Three strikes and you’re out!
A third of consumers say that a digital service failing is enough to negatively impact overall brand loyalty
The UK is becoming a nation of digitally discerning consumers.
In our new report, Demanding Digital: The Rise of the Digitally Discerning Consumer, we explore consumers’ and citizens’ attitudes towards and experiences of digital services across ten public and private sector markets.
Our research allows us to identify what drives them to embrace digital technology and what causes them to disengage.
Digital Personas: from Rapacious to Resistant
Download our Market Research Paper
Demanding Digital – the rise of the digitally discerning consumer
Digitally discerning consumers are piling on the pressure. We explore what it takes to get the digital journey right.
What does it mean to be digital?
A visual journey through the vital statistics uncovered from our #DemandingDigital primary research report
It’s a question that every organisation needs to answer. Being digital used to mean just having a website, but in the modern age it means so much more. To gain a better understanding of consumers’ attitudes towards digital services we surveyed over 3000 people to see how they are now #DemandingDigital, with this video giving you an overview of the results.
Key topics – Demanding Digital
The majority of consumers give organisations just a couple of chances to get a digital experience right. Get it wrong and 33% said their opinion of the brand would lessen as a result.
Simple, not basic
Consumers have to feel that a new application or service makes things easier and faster for them. While 15% said they dropped off a digital service because it was too confusing, 8% blamed lack of depth.
It has to be relevant
Consumers expect digital services to be fit-for-purpose and regularly updated so they stay relevant. 8% expect information on digital systems to be updated around three times per week.
Digital Trailblazers and Laggards
So which industries are leading the way with the experiences they offer through digital services?
27% placed online retailers at the top
Over two thirds (69.1%) of respondents would rate their online retail experience as either ‘good’ or ‘outstanding’
17% rated financial services and technology companies at the top
Over half of respondents rated their online financial services experience ‘good’ or ‘outstanding’
Less than 5% put the Police, Central Government, Local Government, Healthcare and Utility providers at the top.
A fifth say that their experience of digital from central (18%) or local government organisations (22%) has been poor
Only 17% would say their digital experience with the police was ‘good’ or ‘outstanding’