--- title: "NPS Benchmark by Industry 2026 — SpaceForms Research" description: "Verified NPS benchmarks across 40+ industries from Qualtrics XM Institute, Bain-linked NPS Prism, ClearlyRated, Forrester, and ACSI." lang: en json-ld: | [ { "@context": "https://schema.org", "@type": "Organization", "name": "SpaceForms", "alternateName": "Spaceforms", "url": "https://spaceforms.io", "logo": "https://spaceforms.io/favicon.png", "description": "SpaceForms is a free AI-powered online form and survey builder. 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Conservative methodology — no estimates, only public sources.", "datePublished": "2026-05-10", "dateModified": "2026-05-10", "version": "1.0", "author": { "@type": "Person", "name": "Eric Lundberg", "jobTitle": "Founder, SpaceForms" }, "publisher": { "@type": "Organization", "name": "SpaceForms Research", "url": "https://spaceforms.io" }, "url": "https://spaceforms.io/reports/nps-benchmark-by-industry-2026", "isAccessibleForFree": true } ] --- [![SpaceForms](/assets/spaceforms-logo-AV57-g_S.png)](/) [Reports](/reports)[Articles](/blog)[Log in](/auth) [All reports](/reports) SpaceForms Research • Customer Experience # NPS Benchmark by Industry 2026 Public-source verified Net Promoter Scores across 40+ industries with leader/laggard ranges, sample sizes, and methodology By Eric Lundberg , Founder, SpaceForms Published May 10, 2026 v1.0 22 min read 40+ industries benchmarked from public sources 78 vs −21 Lexus auto leader vs utilities laggard 10,000 consumers in Qualtrics 2024 benchmark 800,000+ customers in NPS Prism 2025 dataset ### Contents [At a glance](#at-a-glance)[Executive summary](#executive-summary)[15 headline statistics](#headline-stats)[Qualtrics 2024: 22 US industries](#qualtrics)[NPS Prism 2025: leader vs laggard](#prism)[Survicate 2025 medians](#survicate)[5-year trend (2019-2024)](#trend)[Country variance: 114-point spread](#countries)[Digital vs traditional banking](#banking)[Top verified company NPS](#verified-companies)[Good vs great vs world-class](#thresholds)[Documented limitations](#limitations)[NPS vs CSAT vs CES](#vs-csat-ces)[FAQs](#faqs)[Methodology & sources](#methodology)[Cite this report](#citation) ## At a glance - **There is no universal "good" NPS.** A score of 30 is above-average in retail (33.0) but only median for software in Survicate's 2025 benchmarks. Sector context decides. - Across the U.S., **grocery leads at 34.3 average and car rental trails at 15.8** in Qualtrics' 2024 consumer benchmark of 10,000 respondents. - NPS Prism's 2025 dataset (800,000+ customers) shows **Lexus leads automotive at 78 NPS — and utilities laggards bottom out at -21**: a 99-point sector-spanning spread. - **Country effects are massive**: SurveyMonkey's 2023 9-country study found NPS of 62 in Brazil and -52 in Japan — a 114-point spread that is mostly cultural. - Across regions, **digital banking outperforms traditional banking by 4-28 points** in every published NPS Prism geography (US, Canada, Mexico, UK, Australia, Singapore). ## Executive summary Net Promoter Score (NPS) remains one of the most-cited customer-loyalty metrics in business — and one of the most-misused. This report assembles the strongest publicly verifiable NPS benchmark evidence as of May 2026. Every score is sourced from third-party research (Qualtrics XM Institute, Bain-linked NPS Prism, ClearlyRated, Forrester, ACSI, SurveyMonkey, Survicate). No estimates. No vendor self-reports. Where a public source does not provide median or quartiles, this report shows "Data gap" rather than inferring values. The clearest finding is methodological, not numeric. Public NPS benchmarks vary so widely by methodology, sample, country, and survey type that a single "industry NPS average" is rarely meaningful. Qualtrics' 2024 benchmark (10,000 U.S. consumers) puts retail at 33.0; ClearlyRated's 2024 legal benchmark puts professional services at 37; NPS Prism's 2025 banking benchmark shows checking-account leaders hitting 63 while laggards score 23. These are all "correct" — for their methodology. **The practical takeaway:** benchmark