Demanding Digital

The Rise of the Digitally Discerning Consumer

Happy to use digital services once they have explored all the options.

Receptive consumers account for the biggest group within our findings. They will be swayed towards a digital service if they think that it will be more convenient (75%), easier to use (64%) or faster (59%) than going via a traditional channel.

Complexity and security are concerns for this group, with a third (32%) of receptive consumers noting that a needlessly complex digital service will likely make them abandon it for a traditional solution, and a quarter (24%) saying the same of any application that asks them for too much personal information. A savvy bunch, receptive users are open to trying digital services, but just want to have explored other options first.

View more about our Demanding Digital Report

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