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Our website uses cookies to give you the most optimal experience online by: measuring our audience, understanding how our webpages are viewed and improving consequently the way our website works, providing you with relevant and personalized marketing content. You can also decline all non-necessary cookies by clicking on the “Decline all cookies” button. Please find more information on our use of cookies and how to withdraw at any time your consent on our privacy policy.

Demanding Digital

The Rise of the Digitally Discerning Consumer

Use digital services if essential but prefer engaging with people direct.

55% of reluctant consumers would simply rather speak to a human than use a digital service. 35% of this group favour speaking to a real person because they feel it is more secure, whilst 36% would choose to do so because they believe it is simpler. This isn’t because reluctant consumers aren’t able to see the benefit of going digital – only 9% assert that they gain nothing from digital – but because they make a conscious choice not to, based on ease and convenience.

Complexity is the number one factor in throwing a reluctant respondent from the digital track when they’re already on it, with 23% saying that they’d return to a traditional channel in favour of a digital one if it proved to be too complicated. For reluctant users, keeping it simple is key.

View more about our Demanding Digital Report

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