys.
Pair results with delivery feedback and renewal behavior, but do not treat a single score as proof of delivery quality.
Document the respondent role, relationship stage, and survey trigger before comparing B2B results with another study.
Document the customer population, survey trigger, and timing before comparing consumer results with another study.
NPS is one summary of customer responses. Review responses and operational data to identify questions worth investigating:
Examine whether respondents can reach the product's core value and where they encounter friction during onboarding.
Support experience may be associated with NPS. Track first-contact resolution rate and time-to-resolution alongside survey responses to understand whether the relationship appears in your data.
Review how product changes, service disruptions, and upcoming features are communicated. Use a consistent survey method to assess whether a change in communication coincides with a change in responses.
Follow up with respondents where appropriate and route feedback to product and customer-success teams so they can investigate and act on it.
Use our free NPS calculator to compute your Net Promoter Score from raw survey data. Review it with your survey method, respondent group, and other customer measures.