User behavior includes all the interactions users take within your product or service. However, these user behavior trends keep changing as technology advances and so do consumer expectations.
For instance, 65% of customers expect companies to continuously adapt to their evolving needs. And 73% expect more personalized online and offline experiences now. There’s also a shift in values, with greater emphasis on sustainable products, user feedback, data privacy, and much more.
In this article, we’ll explore all these changes, covering the 15 key user behavior trends shaping 2025. You’ll also find actionable insights to help businesses, marketers, and product managers improve digital experiences and boost engagement in the year ahead!
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User behavior vs. consumer behavior: What’s the difference?
Though the two terms are often used interchangeably, user behavior and consumer behavior refer to different things.
User behavior is more specific to the SaaS context, focused on analyzing how users navigate and interact with products or services. For example, user behavior would include tracking what users click on or where they drop off, so you can design better product experiences accordingly.
In contrast, consumer behavior is more related to consumer shopping habits, examining how customers make purchasing decisions during in-store and online shopping.
For example, if a customer decides to purchase a particular laptop brand, consumer behavior involves understanding the psychographics or personal preferences that influence this decision.
15 User behavior trends for 2025
1. Personalization and hyper-targeted content
One-size-fits-all solutions are out; tailored experiences based on user data are in.
This means providing hyper-targeted content based on the user’s JTBD, role, industry, etc., to ensure greater user engagement and satisfaction. And better retention too, with 56% of customers admitting to becoming repeat buyers if they have a positive, personalized experience with a brand.
But the tricky part is knowing how to collect user data.
Companies traditionally use third-party cookies, but these often lead to privacy concerns. Instead, try collecting zero-party data or first-party data, since both give customers greater control over who can access their information—in exchange for more personalized experiences.
Next, to act on the collected data, try tools like Userpilot to create custom segments based on different usage patterns. This way, you can tailor the user experience for each segment with targeted guidance, improving overall user satisfaction.
You can even dig deeper with Userpilot’s trend analysis to monitor the behavior of various segments. And then personalize content for each of them, offering micro-personalization.
2. Data protection, transparency, and trust
Data breaches in 2024 increased by 653% compared to breaches in 2023. With such a staggering jump, it comes as no surprise that users now are more wary about who they trust with their information.
Plus, regulations like GDPR and CCPA have also increased user awareness about privacy rights, further empowering users to take greater control of what data they share.
All these factors translate into customers now being more picky than ever about the tools they use.
So, show users that you prioritize data security and build user trust by being more transparent about your data practices. Let users know what data you collect and why. And give them the option to opt out of such data collection if needed.
Additionally, consider obtaining data security certifications relevant to your industry, such as HIPAA, ISO 27001, SOC 2, etc. These encourage confidence in your platform by highlighting that you take data protection seriously, beyond basic compliance.
3. Gamification and engagement mechanics
Gamification entails integrating game-like elements, like points, badges, or leaderboards, into non-gaming platforms to boost participation and drive customer loyalty. And improve profitability too, since companies that use gamification enjoy 7 times more profits compared to those that don’t.
A great example of gamification done well is Groupize, a modern meetings management solution. When Groupize decided to revamp its onboarding, it didn’t just take the traditional route. Instead, it decided to gamify its onboarding with Userpilot, making it more user-friendly and interesting.
This led to the development of the Groupize Interactive Assistant – G.G., a gamified onboarding assistant. G.G. provided users with relevant onboarding tours, checklists, a live chat option, and other contact details.
It is this innovative use of gamification that won Groupize a nomination for the Skift Idea Awards 2022, the travel industry’s most coveted achievement for creative projects.
Implement These Emerging User Behavior Trends with Userpilot
4. Educational content for user empowerment
Educational content empowers users to explore and learn. So they can ultimately act on their own to troubleshoot independently and discover new workflows, boosting product adoption and reducing support requests.