against your specific sector, country, and survey type — never against a single global "average NPS." For most consumer sectors, a score above the public median for that category is "good." A score within 10 points of the public leader is "great." A score above 70 is "world-class" in any sector — but only 4 of the 17 NPS Prism categories had a leader at or above 70 in 2026. ## 15 headline statistics 1 Qualtrics' 2024 U.S. consumer NPS benchmark covered 10,000 consumers, 354 organizations, and 22 industries — making it the largest open public consumer NPS dataset. — Qualtrics XM Institute, 2024 2 Grocery had the highest U.S. industry NPS average at 34.3, while car rental had the lowest at 15.8 — an 18.5-point spread. — Qualtrics XM Institute, 2024 3 NPS Prism's 2025 dataset includes 800,000+ customers across 1,000+ companies, refreshed every 90 days using a double-blind methodology. — NPS Prism (Bain), 2025 4 Lexus posted the highest verified company NPS in NPS Prism's 2025 U.S. cross-industry data: 78 in automotive. — NPS Prism, March 2026 5 Pay TV had both the lowest leader (22) and a deeply negative laggard (-14) in NPS Prism's 2025 data — suggesting a sector-wide quality crisis. — NPS Prism, 2025 6 U.S. cross-industry consumer NPS fell from 30.4 in 2019 to 12.0 in 2020 — a pandemic crash of 18.4 points. — Qualtrics XM Institute 7 By 2026, U.S. cross-industry NPS recovered to 25.8 — 85% of the 2019 level. Sixteen of 20 comparable industries remained below 2019 levels. — Qualtrics XM Institute 8 TV/internet service providers had the largest five-year improvement (+11 points 2019→2024) — yet still only averaged 16.2 in 2026. — Qualtrics XM Institute 9 Electronics suffered the largest five-year drop (-15 points 2019→2024), from 31.5 to 16.5. — Qualtrics XM Institute 10 SurveyMonkey's 2023 nine-country study found a 114-point spread between Brazil (62) and Japan (-52). Cultural response norms drive most of this. — SurveyMonkey, 2023 11 Survicate's 2025 medians show manufacturing at 65 and software at 30 — a 35-point spread between B2B sectors. — Survicate, 2025 12 Forrester's 2025 global rankings cover 275,000+ customers across 478 brands, 13 industries, and 13 countries. — Forrester, 2025 13 20 of 39 industry-country combinations declined from 2024 to 2025 in Forrester's global NPS rankings; only 3 rose. — Forrester, 2025 14 In NPS Prism's 2024 banking data, U.S. digital checking averages 47 NPS vs 30 for traditional checking — a 17-point digital advantage. — NPS Prism, 2024 15 UK digital current accounts average 58 NPS vs 30 for traditional accounts — the largest published digital banking advantage globally. — NPS Prism, 2024 ## Qualtrics 2024: 22 U.S. consumer industries Qualtrics XM Institute's 2024 benchmark surveyed 10,000 U.S. consumers across 354 organizations and 22 industries during Q3-Q4 2024. The benchmark uses standard NPS methodology (the same 0-10 question across all categories), which makes cross-industry comparison cleaner than mixing methodologies. ### U.S. consumer NPS by industry (2026) Source: Qualtrics XM Institute, 2024 XMI Customer Ratings. 10,000 respondents, 354 orgs. 30+ (above-average) 20-30 (average) Below 20 (below-average) ## NPS Prism 2025: leader vs laggard ranges NPS Prism (operated by Bain) publishes benchmark data based on 800,000+ customer surveys per year using a double-blind methodology. Their 2025 cross-industry U.S. data shows the gap between top performers and bottom performers within each sector — a more useful framing than industry averages alone, because it answers "what's possible if you do this well?" ### U.S. NPS leaders vs laggards by sector (2026) Source: NPS Prism (Bain), March 2026 release. 