Demanding Digital

The Rise of the Digitally Discerning Consumer

Use digital services if there is no other option.

For resistant consumers the major problem with digital services is one of complexity. Close to half (42%) say that they’d find it simpler to speak to someone direct about their needs than go digital, many of whom agree that digital services take too long to use (22%).

This group also raise concerns about security, with 22% stressing that they don’t find digital services to be secure enough. However, even in this most anti-digital group, there is hope. 12% admit to having been pleasantly surprised at how well digital services have worked when used. The key to winning over resistant consumers is to make digital less complicated (34%), more secure (27%) and with no room for doubt as to the benefits it will bring (22%).

View more about our Demanding Digital Report

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