Just a tip though, if you plan on creating educational content, make sure you offer it in several formats. Consider including blogs, video tutorials, webinars, technical documentation, etc., to cater to different learning preferences and a wider audience.
Additionally, consolidate all these resources within a comprehensive resource center for easy access. You can also share the same educational content across social media channels to create a consistent omnichannel brand experience.
For instance, Userpilot leverages its active LinkedIn presence to do this, sharing information about its dedicated resource Product Innovation Think Tank.
5. Championing accessibility for all users
2025 user behavior trends call for greater accessibility efforts across all products. The idea is to create inclusive designs to cater to a wider audience of users with diverse needs and abilities.
But it isn’t just about usability. Accessible design is also about boosting customer satisfaction and loyalty by providing better user experiences and fostering a sense of belonging.
A good starting point for incorporating accessibility is to follow these inclusive product design principles:
- Acknowledge differences: Add screen readers so visually impaired users can navigate using voice commands. Or include color contrast options to support users with color blindness.
- Offer flexibility: Provide customizability options, like allowing users to resize text without breaking the layout to accommodate those with low vision.
- Remove disabling barriers that require undue effort. For example, make clickable elements large enough by default so they’re easy to tap for users with motor impairments.
- Comply with accessibility standards like the Web Content Accessibility Guidelines (WCAG), which outlines how to make web content more accessible.
6. Customers expect quick answers to their questions
77% of customers expect instant responses once they contact a company. And 41% prefer real-time support through live chat, chatbots, or AI-powered virtual assistants now, not email or calls.
But these aren’t the only shifts to focus on. Support systems also need to be well-integrated across platforms, such as in-app, email, and social media, to deliver seamless, consistent support at each touchpoint.
And to cater to the customers who prefer self-service, develop robust self-service portals and FAQs too. This empowers users to troubleshoot independently, saving them time.
An easy way to implement all this is by leveraging tools like Userpilot to build a comprehensive resource center. So you can provide multiple customer support options integrated into a single hub.
7. Mobile-first and omnichannel experiences
79% of customers expect consistent interactions across platforms, like desktop, mobile, tablet, or other connected devices. However, 55% admit that it feels like they’re talking to separate departments instead of one company.
Along with expecting omnichannel experiences, customer behavior trends are increasingly moving toward mobile-first applications too. SaaS users now want the same desktop functionality, but optimized for quick access through smartphones.
To make this happen, Userpilot’s Mobile platform offers several features for improving your mobile apps. These include:
- Mobile onboarding.
- Targeted announcements and notifications.
- Mobile surveys, including NPS, CSAT, and CES.
- Mobile analytics to track mobile user behavior.
8. Voice and conversational interfaces
The conversational AI market is projected to grow at a CAGR of 24.9%, from $13.2 billion in 2024 to $49.9 billion in 2030.
This highlights how users don’t want text-based inputs anymore. Instead, voice-activated tools and conversational interfaces are in demand since these offer more hands-free and natural interactions.
So, to stay on top of this user behavior trend, try integrating voice search and command features into your product. This will help simplify navigation, improve accessibility, and ultimately boost user loyalty.
9. Real-time feedback and micro-interactions
Micro-interactions are small moments that have a big impact on user engagement. They’re essentially subtle real-time feedback cues to guide users in the right direction. Examples of micro-interactions include button animations, beacons, and tooltips.
Tools like Userpilot make it easy to incorporate such interactions into your product. For instance, you can build onboarding checklists and add a progress bar on top too, so users know how they’re performing and are motivated to continue.
10. Social and collaborative features
In a recent survey, 85% of companies stated they’d either maintain or increase the number of remote roles they offer over the next five years.
This shift naturally leads to the user behavior trend of adopting platforms that facilitate seamless collaboration and social interaction. Platforms that provide, for example, in-app collaboration tools, community building, and social media integrations for better coordination among distributed teams.
11. Sustainable practices and ethical technology data usage
Sustainability and the ethical implications of technology are key consumer behavior trends for 2025. Today, 85% of customers report they are willing to pay a 9.7% premium for sustainably produced technology.
