| Editorial team
|
24.03.2026
Rising costs of living and confusing price structures are leading to growing dissatisfaction among many people. A current study shows that price comparisons are increasingly becoming part of everyday life for consumers.
The price development in recent years has put a noticeable strain on many households in Austria. Spending on energy, food and everyday products in particular has increased. The sensitivity to price issues is correspondingly high. According to a current study by the market and opinion research institute Marketagent on behalf of idealo.at (see infobox) inflation and rising costs of living are currently among the biggest economic concerns. 87 percent of those surveyed stated that these developments concern them very or somewhat.
Topics/developments that cause concern © Marketagent
Presentation of prices causes dissatisfaction
In addition to the price development itself, the presentation of prices also causes dissatisfaction. Many consumers find discount systems difficult to understand or encounter additional costs that are not apparent at first glance. 63 percent often feel annoyed or frustrated when shopping. People with lower incomes are particularly hard hit, with 81 percent reporting high levels of price frustration. There are also differences between the genders: women perceive price increases as stressful more often than men. Overall, two thirds of those surveyed report that their dissatisfaction with prices has increased in recent months.
“Our data already shows a very high sensitivity to rising prices. And this is based on a survey that was carried out before the most recent geopolitical developments around Iran. Experience has shown that such crises quickly affect energy prices and subsequently many areas of everyday life. It can therefore be assumed that the perceived price pressure and thus price frustration among the population will continue to increase,” says Thomas Schwablfounder and managing director of Marketagent.
High burden on basic expenses
The price increase is particularly noticeable in areas that are necessary for everyday needs. The focus is on food and energy costs. Spending on drugstore items, housing, clothing or electronics also leads to dissatisfaction among many consumers.
Price frustration for the following product categories © Marketagent
The main trigger here is the continuous increase in the price of products. In addition, it is often criticized that recommended retail prices are perceived as being too high.
Price comparisons are becoming more important
Against the background of rising prices, many people are adjusting their shopping behavior. Price comparisons are increasingly becoming routine: 81 percent of those surveyed have already used corresponding platforms. At the same time, 83 percent say they consciously invest time in price comparisons in order to reduce costs.
This development is also supported by concrete experience. 73 percent report that they discovered products cheaper elsewhere shortly after purchasing them. The desire for more transparency is therefore great. Functions such as price history or price alerts can help you plan purchasing decisions better.
“Many people only discover the best price after the purchase. Price alarm clock, price history and price comparison help to find the right time to buy and avoid unnecessary expenses. With the idealo app, online shoppers have all the offers on their smartphone and can get the best price at any time,” says idealo.at country manager Nike Herzog-Osikominu.
Trust in providers when shopping online © Marketagent
Different price perceptions across online platforms
Another aspect concerns the comparison between European providers and international platforms. 78 percent of those surveyed notice significant price differences. At the same time, there is a strong gap in trust: providers from Austria and Europe are rated significantly more positively than Chinese platforms, for example.
Nevertheless, this situation leads to a field of tension. Many consumers find cheaper offers from international platforms tempting, but at the same time feel disadvantaged in European retail. 76 percent say they often have the feeling of paying too much when comparing prices.
www.idealo.at
www.marketagent.com