800,000+ customers, 1,000+ companies, refreshed quarterly. - Leader - Laggard Three patterns stand out. First, automotive has the highest sector ceiling (Lexus at 78). Second, three sectors have leaders below 50 (utilities, OTT video, pay TV) — even doing well in these is hard. Third, every sector except annuities has a laggard below 20, meaning even sectors with high leaders contain failing businesses. ## Survicate 2025: 11-industry medians Survicate's 2025 benchmarks publish median NPS by industry — a more robust statistic than averages because it's not skewed by outliers. The catch: Survicate's data is from their own customer base of survey-platform users, which is biased toward B2B and SMB sectors. It's the best public source of medians, but read with caveats. ### Median NPS by industry — Survicate 2025 Source: Survicate 2025 NPS Benchmarks. Industry medians (not averages). ## 5-year trend: U.S. cross-industry NPS The U.S. cross-industry consumer NPS dropped sharply in 2020 and has been recovering ever since. As of 2026, it remains 4.6 points below 2019. Sixteen of 20 comparable industries are still below their 2019 levels. ### U.S. cross-industry consumer NPS, 2019-2024 Source: Qualtrics XM Institute annual benchmarks. ## Country variance: 114-point spread SurveyMonkey's 2023 9-country study is the cleanest open dataset on country-level NPS variance. The 114-point spread between Brazil (62) and Japan (-52) is largely **cultural, not customer experience**: Japanese respondents systematically use the lower end of 0-10 scales due to social norms around modesty and praise. SurveyMonkey explicitly warns against direct cross-country comparison. ### Average consumer NPS by country (2023) Source: SurveyMonkey, "NPS across the world", 2023. 9-country consumer study with country sample sizes published. ## Digital vs traditional banking: a global pattern NPS Prism's 2024 banking benchmarks show that **digital banks beat traditional banks in every measured market**. The gap ranges from 4 points (Singapore) to 28 points (UK). This is the most consistent cross-geography NPS pattern in the public dataset. ### Digital vs traditional checking account NPS by country Source: NPS Prism (Bain), 2024 Global Banking NPS Benchmarks. - Digital - Traditional ## Top verified company NPS scores The table below shows only company-level NPS scores from independent third-party research firms (NPS Prism, ClearlyRated, Forrester) — no vendor self-reports, no marketing claims. Tied leaders are listed at the same rank because NPS Prism specifically notes that ties at 80% confidence cannot be ranked distinctively. # Company Sector Region NPS Source 1 Lexus Automotive US 78 NPS Prism 2025 2 Nubank Consumer banking Colombia 72 NPS Prism Region 3 Nubank Consumer banking Mexico 71 NPS Prism Region 4 H-E-B Groceries US 69 NPS Prism 2025 5 Starlink Internet/broadband US 66 NPS Prism 2025 6 Navy Federal CU Checking & savings US 63 NPS Prism 2025 7 USAA P&C insurance US 63 NPS Prism 2025 8 Mint Mobile / Visible / Consumer Cellular Mobile/wireless US 62 NPS Prism 2025 (tied) 9 USAA Life insurance US 61 NPS Prism 2025 10 Hawaiian / JetBlue / Delta Airlines US 61 NPS Prism 2025 (tied) 11 Edward Jones / Raymond James Wealth management US 60 NPS Prism 2025 (tied) 12 USAA / F&G / MassMutual Annuities US 60 NPS Prism 2025 (tied) 13 Bread / Afterpay / Klarna Payments US 59 NPS Prism 2025 (tied) 14 Navy Federal / USAA Credit cards US 55 NPS Prism 2025 (tied) 15 Sherwin-Williams Home improvement US 52 NPS Prism 2025 16 Up Consumer banking Australia 49 NPS Prism Region 17 Idaho Power Utilities US 48 NPS Prism 2025 18 Banco de Chile Consumer banking Chile 44 NPS Prism Region 19 YouTube TV Live TV streaming US 41 NPS Prism 2025 20 Crunchyroll / Hulu / Netflix OTT video US 33 NPS Prism 2025 (tied) 21 DIRECTV / Verizon Pay TV US 22 NPS Prism 2025 (tied) Note: This is the full set of company-level NPS scores from independent third-party research that met our publication-quality threshold. Vendor self-reported scores (often quoted by sites like CustomerGauge) are excluded because they don't disclose sample size or methodology. ## Good vs great vs world-class — by sector Bain's generic framing — "above 0 is positive, above 50 is excellent, above 80 is world-class" — is widely cited but misleading without sector context. A 30 NPS is below average in retail but above median in software. A 60 NPS is leading in OTT video but laggard-ish in automotive. The table below shows what good looks like by sector based