Add to this the increasing data breaches over the years, and it only raises further concerns about the ethical use of user data.
To improve your sustainability practices, you can start by adopting sustainable hosting solutions, such as green data centers. Additionally, clearly communicate how your business collects, stores, and uses customer data. This helps maintain transparency about ethical data usage.
12. There’s a growing demand for low-code and no-code tools
The low-code and no-code tools market is expected to grow at a CAGR of 31.6%, surpassing $94.75 billion by 2028.
What does this consumer behavior trend tell us? Users don’t want to code anymore. They just want an easier way of launching new apps. And low/no-code options make that happen, encouraging customers, like non-developers and business users, to launch and modify applications on their own.
To capitalize on this shift, you might want to streamline the development process by:
- Using more intuitive visual interfaces to shorten the learning curve.
- Adding drag-and-drop components to minimize customization efforts.
- Including pre-built templates to accelerate app creation.
- Providing automated features to reduce manual input on repetitive tasks.
For example, Userpilot enables you to collect user data, build custom dashboards, gamify user experiences, automatically track events, and analyze user paths—all without writing a single line of code.
You can also choose among different types of reports to visualize data and dig deeper into user behavior and engagement levels.
13. Increased company investment in data security
Emphasis on data security has been a consistent theme throughout this year’s user behavior trends.
And for good reason, given the shocking rise in cyber attacks across all digital channels. Q2 2024 alone saw 30% more cyber attacks compared to Q2 2023—the highest increase in attacks over the last 2 years.
This trend calls for better investment in data security, starting with must-have features such as:
- Zero trust architecture (ZTA): Follows the principle that no user or device should be trusted by default, requiring verification for everyone every time.
- Multi-factor authentication (MFA): An authentication mechanism that requires users to provide two or more pieces of verification from different sources to gain access.
- Data encryption: Translate your data into encrypted code that can only be decoded by users who have the secret encryption key.
- Security audits: Regularly conduct security audits to uncover system vulnerabilities, detect potential threats, and maintain compliance with necessary security standards.
14. Micro SaaS is gaining popularity
According to the CEO of Movestax, an all-in-one cloud platform, “With businesses looking for tailored solutions to fit their unique needs, micro-SaaS is positioned to capitalize. These aren’t just lightweight alternatives but focused tools that solve real, specific problems.”
The fact that micro SaaS products are all set to flourish in 2025 is no surprise considering the broad adoption such tools enjoy. Their affordable subscription models and flexible pricing options make them a crowd-favorite among budget-conscious users.
15. AI-powered automation for user workflows
The AI market is continuously growing, expected to reach $1.81 trillion by 2030, increasing at a CAGR of 36.6%.
Given this growth, 2025’s user behavior trends could not be complete without another mention of AI. In this case, it’s leveraging AI to automate routine user tasks and streamline operations within your SaaS platform.
For example, instead of product teams having to spend time writing SaaS microcopy, Userpilot’s smart AI-writing assistant can do it for them. Such small AI-powered automations ultimately help streamline user workflows, removing errors and saving a lot of time.
The road forward: Embracing emerging user behavior trends
Though we’ve covered all 15 user behavior trends, some warrant special mention again.
Let’s start with sustainability and accessibility. Though these trends have been around for a few years, they’ve gained renewed momentum in 2025, underlining how important they remain to users.
But the clear winners for 2025 have to be AI and data security, the two areas that came up more often than all others. Neither of these comes as a surprise. Data privacy and increased compliance have been a part of the SaaS conversation for a while now.
And when it comes to AI, users increasingly so want tools to help them automate time-consuming tasks, be it tracking user events or writing SaaS micro-copy.
Looking to save time yourself with automated workflows? Book a free demo with Userpilot and see what it has to offer, with autocapture, session replays, an AI-writing assistant, and more.
Implement These Emerging User Behavior Trends with Userpilot
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