Demanding Digital

The Rise of the Digitally Discerning Consumer

Driven by convenience, they tend to be first to try a new application or service.

Rapacious consumers are keen to get their hands on new digital services as soon as they’re available. More than three quarters (79%) of those in this group say that their attraction to digital services over traditional ones comes from the perceived level of convenience.

The rapacious group is the only one of the personas not to cite complexity as the biggest problem with digital services. Only 28% in this band say that a complex digital service will push them away, compared to the 32% who say the same of a slow or clunky experience. For these digital savants, speed and a straight route to the goal count for everything.

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Contact: Tom Swanson - Chief Digital Officer, Tel: +44 (0)7805 910332