on 2025 NPS Prism leader/laggard ranges: Sector Leader Laggard "Good" reading Automotive 78 31 60+ is great, 70+ is world-class Groceries 69 \-3 50+ is great, 65+ is world-class Internet/broadband 66 \-14 30+ is good in this beleaguered sector Mobile/wireless 62 \-14 Above 0 is positive, 50+ is great Airlines 61 \-7 30+ is solid, 55+ is great P&C insurance 63 16 Above 30 is solid; 55+ is great Credit cards 55 5 30+ is good, 50+ is great Home improvement 52 12 30+ is good, 45+ is great Utilities 48 \-21 Above 0 is good, 40+ is great Pay TV 22 \-14 Generic 'excellent' threshold of 50 is unrealistic here ## Documented NPS limitations NPS critics and even its creator Fred Reichheld have documented these limitations: 1 ### Comparability is weak across studies Forrester explicitly says internal NPS should not be directly compared with third-party benchmarks because sampling and methodology differ. 2 ### Cultural bias is significant Japan averages -52 NPS while Brazil averages 62 — a 114-point cultural gap, not a customer experience gap. Japanese respondents systematically avoid scale extremes. 3 ### Public benchmarks over-represent large brands Qualtrics says its benchmark only includes companies large enough for viable sample sizes. SMBs and niche players are systematically excluded. 4 ### Relationship vs transactional NPS get conflated The same brand can score 50 on relationship NPS and 30 on transactional NPS — comparing them as if they're the same metric is a common error. 5 ### Likelihood-to-recommend ≠ actual recommendations Qualtrics' research shows recommendation intent may not be the best indicator of actual recommendation behavior. 6 ### Single-question simplicity reduces actionability Gartner predicted in 2021 that 75%+ of customer service organizations would abandon NPS by 2025 because it doesn't tell operators what to fix. 7 ### Industry context matters enormously A 30 NPS is good in software (Survicate median 30) and below-average in retail (Qualtrics 33). Cross-industry comparison without context is misleading. 8 ### Statistical precision is often overstated MeasuringU shows that detecting a modest NPS difference requires 1,000+ responses per group with realistic variance assumptions. Many teams over-interpret small samples. 9 ### Score-chasing displaces system-building Reichheld himself argued NPS should sit inside a Net Promoter System with closed-loop follow-up and root-cause analysis — but most companies just track the number. 10 ### B2B benchmarks are scarce Public NPS benchmarks for SaaS, professional services, and B2B sectors are far thinner than B2C. ClearlyRated covers some categories but with smaller samples. 11 ### Survey timing biases scores Surveys sent immediately after positive interactions inflate NPS; those sent during issues deflate it. Methodology should be random-timed for unbiased benchmarking. 12 ### Self-selection bias Customers who voluntarily complete NPS surveys are not representative — engaged customers (positive or negative) are over-represented. ## NPS vs CSAT vs CES: when to use which Metric Question Use when NPS "How likely are you to recommend us?" 0-10 Tracking long-term loyalty and advocacy. Best for relationship-level signals. CSAT "How satisfied were you?" 1-5 or 1-7 Measuring satisfaction with a specific product, journey, or interaction. CES "How easy was it?" 1-7 Diagnosing friction in support, onboarding, or specific user journeys. Best predictor of disloyalty. 5-star ratings Public 1-5 stars on review platforms External reputation monitoring and discoverability — not a controlled survey metric. ## FAQs ### Is there one universal "good" NPS? No. Bain's generic thresholds (positive=good, 50+=excellent, 80+=world-class) are widely cited, but public benchmarks show wide sector variation. A 30 NPS is above-average in software and below-average in retail. — Bain; Survicate 2025; Qualtrics 2024 ### Can I compare my internal NPS to a Forrester or Qualtrics benchmark? Not safely without matching methodology, country, time period, and survey type. Forrester explicitly warns against direct comparison. — Forrester 2025 ### What's the highest NPS in this report? 78 — Lexus in U.S. automotive, from NPS Prism 2025. The highest country average is Brazil at 62 from SurveyMonkey 2023. — NPS Prism; SurveyMonkey ### What's the lowest NPS in this report? \-52 — Japan country average from SurveyMonkey 2023. The lowest U.S. industry leader is pay TV at 22 from NPS Prism 2025. — SurveyMonkey 2023; NPS Prism ### Should I use relationship or transactional NPS? Use relationship NPS for overall loyalty tracking and benchmarking. Use transactional NPS only for specific touchpoints. Don't compare them — they produce systematically different scores. — Qualtrics XM Institute ### Why is Japan's NPS so negative? Cultural — Japanese respondents systematically avoid scale extremes due to social norms around modesty. SurveyMonkey explicitly warns against direct cross-country comparison without cultural calibration. — SurveyMonkey 2023 ### Are companies abandoning NPS? Some are reframing it. Gartner predicted 75%+ of customer service organizations would abandon NPS by 2025 — but for service/support specifically. NPS persists as a relationship metric while being increasingly paired with CSAT and CES. — Gartner 2021 ### What sample size do I need to compare NPS scores? Around 385 responses gives a 95% CI ±5% for simple proportions. For detecting a 10-point NPS difference between two groups with statistical power, MeasuringU shows you often need 1,000+ responses per group. — MeasuringU; SurveyMonkey ### Why do companies have different public NPS values from different sources? Different methodologies, customer bases, touchpoints, and time periods. Apple's NPS is reported as 65 in one source, 57 in another, and CustomerGauge averages multiple sources to 61. — CustomerGauge ### What's the cleanest source for cross-country NPS? SurveyMonkey's 2023 9-country study for general consumer comparisons. NPS Prism for banking-specific cross-country data. — SurveyMonkey 2023; NPS Prism ## Methodology and sources This report compiled NPS benchmarks from independent third-party research firms only. No vendor self-reports, no marketing claims. Sources used: - **Qualtrics XM Institute (XMI)** — 2026 U.S. consumer NPS benchmark, 10,000 consumers, 354 organizations, 22 industries. - **NPS Prism (Bain-linked)** — 2025 U.S. cross-industry, 800,000+ customers, 1,000+ companies, refreshed quarterly. Plus 2024 global banking benchmarks. - **ClearlyRated** — 2026-2025 B2B services benchmarks for legal, accounting, staffing. - **Forrester** — 2025 global NPS rankings, 275,000+ customers, 478 brands, 13 industries, 13 countries. Used for trend direction, not company scores. - **SurveyMonkey** — 2023 9-country consumer NPS study with published country sample sizes. - **Survicate** — 2026 industry medians, 11 sectors. Note: Survicate's data is from their own customer base (B2B/SMB skew). - **ACSI** — Used for cross-reference (though ACSI is 0-100 satisfaction, not NPS). **Limitations.** Public NPS benchmarks are dominated by U.S. consumer-facing sectors. B2B, SaaS, and non-U.S. data are thinner. Where source data was unavailable for median or quartiles, this report shows "Data gap" rather than estimating. Vendor self-reported scores (commonly cited on sites like CustomerGauge) are excluded. ## Cite this report APA Lundberg, E. (2026). NPS Benchmark by Industry 2026. SpaceForms Research. Version 1.0. https://spaceforms.io/reports/nps-benchmark-by-industry-2026 BibTeX @techreport{lundberg2026nps, title = {NPS Benchmark by Industry 2026}, author = {Lundberg, Eric}, institution = {SpaceForms Research}, year = {2026}, version = {1.0}, url = {https://spaceforms.io/reports/nps-benchmark-by-industry-2026} } MLA Lundberg, Eric. "NPS Benchmark by Industry 2026." SpaceForms Research, version 1.0, 2026, spaceforms.io/reports/nps-benchmark-by-industry-2026. ## Run NPS surveys with SpaceForms SpaceForms makes building NPS surveys effortless. Describe your survey in plain language and AI builds it. Multimode delivery (form, chat, voice). Free forever, unlimited responses. 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